Liza Gershman

• Oversee Event ideation and design for 13 iconic Wineries including Chateau St Jean, Chalk Hill, Ferrari-Carrano, Silverado, Sebastiani, Merus, Roth, Lancaster Estate, Chalone, Banshee and more.

Manages a team of event managers and coordinators, including developing their skills and knowledge, coaching, mentoring, and optimizing team talent.
• Identifies effective metrics and KPI’s to evaluate the success of events.
• During events, directs in-house and vendor staff to ensure that events are executed in an efficient and satisfactory manner.
• Manages and delegates onsite event from set-up to completion always making certain that the event venue is professional, safe, organized and clean.
• Oversees multi-million dollar event budget and invoicing-related procedures; remains vigilant and consistent with winery inventory and accounting procedures; immediately informs senior management of any discrepancies discovered.
• Proactively identifies opportunities/challenges and suggests methods to improve event operations, efficiency, and service levels to customers.
• Address event-related challenges as they arise to ensure guest satisfaction and efficiency.
• Maintains and creates professional referral lists for vendors, event planners and destination management companies.
• Oversee staffing of all events and secures and assigns temporary staff as needed.

• Developed proposals and presentations for internal and external audiences.
• Identified cost improvement changes and cost savings plans to increase company savings.
• Executed appropriate staffing and budgetary plans to align with business forecasts.
• Produced staffing matrix to provide adequate coverage of department.
• Brainstormed and developed sales strategies to achieve short and long term sales revenue objectives.
• Examined quarterly financials to determine business operating capacity.

• Leadership Team of University with $500mil annual operating budget.
• Managed team of 17 faculty and 300 students
• Created overall strategy for department. Focused on improving curriculum, enrollment and programmed events initiatives,
• Planned and coordinated large volume and wide variety of meetings, conferences and workshops for 17,000 students and 700 faculty.
• Taught classes to students.

• Organized and executed memorable, relevant trips to Cuba, focused on cultural exchange, featuring artists and chefs, for high-level clients.
• Managed on-ground team of vendors and suppliers (hotels, transportation, restaurants, etc.)
• Created culturally relevant itineraries and gave back to the community

• First event planner to make profit on member events instead of being in red
• Successfully led key projects which resulted in 80% growth in membership applications for members 21-50
• Conceptualized, planned and executed major member events ranging from cocktail hours to four-day themed events
• Supervised onsite team and volunteers, including caterers, audio-visual technicians, and facility management team
• Established budgets and determined timelines for venue selection, guest list finalization, vendors, decor, etc
• Managed administrative logistics of events planning, including contract signing, fee collection, event booking and event promotions

Responsibilities: Marketing and Events for residents and community.

• Planned parties, themed dinners, concerts, speakers, courses, excursions, annual anniversary party.
• Supervised & trained staff
• Created and maintained event budgets
• Hired and drove contracts for all vendors including entertainers, florists, and instructors.
• Planned & managing excursions in Sonoma, Napa, San Francisco — theater trips, concerts, museum exhibits, etc.
• Managed resident newsletter and external advertising for publications