Tasting Room, Then and Now

By John Morris 

I recently ran across this photo of our tasting room staff from an outing in December of 2007.  The thing that strikes me most about this shot is the size of our group.  Our entire tasting room staff at the time consisted of 8 people.  Now, 3 and a half years later, we’re 16 strong.  Pictured from left to right are David, Phil, myself, Zach, Sylvia, Brian and Gustavo.  Absent due to a school-related commitment is Chelsea, then a member of our tasting room staff, now our assistant winemaker.  Since that time three of us have gotten married, one has become a father, another a step-father, and two have moved to the east coast.  Tellingly, five of the eight are still employed at Tablas Creek, six if you count the occasional guest appearance by Zach. 

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David, on the far left, was my first hire, and is perhaps our most energetic, even as he is our oldest.  Everyone else pictured predates me.   Phil recently moved to the Boston area to help with his grandchildren after a lifetime in California.  He exuded an oasis of calm in the tasting room for over five years.  Zach completed training at the fire academy last year as he juggled shifts here, and became a father a few weeks ago.   Sylvia has been our assistant tasting room manager since before I moved to Paso, if that says anything.   Brian joined the Peace Corps and was posted in Morocco after a year-long stint here, and now resides in Washington D.C.   Gustavo (originally from Chile, but commonly mistaken as Frenchman) came aboard just before me, and has been a rock for the last four years.  He spent two months interning in the cellar at Chateau de Beaucastel last fall, and returned even more knowledgeable than before.  Much of the rest of our staff, including Steve, Cindy, Tedde and Mary have been here going on three years.  Deanna worked here some years ago and returned last year.  Recent additions are Alex, Lisa, Joelle, Charlie, Teri and our dynamic new assistant manager, Jennifer.  Austin, our winemaker’s son, now helps out on Saturdays.

A lot has been made of our splendid new tasting room, with good reason.  It’s much roomier, beautiful to look at, quieter, supremely functional, and has been a dream to work in.  The cellar crew loves it because we aren’t setting up tables in their space every weekend.  We love it because we aren’t setting up tables in their space every weekend!  If you haven’t been in, you owe it to yourself to check it out. 

But in even in this striking new space, it still comes back to people.  Behind the gorgeous new bars, reflected in the huge glass windows that allow a glimpse into the cellar, you’ll see most of the same faces you’ve come to know, doing our best to provide welcoming, personal service with an educational twist, pouring wines we never forget we are blessed to work with.  Here’s to my crew.


Our New Tasting Room is Ready!

We're thrilled that our months-long expansion is in its final stages.  The building is done.  The furniture in the new tasting room is complete, and that in our semi-private tasting rooms is nearly done.  We've got most of our landscaping in the ground, with the last pieces coming in the next week.  We even thought we'd be able to get into our tasting room this weekend before the accumulation of small things (permitting questions, contractor touch-ups, equipment testing) suggested that it might be better to be a little more conservative.  We're planning on next Tuesday (March 15th) as our first official day in our new space.

Those of you who have been following the construction project on Facebook have gotten to see the building at many stages.  And I've written recently on the blog about how we hope the experience of visiting the tasting room will communicate who we are.  But as recently as last week I posted a photo looking into our tasting room that showed the floors and tasting bars all still covered with protective wrapping.  But in the last week everything has come together.  I'm excited to be able to present our new tasting room.  First, the view from the front door, looking roughly north-west:

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A few features worth noting: the floor is three different colors of cork, which should be soft underfoot and should absorb some sound.  The sculptural centerpiece in the middle of the room will hold our merchandise, but will also break up the room so that when you're tasting at any bar you'll only see one other bar.  This helps keep the experience intimate even as we've nearly doubled our square footage.  And you can see that the cellar surrounds the tasting experience.  It's hard to tell in this photo, but those barrels are huge... eight feet high on the bottom row, fifteen at the top.  And they're really close.

