Thanks, all, for the tips. I know my friend has done quite a bit of research on Texas wine...varietals, yields, profitability, marketing, climatology, etc. And obviously we've kicked about the idea for a more Midwestern clime, though not so seriously, since I feel he's pretty set on Texas.
More than general info, I'm curious as to the actual experience of someone who's done it, so Geo, I'd still love to hear your story.
As cowdery points out, most Midwestern wineries make money from tourism, rather than the quality of the wine. It's this aspect that I find particularly interesting in terms of non-canonical winemaking regions.
What is the thinking when someone opens a small Illinois or Ohio or Missouri vineyard? Are these opened by people with lots of viticultural experience who think that some less-well-known grape would really flourish, or are they mostly ready for a change of pace and lifestyle and are attracted by the romanticism and working-the-land aspect of owning a vineyard? Do you start off with high ideals of popularizing a new wine region, only to succumb to the realization that most of your income will come from those who exit the highway on their way to Branson to sip your wine while the kids ride your hayrack and milk your cows? What percentage of the view for the future is MBA, and what part is oenophile?
Again, there really is no answer for "them"--the question's way too general. But presumably, Geo has an experience, and if willing to share, I'd love to hear it.
Cheers,
Aaron