Wine Tourism Roars Again in Napa and Sonoma

After more than a year of shutdowns, reopenings, reopenings, Fire, Smoke and billowing e-commerce and zoom tastings, Napa and Sonoma Wineries see visitors who come back in person to taste. So far, the arrivals have exceeded the most optimistic expectations of many locals.

“We’re seeing a strong return to travel,” said Todd O’Leary, vice president of Marketing and Communications for Sonoma County Tourism. “There was a lot of catching up to do and now that consumers are getting vaccinated, they are booking travel now and / or in the future.

“We definitely see our fans spending time here, but we also welcome new first-time visitors as wine-growing areas are often a wish list destination,” he says.

Outdoor tasting at Larkmead Vineyards / photo by Leigh-Ann Beverley

According to Smith Travel Research’s hotel occupancy statistics, demand for accommodations in the Napa Valley in 2021 will return to 2019 levels. On many Friday and Saturday evenings, the occupancy of the hotels is almost 90%, while the occupancy in the middle of the week is now almost 50%.

“Anecdotally, we also hear that Napa Valley wineries and restaurants are fully booked most weekends,” said Linsey Gallagher, President and CEO. Visit the Napa Valley. “We’re moving to even fewer restrictions on June 15th, which should help reduce some of the capacity constraints that visitors have experienced when booking tastings.”

On 15th of June California will end social distancing and many mandates for interior masks, and will allow businesses to operate at full capacity despite Governor Gavin Newsom ceasing to finally lift the existing state of emergency on June 4th.

Gallagher notes that the Napa Valley Welcome Center saw record-breaking pedestrian traffic on Memorial Day weekend with nearly 800 walk-in guests.

Jeff Zappelli is the general manager of Walt wines which, together with its sister brands Hall and BACA, operates five tasting rooms in Napa and Sonoma.

“We’re very busy, and wine tastings are very popular,” says Zappelli. “People want to do something familiar.

“At first we were booked with wine club members looking for a good human moment. It continued to grow organically, first locals, then visitors from Los Angeles, Sacramento, and Nevada, and then the planes came with a lot of people we knew. We celebrated with them, ”adds Zappelli.

Along the way, he installed more outdoor seating and ordered more tents, heaters, and umbrellas. His group of wineries places an emphasis on appointment-only tasting experiences that create more meaningful and personal relationships.

“What felt good during this time of recovery is that people are getting back to the tasting rooms, I hope the trend continues,” says Zappelli. “We see that younger consumers come less for the party and more for the wine.”

“We’re seeing a strong return to travel,” said Todd O’Leary, Sonoma County Tourism / Courtesy of Sonoma County Tourism

International travelers from Europe and Asia return to marquee wineries like Diamond streamsaid Nicole Carter, President of Diamond Creek and Merry Edwards.

“People tip well, they are so happy to be out again,” says Carter. “People spend their time and are interested in it, they want to relax and smell the roses. We see higher numbers for this time of year than in 2019 – before Covid-19 – and higher purchasing power. I am cautiously optimistic that we will exceed the 2019 figures. “

At the Rodney Strong Vineyards In Healdsburg there are again inquiries from large groups and family reunions.

“Club people and locals came back first, then local guests,” said Christopher O’Gorman, Rodney Strong’s communications director. “Lately there have been more foreigners on the road and more and more every weekend.”

As restrictions ease, O’Gorman expects to launch more weekend events keeping safety in mind, including an Americana festival in late summer that limits capacity to 300 people in a room that regularly seats 1,100.

There is a sense of relief and celebration, industry officials say, and so come some people willing to spend. As a result, many wineries are expanding their offerings for unique experiences.

GATE Napa Valley offers two appointment-only experiences, one of which costs USD 950 per person with a minimum of four people. It’s called the Black Magic Experience, and it includes touring several vineyards and tasting premium TOR wines.

At the Ailerons Estate, Owner and pilot Shannon O’Shaughnessy will personally take guests on an open cockpit flight over the wine region before she sits down to taste their two wines. The experience starts at $ 550 per person.

Aileron Estates owner and pilot Shannon O’Shaughnessy / photo by Bob McClenahan

Much of that growth came with the Covid-19 restrictions still in place.

“We hope that on the 15th we will have a level playing field from region to region and solid guidelines for meetings and events,” says Zappelli.

Even with solid guidelines, limitations are expected to persist.

“Many of our wineries, restaurants and hotels are struggling with labor shortages,” says O’Leary. “Although consumer demand is strong, capacities have been and will be limited. We advise visitors to plan ahead by reserving well in advance. Most wineries already have appointments today. “

For Carter, the demand is a sign of something bigger.

“The most exciting thing is that wine is enjoying an incredible period of bloom,” she says. “People want the overall experience that comes with wine, the storytelling and authenticity of wine, that’s the most uplifting thing you can see.”