Workshop Description: The Intro to Cupping Workshop provides those new to cupping with tools to analyze and describe their sensory perceptions of coffee. Specifically tailored to beginners, the workshop provides a welcoming and supportive environment to explore the world of coffee evaluation. Participants will learn practical techniques to assess coffee’s sensory attributes through engaging tastings and hands-on activities, bridging theory with practice.

Learners who complete this workshop will be able to:

1. Explain how cupping is used in professional settings across the coffee value chain.

2. Define and differentiate among key terms like fragrance, aroma, flavor, aftertaste, acidity, sweetness, mouthfeel, and overall.

3. Detect differences in intensity and sensory profile among coffee samples.

4. Use sensory evaluation tools like check-all-that-apply (CATA) boxes and nine-point affective scales.

5. Identify personal preferences in sensory attributes in coffee.

Date: Friday, April 10, 2026
Time: 9:00 a.m. - 12:30 p.m.
Room Number: 30 DE
Category: Cupping

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

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Instructor

Seidy Selivanow

Workshop Description: Have you ever wondered what’s really happening inside the roaster—or wished someone would finally break down coffee roasting in a clear, approachable way? Whether you’re a coffee enthusiast, a new barista, or an aspiring roaster, this beginner-friendly workshop invites you to step behind the curtain and experience roasting up close.

In this session, we’ll explore the foundational theory behind coffee roasting and how heat, airflow, and timing shape flavor. You’ll learn to recognize the three key phases of every roast—drying, Maillard, and development—along with the visual, aromatic, and audible markers that guide a roaster’s decisions. We’ll also discuss green coffee basics such as density, moisture, and processing, and how these characteristics influence roast approach, green buying decisions, and menu development for coffee businesses. These foundational skills strengthen quality control, support better communication with roasting partners, and deepen understanding of how roast profiles impact the coffees served on your menu.

The workshop concludes with a comparative cupping, where we’ll taste how roast decisions show up in the cup—exploring underdeveloped, well-developed, and over-roasted coffees side by side. Perfect for anyone curious about taking their first steps into coffee roasting—come learn, taste, and explore what really happens inside the roast.

Learning Objectives:

1. Understand the foundational science and sensory markers of the three key roasting phases—drying, Maillard, and development—and how they directly influence sweetness, acidity, body, and overall cup quality.

2. Identify how green coffee characteristics (density, moisture, processing) inform heat application and roast approach, and learn how this knowledge supports better purchasing decisions, green coffee selection, and alignment with a café’s menu needs.

3. Develop the ability to evaluate roast outcomes through guided cupping—distinguishing underdeveloped, baked, and well-developed coffees—and understand how this sensory awareness strengthens QC practices and informs menu development for coffee businesses.

Date: Friday, April 10, 2026
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 31 C
Category: Cupping

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

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Instructor

Mo Maravilla

Workshop Description: In Less Chaos, More Clarity: Practical Time Management and Organization for Coffee Professionals, participants learn how to take control of their time, energy, and workflow in a way that feels realistic and sustainable. This workshop begins with a foundational understanding of how you work best, your natural energy patterns, focus rhythms, and environmental needs, because effective time management starts with knowing yourself.

Participants will explore the most common productivity pitfalls, evaluate their own habits, and learn practical strategies for prioritizing what matters most. From distinguishing urgent versus important work to setting achievable weekly goals, participants will walk away with tools that reduce overwhelm and prevent burnout.

The session also covers systems and processes that make organization easier: digital tools, calendar management, communication boundaries, and routine-building. Finally, we’ll dive into workflow and workload strategies that support consistency, such as structuring your day, protecting your availability, and knowing when to reset and recalibrate.

This workshop offers clear, actionable frameworks that help attendees replace chaos with clarity and take ownership of their days with confidence.

Learning Objectives:

1. Understand your personal work rhythms to manage your energy, not just your time.

Participants will identify their high-focus periods, evaluate current habits, and align their most important tasks with their natural energy peaks.

2. Recognize and overcome common time-management pitfalls.

Attendees will assess personal tendencies around procrastination, overcommitment, lack of delegation, and organizational blind spots.

3. Use effective prioritization and planning strategies to reduce stress and prevent burnout.

Attendees will learn to distinguish urgent vs. important tasks, set realistic goals, and manage competing priorities with clarity.

4. Build sustainable systems that support organization and accountability.

Date: Friday, April 10, 2026
Time: 9:00 a.m. - 11:30 a.m.
Room Number: 30 C
Category: Business

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

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Instructor

Krystal Burns

Patrick Burns

Workshop Description: In a rapidly consolidating global coffee market, small and medium-sized businesses face unique challenges—but also opportunities to scale. This 3 hour hands-on workshop is designed to help participants develop tailored strategies to grow and thrive amidst consolidation pressures. Led by seasoned entrepreneur Lukasz Mrowinski, former CEO of Etno Cafe—the largest Polish-originated coffee shop chain—this session will guide participants through real-world exercises and frameworks based on mergers and acquisitions (M&A), venture capital (VC), private equity (PE), and technology integration.

Using Kolb’s Experiential Learning Cycle (experience, reflection, conceptualization, and experimentation), attendees will engage in practical exercises, peer collaboration, and case studies to understand key growth opportunities, evaluate investment or partnership options, and design actionable growth plans. Participants will explore market positioning, funding strategies, and how to adopt technological innovations like supply chain optimization and smart brewing to increase profitability and competitiveness.

