2020 B.E.V. NY "Business Day" Seminars
Business. Enology. Viticulture.
B.E.V. NY Conference
February 26 - 28, 2020
Rochester Inn & Convention Center
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New York Wine & Grape Foundation Winery & Grower Members Save 10% on Registration.
B.E.V. NY is New York's annual conference for the grape and wine industry, combining the resources of Cornell's Extension Enology Lab, the Finger Lakes Grape Program, and the Charles H. Dyson School of Applied Economics and Management. The Business Day seminars of the 2020 B.E.V. NY Conference are co-presented by the New York Wine & Grape Foundation and sponsored by American National & Farm Family Insurance.
Business Program (Subject to change)
Wednesday, February 26th, 2020
The 2020 Business Day will focus on important topics as identified by wineries and growers surveyed online in Fall, 2019. Seminars aligned in two different tracks - Management and Marketing. This year, attendees will have the choice of two seminars in each time slot. We hope this new structure meets your needs and allows you to send additional staff to B.E.V. NY.
8:00:00 AM - Registration, Breakfast and Tradeshow
Welcome & Sponsor Introduction
Chris Gerling, Cornell University/NYS Agricultural Experiment Station; Sam Filler, Executive Director, New York Wine & Grape Foundation; and Greg DeMario, American National Insurance
Main Conference 1
Panel Presenation: The State of the Wine Industry Report - What Does It Really Mean for New York Wines?
Moderated by Charles Sullivan, Bond Schoeneck and King; Panelists include Sam Filler, Executive Director of the New York Wine & Grape Foundation; Ali Tuthill, General Manager, Hound's Tree Wine; Kevin Martin, Extension Educator, Business Management at Lake Erie Regional Grape Program; and Richy Petrina, Founder, Ithaca Wine Ventures.
Join us for this panel presentation summarizing the key points from the most recent State of the Wine Industry Report from Silicon Valley Bank's wine division. Hear from our seasoned panel of professionals, just how they think New York wineries can adapt to the market challenges and seize the opportunities.
Coffee Break in Exhibit Hall 9:45AM to 10:00AM
Breakout Seminars - 10:00AM to 12:30PM
10:00:00 AM – 11:00AM
Marketing Budgeting 101: How to Maximize ROI for Your Efforts
Presented by Jonathan Lange, Director of Account Service Campbell Ewald
While it is relatively easy to calculate ROI for equipment and machinery or extended tasting room hours, it can be hard to measure ROI for less tangible things like marketing investments. Being hard doesn’t make it any less crucial. Knowing the true ROI of your marketing investment will help you make smarter decisions. This session will focus on two fundamental questions: How do you calculate ROI? And how do you improve it?
10:00:00 AM – 11:00AM
Panel Presentation: Effective Winery Leadership and Management in a Changing Environment
Presented by Shannon Brock, General Manager, Silver Thread Vineyard; Liz Stamp, General Manager, Lakewood Vineyards; and Wendy Wilson, General Manager of Leonard Oakes Winery
In this presentation, three respected and forward-thinking winery general managers representing different-sized wineries in different parts of New York will share 1.) their personal leadership rules to live by, 2.) an example of a recent strategic decision made by their company, and 3.) future concerns/issues facing the winery that they have their eye on. No matter the size, location or financial status of your business, you will leave this session feeling energized to tackle the year ahead with confidence.
Break in Exhibit Hall 11:00AM to 11:15AM
11:15:00 AM – 12:15PM
Identifying and Selling to Your Target Audiences
Presented by Jon Stamell, CEO/Founder of Oomiji and Pablo Olay, Vice President of Padilla
A marketer’s biggest problem can come from communicating a great message to the wrong audience or a bad message to the right one. It’s easy to identify wine consumers as an audience but how do you find them, identify their differences and align messaging about your brand to what they want to hear and the way they’d like to hear it? This seminar will show how to use the right data to inform successful audience targeting and tailor messaging. Jon Stamell’s company, Oomiji, finds the right data and Pablo Olay’s marketing agency, Padilla, puts it to work. Together, they have built two of the most successful regional marketing campaigns in the U.S.
