The Challenge: Design the Ultimate Tasting Room
A tasting room designed outside of conventions
“Wineries Boot Camp organization put the esteemed Sutton Suzuki Architects and two renowned interior designers to the test, none of whom has designed for a winery in their previous lives. “
LuxeSF was proud to present its 7th Annual Wineries Boot Camp. More than 300 marketing, sales and hospitality managers and operating staff, representing 100+ Napa and Sonoma wineries were in attendance. The Boot Camp provides a networking and corridor-talk environment that remains unrivaled and eclectic program content that addresses today’s tumultuous wine industry environment. The event featured Kerry Andrews, Founder, Napa Valley Hospitality Forum & Director, Peju Tasting Room & Business Development Chris Canning, Mayor of Calistoga & former Executive Director, Calistoga Chamber of Commerce Tim Carl, Columnist, Napa Valley Register Elizabeth Grillos, Area Director of Sales and Marketing, The Estate Yountville David Newlin, President, Newlin & Associates Tracy Sweeney, Vice President, Cellar Doors & Employee Stores, Treasury Wine Estates. LuxeSF put an esteemed architect, Sutton Suzuki Architects, and two renowned interior designers to the test, none of whom has designed for a winery in their previous lives. The challenge – design a winery tasting room that would appeal to the visitor - without the shackles of conventional wisdom or owner vanity. Sutton Suzuki present their design concepts on the screen for all to see and critique. To be sure the approach was a wonderful surprise.