Agenda

Showcasing on-premise beverage insights, trends and tasting opportunities that build business and the bottom line.

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Day One: Tuesday, March 25

2:00 pm to - 2:10 pm

Introduction by Master of Ceremonies—Stephen Barth

Pearl Theatre

2:10 pm to - 2:15 pm

Welcome by Jon Taffer

Pearl Theatre

2:15 pm to - 3:00 pm

Opening Keynote

Pearl Theatre
45
min

The Art of Vision

Erik Wahl Graffiti Artist, Author and Entrepreneur
45
min

The best sustainable edge in business is the ability to differentiate yourself from your competition. Through this entertaining and highly practical program, you will uncover new ways to make your organization more creative, innovative and profitable, but more so, see the need to become better storytellers within and for your company and industry.

Erik Wahl will reveal how embracing innovative strategies owners, operators, beverage directors, marketing and F&B managers and executives can achieve superior levels of performance, by creatively and visibly differentiating themselves from the competition. From a small company to a large corporation— you will be better able to embrace the future by becoming more innovative, more productive and ultimately more profitable.

About Erik Wahl

Erik Wahl is an internationally recognized graffiti artist, author and entrepreneur; Erik redefines the term “keynote speaker.” Pulling from his history as both a businessman and an artist, he has grown to become one of the most sought-after corporate speakers available today. Erik’s on-stage painting seamlessly becomes a visual metaphor to the core of his […]

 
3:00 pm to - 3:45 pm

General Session

Pearl Theatre
45
min

Today’s Drink Trends & Tomorrow’s Opportunities

Donna Hood-CreccaTechnomic, Inc.
Dave HenkesTechnomic, Inc.
45
min

Technomic reveals the state of the drinks business in restaurants and opportunities for growth in 2014 and beyond by examining spirits, wine and beer category performance trends, beverage menu metrics and consumer insights. Learn about the fastest-growing adult beverage categories and segments, find out what the customer is calling for and uncover opportunities with key consumer groups. This fast-paced presentation will bring the on-premise into focus, setting the stage for the VIBE workshops to follow.

About Donna Hood-Crecca

Donna Hood Crecca is the Senior Director of the Adult Beverage Resource Group at Technomic Inc. She is a veteran of the drinks industry, having written about beverage alcohol in on-premise establishments and at retail for nearly two decades. Before joining Technomic, she was Publisher & Editorial Director of Nightclub & Bar magazine; prior to […]

About Dave Henkes

David Henkes is a Vice President at Technomic, Inc. and is responsible for directing strategic consulting and research assignments for supplier, operator and trade association clients active in the food and beverage industries. His specific responsibilities include client development, industry and competitive research, project oversight, study design, analysis of research findings and client reporting. He […]

 
3:45 pm to - 4:15 pm

Networking Break

Pearl Concession Area

4:15 pm to - 5:15 pm

General Session

Pearl Theatre
1
hour

Digital Marketing Grows Up: The New ABC’s

Amber Mac ArthurSocial Media Author & Strategist
1
hour

Amber Mac's bestseller, Power Friending, introduced the world to her ABC's of Digital Marketing. But in the digital world, strategies, tools, received wisdom, and everything else moves quickly. Amber Mac moves with them; often, she anticipates them. This new talk, then, is a culmination of years of reporting, observing, talking, sharing, and doing. It’s a completed revised—and revitalized—version of her ABCs: adapt quickly, be responsive, and create value. How has digital marketing changed now that everyone, everywhere, is online? What do customers expect from businesses? And how has technology changed this relationship? More importantly: how can you make sure that this second digital revolution does not catch you off guard, the way the first one left many in the pre-social dust? The antithesis of the dreaded "how-to" social media talk, Amber Mac’s sweeping keynote explores the hottest long-term trends in the industry, and forecasts a burgeoning wave of new developments. She reveals, with her typical wit and candor, the key concepts businesses and marketers will need to embrace in today's fully digitized market. Digital marketing has grown up; and Amber is the ultimate guide to this exciting next phase.