11:15:00 AM – 12:15PM
How to Harness “Macro” Data to Power Your Own Business
Cathy Huyghe, Co-Founder, Enolytics; Founder, Harvard Alumni in Wine and Food; Columnist, Forbes.com and Inc.com; Author, Hungry for Wine: Seeing the World through the Lens of a Wine Glass
With all the buzz about data these days, it’s no wonder that smart wine businesses are curious about how it can be harnessed to help their strategic thinking. In wine, there’s no shortage of data. There is, however, a shortage of analysis and interpretation of that data. In this session, we’ll consider data at the macro scale and explore how it can be harnessed — granularly — to the benefit of wineries and growers in the audience. Thi seminar will look at the dynamic “macro” level of big data. Cathy will demonstrate how wineries and growers in the audience can distill massive amounts of information into discrete, digestible insights that they can put to use straight away. Key takeaways include:
- Ensuring that information about your wines that’s available digitally, to consumers locally and around the world, is accurate and reliable.
- Applying the hundreds of thousands of dollars that are spent on organizational research into wine tourist behavior, into day-to-day operations for New York wineries.
- Harnessing the power of early adopters and benchmarking (anonymously) against their peers.
12:30:00 PM to 2:00PM
Unity Banquet Awards Luncheon
Presented by Sam Filler, Executive Director of the New York Wine & Grape Foundation
Main Conference 2
2:00PM to 2:30PM
Dessert & Coffee Break - Exhibitor Tradeshow Hall
Breakout Seminars - 2:30PM to 3:30PM
2:30:00 PM to 3:30 PM
Looking Outside Your Tasting Room: Strategic Expansion of Wine Sales
Moderated by Paul Brady, New York Wines Brand Ambassador; Panelists include Bruce Murray, Owner of Boundary Breaks Vineyard, Mark Traphagen of Traphagen Law PLLC; Cole Wilson, Director of Operations at Damiani Wine Cellars and Erin McMurrough, Brand Manager, Lakewood Vineyards
Join these seasoned professionals for a discussion on how to strategically plan for, implement, and measure the success of sales activities outside of a traditional Tasting Room model. Each panelist will address a different area to consider including: how to effectively plan for and work with an outside distribution company, how to create and maintain a successful Wine Club model and, finally, how to prepare your brands and trademarks when expanding into new markets, what deal points to consider for import/export services, and steps to take to protect trademarks and manage risk of legal conflict with other parties.
2:30:00 PM to 3:30 PM
Employee Retention & Development: Creating a Diverse and Happy Staff
Hilary Moreira, Bond, Schoeneck & King, PLLC
One of the best ways to retain staff is to clearly identify employer expectations and to enforce and follow-through on those expectations. An employee handbook that sets forth the employer’s policies is the first step at effectively and efficiently communicating employer expectations. Although employee handbook policies can vary, we will review and identify key policies that should be included in every employee handbook, with a special emphasis on employer policies related to the wine industry. In addition to maintaining an employee handbook, conducting employee performance reviews is also an essential step in retaining staff, communicating expectations and enforcing those expectations. We will discuss the importance of such employee reviews and best practices for conducting such reviews. Key takeaways include:
- Understand the importance of employee handbooks and how handbooks can help set employer expectations and provide a defense for employers if litigation ever occurs;
- Identify polices that should be included in all handbooks, with a special emphasis on employer polices related to the wine industry;
- Understand the importance of employee reviews and learn best practices for conducting employee reviews.
Break in Exhibit Hall 3:30PM to 3:45PM
3:45PM to 4:45PM
Keynote Speaker: Ray Isle, Food & Wine Magazine
New York Wines on the Global Stage
Main Conference 1
We’re excited to announce that our Keynote Speaker will be Ray Isle, Executive Wine Editor of Food & Wine and the Wine & Spirits Editor for both Travel + Leisure and Departures. Ray will help us address the state of the wine industry from an external perspective. What are other wine regions doing to successfully survive and thrive? How are they grappling with the changes in demographics, wine buying (or lack of buying) trends, questions around sustainability, selling wine online, and even impending tariffs?
5:00PM to 6:00PM
About Our Keynote and Seminar Speakers:
Ray Isle is the Executive Wine Editor of Food & Wine and the Wine & Spirits Editor of Travel + Leisure. He writes Food & Wine's monthly “Bottle Service” column, and for both brands oversees wine content as well as contributing regular print and online features about wine, spirits, and wine-related travel. His articles about wine, beer, food and spirits have appeared in a wide range of national publications, as well as in Best American Food Writing. He has been nominated twice for a James Beard Award, and has twice won the IACP Award for Narrative Beverage Writing. He speaks regularly on wine at events and is a frequent guest on national media, appearing on programs such as Today, CNBC’s On the Money & Squawk Box, CBSN, and American Public Media’s “Splendid Table,” among others. Follow his wine exploits on twitter @islewine and on Instagram @rayisle.
