Michelle Mozell

Where the Air is Wine Michelle Mozell

Tourism is a major economic driver and a destination marketing organization can drive tourism. This case study examines the three major, very successful, tourism-related organizations that work together to promote the wine and wine tourism industry in Sonoma County. It begins with a brief look at Sonoma County and its wine and winegrape business and progresses to a detailed examination of the three organizations, Sonoma County Tourism, the Sonoma County Vintners, and the Sonoma County Winegrape Commission. Focusing upon the successful "Best Practices" and "Challenges" derived from extensive interviews with the organizations' key players, this is a "how-to" manual for anyone seeking wisdom and guidance in formulating a successful marketing plan for any destination. The reader is invited to become an active participant in that marketing strategy's formulation through the completion of a series of thought-provoking, investigatory questions.