SAN LUIS OBISPO, CA — Terroir, appellations and American Viticulture Areas will be among the chief topics of the 9th annual Central Coast Viticulture and Enology Issues Conference presented by California State University, Fresno’s viticulture and enology programs Friday and Saturday, Feb. 23 and 24, at the Embassy Suites Conference Center in San Luis Obispo.
Dan Berger, syndicated wine writer, will be the keynote speaker at Friday’s luncheon when he will discuss the “Vital Importance of Terroir.”
The conference runs from 8 a.m. to approximately 5 p.m. both days with a dinner on Friday at 6 p.m. at F. McLintocks Saloon & Dining House in Shell Beach. On Saturday, concluding remarks will be given by Dr. Robert Wample, head of Fresno State’s viticulture and enology programs
This program, designed to bring home practical information to grape growers and winemakers, also will feature several internationally, nationally, and regional experts, including:
• Richard Mendelson, a recognized authority in the establishment of AVA’s from Dickenson, Peatman & Fogarty in Napa;
• Dr. Ray Folwell, an internationally recognized ag economist on vineyard and winery establishment from Washington State University;
• Wendell Lee, the legal wine law general counsel from the Wine Institute in San Francisco;
• Mark deVere, a master of wine from Robert Mondavi Winery in Napa;
• and several leading experts from various regional grape growing organizations from such areas as Sonoma, Lodi, and Mendocino;
The registration fee for this two-day educational program is $280.00 per person and includes admission to all presentations, refreshments and lunch on both days. (NOTE: Special media rates are available for those attending all sessions and lunches).
Registration begins daily at 7:30 a.m. at the Embassy Suites (333 Madonna Road) in San Luis Obispo. Onsite registration is available.
This event is presented by the California State University, Fresno Viticulture and Enology Research Center and Department of Viticulture and Enology with support from several industry sponsors.
For complete conference details, including speaker bios and registration about the viticulture and enology programs at Fresno State: http://cast.csufresno.edu/ve or 559 278-2089.
9th annual Central Coast Viticulture and Enology Issues Conference
Presented by California State University, Fresno
EMBASSY SUITES CONFERENCE CENTER
333 MADONNA ROAD — SAN LUIS OBISPO, CA
Feb. 23-24, 2006
SCHEDULE
THURSDAY, FEBRUARY 23, 2006
7:30 am Registration, Morning Refreshments & Sponsor Exhibits Open
8:00 am Welcome & Sponsor Acknowledgements
by Dr. Robert Warn ple, California State University, Fresno
8:10 am – 12:00 pm SESSION I: Concepts & Economics of Terroir
Session Chair: Dan Malcolm, American Vineyard Magazine
8:10 am What is Terroir?
Mark de Vere, Robert Mondavi Winery
8:50 am The Economics of Terroir for Vineyards and Wineries
Dr. Ray Folwell, Washington State University
9:30 am Q & A – de Vere & Folwell
9:50 am – 10:10 am Refreshments & Sponsor Exhibits
10:10 am Panel Presentations followed by discussion
Moderated by Dan Malcolm, American Vineyard Magazine
10:15 am – 11:15 am Panel Presentations
A Broker’s Perspective:
10:15 am Johnny Leonardo, Joseph W. Ciatti Co.
Grower & Winery Perspectives:
10:30 am James Ontiveros, Bien Nacido Vineyards
10:45 am Don Ackerman, Foster’s Wine Estates – Meridian Vineyards
11:00 am Jerry Lohr, J. Lohr Vineyards & Wines
11:15 am – 12:00 pm Panel Discussion – Q & A
Panel Discussion will include all Session I Presenters listed above, including Mark de Vere, Robert Mondavi Winery and Dr. Ray Folwell, Washington State University
12:00 pm – 1:30 pm Lunch Break
12:45 pm – 1:10 pm Special Presentation by Jerry Lohr, National Grape & Wine Initiative
1:30 pm – 4:40 pm SESSION II: All About AVA’s.
