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Home My WebLink AboutTBID_2019-02-20_MinutesADVISORY BOARD FOR THE ATASCADERO TOURISM CALL TO ORDER: BUSINESS IMPROVEMENT DISTRICT MINUTES Wednesday, February 20, 2019 at 2:30 P.M. Atascadero City Hall - 6500 Palma Avenue, Club Room Atascadero, California Chairperson Alexander called the meeting to order at 2:30 p.m. ROLL CALL: Present: Board Member O'Malley, Board Member Sohi, Vice Chairperson Dawson, and Chairperson Alexander. Vacant: One vacant seat. Absent: None. Staff Present: Destination Management Consultant Angelica Ottman, Destination Management Coordinator Hanna Meisinger, Marketing Consultant Chelsea Modlin, and Deputy City Manager/Outreach Promotions Terrie Banish. APPROVAL OF AGENDA: MOTION: By Board Member Sohi and seconded by Vice Chairperson Dawson to approve the agenda with the note that item B-2 will be presented before item B-1. Motion passed 4:0 by a roll call vote. PUBLIC COMMENT: None. A. CONSENT CALENDAR 1. ATBID Draft Action Minutes — January 16 2019 • Recommendation: Approve the Draft Action Minutes of January 16, 2019. [Big Red Marketing] MOTION: By Chairperson Alexander and seconded by Board Member O'Malley to approve the consent calendar. Motion passed 4:0 by a roll call vote. Atascadero TBID February 20, 2019 Page 1 of 3 B. BUSINESS ITEMS 1. Wine Speak Recap Presentation • Recommendations - 1 . ecommendations: 1. Receive and file event recap on 2019 Wine Speak event. [Wine Speak Paso Robles] 2. Approve sponsorship of 2020 Wine Speak event. [Wine Speak Paso Robles] • Fiscal impact (GL 2802): $15,000 Amanda Wittstrom-Higgins and Macey Cox presented the 2019 event recap and distributed hard copies of the presentation (Exhibit B). They shared print campaigns that were used and distributed in 2019 (Exhibit C) and the Hospitality Day brochure (Exhibit D). Wittstrom- Higgins and Cox answered questions form the Board. PUBLIC COMMENT: Jessica Sohi and Ashlee Akers. The 2019 Wine Speak event recap was received and filed by the Board. MOTION: By Board Member O'Malley and seconded by Chairperson Alexander to approve the $15,000 sponsorship of 2020 Wine Speak Event. Motion passed 4:0 by a roll call vote. ... 2. Central Coast Craft Beer Fest Event U12date Presentation • Recommendation: Receive and file event planning progress presentation on the 2019 Central Coast Craft Beer Fest. [Central Coast Brewers Guild] • Fiscal Impact (GL 2802): None. Tony Grimes and Andres Nuno passed out the presentation hard copy (Exhibit A) and presented the event planning progress. They answered questions about plans for rain and additional event planning questions from the Board. PUBLIC COMMENT: Ashlee Akers. The 2019 Central Coast Craft Beer Fest event planning progress presentation was received and filed by the Board. 3. Month) Marketing Statistics Summar • Recommendation: Receive and file Marketing Statistics Report. [Verdin] • Fiscal Impact: None. Marketing Consultant Modlin presented the monthly marketing statistics summary for January 2019. Public Member Akers explained information about the CaISAE partnership and the excitement around Atascadero as the 2nd largest event space in the county. Marketing Consultant Modlin and Public Member Akers answered questions from the Board. Atascadero TBID February 20, 2019 Page 2 of 3 PUBLIC COMMENT: Ashlee Akers, The Monthly Marketing Statistics Report was received and filed by the Board. 4. Monthly Budget Report • Recommendation: Receive and file Budget Report. [Big Red Marketing] • Fiscal Impact: None. Destination Management Consultant Ottman presented the monthly budget report. Marketing Consultant Modlin offered to provide a report on media buy success with Grape Encounters. The Board had no questions. PUBLIC COMMENT. None. The Monthly Budget Report was received and filed by the Board. C. UPDATES 1. Visit SLO CAL TMD Update — Board Member Sohi — Board Member Sohi was unable to attend and does not have an update. 2. Visit SLO CAL Marketing Committee Update — Verdin — Akers and Deputy City Manager Banish provided information from the Visit SLO CAL Marketing Committee. 3. Destination Management Update — Big Red Marketing — Destination Management Consultant Ottman shared updates on IPW planning, Nomination Meeting outreach, TOT update outreach, and the liaison program. 4. City Business Update — City Manager's Office — Deputy City Manager Banish shared updates from the City. C. BOARD MEMBER COMMENTS: None. E. ADJOURNMENT Chairperson Alexander adjourned the meeting at 4:45 p.m. MINUTE51PREPA(RED BY: Handl Meisiq,6er, Desti Management Coordinator Exhibit A — Central Coast Craft Beer Fest Presentation Exhibit B —Wine Speak 2019 Recap Presentation Exhibit C — Wine Speak 2019 Print Campaigns Exhibit D — Wine Speak 2019 Hospitality Day Brochure APPROVED: March 30, 2019 Atascadero TBID February 20, 2019 Page 3 of 3 M 0 Central Coast Craft Beer Festival Event Support and Partnership 0 Atascadero Tourism Board Improvement District February 20th, 2019 Central Coast Brewers Consortium Andres Nuho — Event Organizer andres(@surfbeerfest.com (805) 448-7070 4 MISSION Increase awareness by educating consumers about the California Central Coast's influence on local craft beer and breweries ABOUT Current Membership 51 Breweries 61 locations ■ Established 2613 • Brewery Members from Monterey, San Luis Obispo, Santa Barbara, and Ventura Counties Central Coast Beer Week Highlights March 24th — March 31st, 2019 VIP Brewer's Reception Atascadero City Hall •Friday, March 29th, 6 - 9 pm Includes every brewery joining us at the Festival CentralCoastCraft Beer Festival at the Famous Sunken Gardens Saturday, March 30t" • 12 — 4 p.m. • 40+ Member Breweries • S Invited Guest Breweries • 3 Cideries ■ 4 wineries • Live Entertainment, Food Vendors, Lawn Games Local Arts and Craft Vendors Central Coast Craft Beer Festival Ticket Summary 2018 Summary (SOLD OUT) VIP Tickets: 156 • General Admission Tickets: 1,026 * DD Tickets: 19 Great turnout for our first year and proved that the City of Atascadero is a great location for the Central Coast Craft Beer Festival! 