WMTC17: Maximizing Tasting Room Sales Through the Visitor Experience

Explore how thoughtful planning of an environment—architecture, design, layout, and attention to detail—can create a memorable visitor experience, build customer loyalty, and increase sales. Our panelists are LisaMarie Kennedy from MacRostie Winery + Vineyards, Dr. Damien Wilson from Sonoma State University, Douglas Thornley from Gould Evans, and moderator Cyril Penn from Wine Business Monthly.

Transcript

1. Maximizing Tasting Room Sales Through the Visitor Experience
2. Download the report via www.winebusiness.com
28. @WineBusProf Wine Marketing and Tourism Conference, Santa Rosa November 7, 2017 @3pm Maximizing Tasting Room Sales Through the Visitor Experience
29. ”How Architecture and Design Sell Wine” – WMTC 2017 In the next 10 minutes… Cyril’s Challenge Damien’s Interpretation Douglas’ Architectural Wonders Lisamarie’s ‘Sizzle selling the sausage’ Your Questions at Sli.do #V348 The Aim – Close the loop on Wine Tasting Room success
30. ”How Architecture and Design Sell Wine” – WMTC 2017 How to make this your event… CONTRIBUTE TO THE PRESENTATION AT SLI.DO EVENT #V348
31. ”How Architecture and Design Sell Wine” – WMTC 2017 How to post questions at event #V348 5-STEPS IN 15 SECONDS TO POST A QUESTION FOR ANY PRESENTER 1. Click on the event field, and type in V348 2. Click join 3. Click on the ‘Questions’ tab 4. Post your question for us on the panel • Please indicate your name if you want us to address you in the response • If you choose not to add your name, your question will show as ’Anonymous’. 5. Your question will be posted for everyone to see. Look over all questions, and If you see questions you like, vote them up so we address the most liked questions first
32. ”How Architecture and Design Sell Wine” – WMTC 2017 Cyril’s Challenge Genesis from Tasting Room Survey Results • Comparing the value • Seated Tastings • Appt v Public Access • Implications for the panel ‘Show the audience how best to implement tasting room design’ THIS PANEL REPRESENTS THE CREAM OF TASTING ROOM KNOWLEDGE
33. ”How Architecture and Design Sell Wine” – WMTC 2017 Damien’s Interpretation Cyril • Show the audience how tasting room design works best Douglas • Tasting room design must bridge impressive aesthetics harmoniously with the surrounding environment Lisamarie • Most efficient customer flow relies on intimate knowledge of the service cycle and supplying features in that order from customer ingress and egress. TAKE-AWAYS FROM MY EXPERT COLLEAGUES
34. ”How Architecture and Design Sell Wine” – WMTC 2017 Douglas & Architectural Wonder 1. Visual Appeal is not enough • Quadri-Felitti & Fiore (2016) 2. Design links the visitor with the winery • Keep the customer experience in mind • Plan for return visitors to have a new experience each time 3. Aesthetic communicates visitor expectations • Orth et al. (2012) HOW STYLE CREATES SUBSTANCE
35. ”How Architecture and Design Sell Wine” – WMTC 2017 Lisamarie’s Sizzle… 1. Design for Practicality • Wilson (2013) 2. Plan for flexibility, and the need to adapt • Marzo-Navarro & Pedraja-Iglesias (2012) 3. The Tasting Room is the interface between the front, and back-of-house service cycles TO SELL THE SAUSAGE, OF COURSE!
36. Conclusions Presenter Contact Details Damien Wilson – Hamel Family Chair, Wine Business Institute, Sonoma State University 1. Use architecture to communicate the appeal of your winery’s experience 2. Your tasting room needs to: 1. Marvel on arrival 2. Welcome and wonder during, and 3. Mystery compels a return visit 3. Impeccable design is the difference between 1 visit ever, and 10 visits over a decade… So how can we best respond to your queries… Event #V348
37. ”How Architecture and Design Sell Wine” – WMTC 2017 References Marzo-Navarro, M., Pedraja-Iglesias, M., 2012. CRITICAL FACTORS OF WINE TOURISM: INCENTIVES AND BARRIERS FROM THE POTENTIAL TOURIST’S PERSPECTIVE. International Journal of Contemporary Hospitality Management 24, 7–7. Orth, U.R., Stöckl, A., Veale, R., Brouard, J., Cavicchi, A., Faraoni, M., Larreina, M., Lecat, B., Olsen, J., Rodriguez-Santos, C., Santini, C., Wilson, D., 2012. Using attribution theory to explain tourists’ attachments to place-based brands. Journal of Business Research 65, 1321–1327. doi:10.1016/j.jbusres.2011.10.027 Quadri-Felitti, D., Fiore, A.M., 2016. Wine tourism suppliers’ and visitors’ experiential priorities. Int J Contemp Hospitality Mngt 28, 397–417. doi:10.1108/IJCHM-05-2014-0224 Wilson, D., 2013. Selling culture: growth of wine tourism, in: Sloan, D. (Ed.), Food and Drink: The Cultural Context, Hospitality, Food and Culture. Goodfellow Publishers, Oxford, England, pp. 154–174. THOSE USED IN PREPARING THIS PRESENTATION