(PA) Prosperity Agenda- A Gastronomic Cluster

In previous blogs, we looked at how the clustering approach could benefit Brandon, and strengthen the economic base. We also explored some of the practical assistance that City Hall could provide if a clustering approach is adopted. Now let's have a bit of fun and look at what might be possible if Brandon wanted to promote the food and hospitality sector- a Gastronomic Cluster!

Brandon has huge potential for culinary tourism. We have valuable assets right under our (ahem) noses. We have restaurants, grocery stores, farmers markets, a culinary school- in inputs, the outputs, and the trained people to support and grow it. You can also add in the hoteliers and food processors into the cluster, and look at the data that shows most of our tourism business is from repeat visits by visitors who live in Western Manitoba and Eastern Saskatchewan.

So we have the products and we know who we're marketing it to, but to really maximize it, we need a few missing pieces....

• Showcase opportunities: wine festivals, beer festivals, Taste of the Prairies- iconic events that showcase Brandon as a culinary tourism destination. Taste the County is a destination marketing website for Prince Edward county in Ontario that gives you an idea about what Brandon could be doing in this area.
• Develop unique products that showcase our strengths: while this could be any food or beverage product, one in particular springs to mind. Assiniboine Community College has long mused about creating a brewmaster program. This would be relatively unique in Canada, making Brandon a centre of excellence for all the craft breweries in North America. Brandon is surrounded by the natural product (barley and other grains), and a locally brewed beer would definitely be both a tourist attraction as well as generate considerable "local" interest. and it builds on our strengths in agriculture, culinary arts, and education. And if beer isn't your passion, we also have a similar opportunity with artisan cheeses (think Bothwell and what Quebec has done with marketing their cheese producers).
• A robust investment strategy: it's not just about marketing, in fact marketing's role is to create the interest and buzz for the investment strategy. Because a gastronomic cluster is about economic development opportunities, not just great places to eat and drink. check out the investment site for the Ontario cheese producers or the companion site to the Prince Edward county destination site that has specific investment information for businesses looking to be part of this exciting growth area or people who would be attracted to relocating to this part of the country.

To recap- Brandon has many of the (ahem again) raw ingredients for a vibrant gastronomic cluster. We just need to put them together so that they have synergy and energy. and then build on what we have with some showcase events and festivals. And best of all, the excitement about culinary tourism or gastronomy- can be easily spread via (ahem) word of mouth, the most effective type of marketing.