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85th Annual TLW Spring Conference & Trade Show Summary
“Together, let’s win” was an appropriate slogan for the 85th Annual TLW Spring Conference & Trade Show that ran from April 4 through 7 at the La Crosse Center. If there was an overarching mood, it was one of camaraderie and unity. Plus, the conference set a record with more than 950 individuals attending — including over 725 bar owners from all over the state — and 99 vendors. Over 650 people preregistered and more than $18,000 was secured in sponsorships.
During the conference, TLW members helped raise more than $50,000 for the Wisconsin Tavern League Foundation through generous donations and participation in the Wisconsin Tavern League Foundation Raffle. In addition, over $46,000 was raised for the Direct Givers Fund and the Tavern Industry Political Action Committee (TIPAC), with $31,135 raised at the Live Auction, $2,345 at the Silent Auction and $630 through the Bean Bag Toss.
Monday, April 4
The conference commenced with the TLW Board of Directors meeting, while some TLW members attended a national certified food safety class and took an exam. In the evening, the La Crosse County Tavern League hosted a welcome party at Fox Hollow Banquet Hall with live music from the Craig Olsen Project.
Tuesday, April 5
The Nominating Committee and Rules Committee each held a meeting before everyone convened for the general session. TLW President Keith Kern welcomed TLW members to La Crosse for the 85th Annual TLW Spring Conference & Trade Show to kick off the day.
Erin Farrar, TLW secretary, reported on a number of initiatives that the TLW is working on, including trying to expand its partnership with Lyft throughout the state. Then Todd Giraud, TLW treasurer, gave his report that the TLW has more than $22,000 allocated to its Direct Givers fund, which is comprised of voluntary personal contributions to be held in escrow for a later contribution to a candidate’s campaign account with the consent of the donor. Giraud further explained the TLW’s financial stability by mentioning the association has more than $3 million in investments as well.
Don Mjelde, TLW sixth district director and president of the Brown County Tavern League, introduced keynote speaker Andrew Hummel, client solutions manager for the Americas at CGA, an on-premise measurement, insight and research consultancy to food and drink businesses across the globe. His presentation revealed consumer insights on the on-premise industry to help TLW members understand the data.
Hummel said he ran into a bar owner at the previous night’s party and she asked him: “What the hell are you going to tell me that I don’t already know about how to run a bar?” To that end, he emphasized that CGA works exclusively in the alcohol and hospitality industry to recognize trends. He said, “We’re on-premise people first, then data people second. Our passion is understanding the experiences that make Wisconsin bars and restaurants unique.”
Hummel indicated that the current state of the on-premise industry is optimistic in that the market is starting to stabilize despite product shortages, supply chain issues and labor constraints. Some specific insights he shared include: • Spirits are key to the channel. Not only did spirits gain share, but the category also accounts for the most value. • Whiskey leads the spirit category by market share, but tequila is experiencing the largest gain, with whiskey at 27.6%, vodka at 26.0%, tequila at 16.5%, cordials at 12.2%, rum at 9.8%, gin at 4.0%, cognac at 2.8% and brandy at 1.0%. • Price polarization is evident in the spirits category, driven by premiumization, with value brands claiming $5 billion in sales, while mid brands claim $8.2 billion, premium brands claim $14 billion, super-premium brands claim $6.2 billion and ultra-premium brands claim $1.6 billion. • Over the last few years, craft beer took the biggest hit in the malt beverage market, while hard seltzer has been on a run.
Following Hummel’s presentation, former TLW President Chris Marsicano introduced Sen. Majority Leader Devin LeMahieu as a great friend of the TLW. LeMahieu commented on some of the state Republican achievements that aided the TLW over the last few years after: “The governor shut down the state over a year ago, and deemed some businesses essential and others nonessential.”
To alleviate the woes of some small businesses, one of the first things Republicans did, according to LeMahieu, was pass AB1 to address the COVID-19 pandemic with assistance and liability protections. Then he said they passed a bill to exempt some businesses from paying taxes on unused food and beverage due to COVID-19.
LeMahieu declared, “The three biggest issues you’re facing right now are: workforce, supply chain and inflation. What’s driving the inflation in Wisconsin? Federal money — $58 billion — to the state of Wisconsin.” He explained that Republicans tried passing bills to cut waste near the end of the session. For example, “If you turn down work you’re qualified for, you don’t get unemployment insurance. The governor hasn’t vetoed that yet, but these bills will be here next session when we have a new governor.”
“There are five really crucial races in the Senate and we need any help we can get to beat the Democrats. We’re fighting at a grassroots level. We appreciate anything you can do to help out small businesses, the backbone of the state,” he concluded.
