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Axios
21-05-2025
- Business
- Axios
Exclusive: With Michelin's Southern expansion, tourism boards made restaurant recommendations
Cities and states across the South will collectively pitch in $1.65 million a year in a three-year contract bringing the Michelin Guide to the region, according to records obtained by Axios New Orleans. Why it matters: The agreements shed light on what it took for the prestigious travel adviser to consider expanding, as well as what kind of influence the state marketing agencies have over which restaurants Michelin might consider for recognition. The big picture: Michelin's expansion into the U.S. has come about as tourism agencies are coughing up cash for the honor of being considered among the food world's best and brightest, the New York Times reported in 2023. Some agencies have seen the value in it, such as with Michelin's expansion last year into Texas, which Eater reported came at a cost of $2.7 million over three years. But others have declined the expense. Virginia, for example, said no to being part of the American South expansion, Axios' Karri Peifer reports, citing the cost. Zoom in: Michelin's $1.65 million entrance into the South includes $350,000 per year from Louisiana, North Carolina, South Carolina and Tennessee, and $125,000 annually from Mississippi and Alabama, according to the documents, which Axios New Orleans received after a public records request through the Louisiana Office of Tourism. Louisiana's first payment was due April 1, according to an agreement in the documents. The three-year contract between the tourism office and Travel Southruns through 2028. Michelin also shared a slide deck with participants warning about "sticky" questions they may receive, reminding them not to share financial details with the public. "Prohibited," one chart reads: "Any specific budget breakdown by activity. On the other hand, you can reveal what this partnership will achieve globally and objectives of your organization." Multiple references are also made to NDAs for those involved. Behind the scenes: The terms of the deal required a route through Travel South USA, a regional marketing agency, which contracted with Michelin. Then, Travel South USA subcontracted with agencies across each of the states, including city partners, to pool the funds. The documents include emails exchanged between Michelin staffers and tourism officials across the involved states. Some make reference to the push and pull among tourism agencies. "A few states are concerned they wouldn't get any recognition and are reluctant to commit," writes Travel South USA CEO Liz Bittner in one thread. "Atlanta likes being alone in the South – and mentioned that they don't think Michelin doesn't (sic) have enough inspectors to cover the entire region – that being said – (Atlanta Convention and Visitors Bureau president) William Pate also recognizes that this is probably going to happen – so he is willing to find a win-win." Full state buy-in was required, the emails show, because Michelin would no longer consider single-city expansion, as it did for Atlanta. The intrigue: The process for restaurants to obtain Michelin stars is a closely guarded secret, but one email references how tourism agencies can offer a bit of an edge. In preparing for the initial announcement about Michelin heading to the South, Bittner held a meeting with state representatives. That meeting's agenda included discussion of a "requested list of restaurants for consideration," which was due Feb. 14, about a month and a half before the announcement. "As you put the lists for consideration together," Bittner directed in a follow-up, "think about quality over quantity … beyond the white tablecloth … awarded chefs such as Top 50 lists or James Beard or local awards … Rising chefs with profile in the community (and) chefs/restaurants that highlight the local agriculture, farming or sustainable seafood production." In a statement Tuesday, Bittner said, the tourism agencies "have no control over the content of the selection or its recommendations. In fact, we all learn of the selected restaurants at the same time as the media and chefs – at the Michelin Guide Ceremony. There is no preferential treatment or guarantees given to the (destination marketing organization) in the partnership." In one slide deck image, which a Michelin staffer seems hesitant to use in presentations to state representatives, a map shows states across the South in varying shades of blue. The colors emphasize each state's "culinary maturity," a key standard for determining whether the guide enters a market, the New York Times has reported. Notably, Georgia remains a lighter shade of blue than Louisiana. Michelin entered the Atlanta market in 2023.
