2. 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
3. “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
4. What are we talking about?
Culinary
Tourism
Nature
recreation
Agritourism
7. . . . connect with
visitors as
suppliers to
chefs
Local farms with strong
local customer base . . .
8. “In Southern Oregon, Cathy and
Sam Pennington nurture five
children, 1880s heirloom berries
and old-time backing traditions.”
-Country Living magazine
9. 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.”
10.
11.
12. Hood River County,
Oregon
Farm offers tours on request, but a primary business is offfarm sale of wool and yarn on-line and retail shop in
downtown Hood River, a main tourist destination
13. 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
43. 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
46. Demand Factors:
• Growth of the multi-cultured consumerfood 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
48. 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
52. Most promising assets for
future development?
Building blocks for visitor experiences
Consider market trends
Consider visitor profile
Consider WRC initial asset inventory
53.
54. Connecting Assets to Create
Awesome Visitor Experiences
• Public facilities
and infrastructure
• Business services
• Signage and
wayfinding
• Interpretation
• Marketing and
communications
• Routes and
Itineraries
