MARCH 9-13, 2008
WELCOME AND KICK-OFF DINNER: Sunday, March 9, 2008
Welcome and Dinner - 6:30 PM 8:00 - 8:15 AM - Program Welcome, OCM Room 1 8:15 - 9:30 AM - SESSION, OCM Room 1
THE WINE INDUSTRY: A GLOBAL PERSPECTIVE 9:30 - 9:45 AM - BREAK 9:45 - 11:30 AM - SESSION, OCM Room 1 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. 11:30 AM - 12:45 PM - Lunch AFTERNOON 1:00 - 5:00 PM - SESSION - Break-out Groups TWO-GROUP BREAKOUT
(select one):
Group One - OCM Room 1 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 - OCM Room 2 I. Types of Grapes Used for Wine 5:00 PM - SESSIONS END FOR THE DAY
EVENING DAY TWO: Tuesday, March 11, 2008 8:00 - 10:00 AM - SESSION, OCM Room 1 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 - 10:15 AM - BREAK 10:15 AM - 12:00 PM- SESSION, OCM Room 1 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 - 1:15 PM - Lunch AFTERNOON SESSION - 1:30 - 4:00 PM, OCM Room 1
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. 4:00 PM - SESSIONS END FOR THE DAY EVENING
5:30 -6:00 PM
6:00 PM - Wine Tasting - Terrace, 2nd Floor
7:00 PM - Dinner - River City Ballroom
8:00 PM - Presentation - River City Ballroom DAY THREE: Wednesday, March 12, 2008 MORNING
Beginning at 6:00 AM 8:00 - 11:15 AM - SESSION, OCM Room 1
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. 11:15 - 11:30 AM - BREAK 11:30 AM - 12:30 PM - SESSION, OCM Room 1 WHAT'S YOUR STORY? CREATING A WINE BRAND THAT STANDS OUT With over 5000 wine brands marketed in the US, 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 'millenials' generation and other trends and opportunities in wine marketing will be discussed. 12:30 - 2:00 PM - Lunch AFTERNOON SESSION - 2:00 - 5:00 PM, OCM Room 1
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:
5:00 PM - SESSIONS END FOR THE DAY EVENING
5:30 - 6:30 PM
6:30 PM - Dinner Optional - Advanced Topics DAY FOUR: Thursday, March 13, 2008 Expand on the knowledge you have gained during the first three days. In these advanced sessions, you will:
MORNING Beginning at 6:00 AM 8:00 - 11:00 AM - SESSION, OCM Room 1 “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 - 12:15 PM - Lunch AFTERNOON 12:30 - 2:15 PM - SESSION, OCM Room 1
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. 2:15 - 2:30 PM- BREAK 2:30 - 4:30 PM - SESSION, OCM Room 1
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. CLOSING REMARKS PROGRAM CLOSE |
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