By Maegan Murray, Ģ������Ƶ

RICHLAND, Wash. – launched a new online Wine Tasting Room Certificate that trains winery and tasting room servers on wine business customer service, knowledge of Washington wines, sensory attributes of wine, as well as suggestions for selling wine.

The course, which costs $249, is comprised of four modules that take approximately eight hours to complete:

• Exploring wine
• Wines of Washington
• Keys to proper wine service and sales
• Wine tasting, evaluation and food pairing

“We worked closely with winery owners and tasting room managers to determine their needs and develop content that is specifically geared toward what wineries require for customer experience,” said Joan Giese, Ģ������Ƶ Carson College of Business director of lifelong learning. “The outcomes of this program are well-trained servers that are confident in their abilities to know, serve and sell wine, as well as well-served guests that are delighted with enjoyable tasting room experiences.”

For more information on the Wine Tasting Room Certificate program and to sign up, visit tricities.wsu.edu/wine-tasting-room-training.

Those who complete the course will learn about:

• How wine is made
• Styles of wine
• Types of grapes
• Unique aspects of Washington wines
• American Viticultural Areas specific to Washington state
• How to deliver great wine service to guests, including suggestions for selling wine and wine club memberships
• How to taste and describe wines
• How to serve wine flights
• How to determine wine faults
• How to make suggestions for wine and food pairings

“Upon testing this course in partnership with regional wineries, it has shown to provide winery and tasting room servers with the quality knowledge they need to enter into the profession, as well as a great baseline knowledge of what to know when working with customers in wine businesses,” Giese said.

For questions about the Wine Tasting Room Certificate program, email tricities.professionaleducation@wsu.edu.

Ģ������Ƶ is one of few universities nationwide that feature both programs in wine and beverage business management and wine science on the same campus. It is home to the Ste. Michelle Wine Estates WSU Wine Science Center – one of only a handful of comprehensive wine research facilities in the world.

For more information on Ģ������Ƶ’ wine and beverage business management program, visit tricities.wsu.edu/business/undergraduate/wbm. For more information on Ģ������Ƶ’ viticulture and enology (wine science) program, visit tricities.wsu.edu/wine-science-degree.

Washington State University’s School of Hospitality Business Management was ranked No. 2 in the nation by a global ranking organization.

The school was also ranked seventh in the world by the  in hospitality and tourism management.

The 2021 ranking, reported by the ShanghaiRanking Consultancy, focuses on the strength of academic research in the fields of tourism and hospitality management, including international influence and recognition.

Last year, the school was ranked as No. 4 in the United States and 11^th in the world.

“The School of Hospitality Business Management’s advancement to higher rankings during COVID‑19 speaks to the quality of our faculty, doctoral students, international reach and the ability to continue research and teaching productivity despite limitations posed by the global pandemic,” said , the school’s director and Ivar B. Haglund Chair in Hospitality Business Management.

The hospitality program, which started in 1932, is part of WSU Carson College of Business.

RICHLAND, Wash. – With increased restrictions for businesses amid COVID-19, a Washington State University Tri-Cities professor has created an “experience audit” to assist wineries in analyzing experiences offered and areas where sales and revenue can be boosted.

Byron Marlowe, Ģ������Ƶ Don Smith Distinguished Professor and director of wine and beverage business management, said service management, experience design and creating positive memories are at the foundation of visitor intent to re-visit and repurchase. Therefore, conducting audits of wineries as it pertains to the customer experience, especially in light of the COVID-19 shutdown of wineries across the state, is imperative, he said.

The four “Ps” that can create a richer picture

“This audit systematically identifies components of what is known as the four ‘Ps’ – product, price, place and promotion, within a winery that enhance customer experience,” he said. “The collected feedback from staff, customers, vendors and owners’ experiences can provide a richer picture of what your winery and tasting rooms may choose to emphasize or revise in your business’ offerings as you reopen amid COVID-19.”

Marlowe said during the regular peak season, wineries may not have the time or thought to reevaluate their customers’ experiences and what can set them apart.

“This is a perfect time to do that and get a head start in boosting your sales for your winery or tasting room,” he said.

The four “Es” that round out consumer experience

With the four “Ps,” the audit takes users through what are known as the four “Es” of the experience economy, which are educational experience, esthetic experience, entertainment and escapist experience.

Educational experience refers to the contribution of the winery or tasting room to the consumer’s knowledge, skill or personal development. An example could include offering a wine pairing or tasting course.

Esthetic experiences refer to the winery’s opportunity to immerse the consumer into a unique, harmonious and/or sensory-appealing environment. This could include the physical attributes of a space or the visual appeal of the menu.

Entertainment refers to the consumer’s enjoyment of a performance or related programming. This could include a fish tank off to one side of the venue, live music or a product catalog that provides funny testimonials from customers.

