Between the Vines Collectively speaking...
Central Okanagan wineries latest group to establish promotional alliance.
By Judie Steeves W
ineries in the Central Okanagan might not be the first in the province to band together to brand the area to wine-loving tourists, but they now have formed a collective to develop a strategy for raising their profile.
It’s an initiative of Tourism Kelowna, along with 15 area wineries, including some of the valley’s oldest and some of the newest. The group has hired Coletta and Associates to come up with a strategy which is scheduled to be unveiled next spring.
“We’re excited to be involved in this initiative right from the ground level,” said Gordon Fitzpatrick, president of CedarCreek Estate Winery. “Forming a collective with our neighbour wineries is a smart business decision that will grow patronage of our wineries and destination as a whole. “Linking with the research, resources, and promotional track record of Tourism Kelowna is a strong point, too, not to mention the ability to dovetail with the established reputation and draw that Kelowna represents as a destination.” The goal is to increase visits to the wineries, as well as bring more visitors to the area, which will increase business for accommodation and other sides of the industry, explained Tom Ignatzi, consumer programs manager for Tourism Kelowna. Kelowna-area wineries are a magnet for visitors and forming a collective to market the whole area as a destination will only increase that, he believes.
Participating wineries are: Arrowleaf Cellars, Camelot Vineyards Estate Winery, CedarCreek Estate Winery, Ex-Nihilo, Gray Monk Estate Winery, House of Rose, Little Straw Vineyards, Mission Hill Family Estate, Okanagan Villa Estate Winery, Quails’ Gate Estate Winery, SpierHead Winery, St. Hubertus and Oak Bay Estate Winery, Summerhill Pyramid Winery, Tantalus Vineyards, and Vineyards Estate Wines At Calona Vineyards.
Hand-in-hand with this initiative, Tourism Kelowna brought out a new brochure this year called Studio and Farm Tours, which highlights 37 artisans, farms and wineries in
the region, from Arlo’s Honey Farm and Arrowleaf Cellars, to the Orchard Industry and Wine Museums, Gatzke’s Farm Market and Paynter’s Fruit Market. “We had these hidden gems,” explained Ignatzi. “This creates awareness. There’s been tremendous growth in the number of wineries as well as in studios and farms open to the public,” he added. There’s room for expansion in both initiatives, he says. Just contact him at Tourism Kelowna, if you’re interested.
As well, the Thompson Okanagan Tourism Association produces a wine guide and promotes agri- tourism in its brochures. Ellen Matthews of TOTA says while they focus on increasing overnight stays, food is drawing people to the area now, and they’re always interested in partnering with groups like growers to promote wine and food tourism. Ellen Matthews of TOTA says
JUDIE STEEVES Gordon Fitzpatrick
while they focus on increasing overnight stays, food is drawing people to the area now, and they’re always interested in partnering with groups like growers to promote wine and food tourism.
Viticulture & Wine Studies Register now for
Okanagan College offers internationally recognized Wine Studies and Viticulture Certificate programs and courses.
For more information on starting dates and registration, please contact Continuing Studies at the Penticton Campus.
Phone: (250) 492-4305 Toll Free: 1-866-510-8899
Email:
cssouth@okanagan.bc.ca www.okanagan.bc.ca/cs
SHUSWAP REVELSTOKE • NORTH OKANAGAN CENTRAL OKANAGAN • SOUTH OKANAGAN SIMILKAMEEN British Columbia FRUIT GROWER • Fall 2010 19
OCRTP18312
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24