The "next Napa ?"
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the "next napa ?" SOUTHERN OREGON VINTNERS SHARE
THEIR VIEWS ON THIS MOST PRESSING QUESTION Preventi ng "Napaf'ication"
If there's a single question sure to raise the guard hairs on just about any Applegate Valley winemaker, it's the one they hear almost every day: "Is Applegate Valley the next Napa?" While most are polite enough
A commitment to sustainable growth and Oregon land use policies is the one-two punch that will keep Applegate Valley forever our of the realm ofl "conglomerate-owned" Napa Valley, says Don Mixon, co-owner with Bret Gilmore of Madrone Mountain Vineyard. "I first went to Napa in the 1970s and it was an agricultural communiry," says Mixon, who witnessed the region morph into a "Disneyworld-rype setting" with huge, themed tasting rooms and hefty price tags by the mid90s. "You might catch a glimpse of the winemaker over in the corner and
where their opinions fall. Read on to learn
everyone ooohs and aaahs like seeing a bald eagle." Mixon says Applegate grape growers and vintners are intrinsically opposed to this rype of development; he points to Oregon's strict land use laws and an appreciation for the qualiry of life an agricultural communiry delivers. "Exclusive farm use is extremely important in this state and especially in this
the view from the vineyards.
valley," he says. "Our commitment acter as an agricultural venue-will
to discuss the topic, it's fairly obvious
words by Jennifer Strange photography by Jared Cruce
to sustainable growth-keeping our charprevent the 'Napafication' of this valley."
Once Applegate Valley wine hits the big time-through wider distribution and a push from the press-there will inevitably be a groundswell of interest, attracting tourists and infrastructure alike. But according to Mixon, the tourism needs to respect the values of sustainable growth, a "more Oregonian approach" where the people who are pouring the wine are the ones who produce it. "It's not going to become a corporate enterprise here because we don't want that," Mixon stresses. "If that means producing less wine than we caJ SOUTHERN OREGON MAGAZINE
FALL 2009
the "next napa ?" SOUTHERN OREGON VINTNERS SHARE
THEIR VIEWS ON THIS MOST PRESSING QUESTION Preventi ng "Napaf'ication"
If there's a single question sure to raise the guard hairs on just about any Applegate Valley winemaker, it's the one they hear almost every day: "Is Applegate Valley the next Napa?" While most are polite enough
A commitment to sustainable growth and Oregon land use policies is the one-two punch that will keep Applegate Valley forever our of the realm ofl "conglomerate-owned" Napa Valley, says Don Mixon, co-owner with Bret Gilmore of Madrone Mountain Vineyard. "I first went to Napa in the 1970s and it was an agricultural communiry," says Mixon, who witnessed the region morph into a "Disneyworld-rype setting" with huge, themed tasting rooms and hefty price tags by the mid90s. "You might catch a glimpse of the winemaker over in the corner and
where their opinions fall. Read on to learn
everyone ooohs and aaahs like seeing a bald eagle." Mixon says Applegate grape growers and vintners are intrinsically opposed to this rype of development; he points to Oregon's strict land use laws and an appreciation for the qualiry of life an agricultural communiry delivers. "Exclusive farm use is extremely important in this state and especially in this
the view from the vineyards.
valley," he says. "Our commitment acter as an agricultural venue-will
to discuss the topic, it's fairly obvious
words by Jennifer Strange photography by Jared Cruce
to sustainable growth-keeping our charprevent the 'Napafication' of this valley."
Once Applegate Valley wine hits the big time-through wider distribution and a push from the press-there will inevitably be a groundswell of interest, attracting tourists and infrastructure alike. But according to Mixon, the tourism needs to respect the values of sustainable growth, a "more Oregonian approach" where the people who are pouring the wine are the ones who produce it. "It's not going to become a corporate enterprise here because we don't want that," Mixon stresses. "If that means producing less wine than we caJ SOUTHERN OREGON MAGAZINE
FALL 2009
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