WILD RIVERS COAST CULINARY AND AGRITOURISM...
Transcript of WILD RIVERS COAST CULINARY AND AGRITOURISM...
Wild Rivers Coast Rural Tourism Studio Notes, Culinary and Agritourism, November 5, 2013 1
WILD RIVERS COAST CULINARY AND AGRITOURISM DEVELOPMENT WORKSHOP
Workshop #3 Culinary and Agritourism Development Workshop November 5, 2013 The Curry County Fairgrounds, Gold Beach, Oregon A. PARTICIPANTS Jim Auborn, City of Port Orford Karen Auborn, Port Orford Main Street Revitalization Association Emma Barene-Jones, E.B. Photography Beth Barker-Hidalgo, Curry Community Healthy Cathy Boden, Curry Watershed Partnership Susan Brown, Curry County Connor Caldwell, Rural Human Services Alexa Carey, Rural Development Initiatives Robert Carson, City of Gold Beach Bob Clifford, CDS Property Management Colleen Combs Ron Crook, Event Center on the Beach Sue Dawson, Gold Beach Visitor Center Lydia Delgado Alex Frederick, Chetco Brewing Michael Frederick, Chetco Brewing Jodi Fritts, City of Gold Beach Amy Gaddis, Jot’s Resort Angela Glore, Rural Human Services Chris Hawthorne, Redfish LLC Theresia Hewitt, Lighthouse Keeper/Port Orford Beacon Maryann Holcomb, One Lump or Two? Harry Hoogesteger, South Coast Watersheds Annette Klinefelter, AK Consulting Nicole Malloy, Coastal Mist Beverly Manes, Port Orford Chamber of Commerce Morgan McKenzie, McKenzie Livestock and Lake Ranch Jerry McManus Scott McNair, Jerry’s Rogue Jets Sherri Merritt, Merritt Lavender Farm Ben Morgen, Port Orford Main Street Georgia Nowlin, Brandy Peak Distillery Marihelen Pitts-Campbell, Southern Oregon Kite Festival Michael Pitts-Campbell, Southern Oregon Kite Festival Tyson Rasor, Redfish Rocks Community Team William Ross, The Vista Pub Troy Russell, Elk River Property Development Harv Schubothe, Greater Bandon Association Jim Seeley, Wild Rivers Coast Alliance
Kevin Shaw, Coastal Mist Tara Shaw, Coastal Mist John Shipp, Powder House Vacation Rental Marie Simonds, Wild Rivers Coast Alliance Arlis Steele, Brookings-Harbor Chamber of Commerce Scott Thiemann, Curry County Extension Service Joe Willett, City of Brookings Tourism Promotion Advisory Committee Kelly Thompson, Truffles Bandon Tina Davis, Hydres Mike Gabbert Carrie Courtney, Curry Watershed Partnership Troy Livingston, The Old Agness/Singing Springs Local Farmers TRAVEL OREGON STAFF Kristin Dahl, Director, Destination Development Nastassja Pace, Destination Development Coordinator
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B. WHAT IS CULINARY AND AGRITOURISM?
From table groups discussing “What is the most enjoyable food-related travel experience you’ve ever had and why?”:
one word to capture each table’s experience
Experiential
Interactive
Delicious
Communal
Educational
Authentic
Cultural
Terroir
Personalities with stories (added during discussion)
This is the essence of what this market niche offers. Group discussion followed about the overlaps and distinctions
between culinary tourism and agritourism, based on diagram in participant materials, with additional consideration of
how outdoor recreation and heritage tourism also sometimes overlap with both. A wide variety of activities connect
with culinary tourism and agritourism.
There was a presentation of examples from near and far, along with data about market trends and visitor profiles (some
differences in those for agritourism vs. culinary tourism). It was noted that there is very little solid, up to date
information about visitor profiles not only for Oregon, but in general.
Information about Travel Oregon’s work to support culinary and tourism development was presented, focusing on
FEAST events in Portland, the Trails to FEAST self-guided tours, and the “Eat and Drink” section of the Travel Oregon
website.
C. CULINARY AND AGRITOURISM ASSETS
Participants worked in small groups by community to assess potential assets for culinary and agritourism community,
using a worksheet in the participant materials. Based on their assessment, each group identified the priority local assets
for short term actions to further develop. Lists for each community are included in a separate document
There were several common priorities among the region’s communities. Participants then regrouped to work on specific
regional project ideas/action ideas to capitalize on these assets.
