MORE THAN 170 ATTEND DRIVE STRATEGIC PLANNING AND TEAMWORK SEMINAR & WORKSHOP IN PASO ROBLES
THE INTERACTIVE EVENT FOCUSED ON TEAMWORK, ENGAGEMENT AND PRODUCTIVITY AND BRAND STRATEGY FOR WINERY BUSINESSES
More than 170 members of the Paso Robles wine community gathered on January 9, 2024 for DRIVE, a half day industry workshop and panel focused on business planning and strategy organized by the Paso Robles Wine Country Alliance (PRWCA) and Full Cup Solutions.
Hosted by Vina Robles Vineyards & Winery in Paso Robles, the event featured local and national speakers and subject experts on topics such as creating a mission statement and pillars of intent for your internal and external business communications; identifying a brand identity that’s both approachable and authentic; building a team that’s supported through wins and failures, and streamlining your chain of command while also empowering your employees to make their own decisions.
The half-day experience was led by Amanda Wittstrom Higgins, principal of Full Cup Solutions and featured Elaine Chukan Brown, author, speaker and global wine educator; Susan Kostrzewa, wine journalist, founder of Resplendent Ink Content Consulting and former editor-in-chief of Wine Enthusiast; Reilly Newman, author, founder and brand scientist of MOTIF Brands; Commander Jeff Gardner, U.S. Navy Seal and Scott Larson, Paso Robles educator, mentor, and sports coach.
“There is no better time than now to grab the steering wheel of your business and chart your path to success, and empowering businesses with practical tools was the primary focus of the 2024 DRIVE event,” says Wittstrom Higgins. “Though challenges in our industry, economy and the category continue to arise, it’s important to remember that each of us has the power to create positive change within our organization and the industry at large. DRIVE offered insider knowledge, insights, and tactical ways to move the wine industry forward.”
The hands-on tone of the workshop was emphasized by concrete takeaways in the sessions, an accompanying workbook, calls to action on-site by Wittstrom-Higgins, and a real-life share of insights and impressions by attendees at the end of the event.
“The event not only provided valuable knowledge, tools and networking opportunities but also created a supportive and empowering environment for people who want to kick start their year,” says attendee and Grower Relations Representative, O’Neill Vintners & Distillers, Samantha Horn. “I left the event with determination, moxie, a smile and my new 2024 new year’s resolution: figure it out and get it done.”
While sessions emphasized manageable tools for businesses of all sizes, they were also rich with personal, sometimes emotional anecdotes and examples from speakers whose experiences ranged from managing a team of international wine tasters to organizing a military rescue in a warzone. All emphasized the importance of accountability, clear communications and team support.
“Interacting with an audience so introspective and open to new and best practices was inspiring,” says Kostrzewa. “My exchanges after the session with audience members was incredibly encouraging as all were serious about directly implementing insights they gained during the DRIVE session to their business plans.”
The experience concluded with a presentation by Gus Zhu, the first Chinese national Master of Wine. Zhu provided an informative and humorous discussion about wine tasting, including a selection of Spanish and Portuguese wines during a networking lunch. The event space was beautifully decorated with fresh flowers, plants and a stylish sitting room environment on the stage and included a gourmet BBQ lunch featuring perfectly seasoned, oak fired chicken, artisan salads, grilled vegetables, fruit, served alongside signature Paso Robles wines.
“DRIVE allowed people to grab onto key takeaways, leave with their hearts and minds focused, be inspired and feeling part of something bigger—the Paso wine community,” says attendee and Senior Vice President, Strategy & Business Development of DAOU Estates, Maeve Pesquera. “Amanda’s content and presentation style provided learning for all attendees in the room at every level.”
