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July 29, 2015
In 2017 our annual event took place in October. This was just a few days after the last of the Sonoma County fires were extinguished.
Although we had a wonderful event last year, because of this tragedy, the overall event was bittersweet. Not only were these horrific fires in our own extended community but many of us knew people who were seriously impacted; some who even lost their homes.
We vouched then, as a company, to help the people of Sonoma County and the region.
The Northern California fires were devastating and the toll they took was massive. The fires began on October 8, 2017 and took three full weeks to be fully contained.
More than 200,000 acres burned in Sonoma, Napa and Solano Counties, over 5,000 homes were destroyed, with an additional 4,000 burned. Santa Rosa alone lost over 3,000 homes to the Tubbs fire. At least a dozen wineries have been fully destroyed and at least another dozen partially destroyed. 44 people lost their lives, including 23 in Sonoma County.
Some of the ways the economy was affected:
An event like this is not just a moment in time. The impact to the people and the community is tremendous and the recovery process will take many, many more years.
How well they recover will depend on the ongoing support they receive from locals and visitors like us.
In October of 2017, which was just days after the last of the Sonoma County fires, Matrix Precise hosted our annual event. The tragedy taking place in the North Bay was on everyone’s mind. We could see the smoke from our venue and many of us had friends and family members seriously impacted by this tragedy. Right then we vowed as a company to find a way to help the region.
The Northern California fires were massive, and they took a devastating toll on the locals. The fires began on October 8, 2017 and took three full weeks to be fully contained.
More than 200,000 acres burned in Sonoma, Napa and Solano Counties. Over 5,000 homes were destroyed, with an additional 4,000 burned. Santa Rosa alone lost over 3,000 homes to the Tubbs fire. At least a dozen wineries have been fully destroyed and another dozen partially destroyed. 44 people lost their lives, including 24 in Sonoma County.
How The Economy Was Affected:
With only 10 percent of Sonoma County’s 1 million acres affected overall, much of the terrain has already begun to improve. However, there is still plenty to be done, and how well the area recovers will depend on the ongoing support they receive from residents, governmental agencies and visitors like us.
In October of 2018 we drove up to Sonoma to visit businesses that were severely impacted by the 2017 Wildfires. It was almost a year since the tragic wildfires and we were apprehensive about seeing the lingering devastation. We were also curious to see if there had been visible progress toward the recovery.
Our first stop was Coffey Park, a high-density residential area in the heart of Santa Rosa. Coffey Park had been ravaged by the Tubbs fire, part of a series of wildfires that claimed 24 lives and destroyed more than 5,100 homes in Sonoma County. More than 200,000 acres were burned in the mountains. In Santa Rosa alone, the flames burned 3,000 homes and damaged or destroyed 29 businesses.
We were informed that Coffey Park was an area severely impacted by the Tubbs fire. In fact, many businesses like Applebee’s, Hilton Hotel, McDonalds, and Kmart had completely burned down. Despite our knowledge of the wildfires’ impact, we were shocked to witness that such a large part of the area had been completely destroyed.
We learned that many of the locals decided to remain in the area after the fires because of the bond they had formed with their neighbors, which originated from the devastating shared experience of losing their homes. They believed that uniting throughout the rebuilding process would keep them from giving up.
Meanwhile, our hearts were crushed at the sight of the homes singed to the ground on every street. Over 1,200 homes were lost in Coffey Park and at least a dozen businesses. These neighborhoods simply aren’t supposed to burn down this way. This area was not known as a high-risk fire zone. Coffey Park was annihilated because the magnitude of the wildfires was so massive that it debilitated firefighters from providing protection to vulnerable homes.
As we continued through the “Valley of the Moon”, as Sonoma County is often referred to, we wondered what the rest of the area would look like. We were unnerved by the amount of devastation. We wondered, “How much was the beauty of Sonoma County impacted?”
As we drove through the valley, we tried to determine how far the fires had reached. We searched the mountain rims for signs of fire damage, although it was difficult to reach a conclusion from afar. Since we were about to visit businesses that had been directly impacted by the fires, we figured we were likely to see some fire damage at these locations. To our amazement, there wasn’t anything near the damage we had observed earlier in the Coffey Park area and most of the businesses were fully engaged in the recovery process.