2019 Goals (,) VIP Tickets: 500 General Admission: 1,400 DD Tickets: 30 We already have sold half the amount of tickets that we did last year as of 2/19/19. We are projected to sellout out again this year, even with a higher number of tickets available. This will allow the CCCBF to bringing more visitors from outside the area. Budget Summary Expected Budget 2019 - $50,000 Security - $1,700 Fencing Restrooms / Handsinks - $4,000 Tenting Tables / Chairs - $3,500 Janitorial Service - $400 Stage / Sound / Generator - $3,500 Live Entertainment - $1,500 Glassware - $3,500 Ice - $2,000 Marketing -- $5,000 Permits - $50 Photographer / Videographer - $1,500 VIP Brewer's Party - $2,000 Event Management - $7,000 Staffing -- $1,700 Charitable Donation - $500 Merchandise - $1,000 Insurance - $750 Radios - $350 Beer - $8,000 Misc. - $2,000 Estimated Revenue 2019 VIP Tickets - $30,000 GA Tickets - $50,000 Designated Driver Tickets - $500 Vendor Fees Arts and Crafts - $2,000 Merchandise Sales - $500 Sponsorships - $51000 Estimated Profit: $35,00❑ Atascadero Tourism Board Improvement District (ATBID) Approved Support • $5,000 for marketing and Brewer's Reception • Cross marketing online/social media With the support of the ATBID, CCBC will be able to do the following: ■ Promote the Visit Atascadero mission by bringing 2,000+ guests into the city for the festival, approximately 35% from outside of San Luis Obispo County ■ our VIP Brewer's Reception on Friday, March 29th will encourage brewery staff members to spend Friday evening in Atascadero leading to potential overnight stays. (75% of participating breweries are outside SLO County, and 55% are located over 2 hours away.) Strategic Partnerships Marketing Social Media targeting S.F. to S.D. • Local Radio and Print Marketing - Presenting Sponsor is Atascadero News and Paso Robles Press Also includes K,IUG Radio, Krush Radio, Santa Maria Sun, and New Times - Coasters and Flyers distributed at breweries Hotel Packages and Discounted Rates ■ Holiday Inn Express VIP Ticket Package - Includes 1 night stay and 2 VIP Tickets and Stage Sponsorship • SpringHill Suites Discounted Rates - Includes $199 Discounted Rate and Wristband Sponsorship • Carlton Hotel Discounted Rates 15% on your room rate! Add some Festival Passes at discounted rate. NEW Bus Transportation option Jump on the Brew Bus and Hop on Beer Tours Providing bus transportation to and from the event Pickups in Santa Barbara, Goleta, Buellton, Santa Maria, San Luis Obispo and Paso Robles. Special VIP Package Giveaway! • Holiday Inn Express Package 2 Night stay, 2 VIP Passes and Dinner at Marstons 101 s The Carlton Package 2 Night Stay, 2 VIP Tickets, and Appetizers at The Nautical Cowboy Both Packages will be given away through our Facebook page 2-3 weeks out from the event. We will be purchasing social media ads and focusing on the State of California. We hope to encourage guests from outside the area to enter the giveaway and join us! k, • With a late March event, Daylight Savings will have begun and visitors Will have more daylight to explore local attractions and merchants before and after the event. • Support from the ATBI D created a solid, professional event for our inaugural year. This event has already proven to grow in year itwo and we will continue to focus on increasing attendance and overnight stays. -77 - .doom., WJp&MJU,:t ZA Questions? 4w 2019 WINE SPEAK WINE SPEAK PASO RECAP REPORT JANUARY ]-10TH ViSlT R 0 B L E S ATASCADERO, CALIFORNIA ATBID Minutes Exhibit B Date:. 4clor j ac f o� _..J THANK YOU FROM OUR CO-FOUNDE Dear Friends, We have so many people to thank for embracing the mission of W Paso Robles. This event would not have been possible without the generous support of our speakers, panelists, wineries, sponsors ar,� guests. We also greatly thank the communities of Atascadero and Paso Robles for welcoming us with such open arms, warm hearts and aloha - we are forever grateful. Sincerely, Amanda Wittstrom-Higgins and Chuck Furuya, MS WHAT IS WINE SPEAK PASO ROBLES? On January 7-10, a spirited crowd of winemakers, master sommeliers, hospitality experts and Wine professionals convened in the Paso Robles wine country for one of the nation's most anticipated ovine industry trade events—the second annual WX ne Speak Paso Robles. Once again, Wine Speak was a huge success, advancing knowledge, collaboration and camaraderie across all facets of the wine industry - all while driving exposure and economic benefit to San Luis Obispo County, i WINE SPEAK a�5o yn6LCs IMPACT OVERVIEW GENERAL STATS • 9 wineries visited (3 unique tech tours) • 36 Paso Robles wineries featured at the Grand Tasting alone • 45 total Paso