Visitors touring Summerland, B.C. wineries, cideries, breweries and distilleries this season will experience a clearer, more confident journey thanks to a new wayfinding signage system developed by Bottleneck Drive in partnership with the Economic Trust of the Southern Interior (ETSI-BC) and the District of Summerland.
Bottleneck Drive is a scenic, self-guided craft beverage route located in the heart of the Okanagan Valley. The new system‑wide signage upgrade replaces a patchwork of aging and inconsistent signs with a unified, modern network designed to improve navigation across Summerland’s rural roads, agricultural corridors, and tasting destinations. Installation began in May 2026, ahead of the peak summer tasting room season.
“Visitors want to relax and explore, not second‑guess directions,” said Cameron Walker, who led the project for the Bottleneck Drive Association. “This project is about making sure people feel confident moving from one experience to the next so they can focus on enjoying everything Summerland has to offer.”
For nearly two decades, Bottleneck Drive has operated under an agreement with the District of Summerland that allows local businesses to participate in a co-ordinated signage program. As the touring route expanded and membership evolved, signage across the community became increasingly inconsistent in design, sizing and placement.
In August 2024, Bottleneck Drive initiated a comprehensive consultation and redesign process to modernize the system and improve the overall visitor experience. Working with graphic designer Phred Martin, the organization conducted a full audit of the existing signage network and developed a refreshed system focused on improved visibility, readability and consistency. The new design complements Summerland’s agricultural landscape while ensuring signs can be quickly understood by visitors navigating rural roads.
“Wayfinding is a key part of how people experience a place,” said Sally Pierce, from Destination Summerland. “This updated system supports tourism, improves navigation and helps visitors move through the community more comfortably while maintaining the character of our rural environment.”
The project also included a refresh of the Bottleneck Drive logo, which had remained largely unchanged for more than 20 years. The updated identity aligns with the new signage system while maintaining familiarity for returning visitors. Production of the signage was completed by Wayside in Kelowna, with significant funding support provided through a grant from ETSI‑BC. “Clear, co-ordinated wayfinding strengthens visitor confidence and helps communities showcase what they offer,” said Laurel Douglas, CEO of ETSI‑BC. “This project is a strong example of infrastructure that supports both tourism and local businesses.”
“The design needed to work at driving speed, in changing light, and across varied terrain,” said Martin. “Clarity always came first, with branding that feels appropriate to Summerland’s landscape and pace.”
The new signage reflects the continued evolution of Bottleneck Drive as one of B.C’s established beverage touring routes, a diverse collection of wineries, cideries, breweries, distilleries and hospitality experiences throughout Summerland, welcoming visitors from across B.C. and beyond.
For more information, visit bottleneckdrive.com.
