The southern oregon wine institute

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A history of the development of the Southern Oregon Wine Institute at Umpqua Community College, Roseburg, Oregon

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The southern oregon wine institute

  1. 1. Southern Oregon Wine Institute Chris Lake, Director Umpqua Community College Roseburg, Oregon www.sowicellars.com
  2. 2. An Economic Development Project <ul><li>Established in Fall 2008 </li></ul><ul><li>College Responds to Economic Conditions </li></ul><ul><li>Decline of the Regional Timber Industry </li></ul><ul><li>Avg. Unemployment Rate for Region = 15% </li></ul><ul><li>The Institute is created serve 7 counties </li></ul><ul><li>Wine Industry in Southern Oregon is Growing </li></ul>
  3. 3. An Economic Development Project <ul><li>Regional Economy has High Unemployment </li></ul><ul><li>Seven Counties </li></ul><ul><li>Rates Higher than State and National Avg. </li></ul><ul><li>Source: Oregon Employment Depart., July 2009 </li></ul>County Unemployment Coos 14.1% Curry 14.5% Douglas 17.2% Jackson 13.7% Josephine 15.3% Klamath 15.3% Lane 13.2% Oregon 12.2% U.S. 9.5%
  4. 4. An Economic Development Project <ul><li>Service Area = 23,742 sq. mi. </li></ul><ul><li>Larger than Nine States in US </li></ul>
  5. 5. An Economic Development Project <ul><li>Survey of Industry Needs – 2007 </li></ul><ul><li>Focus Groups with Key Partners </li></ul><ul><li>College Forms Steering Committee </li></ul><ul><li>Economic Model developed by CC Benefits, Inc. </li></ul><ul><li>Model Predicts Growth based on Wine Cluster in Walla Walla, Washington </li></ul>
  6. 6. The Walla Walla Wine Cluster Clustering Concept from Michael Porter, On Competition , Harvard Business School Press, 2008.
  7. 7. The Walla Walla Wine Cluster <ul><li>Advantages of Clusters are: </li></ul><ul><li>Increase Access to Special Inputs, Services, Employees, Information and Institutions. </li></ul><ul><li>Coordination Among Companies. </li></ul><ul><li>Rapid Diffusion of Best Practices. </li></ul><ul><li>Provide Incentives to Improve. </li></ul><ul><li>Enhance Opportunities for Innovation. </li></ul><ul><li>Lessen Costly Experimentation </li></ul>
  8. 8. The Walla Walla Wine Cluster Factsheet for the Walla Walla Wine Industry Cluster 2010 Total jobs in wine production and wine tourism in 2010 1,620 Jobs Total jobs dependent on the wine cluster including multiplier effects 4,833 Jobs Total earnings in wine production and wine tourism in 2010 $69 Million Total earnings dependent on the wine cluster including multiplier effects $153 Million Total jobs (including multiplier effects) projected to be dependent on the wine cluster in 2020 6,850 Jobs Percent of all jobs dependent on the wine cluster in 2010 13% Projected percent of all jobs dependent on wine cluster in 2020 16% Annual average growth in direct wine cluster employment, 2000 to 2010 20% Annual Growth Overall growth in the regional economy, 2000 to 2010 9% Overall growth in the regional economy, 2000 to 2010 absent the wine cluster -3%
  9. 9. The Walla Walla Wine Cluster <ul><li>We estimate that the wine cluster in 2010 accounts for 13% of all jobs and this is almost certainly a conservative estimate -- President VanAusdle (Walla Walla Community College) tells us that just since 2007 wine acreage in the region has roughly doubled! The wine cluster's role has clearly been dramatic, saving the region from a 10 year overall economic contraction of -3%, instead seeing a roughly 9% growth in jobs. </li></ul><ul><ul><ul><ul><ul><li>Dr. Hank Robison, EMSI (formerly CC Benefits) dated May 24, 2010 </li></ul></ul></ul></ul></ul>
  10. 10. Southern Oregon is Desirable <ul><li>Economic Modeling for Southern Oregon: </li></ul><ul><li>A Ten-year Growth Factor of 5,000 Jobs </li></ul><ul><li>$115 Million in Labor Income. </li></ul><ul><li>Geographic Modeling for Southern Oregon: </li></ul><ul><li>Geographic Data = 140,000 Ac. Suitable </li></ul><ul><li>40,000 are Prime Vineyard Sites </li></ul>
