WILD RIVERS COAST CULINARY AND AGRITOURISM...

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Wild Rivers Coast Rural Tourism Studio Notes, Culinary and Agritourism, November 5, 2013 1 WILD RIVERS COAST CULINARY AND AGRITOURISM DEVELOPMENT WORKSHOP Workshop #3 Culinary and Agritourism Development Workshop November 5, 2013 The Curry County Fairgrounds, Gold Beach, Oregon A. PARTICIPANTS Jim Auborn, City of Port Orford Karen Auborn, Port Orford Main Street Revitalization Association Emma Barene-Jones, E.B. Photography Beth Barker-Hidalgo, Curry Community Healthy Cathy Boden, Curry Watershed Partnership Susan Brown, Curry County Connor Caldwell, Rural Human Services Alexa Carey, Rural Development Initiatives Robert Carson, City of Gold Beach Bob Clifford, CDS Property Management Colleen Combs Ron Crook, Event Center on the Beach Sue Dawson, Gold Beach Visitor Center Lydia Delgado Alex Frederick, Chetco Brewing Michael Frederick, Chetco Brewing Jodi Fritts, City of Gold Beach Amy Gaddis, Jot’s Resort Angela Glore, Rural Human Services Chris Hawthorne, Redfish LLC Theresia Hewitt, Lighthouse Keeper/Port Orford Beacon Maryann Holcomb, One Lump or Two? Harry Hoogesteger, South Coast Watersheds Annette Klinefelter, AK Consulting Nicole Malloy, Coastal Mist Beverly Manes, Port Orford Chamber of Commerce Morgan McKenzie, McKenzie Livestock and Lake Ranch Jerry McManus Scott McNair, Jerry’s Rogue Jets Sherri Merritt, Merritt Lavender Farm Ben Morgen, Port Orford Main Street Georgia Nowlin, Brandy Peak Distillery Marihelen Pitts-Campbell, Southern Oregon Kite Festival Michael Pitts-Campbell, Southern Oregon Kite Festival Tyson Rasor, Redfish Rocks Community Team William Ross, The Vista Pub Troy Russell, Elk River Property Development Harv Schubothe, Greater Bandon Association Jim Seeley, Wild Rivers Coast Alliance Kevin Shaw, Coastal Mist Tara Shaw, Coastal Mist John Shipp, Powder House Vacation Rental Marie Simonds, Wild Rivers Coast Alliance Arlis Steele, Brookings-Harbor Chamber of Commerce Scott Thiemann, Curry County Extension Service Joe Willett, City of Brookings Tourism Promotion Advisory Committee Kelly Thompson, Truffles Bandon Tina Davis, Hydres Mike Gabbert Carrie Courtney, Curry Watershed Partnership Troy Livingston, The Old Agness/Singing Springs Local Farmers TRAVEL OREGON STAFF Kristin Dahl, Director, Destination Development Nastassja Pace, Destination Development Coordinator

Transcript of WILD RIVERS COAST CULINARY AND AGRITOURISM...

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Wild Rivers Coast Rural Tourism Studio Notes, Culinary and Agritourism, November 5, 2013 1