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Moving further into the room, you're looking now to the north, where the foudres are on full display.  The bar on the right will hold our cash registers (we've doubled the installed space for these) so checking out will be easier.  All the bars and the centerpiece are made principally of bamboo, which makes for a beautiful finish and is among the most environmentally friendly of building materials.

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Continuing into the room, the camera is now on the back bar, looking back east toward the entrance.  You can see the two big cuvinets that are behind the checkout bar, as well as the sculptural leaf logos that are on the front of each bar.  The countertops are the same that we have used in our current tasting room, stained and sealed concrete, which gives a warm, natural feel to the bar tops.

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Finally, a view of the back of the sculptural centerpiece that will be the home for our merchandise.  This view is from the back corner of the room, looking south-east toward the front door.  It will look different once it has books, art, clothing and jewelry displayed, but it should be both beautiful and functional.

It's incredibly exciting for us to be so close to moving into our new space.  We hope that we've been able to improve upon what we appreciated about the space that we were in (the personal interaction, the proximity of the cellar, the natural look and feel of the materials) while allowing us to give better service to all the people who come to visit us each year.  We also have two additional rooms (not visible from any of these photos) to the south of the main tasting room which we can either open up to give us additional tasting bar space, or close of either for a private group or just to keep the space more intimate.  One of the rooms will even have the capability of pulling up chairs for seated tastings, which we're thinking we might use for special by-appointment library tastings.  Those rooms aren't quite done yet; when they are I'll post another series of photos on the blog.

Meanwhile, everyone who will be in town for Zinfandel Festival will be in for a treat.  Nothing like baptizing a new space with our second-busiest weekend of the year!  Come on out and let us know what you think.  After all, it's not about us... it's about you.


Olive Relocation Project

We're nearing the end of the construction that will eventually provide us with two new rooms for our cellar, nearly double our office space and -- most visibly -- a new tasting room.  I wrote last week about the efforts we're making to have the environment we're creating tell our story for us.  One of the efforts toward making our new series of terraces as appealing as possible is incorporating as much shade as possible for visitors looking to shelter from the often baking summer sunshine.  We're planting nine sycamores around the front patios and parking lot that in time will grow to provide ample shade.  Sycamores (also known as plane trees) are, after all, the shade tree of choice in Provence, often planted in stately avenues on either side of country roads and driveways.

But though we bought the largest sycamores that we could find (about 18 feet high) they're still young trees and will take some years to flesh out.  Because sycamores are water-loving, their roots penetrate very deep over time, which makes the survival rate of uprooted and replanted mature trees low.  So to provide a more mature look to our new front entrance, we decided to move five of the roughly 150 olive trees we planted around the property in 1995 to our new entrance.

Olives, unlike sycamores (and unlike most other trees) have a very compact root ball, and so are comparatively easy to move.  My dad remembers seeing to proprietor of Marques de Caceres in Rioja move olive trees that were hundreds of years old to save them from destruction.  And the equipment now available to facilitate the unplanting and replanting is remarkable.  The photo below, shows the series of blades after they have sliced down through the soil and then interlocked around the tree's roots:

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But we're getting ahead of ourselves.  The first step is to position the blades around the tree's base and then force them, one at a time, into the ground, severing any smaller roots cleanly:

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Then the tree is lifted out of the ground: 

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And driven to its new location (in this case, next to one of our new terraces):

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The olive is placed in an already-prepared hole in the ground, and the blades are then removed from around the root ball:

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Et voila:

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The process is a remarkable one to watch, and the impact dramatic on the new spaces to which the mature trees are relocated.  Look for the new (old) olives when you make your first visit!


Telling the Tablas Creek story... without words

As regular readers of the blog (or anyone who's visited Tablas Creek in the last six months) will know, we're in the final stages of expanding our winery and building a new tasting room.  The building is done, and we're working on landscaping the outside and finishing and furnishing the inside.  Watching the outside appearance take shape has made us more and more excited about the narrative that our setting will tell to visitors, before we even open our mouths.

