The Monticello Wine Trail has appointed Tracey Love as its first Executive Director, marking a new chapter for the Monticello American Viticultural Area (AVA) as it builds on its national momentum.
The region was named Wine Enthusiast’s Wine Region of the Year in 2023, a recognition that underscored both its quality and collaborative spirit. The creation of this role reflects a strategic step forward to support continued growth through focused leadership in marketing, partnerships, and regional coordination.
With more than 40 wineries, the Monticello Wine Trail plays a central role in driving visitation and economic impact across Central Virginia. The addition of a full-time Executive Director is expected to strengthen partnerships across tourism, hospitality, and media while further elevating the region’s national profile.
“Tracey brings a strong track record of leadership, collaboration, and strategic execution, and we are confident she will make an immediate and lasting impact,” said George Hodson, President of the Monticello Wine Trail.
“This is an exciting moment for the Monticello Wine Trail,” said Love. “We’ve built incredible momentum, and now we have the opportunity to bring more structure and amplification to that work while continuing to support our wineries and the broader community.”
Love had been working at Blenheim Vineyards for them and the Trail on a part-time basis before she was asked to submit a proposal, then named Executive Director. Her wine background began after she graduated from VCU where she studied hospitality; she was front of house manager for a Richmond restaurant. She then worked at Tavola restaurant in Charlottesville and wanted to learn more about local wine; “I love wine and food pairings,” she declares.
She volunteered to work crush at Blenheim Vineyards, then went to Tavola to work her evening shift. She and winemaker Kirsty Harmon became friends; she was hired there part-time helping with distribution, marketing and social media. She asked a lot of questions which led her into interest in the Monticello Wine Trail.
Her two interests in wine and food and opening the experience of wine to groups like African Americans, historically under-represented as wine drinkers, led her to launch the Oenoverse project with Reggie Leonard, in 2022. Oenoverse “exists to create access and opportunity in and through Virginia wine.”
The most memorable event for Love at Blenheim was a benefit dinner for an environmental working group hosted at the main house for 200 people with food and a DC chef; “Jackson Brown was there and played a few songs.”
I asked Love what she enjoys most about the Monticello Wine Trail as a group of wineries. “I think wine quality is key. The Trail represents the entire Monticello American Viticultural Area, and its members have made four consecutive Virginia Governor’s Cup wins. The quality of the wines have gotten so much better thanks to members’ dedication, research and collaboration.”
While doing marketing outreach and social media for the Trail part-time, Love gradually identified holes in the organization, she learned more about the region and what could be done to increase its synergy with other stakeholders.
As the first Executive Director of the Monticello Wine Trail, Love is looking forward to making it more inclusive and involving other stakeholders. One change Love has already introduced at just two weeks on the job is changing the Trail membership dues structure. Now, it’s based on annual case sales so the smaller producers don’t get penalized. She’s also opening up memberships to associate members like custom crush operations, and smaller producers who don’t have their own vineyards. This will make membership more diverse.
She’s also reaching out to the area’s hospitality industry, working with eponymous winery owner Michael Shaps to make local wine more visible in area hotels and restaurants.
Love likes the collaborative ethos of Monticello area wineries. “Our members for the most part are community-focused. One example is [Veritas Vineyards’ winemaker] Emily Hodson starting the Virginia Winemaker’s Research Exchange. The winemakers all know each other personally, and you don’t see that everywhere. We won ‘Wine Region of the Year’ in 2023, but so far there hasn’t been anyone representing the Monticello AVA,” she points out. That’s now changed with Love’s appointment.