named programs · 4 · from sources
What they call their work
Glass Pass
Pass offering one full glass of wine at each of the six member wineries, valid year-round
Paws & Pours
Dog-friendly passport program offering wine discounts and treats for pets, with proceeds supporting the Humane Society of Yates County
Signature Events
Ticketed events such as the Handcrafted Holiday event, enabling self-guided tours of member wineries on select days
Tasting Passport
Pre-paid digital pass offering tastings at all six member wineries and exclusive discounts on wine purchases
activities · 3 groups
What they do
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Craft Beverage Tourism Trails 3 activities
- Operation of tasting rooms and hospitality venuesOperates and maintains physical and outdoor tasting facilities, including a renovated Penn Yan tasting room and an open-air Outdoor Tasting Pavilion overlooking Keuka Lake, to support visitor engagement.
- Promotion of Keuka Lake wine industryAdvances regional viticulture and promotes wineries on Keuka Lake through collective marketing, visitor outreach, and long-standing operation since 1985. Attracts over 100,000 visitors annually through coordinated efforts with member wineries.
- Wine trail visitor navigation and access programsProvides digital and physical tasting passports, including year-round and event-specific options, enabling pre-paid tastings, exclusive discounts, and flexible visitation across six member wineries on the Keuka Lake Wine Trail.
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Wine Industry Promotion & Education 2 activities
- Food and wine pairing programsOffers curated food and wine pairing experiences, including the Vista Table program and event-specific pairings featuring seasonal small bites and local cheese, to enhance visitor hospitality.
- Organization of signature wine trail eventsPlans and hosts annual ticketed events such as Sips & Succulents, Wine & Cheese, and Handcrafted Holiday, offering self-guided tours, wine samples, food pairings, and special keepsakes across multiple member wineries.
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Animal Welfare Fundraising through Retail and Sales 1 activity
- Funding support for local nonprofitAllocates a portion of proceeds from the Paws & Pours Passport sales to support the Humane Society of Yates County.
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financials · form 990EZ · fy2024
revenue
Total revenue$104K
Contributions & grants$61K59%
Program service revenue$34K32%
Investment income$90%
Other revenue$5K
expenses
Total expenses$89K
Program expenses—
Admin / overhead—
Fundraising—
Salaries & benefits—
Grants paid out$1K
balance sheet
Total assets$77K
Cash—
Investments—
Liabilities—
Net assets$75K
5 years on record · 2020–2024 · YoY revenue +72.9%
leadership · form 990 part vii · fy2024
Who runs it
board members · 1
- Lauren Binnert — Director
relationships · 31
Who they work with
- Agricolae Estate Winery by Ravines Partner — Participating member winery offering a behind-the-scenes tasting experience during the Handcrafted Holiday event.
- Attraction and Restaurant Partner Partner — Local attraction and restaurant partner linked through the Keuka Lake Wine Trail website
- Bandwango Partner — Tech partner providing support for Glass Pass digital delivery and customer inquiries.
- Bandwango Partner — Tech partner providing support for the Tasting Passport program.
- Classy Coach Transportation Partner — Transportation partner offering $50 off a 6-hour winery tour for passport holders.
- Domaine LeSeurre Winery Partner — Participating member winery offering a behind-the-scenes tasting experience during the Handcrafted Holiday event.
- Facebook Network — Shares event updates on Facebook.
- Facebook Partner — Platform used to promote member winery events and updates
- Finger Lakes Premier Properties Partner — Partner offering vacation rental specials to Tasting Passport holders.
- Heron Hill Winery Partner — Participating member winery offering a behind-the-scenes tasting experience during the Handcrafted Holiday event.
- Humane Society of Yates County Partner — Beneficiary organization receiving a portion of Paws & Pours Passport proceeds.
- Humane Society of Yates County Partner — Partnership through the Paws & Pours passport program, which supports the organization while offering dog-friendly winery access.
- Instagram Network — Shares event updates on Instagram.
- Instagram Partner — Platform used to promote member winery events and updates
- Keuka Spring Vineyards Partner — Participating member winery offering a behind-the-scenes tasting experience during the Handcrafted Holiday event.
- Lake Life Catering Partner — Curates food pairings for the Wine and Cheese Signature Event.
- Lake Life Catering Partner — Provides holiday-inspired food pairings for the Handcrafted Holiday event.
- Lake Life Catering Partner — Provides seasonal small bites for wine pairings at the Sips & Succulents event.
- Lodging Partner Partner — Lodging partner featured on the Keuka Lake Wine Trail website
- Main Street Drivers Partner — Transportation partner providing a $15 credit on wine tours for passport holders.
- Member Wineries Network — Six family-owned wineries that are part of the Keuka Lake Wine Trail network.
- Member Wineries Partner — Collaborates with member wineries in joint marketing efforts to attract visitors.
- Simmons family Partner — Multi-generational grape growers who assumed ownership of Keuka Spring Vineyards in 2022 and continue its operation.
- Tour and Transportation Partner Partner — Tour and transportation partner providing services for the Keuka Lake Wine Trail
- Transportation Partners Partner — Collaborates with transportation providers to offer ride options for visitors along the wine trail.
- Vineyard View Winery Partner — Participating member winery offering a behind-the-scenes tasting experience during the Handcrafted Holiday event.
- Weis Vineyards Partner — Participating member winery offering a behind-the-scenes tasting experience during the Handcrafted Holiday event.
- Wiltberger family Partner — Founding family of Keuka Spring Vineyards, established in 1981.
- Yates County Chamber of Commerce Partner — Tourism partner responsible for issuing passport confirmations.
- Yates County Chamber of Commerce Partner — Tourism partner responsible for passport confirmation communications.
+ 1 more
strategies · 4
How they approach the work
Named approaches extracted from this org’s sources. Where others share an approach, follow it to see the full set of orgs running it.
- Collective Marketing to Amplify Regional Appealmethodology: collective_marketingBy uniting member wineries under a shared brand and coordinated promotion, the Keuka Lake Wine Trail increases visitor attraction and regional visibility more effectively than individual wineries could achieve alone, because collective marketing creates economies of scale and strengthens the perception of a destination-worthy wine region.
- Community Development Through Wine Tourismmethodology: community_development_through_tourismBy promoting wine tourism in the Keuka Lake region, the organization drives community improvement through economic development, local product promotion, and charitable engagement, because tourism generates local revenue, supports small businesses, and fosters civic participation.
- Tailored Experiential Tourism to Drive Engagement and Return Visitsmethodology: curated_experiential_tourismBy designing flexible, multisensory, and curated visitor experiences—such as seasonal events, passport programs, and thematic pairings—the Wine Trail enhances visitor engagement and encourages return visits, because memorable and personalized experiences increase emotional connection and perceived value.
- Terroir-Driven Quality and Collaboration as Regional Differentiationmethodology: quality-and-place_based_differentiationBy emphasizing small-batch, handcrafted, terroir-driven wine production in collaboration with family-owned wineries, the Wine Trail differentiates the region as a high-quality, authentic destination despite its small size, because consumers value craftsmanship, uniqueness, and place-based authenticity in wine tourism.