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Re: Escondido City Council Sunday, July 24, 2011 Proposal: Custom Crush Wine Facility for San Diego County. John Barlow, B.A. Architecture (760) 975-8118 PO Box 2164 Valley Center, Ca 92082 Included in this report is a consolidation of research and material produced for Cal Poly WŽŵŽŶĂ͛s Department of Architecture Senior Thesis Design. The yearlong study emphasized research of the given topic to construct an underlying thesis as to why such a project would be beneficial to its community. Abstract: The last fifteen years have seen snowballing interest in developing the wine production of San Diego County: currently comprised of fifty wineries and over two hundred members of the San Diego Amateur Wine Society. tŚŝůĞ^ĂŶŝĞŐŽ͛ƐŐƌĂƉĞĂŶĚǁŝŶĞƉƌŽĚƵĐƚŝŽŶŝƐŝncreasing, the county currently has no central facility to mobilize individual efforts into a unified collaboration. By constructing a regional custom-crush production facility, Escondido would provide the infrastructure needed to connect the efforts of ^ĂŶŝĞŐŽ͛Ɛ wine community and deliver the benefits directly to the public. City Benefits of Proposal: x Increased Tourism Revenue x Increased Job Opportunities x Increased Sales/Service related to the Wine Industry x Community Outreach : Facility use by local college vintner programs : Direct producer/consumer contact Table of Contents: 1. Why choose Escondido to represent San Diego Viticulture? a. ĂƐĞ^ƚƵĚLJ͗͞^ƚŽŶĞƌĞǁĞƌLJ͟ p.3 b. ĂƐĞ^ƚƵĚLJ͗͞ƵƐƚŽŵƌƵƐŚ͟ p.4-6 c. Temecula as a revenue model p.7 2. ƐĐŽŶĚŝĚŽ͛Ɛ,ŝƐƚŽƌŝĐĂůŽŶŶĞĐƚŝŽŶƚŽtŝŶĞWƌŽĚƵĐƚŝŽŶ 3. ^ĂŶŝĞŐŽ͛ƐŐƌŝĐƵůƚƵƌĞŽŵŵƵŶŝƚLJŚĂŶĚůŝŶŐtĂƚĞƌWƌŝĐĞ 4. ^ĂŶŝĞŐŽ͛ƐCollege Viticulture Programs

John Barlow 2011 Custom-Crush Wine Facility Proposal: Escondido, Ca


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Why choose Escondido to represent San Diego Viticulture? Regional Community: Escondido Ca is a prime choice for centralizing San ŝĞŐŽ͛ƐǁŝŶĞĂĐƚŝǀŝƚLJ due to its central geographic location and vicinity to major highways. Most ŽĨ^ĂŶŝĞŐŽ͛Ɛ fifty wineries are located in the north county ǁŚŝůĞƚŚĞĐŝƚLJ͛Ɛadjacency to major connecting highway arteries: I15, 78, and I5 ƉƌŽǀŝĚĞĐĞŶƚƌĂůĂĐĐĞƐƐƚŽŶŽƚŽŶůLJƚŚĞĐŽƵŶƚLJ͛ƐƌĞƐŽƵƌĐĞƐďƵƚto dĞŵĞĐƵůĂ͛ƐĂƐǁĞůů͘ Located just 30 miles north of Escondido, Temecula is a necessary resource to San Diego as both a development model and grape source. Regional Education Benefits: Mira Costa College of Oceanside (17 miles from Escondido) has ŽŶĞŽĨ^ĂŶŝĞŐŽ͛ƐƉƌĞŵŝĞƌŚŽƌƚŝĐƵůƚƵƌĞprograms. The school could benefit from expanding its viticulture program into an operational wine production facility. ƌĞŐŝŽŶ͛ƐǁŽƌƚŚŽĨ experience and professionals would become a readily available resource for Mira Costa. Entertainment Value: Including a restaurant and touring opportunities as a quality meeting venue; the facility would provide great exposure for marketing wines produced within the facility. ^ĞĞĂƐĞ^ƚƵĚLJ͗͞Stone Brewing Company͟