Axios
14-04-2025
- Business
- Axios
Not worth the stars: Why Virginia said no to Michelin
Virginia is noticeably absent from the forthcoming Southern restaurant guide that Michelin announced earlier this month. Why it matters: The state tourism office declined to participate in the pay-to-play guide — a whopping $360,000 to be included, reports Axios Richmond's Karri Peifer. The big picture: A Michelin star is one of the restaurant world's top honors, including in the U.S., where the French tire company has been inspecting restaurants since 2005. But in recent years, Michelin's American coverage has often been contingent on which tourism boards pony up cash, reports the New York Times. The payments—dubbed "partnership" money—started with a $600,000 payout from Visit California in 2019, which the Michelin guides' director told the NYT helped offset the cost of reviews. Zoom in: For Virginia tourism officials, declining a deal with Michelin came down to money — $120,000 payments over three years. The decision was also about "responsible stewardship of taxpayer dollars," Juliana Thomas, Virginia Tourism Corporation communications director, tells Axios. VTC is a state-funded organization. The intrigue: Michelin launched in D.C. with great fanfare nearly a decade ago, anointing a dozen restaurants with stars — including the Inn at Little Washington, which has always stood out as the only Virginia restaurant in D.C.'s red book. Also the only three-star destination, the highest honor, which they've retained since 2019. D.C. has never paid for coverage. Michelin spokespersons tell Axios that while the organization works with "destination marketing organizations in some areas," this is not the case for all Michelin guides—and there are no partnerships in the District, including for last year's hotel guide. Yes, but: Michelin's presence in D.C. isn't just about great restaurants. Upon its launch, Michelin's then-international director Michael Ellis told Washingtonian that Michelin's tire business — ironically, its bread and butter — was a factor in picking destinations. "We need to make sure the locale is a locale that's of interest to the Michelin group, because, as you know, our main activity is not publishing guide books, it's making and selling tires," Ellis told Washingtonian. As the home of the federal government, Ellis said D.C. offers proximity to federal agencies that regulate tires and also the armed services, which Michelin supplies. How it works: For many, the prestige of Michelin is worth the cost: It can drive a huge increase in tourism and diners. A restaurant that earns one Michelin star can expect to see around 20% more business; one that earns three can expect business to double, Food & Wine reported. Culinary tourism is one of the fastest-growing travel segments. Yes, but: Many high-profile Virginia chefs and restaurateurs Axios spoke with were okay with the Old Dominion's decision. In Staunton, two-time James Beard semifinalist Ian Boden runs the kind of ambitious destination restaurants, the Shack and Maude & the Bear, that Michelin might award. A star would help business, Boden tells Axios. But he also admits he's tired of shelling out to food festivals and publications for "exposure." "I'm kind of proud of the state for saying f--k that" to Michelin. Between the lines: Secretive Michelin inspectors rate restaurants based on five core criteria — but some chefs like Inn at Little Washington alum Daniel Gleason worry about Michelin's impact on individuality. His tiny wood-fired trailer Sumac, just down the road from the Inn, earned a place on NYT's " Best Restaurants in America" list last year. It boosted business so much that he had to hire staff. But he tells Axios, "Awards are a blessing and not necessarily a curse, but they're not all a good thing." "Chefs are doing some awesome stuff in the state of Virginia without having to worry about Michelin. Places have the ability to create a restaurant culture that's against the grain without having to impress any guides." Between the lines: Other chefs may buck against it, but The Inn's owner Patrick O'Connell credits Michelin for his country escape. He tells Axios that inspiration for the 47-year-old Inn came from traveling to countryside French starred restaurants. As for being included in the city guide, "We have always been regarded as a DC restaurant since most of our guests come from the metropolitan area." What we're watching: Ever since Michelin launched in the District, chefs and diners have wondered if and when its coverage will cross the river to represent the greater Washington area — especially since The Inn, nearly two hours away, makes the cut. Michelin spokespersons tell Axios that "no date or details for the 2025 selection for DC are available at this time," so stay tuned.
