RICHLAND, Wash. – With increased restrictions for businesses amid COVID-19, a Washington State University Tri-Cities professor has created an “experience audit” to assist wineries in analyzing experiences offered and areas where sales and revenue can be boosted.

Byron Marlowe, ���سԹ� Don Smith Distinguished Professor and director of wine and beverage business management, said service management, experience design and creating positive memories are at the foundation of visitor intent to re-visit and repurchase. Therefore, conducting audits of wineries as it pertains to the customer experience, especially in light of the COVID-19 shutdown of wineries across the state, is imperative, he said.

The four “Ps” that can create a richer picture

“This audit systematically identifies components of what is known as the four ‘Ps’ – product, price, place and promotion, within a winery that enhance customer experience,” he said. “The collected feedback from staff, customers, vendors and owners’ experiences can provide a richer picture of what your winery and tasting rooms may choose to emphasize or revise in your business’ offerings as you reopen amid COVID-19.”

Marlowe said during the regular peak season, wineries may not have the time or thought to reevaluate their customers’ experiences and what can set them apart.

“This is a perfect time to do that and get a head start in boosting your sales for your winery or tasting room,” he said.

The four “Es” that round out consumer experience

With the four “Ps,” the audit takes users through what are known as the four “Es” of the experience economy, which are educational experience, esthetic experience, entertainment and escapist experience.

Educational experience refers to the contribution of the winery or tasting room to the consumer’s knowledge, skill or personal development. An example could include offering a wine pairing or tasting course.

Esthetic experiences refer to the winery’s opportunity to immerse the consumer into a unique, harmonious and/or sensory-appealing environment. This could include the physical attributes of a space or the visual appeal of the menu.

Entertainment refers to the consumer’s enjoyment of a performance or related programming. This could include a fish tank off to one side of the venue, live music or a product catalog that provides funny testimonials from customers.

Escapist experiences refer to providing ways for consumers to actively participate in creating a different sense of place or time. This could include featuring wines that are custom-labeled with customers’ artwork or a slideshow played on the property and online that shows customers stomping grapes during a harvest festival.

“Each element should add sensory pleasure, meaning and personal relevance for the customer,” Marlowe said. “These are ways for you to set yourself apart from other businesses and even other wineries.”

Online tools and faculty expertise available

The experience audit is available online on the ���سԹ� website. Marlowe said he is also happy to chat with local wineries about how to best use the audit to boost their business.

Visit the online for more information.

���سԹ� is accepting applications for enrollment for fall 2020 throughout the summer.

 

Media contacts:

Byron Marlowe, ���سԹ� Don Smith Distinguished Professor and director of wine and beverage business management, 509-372-7436,��byron.marlowe@wsu.edu

Maegan Murray, ���سԹ� public relations/communication coordinator, 619-403-3617 (cell),��maegan_murray@wsu.edu

RICHLAND, Wash. – ��As communities in Washington state begin to move into the first phase of returning to business, the Washington Wine Institute unveiled a return-to-business guide for wineries across the state created in partnership with a Washington State University Tri-Cities business professor and local industry.

The guide, which is available now online in a����and via a��, provides specific recommendations for how wineries can safely return to business according to Gov. Jay Inslee’s “Safe Start” guidelines.

The return-to-business guide includes recommendations on winery procedures for dine-in service, employee safety and health, cleaning and sanitation, as well as organizational and administrative considerations and personnel illness management guidelines.

“This serves as best practices guidelines and a check list of sorts for reopening a tasting room based on what has been required and recommended by our health departments and the state,” said Byron Marlowe, ���سԹ� Don Smith Distinguished Professor and director of wine and beverage business management. “We want to help wineries feel prepared for this next phase and make sure everyone, business members and consumers alike, are safe while doing so.”

Creating a Safe Start quick-guide for wineries

Marlowe initially reached out to Washington Wine Commission leaders in April asking about Washington state-specific resources for wineries trying to re-open as part of what would be identified later as Phase 2 of the governor’s Safe Start plan. He was sent to work with Josh McDonald, executive director of the Washington Wine Institute, per the organization’s work in helping wineries in the political and regulatory areas of state and federal government.

The duo, in partnership with regional and state associations, examined recommendations by the Centers for Disease Control and Prevention, the Washington State Department of Health, Washington State Department of Labor and Industries, the governor’s requirements, as well as a series of other guidance to come up with the document and webinar.

Marlowe said with the numerous guidelines and documentation available, it can be overwhelming for winery owners to familiarize themselves accordingly with all recommendations and requirements for re-opening.

