Wine Road Board of Directors

Oct. 11, 2018 – 9:00-10:30

Longboard Vineyards (5 Fitch Street, Healdsburg)






Rosie Monson, Alexander Valley Wineries (special guest),

Beth Costa, Carla Jeffries, Carri Holdredge, Chris Lynch, Devin Ruddick, Jenny Lamarre, Joe Foppoli, John Vizlay, Julia Lander, Lillian Nicholson, Mike Salinas, Oded Shakked, Stephanie Wycoff, and Thomas Schwarting. Absent: Stacy Rafanelli



9:00   Call to order


9:02    Review September minutes: Approved


9:05    Treasurer’s Report

Checking account: $87,738.95

Savings account: $200,085.24

Not moving any funds to Silicon Valley Bank at this time.


9:10    Rosie Monson, Alexander Valley Winegrowers

Introduction and AVW updates

AVW: Approximately 31 winery members; 81 growers; and 18 associate members (i.e., lodging, etc.)   Minimum membership fee of $300; dues based upon grape tonnage.


Seven events a year, but two main consumer events:




Rosie associates WR with “Maps and Events” and looks forward to working closer with WR. She will be attending the Dec. meeting/luncheon. WR has approximately 25 members in AV. Last year Beth represented AV at the Sonoma House press event.





9:20   Messaging & Positioning (M&P)

M&P handout, Under “Members” last line, discussion re: addition of “All programs drive traffic to promote sales opportunities”, or some language that ties revenue or sales to traffic. Beth does not want to over-promise on sales language that can’t be guaranteed.


9:35    Website

            Continuing to develop 20 itineraries with some wineries in multiple itineraries.


9:50    Toast the Future & Barrel Tasting

BT tickets launched. Beth secured three wineries per weekend to host the “Toast the Future” Friday night event. Extensive advertising schedule.


Wine & Food Affair: discussion re: slow ticket sales. 90 wineries; current sales at 2500; last year 3,500 were sold; year prior was 4500. Trend is declining sales on all events. No ability to change the event at this late date, but will revisit and re-strategize for next year.


10:00 Corporate Sales

WR has created a one page sales sheet/flyer that will be sent along with a cover letter and bottle of wine to approximately 20 corporate contacts of targeted Bay Area businesses on Nov. 1. (Intern is researching contact info.)


New Program – Associate Membership Program


10:10  Sonoma County Tourism & PR




Beth will do another trade seminar at Rancho Mirage with the participating WR wineries. Last year the seminar received excellent feedback and attracted 42 attendees. Cost is approximately $2k plus Beth’s time.



10:20 Old Business

            Surveys – consumer and winery.


Brand Ambassadors – Jolene/Sept & Steve/Oct


Annual Meeting – check in at 7:30am, presentations start at 8:30am. Video recap; Paul McBray, DTC Specialist will be guest speaker; planning for vendor tables (4 confirmed).



10:25 New Business




Future Meeting Dates;

Executive Board, November 8, 9:00am Wine Road Office

Full Board, December 13, 11:00 – lunch meeting, location TBD