Today we’d like to introduce you to Liz Palmer.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I started taking wine classes at the Texas Wine School in 2013. As an attorney and a CPA turned PTO President, I was ready for the next challenge. My husband Paul has always been the food and wine guy in our household and dreams of retiring into a food / wine business. Of course we both think you need to know something about the business before you dive in, I decided to take some wine classes.
As I progressed through the WSET (Wine & Spirit Education Trust) courses, I began a conversation with then-owner of the Texas Wine School James King about how to make money in the wine industry. He connected me with Kelly Prohl, owner of Double Decanted, a by-appointment-only wine retail store on the west side of town. I began to get my feet wet in the industry, selling wine for her. Shortly thereafter, James King needed to step back from The Texas Wine School as his wife had accepted a high-profile position with Walmart in Bentonville, Arkansas. While James wanted to continue running the school after his family relocated, it was clear he would need some part-time assistance in Houston. So I began to split my time between Double Decanted and The Texas Wine School (among a number of volunteer commitments as well).
After a few months of working with James, he and I conceived our Big Idea: to create a thriving wine community. A welcoming place where newcomers to wine could experiment with and learn about wine without any pretensions. A serious school where industry professionals could further their studies. Event space that could be used for trade tastings, corporate team-building or just a fun party. Climate-controlled wine storage for people to house their wine collections, with biometric access 24/7 and a backup generator. A well-appointed member lounge where wine storage customers can bring clients or friends, or simply open a bottle or two to share with other members. A place where all of these people can connect over wine, sharing stories, closing business deals, creating shared experiences and building lasting relationships.
We crunched some numbers, did a little research and realized our Big Idea was do-able! So we started looking for the right location, and found our current home. (The walled courtyard sealed the deal for us!) After a year of remodeling the space, we moved The Texas Wine School from a few blocks away, and opened AOC (Art of Cellaring).
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Of course there have been challenges along the way. This business venture was a first for us: a first time to put together (and pitch) a business plan to raise capital, a first time to negotiate a commercial lease, a first time to put together a partnership agreement, a first time to open a new business (and deal with all the regulatory constraints involved in starting a small business!).
About half-way through the construction phase of our project, James indicated that traveling back and forth to Houston from Arkansas was becoming difficult for his family, and that he would need to minimize his time commitment to the school, and to this project. Because the school was such an integral part of our Big Idea, it was clear that I needed to take over the business.
Being a relative newcomer to the wine industry, assuming control of The Texas Wine School created tremendous anxiety. While James remains involves as a mentor, as the new face of the business, I needed to establish credibility in the industry. I needed to retain the existing instructors who worked for the school, and make sure that I was qualified to run certification programs and teach when needed. I had already attained a number of certifications, but accelerated my pace. I now hold the WSET Diploma, French Wine Scholar, Italian Wine Professional, California Wine Appellation Specialist, Certified Rioja Educator, and Certified Specialist of Wine among others. I attend most of the numerous seminars that come to town, and attend (and now host) regular meetings of the Houston Sommelier Association which has an emphasis on wine education.
During this time of stress and anxiety, I relied on prayer, and the constant support of my family. My husband Paul really stepped up, helping out more not just at home, but with the businesses as well. Even my kids have stepped up, polishing glasses, breaking down boxes, and setting the tables for classes.
AOC (Art of Cellaring) & The Texas Wine School – what should we know? What do you guys do best? What sets you apart from the competition?
The Texas Wine School offers wine education classes for consumers as well as professionals in the wine industry. The school, including the catering kitchen and courtyard, is available to rent for private events. AOC (Art of Cellaring) is a wine storage community with temperature- and humidity-controlled wine storage lockers, generator backup, biometric security, and 24/7 member access to the storage units and member lounge, including the courtyard. AOC members enjoy invitations to tasting events and special pricing on wine purchases.
But we’re not simply about wine school or wine storage. It really is about the community. Wine brings people together, fostering conversations and real relationships.
I think of a person’s relationship to wine as a microcosm of their relationships with other people. Some people stereotype wine, only drinking Cabernet or claiming to dislike Chardonnay. But they haven’t sufficiently explored beyond their comfort zone, or tasted through the tremendous variety of Chardonnay wines. Some people like youthful, fruity wines that clearly express themselves, shying away from the complexity that is more evident in other wines (and older wines). Still others prefer whatever wine is trending, avoiding the wines their parents enjoy. Each wine has its place, and high quality wines in each category can be delightful. But I want to encourage people to stretch themselves with wine and with people, to appreciate a broader spectrum of wines, to demand quality wines on restaurant and bar menus. This will come to pass through community.
AOC and The Texas Wine School have created an inviting space in which people can come together over wine. The walled courtyard is a particularly special oasis in the middle of the city.
But community requires more than a special place. It’s the people that matter, and it is important to engage professionals in the trade as well as collectors.
Sommeliers at restaurants and wine bars, as well as those who work in retail, have a critical role to play in elevating the wine community: recommending appropriate wines to their customers, based on the customer’s personal preferences and identified needs. This is no easy task, and requires an industry professional with detailed knowledge about the wines they sell. When a customer asks for a wine recommendation, they are hoping to broaden their horizons rather than purchase their regular wine of choice. So the wine professionals should push the envelope, broadening their customer’s horizons. As consumers enjoy a broader range of wines, they will demand better wine selections at the restaurants / bars / stores they visit, which in turn will drive the need for better trained professionals in the field. The Texas Wine School / AOC now hosts the regular gatherings of the Houston Sommelier Association, an open community of wine professionals who gather to seek inspiration and knowledge from visiting winemakers, vineyard owners, importers and other industry professionals.
Living out this philosophy of community makes us different, not just from other wine storage facilities, but from other wine schools around the nation. We want newcomers to wine to have a safe place to discover wine and learn how to speak the language. We want collectors to gather and share bottles with friends, creating new memories over great wine. We want wine professionals to have a place to further their education and share their passions with wine lovers in and outside the trade. Thanks to the AOC investors, Texas Wine School instructors, and influential supporters like David Keck, Gabe Howe and Bertrand Leulliette (and so many others!) we are well on our way.
What moment in your career do you look back most fondly on?
What has been the proudest moment? We’re not there yet. We’ve come a long way, but the road ahead is still so long. There’s so much more to do. While I take time to celebrate small successes, there’s no one defining moment.
Pricing:
- Full member privileges to AOC start at just under $300 per month
- A typical wine class costs $60 per person
Contact Info:
- Address: 2301 Portsmouth
Houston, Texas 77098 - Website: www.artofcellaring.com & www.thetexaswineschool.com
- Phone: 713-8228-7767
- Email: liz.palmer@artofcellaring.com, liz@thetexaswineschool.com
- Instagram: https://www.instagram.com/art_of_cellaring/ & https://www.instagram.com/txwineschool/
- Facebook: https://www.facebook.com/artofcellaring/ & https://www.facebook.com/thetexaswineschool/
Getting in touch: VoyageHouston is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.
