MAKING
F & B
LEMONADE
F & B OPERATIONS ARE REDEFINING AND REINVENTING THEMSELVES IN REAL TIME TO KEEP REVENUE COMING IN .
Contributed by JEANETTE HURT
The Meritage Resort an Spa in Napa Valley , California , created an inviting — and safe — space for guests and locals to hang out with a bottle of wine . “ We ’ ve made it Napa ’ s ‘ beach ,’” says Managing Director David Ryan .
Sometimes , creative solutions to drive F & B revenue and customer engagement come right from customers – if hoteliers are paying attention . All nine tasting rooms and all but one of the restaurants at the 40-acre Meritage Resort and Spa in Napa Valley and its sister resorts were shut down when California went into quarantine . But guests and visitors could still purchase wine , groceries , grab-and-go meals and snacks at the resorts ’ grocery store .
“ Someone would come in and grab a bottle of wine and some chips , and then they would walk out and see this huge lawn and just sit and stay there for an hour or two ,” says David Ryan , managing director . “ Then we saw families , and couples out with their dogs started coming .”
The hotel placed tables with umbrellas on the lawn , and its food truck and ice cream cart , which usually come out only for special events , make appearances every weekend . “ We ’ ve made it Napa ’ s ‘ beach ,’” Ryan says . An outdoor concert series is planned , when the situation allows .
“ No one ’ s ever been through this kind of devastation , and when you come out of the ashes , I think the best thing is to go
July / August 2020 hotelsmag . com 47