Craft Beverages and Tourism, Volume 1

Craft Beverages and Tourism, Volume 1

Carol Kline Susan L. Slocum Christina T. Cavaliere Editors Craft Beverages and Tourism, Volume 1 The Rise of Breweries and Distilleries in the United States

Editors Carol Kline Appalachian State University Raleigh, North Carolina, USA Susan L. Slocum Manassas, Virginia, USA Christina T. Cavaliere Stockton University Manahawkin, New Jersey, USA ISBN 978-3-319-49851-5 ISBN 978-3-319-49852-2 (ebook) DOI 10.1007/978-3-319-49852-2 Library of Congress Control Number: 2017933990 The Editor(s) (if applicable) and The Author(s) 2017 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Cover illustration: Monty Rakusen Printed on acid-free paper This Palgrave Macmillan imprint is published by Springer Nature The registered company is Springer International Publishing AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland

Reviewer Thank You/Acknowledgments This book could not have been completed without the expertise of our reviewers. Thank you to the following individuals for offering their time and guidance to the project: Suzanne Ainley, The Ainley Group; Donna Albano, Stockton University; Abel Duarte Alonso, Liverpool Business School; Stefanie Benjamin, The University of Tennessee; Berkita S. Bradford, Virginia State University; Erick T. Byrd, University of North Carolina at Greensboro; David A. Cárdenas, University of South Carolina; Janna R. Caspersen, University of Tennessee; John C. Crotts, College of Charleston; Donald Getz, University of Calgary; Josette P. Katz, Atlantic Cape Community College; Adam J. Mathews, Oklahoma State University; Alison Murray, East Carolina University; Alex Naar, Virginia Polytechnic Institute and State University; Christian M. Rogerson, University of Johannesburg; Jason R. Swanson, University of Kentucky; Wei Wang, The University of Southern Mississippi; Helena A. Williams, GastroGatherings & Mar-Kadam Associates; and Robert L. Williams, Susquehanna University. v

Contents 1 Introduction 1 Carol Kline and Brian R. Bulla 2 The Impact and Implications of Craft Beer Research: An Interdisciplinary Literature Review 11 Erik Tyler Withers 3 Growth and Development of Craft Spirit Tourism: The Fermenting Giant? 25 Zachary D. Cole 4 Craft Cider Tourism: Getting to the Core of the Matter 41 Carol Kline and Zachary D. Cole 5 Life on the Beer Frontier : A Case Study of Craft Beer and Tourism in West Virginia 57 Daniel Eades, Doug Arbogast, and Jason Kozlowski 6 Highland Brewing Company: A Case of Product and Experience Design 75 Mark Lewis, Rob Hornyak, and Richard W. Pouder vii

viii Contents 7 As if Beaches and Theme Parks Were Not Enough: Mediated Social Construction of Craft Beer Tourism in Tampa Bay 89 Travis R. Bell 8 Tourism as a Business Strategy for Growth in Oregon and Washington Craft Breweries 105 Alison Dunn and Gerry Kregor 9 Return of a Rebellious Spirit: Whiskey Distilling and Heritage Tourism in Southwestern Pennsylvania 119 Leslie Przybylek 10 Whiskey s Resurgence: Distributed Distilling in the Post-Prohibition Era 139 Sebastian Hernandez and Anton Dekom 11 Moonshine in North Carolina: Crafting Quality for Tourism 155 Carla Barbieri and Annie Baggett 12 A Summary of Volume 1: The Rise of Breweries and Distilleries in the United States 173 Christina T. Cavaliere Index 183

