partnerships in regional marketing. the nature of partnerships wine tourism great river road wine...

Partnerships in Regional Marketing

Partnerships in Regional Marketing

• The nature of partnerships

• Wine tourism

• Great River Road Wine Trail

Partnership

• Mutual self interest

• Mutual respect

• Mutual understanding

Explore Wine Tourism: Management, Development & Destinations

Products

• Quality wines• Packaging• Accessibility• Customer service• Resource protection &

enhancement

Promotion

• Branding• Specialty programming &

events• Tourist appreciation• Unique experiences• Niche market

The Impact of Wine, Grapes, and Grape Products on the American Economy

(2007)

• Overall impact: $162 Billion

• Jobs: 1 million+• Taxes: $17 billion• Wine-related tourist

visits: 27 million• Wine-related tourist

expenditures: $3 billion

Total Economic Impact (Minnesota-2008)

Grape Growing

Wineries Wine Tourism Total

Direct & IndirectImpact

$13,611,160 $ 8,502,775 $14,051,008 $36,164,943

Employment 101 68 155 324

Labor Income $ 4,393,261 $ 2,882,217 $ 3,534,568 $10,810,086

Events & Visitors

• Wine making (3900)• Tour groups(34,000)• Wine appreciation

(23,000)• Ladies nights

(14,000)• Charitable (48,000)• Large groups

(29.000)

Minnesota Wine Trails

Great River Road Wine Trail

Great River Road Wine Trail

• Membership

- Broad area of “SE

Minnesota/SW

Wisconsin”

- Some wineries

added/some

decide to drop out

• Initiatve

- Wine trail idea not

new ( John

Marshall, Marv

Seppanen)

- U. of M. role:

Facilitator

-Diverse experience

Wine Trail Development Questions

• What common elements tie the wineries together?

• What type of organization is needed?

• What talents are available to get it started?

• What type of investment are we prepared to make?

• How will the trail become sustainable?

Wine Trail Organization

• Informal

- Meet via

conference call

- Consensus

decisions (“can we

live with this?”

• Formal

- Establish LLC

- Establish bank

account ($500@)

- Establish brochure

- Establish web site (www.greatriverroadwinetrail.org)

Wine Trail Events

• Grand Opening Weekend (June 20-21)

• Pre-Holiday Celebration (November 14-15)

Wine Trail Media• Pierce County Herald• Prescott Journal• Rochester Women (magazine)• KAAL-TV• Rochester TV• Des Moines Register• E-mail blasts• Web site links• GRR web site• MGGA web site

Passport Program/Other Attractions

2010 & Beyond

• Organization &

operations

• New members

• Events

• Marketing strategy

(AVA designation)

• Impact on business:

sales & service

Contact Information

For additional information, contact any member of the GRR Wine Trail or:

Kent Gustafson

University of Minnesota

Tourism Center

kgustaf@umn.edu

612-625-8274