"...San Francisco was a true progressive and liberal city in the traditional sense with a 'can-do' attitude. The Gold Rush, the 1906 Earthquake and Fire, a broad mixture of immigrants...and a feeling of being at the end of the trail and the the beginning of the Pacific, led to a sense of self-sufficiency and pride, as well as community..."
It has been 12 days since the fires began and now that they are close to full containment, we are ready to start "changing the conversation." Here at Muscardini Cellars, we are so extremely fortunate that our 157-year old tasting room has remained unharmed and is still standing strong in Kenwood. However, the news is bittersweet as many of our neighbors, staff, and members of our community have experienced loss. Our thoughts and prayers go out to those that have lost so much, as well as those that remain in harm’s way.
While we undoubtedly appreciate our prayers and heartfelt expressions of concern; more pressing, temporal needs prevail – rebuilding homes, rekindling spirits, and regenerating business. The awful reality is that Sonoma will suffer the impact of the fires in more ways than one, primary among which is the inevitable drop-off in wine tourism. Tours and tastings are being cancelled as we speak, and the media headlines reinforce the notion of wine country as a devastation zone.
We are now asking for your help to offset this debilitating challenge. Help us begin to move forward and "change the conversation." Make a commitment to all of us here in wine country and plan to visit or show your support by the following:
- Commit to visiting us at least once between now and December 31st
- Visit a winery you've never been to and enjoy a tour and/or tasting
- Spend a Saturday or Sunday in Sonoma Plaza; walk the town square, peruse a gallery, visit a bakery
- Dine at any of the charming local restaurants that generously provided meals for first responders and evacuees
- On your next visit to the wine store or supermarket, check the labels and buy wines from Sonoma County
If everyone who receives this email were to spend $100 on Sonoma wines and experiences between now and December, we’d add millions of dollars to our economy in one fell swoop… That’s a quick and effortless way to help—money flows, lives are rebuilt, and everyone gains—including you.
We look forward to raising a glass to our community, volunteers, firefighters, first responders and everyone who has come together to rebuild wine country. While so much was lost these last two weeks, the love, strength, and perseverance of this amazing community stands firm.
WHAT HAPPENS NEXT
Pending the end of evacuation orders, we will reopen as soon as possible. Our anticipated reopening date is Wednesday, October 25th and we will notify you by email when our doors are officially reopened. When we are open, we invite everyone to visit so that we can share hugs, tears, and wine with all of you whom we love so much. While “normal” may not be the best word to describe what we’re hoping to return to, the Muscardini Cellars team is ready to get back to doing what we love, and we sincerely hope you will join us soon.
With tragedy striking so close to home, we are committed to doing what we can to rebuild this amazing community. In that vein, we will donate 25% of all tasting room and online sales through the end of October to the Sonoma Fire Relief and Recovery Fund.
If you need any information about what Sonoma County has to offer or more ways you can help, please visithttp://www.sonomavalley.com/fire/
From an interview in the San Francisco Chronicle with Christopher Herb Caen, Herb Caen's son:
Q. When you were a kid, what did you want to be?
A. When I was very young, I was at a birthday party. My mom was going around the table saying, "What do you want to be when you grow up?" Kids were saying: "An astronaut," "A fireman," "A policeman." I said, "An Italian."