Corning Wine, Food and Art Festival Contributes to Positive Local Image

24 Feb

Published in Red Bluff Daily News

February 25, 2012 

Submitted By Laurie Dana

The Corning Rotary is hoping for record attendance at the Corning Wine, Food, and Art Festival this Friday and Saturday, February 24 and 25 at Rolling Hills Casino. The Rotary isn’t alone with high expectations for the annual event. As a showcase for local wines and food products, the festival has a potential benefit that goes beyond raising funds for the Rotary Foundation. 

The Wine, Food, and Art Festival attracts people from all over Northern California who would not normally visit Corning,” said Kate Grissom, Marketing Director of Rolling Hills Casino. “The event complements the efforts of local individuals, organizations, and businesses to promote our region and bring more tourists into the area.” 

The effort referred to by Grissom is the Tehama County Branding Project, an initiative to improve thelocal economy through tourism.

 “Studies show that tourists often plan their visits around what’s happening in the area. Also, events can create an image about the culture and appeal of a community. If well organized, an event can strengthen a community’s brand. We believe that the annual Corning Wine, Food, and Art Festival does just that,” said Grissom.

 “Tehama County is a world-renowned producer of walnuts, olives, wines and fruits.  The` Branding Project is all about showcasing our bounty to tourists and residents, and while theevent is not an official part of the initiative, it is the type of event that co-brands the image we want people to have of Corning and Tehama County,” agreed Kristen Berhens, former Chamber of Commerce President. 

“Brands are perceptions based on what people expect to experience,” said Roger Brooks, whose company Destination Development International was hired to help create a brand for Tehama County that resonates with both tourists and locals. On March 6, Brooks will unveil branding proposals for Tehama County, Manton, and Red Bluff.  The brand will take into account the attributes that differentiate Tehama County from other destinations, which includes activities such as wine tasting in the mountains, olive tasting, and other agri-tourism opportunities. 

“For those visiting Tehama County for the first time, the Wine, Food, and Art Festival will make a lasting impression about our community. If it is a success, it will reinforce the image of friendly people, abundant natural resources, and a great place to live and visit. That’s just the image we want in our brand,” said Grissom 

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The Tehama County Branding Project is a movement in response to an opportunity and desire to improve the economic prosperity of Tehama County and its anchor communities of Red Bluff, Manton and Corning.  Branding: economic prosperity is a community investment in a journey of discovery and the development of activities, enhancements and new business opportunities that reinforce our community lend to the greater community prosperity and create loyalty beyond reason.

The Brand Leadership Team is encouraging the community to invest in this very worthwhile project. There are more ghost towns (and counties) in the making today than ever before in North American history. As we lose our core industries, nearly every town and city is working to reinventitself as a desirable place for investment, to live, and to visit

 
 
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