So in a new year coming off recent press of our area being the number 5 destination for U.S. wine travelers and with Sunset Magazine calling us (Southern Oregon to be exact) the next Napa Valley, I can not help but feel an overwhelming desire for an event like this to really develop into the high end wine experience you would expect when visiting a world class wine region. To see our signature events take themselves a bit more seriously and gear themselves less toward the “partier” and more toward the wine interested attendee.
For those who read this column on a regular basis you are probably well aware that no one enjoys a party more than me. I just feel strongly there is a time and place for everything and just maybe, we could take this wonderful tradition of our barrel tour and bring it to the next level! I would love to see the barrel tour expand into a two or three day weekend event. Perhaps we could even have barrel samples at every winery so those attending for the first time would feel like there was some validity to the name. There is very little that excites wine lovers as much as the opportunity to taste young wine from the barrel! Event goers would transport themselves in their own vehicles and on their own schedule to each winery. This would create the feeling of a relaxed, gentile pace more conducive to the true wine experience and would allow for winery personnel and the wine makers to truly connect with their guests in a more meaningful way. Visitors would be able to choose the wineries they wanted to visit and would have two or three days to fit it all in. Having the time to truly experience each winery visit and their particular uniqueness supports those wine interested folks who are looking to expand their wine horizons. People who make wine a regular part of their lives will come away with not just a good time but will have a better understanding of what the Umpqua Valley has to offer. Those attendees desiring a party could hire a designated driver or a limo and party away. I think it is safe to say the turn out for an event like this may initially be less in numbers, but with the focus on quality and not quantity this type of event would grow quickly. For the host wineries as well as for those attending, I have no doubt having a few less people overall but with more people serious about wine appreciation, this type of tour would be a win win for all. Not to mention by spreading the event over two or three days encourages those from out of the area to stay for a while and support other businesses during their time here.
I am hugely respectful of the many years of the barrel tour event and give kudos to those who through the last two and a half decades have worked hard to keep this tradition intact and going strong. My experiences living and traveling other world class wine regions just makes me aware of areas we can improve and what we compete against. Taking away best practices from other high end, highly regarded wine events is smart and is how we will continue to live up to our expanding reputation. A reputation we no doubt deserve and one that will continue to grow if we keep raising the bar…
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