Winery & Brewery Growth — Calendar, Conversion, Memberships
Fill events, grow memberships, and smooth operations with a 12-month plan you can run week after week.
Build a seasonal events calendar that drives predictable foot traffic
Improve tasting room conversion to paid experiences & memberships
Align marketing, staffing, and inventory with one KPI scoreboard
Who This Is For
Owners, GMs, tasting room managers, and marketing leads who need predictable event traffic, stronger conversion, and steadier memberships. If your calendar is ad hoc, staffing feels reactive, or promotion doesn’t match capacity, FAS gives you a map + cadence that ties the room, events, and campaigns together.
The Problems We Solve
(how they show up)
Choppy foot traffic:
Big weekends, slow weekdays; no plan for shoulder seasons.
Random promotions:
Posts and emails without a calendar or offer sequence.
Conversion gaps:
Tastings don’t translate to paid experiences, bundles, or memberships.
Private events underperform:
Inquiries stall; tours and rentals aren’t productized.
Ops mismatch:
Marketing fills the room when staffing is thin—or promotes SKUs you don’t have.
No scoreboard:
Leadership can’t see bookings, conversion, or member health in one view.
What FAS Builds For You
(the winery/brewery blueprint)
Seasonal Events Calendar:
Anchor weekends, shoulder seasons, and holidays with themed experiences, small ticketed events, and anchor events—sequenced with enough lead time for marketing and staffing.
Offer & Pricing Strategy:
Productize tastings and flights; add upsell paths to tours, pairings, club/membership, bundles, and pickup events. Align prices with margin and experience level.
Tasting Room Conversion System:
Simple service script, check-in prompts, POS notes, and a 60-second “why join now” membership spiel. Staff knows the next best offer for each guest type.
Private Events Engine:
Clear packages, minimums, and inquiry→tour→contract stages with response-time SLAs and a follow-up pattern (email/SMS). Add vendor/partner lists for speed.
Marketing Calendar & Assets:
Website sections, landing pages, email/SMS rhythm, and social creative aligned to each event/offering—plus a retargeting plan that promotes what’s next.
KPI Scoreboard:
Bookings per event, show rate, tasting-to-sale %, AOV, membership conversion & churn, weekday vs. weekend spread, inventory tie-ins, review rate.
Implementation Roadmap
(how we make it run)
Discovery & Baseline:
Current calendar, offers, staff cadence, KPIs.
Calendar & Offers:
Draft the next 90 days (events + packages + prices).
Conversion & Scripts:
Check-in prompts, tasting room service flow, membership pitch.
Marketing Rhythm:
Pages, emails/SMS, and posts scheduled to each event.
Scoreboard Live:
Daily/weekly dashboard; GM huddles; quarterly reset.
Need buildout? We coordinate with Rev Marketing for fast pages/funnels and with Rev Publish for authority content (pairing guides, seasonal ebooks).
What You’ll Have In Hand
90-Day Seasonal Calendar
(events + lead times + staffing notes)
Offer & Pricing Sheet
(tastings, tours, bundles, memberships)
Tasting Room Conversion Guide
(scripts, POS prompts, “join now” closes)
Private Events Playbook
(packages, SLAs, tour flow, follow-up)
Marketing Asset Plan
(page list, email/SMS schedule, social prompts)
KPI Scoreboard
(definitions + manager meeting agenda)
Results You Can Expect
2× event bookings:
2× event bookings from calendar discipline and earlier promotions
Higher tasting-to-sale and club conversion:
Higher tasting-to-sale and club conversion via simple service scripts.
Smoother staffing & inventory:
Smoother staffing & inventory with ops planned against the calendar.
More reviews & referrals:
More reviews & referrals from post-event follow-ups and photo prompts.
Predictable quarters:
Predictable quarters with fewer feast/famine swings.
Case Snapshot (condensed)
Estate Winery:
We built a seasonal plan with 6 anchor events and weekly micro-experiences. A simple “join now” pitch at checkout doubled club sign-ups; event bookings 2× in one quarter.
Brewpub + Taproom:
Ticketed pairings + private rental packages + weekday themes increased midweek covers and stabilized staffing.
FAQs
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