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

Jennifer Porter

Executive Director

Chris Taranto

Communications Director

Krista Smith Consumer

Engagement Manager

Candice Sanders Membership Coordinator

PRWCA Staff

2015 Achievements

Mission

Promote and protect the Paso Robles AVA

to meet the diverse needs of our members.

Direct to Consumer

Trade: Influence the Influencer

Media: 3rd Party Endorsement

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 2: Social

Occasions

Week 3: Everyday

Food

Week 4: Tasting

Do’s

Week 1: Tips & Tricks

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 SLO Locals Only Discount Month January 15 Membership Renewals Due January 15 Wine Festival Pouring Registrations Open 8 a.m. January 20 Winery Accounting and Reporting Seminar by Moss Adams January 29 Deadline to Purchase Tickets for Annual Member Gala February 3 B.E.S.T. Kick-off with Holly Stiel February 5 Annual Member Gala February 8 Wine Festival Official Guide Text Due February 16 Tour Brochure Registration Deadline February 19 - 21 2nd Annual BlendFest on the Coast February 23 New ABC Laws, Lori Ajax, ABC Deputy Director March 18 - 20 Vintage Paso: Zinfandel Weekend March 29 Wine Festival Booth Selection Begins

Questions?

Pasowine.com tutorial