Issue link: https://read.dmtmag.com/i/620640
w w w. v w m m e d i a . c o m J a n - F e b 2 016 | V I N E YA R D & W I N E RY M A N A G E M E N T 1 7 Vineyards, J Vineyards & Winery and the original Geyser Peak. According to Bartley, making wine the star of the show means, among other things, avoid- i n g t h e t c h o t c h k e t r a p . "The purpose of a winery tasting room is to enhance the visitor's experience w i t h t h e w i n e . I t i s n 't about selling glassware, T-shirts and corkscrews," he said. "Everything you do is aimed at reinforcing your image and the wines. If you want to own a gift shop, there are probably a lot better and less expen- sive places to locate it than a winery." Jeff Goodwin, principal of BAR Architects in San Francisco, Calif., agrees. B A R 's w i n e r y c l i e n t s include Trinchero Napa Val- ley, Staglin Family Winery, he most successful winery tasting rooms are not prosperous by chance, but by design. When a tasting room presents a physical expression of a win- ery's authentic identity, it becomes a pow- erful vehicle for building brand loyalty – the ultimate measure of success. Tasting room design has evolved in recent years. There's a new sensibility that sells; and while that differs depending on a number of factors, such as brand iden- tity, price-point, location and whether the tasting room is open to the public or by appointment only, today's design trends are redefining the tasting room experience. GIFTED WINEMAKERS Designing a tasting room for success begins with one simple premise: "The wine is number one," said Scott Bartley, co-founder of Hall & Bartley Architecture and Planning in Santa Rosa, Calif. Hall & Bartley has designed some 60 wineries and tasting rooms, including Chateau St. Jean, St. Francis Winery & Success by Design Build engagement, profits into your tasting room space + Keep the focus on the wine with a design that is more tasting room and less gift shop. + Create a living room feel with sofas, chairs, coffee tables and accent tables. + Offer a variety of seating and tasting experiences both inside and out. + Make sure your tasting room design reinforces your brand. AT A GLANCE WINE WISE MARKETING JENNIFER STRAILEY Today's tasting rooms, such as the one at Starmont Winery in Napa Valley, have little resemblance to the stand-and-taste setups of decades past.