For many years the Swamp's lure was enough to out recruit most of our rivals. Today it must be enhanced. Facilities are a big part of the brand.
It may seem over the top, but it is necessary. I remember in the mid 90's when the family I work for was the first company to ever pay over $100,000 per acre for vineyards. Everyone in the industry thought we were crazy. That land now produces 100 point wines, it is worth 4 times what they paid, and is completely sustainable for centuries. "The Land is the Brand", Jess Jackson always told us. I believe it!