The Blufftop At Rocheport

Message in a Bottle

The Les Bourgeois Vineyards Winery has been a staple in the Rocheport Missouri area for decades. Their award-winning wines and picturesque winery made this a favorite for locals and travelers alike. Nestled on the bluffs above the Missouri river, the winery hosts weddings, parties, and lazy Saturdays with a glass of wine.

Over the years, the brand expanded beyond a simple A-Frame building on the bluff to an expansive organization. They added The Bistro for a fine dining experience and revamped their Tasting Room, for a convenient winery experience just off of the interstate. Recently they expanded even more, adding three new properties with luxury accommodations. All the while, the winemakers were hard at work, creating new vintages for fans to enjoy. Suddenly Les Bourgeois Vineyards was so much more than just a wine brand, it was an experience.

Services Utilized

The Challenge

The Blufftop embarked on an ambitious rebrand with a clear but complex challenge: uniting three wine brands, two restaurants, a store, and three rental properties under one cohesive parent brand—without alienating loyal fans. The goal was a flexible brand system that could grow while honoring the legacy of Les Bourgeois Vineyards.

Seafoam partnered with the team to bring The Blufftop at Rocheport to life, translating the new brand strategy into a profitable, unified experience. This required thoughtful integration of the beloved Les Bourgeois name, using familiar visual cues to guide longtime guests into the new brand rather than abruptly replacing what they loved.

Because the brand is deeply tied to memories and experiences, the rebrand focused on inclusion—inviting past visitors to return and create new moments at The Blufftop.

Bringing the brand to life required more than a visual refresh. Seafoam led the creation of a robust new website and digital ecosystem designed to support e-commerce, event planning, overnight reservations, and a rewards program—fully activating the new brand across every touchpoint.

Before Screenshot

The Approach & Solution

Seafoam Media tackled this challenge by fully immersing the team into the new brand. We toured the facility, integrated ourselves into the team, and got to work.

By showing the connection between the child brands as an essential part of our messaging and information architecture, we could help the Les Bourgeois Vineyards team make more money from large transactions, like renting a cabin or booking a wedding, and we could gain them more cross-sells by encouraging people to buy more than one experience when on property.

We created a website that would allow the user to quickly see the full scope of services provided by the brand; pulling them deeper into the site and encouraging them to book a stay or buy a case of wine!

  • New information architecture for the site oriented around complementary actions that can be undertaken on the property
  • Creating page designs that prominently feature cross-sells
  • Adding more paths to conversion for rental properties and event bookings through custom forms
  • Creating new content types that show how the properties can be enjoyed together with the experience page forward consistently as they grow.
  • Adding more ways to browse wines to increase discoverability
  • Creating a complete SEO keyword map to help new users discover an old beloved brand

The Results

The Blufftop embarked on an ambitious rebrand with a clear but complex challenge: uniting three wine brands, two restaurants, a store, and three rental properties under one cohesive parent brand—without alienating loyal fans. The goal was a flexible brand system that could grow while honoring the legacy of Les Bourgeois Vineyards.

Seafoam partnered with the team to bring The Blufftop at Rocheport to life, translating the new brand strategy into a profitable, unified experience. This required thoughtful integration of the beloved Les Bourgeois name, using familiar visual cues to guide longtime guests into the new brand rather than abruptly replacing what they loved.

Because the brand is deeply tied to memories and experiences, the rebrand focused on inclusion—inviting past visitors to return and create new moments at The Blufftop. Bringing the brand to life required more than a visual refresh. Seafoam led the creation of a robust new website and digital ecosystem designed to support e-commerce, event planning, overnight reservations, and a rewards program—fully activating the new brand across every touchpoint.