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business8h ago
What crisis? Napa Valley finds unique way to fight back as wineries wither
- Imagine Experience begins invitation-only cave dinners in Napa and Sonoma to attract ultra‑rich travelers.
- The approach is called 'storytelling design,' focusing on access and behind-the-scenes experiences.
- The strategy targets corporate clients and contest winners for multi-day luxury itineraries.
- Vineyards faced fewer visitors and declining wine sales, prompting new experiential offerings.
- Exclusive access includes private tastings with winery insiders and behind-the-scenes tours.
- The events are designed to transform visitors into lifelong ambassadors for wine country.
- Prices and access are tailored to corporate clients willing to pay premium for curated experiences.
- The program includes private chefs, candlelit dinners, and curated winery access in hidden spaces.
- Some Napa and Sonoma facilities have closed or reduced jobs as demand wanes.
- The narrative emphasizes memory-making and storytelling to sustain the wine industry.
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