Southern Oregon Wine Institute - A Catalyst for Economic Development

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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.

SOWI will help solve that problem today and in the future, as Southern Oregon’s wine industry continues its evolution.  Graduates from the first class already are enriching local wineries with their knowledge and skills.  Grape vines have been planted on the hillside overlooking the beautiful Umpqua Community College campus, and a vision is close to bearing fruit.