What Role does Music Play?
Music is integral to our brand, and not just because I’ve been a promoter for 25 years of my life, but because there is a deep rooted connection between the music maker and the wine maker, the wine fan and music fan—both music and wine appeals to a sophisticated customer. Music fans also love the rock stars of the wine world. Last year when I visited Ravinia I was blown away that a very high percentage of the beverages being consumed on the lawn during a Swell Season concert was wine. From a pure practical standpoint, we do operate a lemonade stand and part of our job is to get people in front of our stand. In that sense, our programming draws people to our house and sell them the lemonade. In our particular case, we also make a bunch of the lemonade.