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As the threat from wildfires subsides, California’s Wine Country communities now face the daunting task of healing.

Tourism is the Wine Country’s lifeblood. Many residents and businesses, even those not directly impacted by the fires, lost weeks of work as fires forced evacuations and road closures. Visiting now will help these communities recover.

“We are incredibly grateful for the work of first responders who fought to save these communities, and we are relieved that firefighters have gained the upper hand,” said Visit California President & CEO Caroline Beteta. “Now we need to do our part to help the recovery.”

“We can all help: Now is the time to visit Wine Country,” Beteta said. “If you’re already planning a trip, don’t cancel — Wine Country residents need your business now more than ever.”

Consider a trip this fall, when the weather is beautiful, vines show autumn colors and there’s plenty to see, taste and experience.

“We’re open for business,” said Clay Gregory, president & CEO of Visit Napa Valley. “Now is the perfect time to experience the #NapaValleySpirit for yourself.”

“We need people to visit,” said Tim Zahner, interim CEO of Sonoma County Tourism. “We are open and ready to welcome guests. We are #SonomaStrong.”

The region has more than 1,200 wineries, and fewer than 10 were heavily damaged. Most tasting rooms have reopened. And vintners expect the 2017 vintage to be excellent — 90 percent of this year’s grapes were harvested before the fires struck.

In addition to buying California wine and visiting Wine Country, there are many ways to help Wine Country communities recover. For the latest travel information and fundraising information, visit: 

www.visitcalifornia.com
www.visitnapavalley.com
www.sonomacounty.com

“We are doing everything we can to tell the world it’s time to visit #CaliforniaWineCountryNOW,” Beteta said. 

Grateful Table

Join Tyler Florence and friends Nov. 21 for a long-table feast to support California Wine Country. All proceeds from ticket sales will benefit wildfire recovery efforts.

Tickets are on sale now and can be purchased here: industry.VisitCalifornia.com/gratefultable.

Help us spread the word about the event and use our Grateful Table Social Media Toolkit for easy sharing on your digital channels.

Frequently Asked Questions

Q. How have the fires impacted Wine Country’s wine businesses? 
The region is home to more than 1,200 wineries and fewer than 10 were heavily damaged by the fires. All but a few have already reopened. Up-to-date information on businesses can be found at www.sonomacounty.com/openforbiz and www.visitnapavalley.com/emergency/.

Q. How much of the wine region will I be able to visit? 
In Napa County, the fires burned predominantly in the forested hillsides, leaving the iconic Napa Valley floor, located between Highway 29 and the Silverado Trail, unaffected. In Sonoma County, the Russian River, Dry Creek and Alexander Valleys were untouched by fire.

Q. Beyond wineries, how is infrastructure in the region? 
Less than 10% of the region was affected by the fires. Highway 101 has been, and continues to be, open without controls. Highway 29 and the Silverado Trail - the main routes through the Napa Valley - are not impacted.

Q. How is the region’s wine production impacted? 
The summer of 2017 was particularly long and hot and by the time the fires hit, around 90% of the wine grapes had already been harvested. These grapes, and the wine that will come from them, will not be affected. Vintners are optimistic that the 2017 vintage will be excellent. The remaining 10% of grapes were generally thicker-skinned varietals that are more resilient to the fire conditions. It’s too soon to tell if there will be any impact. According to the California Wine Institute, except in areas where the speed and intensity of the fires was greatest, vineyards did not burn due to their high moisture content and in some cases helped to surrounding structures.

Q. Is it insensitive to visit wine country given the devastation of some areas? 
Tourism is key to the recovery process. Now that the threat of the fires has subsided, California Wine Country communities are welcoming visitors with open arms to come and experience one of the best times of year to be in the region. Hotels are ready for reservations. Tasting rooms are staffed and open for business. These businesses need your help

Q. How can I help? 
A list of organizations dedicating resources to fire recovery can be found here. In addition to buying and enjoying California wines, come to California and enjoy that wine and all the incredible Wine Country experiences. First-class hotels, unparalleled restaurants, spas, wineries, lush vineyards, and an abundance of outdoor experiences from the ancient redwoods to pristine biking and hiking trails to the Sonoma coast are welcoming you!

Digital Assets

View our California Wine Country image gallery now.

#CaliforniaWineCountryNOW

Throughout the recovery process, unite with California’s tourism community in letting the world know it time to visit #CaliforniaWineCountryNOW. Use the hashtag in your own efforts and join the conversation.

Related Documents

Download the documents below to learn more about crisis response efforts.

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