The Voice of The Sonoma County Winegrape Commission

SUMMER 2008

Legendary Family Awarded In This Issue… 2008 Viticulture Award of Excellence President’s Report...... 2 Commission Election Results . . . 3 By Larry Levine My Thoughts/Duff Bevill...... 3

The Robert Young family of Alexander Valley was awarded the Latino Community Honors. . . . . 4 2008 Viticulture Award of Excellence from the Sonoma County Wine Stars Announced...... 5 Winegrape Commission (SCWC) at the group’s annual BBQ recently at SRJC Shone Farm. SCWC annually presents the Up-Close with Tim Carl...... 6 Viticulture Award of Excellence to recognize individuals or families Annual BBQ ...... 7 who have made significant contributions to SCWC, to Sonoma Salmon Coalition...... 8 County viticulture, and the greater wine and local communities. Growers Represented in Chicago 9 The Robert Young family deserves this Marketing Update ...... 10 honor for their many contributions to the grape growing community locally Marketing Your Vineyard . . . . . 11 and in . The Youngs have been innovators in Sonoma County viticulture Getting Involved...... 11 in such areas as vertical trellising, narrow- row spacing, new pruning techniques, diversity of rootstock usage, innovative integrated pest management, and grape- vine canopy management. The Young family calls its vineyard system “growing a balanced wine.” Jim (left) and Robert Young “It is a great honor to receive this year’s award,” says Jim Young, winery owner and vineyard manager. “We are proud to farm alongside the many growers that continually strive to sustainably preserve and protect our county’s agricultural heritage and diversity.”

Little did the Young family know that they would become famous in the California wine industry when Peter Young followed his two older brothers Michael and George to California from upstate New York in the 1850s to make their fortune in the Gold Rush. After some success in that business, they bought property in the Alexander Valley. Peter left California in 1862 and went to the gold fields of Oregon, eventually returning to New York and then back to California to buy his own 210-acre unculti- vated ranch in the Alexander Valley. Pete Opatz on KRON-TV segment on global warming

Peter then cleared the land and planted prune trees and pasture land on the hillsides. When Peter died in 1914, the ranch was divided into three farms, one of which went to Silas Young, Robert Young’s father. In 1919, Robert Young was born and grew up in the Alexander Valley, learning the farming business. Silas died at the young age of 51 in 1935, while Robert was still in high school. With the financial help of a relative, he was able to get a bank loan for the $70,000 note on the property. Continued on Page 8 PAGE  SUMMER 2008 SCWC NEWSLETTER

President’s Report Vine News: By Nick Frey The Voice of the Sonoma It has been a difficult year for Sonoma County County Winegrape grape growers. There were many sleepless nights Commission due to frost, and many growers suffered damage, some severe. Fortunately, most growers avoided Commissioners: crop loss. But the prospects for the Sonoma County John Balletto (Chairman) harvest are average at best, and more likely below Steve Sangiacomo (Vice Chairman) last year’s 198,000 tons. Richard Mounts (Secretary/Treasurer ) But growers in the Light Brown Apple Moth Duff Bevill (Past Chairman) (LBAM) quarantine area near the town of Sonoma Joe Dutton face a greater risk. Their vineyards must be in- Mark Houser spected within 30 days of harvest and be declared Jim Murphy free from LBAM in order to ship their fruit out of the Pete Opatz quarantine area. In addition, any grower in Sonoma County who sells grapes outside Rhonda Smith California must also trap for LBAM and be declared free from this pest before harvest. Mike Rowan Contact the Agriculture Commissioner immediately if you ship grapes outside California! Richard Rued And if frost and LBAM were not enough, high winds, a little rain, and a heat spike all occurred during flowering. Fruit set was affected in some vineyards. Fortunately, Alternates: Sonoma County has many microclimates and many different grape varieties. The crop Kevin Barr will vary from vineyard to vineyard, and many vineyards have good yield prospects. Chris Bowen While the county average may be near that of 2007, many individual growers are Tim Carl suffering through a difficult year. Vicki Michalczyk Bill Munselle Even before the frost, market demand for Sonoma County fruit strengthened. Pinot Noir demand has outpaced supplies, and to a lesser extent the same can be said for Mark Pasternak Chardonnay. Cabernet Sauvignon demand has increased and growers have been selling Brad Petersen Merlot, although prices need to strengthen. Syrah remains a difficult sell. Overall, Steve Thomas strengthening prices will offset some of the weather-related yield losses this year. Hopefully, Wells Wagner we will avoid further weather extremes through harvest!

