California’s Up and Coming Wine Region: Livermore Valley

There is no doubt that wineries are a significant economic engine in the Tri-Valley area. “The wineries attract more than 500,000 visitors to our valley annually,” explains Lynn Wallace, Executive Director of the Livermore Valley Winegrowers Association.

And the number and size of the wineries is growing. “In the last year, we opened two new wineries, and we look forward to opening another new tasting room this summer. With 26 wineries and 5,000 acres of vineyard land, we are an economic force,” Wallace explains.

Amy Blaschka, of the Tri-Valley Convention and Visitors Bureau, agrees. “It’s a huge draw for the region. It’s something kind of unique,” she says.

Blaschka notes that the intimacy of the wineries is one of the appeals for many visitors. “Livermore is sort of like Napa was 20 years ago. It’s smaller, it’s less commercial. The owner often pours, and there’s rarely a tasting charge. You’re invited to linger.”

Blaschka says that the goal of the Convention and Visitors Bureau is to let more people know that the wineries exist. “Some are aware of the wineries, some aren’t,” she explains. “When people think of Livermore, they tend to think only of the Lab, or of ranches. There’s a lot of mis-perceptions about the region, and we’re working to change that.”

Blaschka says the economic benefits of the wineries extend to residents as well, not just to visitors. “The economic development that the wineries bring have helped lead to a revitalized downtown. First Street is more attractive for visitors, but also for residents. People want to live here because we have all the amenities close by, so it’s easy to live and work in the same area.”

In fact, the wineries are a bright spot in what is an otherwise so-so economy. While technology suffers and thoughts of recession dominate other industries, winemaking is on a roll. “Even though the economy is tough and the market is challenged with an oversupply of wine right now, wine sales are up nationwide. California wine sales are up. We have every reason to be extremely buoyant about the wine industry in the Livermore Valley,” Wallace explains.

To make sure that success continues, groups like the Convention and Visitors Bureau, the Winegrowers Association, the Chamber of Commerce, and other groups are working together to “bring the region to people’s attention,” as Blaschka explains.

“We have been working hard to do more external marketing, throughout California and the Western United States. We frequently hear people who are delighted once they have discovered us – the comment is always something like, ‘I didn’t know you had this here!’. We want to be sure everyone knows about the Livermore Valley wine region,” Blaschka notes.
Clearly, the marketing efforts are paying off. Last November, the wineries hosted the Independent Film Festival, which drew considerable attention to the Livermore Valley wineries. “We had 1,500 people come from outside the area to attend the festival,” Blaschka says. “We’re hoping for even more attendees this year, when the Independent Film Festival returns this November.”

No doubt, many more will attend, and they will be joined by other visitors and potential residents, to take part of what Wallace describes as, “a very special place created by very special wineries”.

To learn more about the Livermore Valley Winegrowers Association and area wineries, visit their web site at www.livermorewine.com, or call 447-9463.