The way you project your brand image doesn't stop at the entrance to your cellar door - it needs to weave its way through your facilities and into the experience. There are many elements to consider when designing your cellar door space, and while you can't expect to please absolutely every visitor who walks in your door, you can increase the chances of creating a memorable experience by incorporating a range of facilities and activities that will appeal to most.

What is the role?
The role and function of your cellar door is the first thing to consider. If you're simply offering wine tastings and perhaps selling some wine-related accessories, then your design can be quite simple. However, if you intend incorporating food service, interpretive displays, merchandise, group tastings and tours, you need to consider how these elements can be presented harmoniously in line with expected visitor numbers.

Filling the Space
Think of your behaviour when you walk into a restaurant that's virtually empty - do you feel inclined to take a table? Why do you think restaurants position early patrons closer to windows and areas visible on entry? People are social creatures and often require reassurance that others support their decisions. If other people are present, it must be okay! Generally, there's a minimum volume of people required to create a conducive atmosphere. Conversely, if there are too many people and the space feels crowded, people will assume that service will be poor or slow and this will deter them. Hence the need to balance the space in a cellar door to cater for different needs and different sized groups.

Adding the Ambience
Intangible elements are just as important as the tangibles. Connecting with visitors at the emotional level involves engaging the senses. A crackling fire in winter creates warmth and has a gravitational effect on visitors. Use a little imagination and consider things like music, video, and even oak barrels to create your desired atmosphere and put visitors at ease.

It's all about attracting visitors and encouraging them to stay long enough to connect favourably with you and your brand, resulting in a sale. As Gerald Ellis from Meadowbank Estate attests, a wine tourism business has to be able to express its personality to visitors.