1. Tours of interesting food production facilities (fish, chocolate, chees, jams)
2. Festivals and events featuring local food
3. Eating at restaurants and inns featuring locally sourced foods
4. Local wine tastings – beer, distilleries
5. Places to buy local grown and/or produced foods to take home
6. Educational farm tours with foraging
D. REGIONAL PRIORITY PROJECT IDEAS
Each group reported back on their ideas, and again, there were common specific project ideas mentioned by several
groups: for example, “locally sourced” branding, tie-ins with events and tours, outreach to identify interested producers.
1. Tours of interesting food production facilities (fish, chocolate, cheese, jams)
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a. Identify regional inventory of facilities/farms/etc. that provides – or might be interested in providing –
tours/host visitors
i. Fish market- how to clean fish/crab, etc
ii. Cheese factory
iii. Not food- sheep shearing/lambing (identify all potential tour spots
b. Create trip itineraries
c. Showcase north to south tour itinerary for region
d. Chocolate, cranberries, cheese, fish (restaurants, hatcheries tour?), sheep ranching (cultural as well),
brewery, distillery, redwoods,
e. Organized as “What do you want to do?” so people can self-organize what they want to a T. Cards, maps
as guide
i. Fish, food, farm, booze.
ii. How many stops?
iii. Seasonality, interest, travel style?
f. Identify family friendly establishments to cater to all visitors
2. Festivals and events featuring local food
a. System to identify conflicting event dates
b. Shuttle service to transport large number of people at bigger events
c. Incorporate local food into large events, but not enough product to support large need; however some
have excess –
i. put more cranberries in the Cranberry Festival- bog tours during October harvest,
ii. Opportunity- Cape Blanco Music Fest, Aug 1-3, 2014- featuring local ag tours, food trucks with
local ingredients, nonprofit and for profit
iii. April-May- shoulder/off season. Water Festival incorporating charter/prowler fishing with catch
of the day culinary event @ local restaurants, also crabbing, clamming
iv. Gorse festival, March-April when in bloom
v. May- Iron Man, races (running, biking, cars, shuttles, lodging. Restaurants, Bandon to Brookings
over the course of several days, optional activities (tours), musical events, tap into package tour
operators
vi. Sept- (like Cycle Oregon) bike event
d. Food Carts for large events
e. Progressive farm tours, dinners on farms – farm to table
i. cranberry progressive dinner at local restaurants for example- start at cranberry bog tour during
harvest, 1st restaurant appetizer featuring cranberries, 2nd salad and soup, 3rd main course, 4th
dessert, cocktails or wine pairing at one or more stops. Possibility of shuttle between
3. Eating at restaurants and inns featuring locally sourced foods
a. Go Local branding initiative – something that clearly brands our products
i. Research examples e.g. Humboldt County, Wild Rivers Coast
b. Connecting restaurants with producers/local food and brand it
i. Existing restaurants are not promoting what they are already sourcing locally
ii. Restaurants know what to serve/make that is local/have seasonal menus
1. Need to address issues w/not constant local supply, and difficulty buying local fish (CS
fishery a vehicle?)
2. Communicate value added from local
3. Map showcasing sourced locations
a. Fish-tag where it’s from (latitude and longitude)
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b. Produce
iii. How to get farmers/producers etc to know to contact restaurants and buyers?
iv. Expanding what is available to restaurants e.g. foraged products?
c. Developing local meat processing capacity?
i. USDA barrier-certification for local meats (additional licenses)
ii. Research restrictions/resale issues
iii. Transportation of local sourced meats for commercial processing drives up price
d. All can be combines with celebrity chefs, culinary tours, festivals and events
e. Beer/chef/winemaker dinners that promote interaction- “Meet your “brewer, farmer…”
4. Local wine tastings – beer, distilleries
a. Setting up South Coast Suds and Spirit Tours – have a passport to stamp off at each location, 2 day tour
with 3 breweries & 2 distilleries. Make a map for visitors to follow the loop.
b. Sign and symbol for local sourced foods – can go in window at restaurants, breweries, distilleries
c. We Speak (for local beers, local spirits, both)
d. Seasonal festivals with unified presentation of local foods and tours available at the event; trying to get
food parings, i.e. what goes with crab, tuna, etc.; mushroom festival, salmon festival, cranberry,
Oktoberfest, Maifest?