President: If you still have grapes for sale, I encourage you to post those on the Grape Marketplace Nick Frey at www.SonomaWineGrape.org. Commission trade advertising to promote Sonoma 707-522-5861 County grapes continues through August. Those ads direct grape buyers and brokers to the Grape Marketplace and the Wine Map to begin their search for Sonoma County grapes. You should also call grape brokers and grape buyers to help them fill any late Vice President Marketing season demand due to the short crop. & Communications: Larry Levine The events of the current year are certainly important to grape growers, but the 707-522-5863 Commission must look three to five years into the future to build demand for Sonoma County grapes and wines. We have spent many months working with the Sonoma Grower Outreach: County Vintners to develop messaging that both organizations will use so that we proj- Ginger Baker, 707-522-5864 ect consistent messages to the marketplace. This summer, we are asking each American Viticulture Area (AVA) in the county to develop its messaging to complement the Sustainable Practices Coordinator: county messages, and that differentiates each AVA within the county. Those mes- sages must be unique and communicate the core strengths of each wine region as part Judy Tuhtan, 707-522-5862 of Sonoma County. Our distinct AVAs differentiate Sonoma County from other wine regions because of the diverse microclimates that allow Sonoma County to produce www. SonomaWinegrape.org all the great wines of the world. But we must communicate that diversity in ways that 707-522-5860 set us apart from other wine regions. This is truly important work and I hope that each AVA will rise to the challenge. The goal is to consistently communicate the unique

President’s Report continued on page 3 SCWC NEWSLETTER SUMMER 2008 PAGE 

attributes of Sonoma County, its AVAs, and the quality grapes Mike Rowan has served as an Alternate Commissioner and and wines we produce to consumers around the world. member of the marketing committee previously. Mark Pasternak has served as Commissioner since 2006. Bowen, Petersen, Reed One of the criticisms when the Commission was formed was and Thomas are newly elected Alternate Commissioners. that we had too many organizations already. That is true if those organizations are not working together – or worse yet compet- ing with each other. But the Commission has been committed Alternate Members 2007/2009: to collaboration, and the Sonoma County Vintners have shared Kevin Barr • Alexander Valley that commitment. The Commission’s Cooperative Marketing Tim Carl • Knights Valley Program with the AVAs provides a financial incentive for those Vicki Michalczyk • Russian River Valley organizations to join our efforts – consistently communicating Bill Munselle • Alexander Valley the Sonoma County messages along with their own AVA market- Wells Wagner • Sonoma Valley (Bennett Valley) ing and messaging. We thank Steve Hill (Sonoma Valley) for his service as Commission Cooperation and collaboration are not swift or easy, but if Vice Chair, and Doug Lumgair (Chalk Hill), Allan Nelson Sonoma County is to succeed long term, it will be due to the (Dry Creek Valley), and Becky Jenkins (Sonoma Valley) for their cooperative efforts of growers, vintners, and the AVAs to market service as Commission Alternates. our county, its wine regions, the grapes and wines we make and the Wine Country destination to consumers around the world.

Does this sound like important work worthy of your support? My Thoughts If so, get involved with your AVA, with our Marketing Commit- By Duff Bevill tee, or in delivering the messages to grape buyers, to those who sell our wines, and to consumers you meet here or in your travels. As the outgoing chairman of the Sonoma County Winegrape Commission, I want to thank Commission Election Results all of my fellow commissioners who have volunteered their By Nick Frey time to serve on the board The Commissioners and Alternates elected are as follows: these past two years. Together, along with Nick Frey and his Board Members 2008/2010: dedicated and inspired staff, Duff Bevill • Dry Creek Valley, retiring Commission Chairman we wrapped our arms around Joe Dutton • Russian River Valley the challenging task of creating a reality from a vision. We Mark Houser • Alexander Valley recognized that we had an opportunity to solidify our position in Pete Opatz • Sonoma County the premium grape growing world and, more importantly, expand Mike Rowan • Dry Creek Valley the recognition of Sonoma County along with the premier, world Rhonda Smith • Public Member, UCCE class grape growing regions found within its borders.

Board Members 2007/2009: I also want to welcome and thank those who chose to run for John Balletto • Russian River Valley, Commission Chairman the position of commissioner and will be seated for the next two Steve Sangiacomo • Sonoma Valley, Commission, Vice Chairman years. As was the case with the past commissioners, these people Richard Mounts • Dry Creek Valley, Commission Secretary/Treasurer bring with them the dedication, energy, and knowledge required to lead this grower organization into the future. Jim Murphy • Alexander Valley Richard Rued • Dry Creek Valley Finally, to the 1,800 District 3 growers like myself, I say con- gratulations for having the foresight to recognize the need for a Alternate Members 2008/2010: commission with a focus on marketing, believing in its promise Chris Bowen • Sonoma Valley and acting when the opportunity was presented to them while Mark Pasternak • Marin County understanding the risk of not doing so. Brad Petersen • Dry Creek Valley There is more work to be done and I am honored to be still serving Steve Thomas • Sonoma Valley as a commissioner to help guide this organization as it blossoms. PAGE  SUMMER 2008 SCWC NEWSLETTER

Latino Community Honors Three Individuals for Vineyard Employee Contributions By Judy Tuhtan

The Latino agricultural community recognized Mark Houser, Peter Hayward and Maria Fincher for their contributions to various vineyard employee educational and social programs at the Commission’s annual BBQ recently at SRJC Shone Farms.

Daniel Robledo presents awards to Mark Houser (left to right), Peter Hayward, and Maria Fincher

Mark Houser of Hoot Owl Vineyards is being recognized for his Peter’s commitment to employee housing extends to his own leadership in organizing, judging and raising prize money, along ranch. He provides housing at cost or a housing allowance to his with Chuck Hussey, to support vineyard employees in Alexander employees, including free housing on the ranch during harvest. Valley. Those efforts have provided more than $20,000 to vine- His dedication to his employees’ well being includes supporting yard employees who have competed in the Alexander Valley and his ranch foreman who was severely injured in an ATV accident. Sonoma County pruning contests. After two years of rehabilitation, he resumed his work on the ranch.

