WALC at USBevX 2018

In conjunction with the USBevX conference and trade show, Wine Industry Network (WIN) is pleased to partner with WineAmerica’s State and Regional Associations Advisory Council (SRAAC) to present the 2018 Winery Association Leadership Conference (WALC).

This 2-day conference (February 21—22, 2018) is specifically designed for association leaders; Executive Directors, Board Members, Key Staff, etc. and will run concurrently with other USBevX activities. The goal of this innovative leadership summit is to arm participants with the tools, knowledge and contacts that they need to better serve their organizations and accomplish their initiatives.

The WALC program will feature association experts and peers presenting on topics that challenge all winery organizations and include a networking reception/luncheon. Participating attendees will also have full access to the USBevX conference, trade show and social events.

In an attempt to cover the broad range of issues facing state and regional associations, we have created sessions focusing on:

  • Operations and Finance
  • Communications (Internal and External)
  • Public Policy Development and Execution
  • Community Relations
  • Promotion Programs

*BONUS*
All WALC Attendees also have full access passes to a Special WALC only Luncheon, USBevX General Sessions, Trade Show Floor, Welcome Reception and Networking Activities.

Wednesday 2/21 - 2018

WALC #1:  Wednesday 2/21 10:15am - 11:00am

Operations & Finance: Building a Strong Board & State Funding for Your Initiatives

Topic Description

An association’s Board of Directors is basically the boss of the Executive Director, but the ED is on the front lines and really knows what’s going on across the industry. So how can the ED also help build a strong and engaged Board that will enhance her or his ability to do the best job possible?

Budgets drive programs, and the more money you have the more you can do for your industry. American trade association funding runs the gamut of public and private sector combinations, with pros and cons for each. Missouri, Virginia, and Pennsylvania have state-funded programs, New York has a public-private partnership, while Oregon and Washington have industry-funded programs. What are the upsides and downsides of each system?

Room: Washington 3


Moderator

Jim Trezise

President / WineAmerica, International Riesling Foundation

Speakers

Jim Anderson

Executive Director / Missouri Wine & Grape Board

Annette Ringwood Boyd

Director / Virginia Wine Board Marketing Office
Owner / Ringwood Boyd Marketing

Donniella Winchell

Executive Director, Chair of SPAAC / Ohio Wine Producers


WALC #2:  Wednesday 2/21 11:15am - 12:00pm

Communications: Building an Organization, and a Brand, in the 21st Century

Topic Description

Whether you’re talking about boosting your membership or your region’s visibility, the key is effective and contemporary communications—a.k.a., social media. Old-style membership mailings have been replaced by emails, which are being replaced by texts and other forms of social media. As more young people become involved with the industry, contemporary forms of communications will become more vital to your organization.

The same applies to external communications—building a brand for your region tailored to the people you want to reach. Traditional advertising is essentially extinct, while social media in its many forms has become a versatile vehicle for reaching diverse audiences. Learn some secrets from the experts.

Room: Washington 3


Moderator

Janie Brooks Heuck

Managing Director, Board of Directors / Brooks Wines, WineAmerica

Speakers

Tom Cosentino

Executive Director / Garden State Wine Growers Association

Beth Costa

Executive Director / Wine Road Northern Sonoma County

Jennifer Eckinger

Executive Director / Pennsylvania Winery Association


WALC #3: Wednesday 2/21 1:15pm - 2:15pm

Promotion: Creating Programs that Work

Topic Description

Bring the people to the wine, and take the wine to the people” is the marketing strategy of one state, combining a strong tourism program with urban marketing. “Getting the wine in their mouths” is the objective of another.

Just as wine is incredibly diverse—from grape varieties to vintages and winemaking styles—there are many different ways to promote the fruit of the vine. Learn of some proven successes from around the country that may also work in your region.

Room: Washington 3


Moderator

Jim Trezise

President / WineAmerica, International Riesling Foundation

Speakers

Janie Brooks Heuck

Managing Director, Board of Directors / Brooks Wines, WineAmerica

Sam Filler

Executive Director / New York Wine and Grape Foundation

Donniella Winchell

Executive Director, Chair of SPAAC / Ohio Wine Producers


WALC #4: Wednesday 2/21 2:30pm - 3:30pm

Public Policy: Setting and Achieving Legislative Priorities

Topic Description

The success of the wine industry depends just as much on the business climate as the natural climate--and the business climate is shaped by legislators who can be educated. Creating a good business climate requires developing an effective public policy strategy with clear goals, effective communication, and proactive execution. Several long-time experts on the state and federal levels share the secrets of their success--and the fruits of their labors.