Individual Winery

Escondido Custom Crush Facility

͞tŝƚŚŵŽƌĞƚŚan 50 wineries in the county now, San Diego is one of the fastest growing wine destinations. There are tasting rooms across the county, so stop in and have a taste of San DŝĞŐŽtŝŶĞŽƵŶƚƌLJ͘͟;ϭϰͿ (14) : http://www.sandiegowineries.org

John Barlow 2011 Custom-Crush Wine Facility Proposal: Escondido, Ca


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Case Study: Stone Brewing Company

ƐĐŽŶĚŝĚŽ͛ƐdĞĐŚŶŽůŽŐLJWĂƌŬon Citracado Pkwy provides necessary resources for a custom crush facility and is already home to the world-famous Stone Brewing Company. Hypothetically, placing the crush facility in the technology park would provide the following benefits: 1. Brine water run-off issues woƵůĚďĞƚƌĞĂƚĞĚƐŝŵŝůĂƌůLJƚŽ^ƚŽŶĞ͛ƐŵŽĚĞů͘ 2. The ĨĂĐŝůŝƚLJ͛ƐƌĞƐƚĂƵƌĂŶƚĐŽƵůĚĐŽŵƉůŝŵĞŶƚ^ƚŽŶĞĂƐĂŶĂůƚĞƌŶĂƚĞŚŝŐŚ-quality dining experience in the same location. Both destinations would draw equal exposure to themselves and each other. 3. The custom crush facility, in addition to existing Stone Brewery, would provide additional tourism revenue opportunity to Citracado Pkwy of Escondido as a regional tourism highlight.

John Barlow 2011 Custom-Crush Wine Facility Proposal: Escondido, Ca


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Case Study: Wine Production Facility: Model Comparison Central Coast Wine Services: Alternate Proprietorships Model AP Facility ʹ you are an individual winery with your own brand. You are an independent business, but produce wine in a communal production facility not owned by you.

͞Facility Current Square footage of facility: 250,000 Stainless Steel Storage: 1,800,000 gallons Case Good Storage: 485,000 cases Bottling capacity: 3,000 cases per day Barrel storage: 10,000+ barrels Press capacity: 600 tons per day Certified scale: 70 foot truck scale and 5000 lbs. "bin" scale A P Facilities: Approximately 40 individual wineries Services for licensed entities * Alternating Proprietors * Any and all winery operations desired by customer ʹ temporary labor ΎƉƉƌŽǀĂůƐĂŶĚĨŝůŝŶŐĨŽƌ͞ĚďĂ͟ * Barrel and bulk wine storage * Bottling * Consolidation of case goods for shipment ʹ intra and inter state * Consulting winemaker available * Finish wines for bottling * Label approval * Label removal and/or replacement * Large and small wine processing, juicing, fermenting, and other processing * Pressure sensitive labeling * Shipping to licensed retail and restaurant customers * Third party, extensive laboratory facilities * Warehousing Warehousing Information * Bonded and Tax Paid case wine storage in a climate controlled environment. * Next day order shipping standard, rush orders available * Cross docking and small lot freight available through third party shippers * Inventory reporting and control/reporting as needed by clients * Long term storage rates available for qualified wine lots * Consolidations and Will Call orders offered * Other customer services also available (document copies, pallets sourcing, export documentation) * Warehouse hours are 8 a.m. to 4 p.m., Monday through Friday Lab for production clients service includes: Ethanol Alcohol - % Volume Titratable Acidity - gm/100cc Total SO2 - gm/1 (Ripper Method) Free SO2 - gm/1 (Ripper Method/Aeration Method) Residule Sugar % (Pill Test) PH Paper Chromatography (five spots) Volatile Acidity Oxygen (Dissolved) Carbon Dioxide (Carbodoseur) Heat / Cold Stability

͞ -

http://centralcoastwineservices.com

Central Coast Wine Services 2717 Aviation Way, Suite #101 Santa Maria, CA 93455-1505 All Information Stated from Source: http://centralcoastwineservices.com John Barlow 2011 Custom-Crush Wine Facility Proposal: Escondido, Ca


