NORTH FORK, NY - The Long Island Wine Council is seeking a dramatic shift in the way East End wines are perceived, with live music and large party groups in limos soon a thing of the past and a focus on a more discerning clientele.

On Tuesday, Steve Bate and Ali Tuthill of the Long Island Wine Council came before the Southold Town Board with plans that will forever change the experience for those heading out to the North Fork to savor local wines. Bate said wineries with live music have not proven profitable for the area; Tuthill agreed that many just spend the day "sipping" on a glass of wine while listening to free entertainment, paying little for a day of free agri-tainment, with few customers availing themselves of the opportunity to learn about the wines and buying bottles to take home.

The goal, she said, is to enhance the educational component of the winery experience, and foster an enriched experience for true wine lovers. The board agreed the idea was a good one; Councilman Jim Dinizio said that was the goal in the beginning, to offer wine, "cheese and crackers — and maybe a guitar player," not the full-blown revelry that has ensured, with more than 40 tasting rooms on the North Fork currently.

Tuthill said while local wines have continued to garner favorable reviews nationally and on the international canvas, the area's reputation has not followed suit, due in large part to the limo and party bus crowd. However, Tuthill said, there might be some challenges ahead in relation to "customer expectations"; currently, large groups might demand tasting room staff to pour more than the customary one ounce of wine. Down the line, training will ensue to enable pourers to handle that type of client and provide a consistent hospitality experience across the board. Tastings might be priced higher, with incentives offered to clientele who buy cases of wine.

Plans to implement the program include shifting the focus from bottle sales. Currently, Tuthill said, clients who come and buy a bottle are skipping over the educational component and just spending the day drinking, sometimes having "too much" fun.

In addition, reservations may be required for large groups, with a credit card given in advance. Those who cancel might forfeit a deposit. Advance reservations would allow for a more manageable flow of traffic and guests, she said. As it stands, currently, some groups are coming in more than one car and converging upon wineries in groups of 16 to 18, which makes it difficult for staff, she said.

Companies providing transportation will also be vetted, with tour groups given a list of preferred transportation providers to utilize. A look at children and pets will also be taken, with no children allowed in the tasting room areas and a push to urge at least one parent to drink sensibly or not at all, so that one "responsible adult" is caring for children in the group.