Partnerships in Regional Marketing. The nature of partnerships Wine tourism Great River Road Wine Trail.

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Presentation transcript:

Partnerships in Regional Marketing

The nature of partnerships Wine tourism Great River Road Wine Trail

Partnership Mutual self interest Mutual respect Mutual understanding

Explore Wine Tourism: Management, Development & Destinations Products Quality wines Packaging Accessibility Customer service Resource protection & enhancement Promotion Branding Specialty programming & events Tourist appreciation Unique experiences Niche market

The Impact of Wine, Grapes, and Grape Products on the American Economy (2007) Overall impact: $162 Billion Jobs: 1 million+ Taxes: $17 billion Wine-related tourist visits: 27 million Wine-related tourist expenditures: $3 billion

Total Economic Impact (Minnesota-2008) Grape Growing WineriesWine Tourism Total Direct & Indirect Impact $13,611,160$ 8,502,775$14,051,008$36,164,943 Employment Labor Income$ 4,393,261$ 2,882,217 $ 3,534,568$10,810,086

Events & Visitors Wine making (3900) Tour groups(34,000) Wine appreciation (23,000) Ladies nights (14,000) Charitable (48,000) Large groups (29.000)

Minnesota Wine Trails

Great River Road Wine Trail

Membership - Broad area of “SE Minnesota/SW Wisconsin” - Some wineries added/some decide to drop out Initiatve - Wine trail idea not new ( John Marshall, Marv Seppanen) - U. of M. role: Facilitator -Diverse experience

Wine Trail Development Questions What common elements tie the wineries together? What type of organization is needed? What talents are available to get it started? What type of investment are we prepared to make? How will the trail become sustainable?

Wine Trail Organization Informal - Meet via conference call - Consensus decisions (“can we live with this?” Formal - Establish LLC - Establish bank account - Establish brochure - Establish web site (

Wine Trail Events Grand Opening Weekend (June 20-21) Pre-Holiday Celebration (November 14-15)

Wine Trail Media Pierce County Herald Prescott Journal Rochester Women (magazine) KAAL-TV Rochester TV Des Moines Register blasts Web site links GRR web site MGGA web site

Passport Program/Other Attractions

2010 & Beyond Organization & operations New members Events Marketing strategy (AVA designation) Impact on business: sales & service

Contact Information For additional information, contact any member of the GRR Wine Trail or: Kent Gustafson University of Minnesota Tourism Center