# Old Dominick Grows Tour Revenue by 11% in Less Than 6 Months

## Old Dominick increased visibility with new insight-driven experiences.

### 11% Tour Revenue Growth

Old Dominick used AnyRoad's platform to track customer demand and offer new experiences for more revenue.

### Fans Across 15 States

Old Dominick welcomes fans and tour attendees from 15 different states.

### 150 Years

This family-owned distillery has been a Memphis fixture for over 150 years.

### A Mandate for Growth

Old Dominick Distillery has been a fixture in Memphis for **over 150 years**. Revered by locals, tourists, and **customers in 15 states**, the family-owned business is known for its straight Tennessee whiskey and wide range of hand-crafted spirits. For many, one of the most memorable ways to enjoy **the Old Dominick experience** is by participating in **a distillery tour**.

The tours were first introduced about six years ago. “At the time, they were only running them a few days a week,” recalls Ben Brown, who joined Old Dominick as its Director of Guest Experience in 2021. “We had limited staff, but the real issue was that we also **had the wrong tech**. The platform we were using had some pretty big limitations that made it difficult to scale our offerings. It wasn’t user-friendly, didn’t allow us to **gather the customer feedback** we needed to do better, and just didn’t run smoothly.”

Brown, who had been brought on to help **increase the distillery’s visibility** and ultimately help grow the business, soon began looking for **a better solution**.

“We wanted a tool that was **easy to use** and that would allow us to [**gather the customer insights**](/content/platform/feature/experience-surveys/index.html) we needed to help make smart choices about expanding our event offerings,” says Brown.

#### **Gather. Grow. Increase.**

- [‍ **Gather** customer feedback](/content/platform/feature/experience-surveys/index.html) to better decide where to expand events
- [**Grow** the business](/content/solutions/events/tours-and-tastings/index.html) with tech that runs smoothly
- **Increase** the distillery's visibility through insights and scalable execution

### **Meeting the Mandate with AnyRoad**

In January 2023, Brown and his team started using AnyRoad to manage its online and in-person tour bookings. Because the platform is **easy to use** and [**automatically collects customer feedback**](/content/platform/feature/experience-surveys/index.html), it gave Old Dominick the flexibility they needed to **increase the number of tours** they offered and create new customer experiences.

In addition to now offering tours seven days a week, Brown says they have also been able to refine their tours **based on customer feedback** and introduce new events. “We’ve started offering bourbon and brushstrokes nights, salsa nights and VIP tours. Not only do events like these **sell out**, they allow us to start **building relationships** with new customers.”

[Beyond **the customer insights**](/content/features/pinpoint-overview/index.html) AnyRoad delivers, it’s the **ease of use** that staff and customers appreciate. “Posting a new event to our website used to be a hassle, but now we can do it in **a matter of minutes**,” says Brown. “And the experience is **much easier for our customers,** who can sign up online or in-store with **just a few clicks**.”

“Best of all, because AnyRoad **integrates with our website**, the whole experience is seamless, and customers aren’t sent off to **some strange third-party app** to complete the transaction.”

### **A Recipe for Success**

Increasing the amount of tours and other customer experiences Old Dominick offers has had a direct impact on **the company’s bottom line**. “We’ve increased our **tour revenue by 11%** in less than six months,” says Brown. Not only are we offering more experiences, but we’re also offering more expensive ones like our VIP tours. At $50 a head versus the $15 we charge for our regular tour, **it really adds up**.”

Another benefit of having more people come to Old Dominick is that they get to appreciate what a great space it is. “When I got here, our event space was completely underutilized,” says Brown. “Now that so many people are seeing it, our booking for rehearsal dinners, birthday parties, and other events has **gone through the roof**. It’s been a nice side benefit and another **lucrative revenue stream**.”

Brown says he also likes working with the AnyRoad team. “AnyRoad isn’t just a vendor; **they’re a partner**. They’ve been great to work with because they’re **as committed to our success** as we are.”

#### "AnyRoad isn't just a vendor; they're a partner. They've been great to work with because they're as committed to our success as we are."
Ben Brown, Director of Guest Experience | Old Dominick Distillery