Notes on Contributors Doug Arbogast is West Virginia University Extension Service s Rural Tourism Specialist. He conducts research and delivers training on rural tourism development in destinations across the state and works collaboratively with West Virginia University faculty and students to promote the sustainable development of tourism in West Virginia. His research interests include rural tourism, sustainable tourism development, tourism planning, tourism management, and regional competitiveness. Annie Baggett serves as the Agritourism Marketing Specialist with the N.C. Department of Agriculture and Consumer Services (NCDA&CS). With 30 years of sales, marketing, communications, and public relations experience in the private and nonprofit sectors, farms and creative entrepreneurs are a priority. As a farmer herself welcoming guests to the family farm, with unique insight into tourism, her work is in support of agribusinesses that educate and entertain the public through NCDA&CS services, programs, and partnerships. Carla Barbieri is Associate Professor in Equitable and Sustainable Tourism at North Carolina State University, USA. Her research focuses on agritourism, farm entrepreneurial diversification, and rural well-being. Barbieri also investigates the economic, socio-cultural, and environmental impacts of specialized forms of tourism, especially those related to agricultural resources, such as wine tourism. She uses sustainability, sociological, and tourism approaches to frame her studies. Travis R. Bell is Multimedia Journalism Instructor in the Zimmerman School of Advertising & Mass Communications and a PhD student in the Department of Communication at the University of South Florida in Tampa, Florida. He teaches electronic field production and television news courses, as well as special topics related to sports media. His doctoral research focuses on qualitative methods, with a particular emphasis on ethnography and media effects. Primarily centered on ix

x NOTES ON CONTRIBUTORS sport communication, his research has branched into craft beer and hip-hop music. In addition to his university commitments, Bell is a documentary filmmaker, including a short film about two Tampa Bay craft breweries. Prior to his teaching career, he was a multimedia journalist at five television stations across a twelve-year broadcasting career. He remains active as a freelance producer, writer, and videographer. Brian R. Bulla is Assistant Professor of Public Administration at Appalachian State University. Brian s research and interests include public policy analysis, climate change adaptation, and adaptive governance. Bulla holds a PhD from North Carolina State University. He was a post-doctoral research associate at Purdue University prior to joining Appalachian State. Christina T. Cavaliere is Environmental Social Scientist and International Sustainable Development Specialist focused on linking tourism and biocultural conservation. She serves as Assistant Professor of Hospitality and Tourism Management and Sustainability at Stockton University. Her research interests include tourism and climate change, local economies, sustainable agriculture and ecogastronomy, permaculture, agritourism, and community redevelopment. She has designed and implemented conservation projects, field trainings, and research projects in over 35 countries and her articles have appeared in several A-ranked academic journals. Zachary D. Cole is Assistant Professor of Hospitality and Tourism Management at Flagler College. He teaches about culture, development, and impacts in the context of global travel and tourism. His research interests include niche tourism development, outdoor recreation, social impacts of tourism, and sustainability in planning and policy. When not undertaking field research on craft beverages, he enjoys the outdoors and exploring new places. Anton Dekom is currently an architectural designer at The Miller Hull Partnership in Seattle. He received his Bachelor of Architecture degree from Cornell University in 2012 and received the Charles Goodwin Sands Bronze Medal for his thesis research on the phenomenological and psychological qualities of domestic spaces. His personal interests include philosophy of mind, phenomenology, and the aesthetics of the everyday. He is a recipient of the Robert James Eidlitz Traveling Fellowship and has conducted research on the design and history of whiskey barrel-aging warehouses. Alison Dunn graduated from Strathclyde University in Glasgow with a PhD in Environmental Planning in 1998. She has lectured in leisure and tourism management at the University of Gloucestershire, University of Queensland, and York St John University. She joined the University of Tasmania in 2006 and is now researching tourism and teaching tourism management in the Tasmanian School of Business and Economics. Her main research interests are in niche, premium products as tourist attractions.

