In October 2009, Lasco Enterprises, Inc., parent company of The Tasting Room Café and MAX's Wine Dive, launched its retail wine program The Black Door. Consumers who sign up for The Blacklist receive exclusive membership to The Black Door, complete with access to limited time deals, special events, private wine tastings and more. In the past year, BrandExtract branded the program from the ground up, developing an identity, marketing materials, signage and a comprehensive, interactive website.
In May of this year, The Black Door challenged members with Operation Blacklist and gave them the mission of recruiting 10,000 members by the program's one-year anniversary. The Black Door's membership reached the halfway point on August 21, surprising the 5,000th member with a $100 added to his Black Door Bonus Card, which can be used at any The Tasting Room or MAX's location. Mission: Dining with Friends, a referral contest that awarded the top referrers in Houston and Austin with a free dinner at MAX's yielded a few hundred more members.
Although Operation Blacklist has come to an end, Lasco is continuing to encourage referrals by awarding prizes as membership hits key milestone numbers. Now with the opening of a new MAX's Wine Dive location in San Antonio and the upcoming opening of The Tasting Room at City Centre in Houston, there is the potential to gain thousands more members of The Black Door. Congratulations, Lasco, on such a successful launch!