WINEFUTURE

BUSI
NESSSEMINAR

Onl
inec
ours
e
J
une21s
tto25t
h,2021

Digi
talMar
ke ng,Soc
ialMedia,S
ales
,Cons
ump on
andEventManagementfort
heWi neandHospi
tal
it
y
I
ndustr
ies
 I
NTRODUCTI
ON

Becaus
et heworldiscurrent
lyundergoingsev
eralcri
ses,suc
hast he
pandemic
,theeconomicrecess
ionandt hecl
imatecr
isi
s,thehospi
tal
it
y
andwineindus
tri
esshouldimplementinnovavemar ke ngtechni
ques,
promo onandorgani
za onofev ent
stoi mpr
oveconsump onands al
es.
I
ti scruci
alt
hatwineri
es,dis
tri
butors,i
mporters
,rest
aurant
s,hotel
s,
r
etail
ersandsommeli
ers
,aswellasotherprof
essi
onal
sadapttowhatwe
know asthenew r
eal
ity
,withinnovav eformsofpromo onandev ent
management.

Spai
nWi neS c
hool,TheAmeri
canCol l
egei nS
painandChrandEvents
havec r
eated a c
oursespec
ifical
ly desig
ned to hel
pthe wine and
hospi
tal
it
yindust
ri
es,whi
ls
tadap ngt othenewdemandsofthemar k
et.
 THEORGANI
ZERS

Wearepr
oudt
oha
veor
gani
zedt
hef
oll
owi
ngev
ent
swi
thi
nthewi
nei
n-
dus
try
:
WineFuture2021
Cl
imateChang eLeaders
hipPorto2018y2019
Winefutur
eRi oj
a09yWi nef
utur
eHongKong11
WorldConferenceonClimateChange&Wi ne2006,2008&2011
Bar
celonaWi neFesv alandMadr i
dWineF esval
Weha veals
oor gani
zedeventswithr
ecogni
zedindivi
dual
sli
kePr
esi
dent
Barac
kObama,Rober tParker,Janc
isRobinson,AlGore,KofiAnnan,
JamesS uck
ling,MiguelTorres,MichelRoll
and and ot
herimpor
tant
i
ndivi
dualsinthewineindustry
.
We have al
so managed eventss uc
h ast he Worl
d Cup ofIndoor
Motoc
ross,t
hePro-Beac
hS occerTour
,DavisCupandtenni
sexhi
bions
wi
thStef
anE dber
g,AndreaAgassiandPatCashamongstmanyothers
.
Weha vepromotedl
arg
ec oncert
swithS ng,Pi
nkF
loy
d,T
om J
onesor
Enr
iqueIgl
esi
asamongstotherarst
s.

TheAmer
icanCol
leg
einS
pai
n
ACSisthefir s
tAmer icaneduc a onalcenterinAndal usia.ACSi saBr o-
wardCollegeInt
erna onal Center
,thethirdlar
g estuniver s
ityinF l
ori
da.
I
toffer sbothahig hschoolanduni versi
typrogr ams,allowi ngstudent s
toobtainthei
rhighs chooldipl
oma,andc omplet etwoy earsofuni ver-
si
tybeforet r
ansferr
ingt otheU. S.tofinisht heirlastt woy ears.The
AmericanColl
egei nSpainoffersitsacademicrec ognionandi ssuesthe
cor
respondingdiplomar ecogniont oparc i
pant sinthisc ourse.
 COURS
EDI
RECTOR

