Creating a new style of tasting experience

A boutique winery in Oregon’s Willamette Valley has responded to the reduction in visitation numbers across many states and the closure of many tasting rooms by creating a new style of tasting experience.
The owners say the new 15,000sq ft tasting and event space is designed to “redefine wine hospitality with consistently evolving immersive experiences and unique spaces ideal for wine tastings, private gatherings, retreats, culinary experiences, and special events”.
Family-owned LucidWild Estate, in the heart of Oregon’s Dundee Hills, will open its SkyTerraces + WineCaves next month (July 24, 2025).
Visitors will be able to explore a variety of distinct areas, each offering a different way to experience LucidWild’s wines. Whether indulging in a tasting in the SkyLounge or LivingRoom, stepping into the WineCaves for an immersive barrel tasting, hand-feeding the Valais sheep, or unwinding with a glass of wine in the RecRoom or on the BocceCourt, every space is designed for connection and discovery, say owners Blair and LJ Nicholas (below).


One of the most unusual spaces is Jellies – “an intimate wine speakeasy”. It will have a striking wall-sized live jellyfish tank and vintage vinyl turntable while the IdeaLab, a boardroom on the vineyard floor, provides a dynamic setting for off-site meetings.
An onsite full-service commercial kitchen allows for curated dining experiences, chef collaborations, and culinary-driven events.
Perched at over 800ft above sea level, the large tasting room offers breathtaking panoramic views of the 46-acre single-vineyard estate, the North Cascade Mountain Range, and the rolling hills of the Willamette Valley.
Leading the design is LJ Nicholas, who envisioned the LucidWild’s SkyTerraces + WineCaves as an inviting extension of home. To bring this vision to life, she partnered with Anacapa Architecture of Portland/Santa Barbara, ensuring a seamless blend of warmth and intimacy throughout the space. The SkyTerraces + WineCaves blend contemporary architectural elements with the natural beauty of the estate vineyard, creating a welcoming space that encourages meaningful connections with the estate and its wines. Thoughtful details are woven into the design, including a striking natural basalt rock host stand – a nod to the region’s volcanic soil.

‘It’s about sharing wine in a way that’s authentic, immersive, and unforgettable’

“We are creating more than just a tasting room,” says LJ. “This is a space where people can genuinely experience the essence of LucidWild – from the vineyard’s rich history to our dedication to responsible farming and craftsmanship in every bottle. It’s about sharing wine in a way that’s authentic, immersive, and unforgettable.”

The vision

LucidWild Estate is the result of a shared vision between proprietors Blair and LJ Nicholas – two individuals driven by a quest to find a place that felt truly extraordinary. “We explored renowned wine regions around the globe,” shares Blair. “When we first set foot on this vineyard, we knew we had found something truly special. This vineyard is not just land – it’s a legacy. The estate vineyard predates the formal recognition of the Dundee Hills AVA, reflecting its perpetual promise. Our mission is to honour its history while crafting wines of unparalleled quality through thoughtful stewardship and sustainable farming.”
The 27-year-old vineyard is known for its limited-production, single-vineyard estate Pinot Noir, Chardonnay, and blanc de blanc sparkling wines. It has seven distinct Pinot Noir clones and three Chardonnay clones.
Situated at an elevation ranging from 600 to 800ft, the vineyard’s southwest-facing slopes and deep-red Jory soil contribute to the complexity and elegance of its wines.
Committed to sustainable and regenerative farming techniques, the site is 100% dry-farmed and maintains LIVE Certification, Bee Friendly Farming, Deep Root Coalition, and Salmon-Safe designations. Biodiversity is a top priority, with 20% of the open space dedicated to wildlife. As part of this commitment, LucidWild is introducing beehives to the estate. “Integrating beehives into our estate allows us to support local ecosystems and produce unique, estate-grown honey that reflects the essence of our land,” says Blair. “This initiative aligns with our dedication to sustainability and offers our guests a tangible connection to our vineyard’s environment.”

Q&A with Blair Nicholas

Canopy: Was this always part of the plan when you took over the estate in 2021?
Blair Nicholas: “Yes, absolutely. When we took over this incredible estate, we had a very clear vision for its future.
“Our first and foremost priority, of course, was to honour the land and its iconic 27-year-old vines by producing world-class Pinot Noir and Chardonnay wines. That’s the heart of everything we do here at LucidWild.
“But right alongside that commitment to exceptional winemaking was our desire to share it in a truly unique way. We didn’t just want to offer a tasting; we wanted our guests to enjoy our world-class LucidWild Estate wines as part of a completely immersive experience. Imagine sipping our wines while overlooking the very vineyard they came from, all while learning about our sustainable viticulture and winemaking practices. That connection – to the land, to our process, and to the wine in your glass – was always central to our plan. It’s about bringing the full LucidWild story to life for everyone who visits.”

