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MARKETING "Island" counters such as this one at The Hess Collection allow staff 360° access to customers, eliminating overcrowding at the tasting bar. Better PR in the Tasting Room A noted consultant shows how to maximize a winery's image and profits By Craig Root it for months and years afterward. I learned this by working in tasting rooms and having people say to me, "This is where we first discovered your wines, and we've been drinking them ever since." They'll also ask for a specific tour guide by name, even though they haven't been to the facility for quite some time. I love tasting rooms. First off, they represent an incredible profit center for your winery. If they were distributors, they would be in the top 10 for your winery, and fre- quently among the top five. In addition, they represent some of the best public relations you can have. If people have a great time in your tasting room, they remember 1. Lasting, positive impression The first objective is to leave the general public with a last- ing, positive impression. In their hometown store, they may be looking at 20 different Chardonnays and remember that at your winery not only did the Chardonnay taste great, but the staff was friendlier and more informative than those at your competi- tor's winery. Never forget the Next to wine quality, the most im- portant component of the tasting room is the staff. People can go into a Taj Mahal-scale visitors center, receive indif- ferent service, and all your effort and money spent in producing fine wines goes down the drain. They can go into a less-than-lustrous facility, receive first-rate friendly treatment, and leave with a lasting and positive memory of your wines and winery. When hiring staff, remember that you can teach "wine," but you can't teach "friendly." Let's explore some key elements of making it a great experi- ence for the tasting room visitors. 76 Wines & Vines MAY 2012 incredible PR value of your tasting room. You are not just selling wine; you are selling memories. The reason I put lasting impression as a first objective is that frequently people don't buy wine at the tasting room. They are on a bike tour and can't carry it; they have already spent their trip budget elsewhere, or they simply don't want to schlep it back home on the plane. 2. Profit The second objective is to profit financially from the visitors. I like to see the average amount spent per visitor as high as possible. It may vary based on your average bottle cost, but it's a significant number to track. Let's imagine a truly upbeat visit to your winery. First is the "vibe" right? I have seen so many situations where the staff and managers dread the busy season and to some degree resent the visitors. If you don't want to relate to the public, seek employment in a business that doesn't require a lot of public interaction.