Big Brewery Birthday Bash Coming Up in Santa Rosa

Fraser Ross pours a beer for the Friday crowd at Fogbelt Brewing Company in Santa Rosa, June 27, 2014. (Conner Ja

Fogbelt Brewing Company turns three this year, and the Santa Rosa brewery certainly have a lot to cheer to: a series of great events, an ever busy taproom, a phenomenal chef serving up seasonally inspired dishes and, of course, loads of fantastic beers. To celebrate their anniversary, Fogbelt is inviting all beer lovers to a big birthday bash on February 11th. 

Paul Hawley, left and Remy Martin of Fogbelt Brewing in Santa Rosa, Monday March 30, 2015. (Kent Porter / Press Democrat)
Paul Hawley, left and Remy Martin, founders of Fogbelt Brewing in Santa Rosa. (Kent Porter)

Here is what is on the menu for the Fogbelt birthday bash: 

Plenty of beer: Fogbelt is releasing 3 new brews during the event: Dyerville Giant Imperial Red, Godwood Triple IPA and Gin Barrel Aged Hyperion Red (limited production)

Barbecue and a special dish: A pig roast.

And, in true Fogbelt Brewing fashion, there will be live music Down, Dirty Shake.

Fraser Ross pours a beer for the Friday crowd at Fogbelt Brewing Company in Santa Rosa, June 27, 2014. (Conner Ja
Fraser Ross pours a beer for the Friday crowd at Fogbelt Brewing Company in Santa Rosa. (Conner Jay)

Fogbelt Brewing will be expanding its venue space for the day, taking up parts of the parking lot so that more people can partake in the fun. 

Deviled eggs at Fogbelt Brewing in Santa Rosa (Heather Irwin, PD)
Deviled eggs at Fogbelt Brewing in Santa Rosa (Heather Irwin)

There is no cost to attend the anniversary party, just pay for the beer. Save the date to celebrate and raise a glass with the folks at Fogbelt in honor of their third year. Fogbelt Brewing Company, 1305 Cleveland Ave., Santa Rosa, CA, 95401, (707)-978-3400, fogbeltbrewing.com, @FogbeltBrewing

Speakeasy Spirit Alive and Roaring as Royal Jelly Jive Takes the Stage in Sebastopol

Luke Zavala (left) and Robby Elfman (right) of Royal Jelly Jive perform at HopMonk Tavern in Sebastopol.

The 1920s speakeasy spirit was alive and roaring this Saturday as Royal Jelly Jive and Marty O’Reilly took the stage at a sold-out HopMonk Tavern in Sebastopol. Check out the gallery below for some swing and jazz action: 

Luke Zavala (left) and Robby Elfman (right) of Royal Jelly Jive perform at HopMonk Tavern in Sebastopol.
Luke Zavala (left) and Robby Elfman (right) of Royal Jelly Jive perform at HopMonk Tavern in Sebastopol. (Estefany Gonzalez)
Lauren Bjelde of Royal Jelly Jive perform at HopMonk Tavern in Sebastopol. (Estefany Gonzalez)
Lauren Bjelde of Royal Jelly Jive perform at HopMonk Tavern in Sebastopol. (Estefany Gonzalez)
Martin O'Reilly and Chris Lynch perform at HopMonk Tavern in Sebastopol. (Estefany Gonzalez)
Martin O’Reilly and Chris Lynch perform at HopMonk Tavern in Sebastopol. (Estefany Gonzalez)
The crowd is enjoying the Royal Jelly Jive show at HopMonk Tavern in Sebastopol. (Estefany Gonzalez)
The crowd is enjoying the Royal Jelly Jive show at HopMonk Tavern in Sebastopol. (Estefany Gonzalez)
Lauren Bjelde of Royal Jelly Jive perform at HopMonk Tavern in Sebastopol. (Estefany Gonzalez)
Lauren Bjelde of Royal Jelly Jive perform at HopMonk Tavern in Sebastopol. (Estefany Gonzalez)

