
That’s how Thomas Buck’s passion for the wine industry was ignited more than 20 years ago. The Beau Wine Tours president, then a recent grad of Sonoma State, was looking to pay down some student loan debt by moonlighting part time for a transportation company that specialized in wine tours. He never envisioned that a side hustle would bloom into a lifelong pursuit ... but more on that later.
“I came into this industry like many other operators: indirectly and not on purpose,” jokes Buck. “That job as a chauffeur took me to many of the area’s wineries and I really became fascinated by the process behind it. I made a lot of connections and friends, and I just fell in love with the wine industry itself. I threw myself into learning everything could about it, but before then, I would have hesitated to tell you the difference between a Chardonnay or a Merlot.”

But Buck, still bitten by the wine bug, knew that there was gold in those hills—and it wasn’t just the Pinot.
Wine Country as a destination has been rising steadily since the ’70s, and at the time there was only a handful of transportation companies that were entrenched in building relationships with the local wineries. Although it’s not far from San Francisco, Wine Country is largely pastoral: Understanding the strengths and preferences of the different properties, as well as their limitations regarding group size and scope, were niche skills that not many transportation operations possessed. Buck had the connections, and it wasn’t long before he and his buddy were transforming Beau into a full-fledged tour business rather than strictly catering to corporate.
“I found that, with the exception of a few, most transportation companies were trying to be in five different lanes at once and nobody was good at any of them,” he says about his multiservice competitors of the time that are long out of business. “That’s when we made the transition exclusively to wine tours.” In the late ’90s, after a rebranding process began, the company re-emerged as Beau Wine Tours. In the following years, Buck bought out his friend’s share of the company, became the sole owner, and moved the headquarters to Sonoma County in the early 2000s.
"Where I was once knocking on their doors, I find that wineries are now knocking on ours because of our reputation. They appreciate that we respect their business." — Thomas Buck

“Our concierge spends an average of 15-20 minutes on the phone with a customer to book a high-quality, custom wine tour—it’s not a two-minute reservation,” Buck says.
Christina Zanone, director of affiliate relations and Buck’s right-hand person for the past 10 years, oversees the sales and concierge teams. She explains more about the high-touch, white-glove concierge services that are rather different than traditional chauffeured transportation models: “Our services are very customized, so on that first sales call we just want to assess the comfort level of the client. We have many first-time visitors who know little about wine to those who have been here multiple times and are looking for something off the beaten path. If we’re going to pair wineries to their criteria, we want to do so with the knowledge that these wineries complement the clients’ pricing, their palates, and type of atmosphere they are looking for.”

Zanone adds that Beau’s team will strive to add variety to the tour, spicing it up with a mix of properties that offer intimate wine-tasting experiences, or have spectacular views, or even those that have a comfortable family vibe. But it’s not all wine: She and her team also consider dining options based on their clients’ preferences, budget, appetites, and length of the tour.
A decade ago, Buck started his shift toward additional sales channels, confident that his operation could handle these new service areas well. By far, wine and tourism are the biggest drivers in the Napa economy, but visitors also seek the valley for its serenity and natural beauty. Art galleries, culinary classes and a plethora of farm-to-table dining experiences, wellness resorts, leisurely bike rides through unique towns, and hot air balloon rides bookend trips to wine cellars and caves. If tourists tire of all that wine—is that possible?—there are breweries to balance out their palate. Executive retreats and meetings are also a popular option. While tourism generated $2.2B in Napa Valley in 2018—up from $1.4B six years earlier—it can be seasonal. The busiest time is September and October, known locally as crush season because it’s when the grapes are harvested, but it does slow down in the winter months.

The advantageous location of the Beau office in Sonoma places it only 30 minutes from the major properties in Napa, but also an hour from San Francisco on a good traffic day. Using his fleet of 65—which is primarily made up of buses, vans, Sprinters, sedans, SUVs and now trolleys—and chauffeur team of more than 70, Buck started courting more group work, partnerships with DMCs, and roadshows, as well as point-to-point transfers and employee shuttles. Typical groups range between 20 and 40 people, although Beau has handled those as large as several hundred. The area also has a fair amount of retail work, including weddings and nights on the town, although Beau has seen some decline as TNCs moved into their market. Attracting corporate customers was a return to Beau’s roots.
More importantly, Buck hired Zanone, who was tasked with growing their in-bound affiliate work in earnest and now oversees global affiliate relationships as well as the Beau sales and concierge teams. In many ways, he was bucking (ahem, no pun intended) the industry trend that’s been happening for the past decade: While a healthy faction of his corporate transportation counterparts were seeking to capture more tour work with their newly added buses and coaches, Beau was already a solid tour company hoping to secure more corporate and affiliate runs. Together with his longtime team that includes Operations Manager Nick Rozoff and Director of Group Sales & Events Rose Kapsner, who has expanded B2B and DMC work, Beau has found its new stride.
Buck was also pleasantly surprised to learn that the company’s good reputation as a trusted affiliate has contributed to inbound work becoming about five percent of their overall business ... and is continuing to rise.

