2025 Oregon Wine Symposium | Where Did All the Wine Lovers Go? Understanding and Revitalizing Wine Country Appeal

Once a top travel destination, wine country faces an unexpected challenge: a noticeable drop in visitor traffic. Drawing on new research, this session will unpack why younger generations are less drawn to the traditional wine tourism experience, how financial factors impact choices, and what psychological trends influence travel behaviors.

How can wineries and wine regions can adapt to these changing dynamics, offering innovative ideas to reignite interest and attract new audiences? From creating experiences that resonate with the values of younger generations to rethinking pricing models and marketing strategies, this session will help wineries understand the current landscape and make proactive changes to thrive in the future. Attendees will walk away with fresh perspectives, supported by data and case studies, and practical solutions they can implement to bring back the buzz to wine country.

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Javier Parada Torres, Research Manager, Travel Oregon
As the Research Manager for Travel Oregon, Javier collaborates with partners across Oregon to provide valuable insights and data that support the tourism industry. Drawing on a strong academic foundation, Javier earned a Master of Science degree from Oregon State University, where their work focused on understanding residents’ sentiments towards tourism in Oregon.

Originally from Chile, Javier developed a passion for the tourism industry inspired by a love of outdoor sports and a commitment to supporting small rural communities. This passion for adventure and community development continues to influence their professional approach, providing research that helps ensure that tourism initiatives not only attract visitors but also enrich the lives of local residents.

When not analyzing data or connecting with stakeholders, Javier enjoys exploring Oregon’s breathtaking landscapes on a mountain bike or snowboard.

Susan DeMatei, Owner/President, WineGlass Marketing
Susan holds a B.S. in Communications from Boston University and an A.S. in Viticulture from Napa Valley College. She is a Certified Sommelier with the Court of Master Sommeliers, a Certified Specialist in Wine/Wine Education with the Society of Wine Educators and was awarded a DMA (Direct Marketing Association) award for strategic excellence. She is the marketing columnist for Grapevine Magazine and a frequent freelance writer and speaker at conferences. Susan also is a marketing instructor at the WISE Academy as well as Napa Valley Community College, and a repeat lecturer at the Institute for Enology & Viticulture at Walla Walla Community College and California Polytechnic State University. She is currently collaborating on two marketing and sales textbooks.

In 2012 Susan started WineGlass Marketing, a full-service direct marketing agency for the alcohol space. Her firm, now in its eleventh year, is based in downtown Napa and supports domestic and international wine and spirits clients with both B2B and DTC marketing in digital as well as traditional channels.

Meg Ordaz (moderator), Director of Consumer Sales, Troon Vineyard
Meg Ordaz is an experienced director of consumer sales who has dedicated 10 years to working with Troon Vineyard. She loves interacting with people from all over the world and is passionate about hospitality. In her free time, she enjoys attending a play with her mother, going to baseball games with her husband, and spending quality time with her two adult children. Her commitment to volunteerism is exemplified by her involvement in several organizations, including being the Vice President of the McMinnville Downtown Association and co-chair of the programming committee for Women in Wine Oregon. Meg is devoted to making an impact and creating a better future.