Yesterday afternoon, several of the Tablas Creek team joined some 200 members of the Paso Robles wine community at the Paso Robles Wine Country Alliance's mid-year meeting. We got updates on the work of the PRWCA and a presentation from Assistant City Manager of Paso Robles Chris Huot, who highlighted the results of the wine community's partnership with our city and shared the city of Paso Robles' five-year plan. The PRWCA also gave out three awards, for "Unsung Hero", "Good Neighbor", and "Master Marketer". We are excited that our own Director of Marketing Ian Consoli was voted by his peers the recipient of this last award! You can read the official announcement from the Paso Robles Wine Country Alliance.
When we hired Ian (as Marketing Coordinator at the time, back in 2019) one of the ways we introduced him to people is by having our last Marketing Coordinator interview him. If you haven't read that piece on the blog, it's a great introduction to who he is. But he's come a long way since then, and really taken the reins of our marketing at a period when it was more important than ever before, thanks to the pandemic-induced closing of our tasting room and curtailing of the festivals, seminars, and tastings where we used to tell our story to new customers and reconnect with existing ones. In recognition of his growth I promoted him to Director of Marketing early last year. He's the first person to hold that title here since I had it in the early 2000s. I caught up with Ian to ask him a few questions about how he got here and what the award meant to him. If you see him in the next few weeks, give him a high five!
Congratulations, Ian! Can you bring people up to speed on who you are and how you got here?
Thank you! Sure. I am a local boy, a graduate of Templeton High School in 2007. I have a short list of local accomplishments, including homecoming king, supporting roles in various school plays, and a CIF championship with the Templeton tennis team in 2005. Now I get to add one more accomplishment to that list! I picked up a marketing degree from Cal State Fullerton and did sales in various industries. I developed my marketing skills when I became the Marketing Director for a small social enterprise in Los Angeles, CA. I had given all I could to that company, was feeling burned out, and decided to move home while I planned my next step. I ended up pouring one day a week in the tasting room at Tablas Creek. The tasting room manager, John Morris, saw my potential, gave me a full-time position, and convinced me to stick around because he thought the marketing role would open up. He ended up being right. Working as the Marketing Director at Tablas Creek is the most fulfilling role I have ever held.
Please talk a little about what this award means to you.
It's a pretty big deal. In my acceptance speech of the award, I said it was the greatest honor of my life thus far, and I meant it. I have dedicated my whole professional life to sales and marketing, and it is a true honor to be recognized by my peers. I consider myself very fortunate to have chosen marketing as my focus in college and have intentionally moved towards this position ever since. I remember sitting in the audience when last year's winner accepted the award and thinking, I'm going to win that next year. I set my intention, worked towards it, and it worked out!
As you look back on the different marketing initiatives that you've spearheaded for Tablas Creek, can you pick three that stand out as meaningful to you, and explain why?
The most fun I ever had was producing the Chelsea and the Shepherd series. It felt original and right for the time. I wrote a whole blog on that creative process.
Sitting side-by-side with Neil Collins for the Tasting with Neil series on Facebook and YouTube Live was also awesome. I got to be a fly on the wall these conversations between legendary winemakers while tasting all of the wines. It was epic, and I look forward to returning to that series.
Getting the word out about ROC stands out as well. We had to come together as a team and send the message on multiple channels from PR, social media, email, print, hosting groups, and participating in seminars. It was an all-hands-on-deck initiative, and it was cool to see everyone come together.
Do you feel like your approach to marketing has changed because of the pandemic?
I think so. When the pandemic hit, I realized we were losing our most vital outlet for interacting with customers, our tasting room. We had to fill that gap through our marketing efforts. Thanks to our loyal customers, we successfully did so. It left me wondering why we hadn't put that much work into staying in contact with people the whole time. I bring the same intensity (as if the tasting room were closed) to my marketing efforts daily.
Can you give a shout out to a couple of other wineries whose marketing you admire?
You can't bring up wine marketing without talking about Wine Folly. They are incredible, and I'm happy the Paso Robles Wine Country Alliance is partnering with them to educate customers on our region further.
Tank Winery always feels cool to me. They know who they are, brand well, and their GM, Ed Feuchuk, does a good job of making sure he's on panels and participating in the wine community.
So what's the next challenge you're looking forward to tackling?
Social media is changing. Pictures are on the way out, if not already out. Scroll through Instagram and all you'll see is videos. I'm looking forward to digging in on video creation and editing in a big way over the next few months. I just hired a marketing intern, a recent graduate of Cal Poly SLO. Our conversations surrounding trends and content creation make me excited about our feed's future. I'm also excited to complete my MBA in Wine Business from Sonoma State in August. I look forward to continuing to apply everything I learned to my position at Tablas Creek.