Paso Robles Wine Country Alliance Tasting Room Managers Luncheon 2016 Overview January 7, 2016
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
PRWCA Staff Jennifer Porter Executive Director Chris Taranto Communications Director Krista Smith Consumer Engagement Manager Candice Sanders Membership Coordinator
2015 Achievements
Mission Promote and protect the Paso Robles AVA to meet the diverse needs of our members.
Direct to Consumer Media: 3 rd Party Endorsement Trade: Influence the Influencer
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
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
Direct Social Media Over 373K views Over 60.5K Likes, +24.3K/40.17% vs. 2014 Over 14.8K followers, +1.8K/12.6% vs. 2014
Direct Events
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
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
Paso Robles Wine
Tools
2016 Programs
Direct Events Go Local Wine Deals: January BlendFest: February 19-21 Vintage Paso: Zinfandel Weekend, Zinposium, SOMM: Into the Bottle, plus a NEW Z- Nightcap After Party: March18-20 Wine Festival: May 19-22 Harvest Wine Weekend: October 14-16 Sponsorships: Hospice du Rhône, CAB Collective, SAVOR, Garagiste, Eroica, Paderewski, Pinot & Paella, Pioneer Day, Paso Pops, Cattleman s Day, Earth Day, ARTSfest and more
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
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
Trade Grand Tasting Tours Texas: April 20 21 Oakland: July NO membership dues used to fund Buyers Retreat October
Press Three media tours SF Media Trip Vinous Consolidated Tasting Wine Institute International Trade & Media
Research - 2016 Paso Robles AVA Economic Impact Study - DEADLINE: JANUARY 8-2016 Paso Robles Salary Survey - Results presented at April Tasting Room Manager s Luncheon
Dues & Fees
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
Upcoming Dates & Deadlines January January 15 January 15 January 20 January 29 February 3 February 5 February 8 February 16 February 19-21 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 18-20 March 29 Vintage Paso: Zinfandel Weekend Wine Festival Booth Selection Begins
Questions?
Pasowine.com tutorial