ENMU > College of Business > Faculty > Dr. Christopher Taylor

D. Christopher Taylor

Education

Doctor of Philosophy in Hospitality Administration, College of Human Sciences
Department of Nutrition, Hospitality and Retailing, 2008
Texas Tech University, Lubbock, Texas
Dissertation: "Wine Education Courses: Changes in Wine Preferences and Motivations for Attending"

Master of Arts in Management, College of Business Administration
Human Resources specialization, 2004
Wayland Baptist University, Plainview, Texas

Bachelor of Science, College of Human Sciences
Human Development and Family Studies, 1992
Texas Tech University, Lubbock, Texas

Academic Appointments

Assistant Professor of Management
Hospitality Management Program Coordinator
Graduate Faculty Member
College of Business
Eastern New Mexico University

Hospitality Law (HRTM 315), Fall 2008
Introduction to Business (BUS 151), Fall 2008, Spring 2009, Fall 2009
Business Marketing (MKT 201), Fall 2008
Restaurant Operations (HRTM 410), Fall 2008, Fall 2009
Hotel Operations (HRTM 400), Spring 2008
Tourism Management (HRTM 493), Spring 2009
Entrepreneurship (BUS 305), Spring 2009
Catering (FCS 493), Spring 2009
Event and Festival Management (HRTM 493), Summer 2009
Beverage Management (HRTM 493), Summer 2009
Ecological Tourism Management (HRTM 593-Graduate Level), Summer 2009
Hospitality Internship (HRTM 489), Summer 2009
Club and Resort Management (HRTM 310), Fall 2009
Facilities Management (HRTM 320), Fall 2009
Research Methods (BUS 518-Graduate Level), Fall 2009

Instructor

Distance Education and Outreach, Eastern New Mexico University

Introduction to Wine Appreciation, Spring 2009

Instructor

Department of Nutrition, Hospitality and Retailing
Texas Tech University

Hotel Group Sales (RHIM 3308), Fall 2007
Club and Resort Management (RHIM 3355), Fall 2007-Spring 2008
Advanced Beverage Control Management (RHIM 4312), Spring 2007-Summer 2007
Introduction to Beverage Management (RHIM 2312), Summer 2008

Instructor
Department of Outreach and Distance Education, Texas Tech University

Introduction to Wine Appreciation (Wine 101), Fall 2006-Spring 2008

Research Assistant, Texas Wine Marketing Research Institute
Texas Tech University, 2007-2008

Teaching Assistant, Department of Nutrition, Hospitality and Retailing
Recruitment & Internship Office, Facilities Management and Managed Services Courses
Texas Tech University, 2005

Refereed Publications

Barber, N., Ismail, J., & Taylor, D.C. (2007). Label Fluency and Consumer Self Confidence. Journal of Wine Research. 18(2), 73-85.

Taylor, D.C., & Barber, N. (2008). Relationship of wine ratings and wholesale pricing, vintage, variety and region. FIU Hospitality and Tourism Review. 26(2), 10-18.

Taylor, D.C., Dodd, T. & Barber, N. (2008). Impact of Wine Education on Developing Knowledge and Preferences: An Exploratory Study. Journal of Wine Research. 19(3), 193-207.

Barber, N., Taylor, D.C., & Dodd, T. (2009). Twisting Tradition: Consumers’ Perceptions of Alternative Closures. Journal of Food Products Marketing. 15(1).

Henrie, K. & Taylor, D.C. (2009). Use of Persuasion Knowledge by the Millennial Generation. Young Consumers. 10(1), 71-81.

Barber, N. & Taylor, C. (2009).Wine bottle closure: The importance to Millennials and Baby Boomers during purchase situations. Enometrica. 2(1), 67-86.

Taylor, D.C. (2009-In Press). Wine Education Courses: Motivations for attending. Journal of Hospitality & Tourism Education.

Taylor, D.C., Dodd, T. & Barber, N. (2008). Impact of Wine Education on Developing Knowledge and Preferences: An Exploratory Study. Journal of Wine Research. 19(3), 193-207.

Barber, N., Taylor, D.C., & Dodd, T. (2009-In Press). The importance of wine bottle closures in retail purchase decisions of consumers. Journal of Hospitality Marketing and Management. 18(4).

Barber, N., Taylor, D. C. & Strick, S. (2009-In Press). Environmental Concerns of Wine Consumers and Their Willingness to Purchase. International Journal of Wine Research.

Broz, C., Taylor, D.C., & Barber, N. (2009-In Press). Blanching bones in stock production: Is this a wasted step? The Journal of Culinary Science and Technology.