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Martin O'Reilly performs at HopMonk Tavern Sebastopol. (Estefany Gonzalez)
Martin O’Reilly performs at HopMonk Tavern Sebastopol. (Estefany Gonzalez)
Felix Macnee of Royal Jelly Jive perform at HopMonk Tavern in Sebastopol. (Estefany Gonzalez)
Felix Macnee of Royal Jelly Jive perform at HopMonk Tavern in Sebastopol. (Estefany Gonzalez)
Lauren Bjelde of Royal Jelly Jive perform at HopMonk Tavern in Sebastopol. (Estefany Gonzalez)
Lauren Bjelde of Royal Jelly Jive perform at HopMonk Tavern in Sebastopol. (Estefany Gonzalez)

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Jesse Lemme Adams of Royal Jelly Jive perform at HopMonk Tavern in Sebastopol. (Estefany Gonzalez)
Jesse Lemme Adams of Royal Jelly Jive perform at HopMonk Tavern in Sebastopol. (Estefany Gonzalez)
Lauren Bjelde of Royal Jelly Jive perform at HopMonk Tavern in Sebastopol. (Estefany Gonzalez)
Lauren Bjelde of Royal Jelly Jive perform at HopMonk Tavern in Sebastopol. (Estefany Gonzalez)
The crowd is enjoying the Royal Jelly Jive show at HopMonk Tavern in Sebastopol. (Estefany Gonzalez)
The crowd is enjoying the Royal Jelly Jive show at HopMonk Tavern in Sebastopol. (Estefany Gonzalez)
Felix Macnee, Jesse Lemme and friend at the Royal Jelly Jive gig at HopMonk in Sebastopol. (Estefany Gonzalez)
Felix Macnee, Jesse Lemme and friend at the Royal Jelly Jive gig at HopMonk in Sebastopol. (Estefany Gonzalez)
Lauren Bjelde of Royal Jelly Jive perform at HopMonk Tavern in Sebastopol. (Estefany Gonzalez)
Lauren Bjelde of Royal Jelly Jive perform at HopMonk Tavern in Sebastopol. (Estefany Gonzalez)

Phoenix Pro Wrestling Takes the Ring in Petaluma

On Friday night, renowned all-age music venue The Phoenix Theater turned into a battle scene as Phoenix Pro Wrestling returned to Petaluma. The family friendly fight night featured creative costumes, including an impressive lineup of colorful spandex outfits and luchador masks, and, of course, plenty of drama. 

To catch a bit of the action, check out our photo gallery below. (For the real deal, check out the upcoming Championship Cage Match in March: phoenixprowrestling.com)

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6 Local Craft Beers to Drink During Super Bowl

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Football season is coming to a close. This Super Bowl Sunday, the Patriots will meet the Falcons in a final face off while millions of people eat unhealthy (delicious) foods, drink all kinds of beer and watch TV. 

If you’re looking to pair the game with some good brews, I would recommend lighter beers because, let’s face it, there’s a lot of downtime during the game when everyone wants to reach for a cold one. Both New England and the state of Georgia are known for great beers, but here in Sonoma County we rival well known beers from coast to coast. Here are 6 local beers to drink during your Super Bowl party: 

Bear Republic Brewing Co. – Pace Car Racer : A hoppy, session IPA with notes of citrus and pine. This brew comes in six-packs and is a great beer to bring to a party. Its light and tasty body pairs well with buffalo chicken wings.

Sonoma Springs Brewing Co. – Kolsch: This Kölsch style beer is light and dry. At 5.2% AVB, it will take you through the entire game. Pair this brew with creamy spinach and artichoke dips with toasty bread.

Lagunitas Brewing Co. – Daytime Pale Ale: A “Fractional IPA” that is dry-hopped and backed by a toasty malt backbone. This brew can be sipped on all day, starting with the pre-game. Pair this delightful beer with nachos piled high with savory pulled pork. 

Russian River Brewing Co. – STS Pils: Everybody needs a little STS in their life. This classic Czech Pilsener is slightly hazy from being unfiltered, has a mile malt character and finishes with hints of zesty lemon and lime and a slight bitterness. Pair this brew with your famous guacamole and salty chips.

Third Street Aleworks – Puddle Jumper Pale Ale: A nice crisp mouthfeel with a balance of caramel and notes of honey, citrus and pine. Drink this during the halftime show – it pairs well with pretty much everything! 

Petaluma Hills – Big House Blonde: This medium bodied beer has a slight creaminess coupled with a light hop and malt character, finishing slightly bitter. Buy this beer in bombers and share it with friends as part of your Super Bowl bottle share!

