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Semelhante a LE VIN 2.0 '11 - Atelier 01 Intervenant 01 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Robert Joseph / DoILikeIt (20)
9. “The
average
person
wanFng
to
take
a
wine
tour
in
the
Hunter
Valley
wants
to
visit
an
average
of
1
½
wineries. ’ ”
Veteran
Hunter
Valley
wine
tour
operator
10. “If
they
are
sufficiently
different,
the
tourists
will
happily
go
to
two.
If
not,
one
is
enough
”
Veteran
Hunter
Valley
wine
tour
operator
17. SALES
Could
you
say
that
wine
tourism
in
your
winery
is
financially
viable?
no
yes
100,0%
90,0%
80,0%
Yes
70,0%
No
32,2%
67,8%
60,0%
50,0%
40,0%
30,0%
20,0%
10,0%
0,0%
18. WINE
TOURISM’S
FIGURES
There is a gap between the visitors’ expences in Florence, Napa
and Porto and the rest of the city members of the “Great Wine
Capitals” interntional Network.
19. INCOME
Regarding
your
income
related
to
tourism,
how
is
the
percentage
distributed?
80,00
68,03
70,00
60,00
50,00
40,00
36,58
30,00
20,52
23,61
20,00
14,10
8,72
10,00
,00
20. Rand
Hoch,
a
West
Palm
Beach,
Fla.,
aEorney,
can't
resist
picking
up
a
souvenir
at
every
winery
he
visits.
No,
not
a
boEle
(though
he
does
o`en
have
a
case
shipped
to
his
house).
Instead,
Hoch
goes
home
with
a
polo
shirt
sporFng
the
winery's
name.
"I've
got
close
to
60,"
he
says.
22. INCOME
Do
you
consider
wine
tourism
acJviJes
as
a
good
alternaJve
to
face
economic
crisis
periods
?
10,0%
Yes,
very
much
24,5%
Yes
27,5%
More
or
less
No,
not
at
all
38,8%
23. WINE
TOURISM’S
FIGURES
Which
are
the
most
importat
benefits
that
wine
tourism
brings
to
your
winery
and
to
your
community?
80,0%
68,9%
70,0%
61,9%
60,0%
53,8%
52,8%
50,0%
40,0%
35,6%
30,0%
24,0%
20,0%
10,0%
0,0%
24. PROMOTION
How
do
you
promote
your
wines
on
local
and
internaJonal
markets?
InternaFonal
Market
DomesFc
Market
340
320
276
259
252
250
201
174
192
129
145
158
149
134
61
102
101
66
27. Most
California
wineries
charge
visitors
–
And
have
to
offer
entertainment
that
is
worth
the
charge.
The
number
of
visitors
to
California:
19.7
million
in
2005.
Wine-‐related
tourism
revenue
2010:
$2.1bn
28. In
the
TasFng
Room:
Knowledge
about
wine,
does
NOT
sell
wine.
People
relaFng
to
people
sell
wine!
I
can
rarely
remember
a
big
sale
that
was
based
on
where
the
vineyard
was,
the
varietals,
the
winemaker,
the
chemical
composiFon,
tannins,
Ph,
alcohol
content
etc.
These
facts
were
merely
tools
in
my
belt,
discussed
in
the
process
if
the
guest
was
interested
and
only
if
the
guest
was
interested.
Knowledge
can
at
Fmes
in
the
wrong
hands
get
in
the
way
of
a
sale.
Most
people
buy
wine
because
they
like
it
and
they
have
a
vision
of
themselves
enjoying
the
wine
in
pleasant
circumstances
with
friends
and
family.
Most
wine
makers
and
owners
think
the
quality
of
the
wine
will
sell
itself….
Perceived
value
can
be
created
by
the
salesperson.
Yes
salespeople
have
a
cra`
too.
If
I
create
a
percepFon
of
perceived
value,
I
have
most
likely
made
a
mulF
boEle
or
case
sale.
I
do
this
by
telling
stories
about
the
wine,
something
unique
about
the
vineyard,
how
I
would
enjoy
it,
the
types
of
food
I
would
pair
it
with,
why
this
wine
is
different.
I
can
paint
a
picture
in
which
the
guest
begins
to
see
themselves
and
desire.
“This
rosé,
I
think
makes
a
great
cocktail
wine,
I
would
serve
it
before
serving
my
red
wines
at
a
dinner
party,
it
pairs
well
with
brunch
foods
such
as
quiche,
or
at
a
picnic,
beauFful
on
the
Thanksgiving
dinner
table,
I
would
drink
this
sipng
on
my
front
porch
on
a
summer
evening
or
as
refreshment
on
a
hot
day
by
the
pool”
A
good
salesperson
can
sell
a
bad
wine,
a
great
wine
will
rarely
get
sold
by
a
bad
salesperson.