Taylor, D. C., Barber, N., & Strick, S. (2010-In Press). Selective Marketing to Environmentally Concerned Wine Consumers: A Case for Location, Gender and Age. Journal of Consumer Marketing.

Refereed Publications under Review

Barber, N., Taylor, D.C., & Deale, C. (Submitted, February 2009). Identifying the Environmental Wine Tourist and Their Purchase Intention. Journal of Travel and Tourism Marketing.

Barber, N., Taylor, D.C., & Deale, C. (Submitted, April 2009). Segmenting the Ecological Wine Tourist. Current Issues in Tourism.

Refereed Conference Presentations/Proceedings

Barber, N., Taylor, D.C., & Deale, C. A Case for Selective Marketing: Identifying the Ecological Wine Tourist International Council on Hotel, Restaurant & Institutional Education- Annual Conference. San Francisco, CA, August 2009. (Stand up and proceedings)

Barber, N., Taylor, D.C., & Strick, S. Environmental Knowledge and Attitudes: Influencing the Purchase Decisions of Wine Consumers. International Council on Hotel, Restaurant & Institutional Education- Annual Conference. San Francisco, CA, August 2009. (Stand up and proceedings)

Taylor, D.C., Barber, N., & Henrie, K. Measuring the Influence of Persuasion Marketing on Young Wine Consumers. International Council on Hotel, Restaurant & Institutional Education- Annual Conference. San Francisco, CA, August 2009. (Poster)

Barber, N. & Taylor, C. Who Are Ecological Wine Tourists: A Case for Selective Marketing. VDQS 16th Annual Wine Economics Conference – Namur, Belgium; May, 2009. (Keynote presentation, Best paper award, and proceedings)

Barber, N., & Taylor, C. Wine bottle closure: The importance to Millennials and Baby Boomers during purchase situations. VDQS 16th Annual Wine Economics Conference – Namur, Belgium, 2009. (Stand up)

Taylor, D.C. The Impact of Wine Education Courses on Developing Knowledge and Preferences. International Council on Hotel, Restaurant & Institutional Education (ICHRIE)-Rocky Mountain Chapter Regional Conference “Educators Connecting.” Denver, CO, February, 2009. (Stand up)

Taylor, D.C., Barber, N. & Strick, S. Selective Marketing for Environmentally Concerned Wine Consumers: A Case for Gender, Region and Age. The 4th International Scientific Conference Planning for the Future - Learning from the past: Developments in Tourism, Travel & Hospitality. Rhodes, Greece, April 2009. (Accepted)

Broz, C., Taylor, D.C. & Barber, N. The effects of wine quality in reduction preparation: an objective and subjective study. The 14th Annual Graduate Student Research Conference in Hospitality and Tourism. Las Vegas, NV, January 2009. (Poster and proceedings)

Broz, C., Taylor, D.C. & Barber, N. Blanching Bones in Stock Production: Is This Still a Wasted Step? The 14th Annual Graduate Student Research Conference in Hospitality and Tourism. Las Vegas, NV, January 2009. (Poster and proceedings)

Barber, N., Taylor, D.C. & Dodd, T. Twisting Tradition: Consumers’ Perceptions of Alternative
Closures.VDQS 15th Annual Conference; Collioure, France, May 2008. (Stand up and proceedings)

Taylor, D.C., Barber, N., & Dodd, T. The effects of knowledge on wine preference. Thirteenth Annual Conference on Graduate Education and Graduate Student Research in Hospitality and Tourism. Orlando, FL, January 2008. (Stand up and proceedings)

Taylor, D.C., Barber, N., & Kolyesnikova, N. Content analysis of wine ratings versus pricing. Thirteenth Annual Conference on Graduate Education and Graduate Student Research in Hospitality and Tourism. Orlando, FL, January 2008. (Stand up and proceedings)

Taylor, D.C., Barber, N., Boyce, J., & Broz, C. The effects of wine quality in sauce. Thirteenth Annual Conference on Graduate Education and Graduate Student Research in Hospitality and Tourism. Orlando, FL, January 2008. (Poster and proceedings)

Taylor, D.C., Yuan, J., Kolyesnikova, N. & Dodd, T. The evaluation of Texas winery websites: An exploratory study. Twelfth Annual Conference on Graduate Education and Graduate Student Research in Hospitality and Tourism. Houston, TX, January 2007. (Stand up and proceedings)

Taylor, D.C., Kolyesnikova, N. & Dodd, T. The effects of wine education on consumer preferences and evaluation of wine. Twelfth Annual Conference on Graduate Education and Graduate Student Research in Hospitality and Tourism. Houston, TX, January 2007. (Poster and proceedings)

Other Publications

Barber, N. & Taylor, D.C. (Contracted Textbook -Anticipated Publication of 01/01/2012). Creating, Operating and Managing a Beverage Operation. Prentice Hall Publishing.

