Gary Saperstein is out there, and he’d be the first to admit it. He is the founder and still owner of Out in the Vineyard, the earliest and by most accounts most successful of niche wine tourism planners targeting the LGBTQIA+ community. An extroverted yet insightful 65-year-old, he came to California from New York in the late 1990s, first as restaurant manager for Auberge du Soleil in Napa and then the Girl & the Fig in Sonoma.
He was also former interim executive director of the Sonoma Valley Visitors Bureau, which may be where the idea of a Gay Wine Weekend was hatched.
Out in the Vineyard, and its annual celebratory Gay Wine Weekend, defines Saperstein. Now in its 14th year, Gay Wine Weekend began as a marketing event to bring more people to Sonoma Valley, where Saperstein lives. Most of its events over that period have been in the City of Sonoma or close by.
Saperstein took over solo operation of Out in the Vineyard, previously owned with business partner Mark Vogler, in 2019. It was held in 2020 as an entirely virtual event, but returned to the real world the following year, using the Sonoma Valley’s best hotels and most receptive wineries.
Despite the possibly provocative nature of the Gay Wine Weekend, with its “tea-parties” and drag events, it’s been a source of positive publicity for the Sonoma Valley itself.
“Gay Wine Weekend has had a long and storied history in Sonoma Valley and the rest of Sonoma County,” said Tim Zahner, the executive director of the Sonoma Valley Visitors Bureau. “Gary Saperstein’s groundbreaking concepts and inclusive festivals are a great way to show that Wine Country is for everyone.”
Out of the Valley
In 2023, however, it broke away from its Sonoma Valley focus and moved north in the county toward more populated areas following an overture from La Crema Winery, located on Slusser Road near Windsor.
“Really what sparked it was La Crema Winery approached me with wanting to come on board and form a partnership, to be a sponsor. And it was, like, meant to be and too good to turn away from,” Saperstein said.
“When Gay Wine Weekend’s marquee event, the Twilight Dance, required a new location, La Crema welcomed the opportunity to host at Richard’s Grove on the La Crema Estate at Saralee’s Vineyard,” said Robert Rainwater, estate manager at La Crema.
He added that this marks La Crema’s third year as a presenting partner of Gay Wine Weekend, and that the relationship continues to grow stronger with each season. “We’re proud to help create and offer vibrant, inclusive spaces in Sonoma County and to partner with Gary and the Out in the Vineyard team.”
Healdsburg Pride
This year the Gay Wine Weekend becomes even more closely tied to Healdsburg, with the Lodge at Healdsburg on Grove Street serving as unofficial headquarters. As well as the winery tours and winemaker dinners, the signature events continue this year for the most part at Healdsburg-area locations.
Among them: the VIP Opening Reception and Business Expo on Friday will take place at the Lodge, the Saturday Twilight T-Dance (complete with disco ball and DJ) at La Crema, and a Drag Queen Brunch and Wine Auction on Sunday at Rodney Strong.
There will also be “after parties” on Friday night at Little Saint and Saturday at Arandas, both on North Street, that start at 10pm.
Why the gay community that Out in the Vineyard markets to has been so welcomed by the region over the past 14 years may have something to do with the wine. “The demographic really mirrors the demographic of the wine markets,” Saperstein said. “People are coming from Texas, Arizona, New York, Florida, Massachusetts, Chicago—those are really the big markets for our clients. And those are the big wine markets also.”
Is it fair to suppose that wine consumption is a big part of the weekend? “Oh, absolutely,” Saperstein said with a laugh. He acknowledged that wine drinking has decreased a bit in recent years, but noted: “We have a wonderful new sponsor this year called Recess, and they actually have mocktails in cans. Cosmopolitans, mojitos, things like that.” Sparkling water is always available as well; staying hydrated is essential.
How big is it?
Expect about 700 people to come to town for one or another or all of the events this weekend, most of them gay men. “It’s getting more diverse each year, but it still is, I would say, 80% men to 20% women,” Saperstein said. But an all-women’s winemaker dinner at Silver Oak in Alexander Valley sold out quickly, so they may offer similar events in coming years.
Another returning event is the Drag Queen Brunch and Wine Auction, at Rodney Strong on Sunday from 10am to 2pm. “Sunday we have fun, but we get serious, “ Saperstein said. The auction is sponsored by both Morgan Stanley and Rodney Strong Vineyards, and 100% of the money raised goes to Face to Face, the Sonoma County HIV network. “Over the course of the 14 years, we’ve raised about $700,000 for the organization,” Saperstein added.
If the phrase “too much fun” comes to mind, we haven’t told you everything. There’s also a Sunday afternoon pool party at a private estate less than 20 minutes from the hotel, which will remain unidentified until participants arrive.
Has the current political and social atmosphere put a damper on any of Saperstein’s plans or enthusiasms? In a word, no. “We are totally forging ahead,” Saperstein said. “We need events like this to take place. We need to bring the community together to celebrate who we are, to celebrate our joy, our power, our resilience …
“If there’s one thing about the gay community, because we’ve always been put down, we will always resist. We will always resist.”
Information and tickets at outinthevineyard.com.
