Growing the Farmington Wine Society in a COVID World

How has this idea enhanced your club's operation, etc.?

Due to the health and safety challenges posed by large gatherings, the Farmington Wine Society quickly transitioned to virtual tastings. Each tasting had a specific educational topic and tasting kits were put together for members to use as they followed along from home.

How was this idea implemented, and what have been the club members' reactions?

By utilizing Facebook Live, members were able to participate in real-time and socialize in the comment section. This led us to create a private Wine Society group on Facebook so members could be together in one place. Even during a pandemic, the Wine Society enabled members to stay engaged through constant programming and personal, yet virtual, interaction. An increase in streaming videos and social media exposure allowed us to reach an even wider audience. The results were fantastic!

18% increase of membership from 2019 to 2020
67% retention of the 2019 membership
43% of the 2020 membership were new to the Wine Society
82% of the 2020 membership joined or renewed from July-December