Downtime at a winery is the perfect time to start building the foundation for next year’s revenue by tackling those projects that you have been putting off during the busy time. Here are some ideas:
Outreach to hospitality industry
There is a well-established correlation between traffic to your tasting room and sales. In fact, corporate wineries use a percentage of visitor traffic as targets for both wine purchases and wine club sign ups. Therefore, by increasing your visitorship, you can impact sales. And these winter months are a great time for reaching out to the people who can influence traffic.
When was the last time you visited the B&B’s and local lodging properties or hosted them at your site? What other companies can help direct visitors to your tasting room? Limo companies, wine tour guides, tourism staff, even servers in restaurants are obvious people to start with.
This is not rocket science, yet those who make the effort will be rewarded.
Earlier this year, Tero Estates and Flying Trout Wines invited Walla Walla lodging properties and tourism staff to their winery and vineyard for the VIP treatment normally reserved for trade guests. The visit was hosted by Doug, Jan & Ashley plus various cats and dogs in their just-completed winery and tasting room. The pride and dreams for their property and wines was evident. The highlight was the tour of the famous Windrow Vineyard with several arranged stops for appetizers and tasting.
Another area winery, Northstar, hosts an annual industry party just before the Holidays with a reminder of their generous trade discount for those who attend.
It needn’t be elaborate. Sinclair Estate Vineyard offers their event space for the monthly B&B meeting and includes a tasting of their wines.
Bottom line, anyone who makes their living from visitors wants to be certain that their guests have a great experience. By giving influencers a personal connection to your brand story, they are more likely to refer your winery to their guests.