Room: Washington 3


Moderator

Jim Trezise

President / WineAmerica, International Riesling Foundation

Speakers

Kevin Atticks

Founder, Executive Director / Grow & Fortify, Maryland Wineries Association

Fran Boyd

Senior Vice President / Meyers & Associates

Michael Kaiser

Vice President / WineAmerica

Donniella Winchell

Executive Director, Chair of SPAAC / Ohio Wine Producers


Thursday 2/22 - 2018

WALC #5: Thursday 2/22 11:00am - 12:00pm

Community Relations: Winning in the Backyard

Topic Description

Nearly every successful winery relies heavily on its direct-to-consumer business, and driving traffic to your region through marketing and events is a proven model for supporting those producers. But striking a balance between promoting your region as a wine country destination and working with local citizens and government can be a delicate dance. Hear from colleagues who have found ways of overcoming this sensitive and often emotional challenge on how they’ve been able to establish and maintain strong relations in their local community.

Room: Washington 3


Moderator

Tina Caputo

Wine, Food and Lifestyle Writer

Speakers

Kevin Atticks

Founder, Executive Director / Grow & Fortify, Maryland Wineries Association

Beth Costa

Executive Director / Wine Road Northern Sonoma County

Christopher Goblet

Executive Director / New Mexico Wine Growers Association

Donniella Winchell

Executive Director, Chair of SPAAC / Ohio Wine Producers


WALC #6: Thursday 2/22 1:15pm - 2:15pm

Pressing Topics for Wine Industry Associations – Open Forum

Topic Description

This open session time will be dedicated to identifying and addressing topics and issues most pressing to associations not covered specifically in order to set the agenda for upcoming workshops.

Room: Washington 3


Presenter

Jim Trezise

President / WineAmerica, International Riesling Foundation


WALC #7: Thursday 2/22 2:30pm - 3:30pm

Hot Topics: Wine, Weed, and Music

Topic Description

WINEAMERICA MEMBERS ONLY SESSION

In recent years, medicinal and/or recreational marijuana has been legalized in an increasing number of states, more likely to follow—including those on the east coast. As a preview of what’s to come (east), winery association colleagues from California, Colorado, Oregon, and Washington have experienced the change firsthand, and will share its effects on their wine industries.

Music Licensing—being able to legally feature music at a winery—has also become a hot topic all across the country, and WineAmerica Vice President Tara Good has taken the lead in protecting winery interests through creation of winery-specific licenses and a discount for WineAmerica members.

Room: Washington 3


Moderator

Michael Kaiser

Vice President / WineAmerica

Speakers

Michael Correia

Director of Government Relations / National Cannabis Industry Association (NCIA)

Tara Good

Vice President / WineAmerica

Amy T. Margolis

Partner, Executive Director / Greenspoon Marder, Oregon Cannabis Association

Josh McDonald

Executive Director / Washington Wine Institute


Pricing & Partnership Program

  WALC Conference Fees


  WALC Association Partnership Program

The Association Partnership Program was designed to support and assist association representatives that may not have a budget in place to attend the 2nd annual Winery Association Leadership Conference (WALC). Participating attendees will receive a $250 discount on conference fees.

  Participation Requirements for Eligibility

  • Qualifying is easy!

  • Add USBevX Conference Information to your Association Site, Newsletters, and Event Calendars
  • Provide your Association’s Logo & URL for use on the US Wine & Beverage Expo site (usbevx.com)
  • Email USBevX Conference Information to Association Members leading up to the event, 4 times, (November, December, January, February) encouraging their participation.
    • Include your association promotional codes so your members can save on their registration fees.

    Copy, artwork, logos, and individualized association promotional codes will be provided.

For more information contact Samantha Stephey at samantha@wineindustrynetwork.com or call 707-433-2557 ext 107 or click here to be included on all USBevX news and updates.