Panc
hoCampo
CEOf orChr andE vents.
ATPtenni sprofessional,formerc aptai
noft heChi l
-
ean na onalOl y
mpi ct ennist eam i n Barcel
ona
1992,andDa vi
sCupCapt ai
nf ortheQa tarTennis
Federa on.
FounderofWi neF uture2021, oneoft hefir stvi
rtu-
alsummi t
sev eror ganizedwi thov er100i nterna-
onals peakers.
Co-organizerofCl i
ma teChang eL eader
s hi
ps um-
mitstha tfeaturedPr esi
dentBar ac kObamaast he
keynotes peakerandPr esidentAlGor e.
Founderoft heSpai
nWi neS choolaswel lasWinef
uture,Barcel
onaandMadr i
d
WineF esvalsandtheClima teChang e&Wi neWorldConferences
,thatfeat
ured
Vice-pres
identAlGore,
Secr etaryGeneralKofiAnnanandt heleadi
ngwineauthori-
es.Panc hoholdsanMBAbyUni ver
sidadJuanCarl
osIaswel lasaCerfic atein
Digit
alMar ke ng.
Fir
stS panis
hMas terofWi newhoal soa endedc ours
esonoenol ogy,vicult
ure
andmar ke ngattheUniver s
ityofCalifor
niaDavi
s.Organiz
erofallRobertPark
er
tasng sinHongKongandRi oja.

S
P EAKERSANDGUES
T S

Dav
idF
urer
Da vi
dF urerisani nter na onal lyr ec ogniz
edc ommuni -
cator,mar keter,and ev entor g ani zerwor k
ing s ince
1991wi tht hewor ld'smos tr eg ar dedandwi despr ead
centersforwi ne.S i
nc e, he’sappear edinmanyUS ,Brit
-
is
h,andF renchdr i
nk smedi aout l
et swithr epor tsand
opinions,author edandc ontribut edt osev eralbook s
,
and t r
ained pr ofessionals ommel i
ersint heUSand
Europe.Hi swor kex tendst opl anni ngandex ecu ng
communi ca onsandmar ke ngpr ojectsfornumer ous
US ,Eur opean,and S outh Amer ic
an or ganiz a ons.
Since 2003 he’ sc r
ea t ed,or gani zed,pres ented and
hostedev entsofmanyt ypesf ort radeandc ons umer s
inAs i
a,Eur ope,andhi sna v eUS .Da vi
d’shos tedand
coordinated c ontentf ort het wo mos tr ecentWi ne
Future,ClimateChang eL eader shi pConf erence, Or i
g i
ns
ofWi neCi vil
iza on,andc on nueswi tht hedev elop-
mentof2022’ sGr eenWi neF ut ur e.
 MichaelWangbi
ckler
Pr
esidentofBal
zacCommuni
ca ons&Mar
ke ng
Mi chaelWang bick l
erisPr esi
dentofBalz acCommuni ca ons .Wi t
hnear l
y30
yearsofex perienc einmar k
e ngandpubl icrela ons,Mi keisat rust
edadv i
-
sorands trategicc onsult
antt ohiscli
ents.Mi ke'
ss t
rategicmi ndenableshim
tos ortthroug ht henoi seandfindt hebes twa yforward.Bef orefoll
owinghis
hear ttowi nec ount r
y,Mi kefoll
owedhisheadt oS i
li
conVal l
eywher ehespent
8f ast-
pac edy ear sint echnologycommuni ca ons,wher ehec aughtthebug
forfollowingt hel atesttrendsinmar ke ngt ech.
Balzacs ervesmulpl emar ketsegments( verc als)
.Thes eincludeluxurybev-
erag es
,t ravel,food,ag r
icult
ure& land,heal th& wel lness,andpubl icpoli
-
cy/gov ernment .

