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2 0 V I N E YA R D & W I N E RY M A N A G E M E N T | S e p t - O c t 2 015 w w w. v w m m e d i a . c o m Ng: "They are a different demo- graphic than the coupon clippers. Purchasing the card qualifies peo- ple as buyers, as opposed to bach- elorette party drinkers." "This program isn't necessarily for wineries on (Napa's Highway) 29 or the Silverado Trail," added Cegel- ski. "It's for smaller places that need people to find them, and bigger plac- es that get so much foot traffic that they would benefit from creating a VIP experience that makes visitors more inclined to buy because they receive special attention." She points to Domaine Chandon in Yountville. The winery isn't inter- ested in additional traffic, but it par- ticipates in Priority Wine Pass as a way to offer a special experience. "They are opening a new premium section with seating in their tasting room," she said. "They said they will make sure that people with a priority card always get a table." Jennifer Strailey has covered the food and wine industries as a writer and editor for 20 years. Her experi- ence also includes public relations work for wineries and vineyards in California, Argentina and Italy. She is a contributing editor for Progressive Grocer magazine and is V&WM's Spotlight/NewsFlash editor. Comments? Please e-mail us at feedback@vwmmedia.com. free. You could go all day and have a great time," he recalled. "Now win- eries in Temecula are charging $15 for a tasting, and in Napa, it's $20 or more. A couple visiting five wineries could easily spend $200 on tastings in one day. On the other hand, I look at it from the perspective of win- ery tasting rooms that receive tons of traffic. People come in, and they don't buy." To address both consumers who are passionate about wine yet don't want to spend a small for- tune to experience it, and winer- ies that need to be profitable, Ng has teamed with Jamie Cegelski of Priority Wine Pass (www.priority- winepass.com) to offer two-for-one tastings and other discounts to Pri- ority Wine Pass holders at partici- pating wineries, primarily in Napa and Sonoma. Ng promotes the pass, which costs $45 for an annual member- ship, through his own website. After customers register, they receive a confirmation e-mail invit- ing them to take advantage of a customized tour. Cegelski asks pass holders to provide details such as the types of wine they like, their price range and what kind of experi- ence they seek. Those who invest in a year-long pass and take the time to share their desired tasting experience, are more serious wine buyers, said "There are a percentage of peo- ple, maybe as low as 5%, who see the tasting menu and leave. I don't know if it's the lack of cheap sweet wines or the fee," he said. "Cheap sweet is a category for our region, and many people come here expect- ing that, but we produce dry wines." Recent studies suggest that approximately 35% of tasting room visitors make a wine purchase, and Tauck said that's likely true for Shel- drake. But for those who don't buy, charging a fee translates to profit. For the year-to-date ending in May, Tauck estimated that tasting fees accounted for 15%-18% of Shel- drake's revenue. SEEKING SERIOUS BUYERS Gary Ng, publisher of the Napa Tourist Guide (www.napatourist- guide.com), sees tasting fees from both perspectives. "In the old days, wine tasting was The Priority Wine Pass, which costs $45 per year, offers discounted tastings at par- ticipating wineries WINE WISE MARKETING JENNIFER STRAILEY