When Tough Calls Must Be Made: Cancelling an Event in Challenging Times

There’s nothing easy about deciding to cancel an event—especially one we know so many wineries were counting on. These gatherings aren’t just about pouring wine. They're about shaking hands, telling stories, building loyalty, and most importantly, meeting new guests who may become lifelong fans.

At CellarPass, spent months planning two major passport weekends and recently decided to cancel our second weekend which was our Passport to Sonoma County May 31 - June 1st. Knowing how much our winery partners and ticketholders were looking forward to this event, we found that sales were just not picking up- and we were committed from the beginning of not offering steep discounts just to get butts in seats.

But the reality right now is undeniable: the economy is shifting, and with it, consumer behavior. Wine lovers are tightening their budgets. Some are skipping the tasting trips. Others are skipping wine altogether. The once-reliable surge of summertime travel to wine country is no longer a guarantee. So what’s a platform like CellarPass—built to connect wineries with wine lovers—to do?

First, We Listen.

We’ve heard from both sides. Wineries, eager for new guests and increased traffic, have expressed the critical need for events that drive visitation. Consumers, on the other hand, have made it clear that economic concerns, travel costs, and even changing drinking habits are affecting their decisions.

Second, We Reflect.

Pulling the plug on an event is heartbreaking. We know the preparation that goes into it—staffing up, bottling in time, organizing spaces, designing experiences. And we also know the disappointment that comes when the opportunity to welcome new faces fades away.

But simply pushing forward for the sake of tradition isn’t the answer either.

Third, We Accept That It’s Okay to Fail.

Let’s be honest—this isn’t the first time a big idea didn’t pan out the way we’d hoped, and it won’t be the last. But here’s what we believe: it’s better to try and fall short than to stand still and play it safe. Because progress—real, meaningful progress—comes from testing boundaries, taking risks, and learning from what didn’t work.

We launched the event with the best intentions. We saw an opportunity to rally wine lovers and support the tasting rooms that fuel the soul of wine country. But sometimes, even the best-laid plans don’t align with the reality of what people need right now. And that’s okay.

Failure isn’t final—it’s formative.

It gives us feedback. It forces clarity. And it drives innovation. Every challenge we face is an opportunity to refine our approach and get even more creative in how we connect wineries with the guests they haven’t met yet.

So What’s Next?

At CellarPass, we’re not giving up—we’re small, nimble and ever-evolving. If the model of gathering crowds in one weekend isn’t working right now, then it’s time to explore new ways of engaging.

Here are a few ideas we're working on to help wineries thrive this summer:

• Micro-Event Series – Instead of one large-scale event, we’re exploring smaller, themed single-day events spread over the summer that encourage steady traffic and offer guests more flexibility.
• CellarPass Discovery Days – We're piloting a program to feature specific wine regions and select wineries each week with exclusive perks, limited-time offers, and story-driven content to drive bookings.
• The Return of Spontaneity – We’re doubling down on our #roamfree campaign, reminding travelers that wine country doesn’t have to be about reservations and rigid schedules. Sometimes the best visits are the ones that aren't planned and last-minute.
• Targeted Summer Marketing Campaigns – We’re ramping up outreach to new wine drinkers through content partnerships, social media engagement, and travel influencers to reignite interest in visiting wine country.

We’re in This With You

We believe in wine country. We believe in the magic of walking through a vineyard, glass in hand, while hearing firsthand from the people who made what’s in your glass. We believe in the power of travel to reawaken curiosity and joy.

So while it’s never easy to cancel an event—especially one that matters to so many—we’re not stepping back. We’re stepping sideways, looking for new ways to open doors, spark discovery, and keep the momentum going for the industry we love.

This summer might look different, but CellarPass isn’t going anywhere.

Let’s keep building what’s next, together.

Thanks for listening

- Jonathan Elliman

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