Sonoma County serves up a variety of great brews, visit these breweries or local bottle shops to pick up your beers for the big game!

5 Rainy Day Reds to Try Right Now

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What’s the best part of stormy weather? Rainy day reds, of course. On blustery days we crave slow-cooked braised meats and a bright red to cut through the rich flavors. What follows is a tasty line-up of wines that will partner well with meat and delight carnivores.

Copain, 2014 Tous Ensemble, Mendocino County Syrah, 12.9%, $24. This earthy syrah has plenty going on, with flavors of black fruit, smoke and spice, and a savory note of anise in the mix. Tasty.

Foursight, 2013 Anderson Valley Unoaked Pinot Noir, 14.1%, $25. This pinot has generous, layered red fruit, bright acid and finishes dry. It’s bright and refreshing, a steal for the quality.

Garnet Vineyards, 2014 Rodgers Creek Vineyard, Sonoma Coast, Sonoma County Pinot Noir, 14.4%, $35. It’s a bright and lively food wine, trumpeting tangy red fruit — cherry and strawberry — with notes of mineral and white pepper. Lovely.

Olema, 2014 Sonoma County Pinot Noir, 14.2%, $20. The Olema is surprisingly supple for the price. But its gorgeous red berry aromas set it apart, with a great concentration of bing cherry fruit on the palate. Layered notes of cocoa and spice in the mix. The pinot comes full circle with an impressive, lingering finish.

Enotria, 2012 Mendocino County Barbera, 14.8%, $19. This tasty barbera is weighted to black fruit, although it has a streak of red currant running through it. The red wine has jammy fruit, with notes of smoke and toasty oak. Its crisp acidity keeps the barbera in check.

RateBeer Best Festival in Santa Rosa Lives Up to the Hype

People lined up for hours to get into this weekend’s highly anticipated second annual RateBeer Best Festival at the Sonoma County Fairgrounds in Santa Rosa. The line wrapped around the Grace Pavilion as beer enthusiasts eagerly awaited a sip on a “whale” (a hard to find beer) and a chance to chat with some of their favorite brewers.

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This years event featured a grand tasting experience with beers from 50 of the world’s top breweries, and tasty bites from food vendors like Peloton Culinary Catering, the Fig Rig, Palozza, Eat Mix & Mac, and Croques and Touques. My personal highlights included these hot beers: Toppling Goliath Assassin, and the Omnipollo and Buxton collaboration: Lemon Meringue. Check out the gallery below for more highlights.

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Vinnie Cilurzo polishing off the last drop of his Temptation ale at the RateBeer Best Festival in Santa Rosa. (Photo by Tim Vallery)
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The brewers came from all over the world to pour for beer geeks in Santa Rosa at RateBeer Best on Saturday, Jan 28th. (Photo by Tim Vallery)
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Natalie and Vinnie Cilurzo at RateBeer Best. Natalie posted on Facebook how excited she was to be pouring alongside some of the best brewers in the world right here in her hometown of Santa Rosa. (Photo by Tim Vallery)
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Beercraft Bottle Shop and Taproom was the main event sponsor of the RateBeer Best Festival in Santa Rosa.
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People lined up for beers from Cellarmaker in San Francisco at the RateBeer Best festival.
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Beer geeks wore their best beer schwag and masquerade masks to the RateBeer Best festival on Saturday in Santa Rosa.
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Mike Moltchanoff flew into Santa Rosa from Portland, Oregon just to get his hands on some of the best beers in the world at the RateBeer Best festival. (Photo by Tim Vallery)
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Nick Garson (right) AKA “Fridge” eagerly waits for the Toppling Goliath Assassin with other beer lovers at the RateBeer Best festival.
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Derek Manus of Sacramento came for the first time this year and said he will definitely be making this event an annual trip for himself and his wife, Erin. The couple knows their beer, they have traveled to nearly 500 breweries across the nation. (Photo by Tim Vallery)
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Beer geeks showing their appreciation for beer with the schwag they wear at the RateBeer Best festival in Santa Rosa.

