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Super Bowl City Taste of Sonoma lounge participating wineries

Fifty-four Sonoma County wineries are “pouring partners” of the Taste of Sonoma lounge at Super Bowl City in San Francisco from Jan. 30–Feb. 7.

Arrowood

Balletto Vineyards

B.R. Cohn

Bruliam Wines

Bryter Estates

Bucher Vineyard

Capo Creek

Cartograph Wines

Christopher Creek Winery

Clos du Bois

Davis Family Vineyards

DeLoach

Dry Creek Vineyard

Dutton Estate

Dutton-Goldfield Winery

Ferarri Carano

Francis Ford Coppola Winery

Frei Brothers

Gary Farrell Vineyards & Winery

Geyser Peak

Gloria Ferrer Caves & Vineyards

Gracianna Wines

Huge Bear

Iron Horse Vineyards

J Vineyards

Jordan Vineyard & Winery

Kenwood Estate

Kendall-Jackson (KJ Grand Reserve)

La Crema

La Follette

Lambert Bridge Winery

Laurel Glen Vineyard

Limerick Lane

MacMurray Estate Vineyards

MacRostie Winery & Vineyards

Martin Ray Winery

Matanzas Creek

Mounts Winery

Murphy Goode

Muscardini Cellars

Papapietro Perry Winery

Parmeson Wines

Patz & Hall

Paul Hobbs

Peaceland Vineyards

Quivira

Ravenswood

Robert Young Estate Winery

Rodney Strong Vineyards

Seghesio Family Vineyards

Selby Winery

Simi Winery

Sonoma-Cutrer Vineyards

St. Francis Winery & Vineyards

Tara Bella Winery

The Calling

Three Sticks Wines

Trione Vineyards and Winery

Viansa

Viszlay Vineyards

Thousands of visitors to the Super Bowl-themed fan village in downtown San Francisco this week leading up to the “big game” are getting a taste of Sonoma County wine and tourism.

Sonoma County Vintners, Sonoma County Winegrowers and Sonoma County Tourism — called the “trio” — blended efforts to get a front-row seat at Super Bowl City. The Super Bowl 50 Host Committee named Sonoma County and Napa County destination sponsors.

The Sonoma County trio brought in GMR Marketing to design a temporary “lounge” venue position next to the Ferry Building entrance. The “city” is a street fair host cities of the game in recent years have been setting up in the days before the game to stretch tourism dollars throughout a metropolitan area. For the game’s 50th anniversary this year, Super Bowl City is running from Jan. 30 up to Feb. 7, the day of the game at Levi Stadium in Santa Clara.

Sonoma County Vintners lined up 54 “pouring partner” vintners to supply wine for the lounge.

One such vintner was Tom Parmeson, owner and winemaker of Parmeson Wines in the Dry Creek Valley winegrowing region. He was at the tasting counter of the lounge on Jan. 30–31 to explain his wines as they were poured.

Parmeson moved from Texas in 2013 to start his 750-case-a-year brand. Mauritson winery of Dry Creek Valley currently is making the wine, which was first released in March 2015.

“I made a lot of connections,” Parmeson said of the lounge experience. “A lot are signing up for my email list and some are interested in signing up for the club.”

David Mounts, owner of the 3,000-case-a-year Mounts brand also from Dry Creek Valley, was at the lounge Jan. 31 only. In addition to winemaking, he farms 140 acres of grapes in the valley.

“It has been good exposure,” Mounts said. “There are a lot of eyes on you to expose you to people who have not tasted Mounts.”

On Jan. 30–31, the Taste of Sonoma lounge accommodated about 1,000 visitors a day, according to Sonoma County Vintners. On the first day of the event, 4,591 glasses of Sonoma County wine were poured by concessionaire in the lounge and two beverage booths elsewhere in the event. In the lounge itself, there were 2,100 sales of wine, that day, including 1,700 by the glass.

Some have been intrigued about a Sonoma County malbec wine, and some hadn’t heard of that varietal wine, he said.

Some visitors to the Sonoma County lounge came a long distance.

