Making Space in the Willamette Valley
In the heart of Oregon’s Willamette Valley, the newly opened “Hall at Amity Flats” sits at the cross-roads of the region’s most prolific wine growing hot spot and rural small town life. The rolling hills of the area hosts one of the most active viticultures in the country and has leveraged the booming local wine industry to generate tourism from around the world.
When “The Hall’s” owners first visited the area, they saw all of this and more. Most importantly, they realized an opportunity to provide many small-batch winemakers in the area who may not have a tasting room of their own a venue to show off new vintages, hold private events, and meet with restaurateurs and wine buyers of all types in order to grow their businesses.
1205 first started the conversation with the Hall’s owners several months before they planned to open and worked with the client to scope their keys to success. In order to make an impact they needed to feel confident in three places:
- Creating a brand experience that made potential client wineries feel as unique and sophisticated as they wanted to be.
- Offering a flexible online space that provided both clients and potential visitors with critical information about events calendars, services, and costs.
- To establish itself as the go-to space for small wine tasting events in the region by building relationships with well known wineries and wine media throughout the area.
The 1205 brand team began with extensive research around the area’s defining characteristics including its people, topography, and attitude. Understanding the Hall’s audience was a study in duality. Winemakers wanted to be viewed as local and small batch, but also wanted to project the sophistication of the wines they produced, at a global scale. You’d as likely find them drinking a $10,000 bottle of wine as you would doing it in a faded t-shirt and cowboy boots.
The client requested that the venues brand marks and icons reflect both these unique characteristics, as well as the feel of the space itself and its small town charm. The concepts of raw earth, brick, and of course, wine played a critical role in primary color scheme while typography blended clean structural urban lines with smooth flowing typography used to bring a friendly general store approach to the space.
Web Design & Development
As our team moved onto the web design and development phase, our goal was to extend the brand’s core components to a new website. 1205 build a fully responsive HTML5 site with social optimization and strong local SEO components. We knew we wanted to attract potential event hosts, but the site also had to serve as a home base for information about other types of events and act as a lead source for the business, showcasing partner businesses including caterers, florists, musicians, and others.
In the final stage of The “Hall’s” campaign, it was time to start developing word of mouth about the business.1205 immediately began work on a media outreach and relationship development campaign, in which our communications team created press releases announcing the venues opening as well as several other key events, with stories being published in three out of five local publications.
Our communication team started conversations with over a 100 local wineries over the course of the next 90 days. After the initial conversation, we followed up with materials relating to the venue, it’s core messaging, capabilities, and key advantages. Before long, the Hall was being booked out several months in advance with their ideal clients.