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WiVi Central Coast Covers the Keys to Keeping Consumers Engaged

Join Wine Business Monthly at the 2020 WiVi Central Coast Wine Symposium Wednesday, March 25, 2020 in Paso Robles
by Wine Business Monthly
March 04, 2020

WiVi Central Coast is the premier wine and viticulture symposium and trade show in Central California. Now the largest wine industry event south of San Francisco, WiVi boasts 45,000 square feet of exhibit space with nearly 200 exhibits and hundreds of new products, product demonstrations, educational seminars and networking opportunities for winemakers, grape growers, winery owners and managers. Join Wine Business Monthly on Wednesday, March 25 at the Paso Robles Event Center. Tickets are available online now

This year, we're putting a strong focus on the consumer marketplace with three informative sessions surrounding the art of direct-to-consumer sales. 

Where the Hotel and Wine Industries Meet: Hospitality Standards (10:15 a.m.—11:15 a.m.)

In a world where experiential marketing is key to gaining and maintaining consumer attention, its imperitive that a winery's hospitality program is a well-rounded and engaging one. Sure, welcoming, warmth, kindness and friendship all describe hospitality, but how can we train our employees to deliver those sentiments in an honest and authentic way—one that will ingratiate our clients to our brand, business and products?

This session will feature tips, best practices and lessons from experts in the industry that excells in these skills: hotels. Moderator Nikki Smith is the tasting room manager and marketing manager at Brecon Estate in Paso Robles, Calif. As a native North Carolinian, Smith grew up on great hospitality, with a gracious grandmother who emphasized the importance of accommodation, affection and attention to detail. Her professional experience in the South spanned working in French bistros to traditional fine dining, and her hospitality career further developed in marketing and event curation for Jim Beam Global. Great hospitality thrives in strong communities, so Smith eventually found herself at home in Paso Robles, joining her love of good hospitality with her passion for wine. 

Contributing to the conversation will be Steven Janicek, general manager for the Ritz-Carlton Bacara in Santa Barbara and Mitchell Sjerven, prorprietor for Bouchon Santa Barbara.

Bringing Experience to E-Commerce to Drive Sales (12:30 p.m.—1:30 p.m.)

The modern shopper is an online shopper—and internet purchases are not exclusive to homegoods, clothing or books. Today's consumers have become accustomed to the convenience and speed of the online retail space, so it's imperative that the wine industry keeps pace.

In addition to engaging a larger customer base, maintaining a functioning online retail business means that wine businesses can gain more insight into who those customers are. It is now easier than ever to gather and leverage valuable consumer data and understand wine consumerism from the buyer's point-of-view. 

Steve Tamburelli, co-founder of Vinitas Wine GroupLuke Kohler, design and development for, and Shannon Muracchioli, director of DTC and marketing at Clos du Val, will discuss how they've been able to utilize their websites and online marketing campains to connect to their customers, maintain their loyalty and—of course—boost sales.

The Winery Experience: It’s so Much More than Swirl, Sip and Spit (2:30 p.m.—3:30 p.m.)

Swirl, sniff, sip, spit. Now let’s chat. Because what’s in the glass is important, how it got there is your wine’s story, and that experience and message (and hopefully a bottle or two) are what your customers will go home with after their visit. Adam Montiel, radio personality for KRUSH 92.5 and Cork Dorks will moderate this session, a discussion between Central Coast wine experts who are using innovative experiences and engaging hospitality techniques to draw and maintain a loyal customer base. Panel members include Stephen Janes, sales director for Pence Ranch; Karl Wittstrom, partner at Ancient Peaks; and Michelle Thacher, co-owner of Thacher Winery.

More Information

This one-day conference and tradeshow features sessions by top industry leaders on regional viticulture, enology and DTC topics and gives attendees the opportunity to understand and experience new trends and technology. The 2020 WiVi Central Coast agenda is available, including session times, descriptions and speakers.

When: March 25, 2020
Where: Paso Robles Event Center, Paso Robles, CA

Tickets: Purchase Wivi Central Coast Tickets

Full pass: $345
Tradeshow only: $35

Website: WiVi Central Coast

Event Contact Details

Phone: 707.940.3920

Chat Wine Business Strategy at CCI
Prior to WiVi Central Coast, WBM will host Central Coast Insights on March 24, 2020, also at the Paso Robles Event Center. This business-minded conference gathers together some of the top leaders in finance and economics, with educational sessions specifically focused on wine business strategy and development.

Central Coast Insights attendees are eligible to attend WiVi Central Coast conference and tradeshow (held March 25, the day following CCI) at a discounted rate. To access the $100 discount for sessions or free tradeshow entry, follow the link in your CCI registration confirmation email (discounts applied at checkout). Get tickets now.

Full details on Central Coast Insights including agenda and speakers—are now available on the Central Coast Insights website.

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