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Creating a Destination in Texas w/ Eva Horton, Flat Creek Winery

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Manage episode 349920202 series 3248251
Content provided by Robert Vernick and Peter Yeung. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Robert Vernick and Peter Yeung or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.

With a California-like atmosphere, Texas wine country enjoys a strong local following. Eva Horton, the owner of Flat Creek Estate, shares how they are creating more than a Texas winery but a destination. With multiple venues, including a full-service restaurant and a disc golf course, Flat Creek is getting visitors to come back and enjoy the estate and wines.


Detailed Show Notes:

The goal is to be a destination, a real estate development play, not just a Texas winery

Texas wine country - west of Austin

  • TX wine trail - 290 corridor, flatter, mostly European & Spanish varietals
  • Expanded to Hill Country, NW of Austin
  • 3 hrs from Dallas & Houston, 1 hr from San Antonio, 45 min from Austin
  • #3 state in US for # of wineries

Visitors to TX wine country

  • The majority from Texas come for a weekend
  • As Austin becomes more of a definition, it gets more visitors
  • Looks California like

Flat Creek overview

  • In Hill Country, elevated, grows mostly Italian varietals
  • 80 acres, ~26 planted, ~18 producing currently
  • Produced ~4,500-6,000 cases, capacity for ~10,000
  • Three venues on the property - tasting room, restaurant, pavilion
  • The consulting winemaker from CA - Jean Holfinger

Wine pricing - ~$30 whites, ~$40-50 reds, premium to other TX wineries

Estate destinations

  • Tasting room - outdoor areas, fire pits, barrel tastings
  • Ellera - full-service restaurant, only Flat Creek wines and alcohol
  • Pavilion - live music, different food
  • 18-hole disc golf course, PGA qualified
  • Walking trails - like a winery in a park

Average spend

  • $25 for a tasting of 5 wines
  • Can range from ~$50-60 to hundreds for higher-end dinners at Ellera

# of visitors - typical weekend - ~400-500/day, special events ~1,000

Sales channels

  • 95% sold on site
  • 5% online
  • Not in distribution yet, but a goal for 2023

Hospitality sales & wine clubs

  • ~75% of visitors buy wine
  • Loyalty club - get benefits when you buy 12 bottles each year
  • “Being part of a destination/club”
  • Developing unique members-only benefits to drive membership - e.g., food & wine pairings, creating a VIP room (like a cigar lounge) for higher tier members
  • ~40-50% of visitors join the loyalty club

Capturing non-customer emails - using cards to capture emails, ~50% uptake

~20-30% of customers repeat purchases, using personalized communications to target customers

Get access to library episodes


Hosted on Acast. See acast.com/privacy for more information.

  continue reading

164 episodes

Artwork
iconShare
 
Manage episode 349920202 series 3248251
Content provided by Robert Vernick and Peter Yeung. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Robert Vernick and Peter Yeung or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.

With a California-like atmosphere, Texas wine country enjoys a strong local following. Eva Horton, the owner of Flat Creek Estate, shares how they are creating more than a Texas winery but a destination. With multiple venues, including a full-service restaurant and a disc golf course, Flat Creek is getting visitors to come back and enjoy the estate and wines.


Detailed Show Notes:

The goal is to be a destination, a real estate development play, not just a Texas winery

Texas wine country - west of Austin

  • TX wine trail - 290 corridor, flatter, mostly European & Spanish varietals
  • Expanded to Hill Country, NW of Austin
  • 3 hrs from Dallas & Houston, 1 hr from San Antonio, 45 min from Austin
  • #3 state in US for # of wineries

Visitors to TX wine country

  • The majority from Texas come for a weekend
  • As Austin becomes more of a definition, it gets more visitors
  • Looks California like

Flat Creek overview

  • In Hill Country, elevated, grows mostly Italian varietals
  • 80 acres, ~26 planted, ~18 producing currently
  • Produced ~4,500-6,000 cases, capacity for ~10,000
  • Three venues on the property - tasting room, restaurant, pavilion
  • The consulting winemaker from CA - Jean Holfinger

Wine pricing - ~$30 whites, ~$40-50 reds, premium to other TX wineries

Estate destinations

  • Tasting room - outdoor areas, fire pits, barrel tastings
  • Ellera - full-service restaurant, only Flat Creek wines and alcohol
  • Pavilion - live music, different food
  • 18-hole disc golf course, PGA qualified
  • Walking trails - like a winery in a park

Average spend

  • $25 for a tasting of 5 wines
  • Can range from ~$50-60 to hundreds for higher-end dinners at Ellera

# of visitors - typical weekend - ~400-500/day, special events ~1,000

Sales channels

  • 95% sold on site
  • 5% online
  • Not in distribution yet, but a goal for 2023

Hospitality sales & wine clubs

  • ~75% of visitors buy wine
  • Loyalty club - get benefits when you buy 12 bottles each year
  • “Being part of a destination/club”
  • Developing unique members-only benefits to drive membership - e.g., food & wine pairings, creating a VIP room (like a cigar lounge) for higher tier members
  • ~40-50% of visitors join the loyalty club

Capturing non-customer emails - using cards to capture emails, ~50% uptake

~20-30% of customers repeat purchases, using personalized communications to target customers

Get access to library episodes


Hosted on Acast. See acast.com/privacy for more information.

  continue reading

164 episodes

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