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As a part of the Morning Lazziness sequence highlighting empowering girls who’re making a outstanding influence with their concepts, I had the pleasure of interviewing Libby Cupitt.
Libby Cupitt is the co-owner of Cupitt’s Property, a family-run vineyard and hospitality enterprise on the NSW South Coast. She has helped develop the property from a small cellar door right into a vacation spot identified for small-batch wines, a farm-to-table restaurant, boutique stays, and occasions that commemorate the South Coast life-style. Libby is very passionate concerning the wine business from championing Italian varietals like Fiano, Vermentino, and Sangiovese to creating experiences that join visitors with winemaking. She additionally contributes to the broader customer financial system as a Director of Vacation spot Sydney Surrounds South and as President of the Shoalhaven Coast Wine Affiliation, the place she helps regional collaboration and progress. Her management combines sustainability, storytelling, and a powerful connection to position, positioning Cupitt’s Property as one of many area’s most celebrated locations.
On this interview, she delves into the challenges, successes, and knowledge she has gained from over a decade of remodeling on-line companies.
What impressed you to hitch the Cupitt’s household enterprise, and what downside have been you enthusiastic about fixing?
Cupitt’s Estate is nestled between Milton and Ulladulla on the gorgeous NSW South Coast. A vineyard, restaurant with luxurious lodging onsite, Cupitt’s Property is surrounded by rolling vineyards, the Burrill Lake wetlands, and the Budawang Mountain ranges, it’s magical.
I typically joke that I married a household enterprise, however I undoubtedly selected to hitch it formally. I met my husband Tom at college within the early 2000s, whereas I used to be learning city planning and dealing in hospitality on the facet. In these jobs, I liked the sensation of exceeding individuals’s expectations and giving them a good time. In my social life, I liked eating places and dinner events much more.
When Tom’s dad and mom, Rosie and Griff, purchased the farm in 2001 and began planting vineyards, we didn’t suppose an excessive amount of about it on the time, we thought they have been adventurous perhaps a little bit loopy as they have been considerably retired however we have been younger and deliberate to quickly transfer to London so there was no thought of working within the enterprise then.
We lived and labored in London for 5 years. That’s when my obsession with meals and wine actually took off. I researched each restaurant earlier than our holidays, began lunch and supper golf equipment with associates, and labored by limitless bucket lists in London.
We got here again to Australia in 2011 considering we’d simply assist out for a summer season earlier than returning to careers on the town planning and engineering. However the extra time we spent at Cupitt’s, the extra potential we noticed. Tom’s dad and mom have been carrying so much, and we realised that with the suitable construction, we may flip the property into one thing really particular.
The issue we have been most enthusiastic about fixing was methods to create a hospitality expertise that matched the memorable moments we’d had abroad, an expertise that may actually stand out in our area. We needed to construct a spot the place visitors felt cared for, the place wine, meals, and a way of neighborhood got here collectively.
So we threw ourselves in 100%. Tom took on understanding the enterprise funds, I targeted on shaping the visitor expertise, and collectively we labored each job within the enterprise, sought recommendation from mentors, and constructed a workforce round us. It felt like elevating a new child; you study all the things from scratch and provides it your all. Trying again, it wasn’t a strategic profession transfer a lot as a passion-led determination to create pleasure for others and to develop Cupitt’s into the perfect instance of hospitality within the space.
In your view, what really units your model aside in right this moment’s aggressive market?
We’ve at all times been evolving. What began as a small restaurant and cellar door with 15 workers has grown right into a enterprise that brings collectively hospitality, wine, and tourism, three very aggressive industries. We stand out by placing wine first after which weaving it into an entire life-style expertise. Cupitt’s isn’t only a vineyard or a restaurant or a spot to remain; it’s all the things coming collectively to provide individuals an expertise they’ll keep in mind.
What makes us totally different is the way in which our visitors carry that have with them. After they see our wines on a shelf in Sydney or on a restaurant listing, they don’t simply recognise the label, they keep in mind the enjoyment of their time on the South Coast. That emotional connection is highly effective. Our layered providing permits us to inform richer tales, join with individuals in a number of methods, and construct loyalty. On the coronary heart of all of it is one easy perception: creating pleasure. Each visitor interplay, huge or small, ought to really feel memorable and significant.
What has been your handiest technique to date, and why do you suppose it labored so nicely?
For us, the simplest technique has been investing in individuals. You’re solely ever nearly as good as your workforce, and I can’t think about our success with out the workers who’ve grown with us on the journey. Hospitality is about individuals, each these you serve and those that serve alongside you.
One other key determination was to place Cupitt’s as a real vacation spot on the South Coast. We dedicated early on to being open seven days per week, providing meals, wine, and lodging year-round. That consistency constructed belief and made us a dependable a part of individuals’s lives, whether or not locals or travellers.
We additionally embrace a “fail quick” mindset. We attempt new concepts, study rapidly, and hold transferring ahead. That willingness to experiment retains us related and contemporary. Lastly, we continually try for excellence from our visitor expertise to our wines, which is why we recurrently undergo business awards. The method pushes us to mirror, enhance, and benchmark ourselves towards the perfect.
How do you keep related to your best viewers and perceive their wants or behaviours?
In journey and hospitality, you’re at all times in dialog along with your visitors. We keep related by listening, not simply speaking. Certain, we use social media, newsletters, and our wine membership, however the actual gold comes from the ground daily. It’s these chats on the cellar door or throughout an extended lunch that matter most. You see what individuals gentle up about, and that tells you way over a spreadsheet ever will. For us, it’s about constructing relationships, not transactions, and when individuals really feel seen, they arrive again or they suggest us to a buddy, it’s how and why we constructed an award-winning vineyard, restaurant and luxurious lodging villas.
