Exploring the identity of B.C. wine territory

“Exhibit trail” at wineries encourages discussion and dialogue

Scholars at UBC’s Okanagan campus are bringing wine industry dialogue into B.C. communities this summer with an “exhibit trail”, or multi-location exhibition, at wineries throughout the province.

Refractions: Appreciating the British Columbia wine territory kicked off this month and encourages residents and visitors to explore the B.C. wine territory identity and its impact on regional development.

Supported by the Social Sciences and Humanities Research Council of Canada, the exhibition features archival and contemporary photographs, poems, quotes, art installations and collage – a collection that was initially presented at the Wine Leaders Forum held this spring in the Okanagan.

“We use visual elements such as photos and collage to stimulate thinking and discussion,” says Roger Sugden, dean of UBC’s Faculty of Management and lead researcher on the project. “We hope that through the exhibition, people will deepen their appreciation of the wine territory and their understanding of the different elements that contribute to its success.”

Seven wineries across B.C. are taking part in the exhibition: Cherry Point Estate Wines (Vancouver Island), Northern Lights Estate Winery (Prince George), Okanagan Crush Pad (Summerland), Quails’ Gate Winery (Kelowna), Summerhill Pyramid Winery (Kelowna), The View (Kelowna) and Tinhorn Creek Vineyards (Oliver).

The exhibition connects participating wineries in a trail-like journey, providing the possibility for people to experience specific pieces at different sites. The display features a banner providing background on the project and posing questions as an invitation to share views about the territory.

The initiative is part of the UBC-KEDGE Wine Industry Collaboration, a partnership amongst UBC’s Okanagan campus and KEDGE Business School in Bordeaux, France, to help strengthen cooperation in the wine industry, enhance export readiness, and develop a global identity. The exhibition is supported by UBC’s Faculty of Management and Regional Socio-Economic Development Institute of Canada.

For more information about the exhibition, including a map of the exhibit trail, and the UBC-KEDGE Wine Industry Collaboration, visit http://ubckedgewine.ca/2017exhibition/