Posting Events 3–4 Weeks Out Is the #1 Reason They Don’t Sell Out. Want the Second Reason?

If your winery’s special events aren’t selling out—and you’re publishing them just 3–4 weeks before they happen—this isn’t a demand issue.

It’s a planning issue.

And it’s one that works against you long before the first ticket goes on sale.
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Guests Are Planning Without You

Wine travelers today are not browsing casually. They are planning intentionally, often months in advance, building full itineraries in one or two sessions.

When guests visit CellarPass, they are:

• Choosing travel weekends
• Locking in anchor experiences
• Filling limited time slots quickly

They book what’s visible in that moment.

If your event isn’t published yet, it doesn’t get considered later—it gets replaced.
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The Myth of “They’ll Check Back”

One of the most persistent—and costly—assumptions we hear is:

“People will check back once we post it.”

They don’t.

Once guests finalize their itinerary, they rarely revisit it. By the time an event appears 3–4 weeks out:

• Flights are booked
• Hotels are locked
• Tastings and events are already scheduled

At that point, you’re not competing for planners—you’re hoping someone cancels something else.

That’s not a winning strategy.
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Late Posting Doesn’t Just Hurt Sales—It Creates Guest Frustration

There’s another consequence that often gets overlooked: missed FOMO.

Your most loyal fans—the guests who already love your wines—often discover events too late. They see the listing, get excited, and then realize:

• Their trip is already booked
• Their schedule is full
• They can’t make it work

That disappointment doesn’t create urgency.
It creates frustration.

And frustration doesn’t convert—it erodes goodwill.
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What This Signals About Your Winery (Even If Unintended)

When events are posted last minute, guests don’t just think:

“Oh, that’s too bad.”

They think:

• “This winery plans late.”
• “They don’t seem organized.”
• “I might miss out again.”

Poor event planning—or the perception of it—reflects on:

• Your brand
• Your professionalism
• The credibility of your event and hospitality teams

Even when the event itself is exceptional, late visibility can unintentionally undermine trust.
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The Good News: This Is Incredibly Easy to Fix

Publishing an event on CellarPass does not require everything to be finalized.

It takes just a few minutes:

• Event title
• Date
• Capacity
• Price
• Short description

That’s it.

Details can be refined.
Menus can be updated.
Staffing can be adjusted.

But visibility can’t be retroactively recovered.
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Why Early Publishing Changes Everything

CellarPass booking behavior consistently shows:

• Events published 6+ months in advance are
  2–3x more likely to sell out
• Sell-through rates increase by 35–55%
• Average ticket values are 10–20% higher
• Fewer events require discounts, comps, or last-minute pushes

Early publishing attracts planners—the guests most likely to commit, spend, and show up.
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Other Common Reasons Tasting Room Events Don’t Sell Out

Timing is the biggest factor—but it’s not the only one. When events struggle, we consistently see these additional issues:

1. The Event Isn’t Clearly Different From a Regular Tasting

If guests can’t immediately understand why the event is special, they won’t justify buying a ticket.

Events need to clearly communicate:

• Access
• Exclusivity
• A takeaway guests can’t get any other day

2. Capacity Is Too High

Larger events feel safer—but they’re harder to fill.

Smaller, limited-capacity events:

• Sell faster
• Feel more premium
• Create real urgency

Selling out 24 seats beats half-filling 60 every time.

3. The Event Isn’t Anchored to a Planning Moment

Events sell best when tied to:

• A season (spring release, harvest, holidays)
• A known travel weekend
• A reason to visit now

Random dates without context are harder for guests to plan around.

4. It’s Not Clear Who the Event Is For

Events perform better when guests instantly know:

• “This is for collectors”
• “This is perfect for first-time visitors”
• “This is a food-forward experience”

Clarity increases confidence—and conversion.

5. The Event Competes With Your Own Tastings

If a guest can book a regular tasting the same day for less money, with little perceived difference, many will.

Events must clearly answer:

“Why should I book this instead?”
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Late Posting Makes Every Other Problem Worse

When events are published late:

• Descriptions don’t get refined
• Demand doesn’t have time to build
• Sharing never happens
• Weak positioning isn’t corrected

Early publishing doesn’t just increase visibility—it gives your event time to improve.
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The Simplest, Highest-ROI Change You Can Make

Publishing your 2026 events early:

• Takes minutes
• Costs nothing
• Increases sell-out odds dramatically
• Reduces stress for your team
• Improves guest trust and brand perception

There are very few operational changes with this much upside and this little effort.

Break the habit of posting events 3–4 weeks out.
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Publish early.
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Let guests find you while they’re still planning.

Because once their itinerary is full, even your best event won’t be part of it.

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We're Happy to Assist in Selling Out Your Events

You don’t have to figure this out on your own.

The CellarPass team is happy to:

• Help you publish your event
• Review your listing and provide feedback
• Share tips and best practices that improve sell-through
• Suggest small tweaks that make a big difference

All it takes is a quick meeting and you'll be on the right foot on selling out your events.

A short conversation now can dramatically improve your results later—and help your events reflect the quality and professionalism of your winery.

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