Issue link: http://read.dmtmag.com/i/111102
BY MICHELLE LOCKE Wine Road to Success Sonoma County association a model for regional promotion In 1976, when apples reigned on the North Coast and the Alexander Valley was famous for its fine, aged prunes, a small band of vintners came up with a bold plan: Form a group to promote Northern Sonoma County as must-see wine country. 76 V I N E YARD & WINERY MANAGEMENT | Today their organization, Wine Road Northern Sonoma County, has grown to a trade association of nearly 200 wineries that also boasts Michelin-starred lodging facilities among its members and produces three major events a year, including Mar - Apr 2013 a barrel tasting that draws 20,000 visitors over two weekends. The secret to Wine Road's success? Paying attention, said its executive director, Beth Costa. "We have just been, as an organization, really responsive to our members' needs and as those needs have changed we've addressed them." One example of how the group has evolved with the times is the way in which it communicates with consumers. Back in the '70s, the Wine Road began with a modest proposal to create a map of wineries along the Russian River (the group began life as the Russian River Wine Road) to help visitors discover the region. Today, the w w w. v w m m e d i a . c o m