2015 Wine Tourism Conference in Virginia Lauded by the Governor’s Office

recent article in the Washington Post highlights how excited Virginia Governor, Terry McAuliffe, is regarding the announcement of the location of the 2015 Wine Tourism Conference:  Loudoun County, Virginia.   The annual Wine Tourism Conference is held in a different wine region every year and the 2015 conference represents the first time the WTC will be on the East Coast.  Happening November 18-20, 2015 in Leesburg, Virginia, Governor McAuliffe lauds the Wine Tourism Conference as

…an exciting opportunity to showcase our award-winning wines and world-class wine industry.

The Governor and local tourism officials hail the 2015 Wine Tourism Conference as a “milestone in the ascent of Virginia’s wine industry” and “speaks to the importance of what’s happening here in Loudoun County and throughout the entire commonwealth,” relays Beth Erickson, president of Visit Loudoun, the county’s tourism association.

Virginia’s wine industry and wine tourism is increasingly important to the state’s tourism, as a whole, and the economy.

Some Facts About Virginia’s Wine Industry

- Virginia has more than 250 wineries, ranking fifth in the nation in number

– Virginia’s wine industry contributes nearly $750 million to the state economy annually

– More than 1.6 million tourists visited Virginia wineries last year, according to the Virginia Tourism Corporation

Appealing to wineries, wine & tourism association, wine destination marketing organizers, media and wine tour operators, the annual Wine Tourism Conference provides hard information abou the important and growing industry of wine tourism and provides a forum for leaders in the wine tourism industry.  Wine tour operators represent a significant number of WTC attendees.  Visit Loudoun’s Beth Erickson relays their county is especially excited about showcasing their wine region and seeing more wine tour businesses operate in Loudoun County:

We have local companies that do tours, but now there are tour operators that are currently running tours in Sonoma or in the Finger Lakes, and they are most excited about coming to see the tours that they can start running in Loudoun County.”

Zephyr Adventures, the organizer of the Wine Tourism Conference, is thrilled by the warm, Virginia reception.  Thank you, Governor McAuliffe and Visit Loudoun for your enthusiasm regarding the 2015 Wine Tourism Conference!

 

 

 

Wine Tourism Conference Video

If a picture is worth a thousand words, then how much is a video worth?  According to a Huffington Post article earlier this year, “a moving picture is worth a million people.” And thanks to Dina Mande of Juice Media, a production and creative agency that specializes in wine country videos, the Wine Tourism Conference now has a video that captures the essence of the annual Wine Tourism Conference.

Please enjoy this video, shot at the 2014 WTC in Paso Robles, CA.

 

 

Thanks to all 2014 WTC Friends and Sponsors

A hearty Thank You to all 2014 Wine Tourism Conference friends and sponsors.  The Wine Tourism Conference aims to bring wine and tourism leaders together every year in an exciting wine location.  We wouldn’t have been able to all gather in San Luis Obispo County in beautiful Paso Robles this November 12-14, 2014 without the help of the following friends and sponsors of the WTC.

2014 ELITE Sponsors

 

 

 

 

VisitSLO

TravelPaso

 

 

2014 GRAND Sponsors

Eventbrite

Horizontal Logo

CANVAS-300x95

SSUWBI-300x24

imgres-1

Paso Wine

Wine Industry Network

letterheadlogo-300x254-1

VIN201_01_Logo_RGB

Cortizza

2014 Event Sponsor

 

     Sacramento International Airport

Wine Tourism Conference Headed to Loudoun County, Virginia

The fifth Wine Tourism Conference will head for the first time to the East Coast, to take place November 18-20 in Leesburg, Loudoun County. Registration for WTC15 is now open.

We have been working for months with Visit Loudoun County to determine details of the conference and here are a few things you can expect:

  • Awesome accommodations and conference facilities at the Lansdowne Resort, a AAA Four Diamond-rated property that is one of the few full-service resorts in the Washington DC area.
  • An excellent room rate of $169 which includes the $22 resort fee
  • Easy access and half priced shuttle service from Dulles Airport, only 20 minutes away.
  • Two lunches included in the conference registration.
  • The annual Wines of North America reception and a reception with Virginia wines.
  • An optional dinner in wine country at a nearby winery.

