How history and legacy shape the visitor experience
The webinar will highlight how heritage, whether ancient or modern, can engage diverse audiences, strengthen destination identity, and support sustainable growth in wine tourism through three different stories and testimonials. The discussion will also touch on how experiential storytelling, cultural authenticity, and innovative interpretation can extend visitor stays, enhance loyalty, and attract new generations of travelers.
Moderated by Marc Checkley, the session will feature inspiring insights from:
- Doris Sommer, at Clos des Abbayes (Lausanne, Switzerland) — a vineyard founded nearly 1,000 years ago by monks, owned by the City of Lausanne for five centuries, and a living example of cultural preservation.
- Rafael Vivanco, at Vivanco Museum of Wine Culture (Bilbao-Rioja, Spain) — an internationally renowned project where wine, art, and heritage converge to create a really comprehensive wine tourism experiences.
- Patricia Freuler de Ortiz at Club Tapiz (Mendoza, Argentina) —a contemporary interpretation of heritage that bridges winemaking, art, and hospitality in a way that reflects Mendoza’s vibrant identity.
Register now to participate in the webinar and receive the connection link: Registration
Doris Sommer (Lausanne, Switerland)
Technical Deputy to the Head of Lausanne City’s Vineyards Unit
Doris Sommer will represent the Clos des Abbayes. Her work embodies the city’s dedication to preserving tradition and achieving excellence in the management of Lausanne’s historic vineyards.
The City of Lausanne owns five wine estates in the canton of Vaud, covering a total of around 33 hectares across the Lavaux and La Côte regions. These estates are managed by the city’s Parks and Estates Department, which proudly preserves and maintains this rich cultural and historical heritage. The Clos des Abbayes, located in the prestigious Dézaley appellation, was the first wine estate acquired by the City of Lausanne. With its 4.7 hectares of vineyards, it serves as the official reception venue for the Municipal Council.
Rafael Vivanco (Rioja, Spain)
Technical Director of VIVANCO
Rafa Vivanco, together with his brother Santiago, represents the fourth generation of the Vivanco family.
Born in Logroño in 1975, Rafa is an Agricultural Engineer with an MBA and holds a degree in Oenology from the prestigious Faculty of Oenology in Bordeaux. He also gained hands-on experience in Bordeaux during the 1999 and 2000 vintages, forging strong professional ties and friendships within the global wine community.
In 2004, alongside his father Pedro and his brother Santiago, he played a key role in launching and consolidating what is now recognized as the world’s most comprehensive Museum of Wine Culture. A benchmark in international wine tourism, the Museum has been acknowledged by the United Nations World Tourism Organization, World’s Best Vineyards, and the Great Wine Capitals Global Network —among many other leading global institutions— embodying Pedro’s vision of “giving back to wine what wine has given us.”
Rafa is also an active member of the Technical Commission of the Rioja DOCa Council Board and one of the winemakers shaping the future of Rioja, championing innovation while honoring its traditions. His passion for vineyards, wine, and culture —together with his technical expertise and approachable, down-to-earth personality— makes him a true ambassador of his region.
Patricia Freuler de Ortiz (Mendoza, Argentina)
Nephrologist & Social Psychologist
Patricia Freuler de Ortiz has been CEO of Fincas Patagónicas —producer of Tapiz, Zolo, and Wapisa wines— since 2003. She was the first woman to serve as President of Bodegas de Argentina, and has also been a Director of Wines of Argentina and Vice President of the International Women’s Forum. She has received multiple distinctions, including the HSBC–La Nación “Women to the World” Award and the Exportar 2023 Award, and was nominated in 2023 for “Executive of the Year” by Wine Enthusiast magazine.
“At Club Tapiz, wine and culture coexist as parts of the same story. We believe that wine is not only an agricultural or commercial product, but a profound expression of place, memory, and creativity. This vision inspired the creation of Pour La Galerie—a cultural center with a museum and art gallery located within our estate in Mendoza.
Through this project, we integrate artistic, cultural, and historical heritage into the wine tourism experience. Visitors are invited to walk through immersive installations and curated exhibitions that explore universal myths, Argentine identity, and the dialogue between nature and art. Each space connects sensorially with our wines, creating an experience where tasting becomes contemplation, and culture becomes tangible.”
Register now to participate in the webinar and receive the connection link: Registration