8:00-8:30 CONTINENTAL BREAKFAST - Foyer

8:30-8:45 - Room 8 Welcome by Judi Watkins, Associate Dean, NVC Upper Valley CampusIntroductions by Elizabeth Pratt, Associate Dean,Economic Workforce Development

8:45-9:30 - Room 8Economic Update & Forecast for CA/North Bay Area

Featured Speaker: Ben Stone, Director of Sonoma County Economic Development Board

9:45-10:45 PANEL Room 8How the Ag Preserve Transformed Napa Valley

Greg Clark, Napa County Agricultural Commissioner Sandy Elles, Executive Director, Napa Farm Bureau

9:45-10:45 PANEL Room 7Catering to Visitors from China

Panel Moderated by Albert Yu, Hospitality Management Coordinator, Santa Rosa Jr. CollegeBarbara Insel, President/CEO, Stonebridge ResearchAntonette Eckert, Int’l Marketing Director for Asiaat California Travel & Tourism Commission

11:00-12:00 - Room 8Engaging Your Employees

Presented by Don Shindle, General Manager at The Westin Verasa, Napa

11:00-12:00 - Room 7Social Media Policies, Procedures & Crisis Management

Presented by Andrew Healy of 3 rock marketing

12 Noon-1:30 - LUNCH Welcome by Dr. Ronald Kraft, Superintendent & President, Napa Valley College

Lunch by Napa Valley Cooking School; Barbara Alexander, Executive Chef

1:30-2:30 Room 8Spin, Sip & Savor Innovation in Hospitality Marketing

Presented by Linzi Gay, General Manager at Clif Family Winery and Meg Barkley, Director of Hospitality & Wine Clubs at Clif Family Winery

1:30-2:30 - Room 7Customer Relationship Management CRM Systems that Work

Presented by Randy Martinsen, Director of Marketing at Grgich Hills Estate Winery

2:45-3:45 - Room 8Back to the Bar – Not Just Wine Anymore

Panel Moderated by Marie Bianco, NVCPanel: Ron Lindenbusch with Lagunitas Brewery, Paul Martin & Ian Winget with Napa Valley Distillery

2:45-3:45 - Room 7 Beyond Facebook & Yelp

Presented by Melodie Hilton, Director of Marketing and PR for Napa River Inn

4:00-5:00 - FoyerWINE TASTING/RECEPTION

SILENT AUCTION - All Day - Front FoyerBidding closes at 4:15 pmSilent Auction Supports Education forHospitality Professionals

AGENDA

www.becatnvc.com

. Decor by Garden Party & Classic Party Rentals

. Lunch by Napa Valley Cooking School

. Wine by Rutherford Wine Company, Renwood Winery and Napa Valley College Estate Winery. AV/Staging by Upstage Productions

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JUDI WATKINSASSOCIATE DEAN, NAPA VALLEY COLLEGE UPPER VALLEY CAMPUS

Judi Watkins is the Associate Dean for the Upper Valley Campus. She came to Napa Valley College from Chabot-Las Positas Community College District where she was Project Director of the Workplace Learning Resource Center which provided economic program development services to 26 community colleges within the 11 Bay Area counties.

Judi has worked for the California Community Colleges for more than 15 years and before

that in the apparel industry in production management and design. She is a former adjunct lecturer in Fashion Illustration at San Francisco State University and Fashion Design at FIDM, her recent work has been in workforce and economic development. She has a B.A. from the University of California, Berkeley, and an MA from San Francisco State University.

FEATURED SPEAKER: BEN STONE, EXECUTIVE DIRECTORDIRECTOR OF SONOMA COUNTY ECONOMIC DEVELOPOMENT BOARD

Ben Stone was appointed Sonoma County Economic Development Board Director in 1986. He is responsible to the Board of Supervisors for various economic development activities:Business Relocation/Retention Services; Economic Sector Research, Forecasts, and Business Program Development; Film Program; Green Business Program/Business Environmental Alliance; Sonoma County Tourism Bureau Contract Administration/Program Development; Topical task forces/committees. He has a Masters Degree from University of Washington - Seattle, WA, and Bachelors Degree from Whitman College - Walla Walla, WA plus a long and impressive list of community service activities.

