Agenda - NCWA Annual Conference - 2017

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Annual Conference & Meeting

Friday, January 20th & Saturday, January 21st, 2017

Marriott Hotel, Winston Salem, NC

“Leveraging Local Assets”

Friday, January 20th, 2017

8:00 – 9:00 am – Registration/ Piedmont Room

                                  Vendor Visit/ Hearn Foyer

9:00 – 11:30 am – General Session/ Hearn Ballroom

  • Introduction – Mark Friszolowski/ President
  • Treasurer’s Report – Dick Connell/ Treasurer
  • Quality Alliance Program – Ken Gulaian/ Director at Large, Seth Cohen/ ASU, Steve Shepard/ Raylen Vineyards
  • Grape Council Report – Whit Winslow/ Director of the Grape Council
  • State of the State – Joseph Geller/ SCC
  • Election Results – Patricia McRitchie/ Secretary
  • Global Perspective – Ian Taplin

11:30 – 1:00 pm – Vendor Visit, Lunch

ALL VITICULTURE SESSIONS WILL BE HELD IN HEARN A

ALL ENOLOGY SESSIONS WILL BE HELD IN HEARN CD

ALL BUSINESS & MARKETING SESSIONS WILL BE HELD IN BETHABARA

Session 1, 1:00-1:45 pm

Viticulture Track - High Density Planting Systems; Quality Enhancements and Success Stories, Lucie Morton/ Viticulturist

                This session will highlight the benefits of high density planting systems in mid-Atlantic vineyards. The traditional concept that East coast vineyards must be widely spaced to combat excess rainfall and vigor is currently being challenged by a select group of vineyards that dare to be different. Join our speaker to hear about successful case studies involving high density plant spacing.

Enology Track – Economics of Growing & Blending Vidal Blanc & Petit Verdot, Mark Friszolowski/ Childress Vineyards, Steve Shepard/ Raylen Vineyards

                Balancing your wine portfolio between low cost, quick return wines and high cost, slow return wines.

Marketing & Business track – The Power of Local Through Agritourism, Annie Baggett/ NC Dept. of Agriculture & Consumer Services

               

Today's visitors and consumers yearn to experience North Carolina's rural assets, like farms, wineries and vineyards more than ever. The public demands an understanding of where their products are sourced and created, matched with the desire to have a relationship with their growers and producers. That's local. In this session, review the best practices and benefits of the Agritourism industry. Learn how to tap into state opportunities to promote your rural destination, tout your story and your brand. Rethink how to enhance relationships on the local level resulting in better collaboration and more promotional opportunities to boost tourism and drive more guests to your door.

Session 2, 2:00-2:45 pm

Viticulture Track – Variety Recommendations, Top picks for your vineyard, Tremain Hatch/ VT

                This session will focus on the best varieties recommended for planting in your vineyard to turn a profit and avoid plant loss over time.  Information is based on actual industry data obtained from VT. Join our speaker as they cover the bottom line when it comes to selecting the right variety, return on your investment based on potential revenue and fruit prices. 

Enology Track – Fault Identification and Management Guidelines, Seth Cohen/ ASU & David Bower/ SCC

                Avoiding faults in finished wine is achieved through proper fermentation and aging techniques.  This session will highlight the common faults encountered during the wine making process, and provide management guidelines of preventative and corrective measures.  Sensory samples will be provided. 

Marketing & Business Track – UNCG Hospitality Training Module, Dr. Erick Byrd & Mr. Sam Troy/ UNCG Bryan School of Business

                "Customer service and hospitality is vital for the success for any winery tasting room. To assist tasting room staff in delivering high quality customer service experiences the NC Wine and Grape Council and UNCG have developed the WINEHOST program. WINEHOST is an on-line customer service training program specifically designed for the NC wine industry.  In this session WINEHOST will be discussed and fully demonstrated with suggestions on ways that tasting rooms can best utilize the program to fit their individual needs."

