SAVE THE DATE FOR 2011- SEPTEMBER 19-20, 2011, AT THE NAPA VALLEY MARRIOTT

19th Annual Wine Industry Financial Symposium
COMPETING IN A RAPIDLY CHANGING GLOBAL WINE MARKET

General Program	September 20-21, 2010
Monday	Seminar & Symposium Registration - 11:00am Networking Luncheon - 11:45am Wine Industry Financial Seminars - 1:30pm- 5:00 pm Reception & Dinner - 6:30pm to 9:30pm, Domaine Carneros in Napa Speaker: Steven Currall, PhD, Dean and Professor of Management, Graduate School of Management, U. C. Davis
Tuesday	Registration - 8:00 am to 8:30 am Wine Industry Financial Symposium - 8:30 am - 4:00 pm

MONDAY SEMINARS
September 20, 2010

Session I: 1:30pm - 3:00pm
Choose One

1. TASTING ROOM AND DIRECT-TO-CONSUMER ECONOMICS
Too often many tasting rooms, wine clubs, and other direct to the consumer channels operate without a clear understanding of their economics. This panel will explore several key components, including realistic margins, budget information, key metrics, and other useful statistics. The panel will also address how to forecast operating projections before a tasting room opens

Craig Root, President, Visitor Management Resources
Susan Vowell, Director of Finance, Crimson Wine Group
Eric Sklar, CFO, Alpha Omega Winery
Paul Hoffman, The Hoffman Group

2. ROCKING AFTER ALL THESE YEARS
How long is the count for our markets – Do Wine Prices Still Drive Grape Prices Which Drive Vineyard Prices?

Tony Correia, Founder, Correia Xavier
Joe Ciatti, Partner, Zepponi & Company

3. NEW CHANNELS TO REACH CUSTOMERS: ARE THESE GOOD FOR OUR BRANDS?
We will meet representatives from direct-marketers Woot.wine, Wineaccess and Vintners' Alliance) to discuss this explosive category of sales and customer management and to learn if this is a temporary or permanent phenomenon and if this is good for high end-luxury wine brands.

Russ Joy, President, Patz & Hall, Moderator
Ahin Thomas, President, Vintners' Alliance
Tony McClung, VP sourcing & Winery Relations, WineAccess
David Studdert, Managing Director, Wine Country Connect

4. FROM SURVIVAL TO PROSPERITY-STRATEGIES FOR TRANSITION
A Wine Industry Overview; A Case for Management vs. Entrepreneurialism; Financial Management; and Managing Professional Relationships

Jeff Gutsch, Partner, Moss Adams LLP, Moderator
Keith Wesselschmidt, Director, Bacchus Capital Management
Mark Brody, Sr. VP, Umpqua Bank
Tim Allen, Managing Partner, St. Helena Winery CPAs

Session II: 3:30pm - 5:00pm
Choose One

5. ACCESSING CAPITAL IN THESE DIFFICULT TIMES

David Freed, Chair, The Silverado Group, Moderator
Charles Day, North Bay Regional Manager, Rabobank N.A.
David Meddaugh, Senior Vice President, Market Manager, Bank of America Merrill Lynch
William A. Silva, Sr. VP- Group Manager, Comerica Bank

6. WINE PRICING STRATEGIES IN GOOD AND BAD TIMES
Pricing wine correctly has always been a challenging process, but it is even more so during a widely fluctuating economy. This session describes pricing strategies, including promotions and discounts, that help sell wine, but also protect brand image.

Liz Thach, PhD, Professor of Management, Wine Business Program, Sonoma State University
Steven S. Cuellar, PhD, Professor of Economics, Sonoma State University
David Simpson, VP National Wine Sales, Mendocino Wine Company
Tim Colgan, Business Analyst, Fosters Wine Estates

7. SOCIAL MEDIA- WHAT WORKING, WHAT’S NEXT
Wine industry experts share their social media experience, discuss what's working, and look to what's next

Alison Crowe, Director of Winemaking, Plata Wine Partners
Paul Mabray, President, Vintank
Francois Peltereau-Villeneuve, President & CEO, Seguin Moreau Napa Coperage
Other panelist to be announced.

8.FINANCIAL ADRENALINE: PRACTICAL STRATEGIES TO IMPROVE CASH FLOW
Cash flow has never been more critical as we face a clouded and unpredictable business landscape. Learn about the power of Strategic Finance and how you can extract cash out of your operations and pour the juice into your bank account.

Lary R. Kirchenbauer, President, Exkalibur Advisors, Inc.

WINE INDUSTRY FINANCIAL SYMPOSIUM
Tuesday Program

9:15 - 10:00 am10:00 - 10:15 am

Program	Tuesday, September 21, 2010
8:00 - 8:30 am	Coffee & Registration
8:30 - 8:40 am	Welcome & Introductions by Kathy Archer, President
8:40 - 9:00 am	THOUGHTS ON THE WINE INDUSTRY David Freed, Chairman, The Silverado Group
9:00 - 9:45 am	RESPONDING TO A DIFFICULT WINE ENVIRONMENT Robert Smiley, Professor Emeritus, Director of Wine Studies, Graduate School of Management, University of California, Davis
9:45 - 10:30 am	MAKING MARKETING MOBILE AND THE RETURN OF THE BOOMER INDUSTRY KEYNOTE: Bill Leigon, President, Hahn Family Wines
10:30 - 10:45 am	GET-ACQUAINTED BREAK
10:45 - 11:30 am	THE BEHAVIORAL ECONOMICS OF WINE Richard H. Thaler, Ralph and Dorothy Keller Distinguished Service Professor of Economics and Behavioral Science University of Chicago Booth School of Business Co-author of the best selling book Nudge: Improving Decisions about Health, Wealth and Happiness.
11:30 am - 12:00 pm	THE SUPPLY/DEMAND BALANCE IN THE GLOBAL MARKET AND CALIFORNIA BULK MARKET Steve Fredricks, President, Turrentine Wine Brokerage
12:00 - 1:30 pm	NETWORKING LUNCH
1:30 - 2:45 pm	WHAT'S NEXT: CONSOLIDATION AND COMPETITION Robert Nicholson. President, International Wine Associates, Moderator Adam Beak, Sr. VP, Bank of the West Peter Mondavi, Jr. Proprietor, Charles Krug Winery Rick Magnuson, Executive Managing Director, GI Partners Other Panelist to be announced
2:45 - 4:00 pm	A. WINE SALES MYTHS AND REALITIES: HOW HAS THE WINE CONSUMER CHANGED? Brian Lechner, Vice President, The Nielsen Company B. DTC STUDY UPDATE: HOW CONSUMER DIRECT HAS CHANGED IN ONE YEAR Jason Eckenroth, President, ShipCompliant
4:00 - 5:00 pm	Wine Tasting & Reception Hosted by the Wine Industry Symposium Financial Sponsors