We are very pleased to bring the Wine Tourism Conference in its fourth year back to California. An estimated 250 wine and tourism leaders are expected at the November 12-14, 2014 conference in Paso Robles, San Luis Obispo County. Please see the Agenda and About pages for full details. Registration for WTC14 is open now and space is limited due to the size of the conference facility.
In a survey of wine tour operators located throughout the world, responses indicated they expect a 21.4% increase in customers served in 2014. 70 tour operators from 12 separate countries took part in the survey conducted December 30 – January 3 by Zephyr Adventures, organizers of the annual Wine Tourism Conference and Wine Tourism Day.
In fact, all but one operator predicted an increase in the number of customers, indicating the optimism for growth in organized wine tours is pervasive.
At the same time, when asked “what is the biggest challenge you face as a wine tour operator?”, 56% responded “Finding Customers”. One anonymous respondent explained “My sole concern lies in marketing, in finding the proper clients who have the time, interest and money to participate.”
The world of wine tour operators is diverse. Zephyr Adventures currently has a list of 280 wine tour operators around the world on the Wine Tourism Conference website broken into the sub-groups Wine Tour Vacations, Day Tours, Custom Wine Travel, and Wine Area Transport. The tour operators on the list are located in 20 countries and 26 US states.
Other tidbits from the survey include:
- When asked to label their customers’ wine knowledge, tour operators say 30% are “oenophiles”, 48% are “wine fans”, and 22% are “novices”.
- Most wine tour customers travel as a couple or with friends; there are slightly more females than males; and the bulk of participants’ ages is spread equally among the 30s, 40s, and 50s.
- The average wine tour company was founded in 2006, meaning it is entering its eight year of doing business.
- 86% of wine tour companies are owner operated and 54% have no full-time employees.
- The size of wine tour operators ranges dramatically, from a few per year on high-end personalized tours to over 50,000 customers taken on day tours or simply winery transport services.
- Vacation Tour Operators cite “Location” and “Quality of Wineries” as the two most important factors on how their customers choose a tour.
- The average group size of wine tour vacations is only seven-eight persons and 85% of these operators will take a group consisting of only one or two people.
55% of respondents indicated an interest to attend the 2014 Wine Tourism Conference, so consider reserving your spot today to meet these front line advocates of wine tourism!
Full Disclosure: Zephyr Adventures runs wine, beer, and food tours around the world in addition to organizing the Wine Tourism Conference, Wine Tourism Day, and Wine Bloggers Conference.
It is time to start planning content and speakers for the 2014 Wine Tourism Conference in Paso Robles, San Luis Obispo County!!
Suggestions can be for you to provide content yourself or for other speakers or topics. Please complete one form per suggestion.
Below are the types of sessions we will be having:
Keynote: This is your conference and we want you to suggest who should provide the one conference keynote. Our Advisory Board and staff will review all suggestions and select the best speaker for achieving the goals of the conference.
Pre-Conference Workshops: Back by popular demand, these 2.5 hour sessions will be offered as a complement to the conference main agenda on Wednesday morning and afternoon (additional registration is required). Is there a topic into which you would like to more deeply delve?
Breakout, Group and Panel Sessions: These 50 minute sessions are the chance for you to hear from experts in the field. We will assemble for some of these sessions as the entire conference and break into smaller groups for others. Do you have suggestions for breakout session/panel topics and speakers?
To provide suggestions, please use the submission form below. If you have any questions, please contact Dennis Agnos at email@example.com.
Registration for the 2014 Wine Tourism Conference is open. Click here to secure your spot.
Thanks again to everyone that attended and participated in the 2013 Wine Tourism Conference. Below are PDF versions of presentations from the this year’s conference, which wrapped up on November 15.
Planning is already underway for 2014′s conference in Paso Robles, San Luis Obispo County, CA, and registration is open. In the coming months we will be working on establishing content for next year’s events.
Below is a collection of presentations from this years’s conference. Note – not all sessions had presentations, so those sessions have been omited. If you attended either workshop on Wednesday, Nov 13, those presentations have been emailed to you separately.
The Current State of Wine & Culinary Tourism in North America – Laura Mandala
Survey of Wine Tourism in Oregon - Byron Marlowe
Live Website Critiques - Andy Hayes
note: most of this session was live critiques, so the presentation is limited
Virtual Tourism – Promoting Outside your Region – Lisa Mattson & Camron King
Strategic Partnerships and Why They Are Important – John Cooper & Michelle Boyer
Who Are Wine Bloggers and How Can You Work With Them? – Thea Dwelle & Cindy Molchany
Yield More Returns From Wine Tourism - Donna Quadri-Felitti, Ph.D.
2014 Wine Tourism Conference Scheduled for November 12-14 in Paso Robles, San Luis Obispo County, California
We are very pleased to bring the Wine Tourism Conference back to California for its fourth year. An expected 250 wine and tourism leaders are expected at the November 12-14, 2014 conference in Paso Robles in San Luis Obispo County. Registration for WTC14 is open now and space is limited due to the size of the conference facility.
