In the wake of the largest quake to hit the Bay Area in decades, the message that local businesses want the world to know is: Napa Valley is open for business.
Life took a surreal turn on September 11, 2001, when a mushroom cloud-like smoke stream danced down the center of Times Square, where I worked. At first, it felt like a scene from a Hollywood action flick—until it became our reality. More recently, life took another startling turn on August 24, when a 6.0 earthquake struck Napa Valley, shattering homes, splitting sidewalks, buildings and wine barrels. In much the same way that I saw a crumbling city unite in the seconds that followed the World Trade Center strike, so too did the community of Napa rise beyond the rubble. In the wake of the largest quake to hit the Bay Area in decades, the message that local businesses want the world to know is: Napa Valley is open for business.
In New York, we had Rudy Giuliani, who rallied a tattered city when its roots were rocked to the core. In Napa Valley, our own rendition of flag flappers emerged. Just three days following the quake, Napa Valley Vintners (NVV) donated $10 million in auction proceeds to create the Napa Valley Community Disaster Relief Fund and provide immediate financial support to the community. At press time, quake-related damages weighed in at more than $80 million, affecting an estimated 60 percent of Napa County wineries (25 percent of which suffered moderate to severe damages, according to a report released by the Napa County Board of Supervisors).
The organization offered a ticker tape of quake-related news and information to members and the community including a vintners forum to aid with rebuilding efforts. Less than a week after the quake, the group followed with a workshop, which featured experts in the fields of insurance, finance and law along with a visit from Congressman Mike Thompson. This winter, NVV will present an earthquake preparedness workshop for its members.
According to Patsy McGaughy, NVV communications director, “The industry in general will not be affected; 2012 and 2013 were two of the most abundant vintages in Napa Valley ever—there wasn’t enough damage to cause a widespread shortage or price increases as a result of the earthquake.”
Rock on
With the tagline of: “Sip, savor, shop and shake,” the Napa Valley Rocks coalition formed to assist with recovery efforts. The volunteer teaming included contributions by BottleRock Napa Valley, Napa Valley Expo, Napa Chamber of Commerce and the Downtown Napa Association. Held on the last weekend in September, the event swelled around wine, food and music and culminated with a benefit concert featuring Michael Franti and Spearhead, Afrolicious and Grass Child.
Brenda Lhormer, co-founder of the Napa Valley Film Festival, is equally amped at the prospect of helping the community. “The show must go on. The festival is a perfect event that brings together everything Napa is known for. We want to wave the flag and say, ‘If you love Napa Valley, come now.’ We need people to know that everything is getting back to normal and now we need people to come and help revitalize the downtown area.”
While Lhormer reports that a few wineries dropped out of the film festival due to a lack of inventory, 150 committed to participate. Despite damages, venues like City Winery, Uptown and partner hotels like the Westin and Napa River Inn will continue to cater to attendees. The former Copia building at 500 First St. will take a more prominent role this year, housing two screening venues, the Lifestyle Pavilion, gala and film industry panels. Lincoln Center will roll out the red carpet for opening night and the celebrity tribute.
“One of the things we tried to do this year, even before the earthquake, was to figure a way to increase business and create even more of an economic impact.” The organization expects to see an increase in total attendance from 39,000 in 2013 to 45,000, along with a significant bump in economic spending from $5 million to $6 million.
“There’s a lot more emphasis on the downtown scene in between festival experiences. We opened up a new program where we invited businesses to offer value adds like quick bite meals that we can promote for in between screenings.”
Despite Mother Nature’s strike, the festival is sure to sizzle with splashy events strewn up and down the valley, including a 10–year anniversary screening of “Sideways,” which will reunite cast members and feature a “Best of Merlot” tasting. Wine Spectator will host the panel, “How to taste like a pro,” with James Laube.
I close with a phrase that will forever resonate with New Yorkers, and now Napans: We will never forget, yet we continue to carry on.
I’ll wave a flag to that.