Barber, N. & Taylor, C. (2009-In Press). Twisting Consumers. Wine Business Monthly.

Barber, N. & Taylor, C. (2009-In Press) VINQUIRY. Twisting Consumers. http://www.vinquiry.com/Newsletters.htm

Barber, N., Taylor, D.C., Kolyesnikova, N. & Dodd, T. (2007). Consumer Attitudes Towards Texas Wines. Texas Wine Marketing Research Institute.

Taylor, C. (2006, December). Celebrate the holidays with a great effervescent wine for under $20. Lubbock Avalanche Journal, Lubbock, Texas.

Research in Progress

Taylor, D.C. & Barber, N. (Projected Submission-2009). A Qualitative Understanding of Consumer Concerns in Environmental Wine Tourism.

Barber, N., Deale, C. & Taylor, D.C. (Projected Submission-2009). Environmental Concerns of Wine Tourists and Their Willingness to Visit.

Barber, N., & Taylor, D.C. (Projected Submission-2009). Current state of Brand Equity Research and its importance to Wine Marketing Research.

Parboteeah, V. & Taylor, D.C. (Projected Submission- 2009). Unnamed winery website evaluation study. Targeted journal- Information Technology in Hospitality.

Taylor, D.C. & Barber, N. (Projected Submission- 2010). A Qualitative Understanding of Consumer Concerns in Environmental Labeling of Wine.

Other Industry Related Activities/Conferences

Effects of wine education on preferences. The 32nd Annual Conference of Texas Wine and Grape Growers Association, Houston, TX, February 2008. (Presentation)

Champagne or sparkling wine for New Year's? “Living Section” interview Lubbock Avalanche Journal, Lubbock, TX, December 29, 2007. (Article)

Wine Research-Front page cover story. Lubbock Avalanche Journal, and syndicated by Associated Press, Lubbock, TX, June 2007. (Article)

Texas Wine Sales Data. The 31st Annual Conference of Texas Wine and Grape Growers Association, Houston, TX, February 2007. (Presentation)

Service to Eastern New Mexico University

Coordinator of the Hospitality Management Program: 2008-present
Student Advising: Fall 2008-present
College of Business Assessment Committee: 2008-2009
College of Business Ad-Hoc Committee on Graduate Learning Assessment: 2008
College of Business Ad-Hoc Committee on Management Curriculum: 2008
Faculty Advisor to the Hospitality Club, Student Organization: Fall 2008-present
College of Business Scholarship Committee: 2008-present
College of Business Ad-Hoc Selection Committee for Student Research: Fall 2008
High Plains Film Festival Committee: 2008-2009
College of Business “Back to School” faculty party (Host/Chef): Fall 2008
Guest Speaker to Roswell High School Students: October 1, 2008
Substitute Faculty Senate Representative: September 2008; October 2008; May 2009
“Green and Silver Day” Representative: November 8, 2008
ENMU Transfer Social; COB Representative- Amarillo, Texas: November 13, 2008
College of Business Ad-Hoc Committee on Graduate Mission Statement Development: Spring 2009
College of Business Graduate Education Committee: 2008-present
ENMU Special Ad-Hoc Committee on Faculty Evaluation Guidelines: 2009
Texas Tech University MFA exhibit at ENMU, reception host/chef: April 17, 2009
Conference Judge- 35th Annual Student Research Conference, ENMU: April, 2009

Other Service Experience

President, Portales Art Council, 2009-present
Portales Art Council, 2008-present
Portales’ “MainStreet Wine Festival” fund raiser- wine expert, 2009
Roosevelt County Literacy Council fund raiser, Spring 2009
Business, Society & Government Consortium Journal; Ad-Hoc Reviewer, Fall 2008
Board Member of the Medici Circle for the Texas Tech School of Art, 2006-2009
Scholarship fundraiser coordinator/chef for Texas Tech University School of Art, November, 2008
President, Medici Circle of the Texas Tech University School of Art, 2007-2008
President-elect and event director, Medici Circle, 2006-2007
Advisor to HSMAI student organization at Texas Tech University, 2006-2008
Founder and President of a student chapter of the Society for Human Resource Management at Wayland Baptist University, 2002-2004
Leader and lecturer for monthly wine tasting groups, 2001-2006
Board member of the Center for Contemporary Art in Abilene, Texas, 2002-2004
Founding member of an auxiliary group that put on a monthly “Artwalk” for cultural and business venues, Abilene, Texas; 2001-2002
Volunteer committee for a zoological park’s fundraising events, 1999-2002
Board member of the Abilene, Texas, Teen Pregnancy Council, 2000-2002
Board member and officer of a fraternal housing corporation, 1996-2004

