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The wine is flowing, and the music is playing at many Livermore Valley wineries. During a recent weekend, wineries hosted 19 live music performances. A few weeks before, the patio at Cuda Ridge winery turned into a full-on Hippie Fest. Guests wore flowers in their hair and ‘60s music drifted over the vines.
“When guests come to our winery, they are looking for a great experience in addition to good wines. Live music and local art help enhance that experience,” said Larry Dino owner-winemaker of Cuda Ridge Wines in Livermore.
I heard about Hippie Fest from Tim Gomes, a friend I met when we both worked in Silicon Valley. Tim has evolved from technical sales and consulting to musician while I turned to journalism from site administration. Returning as a featured musician to perform at Cuda Ridge Hippie Fest this year, he wore tie dye as did Dino and many guests including myself.
How did Cuda Ridge become as renowned for their Hippie Fest as their Bordeaux wines such as Cabernet Franc, Cabernet Sauvignon and Petite Verdot?
“We started Open Mic’s on Memorial Day weekend for musicians soon after we were opened in 2009 on East Ave. When we moved to Arroyo Road in 2013, the number of musicians and guests lining up to play grew so large we held a two-day Open Mic event. We scaled back in 2016, inviting just four local musicians. We now host Hippie Fest with easy-going vibes and a lively jam at the end,” said Dino.
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Dino offers free admission to the two shows on the Sunday of Memorial weekend but requires each table to purchase a minimum of two bottles of Cuda Ridge wine. The dining option is a food truck is located next to the vineyard.
Before the music started and after people had purchased their wine, I chatted with Carol Satterthwaite of Dublin about going to a winery for live music.
“I like the music here and Wood Family Vineyards. We are regulars at Hippie Fest—we lived the ‘60s,” said Satterthwaite with a smile. In a sprightly straw hat, she sipped Viognier and Petite Verdot along with her friend and owner Dino who stopped by.
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Gomes began playing guitar and singing cover songs and his own creations at local gigs in 2009. He currently also plays at Wood Family Vineyards and Del Valle Winery; in the past he has played at breweries, restaurants, city-sponsored events and non-profit fundraisers.
Though I have tasted wine at Cuda Ridge before, I was a novice at Hippie Fest and enjoyed Tim’s ‘60s playlist. But the best sounds that afternoon were the duets he performed with his daughter Audrey, who is expecting her first child in mid-July. They sang covers such as “Leader of the Band” by Dan Fogelberg and “Teach Your Child” by Crosby, Stills, Nash and Young. The latter song appeared to be especially meaningful for the father and daughter duo and Audrey’s role as choral director and music teacher at a San Francisco high school.
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Meanwhile my friend tucked into her Sauvignon Blanc. With work waiting at home, I took the second bottle, Estate Petite Verdot, home for sipping later. Though I wanted to purchase the Cabernet Franc, it was sold out with a new release arriving in July.
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I asked Gomes why he likes playing at Cuda Ridge. “Sometimes we play in the side room of the tasting area that usually has local art or photographs to view or purchase. The pergola covered patio itself is situated right next to the vineyard, enhancing the ambience.”
Speaking of ambiance at a winery, I recently talked with Susan Lin, a wine professional who specializes in the impact of tasting wine with music. A few weeks after Hippie Fest, we sat together at a formal wine tasting event at a San Francisco restaurant with soft jazz playing in the background.
As part of her business, Susan Lin consults with clients to identify how music may enhance guests’ pleasure and perception of wine. She develops playlists and proposes music events for wineries, restaurants, wine bars and businesses to improve guest experience. An accomplished pianist, she is also a MW, having passed the technical Master of Wine certification.
When I shared my recent experience at Hippie Fest when musicians provided background music while customers sipped wines of their choice, Lin said that the music in a casual setting can add to the experience.
“Guests may not be aware or attentive to the music, but sipping wine is a sensual experience. You see the color of the wine, you can smell the aromas, and then you taste the wine in your mouth. Pleasing sounds can add to the experience.
“In my research and in other studies, we find that people describe wine differently when the music changes in a controlled wine tasting setting. For example, if the music has a faster tempo and higher pitch, tasters will perceive a wine as more refreshing and livelier,” said Lin.
The real question for business owners is, will people buy more wine with certain types of music?
When I asked Dino if he sells more wine at live music events such as Hippie Fest and his other music events throughout the year, he said that doesn’t necessarily happen.
“We have full bands and acoustic groups that play folk, soft rock, and more modern music throughout the year. I don’t notice a large difference in wine consumption based on the type of music. The most important thing for us to have music that draws a large spectrum of our customer base, so we have a good number of guests,” said Dino. Like most other Livermore Valley wineries that host music, Dino also holds many events such as a Valentine’s event when they release their Sangiovese-Malbec (S&M) blend and an annual Luxury Wine Experience paired with McGrail Vineyards.
Before covid, Wente Vineyards was known for hosting major music acts from Diana Krall to B.B. King. Now they host cover bands throughout the summer. A local website, Livermore Live Music, offers links to the dozens of live music shows in the area at wineries, breweries and restaurants and more such as Downtown Pleasanton’s Concerts in the Park and Livermore Recreation and Parks District (LARPD).
Winemakers such as Dino enjoy hosting music events highlighting local performers to serenade guests while sipping wine. Noting the many live music options at area wineries, Dino said, “Livermore, keep on rocking.”
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