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Peloton Culinary & Catering at Ratebeer BEST in Santa Rosa. (Tim Vallery)
Peloton Culinary & Catering at RateBeer Best in Santa Rosa. (Tim Vallery)
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Peloton Culinary & Catering at RateBeer Best in Santa Rosa. (Tim Vallery)
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Peloton Culinary & Catering’s mac n cheese waffles at RateBeer Best in Santa Rosa. (Tim Vallery)
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Henhouse Brewing happily pours their locals brews at the RateBeer Best festival on Saturday.
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Moi Brew is excited to have all of these incredible beers right here in Santa Rosa at the RateBeer Best festival.
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Lagunitas Brewing serving the High Westified at the RateBeer Best festival on Saturday. High Westified was used in the Peloton Culinary & Caterings chocolate pot de creme during the VIP hour.

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Mark you calendars for RateBeer Best, January 2018: If you missed out on this year’s event, or were on the fence about getting VIP tickets, I highly recommend you do so – in good time – for next year (VIP tickets sold out within days this year). For a beer geek, they are definitely worth the price as they give early access to beer tastings.

Tips From the Pro: How to Become More Organized in 2017

“Get Organized!” is at the top of many New Year’s resolution lists year after year, and for good reason. Most of us have that chaotic junk drawer, crammed with dried out pens and tangled phone chargers, or a closet so full you can’t see what’s in it. And don’t forget the garage where unwanted things go to sit unused, sometimes for decades, to await their fate.

I had a chance to interview Meghan Bresnyan, Santa Rosa resident and owner of Sweet B Organizing, and asked her to share some helpful tips with those of us striving for a more organized home – and life – this year.

Photo Credit: Cathy Stancil Photography

About Meghan:

Meghan has a life-long passion for organization, efficiency and making others’ lives less cluttered and freed up to enjoy life. Her business offers a variety of services to clients in Sonoma, Napa and Marin Counties from organizing an entire house or just one room to relocation services. Meghan also conducts personal wardrobe styling using skills and talents developed during her long career in the apparel industry.

How did you get into this business?

“Last January I was organizing my home and had a thought that maybe – just maybe – I could do this for a living. I Googled ‘organizers’ and found all sorts of information. I reached out to other organizers in the Bay Area to find the best way to get started and connected with one who was a member of NAPO (National Association of Professional Organizers). I went to a chapter meeting where I found my people! I was going to do something I loved and that comes naturally to me. It doesn’t get much better than that!”

Have you always been an organized person, even as a child?

“Yes, being organized just feels right for me. Having everything in its place gives me space to focus on the things that matter most, like my family. Wanting to be organized really started to kick in when I was a teenager. I remember going to my boyfriend’s house – now husband – and organizing his family pantry. A priceless reward of helping others get organized is their appreciation for what I have done.”

An organized kitchen drawer, courtesy of M
An organized kitchen drawer, courtesy of Meghan Bresnyan. 

Is the New Year a particularly busy time for you? If so, why do you think that is? If not, when is your busiest time?

“It depends on the type of organizing you do. If you specialize in moves then your season is going to be spring to fall. If you are a generalist, your workflow might be more spread out. I enjoy working with young families so I am busy most of the year. The summers can be a little slower since most families take time away from home and work to recharge.”

Tips for Becoming More Organized: 

Tackling a reorganization of your entire home seems like a daunting task. What’s the best way to begin? 

“To begin the process of organizing an entire house, I would ask the client what the biggest priority is right now in their life: What is stopping them from moving forward with that priority? If they said they want to grow their business but don’t feel creative or productive in their office then we would start in that space.”

Why is it so difficult for many of us to be as organized as we want to be? 

“Many of the things in our homes hold an emotional charge. People often avoid making decisions about these things because they feel guilty for letting them go. An example could be something your grandmother gave you. I tell my clients that their family member would want them to be happy and enjoy the things they have. If that item is not bringing them joy or if it is holding them back in any way, then it is okay to let it go. Much of the process of decluttering is letting go of things that happened in the past. The clutter in our lives is stagnant energy and if we don’t remove that clutter it will be very hard for us to move forward in our lives. I am a huge support system for my clients, so when we work together getting things done becomes much easier and more productive than if they were trying to start the process on their own.”

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Do you have some tips for organizing the dreaded junk drawer?

