Next week will be the culmination of months of work for a wonderful and committed group of volunteers. All this hard work will bear fruit April 23 to 29 in the Morgan Hill Downtown Association’s Wine & Food Week and the Wine Stroll.
Most of you, hopefully, will recognize the Wine & Food Week as a week where wine and food take center stage, and the Wine Stroll as a fun way to taste some great local wines, shop, dine, and socialize—all in the wonderful setting that is our downtown.
The Wine Stroll is a fundraiser for the Downtown Association and like so many other fundraisers, in our community known for giving, you get the benefit of helping a good cause while having fun.
The Wine & Food Week and Wine Stroll are special to me because not only are they “fun-raisers,” but they’re also aimed at exposing more people to our restaurants and shops downtown, as well as the Santa Clara Valley wine region.
We get to make the events all about our downtown, community and region and the lucky ticket holders are immersed in it.
I’d like to provide a little insight into the Wine Stroll that I bet most of you never think about—why do our businesses and the wineries participate?
For some, it’s obvious—exposure. People being in a great mood puts a different lens on their day, and the hope is these same people will see something they’ll want to revisit later, maybe come back to the downtown and wineries to re-create fun memories.
Some of our downtown businesses actually lose money for the day because their regular customers will avoid the crowds. Most of these businesses are pragmatic and see the overall benefit that this kind of exposure brings to the downtown. Some of this is done just to support the Downtown Association.
The wineries are the featured guests and are compensated for the wine they pour. But in most cases, the compensation doesn’t really cover their costs. Many of these wineries also look at the Wine Stroll as a marketing opportunity and want the exposure, but many do not feel that this exposure benefits them.
Wineries would like their guests to pause, taste their wine and engage in conversation. Seeing close to 1,000 customers doesn’t leave a lot of opportunity to do any of those things. So a good number of the wineries are doing something that we greatly appreciate: they are participating in the Wine Stroll out of community spirit, a belief that we can all work together to make not only Morgan Hill but the region a destination for wine, food and shopping.
And thus, besides the Wine Stroll on Saturday, April 29, we have a week of wine and food related events starting April 23.
During Wine & Food Week you’ll find no corkage fees on local wines at many local restaurants, special food and wine pairings and complete winemaker dinners (wines specially paired with each unique course of the dinner).
This is the week that the businesses and wineries really enjoy because of the personal contact and manageable customer numbers.
Please come out and have a good time and support your downtown all next week. For more information about these events, visit morganhilldowntown.org/.
John McKay is a Morgan Hill resident, president of the Morgan Hill Downtown Association and co-founder of the Morgan Hill Tourism Alliance. He can be reached at ta*****@ya***.com.