Paul Brady began writing on the wines of New York in 2010 for various print and online publications. Originally from Michigan, Brady cut his teeth on Ontario wines as a vicenarian while spending time at his family's cottage on the Canadian side of Lake Huron, so was well familiar with northeastern North American wine styles upon arriving to New York City in 2008. Brady spent eight years working in New York City restaurants and wine bars, including stints as a sommelier under Paul Grieco at Terroir Wine Bar, and at Rouge Tomate under Master Sommelier Pascaline Lepeltier, and finally at Tom Colicchio’s Temple Court before joining the New York Wine & Grape Foundation as Brand Ambassador in 2018. Less than a year into his work with the Foundation, Brady and Executive Director Sam Filler were recognized as Top 40 Under 40 Tastemakers in Wine Enthusiast Magazine. Brady regularly presents seminars internationally on the subject of New York wines and firmly believes there will come a day when demand for these incredibly useful and delicious wines exceeds the supply.
Shannon Brock is thoroughly at home in the role of winery owner/general manager, where every day presents new challenges and opportunities. She and her husband, Paul, have owned Silver Thread Vineyard in the Finger Lakes since 2011. Given the small size of the operation, she takes a hands-on role in every aspect of the business, from pruning, hand-harvesting and bottling to tasting room management, digital marketing, wholesale sales and business management. Believing strongly in the need for collaboration in the industry, she is on the Board of Directors of Finger Lakes Wine Alliance. She is particularly interested in improving the quality of people's wine experiences in tasting rooms and helping to elevate the reputation of New York wines on the global stage.
Cathy Huyghe is an award-winning journalist and entrepreneur, and a dynamic and engaging public speaker. A two-time graduate of Harvard University, first from the Graduate School of Design and then from the Journalism program, she transitioned to a career in wine after working successfully on reconciliation projects in the Middle East. As a journalist, Huyghe was shortlisted in 2019 as the Louis Roederer Columnist of the Year for her Forbes column on the business and politics of the wine industry. She is a featured commentator for the “Reign of Terroir” episode in the Netflix series Rotten, and her writing has also been seen and heard on the BBC, the Harvard Business Review, The Atlantic, The Washington Post, NPR and WNYC. She is a columnist (“Life, Entrepreneurially”) for Inc.com and her first book, Hungry for Wine: Seeing the World through the Lens of a Wine Glass, won the World Gourmand Award for Women in Wine in 2016. As an entrepreneur, Huyghe co-founded Enolytics, which was a finalist for the Born Digital Wine Award in Innovation, also in 2019. Enolytics provides data-driven business intelligence to beverage alcohol companies around the world; its client list includes Bollinger Champagne, Marchesi Frescobaldi, Wines of California, Wines of Chile, Gonzàlez-Byass and Freixenet-Mionetto. Huyghe is also the co-creator of content for A Balanced Glass, a community dedicated to wellness in the wine industry, which was a 2019 Drinks Innovator for SevenFifty Daily. Huyghe’s community involvement includes serving on the Atlanta Commission on Women, grant reviewer for the Food Well Alliance, past president of the Harvard Club of Georgia, member of the Board of Directors for the Harvard Alumni Association, and founder of the Harvard Alumni in Wine and Food shared interest group. She is also a certified yoga teacher, and is trained in meditation and negotiation. She lives in Atlanta with her husband and their twin boys.
Jonathan has spent over twenty-five years in advertising and marketing, working with some the world's most-successful companies and communications agencies. His specialties include integrated communications - making all marketing channels work together. The programs his team works with have won numerous major awards across all disciplines - advertising, PR, promotions, online, and marketing research (sometimes all at once).
Kevin Martin has had a lifelong interest in the Lake Erie Grape Region. While he didn't know it at the time, growing up on a vineyard was providing invaluable future job experience. He did not realize, initially, his professional interests would lead to a career related to his childhood experiences. With a Juris Doctorate and a graduate degree in Public Administration, his work now focuses on business and financial planning. He also provides benchmarking to analyze the costs and benefits of evolving production practices. Technology, including canopy sensors, is a current hot topic facilitating an evolution in management strategies going forward.
