WINECOASTCOUNTRY FACT SHEET Overview: WineCoastCountry, the coastal region of San Luis Obispo County located midway between Los Angeles and San Francisco, is where the best of southern and northern California meet. Spanning 101 miles of prime Pacific coastline, this spectacular region consists of 10 diverse artisan towns and seaside villages rich in character and history: Ragged Point/San Simeon, Cambria, Cayucos-by-the-Sea, unincorporated Morro Bay, Los Osos/Baywood Park, Avila Beach & Valley, Edna Valley, Arroyo Grande Valley, Oceano, and Nipomo. From lush farmland to the sparkling Pacific Ocean, the area boasts vast stretches of white sandy beaches and picturesque rugged coastline, renowned wineries, the world famous Hearst Castle, bucolic farmland, wildlife, pristine forests, beautiful state parks, fields of wild flowers, and untouched natural beauty as far as the eye can see. Website: www.WineCoastCountry.com Blog: www.WineCoastCountry.com/blog Facebook: www.facebook.com/WineCoastCountry Twitter: www.twitter.com/WineCoastCountry. Location: Easily accessible from both the San Francisco Bay Area and Los Angeles, the northern most tip of WineCoastCountry begins in San Simeon at Ragged Point, 191 miles south of San Francisco, and the southern most tip is located in Nipomo, 165 miles northwest of Los Angeles. It is approximately a 3.5-4 hour drive south from San Francisco and north from Los Angeles. Getting There: WineCoastCountry is easily accessible from San Luis Obispo Regional Airport (8.57mi/13.8km). Direct flights are offered from San Francisco, Los Angeles and Phoenix. For more information, contact (805) 781-5205. WineCoastCountry can also be reached by ground or rail transportation from both San Francisco Airport (231.59mi/372.7); Santa Barbara Airport (86.19mi/138.7km); Los Angeles International Airport (177.39mi/138.7km), Burbank-Glendale-Pasadena Airport (170.36mi/274.17km); rail service is provided by Amtrak with numerous stations located throughout the region. For information, contact the transit center at (805) 238-1242. WineCoastCountry Discovery Route: Launched in 2012, the Discovery Route is a 101 mile scenic drive that takes travelers through the 10 diverse towns of WineCoastCountry along prime Pacific coastline, lush farmland and renowned vineyards. The northernmost point of the route is located at Ragged Point in San Simeon and the southern-most point rests in the farmlands of Nipomo. This breathtaking drive showcases the area’s rich history and culture through 10 charming artisan towns and seaside villages. Along the route, visitors will enjoy locavore dining, wine tasting, diverse coastlines and geography, farmland, and various points of interest. History & Culture of the WineCoastCountry: From as early as 10,000 BC to the present, WineCoastCountry is one of the most interesting, resourceful and awe-inspiring areas to visit in California. The region’s history dates back to its first inhabitants, the Chumash, followed by the coming of Spanish Conquistadors in 1769 like Gaspar de Portola who named Los Osos (“the bears”) after encountering Grizzly bears throughout the valley. The missionaries, led by Father Junipero Serra from 1769 to 1823, had a tremendous effect on the region with mission building and religious conversion that radically changed the demographics and at one point, Catholicism was named the state religion of California. In addition to the California Gold Rush of 1849, the Central Coast experienced what is now known as the California Fur Rush starting before 1825, when fur trappers from England, Russia and America hunted the Central Coast’s southern sea otters and fur seals nearly to extinction; however brutal was the Fur Rush, it is credited with opening up world trade to the region from the Central Coast to San Francisco. Rancheros and Californians established self-sustaining communities, like the Dana Adobe in Nipomo, made possible by Mexican Land Grants, deeded from 1833 to 1846. Sea Captains such as James Cass from Cayucos- by-the-Sea created his community from a Spanish land grant of 320 acres, enabling him to build the pier and town center where his house stands to this day since 1867. The evolution of the region’s wine country can be traced back to Henry Ditmas planting the first vineyards in Arroyo Grande in 1879; however, a commercial industry was not developed until 1968 when Jack Foote successfully planted wine grapes, leading to the present when Arroyo Grande was granted AVA status in 1990. The cultural contributions to the farm culture brought by the Dust Bowl Migration of 1932 is documented in songs, stories, famous photographs, and by their descendants still farming to this day. So evident is WineCoastCountry’s fascinating history that it resonates in