Toast Tours Llc

What Toast Tours Llc does

Toast Tours LLC is a boutique, owner-operated wine tour and chauffeured transportation company based in Paso Robles, California, founded by Lars and Kristina Horton. The company designs and delivers private guided wine tasting tours, multi-stop Central Coast experiences (including Hearst Castle, Morro Bay, and Tin City), and luxury private transportation across San Luis Obispo County within a roughly 100-mile radius of Paso Robles. It serves three core segments — individual travelers and private groups seeking curated wine country days, corporate clients booking team-building and client entertainment, and event/transportation-only customers — and prices offerings on a per-person or hourly basis ($95–$200 per person; $95–$115 per hour) with a $200 or 20% deposit requirement to confirm bookings.

The product portfolio spans shared group tours (Taste of Tin City Walking Tour, Tobin James Shuttle), fully customized private wine tours, Hearst Castle–combined tours, craft brewery and distillery tours, whale watching along the coast, and a standalone Wine Country Itinerary Planning Concierge Service. Bundled Hotel & Tour Packages pair accommodation at Oxford Suites with private tours. The company holds a California Public Utilities Commission TCP commercial carrier license (TCP38039-A) and operates its own fleet of limo-style mini-buses, Sprinters, and Cadillac Escalades with chauffeurs who double as sommelier-trained guides.

The business model is direct-to-consumer with no external capital and no disclosed investors. Bookings flow through the company's own website (toasttours.com) and embedded FareHarbor, supplemented by phone reservations, gift card e-commerce, and a dedicated corporate request-a-quote pipeline. Marketing relies on organic social (Facebook, Instagram, Pinterest), TripAdvisor and Yelp reviews, an SEO-driven blog, an email newsletter, and earned media in outlets such as National Geographic, Forbes, Travel + Leisure, and USA Today. The company is a member of the Paso Robles Wine Country Alliance and has accumulated three consecutive TripAdvisor Travelers Choice awards (2022–2024) plus a USA Today 2024 Readers' Choice ranking as the 5th Best Wine Tours Company in the U.S.

Name

Toast Tours Llc

Legal name

Toast Tours LLC

Website

https://toasttours.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Toast Tours LLC is a boutique Paso Robles wine tour operator offering private guided wine tasting tours, Central Coast excursions, luxury chauffeured transportation, and corporate wine experiences for individual travelers, private groups, and corporate clients across California's Central Coast.

Ownership category

akta.pro rank

Product category

Wine Tour and Chauffeured Transportation Services

NAICS

Tour Operators (56152)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Wine Tastings & Vineyard/Winery Tours (THAJAGAD)

akta.pro secondary industry

Culinary & Wine Travel Agencies (THAKAFAH)

Keywords

• Wine tour services
• Private transportation
• Chauffeured tours
• Winery excursions
• Concierge itinerary planning

Headquarters

HQ city

Paso Robles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Guided Wine Tours & Experiences: The company generates revenue primarily through selling guided wine tasting tours and curated experiences in Paso Robles wine country and the California Central Coast. Tours are priced per person or at fixed hourly rates for private groups, with prices ranging from $95 to $200 per booking depending on the experience type and duration. Tasting fees at wineries are paid separately by customers directly to venues, though Toast Tours can prepaid them to create all-inclusive packages.
2. Private Transportation & Chauffeur Services: Revenue is earned from providing luxury private transportation in Paso Robles and throughout the Central Coast, using the company's own fleet of vehicles (limo-style mini-buses, sprinters, and Cadillac Escalade SUVs). Transportation is billed at hourly rates ($95–$115 per hour) or as part of bundled tour packages.
3. Wine Country Concierge & Itinerary Planning: The company offers a standalone itinerary planning concierge service ($95 + $15 per person) for customers who want expert curation of their wine country day without booking transportation. This service includes consultation, route planning, and making all winery reservations on the customer's behalf.
4. Hotel & Tour Packages: Bundled packages combining hotel accommodation (Oxford Suites, Paso Robles) with private wine tours are sold at flat rates (e.g., $200 per day), creating a recurring revenue stream from tourism hospitality partnerships.
5. Gift Cards: Digital gift cards are sold online through the company's website and FareHarbor. Gift cards do not expire and are redeemable online or over the phone. Gift card sales represent additional revenue from gifting occasions (birthdays, holidays, anniversaries).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

Toast Tours LLC is a boutique wine tour operator that designs and delivers customized private wine tasting tours, regional excursions, and luxury chauffeured transportation across the Paso Robles American Viticultural Area and California's Central Coast. Its portfolio includes private wine tours, Hearst Castle combination tours, a Tin City walking tour, brewery and distillery tours, whale watching tours, multi-day hotel-and-tour packages, standalone itinerary-planning concierge services, and gift cards. Each experience is led by sommelier-trained guides using the company's own licensed commercial carrier fleet.