Robles wineries were highlighted throughout the event • 25# local food vendors • 13 unique events held in the Paso AVA • 98% event sell-out rate • 28 winemakers attended our inaugural Vit. -Tech Tasting & Workshop • io Scholarship Recipients SPONSOR IMPACT "The rising tide lifts all boats." -John F, Kennedy Wine speak adds value to each and every one of our sponsors by investing in our community, providing brand exposure, providing facetime with professionals within the industry and an experience unlike any other. EVENT OVERVIEW ATTENDANCE STATS Wine Speak attracted the highest caliber attendees and key influencers within the wine industry. • 804 Attendees checked in 47% of these attendees were from out of the area • On average, attendees participated in 3 of the 4 days Attendees stayed an average of 3 nights =.,TK Pm. -I Alla,1111111 WWI L7 Alw F -A 0 EVENTOVERVIEW We had attendees from Australia, Texas, Arizona, New York, Florida, Washington, Massachusetts, Georgia, Maryland, i LUnois, Hawaii and aLL over the state of CaLifonria New Hampshire - Washington - - --i - - ...�J,ti Vermont L Montana _ Massachusetts Maine,Z North Dakota �� Oregon inneso Wisconsin f Idaho South Dakota i J New Yflrk Wyoming Michigan f�• \ Rhode Island Iowa ennsylva is Nevada Nebraska -Connecticut Utah-- OhioIllinoisJersey Illinois ndiana Colorado Delaware California Kansas Missouri irginia_ Maryland Kentucky - North Carolina Okla oma Tennessee _ West Virginia Ari na Arkansas South New Mexico arvlina labama Georgia � ississip i ` exas Louisiana Alaska ` 1 � �-• Alaska r_. i � Florida �� Hawaii - 1w EVENT OVERVIEW • Sommeliers, media, and consumers have inquired about attending the 2020 event Earned media highlights; The Tasting Panel, The SDMMJournal, The Krush Radio, KJug Radio, Udine Industry Advisor, Travel Paso, Paso Robles Daily News, Wine Business Blog, and Guild Somm. J T H 'tingpon I THISOMMJOUPNAI tas e " Z I N E asr1arr ni I&MIKIrrS ■MMIM 11T7 I ,'-krush 92.5 9 THE PERFECT BLEND r 5 PASO ROBLES, CA N• ' GUILDSOMM EVENT OVERVIEW 36 PARTICIPATING WINERIES GRAND TASTING 2019 � ">,► _ -- -�._ - - __-- _ _lam .0 0 —I- — -.- J Law" ESTATE WINES ANCIENT PEARS WINERY BOOKER ICAO U CLESI W I N [ 3 CALCAREOus D E N N E R Y I� F Y A N l vineyards `c /'� � jNI' A \Ell rnM[Ll v�u crAnns EBERLE WINERY ■ EPOCH ESTATE WINES g i o r n a t a ,0 �ac •cr,rcrt CEttars I.ISI J_ LOHR VINEYARDS u. WINES "r r 16 N �� HALTER RANCH J VINeYnRn A A THACHER W I+iE kY •n'[[ Y[v�xak[[ ESTATE WINES T REANA TABLAS CREEK dV SEVEN OXEN VINEYARD VILLA CREEK MINER WINE ESTATES o '- TUPLEY""� EARNED MEDIA https://www.wlneandsplrltsmaga2lne.corn/event- ■ ca len dar/test t GUI[,aSDA4h'[ https://www.Buildsv_m_m.com/4ch6g_7f5�c_/me_mberevents/ f/intern ation a 1/13913/ Wine-speak-pa_so-r_obles---_ 'anuar -201 https://www.wineindustryadvisor.ccrn/event/yrine- s p eak- aso-robles-201 https://somme Iierbusiness.corn/en/events/cenference- 64/wine-speak-Paso-robles-a01q-1776.htm h t t s://enio v sIo.cam/event/ovine-s 12 eak- R aso- robles- 2019/2019-01-07/01-07/ https:/Ica [coastnews.com/20ig/oi/wine-s-peak-paso- robles-pairs-master-so mmeliers-and -wine-lovers/ s http://www.traveLpaso.com/media/press-release/"wine- PAW speak -Paso -rubles" -return -January -7-10 PAS❑ N4)64E5, CR https://atascaderonews.cam/article/wine-speak-Drows. ATASCADERU NEws � y � bM /0 ^b�, THE SONIMJOUPNAL "The Somm Journat", February/March 2018, page 4 "The Somm Journal", April/May 2018, page 22 "The Somm Journat". October/November 2018, page 102- 103 "Tasting Parte!", September 2018, page 74-75 "Tasting PaneL", October 2018, page 72-73 "Tasting Pane[", November 2018, Page 70-71 SOCIAL MEDIA SAMPLING Wine Speak Paso Robles••- .., wine speak Paso Robles _..• Publishod by ti•+in espeokvas o 171 • December 29, 2018 • 0 Published by ehrisfin. cures I'+l - Depembef 1s, 2cla • 0 Check us out on liquid lunch!! 4 i-4 As master somm Chuck Furuya has put it, "this is a GOLDEN OPPORTUNITY for anyone in the wine industry" Wine Speak is truly a one -of -a -kind wine industry event and we can't wait for you to L experience the amazing things we have in store For you this year. + S Grab your tickets while you still can!! There's only a few tickets left for our Grand Tasting and Hospitality Day! #winespeakpaso 11pasowine 1,126 los People Reached Engagements 0 Jessica Valpay Kolihoft, Becky Russell and 3 others Lb Like Q comment 9 Shares 481 Vlews Share + KRUSH925.CoM Liquid Lunch -12119118 - Wine Speak Paso 2018 Round 2 It's another found of wine speak on the Liquid Lunch today! We got Co - too 28 En People Reached Engagements OC> Emily Louise Irene huts, ftenea Api%! Awann and 14 prhws. 1 Comment winospeakpaso • Following Mascadem, California wino speakpaso The latest c4 the deg —� why we love datascadem t i•* rfvisltatascadero @VisiMMscadom "nespeakpaso kpascrahleswine ftinatima carndenaghkitchen Adore Atascati ml O markaslarlingl V tJ i., .. P C? ❑ u Q j@%) Liked by hle_atascodero aril 51 others Yrinatpaakwm . 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Sharing wiry. together made wycoe family; ne one patter thin argon. else' -Fred Dame eal drinkp @_WP pk 1 and @e .Is r23 hehind7 " eetdrin$ms Pic 3 I ALL Qa_Wl afar C @adamonlnaalr Jolf@a-Idrinka on m,o hand G _solf AWESOME EVENT @o—A awittsrrumhigglns Q ❑ u G 0T)7j 4kedbyh6_2%teadmoand 101 others E �sPaAP.w• Frtlfarhip xMespeakpvso Ydrr'r rl'K Sgak iMa wqk •+p—bw wnkl e4rr whw Arid rryrrkgrh*m.ku pcxtolaaapr Mm Qoaavannr , Q.N"erw;neN erryramerene�dtw[r._ .g„metier epasprp mmvhr.airwkwr r�amm can norx arrvrelPaao a.;.nc.