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Volume 3
Industry observers familiar with the emerging wine industry
in Southern Oregon inevitably cite the many similarities with Napa Valley in
the 60s or Walla Walla, Wash., in the 90s.
Napa, of course, is firmly established as America’s No. 1
wine destination, while more recently Walla Walla has been transformed by a
dramatically growing wine industry. Only
a decade ago, that industry looked very much like Southern Oregon’s today. Then, in 2000, Walla Walla Community College
introduced its enology and viticulture program.
In the few years since, while other economic conditions in
the area remained virtually stagnant, Walla Walla’s wine industry has become a
significant new player.
One economic analysis of the Walla Walla wine cluster
concluded:
“The wine industry and related economic activities connected
to the wine tourism are poised to join the major historic pillars of the
region’s economy over the next 10 years.”
If such a transformation can occur in a remote corner of
southeastern Washington, what is the possible in a region along interstate 5
that is already home to what one industry magazine now ranks as America’s No. 5
wine destination?
Significantly more, says the author of a 2007 study of the
potential impact of Umpqua Valley’s wine industry.
“Southern Oregon has the potential to realize an 8-year
growth factor of 5,000 additional wine cluster-related jobs and $115 million in
added income in the labor market,” concluded Hank Robison.
That study was the first step in a region-wide process that
less than two years later resulted in the first class of students being
admitted to UCC’s Viticulture and Enology degree program.
The program already has made a significant impact on the
local industry, which has enjoyed success in the past despite an ongoing
shortage of trained winemakers, vineyard managers, vineyard workers and
opportunities for continued learning.
