Wild Rivers Coast Rural Tourism Studio Agritourism Presentation
-
Upload
travel-oregon -
Category
Business
-
view
267 -
download
0
Transcript of Wild Rivers Coast Rural Tourism Studio Agritourism Presentation
Culinary and Agritourism
Development
Oregon Rural Tourism Studio
Wild Rivers Coast
November 2013
Agenda
• What makes food-related travel
memorable?
• What is “culinary and agricultural tourism”?
• Demand: market trends and visitor profiles
• Supply: your assets
• Strategies: enhancing visitor experience
• Action plans and next steps
“Call ahead. And reserve well
in advance. Demand for
agritourism exceeds supply.”
“The Best Farm to Table Restaurants in the
Pacific Northwest”
Conde Nast Traveler magazine, March 2013
What are we talking about?
Culinary Tourism
Agritourism Nature
recreation
Detering Orchard,
Harrisburg Oregon
Agritourism can
include
destinations
primarily visited
by locals, who
bring friends
and family
Wallowa County,
Oregon
Heirloom
beef, adding
on-farm sales,
educational
tours, more
Local farms with strong
local customer base . . .
. . . connect with
visitors as
suppliers to
chefs
“In Southern Oregon, Cathy and
Sam Pennington nurture five
children, 1880s heirloom berries
and old-time backing traditions.”
-Country Living magazine
Leaping Lamb Farm Stay
Alsea, Oregon
1 guest cabin,
$250 per night,
Booked all season
“Thank you so
much for sharing
this most special
place. You offer
your guests the
perfect holy trinity
for renewal– plenty
of green space,
silence, happy
animals.”
Hood River County,
Oregon
Farm offers tours on request, but a primary business is off-
farm sale of wool and yarn on-line and retail shop in
downtown Hood River, a main tourist destination
Fairview Farms Goat Dairy,
Dallas, OR
(and
Goat Museum)
“Visit the 200 square foot
gallery, open Friday through
Sunday in winter, for a glimpse
of how humans’ relationship
with goats has evolved over
the past 10,000 years . . .”
- Via, AAA magazine
“The Food Issue, Nov 2013
Lodging, guides,
special events:
a destination
experience in
remote Fossil Oregon
Lavender festivals,
harvest festivals. . .
Easter lily festivals?
Food on the farm events, and
private events (including
celebrity weddings!)
Plate and Pitchfork:
Farm to Table events
Expanded from Farm to
Table events to outfitting
tours: e.g. Six days on the
salmon river, $2,795 per
person, sold out!
County-wide self-guided
loop tour, in Hood River
County, over 20 years
running. Associated
festivals grew over time.
Artisan Foods, some with locally
sourced ingredients
From artisan food sales to
participatory artisan food
Chefs who
feature high
quality local
foods
Prince Edward Island, CA- simple and fancy
Queen
Charlotte Trek,
New Zealand:
Multi-day hike
with awesome
local foods
and surprising
culinary
experiences
Catalysts
• Local farm tours to connect farms with each other and chefs/restaurants
• Self-guided tours and trails
• Packaged itineraries and experiences
• Technical assistance to farmers and food entrepreneurs
• Distinctive, meaningful branding
• Producer initiatives supported by community
Travel Oregon
support activities
Demand Factors:
• Growth of the multi-cultured consumer- food as cultural experience
• Disconnect between urban and rural
• Renewed emphasis on family time
• Rejection of mass production; rise of artisan production
• Slow Foods and Buy local
• Environmental and health concerns
• Affluence trading up to better food
• Celebrity chefs and media
Who are we talking about?
Food and education
enthusiasts
Families and
special event fans
Outdoor recreation
lovers
Co
lora
do
Cu
ltu
ral, H
eri
tag
e a
nd
Ag
rito
uri
sm S
tra
teg
ic P
lan
Visitor Characteristics
Agritourism
• Families
• Few with teenagers
• Moderate income
• Highly educated
• More day trippers
Culinary Tourism
• Similar profile to outdoor
recreation market
• DINKS and SINKS
• Age 35-64
• Higher than average
income and education
• Like heritage travelers,
more likely to try many
activities
Intentional vs. accidental
15%
39%
39%
7%
Deliberate
Opportunistic
Accidental
Uninterested
Prince Edward Island study
Seeking . . .
• Authenticity
• Variety
• Stories
• Active learning
• Animals
• Something to bring home
• Fun
Supply:“Eat and Drink” listings Bandon Brookings Gold Beach Langlois Port Orford
Artisan Producers 3 1
Breweries 1
Coffee and Tea 1
Culinary Experiences 4 1
Oregon Distilleries 1
Farmers Markets 3 1 2 1
Oregon Food Trips 1
Picking and Foraging 3 1 2 1
Ranches
Restaurants 16 3 9 4
Seafood 1 1
Wineries and Wine
Most promising assets for
future development?
Building blocks for visitor experiences
Consider market trends
Consider visitor profile
Consider WRC initial asset inventory
Connecting Assets to Create
Awesome Visitor Experiences
• Public facilities and infrastructure
• Business services
• Signage and wayfinding
• Interpretation
• Marketing and communications
• Routes and Itineraries