Escapist experiences refer to providing ways for consumers to actively participate in creating a different sense of place or time. This could include featuring wines that are custom-labeled with customers’ artwork or a slideshow played on the property and online that shows customers stomping grapes during a harvest festival.

“Each element should add sensory pleasure, meaning and personal relevance for the customer,” Marlowe said. “These are ways for you to set yourself apart from other businesses and even other wineries.”

Online tools and faculty expertise available

The experience audit is available online on the Ģ������Ƶ website. Marlowe said he is also happy to chat with local wineries about how to best use the audit to boost their business.

Visit the online for more information.

Ģ������Ƶ is accepting applications for enrollment for fall 2020 throughout the summer.

 

Media contacts:

Byron Marlowe, Ģ������Ƶ Don Smith Distinguished Professor and director of wine and beverage business management, 509-372-7436, byron.marlowe@wsu.edu

Maegan Murray, Ģ������Ƶ public relations/communication coordinator, 619-403-3617 (cell), maegan_murray@wsu.edu

RICHLAND, Wash. –  As communities in Washington state begin to move into the first phase of returning to business, the Washington Wine Institute unveiled a return-to-business guide for wineries across the state created in partnership with a Washington State University Tri-Cities business professor and local industry.

The guide, which is available now online in a  and via a , provides specific recommendations for how wineries can safely return to business according to Gov. Jay Inslee’s “Safe Start” guidelines.

The return-to-business guide includes recommendations on winery procedures for dine-in service, employee safety and health, cleaning and sanitation, as well as organizational and administrative considerations and personnel illness management guidelines.

“This serves as best practices guidelines and a check list of sorts for reopening a tasting room based on what has been required and recommended by our health departments and the state,” said Byron Marlowe, Ģ������Ƶ Don Smith Distinguished Professor and director of wine and beverage business management. “We want to help wineries feel prepared for this next phase and make sure everyone, business members and consumers alike, are safe while doing so.”

Creating a Safe Start quick-guide for wineries

Marlowe initially reached out to Washington Wine Commission leaders in April asking about Washington state-specific resources for wineries trying to re-open as part of what would be identified later as Phase 2 of the governor’s Safe Start plan. He was sent to work with Josh McDonald, executive director of the Washington Wine Institute, per the organization’s work in helping wineries in the political and regulatory areas of state and federal government.

The duo, in partnership with regional and state associations, examined recommendations by the Centers for Disease Control and Prevention, the Washington State Department of Health, Washington State Department of Labor and Industries, the governor’s requirements, as well as a series of other guidance to come up with the document and webinar.

Marlowe said with the numerous guidelines and documentation available, it can be overwhelming for winery owners to familiarize themselves accordingly with all recommendations and requirements for re-opening.

“In this piece, we have a quicker guide so that it is more obvious when something is not in-line with the regulations or recommendations,” he said.

Some of the recommendations in the guide include not permitting bar seating, making hand sanitizer available at entryways for all staff and patrons and posting clear signs that list COVID-19 related concerns.

Guidance on later phases coming soon

The document and webinar so far only address Phase 2 of Gov. Inslee’s “Safe Start” initiative, however, McDonald said they hope to continue their work leading up to communities reaching phases 3 and 4 of Safe Start.

“It has become evident that as rules continue to evolve with each new phase, and will mostly-likely continue to change in our new economic climate, our wineries need a reliable resource to navigate the rules,” McDonald said. “Byron and I have spoken about the potential to collaborate more in the future once we better understand how each phase will impact our wineries. We will absolutely be updating these documents, as needed, to help Washington wineries operate in a safe and compliant manner.”

Advice for shortfalls in sales during unprecedented time

Marlowe said while the document focuses on recommendations and protocols, it does not address best practices for business operations to help address current and potential shortfalls in sales amid COVID-19. Stemming from his background in wine and beverage business management, however, he recommends that wineries continue to offer curbside pick-up, as well as encouraging reservations and the marketing of how customers can make those reservations.

“We know this is a tough time for wineries, and some things that work for large wineries won’t work for our smaller operations,” he said. “But there are things that businesses can be doing now to increase sales. That is precisely why we went about creating this return to business guide. We are trying to find ways for businesses to remain open while following protocols and guidelines as outlined by the state and federal government so that everyone remains safe.”

Additionally, Marlowe designed a hospitality beverage experience guide that provides information on how wineries can systematically identify components of product, price, place and promotion to enhance experiential value for customers during COVID-19.

Media contacts:

• Byron Marlowe, Ģ������Ƶ Don Smith Distinguished Professor and director of wine and beverage business management, 509-372-7436, byron.marlowe@wsu.edu
• Josh McDonald, executive director of the Washington Wine Institute, josh@wwi.wine
• Maegan Murray, Ģ������Ƶ public relations/communication coordinator, 619-403-3617 (cell), maegan_murray@wsu.edu

By Sue McMurray, Carson College of Business

, Carson College of Business clinical assistant professor of hospitality business management at Ģ������Ƶ, was recently awarded the .

Established in 2015 in honor of WSU Professor Emeritus Don Smith (“the Coach”), the position, supports a faculty member who most embodies Smith’s spirit: an outstanding teacher, strong mentor, and accomplished industry professional. Smith passed away in 2016, just a few months prior to be inducted into the WSU School of Hospitality Business Management Hall of Fame in 2017.

Marlowe, who leads the wine and beverage business management program at Ģ������Ƶ, was named for his strong contributions in teaching, service and research, as well as his ongoing industry connection over his five years with WSU.

“Byron is someone that exemplifies the legacy of Don Smith within the School of Hospitality Business Management,” said Bob Harrington, director of the school. “He is a distinguished teacher, researcher and closely connected to the hospitality and beverage industries.”

Honored to be associated with Don Smith’s legacy

Marlowe said his career and life share a few parallels with Smith’s.

“Receiving the Don Smith Professorship is a blessing.  I’m originally from Indiana; Don, from Illinois.  I played college football; so did he. I’ve taught in a chateau in Lyon, France; he owned and operated the Chateau Louise in West Dundee, IL. I’m a Kentucky Colonel, and he worked for Kentucky Fried Chicken corporate. He was the CEO of Shakey’s Pizza Parlor; I take my kids there after I coach their games,” he said. “On behalf of his family, friends, former students, and colleagues, I look forward to trying to fill the shoes Coach left at WSU.”

The professorship provides Marlowe with additional funding per year to support research and teaching expenses.

“The professorship will allow me to be more visible in the world of hospitality management education, as well as food and beverage business management.  Don taught at two other universities besides WSU and was recognized as a Conti professor at Pennsylvania State University,” said Marlowe. “Alumni from those universities still credit Don with much of their success. His contributions were invaluable and unquantifiable. I’m so honored to be associated with his legacy.”

Marlowe’s achievements distinguish WSU, hospitality and wine industries

Marlowe is an international business fellow in the Carson College and faculty of both the Graduate and Honors Colleges at WSU Pullman. Recently, he was named a  and will teach and conduct research next year at the IMC University of Applied Sciences Krems in Krems an der Donau, Austria.

Some of his highest achievements include facilitating the growth and success of the online  program, working with industry to create the 2019 Graduate Golden Ale that funds student scholarships, drawing multiple media attention toward the beverage industry, and creating the “Coach’s Cup” Intercollegiate Wine Business Competition. He has developed new courses, is the lead faculty member in the interdisciplinary Washington Wine History project, and is a highly respected consultant in the wine and beverage industry.

Marlowe is known for his research impact and leads SHBM clinical professors in research productivity with 10 refereed journal articles in the past four years (including three in one of the top hospitality publications), five book chapters, and “Wine Sales and Distribution: The Secrets to Building a Consultative Selling Approach,” a textbook that earned the 2020 award for “Best Book for Professionals” by the .

“Undoubtedly, the professorship will help me serve the Carson College of Business, the School of Hospitality Business Management, and, most importantly, my students, due to the experiences I will have as the Don Smith Professor at WSU in the future,” said Marlowe.

By Maegan Murray, Ģ������Ƶ

RICHLAND, Wash. – Student business teams from and took home top honors at the this month that required them to research and create extensive business plans for a fictitious wine grown and created in Washington state.

A Ģ������Ƶ team, comprised of students Kyle Brunson and Danae Williams, earned the grand prize at the competition for their combined score for their business plan, financial plan and wine label for their wine “Gladiolus Red Mountain Rosé .”

A team from WSU Pullman, comprised of students Crisol Barajas, Sherlane Yuen, Brittany Jacobs, Becca Jainga, Eunjeong Kim, and Justin Walker earned top prize for their financial plan for their wine “Ribbon Pink Ladies Rosé .”

Another team from WSU Pullman also earned “honorable mention” for the overall award for their wine “Colossus Wine,” scoring just 1.5 points below the winning Ģ������Ƶ team. Team members included Ashton Sidebottom, Joy Kam, Annika Roberts, Sam Levora, Ashley Molina, Megan O’Mera.

The competition welcomed student teams from several university campuses, which, in addition to Ģ������Ƶ and WSU Pullman, included Michigan State University, Florida International University, Linfield College and Cal Poly, San Luis Obispo.

