North Bay Business Journal, Feb. 8, 2021

Low rates mean high sales North Bay sees 60% YOY growth in $2M+ homes PAGE 6

■ FEBRUARY 8, 2021 • $1.25 • VOLUME 34, NUMBER 06

NORTH SAN FRANCISCO BAY AREA: SONOMA, NAPA AND MARIN COUNTIES

The

BIG shift COVER STORY

■ BREAKING NEWS: NORTHBAYBUSINESSJOURNAL.COM

$690M wine merger deal Would take Santa Rosa’s Vintage Wine Estates public PAGE 8

Turning the corner on electric vehicle technology, at last

By SUSAN WOOD | PAGES 4-5

“I miss you,” a tourism exec laments PAGE 9

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North Bay Business Journal

Napa gets new medicinal cannabis dispensary

By SUSAN WOOD The North Bay Business Journal

David Spradlin is convinced his new medicinal cannabis dispensary coming to Napa will form the perfect union of healing with a market that knows the benefits of good wine.

That’s why he plans to open a Perfect Union on Industrial Way near the Whole Foods market in May. Napa allows for a medicinal dispensary but not adult, recreational use like other jurisdictions since California voters passed Proposition 64 in 2016. That’s fine with the CEO of the Perfect Union based in Sacramento, which has already opened 10 other stores in California and five in New Mexico.

“Recreation is a little harder sell (than medicinal use),” Spradlin told the Business Journal, adding his reason for doing so is to capitalize on that particular market. “I want to become engrained in the community in a respectful way. That’s why I feel this is a good fit for Napa.”

The former construction worker plans to do some work in the interior of the building to get Perfect Union up to par.

The expense for the $54 million company may amount to an estimated $500,000, with the purchase of inventory.

The Perfect Union will sell mostly dry flowers, but it will also include topicals and oils, along with beverages and edibles.

Spradlin plans to appeal to all types of cannabis buyers and wants to especially cater to women and seniors — growth markets in his eyes.

Spradlin is waiting for final approval on his architectural plans, expects to start construction on the 1,000 square foot location in two months and will hire about a dozen workers.

Napa Planner Steve Rosen said the medicinal cannabis ordinances have been in the works since 2017. The Wine Country region has shied away from adopting fewer restrictions on cannabis sales like other cities and counties. The city of Napa also allows for small manufacturing operations.

CORRECTION A story published Feb. 1 incorrectly identified the job title of Valerie Brown of United Policyholders. Brown is the senior program manager.

MONDAY, FEBRUARY 8, 2021

SR cannabis firm hires operations chief North Bay Business Journal

Radiant Farm Inc., a cannabis supply chain management company with licensed manufacturing and distribution operations in California, on Feb. 2 announced the hiring of Newton Paskin as chief operating officer.

Paskin has 30 years of global experience as a senior operating executive in high technology, consumer electronics, artificial intelligence, robotics, and fashion, according to the Santa Rosa-based company. He has designed and scaled mass-production manufacturing models with global distribution footprints for Apple, IBM, Adobe, Sony,

Amy’s Kitchen President Xavier Unkovic

and Shutterfly, as well as early-stage Radiant Farm owns and operates ventures.

Cosmic Distribution, which offers “Cannabis is the most exciting statewide distribution to more than a emerging industry in the world dozen brands, including Insane, Ahti today," said Paskin. "I have been Hash, SOG Army, Wonder Extracts, interested in getting involved in Arcanna, Woodstock, Ridgetop cannabis for a few years now, and Botanicals, Fleur D'Elite, Madame was extremely impressed with the Munchie. Its own in-house extracts Newton team at Radiant and the business Paskin brand is Cosmic. they have built. The combination of Cosmic Distribution operates domain expertise, business acumen distribution centers in Santa Rosa, and best practices is itself unique in the Hollister and Los Angeles. This year it plans industry, but their passion for their work to launch full-service extraction operations and impressive early traction is what excites to complement its existing packaging opme the most." erations.

Carolyn Stark, executive director of the North Bay Food Industry Group

Blair Kellison, CEO of Traditional Medicinals

North Bay’s FIG affiliates changes name

By CHERYL SARFATY The North Bay Business Journal

The regional trade group of specialty food and beverage companies known as North Bay Food Industry Group, or FIG, has rebranded and changed its name to Naturally North Bay, effective Jan. 1, according to Carolyn Stark, executive director.

The regional organization has had a twoyear affiliation with Naturally Network, a national nonprofit and trade association founded in 2005 as Naturally Boulder, in Colorado. The group, which incorporated in August, now has Naturally San Francisco Bay Area, Naturally Chicago and other cities in its portfolio, including in Austin, San Diego and New York, with Los Angeles in the pipeline, said Stark.

“The benefit for our members is access to programs from around the country, but also coming together as a community of thought leaders in the natural products industry,” Stark said, whose organization is comprised of 54 member companies, representing about 4,000 employees in the North Bay. Member companies include Amy’s Kitchen, Traditional Medicinals, Clover Sonoma, Strauss Family Creamery and Manzana, among others.

“This is where the real value of our FIG community came to the fore because as one company developed a response to the challenge of COVID in its production facilities, everybody could learn from those experiences.”

CAROLYN STARK, executive director of North Bay Food Industry Group

Naturally Network’s affiliated nonprofits offer year-round education programming and networking events, mentoring for entrepreneurs and established businesses, and serves as a voice for the natural products industry, according to the organization’s website.

Stark and two of Naturally North Bay’s board members — Xavier Unkovic, president and CEO for Petaluma-based Amy’s Kitchen, and Blair Kellison, CEO of Rohnert Park-headquartered Traditional Medicinals —are also now serving on the board of Naturally Network, she noted.

Stark largely credited Unkovic and Kellison for their key roles in navigating FIG

through last year.

“We went from 22 meetings a year to 54 because we accelerated our outreach to members during the crisis of 2020,” Stark said. “We were meeting weekly and had a leadership roundtable that expanded to include about 55 people, led by Xavier and Blair.

“This is where the real value of our FIG community came to the fore because as one company developed a response to the challenge of COVID in its production facilities, everybody could learn from those experiences,” she said. “And that really is the core of our community, which is sharing of best practices and ideas.”

North Bay Business Journal

MONDAY, FEBRUARY 8, 2021

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La Tortilla Factory sells controlling interest in US business

By ETHAN VARIAN The Press Democrat

A homegrown Santa Rosa maker of Mexican spices and tortillas started in a small storefront, before growing into a formidable county food processor, now plans to expand its national prowess having ceded family control to an outside investor group.

La Tortilla Factory has sold a majority stake in the company to Idaho-based Flagship Food Group, the local Mexican packaged food manufacturer said Feb. 4.

Founded in 1977 by Jose and Mary Tamayo, the family business grew through the decades from serving Northern California restaurants and grocery stores to become a national enterprise.

The privately owned company, known for its wide selection of tortillas and Mexican sauces, employs about 300 local workers and plans to retain all of them, company officials said. That workforce ranks La Tortilla as the second-largest food producer in Sonoma County behind Petaluma-based Amy’s Kitchen, which has about 930 workers.

La Tortilla’s Chief Executive Officer Jeff Ahlers said the company sought an investment partner to bolster production capacity and bolster its geographic reach around the country.

About three years ago, Ahlers began having conversations with the Tamayo family about how to keep growing the company while staying true to La Tortilla’s local roots.

“When we put together a strategy to achieve those goals on a national scale, it became clear that we were going to have to keep making investments in this business,” Ahlers said. “And that’s a lot to ask of a family-owned business.”

After closely vetting potential investors, the CEO and Tamayo family members settled on Flagship Food, owned by Denver investment firm CREO Capital Partners. CREO Capital’s investments include 20 brands and Flagship’s 505 Southwestern, Lilly B’s, TJ Farm’s and Hatch Kitchen are among them.

The financial terms of the deal, which closed on Jan. 27, were not disclosed. The founding family plans to retain minority ownership and seats on the La Tortilla board.

However, it’s unclear what portion of the company remains in local hands, other than the share is less than half of the business.

Rob Holland, a CREO Capital founding partner, said the firm doesn’t intend to make any major operational changes at the Santa Rosa food processor or move its production plant out of Sonoma County.

“We really want La Tortilla factory to be the premier California tortilla brand,” Holland said, adding that employee layoffs are “absolutely not on table at this stage.”

The priority, Holland said, is to support

LA TORTILLA FACTORY

Products from La Tortilla Factory in Santa Rosa.

CHRISTOPHER CHUNG / THE PRESS DEMOCRAT, 2004

Rosa Bautista works on a production line at La Tortilla Factory in Santa Rosa.

La Tortilla’s growth, noting his company has invested millions of dollars in factory expansions at its other businesses.

With the new ownership deal in place and resulting capital infusion, La Tortilla plans to add another processing line at its Santa Rosa plant to boost production of existing products, Ahlers said. The company, which distributes to all 50 states and Canada, will focus on increasing its presence throughout the country, particularly in Southern California.

In addition, La Tortilla plans to invest in developing new packaged products. The company declined to reveal details, but in recent years it’s introduced new sauces and pre-made meals.

La Tortilla intends to ramp up hiring

based on customer demand, Ahlers said. Last spring, the company hired about 20 employees at the onset of the pandemic as many local businesses were shedding workers.

In April, the company disclosed one positive COVID-19 infection among workers at its 75,000-square-foot plant. Officials said the plant maintains strict social distance protocols and provides personal protective equipment to its employees.

Ahlers said even as La Tortilla expands with CREO Capital in financial control, it will continue prioritizing the well-being of employees and maintaining a strong presence in the Sonoma County community.

Peter Rumble, leader of the Santa Rosa Metro Chamber of Commerce, said the ma-

jority ownership change should be a positive for the local economy, potentially adding new good-paying jobs at the company.

“The ethos of the Tamayo family is to take care of their employees and their community,” Rumble said.

Jenny Tamayo, granddaughter of La Tortilla’s founders and people and community engagement manager at the company, said the business will maintain its charitable commitments under new majority ownership.

“It was important to us that we found a partner who understood that being involved and supporting the community is part of who we are,” she said.

Before launching La Tortilla Factory over 40 years ago, the Tamayo family owned a “Mexicattessen” selling Mexican spices, chilies and tortillas out of small storefront on North Dutton Avenue.

In the late ’70s, the family noticed a growing interest in tortillas at grocery stores. And as Jose and Mary Tamayo planned to retire, the company shifted its focus to packaged tortillas. The couple’s five sons, recently back home in Santa Rosa from college with business degrees, soon moved into a new plant and steadily boosted production.

“Their education was an enabler, to be able to put that education to work and find a market need and fill it,” said Sam Tamayo, a grandson of Jose and Mary who will serve on the La Tortilla board.

With news of the change in company control, Ahlers said he expects to hear from some customers concerned about the strategic direction now that it’s no longer an entirely family-owned business.

He will assure them the move is only a continuation of the expansion La Tortilla has pursued since its humble start.

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North Bay Business Journal

MONDAY, FEBRUARY 8, 2021

Are the stars aligned for a shift to electric vehicles?

Could be, but it’s a challenge for the clean energy industry

By SUSAN WOOD The North Bay Business Journal

an overall goal of zero emissions by 2035. As of last December, more than he big shift to electric vehicles is 800,000 ZEVs, including both EVs and on, maybe. hydrogen cars, have been sold in the It comes with an announcestate, the California Energy Comment of a U.S. Department of Energy mission reports. State law requires goal to put 15 million electric vehicles 1.5 million to hit the road on the road by 2030, part of a more cli- in five years and at least 5 mate-friendly Biden Administration, million by 2030. as well as General Motors’ pledge last Gas-powered cars month to stop making gas-powered contribute a substantial vehicles by 2035 and news that a fossil amount of greenhouse gasfuel company, ExxonMobile, lost $22 es. To combat Californians’ billion last year. love for their gas guzzlers, The question remains whether the the state Legislature outlined the need clean energy industry will be able to install 250,000 charging stations, to meet the challenge, whether it is including 10,000 direct-current (DC) having enough charging stations or fast chargers under a requirement dicextended battery life to finally reach a tated by Assembly Bill 2127, which was cultural critical mass. signed into law on September 2018.

