Information For

Tasting Room Management

CSUSM has partnered with Sonoma State University Wine Business Institute to video conference their popular Tasting Room Management Certificate classes to our San Marcos Campus!

Are you:

  • A wine industry professional seeking to update your knowledge of management and marketing?
  • A new industry professional that needs a solid foundation of information to be successful?
  • An investor or career changer who is interested in exploring opportunities for being part of the exciting world of wine?

If you answered yes to any of the above, then these courses are designed for you!

The Tasting Room Management Certificate prepares individuals for more responsibility and new opportunities with training in direct shipping, staffing, marketing, wine club management, data base management, sales, budgeting, and customer relationship management.  Each course is designed to enhance your knowledge of the various aspects of running a successful tasting room.  

A banner showing people wine tasting

Introduction to Tasting Room Management

A properly functioning tasting room is a key component to a winery's success. Whether you're currently a winery owner seeking to optimize sales and profitability, or a member of the tasting room staff looking to advance into management, this course will provide you with a review of the key components to meet those goals.

Instructor:  Jil Child, Sommelier and Wine Educator, has worked in tasting room environments for the past 13 years. Her employers include Kendall-Jackson Wine Estates, Alexander Valley Vineyards, and Paradise Ridge Winery. Jil is a Sonoma State University Wine Business Alumni and also holds a B.A. Degree in Economics. She is currently working towards her designation as a Master of Wine and is co-owner of a high-end wine travel company--Wine Tours of the World. Jil will be joined by several local, successful tasting room mangers who will share their considerable knowledge and experience with the class.

"Though I've been in the wine industry for 15 years and managing a tasting room for 9 years, this class still had a lot of information and helpful tips that I will implement immediately. I highly recommend it."    - Denise Wells, GM/Owner Fifity Barrels Urban Winery

"Great overview of the function and purpose of a tasting room operation. Very interactive and time allowed for Q&A."- Cheryl Kadan

Date:  Fall 2014  

Time:  8:00am-12:00pm

Location:   CSUSM

Fee:  $150

Register for TRM Introduction

State Compliance for Direct Shipping

This course will take a hands-on approach to helping students understand the processes for complying with the complex array of state regulations mandated for direct shipping of wine. The course will describe the requirements for registration and reporting in all states, cover the tax and alcohol regulatory requirements for wine shipping, and cover the future of direct shipping regulations. Each participant will receive the latest materials from the Wine Institute, which includes all required state forms and instructions for completion.

Instructor: Steve Gross has been the Director of State Relations at Wine Institute since 1995. His State Relations Field Staff track state legislation affecting the wine industry, as well as coordinating Wine Institute's legislative and regulatory activities with staff, contract lobbyists, and member wineries. Steve began his Wine Institute tenure in 1986 as a Legal/Legislative Assistant, and also worked as Administrative Services Manager before assuming his current position. He also regularly participates in many national programs dealing with issues facing the wine industry, both on legislative and regulatory levels.

 "Alcohol shipping is difficult to navigate-this class broke it down, state by state, which makes shipping much easier from here on out."-Denise Wells, GM/Owner Fifty Barrels Urban Winery

Date:  Fall 2014 

Time:  1:00pm-5:00pm

Location:   CSUSM

Fee:  $150

Register for TRM State Compliance

Building a Profitable Wine Club

Over the last few years, wine clubs have emerged as an effective tool to connect with consumers and a strong profit center for many wineries. With the proliferation of wine clubs and a soft economy it is becoming harder to attract and retain members.  Building a Profitable Wine Club delves into the strategies and tactics of connecting members and potential members with wine clubs--from promoting and selling wine club memberships through the web, e-newsletters, and the tasting room, to value-adds that connect and retain members.

Instructor:  Elizabeth Slater is a marketing savant, internationally recognized within the wine industry as a seminar and workshop leader, speaker, and trainer. Specializing in all facets of direct marketing, her seminars, presented with humor and enthusiasm, are jammed with innovative, useful and easy to implement concepts and information. Through her company, In Short Direct Marketing, Elizabeth works with wineries of all sizes as well as winery and state associations. While consulting on all facets of creating and implementing marketing, sales and public relations programs and strategies, her focus is primarily aimed at marketing wines directly to consumers. Elizabeth's career in marketing, advertising and sales has spanned a number of diverse industries and provided her with an extensive breadth of knowledge and experience. In addition to training, she teaches classes in wine marketing at SRJC in Sonoma County, is a regular marketing columnist for Vineyard & Winery Management magazine and recently, with a partner, founded the Wine Industry Network (wineindustrynetwork.com) a business-to-business Internet marketplace, connecting buyers and suppliers in the wine industry.

Date:  Fall 2014 

Time:  8:00am-12:00pm

Location:  CSUSM

Fee:  $150

Register for TRM Wine Club

How to Create and Execute Successful Winery Events

How can you create unforgettable events that satisfy your guests as well as your CFO? When it comes to planning successful events, there are two parties to please – your guests and your winery. From creating events that align with your winery brand to marketing the events to the right audiences, this course will guide you through the ins and outs to create and execute successful events . Attendees will also learn how to segment and market winery events based on the target audience, establish the right goals based on your event type, increase sales and wine club sign ups at events and identify the proper permitting needed.

Instructor: Pilar Mustafa is the Director of Marketing at VingDirect and Wedding & Event Planner at So Eventful. Pilar holds over 11 years of marketing, management, and event planning experience. She has developed and instituted marketing programs for both direct to consumer and direct to trade companies. In 2004, she began her marketing career at International Wine Accessories in Texas. Pilar then continued marketing in New York City from 2007-2010 at Haymarket Media, a business to business publishing company. She led the U.S. events division managing over 80+ live and virtual events annually for multiple business marketing publications.

In 2010, Pilar landed in California and brought her expertise to VingDirect providing wineries integrated marketing campaigns utilizing an array of channels such as direct mail, phone, email, social media, and events. She has helped wineries with event strategy and execution for various audiences including industry professionals, wine club members, and local consumers. Pilar began working with So Eventful in 2013 broadening her event expertise focusing on private events targeted at the consumer audience.

Date:  Fall 2014 

Time:  1:00pm-5:00pm

Location:  CSUSM

Fee:  $150

Register for TRM Winery Events

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CSUSM, Extended Learning (760) 750-4020

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