oregon wine board update...• used by industry associations to apply for grants • deliver...
TRANSCRIPT
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OREGON WINE BOARD
UPDATE
Oregon Wine Symposium
Feb. 21, 2017
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MARIE CHAMBERS
VP Finance and Administration
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QUALITY METRICS
Only 1% of wine produced in the United States is from Oregon…
… yet Oregon accounts for 20% of domestic wines rated at 90 points or higher by Wine
Spectator over the last TWO years
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Support enological, viticultural and economic research to develop sustainable business practices.
Support the promotion of Oregon’s wine grape growing
and wine making industries.
Encourage coordinated, cost-effective projects that are integrated to implement the board’s strategic statewide
objectives for the development of world-class wine grape growing and wine making within Oregon.
MISSION AND FOCUS MISSION AND FOCUS
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STRATEGIC INITIATIVES STRATEGIC INITIATIVES
• Develop awareness and appreciation of Oregon wine quality among consumers
• Engage with trade gatekeepers to increase availability of Oregon wine
• Foster industry understanding and impact of funded scientific research
• Drive competitive advantage thru industry education
• Cultivate industry adoption of and engagement in Oregon Wine Board programs
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FUNDING BREAKOUT
$25 per ton tax paid by
wineries and vineyards
Federal MAP Grant & SCBG
2₵ per gallon of wine sold
in Oregon
Participation fees and
event tickets Grape
Assessment 59%
Privilege Tax 10%
Event Income
9%
Grants 22%
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• Wine Country License Plate Grant Program for tourism marketing
• Market Access Program and others for international marketing
• Specialty Crop Block Grant Program for education development
• Agriculture & Food Research Initiative for viticulture research
GRANT ACTIVITIES
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• Used by industry associations to apply for grants
• Deliver information to media and to answer general inquiries
• It helps tell the Oregon story to buyers through the Oregon Wine Resource Studio
• Aids in economic impact valuations which support lobbying efforts at the state and federal level
• Grape pricing benchmarks for the industry
OREGON VINEYARD & WINERY SURVEY
Please
complete
surveys by
MARCH 15
Why is this information important?
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VISIT OWB STAFF TOMORROW
YOU ARE
HERE
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JESS WILLEY
Director of Marketing
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PRIMARY MARKETING OBJECTIVE
TRADE
Restaurant buyers / Sommeliers Fine wine retail buyers Distributor brand managers
CONSUMER
High Frequency (consume >1x / week) High End (purchase >$20 monthly) Tourists and home-market consumers
CREATE OREGON WINE EVANGELISTS
among trade and consumer influencers
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MARKETING: OREGON WINE RESOURCE STUDIO
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CONTENT COLLABORATORS
Geology Dr. Scott Burns
Portland State University Kevin Pogue
Vin Terra Consulting
Climate Dr. Greg Jones
Southern Oregon University
Maps Jordan Thomas
Everyvine
History Oregon Wine History Archive
Oregon Historical Society Southern Oregon Historical Society
AVA Associations Applegate Valley Vintners
Chehalem Mtns Winegrowers Columbia Gorge Winegrowers
Dundee Hills Winegrowers Eola-Amity Hills Winegrowers
McMinnville Winegrowers Ribbon Ridge Winegrowers Rogue Valley Winegrowers Southern Oregon Wineries
Umpqua Valley Winegrowers Willamette Valley Wineries Walla Walla Wine Alliance
Yamhill-Carlton Winegrowers
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TEMPLATE KIT
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Since launch…
7,263 sessions
by 4,856 unique users
8% of whom were from outside of U.S.
938 downloads by 443 unique users, including…
34 distributors
73 educators
23 restaurants/retailers
22 media
… and hundreds of wineries in and out of Oregon!
OREGON WINE RESOURCE STUDIO
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OUR NEXT STEPS • Develop new multimedia content
• Keep content up-to-date
• Build and capitalize on network of trade world-wide
YOUR NEXT STEPS • Visit OregonWineResourceStudio.org and start creating
• Share the link with your distributor network
COMING SOON: OREGON WINE eCAMPUS OREGON WINE RESOURCE STUDIO
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- NAME
- Publication, Date
- H A R R Y P E T E R S O N - N E D R Y
Founder, CHEHALEM Wines, est. 1990
I must say the [Resource Studio] site is
magnificent, being thorough, fair to all
parts of the state, and with the
implementation impressively done!
Amazingly valuable summary of who
we are!
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OREGON WINES FLY FREE
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OUR NEXT STEPS • Survey participating wineries
• Develop new tasting room materials
• Work with partners on promotional opportunities
YOUR NEXT STEPS • Take the survey
• Remind your fans and followers
• Use it in your AVA and wine trail marketing
See industry.oregonwine.org for toolkit containing instructions
OREGON WINES FLY FREE
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TOURISM RESOURCES
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SHOW BEFORE PHOTO
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OUR NEXT STEPS • Ship pre-orders
• Inspire visitation by promoting physical and digital guide and itinerary builder
YOUR NEXT STEPS • Order guides for your tasting room
• Claim and maintain your online profile
• Share the digital guide with your mailing list and social audiences
See industry.oregonwine.org for toolkit containing instructions
TOURISM RESOURCES
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OBJECTIVES
1. Build the Oregon wine brand with consumers
2. Encourage a swell of trade support
3. Create a platform for winery programs
OREGON WINE MONTH
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CONSUMER MARKETING
MULTI-CHANNEL Digital, radio, social
MULTI-MARKET Oregon, Seattle, San Francisco
TARGETED OUTREACH High end wine consumers
BROAD EXPOSURE Early March to end May
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• Five Oregon Wine A-List chefs
• Food and wine pairings
• Recipes with pairing suggestions
• Culinary-themed sweepstakes
CULINARY CAMPAIGN THEME
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• Three-wine flight promotion
• OpenTable partnership (OR/WA)
• Bonus incentive for participating Oregon Wine A-list restaurants
ON-PREMISE OPPORTUNITIES
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OFF-PREMISE: WINE STEWARD DISPLAY COMPETITION
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REGIONAL ASSOCIATION EVENTS
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• All OWM consumer communications point to OREGONWINEMONTH.ORG
• #1 page visited during Oregon Wine Month 2015 and 2016
• Events calendar available FREE for all Oregon wine events
OREGON WINE MONTH EVENTS
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Visit industry.oregonwine.org to
Check out the Toolkit:
• Order POS for your tasting room
• Get sell sheets for your distributor
• Post an event to the calendar
• Download digital images and templates
… and much more!
Sign up for the Oregon Wine Month webinar
• March 2 at 10 a.m.
OREGON WINE MONTH RESOURCES
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VISIT OWB MARKETING STAFF TOMORROW
YOU ARE
HERE
Booth 545 for Consumer /
Tourism programs
Booth 710 for Trade Marketing
programs
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MICHELLE KAUFMANN
Communications Manager
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INDUSTRY WEBSITE
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INDUSTRY WEBSITE RESOURCES
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MARKETING TOOLKITS
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INDUSTRY WEBSITE MARKETPLACE
• Expanded functionality • Improved search
functionality • New email notifications
about your listing
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VISIT OWB STAFF TOMORROW
YOU ARE
HERE
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TOM DANOWSKI
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THANK YOU