Winter 09 WBI

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					Winter 09/10

                              Wine Business Institute
                                                 Director’s Corner
   It is hard to believe that 2009 is already coming to a close.        Once again we are looking for corporate sponsors for our
Thanks to all of you it has been a great year for our students and   Wine Entrepreneurship series that starts in February, 2010.
our programs. We appreciate the support you give the program         Thank you to all of you who so generously sponsored this pro-
through your corporate sponsorships, through the internships         gram last year and helped to make it such a huge success. Ray
and jobs you provide, and through your willingness to step for-      Johnson will once again be teaching this 13 week course, bring-
ward and share your expertise in our classrooms and as mentors       ing in industry experts to help wine industry entrepreneurs write
to our students.                                                     business plans and/or reevaluate their current business strate-
   2010 promises to be an even more exciting year. During the        gies.
January break Professor David Horowitz will be taking a group           Also, our topics for our half-day professional development
of twelve students to Chile to learn more about the global wine      classes are constantly evolving as the needs of the industry
industry. Next step? New partnerships with universities in           change. Sending your employees to our half-day classes is a
Chile, France, Italy, Australia, and Germany, which would pro-       win-win for us all. Your employees hear cutting-edge informa-
vide our students and faculty the opportunity to teach and study     tion delivered by the experts in their fields, and the fees received
the wine industry and its economic impact throughout the world.      from these classes go directly to support our programs.
   Also, during the upcoming spring semester, Professor Sandra
                                                                     Once again, I want to thank all of you for making the Wine
Newton’s students in the Wine E-Commerce and Direct to Con-
                                                                     Business Institute the best in the world.
sumer class will be working with eWinery Solutions to create a
winery website for a Sonoma County winery. Nominations are           Happy Holidays,
now being taken for the selection of the lucky winery that will
receive both a new design and a new e-commerce website, in           Linda Nowak
addition to free hosting and maintenance services for one year       Executive Director
from launch date. Want to nominate your winery for a make-
over? Complete information can be found at

                       Spring 2010 Professional Development
Managing Performance of Tasting Room Employees                       Sustainable and Organic
M, Jan 25, 8:30am-12:30pm                                            Wines: The Business of
                                                                     Selling “Green”
Introduction to Tasting Room Management                              M, Mar 1, 8:30am-12:30pm
M, Feb 8, 8:30am-12:30pm
                                                                     Marketing Wine as a Luxury
Introduction to Wine Blogging                                        Product
F, Feb 12, 8:30am-12:30pm                                            F, Mar 19, 8:30am-12:30pm
State Compliance for Direct Shipping:                                Budgeting and Financial Planning for Your Winery
A Hands-On Overview                                                  F, Apr 16, 8:30am-12:30pm
M, Feb 15, 8:30am-12:30pm
                                                                     Building a Profitable Wine Club
Public Relations Strategies                                          F, Apr 30, 8:30am-12:30pm
for Small and Medium Sized
Wineries                                                             Introduction to Vineyard and Winery Accounting,
M, Feb 22, 8:30am-12:30pm                                            Finance, and Tax
                                                                     M, May 10 8:30am-12:30pm
Federal Wine Compliance:
Taking the Mystery Out of the Process                                Marketing to Millennials
F, Feb 26, 8:30am-12:30pm                                            F, May 14, 8:30am-12:30pm
            Visit the Extended Education Website for further details and registration:
                               Wine Entrepreneurship 2010
   The focus of the course is the development of a                        through May 20th. No meetings will
business plan that new entrepreneurs can apply to                         be held on March 18th and 25th.
current and future opportunities. Those already in                          Instructor, Ray Johnson, is an indus-
the industry will find the class useful for improv-                       try expert and author of The Good Life
ing their existing business plans, or refining their                      Guide to Enjoying Wine. He also
management of one of their winery’s business                              serves as the Assistant Director of the
units. The plan helps the entrepreneur clarify the                        San Francisco Chronicle Wine Com-
purpose and direction of the business and attract          petition, and has been published in various wine
support from others. It enables the entrepreneur to        magazines. Ray has a Masters in Wine Business
manage a growing and necessarily complex set of            from the University of Adelaide in South Australia.
dynamics by providing mileposts and indicating
the resources that will be required to achieve them.
Finally, it provides a continuously updated set of         “What I learned in this class will provide a framework
standards against which to compare actual per-             for planning my winery’s future – now I know where
formance.                                                  to start.” - David Platt, Owner and Winemaker,
   Topics to be addressed include: Competitive             Canzona Vineyards
strategy, raising capital, credit from the banking         “I came away with an understanding of how to start a
perspective, valuation and capital costs for wine          brand. Growing and making wine are the easy parts;
business and vineyard development, cash manage-            selling will be the tough part.” - Dave Collin, Ranch
ment and corporate housekeeping, managing                  Manager, Stuhlmuller Vineyards
growth, brand protection, developing a marketing           “Ray’s class gave me a 360 degree perspective on the
plan, direct to consumer sales, public relations,          industry, allowing me to accurately assess where the
managing logistics and distributions, human re-            best fit in the wine business is for me.” - Ben Heskett,
sources, leadership, exit strategies and the unique        Internet Marketing Executive
legal challenges associated with the wine business.
                                                           “We are much more confident; Ray rocks!” - Peter
   The class will be led through 13 Thursday eve-
                                                           Young, Proprietor, Grey Stack Cellars
nings, 7:00 p.m.—9:00 p.m., from February 11th

