II Staff Exchange Chefs, the main actors REPORT Photos by ©Asociación Plan Estratégico Ciudad de Burgos REPORT II Staff Exchange Chefs, the main actors The Staff Exchanges within the project Gastronomic Cities were designed as a tool for learning from Burgos gastronomic good practice. The second Gastronomic Cities Staff Exchange (out of 3) was based on the key role that Chefs play in Gastronomy development, being responsible for making the difference. Burgos, thanks to the Spanish capital of gastronomy, has driven a generation of Chefs who have interpreted the new cuisine from the traditional food. A new generation of Chefs in the city has become visible image that made gastronomy a tourist attraction, and has shown as a good example of cooperation activities within the own collective and commitment with the city, local products, schools,… Specific objectives for the receiving cities: Get in touch with new creative processes in Burgos cuisine. Learn on innovation in traditional cuisine. Get to know business models in new gastronomy. Learn on experience economy. Motivate their chefs committing then for cooperation show cooperation benefits. Give their feedback to Burgos city on HORECA and cuisine development and how could be improved both from professional and user point of view. The city delegations were composed mainly by professional Chefs also some HORECA representatives and the cities local project coordinators. The Staff Exchange included a 2 days full programme including 3 blocks: site visits, cooking demonstrations and training workshops, combined with active participation and debriefing sessions. Click on this link to easily see in a video format how the programme was developed: https://www.facebook.com/photo.php?v=314667215365699&l=4001978420127766772 In advanced, some key concepts as food for thought were set up for the open debates: The Local Chef Association importance. Burgos Gastronomic Movement: The benefits of cooperation. Traditional cuisine versus modern cuisine. Tapas approach. Recipes that could be prepared for high level restaurants and others for more affordable restaurants, bistros,… Way of serving food based on traditional recipes. Interior design of restaurants. How menus are composed and presented. Discover high value/(important ingredients for traditional recipes: Discuss and formulate basic trends in culinary arts Meal storytelling linked to traditional food that would be written and told to visitors to restaurants when ordering that food. How to protect traditional cuisine Questions to reflect Is globalization actually strengthening or in fact threatening local food cultures? How aware are tourists of local food when they travel. Does the perceived authenticity of the food experience have a strong link to the satisfaction of tourist? To what extent are tourists aware of the gastro stars of the destinations they visit? Gastronomy is the new rock and Roll (Ferrán Adriá) How do tourists learn about the food of the countries and regions they visit? What are the most effective ways of organizing food events? Do creative gastronomy tourists stay longer in destination or spend more or return more often? Could you have this photo in your city? This photo was taken in June 2012 to support Burgos candidature to Spanish Capital of Gastronomy Award. The milestone brought together all the Chefs in the city. This photo is symptomatic and a good example of initial commitment. That milestone was a strong starting point for Burgos gastronomic candidature: Burgos Gastronomic Movement was the “guilty” of the oncoming success. Burgos invited the cities to reflect of the possibilities of having a similar photo in their city. For the skeptics about cooperation… Change means movement. Movement means friction. Get used to it .Paulo Coelho Some condiments to use CHEF COOPERATION POSIBILITIES: BURGOS CASE A sample of useful cooperation options from the example of Burgos professionals and its link with the city, the province and its products: Participation in tourism and food fairs: City promotion through gastronomy. Madrid Fusión: Fair food, with cooking demonstrations of the most important chefs in the international scene, presentations of the most revolutionary techniques, debates ...Burgos local Chefs participated together with institutional support and local products. Salón de Gourmets: Europe's largest event on delicatessen products…Local Chef Nacho Rojo was invited by the regional promotion brand 'Tierra de Sabor', to develop showcooking at Castilla y León´s stand. Fitur: Largest International Tourism Fair in Spain. Local Chefs collaborated showcooking and product presentations: City promotion through gastronomy. Intur: International Interior Tourism Fair. Antonio Arrabal and Miguel Cobo, famous local