By the end of the workshop, attendees will leave with an initial actionable roadmap tailored to their business needs, including short-term and long-term strategies for scaling while maintaining brand identity. This workshop is ideal for coffee entrepreneurs, small business owners, and industry stakeholders seeking hands-on, practical guidance for scaling their businesses in a dynamic, consolidating market.

Learning Objectives:

1. Identify Key Growth Opportunities:

Attendees will learn how to assess opportunities for growth and scalability within the context of market consolidation, including partnerships, acquisitions, and investments.

2. Develop a Customized Scaling Strategy:

Participants will create a personalized growth roadmap by evaluating different scaling methods—organic growth, strategic M&A, and funding through VC or PE—tailored to their business needs.

3. Leverage Technology for Competitive Advantage:

Learn how to adopt and implement innovative technologies, such as supply chain optimization and data-driven decision-making, to enhance operational efficiency and market positioning.

4. Preserve Brand Identity While Scaling:

Gain insights into maintaining a company’s unique identity and customer loyalty while navigating expansion through M&A or investment-driven growth.

Date: Friday, April 10, 2026
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 30 B
Category: Business

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

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Instructor

Lukasz Mrowinski

Workshop Description: The founders at Anthem Coffee learned the art of blending from their uncle, Vaughn Neblock, the lead coffee buyer at Folgers in the 1960s, 70s, and 80s. Many of his employees went on to lead major mass market coffee companies and used what he taught them to run their buying portfolios. Using techniques learned working alongside him we hope to give participants a reliable framework for building blends that can remain consistent regardless of market and buying conditions. We will introduce the Category approach and lead participants through the use of the Affective form for gleaning information and data from their own internal team and customers to learn how to use replacement coffees and coffee buying to keep their blends reliable and consistent. A combination of presentation and hands on will give participants practical experience with building blends on a budget. The final hour will challenge participants to match a commercially available blend with coffees that come from the Categories we present.

Learning Objectives:

1. Greater familiarity with the Affective form and how powerful of a tool it can be for roasters when used to collect data at all points in their blend development process

2. Foster in specialty roasters an awareness of the applications lower quality coffees have in their roasting stables and blending practices

3. A greater appreciation for how defects actually affect the cup quality of your blends, i.e. "maybe we CAN blend with 150 defect coffee at X percentage and nobody really will be able to tell the difference.

Date: Friday, April 10, 2026
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 31 AB
Category: Brewing

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

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Instructor

Russell Thorpe

Jacob Burlin

Workshop Description: A purposeful green coffee buying strategy is key to the success of every coffee roasting business. This workshop introduces the fundamentals of effective green coffee sourcing and purchasing. Participants will learn standard industry practices for how coffee is bought, traded, and transported, setting the stage for successful relationships with coffee producers, suppliers, and logistics providers. We will cover the core components of a complete green buying program, including quality and price discovery, sample and offer evaluation, contracts and risk management, relationships and effective communication, and how to align sourcing decisions with your company’s brand, budget, and values. Through an interactive lecture and small group activities, attendees will gain a clearer understanding of coffee sourcing best practices, current innovations, and practical tools they can apply to strengthen both their buying programs and supplier relationships.

Learning Objectives:

1. Design a basic green coffee buying plan: Attendees will be able to map out the coffee value chain and core components of a buying program for their own context.

2. Understand quality and pricing dynamics: Attendees will learn how commodity and specialty markets interact, connecting this to how they interpret offers, evaluate samples, assess risk, and build relationships.

3. Work more effectively with suppliers and logistics partners: Attendees will be able to identify key contract terms, logistics considerations, and communication practices that support stronger, more transparent relationships with producers, importers, and logistics providers.

4. Align sourcing with brand, budget, and values: Attendees will be able to connect day-to-day buying decisions to a company’s values, brand positioning, and financial considerations.

Date: Friday, April 10, 2026
Time: 1:30 p.m. - 4:30 p.m.
Room Number: 30 C
Category: Brewing

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

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Workshop Description: This workshop focuses on honing in and developing the necessary skills to become an impactful coffee educator! In “Train-the-Trainer,” we will give attendees the practical tools to create and deliver a great coffee training on any subject.

We will begin with how adults actually learn and why people need different approaches. Attendees will then learn how to build a complete training program step-by-step, from the big-picture curriculum to individual lessons with clear goals.

We'll practice the very important but often overlooked people and emotional skills that make training really work. Learn how to give feedback that helps instead of hurts, use language that builds confidence, and keep your trainees engaged and excited to learn. This workshop provides valuable insights whether you're a cafe owner, manager, professional trainer, or looking to be one. You'll walk away with a lesson you created yourself, ready to use right away, and with lasting teaching techniques to become an unforgettable educator!

Learning Objectives:

1. Design structured training programs that apply adult learning principles and accommodate diverse learning styles (visual, auditory, kinesthetic, reading/writing).

2. Develop complete lesson plans with measurable objectives, appropriate activities, and assessments for various coffee-related topics and experience levels.

3. Apply effective communication techniques, including depersonalized feedback, positive language framing, and validation strategies that build trainee confidence.

