Building a Food Destination from Scratch

Transcript

1. BUILDING  A  FOOD  DESTINATION   FROM  SCRATCH   @SavourStratford #StratfordON
2. Contents       2   •  About  Us   –  Why  Stra0ord?  Our  Ingredients!   –  Savour  Stra0ord  Perth  County  Culinary  Fes?val   •  GeAng  Started  -­‐  The  Recipe   –  Business  to  Business   •  Culinary  Programs  +  Products   •  Marke?ng   •  Accolades   •  Results    
3. About  Us  –  Why  Stra@ord?     3   Our  Ingredients:   ü  Perth  County  –  strong  agricultural  heritage    and  Stra0ord  is  home  to:     ü One  of  the  oldest  Farmers  Markets  in  the  province     ü Ontario  Pork  Congress  –  40th  Anniversary  in  2013   ü Canadian  Dairy  XPO   ü  Stra0ord  Chefs  School  celebra?ng  over      30  years   ü  Large  number  of  seasonal  fine      dining  restaurants  focusing  on  local  food    
4. About  Us  –  Savour  Stra@ord  Perth  County  Culinary  FesGval     4    The  Savour  Stra@ord  Perth  County   Culinary  FesGval,  September  20-­‐22,  2013     is  an  annual  event  that  celebrates  our   food  community  –  farmers,  ar?sanal  food   producers,  restaurants  and  chefs  (and   let’s  not  forget  consumers)  –  a  Fes?val   that  personifies  Stra0ord’s  unique   culinary  character  and  furthers  its   reputa?on  as  a  gastronomic  hot  spot  on   the  food  map!      
5. GeHng  Started       5   Building  on  the  Success  of  the  Food   Fes?val…   The  Recipe   •  Stakeholder  Mee?ngs   •  Business  to  Business     –  Tools   –  Events   –  Educa?on   •  Market  Ready!   •  Culinary  Programs  and  Products   –  Criteria  for  Par?cipa?on   –  Engagement  from  Stakeholders  
6. The  Recipe     6   Ontario  Culinary  Tourism      Alliance  Stakeholder  MeeGngs   •  Gain  alignment   •  The  Value  of  Culinary  Tourism     •  Culinary  Tourism  Inventory   –  Find  our  champions   •  GAP  analysis   •  Geographic  Mapping   •  SWOT  Anaylsis          
7. The  Recipe     7   Business  to  Business   •  The  Tools   –  Farmer  and  Chef  Resource  Guides   –  Farmer  Database   –  How  to  Create  a  Culinary  Tourism  Product     •  Networking  Events   –  Encourage  collabora?on   –  Build  rela?onships     •  Educa?on   –  Regional  Food  Summit   –  One  on  one  Farm  Visits   –  Restaurant  Training     –  Chef  FAM  Tours  
8. The  Recipe     8   Market  Ready!   •  OCTA  helped  iden?fy  Market  Ready   Partners   •  Culinary  Champions!   •  Worked  with  farmers,  chefs  and  culinary   businesses  that  were  market  ready  to   develop  programs  and  products   •  One  on  one  sessions  for  those      businesses  near  market  ready   •  Educa?on!          
