Worth the Trip: Finding the Story That Brings Visitors to Your Door

Every business has a story worth telling. What's yours?

In a region filled with incredible people, places, products and experiences, what makes someone choose your business over another? Often, it's the story behind it.

Join Adelaide Hills Tourism, the Tourism Industry Council SA (TiCSA) and Heretics Studio for a practical half-day workshop. You'll uncover what makes your business worth talking about, and turn it into stronger branding, better content and more reasons for people to visit.

With the first MICHELIN Guide South Australia putting our food and wine on the world stage, there has never been a better time to give visitors a reason to make the trip to the Adelaide Hills, and to your door.

Details:

• Date: Thursday 5 November 2026

• Timing: 9:30am - 12:30pm

• Location: Grunthal Brew - 827 Mount Barker Rd, Verdun

• Cost: $20.00 per person (GST inclusive). Includes light morning tea and tea/coffee. 

Who should attend

Adelaide Hills tourism businesses of all sizes including restaurants (whether or not you're in the MICHELIN Guide), cellar doors, accommodation, distilleries, producers, attractions and experiences.

What we'll cover:

The MICHELIN opportunity (TiCSA and SATC)

• SATC update — the latest on how to leverage the MICHELIN Guide arrival, including access to MICHELIN-specific toolkits, marketing campaigns, and how you can get involved in Tasting Australia 2027.

• Service excellence — a quick-fire session with an experienced international hospitality consultant on what a "MICHELIN ready" guest experience looks like, to apply in your business.

• TICSA update — a refresh on available e-learning for your business and staff, tourism awards updates, and other regional business support on offer.

Your story (Heretics Studio)

• Finding your story in the people, places, history, processes and personalities behind your business

• Shaping it into your messaging, visuals, customer service and visitor experience

• Creating better content from everyday moments, using modern tools without losing authenticity

• Turning attention into visits through seasonal moments, stronger offers and working as a region

• You'll leave with fresh ideas you can put into action straight away.

Program Summary:

• 9.15am: Arrival and coffee

• 9.30am: Welcome & Introduction

• 9:45am: The MICHELIN opportunity (TiCSA) (60 minutes)

• 9.35am: The Guide opportunity, with TiCSA

• 10.45am: Morning tea

• 11:00am: So, What's Your Story? with Heretics Studio (75 minutes)

• 12.15pm: Q&A opportunity

• 12.30pm: Workshop Close

Who is Heretics Studio?

Heretics Studio is an independent creative studio working across branding, content, campaigns and experiences. Founded by Niko Pirounakis and Samuel Druce, the studio has partnered with organisations including Simon Tolley Wines, Tourism NT and Universal Music, alongside a broad portfolio of brands spanning hospitality, tourism, food and wine, arts and culture. They help brands uncover what makes them different and turn it into stories people travel for. The workshop will be led by Heretics Creative Director Niko Pirounakis, who has tutored emerging creatives at Cannes Lions.

Presented by Adelaide Hills Tourism with Heretics Studio, the Tourism Industry Council South Australia (TiCSA). Supported by the South Australian Tourism Commission (SATC) via the TiCSA Business Capabilities Program.