Members of the Paso Robles Wine Country Alliance gathered in the cool quarters of Robert Hall Winery last Tuesday for its annual membership meeting, which provided a recap of events, accomplishments, community contributions and other updates within the Paso Robles Wine Country in the latter half of 2009. Paso Robles Wine Country Alliance Chairman Steve Lohr and Executive Director Stacie Jacob, above, deliver a 2009 results recap, chairman’s report, 2010 program overview and more during the alliance’s annual membership at Robert Hall Winery this week.The Paso Robles Wine Country Alliance gifted $26,000 to various organizations including La Clinica de Tolosa Dental Clinic, Paso Robles Library Foundation, Food Bank Coalition of San Luis Obispo County, Wellness Community - Paso Robles, Boys & Girls Club of North San Luis Obispo County and ART: Artistic Resources Team. Above, representatives from the organizations were in attendance at Robert Hall Winery in eastside Paso Robles last Tuesday during its annual membership meeting to receive the check. The Paso Robles Wine Country Alliance gifted $26,000 to various organizations including La Clinica de Tolosa Dental Clinic, Paso Robles Library Foundation, Food Bank Coalition of San Luis Obispo County, Wellness Community - Paso Robles, Boys & Girls Club of North San Luis Obispo County and ART: Artistic Resources Team. Above, representatives from the organizations were in attendance at Robert Hall Winery in eastside Paso Robles last Tuesday during its annual membership meeting to receive the check. Photos by Josh Petray.

Local vintners, growers and others associated with the Paso Robles Wine Country gathered at Robert Hall Winery on Tuesday for the Paso Robles Wine Country Alliance's [PRWCA] annual membership meeting.

The evening was highlighted by a keynote speaker Jon Frederikson of Gomberg Frederikson and Associates, who gave a speech on "Milestones in California Wine."

The Alliance presented a $26,000 check to various organizations in the greater Paso Robles area including La Clinica de Tolosa Dental Clinic, Paso Robles Library Foundation, Food Bank Coalition of San Luis Obispo County, Wellness Community - Paso Robles, Boys & Girls Club of North San Luis Obispo County and ART: Artistic Resources Team. In addition, the PRWCA has donated additional in-kind and monetary contributions to Boy Scout Troop No. 60, Heritage Oaks Family Day & Fun Run, Hospice Partners of the Central Coast, San Luis Obispo County, Paderewski Festival, Paso Robles Pioneer Day, Studios on the Park and the Wine Country Half Marathon & 5K run. Prior to Frederikson's keynote address, officials from the various organizations were on-hand to receive a check.

The evening began with a welcome by Steve Lohr, outgoing PRWCA Chairman of J. Lohr Vineyards & Wines. Lohr said his speech would concentrate on the latter half of 2009 and noted the accomplishments of various events put on by the alliance.

One of the events that has worked out exceptionally well is its annual CRAVE event, geared toward millennials and held at the San Luis Obispo County Veteran's Hall, he said. According to PRWCA officials, the event attracted an estimated 500 or more millenials, 69 wineries and several restaurants. Lohr said California Wine Month was also a great success and discussed how the PRWCA Web site, www.pasowine.com, had received roughly 30,000 visitors per month and that several people were directly entering the Web site address into their browsers, a sign of repeat users, among other notable accomplishments.

"We're getting a lot of impact out there," Lohr said. "The message is getting out."

According to PRWCA Executive Director Stacie Jacob, the alliance has also boosted its presence on Facebook and Twitter, and said there are many good things to look forward to in the future per social media.

"[The PRWCA Fabeook page] kind of lightens the whole mood here in Paso," Lohr said to the crowd.

Lohr and Jacob, who offered a complete 2010 program overview complimented by a report included in the night's agenda, also noted the success of bringing top-tier writers and buyers to Paso Robles through programs such as its Lifestyle Media public relations program. Lohr said that hosting such writers has "paid off in spades" and that the Paso Robles Wine Country looked forward to hosting more in the future - and not just wine writers themselves but media from a variety of genres that often times hit a different demographic than such popular wine-centric publications as Wine Spectator. The alliance hosted Japanese trade media, a group from Sweden, Denmark and Singapore, among others in 2009, "to spread the word of what makes Paso so great," Lohr said.

Lohr discussed efforts made by the Alliance to work with county officials on voluntary water monitoring, especially within the Estrella sub-basin - one of the areas hardest hit by ongoing declines in the Paso Robles Groundwater Basin. The hope, according to Lohr, is that the county will get a more clear idea of just how much water the vineyards are using. With the recent addition of legislative coordinator Lisa Bodrogi, Jacob said that the hope is also that decisions can be made based on fact, not emotion. In addition, if the groundwater basin were to go into adjudication, there would be a more clear idea of just how much water was being used, he said. Concluding his speech, Lohr thanked outgoing members for their hard work and welcomed new members to the Alliance Board of Directors.

"I have been on other boards in other areas, and more so than any other place, Paso Robles shows unity," Lohr said. "We are all working to promote Paso Robles first, our brands second. It is what has made us great, and it is what will continue to make us great."

The alliance also solidified a number of new partnerships with businesses including Food & Wine and Sunset Magazine, which Jacob said was coming to the Central Coast "in a big way" for a special epicurean and wine experience at Santa Margarita Ranch, and there are several new additions to look forward to during events in 2010, according to Jacob.

Among other accomplishments, the Alliance welcomed 117 new members in 2009, reaching a record membership of 518 active members. The PRWCA invested in vineyard research through the Irrigation Usage on Vineyards program and American Vineyard Foundation. According to the PRWCA, the alliance supports research, and a portion of the proceeds from the annual Paso Robles Wine Festival Golf Classic is donated to viticulture research specific to the Paso Robles American Viticultural Area [AVA]. The alliance is also ranking among the top bidders at the California Mid-State Fair livestock auction.

The evening concluded with a member reception including Paso Robles wines paired with foods prepared by various associate members.

For the complete article see the 12-18-2009 issue.

Click here to purchase an electronic version of the 12-18-2009 paper.

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