WELCOME

ELIZABETH PRATTASSOCIATE DEAN, ECONOMIC WORKFORCE DEVELOPMENTGRANTS & PROGRAMS AT NAPA VALLEY COLLEGE

Beth serves as the Associate Dean of Economic & Workforce Development, Grants and Programs at Napa Valley College. She has over twenty years leadership developing innovative economic & workforce and career technical education programs in the North Bay region. She has been instrumental in securing over 12 million dollars in grants and contracts to help stimulate the workforce economy and align career pathways. Beth has a passion for entrepreneurship and was responsible for creating the youth and integrated credit entrepreneurship program at Napa Valley College. She also serves as a Napa Valley College Adjunct Instructor. Beth is currently a Board member on the statewide California Community College Association of Occupational Educator’s (CCCAOE) and with the American Canyon Chamber of Commerce. She has an MBA in International Business and is completing a doctorate in Educational Leadership.

8:30-8:40 R00M 8

EMCEE8:40-8:45 ROOM 8

ECONOMIC UPDATE & FORECAST FOR CA/NORTH BAY AREA8:45-9:30 R00M 8

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CATERING TO VISITORS FROM CHINA

PANEL MODERATOR, ALBERT YUHOSPITALITY PROGRAM COORDINATOR, SANTA ROSA JUNIOR COLLEGE

Albert Yu teaches hospitality and business administration courses at Santa Rosa Junior College. He has 15 years of experience in the hospitality industry, working in sales and marketing for many high profile companies, including the Four Seasons, Starwood, Fairmont, Hyatt, Intercontinental, and Horwath Hospitality, Tourism, and Leisure.

Albert is a native Mandarin Chinese speaker who has travelled regularly to China since 1986. He has a China International MBA from the University of Hawaii at Manoa and a B.S. in Hotel Administration from Cornell University.

BARBARA INSELPRESIDENT AND CEO, STONEBRIDGE RESEARCH

Barbara has more than two decades of experience providing industry insights for large and small wineries, state and international winery associations, wine distributors and multi-national beverage companies. She is a leading speaker on the business of wine and leads Stonebridge Research, a consultancy that provides data analysis and advisory services to the wine industry. Stonebridge and Family Winemakers of California won a $369,000 grant from the U.S. Department of Agriculture to help sell California wines in China.

Barbara previously worked as Managing Director and Lead Consultant of MKF Research, where she supported custom business research and consulting for wine industry producers, suppliers and investors, and original research on wine market trends. A member of the Market Development Task Force of the Wine Institute, she has an MBA from Stanford’s Graduate School of Business, an MA in Economics from Brown University and a BA from Barnard College.

ANTONETTE ECKERTCALIFORNIA TRAVEL & TOURISM COMMISSION (CTTC) INTERNATIONAL MARKETING DIRECTOR FOR ASIA

Antonette oversees brand advertising, cooperative marketing, technology, travel trade and media relations for CTTC’s international offices in Japan and South Korea – effectively leveraging CTTC’s $50 million marketing plan.

Antonette also served as the brand manager for California tourism, ensuring consistent standards in the marketing of the state, both nationally and internationally. She acted as the liaison between the Commission and its advertising agencies, and worked on all marketing and advertising campaigns with destination marketing organizations (DMO) and businesses within the state.Antonette has a master’s degree in Hospitality, Tourism & Travel from New York University and a bachelor’s degree in Radio & Television from San Francisco State University.

9:45 - 10:45PANEL ROOM 7

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SANDY ELLESEXECUTIVE DIRECTOR, NAPA COUNTY FARM BUREAU

Sandy Elles has been the Executive Director for the Napa County Farm Bureau since 2001. Sandy is a retired professional mariner, who worked for 22 years with the Blue & Gold Fleet on the San Francisco Bay, serving most recently as Vice President of Government Ferry Contracts and as Senior Captain.