4. Implement engagement strategies such as pacing lectures, using body language effectively, and maintaining learner interest through varied instructional methods.

Date: Friday, April 10, 2026
Time: 1:30 p.m. - 3:30 p.m.
Room Number: 30 B
Category: Training

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

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Instructors

Tarra Samuelson

Julie Housh

Workshop Description: The Coffee Value Assessment (CVA) is reshaping how the industry evaluates and communicates coffee quality. This workshop provides a practical, sensory-science–driven pathway for understanding and applying the CVA framework across its four dimensions: Physical, Descriptive, Affective, and Extrinsic.

Aimed at cuppers, roasters, quality leads, and sourcing professionals, the session demonstrates how structured sensory practice strengthens CVA-aligned evaluation and supports more consistent, evidence-based quality decisions. Participants will explore key sensory-science principles—including perception, thresholds, attribute recognition, and panel calibration—and learn how these principles can enhance CVA scoring, interpretation, and communication.

A central hands-on component features a guided tasting using FlavorActiV’s GMP Flavour Standards and other globally recognised reference tools designed to align and calibrate human sensory panels. This exercise helps attendees develop sharper attribute identification skills, understand perceptual variation, and apply calibrated sensory outputs directly to the CVA’s descriptive and affective dimensions.

By the end of the workshop, attendees will be better equipped to connect sensory data with coffee value, improve panel reliability, and integrate CVA-aligned practices into their own evaluation processes. The session is designed to deliver both immediate practical skills and a deeper understanding of how sensory science underpins this new era of coffee quality assessment.

Learning Objectives:

1. Apply core sensory-science principles - including perception, flavour thresholds, and attribute recognition to improve alignment with the CVA framework.

2. Enhance panel consistency and reliability by using calibrated reference materials (GMP Flavour Standards) to standardise attribute identification and descriptive accuracy.

3. Interpret and connect sensory outputs to the CVA dimensions, particularly the Descriptive and Affective components, to support clearer and more meaningful evaluation outcomes.

4. Integrate CVA-aligned sensory practices into everyday cupping and quality workflows, enabling more confident, data-supported decisions across sourcing, roasting, and QC operations.

Date: Friday, April 10, 2026
Time: 1:30 p.m. - 4:00 p.m.
Room Number: 31 AB
Category: Brewing

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

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Instructors

Luis Héctor Valdez

Leandro Fedele

Workshop Description: Make your cafe work for you, your team, and your guests! Whether you’re in the process of designing a cafe space, or want to make sure that your team is working together, let’s come together to work on workflow!

In this workshop we will discuss the theory behind workflow management and intuitive customer design. We will examine case studies of different bar layouts - how they work and why they work, examine different approaches to bar layout and design flow, and discuss not just the physical workspace but how teams can work together to be efficient behind the bar while providing the most hospitable experience for your guests. Whether you have one person on bar, or two (or more!) we’ll discuss the best way to approach drink order and how everyone can work together to ensure the highest quality of drinks is being served and your customers are receiving the highest level of hospitality!

Learning Objectves:

1. Understand what “workflow” and “bar flow” is in a cafe

2. Understand the how and why of different approaches to bar layouts and workflows

3. Understand different roles and responsibilities behind the bar (from a 1-person bar to a many-person bar!)

4. Understand and apply team-building approaches to ensure high standards of quality and hospitality

5. Understand human-centered design principles and design psychology

6. Designing for optimization for people and culture behind and in front of the bar

Date: Friday, April 10, 2026
Time: 1:30 p.m. - 4:30 p.m.
Room Number: 32 AB
Category: Business

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

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Instructor

Selina Viguera

Mo Maravilla

Workshop Description: What does freshness in coffee taste like? What causes green coffee to age prematurely? How should you store your beans for optimal shelf life?

This workshop explores what coffee freshness truly means, how it’s impacted, and practical ways to preserve it. Led by Chris Kornman and Isabella Vitaliano from the Crown’s Research Team, participants will engage in guided tastings of both fresh and aged coffees, and delve into recent experiments and findings on coffee storage and shelf life.

Learning Objectives:

1. Recognize key sensory markers of staleness in roasted coffee and age in green coffee

2. Understand the underlying causes of staleness and age

3. Gain actionable strategies for optimizing storage and preservation of freshness

4. Improve the ability to communicate about freshness, seasonality, and the importance of proper storage

Date: Friday, April 10, 2026
Time: 1:30 p.m. - 3:30 p.m.
Room Number: 31 C
Category: Cupping

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

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Instructor

Chris Kornman

Isabella Vitaliano

Workshop Description: This workshop offers an in-depth, hands-on introduction to the core principles of roaster operation and maintenance. Participants will explore how various commercial roasting machines operate, focusing on the roles of airflow, burners, and heat transfer. This workshop combines classroom learning with interactive, on-site demonstrations led by multiple roaster manufacturers. Attendees will develop confidence in basic operational procedures and maintenance routines to maximize equipment performance, ensure safety, and extend roaster longevity.

