Wine, Beer, Spirits and Food Agritourism
Students Learn More About the Burgeoning Industry
“Agritourism is not just about the product or destination, it is about providing holistic experiences,” said Joey Gray, head of the Experience Industry Management Department. “People are seeking a deeper connection with how they choose to spend their discretionary time and agritourism embraces every facet of immersive experiences.”— Joey Gray
A new class in the Experience Industry Management Department during the spring quarter explored how popular food and beverage tourism experiences such as wine tasting, brewery and distillery tours, farmers markets, cooking classes and food and beverage festivals are crucial to a destination’s marketing strategy.
The Central Coast has long been considered a desired destination for visitors and locals alike looking to explore the bustling wine industry and farm-to-table inspired restaurants. Local offerings provide an array of opportunities for students to learn first-hand from businesses owners who are a part of the burgeoning agritourism industry.
“Agritourism is not just about the product or destination, it is about providing holistic experiences,” said Joey Gray, head of the Experience Industry Management Department. “People are seeking a deeper connection with how they choose to spend their discretionary time and agritourism embraces every facet of immersive experiences. For example, when we look back on our wine tasing adventure what we take with us goes far beyond the appreciation of the wine. It is the ambiance, service, comfort, etc., of the experience that we take with us for years to come. Both small and large agriculture business are beginning to understand the importance of delivering these holistic experiences as this is the key to building customer loyalty.”
Lecturer Amber Karson, who has more than 20 years of experience planning food and wine agritourism events, taught the Wine, Beer, Spirits and Agritourism course. Karson introduced 34 students of varying majors from agricultural business to wine and viticulture to leading industry brands and professionals. Throughout the spring quarter students participated in round table discussions with tourism managers and business owners, toured thriving businesses focused on agritourism, explored wineries and hospitality offerings and participated behind-the-scenes in the Paso Wine Festival.
“I have made many great connections in the industry and the area that I would not have gained without this class,” said Kayden Cornelius (Agricultural Business, ’22). “I finished this class feeling inspired and excited for what the future holds. Agritourism is an amazing thing and brings so many different people of all different backgrounds together and brings them joy.”
Agritourism, or the melding of tourism and agriculture, is a vital tool in destination marketing – providing participants with unique experiences such as farm tours, grape crushes, and on-site entertainment that not only cultivates a strong bond between the consumer and producer but increases revenue for businesses. The market is thriving and the job market for future graduates continues to grow. The national agritourism market size was valued at $42.5 million in 2019, and is estimated to reach $62.9 million by 2027, according to the U.S. Travel Association. However, sources predict much higher growth. Fortune Business Insights, a global analysis report, predicts the agritourism market will reach 117.37 billion by 2027.
“The Central Coast has a growing wine industry, and flourishing festival and culinary scenes,” Karson said. “Growers and producers in agricultural operations are seizing the opportunity to bring tourists directly to these types of experiences. The fact that this is happening right in our backyard makes it a great opportunity for students to get direct experience in a thriving destination market.”
Industry support was a critical foundation of the class, with businesses hosting students at locations throughout the Central Coast including SLO Brew, Tolosa Winery and Travel Paso Robles, a group dedicated to promoting tourism in the area. “They believe in Cal Poly’s Learn by Doing model and were eager to expose students to the opportunities that await them,” Karson said.
"Sharing our story and the rich assets we have in Paso Robles and on the Central Coast helps students determine a pathway and uncover career opportunities that may not have been presented in the traditional classroom setting,” said Stacie Jacob, executive director of Travel Paso. “Connecting with our future leaders creates opportunities and helps them develop a network of industry professionals.”
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