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Know Your Visitors Find and Attract Quality Wine Tourists 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? 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 Know Your Visitors
Vanessa Hadick Marketing Director Sokol Blosser Winery @sokolblosser Today’s Speakers
Aniko Drlik-Muehleck Raechel Sims Brad Niva Project Coordinator Director of Communications & Executive Director Consumer Sales, Univ of Oregon IPRE Cristom Vineyards Travel Southern Oregon WVWA Marketing Committee Chairwoman, 2019 @cristomwine Research Overview About the Survey 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+ 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+ 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+ 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+ 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 Willamette Valley Survey
First-ever WV Wine Visitor Profile
Travel Oregon License Plate Grant
Destination Analysts 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 Survey Participants
A Blooming Hill Vineyard Carlton Winemakers Studio Iris Vineyards Torii Mor Winery
A to Z Wineworks Coeur de Terre Vineyard Le Puy A Wine Valley Inn Utopia Vineyards
A' Tuscan Estate Bed & Breakfast Cristom Vineyards Left Coast Estate Van Duzer
Adelsheim Vineyard Dion Vineyard Plum Hill Vineyards VIDON Vineyard
Alexana Winery Domaine Divio Remy Wines White Rose Estate
Anam Cara Cellars Elizabeth Chambers Cellar Rex Hill Willamette Valley Vineyards
Apolloni Vineyards Fairsing Vineyard Ruddick/Wood Willamette Valley Wineries Association
Argyle Tasting House Firesteed Silvan Ridge Winery Winderlea Vineyard & Winery
Bethel Heights Vineyard Furioso Vineyards Sokol Blosser Winery Winter’s Hills Estate
Bjornson Vineyard Hyland Estates Sweet Cheeks Winery & Vineyard Yamhill Valley Vineyards Youngberg Hill Focus Topics 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 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 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 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 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 2. Club Membership 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 3. Collecting Valuable Customer Data
• Standardize the essentials
• Incentivize your TR staff
• Add nfo on the guest/tasting experience
• Incentivize subscribers
• “Thank you” page 4. Regional Destination Management Organizations Destination Management Organization 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 5. Auxiliary Activities
In the eyes of DMOs we are always hoping to extend the stay and increase overnights in the region 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 5. Cannabis! What’s the down-low? Concluding Thoughts Concluding Thoughts
• 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 Q&A Thank you!
Aniko Drlik-Muehleck Raechel Sims Brad Niva Vanessa Hadick cpw.uoregon.edu @cristomwine @travelsouthernoregon @sokolblosser [email protected] [email protected] [email protected] [email protected]