Wine Road Executive Meeting : Budget Review
March 3, 2021 | 5:00pm
☒ Beth Costa (Wine Road)
☒ John Viszlay (Viszlay Vineyards)
☒ Devin Ruddick. (Hook & Ladder Winery)
☒ Lillian Fechter. (Francis Ford Coppola Winery)
☒ Danny Christensen. (Geyserville Inn)
☒ Joe Foppoli (Christopher Creek)
☐ Julia Lander. (Moshin Vineyards)
☐ Chris Lynch. (Mutt Lynch Winery)
☐ Oded.Shakked. (Longboard Vineyards)
☐ Jack Seifrick. (Cast Wines)
☐ Stephanie Wycoff. (Seghesio Family Vineyards)
☐ Katie Ambrosi. (Wilson Artisan Wines)
☐ Aaron Krug (Best Westen Dry Creek Inn)
☐ Open Board Position
Lillian missed first portion, due to technical difficulties
Dan provided Beth advice on PPP Loan, including offer to assist with end reconciliation and presentation of payroll when final paperwork needs to be submitted. He thought that 60% needs to be used on payroll and 40% on other items based on specific criteria, but since there is no rent expense, it will all likely be used by payroll. He provided suggestion to utilize “24 week” PPP model.
Discussion regarding membership dues and how many members we should project. Beth reduced projections for budget
Barrel Tasting & Other events
Barrel: Concern expressed regarding potentially negatively impacting one of our signature events with the need to pivot this year. Further ideas developed, including “Member May”. Participating wineries would present their membership benefits to guests who purchased a “ticket”. Could be redeemed on property or online.
Lodging could participate with “member benefit”, to entice guests to visit for more than one day and drive revenue to lodging.
There was discussion about price of “ticket” and how to manage online redemption, since more than one guest could use the same code. Beth will look into further with ticketing companies.
There was conversation of benefit of ongoing events for member retention and engagement – including the Barrel Hunt and Library Tasting, where no tables had to be pre-allocated. She said she had received great feedback – both from wineries and consumers – on these events.
Consensus was with so many variables and the unpredictable state we are in, we can not plan so far in advance. Beth will budget six months (to June 2021) and then we will reevaluate.
No further discussion regarding W&F
Meeting adjourned approximately 4:58pm