StateWays is the only magazine exclusively covering the control state system within the beverage alcohol industry, with annual updates from liquor control commissions and alcohol control boards and yearly fiscal reporting from control jurisdictions
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StateWays | www.stateways.com | July/August 2017 33 OFFPREMISE RETAILERS GATHER FOR EDUCATIONAL EVENT T he Beverage Alcohol Retailers Conference, the only na- tional educational event for off-premise retailers, held a successful debut in Minneapolis from June 12-14. More than 175 industry members attended the event at the Radisson Blu Downtown, which include training sessions, networking receptions, keynote addresses, panel discussions, tasting classes and tabletop exhibits. The conference was produced by Bever- age Dynamics magazine. "We're proud to bring educational opportunities to the read- ers we serve," says Beverage Dynamics publisher Amy Collins. "BARC is an in-person extension of the magazine, allowing retailers to connect, develop and innovate." The two-plus day event kicked off on Monday, June 12, with training courses from Techniques of Alcohol Manage- ment and the Wine & Spirits Education Trust, followed by a networking reception. Tuesday morning began with a keynote from Liquor Stores NA President and CEO Stephen Bebis, who shared insight from his 40-plus years in retail management. As the head of a pub- liclytraded chain of stores, he initiated a sweeping initiative to retool the company's hundreds of stores across North America. "That's one of the biggest problems I see with failing busi- nesses," he said. "Not remodeling to improve the quality of the stores." That remodeling can include better organization of prod- ucts, both in terms of neatness and store layout. During his many years of leadership experience, Bebis said fi ring employ- ees was the most diffi cult of his responsibilities. In the past he would allow underperforming staff to remain on the workforce for too long. "Now, I give someone 60 days," he said. "That's it." Wednesday's keynote speaker Tom Shay, retail con- sultant and president of Profi ts Plus, who spoke about the characteristics of successful businesses and how to win in a challenging economy. Shay recounted a story of a local toy store that offered free year-round wrapping, always with the same paper. Every year the store owner cringed at writing a check for all that compli- mentary paper, and considered halting the service. But inevita- bly he would hear from a customer who had attended a kid's birthday party and noticed that all the gifts there were wrapped with the store's paper. "And he gladly wrote that check again every year for that soft branding," Shay said. Many speakers throughout BARC, including Shay, reiter- ated the need to stand out from corporate competitors. That means carrying exotic products, even if margins are low, so that customers associate the store as the place to go for hard- to-fi nd items. Shay recommended a trip to the local big box competitor to take note of what they don't have – which is what retailers need to stock. Shay also emphasized education, training staff to be not only helpful, but proactive with sales. That can be as simple as handing a customer a product as an employee is explaining its history and makeup. "Once that product is in a customer's hand, they're 15 percent more likely to buy it," Shay says. "The idea of ownership has already begun in their mind." A highlight of the event was the presentation of the Re- tailers of the Year Awards, which recognized 15 store owners who are models for the industry. Following the presentation, fi ve of the winners took the stage to answer questions from the audience in a town hall forum. Fourth-generation retailer Ed Mulvihill of Peco's Liquors in Delaware humorously recounted how quickly social media is changing. "It used to be you could get away with just a Face-