Washington Wine Commission: Robin Pollard, Chris Stone, Taste WA, Grand Tasting, Seattle WA, Taste Portland, Portland OR, 20something, millenialls, Washington Wine Month, Restaurant Awards, wine science center Benton WA, Walter Clore Wine & Culinary Ctr

Washington Wine Commission

Hard working wine lovers

You've heard of the Washington Wine Commission, but there's a lot you probably don't know. Here's the scoop from just-departed Executive Director Robin Pollard and Deputy Director/Interim Director Chris Stone.

2012 is the 25^th anniversary of the Washington State Wine Commission, established by our legislature to create awareness of Washington wine, along with aiding research. "The Commission has very clear goals," says Chris. "A common misconception is that we are an advocacy or lobbying group. We are not." They receive USDA funds which are augmented by "pay to play" fees from the wineries who participate in Commission export marketing programs. Simply stated, industry assessments fund domestic marketing programs and USDA funds international activities. The Commission receives no state government funding.

"A lot has happened in 25 years, but it's been an explosion over the past five," says Robin. "When I started in 2006, there were 300 wineries. Now it's around 750. Along with this growth, there's a whole new level of awareness and recognition of our wine around the world. People know we have high quality wines at great value."

When it comes to marketing, this group has it down, dealing at local, national and international levels. Locally, most marketing has to do with events. "This product is experiential," explains Chris. "The best way to market it is to let someone taste it." Their largest event is Taste Washington, now in its 15^th year. It has evolved into a 200+ winery event with a large restaurant presence and multi-day educational experience. "It's a way for the consumer to meet winemakers, taste new releases and wines new to them, find out about restaurants, learn from guest chefs and see how well our wines pair with our food," adds Robin.

While August is the governor-proclaimed Washington Wine Month, March is also a very focused month for wine with all kinds of events, dinners and retail displays/events leading up to the Commission's Restaurant Awards and Taste Washington. They also created a locally-focused ad campaign last year to shine a light on the industry.

They kicked off 20something, an event aimed at the "millennialls," an age group just beginning their wine experience and education, in 2007 with two events, going annual thereafter. It has sold out every year. "I remember the day we came up with this. We were talking about aiming a different type of event toward the millennialls. Within 15 minutes we had the concept and name," laughs Chris. With music pounding and lights flashing, the event feels more club-like than a wine event. And that's the point.

20something attendees checking out cheese and wine

Nationally, they are identifying key regional target markets and have instigated a multi-phased commitment to each market (Austin, Tampa, Phoenix, Denver, Chicago and, next spring, Washington, D.C.). "We're building allegiances with local trade, getting them on board and educated. Once in place, we start a consumer ad campaign," explains Robin. Chris adds, "The long term commitment really makes a difference with retailers and restaurateurs. We're not blowing in and out of town." In addition, there is a public relations component that looks to the wine press and lifestyle media for coverage.

For 10 years, they held Taste Spokane; in spring 2011, it changed to Taste Portland. Chris explains, "After 10 years, it was time to shift to Portland, a market our industry showed high interest in and has huge growth potential. Restaurants and wine shops in Portland want more information and choice. It's an underdeveloped area for Washington wine."

Road Trip Washington brings together 50 top wine buyers from around the country during harvest. "The combined buying power is huge. If wineries did this on their own, it would be too expensive with travel, etc. Plus they might not connect with the right people. Bringing the buyers to them is more effective," says Robin. This is the fourth year for the Road Trip. "They become our ambassadors," says Chris. "When you spend a week on the road with people, you become friends. Then we go into cities with our ad campaigns and see these road trippers. They're excited to show off the wine to their contacts."

Road trippers at The Benches Vineyard in Horse Heaven Hills

Internationally, they have used the same strategically-targeted campaign, mostly in Canada, the UK and Japan. "Targets are always shifting," says Robin. "We find new emerging markets with potential. Chris just got back from China and we were in India earlier this year and are looking at Korea, Taiwan and northern Europe." Similar to the Road Trip, they hold the Washington State Wine Experience in late spring and have 65 buyers from more than 20 countries here to learn about our wine. "We ensure that our winemakers and growers are educated in how to do business in the various markets," says Robin.