“Yes, I love junk drawers! The transformation from beginning to end is always rewarding. The first step is to remove all the contents from the drawer and lay them on a table. Next, sort those items by category: pens, post-it notes, scissors, tape, tools, etc. Once you have everything sorted you will see how many of each item you have. You might realize you have 50 pens. I recommend reducing that number down to a reasonable amount of 10 to 15. Only keep the ones you love and that work! I would go as far as writing with every pen to see how each one feel in my hand. Some pens just don’t do it for me, so they must go.

“Once you have decided what’s staying, you can organize the like items together inside the drawer using containment. You don’t have to spend a lot of money on containers. Use what you have in your home.

Before & After Utility drawer

“One fun organizing hack I use with some clients is repurposing the top of an Apple device box. These boxes are very sturdy and can work inside a drawer nicely. I would say that most of my clients have an old Apple device box just cluttering up a closet in their home before I come along.”

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How often should we be reorganizing and decluttering our homes, cars, office, garage, etc.?

“If you can find the motivation or get help from an organizer to do one big purge, then finding the energy to stay organized will be much easier. Staying organized is about creating habits. We all end up with different things laying around the house that are not in their proper ‘home’. I recommend taking 10 minutes a day, after dinner or before you go to bed, to put away things laying around. Starting your morning with a clutter-free home is priceless, plus it will save you time getting ready in the morning.”

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What are your thoughts on counters – bathroom and kitchen. Should we keep our small appliances and toiletries on the counter or out of sight? 

“It is different for everyone. I try to create organizing solutions that will work for the individual and the way they move through their life. I like to have minimal items on my counter tops. The things I do keep on the counter have a very high value in terms of how much I love them or how I use them. For example on my kitchen counter I have 3 types of salts because I love salt. I also have an air plant because I love it and it makes me happy. By default we have the toaster oven on the counter but that is the only appliance we have out. It gets used multiple times a day so it’s extremely functional.”

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What should I do with those holiday gifts I received but really don’t want and can’t return?

“If you received a gift or two over the holidays that you will never use, instead of letting it collect dust for the next year, make a decision now about what you’re going to do with it. Give it to someone who could use it or donate it and move on. I have to confess I already took a box of holiday gifts that did not bring me value to the Goodwill. It feels good knowing that someone else will enjoy these items.”

My biggest organization problem in my kitchen would have to be my spice cabinet. I have tried for years to keep it organized with no success. What am I doing wrong?

“There are many different solutions for spices. Containing them in a jar and adding a label is key. When you run out of that spice, you refill the jar so you don’t have a ton of plastic bags with no names clogging your pantry.

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“I also recommend purging old spices. Most of us cook using the same spices on a regular basis. Go through and ask yourself if you’re really going to use that spice in the next 6 months. If not, let it go and trust that you will have what you need when you need it. If you have the space I recommend storing spices in a drawer by your stove. Lay them flat and contain them with a storage system I buy at The Container Store which keeps them from sliding around. This makes the spices easy to see and find when you need them.”

Spice drawer

What’s one thing I can do today that will help keep my closet more organized?

“Sort your closet by type, then by color. It’s much easier to find what you are looking for and will save you time. If I have an item that I am on the fence about keeping our letting go, I wear it around the house in the morning before I go to work. If there is no way I would leave the house wearing that item then it goes directly into the donation pile. You should feel confident in what you wear everyday. Use this tool as a way to determine what to keep and what to let go of.”

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Sweet B Organizing

Email: sweetborganizing@gmail.com, (707) 799–2115

 

He’s Whipping Some French Butt(er): Sonoma Pastry Chef Reps US

This ain’t no piece of cake.

Representing America in the world’s most prestigious pastry competition is our own Robert Nieto of Jackson Family Wines. As a member of the US Pastry Team, Nieto has spent more than a year training for what’s considered the Olympics of dessert-making, the Coupe du Monde de la Patisserie in Lyon.

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Held every two years, six chefs from the United States, along with pastry professionals from more than 20 countries take this competition very, VERY seriously.

Over several days, they’ll be challenged to create multiple chocolate dishes, three frozen fruit desserts, 15 identical plated desserts, and creative sculptures in sugar, ice and chocolate. Before the event, 14 of the teams, including the US, will train at prestigious pastry “laboratories” of France. The US will be at Syndicat des Patissiers from Jan. 15 until the competition on Jan. 22 and 23.