Erin McMurrough joined Lakewood Vineyards in 2012 focusing on wholesale and marketing and is currently developing the wine club. A graduate of the University of Notre Dame and Northwestern University, Erin transitioned from a career as a Broadway theatre producer to a career in wine in 2011. A contributing writer to Edible Finger Lakes and the Finger Lakes Wine Gazette, McMurrough is partnering with Cornell University to craft a study to help NY wineries and liquor stores maximize in-store sales.
Hilary Moreira of Bond, Schoeneck & King, PLLC regularly negotiates collective bargaining agreements and represents public employers in Civil Service Law Section 75 hearings, Education Law Section 3020-a disciplinary hearings, discrimination claims, employment litigation and unfair labor practice proceedings before Federal and State agencies and courts. Hilary is well versed in Title VII, the Age Discrimination in Employment Act, the Americans with Disability Act, the Family and Medical Leave Act, the National Labor Relations Act, the Taylor Law and the New York State Human Rights Law.
In 2008, following a career in publishing, Bruce Murray purchased 120 acres of undeveloped farmland on the east side of Seneca Lake, in Lodi, NY. In 2009, Murray planted Riesling vines. The first Boundary Breaks wines were released in New York City 2013. Today, Murray, his wife, Diana Lyttle, and the team at Boundary Breaks manage 40 acres of vines, which include Riesling, Gewurztraminer and Cabernet Franc. Boundary Breaks currently sells its wines in 22 states and four countries outside the US. Murray and Lyttle, are both 1974 graduates of Nottingham High School in Syracuse, NY.
Wendy Oakes Wilson
When Wendy Oakes Wilson left for college in 1984, she swore she would never work on the family farm (LynOaken Farms) again!!! But when her brother called in 2000 saying he’d like to hire her because of her sales experience (and that she wouldn’t have to thin peaches!), her husband and her moved from Miami to Lyndonville in 2001. Wendy's job was to increase their direct to consumer presence. Her experience in international business helped, but more than anything, she was looking forward to selling something she could be proud of. Wendy is General Manager of LynOaken Farms and Leonard Oakes Estate Winery, Treasurer of LynOaken Farms and President of Leonard Oakes Estate Winery. She is part of the third generation of the Oakes family to grow and market fruit in the northwestern corner of Orleans County (Niagara Region).
Pablo’s primary role is to help clients strategically position their products and increase consumer and trade awareness. Through the years, Pablo has developed a deep understanding of the food and beverage industry across all channels, from growers, importers and distributor relations, to the latest digital and social media consumer promotions. Pablo led the award -winning Rioja U.S. marketing campaign for 10 years and currently oversees the Bordeaux wines and Ribera del Duero and Rueda wines marketing programs in the U.S. Padilla is an independently operated, globally resourced public relations and communication company with offices across the United States. The agency builds, grows and protects brands and reputations worldwide by creating purposeful connections with the people who matter most through public relations, advertising, digital and social marketing, investor relations and brand strategy. Padilla includes the brand consultancy of Joe Smith, the food and nutrition experts at FoodMinds, and the research authorities at SMS Research Advisors. Padilla’s Food + Beverage Practice is ranked as the third-largest in the country among independently owned or operated agencies. The agency’s unique in-house resources include The Cookery culinary studio in New York. Clients include Avocados from Mexico, Nestlé, Prosciutto di Parma, Ribera del Duero and Rueda wines, and Bordeaux Wines. Padilla is an AVENIR GLOBAL company and is a founding member of the Worldcom Public Relations Group, a partnership of 132 independently owned partner offices in 115 cities on six continents. Connect with purpose at PadillaCo.com
IWV was recently founded in June 2019 by Richy Petrina, a native of Ithaca and proud ambassador of the Finger Lakes wine region. He is a graduate of The Hotel School at Cornell, and has remained actively involved with its global alumni and local community by mentoring students, serving as executive in residence, and guest lecturing frequently. His industry experience is comprised of multiple fields within beverage alcohol, including business intelligence, wholesale sales & marketing, sales planning & finance, luxury marketing, strategic business development and DTC. With IWV he seeks to enhance the relevancy of the Finger Lakes wine community, and to help hospitality students discover and innovate the industry before and after graduating. Based out of Itaca, NY, he is the president of the newly founded Finger Lakes Chapter of The Cornell Hotel Society, serves on the James Beard Foundation's Awards Committee, it's innaugural JBF Beverage Advisory Committee and consults on various industry projects for companies large and small.
