COMMUNITY COLLABORATIONS

How Craft Beverage Producers Benefit from

Partnering with Local, State& National Organizations

Featuring examples from the internationally-recognized,

award-winning

Dianna Stampfler, CTAPresident - Promote Michigan

Dianna Stampfler, CTAPresident – Promote Michigan (2004-Present) (West Michigan Tourist Assn., 1997-2004)Executive Director – Michigan Craft Distillers Association (Founded: 2014)Executive Director – Kent County Hospitality Association (2008-Present)Publicist – Michigan Brewers Guild (2008-Present)Publicist – Grand Rapids International Wine, Beer & Food Festival (2008-Present)Board Member – Ferris State University Hospitality Advisory BoardBoard Member – Grand Rapids Downtown MarketFounding Member – Michigan Culinary Tourism AllianceCo-Chair – Charlevoix & Petoskey Culinary Tourism Alliance; Traverse City Culinary Tourism Alliance (Member – Grand Rapids Culinary Tourism Alliance)Freelance Writer – Michigan BLUE Magazine, Grand Rapids Magazine, West Michigan Carefree Travel, Pure Michigan Travel Ideas, Michigan.org/blog; Freelance Broadcaster – WJR, WAKV, WGVU, WBCK, WKLT

Tourism:The act of traveling more than 50 miles from home for the purpose of business, recreation, culture, history, agriculture or other form of entertainment.

In 2014, there were 1.133 billion international tourist arrivals worldwide.

Globally, travel and tourism generated $7.6 trillion (U.S.) and accounts for 277 million jobs (1 in 11 jobs)

In 2014, the United States rated #2 of the top 10 international tourism destinations with 74.8 million international tourism arrivals.

SOURCE: World Travel & Tourism Council (WTTC)

SOURCE: Business Insider (October, 2014)

Agri-Tourism:Where agriculture and tourism intersect.

Any agriculturally-based operation or activity that brings visitors to a farm, ranch or other destination that operates closely with agricultural entities (wineries, breweries, cideries, distilleries); often a subset of rural tourism.

Agri-tourism, one of the fastest growing segments of the travel industry, also includes more “urban” locations (distilleries, wineries, breweries) where local agricultural commodities are utilized to create a consumable product).

California (Tourism: $40 billion | Agriculture: $80 billion) is the most agriculturally-diverse state in the country…followed by, Michigan (Tourism: $22+ billion | Agriculture: $102 billion) (Craft Beer: $610 million | Wine: $300 million | Spirits: $400 million)

Culinary (Food or “Foodie”) Tourism:The pursuit of unique and memorable eating / drinking experiences; a subset of cultural tourism (cuisine is a manifestation of culture).

Culinary tourism is part of every other aspect of tourism (we always eat when we travel, and many also drink). More frequently it is also the PRIMARY reason for travel.

Culinary tourism is among the fastest growing sectors of the overall travel industry in the world!

The percentage of US leisure travelers who travel to learn about unique dining experiences grew from 40% to 51% between 2006 and 2013.

SOURCE: American Culinary Traveler

Agri-Culinary Tourism:A 2015 report titled "The Rise of Food Tourism" states: "...culinary tourists share millions of F&B themed photos daily across social platforms like Twitter, Facebook, Instagram and Flickr. This increases travel consumers awareness of different cuisines and cultures and it fuels their desire to experience them.”

Agri-culinary travel-based TV shows, magazines and blogs have generated a segment of travelers seeking a style of travel focused on cuisine.

SOURCE: Ontario Culinary Tourism Alliance

Beverage Tourism:A subset of agri-culinary tourism, focused on the thriving craft alcohol beverage industry: distilleries wineries, breweries, cideries, meaderies, etc.

Building relationships in the agri-culinary tourism world helps generate sales of products to retail accounts as well as drive traffic to tasting rooms.

From tours, to festivals and events, to spirit dinners and tastings, there are plenty of ways for distilleries to tap into collaborative marketing partnerships.

