The Foodie, The Traveler and the Blue Foot Chicken Calaveras County Visitors Bureau Murphys, CA...

transcript

The Foodie, The Traveler

and the Blue Foot Chicken

Calaveras County Visitors Bureau

Murphys, CAApril 29, 2009

“People travel to meet other people and eat their food”

Burt Wolf Television Journalist

“Tell me what you eat and I will tell you who you are”

Jean Brillat-Savarin 18th century Gastronome

The First Foodies…

In 1984, co-authored “The Official Foodie Handbook”

Paul LevyAnn Barr

“Foodies are the onessalivating over restaurants,recipes and radicchio”

Paul LevyCo-author

The Official Foodie Handbook

The Kid from Corona

and his Foodie Journey…

Salmon Salad Tart

James Lileks 2001

Chicken Loaf with Olives

James Lileks 2001

The Jell-O Mold

James Lileks 2001

That casserole thing…

Foodie Core Values Sense of Adventure–Good food means taking risks

Desire to Travel –Dining outside of your own

backyard Share the Experience–The Corsican Twins of life

–Wine with a cork

Foodie Tourism

Big Business

“Bottle Shock”

Travel and Dining

70.9% of leisure travelers report that they dine out when they travel

Dining out is the most popular activity planned after tourists arrive at a destination.

Destination Analysts 2009 and NRA 2006

68%…of full service restaurants say that tourists are very important to their business

NRA 2005

Culinary Touristsvs. Foodies

According to TIA and Edge Research, 17% of leisure travelers, or 27 million US adults engage in “culinary tourism”

TIA/Edge research Jan. 2007

Foodie Market

Lang Research estimated that 27.3% of U.S. adults would be interested in “Foodie Tourism”

Source: Lang Research 2005

55 million adults

How Big Is Foodie Tourism?

43.5 million leisuretravelers classify

themselves as Foodies

Destination Analysts 2009

Foodie Tourism Market

1999: 72 million 2001: 37 million 2008: 52.3 million 2009: 43.5 million 12-18,000 fine dining restaurants

will close this year…

SFCVB 1999-2001. Destination Analysts 2006-2009

So, Foodies…

Who are these People?

Definitely Not Foodies…

Eddie “Bozo” Miller30 lbs of Elk Meatloaf

Sonia “Black Widow” Thomas522 Oysters…10 minutes!

Who Are Foodies?

Foodies are dining hobbyists Foodies take the art of food and

wine very seriously Foodies are culinary brand

advocates

Brenda Thompson, Bethesda MDKJ Brand Advocate

Seven karat, canary yellow diamond

Brand Advocate Badges

How Did we Find the Foodie?

SFCVB and NFO research – July 1999 and 2001

State of the American Traveler – 2006, 2007, 2008 and 2009

Destination Analysts

All studies confidence level: 95%– reliability: +/-3%

Average age is 44…–But skewing younger 25-34

Affluent: HHI $84,118– 52% are residents of major metro

areas Foodies differ by the 17

psychographic markers

Destination Analysts Jan 2009

Foodies and Non-FoodiesLook Alike….sort of

Foodies: Psychographics

More frequent leisure travelers More frequent business travelers More frequent international travelers Twice as likely to visit a destination

because it has good restaurants– Three times more likely to stay overnight

for a specific restaurant

Destination Analysts 2009 & SFCVB 1999

Foodies Plan Ahead

Three times more likely to make restaurant reservations on a leisure trip prior to departure

Destination Analysts Jan. 2009

Foodies are Ready to Go…

Foodies say they are likely to travel more this coming year for leisure than non- foodies

Foodies spend more when they traveled than non-foodies

Destination Analysts Jan. 2009

Where Do Foodies Want to Go?

Foodies want to visit Nevada and New York , Florida and Alaska more than non-foodies– Specifically, Las Vegas, New York City

and Orlando Top International: – Canada, France, Italy Mexico and Spain

are their top choices for countries to visit in the coming year

What Attracts Foodies?

When making travel decisions, Foodies are more likely than non-foodies to seek out destinations which offer:– Safety– Shopping– Spas– Scenery

What Else Do Foodies Do?