By the end of this workshop, participants will be able to:

1. Understand the fundamental principles of roaster operation, including airflow, burners, and heat transfer mechanisms.

2. Compare similarities and differences among various commercial roaster models.

3. Understand proper operational techniques and basic maintenance tasks for different roaster models.

4. Recognize the importance of regular maintenance in optimizing roaster performance, safety, and product consistency.

Note: The workshop begins with classroom instruction, followed by exclusive early access to the show floor for guided demonstrations with a variety of roaster manufacturers. This unique setup offers hands-on interaction with equipment and direct Q&A with experts, though no actual coffee roasting will take place. The workshop concludes in the classroom with additional exercises and group discussion.

Date: Saturday, April 11, 2026
Time: 8:00 a.m. - 11:00 a.m.
Room Number: 30 DE
Category: Brewing

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

BOOK NOW >

Instructor

Doug Graf

Workshop Description: Dive into the core elements every coffee entrepreneur needs to build and sustain a successful cafe business. Learn to select and maintain essential equipment, design a sales-driven menu that aligns with your brand, and manage costs for profitability. Explore beverage trends and marketing ideas to attract loyal customers. Discover how to unlock your cafe's full potential, including how to turn slow evenings into busy, revenue-generating hours.

Walk away with actionable insights and a renewed confidence to elevate every aspect of your cafe. This workshop is ideal for current and aspiring cafe owners and managers ready to elevate their business.

Learning Objectives:

1. Identify essential equipment needs and maintenance practices to support efficient daily operations.

2. Develop a visually appealing and profitable menu that aligns with your brand and customer preferences.

3. Calculate cost of goods and apply techniques to ensure profitable pricing and inventory management.

4. Analyze current beverage trends and consumer habits to attract new customers.

5. Implement strategies to increase evening sales and create inviting after-work experiences for guests.

Date: Saturday, April 11, 2026
Time: 8:00 a.m. - 10:30 a.m.
Room Number: 30 B
Category: Business

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

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Instructor

Anna Gutierrez

Workshop Description: Why have novel coffee post-harvest processing methods surged in the past decade? Because processing shapes flavor.

Post-harvest techniques enable producers and processors to influence flavor profiles and tailor coffees to specific market preferences. Traditional methods—washed, natural, and honey—remain foundational, while innovations such as controlled or extended fermentations, and even flavor infusions with natural or synthetic ingredients, have expanded the possibilities. Together, these approaches form a rich toolbox that can yield an extraordinary spectrum of flavors from the same raw material.

In this workshop, we’ll explore coffees processed through a range of methods—from the most classic to the most cutting-edge—and experience firsthand how post-harvest decisions unlock diverse flavor expressions. We'll use descriptive assessment tools from the Coffee Value Assessment to appreciate the flavor profiles of different coffees better.

This workshop is valuable for those who want to expand their sensory skills and better appreciate the craftsmanship behind coffee flavor development.

Learning Objectives:

1. Explore a broad spectrum of post-harvest processing methods, from traditional (washed, natural, honey) to novel techniques (extended fermentation, flavor infusion), experiencing how these choices impact sensory profiles.

2. Learn to use CVA Descriptive Assessment tools to sharpen your ability to characterize nuanced sensory profiles.

3. Gain insights into how processing decisions can be used to tailor coffee to specific preferences and markets.

Date: Saturday, April 11, 2026
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 31 AB
Category: Brewing

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

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Instructor

Mario Fernández

Workshop Description: This intensive workshop equips coffee business owners and leaders with frameworks to develop strategic brand positioning through competitive analysis and differentiated messaging. Participants learn data-driven market research methodologies, create detailed competitor profiles using SWOT analysis, and develop a comprehensive brand positioning document that includes value propositions, mission/vision statements, and target audience personas, brand voice, and story. The workshop combines industry-specific case studies with practical application through guided worksheets. By the end of this workshop, participants will have the tools and frameworks needed to independently identify market gaps, articulate unique positioning, develop core brand strategy elements, and create cohesive brand narratives that drive customer acquisition and retention in crowded coffee markets.

Learning Objectives:

1. Identify Strategic Market Opportunities: Learn how to conduct competitive landscape analysis using industry data and SWOT frameworks to uncover white space your competitors are ignoring.

2. Craft Differentiated Brand Positioning: Master the step-by-step process to develop compelling value propositions, mission/vision statements, and brand narratives that clearly communicate why customers should choose you over competitors.

3. Define Your Target Customer: Create detailed audience personas using demographic, psychographic, and behavioral data to focus your positioning on the customers most likely to buy.

4. Build Your Brand Positioning Playbook: Apply proven frameworks through hands-on exercises to develop a complete, actionable brand strategy you can implement immediately in your business.

Date: Saturday, April 11, 2026
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 30 C
Category: Business

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

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Instructor

Darleen Scherer

Workshop Description: This workshop teaches attendees how to evaluate green coffee using measurable quality indicators in addition to the cupping score. Participants will learn how to conduct green grading and physical inspection, calibrate and operate moisture and water activity meters, and use UV fluorescence to identify processing or storage issues. The session includes hands-on practice with measurement tools, green defect identification, and a cupping of coffees intentionally spiked with common physical defects. By tasting defects that can be visually identified, participants will connect physical attributes to sensory expression. The workshop equips learners with practical methods to make more confident purchasing decisions, select coffees that fit their menu goals, and communicate quality expectations to exporters and importers.

