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|Tuesday, August 01, 2006|
STATEWIDE— First, grow the grapes. Then make the wine. And next, book Bob Dylan? With an increasing number of players in the winery business, several vineyards are relying on hosted concerts to market and create an outlet for their food and drink.
McMenamins jumped on the trend last month as it began an outdoor summer concert series at its Edgefield property in Troutdale, where it has operated a winery since 1990. The 4,500-person venue will share grass with the golf course before moving in 2008 to a permanent location across the street as part of a new complex to include more guest rooms and meeting spaces. “There is not a lot of options for large outdoor music venues in the Portland area,” says marketing director Renee Rank. McMenamins sells its food and alcohol during the concerts. “It’s good marketing,” Rank adds.
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