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

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 wineryTexas wine country - west of AustinTX wine trail - 290 corridor, flatter, mostly European & Spanish varietalsExpanded to Hill Country, NW of Austin3 hrs from Dallas & Houston, 1 hr from San Antonio, 45 min from Austin#3 state in US for # of wineriesVisitors to TX wine countryThe majority from Texas come for a weekendAs Austin becomes more of a definition, it gets more visitorsLooks California likeFlat Creek overviewIn Hill Country, elevated, grows mostly Italian varietals80 acres, ~26 planted, ~18 producing currentlyProduced ~4,500-6,000 cases, capacity for ~10,000Three venues on the property - tasting room, restaurant, pavilionThe consulting winemaker from CA - Jean HolfingerWine pricing - ~$30 whites, ~$40-50 reds, premium to other TX wineriesEstate destinationsTasting room - outdoor areas, fire pits, barrel tastingsEllera - full-service restaurant, only Flat Creek wines and alcoholPavilion - live music, different food18-hole disc golf course, PGA qualifiedWalking trails - like a winery in a parkAverage spend$25 for a tasting of 5 winesCan range from ~$50-60 to hundreds for higher-end dinners at Ellera# of visitors - typical weekend - ~400-500/day, special events ~1,000Sales channels95% sold on site5% onlineNot in distribution yet, but a goal for 2023Hospitality sales & wine clubs~75% of visitors buy wineLoyalty 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 Hosted on Acast. See acast.com/privacy for more information.