More than 150 wine industry professionals gather at event in Atascadero
– More than 150 wine industry leaders gathered at the Drive 2025 event in Atascadero to focus on actionable steps to help businesses navigate current challenges. The event, held on March 26, took place in North County, overlooking Atascadero Lake. Attendees were welcomed with coffee and pastries, courtesy of H.Cheval Coffee, setting the tone for the half-day event.
Each guest received a personalized workbook to assist with goal planning. The message emphasized the importance of seeking opportunities, despite the current challenges facing the wine industry. The event’s highlight was a half-day interactive workshop where attendees worked on developing individual strategies to achieve their business goals. Amanda Wittstrom Higgins, event founder and principal of Full Cup Solutions, noted that goals are 42% more likely to be achieved when written down.
“Carving out the time to focus on what is most important to our business success was highly valuable,” Fintan Du Frense, founder and CEO of WINEMECH, commented.
The event’s atmosphere blended safari chic with business-oriented elements. Shiny Ford Broncos greeted guests at check-in, emphasizing the event’s theme of moving businesses forward. Speakers also contributed to the event’s focus on practical business strategies. Larissa Dubose, senior director of Vino Volo, spoke on the importance of authenticity in building a successful brand, encouraging attendees to share their unique stories. Vino Volo, with a national presence in more than 40 locations across the U.S. and Canada, helps travelers take a moment to relax and enjoy their experience.
Eduardo Duran, founder of Insights Hospitality, shared insights on customer experience, highlighting the importance of service in building brand loyalty. “The guest experience is 75% based on service received and only 25% on the venue itself,” Duran said. He emphasized that the personal connection, not the product itself, is what drives lasting relationships with customers.
During a 20-minute break, attendees were encouraged to walk through Atascadero Park and visit a nearby children’s zoo. Many found the break refreshing and a good way to recharge after a busy morning.
Jo Armstrong, director of hospitality and direct-to-consumer operations at HOPE Family Wines, reflected on the event, saying, “The Drive event was masterfully created, the energy and vibe were perfect. I left focused on critical goals and gained valuable perspective.”
Drive 2025 provided attendees with a sense of community and collaboration. The event offered tools and insights to help business leaders in the wine industry move forward during a time of uncertainty.
