Dundee Hills Winegrowers Association Annual Membership Meeting February

Dundee Hills Winegrowers Association Annual Membership Meeting February 6 th, 2019 Hosted by Dobbes Family Estate Catered by Christina Sommers (Deer Haven Farms)

Welcome • • Board Introductions Organizational Structure & Membership update Situation Analysis 2018 Highlights, Accomplishments & Financial 2019 Budget & Plan Committees OWA & OWB Update • Tom Danowski – President & CEO, OWB • Jessica Blauert – Membership Coordinator, OWA • Closing and Q&A

2019 DHWA Board Officers Denise Flora, President Cathy Martin, Vice President David Pasqualini, Treasurer Jim Maguire, Secretary* Native Flora Argyle Winery Terrarossa Vineyard Furioso Vineyard Board Members Scott Baldwin, Director Gretchen Boock, Director Clark Hoss, Director Sofia Torres, Director Charles Hesson, Director De Ponte Cellars Dobbes Franziska Haus Cramoisi Vineyard Alexana Winery * New board member

Special Thanks Retiring Board Member • Natalie Sigafoos, Dusky Goose Many thanks for your contributions and your time to the DHWA over the past years.

DHWA Organizational Structure • • DHWA is a 501(c)6 Membership All Volunteer Board meets monthly • 3 rd Tuesday of the month at 3: 30 pm (unless noted) • Members welcome to attend any meeting • Communication • Email/Newsletter to members bi-monthly • Networking (annual meeting, annual social, technical tasting event) • Website Member Hub (member login and link is located in drop down, top right of screen)

New Members Wineries • Dundee Hills Wine Library • Twomey Cellars • Resonance Wines Vineyards • Jorgenson Vineyard • Tukwila Vineyard Lodging • Dundee Hills Wine Library B & B • Wine Country Tree House & Herb Farm

The heart and soil of Oregon Wine It started here for a reason DHWA: Dundee Hills Wine Centric Messaging WVWA: Willamette Valley Wine Messaging Members: Their Unique Story Wine, Tourism, Events, Oregon Attractions, etc. OWB: Broad Oregon Wide Wine Tourism Messaging Travel Oregon: Broad Tourism Messaging Other AVAs: Specific AVA Messaging & Activities

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 • Other AVA groups continue to organize/market - more options for the same consumers • Travel/Tourism associations are marketing to the wine tourists (many 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. )

2018 Summary Campaigns Ads Website/Social Media PR Events around Events • Oregon wine month • Deck the Hills • Portrait of Portland • It started here for a reason…. • Vintage Collection, targeted email • Updated website (filter capabilities) • Instagram • Facebook • Events auto-feed • Familiarization Tour (06 -18) • PR Stories on website and promoted throughout (wine samples) • Sophisticated Living Magazine writing a series (Sept/Oct 2018 Issue + March 2019) • Taste Dundee (04 -18) • Technical Tasting (06 -18) • Fueled by Fine Wine (7 -18) • Basco Event (11 -18) Updated brochure - premium quality, paper and images

Highlights of 2018 • Successful execution of the Dundee Hills Familiarization Tour • Grant award – team learned a lot through this experience & targeting next submission • PR • Media kit created and available on website • PR Stories available on website • It started here for a reason…. (focused messaging) • Events around events • FBFW, Oregon Wine Month/Taste Dundee, Deck the Hills, Basco • Portrait of Portland/Basco Event (11 -18) • Ad in October Portland Seattle Issues • Worked with Dundee Tourism group for the Deck the Hills campaign • Marketing funding match • Allowed DHWA to extend advertising and marketing reach Fueled by Fine Wine Stats: 1253 registered runners, 47 states, 68% from Oregon/WA, 28 wineries poured. 2018 Race – July 8 th

Familiarization Tour Tinas – Hospitality dinner Innovations Event Dundee Bistro Newcomers Event Argyle – Sparkling expansion Dundee Bistro Newcomers Event

Familiarization Tour Notables (June 8 – 11) • Eight media members in the Dundee Hills staying with many of our lodging members • 11 events were held • • • 30 wineries, 3 restaurants, 4 B & Bs, 1 Vineyard and 3 others (Briar Rose, Red Ridge, FBFW) – great DH representation Sophisticated Living Magazine published one story already and intends to do “a series” (next one targeted for March) Many thanks to the folks who volunteered time and space • Michelle Kaufman, Lea Duffy, Cathy Martin, Monique Bailey, Vanessa Haddick were all key during the planning and execution stages • Lange, Durant/Red Ridge Farms, Domaine Serene, Domaine Drouhin, Tina’s, Dundee Bistro, Fox Farm, Native Flora, Babica Hen, Argyle, Stoller The media walked away with a true sense of our community and collaborative spirit DHWA walked away ready to review more grant options

