The roller coaster continues, with many breweries, wineries and distilleries opening briefly only to be closed again before the Fourth. Think owners are confused? Imagine friends and followers of your business who just got comfortable with a new schedule, patio seating and procedures – their heads are spinning right now.
In our last email we discussed being sensitive to the communication needs of remote customers still hesitant to gather. With coronavirus cases spiking in some states, maintaining the right balance of on-site activities (where allowed) and virtual content is even more important. A client recently asked us to post their “COVID-19 Procedures” document on the website and we quickly realized very few craft beverage brands have such a page.
Why is that? We know brands were relying on email to do the heavy lifting with templated coronavirus guidelines early on. Then many turned to social channels for day-to-day updates to hours, availability and procedures. So…what about now? Where does a new consumer go to know what to expect when trying to visit your tasting room this week? We recommend you add real value to a COVID-19 page on your website and we’ll give you the template to start.
 | How does a COVID-19 page on your website make you more discoverable? |
Customers will visit the tasting rooms that match their current level of comfort around social gathering. You want to make it as easy as possible for them to say Yes! to choosing yours. Posting a page on your website gives them confidence that important safety precautions are being met AND they will still enjoy themselves:
This isn’t intended to be a replacement for social posts and emails. Quite the opposite. It’s your long-form opportunity to spell out exactly what you’re doing to make customers feel safe. And it serves as the single source for up-to-the-minute information when fans and followers want to know more. Without making them dig through social posts.
link to your social accounts
We know it’s important to share photos of safety precautions in practice with guests. So let’s start your page with a brief introduction followed by your social feed:
COVID-19: Your safety matters to us
During the coronavirus pandemic, the team at Your Brand is doing everything possible to comply with state and local guidelines for operating a tasting room and promoting the safety of our guests. On this page you will find links to social channels; our current hours and operating procedures; and a contact form for addressing any concerns. Thanks for your continued support of our craft beverage business!
Include a horizontal view of your social feed after the introduction, with links to your accounts:
Social Distancing in Practice in the Tasting Room
[Social Feed: we like SmashBalloon for WordPress]
Consider posting photos of team members and guests wearing masks; bands and entertainers; food trucks; line, table and seat spacing; drinkware and/or plated food; and other normal interactions. These natural, not staged, moments between team and guests will help visitors see themselves enjoying an evening at your tasting room.
outline safety precautions
Icons have been proven to help quickly communicate a complicated message. The team at Market Your Craft curated the following icons to accompany sample text explaining your current COVID-19 procedures. These icons are all free to use so long as you attribute the designer from www.flaticon.com. Steal any or all of this to help develop your own statement of procedures:
| Icon | Category | Sample Update to Procedures |
 |
Heath Issues | If you are experiencing sickness or believe you are at high risk for infection, we kindly ask you to take a raincheck on your visit to the tasting room. This is for your safety as well as that of other patrons and our team. |
 |
Temperature Reading, Health Screening | We check the temperature of our team members prior to every shift. If they are outside the normal range they are asked to go home. If we observe any patron displaying signs of sickness or discomfort, we may ask to conduct a contactless temperature reading for everyone’s safety. |
 | Masks | Our team members are required to wear masks at all times during business hours. Guests are asked to wear masks when entering the building and anytime when not seated. |
 |
Social Distancing | We have spaced the tables and marked common areas with floor stickers to encourage safe social distancing of at least 6 feet. |
 |
Traffic Flow | To help prevent unnecessary gathering, we have marked the floors with arrows directing customer traffic for ordering, restrooms and exits. |
 |
Capacity | In compliance with state guidelines, our posted indoor seating capacity is XX and outdoor seating capacity is YY until further notice. |
 |
Reservations | To give our guests the best experience possible and to help reduce wait times, an online reservations system is now available at discover.marketyourcraft.com. There, you can reserve a table for a party of six for up to two hours. |
 |
Cleaning | Team members will sanitize tables and chairs between guests and on-request. Clean tables will be marked available for use. Guests will be escorted to a clean table upon entry. |
 | Air Filters | Our tasting room has been equipped with HEPA filters to introduce fresh air while eliminated 99.97% of airborne particles. |
 |
Hand Sanitizer | Hand sanitizer stations are located throughout the tasting room for your safety. |
 |
Service | When you are seated, a team member will gladly serve you. For your convenience, you may also purchase a beverage at the bar from one of two lines. Plexiglass barriers are in place to protect both you and our bartender. We do not allow bar seating at this time. |
 |
Gloves | Any team member who handles beverages or food are required to wear gloves. |
 |