How will the new additions redefine wine hospitality?
Blair: “LucidWild is poised to redefine wine hospitality by shifting the paradigm from a traditional tasting room experience to a truly immersive and multi-sensory journey that connects guests deeply with the land, the wine, and the very essence of the estate.
“For example, this is how LucidWild intends to achieve this:
Beyond the Tasting Bar – immersive spaces and experiences. LucidWild’s SkyTerraces + WineCaves are designed as a sprawling destination, offering a multitude of distinct areas, each with its own unique ambiance and purpose. Guests won’t just taste wine; they’ll experience it. This includes:

• SkyLounge and LivingRoom: Comfortable, elevated spaces for traditional tastings with panoramic views.
• WineCaves: An intimate setting for immersive barrel tastings, bringing guests closer to the winemaking process itself.
• Jellies: A unique wine speakeasy featuring a striking wall-sized live jellyfish tank and vintage vinyl, creating an unexpected blend of art, music, and wine.
• RecRoom and BocceCourt: Casual, social spaces for unwinding with a glass of wine, fostering connection and discovery beyond formal tasting.
• IdeaLab: A boardroom on the vineyard floor, providing a dynamic setting for off-site meetings, blending business with the beauty of the vineyard.
• Farm-to-Table, Vineyard-to-Glass Culinary Integration: With an onsite full-service commercial kitchen, LucidWild will offer curated dining experiences, chef collaborations, and culinary-driven events. This goes beyond simple food pairings, creating a holistic gastronomic journey that highlights the bounty of the region and complements the estate’s wines.
• Deep Connection to the Land and Sustainability: LucidWild emphasizes its commitment to sustainable and regenerative farming, LIVE Certification, Bee Friendly Farming, Deep Root Coalition, and Salmon-Safe designations. This isn’t just a marketing point; it’s woven into the guest experience. Guests will have opportunities to hand-feed the Valais Sheep and understand the importance of the 20% of open space dedicated to wildlife. This connection to the land fosters a deeper appreciation for the wine’s origins.
• Authenticity and Storytelling: The estate embraces its 27-year-old vines and the “land before the hand” ethos. Thoughtful details like the natural basalt rock host stand, a nod to the iconic Jory soil, reinforce this authenticity. The narrative around the wine – from the distinct Pinot Noir and Chardonnay clones to the specific character of each vintage – becomes a key part of the hospitality experience.
• Elevated Yet Approachable Hospitality: While offering premium experiences and world-class wines, LucidWild aims for elevated yet approachable hospitality. The variety of spaces caters to different preferences, ensuring that every guest can find their ideal way to engage with LucidWild, whether through an exclusive club experience or a casual visit.
• Continuously Evolving Experiences: LucidWild is designed for consistently evolving immersive experiences. This suggests a dynamic approach to hospitality, with new offerings and events planned to keep the guest experience fresh and engaging over time.

“In essence, LucidWild is moving beyond selling wine to selling an experience – one that is multi-faceted, educational, engaging, and deeply rooted in the unique terroir and sustainable philosophy of the Dundee Hills. It’s about inviting guests to become part of the LucidWild story, creating lasting memories and a profound appreciation for their wines.”

How important is it to have so many distinct areas for guests?
Blair: “It’s absolutely paramount to have so many distinct areas for our guests to experience LucidWild. It’s fundamental to our vision of redefining wine hospitality.
“Think about it: not every guest wants the same experience. Some are seeking a classic, contemplative wine tasting, where they can really focus on the nuances of each varietal and learn about our winemaking philosophy. For them, our SkyLounge or LivingRoom with their panoramic vineyard views offer that perfect setting.
“Others might be looking for something more playful, a social gathering where they can simply enjoy good company and good wine in a relaxed atmosphere. That’s where our RecRoom and Bocce Court come in, or even the unique vibe of Jellies, our wine speakeasy. These spaces cater to different moods and preferences, encouraging guests to linger, explore, and connect with the estate in their own way.
“Then there are those who want a deeper dive, perhaps into the winemaking process itself. Our WineCaves provide that intimate opportunity for barrel tastings, bringing them closer to the source of the wine. And for our corporate clients or those looking for an inspirational off-site, the IdeaLab, right on the vineyard floor, truly blends business with the beauty of nature.
“The multiple spaces allow us to:

• Cater to diverse preferences: Not everyone wants a formal seated tasting. We can offer a range of experiences from educational to purely social.
• Encourage longer stays: The more appealing and varied spaces we have, the more likely guests are to spend more time with us, exploring different areas and enjoying more wine.
• Create unique memories: Each distinct area offers a different sensory experience, leading to more memorable visits and encouraging repeat customers.
• Highlight different aspects of LucidWild: From the panoramic views to the intimacy of the caves, each space allows us to showcase a different facet of our estate and our passion for wine and sustainability.
• Foster deeper connections: By providing various environments, we empower guests to connect with our wines, our story, and each other in ways that resonate with them personally.

“Ultimately, it’s about creating a holistic, multi-faceted journey rather than just a transaction. It’s about inviting people to truly live the LucidWild experience, one distinct space and unforgettable moment at a time.”

