Strategic Planning | Email 7.12.18

From: Deborah Steinthal []
Sent: Thursday, July 12, 2018 11:48 AM
To: Ross Allen
Cc: Barbara Steele; Sara Bayer; Cal Schmidt; Steve; Mr. Christian Miller; Holly Macfee
Subject: RVV Strategic planning project – next steps


Thanks Ross, for spending time on the phone this morning.  Here are the required key decisions, options and suggested dates – for the next steps beyond the market research phase:


  • Need to finalize strategic planning, working session attendee list : 10-15 people should be the total number (plus Holly MacFee)

(6) RVV BOD Officers: Ross + Ashley + Barbara + Cal + Sara + Steve.

(5) WIne trail Presidents (covering the regions)


  1. Any larger winery or strategic winery CEO/Owner that should be part of this?
  2. Should travel partners be involved in the whole process or part? (see suggestion below)
  • So. OR, Medford, Ashland, Grant Pass
  • Need to finalize dates for working sessions and January 2019 presentation to the RVV community:  here are the steps and options.

Working session One (mid November): possible dates – November 7, 8, 13, 14, 15, 19 or 20

  • Purpose:  Develop RVV’s ‘Acropolis’ or strategic intent: (Aspiration, Growth Drivers, Enablers)
    1. Key Stakeholders, Vision, Values, Major Organization Milestone and Core purpose.
    2. Outline Cornerstone initiatives

Working session Two (early December): possible dates – December 4, 5, 6, 11, 12, 13, 18 or 19

  • Purpose: Develop RVV’s Cornerstone initiatives/programs and Organizational concept.
    1. ID key programs: define goals and timeline.
    2. Recommend: morning session with original strategic planning attendees + afternoon with broader winery and partner community.

Strategic plan presentation to RVV community: possible dates – January 23, 24, 29 or 30

  • The planning committee had discussed turning this event into a full day educational symposium, with the unveiling of the plan at the core + Invited a panel of speakers (possibly charging for the educational sessions)


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