Episode: Jean Thompson, CEO of Maeve Chocolate

What does it take to rescue a chocolate company after a literal earthquake, a departing CEO, and a distributor bankruptcy — all while raising kids and drawing no salary? Jean Thompson, founder and CEO of Maeve Chocolate (formerly Seattle Chocolate), knows firsthand.

In this episode, Mark sits down with his longtime entrepreneur friend Jean for one of the most candid founder stories you'll hear. After nine years of losing money, taking on home equity loans, and at least one roadside panic attack, Jean built a thriving, values-driven chocolate company — and rebranded it entirely in year 33.

In this episode, you'll hear:

• How a Seattle earthquake in 2001 accidentally made Jean the owner of a failing chocolate company
• Why "this housewife is going to take the company to its knees" became her rocket fuel for years
• The brutal cash flow reality of physical product businesses — and why growth almost killed them
• What Jean saw visiting cocoa farms in Ghana (including tribespeople tasting chocolate for the first time)
• Why she turned down Ferrari of Seattle during her divorce to keep the chocolate company
• The bold, all-or-nothing rebrand from Seattle Chocolate to Maeve — named after a fierce Irish warrior queen
• How immersive factory experiences, pop-ups, and a viral book collaboration sold out an entire year's inventory in 36 hours
• Building an "evergreen" company designed to outlast you

Key Themes: Founder resilience, ethical supply chains, experiential retail, rebranding, sustainable growth, women in business, the experience economy

Links & Resources:

• 🍫 Maeve Chocolate: maevechocolate.com
• 🍫 J.COCO Chocolate: jcocochocolate.com
• 📍 Factory tours & tastings available at their Tukwila, WA location
• 📱 Experiences App (show sponsor): experiencesapp.com

The Experiences podcast is brought to you by the Experiences app — the booking system built for Shopify merchants who sell bookable tours, tastings, classes, and adventures. Free 14-day trial in the Shopify App Store.

🧵 SHOW NOTES

In this episode of the Experiences Podcast, Mark Sandeno welcomes longtime Experiences app user and endlessly fascinating creator, Rachel Lorenz, founder of The Creative Contessa. From her home in South Korea (by way of Paris, Heidelberg, and Albuquerque), Rachel shares how she turned decades of medieval living history, culinary arts, embroidery, and historic dance into a thriving experiential business.

We dive into:

• 🛡️ How medieval living history turned into a modern-day business
• 🧠 Why she walked away from AI-threatened translation work to double down on creativity
• 🍷 What makes “sip and stitch” different from sip-and-paint (hint: actual teaching!)
• 🌍 The role of culture, travel, and authenticity in her offerings
• 💡 Why hands-on, real-life experiences are a powerful antidote to digital burnout
• 🪡 How she’s created a business that helps people feel more human through tactile learning and joyful connection
• 🔥 Advice for creatives who want to turn their passion into a business
• 🍖 And the medieval dish she swears needs a comeback: Aloes de Mutton

Whether you’re a creator looking to teach your craft, or just someone desperate for something real, this conversation is your sign to try something different.

🧵 Learn More About Rachel

🔗 Website: https://thecreativecontessa.com

📺 YouTube: The Creative Contessa on YouTube

📍 Based in South Korea | Online + in-person workshops available

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✅ On-brand, onsite, with full control of your customer data

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If you’re in the business of hosting people, Experiences App is for you.

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Welcome to the Experiences Podcast!

Mark Sandeno sits down with longtime friend and fellow adventurer Zach Smith, founder of Anywhere.com — a global travel platform that’s redefining how we explore the world.

In this episode, we go deep on:

🌍 The origin story: How Zach went from body surfing and hammocks to building one of the most thoughtful travel companies in the world

🔁 From chance meeting to startup launch: The unlikely business plan that began with a dusty office in Costa Rica

🤝 Why co-created travel matters: Personalized trips, informed travelers, and meaningful connections with local cultures

💡 The Anywhere model: Tech-enabled, human-powered itineraries that deliver immersive, regret-free experiences

⚖️ Mass travel vs. mindful travel: How convenience and cost miss what great travel is really about

🌱 What’s next: New geographies in development (Greece, Morocco, Italy, Mexico) and how Anywhere continues to scale with integrity

Whether you’re a traveler looking for deeper experiences or an entrepreneur building something that matters, this conversation will challenge your thinking on what modern travel should be.

🌐 Learn More

• Visit: https://anywhere.com
• Follow Anywhere on Instagram and Trustpilot
• Try planning your own trip: anywhere.com

Sponsored by ExperiencesApp.com

Are you a retailer looking to offer bookable in-person experiences?

Forget clunky third-party booking tools. ExperiencesApp.com lets you sell appointments, classes, and events natively through your Shopify store.