the unique people, landscape, architecture, character and cultures still influencing and coexisting in each of its 10 regions. These charming artisan towns and seaside villages are plotted along the WineCoastCountry Discovery Route, so that today, modern day explorers can uncover the past as they travel from WineCoastCountry’s northern most edge in Ragged Point/San Simeon to the southern most town of Nipomo. Population and Demographics: The population of WineCoastCountry: 76,668 The average age is 46.7 The average household income is $76,012 The median home value is $83,679 Climate: WineCoastCountry is blessed with comfortable weather year round. On the coast, the average temperature is approximately 65° F (18° C) and ranges throughout the year between 40° F (5° C) and 75° F (24° C). Seasonal morning fog in the late summer and fresh cool breezes off the ocean provide a refreshing escape from the hot summers throughout much of the state. The comfortable temperatures allow visitors to take advantage of the plethora of outdoor activities throughout the entire year. The average annual rainfall along the coast is 19.29 inches. In the country region, the average temperature is approximately 73° F (22° C) and ranging throughout the year between 40° F (5° C) and 80° F (27° C). Lush vegetation and oak trees thrive year round in the temperate weather. The average rainfall in the country region of WineCoastCountry is 24.3 inches. Industry: WineCoastCountry’s top three industries are: 1. Agriculture: Agriculture thrives in WineCoastCountry because of the impeccable growing temperatures. The top producing crops include strawberries, broccoli and wine grapes. The highest producing vegetable crops are brussel sprouts, leeks, peas, bean, artichokes and pumpkins. The total gross value of WineCoastCountry’s agricultural product was $736,208,000 in 2011. (Source: San Luis Obispo County Department of Agriculture). 2. Tourism: In 2011, WineCoastCountry hosted approximately 2.3 million annual visitors, generating over $1 billion in visitor spending. WineCoastCountry collected more than $21.8 million in transient occupancy tax (T.O.T.) in 2006/2007. The average hotel occupancy rate in WineCoastCountry for 2007 was 63.7% and the average daily rate (ADR) was $113.28. 3. Administrative/Support Services & Health Care: 21.91% of the WineCoastCountry population works in the Administration Services industry. This industry is the fastest growing industry in WineCoastCountry. Popular Attractions: WineCoastCountry boasts spectacular outdoor attractions that showcase its spectacular natural beauty from the majestic ocean to the seemingly endless countryside. WineCoastCountry Discovery Route traces CA Hwy 101 through its 10 destinations with breathtaking unimpeded views from 400 feet above sea level and travels through a wealth of culture and history. Coastline & Tide Pools as far as the eye can see for strolling long stretches of sandy beaches and for exploring the rocky shoreline’s tide pools. Wildlife flourishes everywhere throughout the regions with a wide variety of waterfowl, sea otters, sea lions, elephant seals, rare butterflies, migrating birds, birds of prey, deer, wild boar and many other species. Farms & Ranches filled with vegetables, orchards, flowers and freely roaming animals are here to experience and learn firsthand about the bounty of the region and farmland preservation. Harbors & Bays offer a window into the daily life at working harbors rich with sea life, some abuzz with activity, and some only quiet seaside serenity. Nature Preserves, Estuaries, & State Parks full of coastal aquatic life, rare butterflies, migrating birds, birds of prey, deer, wild boar, native plants and many other beautiful inhabitants both zoological and botanical. Wineries number nearly 200 featuring award winning wines of pinot noir, chardonnay, Rhone varietals and an array of other grapes thriving in the hospitable climate created by the near vicinity of the Pacific. Recreational Activities: From surfing some of the world’s largest waves to world-class golfing and horseback riding, WineCoastCountry offers a wealth of activities sure to please everyone. Bird Watching is a popular activity featuring over 20% of all North American bird species. Bluff & Mountain Hiking and Biking exhilarates as visitors take in breathtaking views from trails through native oaks, apple orchards, vineyards and down to the sea. Butterfly Migration demonstrates the yearly migration of Monarch butterflies that entomologists believe has taken place for thousands of years. Dining will indulge visitors’ every sense with an abundance of regional fresh seafood, free range beef and poultry, fresh fruit and vegetables, hand-crafted cheeses, bakeries and superb wine crafted by