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62 WINES&VINES June 2018 TASTING ROOM FOCUS W hen it comes to improving the tasting room experience, how much is enough to lift the bot- tom line? According to a few winery executives who've led their teams to increased direct-to-consumer (DtC) sales, the answer lies in implementing calculated changes, some large and some small, both in- ternally to staff and externally to the guest. The insights came during a panel discussion at this year's WiVi conference in Paso Robles, Calif. "There are a million wine brands; there are a million wine regions," said Maeve Pesquera, senior vice president at Daou Vineyards and Winery in Paso Robles, Calif., during the ses- sion. "Every winemaker I've ever met is super passionate about what they're doing and they all have a really great story. So how does the Central Coast and our winery specifically beat through that noise and break through the fray?" Pesquera comes from a background in marketing luxury, having spent 14 years with national brand Fleming's Prime Steakhouse & Wine Bar, most recently as national director for wine and beverage, culinary strategy and innovation. She transferred her expertise in fine dining to Daou in 2016 and has managed hospitality for the winery, which produces 25,000-35,000 cases annually, ever since. "To me, the crux is our people," Pesquera said. "For us at Daou, we put the people at the middle of our equation always. That starts with internal associates first and radiates out to our customers after." Pesquera said she has created a principles and beliefs document to define success for the company, and by which performance is mea- sured. "We're looking for people who are emotionally intelligent, who are kind and gra- cious, who have a giving heart — giving for the sake of giving. We can teach them how to sell wine and tell our brand story." As such, she said Daou develops many people from within and has, in the last six months, promoted three associates to manager level. That document, however, is a living one, and therefore subject to regular change. "The marketplace has evolved," she said. "We have to take out all our brand assets, literally and figuratively, about every six months, and ask 'Are they relevant?'" Emulate successful retailers "Most of us have been to an Apple retail store," said panelist Tim Snider, president at Fess Parker Winery, which produces 65,000 cases Case Studies in DtC Success How two Central Coast wineries have found sales success through the tasting room By Jaime Lewis Addendum Wines' new tasting room only offers seated tastings. The "crux" to Daou winery's DtC strategy is its hospitality staff.