The Landing: Destination wine tourism with soul
At The Landing in Northland, destination wine tourism is integrated into a carefully balanced whole.
The change was driven by the recognition that the ever-increasing numbers through the gate were benefiting neither visitors nor Rippon.
While the change initially ruffled some feathers, it has been a beneficial moved for visitor experiences, staff morale (no more summertime burnout), and sales.
Retail Manager Haddon Power-Cohen says keeping tasting numbers to a minimum allows for a personal interaction, "and by staying true to Rippon's identity, we deliver an engaging experience".
He says while many people visit Rippon to taste wine and admire the view, "by the end of their experience we hope they take Rippon as a complete entity with them, rather than view us as a place to taste or a photo to capture."
That identity is deeply tied to biodynamics and guardianship of the farm.
Tasting sessions are framed through a linear narrative, tracing the family's generational stewardship and farming practices.
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Props such as cow horns and compost photos help bring abstract ideas to life, surprising visitors that just five cows can provide enough fertiliser for the 14.5 hectares of vines.
Reflecting Rippon's environmental and cultural principles is central to any visitor engagement, Haddon says.
"We have a magical place here. Many visitors come for wine or to snap a picture, however our focus will always be on the land and what it provides us."