Wine Enthusiast Magazine recently named Paso Robles the 2013 Wine Region of the Year. The magazine explained “This California region has reinvigorated itself with new blood, creativity and rapidly improving wines. … few places exhibit the spirit and can-do positivity of this Central Coast appellation. It’s not easy for a wine region to reinvent itself, but Paso is doing it with flair.”
Sounds to us like a perfect venue for the Wine Tourism Conference!
Visit San Luis Obispo County is our main host for next year and we appreciate their hard work in making the conference possible. SLO County boasts the separate San Luis Obispo wine region in addition to the Paso Robles area and, all told, the county has around 230 wineries.
Our host hotel will be the Paso Robles Inn. The conference will again kick off on Wednesday evening with a Regional Wines Reception hosted by Touring & Tasting Marketing and Media. We will have optional events including a pre-conference excursion, pre-conference workshops, and evening dinners. Prices are still only $350, unchanged since the first conference in 2011.
The Wine Tourism Conference is an excellent opportunity to gather concrete information on how to improve and grow your own wine tourism operations, network with your peers from throughout the world of wine tourism, and experience a fun few days in wine country. We hope you can join us! 2014 WTC Registration
For our post conference dinner we’ll be headed to a winery currently celebrating its 30th year anniversary. What makes our visit so appropriate is that the winery is also in the process of opening one of Oregon’s newest visitor experiences.
Willamette Valley Vineyards, founded by Jim Bernau in 1983, clearly is on a path to crafting a visitor experience that pairs with their award winning wines.
The design is such that it lends itself to create multiple smaller, more intimate spaces within the overall large room. This lends to flexibility of use; there is a tasting bar, a pairing bar, a mezzanine level, and a private club room.
As the new space comes into full operation (not expected until early 2014) visitors to the winery will get to enjoy a wine tasting, a wine and food pairing, tutored tastings, and can reserve a private space for their own entertaining needs. For bigger events, the space can be converted into a larger, single-use space while still retaining the feeling of intimacy and warmth.
Behind the scenes, the space is carefully designed to accommodate wine storage needs, is efficient to staff, and is easy to work - all important considerations when designing a tasting room!
Whether your tasting room is the top of a barrel from the back door of the winery or if you offer a multi-use space and a number of programs for your winery guests, a winery experience can be many things to many people. It is up to you, the winery, to craft that experience for your guests. Wine and visitor experience – the ultimate pairing.
The post conference dinner to Willamette Valley Vineyards is sold out.
On Wednesday, Nov 13 from 1:30-4:30pm there is an optional pre-conference workshop being held on Social Media.
Andrew Healy of 3 Rock Marketing is leading this hands-on workshop where you will not be learning the “why” of social media, but learning the “how”. Everyone knows that their business needs to be involved on/in Social Media, and this workshop aims to show attendees the right steps to do it properly and effectively.
The workshop will cover Facebook (including ads and promoted posts), Twitter (including ads), 3rd party app management tools like Hootsuite, Google +, LinkedIn, Youtube, Instagram, Pinterest, Geo Location, and user review sites (Yelp, Trip Advisor). The workshop will also cover structure and strategy.
In order to get the most of the workshop, attendees are encouraged to bring their own laptops. There will be wifi so that you can get online.
If you are not registered for this optional workshop, but would like to attend, there are still some spots available. The supplement for the workshop is $125 (or $200 for post AM & PM workshops). You may register here: https://www.
This is a guest post by 2013 Wine Tourism Conference partner, Michael Kaiser of WineAmerica.
Wine is tourism. Agri-tourism is a huge industry in this country. Wineries all over the US generate hundreds of millions of dollars in revenue for their state and local governments. In the last ten years alone the number of US wineries has gone from close to 3,500 to over 7,500. It is clear we are a growing industry and conferences like the Wine Tourism Conference will help the industry continue to grow.
WineAmerica, the National Association of American Wineries is excited to be a sponsor of the annual Wine Tourism Conference to be held in Portland, OR. WineAmerica is the only national winery trade association. We are primarily a policy oriented organization, but we do offer other benefits to our winery members, such as shipping discounts and discounts to trade shows and conferences. We are always looking for ways to help our members improve their businesses.
WineAmerica also works hand in hand with the various state and regional winery associations throughout the United States. WineAmerica’s State and Regional Association Advisory Council is a way for state and regional winery associations to share ideas, whether it be about policy ideas or marketing. A great many of our regional and state partners are attending the Wine Tourism Conference and we are looking forward to a great week of sharing ideas and wine together.
For more information on WineAmerica please visit our website: www.wineamerica.org
Director of Communication
After a full day of content at the Wine Tourism Conference on Thursday, November 14th, the Oregon Wine Board will be hosting a reception for all attendees featuring wines from from across Oregon. The reception is from 4:30-6:30 pm.
