Randy Thompson Publisher Virginia Wine Lover April 18, 2011

Disclaimer Disclaimer : Patrick Evans-Hylton, the editor of Virginia Wine Lover Magazine, knows wine, food and good journalism. Patrick is a sommelier, a certified chef, published author and writer for many years.

Disclaimer Randy Thompson likes to drink wine.

III. MARKETING VTC FY 2007 – 2008 Profile of Wine Travel in Virginia The Virginia Wine Traveler: Defined as in household trips 50+ miles away from home or with one or more nights away from home on a trip that included Virginia AND include a winery tour/tasting in Virginia.

The Virginia Wine Traveler represents an overnight guest to your destination. 94% spend 1 or more nights away from home with the largest percentage staying 2-4 nights at 59%. The Virginia Wine Traveler is an educated audience with 71% possessing college degree or higher and 29% have post graduate work/degree. The Virginia Wine Traveler is an affluent audience with 53% reporting income of over $75,000.

Virginia Wine Travelers spend more money than Virginia travelers in general. Medium Spending per Travel Party: At $540, spending by Virginia Wine Travelers tops the median spending by all Virginia travelers surveyed by $390 or 360%. Spending Category: Virginia Wine Travelers spend 50% more on entertainment, 54% more on shopping and twice as much on amenities such as golf, spa services, health club, etc. than average Virginia traveler.

433% more likely to go to a museum or art gallery. 440% more likely to go to historic sites or churches. 600% more likely to tour old homes/mansions. 525% more likely to go hiking or backpacking. 700% more likely to go whitewater rafting/kayaking. 400% more likely to go biking. 380% more likely to enjoy fine dining. 600% more likely to attend a motor sports/NASCAR event.. 850% more likely to go to a cavern. 450% more likely to participate in nature travel/ecotouring. 366% more likely to go to a state park. 380% more likely to go to a theme park. 350% more likely to go to a zoo. 700% more likely to go to a special event or festival. Virginia Wine Traveler are more active and engaged than the average Virginia travelers. All Virginia destinations possess at least several of these assets as part of your brand. Adding Virginia Wine to your branding is a logical extension.

Virginia Wine Travelers show a higher rate of satisfaction with their visit versus Virginia travelers overall. 93% of Virginia Wine Travelers say they are extremely satisfied or very satisfied with their visit. Virginia Wine Travel is a planned purchase. 60% of Virginia Wine Travelers indicate that they spent between 1 month and 1 year planning their Virginia Wine Getaway.

How your CVB can take a leadership role in attracting wine travelers.

Sponsor a Virginia Wine Festival (whether you have wineries in your area or not).

Tie Virginia wine in with an existing festival or event.

Coordinate and facilitate the marketing efforts of the wineries in your region. Create an event around Virginia wine – sponsor a seminar, a tasting and wine pairing. Bring in a viticulturist from a local community college, local winemakers, sommeliers, and local restaurants.

How Virginia CVBs have taken a leadership role to create a full page presence in Virginia Wine Lover.

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