Last month, we participated in the Paso Robles Wine Festival, as we do every year. This year was particularly nice, with gorgeous weather and a great vibe at both Friday evening's Reserve Event and Saturday afternoon's Grand Tasting in the downtown park. If you came to see us over the weekend, thanks. We hope you had a great time. We sure did.
Every year, we debate how much to invest in activities at the winery. This year, we decided to go (relatively) big. On Sunday, we brought in Chef Jeff Scott and he made gyros from lamb we raised on the property. We also had Chris Beland come in and play music. Our patio was full much of Sunday, and everyone had a great time. All that said, our traffic was modest on Sunday (124 people) which continued a 5-year trend of downward Sunday traffic. It's been declining about 10% a year for a while now. And even our Saturday traffic (209, up a bit from last year) wasn't really an increase over a normal May week.
Friday, on the other hand, was our busiest in recent years, with 105 people. But overall, our weekend traffic (438) was right about at our average for the last 5 years, only slightly busier than a normal May weekend, and actually less busy than Wine Festival Weekend was in the mid-2000's. Years ago, the Paso Robles Wine Festival weekend was a major source of revenue for the member wineries. You poured wine in the park on Saturday. On Sunday, you opened your gates (often to a line of cars) on Sunday morning and saw as many people that one day as you might in a low-season month. So, given the potential payoff, wineries pulled out all the stops in trying to get a high percentage of the park attendees out to the wineries, with food, music, seminars, and special open houses. Given that it's now not that different from any other weekend, does it makes sense to do the same? It's not like the decision to provide food and music were free.
We think yes, for two reasons. First, our success with the customers we saw was great. We had our highest weekend sales in the last 5 years, and our second-best number of wine club signups. That's a win. But given that most of those came Friday and Saturday, I'm not sure how much to attribute to our events. Second (and to my mind, more importantly), what we were doing was investing in the long-term success of the Paso Robles wine region. A regional wine event without the enthusiastic participation of its wineries isn't really that special to the people who attend.
Years of post-event surveys have told us that roughly 50% of the attendees of the Paso Robles Wine Festival are making their first visit to Paso Robles Wine Country. I feel like our most important job is making them fall in love with the place, so they return. Whether we sell them much wine this time around or not, festivals are part of the marketing of our region, and that investment is a long-term play. We should both pour cool wines in the park and do our part to make sure that attendees have a great selection of things to do the next day. After all, the festival in the park only happens one weekend a year, and is put on in the hope that the attendees will then return, spend multiple days visiting wineries, and make visits here a recurring part of their lives.
I think that longer perspective can get lost if you look just at the post-event traffic numbers. The growing numbers of people who visit Friday and Saturday are likely at least in part the result of good work at past festivals, where attendees fell in love with Paso Robles wine country. The Paso Robles Wine Country Alliance has done a great job, I think, in making the event more full-fledged in recent years, incorporating the many great restaurants of Paso Robles more and more, adding a reserve tasting, great seminars, etc.
I don't think that the higher average spend per customer we've seen in our tasting room on Wine Fest weekend (double what it was in 2011, triple what we saw in the mid-2000's) is a coincidence. And, more importantly, neither is the growth of our non-festival weekends. In 2003 (the earliest year for which I have good data) we sold about $9,000 in wine on the Sunday of Wine Festival to about 300 guests, part of a $12,500 week that was nearly double our $6,900 average non-festival sales week that year. This year, on Wine Festival Sunday we also sold about $9,000 in wine. But it was to 124 visitors, and part of a $41,000 tasting room week that was only 13% better than our average week this year ($36,000).
And consumer trends only reinforce how important it is getting new people into the pipeline of your region or your brand. A study published by Eventbrite showed that the majority of attendees of food and wine festivals are sharing photos of the event on social media. Peer to peer recommendations are the most trusted form of advocacy. And a positive experience that is echoed on an online review site like Yelp has positive impacts on not only future customers' buying decisions, but on things as apparently removed as your search engine rankings.
So, for us, it's an easy decision. We will keep investing in the success of our community, and trust that these seeds we plant will sprout in the form of return visits and sales. And we're grateful we're a part of a community in Paso Robles where we're just one of many wineries who've made the same choice.