Jon is CEO of Oomiji. He has 30+ years of experience in market research, strategic planning and marketing covering expansion and acquisitions, market research, brand management, image enhancement, e-commerce and multi-media. His experience in the wine industry includes companies such as Gallo, Glen Ellen, Fetzer, and Benziger in the U.S., Wines from Rioja, Ribera del Duero, and Rueda in Spain, Wines of Greece, Stellenbosch Farmers Winery and Distell in South Africa and Louis Jadot in France. Jon’s experience also includes a number of food associations including The Almond Board, Salmon Chile, Maine Lobster Marketing Collaborative, Norwegian Seafood Council and the Vietnam Association of Seafood Exporters & Producers. Jon was formerly was CEO of the largest advertising and PR firm in Northern New England. Oomiji is a customer engagement company that builds personalized connections between brands and their customers (both b2c and b2b). It is ideal for companies that want to build out their customer lists and create relationships with them. The company’s software platform integrates CRM, market research and email marketing so that segments of customers can be created and communicated with by interests, needs, motivations or other criteria. Current and past clients include Croft Port, Fonseca, Wines from Spain, the Spanish regions of Rioja, Ribera del Duero, and Rueda. Wines of Greece, Wines of Santorini, Taylor Fladgate and many wineries in California and other wine regions.
Liz came to the wine industry by way of association…or marriage. She has been involved with a family owned and operated farm winery since shortly after it began in 1989. A partner (and Manager) at Lakewood her main responsibilities involve retail and wholesale sales and marketing activities. She has always kept abreast of the technical aspects of the wines Lakewood makes, which is facilitated by the fact that she is married to the winemaker. In her spare time Liz enjoys horseback riding, jogging, cross-country skiing, spending time with her family, and cooking. Liz and her husband Chris (the winemaker) live just outside Watkins Glen, New York and have 3 grown children: Benjamin 30 (CU 2011), Abigail 28 (CU 2013), and Amelia 24 (Penn State University 2017), and various pets.
Charles has more than 25 years of experience in business and commercial law. He represents clients in connection with financing transactions, mergers and acquisitions, private equity transactions, business formations, business restructurings and contract negotiations. Charles’ experience with delivering business law solutions mirrors the extensive variety of his client base. He has represented clients in the agribusiness, health care, higher education, financial, technology, commodities, aerospace, transportation, manufacturing and telecommunications industries. Charles is chair of Bond’s Agribusiness Practice Group, and his agribusiness clients include wineries and vineyards.
Mark Traphagen is the founder of Traphagen Law PLLC, a solo law practice in Washington, D.C. providing counseling and representation in copyright, trademark, domain names, advertising and marketing promotions, and related fields. Mark has represented multinational corporations, emerging businesses, non-profit organizations, and individuals in creative and brand-intensive fields, including specialty food and beverage, sports and entertainment, music, and nonprofit organizations. Before founding Traphagen Law, Mark was a staff lawyer with the U.S. Patent and Trademark Office, in-house counsel for a computer software trade association, and a partner with major law firms. Mark is the U.S. contributing author to Copyright Throughout the World, a copyright law treatise covering over 25 leading countries. He has taught trademark and copyright law at the George Washington University School of Law and the American University Washington College of Law, and has provided training and consulting to the U.S. Patent and Trademark Office Global intellectual Property Academy and the World Intellectual Property Organization.
Ali Tuthill had headed up Wölffer’s marketing department for two years before leaving to manage Hound’s Tree Wine and Sherwood House Vineyards in Jamesport. A Greenport resident and the former executive director of the Long Island Wine Council, she’s excited to return to the North Fork. “Anyone who knows me knows that I have such a passion for this region and the people and agricultural community, not just wine,” she said. “And I think that the North Fork and the East End is such an amazing place just because we have the ability to be within an agrarian community, which is very rare these days.”
Cole Wilson, MBA
Cole has been spending time in the Finger Lakes since his childhood, and has been a homeowner in Ovid since 2003. He has always been a strong advocate for Finger Lakes wine, hosting winemakers and working at multiple wineries in varying roles. However, the wine industry is his second career. He spent a good portion of his life in finance and banking, working for Chase Manhattan Bank, a hedge fund called FX Concepts, and starting his own small business. He combines his love of Finger Lakes wine and knowledge of the area, with his financial and business savvy to enhance the business side of Damiani Wine Cellars. He is also active in the New York Wine and Grape Foundation, and is pursuing a certificate in Wine Business Management at Sonoma State University.
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