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Past Posts

  • Capiche Conversations: Interview with Whitman Parker, Publisher of Southern Oregon Wine Scene and Jacksonville Review
  • Capiche Conversations: Interview with Terry Brandborg of Brandborg Vineyard & Winery
  • Hire Nice and Teach Wine—Case in Point
  • Here Comes OND … Pour Me Another—and Get Busy Marketing!
  • Business Not As Usual: The Most Important Thing to Do Now to Prepare for an Uncertain Future
  • How to Create Opportunity from Crisis: Top 10 Strategies to Come out Swinging
  • Where There’s Smoke—or Coronavirus
  • How to Keep Customers Coming Back: Why Hospitality is Job #1
  • Yes, It’s BiG—a BiG Fail! 5 Ways to Avoid a Colossal Campaign Clunker
  • Management and Intuition
  • 11 Ways to Bring Your Web Presence to the Next Level
  • 6 Ways to Blow Your First Date
  • Hire “Nice” and Teach Wine
  • Are You Ready for OND? Top 5 Strategies to Crush It Now
  • How DANCIN Vineyards Raised the Barre with New Labels
  • Put a Bird on It: The Importance of Wine Label Design
  • Spiders and Crawlers and Bots, Oh My! Topping a Google Search and Why
  • Got Downtime in the Tasting Room? Use It to Better Serve Your Future Guests
  • Are Your Events Missing in Action?
  • Use Tasting Room Downtime to Increase Visibility (and Sales)
  • 4 Global Wine Trends You Can Take to the Bank
  • Are You a Great Wine Ambassador? Here Are the Top 5 Must-Have Traits
  • Are You Ready for OND? Top 5 Strategies to Crush It
  • Where There’s Smoke
  • What’s Brand Got to Do with It?
  • Held Hostage in the Tasting Room
  • Old Tech for the New Gen: Marketing to Millennials
  • Big Data = Big Sales
  • Overheard in a High-End Restaurant
  • If You Can’t Say Something Nice …
  • Wine Clubs: Sink or Swim, Crash or Soar? Real Data Calls the Shots.
  • What Makes the Best Wine Clubs the Best?
  • Figuring out Distribution: What’s Best for You? Q&A with Master of Wine Bree Boskov
  • Wine Charities Rise to the Occasion: Oregon’s Newest Supports First Responders
  • Positive Copyright Law Changes for Music in the Tasting Room
  • How Important Is Branding When Selling Wine?
  • Tips on Tasting Room Merch: Interview with Retail Expert Anne Breck
  • Scaling Your Tasting Room Business
  • Music Copyright Law and the Tasting Room
  • Never Show the Back of the House
  • Have Tasting Rooms Gone to the Dogs?

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Chris Cook

President & CEO

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Latest Post

Whitman Parker

Capiche Conversations: Interview with Whitman Parker, Publisher of Southern Oregon Wine Scene and Jacksonville Review

Posted: February 12, 2021

When Whitman Parker and his wife, Jo, moved from Denver to Jacksonville, Oregon, they harnessed their backgrounds in real estate to embark on new career trajectories. Whit purchased the Jacksonville Review, and Jo set up WillowCreek Gifts in downtown historic Jacksonville. It wasn’t long before Whit realized he’d better seize the opportunity to launch a magazine celebrating the budding Southern Oregon wine industry, and thus Southern Oregon Wine Scene was born. Fourteen years later, and the region is now a major industry player racking up international acclaim and attracting world-class winemakers.

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Raves

“We are so grateful for the support you have given us and all of the wineries in Southern Oregon. The two of you add to the many who continue to elevate the Southern Oregon wine brand, and we look forward to being a part of that story.”

—Doug & Dionne Irvine, Owners, Irvine & Roberts Vineyards

“I have been working and collaborating with Chris Cook of Capiche for several years now. Her professional yet easygoing demeanor makes for a great flow of ideas and top-notch results. The many photo shoots I have done for Chris are always well-planned and thought out to create the best product for her clients. Chris will be an effective and knowledgeable asset for your marketing campaign regardless of the size of your project.”

—David Gibb, Photographer, David Gibb Photography

“Chris rocks! If you are looking for a leader who knows Oregon, knows wine and knows marketing, look no further than Chris Cook of Capiche. I have worked with Chris on projects centered on travel and tourism as well as wine education and marketing. She is steady, savvy and fun to work with. As the Oregon wine business booms, we will see new leaders and entrepreneurs stepping up—as we already have with Chris Cook.”