She was previously the Mayor and a Council Member for the City of Cotati from 1990-1998. Sandy graduated from American University, in Washington, DC with a BA in Political Science and Rutgers University with a BA in Urban Planning. Her professional affiliations include the Jack L Davies Ag Land Preservation Fund as the Secretary/Treasurer, a Napa Chamber of Commerce Board Member, and as a Member of California Women in Agriculture, the Napa Land Trust, the American Farmland Trust, and the Sierra Club. Some of her awards include the Golden State Hall of Fame Award from the California Farm Bureau Federation as the best County Farm Bureau in the state in the inaugural year of 2009 and again in 2010 and the California Farm Bureau Federation’s County of the Year Award – 2009-2012.

GREG CLARKNAPA VALLEY AGRICULTURAL COMMISSIONER, COUNTY OF NAPA

Since 2000, Greg Clark has worked with the Agricultural Commission, in the position of Ag Commissioner since 2013. He has overseen the administrative operations, which have grown from a staff of 20 to 45 full-time and seasonal employees, due primarily to the county’s efforts to prevent and eradicate invasive pests, such as the Glassy-winged Sharpshooter and the European Grapevine Moth.

Prior to his work in Napa, Greg established the Northern San Joaquin Valley Field Office for American Farmland Trust, whose mission is to protect agricultural lands in Stanislaus, San Joaquin and Merced counties. He also worked for as Assistant Agricultural Commissioner/Sealer for Stanislaus County, as well as Vineyard Manager for Weibel Champagne Vineyards, Mission San Jose.

A ‘graduate’ of Leadership Napa Valley, Class 15, Greg has a Bachelor’s Degree in Ag Science/Viticulture from CSU Fresno and a Master of Public Administration from San Jose State University.

HOW THE AG PRESERVE TRANSFORMED NAPA VALLEY9:45 - 10:45ROOM 8

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DON SHINDLEGENERAL MANAGER, THE WESTIN VERASA NAPA

With more than 30 years of experience in the hospitality industry, Don Shindle brings a wealth of knowledge, strong leadership, and a passion for luxury hotel operations to his role as general manager of The Westin Verasa Napa. Before moving to Napa, Don pursued his career in hotels throughout his native Canada, including The Algonquin in St. Andrews NB, The Delta Chelsea Inn in Toronto, The St. Eugene Mission Golf Resort in Canbrook, and The Westin Resort & Spa in Whistler.

Before his current role, Don served dual roles as General Manager of The Westin Trillium House, Blue Mountain in Ontario and Regional Vice President of Intrawest Hospitality Management (IHM), dividing his time among the company’s North American destination resorts. Under his watch, The Westin Verasa Napa was named the 2011 Gold Magellan Award Winner for Hotels and Resorts in the Lobby & Common Space Design category; won the Great Wine Capitals’ Napa Valley 2011 Best of Wine Tourism award in Accommodations; and was honored with the AAA Four Diamond Award in 2010, 2011, 2012 and 2013.

In 2012, Don was the recipient of the Hospitality/Tourism Professional of the Year presented by The Napa Chamber Community Foundation.

ANDREW HEALY CHIEF SOCIAL OFFICER, 3 ROCK MARKETING

Andrew Healy is a native of the south side of Dublin. Born and raised in the village of Kilternan, he has worked in the wine industry on four continents for more than 20 years. Healy is the Founder and Chief Social Officer of 3 rock marketing, a Napa-based company that specializes in social media and online programs. 3 rock marketing prides itself on the practical application of social media.

Healy and his team work with clients in the wine and hospitality industry, the non-profit sector, public figures, and representative bodies. Clients include the Napa Valley Destination Council, the Napa Valley Vintners, One World Futbol Project, Melka Wines, and many more.

BEST PRACTICES FOR ENGAGING YOUR EMPLOYEES

SOCIAL MEDIA POLICIES, PROCEDURES & CRISIS MANAGEMENT

11:00-12:00ROOM 8

11:00-12:00ROOM 7

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DR. RONALD KRAFT, PHD SUPERINTENDENT & PRESIDENT, NAPA VALLEY COLLEGE

Ronald has more than 20 years of experience in higher education leadership. He earned his doctorate in higher education leadership from Capella University in Minnesota with a dissertation on “A Leadership View of Strategic Planning in the Community College.” His master’s degree is in Career and Technical Education with a B.A. in Business both from San Diego State University.