Axios
09-04-2025
- Business
- Axios
What Michelin's South guide will cost North Carolina
North Carolina tourism offices will pay $345,000 annually over multiple years for the chance to be included in the Michelin Guide's expansion into the South. Why it matters: Tourism officials expect a return on their investments based on research that Michelin stars boost travel spending. Yes, but: Not all states see the value. Virginia, for one, turned down the opportunity because of a $360,000 price tag. Between the lines: Virginia already has one three-star restaurant as part of the Washington, D.C. Michelin Guide. North Carolina, however, has none. A state cannot qualify for a Michelin star unless it has a guide in it. The big picture: A Michelin star is among the restaurant world's top honors. The French tire company has been inspecting restaurants in the U.S. since 2005, Axios' Karri Peifer writes. But in recent years, Michelin has only visited parts of America willing to pony up cash, the New York Times reported in 2023. The "partnership" payments began in 2019 with a $600,000 payout from Visit California to help offset the review costs, the director of the Michelin guides told the NYT. Follow the money: Visit North Carolina — part of the Economic Development Partnership of North Carolina — has agreed to pay $170,000 per year, but would not share how many years the contract is for. The majority of Visit NC's funding is taxpayer dollars. Additionally, Explore Asheville, the Charlotte Regional Visitors Authority, Discover Durham and Visit Raleigh are each contributing $45,000 a year. CRVA tells Axios they're making their payments for three years. The local organizations are funded primarily through taxes on hotels and, in the case of Raleigh and Charlotte, food and beverage. Between the lines: Visit NC says its involvement ensures restaurants across the entire state will be considered for stars. Travel South USA contributed funding, along with the participating southern states, to support the Michelin Guide's marketing and promotion, Visit NC tells Axios. What they're saying: A 2019 study by Ernst & Young showed that Michelin recognition is a "catalyst for decisions to visit a given destination, stay longer and spend more," Visit NC said. 71% of travelers said they would likely spend more in a city with Michelin-starred restaurants, and 57% said they would extend their stay, according to the study. What's next: Anonymous Michelin Guide inspectors are already scoping out restaurants in Alabama, Louisiana, Mississippi, North Carolina, South Carolina and Tennessee.
Axios
07-03-2025
- General
- Axios
Five years after Virginia's first COVID case: What's changed and what hasn't
It's been five years since Virginia declared its first COVID-19 case and made us all sadder, weirder and more reclusive. Why it matters: The weirdness has stuck around even as most Americans have moved on. For Virginians who lost their friends, brothers, sisters, parents and soulmates, there's a grief that lingers. Students haven't bounced back from the learning losses that at one point put a national spotlight on Richmond. Day care costs made some parents quit their jobs, we're paying $5 for a carton of eggs and now you need nearly half a million dollars to buy a home. Some restaurants we love don't exist anymore. Others are still struggling to survive. Zoom in: We'll likely never look at toilet paper — or someone dry coughing — the same way again, either. And remember when we cut our own hair? Yes, but: Good things came of the chaos, too. Many of us became amateur bread bakers — and a few have persisted. People were fully convinced a walk outside would cure everything — and they're still believers. We met and helped out our neighbors — and the patio hang is still a thing. Plus, we can take margaritas (and any other cocktails) to go — permanently as of last year. We also travel more, whether that be via Amtrak, plane, cruises or car. And it's not weird to work from home in your pajamas or see people wearing masks when they're sick. What we wish would come back: Six foot distancing in grocery stores. We do not need to be getting so well-acquainted in the Lombardy Kroger check out line. I-95 and I-66 not being parking lots. What stayed and people kinda hate: QR codes replacing physical restaurant menus. Zoom and Microsoft Teams. 📢 This isn't an exhaustive list, so tell us what we missed. What do you do differently now that you didn't do pre-March 2020, and are you glad it's stuck? Reach out to [email protected] with your responses. Axios' Karri Peifer contributed.
Axios
21-02-2025
- Entertainment
- Axios
Dave Matthews Band's Richmond tickets soar past $2,700
Tickets for Dave Matthews Band's July concert at Richmond's new outdoor music venue are ranging from $646 to more than $2,700. Why it matters: People are pissed. Driving the news: Tickets for the Allianz Amphitheater at Riverfront shows went on sale Friday morning, and within an hour, disgruntled fans took to RVA Reddit to lament the high prices. One poster said they missed the option for $95 lawn seats and were stuck in a queue with 5,000 other people. By early afternoon, the cheapest ticket available on Live Nation was over $600, per an Axios review. For context, that's more than five times the price of the cheapest ticket to DMB's May 31 show at Merriweather Post Pavilion outside D.C., as of Friday afternoon. And more on par with Beyoncé prices. Catch up quick: DMB is one of the biggest acts among the 14 shows announced so far at Allianz Amphitheater at Riverfront, which is set to open this summer. They haven't performed in the Richmond area since the late 1990s, outside of a 2008 acoustic concert at the Siegel Center. Zoom in: Live Nation, which is merged with Ticketmaster, and Charlottesville-based Red Light Ventures, who manages DMB, are behind the 7,500-seat music venue. Back in October, a Live Nation representative told WTVR that Allianz Amphitheater's concerts would be "a very affordable option for families and music lovers in the city." Live Nation and Red Light Ventures did not immediately respond to Axios' requests for comment. The bottom line: "I love Dave but this man is not Beyoncé," said one Reddit user. Axios' Karri Peifer contributed to this report.
