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Media Contact: Chris Taranto
Phone: 805.239.8463

PASO ROBLES WINE COUNTRY INVESTS IN NEW TECHNOLOGY Now a More Compelling Resource with Added Capabilities

PASO ROBLES, CA (June 1, 2009) The Paso Robles Wine Country Alliance announces the launch of its new Web site The upgraded marketing tool provides a virtual experience featuring compelling images enticing users to visit and learn more about Paso Robles Wine Country. Much like the premium wines and world class hospitality found in Paso Robles, the user will find a quality experience on with new interactive tools, easier navigation and an aesthetically pleasing environment. This revamped site lends greater ease for wine enthusiasts and members of the wine trade to seek information, plan a visit, and gain a better appreciation for the third largest and fastest growing wine region of California.

“The new image driven design is viewed by more than 30,000 visitors each month and will attract greater Web traffic,” noted Stacie Jacob, executive director of the Paso Robles Wine Country Alliance. “We are well aware how important a resource is in the marketplace and recognize the need to stay competitive while providing a genuine and user friendly virtual experience for wine enthusiasts and wine experts interested in Paso Robles Wine Country.”

New Technology
The Paso Robles American Viticultural Area (AVA) is a federally defined AVA with clear-cut boundaries distinguishing a sense of place for wines from this particular region. New technology now allows the user to view detailed maps of the AVA, focusing on individual vineyards and their own unique attributes. For the trade, this means understanding precise block detail of vineyards that grow wine grapes specific to a need or for background information on wines produced. For the wine enthusiast, this feeds into their appreciation and curiosity of different grape varietals grown and the diversity of the region.

“The technology is new and one of a kind,” said Tim McGee, president of MoosePoint Technology, Inc. “The vision was to create a user friendly environment that would provide the most amount of technical vineyard information while leveraging existing technologies for a cost effective outcome.” The new AVA map uses Microsoft® Virtual Earth™ as a platform with software from MoosePoint Technology laid over it to create this exclusive search tool on

User Friendly averages 30,000 unique visitors per month who spend four-and-a-half minutes per visit and view a little over five pages each time. The Alliance tracks Web statistics and understands the most frequently viewed content is information on wineries, travel to the region, business listings, and events. The refreshed site now makes access to this information more prominent with fewer clicks to obtain the popular, more frequently visited information.

The retooled calendar feature now showcases color coded days of the month with activities and a standardized listing of winery events that eases the user’s search. A visitor planning navigation tool remains close-at-hand throughout the site and a new footer tool bar remains consistent, each providing single click access to popular content within
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Aesthetically Pleasing
Each month more than 50 percent of the visitors to are new visitors to the site. With the remainder consisting of returning visitors, a meaningful experience must await new visitors to compel them to return.’s new design incorporates an aesthetically appealing approach that works in tandem with the ease of use. With action buttons laid out in an intuitive manner along with balanced color scheme the rejuvenated site is prepared to retain interest. New elements to support user retention include RSS feed subscription; opt in email notification and video capabilities that bring another level of dimension to the site.

The renovated Web site is a team effort spearheaded by the Paso Robles Wine Country Alliance with experts in design, engineering, data procurement, and GIS technologies. The overall design was provided by Kraftwerk Design, Inc. whose expertise lends to the clean lines and fresh appeal of the new site. Clever Concepts, Inc. was tasked with Web and database programming as well as utilizing their knowledge of content management to ensure fast upload times and positive search results on MoosePoint Technology, Inc. and its vineyard mapping partner, Mike Bobbitt & Associates are responsible for bringing the most exciting new aspect to into fruition. The mapping technology coupled with the rich vineyard data is unique to any regional wine association Web site and an important asset to future revisions of

The Paso Robles Wine Country Alliance represents wineries, growers and businesses in Paso Robles Wine Country. Centrally located between San Francisco and Los Angeles, along California’s Central Coast, Paso Robles Wine Country is California’s fastest growing wine region. It encompasses more than 26,000 vineyard acres and more than 180 wineries. For more information, visit
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