One of the Pacific Northwest’s most recognizable wineries was struggling with their large-scale wine club weekends. These events drew thousands of members and guests, but behind the scenes:

• Volunteers arrived without training or clear roles.

• Paid managers were stretched thin, forced to train on the fly while running operations.

• Tools and supplies were scattered — no one knew where to find what they needed.

• Set-up and tear-down lacked consistency, leaving staff overwhelmed.

• Guest experiences varied widely — some received excellent service, others waited in confusion.

The result? Stressed managers, inconsistent guest care, burned-out staff, and volunteers reluctant to return.

I came in to create structure, systems, and consistency that would reduce stress for staff while elevating the guest experience. Here’s what we implemented:

• Volunteer & Staffing System
  Clear roles for every section (parking, pour stations, set-up, tear-down). Volunteers received schedules, expectations, and hand-off procedures.

• Training Materials & Scripts
  Evergreen documents with talking points, customer service standards, and station-by-station guides — so volunteers and staff always knew what to say and do.

• Set-Up & Tear-Down Guides
  Checklists with restocking protocols ensured events started and ended smoothly, without burdening managers.

• Run of Show (ROS) Documents
  Centralized timelines for every event covering staff, volunteers, and vendors.

• Vendor Coordination
  Managed communications with rental companies and florists, freeing internal staff to focus on their own responsibilities.

• Event Lead Training
  Empowered mid-level staff to oversee their own areas, ensuring managers weren’t stretched across every detail.

Over the next two years, the transformation was undeniable:

Volunteer Retention Soared — With clear expectations and support, more volunteers signed up — and asked to return.

Staff Morale Improved — Paid managers weren’t scrambling or stuck doing last-minute training. Instead, they could lead strategically.

Guests Had a Consistent Experience — From parking to pour stations, guests received smoother, friendlier service.

Cross-Department Relief — Marketing and other internal teams could let go of event logistics and focus on their true jobs.

Operational Risks Reduced — With scheduled breaks, proper staffing, and clear vendor agreements, legal and safety gaps were addressed.

Systems That Lasted — Years later, the winery was still using the training materials and evergreen guides created — because they were designed to be flexible, editable, and long-term.

Feedback: Staff and management repeatedly shared that these were the best-run club weekends they’d ever had.

Events like wine club weekends are more than “just another event” — they’re brand touchpoints. Every guest interaction is an opportunity to build loyalty. Without systems, those opportunities are lost to chaos.

By putting structure in place, this winery turned stressful, inconsistent weekends into a well-oiled operation that:

• Increased volunteer loyalty.

• Reduced burnout for staff.

• Delivered elevated guest experiences.

• Freed up internal teams for higher-value work.