2017 Conference Session At-A-Glance

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1 2017 Conference Session At-A-Glance Michigan Grape Conference Tuesday, February 21 8:00 a.m. 5:00 p.m. Michigan Certified Alcohol Service Training (Mi-CAST) Wednesday, February 22 3:00 p.m. 8:00 p.m. Exhibit Hall Open 8:00 a.m. 12:00 p.m. TAM Training* 10:00 a.m. 4:00 p.m. Winery Development Pre-Conference Workshop* 12:00 p.m. 1:00 p.m. Lunch Break 1:00 p.m. 4:00 p.m. Winemakers Tasting (Alternative Whites)* 1:00 p.m. 5:00 p.m. Wine Fluency* 6:00 p.m. 8:00 p.m. Welcome Reception in Exhibit Hall Thursday, February 23 7:30 a.m. 4:00 p.m. Exhibit Hall Open 7:30 a.m. 8:30 a.m. Continental Breakfast in Exhibit Hall 8:30 a.m. 10:00 a.m. Social Media Marketing and the Wine Industry 8:30 a.m. 10:00 a.m. Recordkeeping Best Practices 8:30 a.m. 10:30 a.m. Climate Change and Riesling 10:30 a.m. 11:00 a.m. Break Visit Exhibit Hall 11:00 a.m. 12:00 p.m. Marketing to Your Target Audience 11:00 a.m. 12:00 p.m. Conclusions from 2016 Compost Tea Application Trials 11:00 a.m. 12:00 p.m. Winemaker Roundtable: Lab Practices 11:00 a.m. 12:00 p.m. Panel Discussion: Winery Wastewater Management 12:00 p.m. 1:00 p.m. Lunch in Exhibit Hall 1:00 p.m. 3:00 p.m. Social Media One-on-One Appointments with Dave Serino** 1:00 p.m. 3:00 p.m. Sensory Evaluation: Wine Quality Imperfections* 3:00 p.m. 3:30 p.m. Break Visit Exhibit Hall 3:30 p.m. 4:30 p.m. Powdery Mildew 201 3:30 p.m. 5:00 p.m. Wine Communications in a World Driven by Social Media 3:30 p.m. 5:30 p.m. Proper Use of Oak in Winemaking* 3:30 p.m. 5:30 p.m. Farm Labor and Workforce Options 5:30 p.m. 6:00 p.m. Michigan Wine Collaborative Update 6:00 p.m. 6:30 p.m. Break World-Class Wine Tour Traveling Dinner Thursday, February 23 6:30-8:30 p.m. $85 Join us for a traveling dinner, featuring cuisine from different parts of the world paired with award-winning Michigan wines. The fee increases to $110 on February 1. 6:30 p.m. 8:30 p.m. Michigan World Class Wine Tour Traveling Dinner* Friday, February 24 7:30 a.m. 9:30 a.m. Meeting of the Michigan Grape and Wine Industry Council open to the public; no registration required 10:00 a.m. 1:30 p.m. Bus Tour of WOMP Wineries* = Marketing = General/Business = Grape and Wine Production *Ticket required ** Sign up at Registration Desk Welcome Reception Wednesday, February 22 6:00-8:00 p.m. $25 Ticket required Mingle with industry colleagues from around the state while enjoying a variety of Michigan wines and light

Michigan Winery Development Pre-Conference Workshop Wednesday February 22, 2017 10:00 am 3:30 pm Grand Traverse Resort, Acme, MI www.michiganwines.

business planning, marketing, regulatory considerations, available resources and owner experiences.

