2018 Grape Day
Business and Economics from Vineyard to Wine Sales

LaSells Stewart Center, OSU Campus, Tuesday, April 3
For maps and parking information, click here.
Registration is $80 and includes lunch and a research abstract booklet
To register, click here
Registration and payment must be complete by March 20, 2018
 

Join us on campus at Oregon State University for our annual event highlighting research relevant to the Oregon Wine Industry. This information will be presented by members of the Oregon Wine Research Institute and guest speakers from Sacramento State University and UC Davis. This year, we are focusing on the business and economics from vineyard to wine sales.  

 

8:30 - 9:00 AM: Registration and Refreshments

9:00 - 9:05 AM: Introduction and Welcome

9:05 AM – 9:50 AM:  Socio-economic evaluation of powdery mildew management: challenges for sustainable grape production
Dr. Neil McRoberts, Associate Professor of Plant Pathology, University of California, Davis 

Management of powdery mildew continues to be a major preoccupation for grape growers in every region where viticulture is a significant activity. The pathogen that causes the disease is one of the most-studied of all plant pathogens, yet the disease continues to impact grape production globally. The financial impacts of the disease for individual growers can be estimated readily enough through each season's balance sheet, and these effects can be aggregated to regional, national or international scales; impressively large numbers result. Thinking of grape production in an age where sustainable production is increasingly demanded, and where externalities cannot be ignored, the talk will consider the future of powdery mildew management if we attempt to "think globally and act locally".


10:00 AM – 10:45 AM:  Using economic analysis to Inform Business Decisions – Examples for the Oregon Wine Industry
Drs. Catherine Durham and James Sterns, Associate Professors, Dept. of Applied Economics, OSU

Within the past 12 months, the Oregon Wine Research Institute has taken significant steps to establish “economic and business research” as a priority commitment on par with the OWRI’s historic support for viticulture and enological research. Our goal for this presentation is to provide an overview of the general nature and potential scope of this new research program. We want to clarify how this work can complement both the research by other OWRI faculty and the marketing and industry studies supported by the Oregon Wine Board’s market research team. We also will present initial findings from our current research related to direct-to-consumer market strategies and wine club member preferences. 


10:45 AM – 11:45 AM:  Interactive Poster Session 

This session will provide you the opportunity to interact one-on-one with scientists and students conducting research at the OWRI. Posters will feature research findings that are in-progress for various research projects being conducted across a wide array of topics within viticulture, enology, and economics.


11:45 AM – 12:30 PM:  Valuing Oregon’s Wine Growing Regions
Dr. Robin Cross, Assistant Professor and Senior Researcher, Dept. of Applied Economics, OSU

Vineyard owners can now receive a tax break for the portion of their vineyard’s value attributable to regional reputation. Reputation and wine quality each influence bottle price, so identifying their separate contributions should be possible. Wine quality strongly reflects a region’s geology and climate. But, reputation is an evolving interaction between wine quality and consumer experiences with past vintages, expert reviews, tasting room events, and even the winemakers themselves. In this study, we examine reputation from a number of perspectives, in order to understand reputational and geo-climatic contributors to value.


12:30 - 1:30 PM: Lunch 


1:30 PM – 2:15 PM:   Are vineyard buyers warming up to cooler locations? Quantifying the value of location specific adaptability
Jason Beasley, Graduate Student, Dept. of Applied Economics, OSU

Utilizing a newly generated database of vineyard characteristics and sales throughout Oregon and California, we explore the response to media coverage of climate change on vineyard prices. Our results suggest that “cooler” than average California vineyards command a price premium that rises with concern for climate change. These results hold for all types of Oregon vineyards, which on average, are cooler than California vineyards.


2:15 PM - 2:45 PM: Break/Poster Session 


2:45 PM – 3:30 PM:  Benefits of Early Adoption of Preventative Pruning Practices in Managing Grapevine Trunk Diseases
Dr. Jonathan D. Kaplan, Professor and Graduate Coordinator, Dept. of Economics, Sacramento State University 

Despite the high likelihood of infection and substantial yield losses from trunk diseases, many California winegrape growers wait to adopt field-tested, preventative practices (delayed pruning, double pruning, and application of pruning-wound protectants) until after disease symptoms appear in the vineyard at around 10 years old. This presentation highlights an economic analysis of these practices before symptoms appear in young vineyards and after they become apparent in mature vineyards to identify possible economic hurdles to early adoption. In addition, web-based resources are introduced that communicate the benefits from and potential hurdles to early adoption.


*Registration must be completed in advance. On-site registration is to obtain your conference proceedings, name tag, and enjoy beverages before the beginning of the event.

For more information, contact Denise L. Dewey, Outreach and Communications Manager, at denise.dewey@oregonstate.edu   

Accommodations for disabilities may be made by contacting 541-737-3620