All events will take place at the Valley River Inn in Eugene, Oregon unless otherwise noted.
4:30 – 6:30 PM Conference Registration: Check in and pick up your name badge.
5:00 – 6:30 PM Opening Reception: Have a glass of wine, make new relationships, and renew old friendships in this opening reception for those of you arriving today.
6:30 PM Dinner at Sweet Cheeks Winery: Join us for a hosted three-course dinner at the vineyard and hear the winemaker’s incredible and very unique story. Advanced registration is required and there is a small fee to cover transportation. Click here for a registration link if you’re already registered for the conference. If not, you can add the dinner when you register.
8:00 AM – 5:30 PM Conference Registration & Trade Show: If you did not register on Tuesday, you can do so today. Additionally, visit further with our conference sponsors throughout the day during breaks.
9:00 – 9:20 AM Conference Opening
9:20 – 10:05 AM Opening Keynote: Lynda Schenk, Executive Director of the Wine Communicators of Australia: Lynda is a dynamic professional who as the Executive Director of Wine Communicators of Australia is at the center of the Australian marketing world. She also runs her own marketing agency, Purple Giraffe. Australia is probably leading the world in terms of investment in wine tourism and Lynda will provide an overview of what is happening Down Under, including lessons for the audience.
10:05 – 10:20 AM Break
10:20 AM – 11:20 PM Challenges of and Opportunities with Cannabis and Craft Beer: Cannabis and craft beer have had a huge impact on consumers in the past decade or two. Are these consumers, especially the younger consumers so important to the future of the wine industry, now engaging more with craft breweries and legal marijuana dispensaries? If so, why is that? Or can the wine industry learn from and actually partner with these newer industries for the benefit of everyone? This panel discussion includes Jamie Floyd, co-founder of Ninkasi Brewing, the 35th largest craft brewery in the country; Sam Chapman, co-founder of New Economy Consulting, Oregon’s premier cannabis consulting firm; and Doug Caskey, executive director of the Colorado Wine Industry Development Board.
11:20 – 12:20 PM Creating and Executing Your Wine Tourism Plan: Do you have an effective plan in place to drive traffic to your destination or organization? If not, you are simply at the mercy of market forces. This session will present how to craft and implement an effective tourism plan. Presented by Janiene Ullrich, The Family Coppola
12:20 – 1:50 PM Lunch On Your Own
1:50 – 2:50 PM How Do You Attract Attention In a Crowded, Busy World? Digital marketing is all the rage and has been for years. But there is always more to learn. This session will cover email marketing, social media marketing, and online advertising. Presented by Jeremy Schubert, Lunabean Media
2:50 – 3:05 PM Break
3:05 – 5:05 PM Industry Breakouts: Sharing Best Practices: Don’t miss one of the highest rated aspects of the conference year after year. This is the perfect opportunity to network with your fellow attendees – we will break into peer groups (wineries, DMOs/associations, and those on the ground locally such as tour operators, hotels, and restaurants) and discuss challenges and successes. Come prepared to share!
5:30 – 7:30 PM Reception at Provisions Market Hall at 5th Street Public Market: 5th Street Market is Eugene’s hippest market and culinary social hub. Provisions Market is an upscale market that features organic, local foods, a restaurant, and an event space. Wine and food is included in your conference registration.
7:30 AM – 5:30 PM Registration and Trade Show
8:00 – 8:05 AM Opening of Day Two
8:05 – 9:05 AM Diversity and Inclusion in Wine Tourism: When businesses think about diversity, they often think about hiring practices. But diversity also means being open and receptive to customers who do not look or act like you. This panel discussion will address the key aspects of targeting audiences appropriately and thoughtfully as we seek to expand our audiences.
9:05 – 10:05 AM Creating Programs for Millennials that Work: Marketing to Millennials is a challenge. They communicate and make purchasing and entertainment decisions in new ways that may not be similar to how you have always done business. How they perceive winery tours, tasting rooms, and events – not to mention marketing and the wine itself – can be different from their parents’ views and yours. We’ll learn from a panel of successful wine Millennials how you can communicate and create lasting relationships with Millennials, providing solutions tailored just for them. Our panel consists of Robert Karmin, owner of Dear Mom Wine Company; Shannon Carrigan, winemaker at Plum Hill Vineyards; Stephen Hoshaw, Senior Director of Tourism at Travel Lane County; with moderator and freelance writer Sophia McDonald Bennett.
10:05 – 10:20 AM Break
10:20 – 11:20 AM After the Party: Continuing the Conversation: Businesses that make one-time sales often don’t last in business very long. Most businesses (or regions) need repeat business to survive and to thrive. While much of that repeat business comes from providing an outstanding product, post-service sale is also critical. This session will include discussion of how to keep in touch with your customers, whether to offer your customers discounts, how to get your customers to purchase again, and more. Presented by Tammy Boatright, VingDirect
11:20 AM – 12:20 PM European View of Wine Tourism: Presented by Sopexa: Sopexa, one of the most respected wine marketing agencies in Europe, will provide us with an overview of wine tourism in France, Italy, and beyond.
12:20 – 1:50 PM Lunch Hosted by the South Willamette Wineries Association: More than 100 vineyards and over 25 wineries now call the South Willamette home. We will hear from the South Willamette Wineries Association and taste their wines over lunch.
1:50 – 2:50 PM Using Big Data to Drive Results: Big data is the wave of the future – do you know how to use it? This session will provide an overview of data analytics, explore what metrics are important and why, and how to get the most out of your data to maximize exposure and sales. Presented by Cathy Hughye, Enolytics
2:50 – 3:05 PM Break
3:05 – 3:50 PM The Future of Wine Tourism: What We are Doing Wrong and How We Can Better Move Forward: Join Paul Wagner, Founder of Balzac Communications, for an in-depth discussion of where we are today, what pitfalls we have experienced, and where we can go in ten years with proper planning and marketing. He will provide a list of “The Top Five Things Every Marketer Should Do Now” to help you correct your path and spur you on your way to a successful future.
3:50 – 4:40 PM Case Studies in Wine Tourism – Lightning Talks: We will hear from ten of our peers in the audience, each of whom will have five minutes to tell us about what is happening in their wine region. However, there is a hitch. Each person must provide 20 slides in advance that will be set to auto rotate every 15 seconds, producing a fast, fun, and often hilarious presentation. We will put out a call for speakers six weeks in advance of the conference.
4:40 – 4:50 PM Conference Close