2 Michigan Winery Development Pre-Conference Workshop Wednesday February 22, :00 am 3:30 pm Grand Traverse Resort, Acme, MI This Pre-Conference Workshop is targeted to individuals who are considering starting a winery or hard cider business with topics relating to industry trends, fruit-growing regions, business planning, marketing, regulatory considerations, available resources and owner experiences. The morning workshop will be moderated by Brad Baughman, MSU Extension 10:00-10:15 am Welcome and introduction Gordon Wenk, Chair Michigan Grape and Wine Industry Council and Chief Deputy of the Michigan Department of Agriculture and Rural Development Be part of the excitement of Michigan s growing wine industry. 10:15-11:00 am Michigan s fruit-growing regions Ron Perry, Michigan State University Department of Horticulture Find out why and how Michigan is well-suited to growing different grapes and fruit. 11:00 am 12:00 pm Business Planning Brent Ross, Department of Agricultural, Food and Resource Economics, Michigan State University Explore topics such as planting vineyard vs. buying grapes/wine, tasting room location, who makes/bottles wine, business planning and finance. 12:00-12:30 pm Targeting the Customer Dan McCole, Department of Community Sustainability, Michigan State University An overview of the principles of identifying and reaching your customer. 12:30-1:15 pm Lunch

3 Michigan Winery Development Pre-Conference Workshop Cont. Wednesday, February 22, 2017 Grand Traverse Resort, Acme, MI The afternoon workshop will be moderated by Bill Kratz, Michigan Economic Development Corporation 1:15-1:30 pm Getting your wines to your customers Karel Bush, Executive Director, Michigan Grape and Wine Industry Council Information about direct-to-consumer sales, self-distribution and using wholesalers. 1:30-2:00 pm Licensing requirements Rick Perkins, Licensing Consultant The process for obtaining a winery license is reviewed. 2:00-2:15 pm Winery Wastewater Management Laura Doud, Environmental Engineering Specialist Michigan Department of Agriculture and Rural Development An overview of the DEQ requirements and guidance regarding a winery wastewater system. 2:15-2:30 pm MDARD Economic Development Resources Peter Anastor, Director, Agriculture Development Division Michigan Department of Agriculture and Rural Development MDARD has a team to help you with some of the challenges you face as you start your winery business, and they provide support down the road as your business grows and your needs change. 2:30-3:00 pm Local Zoning Requirements Trudy Galla, Leelanau County Planning Department Important local land use considerations prospective winery owners should know. 3:00-3:20 pm Winery owner panel What did we do right? What would I advise a start-up? Petoskey Farms Tracie Roush Black Fire Winery Mike Wells Lawton Ridge Winery - Dean Bender 3:20-3:30 pm Wrap-up and evaluation This workshop is sponsored by the Michigan Grape and Wine Industry Council, the Michigan Department of Agriculture and Rural Development and Michigan State University.