�rwn:,+md.reo apasowlro eFnpprr awlnma�rak mmal�pr amaklttrammeNef MvicUrer oL raV[ierpwakpaap Fpardehlef arrar[I /lrarerwae a..;sacarr nedxnr +waawire.cncera awi� s.ygerpoodlrm.s 0-1 kujkpl _. lrrapho Chown! enrgdwhslrrr Q U U Q 012 Wad by hl jl..d—wW 154 a1Mra TARGETED EMAIL CAMPAIGN 'BYOB'. CASUAL KICKOFF NIGHT JAN Oft 53MIim Cµ Si.flC� vxoV .&rglw bW �. enr. iN. YM bg�wn ^w9 SPACE IS LIMITED E T S "TASTE OF PASO ROBLES' GRAND TASTING 1M7 Meh. &Op. cosi fff y.c�. PFA1f5 �• ..._... ■ cis�s unoU .. .• `.-.... .nw..... nN. W.ur+v.�o'rwa rywm4�LWAW- .M1r wgrutieee wV.ryw wNn, xM ww.l eur•u.n �-w�.y Yl.�a.r�M1l, girl wf.n.»a Our email campaigns were shared by Your exclusive invitation... several of Our key partners Including: L E � � WINE E SPEAK PASO ROBLES IL WINE COUNTRY AWANCE WI07 INT�ATE DAY: MAl7la lopM! VtlINEi EXPERIENCE WINE SPEAK PASO ROBLES JANUARY 7th -10th, 2019 Wine Speak Paso Robles is an exclusive wine event that brings top wine producers and professionals together on an educational journey. Give the ultimate gift to the special wine enthusiasts in your life, purchase tickets now! spoco 15 Ii—Icd. PASO ROBLES 2 CAS COLLECTIVE BRFAKAWAYTOURS Ar:d �57•Cret %Jletrueirt And severaL participating wineries Our email campaigns reached an estimated list of approximately 30,000 people TARGETED PRINT CAMPAIGNS WINE SP EA' ;I JANUARY 7-10, 2019 COMMUNITY, CAMARADERIE A COLLABORATION pAri H+1iTI[1a M11a F2 -0ES —j [XC[ W t N E E P E A R P A S O. C O M ❑II I N E S P E A K P A S 0. C 0 M GpMMIlMITY. CAMARAbEAIE i CULLARORATION FY -1 WINE SPEAK u HOSPITALITY DAY JANUARY 10, 2019 If you are tooking to develop an AWARD WINNING strategy in the wine or HOSPITALITY business, this day is tailor-made for you and your emptoyees. ELEVATE YOUR STAFF The goat is to impart tangible examples and skills that business owners and hospitality proFessionats can use to grow their success and build foyat followings. WINESPEAKPASO.COM JANUARY/ 7-10 / 2019 COMMUNITY, CAMARADERIE & COLLABORATION F200 - ES T ppyg lEAlrE DXXE INt ATE 6EPER1lNCE MASTERFEATURED SOMMS SPEAKERS CHUCK FY5UHM MERIDITH MAY FURUYA oK Re PUVA MLIANAL & TASTIHC PANEL HELEN N[PLINCER FRED DAME WINE SPEAK FRED%CHENRLR CHAR— OF tHE BOARD Z"Sa HH NUNZIO ALlvro in�v •vE�:. "'"' SCHERRERwIHEYV EH ELLEY LINDGREN 1ACVR PAX FAX MAHLEWINERY FDR HER CHAIR. CO IFRT JASON ORIIW OF MASTER 50MH5 GREG Hilo Speak Auvflvbl.ru. premfrr feJualry a�min,Itk.l 211. -Es ERIC JENSEN HARRINGTON 6LkaE.-Inlne4rn,wineindu[rllead.n aNhvrplla]lry vehuWulr lRrlk.E FeE Ln lAHm .. lti rlimalyv nry. MVF-0140VHEIUH aR4 ego Kett WINERY 5—A RC CELLARl PETER IRi.m.re.r.emrl4.r[T.eFMie•rT�aRJhil pern.r lhry JY/TIN SMITH 5A%UH VINEYARDS NEPTUNE d�R•,e.hr•. RIR. 1Lv.plralllr l.�HL4z.,,RRrr., •Iw1w[r CRIT CHERRY THd HExRV wIHE eROuv oiearl.vn. r4a,vdraaR niova �-LLl ds.lyN,j VILLA CREEK W01CRY MATT TREVii AN RICHARD *°�•...E lettih^I.Ie,^kle..l.dp..wprlT..ma. C"00SETTS uEliNxTERlYN f EIT1 EIINNE RIIANFICRE wF. L r 4[7 EvcCHWINERV :05 LINDQUIST II�EIN-1 IM JOUQNAL 11AN'DUA01so:0 s SOYN IIXIRIFAL I I + S a C • FY -1 WINE SPEAK u HOSPITALITY DAY JANUARY 10, 2019 If you are tooking to develop an AWARD WINNING strategy in the wine or HOSPITALITY business, this day is tailor-made for you and your emptoyees. ELEVATE YOUR STAFF The goat is to impart tangible examples and skills that business owners and hospitality proFessionats can use to grow their success and build foyat followings. WINESPEAKPASO.COM WORSHIP EXPOSURE THANK YOU TO OUR GEN[ROII= IlONSORI �h�•ISIr y CALi}ORNIA P4 T NE S W%D [ JOII A NAL v tdstln nel 1krush 9p°° ' amra KAMY7GURS ww �- --. FARM •'❑'�• CREDIT TRICGRMRAUN WEST' QT VMPQUA HAWAIIAN s • ti • rJ • x CACIA �'..... W WW,W1NK, PEAKPAEO.CGN /VINEIj.[AK►AI0 • Sponsorship signage flanked every entrance, panel, and tasting event. • Power point played during every seminar • Several verbal mentions throughout the event - THANK YOU TO )UK SPON ETS SOBS G�• I kM1lltll.� 1 qqp ...-.0 ....., k Ir ..� THANK YOU . OUR��-'-- GENEROUS SPONSORS FR W� ti CREDIT WEST' 1•Islr }�j'�l C ncALlfra FIESOMMJOUPNAL tastin nel �® 9Po,.. arascaoLev Paar Richards Press/ o! HAWAIIAN AIRLINES CSO ROBLES (+ [+ COIINiRYALll4NCE ckCCIA TRIGORBRAUN krush F—I COURTNEY E. TnnaR �.41a O..........: .r -s � rnl �eulu dn.+P E T 5 LJMpQLlA G6 • A • N• K IL[xx IYRRITTE BRE.AKAWAVTOURS MEDIA COVERAGE American General Media helped us tell our story of Wine Speak through several narrative avenues including liquid lunch segments starring featured • Exposure through 5 stations • Net reach of 31,000 unduplicated persons 25-54 • # of times hearing message: times guests, interviews with the speakers and founders of Wine#1 F011,11)DAY"s Speak, as well as several otherfrIU, ('/OI]1T' III 911.1 KIIIIG short vignettes. average ages the of 3,5 � V%rUSr 1 42.5 • THE PERFECT BLEND ■ • r AD 0 allow f o- y fix!. ■ r�� vx dftke -Frg r - i tr O� 10 lit t-:;;, ry ~ry��I III: g tir i.- r 'fir. i":.� .. 1• ,. l . � S "H� •irk r I � �� . � � • wta - � f }E �� T roto' e� - •�,{�, . .. .,op I ows fp- _ Q-4, IMAGE HIGHLIGHTS: DAY Sra Ar - j --.41 ..