Sen. Howard Marklein, who is running for reelection to represent District 17, commanded the audience’s attention next. He said, although he used to be a certified public accountant, “I have yet to talk to anyone in the state who can defend the personal property tax. It’s the oldest tax on the books. We need to kill that. The money that is spent at your establishments is discretionary money. The best thing we can do from a policy standpoint in Wisconsin is have a good economy, so [residents] can spend money at your establishments.” The next guest at the general session is running for Republican governor. Rebecca Kleefisch announced, “It feels like home. Tavern League is where everyone knows your name. I’m proud of Concord [Wisconsin]. We don’t have a stoplight. We don’t have a gas station, but we do have a TLW establishment. You are pillars of our community. Gov. Tony Evers didn’t get it. How many are ready to retire Gov. Evers? I’m going to need all of your help, all pulling in the same direction. This fall, we need to take back control.
“During COVID-19, governors across the country had the chance to listen to their constituents. I’ll never tell you you’re not essential. Thank you for what you do every day. It’s a sad thing what [Evers] did. He turned our economic development agency into an organization that pits businesses against each other. We saw Wisconsinites beat each other up over COVID-19.”
Kleefisch continued, “There are really simple things that we’re going to do to change our state back to normal, not new normal, but normal normal. We need to get back to school, get back to work, back the badge and give government back to the people. We’ve got to get people back to work with massive welfare overhaul. The personal property tax is gone when I’m governor. Gov. Evers literally locked schoolkids out of their classrooms for two years. We have to take control from the school board all the way up to the state. When I’m governor, there won’t be any unconstitutional vaccine mandates.”
After Kleefisch’s speech, Kern returned to the stage, exclaiming, “How refreshing was that?!” Then he announced the President’s Award, which he conferred to Dan Taivalkoski. Kern said that Taivalkoski, TLW southern zone vice president and executive director of the Racine County Food Bank, has held many TLW positions over the years and volunteered on many committees. Kern congratulated Taivalkoski for being one of the longestserving members on the TLW’s Board of Directors.
“I didn’t see this coming. Thank you,” said an emotional Taivalkoski.
At noon, the Silent Auction, Bean Bag Toss and Trade Show began. Soon thereafter, some TLW members attended the “Raffle and Bingo Laws: Separation of Business and Charity” seminar to learn how to effectively execute raffle and bingo activities for both business and charity. The next seminar, “Generation Z: A Manager’s Survival Guide,” offered best practices on how to attract, retain and manage the youngest generation in the workplace to help TLW members address the labor shortage. Later that evening, The Freezers played at the La Crosse Center during the TLW Live Auction.
Wednesday, April 6
Kern welcomed Tim Groth of the La Crosse County Tavern League to introduce the Vietnam War Veterans Memorial project, the brainchild of Jordan Briskey. The La Crosse County Tavern League donated $30,000 to help Briskey build the memorial in Veterans Freedom Park. “That’s another great example of how we serve our community,” segued Kern, giving the stage back to Marsicano who introduced ABL Executive Director John Bodnovich as “a great friend of the TLW” via Zoom.
Bodnovich began his presentation by detailing what the ABL, as a national retail alcohol trade association, does for TLW members — provides a voice, and offers legislative, legal, regulatory, communications and public relations support. “It’s fair to say you have a seat at the table. Your voices are heard and the TLW has a strong presence in ABL,” he noted, presenting the following statistics: • TLW members hold two of the nine seats on the ABL
Executive Committee, with Marsicano acting as ABL vice president and former TLW President Terry Harvath as ABL at large. • TLW members, including Pete Madland who is co-chair for the ABL Communications and Membership Committee and TLW outreach director, sit on three standing ABL committees. • The TLW controls 32% of the votes on the ABL Board based on ABL bylaws and the size of the TLW’s membership. wine and spirits declined by $90 billion. Bodnovich detailed what ABL has been doing to garner more COVID-19 relief for on-premise members, saying, “Our focus at the federal level has been on on-premise relief. We’ve been vocal, working with industry partners, to make sure our government knows the hardships taverns and restaurants are still facing.”
Despite longstanding opposition and engagement, an impaireddriving technology mandate was included in a recent $1.2 trillion infrastructure bill, but Bodnovich reassured the audience: “We’re not in the business of preventing responsible adults from responsibly having a drink and responsibly driving.” The mandate faces several hurdles, including: • Skepticism that new standards will be adopted until automakers’ liability concerns are addressed. “If we move to a vehicle that’s automated enough to meet the standards of the bill, liability could shift to the automaker and that’s not something they want to take on,” mentioned Bodnovich. • No guarantee that Congress’ timeframe for the technology development will be met. Can researchers get accuracy to the 0.08% blood alcohol concentration (BAC) level? • Privacy concerns. Even the American Civil Liberties Union voiced worries the vague mandate leaves the door open for intrusion. • ABL action. ABL will lobby the Department of
Transportation (DOT) and National Highway Traffic Safety
Administration through the formal rulemaking process.
