Capitalize on Culinary Experiences!

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1 Capitalize on Culinary Experiences!

2 Today s Session Overview of NSTA s 2015 focus on Culinary What do visitors think? Panel Real Life Success Stories Chef Chris Sheppard - Bonavista Institute for Cultural Tourism Practical ideas to boost your business

3 Raise the Bar 2015: Culinary Project Definition: In 2015, NSTA staff will work with partners and industry to strengthen Nova Scotia s reputation as a place to enjoy authentic, quality food experiences and food culture.

4 Objectives: Raise the Bar 2015: Culinary Raise awareness of Nova Scotia s unique, quality culinary product and generate a buzz Attract visitors to Nova Scotia through the marketing of Nova Scotia s best culinary products and experiences Assist industry in the creation of new and enhanced market-ready culinary experiences Provide training opportunities to help industry enhance or incorporate culinary experiences as part of their offering Enhance content for Nova Scotia Tourism Agency and other stakeholders to use in promotions and visitor servicing

5 Why Culinary? Culinary is identified in the tourism strategy as an opportunity for growth to differentiate Nova Scotia from other travel destinations in Canada and beyond. Visitors who are excited about Nova Scotia s food culture are big spenders.

6 What Are Visitors Saying? Food is an important part of the visitor experience... Close to one-half of visitors counted food and drink experiences as one of their best parts of their Nova Scotia trip!

7 What Do Visitors Think? Lobster Abundance of Choice Beautiful Food Blueberries Delicious Created with Passion Great Use of Local Products High Quality Farmers Markets Traditional Fresh Committed Chefs and Artisans Authentic

8 Panel

9 The Beggar's Banquet - Point of View Suites

10 Cooking on the Farm with the Kilted Chef

11 Lobster Bay Culinary Adventures - Ye Olde Argyler Lodge

12

13 Programs Variety of Cultural Tourism Training Culinary focused programs: Culinary Tourism & The Arts Signature Menus The Business of Food Subsidies Customized workshops: Culinary and Non-Culinary 1 & 2 days based on clients needs Nova Scotia Tourism Agency Workshops

14 Revenue $$$$ Why Experiences Experiential

15 Culinary Tourism & The Arts Connect Tourism, Arts & Culture Understand the Culinary & Cultural Tourist Experience best practices Learn to create a market-ready authentic taste of place Network with peers in tourism, agriculture, arts and cultural industries

16 Signature Menus Explore culture of your region Examine your businesses: Story Theme & décor Employee skills Wording and truth in menu Develop signature recipes Menu layout and design How menu descriptions increase sales Leave with a New Signature Menu

17 The Business of Food Topics covered include Cost Control Cycle Standardized Recipes Cost Cards & Food Cost Pricing the Menu No scheduled live class time Student Discussion Boards Weekly assignments using your business

18 Nova Scotia Tourism Agency Workshops

19 Introduction to Signature Menus Built from our 3.5 day workshop Explore your history & culture Identify culturally significant cuisine Experience Chef demonstrations Standardized Recipes Recipe development Menu design, layout & wording

20 Lobster: Beyond the Boil Learn culinary techniques used to prepare lobster Learn new ways to prepare lobster How to most effectively use this high end seafood Minimize waste and maximize profits Elevate and expand your lobster offerings

21 Breakfast of Champions Explore traditional & high-end breakfast offerings Create new culturally significant breakfast items Expand traditional egg & breakfast meat dishes Elevate griddle cakes with a local flavor Create quick breads with a signature flare

22 Join the

23 The Challenge! Encouraging visitors to spend a little more on food and drink can have a significant impact on your business and tourism revenues. If every visitor spends just $5 more on food/drink Tourism revenues could increase by $10 million If just 3% of visitors spend just 1 more day to take part in a culinary experience Tourism revenues could increase by $11 million

24 Checklist for Capitalizing on Culinary! 1. Think of how you can differentiate your business from other businesses with a culinary offering and charge for it! Incorporate into your base price or sell separately 2. Familiarize yourself with potential partners 1. Taste of Nova Scotia 2. Select Nova Scotia 3. Nova Scotia Wineries/ Craft Breweries/ Distilleries 4. Local Coffee Roasters 5. Farmers Markets 6. Visitor-friendly Food Events & Experiences

25 Checklist for Capitalizing on Culinary! 3. Contact Nova Scotia Tourism Agency s Development Team for advice or use resources found on our website Experience Toolkit (includes information on pricing) Business Development Manuals RANS/NSTA Guide to Starting & Running A Restaurant 4. Invest in high-quality photography to help sell your experience 5. List your experience(s) on novascotia.com 6. Offer, or partner to be included, in a package or promotion that includes a culinary element

26 Checklist for Capitalizing on Culinary 7. Attend one of NSTA s culinary workshops in Offer a food-related turn down gift 9. Help educate visitors about all of the great food and drink experiences close by or in other areas of the province

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