Professional Certifications/Organizations

International Council on Hotel, Restaurant and Institutional Education-Member
National Restaurant Association Educational Foundation for ServSafe Food Protection Manager Certification Examination: Certified 2008-2013

Grant Writing

UNLV William F. Harrah College of Hotel Administration Research Grant and Award Program:

A Qualitative Study of Wine Tourism and Consumers’ Concerns Regarding Wine Region Environmental Sustainability; 2009. ($30,000, Submitted and Declined)

Eastern New Mexico University:

Faculty Competitive Grant: Environmental Concerns of Wine Tourists and Their Willingness to Visit; 2008 ($1492.50, Submitted; $1225 Granted).

Department of Health and Human Services:

Sober Truth on Preventing Underage Drinking Act Grant: A Longitudinal Study of College Freshmen and Their Beliefs and Attitudes Toward Alcohol Consumption; 2008 ($199,128, Submitted and Declined)

Fellowships

Helen Devitt Jones Fellowship for Graduate Studies (Fall 2005-Spring 2008) $30,000 Chancellor’s AT&T Fellowship (Fall 2005-Spring 2008) $9,000

Professional Hospitality Experience

Glazer’s Wholesale
Domaines and Estates Fine Wine Division
Key Account Manager, 2006

Sales manager in charge of fine wine division for West Texas
Provided wine/wine list consulting to restaurants and retail outlets
Conducted wine dinners and seminars for wine consumers
Provided wine service training to restaurant staff
Developed Glazer’s sales staff to better promote the wine portfolio
Increased division wine sales in West Texas

Gratis Catering
Director/Event Planner, 2000-2008

Event coordinator/caterer for annual School of Art scholarship fundraisers, 2007-2008
Chef services provider to Haute Goat Creamery, 2007
Guest chef for “Red Raider Wine” launch party/fundraiser, 2006
Guest chef/caterer of a development party for Texas Tech’s President and guests, 2006
Wine service management for the Underwood Center for the Arts, 2004-2008
Guest chef for special events at the Underwood Center for the Arts, 2004-2008
Catering services for art openings at the Center for Contemporary Art, 2001-2003
Provided various catering services for the arts and fundraising events, 2000-present
Monthly guest speaker for wine dinners at local restaurants and events, 2005-2008

Other Professional Experience

Texas Attorney General’s Office

Regional Analyst, 2002-2005
Unit Manager, 1998-2002
Program Administrator, 1997-1998
Unit Supervisor, 1996-1997
Child Support Review Officer, 1995-1996
Child Support Officer IV, 1994-1995
Child Support Officer III, 1993-1994
Child Support Officer II, 1992-1993
Intern, summer 1991

Management

Successfully managed field offices of up to 32 professional staff
Conducted management analysis for an 86 county region
Provided management consulting to field managers
Led and motivated staff to exceed legislative and executive goals
Ensured that policies and laws were followed by 185 field staff
Coached field managers to reach a regional production goal of $138 million

Human Resources

Conducted ongoing professional and executive training for staff
Carried out interviews and selected applicants for field offices
Consulted on all human resource issues including FMLA, FSLA and EEO
Helped employees with benefit issues including leave and insurance

Project Management

Created a regional call center by selecting staff, training management and staff,
developed standard operating procedures and monitored operations
Developed a successful pilot project for intensive collections that was integrated into a
new office and which became part of a regional operating plan
Monitored operation plan performance of offices
Worked on statewide integration and rollout of a new computer system
Implemented a regional quality control program
Set up and maintained a video conferencing system for a regional training center

Customer Service

Maintained trusting relationships with Federal and State legislators as a regional liaison
Handled difficult customer service issues as the Regional Ombudsman
Monitored offices and staff for quality customer service and addressed all complaints
Set expectations and delivered training on providing quality customer service
Conducted legal negotiations and mediation

Professional Development/Training

Graduate of Leadership Abilene, a Chamber of Commerce program, 2002
Graduate of the Governor’s Management Development Program, 1998
Mediation Certification Program, 1995