Wine tourism doesn't stop at the winery

There's only so much cheerleading you can lead before action is required.

That's where the Yakima Valley finds itself with respect to wine tourism. We have heard the bubbly testimonials about how our wine region is another Napa Valley. That kind of positive chatter is fine, but now it's time to turn this dream of a vibrant tourism industry into a reality.

Ted Baseler, CEO and president of Ste. Michelle Wine Estates, knows the future is bright, since his wine company is the state's oldest and largest, with two wineries here in Central Washington -- Snoqualmie Vineyards in Prosser and Columbia Crest in Paterson. So when Baseler says the Yakima Valley needs to seize the moment and build more resorts, spas, restaurants and retail outlets, he speaks with authority. It's fine for visitors to travel to Yakima Valley's wine country, but they need more amenities to keep them coming back for more.

Baseler backs this message, which he delivered recently to the annual meeting of New Vision-Yakima County Development Association, with a bold prediction: In 10 to 15 years, the state's current wine grape acreage of more than 36,000 acres will double.

The growth of the state's wine industry has been nothing short of astounding. With just 19 wineries in 1981, the industry now boasts more than 650 with 11 federally recognized viticultural areas, each with its own distinctive growing features. Washington ranks as the second largest premium wine-growing region in the nation, and the industry has a total economic impact on the state economy of $3 billion and about $4.7 billion for the United States.

Estimated retail sales of Washington wines are $437 million per year and account for 19,000 jobs, with a payroll of $579 million.

Those are some healthy statistics. But growth doesn't mean the wine industry is forsaking quality. Quite the opposite.

In 2009, Ste. Michelle's Columbia Crest 2005 Reserve Cabernet was picked as Wine Spectator's "No. 1 Wine in the World." That kind of publicity helps create a buzz that once had been the sole province of French and California wine makers. Not any more.

Still, the Yakima Valley has a long way to go. Baseler has it right. It will take more resorts, spas, restaurants and retail outlets. It will also take the concerted and coordinated efforts of private investors assisted by the expertise of economic development agencies like New Vision.

And with further improvements envisioned for the former Boise Cascade lumber site, which could include a multiple-use sports complex, the possibility of the Yakima Valley truly becoming the gateway to the state's wine country is no longer a faint glimmer on the horizon.

It could be just around the corner.