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CEO INTERVIEW TED BASELER. Heather Shavey Jim Klauer Doug Moore. Ted Baseler President & CEO Stimson Lane Vineyards and estates. President and CEO – 20 months President of Stimson Lane Wine Group with company since 1984. Characteristics. Humble Individual Well spoken Reserved

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ceo interview ted baseler

CEOINTERVIEWTED BASELER

Heather Shavey

Jim Klauer

Doug Moore

ted baseler president ceo stimson lane vineyards and estates
Ted BaselerPresident & CEO Stimson Lane Vineyards and estates
  • President and CEO – 20 months
  • President of Stimson Lane Wine Group
  • with company since 1984
characteristics
Characteristics
  • Humble Individual
  • Well spoken
  • Reserved
  • Calm and Even Keeled
  • Passionate and Proud of business
  • Expert at his business
wines
Wines
  • One of the Top Ten Premium Wine Companies
  • The Premiere Washington Wine Company
  • Selling more than 30 million bottles of wine annually
  • Chateau Ste. Michelle
  • Columbia Crest
  • Domaine Ste. Michelle
  • Snoqualmie Col Solare
  • NorthStar Villa Mt. Eden
  • Conn Creek Colour Volant
  • Martinez Ports
business
Business
  • April 2001
  • Reported strong sales and profits
  • Revenue +10.6%
  • Operating Profit +63.2%
new growth strategy
New Growth Strategy
  • Vision for capitalizing on quality products and unique position vs. acquisition
    • Shift focus to improving operating results
      • Reduce costs of goods sold
      • Improve top end wines
      • Eliminate underperforming assets
    • Refocusing on existing operations
      • Expected to deliver + 20% increases for 3 years to come
implementation
Implementation
  • Rolled up his sleeves
  • Key management team 11key execs
  • Threw the nike shoe onto the table
    • We are going to run together
    • We need each part of the shoe to run
    • Company is not broken but can run faster
  • Monthly offsite meeting
  • Grading and solving problems
    • No side bar meetings after solved
  • Provide focus to the team
strategic plan roll out
Strategic Plan Roll out
  • Ted personally
    • Implemented focus groups of 12
    • Chaired meetings – traveling
    • Explained, company is not broken
    • Asked groups where do you rate?
      • Everyone said at the bottom
        • Except customer service
results
Results
  • Turned around the numbers
  • First 20 month in control
    • Careful not to take credit personally
  • “It was not that difficult, just common sense, everything was there to make it successful, I had to focus the attention on the drivers of our business and get rid of the distractions.”
awards highlights
Awards (highlights)
  • 2000 Stimson Lane has 5 wines on the Top 100 Wines of the World list Wine Spectator
  • 2001 Stimson lane has 3 wines on the top 100 wines of the world list Wine Spectator
  • Highest ranking White Wine in the world 2001csm cold creek chardonnay 93
  • Chateau ste. Michelle 9 top 100 wines in 8 years
  • Columbia Crest 7 Top 100 Wines in the past 5 years
  • Columbia Crest 8 of 13 current releases rating outstanding
charity stimson lane vineyards and estates
CharityStimson Lane Vineyards and Estates
  • Northwest Wine Auction
    • 14 years
    • Benefiting Children’s hospital
    • 2001 auction raised $1,500,000
  • Poncho Wine Auction
    • 10 years
    • Raising money for the arts
    • 2001 auction raised $500,000
  • Concerts on the Green
  • Villa Mt. Eden & Breast Cancer Research
buzz words
Buzz Words
  • Buy in
  • Access to answers
  • Value input from all levels of company
  • Reminders of success
  • Core Values and Core Brands
  • Community
  • Quality Statement
  • Vision
  • Mission Statement
  • Winning team
situational leadership
Situational leadership
  • Told story about specific situation
  • Do the right thing
  • Huge risk
  • Serious doubts
  • All alone no one following (competition)
  • Huge success & reward
  • Sold 15 months of inventory in 90 days