Archive of 2010 Programs
How to Make Sense of Today’s Chaotic Luxury Wine Market
An Advanced Survival School for Wine Makers
(Presented in partnership with Sonoma County Vitners)h
Thursday, July 22
9:30 – 12:30 PM
For the first time in recent memory, wine marketers, particularly those responsible for high-end labels, are confronted with the harsh reality of reduced consumer demand, resistance to premium prices, unforgiving and unresponsive distributors and overflowing inventories that are clogging the warehouse and the pipeline. What’s a marketer to do?
In this three-hour intensive seminar you will:
- Learn tangible and actionable strategies and tactics currently being used in the marketplace to create and strengthen brand performance, customer experience and ROI
- Gain exposure to best practices in the wine marketplace
- Take home hands-on, tactical knowledge that you can apply the day after
- Hear from seasoned practitioners who can and will deliver survival tips and success strategies based on their own experiences
Seminar Outline:
Does your message sell? Are your public relations strategies up to date with today’s media realities?
Do your people sell? The days of selling out your wine upon release and managing allocations are now a distant memory and not likely to return for a long while. Now more than ever, every employee needs to add “sales” to their job description, from owner to winemaker to vineyard team. Is your team motivated and trained to “sell”?
Does your place sell? Experience venues both physical and virtual, should delight and engage your customers and consumers. By design, an integrated brand strategy authenticates and increases sales, both consumer direct as well as trade, by providing guests with exceptional, memorable, buzz-worthy experiences that translate to a loyal following and sustainable revenues. How buzz-worthy is your customer interface?
Does the internet sell? New sales portals and players are launching every week. Are you navigating the new ecommerce channels and taking advantage of the sales opportunities they offer?
Does your distributor network sell? It’s time for tough talk on the new realities of working with distributors, still the vital channel for most wineries. How do you get them to perform?
Location:
Jacuzzi Family Vineyards
2724 Arnold Drive
Sonoma, CA 94576
Presenting Sponsors:
Marketing an Italian Beauty…The Secrets Revealed
Wednesday, July 21
6.00 – 8.00 PM
When it comes to automotive power, beauty and craftsmanship, few can rival the Italians. It’s in their DNA. And among the Italians, Maserati represents the cream of the crop. It’s more than appearances, presenting a bella figura, as the Italians like to say. It’s all about unsurpassed automotive engineering, luxury finish and a road-hugging driving experience to rival a Sophia Loren ensemble, all of it packaged in an automotive body renowned for its head-turning elegance and classic Italian styling.
To get the inside scoop on how luxury automobile companies market high-end, limited-production models, we turn to the Maserati marketing team to explain how they do it and why they’re so successful at it. We’ll learn about buyer motivations, sales and marketing strategies, customer relationship practices and everything it takes to travel from auto showroom to the owner garage.
And for the truly smitten…an opportunity to take a test drive that will quicken the pulse.
Location:
Ferrari/Maserati of San Francisco
595 Redwood Highway
Mill Valley, CA 94941
Presenting Sponsors:
 |
 |
 |
 |
The Inaugural Bauman Rare Books Tasting
Wednesday, July 14
6.00 – 8.00 PM
Please note: Attendance is limited to the first 50 confirmed RSVPs
The Luxury Marketing Council of San Francisco is proud to present an exclusive event featuring luxurious stimuli for the mind and palate. Enjoy a brief and fascinating introduction to the world of rare and antiquarian books with the aid of the knowledgeable staff at Bauman Rare Books. Compare the unique “personalities” of six landmark volumes that changed the world at the time they were written, each paired with an appropriately sumptuous choice from a portfolio of fine wines by Duckhorn Wine Company.
The melding of literary artistry and fine wines makes this an evening of rare emotional connection. It’s a symphony for your senses.
Featuring the works of…
- Thomas Jefferson
- Winston Churchill
- Ian Fleming
- Oscar Wilde
- John Steinbeck
- Ernest Hemingway
Location:
One Rincon Hill Condominium Residences
489 First Street @ Harrison
(at the entrance to the Bay Bridge)
San Francisco, CA 94105
Parking: Free valet parking is available within the building
Presenting Sponsors:
The Concierge … A Study in Power and Influence
Tuesday, June 29
6.00 – 8.00 PM
Please note this event takes place in Monterey
A panel comprised of the “best and brightest” concierges from the Monterey Peninsula’s elite hotel properties addresses the following questions:
- How do the concierge staff at Monterey Peninsula’s leading luxury hotels make recommendations with respect to dining, entertainment, retail purchases, personal services, venues, experiences, etc?
