Umpqua Valley Winery Assoc.

What Umpqua Valley Winery Assoc. does

The Umpqua Valley Winegrowers Association (UVWA) is a 501(c)(5) non-profit trade association headquartered in Roseburg, Oregon, that promotes the wineries, vineyards, and wines of the Umpqua Valley AVA — Oregon's oldest fine wine region — to drive tourism, wine sales, and regional reputation. The Association represents 20-30+ boutique, family-owned member wineries operating across 70+ vineyards and 4,000+ planted acres, and it serves two principal customer segments: (1) wineries, vineyards, and partner businesses that pay membership dues and rely on the Association for collective marketing, and (2) wine tourists and visitors who consume the Association's discovery tools (Winery Directory, Wine Trail Map, event listings) before visiting the region.

The Association's core products are inherently non-software: a Winery Directory website filterable by amenities, days open, and wines produced; a printable Wine Trail Map distributed across tasting rooms, hotels, Eugene and Medford airports, and Travel Oregon welcome centers; an email newsletter reaching 6,000+ subscribers; and a portfolio of signature events anchored by the 55th-annual Greatest of the Grape (Oregon's longest-running wine celebration), Walk the Vine concerts, Wine in the Valley, Renaissance Faire at Melrose Vineyards, and Thanksgiving Weekend Open House. There is no proprietary technology platform — products are content, distribution, and event-driven.

The business model is a hybrid of subscription membership (tiered Basic Partner Membership at $300/year and Premium Partner Membership at $750/year, plus separate Winery and Vineyard membership streams) and transactional event revenue (event tickets at $35–$75 plus ancillary income from Wheel of Wine and silent auctions). Outreach is led by an Executive Director (Tracy Covington, appointed April 2026) and a member-elected President (Christopher Hudson of Lexè me Wines), with strategic alignment maintained through monthly membership meetings, bi-monthly industry mixers, technical seminars, and partnerships with the Oregon Wine Board, Travel Southern Oregon, Seven Feathers Casino Resort, and Alaska Airlines' Oregon Wine Flies Free program.

Name

Umpqua Valley Winery Assoc.

Legal name

Umpqua Valley Winegrowers

Website

https://umpquavalleywineries.org

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

The Umpqua Valley Winegrowers Association is a 501(c)(5) non-profit trade body that promotes 20-30+ member wineries and 70+ vineyards across Oregon's oldest fine wine region to drive tourism, wine sales, and regional reputation. It earns revenue through tiered membership dues and a portfolio of signature wine events.

Ownership category

akta.pro rank

Product category

Wine Trade Association

NAICS

Wineries (31213)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Wine Tastings & Vineyard/Winery Tours (THAJAGAD)

akta.pro secondary industries

Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine Production & Winemaking (AFAFAAAB)

Keywords

• Wine tourism promotion
• Regional wine association
• Winery directory services
• Wine event management
• Wine trail mapping

Headquarters

HQ city

Roseburg

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Marketing or Sales, Operations, Personnel, Others

Revenue model

1. Membership Fees: The association generates revenue through tiered membership fees: Basic Partner Membership at $300 annually and Premium Partner Membership at $750 annually. Winery and Vineyard membership applications are processed annually with board approval.
2. Event Revenue: Revenue generated from signature events including Greatest of the Grape (wine tasting from ~20 wineries with live music, appetizers, Wheel of Wine, and silent auction), Renaissance Faire at Melrose Vineyards ($75 tickets), and Wine in the Valley ($35 tickets).

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

The Umpqua Valley Winegrowers Association is a 501(c)(5) non-profit trade association that promotes Oregon's oldest fine wine region. It supports 20+ boutique, family-owned wineries through a winery directory, a printed and digital Wine Trail Map, signature events such as the annual Greatest of the Grape wine celebration, and tiered membership programs that provide marketing exposure, networking, and industry education.

Product overview

The Umpqua Valley Winegrowers Association operates as a 501(c)(5) non-profit member organization that promotes Oregon's oldest fine wine region. Rather than producing wine itself, the association functions as a regional marketing and promotional entity supporting over 30 member wineries and 70 vineyards across more than 4,000 planted acres. The core offerings center on wine tourism promotion through a comprehensive Winery Directory that allows visitors to filter by amenities and wines produced, a Wine Trail Map distributed throughout Oregon, and signature events like the annual Greatest of the Grape wine celebration. The association offers three membership tiers (Winery, Vineyard, and Partner) providing website listings, event participation, and marketing support. Additional services include visitor planning resources, lodging coordination, and educational wine content. The association does not maintain its own e-commerce infrastructure but links to individual member winery stores.

Differentiator

Problem solved

Functional benefit

Products and services

• Membership Programs Tiered membership program (Winery, Vineyard, and Partner Memberships) providing website listings, event participation, marketing seminars, monthly meetings, industry networking, and exposure on printed Wine Trail Brochures.
• Greatest of the Grape Event Annual flagship wine celebration and largest wine tasting event in the Umpqua Valley, featuring tastings from approximately 20 member wineries, live music, appetizers, Wheel of Wine raffle, and silent auction, with proceeds supporting local nonprofits.
• Wine Trail Map A printable PDF and printed brochure mapping the Umpqua Valley wine region, distributed via email signup and at tasting rooms, hotels, Eugene and Medford airports, and Travel Oregon welcome centers.
• Winery Directory An online directory of 20+ member wineries in the Umpqua Valley, filterable by days open, amenities (dog-friendly, food available, EV charging), wines produced, and region, with direct links to individual winery websites.