Mark is committed to supporting his employees through com- Maria Fincher of Univision Television is being recognized for petitive wages, a comprehensive benefits program, training and her lifetime of dedicated service to the Latino Community. education, and housing support with worker housing on the Maria came to the United States with her family as a child and ranch and two employees who now own their homes through began working in vineyards and orchards to earn money for her sweat equity programs. school clothes. After obtaining a Medical Assistant certificate from Santa Rosa Junior College, she worked in healthcare for 21 Peter Hayward of Los Chamizal Vineyard is being recognized years while also volunteering on weekends at a radio broadcast- for his leadership in providing employee housing in Sonoma ing station. That ultimately resulted in Maria becoming Station Valley. Peter has served on the board of Vineyard Worker Ser- Manager for Univision Santa Rosa in 2001. vices for 15 years and was instrumental in securing land for the Springs Housing Units built by Burbank Housing. The 80-unit Under Maria’s leadership, Univision has filmed the Sonoma complex includes 24 units dedicated to agricultural workers. County Pruning Championships for a number of years, Peter also secured sites and trailers for employee housing dur- creating a video on the event and those vineyard employees ing harvest each year. In 2008, Vineyard Worker Services has in the contest that was distributed nationally. Maria is a true performed outreach to vineyard owners and managers to ensure friend of the Latino Community and of the Sonoma County employers are aware of the programs and services available through Pruning Championships. Vineyard Worker Services. SCWC NEWSLETTER SUMMER 2008 PAGE 

s o n o m a c o u n t y W I N E STAR S 2008 Sonoma County Wine Stars Announced By Larry Levine

The winners of the 2008 Sonoma County Wine Stars Sonoma County Wine Star wineries must display “Sonoma” were announced and acknowledged at the Commis- on their wine labels. This includes Sonoma County either sion’s annual BBQ recently at SRJC Shone Farm. The alone or in addition to American Viticulture Area. Brands with Wine Star program was developed in 2007 to recog- Sonoma in the name were recognized because those wines are nize Sonoma County restaurants and wineries that are also produced from more than 75 percent Sonoma County grapes. committed to supporting Sonoma County winegrape growers and promoting Sonoma County’s premier “The Sonoma County Winegrape Commission was created wine and food regions and products. to better promote Sonoma County grapes and the wines they produce,” said Nick Frey, commission president. In 2008, the Sonoma County Wine Star program was “Wineries and restaurants can support us in that promo- expanded to include all Northern California with tion by including Sonoma County on wine labels, and by different selection criteria for restaurants in Sonoma County from providing restaurant patrons with a Sonoma County wine and food those outside the area. In Sonoma County, restaurants were stars experience when dining at their establishments. These wineries and that had wine lists with at least 50 percent or 50 Sonoma County restaurants are truly Sonoma County Wine Stars to local growers who wines. Four-star restaurants were those restaurants dedicating 75 depend upon the sale of Sonoma County wines to sustain agriculture percent or 100 wines Sonoma County wines on the wine lists. For here for generations to come.” restaurants outside Sonoma County, wine stars had at least 25 Sonoma County wines and 50 wines for four-star honors. The number of Sonoma County Wine Stars doubled in 2008.

