Yesterday’s Tradition, Today’s Taste: The Potential of Craft Beer to Bolster Tourism in Peripheral Regions Neil Reid University of Toledo Presented to the Associazione Italiana di Scienze Regionali, XXXVIII Conferenza scientifica annuale, Cagliari, Italy, September 20-22, 2017

Traditional & Craft Breweries, 1873-2016 Over 5,200 craft breweries 3,480 added since 2010 12.3% market share by volume 21.8% market share by sales Source: The Beer Institute and The Brewers Association

Beer consumption trends

Neolocalisim Neolocalism “deliberate seeking out of regional lore and local attachment by residents (new and old) as a delayed reaction to the destruction in modern America of traditional bonds to community and family” (Shortridge 1996, 10). Craft Breweries Craft Breweries represent a desire on the part of increasing numbers of people to “reestablish connections with local communities, settings, and economies” (Schnell and Reese 2003, 46) Source: Brewers Association Wineries Source: Wine Institute

Beer Tourism Culinary tourism People traveling to a particular destination to experience the unique foods and beverages of that destination (Robinson & Novelli, 2005) Beverage Tourism Wine Tourism (Charters & Ali-Knight 2002) Whisky Tourism (Spracklen 2011) Sake Tourism(Kobe 2003) Beer Tourism (Kraftchick et al. 2014; Pezzi 2017) Beer Tourism Visitation to breweries, beer festivals, and beer museums for which beer tasting and experiencing the attributes of beer are the prime motivating factors (adapted from Plummer et al. 2005)

Beer-related Attractions Purpose Brewery Not designed to attract tourists Beer Museums and exhibits Designed to attract tourists Beer Festivals Beer Trails Source: After Plummer et al. 2006

Beer Tourism – Economic Impact Kent County, Michigan Mean length of stay – 2.3 days Mean number of breweries visited – 3.7 Beer Tourists’ Average Daily Spending North Carolina Study 38 years old 61% male 61% Bachelors degree 60% married

Beer Tourist - Motivation Source: Kraftchick et al. 2014

Typology of the Craft Beer Drinker Explorer Not interested in educating themselves on craft beer Wants to try new styles and flavors Makes an effort to visit many breweries Experience of going to the brewery is second only to the quality of the beer Enthusiast Strong appreciation for the brewing process and its history Strives to educate themselves on all aspects of the industry Loyalist Loyal to certain beers or brands Know what they like Does not strive to try new styles and flavors Convenience important – local retailers Novice New to the craft beer scene Learning about craft beer Influenced by friends Source: Carpenter at al. 2013

“Food is about much more than food” 2011 study by Stephen Schnell; Covered period 1993-2008 Found enormous expansion in promotion of local food and agriculture to tourists as a means to experience the “authentic” nature of place Use of word Local 10X increase Farms/Farmers 4X Agriculture 3X Place narrative behind food is as important as the food itself Being produced locally is important Connection to place is important Explicitly promoting “localness” to people who seek an “authentic” interaction with place and people, because they feel alienated from such connections in their everyday lives “To see and experience the world as one ruled not by impersonal networks of capital, but rather by networks of local, personal connections”

Pure Michigan Source: https://www.youtube.com/watch?v=2m8HZorFLQg

Countering geographic isolation Geographic isolation is perhaps the greatest challenge facing rural breweries Plumber et al. (2005) multiple breweries within a region should work and promote beer tourism together to increase each brewery's network and word-of-mouth advertising create cooperative marketing materials to bring more tourists to their establishments establish partnerships with companies outside of the brewing sector - restaurants, accommodations, and tour operators Breweries become part of a network, rather than existing as an isolated brewery

Develop Ale Trails Provide tourists with information about breweries in a region Location Contact information, including website Opening hours A map is a critical part of the information provided Shows relative location of all the breweries Suggested itineraries often provided Passport and a gift for visiting certain number of breweries

Tasting place Boiler Brewing Company Nebraska Native

Conclusions Craft breweries can enhance the attractiveness or rural locations, especially when: Marketed as a network of different attractions that a rural region has to offer Marketed as part of an Ale Trail that presents breweries as part of a network of breweries Emphasize uniqueness and authenticity of taste and connection to place Has the potential to attract new generation of tourist to rural areas

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