A Gastronomic Tourism Proposal for the
Manhattan Chamber of Commerce
Legaspi & Carlson Associates, LLC
Background Why Gastronomic Tourism? It’s a growing market that MCC can tap into: --“27 million Americans have made culinary activities part of their travels in the last three years” - USA Today (27 Feb 2007)
NYC is one of the top gastronomic capitals of the world and the diversity of its cuisines is unmatched in the world --Queens and Brooklyn are the #1 and #3 most diverse counties in the USA (Claritas Study)
Efficient public transportation facilities and compact layout of NYC make it ideal for gastronomic touring MCC can benefit from this market – using its Tourism and Global Verticals (perhaps Green Vertical also)
Legaspi & Carlson Associates, LLC
Basic Product Concept
Eat around the world – And experience life in various countries Without leaving NYC
Legaspi & Carlson Associates, LLC
Gastronomic Tourism – Not A New Concept 1940s Film Clip: “Around the World in New York”
Legaspi & Carlson Associates, LLC
Gastronomic Tourism – Not A New Concept
It is being tried in the UK . . . Other cities may also try it (Vancouver, Toronto) Our competitors in NYC could do it too!
Legaspi & Carlson Associates, LLC
Gastronomic Tourism – Not A New Concept Chicago Food Tour on YouTube
Philadelphia Food Tour on YouTube
NYC Food Tour on YouTube
Anthony Bourdain – Eating Egyptian In Queens, NY
Anthony Bourdain – Eating Egyptian In Egypt
Three Sheets (On hulu.com)
Legaspi & Carlson Associates, LLC
MCC Product Concept
Give tourists the opportunity to eat around the world – without leaving NYC – by facilitating live and virtual visits to restaurants, street food providers and ethnic communities in NYC Use rich media content – websites, videos, blogs, podcasts, etc. – to provide current and valuable information and an engaging experience Invite the community of foreign-born residents in NYC (employees of consulates, transnational organizations, international chambers of commerce, int’l companies) to collaborate with MCC in providing content Enable online interaction between viewers to keep interest high and ensure continuously updated content
Legaspi & Carlson Associates, LLC
How MCC Can Differentiate Its Product
Collaborate with foreign resident community in NYC to produce authentic, reliable content on international food in NYC Provide “Ask a Native” links to give viewers “inside” information on how to enjoy food of various countries in NYC Deliver the information in various modes (web page, blog, YouTube clips, podcasts, wireless, Twitter, etc.) Provide facilities for online interaction between viewers Allow viewers to submit content (articles, photos, videos, etc.) – with editorial oversight by MCC Cover more international cuisines; become the online “culinary atlas” of NYC Provide targeted advertising opportunities Get endorsements from international personalities in NYC
Legaspi & Carlson Associates, LLC
Illustration of Product Concept Click here to see Web page mockup
Info on where to eat Subway/bus directions Suggested itineraries a la Frommers
Viewers can submit content
Multimedia – video, text, podcast, etc
Advertising opportunities
for airlines, tourism dept. . . .
Food advice from natives of country
for country’s Chamber of Commerce . . .
Viewers can interact with others via forum or email, Twitter
for restaurants, travel agencies . . .
Basics on country’s cuisine
for other private companies
Legaspi & Carlson Associates, LLC
Expanded Delivery Approach
Multimedia content – not just text
Shared SharedPhoto Photo •Flickr
Social SocialNetworks Networks •Facebook
Shared SharedVideo Video •YouTube
Groups Groups •Google
Shared SharedAudio Audio •Audacity
Mobile MobileWeb Web •Local ads
•Flickr •Picasa ... •Picasa . . .
•Facebook •Linkedin . . . •Linkedin . . .
•YouTube •Ustreamtv . . . •Ustreamtv . . .
Content is re-used in different vehicles
•Google •Private forums . . . •Private forums . . .
•Audacity •Itunes ... •Itunes . . .
•Local ads •Twitter ... •Twitter . . .
Website Website
Wireless
Netbooks/Laptops
Many web vehicles – not just website
Blog Blog. . Many access devices – not just PC
Desktops TV
-Users also generate content -Lots of interaction
In office + on-the-road
Legaspi & Carlson Associates, LLC
Content Management Approach Content Providers NYC NYCForeign Foreign Residents Residents MCC MCC Members Members
Content Users
content content
MCC MCC
content
Diplomatic Diplomatic Corps Corpsin inNYC NYC
feedback
•Editorial •Content Mgt •Platform Mgt •Integration •Partnerships
content
content
Virtual Virtual Tourists Tourists
content
Int’l Int’lChambers Chambers Of Commerce Of Commerce
Real Real Tourists Tourists
Cooking Cooking Schools Schools Text Articles
Audio
Legaspi & Carlson Associates, LLC
Photos
Videos
Target Markets Main Target: “Hard Core Foodies” o Gastronomic tourists with above average incomes o Normally couples aged 30-50 o “Deliberate food travelers” whose main reason for visiting is food (they spend around 50% of overall travel budget on food) *
Secondary Targets:”Regular Foodies” o Spend on average $1,200 per trip, with 36% on food-related activities *
Other Targets: o Foreign-Born NYC Residents (~3 Million or 36% of NYC population) • • • •
Employees of transnational organizations (UN, World Bank, etc.) Employees of consulates and permanent UN missions Employees of international chambers of commerce in NYC Employees of international companies
o Regular domestic and international tourists * From International Culinary Tourism Association.
Legaspi & Carlson Associates, LLC
Benefits to MCC
This project can provide unique content and features/capabilities for its Tourism vertical MCC could attract new int’l food stalls to its street fairs MCC could position itself more effectively, esp. against existing competitors like NYC & Co. which could undertake a project like this It could potentially attract new members from the international community who would like to target an affluent market segment o Int’l companies (food & beverage products, etc.) o Travel agencies
MCC could get more advertising revenues from new members It could create a more international image for MCC It could help build the international network of MCC in NYC and abroad
Legaspi & Carlson Associates, LLC
Next Steps
1. Get approval 2. Organize project team within MCC 3. Refine product concept and scope 4. Identify potential funding sources 5. Identify potential partners 6. Develop business plan with partners
Legaspi & Carlson Associates, LLC