In car country, California earThese charging stations are what marked $1.5 billion to develop a comprehensive strategy toward meeting See ELECTRIC page 5

T

COVER STORY

PHOTO COURTESY OF ELECTRAMECCANIC

Paul Rivera is the CEO of ElectraMeccanica.

Canadian electric vehicle company opening in Corte Madera

By SUSAN WOOD The North Bay Business Journal

Move over Tesla. A Vancouver-based company hopes to corner the small clean vehicle market by introducing the North Bay in March to its single-occupant electric vehicle called the Solo EV. ElectraMeccanica, a designer and manufacturer of electric vehicles, plans to expand out west with three new retail locations at The Village at Corte Madera on Redwood Highway, Los Cerritos Center in Orange County and La Encantada in Tucson, Arizona.

The EV company now operates 10

retail locations along the West Coast, including two in the San Francisco Bay Area — San Jose to the south and Walnut Creek to the east. Each retail location covering 200 to 400 square feet will be equipped with a purchasing kiosk and a car to showcase.

CEO Paul Rivera told the Business Journal the British Columbia automaker has already compiled a waiting list — a number kept under wraps — of customers. He said the company plans to ship the Solo EVs from a manufacturing plant in China by late spring. ElectraMeccanica aims to open a U.S. assembly plant this See CANADIAN page 17

North Bay Business Journal

MONDAY, FEBRUARY 8, 2021

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ELECTRIC

continued from page 4

will drive the growing demand for zero emission vehicles.

“We’re definitely on the right trajectory,” California Energy Commission spokeswoman Lindsay Buckley said, while also referencing the big picture. “Electric vehicles are good for the electricity industry, which is very invested in their success.

Electric vehicle manufacturers are doubling down on this.”

With so many stakeholders and lofty government goals, the industry has made inroads on upgrading the technology to support the venture that moves away from gasoline. For instance, batteries built to charge electric vehicles have improved by 90% in the last five years, with some vehicles averaging about 200 miles on a given charge, Buckley noted.

Maintaining the battery life is contingent on having as many charging stations as possible along roads and highways.

The Golden State now has nearly 67,000 public and shared chargers on hand. More than 5,000 DC versions have been installed.

“Until the infrastructure is built out, people will be reluctant (to buy in to the technology),” said Hemant Bhargava, a professor of technology management at the U.C. Davis Graduate School of Management.

The North Bay is doing its part in increasing the number of stations available.

Through state reimbursements, Sonoma Clean Power has given away 3,400 electric charging stations over the last six years to companies agreeing to have them installed for users.

The goal from this point forward is 500 per year.

“We want to stimulate the market,” Director of Programs Cordel Stillman said.

The beefed-up effort from the clean power provider has facilitated more staff and resources Cordel to transition into a clean Stillman energy era. Part of the plan involves a move into a renovated building on E Street in Santa Rosa.

When asked about whether the state’s electrical grid can sustain millions charging their cars, Stillman indicated that it will depend on when electric vehicles are hooked up.

Clean energy advocates contend

SONOMA CLEAN POWER

Sonoma Clean Power is moving into a newly renovated building on E Street in Santa Rosa.

that most electric vehicles can maximize replenishing battery life by charging at home overnight. As renewable energy resources go, wind power makes charging efficient at late night. Solar power kicks in during the day through the sun’s energy.

“It’s a matter of using the grid in a smart way,” he said.

“Generally speaking, we view the incorporation of EVs and charging systems as one of a suite of solutions to minimize oversupply, and we are supportive of systems that are responsive to changing grid conditions,” California Independent System Operator spokeswoman Anne Gonzales said.

MARIN COUNTY IS ALSO ON BOARD To gain more efficiency in energy storage, Sonoma Clean Power was joined last October by its power provider to the west — MCE, formerly referred to as Marin Clean Energy, and other “community choice aggregators” to find partners developing energy-related technologies to help secure 500 megawatts of long-term storage. CCAs are not-for-profit, public agencies aimed at providing clean energy choices including solar, wind, hydropower and geothermal sources to regions.

In respect to its role in installing EV battery stations, MCE has established more than 800 charging ports

in its 36 member communities so far, Customer Programs Manager Brett Wiley indicated.

“In California, transportation accounts for the largest portion of our greenhouse gas emissions, so transitioning to zero-emission vehicles is necessary for our climate and air quality,” Wiley said. “Adoption of EVs is also a pocketbook issue.”

More than 26,000 of its customers that drive electric vehicles are using the energy provider as their overall electricity service to fuel their cars, according to MCE. “EV drivers can generally expect to save about 50% on fuel costs. Thanks to the growth of other Community Choice Energy programs, fueling up with cleaner, 100% American-made electricity is now an option for over 800,000 Californians,” Wiley said.

This is just the start.

“We’re glad to see Gov. Newsom’s 2021 stimulus budget earmarked funds for equity-based EV rebates and public charging infrastructure,” Wiley said. “The good news is, California has a large amount of excess solar energy available during the day.”

The education is just as important as the equipment.

“If we encourage new drivers to charge between the hours of 12 to 3 (p.m.), when the sun is high, we can

address some larger grid infrastructure concerns while powering our vehicles with clean energy,” Wiley said.

To support its community alternative energy provider, the Transportation Authority of Marin has identified locations for potential electric vehicle charging stations on public property. TAM plans to also team up with the Marin Climate and Energy Partnership to create a countywide EV readiness plan.

IT TAKES A VILLAGE “Clearly, we’re seeing a rapid shift in the auto industry to embracing this technology,” said Doron Amiran, program manager for the Climate Center representing the North Bay. Amiran cited Tesla upping its game with the proposition of creating a million-mile battery certainly contributes to Doron Amiran that big embrace. The electric vehicle giant is also proposing building a new location in Corte Madera.

The goal of blanketing the United States with charging stations and building bigger and better batteries See ELECTRIC page 17

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North Bay Business Journal

MONDAY, FEBRUARY 8, 2021

Residential real estate market stronger than ever Wine Country sales volume exceeded $6B in 2020

By SUSAN WOOD The North Bay Business Journal

Anchored by record-low interest rates, minimal inventory, love of home during a pandemic and millennials entering the arena at great levels, the North Bay residential real estate market continues to be on fire.

The median price for a single-family home in Marin County has surged to $1.45 million in December — up by more than $30,000 in one month and over $100,000 in comparison to 2019’s $1.31 million, according to multiple listing service data compiled by the California and North Bay associations of Realtors.

The county due north from San Francisco just eclipsed $1.19 million in 2016.

The San Francisco Bay Area real estate has been hot for years, climbing at record paces in more recently suburban areas that provide more square footage to set up a remote office and more room to breathe that’s out of denser urban environments, real estate economists and agents insist.

Sonoma County’s median of $720,000 went up by $5,000 between November and December and marked an 8% increase between 2020 and 2019. This is the highest exponential growth since the decade ending in 2000 recorded a remarkable increase of 27%.

To the east, Napa County real estate has also been on the rise, with median prices last December coming in as $842,000, up $18,000 in one month, the North Bay Association of Realtors reported.

Homes selling for more than $2 million showed substantially robust growth, up 60% in the North Bay. “As we look back on 2020, there was a seismic shift in choices people were making on where they wanted to live,” said Healdsburg Compass Realtor Carol Lexa, who is also the North Bay Association of Realtors past president. “Move-in ready homes sell the fastest.”

Lexa noticed about halfway into

MEDIAN PRICE OF SELECTED NORTH BAY CITIES IN DECEMBER $799,000 Napa $795,000 Petaluma $1.3M Bodega Bay

777 SANMARIN CA

An undated aerial view from the northwest of the 63-acre former Fireman’s Fund Insurance campus at 777 San Marin Drive in Novato.

New owners for former Fireman’s Fund Novato site

By JEFF QUACKENBUSH The North Bay Business Journal

$1.6M St. Helena

A vacant three-building office campus built for Fireman’s Fund Insurance in $933,000 north Novato almost four decades ago Sonoma now has new owners who are floating redevelopment ideas such as housing and local retail. $1M San Marin Owner LLC, led by Bay West Sebastopol Development, a San Francsico-based development firm, and Forum Investment $669,000 Group, a Colorado-based real estate inSanta Rosa vestment and development firm, on Jan. 27 purchased the 63-acre property at 775, SOURCE: NORTH BAY ASSOCIATION OF 777 and 779 San Marin Drive following a REALTORS foreclosure on the property in late 2019.

Bill Poland, founder of Bay West, in the deal announcement on Jan. 29 called it “ a truly special piece of property” he’s 2020 more San Francisco and San Jose residents opting out of the metro areas to known about in his 40 years of living in Marin and as a longtime board live in the Wine Country. member of The Buck Institute “The pandemic drove people for Research on Aging, located north because there’s more a short distance to the north of space and access to natural the campus. environments, which are so Key features of the site that he easy to get to here,” Lexa said, said makes it right for “thoughtsingling out regional parks and purposeful redevelopthat people flocked to when Real Estate ful ment” are proximity to a Sonothey became rare enclaves for ma-Marin Area Rail Transit gathering. station, near central Novato and close to Pools became all the rage as gathering open space. That north Novato station, hot spots at home. which was planned a decade ago, was built And if the home doesn’t come with just across the street to the east largely to service the campus, as well as neighborSee MARKET page 7

Business Journal

Focus

hoods to the west of it.

“Rather than a gated-off, empty office complex, we see an incredible opportunity for this site to become part of the fabric of Novato that blends housing, neighborhood retail, gathering spaces, and other amenities into a cohesive vision,” Poland said in the news release.

What happens next with the property will come after consultations with the city and community, Poland told the Business Journal. A website, 777sanmarinca.com, has been set up to provide project updates.

A previous owner had floated a redevelopment plan that included more office space plus lodging and apartments.

“We did see their plans, and they were from a different time and different place,” Poland said. “We’re looking at the needs of Novato and what really would be most important for the community and city.”

Pete Beritzhoff, a Bay West partner, said that while the project is in its early stages, three elements likely won’t be included.

“It’s safe to say that keeping the office buildings as they stand today is unlikely with the current state of the market,” he told the Journal. But he sees housing as in-demand around the bay.

“There is a crying need for more housing, certainly in most cities,” Poland said.

“The benefit in getting along with that See FIREMAN’S page 7

North Bay Business Journal

MONDAY, FEBRUARY 8, 2021

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FOCUS ON REAL ESTATE

MARKET

FIREMAN’S

one, the buyer will have one installed.

Phones at Johnson Pools have rung off the hook with prospects seeking the ultimate back yard amenity.

Matt Perez Chica, who operates the Windsor pool operation, said his business is completely booked for this year’s building season that runs between April and October. He’s now scheduling into 2022.

“People are moving to Sonoma County. Dot comers want to get out of the South Bay, and they’re nesting,” he said.

Perez Chica can barely keep up with the demand. He’s juggling 55 prospective leads and hiring many people. The contractor has doubled its staff in about a year to keep up.

Beyond the value of home selling in the Wine Country, the number of homes sold has soared as well.

According to BAREIS data, total sales volume for the Wine Country — encompassing Sonoma and Napa counties — exceeded $6 billion.

Moreover, 6,443 single-family homes and condominiums closed in the Wine Country last year. That’s about 600 more than the prior year.

“And we probably will have another two years of this,” said Erin George, who works out of the Sotheby’s Sonoma office and serves as the incoming North Bay Association of Realtors president.

George has noticed a mounting group of millennials on the prowl for homes.

The demographic, categorized as ages 22 to 38 last year according to Nielsen Research, has traditionally been known to put off home buying, marriage and child rearing. They’re all about “the experience,” and that experience may be changing.

“People are not able to go on vacation,” George pointed out.

Instead they are saving that money and then spending it on housing, despite a pandemic that has caused double-digit unemployment.

In California overall, routinely slower December compared to summer months showed record growth for home prices.

After dipping below $700,000 the previous month, California’s median price returned to that benchmark and surpassed it in the last month of 2020 at $717,930.