We were in awe of the recovery of the area. Even though, you could see the footprint of the fire, it was quite interesting how well nature has camouflaged the destruction. Burned Oak trees that one could spot looking into the far mountains, blended in with the surrounding beautiful landscape. Parched land was colorfully dotted with green wine stocks peeking out which gave life to the scenery. The rolling hills were once again lined with fully-grown trees, and the landscape was covered in an array of colorfully vibrant orange and dark red earth tones. The picturesque landscape seemed to have diminished the left over traces of a firestorm they once endured.
That’s when it hit us. Our perception had been influenced by what we had read, heard, and seen on television. Everyone had been so focused on covering the devastation caused by the Wildfires, along with the human impact. This is most likely the reason why visitors like us tend to be cautious in visiting the area.
The reality was that the region was in the midst of recovery needing visitors to spur the momentum and stabilize the economy.
Sonoma County was being restored to its rightful, healthy status. In fact, some families were able to move back into their homes just one year after the fires. We could see first hand that the richness of the Valley had returned. A variety of businesses such as growers, farmers, wineries, producers, vineyards, hotels, restaurants, ranches, and pristine parks are what shine through when you visit.
Above all, it was the spirit of the people we met in Sonoma, while seeking out struggling businesses to support, that was life changing for us. Their expression of gratitude was humbling, as they told us their story of what they had endured and the difficulties that remain in front of them. Most of the businesses we visited saw a 40-60% decline in business last year due to a drop in tourism.
However, through their stories, many times going back multiple generations, we could feel their pride and love for their workmanship. We learned about what made their craft and products so valuable. They showed us how to harvest and use nature to its fullest. We gained an enormous respect for their relentless will to rebuild, continue their craft, and determination to become stronger despite the odds.
We were blessed to meet these people on our journey, and it opened our eyes to seeing Sonoma County’s true heart. Witnessing the strength and uniqueness of the people and businesses truly made us look forward to a return visit for a special dose of energy, love and spirit that is seldom seen outside of Sonoma.
The recovery of Sonoma County is well on its way, although it will likely take years for businesses and residents to fully recover. Fortunately, the magnitude of the valley’s beauty, the overwhelming strength of the landscape, the diverse specialties of the businesses, endless possibilities of activities and the undying pulse of the people of the North Bay and their relentless spirit is making the 2017 Wildfires merely a footnote to their remarkable history. They are determined to rise up strong – Sonoma Strong.
Shelters in these areas are urgently asking for ready-to-eat food. You can help fulfill a specific need for convenient, nutritious food by donating a box of fresh fruit to be distributed to fire evacuation centers through Farm Fresh to you. Farm Fresh To You will match every box donated to the Camp Fire Aid & Woolsey Fire Aid.
Through Farm Fresh To You Donate-A-Box Program, you can help get fresh fruit distributed to people at evacuation centers. Farm Fresh to you is currently working with the Food Bank of Contra Costa and Solano to distribute donations to the Camp Fire victims and Westside Food Bank for distribution to the Woolsey Fire victims. You don’t need to be a customer to make a donation.
Local businesses are the bread and butter of our economy. For every $100 you spend at local businesses, $68 remains in the community. Independent retailers return more than three times as much money per dollar of sales to the community in which they operate, and they are more likely to hire locals, who in turn, reinvest in the community where they live.
By supporting local businesses such as farms, ranches, restaurants, wineries, and hotels, you help local employees pay their bills, feed their families, and you also boost the local economy. This, in turn, supports those affected by the fires. This is a great way to help the North Bay in its quest to rise, better, faster and stronger.
After brainstorming additional ways to support the recovery of Sonoma County’s local economy, we decided to purchase 100% of Matrix Precises’ giveaways exclusively from businesses in all surrounding areas of Sonoma County through the end of 2019.
We have specifically sought out businesses that were severely impacted by the wildfires, as well as businesses which have extended themselves to lend a hand to their community. These businesses sacrificed many of their own resources during a time when such resources were essential to their own stability, and somehow they managed to be first to respond to those in need. We have come to appreciate the dedication and passion of these businesses, and in connecting with them, we have even made a few new friends in the process.
