{"page":"\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/resources-c03aa079.css\" /\u003e\n\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/lp_boclips_stylesheets-517835be.css\" media=\"all\" /\u003e\n\u003cdiv data-title='Attracting tourists to Argentina\u0026#39;s wine region' data-url='/boclips/videos/5c54bcd8d8eafeecae12fafd' data-video-url='/boclips/videos/5c54bcd8d8eafeecae12fafd' id='bo_player_modal'\u003e\n\u003cdiv class='boclips-resource-page modal-dialog panel-container'\u003e\n\u003cdiv class='react-notifications-root'\u003e\u003c/div\u003e\n\u003cdiv class='rp-header'\u003e\n\u003cdiv class='rp-type'\u003e\n\u003ci aria-hidden='true' class='fai fa-regular fa-circle-play'\u003e\u003c/i\u003e\nVideo\n\u003c/div\u003e\n\u003ch1 class='rp-title' id='video-title'\u003e\nAttracting tourists to Argentina\u0026#39;s wine region\n\u003c/h1\u003e\n\u003cdiv class='rp-actions'\u003e\n\u003cdiv class='mr-1'\u003e\n\u003ca class=\"btn btn-success\" data-posthog-event=\"Signup: LP Signup Activity\" data-posthog-location=\"body_link_boclips\" data-remote=\"true\" href=\"/subscription/new\"\u003e\u003cspan\u003e\u003cspan\u003eGet Free Access\u003c/span\u003e\u003cspan class=\"\"\u003e for 10 Days\u003c/span\u003e\u003cspan\u003e!\u003c/span\u003e\u003c/span\u003e\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-body'\u003e\n\u003cdiv class='rp-info'\u003e\n\u003cdiv aria-label='Hide resource details' class='rp-hide-info' role='button' tabindex='0'\u003e\u0026times;\u003c/div\u003e\n\u003ci aria-label='Expand resource details' class='rp-expand-info fai fa-solid fa-up-right-and-down-left-from-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003ci aria-label='Compress resource details' class='rp-compress-info fai fa-solid fa-down-left-and-up-right-to-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003cdiv class='rp-rating'\u003e\n\u003cspan class='resource-pool'\u003e\n\u003cspan class='pool-label'\u003ePublisher:\u003c/span\u003e\n\u003cspan class='pool-name'\u003e\n\u003cspan class='text'\u003e\u003ca data-publisher-id=\"30356011\" href=\"/search?publisher_ids%5B%5D=30356011\"\u003eCurated Video\u003c/a\u003e\u003c/span\u003e\n\u003c/span\u003e\n\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-description'\u003e\n\u003cspan class='short-description'\u003eMendoza - 28th July, 20081. Large pan from snow capped Andes down to O. Fournier winery2. Mid of gauchos riding through shot with Andes and vineyard in the background3. Large of O. Fournier winery with Andes in background and vineyard in...\u003c/span\u003e\n\u003cspan class='full-description hide'\u003eMendoza - 28th July, 2008\u003cbr/\u003e1. Large pan from snow capped Andes down to O. Fournier winery\u003cbr/\u003e2. Mid of gauchos riding through shot with Andes and vineyard in the background\u003cbr/\u003e3. Large of O. Fournier winery with Andes in background and vineyard in the fore\u003cbr/\u003e5. Close of vines in field at dawn \u003cbr/\u003e6. Large wide exterior of vine field being tended\u003cbr/\u003e7. Mid of vine field being tended\u003cbr/\u003e8. Large of Jose Manuel Ortega walking to check on vines\u003cbr/\u003e9. Medium of Jose Manuel Ortega checking on vines with winery in the background\u003cbr/\u003e10. Pan from Jose Manuel Ortega to vineyard worker\u003cbr/\u003e11. SOUNDBITE (Spanish) Jose Manuel Ortega, President, O. Fournier Winery, Mendoza\u003cbr/\u003e\"What we intended to do the first day was to unite what is the functionality that a bodega has to have, because at the end what a bodega has to do is produce wine in the best possible conditions, together with a special architecture, a cutting edge architecture, a distinct architecture that can make an impact on business visitors or just tourists.