Sonoma County Star Wineries St. Francis Winery & Vineyards The Firehouse Restaurant, Sacramento Acorn Stryker Sonoma Village Inn & Restaurant, Monte Rio Balletto Vineyards Super Sonoman Waterbar, Camellia Cellars Windsor Oaks Vineyards & Winery Wildfox Restaurant, Novato Chandelle of Sonoma Windsor Sonoma Willi’s Seafood, Healdsburg Christie Estate Winery & Vineyards Wolf House Restaurant, Glen Ellen DaVero Sonoma Four-Star Restaurants Elements of Sonoma Applewood Inn, Guerneville Star Restaurants Forchini Vineyards & Winery Bluewater Bistro, Bodega Bay Bistro Des Copains, Occidental Gopfrich Winery Boulevard Restaurant, San Francisco Blackhawk Grille, Danville Hawley Wines Carneros Bistro & Wine Bar, Sonoma Café Europe Restaurant and Catering, Santa Rosa Highway 12 Winery Cena Luna Restaurant, Healdsburg Ella Dining Room & Bar, Sacramento Hughes Family Vineyards Cricklewood, Larkfield Equus Restaurant, Santa Rosa Lake Sonoma Winery Cyrus Restaurant, Healdsburg Farallon, San Francisco MacLeod Family Vineyard El Dorado Kitchen, Sonoma Hopmonk Tavern, Sebastopol Magito Wines Epic Roadhouse, San Francisco Josef’s Restaurant & Bar, Santa Rosa Mazzocco Vineyards Farm House Inn and Restaurant, Forestville Langleys on the Green, Windsor Mill Creek Vineyards & Winery Fifth Floor Restaurant, San Francisco Mason’s at the Park, Sacramento Montemaggiore GTOs Seafood House, Sebastopol Monti’s Rotisserie & Bar, Santa Rosa Morningwood Vineyards and Winery Harris’ Steakhouse, San Francisco Northwood Restaurant, Monte Rio Mounts Family Winery Healdsburg Bar and Grill, Healdsburg Pazzo, Petaluma Papapietro Perry Winery Hotel Healdsburg /Dry Creek Kitchen, Healdsburg Restaurant at Madrona Manor, Healdsburg Puccioni Vineyards John Ash & Co., Santa Rosa River’s End Restaurant and Inn, Jenner Quaking Hills Winery La Toque Restaurant, Napa Scala’s Bistro, San Francisco Raymond Burr Vineyards Lark Creek Inn, Larkspur Terrace Grille, Santa Rosa Rodney Strong Vineyards Manzanita, Healdsburg Upper Fourth Bar & Lounge, Santa Rosa Rued Winery Meritage-Martini Oyster Bar & Grill, Sonoma Willi’s Wine Bar, Santa Rosa Sbragia Family Vineyards Noonan’s Bar & Grill, Larkspur Zazu, Santa Rosa Sebastiani Vineyards Pizzio’s Cucina Italiana, Santa Rosa Simoneau Vineyards Postrio Restaurant, San Francisco For 2009, any restaurant in the United States Sonoma Coast Vineyards Santa Rosa Golf & Country Club, Santa Rosa or winery meeting the Sonoma County Wine Sonoma Creek Vineyards Sante Restaurant, Sonoma Star criteria is eligible for recognition next year. Sonoma Vineyards Sassafras Restaurant & Bar, Santa Rosa Go to www.SonomaWineGrape.org/winestar Sonoma-Cutrer Sea Ranch Lodge Restaurant, Sea Ranch for more information. The Brasserie, Santa Rosa PAGE  SUMMER 2008 SCWC NEWSLETTER

Why did you decide to start a winery? Up-Close I couldn’t bear the thought of letting go of the grapes. As a Tim Carl farmer you spend your entire year, every day, working to grow Managing Director/Knights Bridge Winery and Vineyards quality grapes. I had a hard time seeing those grapes leave our care. Also, growing up my family would make a barrel for the By Larry Levine family to drink and this is a way to share the harvest with more family and friends. From a sixth generation Northern What do you think is special about Knights Valley? California farming family, Tim Carl grew up in St. Helena, When I was growing up in St. Helena, we’d come out to fish but has had many careers in the Beringer ponds in Knights Valley. From that time on I — first in the US Navy, then wanted to end up living in Knights Valley. As a grape grower, I food and science, and now in feel that these are some of the best soils and climates in the world grape growing and winemaking. for producing Bordeaux-style wines. As a husband and father of He had early culinary training two, I cannot imagine a better place for my family. As a vintner, gained at the side of masters like both Knights Valley and Sonoma County are just starting to be Masa Kobayashi, Gary Danko recognized for the truly amazing wines that are being produced and John Ash. here. For example, James Laube of the Wine Spectator has recently written some extremely positive statements about the Cabernets Tim then moved on to science, coming out of Knights Valley. earning a PhD from the University of Colorado, followed by Post Doctoral Fellowship at Harvard. Tim has also provided strategic Growing up in Napa Valley, how do you like being on the consulting services to Fortune 500 companies as a consultant at other side of the hill now? McKinsey & Company and has authored many papers and articles I know that people talk a lot about the difference between Napa on topics ranging from genetics to novel business strategies. and Sonoma, but for me, I really see this entire region as one of the most special places in the world. The food, wine, people, To Tim, helping to found and become managing director of Knights weather, and geography make this entire region heaven on earth. Bridge Winery and Vineyards seemed like a natural progression, bring- However, Sonoma has the added benefit of having the space to ing his family heritage and multi-faceted experiences in food, science do more than just grow a few varietals and be limited to only one and business full circle. industry. Here our diversity is nearly limitless. While managing approximately 50 acres of vineyard in the Knights What do you think about the marketing efforts of the Commission? Valley AVA of Sonoma County, Tim has gained advanced oenology and viticulture training at both University and UC Davis, The level of effort, skill and dedication from both the staff and and serves on a few boards, including the Sonoma County Winegrape volunteers has been awe-inspiring. I am constantly impressed Commission as the new chairman of the Marketing Committee. Tim by the quality of work that is coming out of this group, and I am lives with his wife, Lynn (a third generation Napa Valley wine grower) grateful that so many folks spend so much of their time and effort and their two children in Knights Valley. on the behalf of the growers. I feel honored to be a part of such an important effort. Why did you get into winegrape growing? What is your favorite wine and food combination that you My family heritage and a need to get back to the earth. serve when entertaining good friends? Was it a difficult transition from being a consultant at a top inter- We have an organic garden on my property that we like to eat national consulting group to becoming a winegrape grower? directly from during the hot summer months, but have you ever Not at all. Both include long days, hard work and a lot of on-the- tried local oysters with a Russian River Sauvignon Blanc? Or, fly thinking. grilled Petaluma chicken with one of our many outstanding local Pinots? Or, how about, a Knights Valley Cabernet with some What grapes do you farm? local grain fed beef or enjoying Sonoma County Merlot with one of our many excellent Sonoma artisan cheeses? The best pairings Cabernet Sauvignon, Chardonnay, Sauvignon Blanc and a little for me come from local sources – that is the best way 0to really Malbec. We’ve found a few spots that might also be best suited understand why the world loves Sonoma County. for Cabernet Franc, so we have plans to plant a little next year. SCWC NEWSLETTER SUMMER 2008 PAGE 

