A PROPOSAL TO DOM PÉRIGNON
FROM JOHN LEE
Thank you for sharing your plans with me for your ultra-exclusive Dom Pérignon Private Club initiative. I believe my business partner, Ron Seigel, and I may be in a unique position to assist you in casting an even wider net to reach your ideal target market for your club particularly in the USA. We have already enjoyed collaborating with Dom Pérignon in so many wonderful ways over the years. Here are some of the highlights:
Our Decoding Dom Pérignon event at Ocean Reef was extremely well received by the members and Dom Pérignon used our video of the event for their own media.
The two Vintage Golf Classic events (with our Fine Wine Society partnering with Dom Pérignon and benefiting the Ocean Reef Community Foundation) were the most successful philanthropic sporting events in the history of the club.
We brought the Chairmen of UBS, Stryker Corporation and Ocean Reef Club® along with several other friends to Dom Pérignon in Champagne as part of the “Private Journey Through The Jewels of the LVMH Portfolio”.
We continue to feature Dom Pérignon each year as the welcome wine for our White Truffle Dinners at The French Laundry, another philanthropic event where we raise funds for the Navy SEALs Community and pay tribute to Medal of Honor recipients.
SEE MEDIA BELOW REGARDING THESE EVENTS
Over the last two years, Ron Seigel and I have been developing a digital media expressly focused on reaching the ultimate demographic: high and ultra-high net worth philanthropists: Luxcentra - Luxury Shopping Through The Prism Of Philanthropy. Our editorial (and advertorial) content will be monetized by an e-commerce platform exclusively featuring luxury home products and we will have a luxury-only bridal registry, including home products from iconic luxury fashion and jewelry brands. We will be donating a significant percentage of every sale to the non-profit organization of the bride & groom’s/customer’s choice.
As an investor in FINE Champagne Magazine it is only natural that we offer customers the option of purchasing a bottle or a case of champagne as a gift during the checkout process for every single e-commerce transaction (USA only, were permitted). To accomplish this we will become an affiliate of an online wine e-commerce company such as wine.com.
We will also promote the purchase of champagne for weddings, anniversaries and more. Editorial/Advertorial content will include luxury travel destinations for weddings, honeymoons, anniversaries and other special, celebratory occasions. Our first featured travel destination will be the Champagne Wine Region.
Research shows that philanthropy is the #1 priority interest of ultra high net worth individuals. With our Luxcentra business model we will be able to reach, with unprecedented accuracy, the ultimate target market for your exclusive Dom Pérignon Club initiative. With our luxury bridal registry we will also be able to reach another ideal demographic: socially conscious millennials who are now at the peak age-range for marriage.
THE PROPOSAL
A Two-Step Approach
Step 1-”Join” The Dom Pérignon Brand First
Step 2-Then Join The Club
Given our exceptional relationship with Dom Pérignon and our total appreciation of the tremendous value of the brand we believe that Ocean Reef is the perfect place to test market the best approach to acquire members for your new club initiative. It is understood at Ocean Reef that we are in charge of any events or promotions regarding Dom Pérignon. The expectation among members is such that the introduction of any new Dom Pérignon initiatives would originate with us.
From a demographic standpoint, Ocean Reef has the highest concentration of ultra high net worth individuals per capita in the entire world. But, the key to reaching this demographic is our thorough understanding of the psychographics of the members. And, we know the majority of them personally.
Therefore, we suggest a Two-Step Approach instead of a one-step direct-ask to join your club. We believe that by FIRST widening the pool of potential candidates for your club membership you can significantly increase your chances of getting to a “YES” more quickly and more frequently.
Step 1: Widen the pool of prospective Dom Pérignon Club members by getting more Ocean Reef members to “Join” The Brand” first, i.e., expand their engagement with Dom Pérignon. We feel strongly that this can be accomplished by marketing Dom Pérignon in Champagne as a travel destination for Weddings, Honeymoons, Anniversaries and other celebratory occasions for Ocean Reef members. Testing this strategy at Ocean Reef under our unique controlled conditions will provide immediate feedback that can allow you to readily scale this approach worldwide.
Step 2: Ask Ocean Reef Members who have first “joined” the Dom Pérignon Brand to then join The Dom Pérignon Club.
Working together, we can execute this strategy in conjunction with a test marketing of the Luxcentra Bridal Registry at Ocean Reef during the 2022-23 season (at no cost to Dom Pérignon). Selling Dom Pérignon on the site via wine.com or another wine e-commerce company would be your choice. Dom Pérignon would provide appropriate advertorial content and a contact person to help Ocean Reef members plan their celebrations in Champagne, France.
The more engaged the Ocean Reef members are with the Dom Pérignon brand, the more likely they will be to reach for the exclusivity of your new club initiative. We would welcome this opportunity to test this Two-Step approach and continue the magic of working together.
