Below is a skeleton agenda for the conference; we will be adding details in the coming months. 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 & Trade Show: Taste wines from Oregon and around the world, visit with our sponsors, make new relationships, and renew old friendships.
6:30 PM Dinner: We will be arranging an optional dinner at extra cost. Details to come.
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: To be announced
10:05 – 10:20 AM Break
10:20 AM – 11:20 PM Challenges or Opportunities? Weed, Beer and Spirits: Are consumers, especially the younger consumers so important to the future of wine tourism, now engaging more with craft breweries, craft distilleries, and even legal marijuana dispensaries? Or can the wine industry learn from and actually partner with these newer industries for the benefit of everyone.
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.
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.
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.
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 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 Tours and Tastings 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, events, fees, and almost everything else can be different from their parents’ views. We’ll learn in this session how you can communicate and create lasting relationships with Millennials, providing solutions tailored just for them.
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.
11:20 AM – 12:20 PM Working with the Media: Media relations (or PR: Public Relations) has changed dramatically with the onvent of digital communications. The media itself has splintered and how they communicate has changed. We’ll hear from a media expert how to identify key media who might be interested in your message and how to communicate with them effectively.
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.
2:50 – 3:05 PM Break
3:05 – 3:50 PM Closing Keynote: To be announced
3:50 – 4:50 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.
4:50 – 5:20 PM Conference Close & Announcement of 2021 Location