I'm convinced that many wineries are missing opportunities to use the experience a visitor has in visiting their winery to communicate their core values. Sometimes, that's an unavoidable consequence of a tasting room's location, but just as often it seems to me that it's just a lack of forethought. We've tried hard to make the most of the opportunity we're offered by this fresh start to put forth a story about us that is unique, clear, and compelling.

Head-pruned-mourvedre The first thing that we want to emphasize is that a visitor to Tablas Creek is coming to a working vineyard and winery.  This is not a hospitality center.  It's not a tasting room with a show vineyard out front.  It is the entirety of our operation, where everything from the propagation of our grapevines to the growing of our grapes and the making of our wines takes place.  The area we've dedicated to our parking is nestled inside one of the most beautiful vineyard blocks we have, of dry-farmed, head-pruned Mourvedre.  Dry-farming is noteworthy for the concentration it brings to wines while retaining elegance.  And head-pruning is traditional in Chateauneuf-du-Pape though comparatively rare in California.  So in addition to emphasizing that they're at a vineyard, it will start to tell the story of what sort of vineyard they're visiting.  The photo to the right was taken in that block, just after pruning.

Next, we to communicate why we chose this place.  There were three factors that brought us to Paso Robles in 1989, at a time when the region had essentially no Rhone varieties in the ground and not much of a reputation: a favorable climate, ample winter rainfall, and limestone soils.  The climate is implicit to most visitors, and our new patios outside will give guests a great place to relax, picnic and enjoy the sun.  The limestone will be more explicit, as we've surrounded the parking area with a dry-laid limestone wall similar to the one around our current parking area.  We're also embedding limestone boulders in the concrete of our patios and integrating them into our landscaping.  Below on the left is a photo of our mostly-completed limestone wall, and on the right of one of the limestone boulders on our patio.

Limestone wall  Embedded_boulder_0001

We're also distinguished by our history, both our association with Beaucastel and our decision to import our grapevines from France in 1989.  We have a vintage Beaucastel sign, salvaged from the Beaucastel estate by Neil during his stint in the cellars there, outside our current tasting room, with the distance (and direction) noted.  This sign will move to our new front entrance.  We'll also be bringing several of the large pots of mother vines up from our grapevine nursery and using them to decorate our patios and landscaping.  These vines are the foundation of all our vineyard plantings, as well as those of the hundreds of other vineyards and wineries to whom we've sold cuttings over the last fifteen years.  I'm not sure what the American Rhone movement would look like had we not brought over these vines (or had we not made the decision to share them with other growers) but it would surely look far different than it does today.  The Beaucastel sign, on the left, and a collection of mother vines, on the right:

Beaucastel_sign  Mother_vines

In addition, we'd like our visitors to see how we're working in an environmentally responsibile way.  It may not be evident that our vineyard is farmed organically, but two of features of our environmental efforts will be apparent to visitors.  The new parking area is tucked under solar panels that will be immediately evident upon arrival.  Upon departure, visitors will see the wetland that we created to naturally treat our winery wastewater across our driveway from the parking lot entrance.  The view of the solar panels, below left, is particularly distinctive in contrast to the ancient technology of the dry-laid stone wall in front of it.  The wetlands area is below, right, in a photo taken during a blue heron's visit a couple of summers ago.

Solar_limestone_0001  Blue_heron_0002

So, we hope that visitors will have learned a lot about who we are before they've even stepped through our front door.  And once they enter, they'll be greeted by walls of windows that look into the cellar on two sides of the tasting room, and chalkboards updated each day that let visitors know what's going on in the cellar.  We'll be installing a bank of foudres (like the one below, left) in one of the two rooms, and placing our upright fermentation tanks (below, right) in the other.  These large wooden casks are unusual in California, though traditional in Chateauneuf-du-Pape.  They allow us to age our wines without overlaying a heavy oak imprint on the flavors.

