Stateways September-October 2018 | Page 11

The OLCC has invested in liquor agent education through multi-day programs .

every program has a specific theme — this year ’ s was “ Let the Fun Be-Gin .” Held in Portland , the program featured speakers from Gallo Spirits Academy , global gin distillers Hendricks and Tanqueray , and local gin distillers Ransom and Aria .

Additionally , the event offered information to small business owners ; included speakers from Oregon Saves and the State of Oregon Bureau of Labor and Industries ; and featured a digital marketing presentation led by representatives of Jack Daniel ’ s . Another key element to the program ’ s success is strong on-site participation by manufacturers and brokers at each event , showcasing their product lines and sharing new , innovative items to continue driving liquor agent interest .

Response to the program has been overwhelmingly positive and agents have begun making recommendations on information they ’ d like to see included in future sessions . Attendance numbers have grown considerably over the years , and the event has expanded to include breakout sessions on specific topics of interest to the liquor agents .

“ Our retailers have really benefited from it , and it has become a core part of our agency ,” Marks says . “ People have learned how to use data much more effectively in their day-to-day management . They are more knowledgeable about customer service . They ’ re also making improvements to their own retail environments , which in turn elevates the overall customer experience .”

Plans to enhance the program in the future include developing a full-blown trade show for vendors and suppliers , along with identifying unique product categories to feature . The main focus of the program will continue to be driving growth , illustrating to agents how their efforts help increase overall pay dividends .

UPCOMING PRIORITIES Looking to the future , the OLCC continues to refine its work on marijuana regulation , as this is an area that continues to evolve in terms of new legislation , increased demand for new licenses and debate over taxation . Commissioner Révoal stresses the importance of working with municipalities to limit their marijuana taxes in order to assure that consumers continue to purchase the

1 . Stay attuned to the market . 2 . Look for fl exibility in rulemaking to help businesses succeed while keeping the public safe . 3 . Know that what you do — and don ’ t do — affects the market . 4 . Public safety needs to always be a high priority . 5 . Be accountable and transparent in your actions . 6 . Answer the phone : have a high level of customer service . 7 . Listen to your customers , your licensees , your community members and everyone else who has a stake in your business . 8 . Take your time : don ’ t rush into big projects or new initiatives without fully thinking them through . 9 . Find solutions . 10 . Be a good steward of your state ’ s resources .

product through legal channels . Additionally , he wants to partner with other states to help address the banking issues currently facing many marijuana retailers , who are generally shunned by banks due to federal laws that outlaw their products .

“ This is a legitimate enterprise in our state and in other states , and it needs to have banking ,” he says . “ This is a safety issue that puts a lot of people at risk when they ’ re forced to hoard cash .”

Other priority projects for the OLCC include investing in new technology to improve accuracy and eliminate manual processes , increasing communications to licensees and the general public and continuing to target retail expansion opportunities by utilizing the open recruitment model . •

MELISSA SHERWIN is a freelance writer and marketing communications strategist from Chicago , IL . Her

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