Strategies:

• Identify complementary business operations that take advantage of the current visitor flow and the romance of viticulture to attract a broader range of visitors: · high-end, 18-hole public golf course · new restaurant · conference center · large event lawn for concerts · winery tours · wedding venue
• Initiate and lead a regional planning effort encouraging vineyard investment in order to preserve the region’s heritage.

Outcomes:

• New and diverse attractions that are drawing the public to the family’s landholdings.
• Planned growth initiatives for the entire valley through a cooperative effort that preserves and expands the region’s vineyards.
• Increased recognition of the family’s wine products, leading to increased sales and improved global brand recognition.