Foudres  First_Syrah_2009_0006

Hopefully, before we even open our mouths, a new visitor to Tablas Creek will have a good sense of who we are and what we value.  What's that message?  Well, if it's something like "you've arrived at a traditional estate winery that has embraced innovative, environmentally responsible techniques to produce rich but mineral-driven wines with a French Rhone heritage" we'll be on the right track.


A video tour of the new addition to Tablas Creek

The construction of our new cellar, office and tasting room space is proceeding nicely.  We've got floors, walls (or at least framing), and a roof over much of the new addition.  It's gone up fast over the last month or so, and we're starting to really get a feel for what the space will be like when it's done. 

I have found myself walking through the evolving space each day, envisioning what it will be like from a guest's perspective.  And it has been fun to see the reactions of people who've known the property for a long time.  I thought it might be appealing to do give a little video tour of the new construction.  This video was taken about three weeks ago, and so we've already made a lot of progress beyond what you'll see here.  But it should give you a sense of the scale of the rooms that we're creating, and how we hope that they'll make for a great tasting experience.

I will do another walking tour in a few weeks, to keep you updated on how the addition is progressing.


An update on construction: photos of a space taking shape

It's been wild watching a new building take shape outside our windows over the past two months.  As regular readers know (my dad posted in June about our pending construction) we're adding 8,000 square feet onto our winery building, incorporating more office space, a new fermentation room, a new room for our foudres, and a new tasting room nestled between the two new cellar spaces with big waist-to-ceiling windows looking into both.

What's been unusual is that the building will eventually be contiguous with our current office and cellar spaces, and so we've had an up close view of the work.  The photo below gives you a sense of the sometimes alarming proximity:

Heavy equipment

The sequence of events began with several weeks of earth work, excavating and flattening the area that would sit underneath the new construction.  About two months ago, we could see the first signs of the building itself: lines painted on the ground that indicated footing walls and drainage pipes:

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The next stages involved digging trenches and pouring concrete for footings:

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Then there was another pause while less-visible work took place: the layout, trenching and covering of conduits for drains, water, electricity and telecommunications.  Once all that was in place, they poured the floors for the tasting room and office spaces:

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The concrete for the fermentation and foudre rooms was more complex because of the drains in the floors and the exact slopes that the floors had to follow.  The drains were installed at the time of the first concrete pouring about a week ago, but the cellar floors weren't poured until yesterday.  Two photos taken from the same location show the change:

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A close-up view of the drains that will be in the foudre room shows the slope.  The foudres will sit back-to-back, with the front row facing left toward what will be the tasting room and the back row facing right toward the back wall of the room. 

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We've also been excavating what will be the parking area.  We love that our visitors will be parking so close to the vineyard, encircled by a block of head-pruned Mourvedre vines and our solar panels:

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To give you a better idea of the layout of the space, I will leave you with the site plan.  You can see the existing building, the new space, the parking area inside the vines (the solar panels are off-screen to the top) and, perhaps most excitingly, the cascade of patios running down the hill from the tasting room toward the south, which should give great spaces to sit, relax and enjoy a glass of Tablas Creek with friends.

Plan


Business as Usual

by Robert Haas

Or, maybe I should write business as unusual: then and now.

Construction_start

As you can see from the photo view, we are starting new construction on the third and last phase of building Tablas Creek Vineyard’s winery: adding 8,000 sq. ft. to give us one-third more working space in the winery and in the offices, and a new tasting room integrated into the cellar on the east side of the winery, facing Adelaida Road. A rendering of the new tasting room and entrance shows what it should look like at completion.

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We've come a long way since the winery’s original construction in 1997:

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Thanks to a little serendipity we are able to operate our tasting room without inconvenience to our visitors throughout construction. We are able to do so not because of thoughtful planning on our part but because our original business plan did not include a tasting room! Our original thinking about how to market Tablas Creek followed the French model, where wineries are largely absent from the marketing of their product. Château de Beaucastel, like most top French estate wineries, is open to tasters by appointment only and direct sales represent only a tiny part of their business.

