How to design a winery event website?

If you could design an innovative website for an AVA event in wine country how would you do it?  I was asked this question recently.  Buy the domain name eventnight.com and then what?

Gary Vaynerchuk is the Wine Enthusiast’s Innovator of the Year!  Even Robert Parker said we need to listen to the guy.  What does Gary’s Website tell us about how to be innovative?

Gary uses tumblr, twitter, facebook, viddler, email, rss, itunes, linkedin, myspace, and corkd to interact with his audience/customers.

In the wine industry I’ve also seen people using brightkite, posterous, WordPress, YouTube, and more.

An innovative Website for an AVA event in wine country could help an AVA encourage visitors to add content to the AVA’s social media groups.  If visitors know that AVA members (winery owners and family members) and employees are participating in these social media groups AVA visitors will be more likely to contribute user-generated content to these social media groups–and to seek out meaningful connections with AVA members!

Here is how I would do it:

• Live content – Use USTREAM.tv.  A local wine industry insider such as @RandyHall/@WineBizRadio, @ZiggyTheWineGal, @dirtysouthwine, or the @Pinotblogger could interview AVA members as they show up at the event!
• Video content – The key is to automatically integrate the video group’s content into the eventnight.com Webpage from an rss feed.  YouTube groups don’t have rss feeds associated them (I don’t think).  Viddler’s groups do have rss feeds associated with their groups, but I don’t know if they can be automatically parsed into a Webpage.  Can blip.tv or vimeo get the job done?  iPhones are more YouTube-friendly than Viddler, and YouTube will probably make their groups rss-friendly as well soon.  Tough call.  Quick and entertaining videos of the auction lots created by the AVA members would be fun.
• Blog content – Have AVA members create personal tumblr blogs (user.tumblr.com), have the AVA create an AVA tumblr blog (ava.tumblr.com), and have AVA members join a group blog created by the AVA organization (avaen.tumblr.com).  When a new auction lot or donation is made by an AVA member, they can blog about it on their personal blog (user.tumblr.com), reblog it to the group AVA blog (avaen.tumblr.com), and then the AVA blog (ava.tumblr.com) can reblog it as well.
• Image content – Create a flickr group for the event (flickr.com/avaen) and for the ava (flickr.com/ava).
• Twitter hashtags – Create a flickr hashtag for the event (#avaen) and for the ava (#ava).  Have a separate page that automatically refreshes with AJAX that can be displayed at the event (eventnight.com/twitter) that is event and AVA/event-branded.  People in wine country are relying on brightkite or tweetdeck to automatically display twitter updates at an events.  I know it’s convenient to do display twitter updates like this, but it would be cool if the event had a unique twitter display style/theme.
• A facebook event – Invite people that are fans of the AVA to attend the event.  I don’t think the event needs its own fan page.  I’d direct facebook fans to the AVA’s facebook fan page.  The AVA’s tumblr blog (ava.tumblr.com) could be linked to the AVA’s fan page or imported as facebook notes.
• Brightkite?  GPS is going to be huge, but brightkite and loopt haven’t really gone mainstream… I’d wait on this one.  Focus on Tumblr, twitter, facebook, flickr, and Viddler (or YouTube?).
• WordPress?  I don’t think WordPress is really necessary here.  I’d focus on the blog attention on tumblr.
• Other?  Did I forget anything?  SMS?  iTunes?  Yelp?  TripAdvisor?
• Tag the heck out people on facebook!

All of these recommendations are predicated on the assumption that everyone involved in the event–AVA members and their families and AVA PR/marketing/event management employees–contribute content to each of these platforms.  If the leaders of the event don’t contribute to these platforms then Event Night attendees and Event Night spectators won’t use the platforms.

The purpose of my design at the top of the page is to demonstrate the functionality of the Webpage.  It would obviously be way cooler if the design was done by a professional graphic/web designer as opposed to someone who teaches marketing classes in wine country.

What would you change?  How would you handle the video groups?  Would you base the design on someone other than Gary Vaynerhcuk?