Heritage Tourism Seek out Interesting Culture Historic Attributes Museums Excitement –Casinos and gambling

Foodies and the Road…

More likely to have done something new and exciting on their last trip

More likely to go nightclubbing Four times more likely to meet a

new romantic partner on the road

Destination Analysts January 2009

Foodies Like to be Pampered

Foodies are more likely to stay in a Destination Vacation resorts in the next two years–Top attribute desired: Dining and

cuisine options

Workaholicrestafaurians

Foodies are more likely to have traveled specifically to get away from work

Yet they are also more likely: To take their work with them on

vacation Use a mobile device or PDA

A Touch Neurotic?

Foodies are more likely not to travel than non-foodies because of –Safety concerns–Other personal responsibilities–Too busy at work

Foodies Crave Discovery

More likely to try new restaurants More likely to prefer trying new

things in restaurants they’ve visited

More likely to have experimented with a new recipe at home

Foodies are More Educated and Social Media Savvy

Foodies are more likely to: Have college and graduate degrees Read and contribute to peer reviews Watch on-line videos Book travel on-line

Foodies Dominate Spending

Foodies spend 36% more per week in restaurants than average diners

Foodies spend 68% more on dinners than non-foodies

Foodies and Wine

Two and a half times more likely to have wine with dinner

Three times more likely to consider themselves more knowledgeable about wine

Three times as likely to have visited a winery in the past year

38% will travel 50 miles or more one way for a meal…

…12% will travel 100 miles or more…

Foodies are Determined

…8% will travel 200 miles or more…

“Foodie Speak”

Appreciate “pedigreed” ingredients:– Harris Ranch Beef, Mary’s free range

chicken, Yuba plums, steel cut green beans…

Know, that Ron Siegel was the first American to defeat an Iron Chef– Lobster Battle, Kitchen stadium

Know that Maine fisherman dredge three times to find the best scallops

Foodies Speak Their Mind

Twice as likely to have complained

about food quality in the last 60 days

Twice as likely to have complained about restaurant service in the last 60 days.

Foodies and Money

Are less price conscious when they travel– Say they spent more money than they

expected on their last leisure trip– Twice a likely to order room service or

use a mini bar– Are less concerned with what they pay

in restaurants-it’s the experience

French Laundry: Yountville

Green Asparagus Tempura Pine Nut Tofu and Black Truffle Vinaigrette

Tartare of Kuroge Beef from Shiga Crystallized Buddha’s Hand Biscotti

Tuile and Lemon Snow

– Prix Fixe $240 per person– Lunch for two was $709

Alain Ducasse: New York

Formerly America’s most expensive restaurant

Spring squash ravioli, contrast of zucchini, clear essence

California Blue foot chicken on the spit with morel fricassee

Dinner for four: $2,450 Closed December 2006 Adour opens at the St. Regis January

American “poulet de Bresse”

$29.00

per pound

Psst: “Grill on the Alley” Beverly Hills

America’s Most Expensive Restaurant…Masa

Chef Masa Takayama serves Japanese ginko nuts w/ tempura baby shrimp heads.

Toro Tartare w/ White Sturgeon Caviar Blowfish Sashimi w/ Lemon Vinaigrette Shabu Shabu - individualized pots of hot

broth for dipping raw pieces of Foie Gras and Lobster Shashimi.

Dinner for Four $3500

But Take Heart America, There’s a recession going on…

Jean Georges is now serving a $35 three course prix fixe with homemade marshmallow nougatine

Primehouse in Chicago has a $20.09 steak dinner, London Grill in Philly has steak or lobster dinner for $18.95

Fifth Floor in SF introduced and “honor bar”…

WSJ Feb 2009

Regional FoodiesThe New Frontier…

The Regional Foodie

184 million leisure travelers…–19.1%% consider regional cuisine

very important in their destination decision.–5.7% of all leisure travelers have

visited a destination because of an interest in regional cuisine

Destination Analysts 2008 and 2009

Potential Regional Foodie Market

10-12 million

Regional Cuisine

Union Oyster House: Boston

Regional New England Feast–Clam chowder –Clam steamers–Broiled lobster–Native corn, red bliss potatoes,

Indian pudding

Regional Foodies Love the Icons

60% of customers are tourists

The Gas Station Down the Road… with the Legendary Lobster Taquitos!

