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Pennsylvania Wine and Restaurants: Barriers and Opportunities James Michael Dombrosky Iowa State University

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Pennsylvania Wine and Restaurants: Barriers and Opportunities James Michael Dombrosky Iowa State University Iowa State University Capstones, Theses and Graduate Theses and Dissertations Dissertations 2011 Pennsylvania wine and restaurants: Barriers and opportunities James Michael Dombrosky Iowa State University Follow this and additional works at: https://lib.dr.iastate.edu/etd Part of the Fashion Business Commons, and the Hospitality Administration and Management Commons Recommended Citation Dombrosky, James Michael, "Pennsylvania wine and restaurants: Barriers and opportunities" (2011). Graduate Theses and Dissertations. 10468. https://lib.dr.iastate.edu/etd/10468 This Dissertation is brought to you for free and open access by the Iowa State University Capstones, Theses and Dissertations at Iowa State University Digital Repository. It has been accepted for inclusion in Graduate Theses and Dissertations by an authorized administrator of Iowa State University Digital Repository. For more information, please contact [email protected]. Pennsylvania wine and restaurants: Barriers and opportunities by James M. Dombrosky A dissertation submitted to the graduate faculty in partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY Major: Foodservice and Lodging Management Program of Study Committee: Catherine Strohbehn, Major Professor Robert Bosselman James Kliebenstein Mack Shelley Tianshu Zheng Iowa State University Ames, Iowa 2011 Copyright© James M. Dombrosky, 2011. All rights reserved. ii TABLE OF CONTENTS LIST OF TABLES................................................................................................................. iv ACKNOWLEDGEMENTS……………………………..………………………………….. v ABSTRACT………………………………………………………………………………... vi CHAPTER 1. INTRODUCTION…………………………………………………………... 1 Research Questions………………………………………………………………………. 3 Significance of Study…………………………………………………………………….. 4 Limitations of Study…………………………………………………………………….... 9 Definition of Terms………………………………………………………………………. 9 CHAPTER 2. LITERATURE REVIEW……….…………………………………………. 10 Wine Production…………………………………………………………………………. 10 Agricultural Context…………………………………………………………………… 10 Local Context of U. S. Wine Production………………………………………………. 11 Agriculture and the Local Foods Movement…………………………………………….. 12 Locally Produced Wine………………………………………………………………….. 16 Agriculture and Tourism………………………………………………………………… 17 Wine Tourism……………………………………………………………………………. 19 Pennsylvania Specific……………………………………………………………………. 20 Summary…………………………………………………………………………………. 22 CHAPTER 3. METHODS…………………………….…………………………………... 26 Research Design………………………………………………………………………….. 26 Quantitative Phase………………………………………………………………………... 27 Survey Instrument……………………………………………………………………… 27 Pilot Test………………………………………………………………………………... 28 Data Collection…………………………………………………………………………. 28 Data Analysis………………………………………………………………………….... 29 Qualitative Phases……………………………………………………………………….... 30 Interviews……………………………………………………………………………….. 30 Analysis of Interview Data……………………………………………………………... 31 Case Study……………………………………………………………………………..... 31 Limitations………………………………………………………………………………... 32 CHAPTER 4. RESULTS AND DISCUSSION…………………………………………….. 33 Phase 1: Demographic Characteristics and Attitude Assessment…………………..…….. 33 Demographic Characteristics of Wineries as Reported by Winery Operators………...… 33 Demographic Characteristics of Winery Operators……………………………..………. 37 Attitude of Respondents Toward Sales with Restaurants…………………..………….... 39 Desire to Sell More Through Restaurants…………………………………………….... 39 State Support of Pennsylvania Wine Sales Through Restaurants…………..………..... 40 Obstacles to Sale of Wine Through Restaurants………………………………….…….. 42 No Interest in Selling Wine Through Restaurants………………………………….…... 43 iii Phase 2: A Qualitative Exploration of Barriers and Opportunities……………………….. 44 Data Analysis……………………………………………………………………………... 45 Theme 1: Perceptions vs. Reality of PA Wine………………………………………..... 45 Theme 2: Insufficient State Support………………………………………………….... 48 Theme 3: Disparity of Opportunities and Resources…………………………………... 53 Theme 4: Tourism……………………………………………………………………… 56 Theme 5: Inherent Challenges in Selling PA Wines to Restaurants…………………… 60 Phase 3. Case Study: Motivations and Methods………………………………………….. 64 Fine Dining Restaurant………………………………………………………………….... 65 Observations…………………………………………………………………………….. 67 The Owner……………………………………………………………………………..... 69 Conclusion…………………………………………………………………………….... 72 The Casual Restaurant……………………………………………………………………. 73 Conclusion…………………………………………………………………………….... 77 CHAPTER 5. SUMMARY AND CONCLUSIONS……………………………………….. 79 Summary………………………………………………………………………………….. 79 Pennsylvania Winery Operators’ Attitudes Toward Sales of Wine to Restaurants……..... 