=- -10 61 SCHOLARSHIPS 8 Dream Big Darling • Alissa Diaz (NY) • Ariana Tsuchiya (HI) • Wendy Rob (Anaheim, CA) • Melissa McAvoy (FL) • Alicia Cuadra-Cutler (Marina, CA) • Maria Degrezia (Chino, CA) • Holly La Porta -Jones (HO • Lily Hays (Tahoma, CA) 2 Guild Svmm • Danny Steiner (TX) • Wednesday Nowak (AZ) 9% GUILDSOMM DREAM BIG Dream gig Darling Lunch at the Cartton Hotel featuring Lead women from the Wine Industry SCHOLARSHIP RECIPIENT TESTIMONIALS "1 definitely fell in love with Paso as a region! 1 think that it was ver important to have a mix of Paso Robles producers juxtaposed to producers from outside the region. That was a neat element. I also enjoyed the intimacy of being able to speak candidly with the winemakers, i think the seminars and BYOB dinner Were the perfect sizes for curating conversation. -Ariana Tsuchiya, Sommelier, Alan Wongs Hawaii (Dream Big Darling Scholarship recipient) "_The world's lesser known wine regions produce amazing wines but it is up to us as sommeliers to seek those examples out to share with our guests, wine Speak showed me that Paso Robles is Full of great wine that has a place on any wine list," -Danny Steiner, Guild Somm scholarship recipient "-Comingback to Paso... really helped solidify and strengthen my belief in the region as a wod class wine producer," -Wednesday Nowak, Guild Somm scholarship recipient SURVEY RESULTS What were Satisfactory you r ove ra LL i m p r e s s i o n s Good of Wine S peak i as o Exceptional Paso Robles? What specifically will Wine industry friends When they ask 'How vv "An 8 on my famous scale of 1-10! it you tell your about this event as it'? "it was very collaborative and engaging. Not just your typical seminar where you sit silently. This event engaged the audience. " "A great way to see one of the most dynamic and up and coming AVA rs of California. " "That this event is everything that it was supposed to be and more." "A must for Twine professionals!" /HAT INDUSTRY LEADERS ARE SAYING "Wine Speak is essential for anyone in the Wine business or anyone who wants a peek behind the scenes. Listening to the combined wealth of knowledge of the professionals who share their stories gives great insight to today's relevant wine topics, -Meridith May, 5omm Journal & Tasting Panel "As I've come to expect each year, Wine Speak delivered a richly informative, honest, and engaging series of talks and experiences. This year the offerings Were amplified by pairing lunches, blending workshops, and a highlight on important producers during the BYOB night, I'll be back again and again!" - Matt Kettmann, Wine Enthusiast WHAT INDUSTRY LEADERS ARE SAYING "Wine Speak in a short two years has become a Mecca for those looking for a refreshing wine experience. The participants here truly "participate" in all the events. The Paso Robles region is producing some of the most exciting Wines in California. This is a true wine community event," -Fred Dame, MS, Global Mine Ambassador DADU Vineyard & Winery "Just in its second year, Wine Speak elevates the dialogue among sommeliers, educators, hospitality, sponsors, and the winegrowing and winemaking community to lift the collaborative spirit. Thoughtfully curated to showcase the jewels of Paso Robles and Atascadero, Wine Speak raises the acumen of participants regardless of background or expertise to bring even more passion to their respective tables, impacting the bottom line. The standing ovation for Amanda Wittstrom-Higgins after her female leadership panel said it all." -Cynthia Lohr, trade and brand advocate, co-owner at J. Lohr Vineyards & Wines WHAT INDUSTRY LEADERS ARE SAYING "The wine Speak Event 2019 was an incredible confluence of winegrowers, winemakers, master sommeliers, and wine industry insiders interacting with wine professionals in an intimate, inclusive environment which highlighted education, tasting, and fun," -Peter Neptune, MS, Neptune School of Wine EVENT V 1111, r,17� Watch Watch Video T" A 'JK YUU FUR ALL YOUR SUPPORT WINE SPEAK P A S O R O S L E S C A L i P 0 R N i A CALIFORNIA WINE SPEAK P A S O R B L E S C A L 3 F R N I A w ti - R COMMUNITY, CAMARADERIE & COLLABORATION a)W! N ESPEAKPASO u f WELCOME Dear Friends, We have so many people to thank for embracing the mission of Wine Speak Paso Robles. This event would not have been possible without the generous support of our speakers, panelists, wineries, sponsors and guests. We also greatly thank the communities of Atascadero and Paso Robles for Welcoming us with such open arms, warm hearts and aloha—we are forever grateful. Wine Speak was created in 2017 as an opportunity to gather some of the most brilliant, savvy and insightful wine minds of the New World. Our mission has stayed true. Speakers, panelists and guests alike are encouraged to share their wisdom and experiences, so that we can learn from one another and help our industry to move forward. We believe that this kind of forum fosters dialogue, sharing, camaraderie and collaboration—all in the name of elevating our wine community. Most of all, We hope that you make new friends. Our Wish is that you Leave this experience inspired. Imagine the possibilities when We dream big. Sincerely, F Chuck Furuya, MS Amanda Wittstrom Higgins DK Restaurants Ancient Peaks Winery ' A portion of the proceeds will go to the Dream Big Darling Foundation DREAM BIG and the charities that it serves. The Dream Big Darling Foundation will be responsible for collecting all ticket sales and donations for Wine Speak. S. lk SCHEDULE OF EVENTS JANUARY 7TH 9:30AM-3:00PM - TECH TOURS LOCATION: THE CARLTON HOTEL. 