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Case Study: Wine Production Facility: Model Comparison CRUSHPAD: Custom Crush Model One-Stop Shop: pick and shop, facilities management does the work, you make the decisions as owner of the label. 続Process 1. Plan We work together to define the style of wine you or your group wants to create. Together, we choose appropriate vineyard sources and create a winemaking plan with over 30 detailed specifications, like barrel type and fermentation technique, to meet your wine style goals. 2. Grow After the plan is complete, we monitor and report what is happening in the vineyard. Crushnet, our website for managing the entire winemaking process, keeps you updated every step of the way. We also publish periodic vineyard videos like this one. 3. Process We contact you when the grapes are about to be harvested and delivered to the winery. You can come in to participate in sorting, de-stemming, crushing, fermenting and pressing your wine into barrel, if your wish. 4. Age Once your wine is in barrel, it ages from 8 to 24 months depending on the type of wine and your wine plan. During that time you can taste your wine, make blending decisions and come in to help rack your wine from barrel to barrel. We'll even send you samples if you can't make it to Crushpad. 5. Package For the final phase, our pro design team works with you to design your label, select bottle types and choose any other packaging specifications. We'll also work with you on any final blending decisions. Once bottled, you will have 25 cases of your very own "cult" wine. Incentive Choice Choose grapes from among 50 of the most coveted vineyards in California and Bordeaux. No need to track down your own fruit and haul it to a winery. Crushpad's got it covered. Hands-on Experience Participate as much or as little as you want in the winemaking process. Learn how to make wine by getting hands-on at our winery or keeping tabs on things through Crushnet, our real-time winemaking resource. Mashups Meet some incredible people at our client events who share your passion for wine and winemaking. Whether it's at wine tastings, Crush Camps, or our annual Mashup party, you'll learn a lot about the winemaking process and enjoy your wine education. Price Range The cost to create your very own custom barrel (25 cases) of wine varies depending upon the vineyard you select, ranging from $5,700 to $10,900 (or about $19 to $36 per bottle). A great value compared to commercial wines from the same vineyards. Assistance Our renowned winemaking team will work with you to define and make your wine. They've got you covered, so that you end up with a great finished wine. (Numerous wines created at Crushpad have scored 90+ points from Wine Spectator, Robert Parker and Stephen Tanzer.) Customization Collaborate with our talented design team to create a custom wine label that's the perfect expression of your wine and your unique story. Success You can even launch your own commercial wine brand through our Crushpad Commerce service. Over one hundred of our clients are currently running their own wine businesses without quitting their day jobs. Crushpad Commerce is the most cost effective way to enter the wine business. 続 - http://www.crushpadwine.com/make

Crushpad, Inc. 2573 3rd Street, San Francisco, CA 94107 All Information Stated from Source: http://www.crushpadwine.com/make John Barlow 2011 Custom-Crush Wine Facility Proposal: Escondido, Ca


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Case Study: Elements of AP Facility: Terravant Wine Co Terravant: Both Alternate Proprietorships and Custom Crush Models

Benefits of the community business setting in one facility: ͞Executive Offices The Wine Center also provides 10,000 square feet of space for wine industry professionals. Several wine industry companies are already basing their services at the Wine Center including Compli, a leading wine industry compliance consulting firm and several Wine Makers. The energy and activity of the Wine Center is a compelling business driver for the WŝŶĞ/ŶĚƵƐƚƌLJŝŶ^ĂŶƚĂĂƌďĂƌĂŽƵŶƚLJ͘dĞƌƌĂǀĂŶƚtŝŶĞĞŶƚĞƌ͛ƐĚĞĚŝĐĂƚĞĚŽĨĨŝĐĞƐƉĂĐĞ includes suites, reception and communication services and executive conference space.

Warehouse Our 40,000 foot Wine Center facility provides state-of-the-art Wine Laboratory, case goods storage, wine transport and fulfillment services to the Santa Barbara County wine industry. The Wine Center is the first comprehensive full service wine industry support facility in Santa Barbara County. The new facility includes a state of the art wine analysis laboratory as well as 40,000 square foot refrigerated, controlled warehouse supporting case goods storage, distribution and direct to consumer wine fulfillment services. The Wine Center also provides full service executive office space for wine makers and wine industry professionals.

