Connecting with Visitors and Turning Them into Long- term, Loyal Customers with Merrill Bonarrigo Co-Founder & Owner Messina Hof Winery and Resort.

Connecting with Connecting with Visitors and Visitors and

Turning Them into Turning Them into Long-term, Loyal Long-term, Loyal

CustomersCustomers

withwith Merrill BonarrigoMerrill Bonarrigo

Co-Founder & OwnerCo-Founder & Owner

Messina Hof Winery and Messina Hof Winery and ResortResort

U.S. wine grapegrowing regions

#1 California#1 California#2 Washington#2 Washington#3 New York#3 New York#4 Oregon#4 Oregon#5 Texas#5 Texas

The United States Wine Industry Today

Wineries in Texas

There are more than 240 wineries in Texas!

They are located within 85% of Texas

Population and 90 miles of Major Cities

Landmark Events in Texas Wine HistoryLandmark Events in Texas Wine History

• T.V. Munson of Denison develops the Exhibit of American Grapes at the 1893 Exposition in Chicago and earns the Chevalier du Mérite Agricole in the French Legion of Honor.

• In 1883, the Val Verde Winery of Del Rio, Texas was established by Frank Qualia, an Italian emigrant. It will be the only Texas winery to survive Prohibition.

• The history of Texas wine begins in the 1600’s when Spanish missionaries begin cultivating grapes near present-day El Paso.

• In 1919, Prohibition closes 24 of the 25 existing Texas wineries. Prohibition is repealed in 1933, but it will take decades for the Texas wine industry to recover.

The Texas Wine Industry After ProhibitionThe Texas Wine Industry After Prohibition

• In 1977, Messina Hof continues a 200-year family legacy of winemaking as Paul and Merrill Bonarrigo start their vineyard outside Bryan.

• Messina Hof develops its first commercial wines in 1983 with the production of 1,300 gallons. • Today, there are 240 Texas wineries, producing 2.4 million gallons. Texas is America’s #5 wine producing state with an annual economic impact of $3.5 billion.

State of Texas Wine Tourism Industry

• 90% of Texas Wineries Distribute Primarily at winery• Demographic: 25-40 years old represent 60% of Texas wine

customers.• New World Wine Interest• Unified Organization TWGGA with Growers and Wineries

representing 70% of industry• Cohesive legislative strategy with legislative support

•Vineyard planting up to 5 acres $50,000•Passport Program for winery visitations•4 million stimulus industry promotion research/marketing/education•Extension

•4 regional viticulturists•1 state enologist

• Grow – Produce - Sell 95% in Texas

Source: Texas Dept. of Agriculture

Messina Hof Mission StatementMessina Hof Mission Statement

“Messina Hof is a family owned business based on the 3 cornerstones of family, tradition, & romance, and is dedicated to produce a gold medal wine in every varietal and to maximize opportunities developed from the wines in a tourism destination focused on the best in hospitality, food & customer service.”

Messina Hof – Yesterday & TodayMessina Hof – Yesterday & Today

Sunset Tours every Fridays- Perfect for Date Night!

Vineyard Cuisine – fresh garden grown on estate & wine included in every dish

Voted Most Romantic

The Wine Bar

Messina Hof – A Family TraditionMessina Hof – A Family Tradition

Join the Family & Keep the Love Growing

1. Trust & Commitment: Deliver the promise2. Honesty: Be Authentic3. Spend time together:

Events & Personal Availability 4. Communications: Stay in Touch5. Listen & Respect: Survey and Act6. Love

A. Do into others as you would have then do unto youB. Care-> In greetings-> In listening

Winery Programs

• Daily Tours (3-6 per day)• Wine Trails (5 special events per year,

2-3 weeks per event trail)• Events – Weddings, group tours, music

events, festivals• Onsite Marriage Officiant - Winemaker• John 15 Tours – Merrill• MOM – Mentor, Organizer, Motivator• Employee Recognition Programs

Monthly Cooking Parties & Wine Appreciation Classes

Sunday, March 27th -3:00pmWhite Wines - Their varietals and origins

Sunday, April 17th -3:00pmRed Wines - Their Varietals and origins

Sunday, May 22nd – 3:00pmConsumer's guide to wine and the tools we love to buy!

Thursday, March 10th A Taste of New Orleans Creole Cajun Cuisine at Messina Hof Thursday, April 14th – 6:30pmLet's Talk Salads, Pasta and Fish

Thursday, May 12th – 6:30pmLet's Talk about All You Can Eat at the Classic Boiled Seafood Bash

Events

Murder Mystery Dinners• Available to customize for private parties.

• Several different themes to choose from.

• Great for:

• Birthday Parties

• Date Parties

• Graduation Dinners

• Fun & Original Dates

Harvest Celebration!All day, every weekend, Friday through Sunday, July 22nd until August 14th.