chefs due to their participation in the TV show TOP CHEF, performed a cooking show where they showed how they make some of their best meals. Alimentaria: International Exhibition of Food & Beverage. In the edition of 2014 different local chefs collaborated. Creating new commercial products in collaboration with local producers: Nachos de Morcilla: Isabel Alvarez local Chef cooperated in the creation of an innovative product based on traditional Morcilla de Burgos. Delicious and crunchy snack made from rice pudding supreme pump which is subsequently processed and baked. Morcilla Squid: The local Chef Saul Gomez developed the Black Pudding Squid. The black pudding is made within the squid, as if it was the same casing. That mix of flavors gives the balance. Apple Black pudding: Evolution of traditional morcilla de Burgos developed by local Chef Saul Gomez. Special events Tribute Dinner Burgos Spanish Capital of Gastronomy: Gourmet dinner in which 17 local chefs prepared a cocktail and an exclusive menu. Burgos Spanish Capital of Gastronomy 2013 and Burgos Province council through Burgos Alimenta worked together. Over 200 people attended the dinner. There were also representatives from the HORECA School La Flora. Devora es Burgos: Weekend dedicated to gastronomy with the aim of promoting culinary tourism in Burgos with various activities scheduled throughout the weekend, including special showcookings. Product promotion cuisine demonstration, developing showcookings in different province events: Caderechas Valley Apple Quality Brand Exhibition; Celebrating 10 years of Caderechas Quality Brands; Sotopalacios Black Pudding Quality Brand Exhibition; Ibeas Beans Quality Brand Exhibition,… Cooking Competitions within local restaurants and tapas bars (related also with the use of local products): San Lesmes winter Tapas Competition; Potato Tortilla Competition with products from Burgos; I Sotopalacios Black Pudding Tapas Tour; Sweet Tapa Competition; Gastronomic Days Miró Painter,… GASTRONOMY AND THE EXPERIENCE ECONOMY (Greg Richards. An overview of food and tourism trends and policies) Tourism is a major part of the contemporary experience economy, in which food plays an important role. Food provides much more than nourishment: It is also a key part of all cultures, a major element of global intangible heritage and an increasingly important attraction for tourists. The linkages between food and tourism also provide a platform for local economic development, which can be strengthened by the use of food experiences for branding and marketing destinations. Food also provides the basis for important newly emerging creative and cultural industries…Which creative and cultural industries? Food cultures around the world are a rich source of culture, economic and social diversity. A shift from the former service economy towards an ‘experience economy’. Easily copied service concepts have been replaced by more sophisticated experiences that combine elements of education, entertainment, aesthetics and escapism to engage the consumer. The consumer no longer pays for the basic service, but for the complete experience, and is willing to pay a premium for the added value offered by experiences above standard services. To be mentioned: Second generation of experiences. (Prahalad and Ramaswamy). The co-creation. Producers and consumers work actively together to innovate, design and implement experiences. For example, the 4M model of meal experiences developed by Kivits indicates that the meal experience in a restaurant is influenced by the producer and the consumer, who both affect the four elements of the experience: moment, mood, meal and money. Third generation of experiences: Social Networks helps to develop a community of producers and consumers who are constantly in touch with one another. Nowadays, the traditional value chain of organizations is replaced by a more widespread network of value creation in which consumers, competitors and social networks can all play a role. Food experiences become part of the distinctive intangible culture of places, as part of the ‘stockpile of knowledge, traditions, memories and images’. We need foodies or the new culinary tourists Food provides the basis for the development of tourism experiences in a number of ways: Linking culture and tourism: food is often a gateway to local culture and can bring tourists and locals together in a shared cultural experience. Developing the meal experience: meals are a central part of tourist experience and provide an ideal setting for the creation of memorable experiences. Producing distinctive foods: foods can become distinctive foods: foods can become distinctive elements of the brand image of places. Developing the critical infrastructure for food production