Issue link: http://read.dmtmag.com/i/764739
2 4 V I N E YA R D & W I N E RY M A N A G E M E N T | J a n - F e b 2 017 w w w. v w m m e d i a . c o m w w w. v w m m e d i a . c o m computer engineering, distribu- tion, entertainment, food, health care, insurance, law, retail, trans- portation and tourism. Each is c o n s i d e r e d a s e r v i c e b e c a u s e something intangible has been provided; service has been provid- ed to someone in need. I've spent my life in the service industry; it wasn't purposeful, at least not at first. But at some point, whether it was making music, doing theatre or bringing food and drink to people, I started to understand that I could either embrace my role or continue to somehow deny its place in the scope of human endeavor. I've met musicians who ignore their fans, actors who dis- miss the audience and waiters who mock their customers. I don't hate them for their arrogance; I feel sorry for them. They don't perceive the importance of what they do. One of the greatest restaurant people I've ever known is Mad- eline Triffon, a master sommelier in Detroit. She once said, "I derive dignity from service." I've kept it as a mantra ever since. To serve others is as high a calling as you can have. Humans can't live without each other; that's a given. By serving someone else, you exalt the spe- cies. You prove that we aren't all out for ourselves, looking to line our own pockets at the expense of others, trying to get ours before someone else gets theirs, at least for a moment. Now, before you turn the page, bored or put off by my overwrought prose, please think back to your own past. Think of some time when you did something good but unasked, perhaps even unthanked, f o r s o m e o n e e l s e , w h e t h e r a stranger, relative or friend. How did that make you feel? Sure, the cynic in you will say that I acted like a good waiter because I wanted a good tip. Well, tion. At times, I've been the person who has to explain to a patron that they're welcome to stay but are no longer going to be consuming alcohol (or other similar, awkwardly personal instructions). Delivering bad news is a skill, and maybe an art. It requires that your relation- ship to this customer evolve from the exchange of pleasantries to the handling of subject matter that might be shared only with a doctor, priest or police officer. We could toss around some tricks of the trade (look them in the eyes, draw them away from their compatriots and make it a one-on- one, heartfelt conversation) but that's missing the forest for the trees. These unfortunate but some- what frequent challenges share one thing in common with all the aforementioned vocations: service. W e u s e t h e t e r m " s e r v i c e industries" to describe employ- ment as disparate as accounting, February 16 -18 bloomington doubletree hotel 2017 cold climate conference REGISTER AT WWW.MNGRAPES.ORG Plan to attend the 13th Annual Conference! Over 500 attendees, 30 speakers, 60 exhibitors and many special evening wine tasting events! MIDWEST WATCH DOUG FROST