2019 Oregon Wine Symposium | Know Your Visitors: Find and Attract Quality Wine Tourists
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Statewide research conducted in 2018 by the University of Oregon and Destination Analysts aimed to answer these questions: Who is Oregon’s wine tourist? What do they want from their time in our wine regions? How can wineries best suit their needs? This session shares findings from that research to prompt a spirited discussion about strategies for attracting quality visitation to your tasting room, from promoting your business to maximizing the potential of partnerships with like-minded organizations and ultimately closing the sale.
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2019 Oregon Wine Symposium | Know Your Visitors: Find and Attract Quality Wine Tourists
- 1. Logo here Know Your Visitors Find and Attract Quality Wine Tourists
- 2. Find and Attract Quality Wine Tourists Objective: Turning Research Into Action • Who is Oregon’s wine tourist? • What do they want from their time in our wine region? • How can wineries, business, attractions, regions best meet their needs?
- 3. Agenda 11.00 - 11.05: Introductions 11.05 - 11.15: 50,000 foot overview of research findings 11.15 - 12pm: Focus Topics 12 - 12.30: Discussion / Q&A
- 4. Know Your Visitors Vanessa Hadick Marketing Director Sokol Blosser Winery @sokolblosser
- 5. Today’s Speakers Raechel Sims Director of Communications & Consumer Sales, Cristom Vineyards WVWA Marketing Committee Chairwoman, 2019 @cristomwine Aniko Drlik-Muehleck Project Coordinator Univ of Oregon IPRE Brad Niva Executive Director Travel Southern Oregon
- 8. Respondent Demographics Willamette Valley Rogue + Umpqua + Gorge Female 52% 64% 55 years or older 50% 64% 21-44 years old 30% 18% White 85% 89% Latinx 2% 2% Asian/Pacific Islander 2% 1% Household Income Average: $113K 45% earn $100k+
- 9. Respondent Demographics Willamette Valley Rogue + Umpqua + Gorge Female 52% 64% 55 years or older 50% 64% 21-44 years old 30% 18% White 85% 89% Latinx 2% 2% Asian/Pacific Islander 2% 1% Household Income Average: $113K 45% earn $100k+
- 10. Respondent Demographics Willamette Valley Rogue + Umpqua + Gorge Female 52% 64% 55 years or older 50% 64% 21-44 years old 30% 18% White 85% 89% Latinx 2% 2% Asian/Pacific Islander 2% 1% Household Income Average: $113K 45% earn $100k+
- 11. Respondent Demographics Willamette Valley Rogue + Umpqua + Gorge Female 52% 64% 55 years or older 50% 64% 21-44 years old 30% 18% White 85% 89% Latinx 2% 2% Asian/Pacific Islander 2% 1% Household Income Average: $113K 45% earn $100k+
- 12. Rogue + Umpqua + Gorge Survey 3-Season Visitor Profile (Peak, Holiday, & Off-Peak) • Travel habits, spending, tasting room preferences, satisfaction • Region strengths & comparisons Opportunities to expand audience and strengthen regional tourism
- 13. Willamette Valley Survey First-ever WV Wine Visitor Profile Travel Oregon License Plate Grant Destination Analysts
- 14. Willamette Valley Survey 3 components: in-person - 303 online - 7,781 extended 1-on-1s in progress Visited within last 12 months Oregon residents and OOS
- 15. Survey Participants A Blooming Hill Vineyard A to Z Wineworks A' Tuscan Estate Bed & Breakfast Adelsheim Vineyard Alexana Winery Anam Cara Cellars Apolloni Vineyards Argyle Tasting House Bethel Heights Vineyard Bjornson Vineyard Iris Vineyards Le Puy A Wine Valley Inn Left Coast Estate Plum Hill Vineyards Remy Wines Rex Hill Ruddick/Wood Silvan Ridge Winery Sokol Blosser Winery Sweet Cheeks Winery & Vineyard Torii Mor Winery Utopia Vineyards Van Duzer VIDON Vineyard White Rose Estate Willamette Valley Vineyards Willamette Valley Wineries Association Winderlea Vineyard & Winery Winter’s Hills Estate Yamhill Valley Vineyards Youngberg Hill Carlton Winemakers Studio Coeur de Terre Vineyard Cristom Vineyards Dion Vineyard Domaine Divio Elizabeth Chambers Cellar Fairsing Vineyard Firesteed Furioso Vineyards Hyland Estates
- 16. Focus Topics
- 17. Focus Topics 1. Getting more bodies into your tasting room 2. Increasing Club membership 3. Customer data collection 4. Regional tourism integration 5. Intersection of auxiliary activities
- 18. 1. Getting More Bodies into TR - R/U/G Attracted by: • Natural Beauty (#1) • Tasting Room Ambiance (#2) Enjoyed the experience: • People like friendly Appreciated ease of travel Wine Quality
- 19. 1. Getting More Bodies into TR - WV Attracted by: • Wine Quality/Variety (#1) • Scenic Beauty (#2) • Wine tasting (#3) Half were repeat visitors • People like friendly Appreciated ease of travel Wine Quality
- 20. 1. Getting More Bodies into your TR ● Understand why they’re visiting ○ Local vs. out-of-area guests ○ Maximizing on Oregon’s biggest draws ● Why should they visit you? ○ Playing to your strengths ○ Every day as an event ● Making sure everyone feels welcome ○ Incentivizing feedback ○ Representation matters! ● Don’t over-elevate
- 21. 2. Club Memberships: Why didn’t they buy? Already part of a wine club - 73% Wine was too $$$ - 18% There to taste, not to buy 22% joined a wine club
- 23. 2. Increasing Club Membership ● Know your demographics: who are your current members? ● Research your aspirational members: who are you trying to attract? ● Membership Differentiation by Location ● Considering the low-cost club
- 24. 3. Collecting Valuable Customer Data • Standardize the essentials • Incentivize your TR staff • Add nfo on the guest/tasting experience • Incentivize subscribers • “Thank you” page
- 25. 4. Regional Destination Management Organizations Destination Management Organization
- 26. Engage, Engage, Engage... • Tourism partners want to help • The tourism industry considers the wine industry a tourism product • Please reach out to your local DMO, volunteer to be on a marketing committee or introduce yourself
- 27. 5. Auxiliary Activities In the eyes of DMOs we are always hoping to extend the stay and increase overnights in the region
- 28. 5. Where Else Do They Go? • They visit other regions of Oregon: • Oregon Coast - 40% • Willamette Valley - 39% • Portland - 32% • Umpqua Valley - 25% • Visitor itineraries tend to be fluid
- 29. 5. Cannabis! What’s the down-low?
- 31. • Tell your unique story...uniquely • Define and Target • Think outside the wine glass • Provide value to all club members • Make it easy for them to give data • Engage with your DMO/RDMOs Concluding Thoughts
- 32. Q&A
- 33. Thank you! Raechel Sims @cristomwine raechel@cristomvineyards.com Aniko Drlik-Muehleck cpw.uoregon.edu aniko@uoregon.edu Brad Niva @travelsouthernoregon Brad@SouthernOregon.org Vanessa Hadick @sokolblosser vanessa@sokolblosser.com