“Home prices, which usually peak during the summer, were unseasonably strong in December,” California Association of Realtors Vice President and Chief Economist Jordan Levine said in a statement.

Across the nation, Zillow reports that

the (below-market-rate) units mean a lot for cities like Novato for fire(fighters) and teachers and postdocs from Buck Institute.

In general, there also is a flight to places were outdoor spaces mean much more to people after what they’ve been through in the COVID experience.”

Poland saw parallels between the Novato property and Bay West’s current Alameda Marina project in the East Bay. While the San Marin Drive site is nestled against the Marin hills, the Alameda site sits alongside the San Francisco Bay. The redevelopment plan crafted with the city of Alameda includes over 790 apartments and townhomes on 27 acres plus local-serving retail and waterfront-serving businesses. Demolition has begun on existing buildings, and construction is set to start in March on 368 apartments.

A contract is pending with builder for townhomes on the property.

Fireman’s Fund relocated to the Novato campus in 1982 from San Francisco, Employment in the 710,000 square feet of offices peaked at around 2,400 in 2000, about a decade after Allianz acquired the company.

Staffing in Novato dwindled to about 500 before the relocation to Petaluma in 2015.

Portions of the buildings had been leased to other companies until the Fireman’s Fund lease expired in November 2018.

San Diego-based American Assets Trust Inc., a real estate investment firm, bought the property in 2007 for $313.8 million and floated a redevelopment plan that would add 700,000 square feet of office and retail space, a 170-room hotel, and 150 multifamily housing units to the property. But it later nixed those plans.

The San Marin Drive property is still zoned for business professional office.

In 2019, an affiliate of New York-based DW Partners picked up the property in foreclosure, according to public records.

The new owners acquired the property from DW. The purchase price wasn’t disclosed.

Speculation about reuse of the site has been swirling for a few years, with real estate industry rumors that big tech companies such as Google had been scouting the property for a satellite campus.

continued from page 6

continued from page 6

COMPASS REALTY

Compass Realtor Carol Lexa is listing this Santa Rosa home on King St. for $785,000.

5.6% in urban areas of the Bay Area metro section, but the suburbs cashed in on 7.9% of the growth.

The Seattle-based housing research firm shared reasons for this, one that its economist Chris Glynn referred to as $1M the perfect storm of factors.

San Francisco Bay Area Millennials are now buying, interest rates are historically low and the inventory cannot seem to keep pace $1.4M with demand. The low inventory was Marin County exacerbated during the pandemic by a reluctance for home sellers to list their $720,000 houses.

Sonoma County Still, despite that trend, there were 334 new listings recorded in the North $842,000 Bay in the last four weeks, yet 446 Napa County homes sold.

Glynn said the average number of $540,000 days on the market in the San Francisco Mendocino County Bay Area was 14 in December. That’s 10 days faster than the same month in 2019. $306,950 “The market is not allowing the inLake County ventory to recover, and homes are flying off the market,” Glynn said.

Hence, this contributes to the sky$510,000 rocketing demand.

Solano County As hints of 2008’s surging appreciaSOURCE: CALIFORNIA ASSOCIATION OF tion that led to a housing collapse with REALTORS the Great Recession come up, Glynn said conditions are much different now.

For one, the historically low interest home prices have also risen over 10%. rates have allowed homeowners to “And fundamentally, they’re showspend less on their mortgages. What’s ing no signs of slowing down,” Zillow more, those who are buying may slap spokesman Matt Kreamer said. down more cash since they earn higher Zillow economists are not surprised salaries, he explained. by the ongoing “Great Reshuffling” in “By that metric, I don’t see a ‘bubble.’ the Bay Area that witnessed a flight from We will continue to see appreciation in urban to suburban housing climates.

2021, along with the acceleration of this Its research shows home values grew ‘Great Reshuffling,’” he said.

MEDIAN SELLING PRICE SINGLE-FAMILY HOMES BY REGION

Jeff Quackenbush covers wine, construction and real estate. Before the Business Journal, he wrote for Bay City News Service in San Francisco. He has a degree from Walla Walla University. Reach him at jquackenbush@busjrnl. com or 707-521-4256.

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North Bay Business Journal

MONDAY, FEBRUARY 8, 2021

WINE BUSINESS JOURNAL

Vintage Wine Estates to go public in $690M deal This pairs Vintage, with Napa and Sonoma brands, public company

VINTAGE WINE ESTATES BRANDS

By JEFF QUACKENBUSH The North Bay Business Journal

Vintage Wine Estates, which has built a portfolio of over 50 wine and spirits brands from the California Wine County and the Pacific Northwest to become one of the largest U.S. wine producers, has inked an agreement with a special-purpose acquisition company to become publicly traded.

The deal between London-based Bespoke Capital Acquisition Corp. and the Santa Rosa-based porfolio that includes brands such as Viansa Sonoma and Napa Valley’s Girard is valued at $690 million plus $50 million in future potential consideration, according to the announcement Feb. 4.

And just before the merger agreement was signed, Wasatch Global Investors acquired a $28 million stake in Vintage.

“At some point, it takes a lot of capital to be in the wine business, and we needed more capital to continue our growth,” Vintage CEO Pat Roney told the Business Journal.

As part of the deal with Bespoke, Roney would remain CEO in the merged company, which would be called Vintage Wine Estates Inc. Bespoke Executive Chairman Paul Walsh, former CEO of wine and spirits giant Diageo, would become chairman.

“After evaluating over 100 companies, we are delighted to have identified VWE as the ideal merger partner,” Walsh said in the news release. “The Company represents a unique and compelling investment opportunity in the consumer staples space. VWE’s well-diversified portfolio of high-quality brands spanning all price points and differentiated omni-channel marketing approach bring great balance.

“In addition, the Company has a deeply experienced management team with a strong track record of synergistic deal-making, which, on top of impressive organic growth, should continue and will help drive profitable growth as well as enhance shareholder value over the long term.”

Roney said in the announcement that Vintage is “at a positive inflection point in our growth outlook.”

“This transaction will not only enable us to invest behind our brands to drive market share where necessary, but it will also fuel the next phase of our rapid growth in the U.S. wine industry,” he said.

The pending merger is good news for the wine business, according to Robert

• • • • • • •

BETH SCHLANKER/ THE PRESS DEMOCRAT, 2013

Viansa Sonoma, whose winery is one of the more than 50 wine and spirits brands that are part of the Santa Rosa-based Vintages Wine Estates portfolio.

Nicholson, president of Healdsburg-based International Wine Associates, a marketing and mergers-and-acquisitions firm. He has known Roney since they worked together in the 1970s at a Diageo predecessor company.

“He's going to be in a position to make some important acquisitions,” Nicholson said.

Vintage started two decades ago and now ships the equivalent of nearly 2 million 9-liter cases of wine and spirits annually.

Total production capacity is 15 million cases annually, and the company has secured new warehouse and distribution facilities, according to the company.

The vintner-distiller has grown organically and through over 20 acquisitions to have a portfolio that includes brands across the pricing spectrum, from $15 to $150 a bottle. But a majority of the production in the fast-growing $12–$20 range.

Compound annual growth for Vintage since 2010 has been over 20% for revenue and 24% for earnings before interest, taxes, depreciation and amortization, according to an investor presentation about the deal.

Bespoke’s announcement said Vintage has “a well-balanced omni-channel strategy encompassing direct-to-consumer, wholesale and exclusive brands arrangements with national retailers. The result is a stable platform that has thrived even in periods of economic uncertainty.”

The breakdown of Vintage’s sources of net revenue, which topped $200 million as of end of its fiscal year in June, was 38% wholesale, 33% business to business (exclusive brands, custom crush and other services) and 29% direct to consumers, according to the deal presentation to investors.

To have nearly one-third of net revenue

from direct sales is remarkable, according to Nicholson.

“That's a very high number for a big company like Pat’s,” he said.

B2B projects include Costco Wholesale, Amazon and national grocers. A high-speed bottling line and fulfillment facility is set to be completed this summer, according to the document.

Vintage operates 19 wine clubs with over 36,000 members. Beyond additional capital, having the potential to convert some company investors into club members also is a plus about going public, Roney said.

The downsides of being publicly owned, he said, include stricter and more costly federal securities regulations as well as more pressure to show long-term earnings growth.

“Whereas in a private company, you could accept what happens with a fire, you can accept what happens with the pandemic,” Roney said. "The public markets, perhaps, are more expensive, and there is a little more volatility with them.“ What’s now called Vintage Wine Estates started taking shape in 2007 when Roney, former CEO of specialty grocery chain Dean & DeLuca and proprietor, teamed with the late vintner and beverage entrepreneur Leslie Rudd to buy Windsor Vineyards from Foster’s Group. Roney had purchased Napa Valley winery Girard in 2000. Roney led Rudd’s string of acquisitions over the years along the California coast and in the Pacific Northwest.

Special-purpose acquisition companies, or SPACs, are formed to provide a faster and less expensive route for a private company to go public. In a SPAC merger, the company files for an initial public offering, and then

• • • • • • • • • •

Girard Winery Clos Pegase Swanson Vineyards B.R. Cohn Viansa Sonoma Cameron Hughes Windsor Vineyards Laetitia Layer Cake Bar Dog Firesteed Cellars Cherry Pie Gaze Middle Sister Wines Purple Cowboy Delectus Winery Cosentino

• • • • • • • • • • • • • •

Winery Tamarack Cellars Owen Roe Qupe Cartlidge & Browne Sabotage Wine Sisterhood The Splinter Group Alloy Wine Works Girl & Dragon Clayhouse Wines Buried Cane Wines If You See Kay No. 209 Gin Sonoma Coast Vineyards

later it merges with a target company that then becomes the listed entity.

“I'm not quite sure, frankly, how many people can pull this off in the wine business,” Nicholson said. “Pat has a base business which is substantial enough to be able to do this.”

Roney said Vintage had considered its own initial public offering versus a SPAC merger, and had talked to other such companies about the process. Bespoke seemed to be the right choice because of who is at the helm, he said.

Walsh retired in 2013 from United Kingdom-based Diageo after 13 years as CEO. He is credited with growing that drinks company’s market capitalization by $80 billion in that time.

Other new directors for the merged Vintage board of directors would be Bespoke partners Rob Berner and Mark Harm. The latter just rose to CEO after the departure of Peter Caldini, who resigned to become CEO of cannabis company Acreage Holdings.

Roney noted that Berner and Harm know the wine business through investments in Vinventions, which owns Nomacorc and other cork and closure brands.

See VINTAGE page 16

North Bay Business Journal

MONDAY, FEBRUARY 8, 2021

9

GUEST COMMENTARY PANDEMIC REFLECTIONS BY TIM ZAHNER

Remember when we could meet each other?

I miss conferences, travel, all the business things we did LAS ALCOBAS

I miss overcooked chicken and your smiling faces.

I miss scorched coffee and that one guy with too much cologne.

I miss asking you about your kids, and trying to remember if you have kids just after I’ve asked it (because you kind of look like someone else, too).

Yep, it’s been a long time since we crammed into a hotel ballroom, and I’m starting to miss the whole lot of you.

If life is high school, then the DoubleTree Hotel Ballroom is its lunchroom.

We show up and scan the room and find our spot. The popular kids were now along Divorcee Row making eyes at each other while the nerds are now your financial advisers and the shop kids owned construction companies and were building things like houses, widgets and wealth.

If it wasn’t the DoubleTree it was the Hyatt in Santa Rosa, or we got fancy at the Fairmont in Sonoma or the Vintners Resort, right off the freeway (look for the electrical substation, you can’t miss it).

We pick up our name tag, wave at our friends and sheepishly smile at our co-workers (dang- thought you were back in the office) and sit down to hear about — why are we here again?

Economic forecasts or industry reports or to learn about the latest trends in something. I’m sure a politician will stand up and wave soon. I think it’s a politician – might be a Realtor — they both seem to bring their own name tags.

I miss it.

I miss travel.

I miss leaving my house at the crack of dawn and telling my kids I love them and my wife mumbles goodbye and the mockingbird in the oak tree caws at me as I load my suitcase and calculate the minutes left to check-in. I miss the sickening smell of aviation fuel and the mix of wonder and terror every time the plane takes off and lands.

