Dundee Hills Winegrowers Association

1. Dundee Hills Winegrowers Association Annual Membership Meeting February 6th, 2018 Hosted by Vista Hills Catered by Red Hills Market

2. Welcome • Board Introductions • Organizational Structure & Membership update • Situation Analysis • 2017 Highlights, Accomplishments & Financial • 2018 Budget & Plan • Committees • OWB & OWA Update • Tom Danowski – Executive Director , OWB • Jessica Blauert– Membership Coordinator, OWA • Closing and Q&A

3. 2018 Board Introduction Officers Denise Flora, President Native Flora *Charles Hesson, Vice President Alexana Winery David Pasqualini, Treasurer Terrarossa Natalie Sigafoos, Secretary Dusky Goose Board Members *(indicates new board member) Scott Baldwin, Director De Ponte Cellars Gretchen Boock, Director Dobbes Clark Hoss, Director Franziska Haus Cathy Martin, Director Argyle *Sofia Torres, Director Cramoisi

4. Special Thanks Retiring Board Members • Jennifer Willis Erath • Monique Bailey Torii Mor Winery Many thanks for your contributions and your time to the DHWA over the past years.

5. DHWA Organizational Structure • DHWA is a 501(c)6 • Membership • All Volunteer Board • Board meets monthly • 3rd Tuesday of the month at 3:30 pm (unless noted) • Members welcome to attend any meeting • Communication • Email/Newsletter to members monthly • Networking (annual meeting, annual social, Mid-year networking/update meeting) • Website Member Hub (link located in the bottom left corner of website)

6. Dundee Hills Winegrowers Association Dundee Hills AVA Focus Other AVAs – Specific AVA Messaging & Activities Members – Their Unique Story OWB – Broad Oregon Wine Tourism Messaging Travel Oregon – Broad Tourism Messaging WVWA – Willamette Valley Messaging

7. Situation Analysis • Dundee Hills wines enjoy a prestigious reputation due to the qualitative commitment to vineyards and winemaking.  • The area is familiar to wine enthusiasts around the world.  • Additional AVA groups are organized and marketing (more options for the same consumers) • Travel/Tourism associations are marketing to the wine tourists (more resources being used to spread the tourism message) • WVWA – PR and marketing focus • Holding collaborative marketing meetings to bring all groups together and look for synergies (AVA, Travel & Tour, etc.)

8. 2017 Summary

9. Events around Events Deck the Hills Event Deck the Hills Event Oregon Wine Month Event Deck the Hills Event

10. SATW Event

11. Highlights of 2017 • Awarded a grant from Travel Oregon in support of the 2018 Dundee Hills Familiarization Tour • Successful grant submission endeavor • Worked with Dundee Tourism group for the Deck the Hills promotion • Marketing funding match • Allowed DHWA to extend advertising and marketing reach • SATW Event – collaborative effort with Travel Portland • PR • Stories and promotions to writers (wine samples with stories) • It started here for a reason…. (focused messaging) • Portrait of Portland and Seattle • Events around events • FBFW, Oregon Wine Month/Taste Dundee, Deck the Hills, Basco Fueled by Fine Wine Stats: 1253 registered runners, 47 states, 68% from Oregon/WA, 28 wineries poured. 2018 Race – July 8th

12. Social Media 2017 Goal: Increase FB fans • 258 net new fans, up 4.4% Goal: Increase FB reach • 563,318 impressions, up 22.1% Goal: Increase FB engagement • 7,586 engagements (reactions, comments, shares), up 32% Goal: Consumer Newsletter – Every two months • 5 consumer mails sent Goal: Continue encouraging #dundeehills hashtag • 10,185 to date • Goal: Instagram start-up focus (June) • Followers 295 to 642 (+217%) • Average impression 200 to 375 (+87%) Goal: Encourage members to submit events & help promote events/initiatives

13. 2017 Financial Review 1. 2017 dues paid in 2016 ($2,559.00) - $40,338.50 2. All 2014 Collections processed in 2018 = $11,640 so far (including shipping cost) 3. Includes $3,282.84 funded from Dundee Tourism Committee (1/2 of Deck The Hills Costs) 4. No PR firm hired, some costs paid in 2018 for Deck the Hills; remaining funds carry over for Familiarization Tour & other PR/advertising in 2018 (approx. $10,000). 5. Significant savings due to member wineries not charging for use of space (tech./marketing tastings sessions). Thank you Stoller and Red Ridge/Durant. 6. 2014 Vintage costs paid out 2018 = $3,799.20 (wine, cc fees) so far.

