February 12, 2026 (Paso Robles, CA) — In a definitive move away from the traditional corporate seminar, DRIVE, the premier leadership and wine business summit, celebrated its fourth year by trading stale boardrooms for raw, high-impact dialogue. The sold-out event, held yesterday at the newly opened Ava Hotel in Paso Robles, saw over 160 industry leaders gather not for a typical conference, but for a revitalizing shift toward authentic connection and NFL-style grit.
The tone was set immediately as founder and host Amanda Wittstrom Higgins entered the room to a high-energy rap song—a deliberate choice designed to signal that DRIVE is not “business as usual.” The day was meticulously curated to move participants through the “Cone of Learning,” shifting the industry from passive listening to active, goal-oriented engagement.
Authentic Sharing and a Championship Highlight
A defining hallmark of the day was the candid perspective shared from the stage, which encouraged a wave of vulnerability throughout the room. Attendees were pushed to step outside their comfort zones, sharing personal challenges and professional goals. The room came alive with the excitement of new relationships and the authentic sharing happening amongst participants in real time.
In a standout highlight that electrified the crowd, Super Bowl Champion and NFL tight end Bear Pascoe rewarded the bravery of those who shared their insights by throwing perfect spiral passes across the room, handing out autographed footballs to those willing to engage.
A Blueprint for Success
The curriculum focused on the 10,000 Hours Rule—the idea that success is built through deliberate practice and being “infatuated with the process.”
- Bear Pascoe delivered a powerful keynote on his “4 P’s of Living A Championship Life”: Planning, Problem Solving, Perseverance, and Process. He challenged leaders to remain relentless and commit to “Plan A.”
- Educational Frameworks: The program guided participants through a self-assessment of the Business Life Cycle, identifying their standing across stages from Breakeven and Profitability to Scalability and Succession.
Powerful Industry Endorsements
“DRIVE is a gift to this region. Our community needed this, my team needed this, and I personally needed it,” said Maeve Pesquera, CMO of O’Neill Vintners & Distillers. “The day was perfectly delivered—casual and conversational yet direct. I was so inspired by the actionable strategies and real-time case studies that my notebook is full. It wasn’t just a seminar; it was a catalyst for growth.”
Audrey Cooper, Vice President of Turrentine Brokerage, noted the event’s importance during a period of industry transition: “I’ve attended the last four years of DRIVE, and this is by far one of the most impactful programs. In a time where our industry needs inspiration, motivation, and a beacon of hope, DRIVE provided just that.”
About DRIVE
DRIVE is a leadership summit produced by Full Cup Solutions and founded by Amanda Wittstrom Higgins. It is dedicated to elevating the wine industry and professional community through curated educational experiences and data-driven strategies. By modeling how success can be achieved through persistence and passion, DRIVE and Full Cup Solutions provide a settling voice and a clear roadmap for leaders looking to scale and succeed.