Food Requirements | In compliance with state guidelines, each customer must purchase one (1) food item with their beverage. We are considered a bona fide eating establishment OR we have arrangements with local restaurants which will deliver to the tasting room. No outside food except what is ordered from our partners at this time. |
 |
Single-Use Drinkware | Your beverage will be served in a single-use/disposable cup. To-go packaging is also available and must be consumed off-site. |
 |
Single-Use Plates and Flatware | Food items will be served on single-use/disposable plates with wrapped plastic forks, knives and spoons. Single-serve condiments are available upon request. |
 |
Payment | To promote contactless payment, we encourage on-site guests to pay with a credit card or pre-pay online for their pickup/to go orders. |
 |
To Go Ordering | For your convenience we have added online capabilities to our website at discover.marketyourcraft.com where you can pre-order your favorite beverage for curbside or local delivery. We also are able to ship to the following state(s): Colorado. |
 |
Pets | Service animals and well-behaved dogs on leashes are welcome to join you at your table. |
 |
Children | At this time, we do not allow any guests under the age of 21 into the tasting room or outdoor seating area. |
| Icon | Category |
| Sample Update to Procedures | |
|
Heath Issues |
| If you are experiencing sickness or believe you are at high risk for infection, we kindly ask you to take a raincheck on your visit to the tasting room. This is for your safety as well as that of other patrons and our team. | |
|
Temperature Reading, Health Screening |
| We check the temperature of our team members prior to every shift. If they are outside the normal range they are asked to go home. If we observe any patron displaying signs of sickness or discomfort, we may ask to conduct a contactless temperature reading for everyone’s safety. | |
| Masks |
| Our team members are required to wear masks at all times during business hours. Guests are asked to wear masks when entering the building and anytime when not seated. | |
|
Social Distancing |
| We have spaced the tables and marked common areas with floor stickers to encourage safe social distancing of at least 6 feet. | |
|
Traffic Flow |
| To help prevent unnecessary gathering, we have marked the floors with arrows directing customer traffic for ordering, restrooms and exits. | |
|
Capacity |
| In compliance with state guidelines, our posted indoor seating capacity is XX and outdoor seating capacity is YY until further notice. | |
|
Reservations |
| To give our guests the best experience possible and to help reduce wait times, an online reservations system is now available at discover.marketyourcraft.com. There, you can reserve a table for a party of six for up to two hours. | |
|
Cleaning |
| Team members will sanitize tables and chairs between guests and on-request. Clean tables will be marked available for use. Guests will be escorted to a clean table upon entry. | |
| Air Filters |
| Our tasting room has been equipped with HEPA filters to introduce fresh air while eliminated 99.97% of airborne particles. | |
|
Hand Sanitizer |
| Hand sanitizer stations are located throughout the tasting room for your safety. | |
|
Service |
| When you are seated, a team member will gladly serve you. For your convenience, you may also purchase a beverage at the bar from one of two lines. Plexiglass barriers are in place to protect both you and our bartender. We do not allow bar seating at this time. | |
|
Gloves |
| Any team member who handles beverages or food are required to wear gloves. | |
|
Food Requirements |
| In compliance with state guidelines, each customer must purchase one (1) food item with their beverage. We are considered a bona fide eating establishment OR we have arrangements with local restaurants which will deliver to the tasting room. No outside food except what is ordered from our partners at this time. | |
|
Single-Use Drinkware |
| Your beverage will be served in a single-use/disposable cup. To-go packaging is also available and must be consumed off-site. | |
|
Single-Use Plates and Flatware |
| Food items will be served on single-use/disposable plates with wrapped plastic forks, knives and spoons. Single-serve condiments are available upon request. | |
|
Payment |
| To promote contactless payment, we encourage on-site guests to pay with a credit card or pre-pay online for their pickup/to go orders. | |
|
To Go Ordering |
| For your convenience we have added online capabilities to our website at discover.marketyourcraft.com where you can pre-order your favorite beverage for curbside or local delivery. We also are able to ship to the following state(s): Colorado. | |
|
Pets |
| Service animals and well-behaved dogs on leashes are welcome to join you at your table. | |
|
Children |
| At this time, we do not allow any guests under the age of 21 into the tasting room or outdoor seating area. | |
You don’t have to use these exact icons to help simplify your procedures. The point is to use relatively neutral imagery that is consistent in style and tone. Your COVID-19 page is not the place for comics and humor. Remember: always reference your state and local guidelines as well as guidance from your Association or Guild when crafting statements like these.
allow for questions
End the page with your address, hours of operation and contact information. Include a form that allows visitors to ask open-ended questions and promise to reply within one business day. Consider including a real-time social messaging app like Facebook Messenger if that’s the preferred customer service channel. Your goal should always be to communicate that you’re taking their concerns very seriously, and this page will go miles towards building consumer confidence.
MailChimp archive:
https://mailchi.mp/035ac93056c3/200707_coronavirus?e=a83dcf3085
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