4 Michigan Grape Conference Tuesday & Wednesday, February Michigan Certified Alcohol Service Training (Mi-CAST) Are you a brand new winery with a tasting room? Or did your tasting room strike gold with a hire but have no time to develop them into the employee that you need to start on day one? Or are you a manager or business owner interested in teaching your team basics in making the sale in your tasting room with memorable customer service? This pre-conference is for you! The Mi-CAST (Michigan Certified Alcohol Service Training) training program is comprised of three modules that will soon be recognized as a credentialed program: 8:00 a.m. 5:00 p.m. Tuesday Module 1: Customer Service Training Speaker: Cristin Hosmer, 1855 Project and VESTA The customer service training module explores hospitality in the wine tasting room, guest expectations and the sales process. Participants will learn how to maximize the total guest experience through real world winery examples. Anyone looking to enhance rapport with guests and increase sales will benefit from this day long interactive server training. 8:00 a.m. 12:00 p.m. Wednesday Module 2: TAM (Techniques in Alcohol Management) Speaker: Meridith Lauzon, Left Foot Charley Nationally recognized as the leading program for responsible server training, Techniques of Alcohol Management (TAM) provides risk management tools that should be used by all licensees to control the day-to-day operations of their business. TAM training covers a wide variety of information including: False Identification; Laws, Rules, and Regulations; Clinical Effects of Alcohol; Customer Disturbances; Alcohol Management. It is required that one person on staff must be server trained by an MLCC accredited alcohol management class during open business hours. 1:00 p.m. 5:00 p.m. Wednesday Module 3: Wine Fluency/Sensory Evaluation Speaker: Ron Edwards, Master Sommelier, BottleRocket Wine fluency and the server s ability to discuss the sensory aspects, winemaking process and grape varieties are important in today s Tasting Room setting. Participants will be guided through terminology, sensory awareness, and cellar processes. Expect to walk away from this half-day module with a heightened interest in all sensory aspects of making and tasting wine. 10:00 a.m. 4:00 p.m. Wednesday Winery Development Pre-Conference Workshop This Pre-Conference Workshop is targeted to individuals who are considering starting a winery or hard cider business with topics relating to industry trends, fruit-growing regions, business planning, marketing, regulatory considerations, available resources and owner experiences. 1:00 p.m. 4:00 p.m. Wednesday Winemakers Tasting: Alternative White Vinifera & Hybrids (No Pinot Gris, Chardonnay or Riesling) Facilitators: Robin Usborne, East of Eden Vineyard and Cristin Hosmer, 1855 Project Limited attendance; advance registration required Each year during the Michigan Grape and Wine Conference, eligible Michigan commercial winery representatives are invited to submit wines and technical data and participate in a peer evaluation tasting. Please note: Do not register for this session until your participation is confirmed by Robin Usborne, robin0140@gmail.com. There is space for two representatives per Michigan commercial winery. For those registrants who are eligible, Robin will follow up with instructions for submitting your wines and technical data. 6:00 p.m. 8:00 p.m. Wednesday Welcome Reception Mingle with industry colleagues from around the state while enjoying a variety of Michigan wines and light hors devours. This opportunity takes place in the center of the action - the trade show.

5 Michigan Grape Conference Thursday, February 23 8:30 a.m. 10:00 a.m. Social Media Marketing and the Wine Industry Speaker: Dave Serino, Founder and Strategist, TwoSix Digital In this session, Dave will take a strategic look at the tools available for marketing your business online. He will offer an analysis of the marketing theory behind using social media effectively in your wine industry business, and examine strategic content development and distribution on networks like Facebook, Instagram and Pinterest - along with showing attendees how these networks can be optimized to achieve your objectives. 11:00 a.m. 12:00 p.m. Marketing to Your Target Audience Speaker: Brandy Wheeler, Creative Director, Visitors Media In the age of mass media consumption content is king. But what s the point of creating great content if it doesn t reach your potential customers? The first step is to define your target audience. The second is to figure out how to reach them. In this session we ll explore ways to create content for print, social media and video platforms that will connect with your target audience. And as a specialist in the travel market, I ll share some tips for attracting Michigan s visitors in search of authentic experiences and great wine! The session will feature a combination of fundamentals, best practices, and examples to encourage participants to leverage social media at all levels. Audience members will walk away with a framework to develop their social media strategic approach as well as developing new skills and ideas they can immediately use. There will also be tips on marketing with the popular Pure Michigan brand and access to a learning library filled with free, useful digital marketing tools. 8:30 a.m. 10:00 a.m. Recordkeeping Best Practices Speaker: Adam Kantrovich, Michigan State University Extension Operating a successful winery business requires accurate financial recordkeeping and detailed reporting to several entities, including TTB and MLCC. This session taps into Adam s expertise working with agricultural businesses across the state in the areas of financial and tax management. Attendees will walk away with recommendations for practices to help keep your business running efficiently. 8:30 a.m. 10:30 a.m. Climate Change and Riesling Speaker: Dr. Hans Reiner Schultz, President, Geisenheim University Historically, Michigan s climate had mainly three challenges for grape production: growing season temperatures were too low, the growing season was too short, and there was too much rain near harvest. However, climate change in the past decades has led to a vastly different landscape that is evolving to meet the new climate. In particular, the growing season has grown nearly an entire month in just four decades resulting in planting of more late-season ripening varieties. However, Michigan s future climate will be more accommodating for varieties that are more climatically sensitive to cold temperatures. Climate change has greatly affected Michigan s viticultural landscape, and will continue to do so in the coming decades. Renowned viticulturist Dr. Hans Schultz will present this session virtually, from Geisenheim, Germany. 11:00 a.m. 12:00 p.m. Summary and Preliminary Conclusions of the 2016 Compost Tea Application Trials at Shady Lane Vineyards Speakers: Annemiek Schilder, Michigan State University; Andy Fles, Shady Lane Cellars Annemiek and Andy will provide a summary of a collaborative effort this year on the use of compost teas in a vineyard at Shady Lane Cellars. This is the first vineyard-scale test of compost teas for disease control. Andy will discuss the production and application of compost tea, while Annemiek will discuss the results and conclusions as well as potential next steps, which might involve other winegrowers in the region. 11:00 a.m. 12:00 p.m. Winemaker Roundtable: Lab Practices and the Impact on Consistent Wine Quality Moderator: Bryan Ulbrich, Left Foot Charley Bryan will lead an interactive session that will focus on how problems in the lab can lead to flaws and inconsistencies in wine production. The panel, made up of Michigan wine makers, will share their experiences. Bring questions and take away suggestions.