→ Free 14-day trial, no credit card required.

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The Ministry of Welcome: Creating Meaningful Experiences Through Hospitality With Nathan Woods and Mark Sandeno

In this episode, Mark Sandeno sits down with Nathan Woods, a hospitality expert and founder of The Ministry of Welcome, to explore the transformative power of authentic hospitality in business and life. From driving truck parts to revolutionizing customer experiences at major brands, Nathan shares his journey and insights on creating meaningful connections through intentional welcome.

Key Highlights:

The Journey to Hospitality Nathan's origin story begins with driving truck parts in Eugene, Oregon, where he developed his vision statement: "Creating opportunities for others to experience joy." This led him to pursue a master's in hospitality and work with TrackTown USA managing VIP hospitality for the Olympic trials. His entrepreneurial journey continued as he co-founded Run Gum, growing it from a closet startup to achieving national retail distribution.

Building Authentic Community
Nathan emphasizes the importance of genuine customer engagement beyond transactions. At Run Gum, they achieved 30-40% revenue from email marketing by focusing on authentic connections. Their strategy included meaningful social media engagement and in-person events, always prioritizing treating customers as humans first, not just revenue sources.

Revolutionizing Direct Booking for Bolt Farm Treehouse
During his time with Bolt Farm Treehouse in Tennessee, Nathan helped transform their booking model from OTA dependence to achieving 99% direct bookings. Through implementing successful email and SMS marketing strategies, the business grew from 8 to 26 units while maintaining high occupancy rates. This transformation demonstrated the power of owning customer relationships.

The Philosophy of Hospitality
Nathan breaks down "philoxenia" - the Greek concept of loving strangers - and explains the crucial difference between service (what you have to do) and hospitality (what brings color to interactions). He discusses how this philosophy transforms business culture and customer experience, creating lasting impact through meaningful connections.

Practical Implementation Tips
Success in hospitality requires mapping the customer journey from first contact to post-experience, finding opportunities for personalization at key touchpoints, and creating memorable moments that evoke positive feelings. Nathan emphasizes the importance of caring for both customers and their families, sharing examples of thoughtful gestures that create lasting impressions.

Notable Quotes:
"Hospitality is not just about entertainment or hotels - it's about the posture of welcoming people to the space that you're in and being present with them." - Nathan Woods

"People forget what you do or what you gave to them, but they'll never forget how you made them feel." - Nathan Woods (paraphrasing Maya Angelou)

Resources Mentioned:

• nathanwoods.me - Nathan's website
• The Ministry of Welcome newsletter
• "Unreasonable Hospitality" by Will Guidara

About Nathan Woods: Nathan Woods is a hospitality consultant and founder of The Ministry of Welcome. With experience ranging from Olympic event management to scaling direct-to-consumer brands, Nathan helps businesses transform their customer experiences through authentic hospitality practices. His approach combines practical business strategy with a deep understanding of how meaningful "welcome" can transform both customer experience and company culture.

About the Experiences App

• Experiences app website

The Experiences App is a comprehensive platform designed for event hosts to seamlessly create, manage, and elevate memorable experiences. From cooking classes to crafting workshops, the app offers intuitive tools for organizing bookings, handling payments, and managing guest communication, ensuring that every detail is covered. Whether you’re a small business or a large event space, the Experiences App helps turn each gathering into a professionally managed, unforgettable occasion tailored to enhance customer engagement and satisfaction.

Building Community Through Wine: Jennifer Halleck of Halleck Vineyard

Episode Overview

A conversation with Jennifer Halleck about the journey of building Halleck Vineyard, their approach to wine-making, and how they've built a thriving community around their wines.

Key Moments

Origin Story (1990-2000)

• Jennifer and Ross Halleck moved from Bay Area to Sebastopol in 1990
• Purchased 5 acres, but could only plant 1 acre due to forest coverage
• One of the first vineyards in Sebastopol Hills area (Russian River Valley/Sonoma Coast)
• First harvest sold to Fred Scherer in 1999
• Won first place at Pinot Noir Summit with their first vintage

Business Evolution

• Started in custom crush facility with Greg LaFollette
• Initially focused on distribution and restaurants
• Pivoted to direct-to-consumer (DTC) during 2008 financial crisis
• Built early customer base through innovative marketing to San Francisco private schools
• Currently produces 2,500 cases annually

Business Model & Strategy

• Uses custom crush facilities instead of owning winery infrastructure
• Price range: $59-120 per bottle
• Wine club ("Inner Circle") membership includes:
  • 6 bottles twice per year
  • Free shipping on 6+ bottle orders
  • Exclusive access to special events and trips

