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Serving locally grown products is no longer a novelty. As hoteliers and restaurateurs, we wouldn't be doing our jobs if we didn't encourage guests to consume products grown in the region. Not only do these products benefit area businesses, they also require shorter gas-chugging transits.
CSM Lodging's beverage program is committed to offering local wines that are produced using the soil-rich characteristics of nearby grapes. We offer wines hand-picked by our food-and-beverage managers that reward the traveler's palate with a geographic impact.
We used to mandate specific wine lists for all of our operations, regardless of the hotel's size or brand. But we recently changed our policy when we realized the individual properties might do a better job choosing wines with a local perspective. For the last six months, our hotel managers have been given the autonomy to offer locally produced wines and have trained the wait staff to sell the regional selections.
At the Courtyard Marriott in downtown Portland, food-and-beverage director David Ray Martin works with local wine representatives. The wine reps offer detailed training for our wait staff including proper table service, overall wine knowledge, the importance of tasting notes and beneficial pairing options.
For example, Oregon's most popular wine is Pinot Noir. The wait staff of the Courtyard shares the popularity of this wine with business travelers. Servers sell it as: "fruit-driven, with aromas of cherries and warm spices." The top seller on the Courtyard Lloyd Center wine list has now become Willamette Valley Pinot Noir.
Another avenue we use to introduce wine to both hotel staff and guests is to facilitate regional wine tastings. In Portland, the Courtyard Marriott hosts wine tastings that allow staff to sample wines from Napa Valley, Willamette Valley and Dundee, Ore. (Trinity Vineyards). The staff completes the tastings with a better understanding of each wine's flavor profile and can readily describe their favorite.
Local wineries also often host our staff for on-site tours. In just a short bus ride, staff members can go to the source and have wine experts teach them "right from the barrel." Also, as an incentive to sell regional wines, our hotels conduct wine selling contests among the staff. The most sought after grand prize is a tour or trip to local wineries.
Hotels and restaurants alike can benefit from developing a regional wine program. There are wineries in all 50 states eager to develop a local following. Supporting local wine producers and partnering with them to help train staff in wine not only gives restaurant operations something special to promote, but also paints it as an eco-friendly business.
Jennifer Michaud is director of training for CSM Lodging in Minneapolis. She is a member of the Council of Hotel and Restaurant Trainers (CHART) and serves on its board of directors.