6 Michigan Grape Conference Thursday, February 23, continued 11:00 a.m. 12:00 p.m. Panel Discussion: Winery Wastewater Management Moderator: Linda Jones, 5 Lakes Energy Panelists: Laura Doud, Environmental Engineering Specialist, Michigan Department of Agriculture and Rural Development; Others to be determined Wineries that discharge their wastewater to the groundwaters of the State of Michigan are required to develop and implement wastewater management strategies that meet specific requirements. This session will cover: how to determine your winery s wastewater management needs, treatment options for winery wastewater, where to find resources to assist in the process, and more. 1:00 p.m. 3:00 p.m. Sensory Evaluation: Wine Quality Imperfections From Sensory to Management Speaker: Jill Blume, Enology Specialist, Purdue University Limited attendance; advance registration required Sensory evaluation of wines with attributes that are commonly recognized as faults is an important tool in evaluating wine quality. People vary in their ability to pick up certain faults, so it s important that tasting room staff, as well as winemakers, have an understanding of common wine flaws, their cause and methods to prevent them. The session will include a tasting of 6-8 wines with common faults. 3:30 p.m. 4:00 p.m. Powdery Mildew An Overview and In-depth Discussion of Michigan's Primary Grape Pathogen Speaker: Annemiek Schilder, Michigan State University Annemiek will give an overview of powdery mildew biology and discuss observations on the disease in The core value of this session will be in Annemiek s response to specific questions submitted in advance by seasoned wine growers, and an in-depth, interactive discussion with the audience. 3:30 p.m. 5:00 p.m. Wine Communications in a World Driven by Social Media Speaker: Michael Wangbickler, CEO, Balzac Communications Is the day of the press release dead? Have the rules changed? Or is it just the technology that s different? Learn how to engage with the press and get them to report on and support your wine business, including how and how not to work with traditional journalists, bloggers and other non-traditional media. 3:30 p.m. 5:30 p.m. The Proper Use of Oak in Winemaking Speaker: Rick Jones, Consulting Winemaker, Napa Wine Technical Group Limited attendance; advance registration required The use of oak, next to fruit selection, is the most important choice a winemaker can make to determine the quality, price and style of their wine. Yet for all its importance, many winemakers use a slapdash approach that doesn t take advantage of the full range of aroma, flavor and structure that oak imparts to a wine. This session attempts to correct some of that deficit. After a brief description of how oak is harvested and cured, there is an olfactory session, where we smell pure extracts of the important oak volatiles, discuss how they arise in the toasting process and how they can be married to a desired style. Interactive and fun, this nose-on (as opposed to hands-on) section includes samples of potential oak defects, which sadly are quite common. We also look at the role that the natural variability of oak plays in choosing the right format for oak (barrels vs staves vs chips) and why for smaller producers, barrels may not always be better. The talk concludes with a tasting of various oak styles in commercial wines and a discussion of the pros and cons of any particular choice. Bonus Topic: A sneak Peek at ThermoFlash (Flash Détente). This novel method of grape processing increases color and tannin, removes off aromas (e.g., pyrazine and foxiness) and eliminates the effects of mold and rot. Coming to Michigan wine industry in 2017.