Session Chair: Don Neel, Practical Winery & Vineyard
1:30 pm What is an AVA? Facts about the Process and Legal Issues
Richard Mendelson, Dickenson, Peatman & Fogarty PC
2:10 pm AVA’s: Facts & Controversy
Wendell Lee, Wine Institute
2:50 pm Q & A – Mendelson & Lee
3:00 pm – 3:20 pm Refreshments & Sponsor Exhibits
3:20 pm AVA’S — Why & Why Not?
Panel Presentations followed by Discussion Moderated by Don Neel, Practical Winery & Vineyard
Panel Presentations
Mark Chandler, Lodi Woodbridge Winegrape Commission Nick Frey, Sonoma County Grape Growers Association Clark Smith, Vinovation
Open Panel Discussion – Q & A
Panel Discussion will include all Session II Presenters listed above, including: Wendell Lee, Wine Institute
Richard Mendelson, Dickenson, Peatman & Fogarty PC
Program concludes with a Sponsor Wine Reception Wine Tasting and Light Hors d’oeuvres
Sponsor Exhibits & Supporting Organization Displays
Estimated Time of Departure for the Networking Dinner
(Car pool from the Embassy Suites to McLintocks – 15-20 minute drive)
Optional Networking Dinner with Sponsors & Presenters F. McLintocks Saloon & Dining House in Shell Beach,
south on Highway 101, with an ocean view setting. 750 Mattie Road, Shell Beach (Pismo Beach)
Phone: (805) 773-1892
This evening’s festivities will include dinner and Fresno State wine. Advance reservations required; seating is limited.
FRIDAY, FEBRUARY 24, 2006
7:30 am Registration, morning refreshments & sponsor exhibits open
8:00 am – 9:50 am
8:00 am
8:15 am SESSION III. AVA’s. The Good, Bad and the Ugly Session Chair: Cyril Penn, Wine Business Insider
Introduction to Session III – Overview Cyril Penn, Wine Business Insider
AVA Models: Real Life Experiences
Panel Presentations followed by Discussion Moderated by Cyril Penn, Wine Business Insider
8:20 am – 9:05 am 8:20 am
8:35 am 8:50 am
9:05 am – 9:50 am Panel Presentations
Mark Chandler, Lodi Woodbridge Winegrape Commission Nick Frey, Sonoma County Grape Growers Association Dr. Glen McGourty, UCCE Mendocino & Lake Counties
Panel Discussion – Q & A
Panel Discussion will include all Session III Presenters listed above, including Cyril Penn
9:50 am – 10:05 am Refreshments & Sponsor Exhibits
10:05 am – 11:40 am SESSION IV. Promoting an AVA. Consumer Response – Real or Perceived? Session Chair: Ken Fugelsang, California State University, Fresno
10:10 am Promoting an AVA
Paul Wagner, Baizac Communications
10:50 am AVA’s: Consumer Response
Wendell Lee, Wine Institute
11:30 am Q & A Wagner & Lee
11:40 am – 1:00 pm Lunch Break
12:15 pm – 12:45 pm KEYNOTE SPEAKER – Dan Berger, Syndicated Wine Writer “The Vital Importance of Terroir”
SESSION IV. Promoting an AVA – Continued
Panel Presentations (Promoting an AVA) followed by Discussion Moderated by Ken Fugelsang, California State University, Fresno
Panel Presentations
Cyril Penn, Wine Business Insider
Clark Smith, Vinovation
Nick Frey, Sonoma County Grape Growers Association
Panel Discussion – Q & A
Panel Discussion will include all Session IV Presenters listed above, including Paul Wagner, Baizac Communications, and
Wendell Lee, Wine Institute
2:30 pm – 3:30 pm SESSION V. Is Image Everything?
Session Chair: Dr. Robert Wample, California State University, Fresno
2:30 pm – 3:30 pm A Tasting Experience: AVA vs. Non-AVA Wine Tasting
Can You Tell the Difference?
Ken Fugelsang, California State University, Fresno Clark Smith, Vinovation