Learning Objectives

1. Correctly calibrate and use moisture meters, water activity meters, and UV tools.

2. Interpret measurements alongside visual green grading inspection to evaluate lot quality.

3. Identify how specific green defects may present in the cup through guided tasting.

4. Use physical and analytical data to make informed purchasing decisions aligned with quality goals.

Date: Saturday, April 11, 2026
Time: 9:00 a.m. - 12:30 p.m.
Room Number: 31 C
Category: Cupping

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

BOOK NOW >

Instructor

Sarah Cline Parker

Trevor Jermasek

Workshop Description: This immersive workshop introduces participants to the foundations of espresso, from its role in the cafe to the science behind proper extraction. Through clear demonstrations and guided practice, attendees will learn essential techniques, including dialing in grind size, effective tamping, and pulling consistently balanced shots.

Participants will learn to steam milk for high-quality results, with dedicated practice time. Experienced instructors will provide individualized support, ensuring personalized coaching and skill development during practical activities. This workshop also explores traditional espresso beverages and their preparation.

By the end of the workshop, attendees will walk away with a deeper technical understanding of espresso extraction, improved beverage-building skills, and practical knowledge they can apply immediately. If you’re new to espresso or looking to develop your barista skills further, this session offers a valuable, engaging learning experience.

Learning Objectives:

1. Learn the fundamentals of espresso preparation — Understand how variables such as grind size, dose, tamping pressure, and shot time influence flavor, balance, and overall espresso quality.

2. Develop consistent extraction techniques — Practice dialing in espresso, adjusting grinders, and pulling shots with accuracy to achieve repeatable, café-quality results.

3. Foundational beverage preparation skills — Attendees will learn the proper construction of staple espresso-based drinks and gain confidence in steaming milk to different textures and correct temperatures.

Date: Saturday, April 11, 2026
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 32 AB
Category: Brewing

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

BOOK NOW >

Instructor

Ahmad Aziz-Taylor

Workshop Description: Since cold brew coffee entered the industry's main stage a decade ago, many coffee professionals believe they've learned all there is to learn about the brewing method. This workshop is an interactive exploration that demonstrates some of what the latest coffee science has taught us about cold-water brewing and how to apply scientific and sensory skills to transform cold brew cups from mediocre to extraordinary.

Designed for coffee professionals across various segments, this workshop delivers a science-driven, practical experience with cold brew. You'll discover how cold-water brewing shapes flavor, learn strategies to optimize your cold brew offerings, and uncover actionable ways to apply the latest research in your role. Whether you're focused on quality, innovation, or storytelling, this session offers relevant insights for anyone interested in cold brew's potential.

Learning Objectives:

1. Understand how the cold water brewing method impacts flavors in the cup compared to hot brewed counterparts.

2. Learn how to use cold brew cupping to explore possibilities and make meaningful program decisions.

3. Explore how cold brew can showcase the unique characteristics and stories behind different coffees and origins.

4. Practice cold brew sensory analysis with CVA (serves as an easy-to-follow intro to CVA forms).

5. Participants will engage in approachable sensory comparisons designed for all experience levels.

6. Leave with practical, evidence-based takeaways—whether you want to understand cold brew's popularity or discover insights aimed at improving your offerings for cold brew consumers.

Date: Saturday, April 11, 2026
Time: 1:00 p.m. - 4:00 p.m.
Room Number: 30 B
Category: Sensory

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

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Instructor

Julia Leach

Workshop Description: The SCA Coffee Value Assessment (CVA) is a tool developed as a universal system of evaluating and documenting coffee quality, and is the most widely used quality evaluation system in the Specialty Coffee industry. The CVA is an evolution of previous cupping systems, like the 2004 SCA Cupping Protocol, but it integrates current sensory science, economics, evolved techniques, and current coffee market dynamics. This 3-hour course will orient experienced cuppers to the system, teach proper use of the CVA, and explore how the CVA can be adapted for use across a variety of business environments.

Learning objectives:

1. Understand the purpose and design of the Physical, Descriptive, Affective, and Extrinsic Assessments of the CVA.

2. Perform a coffee assessment using all four elements.

3. Understand how to use tools like aroma examples and triangulations to improve skills.

4. Learn how to adapt CVA to specific business environments such as the roasting company, the coffee trader, the coffee exporter, etc.

Date: Saturday, April 11, 2026
Time: 1:30 p.m. - 4:30 p.m.
Room Number: 30 DE
Category: Cupping

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

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Instructor

Peter Giuliano

Workshop Description: Sensory Toolkit 2.0 is a dynamic, hands-on workshop that expands traditional cupping and flavor-wheel training into a multisensory approach designed for modern baristas, trainers, and sensory professionals. Participants explore the intersection of aroma, texture, and narrative to build a more intuitive and inclusive sensory vocabulary. Through guided tasting, aroma jar identification, tactile mouthfeel stations, and narrative-based flavor mapping, attendees learn practical methods for breaking the “language trap” that limits sensory communication in cafés and training environments. This workshop equips participants with actionable tools to strengthen team calibration, improve guest communication, and enhance their own ability to perceive and describe coffee in a meaningful, memorable way.

By the end of the workshop, participants will be able to:

1. Identify and describe key aromas using a simplified, accessible scent library.

2. Use tactile cues to interpret and communicate mouthfeel and structure in brewed coffee.

3. Apply multisensory anchors (texture, color, temperature, emotion, memory) to develop more expressive and accurate tasting language.