What’s one factor that helped elevate your small business to the following stage?
Unusually sufficient, COVID was a turning level. Earlier than the pandemic, Cupitt’s was largely an indoor expertise. When well being guidelines pushed us to increase out of doors eating, it fully modified how individuals skilled the property, lengthy lunches on the garden, wine and cheese tasting within the backyard. That shift opened up a complete new approach for visitors to attach with us.
On high of that, with borders closed, travellers who may need gone abroad or interstate found the South Coast as a substitute. It put Cupitt’s Property on the map for a brand new market, and lots of these first-time guests have since develop into loyal visitors. What may have been an enormous setback ended up reshaping our model and elevating us to a different stage.
What does success seem like for you, not simply in numbers, however in goal or influence?
For me, success is about individuals. I get probably the most pleasure out of seeing our workforce develop, watching shy children who begin with us at college flip into assured communicators, or seeing rising leaders step up and develop into true leaders. The way in which our workforce works collectively actually fills my cup greater than something.
I’m additionally happy with the contribution Cupitt’s makes to the South Coast as each an employer and a part of the tourism business. We’ve helped create a vacation spot that doesn’t simply profit us however helps native suppliers, marriage ceremony distributors, and different companies throughout the area. Realizing we’re strengthening the native financial system whereas constructing one thing that brings pleasure to visitors appears like actual success to me.
How do you personally outline success, past income and progress metrics?
For me, success is about loyalty and connection. Awards are great, however nothing compares to seeing households who’ve been visiting us for over a decade, or loyal supporters in our Wine Membership who’ve been with us from the beginning. That form of long-term relationship means extra to me than any trophy.
I additionally rely it as successful that, as a household enterprise, all of us nonetheless genuinely get pleasure from one another’s firm. We work onerous collectively, however nonetheless have household dinner each week, and I believe that’s fairly spectacular. On the finish of the day, success is realizing we’ve constructed one thing that lasts, not only for our visitors however for our household too.
Are you able to share a problem or setback that in the end grew to become a turning level on your model?
Proper now appears like a turning level for us. Over the previous 12 months, we’ve executed a deep dive into all the things we stand for as a enterprise; what we wish to be identified for, who we wish to join with, and the way we specific that. That course of got here from a realisation that we’d outgrown components of our previous id. The enterprise had advanced, however our model hadn’t absolutely caught up.
It’s been a problem as a result of it compelled us to step again, ask some robust questions, and make huge choices. Nevertheless it’s additionally been energising. We’re now rolling out a brand new feel and appear throughout our wines and visitor expertise, and it appears like the beginning of the following chapter for Cupitt’s. It’s scary in some methods, nevertheless it’s additionally thrilling, as a result of it’s about entering into who we actually are.
We’re redefining the South Coast as a vacation spot for wine lovers with a spread of New Southern Wines and at the moment are embarking on a daring new chapter for South Coast winemaking with the discharge of a spread of six distinctive new signature varietals: Vermentino, Arneis, Fiano, Montepulciano, Sangiovese and a Nebbiolo. We wouldn’t be on this place if we hadn’t reached that pivotal turning level final 12 months. Wine making is on the core of all the things we do and we’re proud to say our wines at the moment are accessible from the Cupitt’s Property cellar door, on-line through the Cupitt’s web site and in choose venues throughout NSW.
What day by day habits or rituals hold you targeted, artistic, and grounded as a pacesetter?
With three babies, not daily runs completely, however I attempt to hold just a few rituals in place. I wish to get to the fitness center early, then stroll the canine within the bush reverse our home. Espresso with my husband Tom and a fast chat about our day is non-negotiable, it units us each up earlier than issues get busy. Household dinner with the youngsters every night time and a glass of wine with Tom on the finish of the day are two different constants (an occupational hazard, however one I get pleasure from).
Throughout the week we’ll typically do wine tastings with the workforce, pairing meals and wine and speaking by concepts. It sparks creativity for occasions, advertising, and even coaching, however extra importantly, it’s one thing I really like. I believe it’s essential to find time for the components of your work that gentle you up, even when they don’t at all times transfer the dial.
Alone time, I at all times have a podcast or two on the go, and I attempt to slot in yoga at the least as soon as per week. These little rituals hold me grounded and provides me the vitality to steer nicely.
How do you method innovation and danger in your small business technique?
I’m the one who loves developing with huge, typically loopy concepts. Fortunately, I’ve obtained just a few colleagues I actually belief who run them by the “danger filter” for me. Each enterprise wants that blend, the individuals who throw concepts round and push the envelope, and those who sluggish issues down lengthy sufficient to ask the robust questions.
Once you construct a workforce with each, that’s when the magic occurs. You’ve obtained the dreamers and the detail-checkers working facet by facet. It means we get to chase daring concepts with out fully dropping the plot.
What recommendation would you give to somebody beginning a enterprise in right this moment’s fast-changing digital world?
Know your strengths and your weaknesses. If digital isn’t your power, don’t ignore it; begin studying and get assist when you do. Don’t let it cease you in your tracks. There are such a lot of individuals and instruments on the market that may assist you to get transferring when you’re nonetheless constructing your individual expertise.
My view is: should you can’t beat it, be part of it. Digital is how individuals discover you, determine to go to you, and keep related. You don’t have to grasp it , however you do should be open to studying and experimenting. And keep in mind, digital is only a channel; what actually issues is the story you’re telling and the human connection behind it.
The place can our viewers join with you and study extra about your work or choices?
You could find Cupitt’s Property on Instagram and Facebook, that’s the place we share what’s occurring throughout our vineyard, restaurant, lodging, and occasions. For extra skilled updates and ideas, I’m additionally on LinkedIn.
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