I miss trade shows and conferences and my road buddies. I’ll buy you a coffee and pick up a croissant — watch my booth for a second.

I miss foreign accents – is that Polish?

Romanian? Czech? – and jet lag and panic shopping for a souvenir for the kids right before hightailing it to an airport to get home.

The former Las Alcobas Napa Valley in St. Helena has been rebranded as Alila Napa Valley, opening March 15.

Shuttered St. Helena hotel back in business

By CHERYL SARFATY The North Bay Business Journal

Las Alcobas Napa Valley, a Marriott luxury property in St. Helena that shuttered a year ago because of the pandemic, will reopen next month as Alila Napa Valley, a Hyatt luxury hotel.

The change takes effect March 1 and the Tim Zahner, executive director of Sonoma Valley Visitors Bureau hotel will open for business on March 15, according to Hyatt and property owner I miss seeing restaurant owners Samuel Leizorek.

I miss travelers.

Asking me where the bathrooms are worried that they don’t have Leizorek owned Las Alcobas when I’m standing in front of them. enough space to fit diners and Napa Valley as part of his Las Wanting to know — in my opinion and hoteliers concerned they will Alcobas Hotel Group, which sotto voce so no one else can hear — have to walk guests to another continues to operate Las Alcobas which winery is your actual favorite? hotel because they are lucky Mexico City, where the company I miss them because they want to have enough to be oversold. is headquartered. lunch on the Sonoma Plaza and then I miss locals complaining Guneet Bajwa, Leizorek’s partthey have a 1:00 tasting in Calistoga and about lack of parking and traffic ner and managing principal at Hospitality Davis-based Presidio Companies, then dinner resos in San Francisco and and people walking too slowly on what else should they do with their free the sidewalk. also remains with Alila Napa time that day – go to the redwoods or the I miss seeing small business owners Valley. Presidio’s portfolio of about a coast? Because when you are traveling full of hope and ideas as they start a dozen properties also includes AC Hotel time and space get stretched and shrink new venture. I miss enthusiasm.

Embarcadero in San Francisco, The White and who cares we are on vacation.

Get the shots. Wear your mask.

House Inn in Napa Valley, and Hyatt House I miss them because they are excited I want to travel again. I want people in Davis, among others.

— really, really excited – to see the to come see us again.

Alila Napa Valley marks the second Hyatt ocean and a redwood tree and they I want our small businesses to have hotel in Napa Valley. Andaz Napa, a 141want to walk in a vineyard. customers. I want to be turned away at room boutique hotel in downtown Napa, And this is the trip of a lifetime that a restaurant because I had yet-again opened in September 2012. Like Andaz they have been dreaming about. They failed to make a reservation.

Napa, Alila Napa Valley will be part of the want to eat from a taco truck or go to I want to circle the block a few times World of Hyatt free-membership program. a fancy dinner. They want to practice to find a parking spot – it’s ok, the walk “In the post-pandemic environment, their English. Where can they rent will do me good and I like seeing what’s Alila represented the right platform, with bikes and take a hike? How much going on along the way.

Hyatt’s luxury and lifestyle expertise, and should they pay for a wine tasting?

I want to sit in a ballroom with all of sales and marketing support, to rebrand Where can they catch the bus? you and share coffee and stale pastries the hotel,” Leizorek and Bajwa said in a I miss my staff and volunteers, and laughs and commiserate at the joint statement. “There will be no changes accomplished and smart people who wonderful, refreshing banality of it all. to the design of the property; however, in come to work ready to dispense wisdom Wear your mask. Get the shots.... I the future, we will have additional (food (you may have difficulty getting to your miss you. and beverage) areas to enhance the outdinner reservation if you stick to that door experience.” Those details will be itinerary) and advice (don’t skip the Tim Zahner is the executive director made available once finalized, they said. redwoods – they are amazing). of Sonoma Valley Visitors Bureau.

See HOTEL page 16

Business Journal

Focus

10 North Bay Business Journal

MONDAY, FEBRUARY 8, 2021

HOTEL DEVELOPMENT IN THE NORTH BAY IN 2020 SIX NEW HOTELS OPENED IN THE NORTH BAY Surestay Hotel by Best Western

AC Hotel by Marriott

3331 N. Texas St. , Fairfield

300 Davis St., Santa Rosa

OPENED

OPENED

100 guest rooms

142 guest rooms

Macrh 27, 2020

August 26, 2020

Photo: Best Western

Photo: John Burgess / The Press Democrat

La Quinta Inn & Suites Cambria Hotel

by Wyndham-Santa Rosa Sonoma Sonoma Wine Country 111 Commercial Ct., Santa Rosa

5870 Labath Ave., Rohnert Park

OPENED

OPENED

100 guest rooms

135 rooms 11 suites

August 4, 2020

October 30, 2020

Art House

Photo: Cambria Hotel Sonoma Wine Country

Photo: Christopher Chung / The Press Democrat

Montage Resort

620 Seventh St., Santa Rosa

100 Montage Way, Healdsburg

OPENED

OPENED

Dec. 18, 2020

Dec. 12, 2020

130 bugDlow-style

Mixed-use 21 residential units 15 hospitality suites

guest rooms

Rendering: TLCD Architecture

Photo: Christopher Chung / The Press Democrat

North Bay Business Journal 11

MONDAY, FEBRUARY 8, 2021

2020 VS. 2019 HOTELS UNDER CONSTRUCTION Solano Marin Napa Sonoma

HOTELS 2020 vs. 2019 1 1 4 2

ROOMS 2020 vs. 2019

1 1 5 7

83 140 370 222

83 140 563 744

2020 VS. 2019 HOTELS IN PLANNING Solano Marin Napa Sonoma

HOTELS 2020 vs. 2019 10 7 33 34

8 8 30 32

Source: Atlas Hospitality Group

ROOMS 2020 vs. 2019

760 629 3,572 2,998

627 658 3,036 2,615

Source: Atlas Hospitality Group

MORE ABOUT HOTELS UNDER CONSTRUCTION MARIN COUNTY

NAPA COUNTY

AC Hotel by Marriott 1201 Fifth Ave., San Rafael 140 rooms

Four Seasons Resort and Residences 400 Silverado Trail, Calistoga 85 luxury rooms Calistoga Hills Resort 515 Foothill Blvd., Calistoga 110 upscale rooms Cambria Hotel & Suites Napa 320 Soscol Ave., Napa 90 upscale rooms

SOLANO COUNTY

Holiday Inn Express 355 Civic Ct., Suisun City 83 rooms

SONOMA COUNTY

)DLUÀHOG ,QQ 6XLWHV E\ 0DUULRWW 405 Martin Ave., Rohnert Park 100 rooms Courtyard Petaluma by Marriott &DXOÀHOG 6W 3HWDOXPD 122 luxury rooms Hotel construction projects reported as of Feb. 4, 2021

NORTH BAY HOTELS SOLD IN 2020 Source: Atlas Hospitality Group

SOLANO COUNTY

Hampton Inn & Suites Suisun City Homewood Suites + Staybridge Suites )DLUÀHOG Super 8 Dixon

MARIN COUNTY

The Lodge at Tiburon Tiburon

NAPA COUNTY

Milliken Creek Inn & Spa Napa Napa Winery Inn Napa Napa Valley Marriott Hotel & Spa

SONOMA COUNTY Gaige house Inn Glen Ellen

The Sebastopol Inn Sebastopol

12 North Bay Business Journal

MONDAY, FEBRUARY 8, 2021

HIGHLIGHTING: LATINO BUSINESS OWNERS

CINTHYA CISNEROS

Pursing a restaurant dream Stressed, or happy, this family is making it happen in Napa

By JESSICA ZIMMER For the North Bay Business Journal

W

hen Cinthya Cisneros opened her restaurant in Napa’s oldest building, she not only invited the public to celebrate its Mexican cuisine and beer, she welcomed her family.

In May 2020, in the midst of the COVID-19 pandemic response, Cisneros, 30, opened La Cheve, a restaurant that also makes its own beer, in the Old Adobe.

La Cheve, which means “the beer” in Spanish, brings everyone on board. This includes Juana Cisneros, Cinthya’s mother, one of the two bakers on staff; and Ezequiel Cisneros, Cinthya’s father, who develops the beers with Cinthya and repairs in-house equipment. AnWho: gel Aguirre, Cinthya’s maternal uncle, is the Restaurant owner head cook. Carlos Cisneros, one of Cinthya’s nephews, is a member of the front of the Business: house team.

La Cheve “It's like a dream to be here working with Website: https:// my family. I can't believe it,” said Juana www.ilovelacheve.

Cisneros. com/menu Popular items include tacos al pastor, chilaquiles boozy pastries made with differFrom: Michoacán ent liqueurs, cronuts in flavors like mango Lives in: Napa and champagne, and vegan and gluten-free pastries.

“We started realizing how hungry the community was for our cuisine when we began selling out of birria tacos before lunch. (Birria is beef marinated in a sauce of vinegar, dried chiles, and herbs, and then cooked in a broth.) Now we’ve more than doubled the amount,” said Cisneros.

ABOUT CINTHYA

Cinthya Cisneros, owner of La Cheve, outside on the restaurant’s patio at Old Adobe Plaza in Napa.

MAGALI COVARRUBIAS

The front of the house team at La Cheve in Napa, with owner Cinthya Cisneros in the center.

ARTURO RAMOS PHOTOGRAPHY

FROM MICHOACÁN TO NAPA, BY WAY OF SACRAMENTO Cisneros came to Napa at the age of 4, immigrating from La Piedad de Cabadas in Michoacán. She graduated from Vintage High School with an interest in chemistry.

Yet she was concerned about funding.

“In high school, I took a lot of Advanced Placement classes. I wanted to have as many college credits as I could,” said Cisneros.

Fortunately, the Napa County Hispanic Network offered Cisneros scholarships. These scholarships supported her earning a Bachelor of Science degree in chemistry from Sonoma State University.

See CISNEROS page 13

North Bay Business Journal 13

MONDAY, FEBRUARY 8, 2021

HIGHLIGHTING: LATINO BUSINESS OWNERS

CISNEROS

continued from page 12

Through college, Cisneros volunteered as a science tutor at Rancho Cotate High School, Vintage High School, and Napa High School. After graduation, she worked as a pathology assistant at the Sacramento County Coroner’s Office.

Later, Cisneros changed her career path to become a chemistry teacher.

Cisneros earned a single subject teaching credential at Sacramento State University. She then joined the faculty at River City High School in south Sacramento.

“I loved the students, who were ethnically diverse and hard-working. They were making an effort to overcome obstacles, just as I was at their age. Yet I wanted to come back to Napa,” said Cisneros.

She did in 2018, leaving her teaching position and taking a part-time job in hospitality at Stone Brewing Company in Napa.

“I came to Stone because I knew I wanted to learn more about beer.

Around 2013, I developed a passion for beer. I started learning how to brew and joined the Sacramento chapter of the Pink Boots Society, an organization that supports women in brewing. In addition, I took classes in brewing at UC Davis,” said Cisneros.

Cisneros spent her days off brewing her own beer with her father. The two engaged in contract brewing, developing their own recipes and having local facilities brew small batches for them.

Cisneros also used her free time to look for spots for La Cheve.

That same year, Cisneros started working with a mentor, business adviser Carolynne Gamble of the Napa Sonoma Small Business Development Center.

“In 2018, Cinthya enrolled in NxLevel, an 11-week boot camp for entrepreneurs.

NxLevel helps business owners develop strategic thinking and good writing skills,” said Gamble.

Gamble said Cisneros was her “rock star.”

“She had the passion, the purpose, and the follow-through. After she finished the program, she entered Napa Valley College’s business plan competition and won $1,500 in cash prize money. She started developing social media content, telling her story on Facebook and Instagram.

This helped her attract customers before the restaurant opened,” said Gamble.

PREPARATION + PATIENCE = SUCCESS As Cisneros scouted out locations, she watched the revival of the Old Adobe,

built in 1845 as the home of Californio settler Don Cayetano Juárez and his wife, María de Jesus Higuera. Justin Altamura, owner of the property on a prominent corner in Napa, started renovating the 1½ story former family home into a commercial property in 2017. He completed the project by 2019.

