I am Steve Lutz, a small vineyard owner, a skilled marketing professional, a revenue builder and a person passionate about Oregon wine. I have been a part of winery administration for 13 years and have owned and managed two separate businesses for a combined ten years. I understand Oregon wine because I grow it, market it, manage it and consume it. I have extensive experience in winery direct sales, administering winery operations, marketing and hospitality management.
Most recently, I was part of a three person management team as Vice President of Marketing at Anne Amie Vineyards. I managed the winery’s financial statements and was responsible for strategic planning for much of my tenure. I established the winery’s direct sales program, increasing revenue by 300% during my stay. As part of the winery’s direct sales program I created a successful wine club, event program and e-commerce capable web site. I coordinated the marketing for two brands and was instrumental in formulating and coordinating marketing for an additional upcoming brand.
Prior to Anne Amie, I managed direct sales at Merryvale Vineyards in Napa Valley. I created the “Profile Club” at Merryvale as well as a unique Component Seminar on Saturday mornings, still a winery main attraction. I boosted wine sales at special events by nearly 40% and grew tasting room sales 15% annually.
Before Merryvale, I worked for Tim Mondavi at Vichon Winery. I managed the tasting room and all aspects of event production. I also helped manage the Inglenook Napa Valley hospitality department and started my career in wine working crush at Beringer Vineyards and in the hospitality department at Franciscan Winery.
In 1992, I started a unique gourmet pizza restaurant in Santa Rosa, California and am currently co-owner of Lenné Estate, a 15 acre vineyard and wine brand in Yamhill County.
Click here to see my resume in detail.
