Overlooked, hidden, undiscovered — certain words haunt those bent on marketing to the general public.
OK, phrases like “absolute dump,” “the next Detroit” or “home to Justin Bieber” are probably worse. A hidden gem, after all, is easier to advertise than, say, the former glories of Beirut in some national travel guide. People enjoy telling their friends of destinations not yet trampled by the masses.
Lake County qualifies as overlooked, except perhaps when urban dailies decide to run a pointed piece about pot growers or rotting algae.
I know — there are a few blue-green blotches to confront. The area has high marks in such unwelcome categories as suicide, unemployment and poverty. Yet it is, as those familiar with urban eye-sores will affirm, nothing like the run down, battle scarred districts the public usually associates with less than privileged life.
On the other hand, there appears to be an effort to ignore Lake County that would seem concerted, if that idea weren”t implausible. For example, we know the area to be home to some rather remarkable wineries. Only once in the last six or seven issues, however, have the folks at “Wine Spectator” bothered to mention a Lake County label. In the Dec. 15 issue, Langtry”s 2012 Petite Sirah and Writer”s Block”s 2011 version of the same varietal both appear in the “top values” list.
Writer”s Block is a label from Steele.
Yes, the critics at Wine Spectator have rated wines from this area over the years. But Gregory Graham, who worked with a couple of well-known Napa labels before launching his own from a vineyard near Lower Lake, tells me he gave up on the process. Too often he would cart bottles over to the magazine”s Napa office for tasting, only to find that nothing resulted from his efforts.
Residents around the lake often warn that media outlets from elsewhere in California are far too keen to highlight the decline of a once-popular resort than the growth of a wine region, the beginnings of boutique olive oil labels or other positive signs — although that probably is a bit of an overstatement. People tend to get touchy over things perceived as negative. Besides, a program on ABC highlighted some standout Lake County businesses just the other day … while most of us were watching football, of course.
Since I also forgot to record it, I missed what they had to say about the wineries, restaurants and hotel visited during their stay. Of course, it”s more important that outsiders catch a glimpse of what we have to offer.
It”s wrong to say Lake County suffers from its reputation as a former vacation land for those unable to afford Tahoe, as an inexpensive spot to retire or as an place lacking the tasting room crowds of Napa and Sonoma. There”s a certain nobility to such things. Let other places wear the mantle of “overpriced” or “snooty.”
Presumably most of us living here already know about the bass fishing, the volcano, the handful of standout restaurants, the good people, the great wine tasting rooms with all their elbow room, the scenery, the vicious potholes …
Sorry, was on a positive roll until then.
So the excitement evident in a recent message from Lake County”s Chamber of Commerce is understandable, even a bit contagious. “The San Francisco Chronicle” puts out a weekly special section — a full color special section — featuring a travel destination in California. Sometime in the late winter or early spring, the paper plans to highlight Lake County.
Yeah, yeah — for the Chronicle this is only a way to steer local advertising dollars their way. Readers, however, are generally unaware of the ruse and may be encouraged by the articles and photos within to hop behind the wheel and check out the Tallman Hotel, the Saw Shop, Jimmy”s Deli or to cavort around at the many tasting rooms.
There”s more to mention, of course.
Unfortunately, a few pages of newsprint on a Sunday cannot erase years of perception. Nor will the section open the eyes of Lake County”s own constant naysayers (nor convince elected officials to attend meetings rather than Napa shindigs). But the chamber is hardly alone in the battle to scratch words like “overlooked” from the list.
Gaye Allen”s “Lake County Wine Guide” is a first of its kind venture that may attract tourists. The folks behind the recent leadership seminar, the chalkboard wall that drew temporary graffiti artists and commentators this summer, the visionaries who brought a branch of Marymount University to the lake and others are all committed to a thriving future.
As long as there”s no game on the day the piece comes out, I”m certain to read it.
