Sogrape’s visitor centers are key touchpoints between the brand and its guests. However, evolving consumer expectations, new trends in experiential tourism, and the impact of the pandemic highlighted the need to rethink the value proposition of these spaces. Sogrape challenged Everythink to lead a strategic transformation process to align management and operational teams around a shared vision for the future.
The goal was to evolve from a traditional tour model to premium, authentic, exclusive, and emotionally resonant experiences, strengthening the role of storytelling, personalization, and connection to the brand identity. Using the Capture Value methodology, the project unfolded in four stages, beginning with interviews with top management and continuing with co-creation sessions involving around 30 employees from various visitor centers and departments.
The process combined divergent thinking to identify obstacles and opportunities with convergent thinking focused on building solutions, supported by trend analysis, experience mapping, and specific strategic design tools.
The work structured the offering into five major experience clusters: Outdoor, Learn & Taste, Art & Culture, Food & Wine, and Winery Life, creating a foundation for developing proposals tailored to different visitor profiles and cultural contexts. The team collaboration resulted in a strategic roadmap with concrete recommendations for phased implementation, including enhanced storytelling, offer segmentation, schedule adjustments, specialized recruitment and training, partnership development, and the activation of new communication channels.
The project also produced a team manifesto, reinforcing a collective commitment to change. Beyond the identified solutions, the process had a significant organizational impact. It aligned management’s vision with operational teams, generated internal motivation, and clarified key implementation challenges, from the need for better marketing integration to the creation of pilot experiences.
The sessions revealed a strong desire to innovate, tempered by an awareness of existing limitations, reinforcing the importance of a gradual transformation process. The approach established a scalable and replicable model for other Sogrape assets and different markets, demonstrating the role of strategic design as a facilitator of organizational change and the creation of memorable experiences.
