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.
4:00 – 6:30 PM Conference Registration & Trade Show: Check in, pick up your name badge, and visit with our sponsors.
5:00 – 6:30 PM Opening Reception: Taste wines from Oregon and around the world as you 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
10:05 – 10:20 AM Break
10:20 AM – 12:20 PM Content Block One: Marketing – How Do You Attract Attention In a Crowded, Busy World? This is our first two-hour content block and focused on marketing. We will cover subjects including email marketing, social media marketing, digital advertising, content creation, and search engine optimization. Our expert presenters will be joined by your industry colleagues with the goal of presenting concrete, actionable, real-world knowledge you can use to improve your own marketing.
12:20 – 1:50 PM Lunch On Your Own
1:50 – 3:50 PM Content Block Two: Wine Tourism – Getting the Consumer to Come to You: Wine tourism is the heart of this conference and also critical to the vast majority of wine industry businesses. Wineries depend on wine tourism for cellar door sales and to grow their wine club memberships. Tour operators, hotels, and restaurants in wine regions live or die based on the number of tourists to their area and to their establishment. And winery associations and destination management organizations (DMOs) know that by growing wine tourism they help all their member constituents. We will hear from experts in wine tourism who will talk about creating your brand, providing enticing events and other offerings, targeting the proper consumers, and ultimately increasing visitation to your business.
3:50 – 4:25 PM Break
4:25 – 5:25 PM Industry Breakouts: Sharing Best Practices: This is the first of two one-hour sessions in which we will break into peer groups (wineries, DMOs/associations, and those on the ground locally such as tour operators, hotels, and restaurants). We will discuss what we learned in the Marketing and Tourism content sessions and how it applies to our businesses.
6:00 – 8:00 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 – 10:05 AM Content Block Three: Sales – Effective Sales of Your Product or Service: Like it or not, we all seem to be in sales no matter what our job title. And many of us don’t like it, which means we are probably not very good at it either. Sales can be traditionally defined as “persuading someone of the merits of” or even cynically as “convincing someone to buy something” but we think that definition is misplaced and outdated. Instead, consumers want value (at minimum) and delight (much better) from their purchases and it is not your job to convince them they will get delight but to actually give them a product or service that delights them. We’ll learn how to effectively sell for both your benefit and that of the purchaser in this session.
10:05 – 10:20 AM Break
10:20 AM – 12:20 PM Content Block Four: Service – Continued Engagement After the Sale: 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.
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 Industry Breakouts: Sharing Best Practices: This is the second and final one-hour session in which we will break into peer groups (wineries, DMOs/associations, and those on the ground locally such as tour operators, hotels, and restaurants). We will discuss what we learned in the Sales and Service content sessions and how it applies to our businesses.
2:50 – 3:05 PM Break
3:05 – 3:50 PM Closing Keynote
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.
4:50 – 5:20 PM Conference Close & Announcement of 2021 Location