- How do they develop their information-base and stay current with what the marketplace has to offer?
- What’s the effective way for marketers to get their products and services seen, noticed and recommended by concierges?
- What do customers and guests expect from the concierge? What do they seek? What are their hot-button requests?
The Faculty:
Kimberley L. Kalin |
Kathleen Fitzgerald |
 Alexandria Olpin
Bernardus Lodge |
Location:
The Grill
Pasadera Country Club
100 Pasadera Drive
Monterey, CA 93940
Wine Sponsor:
Event Sponsored By:
How to Make Sense of Today’s Chaotic Luxury Wine Market
An Advanced Survival School for Wine Makers
Thursday, June 10
1.00 – 4.00 PM
For the first time in recent memory, wine marketers, particularly those responsible for high-end labels, are confronted with the harsh reality of reduced consumer demand, resistance to premium prices, unforgiving and unresponsive distributors and overflowing inventories that are clogging the warehouse and the pipeline. What’s a marketer to do?
In this three hour intensive seminar you will:
- Learn tangible and actionable strategies and tactics currently being used in the marketplace to create and strengthen brand performance, customer experience and ROI
- Gain exposure to best practices in the wine marketplace
- Take home hands-on, tactical knowledge that you can apply the day after
- Hear from seasoned practitioners who can and will deliver survival tips and success strategies based on their own experiences
Seminar Outline:
What’s your product? Is your brand authentic and do your products and services really deliver on customer and consumer expectations?
Who are your people? Is your back of the house in sync with the front of the house? Have you clearly defined and identified your target customers and consumers?
Where is your place? Are your winery and market experiences aligned with your brand promise, engaging your customers and turning them into brand ambassadors?
What’s your buzz? How do you generate excitement about and demand for your products, venues and services within multiple channels… media, distributor, trade and consumer?
The Faculty:
 Gary Finnan |
 Lesley Keffer RussellVP, Direct Marketing & Sales St. Supery Vineyards & Winery |
 Mia Malm
President Malm Communications |
 Kerry Manahan-Ehlow
COO: Sales & Marketing Foley Family Wines |
 Dave Schuemann
Principal & Creative Director CF Napa Brand Design |
 Erica ValentinePrincipal Insight Management |
Program will be moderated by Alf Nucifora, Chairman, The Luxury Marketing Council of San Francisco
Wines provided by Rubicon Estate will be served at the conclusion of the program
Location:
Rubicon Estate
1991 St. Helena Highway
Rutherford, CA 94753
3rd Annual Steinway Piano Tasting
Wednesday, June 9
6.00 – 8.00 PM
Back by popular demand…
The 3rd Annual Steinway Piano Tasting, an exclusive event featuring luxurious stimuli for the mind, ear and palate. With the aid of concert pianist and Steinway Artist Helene Wickett we’ll compare the unique “personalities” of six Steinway pianos from upright to concert grand, while pairing each with an appropriately sumptuous choice from a portfolio of Rubicon Estate wines. Selections from Cathay Pacific’s highly-acclaimed in-flight cuisine, round out the experience.
The incomparable melding of concert artistry, the world’s finest pianos and Napa’s premier wines, makes this an evening of rare emotional connection that last year brought tears of pleasure to the eyes. It’s the quintessential symphony for your senses.
Please note: Seating is limited and early reservations are recommended.
Attendance is limited to the first 60 confirmed RSVPs.
Introducing the Masters:
Helen Wickett |
Larry Stone |
Vince Andracchio |
Location:
The Steinway Showroom
Sherman, Clay & Co.
647 Mission Street (Between 2nd & 3rd)
San Francisco, CA 94105
Parking is available at the SF MOMA Garage on Minna Street
Presenting Sponsors:
“Why Can’t We Just Get Along?”Lessons from the Architect, Designer and Contractor
Thursday, May 27
12.00 – 2.00 PM
Everyone’s in agreement. The relationship between architect, builder and designer is often a lesson in disunity and angst as territories are guarded and prerogatives protected. Can working harmony be achieved?
At this intimate luncheon gathering, the unique and sometimes fragile partnership between architect, builder and designer is examined and explored. A panel of prominent industry leaders and practitioners will deliver advice and best practices that produce an harmonious team effort, not to mention a happy client.
Featuring:
 Bill Ballas
Vice President Plath & Co. |
Ken Baxter |
 Iris Hall
Founder & CEO Harrell Remodeling |
 Claudia Juestel
Principal Adeeni Design Group |
 Dan Phipps
Principal Dan Phipps Architects |
Location:
Bticino USA Showroom
Show Place East
111 Rhode Island St., Suite #8
San Francisco, CA 94103
Presenting Sponsors:
Chris & Tyler’s Excellent Adventure …
At The Luxury Marketing Council’s 5th Annual Food & Wine Event
Tuesday May 18th
6.00 – 8.30 PM
Meet Food Channel celebrity chef Tyler Florence and nationally-acclaimed kitchen designer Christopher Peacock at the Luxury Marketing Council’s 5th Annual Food & Wine event.
Join Christopher and Tyler as they discuss their new partnerships in food and design and take part in a spirited and informative Q&A session on the eclectic world of home-kitchen design, Tyler’s soon-to open new restaurants, and what motivates Bay Area food faddists.
Tyler’s book, “Tyler’s Ultimate” will be available for purchase and autograph.
Dine on delectable tidbits from Ladies Who Lunch Catering and savor the finest offerings from Wine Country’s most renowned wineries including:
- Duckhorn Wine Company
- Faust
- Hall Wines
- J Vineyards & Winery
- JAQK Cellars
- Napa Cellars
- Peju Province Winery
- Robert Mondavi Winery
- Rubicon Estate
- Wente Family Estates
- Benziger Family Winery
Location:
Christopher Peacock Showroom
San Francisco Design Center
Galleria Building 4th floor
101 Henry Adams Street
San Francisco, CA 94103
Presenting Sponsors:
Presentation by Robert Shullman, President of prominent research firm, Ipsos Mendelsohn on the topic “2010 – The Year Ahead”
Tuesday, May 11
12.00 – 2.00 PM
Ipsos Mendelsohn is regarded as one of the country’s leading sources of behavioral data and trend information on the luxury buyer, with specific psychographic information on buying motivations, media habits, outlook on the future, reaction to recessionary times, etc. Ipsos Mendelsohn updates its data quarterly which means that its findings and conclusions are both current and relevant, a significant point given the volatility and unpredictability of the luxury consumer in recent times.
Location:
One Rincon Hill Condominium Residences located at 425 First Street (at the entrance to the Bay Bridge).
Who Said You Can’t Sell Luxury Real Estate Online … Success Stories from Those Who Can and Do
The 4th Annual Alpha Agents Seminar
Thursday, April 22
6.00 – 8.00 PM
For the vast majority of real estate agents, 2009 was a year of fear, anguish and horror. Irrespective of experience, past performance or talent, everyone felt the pain. And yet, a handful not only survived, they prospered. How did they do it?
This year’s Alpha Agent seminar ignores the traditional sales and marketing techniques, and instead, focuses on the use of new and powerful on-line marketing techniques in the real estate industry with particular emphasis on the application of Social Media.
A panel of seasoned and successful practitioners will share their secrets and provide chapter and verse on the tips, tools and techniques that generate leads, listings and sales from the Internet and World-Wide Web.
Featuring:
Arjun Dev Arora
Founder and CEO of ReTargeter and former head of business development for Yahoo! Real Estate.
Julie Jones
Ft. Lauderdale’s Top Producing Broker in 2009 and acknowledged leader in the region’s luxury real estate market.
Adam Koval
Founder of SocketSite, an avid community of buyers, brokers, and developers who “plug in” for the latest intelligence – and to share their insights – on new neighborhoods, developments and listings.
Jim Walberg
Bay Area-based agent who holds a commanding position in high-end Caribbean real estate sales via the Internet and blogging.
Location:
One Hawthorne Luxury Condominiums
645 Howard Street
Corner of Hawthorne and Howard Streets
San Francisco, CA 94105
Presenting Sponsors:
The Luxury Marketing Council is pleased to advise that all admission proceeds for this event were donated to EARN
Wednesday, March 31
6.00 – 8.00 PM
The Luxury Marketing Council, in partnership with Sonoma County Vintners and its member wineries, extends an invitation to an evening of fine wine tasting.
Join us at the fabulous Ann Sacks Showroom in the San Francisco Design Center as we drink in celebration of Sonoma County’s spectacular wines and wine estates.
Featuring:
The member wineries of Sonoma County Vintners…
 |
 |
 |
 |
 |
 |
 |
|
  |
 |
Location:
Ann Sacks Gallery
San Francisco Design Center
Showplace Building
2 Henry Adams Street
Suite 125
San Francisco, CA 94103
Presenting Sponsors:
Wednesday, March 24
6.00 – 8.00 PM
There exist, within the U.S., 71 million consumers who can rightly be designated as “affluent”. That’s the good news. The more important issue is how do we identify, target and communicate with those individuals and niches that are most appropriate for our brand…and do it on a cost-efficient basis?
Welcome to Pri-Stat, a database and CRM protocol that has the potential to revolutionize the way luxury brands up-sell and cross-sell to win a greater share of wallet of their “best customers”, by store, by region, by locality, even by SKU, and capture more prospective customers just like them, whether it’s in-store, via catalog or on-line. Most importantly, Pri-Stat is quantifiable and measurable and hands marketers the rare power to identify, test and define the most successful marketing initiatives on a pilot basis and then roll them out segment-by-segment, customer-by-customer and prospect-by-prospect.
Join us as we probe the perfect marriage of data, marketing savvy and accessible user-friendly technology. This game-changer will dramatically alter the way you look at your business, market to your best customers and mine for that illusive qualified prospect.
Featuring:
Richard Baker
CEO & Founder
Premium Knowledge Group
Location:
155 Sansome Street
10th Floor
San Francisco, CA 94104
Presenting Sponsors:
Thursday, March 4
6.00 – 8.00 PM
Featuring:
Location:
The Ellington Condominiums
222 Broadway
Jack London Square
Oakland, CA 94607
Presenting Sponsors:
How to Capture Tourists and Travelers and your Rightful Share of their Wallets
Monday, March 1
1.00 – 3.30 PM
To domestic and international travelers, The North Bay carries an undeniable appeal and mystique. Why then don’t more of them visit? And if they do, why aren’t they visiting you?
In this compelling, informative and highly-interactive presentation, a panel comprised of experts who live their working lives successfully marketing to the region’s visitors, (your customers), share their wisdom and secrets for attracting and capturing a greater share of North Bay Area visitors and their spending dollars. You will learn about:
The characteristics of “experiential” marketing and why it’s the in-demand component and # 1 priority of any destination tourism marketing effort implications for merchants and marketers
- Who are the “new” tourists and travelers? How do they think, what do they desire, how do they choose and how do they spend their traveling dollars?
- What are the emerging traveler niches and how should your marketing efforts be customized to each?
- Where are you leaving tourism dollars on the table and how can you reclaim them?
- What are the current “best practices” in destination marketing? Who’s doing it well, and why?
Featuring:
Joe D’Alessandro
President & CEO, San Francisco Convention & Visitors Bureau
Chris Lehtonen
Managing Director, Groove 11
Michael Palmer
General Manager, The Merigate Resort and Spa
Linda Viviani
Founder & CEO, Viviani, Inc.
Meet Andy Erickson & Marco DiGuilio, two of wine country’s master winemakers, as we feature Lookout Ridge Winery where acclaimed winemakers Richard Arrowood, Cathy Corison, Greg LaFollette bring their passion and talent to draw attention to the “Wine for Wheelchairs Program: Changing a life one Wheelchair at a time”. (www.lookoutridge.com)
This is the inaugural Napa event for The Luxury Marketing Council and is presented in partnership with Lily Creative Group.
Location:
The Meritage Resort & Spa
875 Bordeaux Way
Napa, CA 94558
Cost: $50 per person payable in advance by check or credit card
Note: There is no admission fee for current members of The Luxury Marketing Council
Presenting Sponsors:
Wealth and Luxury in Transition
Latest Findings from the Annual Survey of Affluence and Wealth in America
Wednesday, February 24
6.00 – 8.15 PM
Join us as the experts at the leading marketing consultancy, Harrison Group, share the latest insights from the industry-leading Annual Survey of Affluence and Wealth in America, produced by Harrison Group and American Express Publishing (Departures, Food & Wine, Travel + Leisure magazines). In this compelling and informative presentation, they will:
- Explore the toll that the continuing downturn has had on the lives and livelihoods of even the wealthiest Americans, with a particular focus on implications for merchants and marketers
- Discuss selling luxury to today’s resourceful, value-oriented consumer
- Offer projections on how and when spending may return to pre-recession levels.
Featuring:
Burr Brown
Vice President, Harrison Group
Stephen Kraus
Vice President, Harrison Group
Location:
Gaul Searson Showroom
San Francisco Design Center
Showplace Building
Third Floor
Two Henry Adams Street
San Francisco, CA 94103
Presenting Sponsors:
