Full Cup Solutions has announced the date for DRIVE, “Steering Your Business Through Change: Crafting a Future-Focused Strategy,” a half-day interactive workshop and educational summit for the wine industry offering next-level tools and tips from top experts in wine and hospitality for owners, executives, and emerging leaders. The event will take place March 26, 2025, at the Atascadero Pavilion on the Lake complex in Atascadero, California, in the heart of Paso Robles wine country.
The educational panels and workshop will cover of-the-moment topics including creating a 2025 business plan that’s nimble but focused, with defined results; evaluating gaps and identifying resources; recognizing and utilizing natural strengths in yourself and your team; and thinking outside of the box in short- and long-term strategy.
Confirmed speakers are Amanda Wittstrom Higgins, event founder, host, and principal of Full Cup Solutions; Larissa Dubose, Atlanta-based industry thought leader and sommelier as well as senior director of Paradies Lagardère/Vino Volo airport wine bars and founder of The Lotus and the Vines; and Eduardo Duran, a global hospitality expert with previous roles in Ritz-Carlton executive management and as senior executive trainer for Forbes Travel Guide. Duran is currently president and founder of Insight Hospitality Solutions in Miami Beach, Florida.
In addition to the workshop, attendees will participate in individual and group exercises, including a team-building experience at the Charles Paddock Zoo, located within walking distance of the Pavilion. The ticket includes a commemorative workbook, lunch with accompanying craft wine and beer, and two virtual follow-up sessions designed to maintain momentum and keep businesses focused on their goals.
“We know there are profound effects in an organization that is dedicated to planning in an energized and collaborative environment,” says Wittstrom Higgins. “DRIVE is uniquely and carefully designed to address the individual needs of wine producers, with speakers who have a global track record of measurable change and successful tools for planning from the ground up.”
Adds Joel Peterson, executive director of presenting sponsor Paso Robles Wine Country Alliance: “The DRIVE event is a dynamic force for inspiring teams and creating a clear path to success. It fosters an ideal setting and offers valuable insights, allowing industry leaders to set firm goals and equip their teams to drive meaningful change—particularly those who see collaboration as a key to reaching new heights.”
An attendee of last year’s DRIVE event, Maeve Pesquera, chief marketing officer/EVP, luxury, at O’Neill Vintners & Distillers, concludes, “If you are looking to create success within your team, your company and cultivate success in others, this is an event you won’t want to miss. Amanda’s content and presentation style provided learning for all attendees in the room and allowed them to grab on to key takeaways and leave with their hearts and minds focused and inspired and feeling a part of something bigger.”
DRIVE will take place from 8:30 a.m. to 1 p.m. on March 26, 2025. Tickets are $299. For more information, visit fullcupsolutions.com/fullcupsolutionscom/drive or email [email protected].
