The Sterling Vineyards winery identified a unique opportunity to revamp the presentation of its facility to its 250,000 annual wine tour visitors. Broadly referred to by visitors as simply "the winery with the tram," the ambience and general condition of the facility had not kept pace with the dramatic upward evolution of Sterling's semi-premium wine brand positioning, and the site had not stayed current with ADA accessibility regulations.

A comprehensive evaluation of the self-guided wine tour route was undertaken to understand the key features and attributes of the facility and wine-making process, the challenges associated with managing the volume of visitors at peak times, how to cost-effectively comply with current accessibility requirements, and of course how to deliver an experience that was in synch with the stature of the product.

The solution was a far-reaching undertaking that capitalized on the unique setting of the property, brought out the innate quality of the architecture, educated visitors in entertaining way, and maximized the sale of take away wine, wine accessories, soft goods and memorabilia.

The work included a complete brand-centric wine tour exhibition sign system, interior design of wine tasting rooms and lounge areas, the design of multiple exterior plazas and decks, and the design and merchandising of key retail areas at the tram base and hospitality center at the summit.