PaulMabr
ay-CE
OatPi
x
Paul hasbeenapower ful changeag entinthewi neindus tryforov er20y ear s.
Hebeg anhi scareerwor kingintradional t hree-ers al esandmar k
e ngwi th
NapaAl eWor k sandl at
eri nnova ngdi rec
t -to-consumers alesandmar ke ng
model swi thNi ebaum Coppol a.Sincethen,hehasbeena tthef orefrontofal l
maj ordi g
italt r
endsf ort hewi nei ndustr
y ,wor ki
ngwi t
hWi neShopper .com
andWi ne.com.Hef oundedt woc ompani est hathaves igni ficant l
yc hang ed
theUSwi nel ands capef ordi gi
tal.Fir
stbyi nt r
oducingwi ner ye- commer ce
withI neraBev erageGr oupt hattransf
ormedi ntoWi neDi rec t
.com pi oneer -
ingwi nerye- commer ceandt henag ainint r
oduc i
ngs ocialmedi aands ocial
customerr ela ons hipmanag ementwi thVi nT ank.
com.Hei sc ons i
der edt he
winei ndus try
'sf oremos tf uturi
standt houg htl eader,har nes s
ingt hepower
andpot en alofdi gitaltoolsandmet hodolog iestomov ethei ndustryintot he
future.

Gl
ori
aVal
lés-CE
OatWi
nes
tyl
eGr
oup
Mar ke ngor i
entedent r
epreneur,s
hef oundedWi neS t
yleTravelmag azi
ne
andc o-foundedCanBonas tr
eWi neResort
.S tr
ategicmar ke ngspeciali
st,s
he
mas t
er ed growt h hac
king totake www. winesty
letravel.
com from z erot o
reaching20t housanduniqueuserspermont hinl essthant woyears ,85% of
them bei ngor ganictr
affic ,and1mi ll
ionpeopl eimpac tedv i
asoc i
almedi a.
Beforet hat,sheleadedt heexpansi
onofCanBonas tr
eWi neRes ort
,t hefirst
luxuryWi neRes ortinSpainofferi
ngwinet ouris
m ex peri
encesforpriv at
eand
corpora t
ec l
ients.

Glori
astudi
eda tStanf
ordBus i
nessSchoolandhasbeent eachingmar k
e ng
andc ommunica onsa tdifferentuniver
siess i
nce2012.Nowada yssheisa
Mar k
e ngAssociat
edT eachera tEAEBusinessSc
hoolinBarcelona,andpub-
li
shedthemarketresearchstudyS RCofthewineindus
try2021.

Thecourseal
sofeat
ur esappearanc esbyCE Osandmanag ementofwineries
,importer
s,dis
tri
butorsand
ret
ail
ers
,aswellassommel i
ers,mar keteer
s,dir
ec t
orsofwi
nepr omo onalbodi
es,winepersonaliesand
wri
terswhohaveextensiv
eex perienceinwinet ouri
sm,marke ngcampaigns
,organi
za onsoftradefai
rs,
sal
es,di
git
almarke ng,branding,label
ing,etc
.
COURS
ECONTENT

S
ess
ion1:Industryanal ysis
,curr
entstateofthemark
et
S
ess
ion2:Mar ke ngf ort hewineindustry
S
ess
ion3:Socialmedi aanddi git
almar k
e ng
S
ess
ion4:PR,c ommuni ca onsandmedi a
S
ess
ion5:SalesandPr omo oni nhospital
ity
S
ess
ion6:Onlines ales
S
ess
ion7:Eventmanag ement:i
nper s
on,hy bri
dandvi
rtual
S
ess
ion8:Spons orshipneg o a ons
S
ess
ion9:Datar esearchandAnal yc s
S
ess
ion10:Wi neT ourism
S
ess
ion11:LabelingandPac kagi
ng
S
ess
ion12:Neur omar ke ng

S
UGGES
TEDS
CHEDUL
E

Day1
S
ess
ion0:Welcome&I ntr
oduc on
S
ess
ion1:I
ndustryanal
ysis(
cur
rentstat
eofthemar
ket
)
S
ess
ion2:Marke ngfortheWineIndustry
S
ess
ion3:Soc
ialmediaandDigi
talMar k
e ng

Day2
S
ess
ion4:PR,Communica ons
,Medi
a
S
ess
ion5:Sal
esandPromo oninHos
pit
ali
ty
S
ess
ion6:Onli
neSal
es

