MARCH 26-29, 2012 BOOT CAMP KICK OFF: Sunday, March 25, 2012
DINNER DAY ONE: Monday, March 26, 2012 - BOOT CAMP MORNING For the Boot Camp, attendees select one session, either “The Bottom Line: Accounting and Finance for Non-financial Managers” or “Grape Growing and Winemaking 101: The Fundamentals”.
BOOT CAMP REGISTRATION BOOT CAMP - GROUP 1: For individuals who have a good knowledge of vineyard and winemaking practices
but want to improve their understanding of accounting and financial issues. BOOT CAMP - GROUP 2: I. Types of Grapes Used for Wine AFTERNOON
LUNCH
PROGRAM WELCOME
THE WINE INDUSTRY: A GLOBAL PERSPECTIVE
BREAK STAY OUT OF THE RED: FINANCIAL
MANAGEMENT OF WINERIES AND VINEYARDS Overview of the basic financial principles involved in the evaluation of investment projects. The basic concepts covered will include: risk and return relationships; cost of capital (hurdle rates and internal rates of return); net present value; the costs and benefits of debt financing; and acquisitions. Participants will apply these concepts in a mini-case about a winery. EVENING
DINNER DAY TWO: Tuesday, March 27, 2012 MORNING VINEYARD CHALLENGES: WINEMAKING FROM THE GROUND UP An analysis of vineyard site evaluation and selection, including considerations such as soil, climate, water availability, slope and aspect and how these factors influence cost, other viticultural decisions and ultimately affect grape quality. Long-term vineyard establishment decisions will also be discussed, including the selection of planting materials (rootstock, variety and clone), spacing, trellising and training, row orientation and the effects of these decisions on production costs and grape quality. Seasonal management options and costs will be scrutinized for mechanization versus hand labor for valley and coastal production locations. Ends with an introduction to seasonal pest problems including Pierce’s Disease, mildew, Eutypa, nematodes and virus incompatibility issues. BREAK
WELCOME TO THE NEW REALITY: MAKING THE BEST QUALITY WINES POSSIBLE IN A
CHALLENGING ECONOMY Now, more than ever, Winemakers and Production Managers are being pressured to keep costs down while maintaining or improving quality. Fortunately, from harvest to cellaring and bottling, there are things a Winemaker can do to help keep the bottom line darker than a Petite Sirah. Drawing on his years of experience in production and consulting David Stevens will share some practical solutions for managing quality and costs in small- and large-lot winemaking in various price segments and style categories. AFTERNOON
LUNCH
CREATING YOUR MARKETING PLAN, Version 2.0
This session zooms out to review macro trends in marketing communications, and zooms in on their implications for marketing. We will cover the key pillars of wine marketing -- including branding, social media, public relations, and digital media – in the context of creating a successful winery marketing plan. A summary of topics:
EVENING
INFORMAL WINE TASTING
DINNER
PRESENTATION:
TAPPING THE NETWORK OF INNOVATION Innovation drives changes in organizations and entire industries. Combining emerging research on the role of networks in innovation with historic and recent examples, Professor Hargadon describes how the innovation process unfolds and outlines strategies for managing your company and your career. DAY THREE: Wednesday, March 28, 2012 MORNING
HOW TO SELL AN INNOVATIVE IDEA This workshop helps participants to understand the art and science of selling innovative ideas to others—especially those in positions of power. Using a mini-lecture, role-plays and video case, the workshop illustrates how to execute three key tactics important to selling ideas to others. Material in the workshop comes from social psychological research on upward influence tactics, as well as Professor Elsbach’s field research on pitching ideas from Hollywood movie production and Silicon Valley venture capital projects. BREAK WHAT'S YOUR STORY? CREATING A WINE BRAND THAT STANDS OUT With more than 5,000 wine brands marketed in the U.S., it's critical to develop a brand that stands out from the crowd. This segment will help you understand how to develop a powerful brand story and how to communicate it consistently at all touch points with your customers. It explores the traits of successful brands in the wine industry as well as iconic brands from other categories. The importance of the emerging 'millennial' generation and other trends and opportunities in wine marketing will be discussed. AFTERNOON LUNCH
STRATEGIC COST MANAGEMENT IN THE WINE INDUSTRY With the high degree of vertical integration often present in the wine industry, internal cost management is a particularly important, yet often overlooked, aspect of business practices. Recent (and looming) imbalances in supply and demand will cause successful businesses to use cost management as a competitive tool. This seminar will discuss the sources of various costs, mechanisms for tracing and keeping track of costs, and designing and implementing strategic cost containment initiatives. Particular attention will be paid to the specifics of the wine industry. Brief cases covering growers, stand-alone wineries and vertically integrated wine businesses will be an integral part of the seminar. EVENING
DINNER & PRESENTIATION -
CHINA: OPPORTUNITIES FOR THE WINE INDUSTRY This session will give an overview of the current economy and opportunities in China followed by a discussion of the practical aspects of selling wine in the Chinese market. DAY FOUR: Thursday, March 29, 2012 MORNING “CASE” STUDIES: LEGAL
ISSUES IN THE WINE INDUSTRY A discussion of the major legal issues facing the domestic wine and vineyard industries, beginning with a historical overview of the philosophy of regulating wines and spirits in the U.S., which is closely tied to the nation's experiences with Prohibition. The changing tides of 21st Amendment jurisprudence will be reviewed, including the U.S. Supreme Court's recent decision in Granholm v. Heald and the pending case of Costco v. Hoen in Washington state. Specific topics will include: direct shipping; the three-tier system of alcohol distribution and the related topics of franchise laws and tied-house restrictions; and wine labeling issues involving appellations and brand names, including the case of Bronco Wine Co. vs. State of California and the Napa Valley Vintners Association. Current issues concerning vineyard development and winery establishment and expansion will also be addressed. LUNCH AFTERNOON
VINEYARD OPERATIONS OF THE FUTURE A modern vineyard operation requires several critical components to be successful: an accurate assessment of risk(s); knowledge and control of costs; frequent and frank communication with wine grape buyers; and an astute understanding of its place in the market. These factors interact in a complex and dynamic way, and are influenced by geography (AVA—American Viticultural Area), the size of the vineyard(s), and the regional and statewide grape supply. Sustainability and environmental stewardship are also increasingly becoming major focal points for vineyard management. A detailed discussion of these topics will be presented from a vineyard manager’s point of view. WINERY OF THE FUTURE, TOUR OF ROBERT MONDAVI INSTITUTE
FOR WINE AND FOOD SCIENCE AND PROGRAM DEBRIEFING Wineries face a number of challenges for successful operation in the future. In the cellar, availability and cost of resources such as water and labor, worker safety, environmental regulation, and minimization and recycling of wastes are just a few of the issues with which the wine grape industry must contend. In addition, automation and data management are tools that have the potential to revolutionize and improve wine processing at all scales, but successful implementation is not necessarily straightforward. This seminar focuses on strategic approaches to these concerns and problems. |
||||||
|
© 2012 UC Regents |
For more information, e-mail or call (530) 754-6450 |
 |