4. Break common sensory “language traps” through narrative-based flavor communication.

5. Implement quick, low-cost sensory training exercises in their own cafés or training programs.

Date: Saturday, April 11, 2026
Time: 1:30 p.m. - 3:30 p.m.
Room Number: 31 AB
Category: Brewing

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

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Instructor

Ashley Whelan

Workshop Description: Many coffee drinkers use the word strong to describe what they like in espresso, but strength is only one part of a much bigger story. In this interactive tasting workshop, we’ll explore the critical and often misunderstood difference between strength and extraction quality. Through guided tastings and intentionally varied espresso shots, participants will learn how brew ratios, grind size, and temperature influence both intensity and flavor clarity.

We’ll begin by clarifying what strength truly means in espresso: the concentration of dissolved coffee in the final shot. From there, we’ll dive into extraction, how much of the coffee’s soluble material is pulled during brewing, and how under-extracted, balanced, and over-extracted espresso presents itself on the palate. By tasting contrast shots that isolate these variables, participants will build a clearer sensory vocabulary to identify cleanliness, acidity, sweetness, body, and finish with greater confidence.

Whether you’re a barista looking to sharpen your dialing-in skills or a coffee enthusiast curious about why some shots taste vibrant and balanced while others feel harsh or hollow, this workshop will provide practical tools to diagnose espresso and make intentional, repeatable adjustments behind the bar. Come ready to taste, compare, and better understand what’s really happening in your cup.

Learning Objectives

1. Clarify Strength vs. Extraction in Espresso

Help participants understand the distinction between espresso strength (brew ratio and concentration) and extraction (how much flavor is dissolved), and how each variable impacts the final shot.

2. Develop Espresso-Specific Sensory Awareness

Strengthen participants’ ability to taste and identify sensory cues associated with under-extracted, balanced, and over-extracted espresso.

3. Translate Taste Into Actionable Adjustments

Equip attendees with practical tools to connect what they taste to specific, repeatable adjustments such as dose amount, grind size, and yield.

4. Foster Confidence, Curiosity, and Dialogue

Create an engaging, supportive environment where participants feel comfortable asking questions, comparing shots, and deepening their understanding of espresso through shared sensory experience.

Note: This workshop will use espresso as the brew method to explore these principles, but the content covered can be applied to all coffee brewing methods.

Date: Saturday, April 11, 2026
Time: 1:30 p.m. - 4:30 p.m.
Room Number: 32 AB
Category: Brewing

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

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Instructor

Emma Isabel

Workshop Description: Deep dive into this immersive workshop examining the history and future of the Coffea species. Focusing on the diversity of flavor and the lack of genetic diversity endangering the species, the workshop walks participants through key factors that make Coffea, particularly Arabica, vulnerable to extinction.

Part presentation, part tasting, this workshop is open to and has been fruitful for people with varied levels of experience, from those new to cupping all the way to seasoned coffee traders. Discover what is at stake as we face environmental and genetic challenges, and gain first-hand insights through compelling case studies from producers of the world’s rarest species and innovative farming initiatives. Some of these producers will join as guest speakers, offering their perspectives and sharing their experiences directly with participants.

Tasting exercises will include multiple Coffea species such as Stenophylla, Eugenioides, Liberica, Excelsa, Racemosa, Wightiana, experimentally processed Canephora, and a selection of several innovative and rare Arabica varieties and processings.

This session will deepen your understanding of the urgent need to preserve coffee biodiversity, highlight the threats and the remarkable potential within this genus, and introduce initiatives underway to navigate the current climate.

Learning Objectives:

1. Understand the importance of genetic diversity in coffee and why many Coffea species, especially Arabica, are endangered, and describe the environmental, genetic, and economic factors involved.

2. Taste and identify a range of Coffea species and Arabicas, while discussing their unique genetic and sensory characteristics.

3. Analyze real-world case studies of innovative farming and conservation practices aimed at preserving rare coffee species and adapting to climate change.

4. Foster professional and community connections through collaborative learning and shared sensory experiences.

5. Enjoy an engaging, memorable coffee experience that sparks curiosity and inspires reflection on coffee’s future.

Date: Saturday, April 11, 2026
Time: 1:30 p.m. - 4:30 p.m.
Room Number: 31 C
Category: Cupping

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

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Instructor

Leon Grodski Barrera

Adriana Uriostegui

Workshop Description: Snap into water chemistry with this hands-on workshop where we explore the compounds and ions commonly found in water—like calcium, magnesium, and sodium. Piece-by-piece, learners will see how minerals move through filters like ion exchange cartridges. We will also talk about why the coffee industry wants to manage minerals in water that is already safe to drink. Whether you are a technician, barista, or just curious about what’s happening inside your water filter, this session helps build clarity—literally. Come ready to stack knowledge and connect the dots on how filters manage minerals.

