Cassandra Schaeg is not trained as a “cicerone”, a certified beer expert, nor a “sommelier”, a sommelier, but she successfully operates a popular beer and wine tasting room in Escondido.
Schaeg, a San Diego woman with a charismatic personality and dogged determination, considers herself an entrepreneur who loves beer and wine. To her credit, she has raised $175,000 from sponsors to fund the production of a new six-week television show that will begin at 8:30 p.m. Thursday, September 15, KPBS-TV.
The show, titled “Fresh glasswill focus on BIPOC (Black Indigenous and People Of Color) and women entrepreneurs in the beer and wine industry. It will air from September 15 to October 20.
“Fresh Glass” is described as a lifestyle show about food, drink and entrepreneurship with guests whose backgrounds, personalities and journeys symbolize empowerment, courage and perseverance.
“What qualifies me for the TV show is that I’m a beer and wine lover,” Schaeg told The San Diego Times. “I do not claim that I know everything. The show is about people like me who have taken risks and have the restlessness, the grind, and the drive as entrepreneurs.
The show will include interviews with Californians operating beverage companies, including Denise Clark of Altipiano Vineyard in Escondido, Amanda-Jane Thomas and Shanita Nicholas of SIP & Sonder in Inglewood, and Aaliyah Nitoto of Free Range Flower Winery in Livermore. Also featured will be Anaya Wineyards in Lodi, Rideau Vineyard in Solvant, and McClain Cellars in Laguna Beach, as well as the first Native American winemaker and wife and the first Creole woman in the United States to own a winery.
“I am privileged to share the stories of individuals who have bet on themselves and taken the leap to further their entrepreneurial journey,” Schaeg said.
Schaeg explained his thinking behind the title “Fresh Glass”. “When we brought this concept to life, we wanted the title to reflect the fact that we’re spotlighting new stories,” she said. “Fresh Glass is centered around the idea of sharing new perspectives and new faces for the food and beverage industry.”
Schaegm, who is black, hosts “Fresh Glass” with Theresa Hoiles, who is white. Hoiles, a writer and producer, pitched the idea for “Fresh Glass” to John Decker, Acting Deputy Managing Director of KPBS Content. In 2017, Hoiles produced a KPBS series called Re’flect, which chronicles the lives of aging adults. Re’flect aired nationally on PBS affiliates.
“Theresa had an existing friendship with John Decker,” Schaeg said. “She had the idea, approached John, we created and piloted and here we are.”
Schaeg said she paid $10,000 out of her own pocket to produce the pilot.
According to Schaeg, sponsors who covered much of the $175,000 production expense for the six weekly episodes include Visit California, a nonprofit tourism organization, the Conrad Prebys Foundation, Stone Brewing, Beyond Law, a consulting firm. San Diego attorneys and KPBS. In addition, approximately $18,000 was raised from IFundWomena crowdfunding platform.
KPBS said “Fresh Glass” is the latest addition to its Explore Local content program. Explore Project aims to collaborate with local producers on program and series ideas that reflect San Diego’s diverse and vibrant community and allow audiences to connect over shared experiences, KPBS said.
“One of the key criteria we use to decide if we’ll bring a show to our lineup is what we call the explorer spirit,” Decker said in a statement. “Does the show invite audiences from all walks of life to explore new worlds, discover new ideas and expand their horizons? Fresh Glass embodies this spirit. When Cassandra and Theresa contacted me with their show and we saw the pilot, I knew it was something special.
“Fresh Glass” is directed by two-time Emmy-winning director Michael Taylor with San Diego-based production company NWB Imaging. Fresh Glass Productions LLC, founded by Schaeg and Hoiles, owns the “Fresh Glass” show, Schaeg said. A statement from KPBS says “Fresh Glass” is set to air nationwide in January 2023.
In June 2016, Schaeg opened SIP Wine & Beer, a tasting room at 131 South Orange St., Escondido. She said it took a year of planning and obtaining permits and licenses before the doors opened.
While operating SIP Wine & Beer, Schaeg worked full-time for one year for the San Diego Community College District as a Placement Specialist and for three years as a Senior Program Manager at Richard Heath & Associates.
Schaeg said his career before SIP Wine & Beer included a decade of work with tribal communities and the federal Temporary Assistance for Needy Families program.
COVID-19 shut down SIP Wine & Beer for a year, Schaeg said, between March 2020 and June 2021. “Recovering from a pandemic doesn’t happen overnight,” Schaeg said. “We still haven’t regained the position we were in before. It will take time, but I’m still here.
