Wine Road Board of Directors

August 9, 2018 – 8:30-12:40

Geyserville Inn




8:30 – Call to order

New Board member introductions

  1. Oded Shakked, Longboard Vineyards
  2. Stephanie Wycoff, Seghesio Family Vineyards
  3. Lillian Nichelson, Francis Ford Coppola


Additional attendees included: Honore Comfort (moderator), Carla Jeffries, Julia Lander, Joe Foppoli, Mike Salinas, John Viszlay, Chris Lynch, Thomas Schwarting, Stacy Rafanelli, Carri Holdredge, Beth Costa       Absent: Devin Ruddick, Jenny Lamarre


8:45 – Review Retreat Goals & Progress To Date


8:55 – Who are we? Wine Tourism & Wine Road Positioning


Wine Tourism defined as Consumer Focused. Four segments include:

1) Visit: Key words/phrases: WR Life is Unprocessed; Rural Dream

Highlight sense of community among wineries. Customers to experience all, both large and small, new and old.


WR to create tailored, curated itineraries, customer focused beyond the norm. Include every member included in at least one itinerary (i.e., dog friendly; kid friendly; organic gardening, etc.) to drive profitability to all members. Create 8-10 itineraries with 12-15 wineries each. Wineries need to update info highlighting what they’re doing that’s special, out of the norm.


2) Stories: Key words: Discoveries, personal stories, hidden gems. Stories to include video. Need demographics of consumers requesting itineraries; will help us know if we’re using the right media format.


3) Connect: Different audiences hear/read data differently. WR to collect basic customer data during concierge service (age, geographic location, etc)


4) Profitability: WR will be accountable to members by evaluating effectiveness of programs to drive sales/conversion.


Beth to go back to the 3 AVAs and re-invite them to attend WR’s annual (not to replace their meeting). WR to breakdown membership numbers by AVA. WR may use meeting as a recruitment tool by inviting non-members. Position the meeting as Tourism and how we can all work together. Have a dynamic guest speaker such as Mindy Joyce, Ester from SF Chronicle, and/or Rob McMillian of Silicon Valley Bank. SVB may give a sneak peak of their Jan. survey, and discuss data collection and surveys that WR members will be receiving in the future (added value for members).




9:50 – Website Refresh – Progress Update

Website task force to determine names of sections, what data will be collected, data colors, how to approach seasonality, etc. Dec 1st is target date for completion.

Website Task Force: Chris, Stephanie, Julia, Oded


10:15 BREAK


10:30 – Taste the Future ~ Barrel Tasting

MOTION Denied:

VIP Tasting: Voted NO to allowing wineries to purchase 10 tickets at ½ price. WR to continue offering 4 free tickets per winery.





11:30 Wine Road Brand Champions

MOTION Approved– Allocated $600 per year for Brand Ambassadors


12:00 – Membership Development

MOTION Approved. Create Addendum to by-laws: Non-appellation wines can be poured and advertised in the program and/or map



12:30 – Conclusion & Next Steps

Board to check back in Dec to see how goals are progressing (April/Aug/Dec)



Task Force Meetings:

                  Corporate Sales:             8/22/18, 10am @ Christopher Creek


Messaging:                          8/22/18, 11am @ Christopher Creek

Attending both: Joe, John, Mike, Julia, Chris, Beth; Develop WR mission statement


Membership:  Date TBD, Mike & Beth for Lodging


Website:                                8/16/18 @ WR or Pembrook Studio, time tba

Attending: Chris, Beth


Barrel Tasting:                 9/7/18, 8:30-10am at WR office

Attending Devin, Joe, Carri, James, Carla, Stephanie, Lillian, and Debbi.


12:40 – Meeting ended, lunch at Geyserville Grille


Future Meeting Dates:

Full Board, September 13, 9:00am @Longboard; Honore Comfort to attend

Full Board, October 11, 9:00am – need location to seat 15 people

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

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