Experience-Based Marketing

• Offers vineyard tastings with education and local delicacies
• Previously hosted harvest parties where customers could participate
• Conducts private tastings at customers' homes (12-20 people)
• Organizes exclusive wine club trips:
  • African safaris
  • European wine tours
  • Adventure activities (kayaking, scuba diving)

Keys to Success

• Focus on personal connections with customers
• Strong emphasis on experiential marketing
• Building community through shared experiences
• Maintaining high-quality standards
• Effective SEO and online presence

Notable Quotes

"Being part of the story makes it even better." - Jennifer Halleck on why vineyard visits are important

"Ross' favorite line is the way to make a million dollars at a winery is to start with five million." - Jennifer Halleck cheeky comment on the reality of the wine industry

Advice for New Entrepreneurs

1. Understand it's a lifestyle business more than a profit center
2. Just take the leap - planning can only take you so far
3. Consider getting formal education in winemaking if starting a winery
4. Build experiences around your product once you have something to sell

About Halleck Vineyard

• Location: Sebastopol Hills, Sonoma County
• Website: halleckvineyard.com
• Specializes in: Pinot Noir
• Known for: Small-batch, high-quality wines and exclusive wine experiences

About the Experiences App

• Experiences app website

The Experiences App is a comprehensive platform designed for event hosts to seamlessly create, manage, and elevate memorable experiences. From cooking classes to crafting workshops, the app offers intuitive tools for organizing bookings, handling payments, and managing guest communication, ensuring that every detail is covered. Whether you’re a small business or a large event space, the Experiences App helps turn each gathering into a professionally managed, unforgettable occasion tailored to enhance customer engagement and satisfaction.

Ever wonder how a passion for yarn could transform into a thriving business and vibrant community? In this episode, we unravel the story of Heather Swan, aka "The Yarn Queen," who left her corporate career to pursue her love of fiber arts. Discover how she built Yarncom and the Midwest Fiber Festival from scratch, navigating challenges and weaving together a loyal customer base. Whether you're a crafting enthusiast or an aspiring entrepreneur, this conversation is bound to inspire and offer valuable insights into the world of experiential retail.

Guest:
Heather Swan, aka "The Yarn Queen", founder of Yarncom and Midwest Fiber Festival

Key Topics:

• Heather's transition from corporate career to yarn shop owner
• The $2.5 billion US yarn industry and growing interest in fiber arts
• Launching Yarncom and the Midwest Fiber Festival
• Building a passionate fiber arts community in St. Louis
• Strategies for introducing new customers to knitting and crochet
• The importance of offering experiences in retail
• Balancing beginner-friendly classes with advanced offerings
• Using market research to choose an ideal shop location
• Tips for new entrepreneurs (e.g. hiring a virtual assistant early)

Memorable Quotes:
"Our tagline is community through creation." - Heather Swan

"Surrounding yourself with people that support you, that believe in you, and that hold you accountable is what has helped me so much." - Heather Swan

Where to find Heather:

• Yarncom: yarncomstl.com
• Midwest Fiber Festival: midwestfiberfest.com

I had an amazing conversation with Jeff Pennypacker of Sweet and Savory Classroom, a cooking school experience based in Chatanooga, TN. He and his wife run a very successful cooking school and he shared some tasty insights for any retailer who offers (or wants to) experiences. And, if you're a cooking school, don't pass up this episode as it has some very particular advice for you.

Send me your feedback, suggestions, and musings to mark@experiencesapp.com. I'd love to hear from you as long as you're not a spammer.

Pre-emptive apology: At the beginning of the podcast, I promised we'd have Jeff share a summary of how to develop a "personal formula" at the show's end. I completely forgot to do that, so we'll do another show with him to discuss the "four realms" and have him speak more about his personal formula process.

Show highlights:

• Jeff's entrepreneurial journey from ice sculptor to cooking school owner with some interesting stops in between
• How biblical principles drive success in Jeff's business
• The "Four Realms" and how Jeff uses them in his business
• How Jeff values his customer's engagement with his business

Links and Resources:

• Sweet and Savory Classroom
• The 4 Realms of the Experience Economy

The Experiences app
If you're a cooking school or any other retailer who values hosting your customers for experiences, you need the Experiences app. It has all the features you need to offer bookable experiences, send out reminders, check in your customers, and

Get a 14-day trial of the Experiences app for your Shopify store by visiting our app page on Shopify.

You can also visit our website here »

Sure, you can hope that people just show up and start to shop in your store (or chain if you're a retail magnate). But it's much more effective to bring people together through pre-booked experiences - because this is what consumers want.
Mark and Chip discuss the mindset and method behind adding pre-booked experiences to your retail offering. And if you're wondering if this applies to what you do...it most certainly does!