TOURISM, A GREAT OPPORTUNITY
TO IMPROVE PEOPLES’ QUALITY OF LIFE!

TRAINING STRATEGIC LINE

AN INVESTMENT IN KNOWLEDGE ALWAYS PAYS THE BEST INTEREST.

BENJAMÍN FRANKLIN

Tequila is a community awarded “magic town” status for its history and traditions. It has been named as a cultural heritage of humanity for its historical agave industry and landscape. It lies at the heart of the Tequila route, and is now on its way to becoming a town with “smart city” status. With this in mind, training and guidance for the community, families and vulnerable artisans is vital. This is a program that focuses on the importance of tourism and how it will benefit their quality of life, and above all, generate local employment.

AGAVE ARTISANS

Many people and families throughout the generations have found their vocation working with the agave plant, making decorative articles, textiles, and jewelry, beauty and food products. These skilled people provide a significant value to this noble plant. Their workshops and business are in an area that has many attributes, and the exquisite artisanal products they create are made from a plant that has its own appellation of origin and is completely unique.

ArtisansCompanyProducts and Services
Norma Macías
Jorge Eguiarte
FibrazGuided tours to the agave paper, thread and pulp factory.
Miguel Rodríguez ParraQuiote de agaveHandicrafts and furniture made from the agave stem.
Ernestina CarrilloFlor de agave - textilesAccessories made from woven agave fibre.
Ramón Ávila CarrilloFlor de agave - beauty productsBeauty products, handmade soap and moisturizing creams made from agave honey and fibre.
Verónica Ramos VillaLas Delicias del agaveGourmet agave products: Conserves, vinegar, syrups, dressings, sauces, sweet, agave
Manuel Hernández CárdenasCreative TequilaGuided tours to the “Casa del Muralist tequilas Manuel Hernández”. Sale of: lithographs, postcards y books.
Ma. Elena CaballeroNenacabAgave fiber jewelry. Linocuts in agave paper, etchings on agave paper, notebooks, bookmarks, postcards, lamps and baskets.
Elizabeth TorresAgave AzulAgave bakery and creative cake shop.

PROFESSIONAL APPLICATION PROJECTS IN TEQUILA. WESTERN INSTITUTE OF TECHNOLOGY AND HIGHER EDUCATION (ITESO)

With the common goal of improving families’ quality of life in the community, students, academics and the Jose Cuero foundation worked together to accomplish different tasks. Investigative research, self-employment social projects and mapping work were carried out to achieve this goal. Training in innovation, branding and product development skills was given. Support and guidance was offered and strategies for tourism were developed.

ANOTHER YEAR WORKING TOGETHER AND STRENGTHENING OUR EFFORTS IN THE COMMUNITY OF TEQUILA.

PROFESSIONAL APPLICATION PROJECTS (PAP) “AGAVE ARTISANS”
PAPSOCIAL PROJECTSTUDENTSRESULTSBENEFICIARIES
StrategiesGastronomic route7 Students
1 Academic
Mapping
Diagnostics
6 Businesses
Stage 1: Back to Business program: Vuelve al Mercado7 Students
1 Academic
Mapping
Diagnostics
2 Town markets
SocialAlcohol and Substance Awareness programs7 Students
2 Academics
Communication campaign6 Junior High Schools in Tequila
CommunityAgave Artisans Cooperative10 Students
1 Academic
Cooperative business model6 Families
Environment and SustainabilityPreservation of Artisanal Techniques for the design of Textiles and Agave products.10 Students
2 Academics
Mapping
Production techniques and design catalog for Agave products.
Proposal: Aquisition of manufacturing machinery
3 Family businesses
10 People
Local DevelopmentSocial business model. Development for Agave handicraft workers.12 Students
1 Academic
Mapping
Consumption and Production
Suppliers
Fair Trade Store
7 Artisans
1 Bajery
Cheeses: Quesos la Sierra
Transformation in Culture2nd stage of the Gastronomic Route.10 Students
2 Academics
Development of a tourism training manual50 small businesses
PAP ITESO RESCUE OF TEXTILE TECHNIQUES MADE WITH AGAVE THREAD

LOCAL DEVELOPMENT

With the participation of design students from the ITESO University, more than 10 businesses in the historical center of Tequila were helped.  Over 36 people received support and guidance. This was done with the aim of increasing visitor satisfaction, improving business images and above all generating an increase in family income.

Gastronomic route

The flavors of Tequila

Focusing on the conservation of our gastronomic heritage and providing support to small food businesses that offer traditional food in Tequila.  With the help of experts, food businesses known for their charm, tradition and quality and were mapped out and documented. These included; restaurants, cafés, bars and local food stalls where a variety of traditional iconic dishes from Tequila can be enjoyed by both locals and foreigners alike. From this map the first edition of the gastronomic guide was produced, allowing visitors and locals to become acquainted with the traditional food and tastes from Tequila.

Tequila barrel route

Tequila factories should not be the only visitor destination in the area; we should also restore handicrafts and activities that have been in place for generations and provide them with a boost in tourism.  Working with students from the Higher Education college of Tequila, more than 20 barrel makers in Tequila were identified, with the aim of developing these attractions to form an additional tourist destination which will generate a better business economy and increased visitor interest.

Food on the go / street food

Because of its rich culture and gastronomy, Mexican cuisine was awarded Intangible cultural heritage (ICH) status by the United Nations Educational, Scientific and Cultural Organization (UNESCO). Apart from the complex colonial dishes that Mexico offers, there is also a vast variety of street food and snacks that can be sampled in many of the local food stands in the region.

With a view to improving quality, hygiene and presentation of the cuisine in Tequila we initiated the first stage of our project “food on the go”. The first stage: “Revolutionizing gastronomic culture” was undertaken with the help of the ITESO University. Its aim is to provide and identify opportunities to improve the services offered by local food stands in the historic center of Tequila. A map now exists showing 22 food stands open either in the morning or afternoon, located in an area known as “food alley” to one side of the main market in Tequila. 

Aspects for improvement with support and training:

THE RECOVERY OF DIFFERENT ARTISANAL TECHNIQUES FOR THE DESIGN OF TEXTILES AND PRODUCTS DERIVED FROM AGAVE FIBER.

Mexico is a biodiverse country, where the greatest variety of agave plants is found in the world, many of which are endemic. The transformation of agave into prime materials has been documented since Pre-Hispanic times: Textiles, construction, roofing, furniture and accessories. The artisanal techniques that have been rediscovered enable blue agave to be utilized and provide an opportunity to conserve the local artisan community and to generate employment. This is why we have developed:

1

DOCUMENTED INVESTIGATIONS IN THE FIELD

2

MAPPING OF AGAVE HANDICRAFTS

3

IDENTIFICATION OF EXISTING TEXTILE TECHNIQUES AND DEVELOPMENT OF NEW TECHNIQUES

4

DEVELOPMENT OF A BUSINESS IMAGE FOR EACH ARTISAN AND THEIR PRODUCTS

Tolsos de fibra agave Textiles de agave

LOCAL DEVELOPMENT IN TEQUILA OVER THE LAST 13 YEARS

(Note: in 2003 the average stay was 4 hours, now it is one day and 9 hours).

THE ROAD TO SUCCESSFUL GROWTH IS THROUGH TRAINING AND THE RECOVERY OF LOCAL CRAFT TECHNIQUES IN THE COMMUNITY.