Jamul Casino Appoints Scott Lake as Chief Marketing Officer
Jamul Casino appointed Scott Lake, with over 25 years of experience in senior marketing leadership positions with world-class hotels and casinos, as Chief Marketing Officer.
“Scott has the leadership experience, innovative thinking and analytical skills we need to continue building momentum in our region,” said Mary Cheeks, President and CEO of Jamul Casino. “I’m excited to see what ideas Scott has to amplify our marketing efforts.”
Lake was previously a management consultant for Kognitiv, a Canadian company that designs and develops application software for the hospitality industry. He also spent eight years at Sands China, most recently as senior vice president of loyalty marketing and strategic analysis.
He has also worked in several hotels in Macau, a special administrative region on China’s southern coast. Hotels included the Sands, Venetian, Londoner, Parisien, Plaza and Four Seasons. And he spent 13 years at Caesars Entertainment in positions such as VIP Marketing Director and National Casino Marketing Director.
Lake holds a bachelor’s and master’s degree in hotel administration from the University of Nevada, Las Vegas. He has also earned several professional designations, including Certified Digital Marketing Professional from the Digital Marketing Institute and Certified Digital Marketing Professional from the American Marketing Association.
“I was drawn to Jamul Casino because of the outstanding leadership of the Jamul Indian Village Tribe and casino management,” Lake said. “I am impressed with how this team has been able to build this property and its brand from the ground up to become a regional leader in less than six years. I hope to help the next six years be just as amazing.
Jamul Casino, opened in 2016, currently offers nearly 1,700 slot machines, 46 live table games, a dedicated poker room, and various restaurants, bars, and lounges.
UK advertising suspended after Queen’s death
As the world learned of the death of Queen Elizabeth II, a group of advertising executives – representing some of the UK’s biggest brands – gathered to listen to a presentation on the expected future growth in the advertising industry .
As reported in Ad agean advertising industry trade publication, when the news broke, after a minute of silence, several executives quickly left the room to consider next steps for campaign launches and messaging.
What happened next in the British Isles was an immediate pause in advertising among the UK’s major broadcasters, publishers and social media platforms, including ITV, Britain’s largest commercial broadcaster, and Bauer Media, a large commercial radio network. The Times, a print newspaper, and Mail Online, the UK’s largest digital newspaper, ran no adverts for a day.
For the 48 hours following Her Majesty’s death, commercial breaks were discontinued and regular programming was replaced with tributes to the Queen’s life and her 70-year reign on the world stage.
An advertising executive said Batterya UK-based publisher of marketing and media publications, “Never try to sell something in the wake of tragedy or death.”
The Drum also quoted staff from a British advertising agency who said clients had asked for advice. In response, customers were asked to postpone or suspend their advertising as a sign of respect or because the public was unwilling to receive commercial messages, The Drum reported.
An industry executive told Ad Age: “I think every client and every agency scrutinizes their copy carefully. Anything that refers to royalty or crowns, for example, is excluded. Also, the moods of the people are different and no one particularly wants to see an advertisement today.
Another temporary ban on advertising in the UK is expected until Monday September 19, when the legendary monarch’s state funeral takes place at Westminster Abbey.
Raindrop Founder Starts Podcast
Jacques Spitzer, founder and CEO of Rain dropa creative marketing agency in San Diego, launched a podcast called “Marketing People Love.”
The podcast, featuring conversations between Spitzer and leading brand experts, will cover topics such as the most important marketing lessons learned, why consumers love their brand, emerging opportunities for brands to connect with consumers and practical advice for marketers and entrepreneurs, according to a statement. . The 30-35 minute podcasts will be available on Spotify and Apple Podcasts.
“My goal for the podcast is to inspire storytellers and brand marketers who crave inspiration and takeaways,” Spitzer said. “I didn’t want to create something that focused on overly technical content or trade secrets. Instead, I hope to dive into the emotional side of marketing and understand why top marketers think their content resonates with audiences and what they love about the industry outside of the brands they work for.
The first episode featured Sean Frank, CEO of Ridge Wallet, a Los Angeles-based company that makes a small, credit card-sized wallet. The company posts a turnover of 50 million dollars per year.
Rick Griffin is a public relations and marketing consultant based in San Diego. His MarketInk column appears weekly on Mondays in the Times of San Diego.