Familiarization Tour Media Comments • “Even though I am local to Portland, the in-depth exposure to the AVA was very informative. When I come out to the area, I usually stop at 2 – 3 wineries and it is a very fast trip. This event exposed me to many new things and I appreciated the opportunity and insights gained. ” • “Loved the Generations event and hearing from Jim Maresh and others about the history. ” • “Enjoyed the unique luncheon offered by Deer Haven Farms, I do a lot of these food and wine events, and it was the best one I have experienced yet. The food quality, presentation and farm to fork delivery was exceptional. ” • “Enjoyed exposure to wines I have not heard about, fair number of smaller wineries represented. ” • “I thought the consumer experiences event was very good. The variety offered in the Dundee Hills is good information. ” • “Appreciated the opportunity to join the technical tasting event. The collaborative spirit of the members in the Dundee Hills was displayed throughout the weekend. ”

Digital Media 2018 Goal Shift Resources/Time from Facebook to Instagram • Followers up 131% - 1, 216 • No. Posts up 435% - 155 • Impressions up 830% - 118, 248 • Engagement up 988% - 12, 181 • Key Demographics: 25 -44, 36% male, 64% female Email • 6 Consumer emails sent (~ 1 k list) • Amazing open rate of 47% • Aided with monthly member email Website • New site launched June 2018 • All Pageviews up 2. 65% - 64, 003 • Homepage views up 11. 6% - 15, 655 • All Users down 9. 9% - 17, 306 • Avg. Session Duration up 19% 2: 32 • Bounce rate down 9. 8% Facebook • Followers up 0. 2% - 5, 774 • No. Posts down 33% - 228 • Impressions down 53% - 267, 387 • Organic Impressions down 31% - 248, 628 • Engagement down 16% - 6, 412 • Key Demographics: 35 -54, 36% male, 64% female

2018 Financial Review Revenue Actual Budget Total Membership Dues 1 $35, 825. 16 $31, 954. 50 Vintage collection 20142 $18, 880. 00 $13, 320. 00 20153 $0. 00 $8, 880. 00 $10, 782. 84 $65, 488. 00 $7, 500. 00 $61, 654. 50 $8, 036. 00 $6, 276. 00 $10, 775. 49 $25, 087. 49 $7, 425. 40 $6, 800. 00 $3, 164. 50 $17, 389. 90 $3, 000. 00 $7, 500. 00 $18, 000. 00 $8, 500. 00 $8, 200. 00 $2, 500. 00 $19, 200. 00 $2, 162. 64 $3, 183. 00 $4, 200. 00 $2, 500. 00 $10, 275. 89 $58, 098. 92 $7, 389. 08 $17, 500. 00 $61, 400. 00 Vintage collection funds 4 Grant Total Revenue Expenditures Events around Events 5 Public Relations Familiarization Tour Total Advertising Total Brochures & Placement Social Media & Advertising Website annual hosting fee and updates Total Media Total Membership Session 6 Operating Total Vintage Collection Expense 7 Total Expenditures Net Operating Revenue 1. Adjusted to reflect actual 2018 dues paid revenue 2. 2014 Collections processed in 2018 = $18, 880 (including shipping cost) 3. 2015 Collections revenue and costs will all occur in 2019 4. Dundee Tourism grant of $3282. 84 (2017 Deck the Hills campaign) + $7500 (Travel Oregon) 5. Adjusted to $4753. 16 after Tourism funds applied ($5600 was 2017, $2436 is 2018, Taste & Basco) 6. Significant savings due to member wineries not charging for space use (tech. /marketing tastings sessions). Thank you Stoller and Red Ridge/Durant. 6. 2015 Vintage costs paid out 2018 = $3040. 00 (marketing).