6005 EL CAMINO REAL. ATASCADERO, CA 93422 This is a intimate and interactive day of tours highlighting some of the top Bordeaux and Rhone producers in the Paso Robles Area. B O R D E A U X T O U R- Stops will include: Austin Hope Vineyard, Niner Wine Estates. and Daou Vineyards. The tour will include a memorable private lunch at Niner Wine Estates. R H O N E T O U R - Stops will include: Epoch Estate Wines, Caliza Winery, and TH Estate Wines. The tou-will include a memorabte private lunch at TH Estate Wines. JANUARY 8TH 8:15AM-8:4+5AM - CHECK IN & NETWORKING 8:45AM-10:45AM - CABERNET SAUVIGNON: PERSPECTIVES FROM INSIDE & OUTSIDE THE APPELLATION LOCATION: ATASCADERO HISTORIC CITY HALL, 4TH FLOOR. 6500 PALMA AVE, ATASCADERO, CA 93422 At last year's inaugural Wine Speak, seven Cabernet Sauvignon w i ne ma ke rs— f ro m Napa Valley, Columbia Valley, Victoria (Australia), Happy Canyon. Paso Robles and Ballard Canyon— came to share their insight into what this global grape variety can be. This year, we continue the sharing and discussions with four new experts who will help us explore the distinctions of Cabernet Sauvignons grown in different regions and made in different styles. PANELISTS: Fred Dame, MS Helen Keplinger Fred Scherrer Eric Jensen Daou Vineyards Carte Blanche & Scherrer Wines Booker Wines & My & Winery Keplinger Wines Alexander Valley Favorite Neighbor Paso Robles Napa Valley Paso Robles JANUARY 8TH iCONTINUEDl 10:45AM-11:00AM - NETWORKING BREAK i1:ooAM-1:oo1PM - TALK STORY: A DIFFERENT PERSPECTIVE ON WINE LOCATION: ATASCAOERO HISTORIC CITY HALL, 4TH FLOOR. 6500 PALMA AVE, ATASCADERO, CA 93422 Women have long maintained a powerful presence in the world of Wine—and their influence is only growing. In this illuminating panel discussion, Wine Speak co- founder Amanda Wittstrom Higgins will conduct a roundtable with leaders from the fields of winemaking, marketing, sates, restauranter, and publishing. "What was your path to success? How do you stay on top in an ever-changing, competitive environment? What advice would you give to your younger self?" Listen in as these luminaries share their insights with an eye toward mentoring up-and-coming women in the wine industry. PANELISTS: Helen Keplinger Meridith May Jordan Fiorentini, Shelley Lindgren, Carte Blanche & Somm Journal, Epoch Estate Wines A16 & SPOR Keplinger Wines Tasting Panel & Paso Robles Napa Valley Clever Root 1:00PM-2:00PM - LUNCH BREAK 2:OOPM-4:15PM - RHONE RENEGADES: MOtJRVEDRE & GRENACHE—THE NEXT CHAPTER LOCATION: ATASCAOERO HISTORIC CITY HALL, 4TH FLOOR- 6500 PALMA AVE, ATASCADERO, CA 93422 Stand-alone bottLings of Mourvedre are gaining ground in the New World. However, it is not atways easy to find prime renditions of this idiosyncratic Rhone grape. It comes down to locating vineyards where this variety can excel—typicatly those marked by warm weather, mineral -rich soils and long hang times. In this focus panel, we Will tap into the wisdom of two winemaking stalwarts to discuss the challenges and opportunities facing this emergent variety. PANELISTS: Cris Cherry Justin Smith Brandon Moss Richard Betts, MS Villa Creek Saxum Vineyards Gramercy Cellars Sucette Wines Cellars Paso Robles Washington Vine Vale. Barossa Paso Robles Valley, Australia JANUARY 8TH (C ' rTIN JED) S:OOPM-S:OOPM - VIP EARLY ACCESS TO GRAND TASTING 6:00PM-8:00PM - "TASTE OF PASO ROBLES" GRAND TASTING LOCATION: PAVILION ON THE LAKE AT THE ATASCAOERO LAKE PARK. 9315 PISMO AVE., ATASCAOERO Grab your glass and enjoy a "who's who" list of Paso Robles Wineries and local eateries where our favorite chefs wiLL present ovine friendly small plates and winemakers will showcase some of their finest reserve and library bottling.ANCIENT F PEAKS l.rin� INE B O O INE CR W I hE R Y DUAOuSlln XO�e CALCAREOUS � L7ENNER EBERL..E WINERY Law - ESTATE WINES ■ gxornata 40 lac • cc cEttars J. LOH R- VI IN EYA R05 .5. WINE5 I:Sf.41E WINES HALTER RANCH V I N F Y A R D dada f- rtrty CAWDO THACHER >'S'f, E x!•vu Y'I, I. Y.PD T R E A N A " TABLAS CREEK SEVEN OXEN ESTATE W NES VILLA CREEK NINER VVI NE ESTATES 0 TURLE Y Tl R F A n/i R 7 r'� RARE LARGE FORMAT SILENT AUCTION DURING GRAND TASTING 100% OF PROCEEDS WILL BENEFIT DREAM MG DARLING REGISTER DURING THE EVENT Don't miss the opporunity to take home a special Large format all While supporting women in the Wine and spirits industry. Bottles have been generously donated by participating Wineries. M I S S 10 N. To foster the success of women in the ovine and spirits industry through mentorship, education, Life enhancement and professional retreats. Jd L -7mww. . 