From fall 2018 through spring 2019, the University of Oregon’s Institute for Policy Research and Engagement conducted research to understand the demographics, attitudes and behaviors of people who visit wineries in three of Oregon’s major wine regions: the Columbia Gorge, Rogue Valley and Umpqua Valley.

In spring and summer 2019, the IPRE research team conducted a workshop for each of these wine and tourism communities. The presentations from these workshops can be viewed and downloaded below. The Willamette Valley Wineries Association commissioned a similar study, conducted by travel research firm Destination Analysts, the results of which can also be accessed below.

A full report is in development and will be published fall 2019. If you have questions about this work, please contact the project’s director, Aniko Drlik-Muehleck, of the U of O, or Jess Willey of the Oregon Wine Board.

Workshop Presentations

Columbia Gorge


Download the Columbia Gorge presentation

Rogue Valley


Download the Rogue Valley presentation

Umpqua Valley


Download the Umpqua Valley presentation

This project was conducted in partnership with researchers at the University of Oregon’s Institute for Policy Research and Engagement. Learn more about the IPRE.

This project was funded in part by a Wine Country Plates grant from Travel Oregon. Learn more about Travel Oregon matching grants.

Willamette Valley


Download the Willamette Valley presentation
This research was conducted as part of a separate but coordinated project that also received funding from Travel Oregon through its Wine Country Plates Grants program.