GROWING FOOD TOURISM December 1, 2014

Transcription

1 GROWING FOOD TOURISM December 1, 2014

2 Agenda Introduction Why and Who of Culinary Tourism How to Meet the Expectations of a Food Tourist BREAK Feast ON Certified Taste of Ontario Creating Experiences and Partnerships Through Culinary Tourism

3 The Ontario Culinary Tourism Alliance Ontario Culinary Tourism Strategy & Action Plan Develop culinary tourism strategies Provide expertise on culinary tourism products/ experience development Promote culinary experiences in Ontario

4 A growing taste for culinary travel "When you travel through the world exploring food, you get this interesting window about the culture and the environment because food is the bridge between the land and the culture."

5 Defining Food Tourism Any tourism experience in which one learns about, appreciates, and/or consumes food and drink that reflects the local, regional or national cuisine, heritage, culture, tradition or culinary techniques. Savour Stratford Perth Country Culinary Festival

6 Every tourist has 1 thing in common

7 THEY EAT AT LEAST ONCE A DAY BUT MORE LIKELY THREE, FOUR or FIVE TIMES A DAY.

8 Defining Local Local = ingredients from the region Ingredients from Ontario Artisanal production done within the region, incorporating local ingredients (eg. craft beers, bread, chocolate) Richmond Station

9 There were over 25.6M visits to Toronto in If all visits included 3 meals that means there are 76.8M opportunities to create memorable experiences and a unique taste of place that will be shared! 76,800,000

10 FASTEST GROWING REVENUE GENERATOR Editor, Bon Appetit Magazine

11 Food Tourism Offerings Accommodations Attractions Beverage Producers Culinary Schools Farmers Markets Festivals & Events Growers/Producers Restaurants Retailers Tours C est What

12 Food Tourism: Economic Impact Eating local food has a 3:1 impact on local economy (Local Food Plus) For every 1L of Ontario wine that is consumed, $12.29 is generated in added value (Wine Council of Ontario) Over one third of tourist spending worldwide is devoted to food (UNWTO Global Report on Food Tourism) Average Culinary Tourist spends double that of a generic tourist Foodies on Foot 60-70% of visitors to farmers markets visit other neighbouring businesses (Farmers Markets #OCTAed

13 GIVING THE PEOPLE WHAT THEY WANT Motivations of Food Tourists

14 Characteristics of Food Tourists Concerned about origin of products Higher-than average expenditure High level of loyalty Masters of social media Want the VIP treatment Look for an authentic narrative Amsterdam Brew House

15 Culinary Tourists are MORE ACTIVE ACTIVITY PARTICIPANTS IN ANY CULINARY ACTIVITY % PARTICIPANTS IN NO CULINARY ACTIVITY % VISITING HISTORIC SITES OUTDOOR ADVENTURE (E.G. SWIMMING) ATTENDING LIVE THEATRE VISITING GARDENS GOLFING GOING TO A MUSIC FESTIVAL GOING TO A SPA Source: Tams Study 2006

16 Show & Tell TASTE 81% of respondents indicated ability to try locally sourced products was important when choosing a culinary activity TOUR 43% of respondents look for guided tours when choosing a destination TAKE AWAY 67% of respondents indicated option to take home products was important when choosing a culinary activity 2013 Ryerson University: Profile of the Ontario Culinary #OCTAed

17 Culinary Tourists are GETTING YOUNGER! Food and beverage are the biggest deciding travel factor for Canadians years of age (2012 TIAC/Deloitte survey) 83% of Canadian travelers under 45 years of age share their experiences through social media (2012 TIAC/Deloitte survey) For many young chowhounds, their edible adventures involve a mix of high and low, exotic and local, tough-to-book it restaurants and undiscovered gems The Globe & Mail, Aug The annual purchasing power of millennials is est. $170B (ComScore) By 2020, millennials will represent HALF of all global travel spending ( The Rise of the Millennial Traveler #OCTAed

18 And what are they looking for? CHARACTERISTICS OF MILLENNIAL TRAVELERS

19 And what are they looking for? Experiential, immersive travel experiences Co-creation, collaboration, curation Content, constant communication Information about where their food is coming from Restaurant tips from friends TRENDING CHARACTERISTICS OF MILLENNIAL TRAVELERS Communal tables Farm-to-table experiences, small batch, artisanal products Craft spirits

20 Make it mobile ONLINE AND UPWARDS! 52% of millennial business travelers book on mobile devices 60% of these bookings occur within 24 hours of a stay Travel booking on mobile devices doubled in the U.S. in 2012 (Skift Report) $26B in mobile bookings worldwide expected in 2014 (Expedia)

21 BREAK

22 WELCOMING THE FOOD TOURIST

23 Welcoming the food tourist the checklist - for individual businesses TELLING THE LOCAL STORY q Do we offer a unique taste of place that is an authentic expression of the region? q Do we serve/sell local food and drink? q Do we promote where our food and beverages are sourced from? q Do we call out specific growers and producers that we work with? q Do we promote our partnerships within the local food community? Our memberships? (e.g. OCB, OCCA) WELCOMING THE VISITOR Eaton Chelsea q Do we have a welcoming retail space for visitors? q Do we post our hours and adhere to them? q Do we have visible signage and route markers to direct visitors? q Do we have an attractive website, with a map, directions and high quality photos?

