This is a very cool idea from Donati Family Vineyard: offer to facilitate travel itineraries for your wine club members for free (and others for a $40 fee). Watch the 98-second video:
It encourages your biggest fans (i.e. your wine club members) to visit and buy wine, encourages non-club members to join and, most of all, it builds a deeper relationship between your winery and those who use the service (and probably increases your standing in the local business community as well).
For people who would like to visit your winery (and those nearby), but don't want the hassle of trip planning, this is a no-brainer.
And the offer itself is particularly attractive, since joining the wine club is free and only obligates you to one two-bottle shipment of wine, which is probably about the same as the $40 you'd pay as a non-member for this service.
I think it's a great idea -- what do you all think? If not for your winery alone, how about for your local association?
PS - I think that they should allow each wine club member to give this service as a free gift to one special friend. Doing so encourages them to evangelize others (and makes them look like cognoscenti).