Unified Wine & Grape Symposium Tuesday, January 23, 2018
Lambert Bridge Winery Quick Facts Founded in 1975 Owned by Patti Chambers since 1993 100% DTC focused since 2014 18 full time employees, 3 part time 7,000 to 8,000 cases produced 70% estate vineyard, 30% grower Bordeaux varietal driven Cabernet and Merlot are the flagships Price points: $38 - $150 per bottle
Lambert Bridge 2.0 Our Business Challenge Stagnation revenue, case movement, membership growth, tasting room traffic and customer acquisition Tactical vs. big picture thinking Reactive environment Staff quality & retention overlap and inconsistency in execution, luxury wine sales & hospitality skillset lacking No in-house expertise for true CRM and customer retention strategies Underutilized property and assets
A Promise to Our Customers Lambert Bridge will cultivate a community which seeks connection and self-expression through distinctive, engaging and enriching luxury wine experiences. We will build lasting relationships with our guests and ensure a strong sense of belonging at all times. The Promise: TIMELESS MOMENTS
What makes a Timeless Moment? Four Guest Personae's Best Friends Royals Loyals Discerners For BF s, Timeless Moments are made... Through having personal connections, both physical & emotional, with the brand* It is our job to... Redefine time for them engage them in a manner that provides the social experience they seek How do we do it? Efficiently (BOH) and Effectively (FOH) For Royals, Timeless Moments are made... Engaging in activities which differentiate them from the herd, provide access to exclusivity It is our job to... Provide elevated access to our brand and offerings How do we do it? By being dynamic & flexible within bounds (programming, space, operations) For Loyals, Timeless Moments are made... Enjoying themselves through rich social connections with their friends/family in environments in which they feel empowered and welcomed It is our job to... Provide access to their winery ensure they feel recognized and empowered How do we do it? As a host, facilitator and entertainer (when needed and within bounds) For Discerners, Timeless Moments are made... When brands* provide an easy fit into their chosen lifestyles easily integrated into their world It is our job to... Maintain our relationship through consistent (but not frequent) communications with them How do we do it? By being personally relevant - anticipating needs with the right products, but never overselling * people, products, location, other guests, any/all components which make up the brand experience
Brand Narratives Brands are the moments and experiences shared between a user and a product. Our Brand Narratives are the primary conversations we will engage with our consumers in. Brand Pillar EXPRESSION DISTINCTION CONNECTION COMMUNITY Narrative Enriched Experiences Purpose Pleasure Individuality Relevance Pursuit of Perfection Excellence Integration Attention to detail Courage Lasting Relationships Interaction Engagement Harmony Loyalty Sense of Belonging Caretaking (service) Collaboration Accountability Authenticity Experiences at LB are uniquely relevant, giving our guests a sense of both purpose and pleasure in their lives allowing them to fully express their individuality - living a life of great EXPRESSION. It takes courage and an attention to the finest details through which excellence is best found and achieved the integration of all efforts, working in union to realize the DISTINCTION we seek. CONNECTION with our guests, harmony within our community is achieved through honest and intentional engagements we seek to strengthen the mutual loyalty which grows through all authentic interactions. Nurturing our COMMUNITY is at the heart of all that we do with authenticity and accountability, we collaborate both together and on behalf of our guests to provide an unparalleled level of caretaking.