Growers and Commission Sponsors Gather for Annual BBQ By Ginger Baker

Nearly 360 grape growers, winery employees and Commis- sion sponsors participated in the Commission’s annual BBQ and Tradeshow at SRJC Shone Farm. Growers learned about the threat of Light Brown Apple Moth (LBAM), new General Plan requirements for vegetated buffers along streams, and Vine Mealybug Neighborhood Groups prior to joining Commission sponsors for the tradeshow.

Fifty vendors and organizations showcased an array of products and services and shared their product knowledge with growers. We thank them for their support of the Commission and the work we do.

The event concluded with lunch and presentation of awards to our Sonoma County Wine Stars and to the Robert Young Family, recipients of the 2008 Viticulture Award of Excellence. In addition the Latino Agriculture Community presented three recognition plaques to friends of the Latino Community.

It was a splendid day and an excellent opportunity to showcase SRJC Shone Farm and the Dutton Pavilion. Our thanks to SRJC Department of Agriculture and Natural Resources for host- ing the event, especially Bob Fraser, Merilark Padgett-Johnson and Chris Wills.

We also thank the many volunteers, including Commission board members, for their work in making the event a success.

Commissioner Mike Rowan (top) helps serve lunch, while growers and sponsors mingle during the event

Grower Ron Lougheed enjoys a massage The newest equipment was exhibited outside PAGE  SUMMER 2008 SCWC NEWSLETTER

The Sonoma County Award continued from Page 1 Three years after graduating from Healdsburg High, Robert Salmon Coalition married his high school sweetheart, Gertrude, in 1940. The next By Nick Frey generation of the Young family soon followed, including Fred, Susan, JoAnn and Jim. The goal of the Sonoma County Salmon Coalition is to maxi- mize positive conservation outcomes for salmon and steelhead In the , the premium winegrape business in Sonoma County and provide regulatory certainty and ongoing water supplies for was just beginning to take off. In 1963, Robert planted the first landowners. This effort began with the 2005 listing of critical Cabernet Sauvignon grapes in the Alexander Valley – 6,500 habitat for Steelhead and Chinook populations in the Sonoma vines on 14 acres. He always understood the importance of County valleys of Alexander, Dry Creek and Knights. The research and experimentation and, even at this time when most ongoing participation from private property owners is crucial to vines were head-pruned, he suspected that trellising vines would successful conservation as over 90 percent of the valleys’ uplands produce higher quality fruit. Robert planted his first Chardonnay and riparian zones are privately owned. in 1967. In 1976, Chateau St. Jean put the name of this vineyard on its Chardonnay. This vineyard designation was the first in the www.CaliforniaFarmer.com June 2008 The Coalition’s efforts are focused United States.

