British Columbia is taking its place on the world stage for the quality of our wine, and wineries across the province are exploring ways to grow their business revenues by offering immersive experiences to visitors.

Presented by Destination BC in partnership with Wine Growers British Columbia, Firecircle, and supported by Pacific Economic Development Canada (PacifiCan), the new program Cultivating Experiences: Elevating BC Wine Tourism is aimed specifically at BC wineries who want to deliver a new or enhanced wine tourism experience.

Designed for winery owners, their Operations Marketing, Events Managers, or similar, this comprehensive program is focused on providing practical, actionable guidance that will help participants tap into new markets, increase revenue potential, and elevate the wine tourism landscape of British Columbia.

Valued at over $15,000 per participant, this program is being offered to 10 eligible wineries at no cost! Space is limited.

Thank you to all the BC wineries that submitted an application. Applications have now closed. The Wine Growers BC contact for this program is Kelly Josephson, Communications Manager, KJosephson@WineBC.com

Cultivating Experiences Program Info Session Recording

Watch the info session which took place August 31, 2023. Read the Q&A report here.

This online program includes:

  • Three (3) hands-on virtual workshops facilitated by leading industry experts to unpack essential aspects such as:
    • Traveller research and market trend analysis
    • Brand storytelling
    • Operational modeling
    • Physical design
    • Packaging and Partnerships
    • Financial feasibility and pricing
  • Opportunities for peer support and networking
  • A step-by-step framework for developing financially viable product additions, including digital resources and templates to help you design and operationalize your new experience
  • Ongoing, personalized mentorship and one-to-one coaching throughout the program by a team of experts with decades of experience working with tourism entrepreneurs
  • Launching of your new tourism experience
  • Marketing support and amplification by WGBC and Destination BC
  • Destination BC Certificate in Experience Building at program completion

Program Planned Schedule

October 2023 Three full-day virtual workshops scheduled for October 16th, 23rd and 30th, 2023
November 2023 – March 2024 Mentorship/Coaching
February 2024 Virtual Presentation of New Experiences
March 2024 – June 2024 Experience Testing (in person)
June 2024 Launch of new wine tourism experiences

Eligibility and Application:

The application-based program is free for all participants. An idea for a new wine tourism experience is not required to qualify for this program but is encouraged.

To be eligible for the program you must:

  • Be an active full or associate member of Wine Growers British Columbia, that produces 100% BC grape wine. Please note, full member wineries will be given priority consideration.
  • Have an active business website
  • Demonstrate, through the application form, a commitment to designing, implementing, and launching a new experience in June 2024
  • Be able to dedicate:
    • Three (3) full days for virtual sessions scheduled for October 16, 23 and 30, 2023
    • Up to five (5) hours a week to apply the learning to your new experience plan as you go

Thank you to all the BC wineries that submitted an application. Applications have now closed. The Wine Growers BC contact for this program is Kelly Josephson, Communications Manager, KJosephson@WineBC.com

Supported by: