2013 SCHEDULE
Welcome to the 2013 Oregon Wine Industry Symposium. This
schedule provides insights into key topics that impact your
business every day. General, Viticulture, Enology, Business and
Spanish translated sessions are all prepared
with your information needs in mind.
Open a graphic schedule
of all events and days
GENERAL SESSIONS
February 19th, 8:30 - 10:00 am,
Northwest Farm Credit Services Room
State of the Industry, Presented by Duarte
Nursery
The perfect place to start Symposium, this annual session helps
get everyone up to speed on the financial climate, purchase data,
consumer trends, distribution prospects, pricing, inventory and
predictions for the coming year. Greg Jones joins us to provide a
look back at the 2012 harvest: weather, climate, phenology and
grower comments.
Moderator: Tom Danowski, Oregon Wine Board
Speakers: Rob McMillan, Silicon Valley Bank; Christian Miller,
Full Glass Research; Greg Jones, Southern Oregon University.
February 19, 12:45 - 1:30 pm, Northwest Farm
Credit Services Room
An Oregon Story - Bandon Dunes
Imagine a passion fueled dream to create something of
unparalleled quality but at each turn you are told that it would
never work, that your dream was not possible. Sound familiar? Much
like our Oregon wine pioneers who were met by naysayers and
skeptics, Mike Keiser has quieted the doubters with his Bandon
Dunes Gold Resort. Opened in 1999, Bandon Dunes, located on
Oregon's South Coast, now includes five courses designed in the
tradition of Scotland's ancient links and was recently recognized
by both GOLF Magazine and Golf Digest as the No. 1 Golf Resort in
North America. Join our inspirational session as Mike Keiser shares
his story and how his dream has risen to be one of America's great
golf brands.
Speaker: Mike Keiser, Owner, Bandon Dunes Golf Resort
February 20, 9:00 - 10:00 am, Northwest Farm
Credit Services Room
What Are OWB and OWA Doing?
A jam packed session of updates and information from your OWB
and OWA teams as they recap a successful year and look ahead at the
growing list of activities and opportunities to spread the word on
Oregon wine locally, nationally and globally. It's a great time for
Oregon and this session is a great time for everyone to catch up on
the energy.
Speakers: Tom Danowski, Charles Humble, Dewey Weddington, Jana
Mackamay
February 20, 12:30 - 1:15 pm, Northwest Farm
Credit Services Room
The Importance Of The Oregon Brand
As our industry grows across the State from Illinois Valley to
the Walla Walla Valley, it becomes easy to focus locally and lose
sight of our shared, globally recognized identity. Oregon is
recognized as one of the world's premium wine regions. The mere
mention of Oregon, in some circles, draws out romantic notions that
drives some to pull up roots and move here. As our world becomes
more interconnected and vineyards expand across the globe, Oregon
is in a unique position but one that faces challenges each day. So
we ask; Why is Oregon important? What difference does Oregon make
in our business opportunities? Join us as Ted Baseler, the
President and CEO of St. Michelle Wine Estates, shares his insights
on the importance of the Oregon brand both regionally and
globally.
Speaker: Ted Baseler, President and CEO, St. Michelle Wine
Estates.
VITICULTURE
SESSIONS
February 19, 10:45
- 12:00 pm, Oregon Vineyard Supply Room
Cutting Edge Technology In Wine Grape
Research
The term "biotechnology" can sound a worrisome note for many who
have come to associate the term with loosely worded press reports
about engineered foods. However, it is in reality no more
than an aggregate term for the modern tools of research, including
molecular biology, molecular genetics, and other advanced
investigative techniques. Biotechnology is NOT synonymous
with "genetic engineering," although genetic engineering of plants
and animals certainly uses the tools of biotechnology. The
application of biotech includes, for example, the use of genetic
markers to speed the search for disease-resistant cultivars of
plants, the use of metabolic markers for the development of flavor
and aroma components in wine grapes, or the use of molecular
markers to reveal the presence of viruses in plant stock during the
certification of "clean" plants, among many others.
The program for this Symposium segment is aimed at showing how
"biotech" is used for and integral to three research
projects. You will learn about some exciting progress in the
research, but most importantly, about how biotechnology is the
inescapable modern correlate of classical horticulture and
microbiology studies.
Speakers: Dr. David Beck, Crawford Beck Vineyard; Dr. Lance E.
Cadle-Davidson, ARS, USDA, Geneva, NY; Dr. Johan Leveau, UC-Davis;
Professor Grant R. Cramer, University of Nevada
February 19, 3:00 - 4:15 pm, Northwest Farm
Credit Services Room
Man Vs. Machine: Vineyards, Wine and Your Bottom
Line.
Machine harvesting is a topic of discussion and debate
throughout the wine industry. As Oregon's vineyard acreage grows it
becomes a hard business decision for some. This joint viticulture
and enology session puts the focus on the vineyard design, harvest
logistics, harvest economics, the impact on fruit quality, winery
processing and winemaking decisions. Join us for a comparative
tasting, a sharing of data and of course, a lively discussion.
Moderator: Ryan Collins, Vineyard Operations Manager, A to Z
Wineworks & REX HILL;
Speakers: Luke Pedottie, Director of Vineyard Operations,
Winemakers Investment Properties LLC; Jean-Michael Jussiaume,
Winemaker, Del Rio Vineyards
February 20, 11:00 - 12:00 pm, Northwest Farm
Credit Services Room
A Seasonal Perspective
Time to step back and look closely at the 2012 vintage, from the
vineyard to the barrel. How did the weather impact our vines and
what does this tell us for future harvests? What is the impact on
our wine as we can see today? This joint session will work to
review the vintage at hand and help us all gain perspective on what
it is telling us about Oregon, our challenges and opportunities to
come.
Speaker: Steve Price
February 20, 1:45 - 3:15 pm, Oregon Vineyard
Supply Room
Hot Topics in Vineyard Management
During the past few years, we have observed variability in
weather, pest pressures, fruit set and yield. These can pose
significant challenges in vineyard production. This session is
designed to present and discuss hot topics and advancements that
have occurred over the past several years, including the
development of a new monitoring and sampling technique for rust
mites, new information on management of rust mites, information on
factors that lead to poor fruit set and inflorescence necrosis. The
session will wrap up with a discussion on how these factors can
influence yield variability and a discussion about methods that
have been successful for yield estimation in Oregon.
Speakers: Paul Schreiner, Research Plant Physiologist, USDA-ARS;
Patty Skinkis, Viticulture Extension Specialist, Oregon State
University; Allen Holstein, Viticulturist, Argyle Winery
February 20 3:30 - 4:30 pm, Oregon Vineyard
Supply Room
Innovations in Sustainable Spray Technology
Responsible spraying programs are important to the development
of any vineyard management program. New technology in spraying has
been developed over the past decade, and this session is designed
to provide you with information on the innovations that are
available. Dr. Andrew Landers, world-renowned spray technologist,
will provide information that can be useful in vineyards, large or
small, to increase spray efficiency, decrease drift, and reduce
chemical use. Also learn more about grant programs to retrofit your
sprayers. This is a true discussion of sustainable spray technology
and is suitable for vineyards that are organic, biodynamic,
sustainable, or conventional.
Moderators: Chad Vargas and Patty Skinkis
Speakers: Andrew Landers, Spray Technologist, Cornell
University; Michael Crabtree, Conservation Planner, Yamhill County
Soil & Water Conservation District
ENOLOGY
February 19, 10:45 - 12:00, ETS Laboratories
Room
Wine and Flavor
When we taste a glass of wine, the impressions we have are
affected by value judgments, and sometimes criticisms. Some aromas
come within the realm of defects, while others are signs of
quality. Perceiving an aroma necessarily implies not only noticing
its presence, but also judging it. The more we make a concerted
effort to notice and evaluate smells, the more we will get out of
them. And the more we study aromas, the more reference points we
will have in our memory. That is why, when people taste wine,
everyone recognizes aromas, their nature, and complexity to varying
degrees. Wine & Flavors seminars conducted by Alexandre Schmitt
are devoted to olfactory education, especially with regard to
aromas found in wines. The purpose of these seminars is to
structure and develop our aromatic universe, to identify wine
aromas, to classify them, and to use objective descriptors.
Speaker: Alexandre Schmitt,
February 19, 3:00 - 4:15 pm, Northwest Farm
Credit Services Room
Man Vs. Machine: Vineyards, Wine and Your Bottom
Line.
Machine harvesting is a topic of discussion and debate
throughout the wine industry. As Oregon's vineyard acreage grows it
becomes a hard business decision for some. This joint viticulture
and enology session puts the focus on the vineyard design, harvest
logistics, harvest economics, the impact on fruit quality, winery
processing and winemaking decisions. Join us for a comparative
tasting, a sharing of data and of course, a lively discussion.
Moderator: Ryan Collins, Vineyard Operations Manager, A to Z
Wineworks & REX HILL;
Speakers: Luke Pedottie, Director of Vineyard Operations,
Winemakers Investment Properties LLC; Jean-Michael Jussiaume,
Winemaker, Del Rio Vineyards
February 20, 10:45 - 12:00 pm, Northwest Farm
Credit Services Room
A Seasonal Perspective
Step back and look closely at the 2012 vintage from the vineyard
to the barrel. How did the weather impact our vines and what does
this tell us for future harvests? What is the impact on our wine as
we can see today? This joint session will work to review the
vintage at hand and help us all gain perspective on what it is
telling us about Oregon, our challenges and opportunities to
come.
Speaker: Steve Price
February 20, 1:45 - 3:15 pm, ETS Laboratories
Room
New Perspectives on Microbes in the Cellar
The more you know the less you really do know. New technologies
and approaches to research have revealed that when it comes to
microorganisms in the winery, the saying really is true that "the
more we learn the less we know". This session will cover some of
the latest findings regarding microbial ecology during winemaking
and how some of these findings are changing our perspectives on the
roles of microbes during wine production.
Moderator: James Osborne
Speakers: David Mills (UC Davis), Eveline Bartowsky (AWRI)
February 20, 3:30 - 4:30 pm, ETS Laboratories
Room
Hot Topics In Enology
Join us for a panel based discussion of some of the current hot
topics in enology with a focus on the 2012 harvest. Topics include
drought stress in the vineyard and potential issues in the winery,
filtration problems with 2011 wines, and use of enzymes during red
winemaking.
Panel: Winemaker panel
BUSINESS
SESSIONS
February 19, 10:45 - 12:00 PM, Hagan Hamilton
Insurance Room
Some Guiding Principles of Defining Your
Brand
The focus on branding takes center stage at this year's
Symposium, and to get us all off on the right foot we are beginning
with one of nation's leading brand practitioners, Jack Anderson,
CEO of Hornall Anderson in Seattle. We've asked Jack to discuss
"Some Guiding Principles for Defining Your Brand," a look at how
we, as consumers, are inundated on a daily basis with
choices-whether on retail shelves, in the news, via social media,
etc.-and how enlisting some of these philosophies can help your
brand connect and resonate with consumers through a richer
experience. This is a critical session for all winery owners,
marketers, sales people, tasting room managers - anyone who is
responsible for shaping or managing one of your most important
assets, your brand.
Speaker: Jack Anderson, CEO, Hornall Anderson
February 19, 3:00 - 4:00 pm, Hagan Hamilton
Insurance Room
Bring Your Brand To Life
Understanding the idea of branding and how to develop, manage
and implement your brand is critical to your success. Bringing it
to life through your graphic identity and packaging is where many
fail to manage the details that make or break a brand. A logo,
label, bottle selection all come together to create your physical
image, your visual brand. Done well it will reach the hearts, minds
and wallets of your audience. Done poorly, your brand is positioned
for challenges and maybe failure. Join one of the Northwest's
leading designers with deep wine experience as he shares how to
bring your brand to life properly and with greater success.
