Visit Temecula Valley (VTV) today announced results of their 2017 economic impact study of Temecula Valley Southern California Wine Country. Led by Dean Runyan Associates, a research services firm emphasizing travel and economic development, with input from Riverside Agriculture, the study tracks data pertaining to case production, revenue, employment and visitation gathered from 36 winery members of the Temecula Valley Winegrowers Association (TVWA). The Temecula Valley American Viticultural Area (AVA) has an annual economic impact of over $64 million on the regional economy, and supports 1,300 jobs.
A sampling of 36 wineries in the Temecula Valley AVA shows the region produced over 350,000 cases in 2017, yielding more than $64 million in annual revenue, with 7.4% of the wineries who responded indicating annual revenue in excess of $5 million. While only 11% of Temecula Valley wineries are currently in distribution outside of the winery, the region supported more than 1.5 million winery visits last year. Riverside Agriculture reported 2,530 harvested acres in 2016, yielding 8,700 tons and $13.2 million in grape sales. The majority of growers farming Temecula Valley vineyards sell their wine grapes to Temecula Valley wineries.
Employment figures are strong in the region, with annual wages totaling approximately $8.4 million, up 3.4% from the previous year.
“2018 marks the 50th Anniversary of Temecula Valley Southern California Wine Country and it’s clear from the results of this most recent economic impact study not only how far we’ve come, but that we’re only just getting started,” said Danny Martin, TVWA Board President. “We’re all looking forward to seeing the continued growth of the region, and global recognition for the quality of our wines.”
59% of Temecula Valley wineries reported annual revenue of $1 million or more in 2017. Winery production varies in the region, with over 62% of Temecula Valley’s wineries reporting that they produce fewer than 10,000 cases annually. Visitation to the region is robust, with roughly 40% of the wineries who responded indicating over 50,000 winery visits annually.
Visitation is predominantly categorized as “paid wine tastings” and “other visitors,” which includes wine club tastings and events. The region also supported roughly 345,000 restaurant patrons in Wine Country in 2017. Dining and lodging in wine country are unique features to the Temecula Valley, and key pillars of the region’s tourism.
“Temecula Valley Southern California Wine Country continues to demonstrate immense promise as a prime region for wine tourism,” said Kimberly Adams, VTV President and CEO. “The combination of quality wines, warm and welcoming lodging, award-winning restaurants, shopping and diverse leisure offerings make this a perfect getaway not only for the 23 million Southern Californians within a 2-hour drive, but for visitors from all over the globe.”
The full report, which can be viewed here, will guide and support comprehensive marketing and tourism planning efforts by Visit Temecula Valley and the Temecula Valley Winegrowers Association.
ABOUT TEMECULA VALLEY WINE COUNTRY
Located within a 60-minute drive from San Diego, Orange County, and Palm Springs, and within 90 minutes of Los Angeles, Temecula Valley is widely recognized as Temecula Valley Southern California Wine Country. The popular wine destination is southern California’s largest wine producing region by volume.
Both Visit Temecula Valley (VTV) and the Temecula Valley Winegrowers Association (TVWA) are 501 (c) 6 nonprofit regional organizations. Primary responsibilities of VTV (VisitTemeculaValley.com) include promoting Temecula Valley as a year-round travel destination and advancing the Temecula Valley visitor economy. The TVWA (TemeculaWines.org) is dedicated to promoting the making and growing of quality wine and wine grapes in the Temecula Valley A.V.A. (American Viticulture Area).