Too
many
wineries
think
the
wines
sell
themselves,
maybe
they
will
but
don’t
bank
on
it.
29. In
the
TasFng
Room:
Knowledge
about
wine,
does
NOT
sell
wine.
People
relaFng
to
people
sell
wine!
I
can
rarely
remember
a
big
sale
that
was
based
on
where
the
vineyard
was,
the
varietals,
the
winemaker,
the
chemical
composiFon,
tannins,
Ph,
alcohol
content
etc.
These
facts
were
merely
tools
in
my
belt,
discussed
in
the
process
if
the
guest
was
interested
and
only
if
the
guest
was
interested.
Knowledge
can
at
Fmes
in
the
wrong
hands
get
in
the
way
of
a
sale.
Most
people
buy
wine
because
they
like
it
and
they
have
a
vision
of
themselves
enjoying
the
wine
in
pleasant
circumstances
with
friends
and
family.
Most
wine
makers
and
owners
think
the
quality
of
the
wine
will
sell
itself….
Perceived
value
can
be
created
by
the
salesperson.
Yes
salespeople
have
a
cra`
too.
If
I
create
a
percepFon
of
perceived
value,
I
have
most
likely
made
a
mulF
boEle
or
case
sale.
I
do
this
by
telling
stories
about
the
wine,
something
unique
about
the
vineyard,
how
I
would
enjoy
it,
the
types
of
food
I
would
pair
it
with,
why
this
wine
is
different.
I
can
paint
a
picture
in
which
the
guest
begins
to
see
themselves
and
desire.
“This
rosé,
I
think
makes
a
great
cocktail
wine,
I
would
serve
it
before
serving
my
red
wines
at
a
dinner
party,
it
pairs
well
with
brunch
foods
such
as
quiche,
or
at
a
picnic,
beauFful
on
the
Thanksgiving
dinner
table,
I
would
drink
this
sipng
on
my
front
porch
on
a
summer
evening
or
as
refreshment
on
a
hot
day
by
the
pool”
A
good
salesperson
can
sell
a
bad
wine,
a
great
wine
will
rarely
get
sold
by
a
bad
salesperson.
Too
many
wineries
think
the
wines
sell
themselves,
maybe
they
will
but
don’t
bank
on
it.
30. In
the
TasFng
Room:
Knowledge
about
wine,
does
NOT
sell
wine.
People
relaFng
to
people
sell
wine!
I
can
rarely
remember
a
big
sale
that
was
based
on
where
the
vineyard
was,
the
varietals,
the
winemaker,
the
chemical
composiFon,
tannins,
Ph,
alcohol
content
etc.
These
facts
were
merely
tools
in
my
belt,
discussed
in
the
process
if
the
guest
was
interested
and
only
if
the
guest
was
interested.
Knowledge
can
at
Fmes
in
the
wrong
hands
get
in
the
way
of
a
sale.
Most
people
buy
wine
because
they
like
it
and
they
have
a
vision
of
themselves
enjoying
the
wine
in
pleasant
circumstances
with
friends
and
family.
Most
wine
makers
and
owners
think
the
quality
of
the
wine
will
sell
itself….
Perceived
value
can
be
created
by
the
salesperson.
Yes
salespeople
have
a
cra`
too.
If
I
create
a
percepFon
of
perceived
value,
I
have
most
likely
made
a
mulF
boEle
or
case
sale.
I
do
this
by
telling
stories
about
the
wine,
something
unique
about
the
vineyard,
how
I
would
enjoy
it,
the
types
of
food
I
would
pair
it
with,
why
this
wine
is
different.
I
can
paint
a
picture
in
which
the
guest
begins
to
see
themselves
and
desire.
“This
rosé,
I
think
makes
a
great
cocktail
wine,
I
would
serve
it
before
serving
my
red
wines
at
a
dinner
party,
it
pairs
well
with
brunch
foods
such
as
quiche,
or
at
a
picnic,
beauFful
on
the
Thanksgiving
dinner
table,
I
would
drink
this
sipng
on
my
front
porch
on
a
summer
evening
or
as
refreshment
on
a
hot
day
by
the
pool”
A
good
salesperson
can
sell
a
bad
wine,
a
great
wine
will
rarely
get
sold
by
a
bad
salesperson.
Too
many
wineries
think
the
wines
sell
themselves,
maybe
they
will
but
don’t
bank
on
it.
31. In
the
TasFng
Room:
Knowledge
about
wine,
does
NOT
sell
wine.
People
relaFng
to
people
sell
wine!
