EDA hears request to fund Region 9 wine implementation coalition; decision deferred to February

Maureen Kelly, director of economic development and tourism for Nelson County, asked the Albemarle County Economic Development Authority on Thursday to consider providing $20,000 in cash to support a two‑year implementation grant to advance a Region 9 Virginia wine coalition. The coalition — built from a planning grant and intended to move Region 9 wine into the traded sector — would use state Go Virginia funds and private match to create an ambassador/credentialing program, marketing and sales capacity, and business support for wineries.

The request matters because Go Virginia approval would leverage state funds (a $255,000 total project budget was discussed) and local cash is part of the required match. Kelly said local cash and in‑kind participation would be used to demonstrate regional commitment when the state board reviews proposals in March.

Kelly told the EDA that the planning work showed gaps the coalition would target, including sales and customer discovery, workforce connections, sustainability practices, and targeted business assistance that general small‑business resources do not offer. She said many Region 9 wineries are small (most under about 2,500 cases annually) and that private‑sector partners — retailers, wholesalers and suppliers — have already contributed letters of support. She described the coalition as private‑sector led and said the EDA contribution would be “the last piece” of the required cash match.

Board members asked for more financial detail and clarity on how the EDA cash would be used. One member asked whether the $20,000 request was the final piece of match; Kelly replied that it was the last piece and that approximately $16,000 in combined cash from other participating counties already existed, plus in‑kind advisory committee contributions. Members also pressed how the coalition would reach the more than 100 wineries in the region, whether individual wineries must pay to participate, and how the project would measure success. Kelly said the coalition has a communications plan, outreach to wineries and off‑trade partners, and that Go Virginia requires outcome metrics (jobs, sales, volume) reported quarterly.

No formal vote was taken. The EDA directed staff to circulate Maureen Kelly’s materials and to collect any follow‑up questions from members so the request can be considered at the EDA’s February meeting.

Board members and staff reiterated interest in supporting local wineries while requesting more budget detail and an explicit breakdown of cash versus in‑kind match before committing county funds. Kelly said she would provide additional documentation to staff for distribution.

The EDA did not commit funds at the meeting; members agreed to review the materials and return with a decision at the next regular meeting.