The event is held at Serenbe because the area personifies the focus of the Atlanta chapter and the organization as whole — one that encourages community and collaboration among Atlanta women in the culinary, beverage and hospitality arts.
“The entirety of the Serenbe community embraces the conscious and farm-to-table concept,” Morgan said. “It’s kind of a perfect fit, really.”
Tickets for the event are $95 for adults and $35 for youth ages 13 to 20. Children 12 and under are free.
Attendees, upon arrival, will be able to taste food from Atlanta’s top restaurants and caterers, complete with wines and premium micro-brews.
Each restaurant and chef in their own interpretive manner will demonstrate how they use local farms, produce, growers and livestock.
Live entertainment will also be provided by DriveTrain, a bluegrass band, as well as a cake raffle, hayrides, children’s activities and a silent auction.
“The event supports Georgia Organics and Wholesome Wave as well as the scholarship fund for women in the beverage and hospitality arts,” said Morgan. “Annually, the various chapters of the organization put on fundraisers on whatever is the chapter’s focus.”
Morgan has been coordinating the event since 2008 — the year she was brought on to grow the event.
She was told the event needed to maintain its same level of intimacy yet the breadth needed to be increased.
“I’ve taken it from 2008 where they had roughly 600 attending and now we’re expecting roughly 1,700 this year,” she said. “In 2007, we had 20 participants from restaurants, retailers, beverages and farms, and this year there are well over 100 people.”
Events like Afternoon in the County are important for several reasons, according to Morgan.
From a marketing perspective, one reason is the departure from traditional advertising and reliance more on word of mouth.
The reasons vary from a tasting perspective.
“Events like this are very important especially with Atlanta, that is replete with dozens of restaurants, for exposure,” said Morgan. “The majority of the restaurants are tied into the farm-to-table concept, appreciate the organization and support the scholarship fund. There is a community behind the food.”
In the past, the organization has raised an average of $50,000 to go back to the scholarship fund.
“We are hoping to be close to $90,000 this year in profit,” Morgan said.