Come Experience:• Grape Picking & Stomping• Vineyard Cuisine Luncheons• Food & Wine Pairing parties• Tours & Tastings• Vintner Dinners

• features Vintners from all over the world

• Murder Mystery Dinners•For full event schedules visit www.messinahof.com

New & TraditionalNew & TraditionalApril 2nd-3rd - Texas Bluebonnet Wine Trail - Spring Bluebonnet,  Wine & Cheese Trail

April 9th-10th - Texas Bluebonnet Wine Trail - Spring Bluebonnet, Wine & Cheese Trail

April 14th - Cooking Party with the Vintage House Chef

April 16th - 17th - Texas Bluebonnet Wine Trail - Spring Bluebonnet, Wine & Cheese Trail

April 17th - Messina Hof Bridal Show at 12:00-4:00pm

April 17th - Wine Appreciation Class - Red Wines - Their Varietals and origins 3:00pm

April 23rd - Ambassador Training 9:00am

April 23rd - VIP Reception 10:00am-12:00pm

April 23rd - Annual Wine & Rose's Festival

April 24th - Easter Specials at The Vintage House Restaurant

April 27th - May 1st - On the Road - Grand Wine and Food Affair

Messina Hof Brings Regional and National Promotions to BCSMessina Hof Brings Regional and National Promotions to BCSCustomers want to make a differenceCustomers want to make a difference

Let your customers

know how you support your

neighbors and help those in

need.

Become a Messina Hof AmbassadorAnyone is welcome to be a Messina Hof ambassador and may represent Messina Hof at events.

What Do Ambassadors Receive?*To say "Thank You" to our Ambassadors, they accumulate reward points for each event or demo worked.

125 points can be redeemed for a $25 Messina Hof Gift Certificate.

Gift Certificates can be used at the following places at Messina Hof Winery & Resort:-Wine Bar-Vintage House-Villa-OR Convert your points to the VIP Loyalty Program

Become a Messina Hof VIPVIP Membership Benefits1.Exclusive VIP Red Beret Club Discounts Begin the Day You Join

2. Exclusive FREE Symbols of Your VIP Status

3. FREE Gift Certificate for Our World Famous Tour & Taste for Twenty

4. FREE Case of Private Labels

5. Exclusive VIP Red Beret Club Quarterly Private PartiesWinemaker's Birthday BashWine & Roses Festival ReceptionHarvest ReceptionWine Premiere Reception

6. VIP Red Beret Communiqué Newsletter

7. Exclusive FREE VIP Wine Cavé in the Vintage House Restaurant

8. Guaranteed Invitation to Every Winery Activity

9. First Choice on New Release Wines

Messina Hof VIP InsidersUpgrade Your Membership

GOLD LEVELReceive all of the perks of Club Membership, PLUS you receive:A special edition Paulo vented beretAn extra case worth of private labelsFree admission for two to any one of our in-depth Wine SeminarsSpecial recognition at VIP receptions and gatherings

PLATINUM LEVELReceive all of the perks that come with a VIP GOLD membership PLUS you will receive:A complementary dinner with Paul and Merrill at Wine PremiereAn extra template to use for customized labelsFree admission for two to any two of our in-depth Wine SeminarsDiscounts on Wine as well as Guest Center purchases increased to 25%A signed bottle of the most awarded wine of the yearSpecial recognition at VIP receptions and gatherings

Join the Messina Hof Cork Club

All Cork Club Members receive:

- Special Pricing- Option of Monthly or Quarterly Wine Shipments- Monthly Newsletter- Winemaker's Tasting Notes- Recipes & more!- Quarterly Pickup Parties- No initial fee to join & may be cancelled at any time.

• Conduct drawings at all events and collect email addresses

• Website

• maintain an email database with joining mechanism on website

• Do online drawings for prizes to get more fans on your facebook

• Create partnerships with compatible businesses to put your logo and link on their websites

• Collect emails from ______?

• Blogs & tweets

• Collect names and emails from all venues onsite

• Collect names and emails from wine trail website and ticket sales

• Host Chamber After Hours 1x per year

Build Customer Contact Lists

Strengthen Communication with Customers through all Channels

Blog at least 2-3 times per week

Tweet your blogs

Facebook daily posting – used by 86% of Texas industryEvites to events

Monthly VIP Newsletter

Weekly Eblasts

Special Event Invitations Mailed

Sales Calls Weekly

Welcome call to each new VIP within 30 days of joining

Thank you notes to large purchases/supporters

Reminder calls to VIPs for renewals

Post events on all available websites that are free

Put posters, brochures, and post events on local CVB and state sites

Monthly YOUTUBE virtual wine tastings that correspond to month’s wine club shipments

What is Good Customer Service?Have passion for your customers

Have passion for ever improving

Have passion for always offering something new

Be willing to learn from mistakes

Be willing to change to fulfill needs & expectations

even if different than tradition (surveys)

NO - “The way you have always done it.”

YES - “Those who say it cannot be done need to get out of the way of those who are doing it.”

Relationship is Everything

Make No Judgments

MVP VIPs

Make Customers into FriendsMake Customers into FriendsTreat your customers like they are the most important people in your business life, because they are.

Remember that they are the only reason that you are in business. Treat them with the respect that position deserves.

Give thanks everyday for their desire to buy your product and service

Rejoice that you are in the best business in the world where people come into your winery with a smile on their face; a desire to spend money; and then they say thank you for that opportunity and return to do it all again!

Never, ever stop…

Dreaming!

Thank You!Thank You!Questions?Questions?

Contact Messina Hof Winery & Resort

www.messinahof.com979-778-9463

4545 Old Reliance Road Bryan, Texas 77808