From Insights to Action: Lessons from Willamette Valley’s Mystery Shopping Results

What can Willamette Valley wineries learn from the experiences of real guests?

Join WISE for an interactive four-hour workshop designed specifically for Willamette Valley tasting room staff and managers. Grounded in the findings from the 2026 WVWA Mystery Shopping Program, this highly practical session will explore the key lessons emerging across the region and provide strategies teams can immediately put into practice.

Willamette Valley wineries continue to demonstrate strong hospitality, passionate teams, and memorable guest experiences. As the industry continues to evolve, the opportunity ahead is not reinvention, but refinement: helping teams more intentionally translate great hospitality into stronger guest relationships, increased loyalty, and improved business outcomes.

Participants will learn how to:

• Go Beyond the Basics – Elevate hospitality from service execution to relationship-building
• Build Connections at Scale – Create meaningful guest experiences, even in busy, high-volume tasting rooms
• Preserve the Magic of Wine Tasting – Keep the focus on the guest and ensure the backstage never shows
• Create Conversation – Ask better questions, uncover guest interests, and spend less time presenting and more time connecting
• Connect Emotionally – Use storytelling, brand narratives, and regional pride to create memorable experiences
• Go Beyond Expectations – Choreograph authentic moments of surprise and delight that guests remember and share
• Turn Hospitality into Loyalty – Guide guests naturally toward purchases, wine club membership, and long-term relationships

Designed for both managers and frontline staff, this workshop includes practical tools, a participant workbook, and access to the regional summary findings to help teams continue the conversation long after the session ends.

Great hospitality creates memorable experiences. Intentional hospitality creates lasting relationships.