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Raising a glass to marketing - Summerland BC

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Commercial Real Estate Agent with BusCom Real Estate Services

Raising a glass to marketing - Summerland BC

By John Arendt - Summerland Review
Published:
August 11, 2010 3:00 PM
Updated:
August 11, 2010 3:17 PM

Bill Hibberd

Instead of Help Wanted signs on business doors, there are now downtown buildings with For Sale and For Rent signs in the window.

It's a disappointing change from just a few years ago.

The global recession has made its presence felt and even though there are some encouraging signs of recovery, business is not what it once was, especially in the retail sector.

Added to that, some merchants are complaining about the inconvenience from the road construction on Rosedale Avenue and Prairie Valley Road, a project continuing until the end of this winter.

There is however one sector of Summerland's economy which seems to be weathering the economic slump admirably.

The Bottleneck Drive wineries - which include all Summerland wineries and Vinegar Works - continue to see customers and continue to make their presence known, in Summerland and beyond.

Their success should come as no surprise. Collectively, Summerland's wineries have been taking some progressive measures to bring in the business. As a group, they have been advertising their presence in town and away from Summerland.

While the Okanagan is developing a well-deserved reputation as B.C.'s wine country, Bottleneck Drive members are promoting Summerland as a wine tourism destination.

Because the wineries are off the beaten path and away from the town core, the promotional material includes maps of how to get to each one.

Many of the wineries also host special events to draw tourists. Concerts, art shows and special banquets are some of the events which have taken place near the vineyards.

With the measures they have put in place, Summerland's wineries are not simply selling a variety of wines; they are selling a winery experience.

Visitors who buy a bottle of Summerland wine can recall their memories later when they serve it.

Wine tourism is becoming a huge draw in bringing visitors to the Okanagan, but with the number of small wineries throughout the valley, each one needs to promote itself.

In Summerland, the efforts have been successful and some of the wineries' efforts could also be adapted to bring visitors to the rest of the community.

Promotions and advertising campaign work, and they have worked in Summerland. The best example would likely be the Crazy Days sales, organized by Summerland 5¢ to $1 Store. The sales brought a lot of customer traffic into the store and into the rest of the community.

Special events also work and should be considered. The Blossom Run, Action Festival, Summerland Fall Fair and Festival of Lights are large-scale events which together bring thousands of people into the community. Those who attend festivals don't just stay in the park the entire time. They also take a break for a meal at a restaurant or for a bit of shopping if they notice something they want.

Similarly, the concerts and plays at Centre Stage Theatre bring people from out of town.

If customers have a reason to come to Summerland, whether for a special sale or a unique experience, they will come. And once they are here, they become potential customers.

Marketing a business or a community is good; marketing a unique experience is even better.

This is a lesson the Bottleneck Drive wineries have discovered. It's something the most successful businesses understand. And it's something that has been discussed in brainstorming sessions to promote Summerland.

If people have a good reason to come to Summerland, they will do so, no matter what the condition of the economy or the roads.

John Arendt is the editor of the Summerland Review.

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Raymond MAASKE, BBA, CCC, ACRE

 

 

 

Confidential Business Broker & Commercial Real Estate Services

 

 

 

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Email:  RaymondMAASKE@gmail.com

 

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