ASHLAND — About 45,000 people pass by this local hotel's front desk each year. So it made perfect sense to the region's wine producers to introduce some of them to their product.

Southern Oregon Winery Association Information Center at the Windmill Inn and Suites of Ashland is the first of its kind in the state and offers history, details on grape varietals, maps and directions to plan a journey to area wineries.

"If we get another 5,000 or 10,000 that aren't hotel guests, I think we'd be thrilled," said Southern Oregon Winery Association President Mark Wisnovsky of Valley View Vineyard.

A Web-based interactive touch screen is similar to one operated by Southern Oregon Visitors Association at the Medford airport, he said. It will link to individual winery pages in the area and other regions as well.

The group originally tried to capitalize on a marketing grant to put up a visitor kiosk in downtown Ashland, but that didn't work out. So the kiosk was stashed at Weisingers outside of Ashland.

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"The last two years we've been striking out," said Michael Donovan of RoxyAnn Winery and secretary of the SOWA. "You hope all the things would occur sooner than they do, especially in a cooperative venture. During the last year, it's really taken shape. The timing is perfect in that it reflects the growing consensus and collaboration of new and old wineries in Southern Oregon."

A recent study for the Oregon Winegrowers Association reported the industry has a $1.4 billion economic impact. Last year, growers produced 23,450 tons of grapes and sellers reported revenue of $184.7 million. Jackson, Josephine and Douglas counties account for roughly 20 percent of the overall grape harvest.

"We have certainly doubled, if not tripled in the last 10 years," Wisnovsky said. "We have more than 40 association members and 10 or 12 virtual wineries that don't bottle the wine, but either grow the grapes or have someone else produce the wine and put their label on it."

Wisnovsky said the 800-square-foot, L-shaped room was put together "with a lot of volunteer hours and $2,500."

"We were looking for a spot and the state wine board was looking for a spot as well," Wisnovsky said. "There is no visitor information center on I-5 ... all these things came to a head beginning about six months ago and we really ended with more than we ever planned in the beginning. It's somewhat a work in progress.

He added that there may be pourings on some Friday evenings around check-in time.

Reach reporter Greg Stiles at 776-4463 or at business@mailtribune.com