Day3
S
ess
ion7:E
ventManagement:i
nperson,hy
bri
dandv
irt
ual
S
ess
ion8:S
ponsor
shi
pNeg o a ons

Day4
S
ess
ion9:DataRes ear
chandAnalyc
s
S
ess
ion10:WineT ouri
sm
S
ess
ion11:Label
ingandPackagi
ng

Day5
Sess
ion12:Neuromarke ng
Sess
ion13:wit
hS pec
ialGuest
s
Clos
ingRemarks
 WHOS
HOUL
DATTEND?
Wi nerymanag ement&s taff Hotelst
aff
Res t
aurantpersonnel Offic i
alorgani
za ons
Exports t
aff F&BPersonnel
Mar ke ngs t
aff Sommeliers
Wi nes hops Univer
sit
y&Wi neS t
udent
s
Communi ca onsprofes
sional
s I
mpor t
ers&Di str
ibutor
s
Tradef ai
rsandev entorg
anizer
s
Hos pit
alit
yindustryper
sonnel

OBJ
ECTI
VES
1 Anal
ysi
soft
hewi
neandhos
pit
ali
tyi
ndus
tri
est
ounder
standt
he
curr
ents i
tua on.
2 Understandingthec ons
equenc esoftheCOVID-19f ort
heindust
ry.
3 Famili
ariz
ewi ththebasicconcept sofmarke ng
.
4 Obtainabe erunder st
andingofhow t opl
an,organiz
eandmanag e
fac
et oface,digi
talandhybridev ents.
5 Obtain a be er under standing of t he c onsumer t hr
ough
neuromar ke ng.
6 Lear
nnews tr
ategi
estoinc
reasecons
ump onandimproves
ales
.
7 Improv
e publ
be erproduc
i
cs
tpr
peak
es
i
ent
ngsk
a ons
il
l
,t
sand pr
asng
esen ngt
sandsal
ec
esev
ni
ent
quest
s
.
o mak
e

8 Lear
ns t
rategi
estoimprovewinetour
ism ex
perienc
es.
9 L
t
ear
ndi
hewi
gi
nei
talmar
ndustr
y
k
.
e ngandappl
yeffecv es oc
ialmedi
astr
ateg
iesto

10 Uaseda t
aanal y
sisandr es
earc
ht oplanmor eeffecv emarke ng
s
tra
teg
ies
.
11 Lear
nthel
ast
estonl
ines
aless
tra
teg
ies
.
COS
TOFRE
GIS
TRATI
ON

1 Reg
ist
ra onf
ee:
675USD
Weofferspec
ialr
atesf
org
over
ningbodi
es,c
ompani
esandpr
iva
te
groups
.

2
Thi
scoursec anbeadaptedt otherequi
rement s
, mi ng
sandbudg etof
companies
,wi neri
es,governingbodies
,r es
taurant
sandhot elc
hains.
Weha veconductedseveralofthes
et ai
lor-madec oursesf
ororg
aniza-
onsi
nS pain,Port
ugal
,HongKong,Chi naandt heUS A.

3 Thec
our
ser
egi
str
a onf
eei
ncl
udes
:
18to20hour sofvi
rtualli
vel
ectures
Dipl
omai s
suedbyTheAmer i
canCollegeinSpai
n,i
nassoc
ia-
onwi t
hChrandE v
ent s,F
IUChaplinSchoolofHos
pit
ali
ty&
Touri
sm Management ,DFConsult
s,BlazacCommunic
a ons,
PixandWinestyl
eTravel
 CONT
ACT
ChrandEvents
PanchoCampo
panc
ho@c hr
and.es
Wha
tsapp:+1(
786)212-9226

Patri
ci
aJi
ménez
pat
ric
ia@chr
and.
es
i
nas
soc
ia onwi
th M:+34682602639

www.
chr
andev
ent
s.c
om

www.chrand.es
www.
amer
icancoll
egespai
n.c
om