These minutes are pending Board approval

DAY 1, April 18

WINE TOURISM (Marketing)

What “IS” Wine Tourism?(Numbers in Green relate to Wine Road Tourism filters below)

What “ISN’T” Wine Tourism?

 

SURVEY RESULTS

The board completed a brief survey ranking the core services of Wine Road. The top ranking results were:

  1. Three annual events
  2. Website
  3. Social media
  4. Small events
  5. Map, Podcast, Wine Road App
  6. Events on the road
  7. Hosting press, community, member seminars, wine festivals
  8. Partnerships, trade and travel shows, newsletter

 

CORE AREAS FOR WINE ROAD

Communication – defined

Collaboration – defined

Marketing – defined

Events = Events

 

WINE ROAD TOURISM (Filters)

 

The board agreed to identify the following core areas of Wine Road Tourism and to use these areas as filters to determine whether or not a service or program should continue or be a part of Wine Road.

 

 

What Services or Programs should Wine Road KEEP?

 

What Services or Programs should Wine Road DISCARD?

 

 

 

DEBRIEF – DAY 1

 

 

 

DAY 2, April 19: GOALS

 

COLLABORATION GOALS

Sonoma House Shift to Sonoma County Tourism
Participation – Set by rising tide, lifts all ships

 

Goal – every collaborative activity = Ex: Canine Companion Partnership

o  Input vs. output

o  Charity and good will

o  Income producing

o  Brand building

Action: Review calendars of all AVA groups for cross promote activities

 

Goal – strengthen relationships with AVA groups

o  Cross promotion evidence

2018 – 2019

 

Ongoing

 

 

 

 

 

 

 

 

 

 

 

2018 – 2019

Redwood Empire Food Bank – Explore how to have a return on investment through cross promotion of Wine Road events 2018 – 2019

 

Explore how to partner and collaborate with restaurants Five year goal
Explore partner program with mutual benefits for participation Five year goal

 

COMMUNICATION GOALS

Annual Meeting – How to increase member attendance and participation

o  Partner with 3 other AVA’s and Wine Road – one event

o  Social element

o  Consider vendor participation – display tables

2018 – 2019

 

Member education tied only to Wine Road events

o  Video the training to share with members

2018 – 2019 & Five year

 

 

MESSAGING GOALS

Website – Redesign

o  Photos – more and new

o  No member pages

o  Home page flexibility to change

o  Events – main focus on home page

o  Ongoing visitation

o  More videos

o  Easy to find – info graphics

o  Map – our location

2018 – 2019 – after messaging and brand

 

Core Wine Road message – Review, revise and launch

o  Brand and name

o  SEO search

o  Our location – Sonoma County, Northern Sonoma County

o  We want to be the BEST!

2018 – 2019

 

 

EVENT GOALS

Major Events – Quality initiatives

o  Consumer experience

§  Increase quality of consumer attending

§  Explore exclusivity

§  2-tier ticketing system

o  Member readiness – continue to have learning opportunities

o  Sharing stories – during and post event

§  Add to improvements

o  More promotion of the event outcomes

§  Post messaging

§  Show members the outcomes – why we do it?

o  Highlight best practices

o  Emphasize human resource training

o  Build awareness among winery owners

o  Enhance grass roots knowledge among members

§  Create ambassadors and evangelists

§  Create the personal relationship with members

 

Action: Create a success matrix for major events

Action: Examine marketing focus to increase quality attendees

2018 – 2019 & Five year

Constant Quality Improvement

 

Pre-event event

o   Consider higher end experience prior to and post event

§  An elevated experience

o   Platinum level ticket – extra event or activity

§  Create scarcity at higher end

2018 – 2019

 

Consider making an event high end – like Winter Wineland

(leave Barrel Tasting alone)

o   Evaluate if the mother ship (Barrel Tasting) event is solid

2018 – 2019

 

Harvest experience event – high end

o   Consider partnership

Five year

 

Fourth event – have two wine and food events, fall and spring Five year

MARKETING GOALS

Brand

o   Brand first, then messaging

2018 – 2019

 

Consumer Newsletter

o   Continue, tweak as needed

2018 – 2019

 

Podcast

o   Move to weekly

o   Increase promotion

2018 – 2019

 

Video

o   Do more, incorporate into newsletter

2018 – 2019

 

Digital marketing

o   Evaluate types, destination

o   Modify as needed

o   Outcomes driven

2018 – 2019

 

 

ORGANIZATIONAL STRUCTURE GOALS

Member dues

o   Consider a tiered dues structure (perhaps based on case production)

§  What do other AVA’s do for dues

§  Share research with Board

o   Be sure purpose and message on the why is solid

2019 – 2020 & Five year

 

Board member and committee member recruitment

o   Active identification and recruitment

o   Grid spreadsheet (Scott to share)

o   Create project oriented taskforces

Ongoing
Wine Industry Scholarships

o   Move to discard list

2019 Board Retreat

o   Beth check-in on priorities, keep items, losing discard items; activities of Beth – are they in, out and at job description for position

o   Learnings and moving Wine Road needle

2018 – 2019

 

Goal Dashboard (Scott) – on board agenda with filters and core areas identified

o   Consider mini-retreat during the year to check-in on our plans

2018 – 2019