MARCH 21-25, 2010
BOOT CAMP KICK OFF: Sunday, March 21, 2010
Welcome and Dinner - 6:30 PM DAY ONE: Monday, March 22, 2010 - BOOT CAMP MORNING
7:30 AM - 8:00 AM - Boot Camp Registration 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”. 8:00 AM - 12:00 NOON - BOOT CAMP
Group One THE BOTTOM LINE: ACCOUNTING AND FINANCE
FOR NON-FINANCIAL MANAGERS
For individuals who have a good knowledge of vineyard and winemaking practices
but want to improve their understanding of accounting and financial issues. Group
Two I. Types of Grapes Used for Wine 12:00 NOON - 1:15 PM - Lunch (Catered) AFTERNOON
1:30 PM - 3:00 PM - Program Welcome BOOT CAMP ENDS
THE WINE INDUSTRY: A GLOBAL PERSPECTIVE 3:00 PM - 3:15 PM - BREAK
3:15 PM - 5:00 PM - SESSION 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. 5:00 PM - SESSIONS END FOR THE DAY EVENING
5:30 PM - Bus Departs for Davis
(Front of Hotel)
6:00 PM - Tour of Robert Mondavi Institute for Wine and
Food Science
6:45 PM - Bus Departs for Chancellor's Residence 7:00 p.m. - Reception at Chancellor's Residence 7:30 p.m. - Dinner at Chancellor's Residence 8:45 p.m. - Dinner Concludes & Bus Departs for Hyatt Place Hotel 9:00 PM - Bus Arrives at Hyatt Place Hotel DAY TWO: Tuesday, March 23, 2010
8:00 AM - 10:00 AM - SESSION 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. 10:00 AM - 10:15 AM - BREAK
10:15 AM - 12:00 PM - SESSION THE VINEYARD AND
WINERY OF THE FUTURE Vineyards and wineries face a number of challenges for successful operation in the future. Whether in the field or in the cellar, availability and cost of resources such as water, labor, worker safety, environmental regulation and minimization and recycling of wastes are just a few of the issues with which the winegrape industry must contend. This seminar focuses on strategic approaches to these concerns and problems. 12:00 NOON - 1:15 PM - Lunch (Catered) AFTERNOON
1:30 PM - 4:30 PM - SESSION
CRUSHING THE COMPETITION: MARKETING FOR THE WINE INDUSTRY This session will bridge the presentations before it (branding) and after it
(legal). It will focus on public relations and advertising, important levers for
building brands, and direct-to-consumer marketing opportunities, which have
expanded dramatically with the U.S. Supreme Court’s ruling in Granholm v.
Heald. A summary of topics:
4:30 PM - SESSIONS END FOR THE DAY EVENING 6:00 PM - 7:00 PM - Wine Tasting
7:00 PM -8:00 PM - Dinner 8:00 PM - 9:00 PM - PRESENTATION
TAPPING THE NETWORK OF INNOVATION DAY THREE: Wednesday, March 24, 2010 MORNING
8:00 AM - 10:00 AM - SESSION
HOW TO SELL AN INNOVATIVE IDEA This one hour 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 the facilitator's own field research on pitching ideas from Hollywood movie production and Silicon Valley venture capital projects. 10:45 AM - 11:00 AM - BREAK
11:00 AM - 12:00 PM - SESSION 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. 12:00 NOON - 1:30 PM - Lunch (Catered) AFTERNOON
1:30 PM - 4:30 PM - SESSION
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. 4:30 PM - SESSIONS END FOR THE DAY EVENING
6:30 PM - Dinner DAY FOUR: Thursday, March 25, 2010 MORNING
8:00 AM - 11:00 AM - SESSION “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. 11:00 AM - 12:30 PM - Lunch (Catered) AFTERNOON
12:30 PM - 2:30 PM - SESSION
VINEYARD OPERATIONS IN THE 21ST CENTURY: 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. A detailed discussion of these topics will be presented from a vineyard manager’s point of view.
2:30 PM - 4:30 PM - SESSION
MAXIMIZING QUALITY AND PROFITABILITY: A practical look at wine-quality and production issues facing winemakers and winery managers and how to make decisions to maximize positive outcomes. This interactive session will explore which winemaking techniques and treatments can yield real benefits and which ones may drain resources with little net gain. Attendees will apply a modified S.W.O.T (Strengths, Weaknesses, Opportunities, Threats) analysis to winemaking and winery management case studies, gaining insight into how to make production decisions that fit their organization’s quality and profitability goals. 4:30 - 5:00 PM PROGRAM CLOSE |
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