Guest Service Strategies - How Provide Timeless Moments for each of our 4 guest personaes in a way that s personally relevant to their needs Leverage physical & brand assets to cultivate long term guest & membership loyalty & sales Leverage communications platforms with consistency and clarity for Lambert Bridge positioning and service charter. Ensure our staff has consistent training and materials to allow for accountability by management and personal empowerment to provide the best service possible at all times
Loyalty Programming Benefits Classic 12 CLASSIC PREMIUM SIGNATURE Tastings, Experiences Comp tasting for 4 1x/year LB general events, preferential pricing for 4 tix only (add l at open rate) LB experiences & enhanced tastings preferential pricing, unlimited Comp tasting for 4 unlimited LB general events, preferential pricing for unlimited tix LB experiences & enhanced tastings preferential pricing, unlimited Comp Barrel Room tasting for 4 1x/year Comp tasting for 4 Unlimited with Estate Sommelier hosting LB general events, preferential pricing for unlimited tix LB experiences & enhanced tastings preferential pricing, unlimited Comp Barrel Room tasting for 4 1x/year Comp tasting for 4 Unlimited with Estate Sommelier OR Winemaker hosting LB general events, preferential pricing for unlimited tix LB experiences & enhanced tastings preferential pricing, unlimited Comp Barrel Room tasting for 4 1x/year Access to Gazebo for hosted or private tasting for up to 8 paid, open rate Comp access to Gazebo or Cellar Room for hosted tasting for up to 8 1x/year Comp access to Gazebo for hosted tasting for up to 8 1x/year Events Comp invite to LAC Summer & Holiday parties for 2, each event Comp invite to LAC Summer & Holiday parties for 4, each event Comp invite to Prem/Sign Event for 2 tix Comp invite to LAC Summer & Holiday parties for 4, each event Comp invite to Prem/Sign Event for 4 tix Other $1 cent shipping on all shipments $1 cent shipping on all shipments Ability to customize shipments Ability to customize shipments Ability to customize shipments Cottage Access to Cottage Dec Jun (2 nights/year) Preferential pricing; $750/night Access to Cottage (2 nights/year) Complimentary 5 year members: 1 add l night/yr Wine Access to Cab Franc, Crane Creek & Chambers Chard (Member Exclusives) Access to Cab Franc, Crane Creek & Chambers Chard, Ltd Cab Franc, Ltd Cab Sauv (Member Exclusives) Access to legacy tier wines 1 st access Access to legacy tier wines 1 st access
Wine Tastings & Offerings Member Comps Offered D Basic Tasting - $30, 5 wines poured Tasting bar Shared tastes allowed at bar/basic tasting only Entry + Tasting Bar Room Barrel Room Exp Ex Basic Tasting Upsell - $40, 5 wines poured + basic bites By reservation only high tops and couch/low tables No shared tastings Enhanced Tasting - $50, 6+ wines poured + upgraded bites By reservation only all seating options No shared tastings fees per seat; no-taster option $0 (sparkling) Classic 12 Classic 24 Premium Signature 11, 12:30, 2, 3:30pm Cellar room or Gazebo - $75 per person, 6+ wines + special foods (TBD) Cellar Room & Gazebo N By reservation only min 2, max 10; up to 4 comps per membership No shared tastings fees per seat; no-taster option $0 (sparkling) 11am, 1pm, 3pm
Other Offerings, by Location D Front Porch/Arbor Seating Wine by the Bottle no tastings/flights Available by reservation, some seating FCFS $comp access / no fee Not hosted; must check in with Concierge to access No picnics or food consumption Exp Picnic Tables Requires reservation & bottle purchase (1 per 2 people) no tastings/flights No by-the-glass for picnic offerings $comp access for members/ $15 reservation for 1.5 hours Not hosted N Pizza Oven Requires reservation; 72 hours in advance minimum Minimum 6 guests up to 12 $125 per guest, no comps, no shared Includes wine (BTG? BTB?) Hosted - Estate Somm or Winemaker
Trigger Marketing First purchase Purchase over $500 Purchase over $1,000 No purchase 6 months Relevant prior purchase new releases Joined program Anniversary (1 year) Anniversary (3 year) Switched tier Cancelled membership (immediate + 12 mos) Purchase Liquid Assets Membership Booked / Tasting, Experience or Event Attended / Tasting, Experience or Event No experiences or visits 6 months (CA segment) Booked Signature House Stayed at Signature House No Signature House stay 12 months Experiences Joins email list Abandons shopping cart Engages in social media Digital Activity
Lambert Bridge in 2018 Recognition & Reputation Destination vs. Tourism Guest access Exclusive, but not exclusionary Right guests targeted The Lambert Bridge Way Demand-to-Sales balance Uncompromised quality