24 Welcoming the food tourist the checklist - for individual businesses Toronto Christmas Market KEEPING VISITORS ENGAGED q Are we active on social media? Social review sites? q Do we have a newsletter? Blog? q Do we encourage our customers to engage with us? q Do we offer incentives, run contests or promotions? ENRICHING THE VISITOR EXPERIENCE q Do we offer tastings and samplings? q Do we offer any classes or educational opportunities? q Do we offer entertainment? q Do we host any tours? Do we participate as a stop on a tour? Do we promote it? q Do we host any events on-site? q Do we participate in off-site events and promote this involvement? q Is our staff knowledgeable and passionate about our products? And the food story of the community? q Do we communicate our story and heritage with pride?

25 c e rt i f i e d ta s t e FEAST ONTM Feast ON is a new criteria-based program that shines a spotlight on foodservice establishments committed to showcasing Ontario s unique tastes of place o f o n t a r i o THE THREE P s PROCUREMENT PARTNERSHIPS PARTICIPATION NOW #FEASTON FEASTON.ONTARIOCULINARY.COM THE MANIFESTO Procure Ontario food and drink Track and trace F&B purchases Identify provenance of Ontario items Develop and champion Ontario s culinary identity Educate public on Ontario food and drink

26 Beyond Procurement Visual Promotion Producer promotion In-house: menu, specials, chalkboard, inserts, pamphlets Online: website, social media Participation in regional programs Eg. FEAST ON Logo

27 Beyond Procurement Verbal Promotion Tell stories Sparks interest Entertains Involve servers Ambassadors to local products Friendly Competition Training Farm visit Tasting Pre-meal session Server script

28 Blackberry Luxury hotel in Smoky Mountains of Tennessee Online shopping and e-catalogue Heritage gardens, brewery on-site Artisanal producers employed on the farm Master gardeners, cheese makers, butchers, foragers, chocolatiers Campfire cooking classes BEST PRACTICE: Accommodations Dinners in restored barn w/ 8,000 sq. ft wine cellar #1 Small Hotel in America (Zagat Survey) #OCTAed

29 BEST PRACTICE: RESTAURANTS Earth to Table Bread Artisan bakery + restaurant Philosophy: committed to sourcing quality ingredients that are as fresh and as local as possible What s in Season section on website 100 acre farm Call out to producers, other restaurants, local food organizations Facebook, Twitter, Instagram, Newsletter Earth to Table cookbook #OCTAed

30 CUSTOMER SERVICE EXCELLENCE Delivering a consistent experience IdenBfying, meebng and exceeding expectabons CreaBng memorable moments Maximizing sales potenbal Knowledge of ingredients and producers RecommendaBons for food tourism experiences

31 BEST PRACTICE: LOCAL AMBASSADORs Park Hyatt Hotels CHAMPION Created first American F&W festival in 1980s Aim to showcase personality of each of destination Moving away from standardized hotel experiences Destination specific experiences Park Hyatt Tokyo tea tour Park Hyatt Saigon chocolate class Park Hyatt Bueno Aires Polo Collection

32 THE LOCAL AMBASSADOR PIECE Asked customers What are we doing well? Not so well? NEW! Targeted millennials Created Local. Wise. initiative Personalized websites GoogleMaps with highlights chosen by staff Local beer, wine and food on menu Ask me where badges Certified Localist

33 DEVELOPING CULINARY TOURISM EXPERIENCES & CREATING PARTNERSHIPS

34 Show & Tell TASTE 81% of respondents indicated ability to try locally sourced products was important when choosing a culinary activity TOUR 43% of respondents look for guided tours when choosing a destination TAKE AWAY 67% of respondents indicated option to take home products was important when choosing a culinary activity 2013 Ryerson University: Profile of the Ontario Culinary #OCTAed

35 Types of Partnerships SPONSORSHIP (MARKETING) INTER- BUSINESS INTER- ORGANIZATION

36 Benefits Increases awareness Leverage expertise Add credibility Fill in gaps Pool resources Avoid overlap Promote innovation Share responsibility Expand audience

37 BEST PRACTICE: partnerships Silversmith Brewing Craft brewery in 1894 NOTL church No commercial kitchen Partnerships to create retail products Partnerships with NOTL food #OCTAed

38 EZTix Event Ticketing Jeremy Mitchell, Founder & President ext. 210 *Please quote OCTA for the best rates Onager Solutions Mike Janke, President *Please quote OCTA for the best rates SMART MOBILE REWARDS Nik Korankianitis *Please quote OCTA for the best rates

39 Rebecca LeHeup, Executive Director Danielle Brodhagen, Director of Product Development Julia Gilmore, Product Development Coordinator Agatha Podgorski, Communications & Membership Manager Trevor Benson, Feast ON Coordinator Phone: (416) Website: