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Purpose: This paper uses performance theory to explore how wine-tourism experiences are orchestrated by wine tour guides to encourage engagement of consumers. It describes how such orchestration is built on material elements such as landscapes, architecture, vineyards, production facilities, and wine tastings.

Design/methodology/approach: A multi-layer ethnographic research on wine-tourism was employed. The interviews, observations, and field notes were analyzed through the lens of performance theory. A constant comparative method was used to identify emergent patterns, and a hermeneutic method was used to interpret the data.

Findings: The paper builds on performance theory and delineates the ways in which guides co-create intense experiences with participants. It portrays how tour guides often adjust their theatrical scripts to consumers’ unique needs through creative variations: surprise treats, activities, and personal stories. When guides take pleasure in tours, participants do as well, resulting in memorable co-created experiences. The tours feature processes such as pitching and relation-building techniques that call upon identity, morality, and materiality scripts, which ultimately build a sense of social obligation among participants toward tour guides and winery staff.

Originality/value: From a theoretical perspective, the paper adds value to the discussion of performance in tourism by suggesting that the service blueprint, architecture, and employee training are only part of the story. This paper shows how consumer engagement and interactions between participants, guides, architecture, and landscapes are essential elements of memorable experiences.

Research limitations: Like other studies, there are limitations to our study as well. Our study only included one-day wine tours. A broader investigation of strategic alliances between tour companies and wineries, and how wine tourists experience and sustain a sense of social obligations to the wineries they visit, will provide further insights into how wine-tourism functions as a co-creative emergent form of consumption involving individuals, products, and processes.

This essay tackles the Obama “phenomenon,” from his candidacy to his election, as a manifestation of the new “color-blind racism” that has characterized U.S. racial politics in the post-civil rights era. Rather than symbolizing the “end of race,” or indeed a “miracle,” Obama's election is a predictable result of contemporary U.S. electoral politics. In fact, Obama is a middle-of-the-road Democrat whose policies since taking office have been almost perfectly in line with his predecessors, especially in terms of his failure to improve the lot of blacks and other minorities. In this essay, I review the concept of color-blind racism and its application to the Obama phenomenon. I also revisit some of my past predictions for Obama's presidency and evaluate their accuracy halfway through his term. Finally, I offer suggestions for constructing a genuine social movement to push Obama and future politicians to provide real, progressive “change we can believe in.”

This chapter is based on a chapter I added for the third edition of my book, Racism without Racists. Louise Seamster, a wonderful graduate student at Duke, helped me update some material, locate new sources, and rework some sections, as well as abridge some of the many footnotes (interested readers can consult the chapter). I kept the first person to maintain the more direct and engaged tone of the original piece and because the ideas (the good, the bad, and the ugly ones) in the chapter are mine, and thus, I wish to remain entirely responsible for them.