Tasting Room Management Instructor Bios
In 1994 Elizabeth founded In Short Direct Marketing to steer wineries and winery associations into, what was then, a much-overlooked avenue for successful promotion and sales: marketing products directly to the end user.
In Short Direct Marketing is now recognized throughout North America as an authority on marketing wines, wineries and wine regions to consumers. The company, still led by Elizabeth Slater (or "E" as she is widely known), has grown into a loosely formed alliance of marketers, public relations and design professionals that tackle all different types of marketing (with the emphasis on direct marketing), public relations and design projects for a number of clients.
Elizabeth focuses most of her efforts on seminars and workshops, which are presented on a variety of marketing and sales subjects to wineries and winery associations throughout North America.
Jil Child, Sommelier and Wine Educator
Jil 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.
Liza B. Zimmerman
Liza is the principal of the wine education and consulting firm Liza the Wine Chick. She is also editor-at-large of Cheers-a national magazine covering the restaurant, bar and hotel business. Liza has been writing and educating about wine and food for close to 20 years, and has published hundreds of stories in the such magazines such as Wine Spectator, Wine Enthusiast, Market Watch, Wine & Spirits and The Magazine of La Cucina Italiana. Her wine marketing column has been featured in Wine Business Monthly since she moved to the Bay Area in 2006, and was expressly created to utilize her wine industry expertise and contacts. She also writes for the Examiner, Where SF, and Decanter, among other outlets. She regularly conducts wine education programs with companies such as Microsoft and Wells Fargo and has judged a variety of wine and spirits competitions.
Pilar Mustafa, 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.