NOTES ON CONTRIBUTORS xi Daniel Eades is West Virginia University Extension Service s Rural Development Specialist. His teaching and outreach activities engage government and community leaders in the process of data-driven economic development decision-making. His research interests include rural and regional development economics, community development, and the intersections between regional food and agriculture initiatives and the state s rural economies. Sebastian Hernandez is a Seattle-based designer at Gensler. He received a Bachelor of Architecture degree from Cornell University in 2012, where he was a Cornell Traditions Fellow as well as a Christiania Researcher in Residence Fellow. He is principally interested in the documentation of ephemeralities by drawing and digital fabrication, as well as speculative design relating to extreme social, political, or natural conditions. He was recently awarded the Fellowship 41 Grant to explore alternative applications of 3D printing in data visualization and architectural analysis. He received the Robert James Eidlitz Traveling Fellowship in 2013, which resulted in a joint research project called The Architecture of Aging that explored the barrel-aging process of whiskey. Rob Hornyak received his doctoral degree from the Center for Process Innovation at Georgia State University and is currently Assistant Professor of Information Systems at the W.P. Carey School of Business at Arizona State University. His research articles have appeared in the Journal of Operations Management and the Journal of Information Systems and focuses at the intersection of Information Systems and Supply Chain Management. Carol Kline is Associate Professor of Hospitality and Tourism Management at Appalachian State University in the Department of Management. Her research interests focus broadly on tourism planning and development and tourism sustainability, but cover a range of topics such as foodie segmentation, craft beverages, agritourism, wildlife-based tourism, animal ethics in tourism, tourism entrepreneurship, niche tourism markets, and tourism impacts to communities. Jason Kozlowski is Labor Historian and Labor Educator in West Virginia University Extensive Service s Institute for Labor Studies and Research (ILSR). He conducts teaching and research programs for labor unions and labor-management programs on labor relations and workplace concerns around the state. In addition, he develops and disseminates applied and academic research on historical and contemporary issues such as pertinent economic and policy matters. Gerry Kregor hails from Tasmania, Australia, and has worked and taught at universities in Tasmania, Queensland, and the United Kingdom in horticulture, cell biology, information technology, and higher education practice. His interest in tourism came about through cooperation on horticultural tourism and craft-food tourism projects. Gerry is a keen beer-traveler, amateur brewer, cider maker, and fermenter of many foods and is currently undertaking further studies in microbiology to develop this interest.

xii NOTES ON CONTRIBUTORS Mark Lewis is an Assistant Professor of Management at the Walker College of Business, Appalachian State University. His research focuses at the intersection of design thinking and strategy with the intent of helping organizations increase their innovation capacity. His research articles have appeared in various journals as well as national and international conferences. Before entering academia, Mark worked with IBM Global Services. His research has been sponsored by companies such as UPS, Chrysler, Hewlett-Packard, Gartner, and SAP. Richard W. Pouder holds a PhD in Management from the University of Connecticut. He is Professor of Management at Appalachian State University. Pouder s research focuses on topics that include geography and competition, innovation, investor reaction to strategic events, and application of strategic planning methods in various industry settings. His articles have appeared in Academy of Management Review, Journal of Operations Management, Journal of Management Studies, Growth and Change, and Journal of Managerial Issues. Leslie Przybylek, M.A., is Curator of History with the Senator John Heinz History Center and a humanities consultant. She has developed numerous professional museum exhibitions and writes on aspects of historical memory, frontier mythology, and technological development in the United States. She has published multiple articles in the fields of American history and folklore including contributions to Western Pennsylvania History and American Myths, Legends, and Tall Tales: An Encyclopedia of American Folklore. Susan L. Slocum is Assistant Professor in the Department of Tourism and Event Management at George Mason University, Virginia. She has worked on regional planning and development for 15 years and worked with rural communities in Tanzania, the United Kingdom, and the United States. Her focus is on rural sustainable development, policy implementation, and food tourism, specifically working with small businesses and in less advantaged communities. She received her doctoral education from Clemson University. Erik Tyler Withers is a PhD student and Graduate Instructor in the Sociology Department at the University of South Florida. His current research focuses on the overlap of consumer culture with racial and ethnic identities and inequalities. Erik s interest in craft beer-related research started during his prior career where he worked in the craft beer, wine, and specialty foods industry.

List of Figures Fig. 5.1 Mapping the rise of craft beer (Source: Fromson, 2013) 59 Fig. 5.2 Location of West Virginia craft breweries (shaded) and interview locations (numbered) 62 Fig. 5.3 Iron Horse One WV 66 Fig. 5.4 Morgantown Brewing Company Local t-shirt 67 Fig. 6.1 Five dimensions of the HBC experience 85 Fig. 11.1 Location of study distilleries 160 xiii

List of Tables Table 5.1 Locations of West Virginia breweries included in study 62 Table 6.1 Dimensions of experience adapted from Kalbach (2015) 83 Table 8.1 Profile of breweries in the study 107 xv