However, our assistance merely extended to a few of the businesses that were harmed. Because the fires have impacted so many businesses, there is still much more to be done. We hope the information we have researched and provided will help you join our ongoing journey or assist you with the development of your own ways of helping to restabilize the Sonoma County Region.
We have the following maps and guides in the office, please let us know if you would like a copy, or following is where you can obtain one:
Here we will post ideas for activities that can be done along the trails of our mission to explore and support the North Bay recovery process and items that were recommended to us by locals.
Please let us know of the discoveries you have made, and we’ll gladly post them.
Susan’s Favorite Tips:
Susan from the Old World Winery gave us one of her favorite tips when we visited her on our Sonoma County Giving Back Mission. One of the two most beautiful drives are:
More to come soon….
During our “Sonoma Recovery Mission” we focused on researching businesses which specifically sustained fire damage or were adversely impacted from the fires. The amount of impacted businesses we came across was vast, as one can imagine, and we thought that as inspired we were in wanting to do more when we returned, you might be as inspired, when hearing and reading about our mission, that you want to go on your own exploration to assist Sonoma County businesses in their recovery efforts. Businesses are grateful for supporting their recovery phase.
In addition to the businesses we supported on our mission, you can find below a list of other fire-impacted wineries and businesses that certainly are grateful for any support.
The steps we took to get started on our mission are easily duplicated. Here are our 3 easy steps we took to help the North Bay businesses:
You do not need to be familiar with the area, and you do not need to be a wine connoisseur to create your own exploration and with that support the people and businesses in the area.
We recognize, unfortunately, that there are certainly many other businesses severely impacted.
If you come across others on your exploration, feel free to email me and I will gladly post them:
Willi’s Wine Bar (4404 Old Redwood Highway, Santa Rosa) Burned down. Was one of Top 100 Restaurant for four consecutive years, the wine bar’s ownership group holds five other eateries in Santa Rosa or Healdsburg. More info at our Giving Back page.
Delhi Belli Lost most of their employees (relocated)
Ramekins Lost business during their busiest time of the year. Had to lay off staff due to loss of income.
Sweet T’s Restaurant & Bar (2097 Stagecoach Road #100, Santa Rosa): Destroyed, per The Press-Democrat. The soul food eatery served barbecue plates and entrees such as shrimp gumbo and fried catfish.
Cricklewood Restaurant (4618 Old Redwood Highway, Santa Rosa): Destroyed. The 42-year-old steakhouse’s owners said they were “shell shocked, heartbroken and beyond (s)ad”.
Olea Hotel – Lost buildings in the fire. Had a great re-opening Aug.2018
Swiss Hotel – Owner lost his home in the fire
Beltane Ranch B&B – Lost business and suffered damage
Fountaingrove Inn & Round Barn (101 Fountaingrove Parkway., Santa Rosa): “Unable to conduct business in any capacity,” according to general manager Justin Hayman. The boutique hotel’s wood-and-stone exterior was home to 124 rooms and suites.
Stornetta Dairy (4310 Fremont Drive, Sonoma): Several buildings burned down. The 101-year-old business changed its named to Clover Sonoma earlier this year.
Moon Mountain Xmas Tree Farm – Lost trees in fire
Luther Burbank Center for the Arts (Santa Rosa): Classrooms and east end of the complex are destroyed, but main building has minimal damage. All performances are canceled through Sunday.
URJ Camp Newman(4088 Porter Creek Road, Santa Rosa): Majority of buildings have been destroyed. The beloved Jewish sleepaway camp celebrated its 70th anniversary earlier this year. More…
Halem jewelry lost their home
Town square owner lost his home
Safari West
Paradise Ridge Winery (4545 Thomas Lake Harris Drive, Santa Rosa): Destroyed. They operate a Tasting room. See more info in our mission slides. In A Wednesday morning post, though, it said all employees were safe and vowed to rebuild.