® on actions necessary: 1) to improve

Do more than irrigate Benefi cial wasp attacks In the following years, the family pulled up the prune orchards, with drip tape see Page 12 riparian pest see Page 23 conditions for fish and 2) to as- sure landowners adequate water acquired and planted more vineyards. Today Robert Young supplies in the future. Activities Vineyards cultivates 14 premium varieties on more than 300 acres CALIFORNIA DIVISION OF TOURISM PHOTO BY ROBERT HOLMES CALIFORNIA DIVISION OF TOURISM PHOTO BY ROBERT Saving include working with National of bench land and hillside vineyards. Jim Young earned a degree Marine Fisheries Service to in Viticulture at U.C. Davis and his brother Fred Young was the salmon driving force in the creation of the Robert Young Winery. Sisters By BARBARA TANNENBAUM property before fl owing out NO FISHING: Declining salmon identify projects that will improve Key Points to Bolinas Lagoon in West numbers has led to some of the S news spreads of this season’s ■ Pacifi c Coast salmon fi sheries are Marin. The riparian rights most restrictive fi shing limits in collapse of the Pacifi c Coast experiencing historic closings. enable these farmers to history for the West Coast. divert water from their creeks as needed Asalmon fi sheries, a group of three ■ Marin-based farms seek a plan that Marin-based organic farms in the Pine supports agriculture and salmon. during the dry summer-growing season farmers, environmentalists and local Gulch Watershed are positioned to win and store it for no more than 30 days. politicians. ■ The Pine Gulch Creek Watershed approvals from state and county agen- “This is a groundbreaking approach Joann and Susan also work in the family business in the market- Enhancement Project is a new concept. cies for a unique water conservation Solution for farmers to protecting our agriculture and our habitat in the tributaries. In ad- plan that supports agricultural produc- The proposed plan, called the Pine fi sheries along the coast,” says Steve tion while improving conditions for and most of Oregon and is allowing only Gulch Creek Watershed Enhancement Kinsey, a Marin County supervisor who salmon. 9,000 hatchery cohos from fi sheries in Project, would clear the way for these helped spearhead the effort more than central and southern Oregon. farmers to build storage ponds to hold eight years ago. “The concept of con- Complete closures At issue is the need to alter the ri- water from Pine Gulch Creek. With the verting riparian to temporary, seasonal Salmon fi sheries off the coasts of parian water rights held by Star Route ability to appropriate this water for a appropriative rights has never been California and Oregon typically have Farms, Paradise Valley Farms and Fresh period of six months, the farmers would tried before. If adopted, we’ll have a ing and hospitality areas. The fifth generation of the Young family been large, averaging more than Run Farms of Bolinas to appropriative divert creek fl ow during wet winter new strategy for helping the fi sh survive dition, the Coalition has worked 800,000 chinook caught per year from rights. These farms draw water from the months in order to leave the creek at without making it come at the farmer’s 2000 to 2005. But the Pacifi c Fishery Pine Gulch Creek, a 7.5-square-mile wa- its fullest level during the dry months expense.” Management Council has approved a tershed that begins in the federally pro- of summer when the endangered coho Tannenbaum is a San Rafael writer. complete closure of commercial and tected Point Reyes National Seashore salmon and steelhead trout spawn. sport chinook fi sheries in California and runs through privately owned The plan has won support from ■ Read more on Page 4. with UC Berkeley research team can already be seen working in the vineyards and the winery. ²5,,+469,76>,9&³ Check out the new MT900B at www.challengerag.com! headed by Dr. Adina Merenlender CH476E07V01 In 157 years, the Young Family has helped shape Sonoma County to model stream flows in the as one of the finest wine producing areas in the world. As Robert Russian River watershed. This Young has stated, “We are blessed to live on farmland that is very, watershed approach is being proposed to the state water board very special,” he says. “I hope that what we have now will never with the goal of streamlining approval of off-stream storage and be abused; that future generations will treat the land well and changes to existing diversions within these managed watersheds. understand that, by being generous, the land will continue to It includes many different stakeholders, all of whom are com- grow whatever we wish for it to grow.” mitted to improving habitat for salmonids, gaining regulatory certainty for landowners and securing water supplies necessary to support agricultural production. The Coalition includes state and federal regulatory agencies, local public agencies, private landowner groups, agricultural organizations, and conservation organizations (for a full listing of those involved, go to www.SonomaWineGrape.org).

The Coalition will be reaching out to landowners to cooperate in these efforts. Recently, the Russian River Property Owners re- Need Grapes? ceived a federal grant to support landowner education on habitat Sonoma County’s best grapes are just a few clicks away improvement for salmonids. The Sonoma County Water Agency with the ultimate interactive winegrape sourcing map. is funding habitat restoration projects on tributaries to Dry Creek SonomaWineGrape.org/map with the support of local landowners. Discussions are ongoing with the state water board to seek their approval of a watershed approach to manage diversions and in-stream flows.

Its work is important to every landowner on salmon or steelhead bearing streams in Sonoma County. An attractive 4-page direct mail was distributed to 400 grape buyers in early Spring

SCWC NEWSLETTER SUMMER 2008 PAGE 

The Sonoma County Harvest Heads For Chicago Winegrape tasting, stellar wines, seminar, and harvest feast headline celebration week of September 8; proceeds to benefit Common Threads

After the big success of the Sonoma County harvest event last year in New York City, the Commission is bringing the bounty of the Sonoma County harvest to Chicago this fall, giving con- sumers a unique opportunity to taste just-picked winegrapes and attend events showcasing the wines and artisanal products from one of the most beloved and picturesque wine regions of Jim Murphy will represent growers in Chicago the world. Proceeds from Taste of Sonoma and the Sonoma Harvest Feast The Sonoma Harvest Celebration Chicago begins with “Taste Dinner will also benefit Common Threads. Chefs Riezenman and of Sonoma,” an educational seminar on September 10. Noted Fusano will teach a class on Sonoma County harvest cuisine for Winegrape grower Jim Murphy of Murphy Vineyards and legend- children in the Common Threads program on September 9. ary Winemaker Joel Peterson of Ravenswood Winery will take consumers on a sensory trip through Sonoma County by sampling Additionally on September 11, trade and media representa- winegrapes, such as Chardonnay and Pinot Noir. tives will be invited to attend a harvest report wine seminar and harvest lunch. All the events will be held at The Allerton Hotel Then, veteran Sonoma Wine Country Chef Bruce Riezenman, Chicago, 701 N. Michigan Ave. owner of Park Avenue Catering, will conduct an innovative interactive food and wine pairing session. “It is only fitting that we celebrate this year’s harvest in Chicago, which has become a world class restaurant city that appreciates Attendees will also have the opportunity to enjoy a stellar lineup the dedication and hard work that goes into producing premium of wines paired specifically with numerous dishes featuring wines and indigenous products,” says Larry Levine, vice president Sonoma County products created by Chef Riezenman with of marketing and communications for the Sonoma County Wine- support from Michael Fusano, the executive chef at the Allerton grape Commission which represents 1,800 growers that supply Hotel and its signature restaurant, M Avenue. winegrapes to more that 350 wineries. On September 11, consumers will have the opportunity to attend “Our goal is to show the county’s amazing diversity from start to the Sonoma Harvest Feast Dinner, a six-course extravaganza of finish. We will have winegrapes from varieties and regions within fine wine and food prepared by Riezenman and assisted by Fusano the county—both celebrated areas such as the Russian River, Al- and his culinary staff. exander and Dry Creek Valleys, and up-and-coming regions such All of these events are for consumers, media and the wine trade. as Rockpile and Knights Valley. We will also showcase a bounty of wonderful foods from Sonoma County—from seafood caught in the Pacific Ocean to cheeses and produce from specialty farms Sonoma in Chicago Restaurant Promotion Week throughout the county.” During the Sonoma in Chicago week, Sept. 8-14, 10 of Chicago’s Details for Sonoma Harvest Celebration Chicago follow. Reser- top restaurants, such as Le Lan, Les Nomades, Lula Café, Table vations for all the festivities open to the public can be made at 52, M Avenue, Spring, Zebra and Custom House will highlight www.SonomaInChicago.com wines from Sonoma County for their guests to enjoy. For every bottle of Sonoma wine that the restaurants sells, the Sonoma The Sonoma County Tourism Bureau and Sonoma County County Winegrape Commission and Sonoma County Vintners Vintners are promotional partners for this celebration with will donate $3 to Common Threads, a nonprofit educational the historic Allerton Hotel Chicago as host and sponsor for organization dedicated to helping children discover the world the festivities. through food.