5. Places to buy local grown and/or produced foods to take home
a. Branding and marketing – South Coast brand
i. Signs/marketing- “Humboldt Made” example. Promote sustainability/locally grown
ii. Online presence updated
iii. Tell the story of the farm and product- Short videos- meet the farmers
iv. Also works to build community support
v. Seasonal chart of foods available and when
b. Giant CSA (i.e. Intervale or cooperative CSA of 7 farms) – where multiple growers/producers pool
together and then get restaurants and/or families to buy-in, if support from community then more
available for visitors as well
i. CSA support (produce more with capital support from community buy-in). Right now, supply of
local food constrained by lack of capital for expansion
ii. “True cost of food” education
iii. Crowd-sourcing
c. Coordinating food distribution from local producers to local market – need for it, producers want it, see
the demand
i. Year round farmers market
ii. Regional food hub
iii. Food guide/brochures
iv. Grants for coordination
v. Internet commerce- can ship domestically
vi. Farm bill changes
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6. Educational farm tours with foraging/gleaning
a. Seasonal calendar (know when and where can visit which crop/food) : (inventory farms and community
experts as a preparatory step)
i. Show processes – sheep shearing, goat cheese, milk cows, honey/hives, candle making, canning
tuna, etc. – how to use the agricultural product
ii. Wild crafting, foraging/gleaning, medicinal foods: cranberries, blueberries, mushrooms,
huckleberries, wild berries, crabs, fishing, urchins, clams, mussels
a. Idea- catch fish in ocean, cover over fire on beach, steamed in Arch Rock beer!
iii. Eating foods from farm
iv. Events existing and new that coincide with ag seasons e.g. blackberry festival
v. Organize tours around the calendar & tourist can know when and where depending on what
interested in
1. Shuttles buses to farms, self-drive?
2. Liability insurance
b. Find knowledgeable guides from around the region who can lead tours
i. List farm opportunities/activities e.g. horse carriages, hayrides
ii. Lead farm tours
iii. Schools and classes
iv. Tie to history e.g. century farms
v. Tie into outdoor recreation
c. Educational (up-to-date) website on local fruits, vegetables, cultural, historical – Link to existing
websites
E. PRELIMINARY ACTION PLANNING
Small self-selected groups of 2-4 people then chose among these ideas for more detailed action planning in “walking”
meetings.
1. Identifying regional facilities and farms
2. Setting up a “Suds and Spirit Tour”
3. Places to buy local food/ coordination of food distributors
4. Create a “Go Local” brand
5. Create trip itineraries
6. Create a seasonal calendar of food and agritourism opportunities
7. Create system to identify and resolve conflicting events
8. Featuring local farms through movable feasts
While the action plans and formal action teams will be launched at the close of the Rural Tourism Studio workshop
series, participants who are motivated to start working on any of these project ideas may begin to take action at any
time!
Note: Carrie Courtney, AmeriCorp/RARE with Oregon Food Bank described concurrent community food assessments ongoing in both Curry and Coos Counties as complementary to several of the RTS projects discussed. 1 on 1 interviews with community food providers, farmers, restaurants, grocery stores, issues with food
security, Pulling it all together – issues related to current food system, what changes needed, and action steps
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(1) PROJECT FOCUS AREA: Identifying regional facilities and farms (William R, Carrie C, Jodi F, Georgia, Beverly, Alexa)
Required Action/Next steps: Lead person/agency/group:
Possible collaborators:
Possible in-kind of $$ funding sources:
Timing:
Identify farms and ranches, building off food assessment work. Contact them about potential tours, understand offerings, contact info, potential to collaborate, local investment
Carrie C (RARE/CWA Food assessment)
Michelle 4H-OSU Ext
Starting now
