Page 65 - Rural Tourism Report Washington County

CHAPTER 3: THE WASHINGTON COUNTY RURAL TOURISM SECTOR

5. Popularity of Regional Wines 6. Emergence of Farm Stays
Washington County is part of Oregon’s north While consumer demand for farm stays appears to
Willamette Valley wine-producing region—an be growing, little related local data was available

area with potential for additional growth in both at the outset of this study. Farm stays are a well-
vineyard acreage and wine production. According known model abroad, exemplified within Italy’s
to a 2013 Oregon Wine Reputation Study , Oregon’s government supported “agriturismo” program, a
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regional reputation matters to consumers and driver of the country’s rural economy. With limited
trade professionals. Per that study, five key rural lodging options available locally, farm stays
characteristics may address this need and provide lasting and
describe the localized economic benefits.
reputation of
Oregon’s wines County planning departments throughout Oregon,

and wineries: however, interpret state land use laws regarding
artisanal, overnight stays on farmland differently. A more
sustainable, standard interpretation and consideration of the
small family many ways that different counties permit farm
farms, stays may help planning departments develop more
community/ flexible rural lodging standards; help the state move
collaboration, forward in its goals of rural economic development,

and small farm sustainability, and rural tourism; and
stewardship. help entrepreneurial farmers increase their incomes
These five through diversification. It may also increase
traits positively awareness of existing allowances that accommodate
distinguish some form of overnight farm stay and spur
Oregon wineries consideration of potential changes to regulations
from those in Alloro Vineyard wines. Photo courtesy of that might broaden rural overnight stay options.
California. Washington County Visitors Association
In Washington County, farm stays might be largely
A distinct disadvantage, however, is that Oregon accomplished through existing, but perhaps under
wines are not as easy to find. When it comes to utilized County standards that permit bed and
purchasing Oregon wine, the most important breakfast/room and board facilities within existing

factors to consumers and the trade are: quality, dwellings in almost all rural districts (allowed
taste, price, potential for food pairing, familiarity via Type II land use reviews in the AF-20 and
with wine label and region; and multiple points of EFU districts, and as a Type I in several others).
exposure to the wine (for example at tasting rooms, Expansion of an existing dwelling is sometimes
restaurants, and grocery stores). done to accommodate this.

55 2013 Oregon Wine Reputation Study by Sharon Wagner, Chair of the Business Department for Linfield College, and supported by Oregon Wine Board and the Wil-
lamette Valley Visitor’s Association.
56 http://goitaly.about.com/od/italytravelglossary/g/agriturismo.htm
WASHINGTON COUNTY RURAL TOURISM STUDY 61