Reimagine Industry Associations Success Story: CAVE & Colorado Wine Fest


Colorado Association for Viticulture and Enology (CAVE) was approved to participate in the Reimagine Industry Associations Program by the Colorado Tourism Office in October 2022.

The Purpose of CAVE is to encourage and support enology and viticulture in Colorado, representing 170 Colorado wineries and three wine regions- the Front Range, Grand Valley and West Elks. CAVE also encourages wine enthusiasts to visit local wineries and participate in CAVE's annual Colorado Winefest. In 2022, Colorado wine week was officially recognized as September 11-19 by Governor Polis to celebrate and recognize Colorado's wine industry.

CAVE was paired with Olivia Ward, a CRAFT mentor with experience in social media marketing, digital advertising, and digital content strategy, to deliver 75 hours of consulting to conduct the activities below.

The purpose of this project was to increase awareness of Colorado's three wine regions as travel destinations, increase visitors to Colorado's 170 wineries, and promote the industry through Colorado Wine Week.

Project objectives included:

  • Develop a TikTok strategy and content recommendations for CAVE to increase awareness of Colorado’s wine regions and promote member wineries
  • Create and manage one Facebook and one Google Ads advertising campaign to increase consideration of visiting a Colorado wine region in 2023
  • Develop a promotional guide and strategy for Colorado Wine Week 2023

CAVE achieved the following results with its Reimagine Industry Associations Mentor:

  • TikTok strategy and recommendations that includes campaign goals, current trends, and steps to improve campaign engagement
  • Google Ads and Meta advertising campaigns to increase awareness and regional website landing page views, including a 23% increase in impressions, a 54% increase in link clicks, and a 112% increase in regional landing page views compared to the Spring 2022 campaign
  • Colorado Wine Week 2023 strategy that includes tactics to analyze and identify opportunity areas
  • Recommendations for Colorado Tourism Office creative asset production shoot that includes locations, talent, and activities

“Working with the Reimagine Industry Association Program continues to exceed our expectations year over year. This is such an incredibly thoughtful program that gets to the heart of what each industry, association or DMO needs to achieve their tourism goals.” — Cassidee Shull, CAVE