About Amber Mac Arthur

Amber MacArthur talks about relentless adaptation and the accelerating pace of corporate culture in the digital economy. At the forefront of the digital revolution, she helps companies adapt to, anticipate, and capitalize on lightning-quick changes—from leadership to social media marketing to customer service and beyond. It’s not about innovation, she says, it’s about adaptation. Amber MacArthur is a consultant, TV […]

 
5:15 pm to - 5:45 pm

VIBE Vista Operator Awards – Presented by Edward Korry & Stephen Barth

Pearl Theatre

5:45 pm to - 6:30 pm

Lounge Open

6:00 pm to - 6:30 pm

Cocktail Party (Operators Only)

CLUB RAIN—Casino Level

6:30 pm to - 8:30 pm

Cocktail Party (Open to All)

CLUB RAIN—Casino Level

Day Two: Wednesday, March 26

10:00 am to- 11:00

Workshop Series #1

Grand Ballroom 5-6

Annual VIBE Beverage Consumer Trend Monitor

Mike GinleyNext Level Marketing

This session will feature the latest on-premise beverage trends from the annual VIBE custom consumer trend study.  As always the session will be packed with actionable beer, wine and spirit cocktail trends that will help you sharpen your beverage program.  The VIBE Advisory Council operators supply the majority of the questions for this study so this is your chance to see what is on the minds of the industry’s the top operators.  The session also includes a visual tour of the top trends making their way onto the latest national chain menus and will conclude with the ten trend predictions for 2014. 

tasting
Madison A-B

Cocktails on Tap, a long term relationship, not just a fling. Pre Batching your Way to Craft Cocktail Success 2.0

Matthew MeidingerKimpton Hotel & Restaurant Group
Dänny RonenLiquid Kitchen
Kathy CaseyKathy Casey Food Studios & Liquid Kitchen
Brandon WiseImperial and Portland Penny Diner

Cocktails on Tap, Bottled Cocktails and Pre Batching continue to be one of the biggest industry trends. With the high demand for more complicated multi-ingredient fresh and craft cocktails comes the reality of struggles with consistency, timing and execution.  This panel of experts will update you on how this trend has grown from last year’s popular seminar – Tapping into Success. It’s not just a fling… From new trend data, “who’s doing it”, to what other drinks are "following” the Cocktails on Tap trend like beer cocktails and sangrias – to whisky sours. Topics to include: Pre batching components**beer cocktails and sangria on tap**Classics vs. creative – how this can be an LTO opportunity**High volume sales tracking**Who best to pre batch – a discussion on bar vs. kitchen prep list**Update on equipment options**Bottled cocktails opportunities: pool, bar, restaurants, room service, clubs**Interesting branding that can accompany this presentation – custom bottles, labels, branded flasks **Review on how to develop, test and batch**Growth of cocktails on tap around the country**How to keep inventory of cocktails on tap – and the tools you need for success

Grand Ballroom 2-3

Thumbs Up or Thumbs Down?

David CommerCommer Beverage Consulting
Cindy BusiHardrock Cafe
Mac GregoryStarwood Hotels and Resorts
Todd KronebuschBuffalo Wild Wings
Helen MackeyRuth's Hospitality Group
Stuart McGuireWalt Disney Parks & Resorts

This ever-popular session is back for a third year with a twist.  This year, the panel will consist of beverage executives from multi-unit operations.  Please join David Commer and panelists as they weigh in on their thoughts about what’s hot and what’s not in a chain environment within the spirits category.

Harper C-D

Increase Your Social I.Q.

Kristin MuhlnernewBrand Analytics

Guests are increasingly turning to social media to share their experiences and find their next great cocktail.  This session will explore the use of social data to help analyze beverage trends, identify loyalty drivers, and attract more guests to your establishments.  In addition, we’ll learn about some of the top trending cocktails and ingredients in social media today, as well as key positive and negative themes across the food & beverage industry.

11:00 am to- 11:30

Break

Ballroom Foyer

11:30 am to- 12:30

Workshop Series #2

tasting
Harper A-B

Yo Ho Ho and a Keg of Wine: How to Make Your Wine Program More Interesting With Wine by the Keg

Doug FrostInstitute of Masters of Wine North America
Dan DonahoeFree Flow Wines
John SolerMicro-Matic
Steve ThomsonKing Estates
Mary MeltonPF Chang’s

Kegs and other delivery systems are allowing establishments new ways to sell wine by the glass. And the choices are now extending far beyond the mundane. Doug Frost MS, MW and industry experts will offer tips on how to build a smart keg wine program, and let you know about some other technologies that might change the way we view wine by the glass. And taste a few treats too!