We will be putting out a Call for Content in early 2015 – add your name to the Stay Up To Date box on this site to be kept informed.

We hope you decide to join us!

The 2014 Wine Tourism Conference Kick Off

photo (20)

The 2014 Wine Tourism Conference opened up with a bang yesterday in beautiful Paso Robles.  While much of the rest of the country endured cold temperatures (and snow in many parts!), the WTC14 Conference Opening was met with mild weather (no jackets required!), great wine industry company, and an engaging, warm welcome from the local experts in tourism – Visit San Luis Obispo County and Travel Paso Robles Alliance.  We really felt welcomed by everyone here in San Luis Obispo County and the sophisticated, laid back wine hamlet of Paso Robles!

The Business of Wine Tourism session followed with perspectives from Paul Mabray of Vintank, a social intelligence firm, Don House of IDMG, an international culinary marketing, content, and event planning firm,  Christine Bohle of Eventbrite, an online ticketing service and Michael Kaiser of Wine America, the National Association of American Wineries.  All experts generously shared their knowledge of how to foster exemplary marketing and business connections in the worlds of wine and tourism – there were many takeaways from this session that tour operators, wine associations, regional marketing alliances, wineries, and wine businesses can utilize to benefit their tourism numbers and visibility.

The Thursday afternoon Breakout Sessions offered up the opportunity to learn about tourism from a number of different perspectives.  Sessions included:  Beer Tourism: Lessons for the Wine Industry; Working with Local Wine Tour Operators; Facebook for the Wine Industry; The Reality of Tasting Room Merchandising.

The Paso Robles Winery Alliance Reception in the Grand Ballroom offered guests the opportunity to taste the diversity of the wine region surrounding Paso Robles.  Almost 30 wineries were represented at the tasting.  The authenticity of the wines and the people behind the wines is extraordinarily impressive – there’s a reason why #PasoWine country was voted as the 2013 Wine Region of the Year by Wine Enthusiast!

The optional wine-pairing dinner at Second Press Wine Bar & Eatery in downtown Paso Robles was a culinary success.  The lamb chops and full bodied Paso Robles wines were awesome and the wine tourism camaraderie even better.

We look forward to all the content, Keynote by Alan Kropf, and announcement of the location for the 2015 WTC at the conference today!

Supporting California Wine Tourism – the Wine Institute’s New Consumer Websites

The Wine Tourism Conference recently had the opportunity to interview Nancy Light, Vice President of Communications for the Wine Institute.  The Wine Institute has been a friend and supporter of the Wine Tourism Conference from the beginning and we appreciate their Grand Partner sponsorship of the 2014 Wine Tourism Conference November 12-14, 2014 in Paso Robles.

The Wine Institute serves as “the voice” for California wine – the Institute represents more than 1,000 wineries and affiliated businesses throughout the State as the largest advocacy and public policy association for California wine.  Additionally, it is the only group representing the industry at the state, federal, and international levels.

This fall, the Wine Institute translated and localized their consumer website, DiscoverCaliforniaWines.com for 10 key markets and in 7 languages.  The new websites were created for these top export markets for California wines:

  • the European Union’s 28-member countries
  • Canadaimgres-1
  • Japan
  • Hong Kong
  • China
  • Mexico
  • South Korea

 

 Interview with Nancy Light of the Wine Institute

Q1:  What were the drivers behind creating the country specific versions of the consumer website?  What are your goals in broadcasting this website to these specific countries?

Our goal is to continue to forge a strong connection between our iconic and aspirational California destination with our world-class wine-producing region.  We also want to offer a locally relevant and resonant platform to our consumers, media and trade in key wine export markets throughout the world.  Both our newly translated websites and our social media campaign (primarily Facebook pages localized for 15 countries throughout the world) help us to engage with our audience on a global and local level in the digital space.  We communicate about the quality, diversity and value of our California wines at all price points, and our new websites help us to bring these concepts to life in an educational, fun and informative way.  These new tools will help consumers from afar learn about and enjoy our wines in their home countries, and, hopefully, inspire them to visit to experience our wine country for them.  We have set records in our California wine exports for four consecutive years now (from 2010 – 2013), so clearly consumers from around the world are enjoying more California wines and also traveling more here to California.

