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A Tale of Two Conferences

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In my last article, Cats and Dogs Blogging Together, I said there are two species of blogger: career bloggers and hobbyist bloggers. The North American Wine Bloggers’ Conferences could serve each type of blogger better by acknowledging the differences and playing to those differences rather than continuing the current “one size fits all” strategy. Below are my specific proposals. I welcome your comments on them.

WBC currently has two classes of attendee: Citizen Blogger ($95 fee) and Industry Blogger ($295). Like Career Bloggers, Industry Bloggers make their living through the wine industry. However, most Industry Bloggers are employed by a particular winery or reseller so their focus is on promoting that employer rather than exploring and writing about a wide range of wineries and topics. I suggest creating a new category, specifically for Career Bloggers, with a $195 fee and maximum attendance of 50.

The higher fee will do three things. It will discourage Citizen Bloggers from signing up under that category. It will make them feel a little better about the exclusivity of Career Blogger activities. It will also subsidize those activities, allowing certain aspects to be upgraded, enabling a lower fee structure that might allow small producers to participate, and/or paying an honorarium to one or two speakers. Careful vetting of Career Blogger registrants will help ensure people sign up in the appropriate category.

Limiting the number of Career Blogger tickets will allow for quieter, more focused sessions, use of smaller rooms/wineries, easier transport for off-site events, and pouring lower production and/or more expensive wines. It will make networking between like-minded bloggers easier. Grouping attendees in this way may also introduce new sponsorship opportunities.

Attendee badges would be color-coded to easily differentiate between categories. There should still be events which all bloggers attend jointly, but several each day would be designated for Career Bloggers only. Industry Bloggers could attend those events but, for planning purposes, would need to register for each such event prior to the conference.

Career Bloggers should leave WBC with deep knowledge of the host area’s terroir, history, wine styles and place in the market. This would be achieved through detailed seminars, extensive tastings and multiple excursions. Seminars should be focused, deliver on their title’s promise and emphasize education over entertainment. Q&A with winemakers and growers is essential.

No regional seminars or AVA-wide tastings should be held concurrently with each other. Some excursions might. Details on excursions should be disclosed well before the conference though, and attendees given the opportunity to choose their destinations—no mystery tours.

Seminars, workshops and tastings not focused on the host region are also important. Topics might be very similar to those already offered, such as consumer research, the business of blogging, writing workshops, tasting techniques and tutorials on media, web tools, etc. Tastings from non-host regions should deliver educationally and feature high-quality—or, at least, very representative—wines. All sessions should be led by very well-prepared moderators and panelists. Most sessions ought to be interactive. There shouldn’t be more than two such seminars running concurrently.

There should be no tasting of wines that come in bags, boxes or “paks.” Ideally, unless it’s a truly amazing value, there should be no tasting of wine that retails for less than $10. There could still be sessions where winemakers move from one small group of bloggers to the next. But each segment should be 10 minutes long, to allow for questions, and the groups of bloggers ought to be well separated so noise isn’t an issue. If sweet or fortified wines will be poured, each blogger needs two glasses so that one wine doesn’t color the next.

Removing some of the detailed and/or career-oriented components from the main WBC curriculum will allow for more events that Hobbyist Bloggers really enjoy. Add a third Live Blogging session. Add sessions where Hobbyist Bloggers interact with each other more, perhaps talking about what’s going on in their home regions.

I realize pulling all this off successfully will require more work. And I’d also recommend having a separate advisory board just for the Career Blogger segment. In the end though, I think WBC will be better for the new structure and might recapture some of those career bloggers who are abandoning it.

Follow NorCalWine on Twitter for wine news, information on events and more, or friend me on Facebook. This article is original to NorCalWine.com. Copyright 2014. The Wine Bloggers Conference logo is the property of Zephyr Adventures. The photo of typing is in the public domain. All rights reserved.

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