Harper C-D

Building a Better Beer Program: Pointers and Principles From a Craft Beer Insider

Ray DanielsDirector, Cicerone Certification Program

Massive tap proliferation doesn’t guarantee appealing beer choices and can hurt beer quality.  Operators intent on offering variety and interest in their draft list can accomplish just as much with savvy brand-selection techniques. This session examines consumer thinking about beer variety from an insider’s perspective detailing how style, brand, abv and serving size play in the consumer’s mind during the ordering process. Finally, it discusses buying methods that can help create appealing draft offerings without excessive tap proliferation.  Among things we’ll look at: “must have” beer styles, basic flavor slots for craft, considering local beers, selling more than one beer to each visitor and making your beers look good.

Grand Ballroom 5-6

Generating Traffic by Targeting Hispanic Consumers

Pete FiliaciUnivision Communications, Inc.

Without a doubt, the Hispanic population has become essential to U.S. businesses. Hispanics accounted for more than half of the population growth in the U.S. from 2000-2010; and in younger demographics they will be fueling the vast majority of population growth through 2020.  How can chains better connect with this valuable consumer to drive consideration, visitation and loyalty? In this session, we’ll start with a discussion of what drives Hispanics to visit restaurants and when they are most likely to visit; how chains can encourage trial; and how to turn Hispanic millennials into loyal customers.

Grand Ballroom 2-3

High Value Consumers—Who They Are and What They Drink

John GillespiePresident of Wine Market Council/Founder & CEO Wine Opinions

An in-depth analysis of the demographics and purchasing dynamics of the two consumer segments driving the U.S. wine market: High Frequency wine drinkers and High End wine purchasers.  Comparisons will include consumer attitudes and behaviors by generation, gender, region of residence, consumption frequency, and frequency of purchase by price point.

Insights into the beer and spirits usage habits of high frequency wine drinkers and high end wine purchasers.  Craft beer consumers will be compared to all others in terms of their wine usage patterns and wine occasions.  Comparisons will also include social media behaviors, annual spending on wine, and top spirits brands among high frequency wine drinkers.

12:30 pm to- 2:00

Lunch

Addison—Casino Level

2:00 pm to- 3:00

Workshop Series #3

Grand Ballroom 5-6

Hispanic Consumer Drink Dynamics: Tapping into a Growth Opportunity

Donna Hood-CreccaTechnomic, Inc.

As the largest and fastest-growing population group in the U.S., Hispanics will continue to increase in importance to the success of restaurant beverage programs. Recent in-depth consumer studies conducted by Technomic illuminate Hispanics’ adult beverage purchase behaviors, preferences and drivers in restaurants and other on-premise locations. Learn about spirits, wine and beer category preferences, spending levels, drink selection influencers and other elements of Hispanic drink purchases. Also during this dynamic session, understand the impact of language-dominance on those behaviors and identify opportunities to engage this important group through your drink program.

Grand Ballroom 2-3

The Keys to Growth in A Slow Growth Market: How to Expand Your Beverage Sales over the Next 5 Years

Warren SolochekThe NPD Group, Inc.

Full service restaurants have shown no growth since the start of the recession. Though the recession is officially over, Americans continue to limit their restaurant spending. During this period restaurant preferences have changed such that large Full service chains are not the force they once were. Yet, some operators continue to grow customer counts and revenue. NPD will examine the factors that have led to success in Full service restaurants over the past 5 years and provide recommendations to drive growth. Among the topics that will be discussed are:  How to better target key age groups**What can be learned from Independent operators**The benefits of increasing loyalty**Importance of operational excellence** and The importance of ‘healthier’ beverage options.  This session is designed to provide operators and suppliers with insights that, if implemented, can help to drive traffic counts and increased beverage sales in the coming years.

tasting
Madison A-B

Cider Surges!

Stephen BeaumontBeaumont Drinks

The hard cider category has had its ups and downs and false starts through the years, but this time it appears that cider is for real, with double digit growth and burgeoning market appeal. In this seminar, Stephen Beaumont demystifies fermented apple juice and discusses how to best position cider for sales complementary to, rather than at the expense of, your beer and wine programs.