“We were all anticipating what it would look like. When it opened, it was gorgeous. I thought it was way beyond my means,” said Cisneros.

Yet she was in luck. Altamura liked her plans for the restaurant.

“Justin wanted a tenant like us, someone who had love for the site and really cared about it,” said Cisneros.

Cisneros signed the lease in April 2019, with a plan to open in March 2020. She had her final county inspection just as the pandemic arrived. Cisneros delayed opening by two months to make the necessary adjustments.

“Despite that, business has been

steady. We’ve gotten skilled at taking orders online and over the phone. I have worked with Carolynne to share advice with current NxLevel participants,” said Cisneros.

Cisneros has found ways to give back as well.

“I joined Napa County Hispanic Network and donated to give high school students college scholarships. It is amazing

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See CISNEROS page 14

14 North Bay Business Journal

MONDAY, FEBRUARY 8, 2021

HIGHLIGHTING: LATINO BUSINESS OWNERS

CISNEROS

continued from page 13

to be able to do this for an organization that helped me,” said Cisneros.

Cisneros also supported a member of Napa’s at-risk youth by providing a scholarship for an undocumented student through If Given a Chance, a Napa nonprofit that helps local high school students continue their education.

“This scholarship, called “American

Dream,” will go to a Dreamer student, (a student protected by Deferred Action for Childhood Arrivals (DACA) guidance),” said Cisneros.

Cisneros has partnered with If Given a Chance on events.

“Every year, If Given a Chance does a big gala. They had a virtual celebration this year. We made all the meals for ticket holders to pick up,” said Cisneros.

Cisneros also joined the Napa Hispanic Chamber of Commerce and assisted this

organization with planning events.

Vanessa Castillo, a front of the house employee at La Cheve, said Cisneros encourages restaurant staff to complete their education.

“Cinthya is flexible with our hours, which helps us prioritize our success. I am currently finishing my senior year in economics, with a minor in business administration, at Sacramento State University,” said Castillo.

Dr. Austin Komarek, a chiropractor at

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Jim Kimball EVP, North Bay Market President james.kimball@rivercitybank.com 707-766-4827

Blossom, The Art of Life and Healing, in Napa, said the positive atmosphere at La Cheve extends to the customers.

“There’s a feeling of shared space at La Cheve. The service is wonderful and they have something for everyone. My wife loves the portabella mushroom tacos.

Their big quesadilla, which reminds me of a Philadelphia cheesesteak, is also delicious,” said Komarek.

Genaro Bautista, a Napa resident who has been coming to La Cheve since it opened, said he enjoys everything from the pastry to the beer.

“I came to know Cinthya in 2019 after she gave a presentation in one of my business classes at Napa Valley College.

That raised my curiosity. I’ve kept coming back because the food is outstanding,” said Bautista.

Cisneros said she looks forward to experimenting with the menu to honor her family’s creativity and traditions, as well as the history of Old Adobe and its former residents.

“Our porter is called ‘Un Arroz con María Juárez.’ It has an alcohol by volume (ABV) percentage of 6.3, with notes of cinnamon, coffee, and chocolate. It’s an ode to the original (co)owner of Old Adobe,” said Cisneros.

La Cheve’s most popular beer is “American Dream,” a Mexican lager with an ABV of 4.3 percent. Cisneros said this beer is the star of La Cheve’s housemade Micheladas.

“The name refers to what I and my family have worked for. It also is a nod to how good it feels to achieve your goal,” said Cisneros.

Juana Cisneros said she sees the family’s effort as “humble work,” adding La Cheve’s staff make an effort to pace themselves.

“Day by day we are creating new things for our community. Something that cheers them up and gives them an extra little thing to smile about,” said Juana Cisneros.

Cinthya Cisneros said the pandemic has changed everything she learned about the restaurant business, from cleaning to delivery. She is still glad she opened La Cheve.

“We (family members) are talking, in touch, and listening to each other. No matter how stressed or happy we are, we are making it happen,” said Cisneros.

Cisneros added the experience of opening La Cheve has helped her see her parents in a new light.

“I always knew my mother and father were resilient and hard-working. Seeing it in action shows me just how strong they are,” said Cisneros.

North Bay Business Journal 15

MONDAY, FEBRUARY 8, 2021

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16 North Bay Business Journal

HOTEL

continued from page 9

Acacia House, the property’s restaurant, will continue to be led by Chef Chris Cosentino.

The 68-room hotel has outdoor terraces and vineyard views, 3,900-square feet of meeting space, an outdoor heated swimming pool and a full-service spa, which has been rebranded as Spa Alila and Fitness Center. The hotel, located at 1915 Main St., is situated next to Beringer Vineyards and was built around a Georgian-style guesthouse originally

MONDAY, FEBRUARY 8, 2021 constructed in 1907.

Presidio Companies and Las Alcobas Hotel Group in 2017 opened Las Alcobas Napa Valley following a multimillion-dollar renovation, as reported by the Business Journal at the time. Las Alcobas Napa Valley was previously known as Grandview Hotel & Spa. "We are thrilled to welcome the Alila brand to Napa Valley," said Linsey Gallagher, president and CEO of Visit Napa Valley. "With the valley safely reopening to regional leisure travelers, this opening is another step towards the economic recovery for our community and the many

residents hospitality employs."

The number of employees at Alila Napa Valley will vary until COVID-19 regulations are lifted, noted Leizorek and Bajwa. The Business Journal reported last spring that 143 employees were laid off when Las Alcobas Napa Valley closed, according to a notice filed to the state Employment Development Department.

Alila Napa Valley is the third Alila-branded hotel in California and the U.S., according to Hyatt. The other two are Ventana Big Sur, an Alila Resort; and Alila Marea Beach Resort Encinitas, located in San Diego County and also

slated to open next month. Hyatt operates 14 Alila properties across a half-dozen countries worldwide.

Cheryl Sarfaty covers tourism, hospitality, health care and education. She previously worked for a Gannett daily newspaper in New Jersey and NJBIZ, the state’s business journal. Cheryl has freelanced for business journals in Sacramento, Silicon Valley, San Francisco and Lehigh Valley, Pennsylvania. She has a bachelor’s degree in journalism from California State University, Northridge.

Reach her at cheryl.sarfaty@busjrnl.com or 707-521-4259.

VINTAGE

“I’m looking for a commercial banker who wants to understand my business.”

continued from page 8

“We're committed to Santa Rosa and Sonoma (County) — being part of this community — and we're excited about our growth opportunities,” Roney said.

Bespoke was formed in 2019, and the merger agreement with Vintage extends its deadline to close a deal with an acquisition target to May 15, according to the announcement.

Bespoke is currently listed on the Toronto Stock Exchange under the ticker symbols BC.U and BC.WT.U and on Pink Open Market as BKCQ.F. Shares started trading in March 2020. It is pursuing a listing on the Nasdaq exchange.

The merger agreement calls for Vintage capital stockholders, excluding dissenting shareholders and certain stock classes, to receive $10 (CA$12.83) a share of Bespoke stock.

Certain Vintage minority shareholders and those involved in its stock-incentive plan would receive roughly $41 million.

Bespoke is incorporated in British Columbia, Canada. The merged Vintage Wine Estates would become incorporated in Nevada.

Canaccord Genuity and Citi are Bespoke’s capital markets advisors and Citi and XMS Capital Partners are its financial advisers. Cowen is lead financial adviser and sole capital markets adviser for Vintage and was sole placement agent for the Wasatch deal. Jones Day and Blake Cassels & Graydon are are Bespoke’s legal advisers, and Foley & Lardner and Stikeman Elliott are advising Vintage.

TALK TO US Meet with your local banker Visit bankofmarin.com Call (866) 626-6004

SERVING THE BAY AREA Member FDIC

Jeff Quackenbush covers wine, construction and real estate. Before the Business Journal, he wrote for Bay City News Service in San Francisco. He has a degree from Walla Walla University. Reach him at jquackenbush@busjrnl. com or 707-521-4256.

North Bay Business Journal 17

MONDAY, FEBRUARY 8, 2021

CANADIAN

continued from page 4

year. The location was also undisclosed.

The company’s flagship vehicle comes with three wheels, a rollbar as well as a slate of safety and convenience features such as Blue Tooth capability and a backup camera. It may travel a maximum of 80 mph and sells for $18,500. The one-seater vehicle is specifically designed for running errands around town, but it may operate on the highway.

“Why drive around with an oversized power train,” said Rivera, a 53-year-old engineer, designer and businessman who grew up playing with Matchbox cars. So, running the Canadian-based company that started in 2015 is his “dream job.” He came on board in August 2019.

When the topic of the “T” word comes up in conversations, Rivera shrugs off Tesla as the competition. After all, the electric vehicle giant out of Fremont has shown enthusiasm for the Marin County town as well. It already operates a showroom in The Village at Corte Madera and has submitted plans to expand by refurbishing a former dealership location on Casa Buena Drive for a maintenance facility.

The Corte Madera planning department confirmed ElectraMeccanica has submitted its business license to the city for the move into The Village. The two EV companies will also be joined by the Swedish electric vehicle company, Polestar — which has received planning approvals but awaits a building permit.

What sets ElectraMeccanica apart?

“This is completely a different vehicle,” Rivera said, mentioning that the single-occupant rig is also registered as a motorcycle, for starters. “We’re positioned very well.”

Rivera is riding the wave of enthusiasm toward electric vehicles. The Solo EV’s range stands at 100 miles on a level 2 charger in under four hours. Rivera anticipates many owners will use their 110-volt, home-charging stations that can recharge their car batteries overnight.

Rivera even tapped into one of General Motor’s sales executives to help spearhead the efforts of ElectraMeccanica, which trades on the Nasdaq as SOLO. “My decision to transition to ElectraMeccanica was not one that I took lightly,” said Sydney Dunn, a fleet account manager who recently came on board with the new EV company from G.M. Dunn cited a shared vision with Rivera’s ElectraMeccanica that the majority of a motorist’s time is spent alone in the vehicle and “that EV growth in the U.S. and global economic landscape is imminent,” adding: “There is an absolute need for us, as a country, to transition to carbon neutrality, and the time is now.”

Much of the corporation’s sales team will focus on commercial fleet sales to agencies and companies. With no sales figures behind the goal, Rivera aims to break even by 2023 with $100 million in operational expenses. The first order of business is to build awareness, he indicated.

As part of that effort, ElectraMeccanica will host a “driving tour” in February within five cities including Corte Madera, Scottsdale, Cerritos, Walnut Creek and Portland. The tour encompasses invitation-only test drives that comply with COVID-19 health safety standards.

ELECTRIC

continued from page 5

shouldn’t end with just maintaining the level of electricity to operate what we have, Amiran points out. A larger proposal aims to be so efficient with our charging infrastructure that the network of users “resupplies the grid.”

Reducing gasoline-powered cars and collectively timing our charging to maximize energy consumption is long overdue to some stakeholders.

“G.M.’s not the first to the party,” he said.

And it will take the entire industry to advance the cause, among other factors such as enacting many green-financing mechanisms, Amiran’s clean energy advocacy group pointed out. After all, the United Kingdom, Germany and Japan have either similar or bigger goals and a head start, he contends.

“The Climate Center’s mission is to deliver speed and scale solutions to the climate crisis, starting in California. Our goal is to achieve an 80% emission reduction below 1990 levels, net zero emissions by 2030 and net negative emissions by 2035,” Amiran said.

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18 North Bay Business Journal

People

The North Bay Business Journal is looking for news of promotions, new hires and awards for possible publication in the People section. Email your press releases to people@busjrnl.com.

BANKING AND FINANCE Shari DeMaris is the new Exchange Bank executive vice president and chief financial officer. The Santa Rosa-based bank stated that DeMaris joined Exchange Bank in October 2020, working with Greg Jahn, Exchange Bank’s EVP/CFO of 18 years, in anticipation of his retirement on Jan. 15, 2021. Shari DeMaris The foundation of her career was built in public accounting, first with Arthur Andersen and then McGladrey (now RSM). For the last 15 years, Shari has been with Hills Bank and Trust headquartered in Hills, Iowa. As its chief financial officer, she helped to grow the bank to its current $3.3 billion and led a 12-person finance and accounting team.

