Creating Memories through Experiences w/ Kim Busch & Kylie Enholm, Folded Hills

With 600 acres, a polo field, a lake dock, and even a zebra and camel onsite, the Folded Hills Winery and Farmstead in Santa Barbara is able to create unique and memorable experiences. Kim Busch, Founder and Co-Owner, and Kylie Enholm, Director of Operations, discuss how they bring this vision to life through the platform of Rhone varietal wines. From hiring for the “hospitality gene” to having a full-time events manager, Folded Hills is creating memories they hope to get people to tell their friends and add to their wine club program.  Detailed Show Notes Folded Hills founding - intended to grow and sell grapes, vineyard manager convinced the Busch’s to start a label, Folded Hills ties into family historyHeritage labels - e.g., Lilly Rose after Lilly Anheuser (grandmother)Photo labels (reserves) - mostly from photos the Busch’s took themselves Folded Hills overview600 total acres for Homestead, Farmstead, private ranchSouthernmost winery in Central Coast, right off 101The urban tasting room in Montecito, Homestead (winery tasting room), and Farmstead at the wineryRhone varietals (Grenache, Syrah, Clairette Blanche, Marsanne, Grenache Blanc)~5k cases/year98% DTC, would like to increase wholesale to 10% for more exposureHas its own polo field Visitation~8-10k visitors/year total~2.5k in Montecito (more club members, a “Cheers” vibe), rest at HomesteadMainly from Santa Barbara, Ventura, San Diego Creating memories through events differentiates Folded HillsSparkling rose launch party in Montecito - brought in a mini horse with a unicorn hornLaunch vinyl nights (Thurs, Sun) in MontecitoDoes 1 large event/month at estate Homestead - e.g., polo games, tailgate contestOktoberfest - beer & wineAnimal feeding (including zebra, camel) Prices events to primarily cover expenses (range from $15 - 195 winemaker dinners) The focus is on creating memories vs selling wine to create word-of-mouth buzzAndy’s dad said “making friends is our business.” - he created beer and baseball while owning the St Louis Cardinals Hospitality differentiation through events and experiencesHas a full-time events managerEnabled by lots of land (600-acre ranch), private lake dock, ATV group tours in the vineyard, animals to feedHomestead appeals to families (w/ Farmstead - U-pick fields, animal feeding)Hires people w/ the “hospitality gene” Wine club benefitsWine is the biggest draw (“purity” of wines believes does not lead to “stuffy nose” or “headaches”)Word of mouth around Folded Hills taking care of club members (access to private lake, private ranch)~10% of club members are local (live w/in 1 hour), next largest group from St Louis (does ~2 events/year, launched brand in St Louis)Get 15% off organic produce at FarmsteadPlan to relaunch farmstays on a adjacent private ranch Farmstead - “heart of soul” of brandBest sellers - animal feed, ice cream, baked goods~30% of visitors go to both Homestead and Farmstead, increasing as tasting room visitors now given free bag of animal feed Santa Barbara wine region differentiation - diversity, 75 varieties grown; unique climate (transverse mountain range) Get access to library episodes Hosted on Acast. See acast.com/privacy for more information.