Vintage Collection Sales & Dollars Year 2015 2016 2017 2018 Vintage 2012 2013 2014 2015 Collections sold 12 5 10 tbd Revenue $6, 693. 68 $2, 598. 24 $11, 194. 11 tbd Donated 7% 43% 37% 55% What we know: 1. The Vintage Collection is unique to the Dundee Hills AVA – no other Oregon AVA is offering a collection 2. This gives the Dundee Hills a unique story to tell and a great promotion opportunity centered around the premium wines available here 3. Additional revenue source funneled into PR/Marketing – it feeds itself 4. When members engage their potential buyers – it increases SALES. Unique collection, unique buyer – personal touch hand sell. 5. Three of the 2014 collections were purchased for use in auctions – sold for 3 times value 6. More wineries choosing to donate – direct increase to the PR/Marketing funds 2015 Donating wineries - Thank you! Alexana Winery Archery Summit Bella Vida Domaine Roy Domaine Serene Durant Erath Lange Native Flora Nysa Vineyards White Rose Sokol Blosser Torii Mor Winderlea Winters Hill 55% donated 2015 Vintage Collection - as of 1 -2019 Total Collections sold* 4 Revenue $6, 800. 00 Expenses $5186. 65 Net Revenue $1613. 35 Projections - the possibilities Total Collections sold 24 Revenue $40, 800. 00 Expenses $14, 500. 00 Net Revenue $26, 300. 00 Estimated projection *Another sold but nothing collected as yet

2019 Budget Revenue Total Membership dues Vintage Collection - 20151 Grant Funds Total Revenue Money Market funds 2 Total Funding Expenditures Events around events & PR Total Brochures & Placement Direct consumer contact (newsletters, etc) Social Media & Advertising Website Total Media Total Membership Sessions Operating Total Vintage Collection - Expense 1 Total Expenditures Net Operating Revenue $31, 000. 00 $2, 000. 00 $54, 000. 00 $10, 000. 00 $64, 000. 00 $29, 500. 00 $8, 000. 00 $1, 000. 00 $7, 200. 00 $1, 500. 00 $47, 200. 00 $3, 500. 00 $2, 500. 00 $10, 100. 00 $63, 300. 00 $700. 00 1. Vintage collection revenue and expenses based on 12 collections, revenue doubles if we sell 24 but cost does not. 2. Board voted to move funds from money market account in support of 2019 budget (PR Resource).

2019 Plan • PR - Contracted with Sarah Reid to work on DHWA efforts • Hearst Bay Publishing story – broad reach (Q 1) • Connecting with WVWA, DHWA resources, etc. • Press opportunity management • Researching media target list & publications, etc. • Stories promotion, wine samples (as appropriate) • Vintage Collection • Event PR Management (as appropriate) • Other opportunities as appropriate • Events around Events (where it makes sense) • Taste Dundee • FBFW (10 th year) • Deck the Hills • Pinot in the Rain (possible event) • Dundee Hills Wine Centric pouring event • 2016 Vintage Collection (revenue) • Consumer communication scheduled every other month • Social media targeting ads, etc. throughout 2019 (coordinated with PR)

2019 Plan • Grants • Two “idea meetings” were held and ideas are being further vetted for feasibility • Grant submission is May • One idea is support a “brand refresh” around signage and messaging and then create marketing communications to be used in markets outside of OR promoting Dundee Hills wine and tourism (commercials, etc. , leveraging video footage, etc. )

Digital/Social Media Goals Increase traffic to website via email and social media Increase email sign ups Continue increased focus on Instagram Consumer Newsletter – Every two months Continue encouraging #dundeehills hashtag Encourage members to submit events and help promote events/initiatives • In January 2019, Lunabean launched a private Facebook Group in an effort to communicate more directly with DHWA members to amplify their social media. • • •

Programming – 2019 Q 1 – Shoulder Season Q 2 – The Season Begins • Deck the Hills • Collaboration with the Dundee Tourism group • Supported by Print Advertising & Social Media • Finalize Vintage Collection • Overall promotion and marketing (leverage PR Resource) • May – Oregon Wine Month (Promotions throughout the month) • Taste Dundee • Events calendar promotion (post events early) • June – Technical Tasting • Winemakers - 6/06/19 – Red Ridge/Durant • Sales/Marketing/Trade - 6/10/19 – Stoller • Consumer (Vintage collection buyers) tbd Q 3 - Summertime • July – Fueled by Fine Wine Half Marathon - 10 th year (July 7) • 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 Q 4 – Holidays • 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

Membership Support • • PR Resource – DH in the news, benefits all members Website – statistics show positive usage and attention Events on calendar & data feed to other calendars Member networking opportunities • Technical tasting, annual social and member meetings, etc. • Execution of focused Events around Events • Taste Dundee, FBFW, Deck the Hills, DHWA pouring event • Digital/Social media execution – consumer focused (Facebook, Instagram, consumer emails, events)

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

Oregon Wine Board & Association Tom Danowski & Jessica Blauert

Q&A Thank you