CRAFT BEER & TOURISM SUMMIT

Transcription

1 CRAFT BEER & TOURISM SUMMIT

2 WELCOME Len Foxwell, Chief of Staff for the Comptroller of Maryland Chris Adams, Delegate, Maryland House of Representatives Tom and John Knorr, Owners, EVO Craft Brewing

3 LEN FOXWELL Chief of Staff for Comptroller, State of Maryland

4 CHRIS ADAMS Legislator, Maryland House of Delegates

5 JOHN & TOM KNORR Co-Owners, EVO Craft Brewing

6 SUMMIT OVERVIEW We want to be a Top 10 Craft Beer Destination Nationally Why?

7 Craft Beer Nationally -- still gaining market share. Growing in a competitive & crowded market 2 breweries open every day Large breweries acquisition Crowded distribution channels Still growth out there Healthiest: microbreweries & tap rooms

8 2016 DATA Regional: Microbreweries: Brewpubs: Contract Brewing: 17,937,754 barrels 5,012,115 barrels 1,352,827 barrels 267,773 barrels

9 WHY SUPPORT CRAFT BEER? $ ALMOST $2 BILLION IN DE, MD & VA 2016 ECONOMIC IMPACT BY STATE DELAWARE (19) MARYLAND (65) VIRGINIA (164) ECONOMIC IMPACT (MILLIONS) BARRELS PRODUCED (THOUSANDS) # OF BREWERIES

10 Impact = HOW DID THE BREWERS ASSOCIATION CALCULATE THE $2 BILLION? Production in the state + the total market for craft in that state.

11 HOW DO WE INCREASE THESE NUMBERS? More breweries/production More people demanding craft beer More locals More visitors Craft Beer Vibe

12 LOCAL BREWERIES BACKGROUND: Unique Community Centers Economic Revitalizers Generate Tourism & Entice Residency Potential to Protect Ag Land

13 BREWERIES ATTRACT MILLENIALS: Millenials, those born between the early 1980s and the early 2000s, number almost 75.5 million, making them the largest generation in America and a pivotal force that now steers the direction of economy and culture alike.

14 HERE ARE THE NUMBERS: 67% of money spent buying a local craft beer stays in the local economy. 9.4% of all craft beer produced by small and independent breweries is sold at the brewery 30+% of value chain comes from the production side of craft beer. LEGISLATIVE AND BUSINESS SUPPORT MATTER!

15 MORE CRAFT BEER DRINKERS Craft Beer Penetration of bars, restaurants & events Increase craft beer focused tourism 75% of Shore Craft Beer Fest attendees > 1 hour away Average # of breweries visited while traveling is 2.1 Craft Beer Drinkers average 6.5 brewery visits/year: 3.5 local/2.5 while traveling (Nielsen data)

16 CRAFT BEER & TOURISM

17 WHY FOCUS ON DELMARVA? Visitors don t care about state lines Most people won t drink just one beer Most people visit more than one brewery while traveling (2+ average) 67% of that money spent on local craft beers stays local!

18 CRAFT BEER AS ECONOMIC DRIVER Cassidy Rasnick, Manager, Office of Agriculture & Forestry Development Virginia is for Craft Beer Lovers: Economic Impact of Craft Beer, Tourism, and Redefining Modern Agriculture Liz Keller, Director, Delaware Tourism Office Branding, Business & Brews Heather Ersts, Partnership & Outreach Manager, Maryland Office of Tourism Development Craft Beer Promotion in Maryland and How You Can Get Involved

19 CASSIDY RASNICK Manager, Office of Agriculture & Forestry Development Virginia is for Craft Beer Lovers: Economic Impact of Craft Beer, Tourism, and Redefining Modern Agriculture

20 LIZ KELLER Director, Delaware Tourism Office Branding, Business & Brews

21 HEATHER ERSTS Partnership & Outreach Manager, Maryland Office of Tourism Development Craft Beer Promotion in Maryland and How You Can Get Involved

22 ROUNDTABLE DISCUSSION Liz Kellar Cassidy Rasnick Heather Ersts Susan Jones Renee Seiden Memo Diriker

23 5-10 MINUTE BREAK

24 LEGISLATIVE ENVIRONMENT Delaware: Eric Williams, Mispillion River Brewing Company Moderator: Tony Russo Content Manager, Shore Craft Beer & State Ventures Virginia: Maryland: Cassidy Rasnick Office of Agriculture & Forestry Develoment Jenna & Josh Chapman Black Narrows Brewing Company Kevin Atticks Brewers Association of Maryland Tom Knorr& John Knorr EVO Craft Brewing Johnny Mautz Maryland House of Delegates, Owner, Carpenter Street Saloon

25 ROUNDTABLE DISCUSSION Eric Williams Cassidy Rasnick Kevin Atticks Johnny Mautz Jenna & Josh Chapman John & Tom Knorr

26 TOP 10 CRAFT BEER DESTINATION How?

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28 1. MAKE CRAFT BEER TOP OF MIND GET YOUR VIBE GOING ARE YOU SELLING A GOOD SELECTION OF LOCAL CRAFT BEERS? DO YOU KNOW WHERE OUR BREWERIES ARE? CAN YOU TALK ABOUT CRAFT BEER INTELLIGENTLY? ARE YOU PAIRING LOCAL CRAFT BEER W/FOOD?

29 2. MAKE SURE STATE LEGISLATION SUPPORTS CRAFT BREWERIES & OUR EFFORTS

30 3. BUILD HOTEL PACKAGES w/brewery Tours & Tastings We have some wholesale pricing from breweries For Festivals We ve sold hundreds of hotel rooms w/local Craft Beer & Food Pairings in your restaurant

31 3. JOIN THE MOVEMENT Work Together Promote craft beer and tourism on your websites Use the video Help us produce more

32 3. PROMOTE LOCAL 1. Stickers 2. Window Clings 3. Shelf Labels

33 3. USE THE SHORE CRAFT BEER APP FOR YOUR LOCATION Create your own challenges & prizes

34 3. DESIGNATE OCTOBER AS SHORE CRAFT BEER MONTH

35 WRAP UP: LISA CHALLENGER Director, Worcester County Tourism Office

36 YOU ARE INVITED TOMORROW, 12:30 4:30 AT HOOPER S CRAB HOUSE IN OCEAN CITY BE OUR GUEST, PICK UP YOUR TICKET ON YOUR WAY OUT info: ShoreCraftBeerFest.com Ann McGinnis Hillyer Shore Craft Beer amh@maryland.com