VMW 168 Tasting Room Management

Lecture Hours: 4
Credits: 4

Explores key operational practices in the management of on premise winery tasting rooms, off-premise tasting rooms, wine bars, and tasting centers. Introduces retail concepts and techniques, design of product and service delivery, merchandising, and pricing strategies. Covers financial management including budgeting, forecasting, inventory management, and key performance indicators. Discusses the unique attributes of hospitality and service in creating brand appropriate guest experiences in a wine tasting business environment.

Prerequisite: Completion of VMW 167 a grade of C or better; or consent of instructor.
Differential Fee Yes
Student Learning Outcomes:

Outline key operational management functions in wine tasting room business
Identify brand alignment concepts for functional guidance in tasting room management
Define the essential elements of a wine tasting room financial management
Explain key elements of wine tasting room guest experiences
Understand legal compliance associated with alcohol sales and service.

Content Outline

Creating a Sense of Place
- Tasting Room Brand Alignment
- Space allocation and traffic flow
- Merchandising
- Tasting Room Tech Stack Integrations
- Shipping, Packaging, Sustainability
Wine Products and Services
- Designing Wine Product Tasting Menus
- Product and AVA Information
- Additive Revenue Streams
Financial Management Practices
- Cost Control Strategies
- Budgeting and Forecasting
- Pricing Strategies
- Profit Margin Analysis
- Inventory Management
- Reporting, Use, and Interpretation of Key Performance Indicators
Guest Experience Management
- Hospitality and Service Distinctions
- Personal Selling Skills, Strategies, and Service Etiquette
- Alcohol Compliance - Service, Consumption, Laws, and Regulations (OLCC)