Following this workshop, attendees should be able to:

1. Identify compounds typically found in tap water

2. Define and list components that contribute to the total hardness of a water

3. Define and list components that contribute to the temporary hardness of water

4. Define and list components that contribute to alkalinity

5. Describe what happens inside of an ion exchange water filter cartridge

Date: Saturday, April 11, 2026
Time: 1:30 p.m. - 3:30 p.m.
Room Number: 30 C
Category: Science

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

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Instructor

Ben Helt

Workshop Description: The Intro to Cupping Workshop provides those new to cupping with tools to analyze and describe their sensory perceptions of coffee. Specifically tailored to beginners, the workshop provides a welcoming and supportive environment to explore the world of coffee evaluation. Participants will learn practical techniques to assess coffee’s sensory attributes through engaging tastings and hands-on activities, bridging theory with practice.

Learners who complete this workshop will be able to:

1. Explain how cupping is used in professional settings across the coffee value chain.

2. Define and differentiate among key terms like fragrance, aroma, flavor, aftertaste, acidity, sweetness, mouthfeel, and overall.

3. Detect differences in intensity and sensory profile among coffee samples.

4. Use sensory evaluation tools like check-all-that-apply (CATA) boxes and nine-point affective scales.

5. Identify personal preferences in sensory attributes in coffee.

4. Use cupping and sensory feedback to refine blend outcomes.

5. Craft concise, engaging narratives explaining blend intention, flavor goals, and origin context.

6. Apply repeatable frameworks for signature, seasonal, or menu-specific blends.

Date: Sunday, April 12, 2026
Time: 9:00 a.m. - 12:30 p.m.
Room Number: 30 DE
Category: Cupping

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

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Instructor

Ben Helt

Workshop Description: What does a healthy cafe budget look like? And how do you match that to the reality of operations?

In the dynamic job of running a cafe, a solid grasp of budgeting is vital for sustainable success. This workshop is designed to empower cafe owners, managers, and aspiring entrepreneurs with the foundational tools to create, analyze, and optimize a budget that drives profitability. Attendees will dive into key areas of the P&L—like cost of goods (COGs), labor, and occupancy—to understand how each impacts the overall health of their business and how to control them ongoing via operational decisions.

Using a fill-in-the-blank workbook, attendees actively engage in analyzing financial metrics, calculating ideal expense percentages, and learning actionable methods to control costs. This workshop transforms complex financial concepts into manageable, practical steps. Plus, we’ll explore real strategies for boosting cafe sales and inspiring cafe workers to engage better with the business. Attendees will leave feeling enthusiastic, knowledgeable, and equipped with practical budgeting insights to support their cafe's growth.

This workshop would be perfect for people brand new to these concepts or even experienced cafe owners who are having a difficult time controlling expenses.

Learning Objectives:

1. Identify and understand key budget components in a cafe business, how to analyze them in your own business, and how to strategically control them ongoing through operational leadership

2. Gain a clear understanding of how to build, read, and leverage a P&L statement specifically for the cafe business to assess the café’s financial health and make informed decisions.

3. Explore strategies to increase top-line revenue through effective upselling, product mix adjustments, and employee engagement

4. Walk away with a holistic budgeting approach that combines financial discipline with strategic decision-making, supporting sustainable growth

Date: Sunday, April 12, 2026
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 30 B
Category: Business

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

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Instructor

Erica Escalante

Workshop Description: This workshop equips new and growing coffee entrepreneurs with the knowledge and tools to start and scale a wholesale coffee business. We’ll cover the full journey—from green coffee buying and roasting to selling your product across B2B and consumer channels. By the end, you’ll have a comprehensive roadmap to develop a profitable, customer-focused wholesale program, along with an understanding of key industry benchmarks and strategies for standing out in a crowded market.

Learning Objectives:

1. To learn how to source green coffee in an effective manner by working with various buying methods, forecasting, and working alongside producers

2. To understand the necessary equipment and education needed to create an in-house roasting program

3. Gain practical and effective sales tactics from two coffee sales professionals, such as how to build a pipeline, creating sales & marketing materials, and how to conduct in & out-bound sales

4. Attendees will have a business plan specially for wholesale coffee roasting to follow along, fill-out, and walk away with

Date: Sunday, April 12, 2026
Time: 9:00 a.m. - 11:00 a.m.
Room Number: 30 C
Category: Business

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

BOOK NOW

Instructor

Tarra Samuelson

Blair Smith

Workshop Description: How do we define “quality” in an increasingly diverse specialty coffee industry? How can we understand and interpret consumer tastes? How can a producer find the right markets for their coffee?

The above questions are front of mind to many current coffee professionals- and we need answers. Fortunately, the disciplines of sensory and consumer science have developed a technique called “Preference Mapping”, which can integrate descriptive and affective information- that is, flavor notes and preferences- into tools that help predict and define product quality.

Join us to learn the sensory technique of data-driven preference mapping, which will help students use tools like the Coffee Value Assessment to evaluate coffee flavor and understand market dynamics. We will taste and evaluate coffees, learn about preference mapping, and create basic preference maps.

Learning Objectives:

1. Explain the principles of preference mapping and its relevance to the coffee industry.

2. Apply preference mapping techniques to analyze and interpret consumer preferences for coffee flavor and quality.

3. Use sensory and consumer data to create basic preference maps for coffees.

4. Recognize how preference mapping can be used to personalize customer experiences and improve outcomes.

Date: Sunday, April 12, 2026
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 31 AB
Category: Cupping, Business

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

BOOK NOW >

Instructor

Peter Giuliano

Peter Giuliano is the Senior Advisor of Science Communication and Engagement Strategy for the SCA. With 35 years of experience in the coffee trade, he focuses on supporting, promoting, and communicating scientific and economic research that benefits the entire coffee industry.

