Wine Travel Adventures. An interview with Harold Partain

[Arlyss]

I would like to introduce Harold Partain. Harold is an old buddy of mine from college and a Travel Agent.In the ensuing years we have traveled together several times. I knew he had a penchant for putting great wine with great food, but I had no clue that he could turn this passion into a business. We lost touch for several years and reconnected when he discovered my name on The Academy of Wine website. The following interview is all about his pursuit of his travel experiences and his desire to share these experiences with adventurous wine novices and experts..

What prompted your interest in wine vacations?

Short answer? I love wine! My own travels are often highlighted by memorable food and wine experiences. I made the deliberate effort after 911 to refocus my business. The need for specialization was evident and as I had been traveling to Italy for several years already I just naturally gravitated to something that I loved… food and wine.

Which wine destinations are booked most frequently?

Because of personal interest I see travel to Italy, Spain and France as primary wine destinations. However, there are some rising stars on the horizon with Argentina, Chile and New Zealand. Australia and South Africa are places where travelers discover great wines as well. Within the United States we used to see a lot of travel to California. Oregon and Washington are becoming popular destinations. California still gets a fair amount of traffic but it is no longer just Napa and Sonoma. To the novice as well as experienced, several movies in recent years have influenced wine travel. “Sideways” was a miracle movie for the wine industry in California. “Bottle Shock” as well seems to have created its own mini-revolution of pride in American wines.

What are clients looking for in a wine travel destination?

As clients travel more and gain confidence in wine knowledge we see them searching for more unique experiences. Many become interested in a specific grape such as the rush to discovery pinot noir a few years ago. I distinctly remember an experience I had in California many years ago. At the time I was fascinated with what is called the Rutherford bench. I kept badgering the wine maker for an explanation as we walked through his vineyard. He finally told me to taste the dirt.
The primary factors desired by wine travelers are education and hands-on experiences. Not only do guests want to visit a winery and taste, they want to understand what makes a sangiovese a sangiovese. They want to get their hands in the dirt. What factors make sangiovese different when produced in Chianti, Montalcino, or Romagna? What makes a California sangiovese so unique? Access to the history of the grape and its production in the region become very important. A region that has smaller, quality production can be of more interest than larger production houses. Boutique vintners and organic methods are more than just buzz words.
Choosing a destination that offers strong cultural and historical opportunities is important as well. We find guests interested in wine are also interested in art, music and the performing arts. Hands on cooking and food pairing opportunities become critical in selecting where to travel. We strive to give a balance of all these attractions with our culinary programs.
A destination must provide the experience of combining the local wines with local cuisine. A variety of venues are expected. Locally owned cafes, bistros, wine bars, trattoria or ristoranti are considerably more important than chain restaurants. Access to celebrity wine makers and chefs is important to some. Quite frankly, some guests want to have these bragging rights.

Do you get any feedback and what kind?

We solicit feedback. We encourage our guests to submit photos for use in future programs or in newsletters. On personally escorted programs we schedule time toward the end of the adventure to ask questions and offer individuals the opportunity to make suggestions for improvements. A follow up telephone conversation and/or email is nearly always done by me or another staff member. Although very important, we are not just interested in transportation, accommodations, and guides. We want to know how they feel about every aspect of the journey. What works, what doesn’t? What features would you have preferred more time to engage in? Was there too much time devoted to one thing or another? Did you receive what you expected?

What is the level of wine knowledge of the average client who books a wine vacation?

This is the single most important question to have answered from potential guests. It is important also to determine, when two people are traveling together, each individuals level of knowledge and amount of participation expected. Small group travel programs are available for all levels of knowledge or can be designed to meet individual needs. Matching the individual to the right or expected experience is critical. Our indicators suggest most wine and food enthusiasts do enjoy traveling with small groups. Wine lovers are gregarious folks.
Appealing to multi-levels of wine knowledge does become a challenge at times. There are a few travelers in the category of genuine wine aficionado. These generally travel alone or with members of their own circle of wine knowledgeable friends. I love these travelers as they stretch my own wine experiences. The average traveler, however, is novice to medium general wine knowledge. We do have clients who come to us with extended experience and knowledge of a specific wine region, but are seeking an opportunity to expand the palette and visit other destinations.

Do you have a blog on your website?

Currently I do have a blog but it is specific to Italy. “Harold In Italy” – to borrow from Berlioz and Lord Byron – has served me well for many years and recently for my blog. www.HaroldinItaly.blogspot.com

On a typical wine vacation, what additional features are offered?

This has probably been answered in my remarks above. But to emphasis I mention local cuisine, art, history and other cultural experiences. We offer guests the opportunities to engage the local community on their own. Go out and discover by breaking the small groups into even smaller numbers. We don’t plan everything but we offer assistance and direction in the adventure of discovery.

What additional information would you like to share with Academy of Wine about your personal interest in wine and food and your website?

Our website www.Epicopia.com is a means to introduce you to the vast world of culinary travel we offer. This is just the beginning to the opportunities available. Travel is a very personal experience. We offer consultation that respects the individual. We strive to create and design an experience that will exceed their expectations whether traveling in a small group or alone.
We use the term culinary tourism as best described by the International Culinary Tourism Association (ICTA)…
“In its broadest sense, Culinary Tourism is defined as the pursuit of unique and memorable culinary experiences of all kinds, often while traveling, but one can also be a culinary tourist at home.”
I would encourage your readers to explore this link for a brief history and detailed definition of Culinary Tourism… http://www.culinarytourism.org/?page=intro

It has been my good fortune to serve on the Board of Directors of ICTA since 2004. Three years ago, after 35 years in the travel industry, I founded Epicopia: A Collection of Food & Wine Travel Experiences. There is a growing interest in culinary tourism; a unique and specialized travel lifestyle.
In 2001 I moved back to the farm in order to get my “hands in the dirt” and to support the concept of FLOSS; Fresh, Local, Organic, Sustainable, and Seasonal food production. My involvement with Slow Food has presented numerous educational benefits. I’ve even learned how to cook a few things! I am the consummate wine explorer. Unfortunately, the Blackland Prairie here in Texas doesn’t support the growing of grapes.

Robert Mondavi is part of Icon Estates. There are several wineries in our portfolio. Would you be interested in having us host some events for your clients and travel agents?

The Icon Estates portfolio includes a number of my personal favorite wineries. With several wine regions of the world represented, I can see several opportunities for us to work together. One of the primary reasons for developing Epicopia is to introduce a collection of vendors and suppliers to the network of travel consultants and travel agencies I have worked with over the years. Marketing culinary tourism to the travel agency community is in the early stages. Now is the time to work with the travel community to educate and inform. Our clients are very interested in food and wine tourism. I welcome the opportunity to explore together how we might better enhance our relationship.