Tourism Promoters & Partners:• World Food Travel Association • Brand USA• Great Lakes Information Network• State Travel Bureau (Travel Michigan – Pure Michigan – Michigan.org)• State Departments (Michigan Department of Agriculture & Rural Development;

Michigan Department of Natural Resources)• State Trade Organizations (Michigan Grape & Wine Industry Council, Michigan

Brewers Guild, Michigan Craft Distillers Association, Michigan Cider Association) • Other State Organizations (Michigan Culinary Tourism Alliance, Michigan Agri-

Tourism Association, Michigan Farm Market Association, Michigan Restaurant Association, Michigan Grocers Association, Michigan Retailers Association, Michigan Festivals & Events Association, etc.)

Tourism Promoters & Partners:• Regional Tourism Associations (West Michigan Tourist Association,

Upper Peninsula Tourism & Recreation Association)• Regional Visitor Bureaus (Experience Grand Rapids, Traverse City Tourism)• Local Chambers of Commerce, Downtown Development Authorities• Local Groups (Grand Rapids Cocktail Guild, Local First, Beer City Brewers Guild,

Leelanau Peninsula Vintners Association, Sunrise Side Wine & Hops) • Colleges & Universities (Ferris State University, Schoolcraft College, Great Lakes

Culinary Institute, Secchia Institute for Culinary Education)• Non-Profit Organizations (Hospice of Michigan)• Media (Detroit Metro-Times, Grand Rapids Magazine, TV 7/4, EightWest, Mlive)

Pure MichiganLaunched in 2006 as the marketing message for Travel Michigan (the tourism branch of Michigan Economic Development Corporation).

“Your trip begins at Michigan.org.”

Michigan Grape & Wine Industry Council

Michigan Wine ShowcaseRattlesnake Club, Detroit

Michigan Brewers Guild

Michigan Winter Beer FestivalGrand Rapids

Festivals & Events:Thank you, Beer! (Grand Rapids Public Museum)

Beer City USAGrand Rapids

Cold Brews, Hot EatsGrand Rapids

Great Lakes Pub CruiserGrand Rapids

Festivals & Events:“Breakfast of Champions” (previously Beer City Open)Hospitality Charity Golf Event

Festivals & Events:The Red Party – Valentine Distilling Company @ Amway Grand Plaza Hotel

Festivals & Events:Art of the Cocktail

Festivals & Events:Full Contact Cocktail Competition - New Holland Brewing Competition

Festivals & Events:Grand Rapids Cocktail Guild Iron Bartender

Festivals & Events:Grand Rapids Cocktail Week

Festivals & Events:Cocktail Classes @ Downtown Market Grand Rapids

Festivals & Events:Cocktail Classes & Packages – JW Marriott, Grand Rapids

Festivals & Events:American Spirit: The Rise & Fall of Prohibition (Grand Rapids Public Museum)

Festivals & Events:Grand Rapids Wine, Beer & Food Festival

Festivals & Events:Grand Rapids Wine, Beer & Food Festival

Festivals & Events:Grand Rapids Wine, Beer & Food Festival

Festivals & Events:Grand Rapids Wine, Beer & Food Festival

Food Blogger ToursNew Holland Brewing & Hudsonville Ice Cream

Sweet Partnerships:

Festivals & Events:Barley, BBQ & Beats (Benefitting Hospice of Michigan)

Educational OpportunitiesFerris State University – Hospitality Department

Additional InformationMichigan.orgMichigan.gov/MDAWMTA.orgUPTravel.comMichiganWines.comMiBeer.comMiCraftSpirits.commca30.wildapricot.org (Michigan Cider Assn)Glintcap.org (Great Lakes Cider & Perry Assn)

TravelMarquetteMichigan.comTraverseCity.comExperienceGR.comDiscoverKalamazoo.comLansing.orgGoGreat.com (Great Lakes Bay Area)VisitYpsiNow.comVisitAnnArbor.orgA2Ychamber.org

PromoteMichigan.com

COMMUNITY COLLABORATIONS

How Craft Beverage Producers Benefit from

Partnering with Local, State& National Organizations

Featuring examplesfrom the award-winning

Dianna Stampfler, CTAPresident - Promote Michigan