7 Michigan Grape Conference Thursday, February 23 Continued 3:30 p.m. - 5:00 p.m. Friday, February 24 7:30 a.m. - 9:30 a.m. Farm Labor and Workforce Options Speaker: Adam Kantrovich, Michigan State University Extension This session will cover human resources issues, including FLSA rule changes and how those affect wineries; farm labor and workforce options, including H-2A and other programs; and the uncertainty surrounding immigration and its effect on farm labor, as a result of the presidential election. 5:30 p.m. - 6:00 p.m. Michigan Wine Collaborative Update This brief session will provide an update on the progress this industry-led association has made over the past year. 6:30 p.m. - 8:30 p.m. Michigan World-Class Wine Tour Traveling Dinner Limited attendance; advance purchase required Grab your passport and travel the world with Michigan s flavor profiles at your fingertips. This Traveling Dinner will feature cuisine from different parts of the world paired with Best of Class and Double Gold award winners from the 2016 Michigan Wine Competition. You are sure to enjoy dining across multiple continents with a pairing menu created specifically for these award-winning Michigan wines by the talented Grand Traverse Resort culinary team. Council Meeting Michigan Grape and Wine Industry Council Meetings are always open to the public and the members invite you to attend to engage with the Council and learn more about how it supports the industry. Copies of the meeting agenda will be available at the Conference registration desk. 10:00 a.m. - 1:30 p.m. Tour of Old Mission Peninsula Wineries Facilitator: Sherri Goodreau, Michigan Grape and Wine Industry Council Limited attendance; advance purchase required Get a behind-the-scenes look at Old Mission Peninsula wineries. Starting with breakfast at the Grand Traverse Resort, tour participants will travel by bus to three wineries to hear from winery owners and staff about their experiences in the industry. Complimentary tastings included. Please contact Sherri Goodreau to request vegetarian options, For the most up-to-date session descriptions, please visit

8 Michigan Grape Conference Registration Instructions Register online at If you are unable to register online, you may register for the conference using this form. (One form for each registrant.) Complete the form in its entirety and return by fax, or mail to: Michigan Grape Conference c/o Meeting Coordinators, Inc. P.O. Box 99463, Troy, MI Phone: (248) Fax: (248) MM I IC CH HI GI GA NA N Contact Information Name Title Organization Address City State Zip Telephone Fax If you have special dietary or physical requirements, please indicate them: Payment Information Payment Options q Check made payable to Michigan Grape and Wine Conference. Mail check with a copy of this form to: Meeting Coordinators, Inc., P.O. Box 99463, Troy, MI q Pay with credit card over the phone: Meeting Coordinators, Inc. at Cancellation Policy You may cancel your registration and receive a refund, less a $25 processing fee, until February 7, No refunds are available after this date. You must notify Meeting Coordinators, Inc. in writing to receive information on receiving a refund. Meeting Coordinators, Inc. P.O. Box 99463, Troy, MI Phone: (248) Fax: (248) miwines@meeting-coordinators.com Inclusive Registration Categories Fee by Jan. 31 After Jan day Combination: Mi-CAST 2-day Course plus Thursday sessions- Tuesday, February 21 from 8:00-5:00 & Wednesday, February 22 from 8:00-5:00 & Thursday Sessions Includes Tuesday lunch, Wednesday lunch, Wednesday Reception, Thursday breakfast and lunch. Excludes Thursday Sensory Evaluation and "World-Class Wine Tour" Dinner (can be purchased separately below) 2-day Combination: Mi-CAST 2-day Course (includes Modules 1, 2, & 3)- Tuesday, February 21 from 8:00-5:00 & Wednesday, February 22 from 8:00-5:00 Includes Tuesday lunch, Wednesday lunch, and Wednesday Reception Mi-CAST Modules 2 & 3: TAM Fluency Training- Wednesday, February 22 from 8:00-5:00 Includes Wednesday lunch and Wednesday Reception Mi-CAST Module 1: Customer Service Training- Tuesday, February 21 from 8:00-5:00 Includes Tuesday lunch Mi-CAST Module 2: TAM Training- Wednesday, February 22 from 8:00-12:00 Wednesday a.m. session only Mi-CAST Module 3: Wine Fluency- Wednesday, February 22 from 1:00-5:00 Wednesday p.m session only $190 $235 $125 $150 $70 $90 $60 $75 $35 $45 $35 $45

