Reality Check at the 2009 Unified Wine and Grape Symposium

Livermore, CA January 30, 2009 - Over 11 thousand people attended the 2009 Unified Wine and Grape Symposium in Sacramento this week. Winery and vineyard owners, management and team members participated in the larger General Session covering the current changes and impacts in the wine and grape industry. Smaller sessions followed and provided more detailed information on Operations, Growing, Winemaking, and the Business Management topics of Public Relations and Marketing.

The first floor housed the heavy equipment and large machinery. This section remained a favorite and fun area to visit. There is something about the robotics and mechanics of those big machines that continue to entertain and fascinate everyone. Even people who do not step into the fields or onto the crush pads love to see the metal monsters move up and down, left to right and around in circles. It reminded me that we all have a bit of a child and respective wonder left in all of us.

A more intimate setting was provided at the 2nd and 3rd floor exhibits. Tools for wine making, production and sales were highlighted. This was a great area to see where people were "selling" vapor-ware or actually showing solutions.

Active Club Management presented the best practices for wine clubs to over 200 visitors who had special interest in refining their clubs or starting new ones. Active Club Management helps people grow and manage their clubs. "Our main point was that people join wine clubs for the wine but they remain in clubs for the community" said Theresa Dorr, Active Club Management. Our point is proven when we compare the industry averages to the success of the clubs who use Active Club Management. The reported average retention of a club member is reported in the industry as 18 months. When we work with clubs the retention is three-plus years, two-times the average.

At one time or another we have all been sold something that did not meet the salesman's promises. The exhibits provided a terrific opportunity to see hands-on which products were REAL and which were "smoke & mirrors". Over 500 venders from around the world shared their wares and tools of the trade. The aisles between the exhibits remained packed with winery representatives who were hungry for information. The demonstrations in the exhibits provided a great chance to see and have a hands-on experience with tools before making any significant investment.

Beautiful custom wooden signs were available from Spring Valley Signs. The father-son team travelled from Pennsylvania and displayed their signs which were strikingly detailed and eye-catching. Stunning silver works of art were available from Arthurs Court where they displayed table-ware and serving pieces which attracted attention through out the event and are sure to add to tasting room sales. Software, hardware, gift-items, bottles, glasses, corks, and were showing key differentiators from competitions and gave attendees a true opportunity to walk away with a great deal of education.

Many of the same people visit the even year after year and the camaraderie between the wineries is obvious. This event is the Wine & Grape industry's largest trade and remains a favorite to see a variety of tools from the field's dirt to "pay-dirt" (sales) in the tasting room. The value of the show was recognized by attendees and exhibitors. As the event came to a close you could constantly overhear people saying "see you next year!."