Beau Marchais is now Adam Lee Wine.

The Truth About the Proposed Sonoma County Wine Improvement District (WID)

—

In the August 6, 2025 San Francisco Chronicle, Joe Bartolomei—co-owner of Forestville’s Farmhouse Inn and the originator of the idea for a Sonoma County Wine Improvement District—was quoted as saying:

“Things have never been more dire than they are right now and I feel like we’ve got to try. It’s a proven model that generates real business.”

There’s just one problem with that statement: it’s wrong.

Since the WID concept went public, I’ve examined the only two Wine Improvement Districts in California with enough history to show meaningful results. Neither demonstrates that a WID “generates real business” for wineries.

Case Study 1: Livermore

The Livermore Valley Wine Heritage District (LVWHD) was approved in November 2021 for a five-year term (July 1, 2021–June 30, 2026). Its most recent public report covers activity through June 30, 2024. Here’s what it reveals:

  • Closures Outpace Openings: JMC Cellars opened in late 2023, but Eagle Ridge Winery, Enoteca Five, and Cedar Mountain Winery all closed in the same period.
  • Revenue Shortfalls: FY 2023–24 collections were projected at $500,000—down from an earlier $600,000 estimate—due to declining winery business.
  • Flat Future Outlook: FY 2024–25 assessment budgets remain stagnant, with the board anticipating continued “lower than expected business conditions.”

In other words: the WID hasn’t stopped business decline—it’s simply collected taxes from it.

Case Study 2: Temecula

Temecula’s WID, also launched in 2021, is frequently cited by Sonoma County Winegrowers as a success story. They claim:

“…in just five years, the Temecula Valley wine region grew its direct-to-consumer sales by 88% and its paid tastings by 75%…”

But the data tells a different story:

  • Misleading Growth Numbers: That “88% increase” in DTC sales isn’t apples-to-apples. Early figures came from 19 wineries; later figures from over 40—a 236% jump in participants, which explains most of the sales “growth.”
  • Tasting Shifts, Not Real Growth: Paid tastings rose, but unpaid tastings dropped by nearly 291,000. That suggests a reclassification of visits, not an actual increase in engagement.
  • Tourism Decline: Overnight stays fell by almost 38,000, contradicting the idea of booming tourism.
  • Revenue Stagnation: DTC tax income in FY 2022–23 was $1,732,110. In FY 2023–24, it barely inched up to $1,756,139—only to have that gain erased by collection fees. The FY 2024–25 projection is lower at $1.7 million.

The takeaway? There’s no measurable, sustainable boost to winery sales.

The Real Pattern We See

From both Livermore and Temecula, two things are clear:

  1. A WID generates taxes, not proven winery growth. Money flows into administrative budgets, not necessarily into increased wine sales, grape demand, or visitation.
  2. The spending isn’t revolutionary.
    • Livermore invests in: advertising, media relations, digital marketing, events, collateral, signage, and passport programs.
    • Temecula invests in: paid ads, social media, promotional materials, events, media outreach, and trade shows.

Sound familiar? Sonoma County Winegrowers and Sonoma County Vintners are already spending millions a year on these same activities—yet grape sales, wine sales, and visitor numbers are still declining.

Opposing the WID Isn’t Enough

We oppose the Sonoma County WID because there’s no proof it works elsewhere. Taxing consumers and raising prices to fund programs that already aren’t delivering results is not a solution.

But simply saying “no” isn’t enough. We need a better plan—and we need it now.

A Call for New Ideas

We’re asking the entire Sonoma wine community—supporters, opponents, and undecided voices alike—to help chart a better course:

  1. Submit Your Ideas: Email newsonomaideas@gmail.com with creative, even “out-there” proposals. Break them into Short-Term/Quick Win and Long-Term Strategic ideas. We’ll compile and share them with the community.
  2. Join the Discussion: We’re hosting a community-wide Zoom before harvest ramps up:

We welcome every winery, large or small, and every opinion. The only thing we can’t afford right now is more of the same failed approach.

SOURCES:

LIVERMORE FY 23-24 Annual Report

TEMECULA 2023/2024 Economic Impact Report

TEMECULA 2019 Winery Report

TEMECULA WID REPORTS   (Located at the End of the Page)