brian alberg presentation at the travel marketing summit 2015
TRANSCRIPT
INSPIRATION THROUGH FOOD:
Bringing Food Culture to the Head of the Table
Founding Chair
Brian Alberg,
Executive Chef and Vice President Food &
Beverage
Importance of Food Tourism
The World Food Travel Association reports a few compelling statistics:
• American foodies spend nearly $100,000 per minute,
every minute of the day, on food and drink when
traveling.
• 27 million leisure travelers have
participated in culinary-related travel
in the last 3 years.
• Direct economic impact
on food tourism in theU.S. is at $32 billion.
Photo credit Angela Cardinali
Photo credits Angela Cardinali
Photo credit Angela Cardinali
The Berkshire Food Landscape
• Home to award-winning Berkshire Mountain Bakery,
Berkshire Blue Cheese, Barrington Coffee Roasters,
Berkshire Mountain Distillers, Cricket Creek Farm, High Lawn
Farm and No. Six Depot Roastery & Cafe.
• Small food businesses offer authenticity,unique products,local personalities
and interesting stories.
Photo courtesy of Berkshire Mountain Bakery
Photo courtesy of Berle Farm
Photo credit Angela Cardinali
Photo credit Angela Cardinali
Photo credit Angela Cardinali
Photo credit Angela Cardinali
Photo credit Angela Cardinali
Benefits of Berkshire Food Tourism
• Tap into growing tourism niche• Reach a younger demographic• Grow tourism-related business
• Build shoulder seasons• Create opportunities for repeat
visits• Share our rich agricultural
history• Preserve our beautiful landscape
Photo credit Angela Cardinali
Photo credit Angela Cardinali
Photo credit Angela Cardinali
Photo credit Angela Cardinali
Photo courtesy of Cricket Creek Farm
Photo credit Angela Cardinali
Photo credit Angela Cardinali
Photo credit Angela Cardinali
Photo credit Angela Cardinali
Berkshire Farm & Table promotes food culture in our region:
• We share the unique stories of our chefs, food makers and farmers• We produce high quality food events and guides to food experiences • We gain positive attention in national media outlets
Our work advances food as another reason to explore and savor the Berkshires.
Building food tourism contributes to economic development which preserves the beauty of our landscape,
enhances our quality of life and provides visitors with a richer, fuller experience.
Photo credit Angela Cardinali
Photo credit Angela Cardinali
Photo credit Angela Cardinali
Photo credit Angela Cardinali
Photo credit Angela Cardinali
Photo credit Angela Cardinali
Photo credit Angela Cardinali
Photo credit Angela Cardinali
Photo credit Angela Cardinali
Photo credit Angela Cardinali
Photo credit Angela Cardinali
Photo credit Angela Cardinali
Photo credit Angela Cardinali
Photo credit Angela Cardinali
Photo credit Angela Cardinali
IN THE MEDIA
Photo credit Angela Cardinali
James Beard Team Dinners
Photo credit Edward Acker
Photo credit Angela Cardinali
Photo credit Robin Dorian
Photo credit Angela Cardinali
Outstanding in the Field at Indian Line Farm,
the first CSA in North America (2012)
Photo credit John Dolan
Photo credits John Dolan
Photo credit Angela Cardinali
Photo credit Tim Newman
Photo credit Angela Cardinali
Photo credits John Dolan
Photo credit Angela Cardinali
Photo credit Angela Cardinali
Photo credit Angela Cardinali
Photo credits John Dolan
EVENTS & EXPERIENCES
Photo credit Angela Cardinali
Photo credits Angela Cardinali
Taste Trails
Cheese & CharcuterieBeer & CiderMap illustrations by John S. Dykes, courtesy of Berkshire
Magazine
Photo credits Angela Cardinali
Taking Berkshire Food Culture on the Road
Berkshire Farm & Table Partnerships
TasteBerkshires Media Event in NYC
Photo credits Bill Wright
Photo credit Angela Cardinali
Photo credits Angela Cardinali
Great Content is Key• Video creates an emotional connection
and has the ability to be shared onmany social platforms.
• A Google survey revealed 45% ofleisure travelers said travel videosinfluenced them to book a trip. That number jumped to 74% for affluent travelers.
• YouTube is the second-largest search engine after Google. Your customers are using it to research and plan their trips.
www.findeatdrink.com
My Backyard. My Berkshires.Video created & produced by