Santa Cruz Mountains winegrowers create new heritage district to attract tourism - Local News Matters

The Santa Cruz Mountains Winegrowers Association launched the Santa Cruz Mountains Heritage District to enhance tourism and promote local wines. This new district lies within the Santa Cruz American Viticultural Area, which spans approximately 1,600 acres with over 70 wineries. Winemaker Jim Cargill highlighted the initiative's importance, stating that it’s time to reveal the region's winemaking legacy. Participating businesses are required to pay an assessment fee, which will support marketing and economic development efforts. The association aims to address challenges such as rising costs and declining sales impacting small wineries.

The new district is expected to strengthen the brand of Santa Cruz wines and draw more tourists to the area. This launch comes at a critical juncture for local winemakers, many of whom are struggling to remain viable. The initiative represents a concerted effort to elevate the profile of Santa Cruz Mountains wines on a global scale.