SU's Bloodworth to Study Impact of COVID-19 on Delmarva Craft Beer Industry

SALISBURY, MD---Dr. Gina Bloodworth, Salisbury University associate professor of geography and geosciences and environmental studies, will research the impact of COVID-19 on the Delmarva Peninsula’s craft beer industry as part of a $31,900 grant recently announced by the Rural Maryland Council.

“When circumstances change, we need to understand that change in order to grow the market share for our local craft breweries and tourism businesses,” said Ann McGinnis Hillyer, chief executive officer of Shore Craft Beer, an advocacy and marketing group promoting Eastern Shore craft breweries.

“This generous grant from the Rural Maryland Council will enable the Ocean City Development Corporation (OCDC), Shore Craft Beer and Salisbury University to undertake a study that will lead the nation in research designed to inform craft beer and tourism decisions moving into the future.”

“We are very excited to explore affinity and sense of place as it relates to actual patronage compared with virtual patronage as the geography of patrons shifts into cyberspace,” said Bloodworth. “Can we understand this affinity and map it? Will this new information be of value and can it guide tourism behavior and marketing?”

COVID-19 has heavily impacted breweries and tourism in the region. That is the central issue to be studied. This team of professionals will explore these questions and seek answers so that all businesses impacted by craft beer, all healthy communities, and tourism efforts in general can chart more informed economic strategies into the future.

“When 67 percent of every dollar spent on local craft beer stays local, we need to ensure that the Eastern Shore and the State of Maryland are net exporters of craft beer, not importers.” said Glenn Irwin, executive director of OCDC, a non-profit partner with Shore Craft Beer, which has been involved with “Mission Possible,” the movement to make the Shore a top 10 craft beer destination nationally. “This grant will help downtown Ocean City and the bars, restaurants and hotels located there identify opportunities in today’s world.”

This research will be coordinated by Shore Craft Beer and implemented by Bloodworth. Together with OCDC, the team will use mobile technology tools to generate patron surveys and conduct conventional surveys with microbreweries to understand how the local market has shifted during COVID-19 and how the craft brewing industry can adapt.

Upcoming events, including the OCtoberfest Craft Beer Weekend, scheduled October 23-25, and a smaller-scale, seated Shore Craft Beer Fest on October 24, both in Ocean City, MD, will give the researchers an opportunity to identify and interview participants. The research will continue into 2021.

Craft beer consumers interested in taking part in the project are encouraged to download the Shore Craft Beer app, available on iTunes and in the Google Play Store. This will allow researchers to make contact.

The research team intends to assemble an advisory group in early October, then start crafting the surveys and adapting the app to begin the research process by October 23.

For more information call 410-543-6030 or visit the SU website.