The German Delegation at Gordon Brothers

The annual tour guide is another of the tools they produce, along with the ever-evolving website, good for both consumers and trade. "A few years ago, the Wall Street Journal called ours the best website for planning wine-related travel," says Chris proudly.

As for research, they play an advisory role in assisting WSU with research priorities. "Several years ago, we pulled together educational institutions with wine programs to ensure that educators are hearing from the industry and working together to match curriculum to industry needs," says Robin. "The community has stepped up significantly with increases in wine and grape assessments (taxes on growers and producers based on production) to contribute to a wine science center on Port of Benton land in Richland next to the WSU Tri-Cities campus. The vision is for a research/learning center. Facilities and classrooms can be used by the industry." This is the industry side of enology and viticulture while the Walter Clore Wine & Culinary Center is about tourism and consumer education. The Clore Center is not related to the Wine Commission.

Education never ends for the Wine Commission staff. "We have to keep ourselves up to date on Washington as well as the global wine industry," says Chris. "There is a lot of data out there and we use a number of sources to gather and review. It's a job in itself." An economic impact study will be done the first of the year to show how the Washington wine industry impacts the state and national economies.

"I'm very proud of our team and its collective knowledge," says Robin. Everyone has worked for a winery, retail shop, restaurant or taken some type of wine education course. We even had a master sommelier on staff for five years. (Shayn Bjornholm left to become the Examination Director for the Court of Master Sommeliers for the Americas.) We're also mindful of our stewardship of monies received. We have a staff of nine now, which is fewer than pre-2005 levels. We're lean and mean!"

Starting in 2012, Taste Washington is evolving again. "We've wanted to take this event to the next level of recognition for some time, drawing more people from outside the region," says Chris. "We have licensed Seattle's Visitor and Convention Bureau (SVCB) to produce the event under our trademark. We're a sponsor and will manage the wine components of the event, ensuring that wine is the main focus. Partnering with the SVCB makes sense. Their job is to bring people to Seattle." The Grand Tasting will become a two-day affair with shorter hours, ending at 5 p.m. with a goal of getting people to head out for dinner in support of restaurant partners. "We hope that a slew of restaurants will do wine dinners and that SVCB will promote those on the website," says Chris.

Happy wine and food hunters at Taste Washington 2011

Another change impacts the Restaurant Awards. Applications will be accepted in January/February with the awards given in late February/early March, allowing them to promote award winners throughout the month.

Washington Wine Commission
1201 Western Ave, Ste 450
Seattle, WA 98101
206-667-9463
www.washingtonwine.org

Taste Washington
Qwest Field Event Center
March 31-April 1, 2012
Tickets now on sale at Ticketmaster
And local wine retail shops (see website)
Taste Portland
April 23, 2012

Canlis chefs at the Viking stage 2011

In early October 2011, Robin announced she would be leaving the Commission on December 31. A national search has begun for the next executive director and Chris will be interim director. The process of finding a new leader involves the entire industry, including representatives from the Washington Association of Wine Grape Growers and the Washington Wine Institute. Robin wants to make it clear that she's not retiring. "That is not in my vocabulary," she laughs. "I'm very proud of what we've accomplished. I know myself and it's time to move on. I tend to go in six year cycles and I've been here six and a half years." Chris is up for the challenge. "I'm excited about where we are as a group. We've come a long, long way in the six years I've been here. We're on the verge of exploding in the national and international markets—the excitement and interest is amazing. It's a critical time for us and I'm exited to see our plans through." Part of those plans include a show in Germany and one in Hong Kong, Sunset Magazine events and a presence at national shows in Aspen and Pebble Beach.

There's much dissatisfied talk about government entities these days, but this is one Commission that earns its keep. Our wine industry is a bigger and bigger part of our economy and the Commission plays a part in that growth. Raise a toast to them with your next glass of Washington wine.

Photos courtesy of Washington Wine Commission

Connie Adams/January 2011

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