\"\u003cbr/\u003e12. Large of wine testers walking through the cellar\u003cbr/\u003e13. Mid of wine testers walking through the cellar towards oak barrels\u003cbr/\u003e14. Close of wine tester tasting the wine and pan down onto glass\u003cbr/\u003e15. SOUNDBITE (Spanish) Gustavo Albera, Architect of O. Fournier building \u003cbr/\u003e(video as incoming) \u003cbr/\u003e\"The wine culture as is, the architecture of a bodega, is very particular because it has a strong relation with the earth and with the culture. So we always ensure that the project is a manifestation of this. This building couldn't be transported or implanted to another place. This has to do with a strong link with the culture, a strong link with the earth, a strong link with what is the new Argentine wine culture.\"\u003cbr/\u003eMendoza, Argentina - 29th July, 2008\u003cbr/\u003e16. Large exterior of Catena Zapata winery in the shape of Mayan temple\u003cbr/\u003e17. Pan from tourists on balcony of winery down to front facade of building\u003cbr/\u003e18. Mid of tourists arriving at selection of wine bottles\u003cbr/\u003e19. Close pan from wine bottles onto tourists looking at the selection of wine bottles\u003cbr/\u003e20. SOUNDBITE (Spanish) Ana Barbeito, Manager, Aventura Wines, Mendoza\u003cbr/\u003e\"I believe that the wineries invest a lot of money in architecture not only for tourism but also because it is its image to the world. Suddenly a bodega in Mendoza that wants to compete with a wine, with a wine in a world that has more than 10 thousand million (wines) or more bodegas with which to compete and an importer from Hong Kong says why would I buy wines in Mendoza? He comes from Hong Kong and suddenly sees this bodega, it's a brand image.\"\u003cbr/\u003e21. Mid rising pan of tour group\u003cbr/\u003e22. Large of group of tourists about to enter Salentein winery\u003cbr/\u003e23. Mid of wine tasting room\u003cbr/\u003e24. Mid of tourists walking through winery art gallery\u003cbr/\u003e25. Mid pan from exhibition banner onto tourists in winery art gallery\u003cbr/\u003eMendoza, Argentina - 28th July, 2008\u003cbr/\u003e26. SOUNDBITE (Spanish) Jose Manuel Ortega, President, O. Fournier Winery, Mendoza\u003cbr/\u003e\"I believe it's a very interesting development, we have a healthy competition among the wineries under construction. Because let's say nowadays that a new winery that is going to be built in the Valle De Uco is likely to have an architectural component, an artistic element.\"\u003cbr/\u003e27. Large onto restaurant with waitress approaching table of two women with bottle of wine\u003cbr/\u003e28. Close on waitress pouring wine into wine glass\u003cbr/\u003e29. Mid of two women sitting at table with selection of wine glasses\u003cbr/\u003e30. Close of two women sitting at table with selection of wine glasses\u003cbr/\u003e31. Close on one woman taking her wine glass and drinking wine\u003cbr/\u003e32. Large of wine setting itinerary in planted vineyard\u003cbr/\u003e33. Mid pan from newly planted vines onto wine setting itinerary.\u003cbr/\u003e34. Large oblique shot of O. Fournier winery\u003cbr/\u003eElceigo, Basque Country, Spain - 23 June, 2006 \u003cbr/\u003e35. Various of hotel designed by architect Frank Gehry in centre of the Riscal winery \u003cbr/\u003eOver the last few years winery design has boomed capturing the imagination of A-list architects around the world.\u003cbr/\u003eThe two main factors contributing to the sudden interest in the winery architecture phenomenon are tourism and branding. \u003cbr/\u003eMendoza is the heart and soul of Argentina's wine country, but now it's the bodegas (wineries) that house the region's vintages that are becoming the toast of the wine world.