“2011 marked the 17th year of consecutive growth of wine consumption in the US ...” - WIne Market Council“After three years of slower than usual winery growth throughout the United States ... the total number of wineries has made a healthy jump: 9 percent in 2010 compared to 2 percent in 2009 .. (to a total of nearly 6,000 bonded wineries).- Wine Business Monthly (2011)“California with a total 3,519 wineries led the pack by a rather large margin. Trailed by Washington State (669) and Oregon (538).” - Wine Vines Data (2011)
Wine & Food Tourism (3) WINE TOURISM & WINE REGION SUCCESS FACTORS:Wine tourism’s ability to drive tourists to a rural wine region of course closely relates to not just how well it is marketed, but to how well it provides (or develops) certain important complementary visitor destination characteristics*. Including key services & activity options desired by visitors.It is these companion qualities that can influence the extent of destination success with tourists, and ultimately the changing qualities (satisfying or otherwise) of the visitor experience itself. As with newly discovered and rediscovered destinations in general, many of the new world wine regions can follow a lifecyle pattern of moving from small & intimate to large & bustling. And depending on the visitor type, this can either enhance or detract from the wine destination experience they are anticipating. Such wine regions can vary in size from the large and better known (e.g. Napa and Sonoma in California or Hunter and Barossa in Australia) to the small, emerging and intimate (e.g. Willamette in Oregon and Mudgee in Australia). Some are close to huge cities, some have far more or less traffic.Each type possesses its own strengths.The larger usually provide visitors with more experience options. And while both destination types may provide a ‘cellar door’ or ‘tasting room’ experience, the smaller and less developed may still allow visitors to meet the winemaker in low key surroundings.*Wine destination success factors (for emerging wine regions) include:•Sufficient critical mass of wineries - with tasting facilities open and accessible to the public, at logical visitor hours (daily or near daily). •Ease of access & proximity to cities, metropolitan areas & highways.•Interesting accommodation options, including B&Bs with ensuites. •Atmospheric food/dining options, matching the quality of the wines. •Complementary activity/entertainment options - outdoor & evening.•An enticing, seasonal festival & events program (often music based).•Good signage, wayfinding & interp in general. Also for themed trails.