He is a graduate of Grossmont Community College in El Cajon. Dr. Kraft has served as the President/CEO of MAAS Companies, a management and consulting company devoted to California Community Colleges; President/CEO of Southern California University of Health Sciences, a WASC accredited university in Whittier, and CEO/President of the Alliance for Corporate Education, a pioneering agency of the Washington State Community and Technical Colleges.

He was also employed at a community college in Virginia. His roots are in California Community Colleges with a background in teaching, among other positions, and with long service on the governing board of Grossmont-Cuyamaca Community College District. He also has extensive experience on college and community foundations.

BARBARA ALEXANDEREXECUTIVE CHEF, NAPA VALLEY COOKING SCHOOL

Chef Barbara comes from a long line of pedigree restaurants, hotels, and cooking schools. Beginning with a classical 3-year apprenticeship at the Pan Pacific Vancouver Hotel, she went on to 15 years of Executive Chef positions at acclaimed restaurants in around the world before embarking upon a career in Culinary Education which took her back to her native Canada, then to the Napa Valley. She was Senior Chef Instructor at Dubrulle International Culinary and Hotel Institute of Canada, and The Culinary Institute of America at Greystone before becoming Director of Culinary Programs and Executive Chef here at NVCS.

Chef Barbara is a Certified Executive Chef, C.E.C, ACF and holds a Certified Hospitality Educator degree, C.H.E.

WELCOME BY DR. RONALD KRAFTLUNCH BY NAPA VALLEY COOKING SCHOOL

12:00-1:30LUNCH

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MEG BARKLEY, DIRECTOR OF HOSPITALITY & WINE CLUB, CLIF FAMILY WINERY

Born on the Bayou, Meg hails from Louisiana where she grew up on her grandfather’s farm, spending time playing in the dirt, canning vegetables or cooking with her family. Wanderlust struck as Meg completed her Bachelor of Liberal Arts/Art History degree at Louisiana State University.

She lived in Paris, Nantucket, Hyde Park, Dallas, Tucson & Mountain View before landing in Napa Valley. Meg a.k.a. the Motivational Goddess grew up in the wine industry at Robert Sinskey Vineyards, joining Clif Family Winery in the Fall of 2013 as Director of Hospitality & Wine Club. Follow Meg @napafoodie.

SPIN, SIP & SAVORINNOVATION IN HOSPITALITY MARKETING

LINZI GAY, GENERAL MANAGER, CLIF FAMILY WINERY

A Napa Valley native, Linzi was born in raised in St. Helena. After completing her Business/Marketing degree at Cal Poly State University, she joined the marketing team at Clif Bar & Company where she worked on many unique and exciting projects and began her love of all things outdoors.

Looking to move back to her Napa Valley hometown with her husband, she left Clif Bar and worked for several wineries before reconnecting with Gary and Kit in the early stages of Clif Family Winery. She has been with Clif Family Winery since 2007, becoming General Manager in 2009. Linzi’s love of food, wine and organic farming are all brought together at Clif Family Winery. When she’s not working, you will find her cycling, hiking, traveling and spending time with her husband and two young children. Follow Linzi @linzigay.

1:30-2:30ROOM 8

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RANDY MARTINSENDIRECTOR OF MARKETING, GRGICH HILLS ESTATE

With over thirty years of experience improving profits in companies with revenues ranging from $200 thousand to $80 million, Randy Martinsen has a broad and detailed background in marketing, information technology, business operations management, and finance. He has worked in multiple industries using his skills to develop and implement strategic plans for many businesses.

Through his career, Randy has developed a “hands-on” approach to managing complex projects. His specialties include Customer Relationship Management (CRM), accounting & billing, HR management, payroll, banking, Enterprise Resource Planning (ERP) and other systems. His education includes Business Management / Finance from BYU, MBA studies at the University of Utah, and a degree from the California Banking School.

