Temecula's wineries grow increasing popularity for outdoor concerts in the summer and fall 08:10 AM PDT on Friday, July 18, 2008 By VANESSA FRANKO The Press-Enterprise
The vineyards in Temecula Valley Wine Country don't just produce grapes, they're also a destination for concerts.
From smooth jazz to bands that rose to stardom at the dawn of the MTV era, the Temecula Valley is offering tunes to go with the subtle tones and bold flavors throughout wine country.
Winery owners and promoters name the settings as an asset when putting on concerts.
"It's a great vibe," said Gregg Hassler, of Golden Crown Productions, which puts on shows at wineries including Wiens Family Cellars and La Cereza Winery.
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Frank Bellino / The Press-Enterprise
Steve Thornton, president of Thornton Winery, said Thornton started doing concerts 20 years ago. In the early days, the shows would get about 60 people. Now, Thornton's concerts attract upward of 600. "Most every seat is a good seat," he said. "It's very intimate and comfortable."
Steve Thornton, president of Thornton Winery, said Thornton started doing concerts 20 years ago when a friend of his late brother's approached the winery about the idea.
In the early days, the shows would get about 60 people. Now, Thornton's concerts attract upward of 600.
"Most every seat is a good seat," he said. "It's very intimate and comfortable."
Performers will often walk into the crowd.
The winery produces between 20 and 22 shows from April through October, with a focus on smooth jazz, getting top names such as Chris Botti, Dave Koz and Mindi Abair.
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Frank Bellino / The Press-Enterprise
Jazz fans enjoy wine and music during The 20th annual 2008 Champagne Jazz Series at Thornton Winery recently.
But smooth jazz isn't the only music available in wine country. Bill Wilson, co-owner of Wilson Creek Winery, tries to attract artists and fans of what he calls "rockin' jazz."
"I want everybody up and dancing," he said.
Wilson Creek Winery recently expanded its venue and now it can fit 1,500 to 2,000 people and possibly up to 3,000. Wilson said the winery is celebrating its seventh year of putting on the shows.
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Kris Kristofferson will perform at La Cereza Winery in October.
"We're getting older. The mosh pits aren't happening as much," he said.
This weekend, the winery is hosting Craig Chaquico, formerly of Starship, in one of its concerts. Wilson Creek hosts four shows a year to raise money for children with autism.
Another concert, featuring Neil Diamond tribute experience Super Diamond, will benefit the Sunrise Rotary of Temecula Valley in August.
Hassler said the last two years have seen the number of acts increase.
Hassler and his company have scheduled more than a half-dozen shows with other artists, ranging from a recent concert with Berlin to an upcoming Kris Kristofferson date in October. Some proceeds go to the California Family Life Center and the Unforgettables Foundation.
Many wineries throughout the Temecula Valley also offer complimentary music, often on weekends.
Hassler said he thinks the success of the concerts can be attributed to the style of the venue -- with people being able to have dinner and be able to mingle at tables without being packed into a club.
Organizers said the performers reciprocate the feeling.
"The artists like playing in the smaller places because they like the energy," Thornton said.