WILD RIVERS COAST CULINARY AND AGRITOURISM DEVELOPMENT WORKSHOP

Workshop #3 Culinary and Agritourism Development Workshop November 5, 2013 The Curry County Fairgrounds, Gold Beach, Oregon A. PARTICIPANTS Jim Auborn, City of Port Orford Karen Auborn, Port Orford Main Street Revitalization Association Emma Barene-Jones, E.B. Photography Beth Barker-Hidalgo, Curry Community Healthy Cathy Boden, Curry Watershed Partnership Susan Brown, Curry County Connor Caldwell, Rural Human Services Alexa Carey, Rural Development Initiatives Robert Carson, City of Gold Beach Bob Clifford, CDS Property Management Colleen Combs Ron Crook, Event Center on the Beach Sue Dawson, Gold Beach Visitor Center Lydia Delgado Alex Frederick, Chetco Brewing Michael Frederick, Chetco Brewing Jodi Fritts, City of Gold Beach Amy Gaddis, Jot’s Resort Angela Glore, Rural Human Services Chris Hawthorne, Redfish LLC Theresia Hewitt, Lighthouse Keeper/Port Orford Beacon Maryann Holcomb, One Lump or Two? Harry Hoogesteger, South Coast Watersheds Annette Klinefelter, AK Consulting Nicole Malloy, Coastal Mist Beverly Manes, Port Orford Chamber of Commerce Morgan McKenzie, McKenzie Livestock and Lake Ranch Jerry McManus Scott McNair, Jerry’s Rogue Jets Sherri Merritt, Merritt Lavender Farm Ben Morgen, Port Orford Main Street Georgia Nowlin, Brandy Peak Distillery Marihelen Pitts-Campbell, Southern Oregon Kite Festival Michael Pitts-Campbell, Southern Oregon Kite Festival Tyson Rasor, Redfish Rocks Community Team William Ross, The Vista Pub Troy Russell, Elk River Property Development Harv Schubothe, Greater Bandon Association Jim Seeley, Wild Rivers Coast Alliance

Kevin Shaw, Coastal Mist Tara Shaw, Coastal Mist John Shipp, Powder House Vacation Rental Marie Simonds, Wild Rivers Coast Alliance Arlis Steele, Brookings-Harbor Chamber of Commerce Scott Thiemann, Curry County Extension Service Joe Willett, City of Brookings Tourism Promotion Advisory Committee Kelly Thompson, Truffles Bandon Tina Davis, Hydres Mike Gabbert Carrie Courtney, Curry Watershed Partnership Troy Livingston, The Old Agness/Singing Springs Local Farmers TRAVEL OREGON STAFF Kristin Dahl, Director, Destination Development Nastassja Pace, Destination Development Coordinator

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B. WHAT IS CULINARY AND AGRITOURISM?

From table groups discussing “What is the most enjoyable food-related travel experience you’ve ever had and why?”:

one word to capture each table’s experience

Experiential

Interactive

Delicious

Communal

Educational

Authentic

Cultural

Terroir

Personalities with stories (added during discussion)

This is the essence of what this market niche offers. Group discussion followed about the overlaps and distinctions

between culinary tourism and agritourism, based on diagram in participant materials, with additional consideration of

how outdoor recreation and heritage tourism also sometimes overlap with both. A wide variety of activities connect

with culinary tourism and agritourism.

There was a presentation of examples from near and far, along with data about market trends and visitor profiles (some

differences in those for agritourism vs. culinary tourism). It was noted that there is very little solid, up to date

information about visitor profiles not only for Oregon, but in general.

Information about Travel Oregon’s work to support culinary and tourism development was presented, focusing on

FEAST events in Portland, the Trails to FEAST self-guided tours, and the “Eat and Drink” section of the Travel Oregon

website.

C. CULINARY AND AGRITOURISM ASSETS

Participants worked in small groups by community to assess potential assets for culinary and agritourism community,

using a worksheet in the participant materials. Based on their assessment, each group identified the priority local assets

for short term actions to further develop. Lists for each community are included in a separate document

There were several common priorities among the region’s communities. Participants then regrouped to work on specific

regional project ideas/action ideas to capitalize on these assets.

1. Tours of interesting food production facilities (fish, chocolate, chees, jams)

2. Festivals and events featuring local food

3. Eating at restaurants and inns featuring locally sourced foods

4. Local wine tastings – beer, distilleries

5. Places to buy local grown and/or produced foods to take home

6. Educational farm tours with foraging

D. REGIONAL PRIORITY PROJECT IDEAS

Each group reported back on their ideas, and again, there were common specific project ideas mentioned by several

groups: for example, “locally sourced” branding, tie-ins with events and tours, outreach to identify interested producers.

