Wine Road Board Meeting

June 24, 2020 | 9:00am – 10:40am

Cast Wines, Geyserville, California

In Attendance

☒   Beth Costa (Wine Road)

☒   Jack Seifrick (Cast Wines)

☒   Stephanie Wycoff (Seghesio Family Vineyards)

☒   Danny Christensen (Geyserville Inn)

☒   Oded Shakked (Longboard Vineyards)

☒   Aaron Krug (Best Western, Dry Creek Inn)

☒   Julia Lander (Moshin Vineyards)

☒   Lillian Fechter (The Family Coppola)

Approval of Minutes

This meeting occurred following closures due to COVID-19. As meetings had been postponed and cancelled during that time, prior meeting notes were not read or approved.

Board Updates: 9:07am

New Board Member, Aaron Krug, was introduced.

Lillian Fechter will be taking Carri Holdredge’s position of Secretary and has joined the Executive Board.

Review of current staff & accounts

Beth provided update that herself, Debbie, & Emily have not been paid since March. Emily was going to focus on key partners.

Status of accounts: $150k in Savings, $45k in checking. We paid advertising in April, May & June


At the beginning of the meeting, we discussed Mysty – a consultant for Social Media. John proposed via email that we let her go. Beth advocated that she was kept and that we need Social Media presence.

At the end of the meeting, everyone decided that we would keep her on, based on upcoming projects and need for presence during this time. Reduce salary from 4k to 2k per month.

Marketing Recap during Closure

Beth recapped some of the Marketing campaigns during closure. Included:


Beth opened the floor for discussion on assessments. Board recognized upcoming fires and potential second shutdown due to COVID, need for retention of members during these difficult times and Wine Road’s necessity for membership dues, especially with future revenue from events unknown

Discussion points included:

Following discussion, Jack made motion, Stefanie second. Danny opposed. Moving forward with:

Future Events

Wine & Food Affair

Winter WineLand

Barrel Event

Virtual Experiences

Within conversation of upcoming events, discussion evolved to pivot to ongoing Virtual experiences, especially with unknown of fires and COVID.

Ideas included:

Beth would put together packages, setup place to film, can be recorded for future views.

Goal : August launch campaign, targeting September for first experience

For wineries that pay $900 dues upfront, they would have option of first Virtual Experiences as benefit

Calling Campaign

John (via email) advocated that the board reaches out to our groups. It was discussed that we would reach out, following assessments going out.

Action Item: Beth will resend our individual lists. We will need to create talking points/script in upcoming weeks. To include information about assessments, virtual tastings, benefits of membership, we refunded $500k

Closing Discussion: