Wine Road Executive Board Meeting June 14, 2018

Beth Costa on Jun 21, 2018

Wine Road Directors Board Meeting

June 14, 2018   8:30am    

Wine Road Office – Upstairs




8:30    Call to order

Attendees: Carla Jeffries, Jenny Lamarre, Joe Foppoli, Mike Salinas, Carri Holdredge, Stacy Rafanelli, Julia Lander, Thomas Schwarting, Chris Lynch, Devin Ruddick, Beth Costa (absent: John Vislay – traveling)


8:35    Treasurer’s Report

Checking: $62,505.78

Savings: $200,036.23

Summer is slowest income period. Assessments begin in August.


8:37    New Board position: Two positions are available. Five good candidates identified. Beth will reach out to them to determine level of interest, then the Board will vote.


8:42    Retreat Recap:

Four Filters established at retreat; creating task forces for the following areas:

  • Membership
  • Brand Ambassador
  • Barrel Tasting
  • Website


Review ED Goals for year / revised timeline: Goals need to be established and measurable for both WR and Beth.


9:15    Events

  • Cleveland: 100 tickets sold; 21 wineries; 3 seminars and Grand Tasting
  • Esprit du Rhône: Friday evening event was successful (approx 100 attendees); Saturday was not as successful (150 tickets sold)
  • Wine & Food Affair: Motion was made by Devin Ruddick to keep the ticket price the same; seconded by Mike Salinas. $80 weekend; $60 for Sunday only. 80 wineries so far (approx 105 last year).


9:30    Public Relations

  • Sonoma House: Very successful PR event. Would consider doing it again next year, but without Sonoma Valley since that area is not part of WR’s territory. Approx cost was $2500 (orig budget $5,000)
  • Newsletter, Blog, Podcast – change in style, frequency:
    • Blog – once a month
    • Podcast – twice a month (not weekly). May ask Vivino to sponsor Podcast.
    • May not renew SF Travel – getting too expensive, not enough value @ $2500
  • Brand Ambassadors – establishing Task Force.


9:40    Membership

  • Assessment Letter – review: Carla and Mike to rewrite Assessment letter; going out by July 1st.
  • Changes to requirements – discussion: Considering changing dues to be based upon production levels vs. flat rate for all members.


10:15 New Business

Task Force Dates:

Barrel Tasting: July 9, Devin, Joe, Carri (8:30am-10:30 @ Christopher Creek)

Membership: July 9, Carla, Mike, Joe (10:30-12:30 @ Christopher Creek)

Website: date tbd Aug., Chris Lynch

Brand Ambassadors: date tbd Aug/Sept, Jenny, Thomas


Considering changing the By-Laws for the following two proposals:

  • Expand WR region to include Sonoma Coast wineries – from Bodega Bay up to Annapolis
  • Expand WR membership to include non-traditional lodging partners: (e.g., VRBO, AirBnB, RRV Vacation Rentals; Inspirado; Hbg Country Gardens; winery guest houses)


Two emails will be drafted that will include pros and cons of both expansion proposals. Board members will add their individual pros/cons so that a Task Force will already have the background information. If Board chooses to move forward, then a vote will go out to entire membership.


  • Also, a group email will be created re: Strategic Direction of Wine Road, focusing on where we want to be as an organization.


  • New revenue opportunity: Charge AVA groups (e.g., Olivet Lane) to promote their events via WR mailing list and social media. Consider promoting events for non-members, but at a higher rate, and get access to their members.


10:20  Old Business

Date change to Exec Board meeting.



Next meetings


Executive Board – July 10, 2018, 9am (new date!)


Full Board – RETREAT progress – August 9 plan on 8:30-12:30 Geyserville Inn

Continental Breakfast starting at 8:15, lunch to following meeting at Geyserville Grille

Posted by Beth Costa