Wine Business Workshop Appalachian State University May 19, 2011 - - PowerPoint PPT Presentation

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Wine Business Workshop Appalachian State University May 19, 2011 - - PowerPoint PPT Presentation

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Wine Business Workshop Appalachian State University May 19, 2011 NC Wine & Grape Council Policy making board within NC Department of Commerces Division of Tourism, Film and Sports Development Established in 1986, and moved from

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Wine Business Workshop Appalachian State University May 19, 2011

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NC Wine & Grape Council

  • Policy making board within NC Department of

Commerce’s Division of Tourism, Film and Sports Development

  • Established in 1986, and moved from Dept. of

Agriculture to Dept. of Commerce in 2005

  • Meets quarterly across the state and open to the

public.

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Council Members

  • 11 members appointed by Secretary of Commerce
  • 7 grape growers, 3 winery operators, 1 retailer

Grower Category Jerry Douglas – Biltmore Estate Bill Hatcher – Duplin Winery Robert Hinnant – Hinnant Family Vineyards Frank Hobson – RagApple Lassie Vineyards Kim Myers – Laurel Gray Vineyards Buddy Norwood – Shelton Vineyards Dan Smith – Cypress Bend Vineyards Winery Operator Category Mark Friszolowski, Chair – Childress Vineyards Michael Helton – Hanover Park Vineyard Joe Neely – RayLen Vineyards Retailer Category Ed Cook – Harris Teeter

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Mission

  • To facilitate development of North Carolina’s

grape and wine industries by enhancing product quality for consumers, and encouraging economic viability and opportunity for growers and processors through education, marketing, and research.

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Funding

  • Formerly a special fund funded by excise tax on

wines produced and sold in NC

  • Moved to the state’s General Fund in 2009
  • Budget has been reduced the past two years
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Industry Statistics

  • 106 Wineries from mountains to the coast
  • Celebrated 100th winery in 2011 – Cauble Creek

Vineyard

  • New wineries opening at rate of one per month
  • Rank 10th in U.S. for number of wineries
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Wineries Rapid Growth

8 21 52 100

20 40 60 80 100 1993 2000 2005 2010

Year

# of

Wineries

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Industry Statistics

  • Rank 9th in wine and grape production in U.S.
  • 400+ commercial vineyards, 1800+ acres of grapes
  • 3 AVA’s: Yadkin Valley, Swan Creek and Haw

River Valley

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NC Wineries

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Wine & Culinary Tourism in NC

  • #5 in the nation for wine & culinary

tourism, behind CA, FL, NY and TX

  • #3 in the nation in wine-related travel,

behind CA and NY

Source: Travel Industry Association of America, 2006

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Winery Visitation

  • Average around 800,000 visitors per year
  • Typical visitors are older, educated, with higher

household income

  • 53% are from NC and nearly 40% surrounding states
  • Majority are also going sightseeing, shopping, eating

and visiting friends/family on their trip

Source: ASU Winery Visitor Profile Study, 2007

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Economic Impact = $813 million

Full-time Equivalent Jobs 5,700 Wages Paid $158 million North Carolina Winery Sales $48.2 million Grape Sales $3.7 million Wine-Related Tourism Expenditures $122.4 million Number of Wine Related Tourists 800,000 Taxes Paid (state and local) $38.5 million

Source: MKF Research of Napa Valley based on 2005 data. Council is replicating economic impact study in 2011.

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Council Initiatives

  • Marketing
  • Public Relations
  • Industry Relations
  • Research & Extension
  • Websites
  • Publications
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Marketing

  • Billboard and cooperative campaign across NC
  • Internet advertising
  • Fresh grape marketing with NC Dept. of

Agriculture

  • Print advertising
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Marketing

  • Agricultural Tourism Highway Signage
  • Administered by NC DOT and
  • Dept. of Agriculture
  • Requirements: Open at least

10 months per year, 4 days per week for a minimum of 32 business hours

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Public Relations

  • Customized pitching to local and national outlets
  • Media missions to regional locations
  • Festivals, fairs and culinary events
  • Media.visitnc.com
  • 2009-2010 PR program:

invested $25,000 received ad value worth $450,000 reached 9.2 million people

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Industry Relations

  • Industry updates
  • Newsletters
  • Events and
  • pportunities
  • Seminars and

workshops

  • NC Winegrowers

Association

  • NC Muscadine Grape

Association

  • WineAmerica
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Research & Extension

  • Partner with local universities for grape and wine

research specific to North Carolina

  • 6 projects funded in 2010
  • 5 projects funded in 2011

Topics Include:

  • Nutrient Response
  • Quality Improvement
  • Muscadine Breeding
  • Grape Cultivars
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Consumer Website

www.visitncwine.com

  • Listings and map of NC

wineries

  • Links to your website
  • Events calendar
  • Updates through your

county

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Industry Website

www.nccommerce.com/wine

  • Industry news and events
  • Info for prospective

wineries and grape growers

  • Grape supplies and

classifieds

  • Resources and marketing

tools

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Social Media

www.facebook.com/NorthCarolinaWineGrapeCouncil www.twitter.com/VisitNCWine

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Publications

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Requirements

  • Register with NC Wine &

Grape Council

  • TTB and NC ABC permits
  • 5% of total production must be

from NC fruit/juice

  • Tasting room open to the

public

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Contact Information

Justin Furr NC Wine & Grape Council Email: jfurr@nccommerce.com Phone: 919-715-9463 Industry website: www.nccommerce.com/wine Consumer website: www.visitncwine.com