Identify restaurants and retail willing to do tours, classes, experiences Build master list of contacts, survey and record responses, info on potential opportunities (classes, etc
AWRC (central agency with relations) Jodi
Chambers, Cities (list of businesses)
Starting now
Identify cultural and heritage places
Cultivate list with GBVC
Contact historical societies
Create master lists (crowdsource) with locations
Contact locations, Discuss collaborative opportunities, Finalize information
Gold Beach Visitors Center Sue
Historical societies
Starting now
Identify inns, lodges, hotels and b&Bs interested in creating experiences or cultivating existing Gather all info, condense into central list, contact all locations as above
GBVC Sue
Chambers
Identify regional food, produce, alcohol, food products Carrie RARE/CWA
Same as ag farms and ranches
Identify general attractions/tourist focused attractions (similar tasks as with culture/heritage except asking Chambers)
GB- Sue
Collaborate and create itineraries Connor, David, Ruth Dixon
(2) PROJECT FOCUS AREA: Setting up a Suds + Spirit Tours (Troy R, Michael Pitts-Campbell)
Required Action/Next steps: Lead person/agency/group:
Possible collaborators:
Possible in-kind of $$ funding sources:
Timing:
Reaching out to the five production facilities- measure interest
Michael P-C Restaurants, pubs, marketing, motels
Immediately
Test-driving the route to make sure it’s a reasonable idea (including C+K Brookings)
Michael P-C and team
Obtaining all the artwork from each of the distributers and produce a passport w/ map on the back
Troy R Print shops, all of above
Brookings sign and graphics, in-motion graphics, chambers, restaurants/pubs
3-6 months to complete
Work with Chambers/local and regional visitor centers to market and distribute passport
Team Visitor centers and chambers
See above plus Travel Oregon
3 months
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(3) PROJECT FOCUS AREA: PLACES TO BUY LOCAL FOOD: (Troy L, Kelly T, Ron C, Therisa H, Maryann H)
Required Action/Next steps: Lead person/agency/group:
Possible collaborators: Possible in-kind of $$ funding sources:
Timing:
Develop coop (farmers-producers)- will lead to distribution coop
Troy L
ID farmers/producers w/ need for distribution assistance
Get info from Carrie C
Find local/existing wholesale business within region until coop distributor is formed
Maryann H Start working with existing distributor until own is worked out
Small % overhead to cover business expenses (e.g 5%)
Ramp up production in products needed (biggest challenge is not having enough produce):
Identify products needed
Identify vacant farmland
Identify capital gaps
Troy L Other farmers/producers Ford Family Foundation, Jump Start, Multi-farm CSA
Identify possible retail outlets (coord with Food Bank project)
Carrie C Already in progress
Identify value added products to maximize profits and implement production
Local businesses, distributors
Ford Family Foundation, Jump Start, Multi-farm CSA
(4) PROJECT FOCUS AREA: Create a “GO LOCAL” Brand (Scott McN, Annette K, Cathy B, Scott Th)
Required Action/Next steps: Lead person/agency/group:
Possible collaborators:
Possible in-kind of $$ funding sources:
Timing:
Build our brand – determine what will symbolize what ‘Go Local’ in the region. What will we call our local food “stuff”? “Wild RiversGrown?”- community decides
Use the information developed in the inventory to understand what is being produced locally, and line up suppliers (questionnaire re seasonal schedule, price point)
Carrie C food inventory,farmers Rancheres, Fisherman, gardeners
Wild Rivers Coast Alliance, Food Bank, RARE/U of O
Build familiarity and interest (make a compelling argument for) of local products w/ restaurateurs. *Connect w/ the improving distribution group. Local focus groups to get input and buying
Annette K Local chambers
Willing restaurants Restaurants provide samples
Host an “Eat and Greet” after building support w/ local producers and local restaurants so bring them together in a room to meet and eat
Chamber leaders Chris at Redfish (willing to host?)