  11. 11. Southern Oregon is Desirable <ul><li>On The 'it' list for 2010 travel, Sunset Magazine, January 2010 </li></ul><ul><ul><li>“ The next big wine country = Southern Oregon </li></ul></ul><ul><ul><li>Why we love it: Exciting wines, no crowds, and inexpensive tasting fees. </li></ul></ul><ul><ul><li>Go now: Arm yourself with a map from the Southern Oregon Wineries Association and hit the road”. </li></ul></ul>
  12. 12. Modern Wine Producing Regions of Oregon
  13. 13. Price Per Ton of Grapes, 2008-2009 Source: National Agricultural Statistical Service Variety By Region Columbia River North Willamette Valley Rogue Valley South Willamette Valley Umpqua Valley   2008 2009 2008 2009 2008 2009 2008 2009 2008 2009 Cabernet Sauvignon $2,020 $2,100 - - $1,910 $1,770 - $1,500 $1,700 $1,370 Chardonnay $1,250 $1,340 $1,950 $1,620 $1,000 $1,220 $1,470 $1,700 $950 $1,330 Merlot $1,810 $2,180 - - $1,470 $1,800 - - $1,540 $1,010 Pinot Gris - $1,500 $1,400 $1,250 $1,370 $1,330 $1,330 $1,430 $1,320 $1,400 Pinot Noir $2,110 $1,990 $2,820 $2,340 $1,670 $1,820 $2,300 $2,180 $2,000 $2,140 White Riesling $1,080 $1,070 $1,150 $950 $1,280 $1,400 $1,180 $1,240 $980 $1,050
  14. 14. An Economic Development Project <ul><li>Start-Up Funds Secured </li></ul><ul><li>Curriculum Developed </li></ul><ul><li>Degree and Certificates Approved </li></ul><ul><li>Director Hired in July 2008 </li></ul><ul><li>Begin Planning for Teaching Winery </li></ul>
  15. 15. An Economic Development Project <ul><li>Start-Up Contributors Included: </li></ul><ul><li>Douglas Co. Industrial Dev. Board </li></ul><ul><li>Cow Creek Band of Umpqua Indian Tribe </li></ul><ul><li>Wal-Mart Foundation </li></ul><ul><li>USDA RBEG </li></ul>
  16. 16. An Economic Development Project <ul><li>Curriculum Developed & Degree and Certificates Approved </li></ul><ul><li>Study of Curriculum from Other Schools </li></ul><ul><li>Industry Input on Outcomes </li></ul><ul><li>Modeled on Distance Ed. </li></ul>
  17. 17. An Economic Development Project <ul><li>Begin Planning for Teaching Winery </li></ul><ul><li>Based on Winery Type Found in Regional Industry </li></ul><ul><li>Input Sought from Industry </li></ul><ul><li>Hire Design Firm w/Wine Production History </li></ul>
  18. 18. An Economic Development Project <ul><li>Teaching Winery Includes: </li></ul><ul><li>Headquarters for SOWI </li></ul><ul><li>Student Vineyard </li></ul><ul><li>Commercial-scale Winery </li></ul><ul><li>Internationally Recognized Testing Laboratory </li></ul><ul><li>Wine Incubator </li></ul>
  19. 19. Teaching Winery
  20. 20. Teaching Winery
  21. 21. Teaching Winery
  22. 22. Teaching Winery
  23. 23. Teaching Winery Construction begun 9/10/10 Completion date is September 2011 Local Capital Campaign of $2.5 M Recovery Zone Bonds of $4,25 M
  24. 24. The Instructional Mission <ul><li>Service Model is Online/Hybrid Delivery </li></ul><ul><li>Lecture Material Delivered by LMS </li></ul><ul><li>Laboratory Conducted on Campus </li></ul><ul><li>Labs Held on Fridays/Saturdays </li></ul><ul><li>Cooperate with Local Vineyards/Wineries </li></ul>
  25. 25. The Instructional Mission
  26. 26. The Instructional Mission <ul><li>Growth Comes From Meeting Student Needs </li></ul><ul><li>Many Non-Traditional Students </li></ul><ul><li>Wine Incubator Will Produce New Winemakers </li></ul><ul><li>Industry Advisory Board </li></ul>
  27. 27. The Instructional Mission: <ul><li>Future Cooperative Teaching with Oregon State University Extension </li></ul><ul><li>Development of Satellite Wine Incubators </li></ul><ul><li>Add Face-to-Face for Traditional Learners </li></ul><ul><li>Cross Instruct with Culinary </li></ul><ul><li>Involve Art Students in Label Design </li></ul>
  28. 28. Thank You www.sowicellars.com
  29. 29. Wine Industry is Cyclical The US will Become the Worlds Largest Consumer of Wine Of 300 M People in the US, Only 28M Consume Wine

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