StateWays Nov/Dec 2015

StateWays is the only magazine exclusively covering the control state system within the beverage alcohol industry, with annual updates from liquor control commissions and alcohol control boards and yearly fiscal reporting from control jurisdictions

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11 StateWays ■ ■ November/December 2015 NABCA WRAP UP NABCA Offi cers and Board of Directors OFFICERS Chairman Stephen Larson Administrator, Iowa Alcoholic Beverage Division Chairman - Elect Stephanie O'Brien Chair, Vermont Department of Liquor Control President & CEO James M. Sgueo DIRECTORS Jeffrey R. Anderson Director, Idaho State Liquor Division Andrew J. Deloney Chair, Michigan Liquor Control Commission James C. "Jim" Gardner Chairman, North Carolina Alcohol Beverage Control Commission H. Mac Gipson Administrator, Alabama Alcohol Beverage Control Board George F. Griffi n Director, Montgomery County Department of Liquor Control Shauna Helfert Chair, Montana Department of Revenue Tim Holden Chairman, Pennsylvania Liquor Control Board Gregory Mineo Director, Maine State Liquor and Lottery Commission Ronald M. Moats Commissioner, West Virginia Alcohol Beverage Control Administration Joseph W. Mollica Chair, New Hampshire State Liquor Commission J. Ed Morgan Commissioner, Mississippi Department of Revenue Daniel Noble Director, Wyoming Department of Revenue Jeffrey L. Painter Chairman, Virginia Department of Alcoholic Beverage Control Robert Patridge Chairman, Oregon Liquor Control Commission Salvador Petilos Interim Director, Utah Department of Alcoholic Beverage Control Bruce Stevenson Director, Ohio Division of Liquor Control in 2007 when it started a push for better customer service in its Fine Wine & Good Spirits stores. The agency surveyed customers in 2012 and found that customer percep- tions had greatly improved, and the PLCB continues to track consumer sentiment and make additional changes to keep up with trends and react to customers' priorities. During the Market Basket Analytics session, Howard Wasserstein from the Idaho State Liquor Division (a Best Practices Award winner for Retail Innovation) spoke about the agency's modular in-store display program and how he's using data to better un- derstand sales trends. "We're looking at the data to see how visit frequency plays into success at the store level," he said. "We found that in the past year our average basket size only increased by one percent, but our sales are up by six percent - which translates into increased frequency." Next year's event will be held in Burlington, Vermont, the home state of Chairman Elect Stephanie O'Brien, Chair of the Vermont Department of Liquor Control. Virginia DABC Director of Marketing John Shiffer, Nova Scotia Liquor Corporation VP Tim Pellerin and New Hampshire Liquor Commission Director of Marketing Richard Gerrish spoke about modern merchandising practices. The panelists for the Market Basket Analytics session included B.J. Vorderer from Pernod Ricard, Oregon LCC Chief Economis Bill Schuette and Idaho State Liquor Division Deputy Director Howard Wasserstein. NABCA Chairman Steve Larson addressed the crowd during the welcome reception. Iowa's governor, Terry Branstad, and Lieutenant Governor, Kim Reynolds, spoke to the crowd on the conference's second day. During a session about "Branding Your Agency," NABCA Communications Manager Maggie Barchine, PLCB Director of Marketing Stacy Kriedeman and SRA Communications owner Steven Aaron discussed ways to use proactive communications and programs to change public perception.

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