Today we’d like to introduce you to Tracey Love.
Hi Tracey, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I’ve spent the last 17 years working in wine, hospitality, and marketing, and somewhere along the way, what started as a love for wine became a passion for the people, places, and communities behind it.
Much of my career has been rooted in Charlottesville and Virginia wine country. I joined Blenheim Vineyards in 2013, where my work in marketing, events, and distribution gave me a firsthand understanding of the challenges and opportunities that come with building a winery brand. Working in wine and hospitality taught me that a great bottle of wine is only part of the experience. It’s the people you meet, the stories you hear, and the sense of place that stays with you.
Over time, I became increasingly interested in how we could tell a bigger story about Virginia wine, not just individual wineries, but the entire region. That led me to become involved with the Monticello Wine Trail, first through marketing and regional promotion, and eventually taking on a larger role in connecting our wineries with tourism, hospitality, media, and trade partners.
In 2021, I also co-founded Oenoverse with my friend Reggie Leonard. We wanted to create a more inclusive and welcoming wine community, bringing together people from different backgrounds through shared experiences and meaningful connections. That work has grown into events, collaborations, and Oeno Camp, an immersive program introducing emerging wine professionals to the people and places shaping Virginia wine.
In May 2026, I stepped into the role of Executive Director of the Monticello Wine Trail. It’s an exciting time for our region, and I feel incredibly fortunate to help lead an organization representing more than 40 wineries in the Monticello American Viticultural Area.
My focus now is on strengthening the identity of the Monticello AVA, creating more opportunities for our wineries and growers, building meaningful partnerships, and elevating our region’s reputation on a national stage. There’s tremendous talent here, from established wineries with decades of history to emerging producers doing really interesting things, and I want to make sure their stories are being told.
I think my background in hospitality and marketing has shaped how I approach this role. I believe the most effective way to promote a wine region is to make people feel connected to it. That means working collaboratively with restaurants, hotels, tourism organizations, local businesses, and the people who call this place home.
I never really mapped out this career path. I’ve followed my curiosity, built relationships, and said yes to opportunities that felt meaningful. Looking back, it all connects. What I love most about my work today is that I get to champion a community I’ve been part of for so long and help shape where it goes next.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
I wouldn’t say it’s always been a smooth road, but I think the challenges have been an important part of getting me where I am today. Working in wine, hospitality, and marketing has meant wearing a lot of different hats, being adaptable, and learning as I go. I’ve always been someone who enjoys figuring things out, building relationships, and finding creative ways to make things happen.
Stepping into the Executive Director role at the Monticello Wine Trail has brought a whole new set of challenges, but they’re the kind that really excite me. We’re a region with more than 40 wineries, each with its own story, personality, and perspective. One of my biggest responsibilities is making sure I’m doing everything I can to elevate those voices while also building a stronger, more recognizable identity for the Monticello AVA as a whole.
There’s so much incredible talent here, from the people growing our grapes to the winemakers, hospitality teams, and small business owners who make this region what it is. The challenge is finding meaningful ways to bring all those stories together, create opportunities for everyone, and make sure the world is paying attention.
We’re also working to expand our reach beyond the tasting room, building relationships with restaurants, hotels, tourism partners, and the wine trade while creating more value for our members. It’s a lot to take on, especially with a small organization, but I genuinely love that part of the work.
If anything, I’ve learned that you don’t have to have all the answers. You just have to be willing to listen, bring good people together, and keep moving things forward. I’m still learning every day, and I think that’s what makes this next chapter so exciting.
Can you tell our readers more about what you do and what you think sets you apart from others?
At the heart of what I do is connecting people, telling stories, and creating opportunities for the communities I care about.
As Executive Director of the Monticello Wine Trail, I represent more than 40 wineries in the Monticello American Viticultural Area, a wine region surrounding Charlottesville, Virginia, with a rich history and an incredibly exciting future. My work focuses on elevating the region’s visibility, strengthening relationships between our wineries and the broader hospitality and tourism industries, and creating opportunities that help our wine community grow.
My background is in wine, marketing, and hospitality, and I think my strength is finding the connections between all three. I love bringing people together, whether that’s introducing a winemaker to a restaurant buyer, connecting a journalist with a great story, collaborating with a hotel on a wine experience, or finding new ways to introduce visitors to our region. I’m a big believer that the best marketing doesn’t feel like marketing. It feels like an invitation to be part of something.
One of the things I’m most proud of is helping build a stronger sense of community around Virginia wine. Through my work with the Monticello Wine Trail and as co-founder of Oenoverse, I’ve had the opportunity to create experiences that bring people together, open doors for emerging wine professionals, and introduce new audiences to the incredible people making wine in Virginia.
I’m also incredibly proud of the recognition our region is receiving. Monticello wines are earning international accolades and standing alongside wines from some of the world’s most established regions. Being in a position to help share those accomplishments and build on that momentum is something I don’t take lightly.
As for what sets me apart, I think it’s that I approach this work from a relationship-first perspective. I’ve spent years working directly with wineries, hospitality professionals, and small businesses, so I understand how important it is to create opportunities that are genuinely valuable, not just good publicity. I’m naturally curious, I love a good collaboration, and I’m not afraid to pick up the phone and introduce two people who I think should know each other.
I also don’t believe that elevating a wine region means making it all about wine. It’s about the farmers, chefs, artists, restaurants, hotels, landscapes, and communities that give a place its identity. That’s the bigger story I want to tell about the Monticello AVA.
Ultimately, what I’m most proud of isn’t one particular event or accomplishment. It’s the relationships I’ve built and the trust people have placed in me to help tell their stories. I get to champion a place and a community I genuinely love, and that’s pretty special.
Is there anything else you’d like to share with our readers?
I have a cat named Banana.
Contact Info:
- Website: https://monticellowinetrail.com/
- Instagram: https://www.instagram.com/monticellowinetrail/
- Facebook: https://www.facebook.com/MonticelloWineTrail/
