Portland, Ore. (May 6, 2026) - Travel Oregon is pleased to announce that 11 projects throughout Oregon wine country have been awarded a total of $316,526 in grant funding from the Oregon Wine Country License Plates Matching Grants Program, which Travel Oregon has administered since 2015.
Funded with revenue generated by the sale of Oregon Wine Country specialty license plates, the matching grants program helps advance wine and culinary tourism projects that improve and strengthen local economies and communities.
Travel Oregon opened the grant cycle for submissions from January to February 2026 and is announcing awardees today. Projects awarded must be completed by June 4, 2027.
Grant Awardees & Funded Projects:
Applegate Valley Vintners Association (AVVA) ($38,104.00) for video and photography production inclusive of a 2026-27 marketing campaign, including short episodic documentary videos for a web series exploring the Valley’s winemaking culture, distinctive terroir and human stories.
Astoria-Warrenton Area Chamber of Commerce ($10,000) to expand and implement a refreshed marketing strategy and to enhance the visitor experience by increasing opportunities for seafood vendors and developing stronger collaborations with local wineries in support of the Warrenton Crab & Wine Festival.
City of Dallas ($13,500) to promote wine and cider tourism in Dallas by utilizing existing Explore Dallas brand strategies, producing high-quality destination photography and driving more visitation to Dallas wineries with targeted advertising campaign in the Portland International Airport.
Eastern Oregon Visitors Association ($22,500) to develop rich storytelling content, high-quality photography and strategic paid promotion to elevate several of Eastern Oregon’s signature foods and beverages as part of the “Ingredients of Eastern Oregon” campaign and to establish a strong visual identity for the region’s food and drink culture.
Mt. Pisgah Polk County Wine Growers Association ($1,200) to fabricate three locally made metal signs featuring the Mt. Pisgah AVA logo that will be placed strategically along the borders of the AVA, within properties owned by association members, to give tourists and visitors an understanding of the region’s borders.
Oregon Wine Board ($50,000) to create a digital trip planning & AI-ready tasting room portal to transform the current consumer-facing website into a high-performing, experience-driven tourism gateway for Oregon wine country that promotes wine tourism by increasing out-of-state visitation intent, strengthening seasonal demand and supporting economic impact across all Oregon wine regions.
Rocks District Winegrowers ($36,222) to support the marketing of the 2nd Annual Basalt Bash Barrel Auction (Basalt Bash), a fundraiser for the Milton-Freewater School District and a high-quality, place-based experience that attracts new and returning visitors to Eastern Oregon; supports the needs of industry partners to foster strong regional tourism eco-systems; and fosters a more productive, engaged and stable workforce by championing the mental and behavioral health efforts of the region’s school district.
Rogue Valley Vintners ($30,000) to create a multi-channel destination marketing campaign designed to convert national recognition of the Rogue Valley into visitation from drive- and fly-in markets. The project is grounded in the marketing of two signature initiatives: the Rogue Pour, a multi-month, winery-led regional marketing campaign, and a new Wine With Everything Labor Day Weekend visitor activation event series designed to convert awareness into visitation and overnight stays.
Umpqua Valley Winegrowers Association ($50,000) to implement a 12-month marketing campaign—including social activation, content creation, wine and cultural itineraries, media and influencer hosting and more—with the goal of growing the Umpqua Valley’s regional visibility, attracting visitors and deepening the collaborative tourism partnerships that benefit the entire region.
Visit McMinnville ($15,000) to support the marketing and promotion of a two-day wine and culinary event created in partnership with Latino Makers of Oregon, hosted in McMinnville, Oregon, the heart of Oregon’s wine country. The Wine + Food Cónvivo! event will elevate Latino winemakers, chefs, vineyard stewards, cellar workers and hospitality leaders while driving out-of-region visitation and overnight stays.
Willamette Valley Wineries Association ($50,000) to implement a first-time visitor onboarding campaign designed to convert growing awareness of Willamette Valley wines into confirmed travel to the region with the creation of a structured, digital-first pathway that guides new visitors from interest to action.