By 2002, we had come to the conclusion that our lack of a tasting room was a mistake. Guests who made appointments and came to visit left like disciples, and we would hear stories months later of people with whom a visitor had spoken who had themselves become excited about Tablas Creek. It became clear that making it easier for people to experience our wines and learn our story would only help us distinguish ourselves within the world of wine. What’s more, we calculated that the direct to consumer sales allowed by a tasting room were essential for our bottom line. So we converted our original entrance foyer on the west side (facing away from Adelaida Road) into a tasting room, and three years later expanded into what had been our conference room and my office. We chose this space as the only reasonable area for a tasting room within the current building. Not at all in our thinking at the time was that our second and third phases of construction were planned for the opposite side of the winery.

And oh, do we need the extra space. We’re outgrowing our cellar space, our offices and our tasting room simultaneously. The cellar has been saved the past few years by drought-reduced harvests, but we have nowhere to put the new upright fermenters or additional foudres we’d like to add to the cellar, and have had to store barrels in a refrigerated barn down near our greenhouses. All our staff are double- or triple-bunked in offices. And those of you who have come to see us on weekends have at times been asked to wait while we clear up space at a tasting bar, or have been served at the folding tables we set up in our barrel room every Friday. Even better, the new tasting room will be integrated into the new cellar construction, with walls of windows into both fermentation and barrel storage and – we hope – ongoing educational opportunities for everyone who comes to taste.

So, once again, serendipity plays its role. Visitors will see the new construction as they drive past the winery, but it will be far away from the tasting room itself and should be unnoticeable to guests.

Harvard Business School teaches (or at least it used to teach), “Build your business plan and then stick to it.” But my own 60 years of business experience has taught me, “If the plan has flaws change it.” So we did. And here we are in 2010 expecting to comfortably receive about 24,000 visitors, all the while preparing our premises for future decades.


Changes at the 2010 Paso Robles Wine Festival

We just finished the Paso Robles Wine Festival for 2010.  As usual, it was a whirlwind of activity, with a delicious dinner Friday night at the Cass House Inn in Cayucos, pourings with the Paso Robles Wine Country Alliance on Friday and Saturday evenings downtown in Paso Robles, and our annual salmon brunch and Rosé launch on Sunday morning out at the winery.

The weather was wonderful, cool and crisp, and the park was busy with enthusiastic tasters as attendance rose slightly compared to 2009.  The Paso Robles Wine Country Alliance has made a concerted effort to make the event classier and more comprehensive over the last five years.  Ticket prices have gone up moderately, weeding out some party-goers.  Additional events such as a VIP/trade hour, the Friday evening Reserve tasting, and educational seminars now allow attendees who are interested in closer contact with local winemakers this access.  The salmon brunch was delicious; Chef Jeff Scott continues to do an amazing job.  A couple of photos of the next generation of Haases (Eli, on left, and Sebastian on right) enjoying the event:

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And one of me with Nikki Getty, who runs our wine club, hospitality and events:

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This year, the PRWCA added a joint winemaker dinner and auction that raised over $100,000 for the Alliance's charity efforts.  Also new this year, they moved the Saturday Grand Tasting later in the day from 1pm-5pm to 3pm-7pm.  That was supposed to have two effects: to help get the event out of the heat of the day and to help open the day up for event attendees to visit the winery tasting rooms.  And we did get more traffic on Saturday: we saw 260 tasters this year, up from an average of 175 the past three years.  Even though sales per customer were down nearly 20% it was still a good day, better than recent Wine Festival Saturdays if not measurably better than a normal Saturday in the busy spring season. 

But Sunday was a different story.  Both traffic and sales were down dramatically, with traffic down 42% from an average of 268 people to this year's 156 and sales per customer no better than the averages we saw the past three years.  Perhaps most dramatically, we went from signing up an average of 13 new wine club members on Wine Festival Sunday to signing up just 2 this year.  Summing up the results between the two days, the improvement on Saturday did not make up for the decline on Sunday.  For the weekend our sales were down 15% and our wine club signups down 53% compared to the average of our results of the last three years.

