Paso Robles Wine Country Alliance Tasting Room Managers Luncheon 2016 Overview. January 7, 2016
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1 Paso Robles Wine Country Alliance Tasting Room Managers Luncheon 2016 Overview January 7, 2016
2 2016 Board of Directors Jason Haas, Tablas Creek Vineyard, Chairman Austin Hope, Treana & Hope Family Wines, Vice Chairman Matt Dusi, Ranch 7, Treasurer Hans Michel, Vina Robles Vineyards and Winery Carl Bowker, Caliza Winery Greg O Quest, French Camp Vineyards Joe Plummer, Plummer Vineyard Bob Tillman, Alta Colina Vineyard & Winery Amanda Wittstrom, Wittstrom Vineyards
3 PRWCA Staff Jennifer Porter Executive Director Chris Taranto Communications Director Krista Smith Consumer Engagement Manager Candice Sanders Membership Coordinator
4 2015 Achievements
5 Mission Promote and protect the Paso Robles AVA to meet the diverse needs of our members.
6 Direct to Consumer Media: 3 rd Party Endorsement Trade: Influence the Influencer
7 Direct Grow Wild Advertising Geo-targeted Los Angeles, Santa Barbara, Temecula, San Diego, South Bay, Peninsula, East Bay, Bakersfield, Fresno Phoenix, Tucson, San Antonio, Houston, Las Vegas, Reno; added Washington D.C., Boston, Chicago and Denver Partners: Food Network, Travel Channel, iheartradio, Food 52, Open Table, Zagat, Menu Pages, Blackboard Eats, Eventful, regional newspapers and American Airlines Ist/Biz Class Performance 21.5 M branded impressions 53% increase in advertising spend v.s 2014 Generating 520.7K clicks to pasowine.com
8 Direct Paso Uncorked Content 40.8K page views to Paso Uncorked content Week 4: Tasting Do s Week 1: Tips & Tricks Week 3: Everyday Food Week 2: Social Occasions
9 Direct Social Media Over 373K views Over 60.5K Likes, +24.3K/40.17% vs Over 14.8K followers, +1.8K/12.6% vs. 2014
10 Direct Events
11 Trade Buyers Retreat 14 buyers Whole Foods Markets, California Wine Merchant (NY), Bourbon Steak (LA), AME Restaurant (SF), Marquis Wine Cellars (Vancouver) and more 92% left with more favorable impression 92% intend to increase the number of Paso wines are their lists
12 Media Worked with over 100 journalists Media Tour, two tours with 14 top tier journalists, with conversions in: NYC Media Trip Vinous Consolidated Tasting Wine Institute Wine Summit Japanese Trade and Media Results: 586M+ impressions
13 Paso Robles Wine
14 Tools
15 2016 Programs
16 Direct Events Go Local Wine Deals: January BlendFest: February Vintage Paso: Zinfandel Weekend, Zinposium, SOMM: Into the Bottle, plus a NEW Z- Nightcap After Party: March18-20 Wine Festival: May Harvest Wine Weekend: October Sponsorships: Hospice du Rhône, CAB Collective, SAVOR, Garagiste, Eroica, Paderewski, Pinot & Paella, Pioneer Day, Paso Pops, Cattleman s Day, Earth Day, ARTSfest and more
17 Paso Wine in the Lonestar State Awarded $310K in Funding from the USDA More than 10% increase in PRWCA Budget over next two years Includes a combination of consumer, trade and media initiatives targeting the Texas market
18 Paso Wine in the Lonestar State Consumer Events Austin Food & Wine, TexSOM Media & Trade Bringing Texas journalists and trade to Paso Grand Tasting Tours Houston & San Antonio in 2016
19 Trade Grand Tasting Tours Texas: April Oakland: July NO membership dues used to fund Buyers Retreat October
20 Press Three media tours SF Media Trip Vinous Consolidated Tasting Wine Institute International Trade & Media
21 Research Paso Robles AVA Economic Impact Study - DEADLINE: JANUARY Paso Robles Salary Survey - Results presented at April Tasting Room Manager s Luncheon
22 Dues & Fees
23 Member Events/Education Over 43 members events in 2016 Membership Meeting (2) B.ES.T. Series (11) Tasting Room Managers Luncheon (12) Harvest Boot Camp TIPS Training SERVSafe Certification New ABC Laws by Deputy Director of ABC: February 23 Winery Financial Seminars Grower Education GQIP Program to continue Vit Tech Group (10) Vineyard Boot Camp Member Barbeque Member Gala: Lonestar State Soiree: Feb 5 RSVP TODAY
24
25 Upcoming Dates & Deadlines January January 15 January 15 January 20 January 29 February 3 February 5 February 8 February 16 February February 23 SLO Locals Only Discount Month Membership Renewals Due Wine Festival Pouring Registrations Open 8 a.m. Winery Accounting and Reporting Seminar by Moss Adams Deadline to Purchase Tickets for Annual Member Gala B.E.S.T. Kick-off with Holly Stiel Annual Member Gala Wine Festival Official Guide Text Due Tour Brochure Registration Deadline 2 nd Annual BlendFest on the Coast New ABC Laws, Lori Ajax, ABC Deputy Director March March 29 Vintage Paso: Zinfandel Weekend Wine Festival Booth Selection Begins
26 Questions?
27 Pasowine.com tutorial
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PARTNERSHIP Prospectus 2018-19 OUR PARTNERS OUR PRIORITIES Welcome! The Hunter Valley Wine & Tourism Association (HVWTA) is a not-for-profit organisation working in partnership with the local Councils