StartUp Ladies™

Welcome StartUp Ladies, future entrepreneurs and business owners. I have a very special guest for this post. She is Kim Stare Wallace, Vice-President of Dry Creek Vineyard; which is a family owned vineyard. This interview with Kim will focus more on being a part of a family owned business as opposed to the vineyard business itself. Okay, let’s get started!

Camilla: Please tell us a bit about yourself, your business and the different roles/positions you’ve held at Dry Creek.

Kim: My parents started the winery when I was 9 years old so I pretty much grew up in the wine business. As a teenager and young adult I swore I’d never work for the winery…I had spent far too much time around the place as a youngster. (And, it didn’t seem the least bit interesting or exciting to me!) So, I pursued a career in fashion, with an emphasis in design. I loved my work but hated the garment industry. And, I wasn’t a city gal, so opportunities were limited here in Sonoma County.

Eventually, I was lured back to the family business by my father who desperately needed help on the sales and marketing side of things. That was approx. 25 years ago. Today, I co-operate the business with my husband and wear a variety of hats, from vice president, and director of marketing to mother, daughter, and wife. Basically, I’m the glue that keeps the whole thing going!

(Kim at the Groundbreaking Ceremony in 1972)

Camilla: Does Dry Creek Vineyard have a business plan and did your father have one before starting the vineyard?

Kim: I just came across my father’s original business plan from 1972 and was quite impressed. It covered the kinds of wines he wanted to produce, where and how they would be sold, at what price points, where the financing would come from, etc. (Remember back then, growing grapes and making wine was a novelty in California.) Today our business plan is focused on specific production, sales and financial goals as well as overall positioning and branding strategies so that we can survive against the enormous competition out there. We have 3 and 5 year projections that we are continually re-evaluating and adjusting as necessary.

(Kim’s Dad, Dave, Shoveling Grapes During 1st Harvest)

Camilla: What books/music/movies/quotes inspired you and/or still inspire you? What is your favorite and why?

Kim: Wow, that’s a toughie. I love all types of music (except rap-ugh!) and am a former rocker as well as mo-town and blues fiend. I love Cheryl Crow, Tom Petty, Lynard Skynard, Bad Company–basically all those guys that remind me of the “good old days” i.e., pre-mortgage, pre-kids, pre-responsibilities! As for books, I love a good novel–just finished The Kite Runner and loved it. Also, Kabul Beauty School which was a fascinating look at women’s lives in post-war Afghanistan. But mostly I read magazines, from wine and business related to home, interior design, fashion, etc. I always have a pile on my nightstand and get lots of ideas and inspiration that help me in my job. And, my favorite quote by far is: “There’s no way out, but through!”

Camilla: Can you give us an example of making an amazing connection that has propelled your business?

Kim: I’m drawing a blank here. In the wine business, you meet tons of people all the time. I’ve met politicians, movie stars, and plenty of fascinating and inspiring people over the years, and I suppose they have all contributed to my body of knowledge and vision for our company. But I can’t think of one person in particular who has propelled our business per se. Oh– other than wine critic Jim Laube of the Wine Spectator, who was the one who insisted I start a blog after he heard the story of our winery.

Camilla: Were you involved with the process that led to the name of the vineyard and the logo; and, if not, do you know how your father decided on the name and logo?

Kim: I had nothing to do with the naming of the business. Dad gets all the credit. Obviously our location dictated the name and I believe it was one of the smartest things he could have done as today, the Dry Creek Valley is known in wine circles as one of the premier grape growing regions of California, and being the region’s namesake winery, is a real benefit for us. As for the logo and sailing imagery on our labels, those have been my responsibility since I joined the company 20 plus years ago. They reflect my vision for the company and our family’s passion for sailing. And, they add a touch of irony for a winery called Dry Creek!

Camilla: What has been your biggest hurdle?

Kim: Well, anyone in a family business understands that the very nature of a family business can be a hurdle. There are issues with boundaries, (usually none!) egos, emotions, expectations of family members that you’d never have with employees, etc. That being said, we’ve managed to work through a lot of “stuff”–but it takes a huge commitment and a lot of love. One way we’ve worked through this is by forming a professional Board of Directors that includes non-family members. This occurred in conjunction with my father’s retirement a couple of years ago. It helps provide us with a fresh perspective and holds us all accountable to the highest standards and actions.

Camilla: What’s your favorite part of a typical day?

Kim: The minute I crawl in bed! Isn’t that just awful?! Seriously, this is the one time that I truly unwind and feel a sense of peace. The rest of the time, I’m juggling a million priorities and just trying to stay on top of it all. I’m sure all the working moms reading this can totally relate.