Ancient Oak Cellars Has sustained significant damage. This Russian River Valley winery suffered heavy damages, with the tasting counter, two onsite redwood barns and the owner’s house being destroyed. There was some good news the next day, though, as it wrote “although we have not been allowed on the property yet, Ken and Arnulfo and I were able to look from afar and we *believe* that our vines may have been spared. It’s too early to know for sure, but we see green, and not all scorched black as we feared.”
Sky Vineyards There’s reportedly some fire damage here, but the facility is still standing. Extent of the damage is unknown.
Nicholson Ranch (4200 Napa Road, Sonoma): Some fire damage but all wine remains secure, a post on the winery’s Facebook page said. Nicholson Ranch produces 5,000 to 6,000 cases of pinot noir, chardonnay, syrah and merlot per year.
Chateau St. Jean Sustained moderate Fire damage
Mayo Family Wineries A house on the property was destroyed by the fire, but the winery itself has so far been spared.
Gundlach Bundschu Winery According to reports on Twitter, the property suffered some fire damage, but said its winery and structure were still intact. The family home on the property, however, was lost.
Signorello Vineyard (4500 Silverado Trail, Napa)
The winery was completely destroyed. The winery and its vines, first planted in 1980, produced less than 6,000 cases per year.
Stags’ Leap Winery (6150 Silverado Trail, Napa)
The fire’s impact on the winery was described as “minimal” on Stag’s Leap’s Facebook page. Stag’s Leap’s Cabernet Sauvignon won the 1976 Judgment of Paris, portrayed in the 2008 movie “Bottle Shock.”
White Rock Vineyards (1115 Loma Vista Drive, Napa)
Winery was a total loss, state of vineyard is undetermined. One of Napa’s oldest wineries. The winery has been owned by the Vandendriessche family since 1870.
Darioush Winery
The Stag’s Leap District winner. Suffered some landscape and vineyard damage, but said the winery structure was sound according to The Mercury News.
Hagafen Cellars
While the winery building and tasting room survived, the crush pad at the back of the winery was burned and all agricultural equipment and 1 acre of the winery’s Cabernet Sauvignon vineyard was burned.
“What this all will mean for vintage 2017 is yet to be determined. Much of our wine is already inside and resting in barrels. As for vintage 2018, I am reasonably certain that we will continue, repair the damage, replace the equipment needed, etc.,” the winery said on its Facebook page.
Helena View Johnston Vineyards
The Mercury News spoke with the owner’s brother, who told them “all is lost” at the organic winery
Segassia Vineyard
The Patrick Road fire damaged this Mount Veeder region vineyard to a large extend. A home on the property was lost. See more at our Giving back page.
VinRoc Winery
This small-batch family winery, which makes no more than 1,000 cases per year, reportedly suffered a “total loss”. Proprietor and winemaker Michael Parmenter told local media “everything gone except our (wine) cave.
Frey Vineyards Winery Alison deGrassi of Visit Mendocino told the Mercury News that the winery, which focuses on organic and biodynamic wines, was destroyed by the fires.
Oster Wine Cellars Visit Medocino’s deGrassi also listed Oster, another Redwood Valley staple, as a total loss.
Golden Vineyards The vineyards at this Hopland winery are “scorched but they are not ruined,” according to owner Julie Golden (via the Mercury News).
The following Sonoma and Napa County events were recommended to us by locals we met during our “Mission Sonoma Recovery” exploration. Further below, you can find General Calendar of Events links to other great event calendars for the North Bay.
October, 1-31 Pumpkin Patch Season – Sonoma County
Biggest and Best Annual Sonoma County Festivals
https://www.sonomacounty.com/articles/biggest-and-best-annual-sonoma-county-festivals
Annual Events Calendar – Sonoma County
https://happeningsonomacounty.com/annual-events/
ANNUAL EVENTS IN NAPA VALLEY
https://www.visitnapavalley.com/events/annual-events/
Calendar of Events – Mendocino County
https://searock.com/local-events/
Calendar of Events – Mendocino County
https://www.headlandsinn.com/mendocino-events/
Before & After: Sonoma & Napa Wineries, Restaurants, Landmarks Damaged or Destroyed by The North Bay Fires: Website link
Easy ways to help victims of the Sonoma County fires : Website link