Adam S.
Yelp
Just got back from a Sinegal visit and I'm a bit disappointed.
I've been coming to Sinegal since they opened. In fact, the first time I visited, the walls of the primary tasting room were still not fully decorated. The wines are amazing. There's no doubt about that. And the facilities are equally impressive. However, in the past 3ish years, the personal touch, the "ritz-carlton" level of hospitality has almost completely faded. I know that David and Jim are retail experts (costco...) but I think they've lost sight of the value of investing in customers to then create even better, higher-value customers (club members).
Here's a few examples of what I mean: I used to call them up and I'd be greeted by a friendly voice and we'd chat for a minute about what's been going on at the winery, how the wines are turning out, etc. etc. Then she'd ask for my tasting visit expectations and bing bang boom, I'd show up (always bringing guests) and have a truly luxurious and unique experience. Friendly, casual, personal. Now, the phone conversation is completely transactional, almost with a "can't be bothered" attitude.
It's become more like the rest of the mid-tier experiences in the valley though these days. Tastings are now $100 per person, visits much more regimented (process = efficiencies says the costco gods), you have to use their website to book appointments, tasting host practically sits over your shoulder watching you taste ever last drop and keeps a watchful eye in case you decide to wander about the different areas of the property, it's just really gone away from the unique experience it used to offer. I think that's partially due to some staff turn over, none of the originally hospitality folks are there anymore. Or maybe they can't help themselves in trying to monetize every aspect of their new venture. It used to feel like a passion project, and now it has a certain commercialized tone about it... again, maybe the costco guys just can't help themselves.
The thing the hospitality staff is missing is that your best customers are going to be your club members but it's difficult to entice a visitor to become a club member if they visit isn't truly something special from the rest of the valley - there's just too many wonderful places with wonderful wines. Out of the 16 visitors I've brought to Sinegal, only the first 4 became members - that's when the experience was truly elevated. The rest of my friends and family have lefts saying "great wine, cool place, but I'd rather be a member at XYZ..." That says to me that the initial upfront investment in creating new members isn't as strong or effective as it used to be.
I'll go back of course, and I am sure, but my most recent visit sort of confirmed what I was afraid was starting to happen.