2019 Oregon Winery Visitor Profile Study Report

December 10, 2020
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From the summer of 2018 through the spring of 2019, the University of Oregon’s Institute for Policy Research & Engagement (IPRE) worked with the Oregon Wine Board to conduct a survey of visitors to three of Oregon’s major wine regions:

  1. Rogue Valley
  2. Umpqua Valley
  3. Columbia Gorge

Parallel to these efforts, the Willamette Valley Wineries Association surveyed winery visitors in the Willamette Valley (see the report). Both projects were made possibly part an Oregon Wine Country License Plate Matching Grant.

The extensive survey administered by IPRE asked winery visitors to provide details of their trip and travel habits, including information about travel patterns, trip activities and spending, and satisfaction with their experience. The survey also investigated visitors’ perceptions of each wine region in comparison to other wine regions and considered visitors’ preferences for various tasting room attributes. This report provides a summary of key findings from the survey research.