Session 3, 3:15-4:00 pm

Viticulture Track – Nursery Panel Discussion; Hybrids and Virus Free Plant Material

                                                Hybrids & Root Stocks, Dennis Rack/ Double A Vineyards

                                                Virus Free Plant Material, Eric Amberg/ Grafted Grapevines

                Learn about all of your options when selecting the right variety tailored to your production goals.  Our nursery panelists will review the benefits of the top hybrid varieties utilized by today's industry, and discuss your options for obtaining certified clean plants to avoid virus issues in the future. 

Enology Track – Oak Aging Alternatives: Oak and Oxygen, Eglantine Chauffour/ Enartis

                 There are two main reactions happening during oak aging: oak compounds extraction and oxygen dispersion. Using oak alternatives, such as oak mini-staves and oak chips in association with micro-oxygenation are effective ways of optimizing the production process and reducing costs, while maintaining full control over the quality of the final product. In this presentation, we will demystify oak aging and go deeper into the chemistry behind it. We will cover:

  • Reactions that happen during oak aging
  • Why, how and when using oak alternatives?
  • The use of micro-oxygenation: benefits of oxygen and how to manage it?

Marketing & Business Track – NC ABC & NC ALE – Issues & Violations, Renee Metz© / Chief Counsel, Legal Division Director/ NC ABC

                Frequently asked questions from permit holders, new laws, Q & A on general concerns.

               

Session 4, 4:15-5:00 pm

Viticulture Track – Pest and Disease Update and Discussion Panel, Joseph Geller/ SCC & Lucie Morton/ Viticulturist

                This session will provide a helpful update of suggested fungicide and insecticide recommendations, and will include a discussion panel with our viticulture specialists.

Enology Track – Wine Tasting with Petit Verdot & Vidal Blanc, Ed Williams, Wine Columnist for the

                                                Greensboro News & Record

                A comparative tasting of Petit Verdot & Vidal Blanc from North Carolina vineyards

Marketing & Business –Vineyard Taxation, Guido van der Hoeven/ NCSU            
                Wine makers need to be aware of income tax capitalization rules and inventory valuation.  Calculation of these numbers can, for a specific tax year impact profitability.  Further, overtime, the management of capitalized costs and thus inventory values can help with long-term profitability. This session explores, from an income tax perspective, the capitalization of costs into wine inventory.

6:00-7:00 pm – NC Showcase of Wine (with appetizers)

7:00 pm – Banquet Dinner, Keynote Speaker/ Lisa Prince, From the Vineyard, Flavor NC, UNC TV, And

                                 David Dalton, Blue Water Media,

                                 Awards Ceremony,

                                Followed by Dancing to DJ Butch

Saturday, January 21st, 2017

Session 1, 9:00-9:45 am – Coffee in an Open Forum

Viticulture Track – Double Session

Costs & Benefits of Redevelopment, Utilizing the VT Interactive Budgeting Tool

Joseph Geller/ SCC, And Tremain Hatch/ VT

                Redevelopment of a vineyard can often be a difficult decision as it takes both time and money to convert over to a new vine management system.  However, if the current viticultural system is not producing quality fruit and adequate yield for your site, then it’s time to consider redevelopment.  Converting to a more favorable system tailored to your site is an upfront investment, but changing the trellis design, training style, or pruning type can result in noticeable changes in quality and economic return.  The second portion of this session will focus on the Virginia Tech interactive vineyard budgeting tool which is beneficial for planning both vineyard establishment and redevelopment. 

Enology Track –Making Bordeaux Style Red Wine on the East Coast, Louis Jerslow/ Elkin Creek Vineyard

                                Discussing the qualities, aspects, and techniques regarding Bordeaux style red wines. We'll explore the means of producing that style of wine with our resources on the East Coast of the U.S.

Marketing & Business – Events & Wine Clubs, Amy Helton/ Hanover Park Vineyards, Patty McRitchie/ McRitchie Winery & Cider Works, Amie Baudoin/ Morgan Ridge Vineyards

                This is an open forum with time to discuss tasting rooms, wine clubs and that marketing thing we all do.

