At BraeBurn Country Club in Houston, Executive Chef Pedro Sanchez has transformed what was once a standard wine program into an exclusive, member-driven experience. What started as a few wine-pairing dinners now includes sold-out events, a waitlist for wine lockers, and even a second night added to accommodate the overwhelming demand. The key to this success? A collaborative approach that goes beyond just food and wine, engaging members as active participants and contributors to the club’s wine culture.
Building a Program Through Collaboration
One of Sanchez’s most impactful changes was to foster a stronger partnership with the club’s wine committee.
“When I first started, the dinners were primarily about the wine, with food as an afterthought,” he recalls. “But I knew we could elevate the experience by creating pairings that enhance the wine and the food.” This shift was only possible through collaboration with the wine committee, granting Sanchez the creative freedom to design more thoughtful pairings and innovative dishes.
Working with the committee has also allowed Sanchez to tap into his members’ wine expertise and connections. “The former president of our wine club owns a winery in Napa, and other members have introduced us to boutique producers,” Sanchez shares. By leveraging these relationships, BraeBurn has hosted exclusive dinners featuring rare wines that are hard to find elsewhere. This approach not only brings unique offerings to the table but also gives members a sense of ownership in the program.
The Power of Engagement and Member Connections
Sanchez’s approach to member involvement has made the wine program more than just a series of dinners; it has become a true community endeavor. Many members are avid wine collectors and belong to various wine clubs. They have brought their own wine connections into the fold, often facilitating introductions between BraeBurn and wineries they’ve discovered during their travels. This year, 40% of the wines featured in BraeBurn’s dinners were sourced through member connections, a testament to the deep buy-in from the club’s community.
This member engagement has fostered a unique atmosphere at BraeBurn’s wine dinners. Winery owners and winemakers are often invited to speak, creating an intimate setting where members can learn directly from the source. “These aren’t just dinners,” Sanchez notes. “They’re interactive experiences where members get a personal connection to the wine and the story behind it.” The intimate and educational setting has only fueled enthusiasm, as members eagerly promote these events among their peers.
Turning Challenges into Opportunities
The program didn’t take off immediately when Sanchez first introduced these changes. Attendance was initially low, and gaining traction required some strategic adjustments. “I started tasting wines with the committee before planning the menu so I could create pairings that truly worked,” Sanchez explains. This intentional approach soon paid off. After a few successful dinners, word spread, and attendance grew by 50%, with events selling out almost immediately. Eventually, a waitlist developed, and the club had to implement a lottery system and a second seating to manage demand.
The addition of wine lockers further fueled member interest, giving the program a sense of exclusivity. “Membership in our wine club now includes access to a climate-controlled locker,” Sanchez explains. This perk, along with the high-demand dinners, has made BraeBurn’s wine club a sought-after experience, with some members waiting years to join. “It’s been incredible to see how our members have embraced and grown the program,” he says.
Elevating the Experience with Expertise
Sanchez has also invested in his own wine education (see Pedro Sanchez On Pros of Wine Certification, Clubhouse Renovation), which has profoundly impacted the program’s success. “I realized that if I was going to lead these dinners, I needed to expand my knowledge,” he says. This commitment to understanding wine has allowed Sanchez to create more adventurous pairings that are well-received by his members. Rebranding the events as “Chef’s Wine Dinners” was a natural progression, showcasing his expertise and passion for pairing food and wine.
This hands-on approach to pairing and tasting has become a defining element of BraeBurn’s wine dinners. Sanchez’s ability to guide members through each dish and wine pairing has made the events highly anticipated. Live music now accompanies the dinners, adding an extra layer of enjoyment and setting a lively tone for the evening. With a well-rounded understanding of wine, Sanchez has crafted pairings that are “more adventurous and assertive on the palate,” elevating the dining experience to new heights.
Looking Ahead: Continuing Innovation
With BraeBurn’s wine program firmly established, Sanchez is already looking for ways to keep things fresh. Future plans include introducing more adventurous wines from regions like Argentina and New Zealand, as well as launching dynamic, less formal events like Riedel glass tastings and holiday wine bazaars. Sanchez also plans to offer wine seminars to further educate and engage members, with the first seminar exploring the art of food and wine pairing receiving an enthusiastic response.
Reflecting on his success, Sanchez offers advice for chefs looking to revitalize or enhance their own wine programs. “Trust your palate and approach wine like any other ingredient,” he advises. “Taste, experiment, and don’t be afraid to push the boundaries.” He also emphasizes the importance of collaboration with the food and beverage team and listening to member feedback to continuously improve the experience.
In addition, Sanchez encourages chefs to invest in their own wine education, whether through formal programs or personal exploration. “The knowledge and confidence you gain are invaluable,” he says. For BraeBurn, this investment in knowledge and creativity has not only transformed the club’s wine program but has also fostered a strong, vibrant community that looks forward to each event.
