By Ian Consoli
If you follow only our blog and not our other social media channels, it’s possible that you don’t yet know Chelsea and the Shepherd. Or at least, you might know Chelsea, or the Shepherd, but not Chelsea and the Shepherd. If that’s the case, please allow me to introduce you. Blog readers, meet our YouTube series in which our Senior Assistant Winemaker Chelsea Franchi and our Shepherd Nathan Stuart walk you through the wines in Tablas Creek Vineyard’s most recently released VINsider wine club shipment. YouTube series, meet our readers.
For many, the series has become a favorite. Some gravitate toward Chelsea’s incisive observations (and next level vocabulary). Others identify with Nathan, as he brings the wine tasting process down to Earth.
As we prepare for the release of Chelsea and the Shepherd Season 2 I thought it would be fun to share how it came to be created. It’s a story that begins with two guys with just enough time on their hands to be creative and a desire to make the wine tasting process less intimidating and more fun.
Shepherd Nathan Stuart came to Tablas Creek with an eclectic resume and a remarkable collection of talents. Shepherd. Cellar hand. Trained vineyard guy. Cameraman. Drone operator. Video editor. In early 2019, when I moved into my marketing role here at Tablas Creek, he had already produced two amazing videos sharing Tablas Creek’s story: the Esprit de Tablas Story and the People behind Patelin de Tablas. We were fortunate enough to share an office. Day one Nathan looks at me with an eager smile under an impressively giant mustache and says, “Oh we’re doing marketing together now? This is going to be fun.”
Fun it certainly has been. To his technical talent Nathan adds a creative mind, openness to discussion, and an inability to turn off his imagination. He also, it turns out, is just as good in front of the camera as he is behind it. The net result? I’ve been living in a think tank for most of the last two years.
Fast forward to a vertical tasting of Panoplie in July of 2019. I sat in awe as I first got to bear witness to Senior Assistant Winemaker Chelsea Franchi’s descriptors and vocabulary. After scurrying back to the think tank and mentioning it to Nathan, the idea of capturing her ability to paint pictures with her words was born.
Fast forward again, to November 2019, just after a harvest in which I see the value of Nathan’s periodic forays into cellar life, how he makes the rest of the team laugh, how his ability to work hard but not seriously makes the whole team better, and it clicks, “a wine tasting show with a winemaker and the shepherd!” Chelsea absolutely loves the idea. The valve on the think tank opens up, the ideas pour out like some freshly fermented Grenache, and Chelsea and the Shepherd is born.
Our challenge: even in a non-Covid year, we ask a lot of our members if they want to learn about the wines we send to them. We host a pickup party each spring and fall, and it’s a testament to their dedication that so many of them make the trip each time, but still, it’s an experience that the 90+% of our members who don’t join us can’t share. How to bring this experience to members, wherever they live? Technology! Our idea: A YouTube video to walk wine club members through their newest six-bottle shipment. Give great information, but don’t assume too much knowledge. We know that people can join us at any point in their wine journey, so it’s essential that we be approachable for newcomers. By combining Chelsea’s wine knowledge and vocabulary with Nathan’s everyman relatability, it seemed like we had a good balance.
The first take: February, 2020. Nathan prepares his camera for a six-wine, single-day shoot. Un-planned, un-rehearsed, they sit down for a full 8-hour workday, a testament to Nathan’s boundless energy and Chelsea’s patience and inherent parenting skills. They piece together what will ultimately become the first episode of Chelsea and the Shepherd. For Nathan, that 8-hour film day is just the beginning as he takes many more to turn those hours of footage into a five-minute video.
Covid’s impact: The original launch date of the Chelsea and the Shepherd video was March 24th 2020. We’d prepared a couple of teaser videos that we pushed back because mid-March felt so scary. But as we settled into a “new normal” of lockdowns, social distancing, and stay-at-home orders we began to recognize that this video was a potentially powerful way for us to connect our fans and our wines with the tasting room closed. Turning it into a series seemed only appropriate. Nathan utilized the extra footage, compiled individual videos for each wine, and our YouTube video became a YouTube series.
Had Covid-19 not hit, it’s hard to know whether or not we would have felt compelled to turn it into a full series. We’re glad we did, and plan to continue to release new seasons with every wine club shipment, giving you insights that, in the past, were only available if you visited.
And now: Enjoy Season Two, Episode One of Chelsea and the Shepherd on our YouTube Channel! While you’re there, consider subscribing and following along.
So did we reach our goal of appealing to all of our audiences? I’d love to hear from you in the comments below.