Distinguished professor of wine and professor of management at Sonoma State University, Dr. Liz Thach, MW, will present her global research on wine regions that have successfully integrated wine tourism into their sales channel. Morgen McLaughlin, Executive Director of Willamette Valley Wineries Association, and former Executive Director for Santa Barbara Vintners’ Association and Finger Lakes Tourism and Jeff Knapp, Executive Director of Visit McMinnville will inform a panel discussion on how to build and attract repeat wine tourism. Travel Oregon culinary and agricultural tourism developers Scott Bricker and Michelle Woodard will present their findings and case studies on the benefits of coordinating tourism efforts and will advise on strategies to secure Travel Oregon grant funding.

1. CASE STUDY

4. SINGULAR FOCUS
• 130+ wineries
• 10,000+ planted acres
• Flagship wine: riesling
• About 10% of total acreage
• National & international acclaim
• The right grape at the right time
• More than one million visitors annually
• 2,000+ average monthly TR visitors

5. PRIVATE-PUBLIC
Finger Lakes Wine Country Tourism
Marketing Association was organized in
2000 to promote economic development
in the Finger Lakes region of New York. A
strong tourism industry adds depth to a
community, making it a more desirable
place to live and work. A unified branding
initiative backed by an integrated
marketing and communications strategy
attracts tourists.

6. WILLAMETTE VALLEY
Increase “high value” wine tourism
to the Willamette Valley AVA
throughout the year

7. SVB Tasting Room Visitation
384
618
711
751
881
941
947
1,039
1,116
1,159
1,168
1,169
1,290
1,342
1,351
1,497
1,609
2,051
2,075
- 500 1,000 1,500 2,000 2,500
Mendocino County
Washington
Oregon
Santa Barbara
Sierra Foothills
Santa Cruz and Monterey
International
Sonoma County
Average
British Columbia
Illinois
Rest of California
Rest of US
Paso Robles
Livermore, Lodi, & Delta, CA
Napa County
Texas
New York
Virginia

8. SVB Tasting Room Purchase
$33
$36
$43
$49
$52
$54
$65
$68
$69
$73
$74
$77
$79
$80
$86
$92
$122
$140
$304
$- $50 $100 $150 $200 $250 $300 $350
New York
Illinois
Rest of US
Texas
Virginia
British Columbia
Livermore, Lodi, &…
Santa Cruz and…
Washington
Sierra Foothills
Santa Barbara
Oregon
Mendocino County
Rest of California
Paso Robles
International
Average
Sonoma County
Napa County

9. WILLAMETTE VALLEY
• Bring all wine tourism stakeholders
together for messaging and grants
• Continued focus on Pinot noir with “go to
the source” story-telling
• Transition to digital-first tactics
• Leverage state/regional tourism
programs
• Tourism asset development & protection