Booker Vineyard and Winery, founded in 2001 by Eric Jensen, is renowned for its premium estate wines from an 85-acre organic and regenerative vineyard in westside Paso Robles. Our wines are celebrated among California's finest. In 2021, we unveiled a state-of-the-art visitor center featuring underground wine caves and a tasting lounge integrated with the vineyard environment. Our operations are solar-powered, and the vineyard is CCOF and Regenerative Organic Certified®.

Position Summary
The Assistant Manager, Tasting Room at Booker Winery supports the day-to-day operations of hospitality and guest experiences. Working closely with the Hospitality leadership team, this role helps deliver exceptional guest programming and ensures that every visitor interaction reflects the iconic Booker brand and the values of Constellation Brands. The Assistant Manager, Tasting Room collaborates with cross-functional teams, coordinates guest experience logistics and helps maintain the winery’s reputation.

Key Responsibilities
Guest Experience and Programming
The Assistant Manager, Tasting Room plays a key role in designing and delivering engaging daily guest experiences and educational programs that embody Booker Winery’s brand standards. This position coordinates the execution of all hospitality activities, including public tastings and personalized guest interactions, ensuring service is seamless, consistent, and memorable. The Assistant Manager is also responsible for driving guest experience strategies that directly support revenue conversion and key performance indicators (KPIs), such as guest engagement, sales per visitor, and customer retention. By actively monitoring guest feedback and analyzing performance data, this role helps to continuously improve daily experiences, maximize guest satisfaction, and achieve measurable business results.

Operational Support and Excellence
The Assistant Manager, Tasting Room is responsible for ensuring that all hospitality environments consistently meet the highest standards of cleanliness, safety, and presentation, creating an inviting and polished atmosphere for every guest. A key aspect of this role is supporting the implementation and strict adherence to standard operating procedures (SOPs), which are essential for maintaining operational efficiency, accuracy, and regulatory compliance across all guest-facing activities. The Assistant Manager also assists in managing staffing schedules, resource allocation, and day-to-day logistics to optimize service delivery and ensure the smooth functioning of the hospitality team. Additionally, this role participates in regular reviews of operational performance, actively contributing ideas for process improvement and innovation, and helping to refine SOPs to further elevate both guest satisfaction and operational excellence.

Financial and Business Support
The Assistant Manager, Tasting Room plays an important role in financial and business support by assisting in the tracking of key performance indicators (KPIs) related to guest engagement, foot traffic, and revenue generated through daily guest experiences. This position provides valuable input for monthly business reports and helps to identify operational gaps or areas where greater efficiency can be achieved. Through effective management of daily operations and a strong focus on cost controls, the Assistant Manager supports the attainment of financial and attendance targets, ensuring the ongoing success and profitability of the hospitality function.

Destination Marketing and Collaboration
The Assistant Manager, Tasting Room supports destination marketing efforts by overseeing the reservation process and actively managing guest feedback. This role collaborates with internal teams and external partners to promote Booker Winery as a top Paso Robles destination, ensuring that reservations and guest communications reflect the winery’s high standards of service. The Assistant Manager is responsible for monitoring guest feedback throughout the reservation and visit experience, using these insights to evaluate the effectiveness of marketing initiatives and guest programming. By identifying opportunities for improvement and participating in outreach campaigns with local tourism boards, hospitality organizations, and neighboring wineries, this position helps drive increased foot traffic and ensures that every visitor’s experience aligns with the brand’s promise.

Cross-Functional Teamwork
The Assistant Manager, Tasting Room collaborates with Brand, Direct to Consumer, Public Relations, and Human Resources teams to ensure unified messaging and coordinated guest experiences throughout the winery’s hospitality operations. This role supports the implementation of consistent global brand standards across all hospitality-driven activities, working with international teams as needed to maintain brand integrity and deliver seamless experiences for guests. By fostering strong cross-functional relationships, the Assistant Manager helps align hospitality initiatives with broader business objectives and ensures that every guest interaction reflects the Booker Winery brand.

Facility and Experience Coordination
The Assistant Manager, Tasting Room is responsible for overseeing daily facility maintenance to ensure that all guest spaces and equipment are meticulously maintained and presented at a premium standard. This role supports the flawless execution of consumer visits by coordinating logistics and maintaining a welcoming, polished atmosphere for every guest. Through diligent attention to facility upkeep and guest readiness, the Assistant Manager helps create an exceptional and memorable environment that consistently reflects the high standards of Booker Winery.