Wine Club Reimagined Tammy Boatright, VingDirect Janeine Ullrich, The Family Coppola Patricia O Brien, Danza del Sol

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1 Wine Club Reimagined Tammy Boatright, VingDirect Janeine Ullrich, The Family Coppola Patricia O Brien, Danza del Sol 1 Download Sli.do app on your smart device and enter code DtCWS (case sensitive) to send questions to the DTCWS19

2 Here s what you do in Sli.do event #DtCWS 1. Search for sli.do in your smart device browser 2. Click on the event field, and type in #DtCWS (Caps sensitive) 3. Click join 4. Select the time and topic on which this workshop is taking place Feel free to include your name if you wish the question to be acknowledged from you 5. Submit your questions as they come to mind, and I ll find a time in which to present them 2

3 Wine Club Reimagined Tammy Boatright Janiene Ullrich Patricia O Brien VingDirect The Family Coppola Danza Del Sol DTCWS19

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7 You re Invited What are your unique assets? People A place Architecture A powerful story (hearfelt) Who is your audience? What would they appreciate? IF You don t know ask your club members! 7

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9 WINE CLUB REIMAGINED Janiene Ullrich, Executive Vice President, Direct to Consumer of The Family Coppola 9

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11 Francis Ford Coppola Winery Geyserville, Sonoma County 120,000 visitors annually Tasting Room Wine Family ecommerce Events Restaurants Pool & Park $12 to $120 retail per bottle 11 9,200 Wine Family Members

12 Inglenook Rutherford, Napa County 12

13 20,000 pool guests per year Members receive 2 days of early access to make cabine reservations online & preferred pricing Cabine rental: $185-$235 Member cabine rental: $145-$185 13

14 2018 Average Performance 14 Pool Reservation Performance

15 15 You don t need a pool, but authenticity is key

16 16 Tiny spaces can create BIG impressions

17 What s the formula for success? 17 average order value

18 Exclusivity 15% traffic decrease + 30% cancellation increase = 30% revenue & profit increase 18

19 Don t be afraid to revamp pricing 19 $74 $98

20 Or try on a new look 20

21 Or try something new 21

22 Or to ask for the sale! 22

23 23 Celebrate milestones with surprise & delight

24 Authenticity + Creativity + Strategic Planning = Success 24

25 Onboarding Members Patricia O Brien Vice President of Sales & Operations Danza del Sol Winery Masia de la Vinya Winery 25

26 About Me 11 Years in DtC Marketing ecommerce Wine Club Management Tasting Room Management Operations 26

27 Temecula Valley Southern California Wine Country 27 Located De Portola Wine Trail Temecula, CA

28 ABOUT DANZA del SOL WINERY 70,000 visitors annually Wine Club Tasting Room Weddings & Events Gift Shop Tours $25 to $75 retail price per bottle Currently at 4,440 members 90% Direct to consumer 28

29 How many of you have a Gym membership? 29

30 30 Onboarding Wine Club Members

31 New Member Perk Start their membership off right! 31

32 Wine Club Welcome Tour Given to all new members. 32

33 Wine Club Welcome Tour 45 minute tour of the property to reinforce wine club benefits 39% = Voucher Redeemed 33

34 Current Members Perks Current Members want to feel special too! 34

35 Current Member Perks Sent to all members 46% = Voucher Redeemed 35

36 Current Member Perks Recipe & Calendar of Events *Included in every wine club shipment Danza del Sol Wine Tote *5% off purchases when your bring tote 36

37 Current Member Perks Harvest Bluegrass Concert To celebrate the end of Harvest. Held down at the barrel room. Barrel samples, food trucks under the stars. 37

38 Current Member Perks Exclusive member only tasting areas 38

39 Past Member Perks 39

40 Past Member Perks 40 22% = Voucher Redeemed 14% = Rejoined the wine club

What Did We Learn? 41 In 2018 after launching our onboarding program, revamped wine club perks for new members, current members and past members: o Net Increase: 6.

41 What Did We Learn? 41 In 2018 after launching our onboarding program, revamped wine club perks for new members, current members and past members: o Net Increase: 6.1% o Sales: 3% increase in wine club member sales o Membership participation in events: 3.9% increase Our Goal for 2019 o Net Increase: 5% o Sales: 3% increase wine club member sales

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43 THANK YOU! 43

agnitiowines.com T: Latour Court, Suite A, Napa, CA PRESENTED BY

agnitiowines.com T: Latour Court, Suite A, Napa, CA PRESENTED BY agnitiowines.com T: 1.877.279.2655 841 Latour Court, Suite A, Napa, CA 94558 PRESENTED BY Thank you for considering The A Club, your source for limited-production, luxury wines from some of the best vineyards