As Tracy and James Kempf of Modesto sipped glasses of wine in the lounge, they told the Business Journal about visits to Sonoma County wineries on trips to visit family.

“We wanted to come here for the spectacle,” James Kempf said of Super Bowl City.

Will and Beverly Hill of Tracy have been wine-tasting in Napa and Sonoma counties previously.

“We came for the activity in Super Bowl City,” Beverly Hill said. “We will not be able to make it for the Super Bowl.”

Sonoma County Tourism staffed the lounge with about a half-dozen certified tourism ambassadors for each of the two shifts per day. These dozen or so volunteers were helping visitors with questions about places to visit, stay and eat in the county.

Super Bowl City Taste of Sonoma lounge participating wineries

Fifty-four Sonoma County wineries are “pouring partners” of the Taste of Sonoma lounge at Super Bowl City in San Francisco from Jan. 30–Feb. 7.

Arrowood

Balletto Vineyards

B.R. Cohn

Bruliam Wines

Bryter Estates

Bucher Vineyard

Capo Creek

Cartograph Wines

Christopher Creek Winery

Clos du Bois

Davis Family Vineyards

DeLoach

Dry Creek Vineyard

Dutton Estate

Dutton-Goldfield Winery

Ferarri Carano

Francis Ford Coppola Winery

Frei Brothers

Gary Farrell Vineyards & Winery

Geyser Peak

Gloria Ferrer Caves & Vineyards

Gracianna Wines

Huge Bear

Iron Horse Vineyards

J Vineyards

Jordan Vineyard & Winery

Kenwood Estate

Kendall-Jackson (KJ Grand Reserve)

La Crema

La Follette

Lambert Bridge Winery

Laurel Glen Vineyard

Limerick Lane

MacMurray Estate Vineyards

MacRostie Winery & Vineyards

Martin Ray Winery

Matanzas Creek

Mounts Winery

Murphy Goode

Muscardini Cellars

Papapietro Perry Winery

Parmeson Wines

Patz & Hall

Paul Hobbs

Peaceland Vineyards

Quivira

Ravenswood

Robert Young Estate Winery

Rodney Strong Vineyards

Seghesio Family Vineyards

Selby Winery

Simi Winery

Sonoma-Cutrer Vineyards

St. Francis Winery & Vineyards

Tara Bella Winery

The Calling

Three Sticks Wines

Trione Vineyards and Winery

Viansa

Viszlay Vineyards

Among the certified tourism ambassadors working at the lounge was Elaine Von der Porten, who works with Stewards of the Coast and Redwoods based at the Armstrong Woods park near the west Sonoma County community of Guerneville. She has been certified for two years, and her husband, Mike, teaches a tourism class at Santa Rosa Junior College and is an instructor in the certification program.

The Sonoma County lounge was honored by the Super Bowl 50 Host Committee. Among the Super Bowl City Net Positive Production Awards-winners, the Sonoma County “trio” and GMR Marketing won the For Use of Local Resources category, which looks at best use of materials, food and staff from a 60-mile radius of the event.

After Super Bowl City closes Feb. 7, furniture and infrastructure of the lounge will be repurposed, according to the trio. Furniture will be used in their offices, soon to be located in the new American AgCredit headquarters north of Santa Rosa. Barrels will be recycled and reused as décor, planters or other furniture.

Volunteers took mass transit. Tasting notes for the wines poured daily were offered electronically.

Napa County’s involvement as a destination sponsor for the Host Committee is spearheaded by Visit Napa Valley, the county’s official tourism booster, and Napa Valley Vintners, a trade group for wineries.

Napa Valley Vintners’ direct involvement is mostly involved with private VIP parties, including a Host Committee thank-you party on Feb. 4, according to Cate Conniff, spokeswoman for the Napa Valley trade group. About 100 Napa Valley Vintners members are involved with private events Feb. 4–6.

Napa Valley Vintners and Visit Napa Valley have been cross-promoting tour and lodging packages timed and themed for the game (visitnapavalley.com/super_bowl_50.htm).