‘One size no longer fits all’

I read a report recently that ‘tasting rooms are shuttering and visitation numbers are down across many states’. Are the SkyTerraces + WineCaves designed to win back wine tourists?
Blair: “As the owner of LucidWild Estate, I can tell you that the report you read about tasting rooms struggling isn’t news to us. We’ve been closely observing the evolving landscape of wine tourism, and frankly, we see it not as a challenge, but as an enormous opportunity.
“So, to directly answer your question: Yes, the SkyTerraces + WineCaves are absolutely designed to win back wine tourists, but more importantly, they’re designed to redefine what “winning back” truly means.
“We’re not looking to simply entice people back to a traditional tasting bar. The days of guests standing shoulder-to-shoulder, quickly sampling a few wines, and moving on are becoming a thing of the past for many. Modern consumers, especially the younger generations, are looking for much more than just a pour. They want:

• Experiences, not just transactions: They crave authenticity, engagement, and a story they can connect with. Our SkyTerraces and WineCaves offer a narrative that unfolds across distinct, carefully curated spaces. From the stunning views on the terraces to the intimate, educational journey through the caves, every element is designed to create a lasting memory.
• Personalization and comfort: One size no longer fits all. Some guests want a deep dive into viticulture, while others simply want to relax with friends. Our varied spaces, from the relaxed RecRoom and Bocce Court to the sophisticated SkyLounge, allow us to cater to individual preferences and offer a sense of belonging, no matter their mood.
• Connection to sustainability and the land: People are increasingly conscious of where their products come from and how they’re made. Our commitment to LIVE Certification, Bee Friendly Farming, and our dedication to preserving native areas aren’t just buzzwords; they’re integral to the LucidWild experience. Guests can see it, feel it, and even hand-feed our Valais sheep. This connection to the land adds immense value beyond the wine itself.
• Culinary integration: Wine and food are intrinsically linked. Our full-service kitchen and emphasis on chef collaborations elevate the visit from a simple tasting to a true gastronomic journey, enhancing the appreciation for both our wines and the bounty of the region.

“The ‘shuttering’ of traditional tasting rooms is a symptom of a shifting consumer demand. Wineries that fail to adapt and offer compelling, multi-faceted experiences will indeed struggle. At LucidWild, we’re not just hoping to win back tourists; we’re building a destination that anticipates and fulfils these evolving desires, setting a new standard for wine hospitality in the process. We’re confident that by offering truly immersive, authentic, and memorable experiences, we will attract and retain a loyal community of wine lovers for years to come.”

How important are direct-to-consumer sales – are they your biggest source of income?
Blair: “As the owner of LucidWild Estate, I can confidently state that direct-to-consumer (DTC) sales are not just important, they are our entire business model. We are 100% DTC because connection is the key and we will never rely upon a distributor to define the LucidWild brand.
“In today’s wine industry, relying solely on traditional distribution channels – selling through wholesalers and then retailers – means you’re fundamentally disconnected from the very people who enjoy your wine. For a brand like LucidWild, built on a philosophy of sustainable viticulture, immersive experiences, and a deep respect for the land, that’s simply not an option.
“Our commitment to being 100% DTC allows us to:

• Forge authentic relationships: Every guest who visits our SkyTerraces + WineCaves, every club member who receives a shipment, every person who engages with us online, is directly connecting with LucidWild. There’s no middleman diluting our message or muddying the waters. This direct line of communication allows us to truly understand our customers, tailor their experiences, and build lasting loyalty.
• Tell our story directly: We’re not relying on a retail shelf tag or a distributor’s sales sheet to convey the essence of LucidWild. Through our immersive hospitality spaces, our online presence, and our direct interactions, we can share the passion, the philosophy, and the intricate details of our winemaking journey. This storytelling is vital for discerning consumers who want to know the provenance and values behind what they consume.
• Control the entire experience: From the moment a grape is picked to the moment a bottle is opened, we oversee every detail. Being 100% DTC extends that control to the customer experience. We can ensure the quality of service, the presentation of our wines, and the consistency of our brand message at every touchpoint. This level of control is simply impossible in a traditional three-tier system.
• Maximize profitability for reinvestment: While the numbers can vary greatly across the industry, for small, ultra-premium wineries like ours, DTC sales are often the most productive channel. We reinvest or sales proceeds directly into the estate – furthering our sustainable practices, enhancing the guest experience, and continuing to produce world-class wines. This virtuous cycle directly benefits our customers through even better products and experiences.
• Adapt quickly to market shifts: The wine market is dynamic. Being 100% DTC gives us unparalleled agility to respond to consumer trends, launch new wines, or adjust our offerings without layers of bureaucracy.

“So, yes, direct-to-consumer sales are not just our only source of sale; they are the only source of proceeds, but we are more interested in building a world-class brand than counting numbers on a P&L. It’s how we cultivate connection, foster community, and ensure that every bottle of LucidWild wine carries with it the full story and passion of our estate. Indeed, our Founders Club is already on waitlist only and we haven’t even opened the SkyTerraces + WineCaves. So, we feel confident in our authentic approach to connecting with our customers.”