The Oregon Wine Board runs www.oregonwine.org and is a semi-independent Oregon state agency that manages initiatives related to marketing, eduction, and research for the Oregon wine industry. The Oregon Wine Board works on behalf of all the state’s wineries and independent growers — an industry that contributes more than $2.7 billion in economic activity to the state economy each year.
The website, www.oregonwine.org is a great portal for both industry and consumers to learn about Oregon wine, its regions, its people, and to find out about events, marketing initiatives, and industry-related news.
The website also features a handy tasting room finder and an easy to understand visual grid listing all of Oregon’s AVAs. The site is extremely effective in communicating the various components that go into the Oregon wine industry without over simplifying or over complicating the information, so it is a very valuable tool for the very wide variety of consumers who may want to visit Oregon’s wineries and regions as tourists.
The following is a list of wineries that will be participating in the Oregon Wine Reception and will be sharing their wines with you:
- Abacela – Umpqua Valley
- Adelsheim Vineyard – Willamette Valley (Chehalem Mountain)
- Brandborg Winery – Elkton Oregon
- Don Carlo – Walla Walla
- Hawks View Cellars – Willamette Valley
- Helioterra – Willamette Valley
- Left Coast Cellars – Willamette Valley (Eola-Amity Hills)
- Omero Cellars – Willamette Valley (Ribbon Ridge)
- Phelps Creek Vineyard – Columbia Gorge
- Ponzi Vineyards – Willamette Valley
- Serra Vineyards – Rogue Valley
- Sweet Cheeks Winery – Willamette Valley
- Troon Vineyard – Applegate Valley
- Willakenzie Estate – Willamette Valley (Yamhill Carlton)
- Winderlea Vineyard & Winery – Willamette Valley (Dundee Hills)
This is a guest post by Tina Caputo, Editor-in-Chief, Vineyard & Winery Management – a 2013 Wine Tourism Conference partner.
We’re really excited about the cover feature for the November-December 2013 issue of Vineyard & Winery Management (V&WM) magazine, because it recognizes the “20 Most Admired People in the North American Wine Industry.” Among the deserving folks on the list are winemakers, grapegrowers, educators, media members, and other industry professionals.
The list was compiled by VWM editors – yours truly and columns editor Linda Murphy (keynote speaker at this year’s Wine Tourism Conference) — with the input of a judging panel comprised of winemakers, grapegrowers, wine writers, educators, buyers, sommeliers and consultants across the country. Panelists were asked to nominate their industry heroes, then given a list of 50 finalists and asked to vote for their top candidates. Narrowing down the list from nearly 200 to just 20 wasn’t an easy task!
Ours isn’t a list of the most powerful or influential people in the wine business, although there are certainly people on our list who fit those descriptions. We thought it would be more interesting to ask people who they admire, because it opens up a discussion about the traits and actions that inspire esteem. We often admire people for their success, but factors like vision and integrity also come into play.
When the final votes were tallied, 20 nominees – diverse in their backgrounds and accomplishments – rose to the top. Because no individual person received significantly more votes than the others, V&WM chose to list the winners in alphabetical, rather than numerical, order.
We’re proud to present The Top 20 Most Admired People in the North American Wine Industry:
- Eric Asimov, Chief Wine Critic, The New York Times
- Ted Baseler, CEO, Ste. Michelle Wine Estates
- Andy Beckstoffer, Chairman/CEO, Beckstoffer Vineyards
- Dan Berger, Wine Writer/Publisher, “Dan Berger’s Vintage Experiences”
- Jean-Charles Boisset, President, Boisset Family Estates
- Cathy Corison, Founder/Winemaker, Corison Winery
- Paul Draper, CEO/Winemaker, Ridge Vineyards
- Merry Edwards, Founder/Winemaker, Merry Edwards Winery
- Randall Grahm, Founder, Bonny Doon Vineyard
- Jerry Lohr, Founder, J. Lohr Vineyards & Wines
- Larry Mawby, Proprietor/Winemaker, L. Mawby Vineyards
- Dr. Carole Meredith, Professor Emeritus, UC Davis Department of Viticulture and Enology/Co-owner, Lagier Meredith Vineyard
- Lucie Morton, Viticulture Consultant/Ampelographer
- Luca Paschina, General Manager/Winemaker, Barboursville Vineyards
- Joel Peterson, Head Winemaker, Ravenswood Winery
- Johannes Reinhardt, Winemaker, Anthony Road Wine Company and Kemmeter Wines
- Jim Trezise, President, New York Wine & Grape Foundation
- Carolyn Wente, CEO, Wente Vineyards
- Dr. Jim Wolpert, Viticulture Extension Specialist Emeritus, UC Davis Department of Viticulture and Enology
- Kevin Zraly, Wine Educator
To read the full story, including profiles of the award winners, visit http://www.vwmmedia.com/magazine/current_issue.asp.