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Nieto, a Texas native who worked his way up from line cook to head Pastry Chef of Thomas Keller’s Bouchon Bistro and Bouchon Bakery, in Yountville joined the K-J team in 2012. But it was his fierce competitive streak that led him to victory at several U.S. competitions before being invited to join the national pastry team.

“He’s the nicest guy in the world, and very competitive in nature. He loves goals and he’s just constantly coming up with new stuff,” said Jackson Family Wines’ Executive Chef Justin Wangler. “He pushes really hard in everything,” said Wangler, who noticed Nieto’s passion for triathalons, marathons and running and encouraged him to put that drive to use in cooking competitions. “He just jumped in full on,” said Wangler.

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To get ready for the competition, Nieto has been flying back and forth to Chicago to train with the team, training with former Coupe du Monde participants.

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The US team is considered a serious contender to win the event, going into the competition as one of the seven countries who have had the highest scores in the last three competitions. They’ll head directly to the finals with South Korea, France, Japan, the UK, Singapore and Taiwan. The American team won bronze medals in 1995, 1999, 2005 and 2015, and a gold in 2001. The event has been dominated by Italy, France, Japan, Belgium for years, making for some serious rivalries among the countries.

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Superstar chef lineup at BottleRock 2017

Napa’s culinary superstars are coming out, again, for BottleRock Napa Valley 2017. Announced today are the nearly 50 restaurants and food trucks who’ll make this annual wine, music and food festival a destination for eaters. Nearly all have participated in past years, so this ain’t their first rodeo. More may be added in the next weeks. One of the most entertaining aspects of the food lineup, the Williams-Sonoma Culinary Stage (which has featured the likes of Snoop Dogg, Cheech and Chong and Chef Michael Voltaggio) will be announced in the coming weeks.

Here’s the lineup:

  • Morimoto
  • Estate Events by Meadowood
  • Bouchon Bakery
  • La Toque
  • Mustards Grill
  • La Taberna
  • Oenotri
  • Redd
  • Ca’Momi
  • Cole’s Chop House
  • Miminashi
  • Hurley’s
  • The Bounty Hunter Wine Bar
  • Smokin BBQ
  • Tarla Grill
  • Bistro Don Giovanni
  • The Q Restaurant and Bar
  • Goose & Gander
  • Norman Rose
  • Angéle
  • Napa Palisades Saloon
  • Eiko’s
  • 1313 Main
  • Fumé Bistro
  • Ristorante Allegria
  • Eight Noodle Shop
  • Bui Bistro
  • Jax White Mule Diner
  • Il Posto Trattoria
  • Gerard’s Paella (Sonoma County)
  • Smoke Open Fire
  • Taqueria Rosita
  • The Farmer’s Wife (Sonoma County)
  • The Chairman
  • Me So Hungry
  • Too Dabba
  • Drewski’s
  • Curry Up Now
  • Kara’s Cupcakes
  • The Pop Nation
  • Sweetie Pies Bakery
  • KRAVE Jerky
  • Pinup Girl Coffee Co. (Sonoma County)
  • Homeslice Pizza
  • Ben & Jerry’s

The event features four stages and some 80 bands over three days, May 26-28 at the Napa Valley Fairgrounds. Tickets are nearly sold out, so if you’re going, get going.

And to drink? Craft brews feature a mix of fan favorites and brews from premium brewers and distillers, including Lagunitas Brewing Company, Heineken, Golden State Cider, Napa Palisades, Green Flash Brewing Company, Heretic Brewing Company, Ninkasi Brewing Company, 21st Amendment Brewery, Ballast Point Brewing Company, Tannery Bend Beerworks, Berryessa Brewing Company, Stone Brewing, North Coast Brewing Company, Ruhstaller, Sonoma Springs Brewing Company, Fort Point Beer Company, Almanac Beer Company, Drakes Brewing Company, 101 North Brewing Company, New Belgium Brewing Company, Knee Deep Brewing Company, Saint Archer Brewery, and Henhouse Brewing Company.