Harper C-D

“Check, Please!” – What POS data is Saying About Trends in On-Premise

Bill PecorielloGuestSciences LLC and Consumer Edge Research LLC

This session will explore on-premise trends, including both beverage and food. Bill will look at specifics related to the craft beer influx, brown vs. clear liquor preferences and how traffic trends have been effecting sales. His conclusion will look at the prospects for the rest of 2014.

3:00 pm to- 3:15

Break

Ballroom Foyer

3:15 pm to- 4:15

Workshop Series #4

tasting
Harper A-B

We’re All Irish on Saint Patrick’s Day!

Tony Abou GanimModern Mixologist

Join Tony as we embark on a journey into the wonderful world of Irish Whiskey. At one time a declining category, rarely seen outside of an Irish Coffee, Irish Whiskey has become the fastest growing distilled spirit category in the United States. It was thought that all we needed to know about Irish Whiskey could be “summed up in a wee dram” to accompany a pint of Guinness. Today, with five distilleries turning out beautifully produced blends, single malts, single pot still and single grain whiskies our journey is sure to be educational, entertaining and delicious!

Grand Ballroom 5-6

Beverage Alcohol Trends within the Hotel Segment

Dave HenkesTechnomic, Inc.

The hotel F&B segment has been one of the fastest growing areas within the on-premise channel, and beverage is becoming a differentiator for operators looking to drive sales across a number of service areas. Using a variety of qualitative and quantitative metrics, Technomic will identify consumer and operator trends impacting beverage alcohol consumption. This session will share consumer and trade insights into “what’s hot,” how behavior is shifting within this segment, as well as thoughts and implications for generating incremental growth in this segment.

Grand Ballroom 2-3

Annual VIBE Beverage Consumer Trend Monitor

Mike GinleyNext Level Marketing

This session will feature the latest on-premise beverage trends from the annual VIBE custom consumer trend study. As always the session will be packed with actionable beer, wine and spirit cocktail trends that will help you sharpen your beverage program. The VIBE Advisory Council operators supply the majority of the questions for this study so this is your chance to see what is on the minds of the industry’s top operators. The session also includes a visual tour of the top trends making their way onto the latest national chain menus and will conclude with the ten trend predictions for 2014

Harper C-D

The Keys to Growth in A Slow Growth Market: How to Expand Your Beverage Sales over the Next 5 Years

Warren SolochekThe NPD Group, Inc.

Full service restaurants have shown no growth since the start of the recession. Though the recession is officially over, Americans continue to limit their restaurant spending. During this period restaurant preferences have changed such that large Full service chains are not the force they once were. Yet, some operators continue to grow customer counts and revenue. NPD will examine the factors that have led to success in Full service restaurants over the past 5 years and provide recommendations to drive growth. Among the topics that will be discussed are: How to better target key age groups**What can be learned from Independent operators**The benefits of increasing loyalty**Importance of operational excellence** and The importance of ‘healthier’ beverage options. This session is designed to provide operators and suppliers with insights that, if implemented, can help to drive traffic counts and increased beverage sales in the coming years.

4:15 pm to- 4:30

Logistics break—move to General Session theatre

4:30 pm to- 4:35

MC Review & Update

4:35 pm to- 4:55

Supplier Awards Presented by Donna Hood-Crecca & Dave Henkes

Pearl Theatre

4:55 pm to- 5:55
1
hour

“Human Performance” An insight into how Red Bull optimizes its High Performance program

Dr. Andy WalsheGlobal Development Program
Pearl Theatre
1
hour

Human Potential represents the ideal that each and every one of us has unlimited capacity for improvement. The Red Bull High Performance program has been developed to ensure that Red Bull's elite talent can continue to push their limits and redefine their playgrounds. Using real life examples such as Stratos, Project X, Acheron and others, Andy will discuss the methods and techniques his team uses to drive these individuals to realize their full potential.

About Dr. Andy Walshe

Dr. Andrew Walshe (Andy) holds a PhD in Applied Biomechanics and has been working in performance globally for over twenty years. Andy has extensive experience leading numerous programs within the sport, business, culture, military, and technology and innovation environments. Andy’s general framework is the research and training of all aspects associated with the management and […]

 
5:55 pm to- 6:00

MC Closing remarks

Pearl Theatre

6:00 pm to- 8:00

Last Call Happy Hour