“Wine makes daily living easier, less hurried, with fewer tensions and more tolerance.” – Benjamin Franklin 1706–1790 PAGE 10 SUMMER 2008 SCWC NEWSLETTER

Marketing Update Event Update • Pebble Beach Wine and Food Festival, March 29-30: The By Larry Levine Commission participated in this very upscale inaugural event Summer is in full swing now. sponsored by Food & Wine Magazine. We shared an area with While it’s been a difficult year the Russian River Valley Winegrowers and distributed the new for some growers, we have been Commission materials with the Sonoma County messaging. busy implementing marketing • Sonoma in the City, May 22 at the Four Seasons Hotel, San activities for the Commission. Francisco: Featured an extensive AVA tasting for top media and Here are some highlights: trade, a seminar program with both growers and vintners and a tasting from more than 100 Sonoma County wineries. It was • Public Relations Update: produced by the Sonoma County Vintners, the Commission and With the assistance of San several AVA groups. Francisco-based Calhoun & Company Public Relations, the • Aspen Food and Wine Classic, June 13-15: The Commission Commission has obtained more participated in this most prestigious national event sponsored than 150 news clips since the by Food & Wine Magazine. We shared an area with the Russian beginning of January. These River Valley Winegrowers and distributed the new Commission have included local, national materials with the Sonoma County messaging to thousands of and international media placements in newspapers, magazines, people from around the country. television and radio. Highlights include , • Sonoma County at State Fair in Sacramento, Aug. 15-21: The Forbes-online, Boston Herald, Houston Chronicle, , Commission is a sponsor of the county booth to promote Sonoma San Francisco Chronicle, The Financial Times (England), Milo County at the California State Fair. You can preview the booth at Magazine (Belgium), Wine Enthusiast, Wines and Vines, KRON- the Sonoma County Fair, July 22-Aug. 4. TV, KGO radio and more than 25 pieces in the Press Democrat. • The Sonoma County Wine Country Weekend, Aug. 29-31: • Sonoma County Winegrape Commission Trade Publication This will be bigger and better than ever with the Sonoma County Ads: The trade ad program we developed this year for selling Showcase and Sonoma Valley Harvest Wine Auction joining grapes will run through August in the important winery and forces for a Labor Day weekend extravaganza. On Saturday we will vineyard industry publications. again host a “Growers’ Pavilion,” at MacMurray Ranch and offer • New Consumer Outreach: The Sonoma County Winegrape vineyard tours, a working grape crush pad and vineyard desig- Commission has developed advertising boards at the San Fran- nated wines to taste. cisco Airport and inside most of the San Francisco cable cars. • The Sonoma County Harvest Celebration in Chicago, Sept. They are now up and we have received a very positive response 10 & 11: Our famous road show team that went to NYC last from people that have seen them. Note: 24 percent of visitors to year will hit Chicago this year. It will again feature Alexander San Francisco visit Wine Country. Valley Grower Jim Murphy, Vintner Joel Peterson of Ravenswood • Sonoma County Wine Stars: Our 2008 program to recognize and Chef Bruce Riezenman of Park Avenue Catering. They will and thank restaurants and wineries that feature Sonoma County participate in several media, trade and consumer events. The real wines on their wine lists or wine labels was a big success. We stars will be the beautiful selection of freshly harvested wine- expanded the program in 2008 to include more wineries and Bay grapes from Sonoma County and its AVAs for people to taste and Area restaurants. We doubled the number of wine stars this year enjoy along with our great wines and foods. For information go to (see full article on page 5). www.SonomaInChicago.com (see article on page 9).

