College of Education and Human Development - George Mason University

Mason Student Researchers Verify Loudoun’s Thirst for a Craft Beer Trail

May 13, 2015

Gail Montunnas thought she was signing up for a straightforward lecture class when she enrolled in TOUR 312: Ecotourism.

Instead, she became part of a team of George Mason University undergraduate researchers who were tasked with establishing the feasibility of a “craft beer trail” in Virginia’s Loudoun County, the way vineyards combine marketing efforts to heighten awareness and increase visitation to local wineries.

On Monday, the five researchers presented their findings to an audience including their advisor, Sue Slocum, assistant professor of tourism and events management; Mark R. Ginsberg, dean of the College of Education and Human Development; Maggie Daniels, professor and academic program coodinator; and Brian Jenkins, director of business strategy and research for Visit Loudoun.

The conclusion: Loudoun County is a viable market for a craft beers tourist attraction.

 

Assistant Professor Sue Slocum (third from left) mentored the undergraduate students in her TOUR 312 class as they undertook an extensive market research study for the Loudoun Convention & Visitors Association. From left to right: Lyly Vo, Nicole Rimando, Sue Slocum, Gail (Storm) Montunnas, Azana Wiley, and Taylor Hukill

 

What’s missing is leadership to get the funding and marketing ball rolling. The students found that brewers, already busy with making the product, are reluctant to spearhead the initiative. The recommendation is to have an entity outside of the industry take the lead.

The students' project culminated with a 45-minute presentation for Visit Loudoun's Brian Jenkins.

The study, which included 17 qualitative interviews with brewers and 19 quantitative surveys with lodging and transportation companies, reaffirmed what the county’s industry leaders surmised, said Jenkins of Visit Loudoun. He was impressed by the quality and comprehensiveness of the students’ study and thanked them for doing such a great job.

The study is worth $10,000 to $15,000 if Visit Loudoun had commissioned it from a research firm, Jenkins said.

The Mason students included graduating communication seniors Montunnas and Taylor Hukill; junior tourism and events management major Nicole Rimando; junior management major Azana Wiley; and tourism and events management major, sophomore Lyly Vo.

Slocum was pleased to enlist the class in what she called a real-life project where they could gain hands-on experience.

Hukill had never done phone calling to businesses to assess data, but found the experience rewarding once she realized the brewers and hospitality representatives were more than willing to share their information.

When asked who she thought the target audience was for would-be marketers of a craft beer trail, Wiley suggested college students living on campus.

“I think that would be cool,” she said, adding that an alcohol safety element would be a welcome added component.

While the students did get real-life experience, there’s one thing they did not get in the course of their study: beer, craft or otherwise.

 

This article was written by Buzz McClain and originally appeared on Mason News.

 


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About the college:

George Mason University's College of Education and Human Development (CEHD) includes two schools: the Graduate School of Education, one of the most comprehensive education schools in Virginia, and the School of Recreation, Health, and Tourism. CEHD offers a full range of courses, certificates, and degree programs on campus, online, and on site to more than 4,000 students each year. CEHD is fully accredited by NCATE, and all licensure programs are approved by the Virginia Department of Education. George Mason University, located just outside of Washington, D.C., is Virginia's largest public research university.

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