Lab At Terravant, Darren has built a state-of-the-art wine laboratory, adding comprehensive analytical and enological services to a long list of services being offered at the winery. The lab provides a responsive, full-service, nologicalybased testing and research center. We want our clients to feel that we are more than just a testing facility, but also a partner in their success, and share our thoughts and guidance on any wine-making subject. Our lab is proactive, energetic, and communicative, and we look forward to being a part of our close-knit community of wine makers.

Case Storage The 40,000 square foot warehouse portion of the Wine Center facility provides case goods storage and is part of a larger network that provides delivery to anywhere in California and throughout the United States. We are the only bonded and refrigerated storage facility in Santa Barbra County and we utilize the latest tracking and compliance reporting systems to insure that all regulatory requirements are met. Research has concluded that wines really need to be stored at stable, cool temperatures to maintain the integrity, stability and shelf life of the wine. It is very counterproductive for winemakers to start with the great fruit we have here in The Santa Ynez Valley, create a great potential wine, and then ignore the storage environment while sacrificing quality. Terravant case storage facility can store up to 200,000 cases. ͞- http://terravantant.com/index.html

Terravant Wine Center 70 Industrial Way, Buellton, CA 93427 All Information Stated from Source: http://terravantant.com/index.html John Barlow 2011 Custom-Crush Wine Facility Proposal: Escondido, Ca


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Temecula California as a model proves that wine, as a production and an entertainment element of the agricultural industry, can generate huge amounts of revenue. The city of Temecula is only twenty years old, and fifteen years ago, the first vineyards were put in to the valley directly east of the city. Temecula introduced the idea that wine production is a cultural experience, not just an agricultural export. From limo rides, to lush hotel and spa accommodations, to hot air balloon rides, Temecula has maximized the experience possibilities that the public can have when visiting wine country. ͞dĞŵĞĐƵůĂtŝŶĞŽƵŶƚƌLJŝƐŶŽǁĂŶĞĐŽŶŽŵŝĐƉŚĞŶŽŵĞŶŽŶ͕ŐĞŶĞƌĂƚŝŶŐ 60-ϳϬйŽĨdĞŵĞĐƵůĂ͛Ɛ income, undoubtedly as its number one tourism ŐĞŶĞƌĂƚŽƌ͘͟;ϭϬͿ temecula model (10) : Interview: Aaron Adams Asst City Manager of Temecula

Temecula vs Escondido ŽŶƚĞdžƚƵĂůŝĨĨĞƌĞŶĐĞƐƉĞƌWƌŽƉŽƐĂů͛ƐsŝƐŝŽŶ Temecula provides a centralized attraction of multiple wineries, each with their own tasting rooms, along one central access road. The proposal for Escondido would behave as an alternative type of wine tourism attraction: The single body of the facility would ĂĐƚƚŽƌĞƉƌĞƐĞŶƚƚŚĞĞŶƚŝƌĞĐŽƵŶƚLJ͛ƐǁŝŶĞĐŽŵŵƵŶŝƚLJ͘ Wine tasting, while still popular in San Diego, is more regionalized due to the wineries being ƐƉƌĞĂĚŽƵƚŽǀĞƌ^ĂŶŝĞŐŽ͛ƐǀĂƐƚŐĞŽŐƌĂƉŚŝĐůĂŶĚƐĐĂƉĞ͘ The facility proposes to include wine production equipment for vintners, lab / classroom space for vintners and students alike, and restaurant and touring opportunities for the public to engage the wine-making process, all serving to well-represent the entities that make up San ŝĞŐŽ͛ƐtŝŶĞŽŵŵƵŶŝƚLJ͘

AVA: American Viticulture Area; Ex: brand San Diego (region) an AVA.

John Barlow 2011 Custom-Crush Wine Facility Proposal: Escondido, Ca


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1.1a 1.2a 1.3a 1.4a 1.5a 1.6a 1.7a 1.1b 1.2b 1.3b 1.4b 1.5b 2.1 2.2 2.3 2.4 3.1a 3.2a 3.3a 3.4a 3.5a 3.6a 3.7a 3.8a 3.1b 3.2b 3.3b 3.4b

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1 1 2 1

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SDAVA Wine Facility