I would typically suspect that a decline in our numbers like this were due to something lacking about the tasting room experience.  But I don't think that is the case here.  The tasting room has been on a great run recently, putting up some of its best numbers ever.  We have a terrific, experienced tasting room crew, and we staffed up so heavily for Wine Festival this year that we had tasting room attendants practically competing with each other to have the privilege of serving each new guest.  My second suspicion was that it was something we'd changed in our events for the weekend.  And we did add a charge to attend the salmon brunch in 2010 that we hadn't had in past years.  We did this because we found that the event, which was free to wine club members and free with a tasting fee to non-members, was attracting people who would leave without even entering the tasting room.  Our average sales to the people who came to the salmon tasting in 2009 was roughly half that of our other visitors that day.  Given that the salmon tasting itself was costing us roughly $20 a head, about the level of the average salmon-tasting-attendee purchase, that didn't make a lot of sense.  Plus, the crowds that entered the tasting room all at once after the event ended overwhelmed the tasting room's capabilities, meaning that neither the event's attendees nor the other customers got the experience we wanted.  This year, though the attendance at the salmon brunch was down significantly (from about 150 to about 50) the 50 attendees bought nearly as much wine as the 150 had done last year.

No, it was the rest of the day that was the culprit.  It was so slow in the afternoon that our tasting room manager sent half his staff home.  And we've heard that other wineries and tasting rooms were similarly disappointed in Sunday's sales and traffic. 

I have some speculations as to why the changes made to Wine Festival might have had the impact that they did.  First, moving the grand tasting later made it easier to taste for a partial day on Saturday (stopping in time to get to the event by 3pm) rather than a full day on Sunday.  Second, the later end to the event and the fact that many people had begun their day with wine tasting may have meant that people were wined out by the time that they had to make the decision of whether or not to go tasting on Sunday.  I can imagine, after wine tasting most of the day and finishing with a four-hour wine festival, that I'd choose to go to the beach or to Hearst Castle rather than heading back out to more wineries.  And finally, I'd think that this burnout would be most applicable to the attendees of the gala dinner and auction, who didn't finish their Saturday until after 10pm and who also shelled out $500 per couple to attend.  Between the cost and the fatigue, I would guess that it was these attendees who made the largest difference in our end results.

Our tasting room, like most retail establishments, lives by the 80/20 rule, where 20% of the customers provide 80% of the business.  The majority of our tasting room customers buy just a bottle or two, or even just pay the tasting fee.  But it's the minority who get really excited about what they find that keep our average sales (and our wine club signup numbers) strong.  So, if even a small percentage of the best buyers are eliminated, it can have a dramatic impact on total sales.  The 400 attendees of the wine dinner and auction represented about 10% of the total attendees of the wine festival.  But I'd think that they represented some of the best buyers, and that the lateness and the expense of the event likely discouraged many of them from heading out to tasting rooms the next day.  If I'm right, this could be the major factor in the decline in Sunday's sales and the dramatic falloff in wine club signups. 

The key, for me, is to remember that Wine Festival is not an end in itself.  It is the creation of the organization that the local wineries task with marketing and promoting the area and its wineries.  If the event is successful at the expense of the wineries' results, it is actually not achieving what it needs to achieve.

I'm curious to know, from any readers who attended Wine Festival this year, what you thought.  Did you enjoy the event?  Did the changes in the event change your behavior the rest of the weekend?  I'll be meeting with the marketing committee of the PRWCA next week, and it will be at the top of our agenda.


Building a successful winery tasting room experience before, during and after the visit

Next week, I'll be speaking as part of a panel at the Unified Grape and Wine Symposium in Sacramento. The panel is titled "How to Make Your Tasting Room More Profitable" and is being organized and moderated by California's most respected tasting room consultant, Craig Root.

