Issue link: http://read.dmtmag.com/i/89494
NORTH COAST WINE INDUSTRY EXPO and profitable, you need to be aware of the trends, chal- lenges and opportunities that are ahead for the indus- try," Slater said. "Our conference sessions will provide glimpses into the com- ing year and beyond." The viticulture ses- Moderator Elizabeth Slater many in the wine indus- try for his 20 years run- ning the Lodi Winegrape Commission. In "Changing the Face of Direct Marketing," panelists will discuss new marketing options, including the pros and cons of social media. The speaker lineup will include Michael Houli- han, managing partner of Great Thinks; Paul Mabray, chief strategy officer of VinTank; and sion wi l l focus on issues vital to the con- tinued success of North Coast grapegrowers – from ensuring profit- ability to dealing with labor issues. The panel discussion will feature Mark Chandler of the market ing and man- agement consultancy Chandler & Company. Chandler is known to Ryan Thurman. director of sales and marketing for Con- tact Center Compliance. The founder and former president/CEO of Barefoot Cellars, Houlihan runs a wine consulting business that specializes in brand creation, development and market- ing concepts. At VinTank, Mabray helps wineries find success online, through digital technology. Thurman advises winery clients on state and federal telemarket- ing and privacy regulations, and is an expert on contact center data and communications technologies. Technology will also be the focus of the produc- tion session, "New Technology, New Equipment," designed to bring attendees up to speed on the latest production tools, and help them make the call between "must have" and "don't need." Nick Goldschmidt of Goldschmidt Vineyards will be among the session's tech-savvy panelists. The Expo's sales session, "Effective Distributor Management in 2013," will feature a panel of experi- enced brand managers, including Dan Kosta of Sonoma County's Kosta Browne Winery and Janet Viader, sales and marketing manager for Viader vineyards and win- ery in Napa Valley. LOOKING AHEAD Christie said he hopes to establish a robust show that becomes an integral part of the planning process for wineries – one they can count on each year. "Our goal is to offer wineries and suppliers a strong, consis- tent venue to meet, discuss issues facing the industry and plan for the near future," he said. For additional program details and exhibitor informa- tion, visit www.wineindustryexpo.com. Mark Chandler of Chandler & Company SCHEDULE AT A GLANCE Trade Show: 9 a.m.-4 p.m. Viticulture: "Business is Great … Now What Do I Do?" - 9:30 a.m.-10:30 a.m. Marketing: "The Changing Face of Direct Marketing" - 11 a.m.-12 p.m. Production: "New Technology, New Equipment" - 1 p.m.- 2 p.m. Sales: "Effective Distributor Management in 2013" - 2:30 p.m.-3:30 p.m. WWW.VWM-ONLINE.COM NOV - DEC 2012 VINEYARD & WINERY MANAGEMENT 87