1. Tours of interesting food production facilities (fish, chocolate, cheese, jams)

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a. Identify regional inventory of facilities/farms/etc. that provides – or might be interested in providing –

tours/host visitors

i. Fish market- how to clean fish/crab, etc

ii. Cheese factory

iii. Not food- sheep shearing/lambing (identify all potential tour spots

b. Create trip itineraries

c. Showcase north to south tour itinerary for region

d. Chocolate, cranberries, cheese, fish (restaurants, hatcheries tour?), sheep ranching (cultural as well),

brewery, distillery, redwoods,

e. Organized as “What do you want to do?” so people can self-organize what they want to a T. Cards, maps

as guide

i. Fish, food, farm, booze.

ii. How many stops?

iii. Seasonality, interest, travel style?

f. Identify family friendly establishments to cater to all visitors

2. Festivals and events featuring local food

a. System to identify conflicting event dates

b. Shuttle service to transport large number of people at bigger events

c. Incorporate local food into large events, but not enough product to support large need; however some

have excess –

i. put more cranberries in the Cranberry Festival- bog tours during October harvest,

ii. Opportunity- Cape Blanco Music Fest, Aug 1-3, 2014- featuring local ag tours, food trucks with

local ingredients, nonprofit and for profit

iii. April-May- shoulder/off season. Water Festival incorporating charter/prowler fishing with catch

of the day culinary event @ local restaurants, also crabbing, clamming

iv. Gorse festival, March-April when in bloom

v. May- Iron Man, races (running, biking, cars, shuttles, lodging. Restaurants, Bandon to Brookings

over the course of several days, optional activities (tours), musical events, tap into package tour

operators

vi. Sept- (like Cycle Oregon) bike event

d. Food Carts for large events

e. Progressive farm tours, dinners on farms – farm to table

i. cranberry progressive dinner at local restaurants for example- start at cranberry bog tour during

harvest, 1st restaurant appetizer featuring cranberries, 2nd salad and soup, 3rd main course, 4th

dessert, cocktails or wine pairing at one or more stops. Possibility of shuttle between

3. Eating at restaurants and inns featuring locally sourced foods

a. Go Local branding initiative – something that clearly brands our products

i. Research examples e.g. Humboldt County, Wild Rivers Coast

b. Connecting restaurants with producers/local food and brand it

i. Existing restaurants are not promoting what they are already sourcing locally

ii. Restaurants know what to serve/make that is local/have seasonal menus

1. Need to address issues w/not constant local supply, and difficulty buying local fish (CS

fishery a vehicle?)

2. Communicate value added from local

3. Map showcasing sourced locations

a. Fish-tag where it’s from (latitude and longitude)

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b. Produce

iii. How to get farmers/producers etc to know to contact restaurants and buyers?

iv. Expanding what is available to restaurants e.g. foraged products?

c. Developing local meat processing capacity?

i. USDA barrier-certification for local meats (additional licenses)

ii. Research restrictions/resale issues

iii. Transportation of local sourced meats for commercial processing drives up price

d. All can be combines with celebrity chefs, culinary tours, festivals and events

e. Beer/chef/winemaker dinners that promote interaction- “Meet your “brewer, farmer…”

4. Local wine tastings – beer, distilleries

a. Setting up South Coast Suds and Spirit Tours – have a passport to stamp off at each location, 2 day tour

with 3 breweries & 2 distilleries. Make a map for visitors to follow the loop.

b. Sign and symbol for local sourced foods – can go in window at restaurants, breweries, distilleries

c. We Speak (for local beers, local spirits, both)

d. Seasonal festivals with unified presentation of local foods and tours available at the event; trying to get

food parings, i.e. what goes with crab, tuna, etc.; mushroom festival, salmon festival, cranberry,

Oktoberfest, Maifest?

