CASE 17
Belle Meade Plantation: The First Nonprofit
Winery Engages in Social Entrepreneurship
CASE NOTES FOR INSTRUCTORS
This case introduces students to the concept of social entrepreneurship. Social entrepreneurship seeks to
support a social cause using entrepreneurial principles. For nonprofit organizations such as Belle Meade,
it can supply funding sources above and beyond philanthropic donations.
Belle Meade Plantation has a rich heritage. It has raised some of the most famous race horses in history.
Today the plantation offers themed tours, and the proceeds are used to support the plantation. It is also a
popular location for festivals. However, ticket sales proved inadequate for acting as a long-term funding
source. In 2004 Alton Kelley, executive director of Belle Meade Plantation, and his wife, Sheree, had to
think of alternative ways to secure funding. Knowing that grapes had been grown on the plantation to
make wine in the past, the couple conceived of the first nonprofit winery. They presented the proposal to
the board, who approved their proposal.
QUESTIONS AND DISCUSSION
1. Analyze the strengths and weaknesses of the Belle Meade strategy and implementation of its non–
profit winery.
Belle Meade has many strengths that has allowed it to operate a successful nonprofit winery. Its
strengths include its historic location, unique positioning (it is the only nonprofit winery currently),
rich history, knowledgeable staff, willing volunteers, captive audience (consumers on plantation tours
2. Given the success of the current Belle Meade Winery, how can Belle Meade effectively address the
challenges facing the winery for future growth?
Students’ answers will vary. Partnering with other organizations may be beneficial. For instance, it
3. Understanding the success of the Belle Meade Winery, what could other nonprofit organizations
learn in creating social entrepreneurship ventures to sustain their operations?
Other nonprofits can learn that entrepreneurial principles can support nonprofit as well as for-profit