• Consumer Ad in the April issue United Airlines Hemispheres • Sonoma County Grape Camp Promotion, Sept. 29-Oct. 1: Magazine: We placed our first Sonoma County Commission con- Grape Camp is now full for this year and there is a long waiting sumer ad in the April issue of Hemispheres Magazine. It reached list for 2009. Selected top media will be invited to experience six million people that flew United during April and we got more the Sonoma County Harvest and share it with consumers around than a 100 requests for our new Sonoma and Marin County Wine the world. To date, media attending will be the Ritz Carlton and Cheese Guides as a result of the ad. Magazine, San Francisco Chronicle and Sunset Magazine. For information go to www.SonomaGrapeCamp.com. SCWC NEWSLETTER SUMMER 2008 PAGE 11

Saralee also promotes wineries with her vineyard designation. Marketing Your Vineyard That includes cooperative advertising in Food & Wine maga- By Nick Frey zine and on her website. “If the winery sells, you sell!” She also includes contract language to protect her brand if wineries want The third Smart Marketer seminar of the year provided growers to include her vineyard designations. with insights for marketing their vineyards and grapes. Elizabeth Slater, owner of In Short Marketing, shared “what growers should Marketing requires a plan, a unique message, and ongoing imple- do” and Saralee McClelland-Kunde, owner of Saralee’s Vineyard mentation. Elizabeth Slater told growers how to get started with a and Richard’s Grove, showed “how to do it.” plan and message. Saralee told how to implement those in order to build the brand and retain customers. Slater recommended that growers create a website for their vine- yard, but it must be kept up to date. The site should describe your grape customers, not just yourself. Before you create the website, Getting Involved on a however, you need to create your story. What is your unique sell- ing proposition? Start by listing the three most important things Commission Committee about your vineyard. This may include history of the site, your Commissioners, alternates and interested volunteers. Committees personal history that resulted in you becoming a grape grower, are being reconstituted for the 2008/09 fiscal year. or the specific attributes of your grape varieties and clones. Ultimately, your story must become your “elevator speech” Marketing Committee: This committee is responsible for where you can pitch your vineyard and grapes in 30 seconds. developing Commission marketing programs and assessing their effectiveness. Those include market research, grape marketing to wineries, consumer marketing and public relations, education through print materials and the website, and cooperative market- ing programs with our AVA groups. The committee meets the third Tuesday of every month at 3:00 p.m.

Grower and Community Outreach: This committee is respon- sible for grower programs, such as Smart Marketer seminars, Dollars and $ense, the BBQ and Tradeshow, Vineyard Manager meetings, and Small Grower and Winemaker meetings. The committee also hosts Community Leader tours in order to build understanding of grape growing issues with the larger community. The committee meets the third Thursday of most months at 3:00 p.m.

Sustainable Practices Committee: This committee develops and implements the IPM Grower Appellation meetings and Grower Saralee Kunde meets with Winemaker Rod Berglund of Joseph Swan Vineyards Field Day, Organic Producer Group meetings, and the Employee Development Program. The committee currently meets as needed Slater encouraged growers to put some emotion and humor into on the fourth Tuesday of the month at 3:00 p.m. their marketing. Winemakers and grape buyers “buy the person first, then the product.” Finance Committee: This committee oversees budget develop- ment and the financial matters of the Commission. It meets at Saralee shared what she has done to market Saralee’s Vineyard. 2:30 p.m. prior to the Commission Board meeting on the first She created a logo that incorporated a dairy cow, an important Monday of the month at the Agricultural Commissioner’s part of her agricultural life from growing up on a dairy. Every load Conference Room, 133 Aviation Blvd, Santa Rosa. of grapes shipped has a sign with the logo and “Wine Grapes from the § of Sonoma County’s Russian River Valley.” All other committees meet at the SCWC offices, 420 Aviation Blvd, Ste 106, Santa Rosa. Saralee emphasized the importance of relationships with her cus- tomers. She maintains regular communications and is dedicated If you are interested in serving on a committee in the coming to satisfying each one. Saralee farms to the buyer’s specifications, year, please contact Nick Frey at [email protected] right down to the individual vine if necessary. or 707-522-5861. 420 Aviation Blvd., Ste. 106 Santa Rosa, CA 95403

Platinum Commission Sponsors

R

August – November 2008 Sonoma County Winegrape Commission Calendar

Aug 12 UCCE Regional Roadshow at Finley Center, 2060 West College Ave., Santa Rosa in place of the IPM/Organic Field Day. Contact Judy at [email protected].

Aug 29–31 Sonoma County Wine Country Weekend

Sept 10–11 Sonoma in Chicago Harvest Celebration

Sept 29–Oct 1 Sonoma County Grape Camp

Nov 4 PCA Breakfast Meeting at location TBD. Season Review & Wrap-up. Contact Judy at [email protected].

Nov 8 Employee Development Workshop: “Tractor & Equipment Safety” and “Weed ID & Control” at SRJC Shone Farm. 8:30 a.m. – 11:30 a.m. Contact Judy at [email protected]

Nov 15 ADVANCED Employee Development Workshop: “ADVANCED General Vineyard Management” Location TBD 8:30 a.m. – 11:30 a.m. Contact Judy at [email protected].

Jan 20 Dollars and $ense at the Wells Fargo Center for the Arts