5. Places to buy local grown and/or produced foods to take home

a. Branding and marketing – South Coast brand

i. Signs/marketing- “Humboldt Made” example. Promote sustainability/locally grown

ii. Online presence updated

iii. Tell the story of the farm and product- Short videos- meet the farmers

iv. Also works to build community support

v. Seasonal chart of foods available and when

b. Giant CSA (i.e. Intervale or cooperative CSA of 7 farms) – where multiple growers/producers pool

together and then get restaurants and/or families to buy-in, if support from community then more

available for visitors as well

i. CSA support (produce more with capital support from community buy-in). Right now, supply of

local food constrained by lack of capital for expansion

ii. “True cost of food” education

iii. Crowd-sourcing

c. Coordinating food distribution from local producers to local market – need for it, producers want it, see

the demand

i. Year round farmers market

ii. Regional food hub

iii. Food guide/brochures

iv. Grants for coordination

v. Internet commerce- can ship domestically

vi. Farm bill changes

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6. Educational farm tours with foraging/gleaning

a. Seasonal calendar (know when and where can visit which crop/food) : (inventory farms and community

experts as a preparatory step)

i. Show processes – sheep shearing, goat cheese, milk cows, honey/hives, candle making, canning

tuna, etc. – how to use the agricultural product

ii. Wild crafting, foraging/gleaning, medicinal foods: cranberries, blueberries, mushrooms,

huckleberries, wild berries, crabs, fishing, urchins, clams, mussels

a. Idea- catch fish in ocean, cover over fire on beach, steamed in Arch Rock beer!

iii. Eating foods from farm

iv. Events existing and new that coincide with ag seasons e.g. blackberry festival

v. Organize tours around the calendar & tourist can know when and where depending on what

interested in

1. Shuttles buses to farms, self-drive?

2. Liability insurance

b. Find knowledgeable guides from around the region who can lead tours

i. List farm opportunities/activities e.g. horse carriages, hayrides

ii. Lead farm tours

iii. Schools and classes

iv. Tie to history e.g. century farms

v. Tie into outdoor recreation

c. Educational (up-to-date) website on local fruits, vegetables, cultural, historical – Link to existing

websites

E. PRELIMINARY ACTION PLANNING

Small self-selected groups of 2-4 people then chose among these ideas for more detailed action planning in “walking”

meetings.

1. Identifying regional facilities and farms

2. Setting up a “Suds and Spirit Tour”

3. Places to buy local food/ coordination of food distributors

4. Create a “Go Local” brand

5. Create trip itineraries

6. Create a seasonal calendar of food and agritourism opportunities

7. Create system to identify and resolve conflicting events

8. Featuring local farms through movable feasts

While the action plans and formal action teams will be launched at the close of the Rural Tourism Studio workshop

series, participants who are motivated to start working on any of these project ideas may begin to take action at any

time!

Note: Carrie Courtney, AmeriCorp/RARE with Oregon Food Bank described concurrent community food assessments ongoing in both Curry and Coos Counties as complementary to several of the RTS projects discussed. 1 on 1 interviews with community food providers, farmers, restaurants, grocery stores, issues with food

security, Pulling it all together – issues related to current food system, what changes needed, and action steps

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(1) PROJECT FOCUS AREA: Identifying regional facilities and farms (William R, Carrie C, Jodi F, Georgia, Beverly, Alexa)

Required Action/Next steps: Lead person/agency/group:

Possible collaborators:

Possible in-kind of $$ funding sources:

Timing:

Identify farms and ranches, building off food assessment work. Contact them about potential tours, understand offerings, contact info, potential to collaborate, local investment

Carrie C (RARE/CWA Food assessment)

Michelle 4H-OSU Ext

Starting now

Identify restaurants and retail willing to do tours, classes, experiences Build master list of contacts, survey and record responses, info on potential opportunities (classes, etc

AWRC (central agency with relations) Jodi

Chambers, Cities (list of businesses)

Starting now

Identify cultural and heritage places

Cultivate list with GBVC

Contact historical societies

Create master lists (crowdsource) with locations

Contact locations, Discuss collaborative opportunities, Finalize information

Gold Beach Visitors Center Sue

Historical societies

Starting now

Identify inns, lodges, hotels and b&Bs interested in creating experiences or cultivating existing Gather all info, condense into central list, contact all locations as above

GBVC Sue

Chambers

Identify regional food, produce, alcohol, food products Carrie RARE/CWA

Same as ag farms and ranches

Identify general attractions/tourist focused attractions (similar tasks as with culture/heritage except asking Chambers)

