2009
Mission The NC Wine & Grape Council facilitates development of North Carolina grape and wine industries by Enhancing product quality Encouraging economic viability Increasing opportunity for growers and processors
Wine & Grape Council Board Members Joe Neely, Chair Mark Friszolowski, Vice Chair Ed Cook Sandon Dennis Jerry Douglas Bill Hatcher Robert Hinnant Frank Hobson, Jr. Charlie Shelton Dan Smith Michael Helton Margo Knight Metzger, Executive Director
Funding Structure Excise tax on production and sale of wine in NC Annual appropriation of $900,000
Wine Tourism: Good for North Carolina Proven economic development force Creates good stewards of the land Attracts more visitors Enriches overall travel experience Sell more wine, grow more grapes and strengthen NC s economy
Audiences Wine tourism community Media North Carolinians Our guests Neighbors
Measurement/ROI Web and media activity Overall inquiries Attitude and awareness Winery visitation and on-premise sales Visitor behavior/satisfaction study Economic impact Annual report
Building Wine Tourism According to a recent study, the annual economic impact of the North Carolina wine and grape industry is $813 million, with 5,700 jobs created. A 2007 national survey cited North Carolina as one of the top five state destinations for wine and culinary tourism activities in the United States.
Research & Extension A record $222,647 in research funded this year. Research results and reports are posted online at http://tinyurl.com/kled24
Research & Extension Current Projects: Reestablishing Muscadine grape breeding program Optimized grape & wine potential Crop level management in Cab Franc Evaluation of grape cultivars & clones for NC Evaluation program for NC wines Effects of phenolic compounds in NC grapes Spray program to reduce leafhoppers Nutrient response in Vitis Vinifera Nitrogen fertility on Muscadine grape cultivars Petit Manseng quality Sentinel vines powdery mildew sensitivity to fungicides Soil erosion control methods in steep slope vineyards
Special Events Wine Festival sponsorships: Salute! The NC Wine Celebration Toast to the Coast (canceled) NC Muscadine Festival Other annual events: NC State Fair Wine Competition Mountain State Fair: Muscadine grape tasting Grape Day at Raleigh Farmer s Market
Marketing Program Overview Large Format Advertising Wineries Map/Brochure Paid Media/Advertising Public Relations/Events Retail Promotion NC Wine Challenge Web Site Development
Large Format Advertising Generating awareness and directing public to wineries 35 Billboards across the state 9 indoor posters in malls 7 cooperative billboards - cooperative opportunities available both indoor and outdoor For the locations of billboards and details on participating: www.nccommerce.com/en/tourismservices/nurturewineandgra peindustry/resourcesandlinks/marketingtools
Billboard and Cooperative Billboard Design
Map & Guide to NC Wineries Includes more details on each winery Enhanced map much more useful for drivers Amenities listed Small inset maps for each winery location Available at visitor and welcome centers, CVBs, and online for download
2009 Travel Guide Sponsored full-page ad and 2009 fold-out travel map with all wineries and information 700,000 copies distributed through visitnc.com, Visit NC call center and welcome centers
Paid Media/Advertising Targeted reach focused primarily in-state, followed by key drive states/markets Print advertising for reach and visual branding Radio and online to reach opinion leaders and wine interest groups Wine/Food Ad Network
2009 Paid Media/Advertising Timeline Jan Feb Mar April May June On-sale mid Feb On-sale mid Feb Mar/April Issue Oct-Mar Issue Site Live Wine/Food Online Ad Network: 7.5MM impressions NPR NPR NPR NPR NPR NPR NPR NPR Weeks of: 2/23 3/2 3/23 4/6 4/27 5/4 6/8 6/15 10 spots/week across NC
Public Relations/Events Media missions Charlotte, Raleigh, Atlanta, etc. Pitch stories and events to local & national media, reporters, and food & wine journalists for NC wine placements Southern Living, Cooking Light, Wall Street Journal, News & Observer, etc. PR value for 2008-2009 worth $3.5 million in ad value and reached 9 million people View the 2008-2009 PR efforts at www.nccommerce.com/en/tourismservices/n urturewineandgrapeindustry/resourcesandli nks/marketingtools
Education & Outreach Electronic newsletters for Industry - From The Cellar, Consumers - Carolina Uncorked Info on NC wine, news, events and opportunities. Public understanding of NC wines and grapes Newsletters are posted and archived online at http://tinyurl.com/mmfue3
Retail Promotion
NC Wine Challenge Sampling NC wines to increase awareness and sales Tastings at grocery stores, retail shops and malls About 30-40 tastings every month Tastings schedule posted online in events at http://tinyurl.com/n3q8yd
Industry Web Site www.nccommerce.com/wine Industry news and events Info for prospective wineries and grape growers Grape exchange and classifieds Marketing tools Resources and links
visitncw ine.com Consumer Web Site Re-launched in Feb. 2009 Profiles of wineries and links to websites Event listings Interactive map Press room Vibrant, fresh imagery www.visitncwine.com
visitncw ine.com Consumer Web Site visitncwine.com Tracking Highlights Feb. May 2009
Collaboration w ith Agriculture Muscadine Press Kit Muscadine Grape Pick-Your-Own Directory Radio and retail support for fresh Muscadine grapes See an update on fresh Muscadine grape marketing at www.nccommerce.com/wine/ news
Wine & Grape Council Q & A Questions submitted from NC wineries and Answers from Joe Neely, Chair of the NC Wine & Grape Council Question: Why has North Carolina not gotten behind an industry which could generate THOUSANDS of tax revenue dollars by teaming with the industry instead of against it? Virginia identifies the wineries with free road side signs attracting tourists to the winery sites. The state benefits from the tax dollars gleaned from non state residents. Why is North Carolina so behind? Why do they not want the out-ofstate tax dollars? Answer: The Wine & Grape Council promotes all wineries heavily with billboards throughout the state and offers cooperative billboard opportunities. The council also does advertising, marketing and public relations for wineries both locally and nationally. The winery road signs are up to the individual winery s choice and responsibility. Question: How will North Carolina s current budget crisis further impact the Wine & Grape Council, its mission, and its public relations programs? Answer: The council does not have its budget yet for 2009-2010. The state budget is still being finalized in the House and Senate. We hope to continue our same efforts next year but we don t know how we will be affected until the final budget comes out. Question: What is the Wine & Grape Council s position on the proposed state excise tax increase on wine? Answer: The council did submit a letter to Governor Perdue on behalf of the NC wine industry promoting the economic impact of our wine industry to the state and how such taxes could effect it. However, the current budget proposed by the NC House of Representatives does not contain any new taxes on wine. The council can only wait and see what happens with the final budget.
2008-2009 Wine & Grape Council Budget Research $222,647 Wine Challenge $150,000 Billboards $495,000 Print Ads $ 66,200 Travel Guide $ 75,000 Public Radio Ads $ 33,800 Online Ads $ 25,000 Public Relations $ 35,000 Web Site $ 35,000 Brochure $ 27,334 NCDA&CS Fresh Grape $ 24,567 Festival Sponsorship $ 13,500 Administration $121,493 TOTAL $1,293,177