For months I’ve been thinking about community-powered journalism, even more now since Rollie’s announcement last week describing the newspaper’s direct public offer. Grateful for local journalists, I’ve depended upon them as my partners for many decades, weaving story after story about the wine business.
These writers who have their fingers on the Sonoma County pulse help embroider what is unique about these history-rich or newly emerging vineyards and wineries. They tap into the deep roots of families who have tilled the soil generation after generation, and know well the properties that grow the most distinctive crops.
Hometown journalists understand the bends of our Russian River watershed — the valleys, the river, the people. Through our newspapers, they are the bridges that connect us. They help define where vineyards and wineries fit into the expansive landscape of Sonoma County life and agriculture and why it matters.
Rather than using our current revered publisher and editors, as we are reminded weekly of how they cultivate community, I’ll reach back to past colleagues.
I fondly remember inviting former Sonoma West Editor Barry Dugan to Gauer Estate Vineyard (now vineyards of Jackson Family Wines). His explanations about this 5,500-acre mountain estate were far more comprehensive than those of the former or new owners of this land. He described carriage rides bringing dignitaries and the well-heeled to the Geysers from San Francisco on the rocky paths that served back then as roads.
And, his in-depth knowledge of the geology of this complex land; the boulders, soils, and even the colorful wildflowers that carpeted the rolling hills that April was impressive. Longtime local journalists know which rocks to look under in revealing the gems.
Those who have lived in this county long enough remember Tim Tesconi, who for 25 years wrote about agriculture for the Press Democrat. As a native and longtime member of Future Farmers of America, Tim translated the incomparable nature of our land with his astute observations and magnificent prose. With words and fervor for preserving agriculture, he was influential in shepherding this new generation of sustainable winegrowers.
We lose this well-rounded and lyrical narrative as one after another print newspapers fold throughout California and the United States.
I’ve always taught my students it’s essential to launch a brand with their hometown newspaper first. Neighbors want the inside scoop. It’s easy to feel slighted when first reading about a new Russian River Valley winery in the food section of the New York Times. Effective news circulates from the inside out.
I’m energized by the idea of reinventing journalism that includes community forums. Imagine when we can gather and discuss the pros and cons of two weekends in March of barrel tastings, when guests can sample wines from barrels and meet the winemakers.
The origin of these weekends was when we were desperate for tourists to discover Sonoma County — our exceptional wines and food. But when is enough, enough? And, how do we convene in a civilized way to intelligently find the balance?
How many tasting rooms are too many? How do we help our businesses remain vibrant and diverse? It will be insightful to have public forums where we can remind each other of our past, appreciate our present and guide our future.
As a complement to editorials and the antidote to social media, these face-to-face conversations foster a sense of belonging. Our Sonoma County communities are exemplary in so many ways, as city councils and other civic leaders continue to be innovative in attracting business with offerings like Restaurant Week, jazz and blues festivals, music on our town squares and plazas, vibrant farmers’ markets, to name only a few.
Instead of being isolated in facing challenges, we can convene over great wine and elevate discussions to effective, creative conclusions. On that note, I’m leaving Facebook. I wish to return to the old-fashioned model of news as a conversation, with civic engagement at its core.
I can’t wait for these meetings to begin, when we all roll our sleeves higher in sharing diverse talents to the benefit of our community. Calling all winegrowers and community members to invest, subscribe, donate and advertise. This direct public offer will initiate many intriguing ways in which to do so.
In closing, as a neighbor and friend I wish to raise a toast to Penelope La Montagne. A past Healdsburg literary laureate, advocate of the Russian River and well-respected realtor, Penelope lived her life with poetic grace.
This year we haven’t seen many big birds on our stretch of the river. On the morning Penelope left us, a Great Blue Heron stood at the river’s edge just down from her house, presumably fishing, for what seemed like an hour. I lit my candle and welcomed Penelope back one last time. RIP dear Penelope, you will be greatly missed.
Marie Gewirtz represents wine and food clients with marketing and communications in Sonoma County and throughout the world. She can be reached at wi*******@so********.com.
