A Non-Profit that is Inspiring Memorable Experiences
An atmosphere of experimentation and learning in Fredericksburg, Texas
When FlavoryTX came to us it was a 10-year-old, tired, nonprofit that had never gotten past a bit of money in a bank account and a few people that wanted to do something with food. Was it a cooking school? Maybe. An agriculture school? No, not really that either. They had a compelling name at least: TCWCA, texas center for wine and, um . . . something. We like to joke with them about all of this so don't worry. It's worth painting the picture though just because of how far they've come.
Refining and Naming
They had miraculously assembled a ten-person board who fueled a passion for food and culinary arts, especially Texan cuisine. They wanted to do something with it, but in 10 years had never been able to focus the idea enough to turn it into anything. A phone call was made to us and several other companies with the cry of, “We need a name! No one gets this thing.” After a few phone calls we decided that a name was just the tip of the iceberg. What they needed, first, was a clarified concept and a language for getting people excited about it.
So we spent a lot of time with them hashing out what this thing could be. Curious. Discovery. Questions that pressed past the cute ideas and into the depths. What was it that they wanted, what was needed, what could they do? And together we turned a dry tiny seed of an idea into a flourishing vineyard named FlavoryTX.
EDUCATIONAL FOCUS FOR FUNDRAISING
As a non-profit, FlavoryTX relies crucially on being able to tell a compelling story to donors and foundations. Everyone involved has a deep love of cuisine, a small representation of the regional energy around producing and making food and beverage products. On behalf of the community, they wanted to do something with this energy and become the seat for statewide, food-related conversation and experimentation. So we set to work transforming that love into a vision to help cooks, chefs, growers, distillers, vintners, and brewers to develop their craft, to host experiential events for locals and tourists, and ultimately the audacious aim to transform their local area into a creative hotspot for everything edible.
Through our listening process, we developed a business model for FlavoryTX, a center for the advancement of culinary culture in the Hill Country of Texas. They would host events and experiences surrounding good food and drink, cooking demonstrations and classes, tours of wineries and wine tastings, cookoffs, and grill-outs where new varieties and combinations would be tested. All captured and distilled in this very simple purpose: We exist to inspire memorable experiences. Flavory will also be a hub of education and training by means of a relationship with Texas Tech University's continuing ed program. Plans are in place to build a state-of-the-art culinary exploration and training center that will be serious enough to get credentials at and fun enough for a Saturday night out with friends. Ultimately, it’s just this; an actively curious atmosphere of experimentation and learning. We were able to harness this journey and idea in a series of deliverables aimed specifically at high-level fundraising.
THE IDEA BECOMES TANGIBLE
What started out as a vague idea and hope is now blossoming into a fully-fledged dream with a clear mission, compelling visual imagery, and language to describe it. Not only have we given it a name, but we’ve created a visual identity, launched a beautiful new website, produced other physical pieces and written extensive fundraising materials, and blogs, all of which share the heart of FlavoryTX with food lovers and culture makers.