Q2 = How do you think this website can be used effectively by CA wineries to encourage tourism to their wineries?  How do you think this website can be used effectively by CA wine associations to encourage tourism to their regions? Do you have suggestions for the wineries and associations to work collaboratively in using this website as a tourism resource?

The sites are engaging and educational, using our broad statewide platform as an umbrella over what the regional wine and tourism associations and individual wineries are communicating.  International consumers, media and trade are looking for a California message first, to set the context, followed by a regional or brand/winery message.  Our hope is that these new sites will help to educate, engage and endear our California wine consumers throughout the world.  Wineries who are members of our export program can also post their events happening in markets around the world on our events calendar at http://www.discovercaliforniawines.com/event-submission/

 Q3 = How does the Wine Tourism Conference meet the needs of the growing wine tourism sector?  What do you look forward every year at the annual WTC?

The Wine Tourism Conference provides insight and tools for engaging beyond the business of making and selling wine. Wineries are unique in that they are able to welcome their customers into their premises and invite them to become part of the winery “family” and brand ambassadors.  I personally look forward to hearing about best practices from experts in other areas of wine tourism and interacting with attendees.

Q4 = what wine tourism trends do you anticipate seeing in the CA wine market the remainder of 2014 and in 2015? Are CA wine tourists looking for something new or different?

We see continued growth in wine tourism throughout all of California’s diverse regions.  More and more regions are developing services and amenities to attract tourists – from restaurants and hotels to outdoor adventure.  CA wine tourists vary in their needs like any other tourism consumer. The difference is, wineries continue to generate business after the visit.  In wine, there are the locals who want to be recognized with special treatment when they visit or bring guests, the luxury wine travelers who want customized options for enjoying gourmet, high-end experiences and those, often younger consumers, who want some fun and engagement with their wine.  Still, nothing beats the experience of walking into a winery and meeting the owner or winemaker.  With China expected to become the number one source of tourists to California in the near future, wineries doing business there should consider offering tastings and tours in Mandarin.

 

Thank you, Nancy, and the Wine Institute for taking the time to flush out the new program with DiscoverCaliforniaWines.com!  We look forward to discovering new wines, meeting new people, and networking with the attendees of the upcoming Wine Tourism Conference in #PasoWine country this week!

Zephyr Adventures in the New York Times

Taste Vacations, the new food, wine, beer, and spirits tour company from Zephyr Adventures, was included in yesterday’s New York Times travel section.

I would like to say we were “featured” in the paper but the article was just a few paragraphs. Still, the New York Times is one of the best locations for a tour company (or any company) to appear in print and we have already received information requests from all over the country from this one article.

The article focused on Taste Vacations’ food tours and the New York Times’ interest in this shows how hot food in general and food tourism in particular is right now. Cooking shows are immensely popular on television, eating local is a priority for many people, and food tourism – actually engaging with local producers while you are traveling – is also on the upswing. The same is true of wine tourism.

Consider joining Taste Vacations’ 2015 food tours in Peru, the Basque country of Spain, or Tuscany in Italy or join our Affiliate Program to receive commissions if you refer your community to us.

WTC Thursday Wine Dinner Added + Lodging Update

Vineyard managers are mopping up the last bits of the 2014 #PasoWine harvest, winemakers are starting to think about catching up on their sleep, and barrels and tanks are bubbling with activity as the fruits of the labor in San Luis Obispo County slowly but surely evolve into wine.  The respite between harvest and the holidays allows us all to look forward to…the upcoming Wine Tourism Conference in Paso Robles November 12-14, 2014!