GB- Sue

Collaborate and create itineraries Connor, David, Ruth Dixon

(2) PROJECT FOCUS AREA: Setting up a Suds + Spirit Tours (Troy R, Michael Pitts-Campbell)

Required Action/Next steps: Lead person/agency/group:

Possible collaborators:

Possible in-kind of $$ funding sources:

Timing:

Reaching out to the five production facilities- measure interest

Michael P-C Restaurants, pubs, marketing, motels

Immediately

Test-driving the route to make sure it’s a reasonable idea (including C+K Brookings)

Michael P-C and team

Obtaining all the artwork from each of the distributers and produce a passport w/ map on the back

Troy R Print shops, all of above

Brookings sign and graphics, in-motion graphics, chambers, restaurants/pubs

3-6 months to complete

Work with Chambers/local and regional visitor centers to market and distribute passport

Team Visitor centers and chambers

See above plus Travel Oregon

3 months

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(3) PROJECT FOCUS AREA: PLACES TO BUY LOCAL FOOD: (Troy L, Kelly T, Ron C, Therisa H, Maryann H)

Required Action/Next steps: Lead person/agency/group:

Possible collaborators: Possible in-kind of $$ funding sources:

Timing:

Develop coop (farmers-producers)- will lead to distribution coop

Troy L

ID farmers/producers w/ need for distribution assistance

Get info from Carrie C

Find local/existing wholesale business within region until coop distributor is formed

Maryann H Start working with existing distributor until own is worked out

Small % overhead to cover business expenses (e.g 5%)

Ramp up production in products needed (biggest challenge is not having enough produce):

Identify products needed

Identify vacant farmland

Identify capital gaps

Troy L Other farmers/producers Ford Family Foundation, Jump Start, Multi-farm CSA

Identify possible retail outlets (coord with Food Bank project)

Carrie C Already in progress

Identify value added products to maximize profits and implement production

Local businesses, distributors

Ford Family Foundation, Jump Start, Multi-farm CSA

(4) PROJECT FOCUS AREA: Create a “GO LOCAL” Brand (Scott McN, Annette K, Cathy B, Scott Th)

Required Action/Next steps: Lead person/agency/group:

Possible collaborators:

Possible in-kind of $$ funding sources:

Timing:

Build our brand – determine what will symbolize what ‘Go Local’ in the region. What will we call our local food “stuff”? “Wild RiversGrown?”- community decides

Use the information developed in the inventory to understand what is being produced locally, and line up suppliers (questionnaire re seasonal schedule, price point)

Carrie C food inventory,farmers Rancheres, Fisherman, gardeners

Wild Rivers Coast Alliance, Food Bank, RARE/U of O

Build familiarity and interest (make a compelling argument for) of local products w/ restaurateurs. *Connect w/ the improving distribution group. Local focus groups to get input and buying

Annette K Local chambers

Willing restaurants Restaurants provide samples

Host an “Eat and Greet” after building support w/ local producers and local restaurants so bring them together in a room to meet and eat

Chamber leaders Chris at Redfish (willing to host?)

Chambers Restauranteurs and suppliers

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(5) PROJECT FOCUS AREA: CREATE TRIP ITINERARIES (Angela, Bob, Connor)

Required Action/Next steps:

Lead person/agency/group: Possible collaborators:

Possible in-kind of $$ funding sources:

Timing:

Identify businesses that should be on itineraries, and conduct outreach to them re concept

Carson/McHugh marketing, production and layout

1 rep from each city/chamber Humboldt made DNATL Food Team Alexa’s group

Cities. Businesses, counties, travel/tourism, grants

Feb-Mar (in time for next tourist season

Identify itinerary categories (seasonal, family, food/wine, etc)

Carson/McHugh marketing, production and layout

1 rep from each city/chamber Humboldt made DNATL Food Team Alexa’s group

Cities. Businesses, counties, travel/tourism, grants

Feb-Mar (in time for next tourist season

Create table tent cards w/ itineraries on them

Work with lodging properties on getting this information (table tents etc) to visitors

