Craig Root: Bio

Craig Root has over 30 years experience working with the public in visitor centers, including twelve years as staff and then manager of the Beaulieu Vineyard tasting room.

As Manager at Beaulieu, he more than doubled the business with many innovations including a very successful direct mail program. The Sacramento Bee and the McClatchy newspaper chain rated his operation as one of the top ten visitor centers in Northern California.

As Manager of Trefethen’s Visitor Center, Craig increased business by over 70% by revitalizing the staff and tours as well as creating another highly profitable direct mail program which grew to 900 members in eight months.

For the last 15 years, Craig has provided successful consulting for tasting rooms all over the United States, Canada, China, and France. He is the only person to teach and lecture on Tasting Room Design and Management at UC Davis. He has also been a regular speaker for the Wine Industry Symposium, the Unified Symposium, and colleges and organizations throughout California and Oregon.

In addition, Craig still works one day per month on the floor at a busy tasting room in order to stay in touch with the public and the work. He is still out there selling wine clubs and giving tours. This experience keeps his seminars fresh and updated.

Craig lives outside of St. Helena with his wife, a professor of Speech and Theatre. He serves as a book advisor for the board of The Napa Valley Wine Library.