Thursday Optional Wine Pairing Dinner Added 

With the help of #WTC14 friend, Mallory Spann of the Paso Robles Downtown Winery Association, we have organized an optional wine pairing dinner at Second Press Wine Bar & Eatery on Thursday, November 13 at 6:30 PM.  The restaurant is a 2 minute walk from the Paso Robles Inn and features a four-course meal paired with wines from the area.  Cost is $65 including tax & gratuity.  Seating is limited to 30 people and is available to registered conference attendees and their significant others.  Tickets to this optional dinner can be purchased via this Eventbrite link.  We will add a second dinner if the first sells out.

The Thursday dinner menu at Second Press Wine Bar & Eatery (810 11th Street, Paso Robles, 93446):

Pan Seared Scallop with Blood Orange Relish on a crispy Wonton (passed appetizer)
2012 Derby Pinot Gris

Crispy Braised Pork Belly with Blackberry Vinaigrette and House made Kimchi
2010 Asuncion Ridge Pinot Noir

Grilled New Zealand Lamb Rack with Smoked Mozzarella Grits, Rainbow Swiss Chard and Huckleberry Red Wine Sauce
2008 Grizzly Republic Gypsy Noir

Petit Sirah Soaked Cherry Dark Chocolate Ganache Bar with Cherry Gastrique and Vanilla Ice Cream
2011 Clayhouse Petite Sirah

Wine Tourism Conference Lodging Update 

As of October 23, there remains one (yes, one!) room left in the #WTC14 room block at the conference hotel, the Paso Robles Inn in downtown Paso Robles. This remaining room is going at the rate of $169 + tax.  After our room block is sold out, the room rates go up. The Paso Robles Inn is this year’s conference hotel and will house all the conference content as well as the pre-conference Workshops.

There are a number of alternative lodging options in Paso Robles.  #WTC14 Elite Sponsor, the Travel Paso Robles Alliance, lists a number of lodging options in the area on the Experiences section of their website.

Getting To and From Paso Robles

Paso Robles is located approximately mid-way between San Francisco and Los Angeles. For those of you flying to the area, renting a car is probably the easiest transportation option. The drive from LAX (and nearby airports, which can be cheaper) is approximately 3.5 hours while the drive from the north ranges from 2.5 hours (San Jose) to three hours (San Francisco) to four hours (Sacramento). You might consider posting on our group Facebook page as the conference gets closer if you wish to share a ride with fellow attendees. Another option is to fly to the much closer San Luis Obispo airport.

Extend Your Stay in the Area

The Martin Resorts collection of premier hotels, which includes the Paso Robles Inn, is offering conference delegates discounted rates at area properties.  Simply ask for the WTC rates when you book your room. Come to the region early or stay after to enjoy this beautiful and unique California region.  For details, please visit this special Martin Resorts page for WTC Attendees.

Pre-Conference Workshops

This year’s Wine Tourism Conference offers four pre-conference Workshop options on Wednesday, November 12.  These 3 hour sessions represent in-depth, hands on learning in a smaller environment.  We still have room left to participate in these Workshops.  The Workshops are open to registered attendees of the Conferences as well as non-registered attendees.  You can choose to attend one session in the morning and/or one in the afternoon.  Cost is $125 to participate in one and $200 to participate in two.  Workshops offered:

Wednesday, November 12

8:30-11:30 AM

Creating Engaging Wine Country Events
OR
Creating and Growing a Wine Tour Operator Business
 

- lunch on your own –

1-4 PM

Mobile Marketing
OR
Excelling as a Wine or Wine Tourism Association

 

Please visit this link for descriptions of each pre-conference Workshop

TO REGISTER:

1)  If you are ALREADY registered for the conference OR would like to only attend one or two Workshops without registering for the conference, you can register via this link.

2) If you still need to register for the conference AND would also like to attend one or two Workshops, you can register via this link.

We look forward to seeing you in Paso Robles for the Wine Tourism Conference this November 12-14, 2014!

 

Creating Engaging Wine Country Events

One of our four optional pre-conference intensive workshops is titled “Creating Engaging Activities and Events”. We have a fantastic panel of five event creators ready to provide information on the successes and challenges they have experienced in creating wine country events.