Zanone, like Buck, didn’t start out in hospitality, but has become equally passionate about representing her market and her company. After zigging from a degree in interior design and zagging from a career she was building with a high-end grocer, she accidentally discovered a calling. “I absolutely love this company and what I do and I can’t imagine not being where I am,” she says. “My time here has allowed me to appreciate my life and grow into something that I truly believe in.”
She has already become a seasoned veteran of industry events, but she recalls her first show in 2014. “It was an eye-opening experience,” she says. “We had a very different model than other transportation providers, but I’ve met so many great people whom I have learned from and whom I know I can ask if I have questions. Now we have a really good system in place, including technology that not only helps our dispatchers and chauffeurs but also greatly benefits our clients and passengers.”
The knowledge has been reciprocated: Buck is currently on the Greater California Livery Association’s Board of Directors, which had a phenomenal 2019 as the association was instrumental in fighting for the passage of AB5, a bill that is aimed to prevent the misclassification of employees and independent contractors. For the past few years, Buck has also been a member of Spinning Wheels, a group composed of owners and general managers that is facilitated by Arthur and Kathy Messina of Driving Results. In December, Buck welcomed the group into his headquarters for an up close and personal look at every department of his operation.
“I found that the [Spinning Wheels] group wasn’t necessarily surprised by how well we operate, but they had a lot of questions about how to start tapping into retail opportunities in their own areas. I don’t think they realized how multifaceted we are, and how much we can do,” says Zanone. She adds, “Many operators see these sporting events or great resorts in their area and they want to know how to get started. When I was a NextGen mentor at last year’s CD/NLA Show that was a big part of the discussion.”

Very few parts of the country are immune to forces of nature, so Beau has learned to be nimble and react in emergency situations. The recent rolling power outages driven by California’s largest utility company, PG&E, was a massive headache not only for Beau but for an entire region already battered by a sensationalized national narrative that every wildfire led to utter destruction. With as little as 24-hours’ notice, the utility effectively crippled hundreds, if not thousands of businesses for several days during its most lucrative season this past October, leading to the cancellation of many longstanding reservations. In a political battle still being waged in media headlines between now-bankrupt PG&E and furious local and state government officials, Buck’s frustration is palpable.
“We are literally facing a national story that just won’t stop,” he says. “The fires in 2017 were serious, but people are constantly asking about it. We have to assure them that the fires only burned for a few days and they were nowhere near us. It’s rainy, green, and gorgeous everywhere I look around me, but that’s not the public’s perception. But then having the power shut off and turning people away three times in one month during our busy season—it’s been frustrating. It’s not just Northern California, obviously. Southern California has been affected by these national stories and outages.” The message: Wine Country is open for business.
"Many of the boutique wineries won’t accept visitors who arrive via TNC, first because they haven’t been vetted by the winery, but second because it can be so difficult for them to get a pickup from a taxi or a TNC.” — Thomas Buck“The 2017 fires really set the tone because anytime there’s a fire in the news, we’re getting calls asking, ‘You’re not affected by that, are you?’ That never happened before,” says Zanone. “When they arrive, they’re surprised when they don’t see smoke or a single singed area because that’s what they expected based on the coverage.”

Technology allows companies to operate from most anywhere so Beau was temporarily relocated to Zanone’s home because she lives on a grid that also powers a medical center, which means that the electricity can’t be shut off to that area. Buck reports that each challenge makes his office team of 14 even more effective at crisis management and able to work through any scenario.
TNCs have impacted Beau significantly less than other services based in larger cities simply because, well, the driver pool isn’t as readily available in those more remote areas on a 24/7 basis. Although they have taken a bite out of Beau’s retail work closer to San Francisco, tour transportation has remained stable.
“Many of the boutique wineries won’t accept visitors who arrive via TNC, first because they haven’t been vetted by the winery, but second because it can be so difficult for them to get a pickup from a taxi or a TNC. Where I was once knocking on their doors, I find that wineries are now knocking on ours because of our reputation,” Buck says. “They appreciate that we respect their business.”

Buck says that it was always a dream to make his own wine and have his own label one day, but it wasn’t until he actually got serious about the idea back in 2012 that he discovered how solid his relationships with growers were.
“I was surprised not only by how willing vintners were to sell me fruit, but to sell me some of their best fruit, based on our relationships and the knowledge they had of me and my company,” he says. “I love wine; it’s a large part of why I built a career in this industry. One thing led to another, and what started as a small hobby has become a full second job for me.”
Buck began working with renowned winemaker and consultant Julien Fayard, who studied at some of the best houses in Bordeaux and is from a long line of master winemakers. Fayard has been called “the wine whisperer to watch” by the Robb Report, and he has worked with some of the most celebrated labels in Napa Valley.

It’s obvious he’s having a lot of fun with his high-end Cabernet that he describes as “refined yet decadent, well-structured and balanced, with a touch of hedonism.” Buck clearly enjoys both of his businesses, but he’s most at home when entertaining guests and regaling them with interesting tidbits about his wine and the winemaking process—including quite a few of his fellow operators.
“When I first got started I didn’t realize how many wine enthusiasts there were in this industry, but now many operators are actually customers,” he says. “I can’t tell you how much I appreciate their support. I’ll often take them to dinner and we’ll have some wine when I travel to shows because it’s such an honor to share both sides of my business with them.” [CD0220]