LOUISVILLE Ky. Nearly every marketing program is expensive—unless you get your customers to pay for it. Napa River Grill here did just that prior to moving from a nearly 40-year old building to a custom-built facility in June. Seeking to position their California-themed, fine-dining spot as the town’s top table, co-owners J.D. Rothberg and Simon Fields created the Vineyard Club.The strategy was simple: 24 members pony up $25,000 apiece to receive $33,000 in food and beverage credits. ...

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