I've spent a lot of time in the past eight years refining my thoughts on what makes a successful tasting room, and am at this point amazed to think one wasn't in our original business plan.  An indication that we're succeeding is that, according to Craig, the sales and wine club signups that we see at the Tablas Creek tasting room are roughly double the industry average.  I hope to see some readers of the blog at the seminar.  We'll go into more detail than I have here, but below are a few highlights of what I think are important things to be thinking about before, during, and after a customer's visit.

  • Work to build your traffic year-round.  It's a lot easier to sell wine to people who have opened your front door than it is to sell it to people who haven't.
    • Cultivate partnerships. You are not the only one in your area with an interest in bringing people into town and giving them a good experience. Reach out to local hotels and bed&breakfasts and create co-marketing opportunities and specials that will give them a reason to be emailing their customers about you. Work with local restaurants to put together dinners that both you and they will market. This expands your base, supports your partners in your community, and ensures you stay visible. And don’t neglect the other winery tasting rooms in your area. Open houses every six months are easy and fun.
    • Encourage your supporters to come back and bring friends. You’re probably offering free tasting for your wine club members. Are you doing so for their guests? Are you offering some reward to members who refer you business?
    • Understand that your marketing (and your presence in the wholesale market) does have an impact on your tasting room. Make sure that you’re in the places where potential customers are. Go to wine festivals in your catchment area. Work particularly hard to ensure that your wines are on the lists of restaurants in your area. Know that one benefit to your wholesale marketing is spillover into your tasting room.
    • Do your part to ensure that you get editorial coverage. Most wineries think of press as principally beneficial to their wholesale marketing.  And great press does have a multiplier effect in wholesale, as the reviews you get are echoed by distributors and retailers.  But don't neglect the impact it can have on a tasting room.  When we got our last set of reviews from Robert Parker last August, our tasting room traffic rose 20% and our sales 35% over the rest of the year.  Be sure you are at least covering the basics by sending samples of all your new releases to the 20 or 30 key writers around the country a few times each year.  Total cost: around $2500 plus a few cases of wine. Possible benefits: enormous.
  • Make sure that you focus on each customer interaction. I am amazed by how many people we get in our tasting room who tell us stories of other tasting rooms with disinterested servers, overcrowded tasting bars, or salespeople whose only interest is a club sign-up.
    • Have sufficient staff on hand for your busiest times.  An enormous piece of being able to ensure a good customer experience and the sales that result is having sufficient staff on hand to handle your busiest times. This necessarily means that in slower times you'll be overstaffed, but if you calculate the value over time to your business of a single club sign-up or a single dissatisfied customer who would otherwise have bought a case of wine and told their friends, the cost of labor seems pretty minor.
    • Focus on giving everyone a memorable experience. If you do so, the wine (and wine club) will sell itself.
      • A hugely successful tasting room may convert 5%-7% of its customers into club members. That means that the vast majority of the people coming through your tasting room are not going to sign up on the spot. Be careful... if you are incentivizing your staff for club signups you may be encouraging them to focus their best efforts too narrowly.
      • Sell through education and enthusiasm, and make sure that the customers know the options in front of them.
      • Every person who leaves your tasting room happy is a source of repeat business and referrals.
    • Get an impartial perspective.  Consider sending in friends or family members incognito to get a sense of what the typical customer is experiencing.  Make sure it's someone who will be honest with you.
  • Be generous with the little things. Remember that your primary reason for being is (probably) to sell wine. If you focus on making money on your events or your fees, you may be doing so at the expense of wine sales. Some ideas:
    • Comp your tasting fee on a purchase. When we raised our tasting fee from $5 to $10 but comped it on any wine purchase, we found that the percentage of visitors coming to our tasting room who bought rose from 65% to 80%. Even a one-bottle purchase means that sometime in the future, that guest is going to open a bottle of your wine, often with friends, and relive the memory of having visited you.
    • Give away a logo glass. You’ll spend less time doing dishes, and your glass provides a reminder of the experience.  High-quality logo glasses sell for all of $2 in bulk.
    • Make sure that your wine club members know they are appreciated. Send them a welcome packet when they sign up.  Send a holiday card, and consider including a coupon (say, $20 off on their next order). It spurs new orders and keeps you top of mind.
    • Keep the costs of your events reasonable. An inexpensive (even free) event and an incentive to purchase while your customers are there can drive impressive sales. Adding a night-of-the-event-only 5% discount to our semi-annual wine club shipment tasting parties more than doubled our average sales.
    • Choose a wine each month to offer at a discount. This gives you something different to talk about each month in the tasting room, via email, or online (including through your social media). You can use this to focus attention on a new wine, or one whose sales are slow, or just rotate through your portfolio to raise awareness and excitement about the wines you make.
  • Put yourself in a position to continue the conversation with your customer even after they leave. Don’t assume that your connection ends when your customer leaves the tasting room. There are powerful tools available to maintain and even grow a connection that begins in the tasting room.
    • Build and use your lists. Are you asking all your customers if they are interested in joining your mailing list?  Adding just a small percentage of your foot traffic to your email lists (let alone your wine club lists) can give you a powerful tool to communicate special offers, share information about events, and generally build an ongoing connection to your base.  And once you have added these people to your lists, it's important to contact them regularly. An email every few months, with perhaps a print newsletter a couple of times a year, is generally seen as welcome rather than intrusive.
    • Work with new media to stay connected. The tasting room is your primary venue for creating a personal connection with your customers. Social media sites allow you to extend that connection, and help like-minded consumers find and follow you, and hopefully become customers.
      • Facebook should be a part of any winery’s marketing plan. With over 300,000,000 users, a significant portion of everyone's network is on Facebook. If you are not, you lose the opportunity to remain top of mind to a huge portion of your lists (it’s also a great way to make and maintain connections to distributors, trade and media).
      • A blog (like this one!) is a great way to personalize your business, communicate your core ideas and principals, and drive traffic to your Web site. It’s probably your best opportunity to tell an extended story.
      • Twitter can spur real-time interaction and feedback with an important (read: taste-making) segment 25,000,000 strong.
    • Make sure you're a good partner. Whether you're using social media or more traditional email or print marketing, make sure you provide valuable content in addition to (and probably more extensively than) you push sales.  Of course, sales are an important result of any marketing campaign, but if you cross the line and become one-dimensional or self-serving, or you'll push away the customers with whom you're trying to build a connection.