\u003cbr/\u003eThe snowy peaks of the Andes mountains dominate the Mendoza landscape, towering over the people and vineyards on the plains below. \u003cbr/\u003eBut now a new building is competing for attention.... a winery, known locally as a bodega. \u003cbr/\u003eNew world wines have gained a reputation for a fresh approach to wine making, throwing of many of the rigorous conditions imposed on winemakers in Europe. \u003cbr/\u003eBut now some vinters are thinking of the new way of branding and drawing attention to their product, by building elaborate and architecturally ambitious bodegas. \u003cbr/\u003eThe O. Fournier Winery boasts four wide columns supporting a flat square roof the building. \u003cbr/\u003eFormer banker and founder of the family owned winery, Jose Manuel Ortega, says his aspirations for the bodega were to achieve a balance between form, function, the environment and of course producing the best possible wine.\u003cbr/\u003eEverything at O. Fournier is planned for a functional purpose, blending the best of old and new technologies.\u003cbr/\u003eDesigned to work with gravity to minimise the use of pumps, one floor is dedicated to each stage of the production process.\u003cbr/\u003eIt culminates in an underground cellar capable of holding 2,800 oak barrels.\u003cbr/\u003eThe architect of the bodega, Gustavo Albera, says his mission was to create a building that sits in harmony with its purpose and its surroundings.\u003cbr/\u003eThe futuristic bodega is not on its own in the region when it comes to iconic design.\u003cbr/\u003eAnother example is Catena Zapata which has one of the most recognisable headquarters of any vineyard in South America -  a replica of a Mayan Temple called La Piramide.\u003cbr/\u003eDesigned to make a statement in a fiercely competitive market, the expansive wineries are also trying to target the growing revenue available from wine tourism.\u003cbr/\u003eAna Barbeito, manager of one of Mendoza's leading wine tourism companies, says that not only are the wineries competing for revenue from tourism but also for a brand identity.\u003cbr/\u003eThe Argentinean government figures show that exports of Argentine wine increased by 27.2% in the first half of 2007, compared with the same period of 2006, reaching US$213.3 million. \u003cbr/\u003eJose Manuel Ortega says that new wineries are now likely to consider the design of their headquarters as part of their overall business plan. \u003cbr/\u003eBut attracting visitors means investing in more than just impressive buildings. \u003cbr/\u003eOn site restaurants offering fine dining to arouse the palate for the winery's best bouquets are becoming increasingly popular. \u003cbr/\u003eHotel complexes built around the wine experience are also planned for the region. \u003cbr/\u003eAnd it is not only new world wines who are embracing this branding tactic of architecture and vintage.  \u003cbr/\u003eIn 2006, Spain's famous La Rioja wine region witnessed the opening of a luxury hotel designed by world famous architect Frank Gehry in the heart of a vineyard. \u003cbr/\u003eSwathes of double-sided titanium and sharp curves of steel in pink , gold and silver emerge above the mediaeval village of Elciego. \u003cbr/\u003eGehry is best known for the Guggenheim art museum in Bilbao and the Walt Disney Concert Hall in Los Angeles.  \u003cbr/\u003eNote: The total wine exports from Argentina in 2007 were US$620 million. (source: INDEC- national statistics institute Argentina)\u003cbr/\u003eWith a production of 1,500 million litres in 2007, Argentina is the world's 5th major wine-producing country. 80% of this production is intended for the domestic market. \u003cbr/\u003eIn 2007 there were over 700 wineries operating in the country, 70% of them in the province of Mendoza, and the wine industry directly employs more than 45,000 people. (source: Prosper Argentina)\u003cbr/\u003e1.1 million tourists went on wine tours in Argentina in 2007. This figure is up 118% from 2006, which is a much higher rise than general tourism percentage increases. 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