DeMaris is a licensed CPA with bachelor’s degrees in both accounting and Spanish from DePaul University and the University of Iowa, respectively.

WEALTH MANAGEMENT Chase Overholt has been hired as an operations associate by Montgomery Taylor Family of Companies in Santa Rosa.

The company also announced that Amanda Espinoza has been hired an operations associate.

Also, the company has hired Sharon Wirth, CPA as a tax and investment advisor and Elaine McCoy as office manager with professional with 20 plus years of experience in various industries.

Overholt joined the Montgomery Taylor Wealth Team as an operations associate after years of experience in client relations in other industries, the company stated.

He is a Sonoma State University graduate, earning a Bachelor of Arts degree in pure mathematics.

Espinoza has 10 years of experience in hotel hospitality specializing in sales and event management with an Associate’s Degree in business.

Wirt began her career in business tax services with Deloitte in the Bay Area.

She graduated Magna Cum Laude from the University of California, Los Angeles with a bachelor’s degree in economics and a minor in accounting.

WINE Sarah Quider has been promoted to vice president of Winemaking for Foley Family Wines. Following Foley’s acquisition of Ferrari-Carano Vineyards and Winery,

MONDAY, FEBRUARY 8, 2021 where Quider was executive winemaker at Ferrari-Carano Vineyards and Winery, which was acquired by Foley Family Wines of Santa Rosa.

Quider began her winemaking career at FerrariCarano in 1995, Foley winery stated, when she was hired as Sarah a harvest intern. After a four- Quider year stint at Jordan Winery while completing a degree in Viticulture and Enology at the University of California, Davis, she returned to Ferrari-Carano in 2003 as assistant winemaker. _______________________ Ashley Palmer has been promoted to Wine Club Manager by Tedeschi Family Winery in Calistoga.

After earning a degree in Viticulture from Napa Valley College, Palmer began her career in wine at ETS Laboratories. Palmer has held various positions in the lab Ashley as well as in accounting and Palmer has been able to cross-train in wine production, vineyard management, and hospitality at Tedeschi Family Winery, the company stated. _______________________ Andy Erickson has joined Alpha Omega in the Napa Valley as its new consulting winemaker. Also Jean Hoefliger has announced he is stepping down from his position as consulting winemaker at Alpha Omega.

Over the years, he has worked with such properties as Harlan Estate, Staglin Family Vineyards and Andy Screaming Eagle. Erickson Erickson currently consults for Dalla Valle Vineyards, Mayacamas Vineyard & Winery, Arietta, To Kalon Vineyard Company, Ellman Family Vineyards, and, more recently, Cervantes and Seven Apart.

Robin and Michelle Baggett started Alpha Omega in 2006. Hoefliger was a part Jean Hoefliger of the Alpha Omega team since its inception. He was winemaker and general manager while concurrently building his global consulting business. At Alpha Omega he ran the business along with the production, specializing in Direct-to-Consumer strategy and National Sales. _______________________ Travis Proctor has been hired as winemaker for Shannon Ridge Family of Wines in Lower Lakes in Lake County.

Proctor comes to Shannon Ridge follow-

ing varied winemaking stints at Joe Dobbes Family Estate in Oregon, Terravant Wine Company, a custom crush facility located in Buellton, and Mazzocco Winery in Healdsburg. He holds a Bachelor of Arts degree from the University of Southern California.

Business Briefs

Send Business Brief items to news@busjrnl.com.

AGRICULTURE University of California Cooperative Extension (UCCE) in Sonoma County is asking poultry and livestock producers to complete a survey of their needs. Their input will inform UCCE and the County of Sonoma departments, local agencies, and private organizations as they develop evacuation plans for rapid deployment of services.

The survey questions will assist poultry, livestock and dairy producers in identifying their needs while preparing their operation for a disaster. Examples of questions include “Do you know how to contact neighbors?” and “Do you have large-scale equipment to help prepare fire breaks?” It also asks producers to list their structures in order of importance in case firefighters need to prioritize their efforts. The survey takes 10 to 15 minutes to complete.

For more information and to view the survey, please visit ucanr.edu/AgPreparednessSurvey.

BROADCASTING B.C. Radio LLC has agreed to acquire four Santa Rosa radio stations from Sinclair Telecable. The stations include KXTS-FM (Exitos 98.7), KRSH-FM (The Krush), KSXY-FM (The 101) and K238AF-FX (Latino 95.5) all serving the greater Santa Rosa area. Additionally, the LMA for KNOB (Bob FM 96.7) will also be transitioned.

Sale price was not disclosed. B.C. Radio is based out of San Francisco Bay Area and led by Ravi Potharlanka. Sinclair Telecable has owned the stations since 2001.

“Leaving Wine Country behind is bittersweet for us. We’re very proud of what we’ve accomplished over the past twenty years” said Ryan Sinclair controller of Sinclair Telecable. The company is based out of Norfolk, Virginia and currently operates eleven other stations in Austin and Norfolk.

Debbie Morton, general manager of the station group, says “The team looks forward to working with new owners who are local to the greater Bay Area with roots in the community. I am pleased that this transition is happening after a successful build and commissioning of a new transmitter with greater power and reach.”

COVID RELIEF A second round of relief grants is now available for small businesses and nonprofits throughout California impacted by the ongoing pandemic.

Approximately $237.5 million in state funding is available through the California Small Business COVID-19 Relief Grant Program, according to the website www. californiasbdc.org/covid-19-relief-grant.

The amount of grant funding ranges from $5,000 to $25,000 — businesses are eligible based on their annual revenue as documented in their most recent tax return.

Funds awarded through the program are meant to help small businesses and small nonprofits with costs incurred due to the COVID-19 pandemic and the resulting health and safety restrictions such as business interruptions or closures.

The program, which is funded by the state, is being distributed by Lendistry, a community development financial institution.

Businesses and nonprofits that tried to apply during the initial round of funding but were not able to finish the application process can complete their application anytime through Feb. 8.

HEALTH CARE Adventist Health St. Helena, in addition to its current 21-bed mental health unit, has opened a 10-bed behavioral medical health unit, which it describes as the only one of its kind in the North Bay Region of California, to care for patients who have both medical and behavioral conditions.

The new behavioral medical health unit uses a collaborative approach with a multidisciplinary team of physicians, psychiatrists, nurses and other staff to provide personalized care for each patient, said Dr. Timothy Lyons, Adventist Health St. Helena medical officer.

RETAIL A Free People retail store will open at First Street Napa, next to the Lululemon store, said Todd Zapolski of Zapolski Real Estate.

The specialty women's clothing store could open as soon as this spring, said Zapolski. The address is 1214 First St. A Mecox retail store currently at that address will move to a different location within First Street Napa.

TRANSPORTATION The California Transportation Commission has approved SMART train’s request for $1.45 million to fund a $2.9 million freight rail investment package from the State’s Short Line Railroad Improvement Program, a program to support investments in smaller freight railroad systems.

The agency stated the funds support See BRIEFS page 19

North Bay Business Journal 19

MONDAY, FEBRUARY 8, 2021

BRIEFS

continued from page 18

marketing for the San Francisco-based trade group. About 95% of all U.S. wine exports come from California, however.

Comfort said U.S. wine sales to Japan also got a boost from a 2019 trade agreement between the Trump administration and Japan that will eliminate the 15% tariff on U.S. wine imports over the next seven years. The Wine Institute is lobbying for the lifting of more U.S. trade barriers such as those with China.

“We are hopeful the trade environment will continue to improve,” Comfort said. _______________________

transitioning freight transportation off of highways and onto railroads, reducing congestion impacts, improving traffic safety,and reducing greenhouse gas emissions from the movement of goods.

The funds will be matched with local private investment and will be used to construct modern freight rail spurs, complete with Federal Railroad Administration-required Positive Train Control systems improvements and repairs to the Black Point Rail Bridge over the Petaluma River.

(These freight improvements will be made The Napa Valley Farmworker Founwithout the diversion of resources from dation (FWF), an arm of Napa Valley the passenger rail and pathway systems.) Grapegrowers, distributed 250 Copperfield’s Books gift cards to farmworkers and their families in December. The program WINE The main trade group for California winer- was made possible by the Wells Fargo Founies on Feb. 2 launched a $10 million marketing dation, long- time supporters of the FWF. and outreach campaign to boost exports The Napa Valley Farmworker Foundathat could benefit North Coast wineries that tion provides educational opportunities, produce premium wine in demand globally. advanced training programs, leadership The Wine Institute said the goal is to and management classes and English increase Golden State wine exports to $2.5 literacy programs. billion in value over the next 10 years, from _______________________ the $1.36 billion that was sold outside the country in 2019, the latest data available.

Trinchero Family Estates (TFE) California ranks as the fourth-largest announced that Famiglia Cotarella will wine producing region in the world, but be partnering with TFE as the portfolio's only ranks No. 11 in exports, said Honore Comfort, vice president of international See BRIEFS page 23

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North Bay Business Journal 21

MONDAY, FEBRUARY 8, 2021

NORTH

BAY

PEOPLE

& BUSINESS SHOWCASE

Our People & Business Showcase appears in Sunday’s edition of The Press Democrat and the next edition of the Petaluma Argus-Courier, Sonoma Index-Tribune and North Bay Business Journal – that’s more than 340,000 adults who will see your posting! A great way to promote your company’s awards, new hires, promotions and other announcements. Starting at $99.

For more information, Call 707-546-7355 Opt. 2 or Email people@sonomamediainvestments.com Summit State Bank Promotes Danielle Simón to Assistant VP/ Bank Secrecy Act (BSA) & Fraud Analyst and Dan Oxley to Assistant VP & Business Systems Manager Brian Reed, President and Chief Executive Officer of Summit State Bank (NASDAQ: SSBI) has announced the promotion of Danielle Simón to Assistant Vice President/BSA & Fraud Analyst and Dan Oxley to Assistant Vice President and Business Systems Manager.

“We are pleased to promote Danielle and Dan as they both play key roles in the Bank. Danielle’s breadth of experience is valued in an area of ever-changing oversight and compliance. The depth of knowledge Dan brings to his new role as AVP and Business Systems Manager is critical to ensuring that our processes and customer interface work well,” said Brian Reed, President and CEO of Summit State Bank.

Danielle joined Summit State

Bank in 2018 and has over 15 years’ experience in the banking industry. She is a Certified AntiMoney Laundering Specialist and is co-vice president for the Northbay Chapter of International Association of Financial Crimes Investigators. She lives in Santa Rosa with her significant other, has 19-year-old twins and an eight-year-old. In her spare time, she enjoys gardening.

of $866 million and total equity of $76 million at December 31, 2020. Headquartered in Sonoma County, the Bank specializes in providing exceptional customer service and customized financial solutions to aid in the success of local small businesses and nonprofits throughout Sonoma County.

Summit State Bank is committed to embracing the diverse Dan joined Summit State Bank backgrounds, cultures and talents in 2016 and has more than 10 of its employees to create high years’ experience in financial performance and support the services. He lives in Santa Rosa evolving needs of its customers with his wife and daughters. and community it serves. At the Dan enjoys giving back to the center of diversity is inclusion, community and has volunteered in collaboration, and a shared vision the West Sonoma County School for delivering superior service District as well as for the Redwood and results for shareholders.

Empire Food Bank. He has a Presently, 76% of management great appreciation for music and are women and minorities with feels very fortunate to live in the 75% represented on the Executive Bay Area where we have access Management Team. Through the to multi-cultural music/art and engagement of its team, Summit amazing weather for enjoying State Bank has received many festivals. esteemed awards including: Best Business Bank, Corporate About Summit State Bank Philanthropy Award and Best Places to Work in the North Summit State Bank, a local Bay. Summit State Bank’s stock is traded on the Nasdaq Global community bank, has total assets

Spaulding McCullough & Tansil LLP announces new partner Kari J. Brown Kari J. Brown has become a partner of the firm. Her practice primarily focuses on employment law, though Kari is also experienced in handling general civil litigation matters, including business and contractual disputes and personal injury matters. Prior to joining Spaulding, McCullough & Tansil, Kari spent several years as a Sonoma County Deputy District Attorney before transitioning to private practice, handling in-house insurance defense. Kari’s breadth of experience in various areas of the law gives her the unique ability to give her clients well-rounded and sound advice.