4111111 V A few of the many large formats to he aur DREAMBIGDARLING.GRG JANUARY 9TH B:i5AM-8:45AM - CHECK IN & NETWORKING 8:45AM-10:45AM - WHAT SYRAH CAN BE: CHAPTER TWO LOCATION- ATASCADERO HISTORIC CITY HALL, 4TH FLOOR- SSG* PALMA AVE. ATASCADERO, CA 93422 Syrah was a focal point at Wine Speak 2o18 and we now continue the discussion With a new trio of Syrah champions. We w! LL dere into Syrah's place in the New World and experience different expressions of the variety. The idea is to generate a better understanding of what Syrah can be in different parts of California, grown on varying soils and made With different techniques. The sharing continues with this second chapter of "What Syrah Can Be." PANELISTS: CIO Bob Lindquist Qupe Central Coast GO Pax Mahle Pax Mahle Wines Sonoma 4 -ft go Jason Drew Drew Wines Mendocino Ridge %1L:ooAM-12:45PM - CREATING YOUR PERFECT BLEND LOCATION: THE CARLTON HOTEL, 6005 EL CAMINO REAL, ATASCADERO. CA ga422 In this hands-on workshop emceed by Wine Speak co-founder Amanda Wittstrcm- Higgins, master sommeliers and winemakers alike will illuminate the magic of blending—and then guide you through the creation of your own wine blend. SPECIAL GUESTS AND TABLE LEADERS INCLUDE: Adam Tolmach, Winemaker/Owner of Ojai Vineyard, Nunzio ALioto MS, Tyler Thomas, Winemaker of Dierberg Winery, Fred Schemer Owner/Winemaker of Scherrer Winery, Richard Betts MS, Owner, Winemaker of Sucette Winery and Jason Drew Owner/Winemaker of Drew Winery sharing insights into the history of blends and their importance in today's winemaking world. Winemakers Mike Si nor and Stewart Cameron of Ancient Peaks Winery will talk about both the technical and artistic aspects of blending, then turn you loose to create your own special blend. At the conclusion, your blend will be bottled, labeled and wax -dipped for you to enjoy back home. PANELISTS: Peter Neptune, MS Matt Kettmann Mike Sinor, Stewart Cameron. Neptune School of Wine Enthusiast. Ancient Peaks Ancient Peaks Wine Santa Barbara Winery, Winery Independent Sinor- Lavalle JANUARY 9TH lCONTINVEG1 2:aoPM-3:ooPM - PASO PAIRED LUNCHEON LOCATION: THE CARLTON HOTEL, 600g EL CAMINO REAL, ATASCADERO, CA 93422 Randy Caparoso -- longtime award -Winning restaurateur and Editor -at -Large of The SOMM Journal -- and Chef Cheyne Jackson of Santa Margarita's The Range Restaurant have combined their talents to create an ultimate luncheon highlighting four of Paso Robles' most amazing Wines (by Daou Vineyards. Epoch Estate, CAventure Winery and Tablas Creek Vineyard). Emceeing the event Will be none other than Fred Dame MS, GLobaL Wine Ambassador of Daou Vineyards & Winery. Prepare to have your senses avowed! PAIRINGS: D i r D A O U —Diver sea scallop. crispy pork belly. criollo hollandaise, black U cherry reduction. watercress. L' A V E N T U R E - Salad of house smoked duck breast, baby greens, fennel, toasted hazelnuts. Chioggia beets, pomegranate seeds, Farmgirl Creamery chevre, plum vinaigrette. EPOCH - Veal stroganofF, Etta organic reginette, confit of wild mushroom, smoked grana parmesan. TA F3 LA S T A B L A S C R E E K G R E N A C H E- Grenache decadence cake, cactus C R R E x fruit reduction, Champurrado Creme Chantilly. c [ r Randy Caparoso Fred Dame, M5 Chef Cheyne Jackson SOMM Journal Daou Vineyards & Winery The Range i DAO TA I, +' CIZ1 I, VIS ►►�-, JANUARY 9TH •: CO N TI N V ED 3:1SPM-4:15PM - STATE OF ZINFANDEL LOCATION: ATASCADERO HISTORIC CITY HALL, 4TH FLOOR, 55o0 PALMA AVE, ATASCADERO, CA For the first time, Wine Speak dives deeply into Zinfandel, Catifornia's heritage grape. Zinfandel continues to evolve in the modern era, ranging from big, jammy ovines to leaner, spicier expressions. In this panel discussion, two Leading Zinfandel producers—one from the Central Coast, another from the North Coast—will share their philosophies on this native variety, and answer a key question along the way: What does Zinfandel's past telt us about its future? PANELISTS: Matt Trevisan 1 Fred Scherrer Unne Calodo Scherrer Wines Paso Robles AlexanderVailey 5:30PM-8:00PM - "BYOB" CASUAL NIGHT KICKOFF TASTING LOCATION: THE CARLTON RESTAURANT, 6005 EL CAMINO REAL, ATASCADERO, CA 93422 "BYOB" - Bring your own bottle that inspires others. Let's get together, hang out, and have some fun! Join the luminaries of Wine Speak for a casual night of fine food, spec ialwines and industry camaraderie at the Historic CarLton Hotel. Chuck has selected & asked some his wine "friends" to pour their wines. which he feels will make people think about ovines in a different gray moving forward. SPECIAL FEATURED WINERIES & GUESTS: Adam Tolmach—Ojai Vineyard James Ontiveros—Nativeg Tadeo Borchardt—Neyers Vineyards Fred Scherrer—Scherrer Wines Eric Raitsback MS—Lieu Dit Winery Scott Evans—Henry Wine Group Ted Diamantis—Diamond Wine Importers L� � JANUARY 10TH HOSPITALITY DAY LOCATION! PAVI LfoN ON THE LAKE AT THE ATASCADERO LAKE PARK. g3i5 PISMO AVE. ATASCADERO. CA 99422 9:00AM-10:i5AM - DEDUCTIVE TASTING SKILLS & INTERACTIVE DISCUSSION Three legendary master sommeliers Will Lead a lively, interactive "cause and efFect" seminar on Wine service. Guests will blind taste four ovines from around the world. PANELISTS: Nunzio Alioto, Fred Dame, Fre Daou M + S, Former Chuck Furuya. MS MISVineyards & Chairman of the DK Restaurants Winery Court of Master a ( Sommeliers 10:3oAM-tt:1SAM - WINNING WINERY HOSPITALITY Wine Speak co-founder and master sommelier Chuck Furuya will discuss why hospitality and the guest experience is so critical in winning lifelong customers. Furuya is a leading restaurateur who has traveled the world searching for special wines and interesting vine- yards, and his experience will shine in this illuminating seminar. Chuck Furuya, MS DK Restaurants 11:15AM-12:30PM - LUNCH BREAK 12:30PM-1:45PM - ENHANCING THE CUSTOMER EXPERIENCE WITH DESIGN, DIGITAL, FEEL & FLOW Featuring experts Amber Marson, co owner of Karson Butler Events who is a highly decorated event designer and famed photographer Cameron Ingalls, owner and CEO of the Wedding Standard, Acacia Productions and Cameron Ingalls Photography. They will share the importance in designing