jim trezise president, new york wine & grape foundation › › resource › ... · new york...
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Wine Trails: A Magnet for Tourists Cooperation Pay$
Jim Trezise
President,
New York Wine & Grape Foundation
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New York Wine & Grape Foundation
Private, nonprofit, statewide trade association since 1985
All grapes and grape products: wine, juice, table grapes
All regions: Long Island, Hudson River, Finger Lakes, Champlain Valley, Niagara Escarpment, Lake Erie, Other
Promotion and Research
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Promotional Strategy
Bring the people to the wine (tourism generation)
Take the wine to the people (urban market promotions)
Spread the Quality message (wine competitions, magazine ratings)
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Wine Trail Evolution
1983: Cayuga Wine Trail created -- #1 in America
1985: New York Wine & Grape Foundation created
2016: 17 New York wine trails spanning the state (Long Island, Dutchess, Shawangunk, Cayuga, Seneca, Keuka, Canandaigua, Thousand Islands, Lake Ontario, Niagara, Lake Erie, Chautauqua, Adirondack Coast, Cooperstown, Hudson-Berkshire, St. Lawrence, Upper Hudson Valley)
Provided model for other states
Provided model for other commodities (beer, cheese, maple, etc.)
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Key Elements
Unity—Competitors collaborating
Geographical logic (logical geography)
Bylaws, financial structure, regular meetings
Highway signage
Brochure
Website
Special Events
Advertising
Unity
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Unity
“Diversity is our Strength. Unity is our Power.”
Intend to agree
Disagree agreeably
Leave your ego at the door
Think beyond yourself
Try things
Fear not failure
Keep changing
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Targeted Marketing
Friends and neighbors
Concentric circles
Wine Club members
Direct shipping
Special events
Urban market focus
Varietal focus
Public relations
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Highway Signage
Interstate (if allowed)
State roads
Uniform design
At winery entrances and exits
On brochures and website
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Brochure
“Printed website”
Winery information (location, hours, credit cards, etc.)
Maps
Tourist information (hotels, B&B, restaurants)
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Website
“Electronic brochure”
Same basic information, but more extensive
Trip planner
Hot links to wineries, other members
Mobile version
“Discover New York Wineries” Interactive Infographic
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Special Events
4-7 per year
Themes: Holiday, Food, Season, Charity
Valentine’s Day through Christmas
Advance planning and promotion
Evaluation and adaptation
Revenue stream for wine trail
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Advertising
Social Media
Billboards
Select print
Radio and TV
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Results 1985 vs. 2016
Number of wineries: 63 vs. 418 (accelerating)
Number of wine trails: 1 vs. 17
Number of winery tourist visits: 340,000 vs. 5,200,000
Wine-related tourism expenditures: $401,000,000
State and local taxes paid: $408,000,000
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Results
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Industry Growth
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Industry Growth
2016
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Industry Growth
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Economic Impact
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Wine Trails: The Bottom Line
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
Competitions Collaborating
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Diversity is our Strength Unity is our Power
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Questions?
Jim Trezise
President, New York Wine & Grape Foundation
www.newyorkwines.org
Sam Filler
Executive Director, New York Wine & Grape Foundation
www.newyorkwines.org