Kari is a member of the Sonoma County Bar Association and Sonoma County Women in Law and also serves as Secretary on the Board of Directors of

the Personnel Association of Sonoma County (PASCO). Kari was selected by the North Bay Business Journal for its 2018 Forty Under 40 Award. Kari is a contributor to the firm’s employment law publications and is a frequent presenter on various issues in employment law.

Market under the symbol SSBI. Further information can be found at www.summitstatebank.com.

Spaulding McCullough & Tansil LLP is a 22-attorney full service law firm based in Santa Rosa.

The firm also maintains an office in Petaluma. Further information is available at www.smlaw.com.

Summit State Bank 500 Bicentennial Way Santa Rosa

Spaulding McCullough & Tansil 90 South E Street, Suite 200, Santa Rosa, CA 95404

For People & Business Showcase Announcement Inquires, call 707-546-7355 Opt. 2 or email: people@sonomamediainvestments.com Deadline every Wed at 4pm

22 North Bay Business Journal

NORTH

BAY

PEOPLE

MONDAY, FEBRUARY 8, 2021

& BUSINESS SHOWCASE

Our People & Business Showcase appears in Sunday’s edition of The Press Democrat and the next edition of the Petaluma Argus-Courier, Sonoma Index-Tribune and North Bay Business Journal – that’s more than 340,000 adults who will see your posting! A great way to promote your company’s awards, new hires, promotions and other announcements. Starting at $99.

For more information, Call 707-546-7355 Opt. 2 or Email people@sonomamediainvestments.com Adam Jennings Seleccionado Como Superintendente Finalista Luego de una extensa búsqueda para reemplazar al superintendente saliente Bob Raines, la Junta Fideicomisarios de siete miembros del Distrito Escolar Unificado de Shoreline seleccionó a Adam Jennings como el finalista para el puesto de Superintendente. De un grupo de candidatos altamente calificados, la Junta seleccionó a cuatro solicitantes para entrevistarlos. Dos comités de entrevistas, uno compuesto por los siete Fideicomisarios y el segundo compuesto por maestros, personal, padres y miembros de la comunidad, entrevistaron a cada uno de los cuatro candidatos el 22 de enero de 2021. Después de esas

entrevistas, la Junta redujo el campo a dos candidatos, llevó a cabo las entrevistas finales y seleccionó al Sr. Jennings.

Adam Jennings se desempeña actualmente como director de la escuela secundaria Tomales, un puesto que ha ocupado durante los últimos 8 años y medio.

Durante su tiempo en Tomales High School, el Sr. Jennings ha desarrollado una cultura escolar sólida y colaborativa enfocada en preparar graduados completos para el éxito futuro en sus esfuerzos universitarios y profesionales. Además, durante los últimos cinco años, el Sr. Jennings ha trabajado en estrecha colaboración con el Superintendente Raines, asumiendo niveles cada vez mayores de responsabilidad, incluido el servicio como miembro del equipo de negociación del Distrito y la representación del Distrito en los esfuerzos del Condado para desarrollar

estudios étnicos y un plan de estudios de equidad racial.

La presidenta de la junta, Jill Manning Sartori, dijo lo siguiente sobre el Sr. Jennings: “La profunda experiencia de Adam en Shoreline y sus habilidades de liderazgo probadas en el tiempo lo hacen especialmente apto para reemplazar al Sr. Raines. Adam ha demostrado ser un líder excepcional con sólidas habilidades de comunicación, un enfoque singularmente centrado en el estudiante y la capacidad de resolver desafíos con un resultado de ganar-ganar, todo mientras mantiene un espíritu de equipo inquebrantable “.

El Sr. Jennings se graduó de la Universidad de California en Davis con una especialización en inglés. Está obteniendo su Maestría en Artes en Currículo e Instrucción de la Universidad Estatal de Sonoma.

Posee dos credenciales del

estado de California, incluida una credencial de servicios administrativos y una credencial en inglés. El Sr. Jennings reside en Petaluma con su esposa y dos hijos.

La Junta Fideicomisarios votará sobre el contrato de Superintendente del Sr. Jennings en su reunión regular de la Junta el 11 de febrero de 2021.

Julianna Graham has joined American River Bank as Senior VP & Market Manager Julianna Graham has joined American River Bank as Senior Vice President and Market Manager for Sonoma, Napa and Marin counties. Julianna has extensive banking experience, most recently in the North Bay and is a Pacific Coast Banking School faculty member. She has an MBA in Finance from Golden Gate University, a BS degree from University of San Francisco in Organizational Behavior and is a graduate of the Pacific Coast Banking School. “We are excited to have Julianna join the

Shoreline Unified School District PO Box 198 Tomales, CA 94971

For People & Business Showcase Announcement Inquires, call 707-546-7355 Opt. 2 or email: people@sonomamediainvestments.com Deadline every Wed at 4pm

American River Bank team in the North Bay. Her leadership, banking experience and commitment to the community will help us continue to develop strong business relationships in this key market area,” stated Dave Ritchie, President & CEO. American River Bank 90 South E Street, Santa Rosa, CA 95404

North Bay Business Journal 23

MONDAY, FEBRUARY 8, 2021

BRIEFS

continued from page 19

sales and marketing partner in the United States beginning in March 2021. The partnership will allow Famiglia Cotarella to continue to grow in the U.S. with the support and resources of TFE, the second largest family-owned winery in the United States.

The Famiglia Cotarella portfolio of premium wines ranges in suggested retail price from $10 to $135. Trinchero Family Estates (TFE) comprises more than 50 wine and spirits brands distributed in nearly 50 countries around the globe. Founded in 1948—when Italian immigrant Mario Trinchero brought his young family from New York City to Napa Valley and purchased an abandoned Prohibition-era winery called Sutter Home in St. Helena.

Applications are now being accepted at www.greenmedal.org for the 2021 California Green Medal: Sustainable Winegrowing Leadership Awards, open to wineries and vineyards.

Four award categories are open: •Leader Award, given to the vineyard or winery that demonstrates success and innovation in all of the below three areas of sustainable winegrowing and also inspires others.

•Environment Award, given to the vineyard or winery that best demonstrates environmental stewardship through maximized environmental benefits from implementing sustainable practices.

•Community Award, given to the vineyard or winery that is a good neighbor and employer using the most innovative practices that enhance relations with employees, neighbors and/or communities.

•Business Award, given to the vineyard or winery that best demonstrates smart business through efficiencies, cost savings and innovation from implementing sustainable practices.

Applications are being accepted now through Friday, April 2, 2021. The seventh annual California Green Medal is being judged by a panel of wine and sustainability experts, including: Karen Block, UC Davis Viticulture and Enology; Stephanie Bolton, Lodi Winegrape Commission; Anna Brittain, Napa Green; Allison Jordan, California Sustainable Winegrowing Alliance; David Glancy, San Francisco Wine School; Sandra Taylor, Sustainable Business International LLC; Frances Knapczyk, Napa Resource Conservation District; Cyril Penn, Wine Business Monthly; Katie Piontek, Sonoma County Winegrape Commission; Mike Taylor, Nugget Market, Inc.; and Beth Vukmanic Lopez, The Vineyard Team.

NORTH

BAY

PEOPLE

& BUSINESS SHOWCASE

Our People & Business Showcase appears in Sunday’s edition of The Press Democrat and the next edition of the Petaluma Argus-Courier, Sonoma Index-Tribune and North Bay Business Journal – that’s more than 340,000 adults who will see your posting! A great way to promote your company’s awards, new hires, promotions and other announcements. Starting at $99.

For more information, Call 707-546-7355 Opt. 2 or Email people@sonomamediainvestments.com

Adam Jennings Selected as Superintendent Finalist Following an extensive search to replace outgoing Superintendent Bob Raines, the seven-member Board of Trustees of the Shoreline Unified School District selected Adam Jennings as the finalist for the Superintendent position.

From a pool of highly qualified candidates, the Board selected four applicants to interview.

Two interview committees – one comprised of the seven Trustees, and the second comprised of teachers, staff, parents and community members – interviewed each of the four candidates on January 22, 2021.

Following those interviews, the

Board narrowed the field to two candidates, conducted final interviews, and selected Mr. Jennings.

Adam Jennings currently serves as Principal of Tomales High School, a position he has held for the past 8 1/2 years. During his time at Tomales High School, Mr. Jennings has developed a strong, collaborative school culture focused on preparing well-rounded graduates for future success in their college and career endeavors. In addition, over the past five years Mr. Jennings has worked closely with Superintendent Raines, taking on increasing levels of responsibility including serving as a member of the District’s negotiating team and representing the District in Countywide efforts to develop ethnic studies and racial equity

curriculum.

Board President Jill Manning Sartori said this about Mr. Jennings: “Adam’s deep experience in Shoreline and timetested leadership skills make him uniquely well-suited to replace Mr. Raines. Adam has proven himself to be an exceptional leader with strong communication skills, a singularly student-centric focus, and an ability to resolve challenges with a win-win outcome, all while maintaining an unwavering team spirit.”

Mr. Jennings graduated from the University of California, Davis with a major in English. He is earning his Master of Arts degree in Curriculum and Instruction from Sonoma State University.

He possesses two California State credentials including an

Administrative Services Credential and a credential in English. Mr. Jennings resides in Petaluma with his wife and two sons.

The Board of Trustees will vote on Mr. Jennings’ Superintendent contract at its regular Board meeting on February 11, 2021.

Shoreline Unified School District PO Box 198 Tomales, CA 94971

For People & Business Showcase Announcement Inquires, call 707-546-7355 Opt. 2 or email: people@sonomamediainvestments.com Deadline every Wed at 4pm

24 North Bay Business Journal

Findit!

Shop | Search | Sell

MONDAY, FEBRUARY 8, 2021

Walk-in Mon. - Fri. 8:30 a.m. - 5 p.m.

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Maintenance Worker I - City of Sonoma, Ca. ($4,402 - $5,351/mo. DOE.) Requires High School diploma or equivalent. Please submit an application electronically to: City of Sonoma – Attention Cathy Lanning, Administrative Services Manager, clanning@sonomacity.org.

Visit https://www.sonomacity.org/job/maintenanceworker-water/ for a detailed recruitment brochure.

APPLICATION DEADLINE: 5:00 p.m. February 8, 2021. An application is available online, at City Hall, No. 1 The Plaza, Sonoma, CA 95476 by appointment or by calling 707-938-3681.

Online 24/7 pressdemocrat.com/ placead

Private Party Deadlines New ads, cancellations, changes Friday 4:30 p.m.

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The County is accepting applications for these exciting employment opportunities: 9-1-1 Sheriff’s Office Dispatcher $4,763 - $5,791/Monthly Apply Now Deputy County Counsel I, II, & III - Land Use $8,299 - $12,748/Monthly Apply by 2/23/21 Employment & Training Social Service Worker III Regular & Time-Limited $5,203 - $6,325/Monthly Apply by 2/10/21 Law Enforcement Auditor I & II $8,299 - $11,082/Monthly Apply by 2/16/21 Licensed Land Surveyor - Water Agency $8,160 - $9,920/Monthly Apply Now

The City of Sonoma is seeking to fill its Public Works Operations Manager position.

The annual salary range is $99,978 - $121,524 DOE. Candidate will possess the equivalent to an Associate’s degree from an accredited college with major course work in maintenance technology, public administration or a related field.

Please submit a cover letter, City of Sonoma application and resume electronically to: City of Sonoma – Attention Cathy Lanning, Administrative Services Manager, clanning@sonomacity.org.

Visit https://www.sonomacity.org/job/publicworks-operations-manager/ for a detailed recruitment brochure.

APPLICATION DEADLINE: 5:00 p.m. February 8, 2021.

