Wine Society Goes Virtual

How has this idea enhanced your club's operation, etc.?

INTRODUCTION: What began as a way to keep members engaged and happy—and drinking and purchasing wine— led to a new way of doing things. During the Michigan stay-at-home order, the DAC was looking for ways to reach members and continue to foster meaningful relationships. We thought: If we cannot bring these winemakers to the Club for our Wine Society events, we will “bring them” to the members’ homes. Many of our favorite winemakers were happy to connect with our members in this way, and we were able to book an event for every week during the quarantine.

How was this idea implemented, and what have been the club members' reactions?

A VARIETY OF VINE YARDS, VIRTUALLY: We began the virtual events with a meet-and-greet in April discussing warm-weather wines, led by our DAC sommeliers. The next week, we invited members to “open a bottle of Fisher with the Fishers.” Robert and Cameron Fisher of Fisher Family Vineyards, whom we have hosted at the Club in the past, joined us from their new Napa Valley winery in Calistoga, California. Our list of acclaimed winemakers, producers and master sommeliers grew from there, with highlights such as Master Sommelier Fred Dame with Daou Winery, Paul Hobbs of Paul Hobbs Winery, Suzanne Groth of Groth Vineyards, Bibiana Gonzalez-Rave and Jeff Pisoni, Master Sommelier Larry O’Brien with the Spire Collection and, wrapping up the year, Hugh Davies of Schramsberg Vineyards.

HUNGRY FOR MORE: Building upon the success of the virtual tastings, we also offered a few virtual wine dinners, offering a three-course meal package for two people, including wine. The dinners were a fun, interactive experience where both the winemakers and the executive chef took opportunities to talk through each course. As events and dining opened under limited capacity, we offered a small hybrid in-person-virtual event with Kashy Khaledi, featuring Ashes & Diamonds. We invited 10 people to join us, seated at separate tables with a large screen projecting our guest. Members would invite friends to share the sought-after Wine Society experience. We often heard of the enjoyment of sharing in the social aspect, but from the comfort of their homes—especially on a school night! These events have been so successful that members have requested that we continue them in the repertoire of Wine Society events as the Club returns to normal operations. 2021 CMAA Idea Fair Tai Tran Detroit Athletic Club.

GOALS

• Continue to engage members of the Wine Society during COVID-19 restrictions to stay at home.
• Build relationships with winemakers around the globe.
• Offer retail sales opportunity to members - selling and building tasting kits and offered contactless pickup from the club.

R E S U LTS

• 15 events, 480 members engaged
• $60,672 in retails sales generated through virtual events, at a 10% markup.

MEMBER COMMENTS:

"Fun evening last night at our first virtual wine dinner. Food was great as was the wine. Sure miss being at the Club with all of you. Hopefully soon." "Thank You, Thank You, Thank You. This was just what the doctor ordered. We loved it. Very much needed right now. While my wife runs the ER at Henry Ford Wyandotte and is out every day with people, I have been locked in for more than a month like most other. This allowed us to interact, see familiar and friendly faces and laugh. In addition, I thought the Fishers did a great job. Loved the wine before, now a huge fan because of them. Thanks again. Please stay safe and healthy."