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Culinary Tourism

NRRT 470- Chris Fleming, Kelsey McQueeny

Christopher Fleming

on 9 December 2011

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Transcript of Culinary Tourism

What is Culinary Tourism? International Culinary Tourism Association
defines Culinary tourism as: The pursuit of unique and memorable culinary experiences of all kinds, often while traveling, but one can also be a culinary tourist at home Culinary Tourism:
Alcohol Chris Fleming
Kelsey McQueeney Culinary Tourism: subsets Food

Beverage Wine and Cheese tasting
Sauvignon Blanc Cabernet Sauvignon South Island, New Zealand Napa Valley, Ca The 2009 Starborough Marlborough Sauvignon Blanc’s crisp, approachable style is characterized by layers of citrus and ripe tropical fruit with some herbal notes. The wine shows flavors of passion fruit, guava and kiwi over a citrus background.

Varietal Content: 100% Sauvignon Blanc
Titratable Acidity: 0.79 g/100 mL
pH: 3.4
Alcohol: 13.0%
Residual Sugar: 0.47 g/100 mL Both are paired with a sharp cheddar cheese ENJOY! History of Beer Tourism History: Oktoberfest "Viable industry" in 2003 Possibly the earliest form of beer tourism witnessed
Began in 1810 to celebrate a royal wedding; the tradition continued
Agriculture, horse races, and "fun" were the general themes
Wasn't until 1818 that small beer stands were introduced to the festival
By 1896 these small beer stands had evolved into large beer halls and tents; largely what we recognize Oktoberfest as today
200th anniversary in 2010, much has changed, but the tradition of beer has largely stayed the same What is Beer Tourism? Term "culinary tourism"
first coined in 1988 "Visitation to breweries, beer festivals, and beer shows; for which beer tasting and experiencing the attributes of a beer region are the prime motivating factors for visitors."
Culinary tourism Eating/drinking : centuries old Differs from wine tourism in the sense that touring usually does not occur where the beer ingredients are grown “visitation to vineyards, wineries, wine festivals, and wine shows for
which grape wine tasting and/or experiencing the attributes of a grape
wine region are the prime motivating factors for visitors." Wine Tourism Wine Tourism

Prohibition: only 30 wineries survived in California out of hundreds
1976: Paris Wine Tasting aka "Judgment of Paris" History of Beer Tourism in the US Rebirth of craft brewing in 1977; New Albion Brewing Company
Great American Beer Festival founded in 1982, here in CO
Only 80 active breweries in the US in 1980
Today there are over 1500 active breweries and over 400 beer festivals and events California (the underdog) vs. France (top dog in
producing Chardonnays and Cabernet Sauvignons)
Top picks in Chardonnay and Cabernet Sauvignon
to be tasted in a blind tasting
California won; placing them on the map, as a
worthwhile producer of wine History: DAS BOOT! Beer Tourism in Colorado "The napa valley of Beer" Beer is a huge industry in Colorado; primarily due to the quality of water in our lakes and streams (headwaters)
New festivals and events seemingly every year; this year is the first year for Colorado Beer Week (Apr. 9-16, 2011)
Fort Collins is the premier beer destination in the US; with more beer brewed per square mile than anywhere else in the world The Art and process Of wine tasting Steps: 1. Look at the Wine: Judge the color. Is it light or dark?
2. Swirl the glass. This allows the wine to breathe, mix with oxygen
3. Smell the wine. What aromas do you pick up?
4. Sip the wine in a small amount. What is the initial taste? Swish the wine around your mouth allowing it to reach ever taste bud.
6. Swallow the wine: pay attention to the aftertaste. Is it pleasent? Do you want to take another sip? Wine Tourism Current Trends: 1. Day Trips
2. Industry Collaboration: conferences, organizations
3. Local/Regional Collaboration using brochures, maps etc.
4. Unique ownership opportunitues
5. Make your own wine tours
6. Host events: i.e. Weddings, conferences, business meetings etc. Trends in Beer Tourism Craft Brewing Craft breweries saw on average a 11% increase in sales in 2010, larger breweries saw a decrease in market share
New Belgium Ranger IPA #1 best selling new beer in US in 2010 (26 states), Samuel Adams Latitude 48 in second, and Sierra Nevada Torpedo in third (All are IPAs) Wine Tourism California: Napa Valley Wine trips: well rounded vacations Beautiful Scenery
Proximity to Ocean/water
Nearly perfect climates
Nice people Economic Impact of
California's Wine Tourism is Great $51.8 billion economic impact on the state
$125.3 billion on the United States economy Brew your own Establishments Make your own beer!
Market is limited to locals and long term or long distance visitors Recommendations Beer Destinations and Ale trails Numerous breweries within close proximity of each other
Fort Collins, South Central Ontario (Waterloo-Wellington Ale Trail), Bend Oregon Ale Trail Questions?!? Examples:
Does visiting McDonalds in a foreign country count as culinary tourism?
Do my weekly trips to new belgium or o'Dells for afternoon tastings count as culinary tourism?
Does learning how to make a killer curry recipie from rachel ray count as culinary tourism? Thank you! Current Issues in Alcohol Tourism Suceptability to Government Regulation Effects the alcohol industry as a whole
No more apparent than the prohibition era between 1918-1933
Prior to prohibition there were 1583 active breweries in the US (similar to todays numbers)
Post prohibition only 31 had survived
Today we are far from the days of prohibition, but government regulations are still the greatest influence on industry growth and decline
Influencing regulation today includes taxes, business operating hours, legal alcohol percentage rates, smoking bans, legal driving limits, anti-alcohol advertising, and many other alcohol related laws Current Issues in Alcohol Tourism Realization of alcohol tourism as a marketing tool As with all forms of industrial tourism attractions, the goal is to enhance consumer awareness of their brands and project an image of quality product derived through a production process that is willingly revealed to visitors.
Some vineyards and breweries may underestimate the power of offering a tourism experience in their business model
It has a great related outcome on branding and customer loyalty. Current Issues in Alcohol Tourism Seasonality Most alcohol tourism operators get most of their visitors in the warmer seasons
Must work this into their business model Over-dependence on tourism Small vineyards or breweries may have a large dependence on tourism visitation and income
The boom or bust nature of tourism makes these operators suceptable to business decline or failure Lack of surrounding infrastructure and tourist services A lack of tourism services and infrastucture can be a deterent to people to visit rural alcohol destinations; particularly vineyards
Chattooga Belle Farms example Current Issues in Alcohol Tourism Health of growing season External factors such as weather, pests, and diseases can have a huge impact on growing seasons and tourist visitation relatively
2009 Starborough growing season example Integrate local stakeholders and alcohol tourism operators into the industry as a consistent form of feedback and positive interactions
Increase use of local ingredients wherever possible to increase regional identity and economic benefit
Continue to lobby for industry promoting government regulation
Continue to unite the industry and society through festivals and events Cultural/Ethnic
Alcohol The 2007 Leaping Lizard Cabernet Sauvignon is a full-bodied, fruit-forward wine that shows great structure with balanced acidity. Cassis, plum and crushed berry aromas are layered with a slight perfume/floral note and a hint of spicy oak. Red fruit flavors are found on the mid-palate through to the lingering finish. This wine is aged for 18 months in a mix of old and new oak barrels giving the wine a velvety finish with fine-grain tannins and a soft mouthfeel.

Varietal Content: 100% Cabernet Sauvignon
Titratable Acidity: .63 g/100mL
pH: 3.5
Alcohol: 14.0%
Residual Sugar: n/a
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