How Linganore Turned Event Foot Traffic Into a High-Performing Marketing Strategy
Turning Festival Foot Traffic into Marketing Power
Linganore Winecellars, one of Maryland’s premier wineries and festival destinations, needed a solution that could match the scale of their guest experience, especially during their major wine and music festivals, which draw between 5,000 to 8,000 visitors per day. By partnering with MyPlace, they implemented a branded guest WiFi solution capable of capturing meaningful customer data across their entire property, including large outdoor spaces. This has evolved to become a foundational part of their marketing strategy, giving them the ability to engage both first-time and returning guests more effectively across events, retail, and digital touchpoints.
Bridging the Data Gap with WiFi Access
Using MyPlace, Linganore created a seamless branded login experience across their venue, giving guests fast access to Wi-Fi while privately and securely capturing visitor data.
What makes this setup especially powerful is what it captures: the unseen guests.
Many visitors attend festivals in groups where only one person purchases tickets, often leaving dozens of others untracked. By offering Wi-Fi across the grounds and throughout their tasting room, MyPlace enabled Linganore to identify new and returning visitors who might otherwise have gone unnoticed.
This visibility allows the sales and marketing team to engage first-time visitors, nurture repeat ones, and send targeted communications based on real visit behavior, not just transactions.
“MyPlace gives us visibility into guests who aren’t placing orders or making reservations. It fills a data gap we didn’t know we had.”
– Megan Shivera, Assistant Operations Manager, Linganore Winecellars
Leveraging Commerce7 and Mailchimp for Smarter Segmentation
Linganore uses Commerce7 as its centralized commerce and CRM platform, a growing favorite among wineries due to its wine club support, online ordering, and customer tagging features. Through MyPlace’s integration with Mailchimp, the team at Linganore now sends segmented email campaigns based on visit behavior, including:
- Weekday vs. weekend guests
- Event-specific audiences
- Non-purchasing visitors who still connected to Wi-Fi
This gives them an edge in planning promotions, launching seasonal campaigns, and encouraging guests to return or order online.
Scalable, Effortless Implementation
According to Megan, onboarding with MyPlace was “very easy and simple.” The setup included integration with UniFi hardware, Mailchimp, and Commerce7, all done with minimal friction to their operations team.
As the winery continues to grow its events and guest experiences, the MyPlace platform remains a core part of how they turn foot traffic into data, and data into deeper guest engagement.