For wineries and tasting rooms, connecting with your local community is just as important as attracting visitors from afar. A well-designed “locals-only” promotion can boost early ticket sales, increase engagement, and strengthen relationships with nearby wine enthusiasts. Here’s how to create a successful locals campaign, inspired by Sonoma County Wine Trail events.
Goal
The primary goal of a locals campaign is to increase early ticket sales and local engagement by offering exclusive incentives to residents. For example, a popular regional wine trail event could offer Sonoma County residents a special discount, encouraging them to visit tasting rooms during a set weekend, month or season.
Promotion Concept
Name Ideas
A catchy name helps locals immediately identify that this promotion is for them. Some examples:
- “Sip Local Sonoma Special”
- “Neighbors of the Sonoma County Wine Trail”
- “Sonoma Locals Week”
- “Love Where You Live” Discount
Tagline Example
“Sonoma County residents — this one’s for you! Celebrate our incredible wine community with exclusive savings on Sonoma County Wine Trail tickets.”
Discount Offer
- 20% off regular ticket price
- Available for a limited time, such as two weeks before general sales or two weeks after launch
- Limit: 2–4 tickets per resident to maintain fairness
Eligibility & Verification
To ensure the promotion truly benefits locals, verification should be simple but effective:
Promo Code Method
- Residents enter a code like
SONOMALOCAL at checkout - They must also enter a valid Sonoma County ZIP code at checkout
- Staff spot-checks for qualified orders
Optional On-site Verification
- Require showing a Sonoma County ID at check-in, reinforcing community trust and authenticity
Suggested Timeline
- Pre-launch (1 week prior): Email announcement to local wineries, tourism boards, and Chambers of Commerce
- Launch Window: 10–14 days before tickets go public, or two weeks during general sale
- Reminder: Send one final message 48 hours before the discount ends (“Last chance, locals!”)
Marketing Channels
- Direct Email
- Target Sonoma County subscribers from your CRM
- Example subject line: “Hey Sonoma — your exclusive Sonoma County Wine Trail invite (with a local discount!) 🍷”
- Social Media
- Use geofenced ads on Facebook and Instagram targeting Sonoma County ZIP codes
- Encourage sharing with friends: “Tag your local wine buddy!”
- Use hashtags: #WineRoad, #SonomaLocal, #SipSonoma, #SonomaStrong
- Partner Promotion
- Collaborate with local wineries, tasting rooms, hotels, and tourism organizations to share the promotion
- Local radio spots or Chamber newsletters can amplify reach
- PR Angle
- Position the campaign as a “locals appreciation offer”
- Include quotes from leadership expressing gratitude to the community
Measurement
Track key metrics to evaluate the campaign’s success:
- Promo code redemptions
- ZIP code data on ticket buyers
- Conversion rate from local email campaigns
- Incremental increase in local attendance year-over-year
Optional Add-ons
- Locals Lounge or Badge: Provide a small perk for locals, like a “Sonoma Local” sticker or badge
- Photo Wall: Set up a “Proud Sonoma Local” backdrop for social media shares, generating buzz
Key Takeaways
A successful locals campaign is more than just a discount — it’s about building community loyalty, creating excitement, and celebrating your local supporters. By carefully planning your offer, verifying eligibility, and promoting it through multiple channels, tasting rooms can attract local visitors while reinforcing their role as a vital part of the wine community.