Bodnovich also reported that ABL is continuing its opposition to lower BAC efforts by staying vigilant and informed, and focusing on the real problem. A DOT study indicates “that roughly two-thirds of all alcohol-impaired fatalities involve high blood alcohol levels with a BAC of greater than 0.15%.”
Scott Stenger, TLW lobbyist, then introduced Sen. Patrick Testin, who’s now running for Lieutenant Governor of Wisconsin, saying, “He worked for a wholesaler. He knows the hospitality industry. We’re going to help him the way he’s helped us for the last six years. His election is in August.”
Testin declared, “Gov. Tony Evers doesn’t like me and, in this room, I think that’s a badge of honor. I don’t need to remind you of the hell you went through for the last couple of years.
We need new leadership. We would still be locked down today if we hadn’t done something. COVID-19 doesn’t go in Wal-Mart, but [Evers] had the audacity to shut down small businesses and deem them unessential. We deserve better.”
When Testin asked, “How many of you are struggling for workers?,” most hands went up in the audience. He continued, “We need to get people off of the sidelines and back to work. We’re incentivizing people to not work because the handouts keep coming. Our economy would be so much better if we incentivized people to work. There is dignity in all forms of work.”
When Sen. Testin concluded, Stenger introduced TLW Fourth District Director Vinny Egle (of Curve In Bar in Kewaskum) who was in attendance and is running for state Assembly in the 59th District. “We’re going to work hard to get you elected, too,” he promised.
For his legislative update, Stenger described some TLW wins accumulated since 2021, including passing Cocktails to Go, and Paycheck Protection Program and Restaurant Revitalization Fund state tax exemptions, as well as encouraging the Department of Revenue (DOR) to grant the ability to return beer during the pandemic, which was important due to high holiday inventories. Other wins include killing legislation for retail craft expansion, elimination of the tipped wage, expanded enforcement of the DOR, and all-terrain vehicle/snowmobile operating while intoxicated charges for drivers.
Stenger added, “Even if we’ve been successful so far, these issues are not going away. We have to stay vigilant.” Then he moved on to pending legislative issues, such as Rep. Dan Knodl’s wholesaler territory bill, which would repeal a statute requiring exclusive wholesale territories, meaning you could buy product wherever you want. As Stenger wrapped up, Kern called for the Parade of Candidates for the 2022 spring elections.
The Trade Show, and League Leader and SafeRide® Program meetings ensued after the general session. District caucuses met for the next few hours and the President’s Reception followed.
Thursday, April 7
Karie Krantz, TLW managing director, took the stage to update the audience on what the TLW staff has accomplished since the last convention. The TLW applied for and was granted an additional $100,000 from the DOT for its SafeRide media program, for example. The team recently implemented new association management software, and also built a new integrated website. Krantz further mentioned that the NCAA Basketball CRAZR set a new record with over 900 tickets sold. Then the spring election results were announced with Sharon Kingston winning the election for the fifth district director position.
At noon, the Wisconsin Tavern League Foundation Meeting was held. Soon thereafter, TLW members began to show up at Codgers in La Crosse for the La Crosse County Tavern League President’s Reception which concluded the 2022 Spring Conference. TLW
NOMINATING COMMITTEE REPORT: SPRING 2022 ELECTION RESULTS
EXECUTIVE OFFICERS
Southern District VP One Year Keith Koehler Southern Zone VP Two Years Jennifer Collison Eastern District VP One Year Don Mjelde Central District VP One Year Bob Carpenter Central Zone VP Two Years Paul Salzwedel Northern District VP One Year Nancy Lorbetske
BOARD OF DIRECTORS
1st District Two Years Renee Peterson 1st District One Year Ray Garreau 2nd District Two Years Eric Christenson 3rd District Two Years Doug Clausen 3rd District One Year Jerry Hinderman 4th District Two Years Mark Puetz 5th District Two Years Sharon Kingston 5th District One Year Jim Billings 6th District Two Years Judy Vandenhouten 6th District One Year Terri Buman 7th District Two Years Diane Schwartz 7th District One Year Mike Celt 8th District Two Years Russ Fisher 8th District One Year Chuck Anderson 9th District Two Years Lori Helm
NOMINATIONS FOR FALL 2022
EXECUTIVE OFFICERS
Senior VP Two Years Cathy Vales Treasurer Two Years Todd Giraud Secretary Two Years Erin Farrar
