Every winter, we host a meeting of New York State's wine trails (now numbering 20, from all over the State), and it always turns out to be a highly instructive and productive meeting for everyone involved. The purpose is basically to share information: How is your trail organized and funded... How was last year...What events are most (or least) successful...What are the key issues your trail is facing?
For the new trails in particular, the information is invaluable as they try to build a new organization and promotional mechanism. But even the "old-timers" say they always learn more than they teach. The discussions are also a great reflection of the challenges facing the whole industry. This year's top ones:
-- Industry Growth: While it's great in some ways that new wineries are popping up all across the state, the basic problem is that the number of tourists is not increasing proportionately--which means smaller pieces of the tourist pie, particularly for the long-time wineries that inspired this growth. Several of our (NYWGF) programs are designed to increase tourism, but still can't be expected to stimulate the growth rate needed to solve this problem. So it will remain on the table, and we will continue working together toward solutions. (While the example here is tourism, the same principle applies to New York wines in regional liquor stores and restaurants, which is one reason we have an export program to help expand the off-premise market.)
-- Other Craft Beverages: This is a complex issue as well, about which there is very divided opinion among wineries. Just as the wine industry has grown strongly over the past couple decades, and explosively since 2011, the craft beer, spirits, and cider sectors have also increased dramatically. And, like it or not, they are here to stay. Some winery owners see the other beverages as direct, destructive competitors which have benefited from the wine industry's example; others see the new beverages and their producers as opportunities for cooperation, with several wineries now also producing the other beverages along with wine. This too is an issue that will remain with us and require lots of conversation (and wine).
-- Bus/Limo Tours: This is not as big or urgent a problem as it used to be, primarily because many trails and/or wineries have taken specific measures or even created formal programs to eliminate rowdy, inebriated consumers from disrupting everyone else. But it still requires vigilance, discipline, and firmness. There is also unanimity on who are the absolute worst offenders: Bachelorette limo tours. The stories I have heard about their behavior are simply unbelievable, and not suitable for this publication.
-- Cooperation: This is by no means a universal issue among trails. Roughly half feel that the level of cooperation among trail members is just fine, and the other half cite it as a challenge, at least at times. To some degree, this reflects the age of the trail, with the longer-established ones more used to the idea that they really must work together to succeed, but some of the members of the younger trails still low on that learning curve.
-- Geographical Disparity: This too varies greatly depending on, well, geography. Some trails -- Like Seneca, Lake Erie, Long Island -- are simple for consumers to navigate, and easy for trail members to get together. But there are some where the distances between wineries, complex routes, or both make it all much harder.
In any case, as I explained to the group of wine trail representatives, even in years when our funding was severely cut, our continuing financial support of the trails was always a top priority. That's because they bring tourists to the wine regions throughout the state, stimulate direct-to-consumer sales by the wineries, and help build the local economies.
They're a major reason why there are now more than 5.3 million tourist visits annually, with wine-related tourism expenditures, and State and local taxes, each exceeding $400 million. What a gold mine!
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