Temecula Valley Wine Country still crafting its identity

Temecula Valley Wine Country: a fine place to visit or a place defined by fine wine? The question is on the minds of winery owners as they seek to promote the bucolic region.

On one side are the wineries that see the 12-square-mile area as a destination, where visitors from around Southern California can spend several days eating, drinking, shopping and lodging.

On the other are those who want more of a focus on the region's high-quality, award-winning wines.

"That's all we are is a winery," said Joe Hart, one of the valley's first winemakers. "We don't have a restaurant. We don't have a place to spend a night. My focus has always been on wine."

It's not a heated discussion. But in August, Hart joined others in forming the Temecula Valley Wine Quality Alliance, with the goal of promoting high-quality winemaking standards.

At the time, alliance co-founder Don Reha, of Thornton Winery, said the alliance wanted to go in a different direction than the longstanding Temecula Valley Winegrowers Association, although alliance members would remain in the association.

In the past 30 years, Temecula Valley Wine Country has grown from a handful of mom-and-pop vintners to 30 or so small- to medium-size wineries with tasting rooms, restaurants, wedding venues and in some cases, overnight lodging.

Riverside County officials expect at least 19 more wineries and hundreds of hotel rooms in the future.

Winery owners and county staff are working on a long-range plan to guide Wine Country's growth.

Winery trophy cases are growing as well. Many wineries boast of awards won at competitions, and South Coast Winery last year became the first Southern California winery to win the prestigious Golden Bear award at the California State Fair.

Despite the honors, Hart said he has heard some peers say Wine Country is more about the experience than the product.

"We're focused less on the wine aspect than we should be," he said. "I think it's about the wine first."

Another alliance member, winery consultant Peter Poole, used a recent e-mail newsletter to critique the winegrowers association's marketing materials.

The former owner of Mt. Palomar Winery, Poole wrote that the association's brochure seemed more interested in advertising lodging and implied that quality winemaking is a waste of resources.

Association President Ray Falkner said his group, which has about 70 members, is committed to promoting fine wine. The association has committees on the science of winemaking.

The destination and fine wine messages "feed hand in hand," he said. "But the driving force has to be the quality of the wine."

Ponte Winery owner Claudio Ponte said there needs to be a balanced approach for marketing the region.

"You cannot stick only to the quality of wine message," he said. "That doesn't mean it has to be ignored. Anyone who promotes a single approach is doing a disservice to the area."

South Coast owner Jim Carter also believes there's room for both messages. He wants to build Carter Estates, a winery resort with bungalows, shops and other amenities.

"We're bringing in people for more than just a day trip," he said. "And that really is a good thing for every winery here."