By Robert Farmer News of the economic crash-and-burn is everywhere you look
these days. And as we enter the dog days of summer, it appears there is little
water on the horizon for the thirsty canine that is the national economy. So in
these times of belt-tightening and bean-counting, we turn to the simple
pleasures in life to remind us that, as the saying goes, life must go on.
is indeed one such pleasure. But what if wine could also be the answer to the
problem, rather than simply a salve?
Recent news out of Paso Robles struck me by
turns curiously and whimsically. Because the folks down in Paso are hopeful
that wine–or, more generally, the wine industry–might just lead the way toward
The president of the California Travel and Tourism
Association stopped for a visit to Paso Robles not long ago to promote a new
California-wide campaign geared toward promoting and increasing wine and food
tourism. The Association’s president, Caroline Beteta, said the more than 100
wineries in the Paso and San Luis Obispo area could lead the charge toward
economic recovery in the region and the state. By promoting wine-related tours
in the area to a local audience, the marketing of the good life might just
foment a return to the good life.
“We have a huge populace in California,” she said,
“and they’re thinking about vacations closer to home, so there’s an opportunity
for Paso Robles and San Luis Obispo to benefit from that.”