9. Culinary  Products     9   Savour  Stra@ord  Culinary  Guide   •   Was  the  restaurant  guide  for   over  15  years   •   Now  the  one  stop  guide  to   food  in  Stra0ord   •   Annual  publica?on   •   Four  seasons   •   mid-­‐April  launch   •   60,000  copies  distributed  
10. Culinary  Products     10   Trails,  Trails,  Trails!   •  Chocolate  Trail   •  Bacon  and  Ale  Trail   •  Maple  Trail   Success!   •  Over  1000  chocolate  trails  sold   •  Increased  sales  for  businesses   •  Culinary  Packages   •  Fes?val  Theatre  Tourists  stay  longer   •  Sold  on-­‐line    
11. Culinary  Products   11   Savour  Stra@ord  CerGfied   •  Commiged  to  suppor?ng  local  farmers  or   producers  within  100  mile  radius  of  Stra0ord   •  Offer  VQA  Ontario  Wine,  craj  beer  and  local   beverage  op?ons     Consumer  looks  for  the  Savour   Stra@ord  logo:   •  In  the  restaurant/food  shop  side  bar  of   Culinary  Guide   •  On  restaurant  menus  and  websites   •  In  store  displays,  restaurants,  hotel,  and   shop  windows   •  Search  for  ‘local  far’  as  a  cuisine  or   accommoda?on  at  visitstra0ord.ca    
12.   Culinary  Products   12   Year  Round  Culinary    Restaurant  Programs     •  Stra0ord  Says  Cheese   •  Preview  Spring-­‐  pubs,  cafes,  bistros   •  Porkapalooza  and  Stra0ord  Goes  Hog   Wild   •  Savour  Stra0ord  100  Mile  Menus   •  Farmer  Dinner  Series  
13. Culinary  Products   13   GE  Café  Chefs  Series     •  Chef  Aaron  Linley,  Stra0ord,    January  13   •  Chef  Carl  Heinrich  and  Chef  Ryan  Donovan,  Toronto,    February  10   •  Chef  Tim  Larsen,  Stra0ord,  March  3   •  Chef  Ryan  Crawford,  Niagara  April  14   •  Chef  Rob  Rossi,  Toronto,  April  21   •  Chef  Jonathan  Gushue,  Cambridge,  May  5   •  Chef  Paul  Finkelstein,  Stra0ord,  May  26   •  Chef  Nick  Beninnger,  Waterloo,  June  2   •  Chef  Bryan  Steele,  Stra0ord,  June  23  
14. Culinary  Products   14   Savour  Stra@ord  TasGngs   •  Celebra?ng  experts  in  our  community   •  Beer  and  Cheese  of  The  Bri?sh  Isles   •  Food  Photography  101   •  Spring  Tea  with  Karen  Hartwick   •  Foraging  Feast  with  The  Milky  Whey   •  Cider  and  Cheese   •  Ar?sanal  Cheese  Making  at  Monforte  Dairy   •  Bacon  Cocktails  at  Mercer  Hall  
15. MarkeGng   15   Savour  Stra0ord  Marke?ng   E-­‐Newsleger   Twiger   @Savour  Stra0ord   Facebook   SavourStra0ord   Instagram   #Stra0ordON  
16. Savour  Stra@ord  Accolades     16   2012  Event  of  the  Year   Awarded  to  Savour  Stra-ord  Culinary  Fes5val   at  the  Ontario  Tourism  Summit  in  October  by   Ontario  Tourism  and  TAIO     Top  100  FesGval  in  Ontario   Fes5val  and  Events  Ontario     Culinary  Tourism  Leadership  Award  2011   Ontario  Culinary  Tourism  Alliance     Experience  of  the  Year  2010   Ontario  Culinary  Tourism  Alliance  
17. Results   17       Results  
18. Thank  You!       18   “The  importance  of  having  food  fairs,  especially  in  a  place   like  Stra0ord,  it's  so  close  to  the  farmers,  so  close  to  the   producers,  and  so  close  to  where  we're  trying  to  get  back   to.  And  it's  fun  to  see  that  a  place  like  this  is  so  far  ahead   of  the  big  ci?es.”  –  Chuck  Hughes,  Chuck’s  Day  Off;   Winner,  Iron  Chef  America    and  guest  of  the  Fes?val  2011   “It’s  certainly  so  unique  here.  Savour   Stra0ord  was  unlike  anything  I’ve  seen… the  kind  of  event  that  agracts  people   from  all  over…”    -­‐  David  Rocco,  Food  Network  Canada   and  guest  of  the  Fes?val  2012
19. Danielle  Brodhagen   Culinary  Program  Development  Coordinator   Stra0ord  Tourism  Alliance   dbrodhagen@visitstra0ord.ca   @SavourStra0ord   19