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Wine and the Experience Economy: Examples from Oregon

  By Carl Winston, Director, L. Robert Payne School of Hospitality & Tourism Management at San Diego State University   You may have read about the Experience Economy and how people nowadays are “collecting memories” via experiences of all sorts. Today’s winemakers, tasting rooms and venues are all stepping up their game to make wine experiences even more competitive.   I would argue you are competing not just with one another but also with activities ranging from movie theaters to hiking to shopping.   On a recent trip through Oregon, I stopped by the Willamette Valley to visit a couple of venerable “Dundee Hills” favorites. I had wonderful, traditional and expensive tasting experience, conversations with winemakers and a lovely day in the summer sun. As a “wine geek” this was a mini nirvana experience for me.   One or two of the places seemed more “down to earth” than others and some were superbly polished but a little “stiff.” I liked...

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