9 Michigan Grape Conference MM I IC CH HI GI GA NA N Inclusive Registration Categories Cont. Fee by Jan. 31 After Jan day Combination: Winery Development Pre-Conference plus Thursday Sessions- Wednesday, February 22 from 10:00-4:00 & Thursday Sessions Includes Wednesday lunch, Wednesday Reception, and Thursday breakfast and lunch. Excludes Sensory Evaluation and "World-Class Wine Tour" Dinner (can be purchased separately below) $130 $150 A La Carte Registration Options Winery Development Pre-Conference- Wednesday, February 22 from 10:00-4:00 Includes Wednesday lunch and Wednesday Reception $85 $110 Winemakers' Tasting- Wednesday, February 22 from 1:00-4:00 Includes Wednesday Reception $35 $55 Welcome Reception- Wednesday, February 22 from 6:00-8:00 $25 $35 Do not purchase if already included in selected package Thursday Sessions $85 $110 Includes Thursday breakfast and lunch. Excludes Sensory Evaluation and "World-Class Wine Tour" Dinner Please indicate which individual sessions you plan to attend: i. Social Media Marketing and the Wine Industry 8:30-10:00 a.m. ii. Recordkeeping Best Practices 8:30 10:00 a.m. iii. Climate Change and Riesling 8:30 10:30 a.m. iv. Marketing to your Target Audience 11:00 a.m. 12:00 pm. v. Summary and Preliminary Conclusions of the 2016 Compost Tea Application Trials at Shady Lane Vineyards. 11:00 a.m. 12:00 p.m. vi. Winemaker Roundtable: Lab Practices and the Impact on Consistent Wine Quality 11:00 a.m. 12:00 p.m. vii. Panel Discussion Winery Wastewater Management and other Sustainability Practices 11:00 a.m. 12:00 p.m. viii. Powdery Mildew 201-3:30 4:30 p.m. ix. Wine Communication in a World Driven by Social Media 3:30 5:00 p.m. x. The Proper Use of Oak in Winemaking 3:30 5:30 p.m. xi. Farm Labor and Workplace Options 3:30 5:30 p.m. xii. Michigan Wine Collaborative Update 5:30 6:00 p.m.

10 Michigan Grape Conference MM I IC CH HI GI GA NA N A La Carte Registration Options Continued Sensory Evaluation Wine Quality Imperfections Session- Thursday, February 23 from 1:00-3:00 A ticket is required to attend session "World-Class Wine Tour" Dinner- Thursday, February 23 from 6:30-8:30 A ticket is required to attend session $20 $30 $85 $110 $30 $40 Bus Tour of WOMP Wineries- Friday, February 24 from 10:00-1:30 Includes breakfast

2018 Annual Conference Agenda and Schedule Friday February 9 - Saturday February 10

2018 Annual Conference Agenda and Schedule Friday February 9 - Saturday February 10 Friday Feb 9th A - New Growers Workshop (DUNCAN ROOM) 8:30-8:45 Registration, Continental Breakfast 8:45-9:00 Introduction,