Joining festival sponsor JaM Cellars are top Napa and Sonoma wineries including Miner Family Winery, Silver Oak Cellars, Del Dotto Vineyards, Rombauer Vineyards, Cakebread Cellars, Chappellet, Blackbird Vineyards, Chandon, Etude, Brown Estate, Clos Du Val, The Prisoner, Rutherford Hill, Sofia, Virginia Dare Winery, Piazza Del Dotto, Meiomi, Black Stallion Estate Winery, Starmont Winery, Ménage a Trois, and Smith Devereux Wines, with more to be announced soon. Platinum guests will enjoy rare and cult wines presented by Master Sommeliers and wine experts.

Sonoma Entrepreneur Sal Chavez Builds Bridges Through Business

Sonoma entrepreneur Sal Chavez imports mezcal and other liquor products from his parents’ homeland, Michoacan, Mexico, with his company Puente Internacional. (Christopher Chung)
Sonoma entrepreneur Sal Chavez imports mezcal and other liquor products from his parents' homeland, Michoacan, Mexico, with his company Puente Internacional. (Christopher Chung)
Sonoma entrepreneur Sal Chavez imports mezcal and other liquor products from his parents’ homeland, Michoacan, Mexico, with his company Puente Internacional. (Christopher Chung)

As Sonoma entrepreneur Sal Chavez successfully grows his business, he gives back to the community – and never forgets his roots.

Sonoma entrepreneur Sal Chavez imports mezcal and other liquor products from his parents’ homeland, Michoacán, Mexico, with his company Puente Internacional.

At the young age of 30, Sal Chavez has already launched a restaurant and a spirits distribution business and has been elected board chair of the Sonoma Valley Unified School District. But even as he rapidly builds on the success he’s already enjoyed, he never forgets what it took to get here.

“I am the son of immigrants whose intention, like so many other parents, was to come here and make a better life for their children,” Chavez says. He takes his parents’ goal seriously, and as a first-generation American he’s using both his entrepreneurial spirit and his belief in public service to lead the life they envisioned for him.

In 2009, while completing his economics degree at Sonoma State University, Chavez collaborated with his parents to open Picazo Cafe, a hot spot in Sonoma Valley where business is bustling and locals frequently bump into someone they know. “There was a ‘for lease’ sign on the door, and we had a hunger to do something,” he recalls. He wrote a business plan that turned out to be on target. In the early days the entire Chavez family worked at the cafe, greeting everyone with a genuine warmth that made those getting a take-out latte or an eat-in burger feel like guests, not customers. Friendliest of all was Sal, and his enthusiasm and hard work did not go unnoticed.

The genial nature and drive for success he showed to those who walked through the cafe doors began in turn to open doors for him. One customer he became friendly with was Camerino Hawing, a UCLA-educated Sonoma County architect and native of Mexico, who after seven years was resigning early from his post as a trustee on the Sonoma Valley school board.

Sal Chavez speaks to a group of Sonoma Valley High School students, as part of a career panel, in Sonoma, on Thursday, November 17, 2016. (Christopher Chung
Sal Chavez speaks to a group of Sonoma Valley High School students, as part of a career panel, in Sonoma. (Christopher Chung)

Hawing encouraged Chavez to apply and fulfill his hope that a Latino would replace him representing the El Verano school area. Chavez had attended the school as a boy and still lives in the neighborhood.

Chavez was taken aback. But in 2012, at age 26, he took the leap and applied for what was at first an appointed position replacing Hawing. He interviewed with the board and was chosen over a man decades older, with a lifetime of experience in the business world. When his term expired in 2014, Chavez ran as an unopposed incumbent and retained his seat. He was chosen as board president last year.

What he is most passionate about is helping parents understand that they need to be seriously involved in their children’s education in order for them to succeed. He is always encouraging parents to get to know the teachers, check that homework is complete and understand that it is not just the school’s responsibility to ensure their children are learning.

“Once I was on the school board, I was approached by five or six nonprofits to serve on their boards,” says Chavez.

He chose La Luz, an advocacy group that assists Mexican immigrants in establishing successful lives in their new country, knowing that the contribution La Luz makes to the Latino community aligned with his true calling. “I love trying to help.” He was part of the team that established a Family Resource Center at El Verano Elementary, which helps the parent community by offering parenting, English and exercise classes as well as mental health services.