An application is available online, at City Hall, No. 1 The Plaza, Sonoma, CA 95476 by appointment or by calling 707-938-3681. A City of Sonoma application is required along with resume.

Nutritionist - Extra-Help $30.62 - $37.22/Hourly Apply by 2/8/21 Sheriff’s Office Fiscal Analyst $5,963 - $7,247/Monthly Apply by 2/15/21 Sonoma County Agricultural Preservation + Open Space District General Manager $153,966 - $187,152/Annually Apply by 2/28/21 Staff Nurse II - Part-Time & Extra-Help $42.24 - $51.35/Hourly Apply by 2/11/21 For more information, including minimum qualifications, benefits, & to apply online, visit www.yourpath2sonomacounty.org or call HR, 707-565-2331. EOE

For information on how to submit a Life Tribute: s 6ISIT OUR SUBMISSION WEB PAGE AT www.pressdemocrat.com/news/obits s #ALL (707) 526-8694 TO TALK TO OUR ,IFE 4RIBUTES SPECIALIST We regret that we cannot accept handwritten notices or take submissions by phone.

North Bay Business Journal 25

MONDAY, FEBRUARY 8, 2021

Sell it faster Digital Media Strategist The Digital Media Strategist is an expert in the digital advertising ecosystem, fully understanding the role of different digital media platforms and how they can be best used to affect an advertiser’s business. Working closely with our advertising sales staff and digital ad operations department, the Digital Media Strategist learns of the client’s KPIs and objectives, and creates a campaign that uses our available solutions to achieve the desired results. During the campaign, the Digital Media Strategist monitors the campaign, optimizes it if necessary, and reports on the efficacy. As well, they will assist in creating sales collateral and presentations for all digital advertising products and perform other duties as needed.

Essential job functions include, but are not limited to the following: •

• • • • • • •

Creating digital advertising campaigns for our advertisers, which includes the range of: digital display on our owned sites; programmatic digital display; sponsored content; email marketing; social media advertising; paid search; and video.

Producing supporting sales presentations and collateral (in PowerPoint and MS Word).

Conceptualizing story ideas for Sponsored Content for advertisers.

Creating subject lines and content ideas for targeted advertiser emails.

Editing and writing content for sales fliers, internal promotion, and sales presentations that represent our entire range of digital products.

Creating content for social media platforms on behalf of advertisers, as needed.

Remaining fully informed on current and emerging market trends, and implementing best practices.

Reporting on digital product results, for internal and external purposes (in Excel, PowerPoint, and in proprietary reporting platforms).

Job Requirements: • • •

• • • • • •

Bachelor’s degree in Advertising, Marketing, Journalism or related field from a four-year college or university desired.

6 months to two years of related work experience and/or training or equivalent combination of education and experience required.

MS Office experience required, Expert usage of Excel and PowerPoint is required, Content Management Systems (WordPress a big plus), Facebook Ad Manager, and Google Ad Manager/DFP is highly sought.

Ability to read, analyze and interpret large amounts of information and data from a variety of sources.

Adequate knowledge of typical content management systems and reporting platforms.

Basic understanding of general marketing principles required.

Knowledge of advertising copywriting.

Ability to communicate effectively both verbally and in writing with internal clients, external clients and employees from the organization.

Excellent project management, time management and organization skills a must.

Social Worker (Service Coordinator)

FT position in Fort Bragg, CA Advocating & coordinating svcs for individuals w/dev & intellectual disab. Sal range $3665-$5157/mo + exc. bene.

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Part-time Water Treatment/Distribution Operator - Jenner CA Possession of a Water Treatment Grade 2 and Distribution Grade 1 certification is required and must be issued within the last two years.

In charge of plant duties when the Chief Operator is absent. Report to Chief Operator on decisions that may affect the standard operations.Ability to work independently. Must be able perform tasks assigned to you related to water treatment and distribution and full responsibility to carry out those tasks. Work with Office Management to meet goals and deadlines.

Basic computer skills required.

Must like working outdoors.

A Current driver’s license is required.

Possible advancement in the future.

Salary dependent on experience.

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Garage sale tip: Price all your items for faster sale.

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Sonoma Media Investments (SMI) is an independent, privately-owned multimedia company based in Santa Rosa. Formed in 2012 by a consortium of local investors who recognize the value of quality local journalism, SMI is home to the most-read publications and websites in the affluent Sonoma Valley, north of San Francisco.

Each week, seven out of ten North Bay adults – more than 376,000 in total – engage with the many SMI publications and their corresponding websites, including: The Pulitzer Prize-Winning Press Democrat (the flagship daily), The Sonoma Index-Tribune, Petaluma Argus-Courier, The North bay Business Journal, Sonoma Magazine and La Prensa Sonoma (the region’s premier Spanish-language newspaper and website).

Sonoma Media Investments values the contribution of our employees and offers a competitive compensation plan. We also offer an array of benefits, including medical, dental, vision, 401K and Paid Time Off. Sonoma Media Investments is committed to a drug and alcohol free workplace. Any job offer is conditional upon satisfactorily completing a background investigation and pre-employment drug testing.

To be considered, please apply on our career page at www.sonomamediainvestments.com/jobs Sonoma Media Investments is an Equal Opportunity Employer

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26 North Bay Business Journal

BY SHANA BULL

Digital

Marketing

MONDAY, FEBRUARY 8, 2021

Customers gain power to ‘opt out’ but you have some options

S

ocial media has become a mainstream way to connect with friends, family, and customers.

In fact, for many, social media has become the only way they connect. For marketers, however, social media presents some uncertainties, like hard-to-decipher algorithms, the spread of misinformation, and having to compete for attention.

Add to that the upcoming Apple iOS 14 update -which will make it easier for everyday iPhone users to opt out of having advertisers track them on their devices (you know, like that one time you thought about a weighted blanket and all of a sudden started seeing blankets plastered all over your Facebook and Instagram ads).

This means that marketers who rely on targeted user data to create ads based on online events will have a harder time making ads that target the right customers.

Geeking out: Many digital marketers have heard of the Facebook pixel, which tracks where users go online, but Facebook also tracks events (aka actions that happen on a particular website). For example, marketers can dive deep and track which ads get the most signups for a specific product, if someone signed up for an email list, and even if someone put a product in their cart on a website and never bought it.

They can see which ads sell the most products or get the most webinar signups—and consequently add more money to ads that do well and pause the ads that aren’t performing.

With Apple making it easier for users to opt out of this, it will be harder for marketers to see which ads their customers are responding to the most. This also means that ads might get more expensive for small businesses, because it will be harder for them to optimize the ads that get the most sales.

BTW, those that opt out will still see Facebook ads; they just might be less tailored to the individual’s specific interests.

THE EVOLUTION OF SOCIAL MEDIA Those who have been marketing on these platforms for a while have seen the evolution of images and videos taking over social media feeds, as well as organic growth on business pages slowing down.

This is just a reminder that all that time spent growing your audience on social media doesn’t mean much if they are not actively engaged with your content.

Right now, social media advertising is one of the cheapest and easiest ways to get in front of a hyper-targeted audience online, both to send them to your website to sell your product/service and to encourage engagement on your content. With all of these potential upcoming changes, Facebook may See MARKETING page 27

North Bay Business Journal 27

MONDAY, FEBRUARY 8, 2021

MARKETING continued from page 26

cause ads on Facebook, Instagram, and WhatsApp to become more expensive for small businesses.

DON’T GIVE UP ON DIGITAL MARKETING Social networking has done some amazing things as well, including keeping people informed and raising money during disasters like the Wine Country fires each year.

But, there is more to digital marketing than just social media. Other forms of marketing can offer more control than you might have over your Facebook or Instagram pages—and yes, you can connect with customers on these other platforms similarly to a social networking site.

And if you are a small business owner or marketer who feels like their business is on hold due to the pandemic, here are some other forms of digital marketing every business should be paying attention to: ■ Think about email differently. Email marketing is a great way to keep your biggest fans updated on your latest promotions, new products/services, behind the scenes, and upcoming events.

But right now customers are inundated with promotional emails, according to Taylor Eason, Cork and Fork Digital Media, corkandforkmedia.com.

So think of ways to keep your audience engaged with emails (as opposed to solely using emails as billboards for promotions).

Ask questions, conduct surveys, and have fun creating content for your email newsletters to keep your audience engaged.

■ Create lead generation for your website through landing pages (collecting signups for your email marketing). Provide something of value to your potential customers so they are willing to sign up for your

newsletter.

For wineries or food producers, this could be a discount on shipping. For restaurants or caterers, this could be a recipe or an ecookbook for a dish on your menu. Or, if you want to get to know your customers, create a fun quiz on your website that will send them different promotions depending on their answers.

■ Incorporate SEO into your website by producing ongoing content creation through a blog. If you work with a local agency that specializes in SEO for the North Bay, you can create a plan to work specific keywords into your content creation so you drive more traffic to your website from people searching the web.

■ Engage on customer review websites. Yup, Yelp is a great place to engage with customers. Read more in my NBBJ article on the subject: 13 tips Wine Country hospitality businesses can use to guard their online reputations. Focus on making your Google listing as dynamic as possible.

■ Dive deeper into digital data. Social media insights, CRMs, and ecommerce tools have a great amount of data on your customers — and maybe small businesses don’t have a dedicated person doing anything with this information to help guide future marketing efforts.

Google Data Studio or another analytics dashboard system you like. Rose Souders, CEO and founder of Potluck Consulting (potluckconsulting.com, a digital marketing agency in Santa Rosa), agrees, “Take a deeper look at Google Data Studio or another analytics dashboard system you like. You can't make smart decisions or improve your marketing if you don't know what's working and what's not. Tools like these can help you get both a bigger picture view of your marketing AND also help you zoom in on specific goals you're trying to achieve or

Contributions encouraged The North Bay Business Journal welcomes written opinions from readers on business, political and social issues of interest to the local business community.

Opinions should be no more than 700 words in length and make a point, take a stand or urge a call to action. The Business Journal also welcomes short letters to the editor in response to items that have appeared in prior issues.

E-mail to news@busjrnl.com or mail to North Bay Business Journal, 427 Mendocino Ave., Santa Rosa, CA 95401. Include your name, phone number, address, title, company/organization and fax number if applicable.

things you're trying to better understand.”

■ Start advertising your hospitality business on Pinterest. This platform is not a social networking site; it is a visual search engine that people visit when they want some inspiration. You can target people looking for recipes, vacation ideas, wines, or even gift items like wine glasses.

■ Host more in-depth virtual events. Wineries can entertain their audience through wine tasting events, and restaurants or food producers can sell a kit for people to make at home and host a video call to teach them how to make it. Through Zoom, you can have everyone join the conversation (but as the host, you can and should mute everyone when appropriate), or try paying for the premium feature to host a webinar in which you can have panelists talk and guests listen.

■ Take out digital ads on local newspaper websites like the North Bay Business Journal or Sonoma Magazine to get in front of a local audience.

Social media marketing isn’t going anywhere, and brands should still focus on creating connections with their customers and advertisements on these platforms.

But if you are not leveraging other forms of digital marketing, you are missing out on a more well-rounded marketing strategy that can offer greater control. Well—as much as any business can control anything.

What 2020 (and our resilience during fire season) has taught us is that small business owners and marketers should create a second backup plan for their backup plan.

Shana Bull is a marketing educator and digital storyteller, working with wine, food, hospitality businesses, teaching classes on marketing, and freelance writing. Reach her with your questions about digital marketing at shana@shanabull.com

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The North Bay Business Journal (ISSN 1530-1192) (USPS 006-756), Copyright © 2017 by the North Bay Business Journal is published weekly (including one special issue in January (Book of Lists)), except the third week in December by Sonoma Media Investments, LLC, 427 Mendocino Ave., Santa Rosa, CA 95401. Businesses and Editorial Offices: 427 Mendocino Ave., Santa Rosa, CA 95401; Accounting and Circulation Offices: Brad Bollinger, 427 Mendocino Ave., Santa Rosa, CA 95401. Call 707-521-5270 to subscribe.

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28 North Bay Business Journal

MONDAY, FEBRUARY 8, 2021