Naramata is historic, but hip.
It's quiet, yet vibrant.
It's agricultural and sophisticated.
It's a tourist destination, but not a resort town.
It's chock full of wineries, orchards, beaches, lake views, bed and breakfasts, rural charm and an authentic waterfront village.
Bottom line: Naramata is the last great secret in the Okanagan -- imagine, if you will, a special and magical 'unicorn' of a place.
The revamped Discover Naramata destination marketing organization wants to get this compelling message out to the world.
The goal is to attract the right type of traveller who appreciates all this.
Their spending will benefit the entire community and economy.
"Naramata is often considered an extension of Penticton," said Discover Naramata's new president Kate Colley, co-owner of the Naramata Inn.
"But Naramata is a stand-alone, world-class, year-round destination and we have big plans to let visitors know they can book direct and enjoy everything Naramata has to offer."
The new DiscoverNaramata.com website has a booking tool that you can punch in the dates of your visit to make reservations at accommodations, wineries, restaurants and activities under the subheadings of eat, sleep, drink and explore.
Naramata is synonymous with two things.
First, the quaint village on the lake where the centrepiece 1907-era mansion of founder J.W. Robinson has been turned into the 12-room Naramata Inn where celebrity chef Ned Bell also has a restaurant.
Bell also happens to be Colley's husband.
Second, the 'bench' -- the geographical formation of a level strip of land between the steep drop to the lake and the sharp incline to the mountains where the main road meanders and all the wineries and orchards are.
Discover Naramata knows you can't get there by accident.
You have to know where it is and come through Penticton to connect to the Naramata Bench and village on the east side of Okanagan Lake.
Branding agency ReThink of Vancouver was enlisted to help with Discover Naramata development.
Through research and consultation with local residents, business owners, employees and visitors, ReThink came up with several stories that differentiate Naramata from other tourist destinations and tap into its personality of being a good kind of different, unconventional Okanagan and full of Instagrammable moments in the warm sunshine in the heart of wine country.
The logo ReThink helped develop features a winding road through vineyards onto the Kettle Valley Railway cycling and hiking trail to iconic 'Little Tunnel' with a nod to Okanagan Lake and the fan of a peacock tail, a tribute to the wild peacock mascots that wander Naramata village.
For the first 20 years of its history, Discover Naramata operated more like a chamber of commerce with a membership that paid minimal fees and had an annual budget of $20,000.
Now, the big change is the DiscoverNaramata.com website with its direct booking tool, funded by a volunteer hybrid tax that is being expanded.
Discover Naramata will voluntarily collect a 2% tax added to the bill at accommodations, collect volunteer membership fees and a volunteer $1 per tasting at wineries, which will be split with the Naramata Bench Winery Association, which does its own marketing as well.
The Discover Naramata board:
- president: Kate Colley, Naramata Inn and Hatch Hospitality
- vice-president: Cynthia Enns, 1Mill Road Winery and Naramata General Store
- secretary: Nicole Hackworth, Nichol Vineyards and Naramata Slow
- secretary: Dawn Lennie, Legend Distilling and Naramata Slow
- treasurer: Nicole Ford, Homestead Coffee Roaster and marketing consultant