Workshop Description: Blending is both an art and a science, and intentional design is key to achieving flavor, balance, and consistency. This workshop teaches roasters how to craft blends with clear sensory goals using component tasting, roast-level experimentation, and iterative cupping feedback. Participants explore how origin, variety, and roast interact to influence sweetness, acidity, body, and clarity. Emphasis is placed on co-discovery, allowing participants to hypothesize, test, and refine blends collaboratively. The workshop also incorporates storytelling, helping participants translate blend design into concise narratives for café teams and consumers. Attendees leave with repeatable frameworks, tasting skills, and practical storytelling tools to create blends that are purposeful, repeatable, and memorable.

Learning Objectives:

1. Evaluate individual component coffees for sensory contribution.

2. Adjust roast levels to optimize blend balance, body, and flavor clarity.

3. Co-create blends collaboratively using iterative, sensory-driven experimentation.

4. Use cupping and sensory feedback to refine blend outcomes.

5. Craft concise, engaging narratives explaining blend intention, flavor goals, and origin context.

6. Apply repeatable frameworks for signature, seasonal, or menu-specific blends.

Date: Sunday, April 12, 2026
Time: 9:00 a.m. - 12:00 p.m.
Room Number: 31 C
Category: Cupping

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

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Instructor

Ashley Whelan

Workshop Description: This hands-on workshop is designed for baristas and coffee professionals who want to strengthen their technical understanding of espresso and milk synergy and develop their latte art skills.

This workshop first touches on proper espresso brewing and extraction quality. Participants will learn how minor adjustments can elevate the final cup and create a solid foundation for milk integration.

We'll then shift to focus on milk techniques—from proper steaming and texturing to pour control and integration with espresso. Attendees will practice achieving harmony between the structure of the espresso shot and the texture of the milk for smooth, balanced results.

By the end of the session, participants will leave with a better understanding of espresso variables, milk chemistry, and latte art pouring fundamentals, empowering them to create consistent, high-quality, beautiful beverages with confidence.

Learning Objectives:

1. Demystify espresso extraction by identifying how variables affect balance, flavor, and consistency in pouring into the cup.

2. Master the craft of milk texturing, learning how to create silky micro-foam and achieve the ideal temperature and texture for seamless integration with espresso.

3. Refine pour control and technique, discovering how movement, flow, and timing shape both latte art presentation and flavor synergy.

4. Combine science and craft to design espresso-based beverages that are visually striking, technically sound, and consistently delicious

Note: For the best hands-on experience, we group attendees into small breakout teams according to their self-assessed skill level. This way, you practice with peers at a similar stage and receive targeted guidance and feedback from the supporting instructors.

Date: Sunday, April 12, 2026
Time: 9:00 a.m. - 12:30 p.m.
Room Number: 32 AB
Category: Espresso

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

Instructor

Nicole Rosaly

Workshop Description: In this workshop, participants will learn how to create a thriving coffee shop environment by mastering the full barista experience—from hiring to daily engagement. We begin with strategies for attracting and selecting the right candidates, focusing on identifying the qualities that make exceptional baristas and hospitality professionals. Next, we explore effective onboarding practices that set new team members up for success, ensuring they feel confident, welcomed, and aligned with your shop’s values from day one. This workshop emphasizes the importance of cultivating a warm, motivated, and team-oriented culture. Attendees will learn how to create a supportive environment that fosters communication, accountability, and genuine connection—both between staff and with guests.

By the end of the session, managers and owners will walk away with actionable systems and tools to strengthen their team, elevate service quality, and enhance the overall guest experience. Whether you're launching a new cafe or improving an existing operation, this workshop provides the foundation for building a consistent, engaging, and memorable coffee shop culture.

Learning Objectives:

1. Develop an Effective Onboarding Plan:

Attendees will outline a step-by-step onboarding process that helps new hires feel welcomed, informed, and prepared to contribute within their first week. They will learn to define the skills, traits, and values that make an ideal coffee shop team member, and apply structured interview techniques to select strong candidates.

2. Create a Structured Training Framework:

Participants will understand the design of a practical training roadmap—including barista skills, feedback standards, and barflow expectations—that supports consistent performance across all shifts. Managers will learn simple methods for providing constructive feedback, monitoring progress, and supporting ongoing skill development.

3. Cultivate an Engaging Team Culture:

Attendees will discover strategies to foster teamwork, ownership, and communication to improve morale and reduce turnover. They will connect employee engagement practices with customer-facing behaviors to create a warm, memorable cafe.

Date: Sunday, April 12, 2026
Time: 12:30 p.m. - 3:00 p.m.
Room Number: 30 B
Category: Business

REGISTRATION FEES:

EARLY BIRD Regular* - $250
EARLY BIRD Paid Member* - $210
Regular - $275
Paid Member - $230

*Early Bird pricing ends March 1, 2026

Booking: To book your place in this Workshop, head to the World of Coffee San Diego Registration & Booking Portal and add a session to your order. Already registered? Simply login using the credentials created at purchase to access your booking and add other paid events to your badge.

BOOK NOW

Instructor

Selina Viguera

Emma Isabel