- Homepage for the Wine Industry

WiVi Central Coast Announces DTC Sessions: Experiences, E-Commerce and Recruiting

Sign-up by February 15 for Early-Bird Savings
by Wine Business Monthly
February 14, 2019

PASO ROBLES, CA (Feb. 14, 2019) -- WiVi Central Coast, the premier wine and viticulture symposium and trade show taking place on March 13 announces its DTC sessions for the one-day event. Three sessions will touch on a variety of topics from e-commerce sales to recruiting talent to understanding how winery experiences are working to drive DTC sales.

Sign up by February 15 for the best savings. You’ll save $50 off WiVi and for even more savings, check with your local association representative for discount codes.

The Winery Website as a Sales Driver:
How do you create an online experience that’s on-brand and tells your story, while focusing on
e-commerce sales and nurturing your wine club? The key is to focus your goals and use tools best suited for your return on investment. From CRM software to shopping cart solutions, is your website e-commerce friendly? What reservation software integrates best into your digital brand experience? What metrics do you have in place to measure success? Hear from industry experts on these topics and listen to super users on how technology is improving the bottom line.

  • Moderator: Liz Mercer, instructor and content developer, WISE Academy
  • Chelsea Sprague, DTC sales director, Booker Wines
  • Nicole Joy Kirkpatrick, wine club manager & designer, Denner Vineyards
  • Cameron Porter, estates manager and director of DTC, Presqu’ile Winery

Recruiting Talent and Continuing Education in the Tasting Room
Labor is tight across the state. How can wineries compete with other industries by creating brand loyalty with competitive pay and continuing education? How are wineries recruiting, training and retaining sales staff? Hear recruiting tips and ideas from human resource and tasting room managers across the Central Coast.

  • Moderator: Adrienne Ferrara, faculty in wine business and internship coordinator, Cal Poly
  • Amanda Wittstrom Higgins, vice president of operations, Ancient Peaks Winery
  • Malani Anderson, tasting room manager, Turley Wine Cellars

The Next Generation Winery Experience:
The winery experience has become so much more than simply tasting wine. From structured experiences like private tastings, tours, food and wine pairings to casual encounters like wines on tap, events, live music and concerts, building the brand experience is paramount. What experiences fit your brand? What experiences fit your core consumer? How can the experience translate into sales and ultimately wine club sign-ups? Hear tips and ideas from the leaders across the state who are creating the ultimate experience.

  • Moderator: Chris Denny, co-founder, The Engine is Red
  • Emile Eliason, vice president of consumer sales & innovation, Crimson Wine Group
  • Tracey Hoff, senior manager visitor center, Conn Creek Winery
  • Maggie Tillman, owner/director sales and marketing, Alta Colina

About Central Coast Insights
Central Coast Insights is an annual educational seminar addressing the economic and financial issues, challenges and trends that affect the vintners, wineries and grape growers of the Central Coast wine industry. This year's session topics include: innovative approaches to selling wine, making business decisions in an uncertain regulatory environment, education and wine quality on the Central Coast, as well as the state of the wine business. More information can be found at

About WiVi Central Coast
WiVi Central Coast was founded in 2012 through a partnership between Wine Business Monthly, the leading publication for wineries and growers, and Precision Ag, an agricultural consulting company that specializes in vineyard management, viticulture production consulting, soil fertility and irrigation management, and ag waiver compliance on the California Central Coast. As of November 2015, WiVi is fully owned by Wine Business Monthly. WiVi is the effort of the two companies to create a regional wine industry conference and tradeshow on the California Central Coast. For more information, visit

Copyright© 1994-2021 by Wine Communications Group. All Rights Reserved. Copyright protection extends to all written material, graphics, backgrounds and layouts. None of this material may be reproduced for any reason without written permission of the Publisher. Wine Business Insider, Wine Business Monthly, Grower & Cellar News and Wine Market News are all trademarks of Wine Communications Group and will be protected to the fullest extent of the law.