                                 2009 NACRA Conference
  In October of 2009, our very own Dr. Armand                Professors also had the chance to attend valuable
Gilinsky served as Program Chair for the annual            special-topic sessions on case writing, teaching and
North American Case Research Conference                    research.
                             (NACRA) in Santa Cruz,          Hosted at the award-winning Chaminade Resort, a
                             CA. The conference,           particularly special highlight was the welcome dinner
                             which hosted more than        with wine provided by Amelia Ceja, co-founder &
                             170 professors from Uni-      President of Ceja Vineyardsl. Preceding the dinner
                             versities around the globe,   was a reception hosted by Gary Heck, President &
                             including several profes-     CEO of Korbel Champagne Cellars. A very special
                             sors from Sonoma State,       thank you goes out to these generous sponsors.
                             provided an opportunity
                             for case studies to be re-
 From left: Armand Gilinsky, viewed in a constructive
    Amelia Ceja, Bill Silver
 Page 2                                                                        W I N E B U S I N E S S I N S TI T U T E G R A P E V I N E
                   MBA Mixer 2010                            Wine MBA Application Deadline
   Our upcoming MBA Winter Mixer will take                      Interested in our MBA Program with a concentration
place on January 29th, 2010 at the Sonoma                    in Wine Business? Go to our MBA Program web page
Mountain Business Cluster in Rohnert Park,                   located at, and follow
from 5:00pm —7:00pm. The event allows for                    the links for the Wine Business MBA. There you should
networking and socializing with both alumni and              find the admission and application requirements for both
current students.                                            the university and the MBA Program.
   Last year’s mixer was a major success due in                 The application period for Fall 2010 is open until
part to the sponsors: Sonoma Mountain Business               March 30, 2010. The link for the university application
Cluster, Sally Tomatoes, Fishman Supply Com-                 information may be found at
pany, Wine Realty International, Sonoma State                prospective/gs/apply.shtml; the online
                                                             application is at
Reprographics, Athletics Department and Center
                                                                Because our MBA Programs are designed
for Performing Arts.
                                                             for working professionals, all of our
   We hope you plan to join us in 2010 to create
                                                             classes are offered in the evening.
an even more successful evening!
                                                             Email questions to
For more information or to RSVP please email

                                 MBA Students Win Scholarships to Spain
  Two Sonoma State University Wine Business MBA students were awarded scholarships to attend a
conference sponsored by The Wine Academy of Spain. The conference, which was held on November
13th and 14th in Rioja, focused on the future of the wine industry. Guest speakers consisted of 38 of the
top wine professionals in the world. One of the Wine MBA students, Leah McNally, works at Stag’s
                                                                    Leap Winery in Napa. The second
                                                                    Wine MBA student, Andy Gamitian,
                                                                    works for a wine retailer and also
                                                                    writes a very popular wine blog.