Restaurants, hotels, vacation rentals

Work to get these itineraries into local and state marketing channels

Create a ‘We Speak’ local food & ag module and highlight itineraries

(6) PROJECT FOCUS AREA: CREATE A SEASONAL CALENDAR OF FOOD/AG OPPORTUNITIES (Beth B-H, Susan B, Lydia D,

Emma J, Morgan McK)

Required Action/Next steps:

Lead person/agency/group:

Possible collaborators: Possible in-kind of $$ funding sources:

Timing:

ID all the native & seasonal crops in the region by season

Frank Burris, Harry H (OSU Ext, Watershed Council, OR Farm Bureau)

Mother’s Health Food, Valley Flora, Cranberry Growers, Cathy Boden, Kathleen Dixon, Lela Castle

ID non-native crops (yacon) Rick Hazard, Lydia D, Troy Livingston

OSU Extension Local garden club

ID foraging opportunities by season (mushrooms, medicinal, etc)

Karen Fleming Emma Jones

SOCC S Slough- OSU Extensions

I.D. protein sources – ranches, fishers, POSS,

Ranchers Fisheries Sustainable Seafood (POSS) Morgan McKenzie Fisherman’s Direct

Ports, Bussman’s (N), Pestano (Joe), Chris Amos, Ruth Dixon

ID production schedules – sheep shearing, etc

Susan B Lee Lawrence

Wool Factory Lee Lawrence

ID regional events and share this seasonal ag/culinary calendar with promoters

Chambers Cities Event Coordinators Beth B-H

Farmers Fisheries OSU Ext instructors Local foragers

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(7) PROJECT FOCUS AREA: CREATE SYSTEM TO IDENTIFY CONFLICTING EVENTS (Karen Jim, Sherri, Bob)

Required Action/Next steps: Lead person/agency/group:

Possible collaborators:

Possible in-kind of $$ funding sources:

Timing:

Identify stakeholders in each community that are involved with events: make list

Create a central place to coordinate event information – FB, Twitter, etc.

Take a look at “Wild Rivers Connect” project

(8) PROJECT FOCUS AREA: FEATURING LOCAL FARMS THROUGH MOVABLE FEASTS (Tara and Nicole)

Required Action/Next steps:

Lead person/agency/group:

Possible collaborators: Possible in-kind of $$ funding sources:

Timing:

Contact farmers, restauranteurs and caterers about concept and see who is willing to participate:

Start on the farm – see where its coming from

Then have an experience at a restaurant to showcase preparation

Chambers, Service organizations, non-profits-- whomever proceeds would benefit (these would be structured as benefits for local orgs)

Dinners would be donation or partial donation on the part of restaurants and farmers

Dependent upon harvests and what’s in season

Determine appropriate harvest/fishing seasons for event, and which foods to feature

Nicole Malloy

Market and promote event(s): inc Facebook page, Chamber websites

Nicole Malloy Chamber of Commerce, benefiting service organizations

Participating restaurants, farmers /fishermen

F. NEXT STEPS:

Closing thoughts on how to move forward:

We think we have what it takes to have successful agri-tourism in our region – we need to join the groups

working on some of our ideas already and connect them, so they can help be successful catalysts

Identifying local people who want to participate in moving this forward – farmers, community members, etc.

Condensing efforts / projects – instead of having many in different categories

Figuring out what’s already going and who is involved in efforts, and figuring out how we can participate

together and not having volunteer burnout

Start a working group to start the charge, convene, compile information when it’s gathered

Have a project manager – who will take roles and delegate responsibility across the region, and creating clear

leads on each project

Making the case to the community/education – what the value added is, the data – who’s coming, how many,

what spending

A little overwhelming, but exciting too .The raw ingredients are here!

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The following people signed up for future Culinary/Agritourism Action Team

Bob Clifford

Nicole Malloy

Connor Caldwell

Angela Glore

Alex Frederick

Jodi Fritts- City of Gold Beach

Ben Mares

Susan Brown

Carrie Courtney

Georgia Nowlin

Troy Livingston

Emma Barene-Jones 541-982-0158 Port Orford

Cathy Boden 541-332-5039 Port Orford

W.R. Ross “Bill”

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