For nearly four years, a unique and successful business model has sat quietly in downtown Vancouver even while the area’s growing wine country receives quite a bit of press.
Cellar 55 Premium Wine Storage and Cellar 55 Tasting Room are actually two separate businesses run by the same tireless owner, Michelle Brinning. Brinning purchased the existing wine storage company with the intention of employing her skillset to help it grow.
“When I was introduced to Cellar 55, I realized the previous owners had done a great job renovating an old building, but weren’t wine drinkers. The recession hit pretty much when the doors opened in 2006,” Brinning said.
A strong sales and marketing background from over a decade selling medical devices throughout the Northwest gave Brinning the foundation she needed for the challenge ahead. Her developing passion for wine was the catalyst to seeking out an entrepreneurial opportunity. On trips to Eastern Washington, she began to devote every spare moment to visiting wineries and talking with winemakers throughout the Yakima and Walla Walla AVAs (American Viticultural Area).
The concept of the wine storage is straight forward. Approximately 8,500 square feet of space is kept at the optimal environment for fine wines – 55 degrees and 70 percent humidity. Units are available to store as little as nine cases (at an affordable $25 a month) or as large as a walk-in room – with the capacity to store a 10,000-bottle collection. When Brinning took over Cellar 55, the occupancy rate was at an anemic 11 percent. Today that number ranges from 70-75 percent.
Brinning attributes a couple factors to that growth. Obviously, her marketing experience has played a role, but Cellar 55 also acts as a wine concierge for their customers. Members of wine clubs can have their regular shipments delivered to Cellar 55 where they sign for it, take it to the appropriate locker and notify the customer of its arrival. They accept any size shipment and relocate wines throughout the country for customers moving away or snowbirds who relocate for six months out of the year.
A marked difference was noted when Brinning opened the Cellar 55 Tasting Room in September 2013.
“I can look at the month we opened (the tasting room) and that month had one of the biggest growth months for Cellar 55 and it’s been like that ever since,” Brinning said. “The tasting room provides nice synergy. The two compliment each other really well.”
The tasting room is a cooperative of three distinctly different Eastern Washington wineries, though each has a Clark County connection. David Huse, the owner of Five Star Cellars in Walla Walla, travels to Battle Ground frequently to visit his sister. Brinning feels Five Star produces a consistent line of quality wines that provide a good value and the entire team is focused on the customer instead of mass distribution. Basel Cellars, another Walla Walla winery, is owned by Vancouver residents, Steve and JoMarie Hansen. Not only has Brinning been a huge fan of their wines for years, the Hansens are invested in charitable work within their community, which speaks to Brinning’s heart of service. The newest winery to come on board is VanArnam Vineyards, owned by Ridgefield couple, Kent and Allison VanArnam. This small production winery is located in the Rattlesnake AVA of Yakima Valley and offers a lineup of fruit-driven wines not to be found on local store shelves.
Together, these three wineries share tasting room and marketing while introducing their wines to the Greater Portland and Vancouver Metro Area. Members of these wineries can enjoy the same club discounts at Cellar 55 as they can by making the three-plus hour drive to Eastern Washington.
Brinning’s investment in her community may be the largest key factor in Cellar 55’s year-over-year profits. She is president of the Uptown Village Association, vice chair of the Wine and Food Society of Clark County, member of the Columbia Willamette Enological Society and member of WIN (Women in Networking), to name a few.
Now, nearly four years later, she calculates bottle sales to Oregon residents at about 30 percent; participates in every group marketing event with the Clark County area wineries and has a strong and steady five year vision.
“My goal would be to max out this space and perfect this business model,” Brinning said. “I know of other markets in the Northwest that would be perfect for this concept. My vision would be to have several Cellar 55s in the Northwest.”
Cellar 55 Premium Wine Storage Cellar 55 Tasting Room
1812 Washington St.Vancouver www.cellar55tastingroom.com
www.cellar55degrees.com