14. Vintage Collection Sales & Dollars *projected • Donating wineries – 2014 Collection: • Alexana Winery Bella Vida Four Graces • Erath Native Flora Nysa • White Rose Winters Hill • Donating wineries – 2013 Collection: • Alexana Winery Ayoub Bella Vida • Erath Four Graces Native Flora • Purple Hands Sokol Blosser Stoller • Torii Mor White Rose Winderlea • Winters Hill

15. 2018 Plan • Dundee Hills Familiarization Tour (June 8 – 11) • PR Effort • Stories promotion, wine samples • “It started here for a reason….” • Events around Events (where it makes sense) • 2015 Vintage Collection (revenue) • Consumer communication scheduled every other month • Website functionality uplift • Amenity search & possible geographic groupings • Brochure uplift (Images and premiere look & feel) • Social media targeting ads, etc. throughout 2018

16. 2018 Plan • Membership Support • PR – benefits all members • Website • Events on calendar & data feed to other calendars • Member networking opportunities • Technical tasting, annual meetings, etc. • Execution on focused Events around Events • Social media execution – consumer focused (facebook, Instagram, consumer emails, events)

17. Increase traffic to website via email and social media • Increase FB fans • Increase FB reach • Increase FB engagement • Consumer Newsletter – Every two months • Continue encouraging #dundeehillshashtag • Encourage members to submit events and help promote events/initiatives • Monthly events email (Wed, the 7th, V-Day events email) • Instagram • Increase followers, focus on consumer and Oregon visitors • Interact with notable and influential accounts to reach relevant audiences Social Media Goals

18. Programming – 2018 Q1 – Shoulder Season • Deck the Hills • Possible collaboration with the Dundee Tourism group again • Supported by Print Advertising & Social Media • Vintage Collection • Board meeting to discuss adjusting how this is done, possibly breaking it into smaller lots – purchase one or three. • Participating winery participation in sales effort a need • Overall promotion and marketing • Taste Dundee – April 28th • Meeting with organizer to understand their goals for2018

19. Programming – 2018 Q2 – The Season Begins • May – Oregon Wine Month • Promotions throughout the month via social media • Events calendar promotion (post events early) • June – Technical Tasting • Winemakers - 6/07/18 – Red Ridge/Durant • Sales/Marketing/Trade - 6/11/18 – Stoller • Will include Familiarization Tour Media • Consumer (Vintage collection buyers) tbd

20. Programming – 2018 Q2 - continued • Dundee Hills Familiarization Tour: June 8 – 11, 2018 • Drive year round destination oriented travel • Garner positive editorial publicity for Dundee Hills • Continue/foster relationships with media on an AVA level • Promote diversity in types of businesses included in tour • Targeting 5-10 writers within Travel, Lifestyle or Wine • Hayley Hamilton Cogill (Dallas Morning News) - Yes • Sarah Tracey – (Martha Stewart) – Yes • Paul Gregutt (Wine Enthusiast ) - Maybe • Stories * Innovation * Experiences * Vintage Collection * Sparkling Wine * Generations

21. Programming – 2018 Q3 – Summertime • July – Fueled by Fine Wine Half Marathon • Sunday, July 8th • Pre and post race activities (dinners/lunches, Events, Tastings, etc.) • Will promote throughout social media and other avenues as appropriate (events around events) • Post race wine tasting – opportunity to market business by providing inserts for the “swag bags” put together for all participants • Member Event Promotions • Website/Social Media

22. Programming – 2018 Q4 • Pre-Thanksgiving, Thanksgiving • Focus will be on promotion/marketing of all DHWA events and any specials being offered this month. • Deck the Hills Campaign starts • Organized pouring event – tbd • Basco/Portrait of Portland? • Other

23. 2018 Budget • * Includes memberships (5) and brochure printing, e.g. Chamber of Commerce, Travel Yamhill, Travel Portland, etc. ** Monthly service applies for maintenance, updates, website support - $6000

24. Committees Nominating Scott Baldwin – Chair David Pasqualini – Participant Natalie Sigafoos – Participant Research and Recommendations Denise Flora – Chair Cathy Martin – PR Lead Jennifer Willis – Participant Membership • Gretchen Boock – Chair • Lauren Barnes - Participant Social Media/Marketing • Sofia Torres, Chair • KC Marold– Participant Events • Charles Hesson– Chair • Clark Hoss – Participant • Cathy Martin - Participant Member participation needed and recommended!

25. Oregon Wine Board & Association Tom Danowski, Executive Director, OWB Jessica Blauert, Membership Coordinator, OWA

26. Q & AThank you