Quantifiable outcome

• Over 30 boutique wineries and 70+ vineyards across 4,000 planted acres
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered minor and core.

• Banner BankminorOthersAssociation partner providing banking services to the Umpqua Valley wine industry. Listed among association partners on the membership page.
• Express Employment ProfessionalsminorOthersAssociation partner providing staffing and employment services. Listed among association partners on the membership page.
• Oregon Pacific BankminorOthersAssociation partner providing banking services to the Umpqua Valley wine industry. Listed among association partners on the membership page.
• OCCU (Oregon Community Credit Union)minorOthersAssociation partner providing credit union services to the Umpqua Valley wine community. Listed among association partners on the membership page.
• Oregon Wine BoardcoreStrategic or Co-development PartnerStatewide organization that supports and advocates for the Oregon wine industry. UVWA collaborates with OWB to support regional wine promotion and industry advocacy.
• Travel Southern OregoncoreGTM or Marketing PartnerRegional destination marketing organization that partners with UVWA for media tours and tourism promotion to drive wine tourists to the Umpqua Valley.
• Seven Feathers Casino ResortcoreStrategic or Co-development PartnerFull-service resort in Canyonville, Oregon that hosts the annual Greatest of the Grape event. Convenient home base for exploring the Umpqua Valley wine trail with on-site dining, spa, and entertainment.
• Alaska Airlines / Oregon Wine Flies FreecoreGTM or Marketing PartnerPartnership allowing wine tourists flying via Alaska Airlines to fly home with a case of wine as a checked bag with no luggage fee, promoting wine country tourism.
• Holiday Inn Express & Suites Roseburg NorthminorGTM or Marketing PartnerPartner hotel located right off I-5 near Umpqua Valley wineries. Offers complimentary breakfast, WiFi, and serves as lodging option promoted to wine tourists.
• Hampton Inn & Suites RoseburgminorGTM or Marketing PartnerPartner hotel near Umpqua Valley wineries offering free hot breakfast and easy access to wine trail, Crater Lake, and Wildlife Safari.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Lodi Winegrape Commission: California-based regional wine trade organization representing Lodi growers and vintners. Operates a similar promotional and educational mandate for a regional wine community, with comparable event programming and member benefit structure.
• Paso Robles Wine Country Alliance: Regional wine trade association for California's Paso Robles AVA. Highly comparable non-profit model with similar focus on promoting boutique wineries, wine tourism events, and member marketing benefits, though at larger scale and with bigger tasting room visitor numbers.
• Santa Barbara County Vintners Association: Regional non-profit trade association representing Santa Barbara County wineries. Similar boutique-winery membership profile, event-driven GTM motion, and tourism promotion mandate, though operating in a more internationally recognized coastal California wine region.
• Livermore Valley Winegrowers Association: Regional non-profit wine trade association for California's Livermore Valley AVA. Closely comparable in scale, structure, and member profile (boutique family-owned wineries), making it a strong small-AVA peer benchmark.
• Walla Walla Valley Wine Alliance: Regional wine trade association for the Walla Walla Valley AVA spanning Washington and Oregon. Comparable non-profit association model promoting boutique wineries, signature events (Cabernet Sauvignon tastings), and wine tourism, though operating across state lines with larger national brand recognition.
• Finger Lakes Wine Alliance: Regional wine trade association for New York's Finger Lakes AVA. Closely analogous non-profit model promoting a cluster of boutique wineries, hosting regional events, and driving wine tourism in a non-Napa/Pacific-Northwest geography.
• Willamette Valley Wineries Association: Trade association representing wineries in Oregon's flagship Willamette Valley AVA. Directly comparable model (501(c)(6) non-profit promoting member wineries, hosting events like the International Pinot Noir Celebration), but operates at significantly larger scale with a much larger member base, marketing budget, and tourist traffic.
• Rogue Valley Winegrowers Association: Regional trade association for the neighboring Rogue Valley AVA in Southern Oregon. Closest geographic peer with nearly identical organizational structure, scale, and member profile (boutique family-owned wineries), differing mainly in southern latitude and slightly different varietal mix.

Broad incumbents

• Sonoma County Vintners: Non-profit trade association representing Sonoma County wineries. Directly analogous association model but operates at much larger scale with broader geographic footprint across multiple Sonoma AVAs and a more developed international marketing presence.
• Napa Valley Vintners: Premier and largest US regional wine trade association, representing hundreds of Napa Valley wineries. Operates the same non-profit association model (membership dues, events like Auction Napa Valley, trade/media relations) at vastly larger scale and global brand recognition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/UmpquaValleyWineries
• Instagraminstagram.com/umpquawineries
• LinkedInlinkedin.com/company/umpqua-valley-winegrowers-association

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Umpqua Valley Winery Assoc.