79 Comparison of Attitudes Based on Demographics of Winery Operators………………… 80 Comparison of Attitudes Based on Winery Characteristics…………………………….... 81 Perceived Barriers to Increasing Locally Produced Wine Sales to Restaurants………….. 81 Perceived Opportunities for Increasing Locally Produced Wine Sales to Restaurants…... 82 Motivations and Methods of Two Restaurants that Sold an Above Average Amount of PA Wine…...................................................................................................................... 82 Limitations………………………………………………………………………………... 83 Conclusions……………………………………………………………………………….. 83 Future Research…………………………………………………………………………… 84 Recommendations………………………………………………………………………… 87 REFERENCES……………………………………………………………………………… 91 APPENDIX A. IRB APPROVAL………………………………………………………….. 100 APPENDIX B. DATA COLLECTION INSTRUMENTS…………………………………. 99 APPENDIX C. STATISTICAL ANALYSIS OF DATA…………………………………... 114 APPENDIX D. PENNSYLVANIA WINERIES MAP…………………………………….. 135 iv LIST OF TABLES Table 1. Demographic Characteristics of Wineries in Pennsylvania as Reported by Winery Operators……………………………………………………………… 34 Table 2. Demographic Characteristics of Winery Operators…………………………… 38 Table 3. Attitude of Winery Operators Toward Sales with Restaurants………………... 41 v ACKNOWLEDGEMENTS I want to thank the many people who have helped make this possible, especially: my major professor, Dr. Catherine Strohbehn, who never allowed me to give up, and gave tirelessly of her guidance and expertise; my committee members, Dr. Bob Bosselman, Dr. James Kliebenstein, Dr. Mack Shelley, and Dr. Tianshu Zheng who were quickly responsive to any request, and whose thoughtful evaluation and recommendations helped to make this a better paper; all those at Iowa State, present and past, who have made this such an outstanding program; The Pennsylvania Winery Association and its members, whose help and cooperation made this research possible; all those who provided assistance in the research process, and who cooperated in the case study; the administration and my colleagues and students at the University of Pittsburgh at Bradford who make it such a wonderful environment in which to work especially my Chairperson, Betsy Matz, for her support, patience and encouragement, and Rick Nelson for his support during a difficult time. Also my friends, especially Tim Donley, who encouraged me and was with me from the very beginning of this long process; my family, especially my brother Dave, who provided his encouragement and support from the day I told him I was planning to begin the program at Iowa State; his confidence in me made it impossible to quit; my parents, who are no longer with us, but who not only gave me their love and example, but gave me my faith in God, who I turned to constantly and without whom I couldn’t have done this; my daughter Laura, who was on her own parallel journey in Nutrition Science at Penn State University, and who I turn to often for her insights, and the joy she brings me; my wife Susan, who shared every moment of “agony and ecstasy” with me over these six years, and without whom I could never have done this; and the countless many who have shown me kindness and made me laugh and helped keep this from becoming overwhelming. vi ABSTRACT The purpose of this study was to explore the sale of Pennsylvania wines through restaurants. The study examined the barriers and opportunities for sale of Pennsylvania wines through restaurants, and looked at the motivations and methods of two restaurants that sell an above average amount of Pennsylvania wine. In Phase 1, electronic questionnaires were sent to a census sample of Pennsylvania winery operators (N= 120). Participants were asked to complete a questionnaire that measured attitudes toward sales of wine through restaurants, and to provide demographic data about the wineries and winery operators. Phase 2 consisted of interviews with a cross-section of Pennsylvania winery operators (n = 8) to identify operators’ perceptions of the barriers and opportunities toward sale of Pennsylvania wines through restaurants. Two case studies were conducted in Phase 3 to describe operational considerations of the sale of Pennsylvania wines at two types of restaurants. Study results indicated Pennsylvania winery operators have a favorable attitude toward increasing sales of Pennsylvania wines through restaurants, but face perceived obstacles in doing so. Statistical analyses showed attitudes were consistent regardless of winery size, location, age of winery operator, or number of years in business. Interviews in Phase 2 found that there is a perception from winery operators that the public views Pennsylvania as producing high quality sweet wines, but not the high quality dry wines most often associated with dining. Other obstacles identified included perceived insufficient state support in comparison with other
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