                                                                                  Leah McNally

                                                                                                    Andy Gamitian
                   Congratulations to Leah and Andy for receiving this very prestigious award!

W I N E B U S I N E S S I N S TI T U T E G R A P E V I N E                                          Page 3
                 ZAP Announces Donn P. Reisen Scholarship
   Zinfandel Advocates & Producers announces the          of ZAP," explains Mark Vernon of Ridge.
Donn P. Reisen Memorial Scholarship, which will              "It is fitting that we, as the direct beneficiaries of
support students pursuing a Wine Business MBA at          Donn's vision and passion, memorialize his work by
Sonoma State University's Wine Business Institute, in     providing scholarship support to students pursuing a
memory of the distinguished wine industry executive       Master's of Business Administration degree from the
who was one of the organization's founders and long-      Wine Business Institute at Sonoma State University,"
time leaders.                                             he continues.
   "This Scholarship honors the memory of Donn P.            "Sonoma State University was chosen for several
Reisen, who was fundamental to Zinfandel Advocates        reasons: While there are many worthy universities
& Producers' growth over many years," explained           and colleges that focus on all aspects of growing and
Rebecca Robinson, ZAP's Executive Director, in            producing wine (including UC Davis, which ZAP
making the announcement. The goal for endowing            also supports), the Sonoma State Wine MBA is the
the scholarship is $500,000.                              only one of its kind in the country. The Sonoma State
   Beginning in the September 2010 semester, the          program currently does not have a student scholarship
Donn P. Reisen Memorial Scholarship will provide          program. In addition, Donn was a graduate of a state
students in the Wine Business MBA (WBMBA) pro-            university and Marilyn Reisen has a personal connec-
gram at Sonoma State University with necessary            tion to Sonoma State," Vernon added.
funds to cover some portion of the cost of tuition and       Watch and
books.                                           for the timeline to be an-
   "By providing a worthy and needy student with          nounced as scholarship applications become avail-
funds to pursue an MBA degree from the SSU Wine           able.
Business Institute, the Donn P. Reisen Scholarship           Zinfandel Advocates & Producers is incorporating
seeks to memorialize the contributions Reisen made        the Scholarship into its overall programming, since
to the advancement of the California wine industry        the organization's goals include education as well as
and to the enhancement of people's understanding and      research. The Donn P. Reisen Scholarship program
appreciation for fine wine the world over," adds Re-      will be building a $500,000 endowment over the next
becca Robinson of ZAP.                                    three to five years. Contributions are welcome, made
   "Before this generous gesture by the ZAP organi-       out to "ZAP," c/o Zinfandel Advocates & Producers,
zation, there had been no scholarships for our stu-, P.O. Box 1487 Rough & Ready,
dents who were studying in the field of wine busi-        California95975.
ness, strategy and marketing," explains Linda Nowak,
Executive Director of The Wine Business Institute at         Zinfandel Advocates & Producers:
SSU. "This is a real milestone for the program," she      The Association of Zinfandel Advocates & Producers
adds.                                                     is a non-profit, 501(c)(3) educational organization.
    Donn Reisen, a founding Board Member and past         ZAP is dedicated to advancing public knowledge of
President of ZAP, passed away early in 2009. Donn's       and appreciation for American Zinfandel and its
wife Marilyn Reisen brought together a group to in-       unique place in our culture and history. Winegrowers,
vestigate a way to honor Donn's memory.                   winemakers and wine enthusiasts combine to form
   The group consisted of Nicole Buttita of Ridge         the membership. The common focus is the preserva-
Vineyards, where Donn had worked for over 30              tion and recognition of Zinfandel as America's heri-
years, Greg Ralston (former Managing Director of          tage wine. More
Ch. Montelena), Lynne Barnard (President of Klinker
Brick Winery) and Rebecca Robinson, Executive Di-
rector of Zinfandel Advocates & Producers.
   "At a time when our industry was still in its forma-
tive years and led by a collection of dreamers, people
the world over craved contact with the people living
these dreams and Donn was our evangelist--his natu-
ral warmth, intelligence, and generosity allowed him
to connect with people in a deep and very personal
way. These relationships helped pave the way for-
ward for our entire industry, including every member

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