“Their website says thatBananas Foster isthe house specialtydessert…I'm trying tofigure out how they cando a flaming dessert ata gas station…”

Blogger on Chowhound June 2008

Matt ToomeyChef Tioga Gas Mart

Regional Foodies

Education…

Eight million took a class last year on the road

Cooking Classes, Farmer’s Markets and Food Festivals

Regional Foodies Love Food Festivals

18.2 million leisure travelers attend food related events annually– There are 10,000 U.S. food festivals a

year… Premiere Food Festivals–Aspen Food and Wine Classic– Taste of Vail

Typical Food Festivals–Vegetable/Condiment/Fruit and Nut

Festivals

Food Festivals

Kumquat festival will draw 35,000 to Dade City, FL.

Miss Kumquat 2008 Carly Turner

Miss Kumquat 2009…

Andrea Apple

My Nana’s Best Arizona Salsa Tasting Challenge

64 chefs… 3,000 pounds of

Tostitos… 1,000 gallons of

salsa… 7,000 margaritas… Good times… for

20,000

S’more Food Festivals National Grits Festival, Warwick GA

draws 6,000 The Lentil Fest in Pullman, WA will

draw 25,000 Gilroy Garlic Fest attracts 107,500– Garlic Ice Cream

The Asparagus Festival will draw 110,000

Ohio Sauerkraut Fest will draw 250,000 to Waynesville… (where?)

Population 3,015

Foodies are Adventurous Diners

Twice as likely to have donesomething risky and

dangerous on their last leisure trip…

The Tiro Testicle Festival

Held annually in Tiro, Ohio--in the middle of nowhere--between Columbus and Cleveland

Pig and bull testicles are breaded and deep-fried to within a “short hair of perfection”

Festival motto: "You'll have a ball"

Foie gras, caviar and sweetbreads-kinder spiel!

You're not a real Foodie if you won’t try kidneys, tripe, brains, chicken feet, pigeon blood, and fugu…

Real Foodies are Real Serious

Case Studies

Statewide Programs

California Land of Wine and Food

Core value driven- three year program

$10 million media budget

Co-op centric

Land of Food and Wine Print Campaign

Website

Print/Web Co-op

Program for CA DMO’s–Buy-in $1,000-$50,000

Contribute content–Tourism.visitcalifornia.com

–Updates all CTTC run sites

–LWF has direct (social media) input to site

South Carolina

South CarolinaSavor the Flavor

• Savory Reels• Restaurant Talk• Blog• Wineries and

Breweries• Kids Section • E-Newsletter• Schools, Chefs

and Tours

South Carolina: Savory Reels

South Carolina Results: A Lesson

Newsletter subscribers doubled in 2008 vs. 2007– 13,160 to 27,193

But website visitor traffic has declined by 57% YOY– SCRTB pulled media and PPC budget

and discontinued blog contributions

Citywide Programs

SFCVB: Preferred Dining

Goal: Drive room nights leveraging the destination’s culinary assets

Challenge: create a transactional restaurant program in a premier restaurant market– “We don’t want to give away food”

Solution: two tiered program

San Francisco Case Study

Two Tiered Offer strategy– National recognition (1%)

Priority Reservations Signature dish

– Regional/local recognition (99%) 20% off check Complimentary Appetizer/Dessert Two for one entrée Prix fixe

Economic Impact

$42.1 million incremental restaurant sales

68,349 incremental room nights $103 million total destination

economic impact

Case Study: Dine About Town

Prix Fixe Dining Concept– month-long

Lunch $19.95 Dinner $29.95

– “Don’t giveaway food…”– 14,000 visits from Bay Area residents-

specifically for the program

Prix Fixe Generates More Revenue

Total party spending–Came for DAT $123–Didn’t come for DAT $104–Difference +15%

*Identical party size 3.2 persons pretax after tipSource: SFCVB 2002

Regional/County Programs

Santa Barbara CVB Program

Experiences– Seasonal itineraries, cooking classes, farm

tours, events and festivals Food– restaurants, artisan bakeries, recipes,

regional produce Drink– Wineries, breweries, artisan cocktails

Lodging packages Foodie glossary

Tri-Valley CVB

Yakima Valley: “Farm Fresh Fun”

Yakima Valley

Set up a packaging site-Washington Wine-Country.com to promote lodging and food strategy

Once a year, bureau chooses a food and wine event and helps with promotion

Program Results

Steady increase in web site traffic to website

Consistent 5% click-through rate from banner ads on state website

Yakima Valley CVB April 2009

Calaveras

Assets

What Grows on “the Rock”