Session 2, 10:00-10:45 am

Viticulture Track – Double Session Continued

Costs & Benefits of Redevelopment, Utilizing the VT Interactive Budgeting Tool

Joseph Geller/ SCC, And Tremain Hatch/ VT

                Redevelopment of a vineyard can often be a difficult decision as it takes both time and money to convert over to a new vine management system.  However, if the current viticultural system is not producing quality fruit and adequate yield for your site, then it’s time to consider redevelopment.  Converting to a more favorable system tailored to your site is an upfront investment, but changing the trellis design, training style, or pruning type can result in noticeable changes in quality and economic return.  The second portion of this session will focus on the Virginia Tech interactive vineyard budgeting tool which is beneficial for planning both vineyard establishment and redevelopment. 

Enology Track – Muscadines, Nadia Hetzel/ Cypress Bend Vineyards

                Learn to present Muscadine wines to the consumer in a way that has them transfixed and poised to come back for more. Changing the image that haunts the Muscadine producer one bottle at a time with a mix of sound Winemaking practices, grape specific wine styles, targeted price points, innovative marketing ideas and more.

Marketing & Business – TOURISM MAKETING:  Top Tips,  How-to’s and Tactics  To Tell (and Sell) Your Winery’s Story, Marcheta Keefer/ Director of Marketing & Communications for Visit Winston-Salem.

                                One of the primary objectives of a convention & visitors bureau is to tell rich stories that make their destination shine.  This session will give you top techniques and case studies that poignantly illustrate how you can work with your local tourism agencies to get your story told.   And as the sage adage says,  if you’re not telling your story, you can be sure others will  create one for you.

Session 3, 11:00-11:45 am

Viticulture Track – Double Session - PH in the Vineyard, Lucie Morton/ Viticulturist

Enology Track – Double Session - PH in the Winery, Seth Cohen/ ASU

                These 2 sessions will focus on pH management in both the vineyard and cellar.  Our southeastern climate and soil results in variable fruit chemistry parameters such as stalled sugar accumulation, acid degradation, and most notably elevated pH.  Often times growers make harvest decisions based on pH values opposed to sugar and acid levels.  Achieving desired fruit pH is essential for wine stability to avoid faults and improve the flavor profile. Our speakers will take us through the methods we can use to manage pH in both the vineyard and cellar through innovative soil modifications, rootstock selection, and winery techniques.

Marketing & Business Track – #Hashtags & Social Media Tips,  “The NC Wine Guys”- #NCWine?

                Questions about social media?  What's the deal with those hashtags?  Why is #NCWine important?  We'll delve into these topics in our interactive session! Bring your devices and get ready to post!

Session 4, 12:00-12:45 pm

Viticulture Track – Double Session Continued- PH in the Vineyard, Lucie Morton/ Viticulturist

Enology Track – Double Session Continued- PH in the Winery, Seth Cohen/ ASU

                These 2 sessions will focus on pH management in both the vineyard and cellar.  Our southeastern climate and soil results in variable fruit chemistry parameters such as stalled sugar accumulation, acid degradation, and most notably elevated pH.  Often times growers make harvest decisions based on pH values opposed to sugar and acid levels.  Achieving desired fruit pH is essential for wine stability to avoid faults and improve the flavor profile. Our speakers will take us through the methods we can use to manage pH in both the vineyard and cellar through innovative soil modifications, rootstock selection, and winery techniques.

Marketing & Business Track - Using Non-tangible Assets to help your Winery Grow, Ian Taplin/ WFU

                I'll be examining ways in which wineries can use non-tangible assets (ie often the not easily specified or readily understood things that they have and possibly are good at). This enables them to think about a differentiation strategy and how best to utilise such assets. I'll also share information on recent tasting room studies that have been done nationally as tasting rooms are clearly assets that are often not well understood. How can these various things be better leveraged?