Issue link: http://read.dmtmag.com/i/744999
1 0 V I N E YA R D & W I N E RY M A N A G E M E N T | N o v - D e c 2 016 w w w. v w m m e d i a . c o m Comments? Please e-mail us at feedback@vwmmedia.com. JULIE FADDA POWERS EDITOR-IN-CHIEF Let's Explore EDITOR'S DESK program. It's a national program with the goal of ensuring visitors to an area have a great time. It's one thing to lure people to any given location; it's anoth- er to ensure the experience is positive when they get there. CTAs (yes, I'm one of them) are required to learn all about their location, from its history to its attractions, lodgings, restaurants, shops and backroads. They come from all industries, but are mainly focused in areas related to travel (think airports, car services and such), hospitality, commu- nity leadership, real estate, retail and the like. The point is to provide knowledge- able, helpful and friendly advice to those who ask. Many wear a CTA pin so peo- ple can spot them easily. The program also offers continuing education and volunteer opportunities for CTAs. Where I live, this often includes winery tours (surprise!). There are CTA chapters throughout the country. If there's one in your area, I highly recommend becom- ing involved. Encourage staff members to become CTAs, and contact your local program to see how your winery or busi- ness can become involved. Not only does it help increase visitor traffic, it also ensures everyone benefits. As I write this, the holidays are fast approaching. I'd like to extend warm wishes to you, your friends and family. May your gatherings be positive, and may you all discover something new along the way. Cheers! Since this issue is largely dedicated to the 20 most admired wine tasting rooms and experiences (thank you to everyone who participated!), it has me thinking about both creating and discov- ering new things. Specifically, the urge to explore one's surroundings — wheth- er during a vacation or staying local — is something that affects most of us. I remember the first time I went wine tasting like it was yesterday. I was visiting friends who'd moved to Healdsburg in the early 1990s (I'd never heard of the town before that) and, by their suggestion, we tasted our way around town. It was a lot dif- ferent back then: no tasting fees and very basic setups. I loved every second of it. But what I think I loved the most (aside from the wine) was how friendly everyone was and how beautiful the surroundings were. There wasn't anything fancy going on (at least where we went) and it was perfect. I knew from that moment on that I want- ed to live in Sonoma County. It took almost 10 years to make that a reality, but here I am, thankful every day for the beautiful place I get to call home. I've been covering the wine industry for more than 10 years and, during that time, have been lucky enough to expe- rience all types of winery visits. So it's no wonder that when friends come to the area from out of town, they ask me for suggestions on where to go. I'll ask what types of wines they like and what kinds of experiences they're looking for, and come up with itineraries I know they'll enjoy. A few years ago, I learned about the Certified Tourism Ambassador (CTA)