Moderator: Dewey Weddington, OWB
Speaker: Chris Noud, NOW Design
February 20, 8:15 - 8:45, Hagan Hamilton
Insurance Room
Morning Tea With Steven Smith
It's hot, steep in culture, myth and history but tea is tea
right? Not if you're Steven Smith the man behind some of the most
innovative and benchmark tea brands such as Stash, Tazo and his
signature premium label - Steven Smith Teamaker. Join this morning
session for an opportunity to peak into the mind of one of Oregon's
most innovative and focused, quality brand developers as he shares
his experience and vision.
Speaker: Steven Smith
February 20, 11:00 - 12:00 PM, Hagan Hamilton
Insurance Room
The Oregon Brand From A Global Perspective
Lettie Teague, staff writer and wine columnist at The Wall
Street Journal, writes regularly in the newspaper's weekend Off
Duty section. She will provide her candid if not irreverent
observations about her job as a wine columnist and her thoughts
about Oregon wine in a lively Q&A format. Rollin Soles,
winemaker at Argyle and Rocco wineries, moderates the session,
which will include time for audience questions.
Moderator: Rollin Stoles, Argyle/Rocco
Speaker: Lettie Teague, Author, Columnist, Wall Street
Journal
February 20, 1:45 - 3:15 PM, Hagan Hamilton
Insurance Room
Managing Your Brand Through Direct Sales
Are your direct sales as strong as they could be? Have you
evaluated and managed every point of contact to be sure your brand
message and identity is appropriate and delivering as it should?
Your tasting room, club and website are more than channels to a
sale - they are your face and voice to the world. Are you on top of
your game in managing them and the opportunities they provide? We
are honored to bring Lesley Berglund to this year's Symposium. As
the chairman of the only wine industry education, training and
certification program dedicated solely to direct-to-consumer sales
and marketing, Lesley brings a depth of knowledge and experience
you won't want to miss.
To add a little direct sales icing on the cake, we'll end this
session with a presentation from amazon.com on the state of their
new wine sales program. Learn how it works and how your winery can
add this channel to your direct sales program.
Moderator: Steve Boone, Boone & Associates
Speakers: Lesley Berglund, Chairman, WISE Academy; Eddie Black,
Business Development, amazon.com
February 20, 3:30 - 4:30 PM, Hagan Hamilton
Insurance Room
What Makes A Great Brand (Regional and National
Perspectives)
By now you will have learned about the big picture of branding,
applying the concept to various aspects of your business and how
others have overcome hurdles to fulfill their dreams and build
great brands. And, you now know how to strengthen brand through
direct sales channels but what about on a regional or national
level? We close out the Symposium with deep insight into what makes
a great brand regionally and nationally with three gentleman who
have helped build such brands from the local/regional distribution
level, national distribution and regional retail. You won't want to
miss the insight and knowledge presented in this session.
This session will wrap up with Jesse Lyon of Davis Wright
Tremain discussing of how wineries can be prepared a they enter
into distributor and broker agreements.
Moderator: Steve Boone, Boon & Associates (Founder of Bevmo,
Liquor Barn, former CEO of SakeOne)
Speakers: Dan Grunbeck, Senior Vice President Corporate Business
Development & Strategy; Chris Sarles, Executive Vice President,
Youngs Market Portland;Jesse Lyon, Davis Wright Tremaine
BIENVENIDOS AL
SIMPOSIO DE LA INDUSTRIA VITIVINICOLA DE OREGON 2013
Estamos muy felices de poder reunir en una misma sala a todos
nuestros profesionales de los viñedos para compartir información y
un momento juntos. Encontrará que este año no hay una sala de
"Sesión en español", sino que nos acompañará en las sesiones de
viticultura durante el día. Este cambio nos permite brindarle la
mejor información y oradores para todos los asistentes en lo que
esperamos será una creciente capacidad para ofrecer servicios de
traducción. Los detalles de cómo funcionará, se explicará en la
primera sesión.