I
can
rarely
remember
a
big
sale
that
was
based
on
where
the
vineyard
was,
the
varietals,
the
winemaker,
the
chemical
composiFon,
tannins,
Ph,
alcohol
content
etc.
These
facts
were
merely
tools
in
my
belt,
discussed
in
the
process
if
the
guest
was
interested
and
only
if
the
guest
was
interested.
Knowledge
can
at
Fmes
in
the
wrong
hands
get
in
the
way
of
a
sale.
Most
people
buy
wine
because
they
like
it
and
they
have
a
vision
of
themselves
enjoying
the
wine
in
pleasant
circumstances
with
friends
and
family.
Most
wine
makers
and
owners
think
the
quality
of
the
wine
will
sell
itself….
Perceived
value
can
be
created
by
the
salesperson.
Yes
salespeople
have
a
cra`
too.
If
I
create
a
percepFon
of
perceived
value,
I
have
most
likely
made
a
mulF
boEle
or
case
sale.
I
do
this
by
telling
stories
about
the
wine,
something
unique
about
the
vineyard,
how
I
would
enjoy
it,
the
types
of
food
I
would
pair
it
with,
why
this
wine
is
different.
I
can
paint
a
picture
in
which
the
guest
begins
to
see
themselves
and
desire.
“This
rosé,
I
think
makes
a
great
cocktail
wine,
I
would
serve
it
before
serving
my
red
wines
at
a
dinner
party,
it
pairs
well
with
brunch
foods
such
as
quiche,
or
at
a
picnic,
beauFful
on
the
Thanksgiving
dinner
table,
I
would
drink
this
sipng
on
my
front
porch
on
a
summer
evening
or
as
refreshment
on
a
hot
day
by
the
pool”
A
good
salesperson
can
sell
a
bad
wine,
a
great
wine
will
rarely
get
sold
by
a
bad
salesperson.
Too
many
wineries
think
the
wines
sell
themselves,
maybe
they
will
but
don’t
bank
on
it.
32. In
the
TasFng
Room:
Knowledge
about
wine,
does
NOT
sell
wine.
People
relaFng
to
people
sell
wine!
I
can
rarely
remember
a
big
sale
that
was
based
on
where
the
vineyard
was,
the
varietals,
the
winemaker,
the
chemical
composiFon,
tannins,
Ph,
alcohol
content
etc.
These
facts
were
merely
tools
in
my
belt,
discussed
in
the
process
if
the
guest
was
interested
and
only
if
the
guest
was
interested.
Knowledge
can
at
Fmes
in
the
wrong
hands
get
in
the
way
of
a
sale.
Most
people
buy
wine
because
they
like
it
and
they
have
a
vision
of
themselves
enjoying
the
wine
in
pleasant
circumstances
with
friends
and
family.
Most
wine
makers
and
owners
think
the
quality
of
the
wine
will
sell
itself….
Perceived
value
can
be
created
by
the
salesperson.
Yes
salespeople
have
a
cra`
too.
If
I
create
a
percepFon
of
perceived
value,
I
have
most
likely
made
a
mulF
boEle
or
case
sale.
I
do
this
by
telling
stories
about
the
wine,
something
unique
about
the
vineyard,
how
I
would
enjoy
it,
the
types
of
food
I
would
pair
it
with,
why
this
wine
is
different.
I
can
paint
a
picture
in
which
the
guest
begins
to
see
themselves
and
desire.
“This
rosé,
I
think
makes
a
great
cocktail
wine,
I
would
serve
it
before
serving
my
red
wines
at
a
dinner
party,
it
pairs
well
with
brunch
foods
such
as
quiche,
or
at
a
picnic,
beauFful
on
the
Thanksgiving
dinner
table,
I
would
drink
this
sipng
on
my
front
porch
on
a
summer
evening
or
as
refreshment
on
a
hot
day
by
the
pool”
A
good
salesperson
can
sell
a
bad
wine,
a
great
wine
will
rarely
get
sold
by
a
bad
salesperson.
Too
many
wineries
think
the
wines
sell
themselves,
maybe
they
will
but
don’t
bank
on
it.
33. Build
your
mailing
list
–
your
community
of
people
who
might
not
only
buy
some
more
of
your
wine
–
but
also
tell
their
friends
and
family
about
it.
46. Conclusions
wine
• Think
beyond
• Think
of
visitors
who
are
less
interested
in
wine
than
you
are
• Should
you
charge
for
tasFngs?
• Should
you
be
selling
t-‐shirts?
• Should
you
launch
a
wine
club?
• Are
you
building
and
exploiFng
your
mailing
lists
• Are
you
using
wine
tourism
to
help
you
learn
about
what
consumers
really
like
47. Thank
you
for
your
aEenFon
robertjoseph@unforgeEable.com