At the Craft Brewer's Conference in Nashville this year, Blackgarden Law will participate in a session that will reveal why trademark protection is critical to craft brewers and describe how to do it without blowing your budget. Jeff Erway of La Cumbre Brewing will explain how he reluctantly learned the impact and value of brand protection as he built a single taproom into a nationally recognized brand. Then Seth Gardenswartz along with USPTO examiner Dan Vavonese will give a practical overview of the trademark process. Next, Hope Shimabuku, Regional Director of the USPTO, will share free resources that craft brewers can use to choose and protect their names. Finally, never attempted before, the panel will brainstorm prospective names from the audience and simulate a trademark clearance process in an exciting finale worthy of a reality show. If you are a production brewery selling beer on or off premise, this may be the most valuable hour you spend in Nashville.