Summerland set to Light Up the Vines
Donita Dyer who recently assumed her duties as coordinator for Summerland’s Bottle Neck Drive Association is looking forward to the association’s 7th Annual Light Up the Vines this weekend.
The association’s 23 members which include wineries, three cideries and a brewery will benefit from Dyer’s extensive experience and expertise in marketing, sales and communications.
She also has an impressive resume in the food, travel and tourism industries.
“I’m pleased to be able to bring all of my experience and talent to my new position,” Dyer said.
Previously, she was Territory Manager for Empson Wines Canada, where she worked to build relationships within industry, increase sales and manage various marketing and communications channels.
She has considerable experience as an event planner and an in-depth understanding of digital marketing.
In her role as BND’s coordinator, Dyer answers questions from the public and is responsible for the website, digital marketing and social media.
“I am the association’s voice,” she said.
A consistent voice is needed to effectively deliver information about Bottleneck Drive and the Okanagan wine industry she explained. “It’s not just locals looking for information but also people from all over who are planning holidays,” Dyer said.
Wine tourism as part of the overall wine industry has become a major economic driver in the Okanagan.
Comprising 84 per cent of all vineyards and home to the majority of provincial wineries, the Okanagan, including Summerland, is responsible for the majority of the $2.8 billion the wine industry contributes annually to the B.C. economy.
Each year, the B.C. wine industry attracts an estimated one million tourists with many of those coming to the Okanagan.
Dyer cut her professional teeth in the travel and tourism industry.
While living in a small town near Calgary, she got a job over the phone with a Vancouver travel agency.
“I packed my VW, got lost on the way and was so excited I arrived a day early,” she recalled.
“At the time I knew zero about wine. I had no idea how wine was produced or how to taste it.”
Through various jobs, training courses and extensive travel, Dyer became a consummate wine professional.
She is currently completing the Champagne Master Class through The Wine School in Paris.
As an independent consultant, Dyer provides wine instruction at the Metropolitan Bartending School in Vancouver and is co-founder, editor and writer of , which features an array of North American wine writers.
She is also the founder and writer at and creator of The Pink Tank, a Facebook page dedicated to Rosé wine reviews.
After 20 years in Vancouver, Dyer recently moved to West Kelowna.
“I had no work lined up, just a belief that everything would work out in time and good jobs would come my way—and this one did,” she said.
Plans for this weekend’s Light Up the Vines event were well underway when Dyer assumed her duties Nov. 1.
“I will be out and about becoming thoroughly acquainted with association members,” she said.
This weekend, Saturday and Sunday from 3 to 8 p.m., Bottleneck Drive members will welcome visitors with tastings, seasonal refreshments, food pairings and music.
And, of course, sparkling lights in the vineyard.
“Bring your appetite and your wallet—have fun and do some early Christmas shopping and stock up yourself,” Dyer said.
Weekend celebrations start on Friday, Nov. 24 with Bottleneck Drive members pouring at the 30th Festival of Lights, Summerland’s traditional kick-off to the holiday season.
Each year thousands flock to see Santa Claus, Light Up when all the downtown lights go on and fireworks while enjoying specialty foods, shopping and entertainment. Festivities begin at 5 p.m. For information visit www.bottleneckdrive.com, www.summerlandchamber.com or contact Dyer at info@bottleneckdrive.com
Susan McIver is a Penticton writer with a keen interest in agriculture. She can be reached by faxing the Herald at (250) 492-2403.