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A Vermont Resort that woos foodies. Culinary heaven. Those are some of the words used to describe the Woodstock Inn & Resort today, but that reputation didn’t originate with a grand culinary master plan.
It began when the first seedlings were planted at the Kelly Way Gardens in 2014. Originally intended to supply fresh produce for the Resort’s two restaurants, the garden sparked a bigger idea: that food could become a defining part of the Woodstock experience.
Since its debut, Kelly Way Gardens has grown to a thriving three-acre garden and beloved destination, generating significant media attention for its “from the ground up” story. When Woodstock decided to embark on a multi-year $16.5 million dollar renovation, nestled within their renovation plans were the magical ingredients that signaled a major step in the hotel’s culinary journey and direction: a physical evolution, a transformed culinary leadership team, and experiential programs. Our little PR antennae quivered thinking about the story possibilities.
Our job in all this planning was to figure out a compelling way to make the media care. To help showcase the culinary pillar of their brand, we immediately turned up the heat on pitching and rolled out a multi-year PR plan that would make every stage in the Resort’s development have newsworthy meaning. Here are some notable highlights:
Opening of The Red Barns at Kelly Way Gardens – Following their two-year renovation, Woodstock unveiled the redesign, along with the debut of their state-of-the-art culinary center to house classes, events, and dining experiences. The barns and gardens delivered absolutely stunning visuals, and the culinary center offered an unexpectedly dramatic setting for an experiential hub, smack in the middle of the Vermont countryside. We leveraged the launch to make these renovations stand apart, and the media responded with interest and excitement. Significant coverage showcased the resort – barns, gardens, AND interior renovations – with feature stories in key targets such as The Boston Herald, Northshore Magazine, Connecticut Cottages and Gardens, Departures, Montreal Gazette, NECN, plus two days of stories on Country Living’s Instagram channel, and a full 10-minute editorial segment on the coveted PBS show “Weekends with Yankee.”
Cultivating garden stories – With the Kelly Way Garden expanding and the continued enhancement of the resort’s food and beverage programming, we saw an opportunity to turn the garden’s 200+ varieties of vegetables into a media event and guest event. Working with the resort, we coordinated stays and on-site experiences such as the Gourdwalk and Annual Tomato Tasting, with local journalists and influencers, inviting them to experience the restaurant’s local flavors and explore. Social coverage alone exceeded 10 million. Since launching the programs, coverage has appeared in USA Today, Conde Nast Traveler, Yankee Magazine, Yahoo News, CNBC, AFAR, and continues today. Building on that initiative, we put a fun twist on the traditional gardener role by introducing Master Gardener Benjamin Pauly as the resort’s very own Tomato Whisperer. The media loved the distinctive story, and broadcast coverage included an entire series of live TV segments on Vermont local news.
Guests were invited to step inside the gourdwalk, a living tunnel of greenery to admire hanging varieties and discover whimsical fairy houses tucked throughout the garden.
‘Tis the season for tomatoes! We made sure guests had a reason to celebrate it with family-style sampling plates to taste their way through the harvest.
We christened Master Gardener Benjamin Pauly as the “Tomato Whisperer,” who became the face of the hotel’s garden tours, tastings, and educational experiences. How did the media respond? Instantly and with joy.
Pairing southern hospitality and Vermont ingredients makes for a very compelling recipe. By leveraging his acclaim and expertise, Chef became a key voice in the hotel’s rise as a culinary destination.
Learn more about our broader travel PR program for the Woodstock Inn & Resort and see the results that made our PR hearts sing in this case study for longtime client Perillo Tours.
