Winery to Offer New Reservations-Only Model to Optimize Guest Experience and Safety
May 15th, 2020 – Domaine Serene, the award-winning Pinot Noir and Chardonnay producer located in the famous Dundee Hills of Oregon, certainly was not exempt from the challenges faced by wineries during the COVID-19 pandemic. With three locations spanning their Clubhouse in the Dundee Hills to their two Wine Lounges in Portland and Lake Oswego, the statewide shutdown presented some unique challenges. As usual, the winery met this test head-on, and was able to pivot and even thrive during this difficult time.
“There is simply no doubt that times are changing, and the wine experience is no different in that regard,” says Ryan Harris, President of Domaine Serene. “But one thing is a constant – we make amazing wines. And wine is something that has always brought people together even in difficult periods. It has been our privilege to find new and innovative ways to connect with consumers.”
Fortunate to be designated an essential business, the winery was able to flex its team members to roles which were not only deemed critical but could also be done safely while observing social distancing guidelines. The team at Domaine Serene eagerly volunteered to help in the winery on the bottling line, coordinate curbside “no touch” club shipments pick-ups, and created a popular to-go food menu at its Lake Oswego location. They even helped the community by serving hundreds of pizzas to local first responders at several Portland police precincts and hospitals as part of their new ‘Pay it Forward’ giving program, which to date has raised over $5,000 for charity.
“At Domaine Serene, one of our core competencies is agility,” says Harris. “We champion innovation and responsiveness to the changing needs of the business. And now more than ever, we have found that this flexibility sets us apart and allows us to weather storms like we are seeing this year.”
In less than two months, the winery temporarily shifted its business model from a destination tasting room and two very popular wine lounges, to an outbound sales model, relying on phone and email, as well as virtual wine tastings, to stay in touch with their loyal members and customers. The response was significant, and the appetite for connection strong.
With the news that some Oregon counties have been approved for permission to re-open their tasting rooms according to ‘Phase One’ guidelines, Domaine Serene is again preparing to quickly and thoughtfully respond to the needs of what they’re calling “the new normal”.
The winery will open its doors on Thursday, May 21st, 2020. This will begin a phased reopening of the Domaine Serene Clubhouse at the beloved Dundee Hills estate in accordance with national, state and local authorities. The winery is exercising an abundance of caution to best protect its visitors and staff. Most notably, they will be requiring reservations for all experiences for the remainder of 2020.
“This is something that we have really been modeling and mapping for several months, even predating the COVID-19 crisis,” explains Harris. “Our guests and members have been asking, and this crisis really is allowing us to do something that we think will allow us to really focus on the customer and enhance their personal experiences.”
In addition to going reservations-only, a bold move and a rarity for tasting rooms of this size in Oregon, Domaine Serene’s hours of operation will be limited in the early phases of re-opening, initially open Thursday through Sunday, from 11 a.m. – 4 p.m. Additionally, visitor capacity at the 30,000-square foot Clubhouse will be reduced by fifty percent. Tables will be spaced six feet apart, and group size limited.
Further safety protocols will ensure that the Clubhouse remains a safe place to visit and work. Employees will be required to wear masks in guest service and food handling areas. Surfaces will be disinfected between each customer use. Gloves will be required in food handling areas, with a limited pre-order food menu available.
The Wine Lounges will remain closed temporarily except for reservations-based curbside pickup at the Lake Oswego location Thursday through Sunday, 2 p.m. – 6 p.m. Staff will be available seven days a week to continue supporting its customers via email and phone. Consumers are encouraged to contact 503.864.4600 or hospitality@domaineserene.com to make appointments or ask questions. All updates can be found on the winery’s social media pages as well as at www.domaineserene.com.
About Domaine Serene
Owners Grace and Ken Evenstad settled in Oregon in 1989. Their passion to produce wines that rival the great wines of Burgundy led them to purchase and plant a 42-acre hilltop estate that had just been logged in the now famous Dundee Hills.
Today, Domaine Serene produces wines from six vineyard estates in Oregon, planted exclusively to Pinot Noir and Chardonnay. In 2015, the Evenstads acquired Château de la Crée in Santenay, making them the first Oregon-based vintners to own land and produce wines in Burgundy.
In just under three decades, Domaine Serene has taken its place on the global stage as one of the world’s most acclaimed wineries. Through the continuous pursuit of quality and innovation, Domaine Serene has garnered global recognition as an iconic quality leader of Pinot Noir and Chardonnay.
