McKenzie River Valley April 2011

Agri-Tourism Development Workshop

David Beurle,Innovative Leadership

The source of observations and case-study material

• A series of international study tours and site-visits

• Work in North America• Travel Oregon’s long history

and expertise in Tourism

A Taste of West Cork - Ireland

Regional Branding

• Food and Tourism• Retail marketing within region and external• Highly successful and effective• Improves local agricultural base

www.westcorkleader.ie

Regional Branding– “achieving competitive

advantage through the use of the area’s unique image & identity”

• LEADER programme– integrated development

strategy– dedicated resources

• West Cork– Strong regional image– Local resource potential

Area Characteristics

• 108,000 population• 3150 km.²• 450 km coastline• Fragmented settlement

pattern• Population density 34/km.²• Heterogeneous population• Emerging urban influence

Strengths

• Strong image, profile & identity

• Diversity of landscape, culture & heritage

• Natural Resource Base• Environment/Quality of Life• Attractive towns & villages• Proximity to Cork city• Community/voluntary

participation

Weaknesses• Infrastructure development• Reliance on Agri-output• Poor geographic dispersal of

enterprise activity• Externalities/macro environment• Development pressure on coastal &

peri-urban areas• Distance from & access to markets

Defining the Brand• Quality Trademark• Distinctive Local Origins• Commitment to Excellence• Documented QA Systems• Code of Practice• Independent Monitoring• Network and Co-operation

Brand Values• Differentiate Goods and Services• Attract Consumers with Similar

Values• Guide Behavior & Response• Build Emotional Connection• Quality Heritage & Tradition• Innovation -Trust, Integrity &

Authenticity

Brand Values• Quality• Heritage & Tradition• Innovation• Trust & Authenticity• Credible• Environmental & Cultural• Professional• Commitment

Food & Tourism Sector

• Importance to Local Economy

• Local Resource Potential • Sustainable Development• Potential for Added Value• Cultural Wealth• People = Place = Product• Linkages• Innovation• Owner-Managed

Timeframe

• 1995 Planning & Development

• 1996 Concept Launch

• 1998 Commercial Launch

• 2001 Subscription Income

• 2002 LEADER+

Outcomes

• Enhanced Regional Profile • Strong Enterprise Development• Creation of Development

Infrastructure• Improved Production Processes• Coherent Marketing• Development of Niche Markets• Move up Value Chain

Outcomes• New Product Development• Job Creation/Maintenance• Enhanced Market Access• Inter-sectoral Synergies• Networking and Co-

operation• Improved Consumer

Awareness• Environmental Impacts• Agenda Setting

Geographic markets1

Tourism and Food members

05

101520253035404550

West Cork Cork City Rest ofIreland

UK Other

All Tourism

Food

%

Involvement in food distribution channelsby enterprise size (number of employees)

Number Employees

Distribution channel ≤ 10 11 – 20 21+

Direct 60% 33% 0%Wholesale 28% 67% 33%Catering 40% 67% 33%Independent 44% 33% 33%Supermarkets 56% 67% 100%Mail order 20% 0% 0%

0

100

200

300

400

500

600

700

800

900

1998 1999 2000 2001 2002 2003 2004 2005

Food full-time

Tourism full-time

Full-Time Employment (n=93)

• Steady growth in employment reflects growing– Membership– Employment

at enterprise level

• Increasing importance of employment in food enterprises

0

50

100

150

200

250

1998 1999 2000 2001 2002 2003 2004 2005

Food part-timeTourism part-time

Part-Time Employment (n=93)

• Part-time employment is more in the tourism industry

• Steady growth in p/t employment also reflects growing– Membership– Employment

at enterprise level

Findings from Regional Branding Study Tour

The study tour group concluded that the major economic benefits that regions can derive from regional branding projects includes:

• Increased value of farming - the stronger and better recognised the brand, the better the economic health of farming and agricultural investments

• Opportunity for groups of producers to differentiate their product and extract maximum market premium from local and export markets.

• Provides strategic framework for marketing and a stimulus for local value adding projects and innovative ventures.

• Increased tourism, creating more jobs and service sector investment such as accommodation, restaurants and agri-tourism.

As well as economic benefits, the tour group also observed a number of important social benefits, including;

• Creating a cohesive and collaborative community - projects helped align and focus the community by having many parts work together.