Product overview

Toast Tours LLC is a boutique wine tour operator offering a portfolio of guided wine tasting experiences and related services in Paso Robles wine country and the California Central Coast. The core product lineup centers on Private Wine Tours, Hearst Castle & Wine Tours, and specialized experiences including Tin City Walking Tours, Whale Watching tours, Brewery Tours, and Distillery Tours. Additional services include Luxury Transportation (with fleet of vehicles including limo-style minibuses, Sprinters, and Escalades), Corporate Events, and Itinerary Planning Concierge Services. The company also offers bundled Hotel & Tour Packages combining accommodation at Oxford Suites with private wine tours. All tours feature professional guides with sommelier training, door-to-door transportation, and customized itineraries tailored to group preferences.

Differentiator

Problem solved

Functional benefit

Products and services

• Private Wine Tour Custom private wine tours in Paso Robles wine country with professional sommelier-trained guides, tailored itineraries, and door-to-door transportation in spacious, insured vehicles; designed for small and large groups.
• Private Hearst Castle & Wine Tour
• Taste of Tin City Walking Tour
• Morro Bay Whale Watching & Hearst Castle California Coast Tour
• Private Brewery Tour
• Private Distillery Tour
• Luxury & Private Transportation
• California Mid-State Fair Private Transportation
• Tobin James Shuttle
• Wine Country Itinerary Planning Concierge Services
• Paso Robles Hotel & Private Wine Tour Package
• Hotel Suite and Private Hearst Castle & Wine Tour Package
• 3 Day Central Coast Hearst Castle & Wine Tour
• Corporate Wine Tours & Events
• Gift Cards

Quantifiable outcome

• Rated 5th Best Wine Tours Company in the U.S. by USA Today 2024 Readers' Choice Award
• +3 more outcomes

Named customers14 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Paso Robles Wine Country AlliancecoreGTM or Marketing PartnerToast Tours is listed as a proud member of the Paso Robles Wine Country Alliance (PRWCA), a regional wine industry organization. Membership provides visibility within the Paso Robles wine tourism ecosystem, inclusion in PRWCA's member directory (pasowine.com), and participation in the region's promotional activities. Toast Tours also received the Good Neighbor Award 2025 from PRWCA.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Grape Line Tours: Paso Robles-based wine tour operator running daily shuttle-style tours to multiple wineries using trolley vehicles. Directly comparable as a same-region, DTC wine tasting tour service competing for the same Paso Robles visitor.
• Sonoma Splendid Wine Tours: Sonoma County private wine tour and transport operator with custom itineraries. Comparable private chauffeured wine tour service model, even though Sonoma is a different region.
• Platypus Wine Tours: California wine tour operator with tours in Napa, Sonoma, and Paso Robles offering small-group guided tastings and chauffeured service. Comparable in multi-region wine tour service model and small-group customer base.
• A Vino Adventure: California Central Coast and Paso Robles private wine tour operator offering custom chauffeured tours with food pairings. Comparable in custom private tour service, customer type (couples/groups), and Central Coast geography.
• The Wine Wrangler: Paso Robles wine tour and transport operator offering private tours to multiple wineries with custom itineraries. Directly comparable boutique competitor in the same Paso Robles market.
• Breakaway Tours: Paso Robles and Central Coast wine tour operator offering custom private and small-group wine tasting tours with chauffeured transportation. Comparable in service model, target customer (private group/celebrations), and regional footprint.

Regional players

• SLO Safe Ride: San Luis Obispo County designated-driver and wine tour transportation service. Comparable in Central Coast wine country transportation service, though more driver-for-hire focused than guided tasting tours.
• Stagecoach Tours: San Luis Obispo County tour operator offering wine tours, brewery tours, and event transportation across the Central Coast. Comparable in SLO/Central Coast tour categories and event transportation, but broader in focus beyond wine.

Others

• FareHarbor: Third-party online booking platform used by Toast Tours for reservations and gift card sales. Adjacent infrastructure/enabler relationship rather than a competitor—key distribution dependency.

Broad incumbents

• Napa Valley Wine Train: Established, large-scale California wine country hospitality and dining experience operator. Comparable as a broader incumbent in the wine tourism category, though it delivers rail-based dining/tasting rather than chauffeured winery tours.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• Xtwitter.com/toasttours
• Facebookfacebook.com/toasttours
• Instagraminstagram.com/toasttours
• Pinterestpin.it/1uvdTgH
• LinkedInlinkedin.com/company/toasttours

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Toast Tours Llc