The Lower Austrian Wine Route

Transcription

1 Overview 1. Introduction 2. Goals 3. The Organisation 4. Marketing 5. Quality checks 6. Signs 1. Introduction The Lower Austrian Wine Route On Feb. 1 st, 2000 eight wine growing areas of Lower Austria founded the "Weinstraße Niederoesterreich" (Lower Austrian Wine Route). The eight areas are represented by 11 local offices. Members are: wine growing organisations, wine producers, hotels, restaurants, wine bars and other individual partners of these regional organisations. Alltogether the Weinstraße Niederoesterreich has about 1700 members and includes 830 km in Lower Austria. With about ha of vineyards Lower Austria is the biggest wine growing region in Austria (compared to the Burgenland with ha, Styria ha and Vienna: 700 ha) and is divided into 8 wine growing areas: Wachau (1,400 ha) Traisental (700 ha) Kremstal (2,200 ha) Wagram (2,800 ha) Kamptal (3,900 ha) Weinviertel (16,000 ha) Carnuntum (900 ha) Thermenregion (2,400 ha) 2. Goals Major goals of the Weinstraße Niederösterreich are the increase of wine tourism in Lower Austria (across all wine growing areas and during the whole year), the cross-sector co-operation between wine, tourism- and leisure business and also cultural initiatives,

2 an increase in quality and professionalism and synergies due to a co-ordinated development of the product and a joint effort to gain market shares. 3. The Organisation The Weinstraße Niederösterreich consists of 1700 members (communities, organisations, individual partners) which are represented by 11 local Wine Route offices with 1-2 employees each. The head office with 3 employees is located in St. Pölten in the building of the Lower Austrian Tourist Board (Niederösterreich Werbung). Figure: Organisation of the Weinstraße Niederösterreich

3 3a Responsibilities of the Responsibilities of the "Weinstraße Niederoesterreich" local offices Overall budget Co-ordinated development of products and corporate design (signs, info material...) Acquisition of members according to quality criteria Regional budgets Elaboration of new products Platform for the entire group, general representation towards the public Definition of regional tourism products and co-ordination/ organisation of events Sign-posting once prerequisites are fulfilled Co-ordination of regional players Marketing for the region Marketing for activities and products that concern more than one sub-region Co-operation with the "Weinstraße- Niederoesterreich" Co-operation with partners and sponsors External quality-checks Co-operation with the "Weinherbst" (wine touristic product specialised on wine related events in fall) 3b Budget The budget consists since the year 2000 of 1/3 member fees, 1/3 contributions of member-like partners (such as the Lower Austrian Chambers of Agriculture and Commerce) and 1/3 public funds. 4. Marketing a. Wine business The Weinstraße Niederösterreich want to offer our guests a dense and attractive wine experience on high quality level. Shopping facilities at the wine estates, tastings, tours through the premises and cellars Wine events, traditional customs, open house/cellar Wine markets, Vinotheques Wine taverns Wine seminars, awards and exhibitions Wine grower for a day -offers (helping harvesting, guided tours,...) Guided bike and hiking tours through vineyards Only a small amount of tourists is exclusively interested in wine, for the majority wine might be the motivation but not the sole reason for coming to Lower Austria. Therefore offers related with wine tourism should be combinable with products of leisure and tourism business and cultural programs. Twice a year we produce two catalogues which includes wine festivals, wine tastings, wine seminars, open house of Lower Austria and much more.

4 Cover of the Weinstraße Niederösterreich catalogue January-August b. Tourism business Any specialisation in tourism can only be based on a sound general offer (gastronomy and boarding). In wine areas wine also has to be visible and tangible at the partners in the tourism business (e.g. selection of high quality local wines also by the glass, decoration, glassware etc.): Wine specific events should highlight the general concern of wine culture (e.g. combination of culinary delights and wines or wine packages). c. Culture Although most of the cultural initiatives do not primarily concentrate on wine they should be included in wine-touristic offers (tips for trips) in order to improve variety and have a more diverse programme (e.g. museums, castles, palaces). In the course of the "Weinstraße Niederoesterreich" project there should of course be an emphasis on products that combine cultural and wine aspects. d. Leisure business In order to be more attractive for the guest and to prolong the length of stay the combination of various attractions of a region should be encouraged (e.g. themed bike or hiking routes, educational trails, paths through vineyards, tastings on Danube-ships etc.). 5. Quality checks The members of the "Weinstraße Niederoesterreich" together with a tourism consultant have elaborated a set of criteria for the wine route itself, the participating communities, wine taverns, restaurants, wine growers, vinotheques, farm holidays and bed and breakfast. The criteria are designed to fulfil the needs and expectations of the tourist. New members of the "Weinstraße Niederoesterreich" confirm herewith that they can deliver the requested quality. Each year 20% of our members are checked by external testers. 6. Signs All parts of the "Weinstraße Niederoesterreich" got standardised signs to lead the guests along the route. Requirements are: Definition of the route based on quality criteria Quality and density of members according to set standards Group has to agree that a region is ready to post the signs

5 Signs had been posted along the route and mark wine specific sights and highlights (e.g. Kellergassen - lovely little streets lined with cellars or wine museums). Members have signs at their entrances: and renowned vineyards will also get signs showing the logo, the name of the vineyard and the grape that is grown there. Participating communities will post info boards showing the route, sights, the location of members etc. Sign-posting was a regional project - the regional organisation had to define the route (which was then quality checked externally), calculate the number of signs needed, finance the project, apply for grants and actually post the signs. Please do not hesitate to contact us anytime if you should have any further questions about our organisation, we ll be pleased to help you. Team Weinstraße Niederösterreich

6 Impressions of the Lower Austrian Wine Routes