If you are going to be at Unified, and want the more detailed version of this, as well as the thoughts from the other panelists and Craig, our seminar will be 2:00pm on Thursday, January 28th.  I hope to see many of you there!


A great photo of a fair-weather winter sky (a.k.a. "transitory ridging")

We're enjoying a period of what our meteorologist calls "transitory ridging" -- as I understand it, high pressure that moves over an area in between two low pressure systems rather one that establishes itself in an area and diverts low pressure systems around it.  It has resulted in beautiful winter weather this last week: sunny and warm, but with interesting clouds in the sky from the nearby weather systems.  We're particularly able to enjoy this weather because we know that it sets the stage for a major weather shift.  Forecasts are predicting a series of el nino-influenced storms: perhaps as many as a half-dozen over the next two weeks.  If this pattern happens, we could get another five to ten inches of rain, which would be wonderful.

I particularly liked the cloud patterns above the winery in the photo below.  Note that this view is soon to be improved: one reason why we're choosing to build our winery expansion to the east (road-side) of the winery is because the first thing that greets guests is our gravel-covered staff parking lot.  If I had a way of Photoshopping-out the cars, I would have.

IMG_6875

The east facade will become the new face of the winery, with a series of terraces cascading down toward the south, a landscaped entrance to a new tasting room, trees lining a new parking area, and our septic system (in the circular wall) relocated out of view.

To those of you who are doing rain dances, thanks.  The rainy forecast makes the sun that much sweeter.