—My Best, John Lee
DECODING
DOM PÉRIGNON
AT OCEAN REEF
WATCH THE EVENT VIDEO
DECODING DOM PÉRIGNON
Dom Pérignon Used This Video
In Its Own Media
Dom Pérignon’s Chef de Cave (from 1990-2018), Richard Geoffroy, partnered with world-famous chef, Ferran Andrià to create recipes that pair perfectly with Dom Pérignon. Ocean Reef’s Executive Director of Culinary Operations, Philippe Reynaud, was the first chef to prepare all of these recipes to the delight of the guests at the invitation-only “Decoding Dom Pérignon” event, hosted by John and Mary Lee and held at The Cooking School at Carysfort Kitchen in Ocean Reef.
INVESTOR IN
FINE CHAMPAGNE
MAGAZINE
John Lee is an investor in FINE Champagne Magazine, the world’s one and only Champagne magazine, the existing authority in its field.
Champagne Magazine has been supported by all major Champagne houses since 2008. Since 2008, distribution has been to over 85 countries with over 7 million readers (print & digital). The world’s most esteemed Champagne experts are contributors.
The “100 Best Champagnes” are ranked annually, which is the industry standard for the best Champagnes. Champagne Magazine is the creator of the world’s only Champagne classification.
THE VINTAGE
GOLF CLASSIC
VICTOR BLANQUART
“We are extremely honored and excited for Dom Pérignon to co-host with our dear friends Mary & John Lee, and Fine Wine Society our second Vintage Golf Classic. This will be an extraordinary opportunity to create wonderful memories together and to support the Ocean Reef Community Foundation-All Charities. Looking forward to meeting everyone around a glass of Dom Pérignon very soon.
— Victor Blanquart, Moët Hennessy Private Client Manager
WATCH THE EVENT VIDEO
VINTAGE GOLF CLASSIC
HOSTED A PRIVATE JOURNEY
THROUGH THE JEWELS OF THE LVMH PORTFOLIO
August 28, 2019
The trip started by visiting the cellars of Dom Pérignon and Ruinart in Champagne. Following this visit was a personalized dining experience in the confidential and secret address in Paris, the LVMH apartment, situated in the Golden Triangle. The journey continued in Bordeaux where the prestigious Chateau d’Yquem and Château Cheval Blanc Maisons awaited.
THE
WHITE TRUFFLE DINNER
AT THE FRENCH LAUNDRY
THE DOM PÉRIGNON TEAM
WITH THOMAS KELLER
John Lee owns The Legends Invitational Golf Tournament. The night before the Tournament gets underway in Monterey Bay, we host the White Truffle Dinner at the French Laundry to pay tribute to Medal of Honor recipients and U.S. Navy SEALs. Over the years so many of our friends who participated in Legends Invitational wanted to come to the French Laundry that we evolved to reserve the entire restaurant, which is unique in the world. And, the whole affair is personally c0-hosted by the great chef, Thomas Keller, himself. The White Truffle Dinner is an unrivaled culinary extravaganza that brings together the best wines and cuisine in the world.
Although Legends Invitational and The French Laundry are two separate events, you have the opportunity to participate in either one or both, the perfect pairing!
WATCH THE VIDEO
FRENCH LAUNDRY/LEGENDS
The Fine Wine Society is a very exclusive private wine club, hosting the finest wine events in the world (See Events). Membership in Fine Wine Society includes invitations to our events and exclusive offers directly from Private Client Advisors of the world's most prestigious wine and spirits brands. These offers are for members only (See Exclusive Offers). Fine Wine Society is not in the business of selling wine or spirits.
Over the years we have enjoyed many wonderful relationships in the world of wine. We have hosted extraordinary wine events at Ocean Reef and Napa Valley with Screaming Eagle, Harlan, Dana, Scarecrow, Dom Pérignon, Krug, Gargiulo, Seven Stones, Constant, Marciano, Colgin, and Schramsberg. We have made introductions and helped with reservations for The French Laundry and The Napa Reserve. And, we have enjoyed inspiring, wine travel adventures to Paris, Champagne, Burgundy, and Bordeaux. The Fine Wine Society provides the perfect opportunity to continue this great tradition and curate new, world-class culinary and fine wine experiences for our members.
FINE WINE SOCIETY
2022
EVENT HIGHLIGHTS
PREVIOUS EVENT HIGHLIGHTS
Napa Cult
Wine Dinner
March 3rd,2021
At the Residence Club
A wonderful dinner will be prepared by Master Chef Rich Rosendale paired with Napa Cult wines. Several winery representatives will be at the event including Michael McMillian representing Seven Stones, Amber Brandner representing Constant, Adrian Signorello representing Marciano Estate Wine along with other special guests. Wines served includeD Harlan, Scarecrow, Colgin, Napa Valley Reserve, Schramsberg, Gargiulo.
The Finest Wines Dinner
at Ocean Reef Club
The FINE Wine Dinner that we donated at Ocean Reef Club with John & Mary is one of my warmest tasting memories, especially the moment when we opened over 100-year-old shipwreck champagne – 1907 Heidsieck & Co Goût Américain.
Century Tasting 1900-1999
This three-day event is perhaps the most wanted tasting in the world. During the warm Finnish weekend the group of 18 people from all around the world, also includes some of the best wine critics, tasted at least 100 best wines from different subjects together with the most famous Finnish opera singers and musicians. This year’s tasting was perhaps the best one so far – we tasted all the greatest wines from the 1980’s decade, perhaps around 150 wines.