Insights into business practices for wine

The teams were required to create detailed business and financial plans for their fictitious wine valued at $25-$40, as well as a wine label, all of which they submitted virtually to be judged. A panel of experts ranging from wine experts, to journalists and more, then evaluated each component of the competition and an award was presented to the student team with the best combined score, as well as individual awards for best scores for individual business plan, financial plan and wine label.

The Ģ������Ƶ team designed a rosé comprised of a blend of Syrah and Merlot, that, for their project, was hypothetically grown and created on Red Mountain in the Tri-Cities. The region is known for its great soil, and the wine presented excellent marketability and a great business infrastructure that is already established in the area.

Williams said she and Brunson did extensive research about the cost of the grapes, storage, sales, distribution, and other business and financial components required to successfully run and promote a wine estate. Brunson also sought the help of a friend who works at a local winery to gain information regarding the cost of wine grapes and other production components to get a realistic picture of costs in a working winery.

“The project provided a great introduction into what it really takes to run not only a business, but a wine business, in particular,” Williams said. “It was good to be able to see exactly what all goes into owning a winery. It was a lot harder than I thought it was going to be, but it was incredibly useful for what I will need in the future working for a wine business.”

Career connections

Williams is majoring in wine and beverage business management at Ģ������Ƶ, so the project served as perfect experience and practice for her career trajectory. She is also the recipient of the Southern Glazer’s Wine and Spirits student scholarship at Ģ������Ƶ.

“My ultimate goal is to own my own winery,” she said. “It was a fun project that provided a lot of great hands-on experience in the wine field.”

For other students pursuing a different area within the business field, the opportunity also provided a great outlet to dive into a real-world project.

Brunson, who is studying business management and administration at Ģ������Ƶ and currently working as an intern out at the Hanford Site in facilities and operations, said the project provided a great opportunity for developing a comprehensive business plan and an ideal introduction for his capstone course he is taking this year.

“It was really rewarding,” he said. “I got to apply all that I have been learning from all my other classes. It provided a great opportunity to really explore what it takes to run a business and the practical aspects of making that business a success.”

For more information on the Ģ������Ƶ wine and beverage business management and hospitality business management programs, visit tricities.wsu.edu/business/undergraduate/wbm and .

By Maegan Murray, Ģ������Ƶ

RICHLAND, Wash. – A lack of a university degree caused Maricela Carrillo de Olivares (’19 HBM) to lose her job a few years ago.

She was a case worker and ended up getting laid off because she didn’t have her bachelor’s degree.

“It was pretty rough,” she says. “But it ended up being the event that changed the future of my career for the better.”

She decided to go back to school, first earning an associate’s degree from Central Community College in Oregon before transferring to a university in Oregon. But after a few seasons in the snow, and after realizing she wasn’t getting what she wanted out of her education, she decided to look into Washington State University Tri-Cities.

Ģ������Ƶ, she says, would allow her to continue with her business programming and have ample access to scholarships.

FINDING A DREAM CAREER

Initially, she was thinking of studying accounting, but after talking with professors and mentors Byron Marlowe and Robert Harrington, Carrillo de Olivares decided to pursue a degree in wine and beverage business management at Ģ������Ƶ.

The major ended up being a perfect fit for Carrillo de Olivares to combine her love for accounting, working with people, and wine and become a highly employable candidate for an assortment of wine business fields.

Throughout the past three years, she led the Ģ������Ƶ student wine club, which connects individuals of age with sensory experiences, business tactics in the wine field, and more.

Since 2018, Carrillo de Olivares has worked at Terra Blanca Winery and Estate Vineyard, providing customers with extensive history and instruction about the tasting attributes of wine. Prior to that, she worked for Ste. Michelle Wine Estates in Prosser.

She also used her expertise in business, hospitality, and wine business to work with business professors to host elaborate WSU experiences and events ranging from the Point to Success Brunch benefiting the Ģ������Ƶ Carson College of Business, to an elegant wine pairing meal at Terra Blanca Winery, to a celebratory dinner in Pullman.

“The opportunities here, combined with the one-on-one interaction with faculty and the small class sizes at Ģ������Ƶ, have been so rewarding,” she says. “It makes for a wonderful academic experience.”

BENEFITTING FROM A SCHOLARSHIP

As a result of her hard work at Ģ������Ƶ, Carrillo de Olivares received the Southern Wine and Spirits Business $10,000 scholarship that would cover most of the cost of her tuition this year.

“As a single mom, it has been a lot of help financially,” she says gratefully. “I didn’t have to struggle financially, or get more loans. It has allowed me to free up other opportunities to spend on my school work and kids.”

As a next step, Carrillo de Olivares hopes to lead a wine business of some kind, and bring the business to the next level.

“Education-wise, my goal is to earn a master’s in marketing and learn even more about promoting wines. You’re never too old to pursue your dreams.”