 Sal Chavez, left, talks about a bottle of bourbon with his friend and business partner Aiki Terashima as they taste a variety of liquor at Chavez's home in Sonoma, California, on Wednesday, November 30, 2016. Pictured from left are: Swiss exchange student Alexia Raccio who is staying with the Chavez's, Kina Chavez, Sal Chavez, Hillary Terashima and Aiki Terashima. (Alvin Jornada / The Press Democrat)
Sal Chavez, left, talks about a bottle of bourbon with his friend and business partner Aiki Terashima as they taste a variety of liquor at Chavez’s home in Sonoma. Also at the table, from left, are Swiss exchange student Alexia Raccio who is staying with the Chavez’s, Kina Chavez and Hillary Terashima.(Alvin Jornada)

Chavez married his longtime girlfriend, Kina, in 2010 and the now have two sons, Salvador Picazo Chavez, who shares his name with his father and grandfather, and Maximus.

“Sal has always been ambitious, Kina says. “He’s a hardworking, smart guy, but he used to be shy. Now he is not shy at all – he’s unstoppable – but he’s still Sal. That’s why I love him.” She adds that when he’s at home, he puts everything else aside and is 100 percent husband and dad.

As Picazo Cafe’s business continued to grow the family brought in a partner, Aiki Terashima, and Chavez’s mind began churning on what his next venture would be. He read a news item about mezcal’s status as a new and fast-growing liquor category in the U.S and knew it was a perfect fit. He would start a company distributing mezcal made in Michoacán, Mexico, his parents’ homeland. “I liked the idea primarily because it’s so rich with culture,” he says.

Sal Chavez, left, and his wife Kina play with their eight-month-old son Maximus at their home in Sonoma, California, on Wednesday, November 30, 2016. (Alvin Jornada
Sal Chavez, left, and his wife Kina play with their eight-month-old son Maximus at their home in Sonoma. (Alvin Jornada)

The Parental Influence

Chavez credits his parents for raising him with an emphasis on education and hard work, and he has also had the advantage of meeting people of influence who have recognized a spark in him. Picazo has become a cultural crossroads of sorts, a place where the Latino community is embraced and wealthy residents stop by from their homes straight up the hill. One of those people is Marcelo Defreitas, a Picazo regular who is the chairman of the La Luz board but has known Chavez since long before he joined the board.

When Chavez shared his mezcal idea with Defreitas and his husband, Scott Smith, a prominent San Francisco investment banker and venture capitalist, they were impressed enough with Chavez’s savvy that they invited him to present his business plan to a group of potential investors at their Sonoma home. The movers and shakers liked Chavez’s proposal, and the necessary capital was raised.

Chavez started a spirits distribution business, Puente Internacional, traveling to the mountains of Michoacán to find a mezcalero who produces what Chavez calls “the smoothest” organic mezcal available, and securing all the other details of starting the new business — including coming up with the tagline: “When the stars are out, reach for La Luna mezcal.”

He’s added Michoacán-made Gustoso Aguardiente rum to the product line, and Puente now owns a 50 percent stake in Gran Dovejo tequila, which is made in Jalisco. Responsible for two companies and serving on two boards, he currently works about 65 hours a week.

Recently Chavez sent a status report on Puente to his investors, full of good news. One of the investors who has taken a personal interest in Chavez is Les Vadasz, an engineer and retired Intel executive who was part of the team that started the powerful high-tech company.

“Les came by after my update went out and asked me, ‘What needs to be fixed?’” Chavez explains that Vadasz told him he should send two sentences about what’s going well, and then focus on the problems and how he’s addressing them. Vadasz also mentioned that if he knew what wasn’t on track, he just might have some advice for Chavez.

As a young man, something that Chavez has learned earlier than many is to listen to those who are older, who have learned from life and are willing to share their knowledge. His mentors and their advice have fueled his trajectory.

Last June, Chavez was the commencement speaker at his alma mater, Sonoma Valley High School, the first Latino speaker in a largely Latino school. He told the graduates that success means waking up every day and loving the work you do. He also told them to be willing to work hard, ask questions and to be grateful to those who help them, ready to encounter hindrances and resilient enough to overcome obstacles.

Chavez’s parents were surely top of mind as he spoke those words, given what they overcame to become U.S. citizens so they could pursue the American dream — and help their son and his young family carry that dream forward.

puente-internacional.com