Tasting Experience concept development & launch strategy
Steps of Service design & hospitality training
End-to-end event production & project management
Experiential strategy & creative concepting
Marketing strategy & campaign development
Community building & cultural partnerships
Product launch experiences & activations
Creative direction for experiential campaigns
Content strategy for hospitality & lifestyle brands
At Angela Vineyards, I designed a fully integrated wine tasting experience that flipped the traditional model on its head. Instead of polished formality, we brought color, energy, and community into the vineyard itself: wines poured from Erlenmeyer flasks, a team dressed in fuchsia ice-dyed uniforms, and a playlist spanning the greatest hits of the ’80s, ’90s, and 2000s. Guests began with a glass of bubbles at the top of the hill and walked through the vines while learning about regenerative farming, before enjoying inventive food pairings like spicy sikil pak from a local star chef. In short, I built a guest journey that told the story of the land while creating a sense of connection and play.
Behind the scenes, I managed the budget, hired and led the team, and solved the logistics of hosting hospitality in the middle of a working vineyard—right at the start of COVID. I also created the content strategy, wrote email campaigns, designed mailed tasting experiences, and developed sales and wine club initiatives to keep the brand’s human connection alive in a time of global chaos. The result was a tasting program that turned wine into something vibrant, approachable, and unforgettable: a celebration of land, community, and creativity when it was needed most.
Tasting Experience concept development & launch strategy
Steps of Service design & hospitality training
End-to-end event production & project management
Experiential strategy & creative concepting
Marketing strategy & campaign development
Community building & cultural partnerships
Product launch experiences & activations
Creative direction for experiential campaigns
Content strategy for hospitality & lifestyle brands
the sun never sets on cool
the sun never sets on cool
the sun never sets on cool
the sun never sets on cool
the sun never sets on cool
the sun never sets on cool
the sun never sets on cool
the sun never sets on cool
the sun never sets on cool
the sun never sets on cool
the sun never sets on cool
the sun never sets on cool
the sun never sets on cool
the sun never sets on cool
the sun never sets on cool
the sun never sets on cool
the sun never sets on cool
the sun never sets on cool
Dear Heather Wallberg is about designing experiences that make people feel welcome. Informed by hospitality and real-world practice, the work is shaped by what guests experience from the first hello to the last goodbye.
