F INGER L AKES, NY T HE E VOLUTION OF THE W INE T OURING E XPERIENCE TO T HE B EVERAGE T OURING E XPERIENCE Valerie Knoblauch 1/29/15

F INGER L AKES, NY A.K.A. I T HINK WE ’ VE H ELD U P P RETTY W ELL ! T HE A RT OF A GING Valerie Knoblauch 1/29/15

Valerie – 1976 First Tourism Job - Wine Industry Tour Guide at Gold Seal Vineyards 125,000 Visitors – One of Four Wineries – Free tastings, must tour to taste – Why? Sell wine!

Wineries – 1976 Wine Industry Tour Guide 125,000 Visitors, one of four wineries offering tours!

Valerie – 1984 Finger Lakes Destination Marketing You could not even go into a restaurant and be guaranteed Finger Lakes Wine New York Wine and Grape Foundation

I T ’ S A NEW DAY ! A NEW W AY ! W HY ARE ALL THESE OTHER WINERIES IN MY MARKETPLACE ?

Valerie – 2015 Finger Lakes Visitors Connection 125 wineries/wine centers/wine tasting rooms Craft Breweries Distilleries Craft juices NY Wine and Culinary Center Culinary Tourism

The Evolution of the Beverage Experience in New York’s Finger Lakes

Events Dosage Your Own – I want it my way, with my name on it Hands-on Anything - Competitions Culinary Pairings

Consumer says, “I want a ….” Wine Tour? Brewery Tour? Cider tasting? Cheese? Sweet Trail? We say …. “Come on and Take the Trail!”

Retail Savvy Three Bros. Winery at Eastview Mall

This is not Your Grandfather’s Tasting Experience

What? A Brewery in a Winery?

Consumer Engagement

#FLXperience campaign - The Results 1,312 - #FLXperience unique photos shared by visitors on Instagram during the contest dates 3,098,978 – Total social impressions 1,453,566 – Total print and TV impressions 8 – Traditional media clips 6 – Print/web stories 2 – Television appearances

Wine - Beverage Touring – A-B-Cs AUTHENTIC BRAND BUILDING Is the brand ONLY wine? – 1984 – Yes – the brand was wine – 2015 – It is a local, small batch, craft experience CONSUMER FOCUSED; CONSUMER ENGAGED – Use the studies – Create the engagement

Beverage Touring X – Y – Z’s X’s Mark the Spots – Trail it up! Y – WHY? – Make Some Money? Z – Add the Zest – Have Fun! I had to get a picture of my one year old grandson in here and this is the next to the last slide. Meet Hudson Knoblauch!

VisitFingerLakes Finger Lakes Visitors Connection Valerie Knoblauch #FLXperience