partnerships in regional marketing. the nature of partnerships wine tourism great river road wine...
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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
612-625-8274