the ultimate guest experience from start to finish. Touch points include: imagery, marketing, tasting room experience, ovine club events, and story telling. They will provide tangible skills for elevating your customer's journey with your brand, regardtess of your organization's style. budget or physical space. PANELISTS: Cameron Ingalls Amber Karson I , R', The Wedding Standard. Karson Butler 4105- 1 Acacia Productions Events & Cameron Ingalls Photography 1:45PM-2:30PM - NETWORKING ROSE BREAK 2:30-4:o0PM - ALOHA SPIRIT & BRANDING With a focus on exceptional customer service, this seminar grill provide insights into the award -grinning hospitaLity culture that has made Hawaiian AirLines the Leading choice for leisure travelers coming to Hawaii. Alisa Onishi. Director of Brand Management at Hawaiian ALisa Onlshi Airlines, will share what makes Hawaiian AirLines Director of Brand unique; hour they have overcome challenges and Management & changes; and how they have remained true to their Development, brand and philosophy. Hawaiian Airlines THANK YOU TO OUR GENEROUS SPONSORS �IslT lwadaizl� CALIFORNIA :i'o �.P4, THES0MMJ0IJRNA[ ,krush 92-5 • THE PERFECT BLEND BREAKAWAYTQURS ,9.Lw ro"tt TRICORBRAUN (y HAWAIIAN AIRLINES Poor Richard's Press tasti ng po nel Cj4, PA50 ROBLES FARM CREDIT 23 CA8 COLLECTIVEWEST _ PASO ROBLES WINE COUNTRY ALLIANCE ET5 CkCIA RL1�ucrIONSJ ATASCADERO UMPQUA B • A • N • K COl1 iY E- f AYLOR FROFIstdOK.L �QRPONAT49N 0 OLEHHr 13URDETMTE WWW,WI N ESPEAKPASO. CO M Oa WINESPEAKPASO WINE SPEAK P A S O R O B L E S C A L[ F 0 R N 3 A HOSPITALITY DAY DEVELOPING A WINNING STRATEGY JANUARY 10TH I 9AM-4PM The goal of today is to impart tangible examples and shills that business owners and hospitality professionals can use to grow their success and build loyal followings. TODAY'S AGENDA 9:00-10:15am Deductive Tasting and Interactive Discussion 10:30-11:15am Winery Hospitality 12:30-1:45pm Enhancing the Customer Experience Design, Digital, Feel & Flow 1:45-2:30pm Networking Rase Break. 2:30-4pm ALoha Spirit & Branding COMMUNITY, CAMARADERIE & COLLABORATION i®i ATBID Minutes Exhibit D ; S P E A K P A S O Date: A-e1n:....ckA LA 0 1 Q-\Ul `� OU g:oaAM-io:zgAM DEDUCTIVE TASTING & INTERACTIVE DISCUSSION Three legendary master sommeLiers Will lead a lively, interactive "cause and effect" seminar on Wine service. Guests will blind taste four ovines from around the World. 0 Fred Dame, MS, Daou Vineyards & Winery 0Nunzio Alioto, MS. Former Chairman of the Court of Master Sommeliers 1 2 3 4 WINE NAME COLOR & INTENSITY Color: pale yellow, yellow -green, gold, ruby red, deep purple, garnet. Saturation: high or IOW. AROMA Strong or mild; apple, pear peach, lemon, mango, blueberry, black currant, strawberry, cherry, fig, raisin, tart, sweet, herbal, grass. green pepper, caramel, tobacco, Leather, mineral, earth. FLAVOR, ACIDITY, SWEETNESS Acidity: high or low. Sweetness: high or torr. Balance? TANNINS, BODY. ALCOHOL Tannins: high or Low. Body/Texture: thick or thin. Alcohol level: high or low FINISH & COMPLEXITY Finish: tong or short. Complexity: multidimensional or straightforward IN V I t 5 10:30-11:15AM WINERY HOSPITALITY Wine Speak co-founder and master sommelier Chuck Furuya q' , Will discuss why hospitality and the guest experience is so - critical in winning lifelong customers. Furuya is a leading restaurateur who has traveled the world searching for special Chuck Furuya, Ms wines and interesting vineyards. and his experience Will shine in ❑K Restaurants this illuminating seminar. ! V LJ I C J What are you hoping to learn at this seminar? What are some of your biggest challenges? What are your company's natural strengths? What might be a gray you can highlight those strengths With your customer? What can you personally do to affect change? IN V I t 5 12:30-1:45PM ENHANCING THE CUSTOMER EXPERIENCE DESIGN, DIGITAL, FEEL & FLOW Expert designer Amber Karson of Karson Butler Events and acclaimed local photographer Cameron Ingalls of The Wedding Standard will teach you to match your design With your brand's style, price point and space. They will also demonstrate how you can achieve greater success by developing a strong digital presence through thoughtful imagery and video. -401. Cameron Ingalls Amber Karson 49 4pThe Wedding Standard, Karson Butler Acacia Productions Photography Events & Cameron Ingalls Y 1:45-2:30PM NETWORKING ROSE BREAK 2:30-4:0oPM ALOHA SPIRIT & BRANDING With a focus on exceptional customer service, this session WiIL provide insights into the award-winning hospitality culture that has made Hawaiian Airlines the leading choice for Leisure travel- ers coming to Hawaii. ALisia Onishi, Brand Manager of Hawaiian Airlines, will share What makes Hawaiian Airlines unique; how they have overcome challenges and changes: and how they have remained true to their brand and philosophy. NU Atisa Onishi Director of Brand Management & Development, Hawaiian Airlines THANK YOU TO OUR GENEROUS SPONSORS VISI. /1& da Z/� - CALIFORNIA wt THE,.7l_l JOUPNAL' ,krush 92 5 • THE PERFECT BLEND BREAKAWAYTOURS Aird gdesri %Jrrreir� TRICORF3RAUN (y HAWAIIAN AIRLiNE5 �✓Y Phar Richard's Press ta'sti ng panel 10' t� FARM CREDIT WEST' PASO ROBLES WINE COUNTRY ALLIANCE E T S PASO ROBLES 29 CAB COLLECTWE Houday Expre. $ SuiIF: UMPQUA B • A • N • K COURTNEY E. TAYLOR 0 GLENN BURGETTE W W W.W I N ES P E A K PASA. CO M 1 a0WINESPEAKPASO 10