20 de febrero, 9:00 - 10:00 am, Sala de Oregon
Vineyard Supply
Introducción en español
Gracias al generoso apoyo de Erath Family Foundation y a la
sociedad creada con Oregon Translation, hemos logrado reunir a
todos para las presentaciones sobre temas relacionados con los
viñedos. Únase a Juan Pablo Valot en la introducción del Simposio
de este año y su presentación del programa del día.
20 de febrero, 10:45 - 12:00 pm, Sala de
Northwest Farm Credit Services
Perspectivas de la temporada
Es tiempo de volver la vista atrás y examinar de cerca la
cosecha de 2012 del viñedo al barril. ¿Cómo afectó el clima a
nuestros vinos y qué nos dice esto para las futuras cosechas? ¿Cuál
es el impacto en nuestros vinos, tal como lo vemos hoy? Esta sesión
conjunta servirá para revisar la cosecha actual y ayudarnos a todos
a obtener una perspectiva sobre lo que esto nos dice de Oregon y de
nuestros retos y oportunidades por venir.
Orador: Steve Price
20 de febrero, 12:00 - 12:30
pm, Sala de Northwest Farm Credit Services
Almuerzo
20 de febrero, 12:30 - 1:30
pm, Sala de Northwest Farm Credit Services
Novedades de Oregon Wine Board
20 de febrero, 1:45 - 3:15 pm, Sala de Oregon
Vineyard Supply
Temas candentes en la administración de
viñedos
En los últimos años, hemos visto cierta variabilidad en el
clima, presiones de las plagas, producción y rendimiento de los
frutos. Esto puede generar retos significativos en la producción de
los viñedos. Esta sesión está diseñada para presentar y discutir
temas candentes y avances que se han registrado en los últimos
años, incluyendo el desarrollo de nuevas técnicas de monitoreo y
muestreo de los ácaros herbívoros, nueva información sobre el
control de los ácaros herbívoros, información sobre factores que
causan una baja producción de frutos y necrosis de la
inflorescencia. La sesión concluirá con una discusión sobre cómo
estos factores pueden influir en la variabilidad de la producción y
una discusión sobre los métodos que han resultado exitosos para el
cálculo de la producción en Oregon.
Oradores: Paul Schreiner, fisiólogo vegetal investigador,
USDA-ARS; Patty Skinkis, especialista de la extensión de
viticultura de Oregon State University; Allen Holstein, viticultor
de Argyle Winery.
20 de febrero, 3:30 - 4:30 pm, Sala de Oregon
Vineyard Supply
Innovaciones en la tecnología de los aerosoles
sostenibles
Los programas de aplicaciones en aerosoles responsables son
importantes para el desarrollo de cualquier programa de
administración de viñedos. Durante la década pasada se han
desarrollado nuevas tecnologías de aplicación en aerosol y esta
sesión está diseñada para darle información sobre las innovaciones
disponibles. El Dr. Andrew Landers, tecnólogo de aplicaciones en
aerosol de renombre mundial, le informará sobre las innovaciones
que pueden hacerse en viñedos grandes o pequeños para aumentar la
eficiencia del rociado, disminuir las desviaciones y reducir el uso
de químicos. Asimismo, conozca más sobre los programas otorgados
para modernizar sus rociadores. Esta es una verdadera discusión
sobre tecnología sostenible para aerosoles y está a disposición de
viñedos grandes y pequeños, orgánicos, biodinámicos, sostenibles o
convencionales.
Moderadores: Chad Vargas y Patty Skinkis
Oradores: Andrew Landers, tecnólogo en aerosoles de Cornell
University; Michael Crabtree, planificador de