$1,000,000.00

$2,000,000.00

$3,000,000.00

$4,000,000.00

$5,000,000.00

$6,000,000.00

$7,000,000.00

Cattle&Calves

WineGrapes

Poultry Walnuts

Calaveras County Dept of Agriculture April 2009

“Happy Cows”

Mendoza Red Angus

Rex Whittle Rasmussen

Ranch John’s Natural

Products

Calaveras Wine

27 wineries 28 varietals

including: –Alicante Bouschet,

Pinotage, Tesoro, Mouvedre

Higher elevated vineyards

Wet Gulch RanchWalnuts

Poultry

Foster Farms TurkeysBurson

Trinitas Olive Oil

•Olive Oaks•Rancho Marisol•Mancuso Farm•Winter Creek•Bonita Ranch•Calaveras Olive Oil•Skyhawk Olive Oil

Blue Sky Blueberries

Gold Country Honey

The Other White Meat?

Regional: Delta Asparagus

A Basket of Riches…

Cucumbers, tomatoes, squashes, peppers, eggplant, eight varieties of blueberries, peak plum, apples, figs, Thompson seedless grapes, pumpkins, eggs, olives, olive oils, green beans, watermelon, casaba melon, muskmelon, persimmons, cantaloupe, chilies, lettuces, snow peas, carrots, corn, casaba melons, chard, kale, beets, onions, garlic, honey, but no potatoes…

The Florida “Savior Potato”

Micro Brewery

Branding the Ingredients

Best on-line resource of Foodie content in the county and a theme song!

Restaurants

Fine Dining Grounds Notos Sicilliana Mineral Sarafinas Kitchen V Restaurant Copper Grill

Local Snowshoe Brewing Frank’s Cafe Mountain Mikes Crusco’s La Contenta Giant Burger Firewood Primos Pizza

Restaurant Assets

Historic Tallahans Lube Room Saloon Hotel Leger Murphys Historic

Restaurant Assets

Ethnic Mexico Lindo Good Friends

Chinese Far East Chinese Markets Big Trees Market Camp Cornell

General Store

Regional Restaurants

Taste: Plymouth Incahoots: Plymouth Susan’s Place: Sutter Creek Café Via D’Oro: Sutter Creek Imperial Hotel: Amador Buscaglias: Jackson Theresa’s: Jackson Diamond Back Grill: Sonora

Foodie Speak California carpaccio: seared beef

tenderloin, Vella Jack Cheese, 50 year old sherry vinegar, caper blossoms and grilled sourdough

Copper Grill at Saddle Creek

Foodie Speak

The Ultimate Grilled Cheese Sandwich with Fiscalini farms San Joaquin Gold, smoked bacon, lettuce and tomato in La Brea Bakery Sourdough

Diamondback Grill

French onion soup in a late harvest zinfandel paired with parmesan croutons and gruyere cheese

Fire grilled skirt steak marinated in Corona, lime and red chilies paired with a robust chimichurri sauce

Café Via D’Oro

Foodie Speak: Regional

Del Rio Organic Arugula, Braeburn

Apples, candied pecans, Oregon bleu

cheese sherry vinaigrette

Restaurant Taste

Alchemy

Sierra Sunshine salad… ….Arugula with local olive oil and

balsamic vinegar The Ultimate meatloaf….

Calling It Out New Chain wide

initiative Now sourcing

ingredients from local farmer’s markets

Calling out on the menu

Farmer’s Markets and Roadside Stands

Arnold: Sunday San Andreas:

Wednesday

A.O. Ranch Mcacre Farms

Festivals Wine Events

Grape Stomp October Passport Weekend Wines of the World Wine Grape and Gourmet

Calaveras

Foodie Program

Recomendation

BrandBrand It It

Build Build ItIt

Measure Measure ItIt

Brand ItBrand It Define your destination’s

Foodie brand (group discussion)–Register .com, .net, .org, .tra

vel, and .biz

–Promote it: Intel Inside

Defining Your Foodie Brand

“Old World” media–National, regional and local

food and wine mediaBon Appetit, Gourmet, Saveur,

Food and Wine…Zagat, Michelin Local newspaper, radio, and

cable TV

Defining Your Foodie Brand

“New Age” Media–Chowhound.com

–Yelp.com

–Food.Yahoo.com

–Trip Advisor.com

–Zagat.com

–Local online newspaper

–Citysearch.com

Experience Counts

Calaveras Foodie Brand

What is the Brand Statement? “Rock of Plenty” “Sierra Cornucopia” ? Let’s Discuss…