• Providing an opportunity to link farmers with urban people.• Creating a strong sense of pride for people in a region.• More diverse and creative jobs - adds new depth to the economy

and career opportunities for local people• Opportunity to protect important aspects of a region such as

agricultural landscapes, townscapes and 'traditional way of life'.• Creates a clear identity and reputation for a region that local

people can embrace.

Findings from Regional Branding Study Tour

Critical Success factors for Regional Branding

After exploring numerous regional branding projects, including successful and unsuccessful projects, the tour group drew the following conclusions about critical success factors:

• Branding project must be able to demonstrate real benefit;• Collaboration is critical - must have good links and communication amongst all

the key players;• Successful projects all demonstrated a real pride in agriculture and food

products from their region - must be proud of what we have;• Brands must be strong and attractive, and have an obvious link to high quality

food products and great eating experience;• Creating and promoting of a local cuisine was a high priority, and must be

linked to the region.• Investing in good market research and expertise was critical• Need to forge strong links with tourism to create food and wine tourism

opportunities.

Hyden – Western Australia

Rural tourism – built around ‘Wave Rock’

• Small scale and locally driven• Retains authentic farming town feel• Diverse businesses that are largely sideline to

farming operations• Celebrates farming heritage

www.waverock.com.au

HYDEN – Case Study of a self-reliant and entrepreneurial community

HYDEN – at the end of the rail‐line

• 340 km east of Perth – 4 hours drive

• Population 600

• Settled in 1920’s

• Wheat and grain farming area – large scale and remote

‘The Wave Rock Experience’Creating a world famous tourism destination

• 2,700 million years old natural rock formation

• This feature measures 15 metres high and 110 metres around a granite cliff

CREATING THE HYDEN TOURISM DEVELOPMENT COMPANY 

• In 1970’s, it began with the establishment of a caravan park, followed by cabins, hire vans and has now grown into the Wave Rock Motel complex – a $5 million facility.

• The Company has promoted Wave Rock such that it now attracts 130,000 people per year

‘The Wave Rock Experience’

Creating the next stage – an international airport and lakeside resort!

Locals instigated construction of the Hyden Regional Airport to provide access for international visitors who have money, but not time.

The company shareholders have never taken a dividend –they prefer to invest in their own community.

Hyden Business Development Company

• 23 local farmers have each contributed $8000 as registered equal shares

• The company supported the establishment of 5 new businesses in Hyden.

Impact and Benefits• Tourism has generated 70 jobs • The town has 100% full employment • Over 80% of the tourism jobs employ

people under 30 year old• Wave Rock Prime Beef – a quality driven

cooperative marketing initiative aimed at making Hyden the ‘Beef Capital of the Wheatbelt’

• New tourism attractions - by young local entrepreneurs, eg: Stargate Observatory, Steel Fabricator, Supermarket

The Tin Horse Highway

Kulin Bush Races – Case Study

Kulin is a small country town (pop approx. 300) about 4 hours drive east of Perth.

• It has created a major tourist event – each year in October they hold the Kulin Bush Races.

• Nearly 4,000 people travel to Kulin and stay for the race weekend.

Shire Logo – creating the Bush Races theme

Town entry signs

Kulin created the first Community Bank in Western Australia

Newly built town water park

Corrigin – Case Study

‘Dog in the Ute’ – world record holder

Town planning committee ‘Corrigin – Our Future Committee’ decided to put Corrigin on the map (founded by Leigh Hardingham)

• Created a world record attempt at the number of ‘dogs in utes’ event.

• Had over 2000 entries• Created national publicity• Now national competition with Victoria

Corrigin Dog Cemetery

The Dog in the Ute Competition

Town entrance signs

INNOVATION IN AGRICULTURE AWARDS 1998

WINDMILL FLOUR – BRENDAN GRYLLS

Corrigin WA

Regional produce – yabbies

Wheatbelt Regional Cuisine

Gourmet Deli Trail – Gippsland, Australia

Gourmet Food Trail

• Great concept; unbelievable product mix• Close urban proximity and high profile

region• Great scenery; perfect day-trip• Failed because of lack of cohesion and

leadership

Great locationGreat productsGreat sceneryLousy leadership

“Follow the Country trail; winding its way through the lush pastures of Gippsland, sample the very best of food and wine -direct from the local producers at picture book farms and in charming country towns. You can choose a crayfish straight from the boat at the San Remo Fisherman’s Cooperative or pick your own berries from the tree at the Sunny Creek Fruit and Berry Farm at Childers. Taste the preserves and chutneys from Clearview Farm in Ferndale, or enjoy smoked hams and game meats at the Jindivick Smokehouse”.