Toasting Hospitality

While this was written on assignment for Oregon Wine Press, I’m hardly an objective bystander when it comes to what happens in wine tasting rooms. As I’ve previously written, my part-time entry into the hospitality side of the wine business has filled me with appreciation for servers everywhere. Here’s a new program intended to widen that admiration.

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some of this year’s award winners

Where shall we go wine tasting today?

Is the weather nice enough to sit outside? Which winery has live music? Do they have food? Can we bring the kids? What about the dog?

Oregon wineries offer an expansive array of tasting experiences made possible by committed staffers eager to fulfill expectations. While the wine they pour is often rated in competitions or scored on a 100-point scale, their hospitality is recognized mostly through word of mouth or online reviews.

The Cellar Stars Awards aim to change that.

The first of what is intended to be an annual award dinner to celebrate "exceptional tasting rooms in the Willamette Valley" took place at The Bindery in McMinnville on April 22. Sixteen wineries were recognized for excellence in various categories, along with 11 judged the best in each of the valley's American Viticultural Areas. (See sidebar for a list of the honorees).

Nominated by industry peers last fall, three finalists were named in each category and were voted on in February. Nearly 3,000 wine lovers cast votes to select the 27 winners.

The driving force behind the effort is Kristen Baxter, a member of the marketing board for the Yamhill Carlton AVA, who leverages her full-time expertise in the hospitality industry. She remembers discussing the idea in various conversations among colleagues and as moderator of the Industry Tasting Collective, a Facebook group for people who staff tasting rooms.

"They invite people out to come try the wine firsthand," she said. "They're putting together these incredible and creative events. And so I really wanted to find a way to recognize those efforts."

U.S. Rep. Andrea Salinas, who represents Oregon's sixth district, kicked off the celebration by expressing appreciation for those present and acknowledging wine's important role in the rural and statewide economy.

"Oregon wine is about so much more than the product. It's about the people, the places, and the sense of connection that you create… whether you're welcoming first-time visitors or lifelong collectors," she said. "Tasting rooms don't just sell wine. They boost local economies by drawing tourism, supporting small businesses, and creating good-paying jobs throughout our rural communities – on top of the fantastic hospitality that defines this region."

U.S. Rep. Andrea Salinas

Several wineries received more than one award. Willamette Valley Vineyards, which includes Domaine Willamette and Tualatin Estate Vineyards, took home Best Food Program, Best Sustainable Practices and Best in each of two AVAs - Dundee Hills and Tualatin Hills.

"It's an honor to be recognized by fellow wine enthusiasts and industry peers," said Lauren Druse, Domaine Willamette's General Manager and Regional Retail Operations and Program Manager. "We're grateful to be part of a community that pushes us to keep evolving, and so proud of our amazing team—their dedication, passion, and hospitality make it all possible."

Other companies receiving multiple awards were Abbey Road Farm, in Carlton, for Best Community Involvement, Best in the Yamhill-Carlton AVA and Most Dog Friendly. Alloro Vineyard, in Sherwood, was voted best in the Laurelwood AVA and Best in Customer Service.

Sponsors this first year included Oregon Wine Press, The Bindery, Biscuit & Pickles Catering, WCP Solutions (a supplier of industry supplies and services) and Northwest Distribution and Storage. Additional supporters are sought.

Baxter hopes the awards, in their numerous categories, will help wine lovers seeking something new that fits their style. "I really wanted to find a way to shine a spotlight on the tasting rooms and encourage people to come out to the Willamette Valley and see what all there is to offer.”