MELODIE HILTON DIRECTOR OF MARKETING & PR, NAPA RIVER INN

As a long-time Napa resident, Melodie Hilton has spent many years marketing the Napa experience, as well as reporting on, and teaching about, the local hospitality industry. She cur-rently uses her extensive skills to promote and build the luxury brand of the Napa River Inn, a luxury boutique hotel in downtown Napa.

Melodie’s previous experience includes Marketing Director for the Wine Train, winery DTC marketing, and 20+ years as a print, online, and broadcast journalist focusing on (of course) food, wine, travel, and land use politics. She has also worked as a journalism teacher and is involved in many community-oriented projects in the Valley.

CUSTOMER RELATIONSHIP MANAGEMENT CRM SYSTEMS THAT WORK

BEYOND FACEBOOK & YELP

1:30-2:30ROOM 7

2:45-3:45ROOM 7

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BACK TO THE BARNOT JUST WINE ANYMORE

PAUL MARTINTASTING ROOM MANAGER & BRAND AMBASSADORNAPA VALLEY DISTILLERY

Paul has been in the industry since 2008 and has worked in production, bottling, tastingrooms, cocktail education and spirit ambassador events for distilleries. He was the Tasting Room Commander and Tour Guide at St. George spirits in Alameda before joining Napa Valley Distillery. He has a wide knowledge of distillation and spirits categories, and he can explain the defining features of each category of alcohol. Joining Paul is Ian Winget of Napa ValleyDistillery.

PANEL MODERATORMARIE BIANCOAGRICULTURE CONSULTANT / BUSINESS ADVISOR, NAPA VALLEY COLLEGE SBDC & BEC

Marie has a passion for local sustainable food and is adding a determined voice to the conversation about increasing the amount of local food available in both the hospitality industry and the local community. She is an exceptional leader with over 30 years of sales and marketing experience in national and international produce markets.

Marie is a proven revenue generator in all market conditions, outstanding in relationship building, customer service, maintaining skills, marketing, design, and planning.

RON LINDENBUSCHLAGUNITAS BREWERY

Ron Lindenbusch found his way into the craft brewing scene via the restaurant business. He featured beers such as Acme and Grant’s as these pioneers were making their first splashes. He left his corporate restaurant gig to run the Tavern at the Hopland Brewery — the first brewpub since Prohibition — in the late 80′s. He never looked back.

Ron moved to the distribution end of the beer business and joined in on the explosion of craft beer as it unfolded in Northern California. Shortly after Tony Magee founded Lagunitas Brewing Company in 1994, Ron joined on to head up the marketing and distribution side of things. They had an unconventional approach to how it should all go, and developed an anti-marketing approach to beer marketing that focuses on relationships and having fun.

Ron and the Lagunitas team have forged long-term partnerships with many of the Northern California music festivals. Having long recognized the symbiotic relationship between music and beer, Lagunitas Brewing Company has begun to expand its partnerships on a national level.

2:45-3:45PANELROOM 8

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• Napa Valley Film Festival• Larson Family Winery • Highway 12 Vineyards & Winery• Vintner’s Collective • Whetstone Wine Cellars• Frank Family Vineyards• Michael Mondavi Family Estate• Schug Carneros Estate Winery• Napa Valley Vintners • Bartholomew Park Winery• Castello di Amorosa• Illumination Hospitality Group• Farmhouse Inn & Restaurant• Getaway Adventures• Trefethen Family Vineyards

• Franciscan Estate• Napa Valley Cooking School • Clif Family Winery & Farm • Atlas Peak • Hilton Sonoma Wine Country • Revolution Moto Inc. • The Fairmont San Jose • Visit Sonoma Wine Country • Wine Road of Sonoma County• Aglio Di Mirabella Gourmet Garlic• Ka’ Chava Tribal Superfood• Coco Delice• Clairesquares• Paul Franson, Author• Linda Bausch, Artist• Carolynne Gamble, Artist

BIDDING CLOSES AT 4:15 PM

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SILENT AUCTION EXTRAVAGANZA

BENEFITTING EDUCATION FOR WINE COUNTRY

HOSPITALITY PROFESSIONALS

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