UNIVERSITY PARK, Pa. — Pennsylvania’s wine industry is growing and thriving, ranking seventh nationally in the production of wine. As the industry increases in economic importance, it becomes ever more important for winery owners to understand their consumers to better refine their marketing efforts.
As part of her Extension outreach, Kathy Kelley, Ph.D., professor of Horticultural Marketing and Business Management in Penn State’s Department of Plant Science, created a survey designed to evaluate the tasting room experience for winery visitors.
“The survey was specifically created to help owners/operators learn from visitors what is appealing about their tasting rooms and what components of the experience could be enhanced or amended,” Kelley said. She also said that feedback from the surveys has been valuable in helping make the tasting room experience a positive one and one which would encourage repeat visits.
Sixteen wineries participated in the initial survey by inviting their customers to go online and answer questions. Kelley collected and analyzed the responses, which were winery specific.
“Owners who received feedback from their customers found the information useful in making suggestions for improvements to the tasting experience, or reinforcing the information they gathered informally,” she said.
“The data that we have received from this survey process has helped us evaluate our tasting room ambience,” said Kelly White, manager and director of events for Grovedale Winery and River Barge Brewing Company in Wyalusing. “We have been working on an outline of what changes we can make that will help make our establishment more inviting and really bring impact to the customer experience here. We feel the key factors for us are the ambience, service and the entire tasting experience.” White added that even customers who chose not to complete the survey were willing to share their thoughts on their experience.
For Linda Carroll Weaver, winery manager, Mt. Nittany Vineyard & Winery, State College, the survey affirmed the demographics of their customers: 1. The vast majority are from PA; 2. There are more women than men; 3. Visiting the winery is a social experience; 4. Visiting the winery is a planned excursion; 5. Our “engaged and loyal” clientele are middle-aged with disposable income and are repeat customers.
When all the survey slots were not filled by Pennsylvania wineries, a few out-of-state wineries participated. Nicole Kane, 21 Brix Winery, Portland, N.Y., was happy with the results.
“By participating in the Tasting Room Survey orchestrated by Kathy Kelley and PSU, we are able to receive feedback from our customers and adapt our tasting room, help better educate our employees and provide a better overall experience to everyone who walks through our doors,” Kane said.
James Melillo, owner, Priam Vineyards, Colchester, Conn., agreed with the value of the survey. “The work being done at PSU through the years on tasting rooms, social media and insights into our customers is ‘must’ reading. PSU without a doubt has become an information source matching others in the industry.”
Kelley said if there are owners/operators of wineries who would like to avail themselves of the survey, she would be happy to work with them in defining the time period for offering the survey and tabulating the results. She said wineries outside of Pennsylvania would also be welcome to contact her at Kmk17@psu.edu or by calling 814-863-2196.
Kelley writes a monthly blog that focuses on wine marketing at Penn State Wine & Grape U. To access more research information and updates that she and other Penn State Extension personal provide, visit http://psuwineandgrapes.wordpress.com/.
— Penn State Extension