Chambers Restauranteurs and suppliers
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(5) PROJECT FOCUS AREA: CREATE TRIP ITINERARIES (Angela, Bob, Connor)
Required Action/Next steps:
Lead person/agency/group: Possible collaborators:
Possible in-kind of $$ funding sources:
Timing:
Identify businesses that should be on itineraries, and conduct outreach to them re concept
Carson/McHugh marketing, production and layout
1 rep from each city/chamber Humboldt made DNATL Food Team Alexa’s group
Cities. Businesses, counties, travel/tourism, grants
Feb-Mar (in time for next tourist season
Identify itinerary categories (seasonal, family, food/wine, etc)
Carson/McHugh marketing, production and layout
1 rep from each city/chamber Humboldt made DNATL Food Team Alexa’s group
Cities. Businesses, counties, travel/tourism, grants
Feb-Mar (in time for next tourist season
Create table tent cards w/ itineraries on them
Work with lodging properties on getting this information (table tents etc) to visitors
Restaurants, hotels, vacation rentals
Work to get these itineraries into local and state marketing channels
Create a ‘We Speak’ local food & ag module and highlight itineraries
(6) PROJECT FOCUS AREA: CREATE A SEASONAL CALENDAR OF FOOD/AG OPPORTUNITIES (Beth B-H, Susan B, Lydia D,
Emma J, Morgan McK)
Required Action/Next steps:
Lead person/agency/group:
Possible collaborators: Possible in-kind of $$ funding sources:
Timing:
ID all the native & seasonal crops in the region by season
Frank Burris, Harry H (OSU Ext, Watershed Council, OR Farm Bureau)
Mother’s Health Food, Valley Flora, Cranberry Growers, Cathy Boden, Kathleen Dixon, Lela Castle
ID non-native crops (yacon) Rick Hazard, Lydia D, Troy Livingston
OSU Extension Local garden club
ID foraging opportunities by season (mushrooms, medicinal, etc)
Karen Fleming Emma Jones
SOCC S Slough- OSU Extensions
I.D. protein sources – ranches, fishers, POSS,
Ranchers Fisheries Sustainable Seafood (POSS) Morgan McKenzie Fisherman’s Direct
Ports, Bussman’s (N), Pestano (Joe), Chris Amos, Ruth Dixon
ID production schedules – sheep shearing, etc
Susan B Lee Lawrence
Wool Factory Lee Lawrence
ID regional events and share this seasonal ag/culinary calendar with promoters
Chambers Cities Event Coordinators Beth B-H
Farmers Fisheries OSU Ext instructors Local foragers
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(7) PROJECT FOCUS AREA: CREATE SYSTEM TO IDENTIFY CONFLICTING EVENTS (Karen Jim, Sherri, Bob)
Required Action/Next steps: Lead person/agency/group:
Possible collaborators:
Possible in-kind of $$ funding sources:
Timing:
Identify stakeholders in each community that are involved with events: make list
Create a central place to coordinate event information – FB, Twitter, etc.
Take a look at “Wild Rivers Connect” project
(8) PROJECT FOCUS AREA: FEATURING LOCAL FARMS THROUGH MOVABLE FEASTS (Tara and Nicole)
Required Action/Next steps:
Lead person/agency/group:
Possible collaborators: Possible in-kind of $$ funding sources:
Timing:
Contact farmers, restauranteurs and caterers about concept and see who is willing to participate:
Start on the farm – see where its coming from
Then have an experience at a restaurant to showcase preparation
Chambers, Service organizations, non-profits-- whomever proceeds would benefit (these would be structured as benefits for local orgs)
Dinners would be donation or partial donation on the part of restaurants and farmers
Dependent upon harvests and what’s in season
Determine appropriate harvest/fishing seasons for event, and which foods to feature
Nicole Malloy
Market and promote event(s): inc Facebook page, Chamber websites
Nicole Malloy Chamber of Commerce, benefiting service organizations
Participating restaurants, farmers /fishermen
F. NEXT STEPS:
Closing thoughts on how to move forward:
We think we have what it takes to have successful agri-tourism in our region – we need to join the groups
working on some of our ideas already and connect them, so they can help be successful catalysts
Identifying local people who want to participate in moving this forward – farmers, community members, etc.
Condensing efforts / projects – instead of having many in different categories
Figuring out what’s already going and who is involved in efforts, and figuring out how we can participate
together and not having volunteer burnout
Start a working group to start the charge, convene, compile information when it’s gathered
Have a project manager – who will take roles and delegate responsibility across the region, and creating clear
leads on each project
Making the case to the community/education – what the value added is, the data – who’s coming, how many,
what spending
A little overwhelming, but exciting too .The raw ingredients are here!
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The following people signed up for future Culinary/Agritourism Action Team
Bob Clifford
Nicole Malloy
Connor Caldwell
Angela Glore
Alex Frederick
Jodi Fritts- City of Gold Beach
Ben Mares
Susan Brown
Carrie Courtney
Georgia Nowlin
Troy Livingston
Emma Barene-Jones 541-982-0158 Port Orford
Cathy Boden 541-332-5039 Port Orford
W.R. Ross “Bill”