Room to Shine Spotlight Series — Introducing Trish Morelli
Get ready to meet the heart and soul of Kamloops in our Room to Shine Spotlight Series! Each month, we’re pulling back the curtain to celebrate the incredible individuals who make this city what it is today. From leading visionaries to the behind-the-scenes heroes, these stories will dive into the grit, passion, and genuine spirit that keep Kamloops shining bright. So grab your coffee, get comfy, and let’s shine a light on what makes this place unforgettable—its people.
Starting with… Trish Morelli!
Kamloops has been steadily growing its reputation as a premium wine region, thanks in no small part to Trish Morelli. As the Executive Director of the Kamloops Wineries Association, Trish has spent the last nine years championing local wineries and showcasing the region’s potential in BC’s thriving wine industry.
TK: So, Trish — what fuels you?
“I love wine, I love the business of wine, and I am fueled by the potential to see Kamloops continue to grow into a premium wine destination,” Trish explains — her passion for wine and agritourism is evident and infectious!
She also highlights the importance of connecting visitors to the region’s agricultural roots as a source of passion. “Wine and agritourism in general continues to be a draw for today’s consumer. People love to support local and experience the vineyards and wineries where the wine they drink comes from.”
Trish’s journey in the wine industry began with a career in sales and brand marketing, eventually leading her to Vancouver. However, Kamloops called her back.
“I was born and raised in Kamloops, left to go to university, and established a career in business — which ultimately resulted in the business of wine marketing and brand building,” she says. Returning to Kamloops offered her a more affordable and balanced lifestyle and the chance to raise her family in a community she loves.
TK: This might be an obvious question, but what’s your absolute favourite thing to do in Kamloops?
“Visit the wineries of course! Whenever I have visiting friends and relatives come, a visit to the wineries is a must,” Trish shared. “Combine that with shopping at all of my favourite stores along Victoria Street and a great meal out —and I am a happy camper.”
TK: What makes Kamloops stand out for you?
When she’s not championing Kamloops wineries, Trish enjoys visiting local vineyards with friends and family. She also loves hiking the area’s beautiful trails, and being part of the local community — after all, it’s the “real community feel” that makes Kamloops stand out for Trish.
TK: What do you hope to achieve in this industry?
“Grow the wine tourism sector and all tourism in Kamloops! There is just so much opportunity,” Trish shared.
Through her vision and dedication, Trish continues to pave the way for Kamloops to shine as a premier wine destination, enhancing both its tourism appeal and community pride.