Build ItBuild It1. Develop a Foodie micro-site

2. Define your Foodie assets

3. Create promotional programs to build room nights

The Foodie Microsite

Easy, low cost and simple Leverage the LWF program by

CTTC Allow for social media updates– Twitter– Link to review sites– Video uploads

Foodie Assets

The Food–Local, regional and pedigreed

ingredients

–RestaurantsFine dining, bistro’s, historic, trendy,

ethnic, dives, etc…

Foodie Assets

The Drink–Wineries, breweries, juices,

mineral water Education –Food festivals, food and wine

events, farm tours, farmers markets, and cooking classes.

Promotional ProgramsIncorporate Lodging

Act as a broker– Packaging

Act as an agent– Put the partners together

Act as a promoter – Identify existing food and wine/lodging

programs Winemaker dinners Food and wine festivals

Measure ITMeasure IT Measure;– Total Economic Impact– Incremental room nights– Incremental spending due to program– Incremental restaurant revenue– Special event revenue

Use internet surveys– Capture email at registration on micro-

How to Measure

Create opt-in database to get names– Newsletter sign-ups– Access our videos– Receive special offers

Use on-site measurement techniques– “Check stuffers”

Mailing list card and quick survey with incentive

Calaveras Program Create hotel guest recipe cards

Feature local ingredients Highlighting restaurants

Build Calaveras “Foodie” video library Local chefs preparing signature

dishes Locals sharing their dining secrets Visitor reviews Farmer’s and their crops

Calaveras Program Opportunities

Dine Calaveras countywide dining program

Highlight local/regional ingredients

Enroll restaurant “influencers” in prixe fixe signature dish programs

Create value added offer tiers for other participants

Food Frog on Twitter

Baker’s Proposition

How to remain a Foodie?

The Japanese drink very little wine but

drink excessive amounts of spirits and still

suffer fewer heart attacks than the

British or Americans….

The Italians and the French drink excessive amounts of wine, little spirits and suffer fewer heart attacks than the British or Americans….

The Alcohol Fallacy

The Fat Paradox

The French and Italians eat a lot of fat and also have fewer heart attacks than the British or Americans…

The Japanese eat very little fat and suffer fewer heart attacks than the British or the Americans

Nippon-Mediterranean Axiom

The consumption of fat and raw fish in conjunction with excessive amounts of alcohol results in better coronary health than that experienced in Britain or America…

Baker’s Corollary

Eat and drink whatever you like…

Speaking English is apparently what kills you!

Calaveras County Foodie Brand

What are the core values of the brand?

What is the best statement that describes the food scene in Calaveras?

Brian.baker@meritageblt.com

Calaveras County Cities

Angels Camp Arnold Avery Copperopolis Dorrington Forest Meadows Mokelumne Hill Mountain Ranch

Murphys Rail Road Flat Rancho Calaveras San Andreas Sheepranch Vallecito Valley Springs Wallace West Point

Certified Central Valley Foodie

Create a Foodie’s must see and do map built around assets– Restaurants, events, farm tours,

seasonal foods, education Multi city, multi visit

– Create a Calaveras test On-line

– Award the Central Valley Foodie Certification

Google Reviews

Yelp sort by: •Most reviewed•Highest rated•Location

Foodie Speak Regional

Beet salad mixed organic lettuces with Point Reyes blue cheese, roasted beets local walnuts and honey vinaigrette

Fra’ Mani sausage served with warm bitter greens and gourmet mustard

Imperial Hotel

Grimaud Farms Crispy Duck ConfitRestaurant Taste

Foodie Speak: Just Plain Yum!

Boneless pork loin with pear and Gorgonzola cheese stuffing. Braised and topped with rosemary vermouth sauce

Buscaglias

Crimini and Oyster mushrooms sautéed with oven roasted tomato pesto fresh basil cream sauce on Penne

Grounds

The Foodie, The Traveler and the Blue Foot Chicken Calaveras County Visitors Bureau Murphys, CA...

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