“In this piece, we have a quicker guide so that it is more obvious when something is not in-line with the regulations or recommendations,” he said.

Some of the recommendations in the guide include not permitting bar seating, making hand sanitizer available at entryways for all staff and patrons and posting clear signs that list COVID-19 related concerns.

Guidance on later phases coming soon

The document and webinar so far only address Phase 2 of Gov. Inslee’s “Safe Start” initiative, however, McDonald said they hope to continue their work leading up to communities reaching phases 3 and 4 of Safe Start.

“It has become evident that as rules continue to evolve with each new phase, and will mostly-likely continue to change in our new economic climate, our wineries need a reliable resource to navigate the rules,” McDonald said. “Byron and I have spoken about the potential to collaborate more in the future once we better understand how each phase will impact our wineries. We will absolutely be updating these documents, as needed, to help Washington wineries operate in a safe and compliant manner.”

Advice for shortfalls in sales during unprecedented time

Marlowe said while the document focuses on recommendations and protocols, it does not address best practices for business operations to help address current and potential shortfalls in sales amid COVID-19. Stemming from his background in wine and beverage business management, however, he recommends that wineries continue to offer curbside pick-up, as well as encouraging reservations and the marketing of how customers can make those reservations.

“We know this is a tough time for wineries, and some things that work for large wineries won’t work for our smaller operations,” he said. “But there are things that businesses can be doing now to increase sales. That is precisely why we went about creating this return to business guide. We are trying to find ways for businesses to remain open while following protocols and guidelines as outlined by the state and federal government so that everyone remains safe.”

Additionally, Marlowe designed a��hospitality beverage experience guide��that provides information on how wineries can systematically identify components of product, price, place and promotion to enhance experiential value for customers during COVID-19.

Media contacts:

• Byron Marlowe, ���سԹ� Don Smith Distinguished Professor and director of wine and beverage business management, 509-372-7436,��byron.marlowe@wsu.edu
• Josh McDonald, executive director of the Washington Wine Institute,��josh@wwi.wine
• Maegan Murray, ���سԹ� public relations/communication coordinator, 619-403-3617 (cell),��maegan_murray@wsu.edu

Preliminary research to be scaled into larger effort analyzing trends in wine industry entrepreneurship

By Maegan Murray, ���سԹ�

RICHLAND, Wash. – From renowned winemaking regions to those that aren’t typically known for winemaking, business faculty from Washington State University Tri-Cities are studying why people start wineries in locations across the United States.

Wine is currently made in every state in the nation; however, there are wineries located in regions that may not be suitable for grape growing or that don’t have a heavy foundation in wine entrepreneurship, said Rhonda Hammond, ���سԹ� assistant professor of hospitality business and wine beverage business management.

Study examines winemakers’ motivations

“There is a gap in data regarding entrepreneurship in the wine industry,” Hammond said. “There hasn’t been a lot of research conducted on wine entrepreneurship in the United States. Not all winemakers are established in the places best for winemaking.”

Hammond, Byron Marlowe, clinical assistant professor and wine and beverage business management program coordinator, and Paul Skilton, associate professor of management, want to understand winemakers’ motivations and analyze major themes in entrepreneurship for wineries across the industry

In spring 2017, the researchers examined 307 U.S. wineries and vineyards as identified by Wine America, the national association of American wineries. They analyzed web and other digital media information to determine why wine makers chose various winery locations, and to see if location impacted success.

Location familiarity may trump best growing climate��

Hammond said their initial research indicates some winery owners, especially for those in regions that aren’t known for wine, may have sought out locations based on familiarity, regardless of whether the region’s soil, atmosphere, reputation and other conditions were conducive for winemaking. Others may import their fruit juice from other locations, she said.

“If people are already familiar with a place, then it makes it easier for them to be aware of opportunities and feel more comfortable starting a business in that location,” she said. “Some may also be able to import grape juice. Just because they may not be able to grow the grapes there, doesn’t mean they won’t be able to get the juice to produce wine.”

Hammond said wineries located in climates unsuitable for grape growing may also make wine with other fruits.

“The definition of wine is fermented fruit juice,” Hammond said “Hawaii, for example, is making pineapple wine. With the ability to transport juices, winemakers can utilize materials from other regions.”

The researchers plan to expand their research into a more extensive study where they will reach out to wineries across the country to assemble in-depth information about the wineries’ beginnings.

“We are hoping this can give us some direction and hopefully turn into something much bigger for the betterment of the wine industry,” Hammond said.