Camilla: What’s the least glamorous thing you do regularly in the line of duty?

Kim: Playing phone tag! I’m rarely in one place for long and find that I waste a lot of time trying to return phone calls (emails too) because I was tied up in meetings, or whatever. (I love to communicate, but feel hopelessly guilty if I don’t respond promptly!) After that, I’d say calling on accounts and trying to sell our wines into high-end restaurants and wine shops. This is always a humbling experience. If anyone out there fancies the idea of starting a winery, just go on a distributor “work with” before you do anything…talk about a reality check!

Camilla: What makes for a good salesperson of Dry Creek wines?

Kim: Someone who is passionate has the gift of gab and loves our wines. Anyone interested?!

Camilla: If you could go back in time and do one thing differently in your business, what would it be?

Kim: Hired our own sales force and taken modest price increases when the market (and economy) could bear it–before the tremendous increase in new brands and labels from all over the world. We’ve always offered superb value for the quality of our wines. While that’s a good thing, we also pigeon holed ourselves into a price category that wasn’t as prestigious or profitable as the quality of our wines warranted. It’s frustrating when our wines regularly beat out much higher priced competition in blind tastings. We’ve been in the process of re-positioning the winery these last five years but it takes a very long time to develop a luxury image in the wine business.

(200 acres of estate owned vineyards)

Camilla: Who gives you the best advice about your business?

Kim: My husband, my staff, our board, and numerous trusted advisors. (I generally avoid talking business with friends, especially since so many have wineries of their own.)

Camilla: What group or organization are you a member of that has been the most beneficial?

Kim: I was on “board overload” so I’ve dropped off most, I’m sorry to say!

Camilla: How do you incorporate doing good for the community and conducting business?

Kim: Because my husband and I have school age kids, we are quite involved in local sports youth programs and frequently support them through coaching, participating in fundraisers, donating wine, etc. We also host events, donate money, time, etc. to a variety of local charities/initiatives. Ones that I’m most proud of are helping keep our local hospital in business and developing the Wine Business Education program at Sonoma State Univerity. I was on the steering panel and very involved until they got their endowment program in place.

Camilla: What strategies or thoughts do you use when you are having a bad day?

Kim: Each day I ask myself what my intention is. I try very hard to be clear with myself on what I want the focus to be for that day. Sometimes it’s to be motivating and inspirational to staff, sometimes it’s to get something unpleasant completed, sometimes it’s simply to keep all the balls in the air without letting anything slip through the cracks–each day it’s different.

Camilla: Since this is a family owned business; where do you turn for support and/or encouragement?

Kim: We’ve been fortunate to work with a number of great counselors, business consultants, attorneys, tax advisors, etc. It’s imperative in a family business that you have a group of people to turn to that can help solve problems, assist with planning and advise on delicate subjects that arise.

Camilla: What tips/suggestions do you have for other entrepreneurs considering starting a family run business or who are already involved in one?

Kim: Well, definitely the development of a professional Board of Directors. I really can’t say enough about this. Make sure that they aren’t just your friends–you want objective professionals who will tell you what they REALLY think, not what they think you want to hear. And, find people who add value. For example, if finances are your weakness, make sure you have a strong financial person on your board so that collectively, you have access to the best and brightest wisdom available.

And, have a clearly defined succession plan, when the time is right. Each family member needs to earn their keep and provide professional value to the organization. There can be no nepotism. But, once the kids have proven themselves, establish clear goals and objectives and let them fly. And, understand that everyone has a different style and approach to their work. As long as the results are there, who cares if someone didn’t do it exactly like you did?

Camilla: What is the hardest lesson you’ve had to learn?

Kim: To keep my mouth shut!

Camilla: Which decision in your life took the most courage?

Kim: To stick it out, through thick and thin. This applies to my business, to my marriage (pushing 26 years now!) and the vision I have for the winery.

Camilla: What entrepreneur do you most admire?

Kim: Bill Gates without a doubt. He changed the world.

Camilla: If you could sit down and have a glass of wine with anyone on the planet, who would it be and why?

Kim: Right now I’d like to sit down with all the presidential candidates and find out what really makes them tick. After that, I’d like to have a drink with Oprah. George Clooney wouldn’t be bad either.

Thanks Kim so much for your time! It is clear that Kim uses the Power of Persistence on a daily basis in her role as a business owner, mom, daughter and wife! I can’t wait to see Dry Creek Vineyard in person and to thank Kim in person for her time.

Dave Stare, Don Wallace and Kim Stare Wallace

Dry Creek Vineyard

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