Stacie Jacob, CEO Visit San Luis Obispo County – Moderator

  • Stacie is extremely familiar with wine country events on both a winery and regional level through her work leading Visit San Luis Obispo County and previously Paso Wine.

Rey Ledda, Executive Director of Integrated Marketing, Sunset Publishing

  • Rey will discuss why Sunset is interested in events and highlight the magazine’s event strategy for Sunset including SAVOR the Central Coast, Celebration Weekend, and other partner events.

Holly Holiday, Owner of Create Promotions

  • Holly has been active in creating engaging wine and food events that offer a unique twist. Learn more about Bacon and Barrels and its multi-city tour and a new event, Bubblyfest. Hear how Holly combines food and wine assets in unique destinations to create audience engagement

Luke Udsen, California Sales & Marketing and Director of Social Media at Castoro Cellars

  • Castoro Cellars culminated 30 years in business by creating a truly unique winery music event, Beaverstock. Capitalizing on their brand mascot, the beaver, celebrating a 30-year milestone in business and bringing together their Sunday concert series, this annual event creates a compelling brand position and engages Castoro’s expansive customer base.

Kendall Carson, Wine Club Manager at Halter Ranch Vineyard

  • Halter Ranch has a series of winemaker dinners, vineyard hikes, jeep tours and other unique events that rarely make it to their website calendar before filing up with wine club members. Building brand loyalty through their wine club by offering exclusive wine-club-only events have proven successful for this growing Paso Robles brand. Through a series of renovations on the property, Halter Ranch continues to create unique events that keep their customers coming back for more.

This session will discuss how events are a key part of the marketing mix. Events have a variety of purposes with a common goal to create an experience and a brand impression. This workshop is for everyone: Wineries create events with a key focus to sell wine, organizations create events for fundraising purposes, destination marketing organizations create events to generate traffic that helps fill heads in beds, and publications are part of events to look for further engagement for their advertisers and to connect with readers.

Alan Kropf of Mutineeer Magazine and Mutant Drink Marketing to Deliver Keynote Speech

We all know marketing to Millennials is a hot topic. But marketing to Millennials misses the point in two ways.

Alan KropfFirst, it is not Millennials’ purchasing decisions but the way they view the culture of wine as different. Second, it is not simply Millennials but everyone who makes purchasing decisions via their smart phones, the web, and social media who see wine within this new culture and who need to be treated in a modern way.

Alan Kropf of Mutineer Magazine and Mutant Drink Marketing will talk about the new wine tourism consumer and how (and how not to) market to her. The title of his talk is Marketing Your Wine Tourism Business in the New Culture of Wine.  Some examples of what Alan will discuss:

  • The modern wine tourism consumer does not want to be marketed to. He wants to have a conversation with you.
  • Negative reports of your business will happen. Don’t defend. Acknowledge.
  • Marketing is now more than just reaching new consumers. It involves creating interesting content and educating your community.
  • The new consumer is willing to pay more for a more personal experience. She wants to have special experiences and a connection with you, the provider.

——————————————

Alan Kropf, founder and president of Mutineer Magazine and Mutant Drinks Marketing, is a leader among the next generation of beverage professionals.

Kropf is a Certified Sommelier through the Court of Master Sommeliers, holds an Advanced Certificate with Merit through the Wine & Spirit Education Trust, is a Certified Beer Server through the Cicerone Certification Program and holds a Bartending/Mixology Certificate through National Bartenders Bartending School.

Mutant Drink Marketing was founded in 2009 as a sister company to Mutineer Magazine, and operates as the marketing arm of the Mutineer Media Group. Mutant Drink Marketing is a full-service agency providing beverage marketing consulting services with a focus on millennials and new media, including events, creative work, strategic development, trade marketing, web services and social media.

Kropf has won numerous awards for his marketing and media work, including Forbes 30 Under 30, The Daily Meal Coolest People in Drink 2013 & 2014, Wine Enthusiast 40 Under 40, and Wine & Spirits Magazine 30 Under 30.