A 318-acre Willamette Valley estate that once housed a Christmas tree farm and cattle pastures is now open to wine guests. McCollum Family Vineyard, owned by CJ and Elise McCollum, began welcoming visitors by appointment Thursday through Sunday at its Carlton, Oregon property this fall — marking the brand's first formal on-site hospitality offering since the vineyard's founding.
The experience centers on a polished vintage Airstream parked beneath the estate's oak trees, serving as an outdoor tasting bar and hospitality hub. Guests can book a flight of four current-release wines — Pinot Noir, Chardonnay, Rosé, and Blanc de Blancs — for $30 per person, or order by the glass or bottle. Charcuterie-style bites from Good Company Cheese Shop are available for purchase alongside the pours. Sessions run 11 a.m. to 4 p.m. and are hosted outdoors, weather permitting; children are welcome.
From Farm to Vineyard
The McCollums purchased the property in 2021 and converted it into 56 planted acres of Pinot Noir and Chardonnay within the Yamhill-Carlton AVA, one of Oregon's most celebrated wine-producing districts. The transformation reflects a longer-term commitment to estate-driven winegrowing and land stewardship that operators in the beverage industry's agritourism segment are increasingly leveraging to build direct consumer relationships and brand equity.
"To finally invite people to sit among these vines, sip these wines and look out over the land we've poured our hearts into is what this has all been leading toward," said CJ McCollum, co-proprietor. Elise McCollum added that the experience was designed "to feel like an extension of our own home — a welcoming space where guests can unwind, connect and celebrate life's moments."
A Larger Vision Ahead
The Airstream activation is explicitly framed as an early-stage step. The McCollums have disclosed plans for a permanent tasting room and multi-purpose destination that would include strolling green spaces, a working kitchen garden supplying a resident chef, and views framed by the property's ancient oak trees. That buildout positions the estate as a full agritourism destination rather than a simple winery stop — a model that has proven effective for hospitality-forward wine properties seeking to increase dwell time, capture food-and-beverage revenue, and deepen brand loyalty beyond the retail shelf.
The debut also builds on the McCollums' existing portfolio, which includes the McCollum Heritage 91 label, and signals a broadening of their Willamette Valley footprint into experiential territory at a time when wine tourism in Oregon continues to attract both domestic and international visitors.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
