DOBSON — With the completion of a state-of-the-art facility on the horizon, the Surry Community College Viticulture and Enology program took its first major stab at hosting a seminar on Saturday.

The program hosted an all-day Winery Tasting Room Design and On-Site Marketing workshop that drew between 75 and 100 participants from 11 states ranging from Oklahoma to Vermont.

“This gets recognition for our school and our region. It provides a little bit of economic stimulus as well,” said Gill Giese with SCC’s viticulture program.

Throughout the workshop, which was presented by Dr. Bruce Zoecklein, head of the Enology-Grape Chemistry Group at Virginia Tech, participants learned how to design the physical facilities and how to train staff on how to position, price and sell will. Topics included winery tourism, common winery marketing mistakes, winery sustainability and branding and strategies for on-site marketing.

The college even had the opportunity to showcase some of its own wines during a session on the role of sensory evaluation in on-site marketing programs presented by Barbara Lindbloom of Lindbloom Consulting in Santa Rosa, Calif. The evaluation required the use of several different types of wines for participants to evaluate based on taste and smell in an effort to help them realize how important order and glass size is in the tasting process. The variety and quality of many of the wines produced by the program were good enough to be used for the exercise.

Some of the students in the program even had the opportunity to do some networking for when they are ready to enter the business world by helping out at the seminar.

“It’s good for them to network and have experience with professionals,” Giese said of the 12 students.

Some of the participants were students who are already in the industry, either those who have a winery and are looking to expand to a tasting room or are looking to hone their skills in marketing.

“I’m an assistant wine-maker at West Bend and I do facility work on the side,” said Liz Pickett from High Point, who is a student. “It’s been awesome so far.”

Many of the participants in the workshop are preparing to open their own wineries or looking for pointers in expansion.

“We’re starting a vineyard on my family’s farm in Virginia,” said Kiernan Slater from Upperville, Va., who was referred to the workshop by a teacher at Pennsylvania State University. “It’s been very informative and fun. We’ve learned a lot, particularly about marketing.”

For Arthur DeLean from Alexandria, Va., attending the workshop was part of a five-year plan. His brother recently bought property in Arizona that with the 4,000 feet elevation and climate should be good for establishing a winery. There are already several vineyards in the area. The brothers hope to put their plan in motion in about five years and plan to spend the time between now and then learning about the business from others.

“We’re working on a business plan right now. Things like this are best for networking,” he said. “The tasting room marketing portion has been good. Marketing is hug. We’ve been focused more on the winery aspect. But getting capital is important. You really want investments early on so you can grow.”

Events such as this workshop are exactly what the new NC Center for Viticulture and Enology will allow the school to host on a regular basis, according to Giese. The participants were quick to praise the workshop as well.

“This is better than the NC Wine Growers Association workshop actually,” said Frank Lilly from Tryon, who has a winery and is looking to open a tasting room.

“We’re very pleased,” said Giese. “Many of our speakers are nationally known and some are internationally known. We hope to do more of this.”

Contact Morgan Wall at mwall@mtairynews.com or 719-1929.