Burgeoning Bodega

Submitted by Middle Bay Country Club

by C&RB Staff (editor@clubandresortbusiness.com)
August 2007

To generate interest in Middle Bay Country Club’s start-up wine program, General Manager Frank Benzakour (and winner of the 2006 Excellence in Club Management “Rising Star” Award), had a pair of temperature-controlled mahogany and glass wine cabinets built where everyone could see them—in a hallway that had been devoted to public telephones. Each holds 1,000 bottles. Benzakour, a certified sommelier, created 34 rental cubicles for members’ own collections. All were reserved immediately and more will be added soon.

Benzakour makes recommendations, purchases their wines, generates a private list, and serves them without charging a corkage fee. He’s also begun leading wine seminars and hosting monthly wine dinners. His list, a finalist for a Wine Enthusiast’s Club Award, is heavy on American labels.

“People don’t want to look foolish when ordering. The names of these vintages, which are all very, very good, are easier to pronounce,” Benzakour explains, “and that’s less intimidating for non-savvy drinkers.”

Six by-the-glass offerings change weekly, and the caliber has improved, with the average price now at $11, up $5 from a year ago. Benzakour puts the week’s unfinished bottles on the buffet for the Club’s Wednesday “play and stay” golf and dinner promotion. It helps turn inventory and introduces members to new and better wines, making it more likely they’ll order them in the dining room.

“I’ve created a wine culture where there was none. As a result, wine sales are up 45 percent in the last six months from the previous six.”

Submitted by Laura Taxel, Contributing Editor

Read more about wine programs at a variety of clubs and resorts in the September issue of Club & Resort Business later this month.

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