—Randy Harrington, PhD, CEO, Strategic Arts & Sciences and Extreme Arts & Sciences/Co-Founder, Best Practices Media

“Thank you for organizing SO WINS (Southern Oregon Wine Industry Network) for 4 years. It was lots of fun and a great way to get to know you and many in the Southern Oregon wine community. Both Nick and I have enjoyed the connections, the contacts, and the sense of community that you have brought to our industry. I know it has taken a lot of effort and commitment on your parts and believe me, it was much appreciated.”

—Emily Mostue, Owner, Dunbar Farms and Rocky Knoll Vineyard

“We used Capiche to help us redefine our goals and who we are as a company. Chris was instrumental in helping us come together to create a meaningful strategy through a series of five easy and productive sessions. She not only has extensive knowledge of the wine industry but also seamlessly integrated into our team. We are excited to move forward and have her back to check on our progress!”

—Crissie Olson, Owner/Controller, RoxyAnn Winery

“One of the best examples of how connected and committed Chris is to the wine industry can best be illustrated by her recent cover story that featured 2Hawk Winery owners Ross and Jen Allen. The story served to not only capture the essence of their personal story but the emerging story of the entire region. Working with a writer and advocate who truly gets the gist of what’s happening here is worth its weight in gold medals!”

—Whitman Parker, Publisher, Southern Oregon Wine Scene/Jacksonville Review

“I first met Chris while we were both students at Southern Oregon Wine Institute. Combining that knowledge with her three decades of marketing experience, Chris has become deeply involved in the Southern Oregon wine industry by advising individual wineries and writing for the Southern Oregon Wine Scene and Oregon Wine Press. Marketing is often the winemaker’s least favorite part of the job. Chris is uniquely positioned to help wineries to discover and define their brands and to sell that beautiful bottle of wine.”

—Kevin Breck, Owner & Winemaker, North Bar Cellars

“I have been collaborating with Chris Cook on a range of creative projects—publications, websites, marketing collateral, ads, branding, and graphic identity—for a decade. I am always impressed by her clarity of vision, crisp communication style, astute observations and thoughtful guidance. She is a delight to work with, and the process is not only exceptionally effective but also fun!”

—Melissa L. Michaels, President & Creative Director, Michaels & Michaels Creative

“Doing a Wine Club Member Survey with Capiche was a very special gift. We got real answers, real information, confirmation about what we were executing correctly and where we needed improvement. I would highly recommend Capiche Marketing & PR. The team was professional and provided information that we could use immediately. Capiche engaged our staff to discuss ideas and work toward the same goals.… We walked away with several ideas—including recommendations and feedback from our very loyal wine club members. I am so pleased. Thank you.”

—Porscha Schiller, Former Marketing Director/Tasting Room Manager, South Stage Cellars

“Thank you, Chris, for working with the UVWA Board on the Strategic Marketing Plan. We now have a very organized plan to focus our efforts on moving forward. You have been very patient with our group and I really appreciate your professionalism in moving us through the process. I like your style!”

—Jean Kurtz, Executive Director, Umpqua Valley Winegrowers Association

“When I launched Southern Oregon Wine Scene, surrounding myself with the wine industry’s most talented writers and industry advocates was at the top of my list. Working closely with Chris at Capiche has proven to be one of the best business decisions ever made! Not only is her writing engaging and interesting, she always beats deadlines and genuinely cares about me and my clients.”

—Whitman Parker, Publisher, Southern Oregon Wine Scene/Jacksonville Review

“Working with Chris has been very effective. She took the time to get to know us and our business and didn’t waste any time making things happen. In an age where marketing opportunities are everywhere, Chris helped to take the guesswork out of which ones would be beneficial to us. In short time, we found ourselves in feature articles and cover stories in targeted publications and on TV—creating a buzz around 2Hawk’s change in ownership and quality. This really helped to set the stage as we introduce a new era of quality wines.”

—Jen Allen, Owner & Retail Operations Manager, 2Hawk Vineyard & Winery
Capiche Wine Marketing & PR and Capiche © 2021 All Rights Reserved
Website by Michaels & Michaels Creative, LLC | Principal photography by David Gibb Photography
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