Are You Local?

Some of my favorite things: eavesdropping and asking strangers if they are locals

My new favorite thing lately is to ask strangers if they’re local. Let me be clear, though, lest you think I’m doing this to make them feel unwelcome as some kind of NIMBY (Not In My Back Yard) bullshit:

This question acts as more of a friendly icebreaker when I’m out at my favorite restaurants in the Santa Ynez Valley or even when I’m visiting somewhere new (where I am the interloper). It’s an easy, low-stakes way to connect with fellow diners, and I’ve been surprised by how often these tiny interactions lead to really useful marketing insights.

The “oooo” look on Shannon’s face is exactly what I look like when scoping out what other people are drinking and eating. ©Heather Daenitz of Craft & Cluster for Visit the Santa Ynez Valley

Are You Local?

Last year, I was eating at Bell's Los Alamos (as one does) when I made eye contact with a dog sitting under a table. As the dog and his humans were leaving, I asked if I could boop the dog’s snoot and, in the process, casually asked, "Are you local or visiting?"

They told me they weren’t from the area but had been visiting the Santa Ynez Valley so frequently over the years that they felt like locals. They told me which wineries they were wine club members at and what they loved most about visiting. It was a short conversation, but I walked away with a spring in my step (petting cute dogs does that to me) and a few phrases that later made their way into some social media posts for my clients.

Beyond giving this gregarious gal some much-needed social interaction, this question also gives me an opportunity to give them some recommendations if they aren’t from the area or to learn about the hot local spots if they are.

It’s a pretty rich conversation starter!

What Are They Drinking?

Something I’ve also loved doing lately, because I’m a nosy bitch, is eavesdropping on what my neighboring tables are ordering to drink.

I’m curious if they’re ordering by the glass or by the bottle, if they're focusing on white, red, or rosé, and if they’re looking for a local wine or something from abroad.

I also pay attention to what wines the server recommends and what people are getting excited about.

These little moments are so fascinating.

They give me insight into what consumers are seeking out in real time, in the wild, if you will. I sometimes pass that info along to my clients when we’re planning which wines to feature on social, which to prioritize for DTC campaigns, or which wines might be smart to push with their distributors.

Why It Works

This is far from scientific, but it keeps me rooted in what real people care about. I think as wine professionals, we get so lost in the weeds when we’re making our wine that we forget how the other side experiences it.

I want to know how non-wine industry folk talk about wine, what experiences stick with them, and what language they use to describe the places they’ve visted.

If you work in wine, or in any community-based industry, it helps to stay a little curious. Listen more than you talk. Ask questions. Be the kind of person who wants to understand how your guests and customers experience your brand out in the world.

Stay Curious, Friends

If you’re a winery, think of your tasting room, wine club dinners, and restaurant partnerships as opportunities to gather this kind of intel. You don’t have to ask every single person you meet for a testimonial, but staying tuned in can help you market better and build stronger relationships with your people.

And if you ever see me in the wild, there’s a very good chance I’m scoping out what you ordered.

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