AUBURN - Alexa Gifford believes the Finger Lakes region is one of the nation's rare jewels.

Gifford, executive director of the New York State Wine and Culinary Center in Canandaigua, also believes it is up to local businesspeople to maximize the region's potential.

“It's great to share this area with people, and local businesses have good opportunities to create lasting memories for visitors to the Finger Lakes,” she said.

Gifford and her positive attitude made up the keynote speech at Thursday's “Know Your Customer,” a program about trends in travel and tourism presented by the Cayuga County Office of Tourism, in which Gifford shared of her business model, along with discussion of the ever-changing world of customer service.

Meg Vanek, the tourism office's executive director, said that the idea for the program came from Randall Travel Marketing, a North Carolina firm that recently worked with the office to improve its business.

“Their research report suggested bringing in somebody like Alexa to talk about the future of the tourism industry,” Vanek said.

The NYSWCC, as part of its mission statement, attempts to “engage, excite and inspire the people of New York and the world in a celebration of New York wine and food.”

Opening in 2006, the center features a restaurant, lounge and a “hands-on kitchen” where staff members teach classes in various culinary arts.

In addition, the NYSWCC hosts excursions to local dairy farms and wineries to allow participants first-hand experience in learning about the region.

At Thursday's program, which was attended by about 30 people who are part of the local tourism and customer service industry, Gifford discussed the operation of her business, and what the future holds for the NYSWCC and the industry in general.

“Walt Disney once said, 'You don't build things for yourself. You find out what people want, and build it for them.' I think that's an excellent idea to aspire to, especially in the kind of business we're in,” she told the group.

A main point of Gifford's discussion was about how to please varying demographics. “There are a lot more families traveling these days, so we try to appeal to a lot of different age groups,” she said.

For example, the NYSWCC recently began offering “virtual” wine-tastings, in which participants download verbal explanations of various wines to an iPod or similar device, and listen as they sample.

“This has been a huge hit with younger people, and for people who prefer a sort of 'solitary' wine-tasting experience,” she explained.

And with Internet business continuing to grow, she said, Web entrepreneurship is another wave of the future.

“Our online business is growing by leaps and bounds. I'd say at least 75 percent of people sign up for our classes online,” she said.

Echoing Gifford's statement was program participant John Francis McCarthy, of Auburn, who owns Finger Lakes Photography in Skaneateles.

“The Web is a very important part of business now,” he said. “It's a great avenue of revenue, and I'm hoping to learn ways of expanding that part of my business.”

To Learn More

What: Cayuga County Office of Tourism

Where: 151 Genesee St., Auburn

For more information, call 255-1658, or visit tourcayuga.com