Creative Solutions for Hospitality
Parker Sanpei provides public relations and marketing services for hotels, resorts and other hospitality-related companies. Our programs are creatively customized to meet your goals.
Allegretto Vineyard Resort: Paso Robles Wine Country's First Destination Resort
Challenge: The burgeoning wine region of Paso Robles was elevating its profile in the industry and becoming an increasingly popular travel destination as a result. While the area offered hundreds of wineries and tasting rooms, from appointment-only boutique to international brands, the city lacked a destination resort. Ayres Hotels committed to creating a haven in the vineyards, and while the brand had a proven track record in Southern California, Paso Robles presented unique challenges. Allegretto Vineyard Resort, a European-inspired escape, was a departure from the traditional Ayres model and located in a town that was not viewed as a luxury destination.
Solution: Parker Sanpei developed an in-depth, comprehensive Communication Platform for the resort as a whole, as well as individual platforms for Cello Ristorante & Bar, Spa Allegretto, Events & Catering, Arts & Artifacts, and the Grounds & Gardens. These resources are relied upon for consistent messaging and aid both management and staff in ensuring that the brand is always presented accurately to media, trade and guests.
Key to the success of Allegretto Vineyard Resort was gaining recognition among the affluent wine community for the property as the only destination resort in Paso Robles. Parker Sanpei developed and executed a comprehensive media strategy that identified and invited key gatekeepers to the property for hosted visits and tours of the property, in addition to curated itineraries experiencing the region as a whole. Personalized pitches focusing on everything from wedding venues to the on-site restaurant and boutique spa created a constant stream of interested media visiting the property and providing coverage.
Result: During the initial 18 months of effort from Parker Sanpei, Allegretto Vineyard Resort garnered more than 159 million impressions. In hosting more than 85 journalists, Parker Sanpei was able to secure coverage in such high profile publications as Forbes, Caviar Affair, Mercury News, Haute Living, Orbitz, The Daily Meal, Bloomberg Business, Diablo, Thrillist, Huff Post, and USA Today, as well as wine-focused outlets including The Tasting Panel, Wine Business Monthly and Wine Tourist Magazine.