For more than 25 years, Jennifer Morris devoted her career to teaching. But when shifting politics and a global pandemic brought that chapter to a close, she began looking for something new.
“I had one of those moments—if I’m not a teacher, who am I?” she recalled.
Her answer came through a longtime interest in wine, and today she’s channeling her educator’s spirit into Studio Vino Wine Hub, a Salem nonprofit dedicated to approachable, local-focused wine education.
From Student to Specialist
Jennifer's next chapter began with a job in the tasting room at Willamette Valley Vineyards. There, she learned how wine is made, how to talk about what’s in the glass, and most importantly, how sharing that knowledge inspired her.
“I realized the best part of my job wasn’t pouring wine,” she said. “It was helping people discover something new.”
She enrolled in classes at Portland’s Wine & Spirit Archive to expand her knowledge and earned her certification as a Certified Specialist of Wine through the Society of Wine Educators. Unlike sommelier training, which emphasizes service, this track centered on teaching. It was the perfect fit.
Still, she wondered, what would she do with this new knowledge?
Building a Nonprofit
The answer took shape close to home. While Salem is surrounded by vineyards—more than 80 wineries within a short drive said Jennifer—most of the wines aren’t distributed in stores, and a day of tasting requires a significant time driving. “North of us gets all the attention,” Jennifer said. “But right here, there’s so much happening. Why aren’t we drinking these wines?”
Her first idea was to open a wine bar, but quickly realized her true calling wasn’t retail, it was education. So she launched Studio Vino Wine Hub as a nonprofit 501(c)(3), designed to put learning at the forefront.
Why Salem?
For Jennifer, Salem is the right place to launch. The city deserves its own spotlight, she said, not just as “an hour from Portland” but as the center of its own vibrant wine community. Studio Vino will feature wines from all four directions of Salem, while spotlighting boutique producers and lesser-known AVAs such as the Eola-Amity Hills.
The Bigger Picture
Through Studio Vino, Jennifer hopes to remove the intimidation factor that often shadows wine. Instead of feeling pressured to spend $30 or $50 on a bottle you might not enjoy, visitors can taste, learn, and grow their confidence.
Future plans include structured classes like Wine 101, blind tastings, and pairing workshops, along with quarterly guest speakers ranging from winemakers to historians. Ultimately, she hopes the nonprofit will generate enough support to fund scholarships for advanced wine study, which can cost thousands of dollars.
More than a tasting room, Studio Vino is Salem’s wine classroom, an approachable space where education, community, and curiosity meet, giving people a chance to explore what the area offers while finding their next favorite sip.
Studio Vino
Studio Vino is currently looking for its forever home. Watch their website at www.studiovinohub.org for more information.
This story originally ran in Press Play Salem issue 25 (Fall 2025)
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