As the fourth annual Healdsburg Wine & Food Experience warms up the serving dishes and chills the wine glasses, it’s time for Healdsburg to admit it: This is us.
Fine dining, creative chefs, world-class wines, stunning views and venues, a friendly and supportive community—the Healdsburg Wine & Food Experience (HWFE) holds up a mirror to Healdsburg, and it’s hard not to see why we live here. Events like the HWFE, various Wine Road and Passport events and the annual in-Plaza Healdsburg Crush (a Boys & Girls Club event, be it noted) are not intrusions on the daily life of living in Healdsburg, but an opportunity to share our good fortune.
The first year’s HWFE took place May 20-22, 2022; this year, the fourth, will take place May 15-18, with the main public tasting event to be held Saturday, May 17, in the downtown parking lot.
The organizers do substantial work turning an unassuming downtown parking lot into what they call the “Vintage Plaza,” where the weekend’s Grand Tasting takes place. Tents cover the area where the event is held, a music stage is set up at the west side for announcements and entertainment, and close to 100 vendors set up at the Grand Tasting, with both winemakers and chefs offering tastings along with the opportunity to see food prep and engage with the chefs.
About 2,400 people are expected to attend the Saturday event this year. Tickets for the May 16 event are still available at $250 each, though residents can go for $195. (On that day, the Healdsburg Farmers’ Market moves its Saturday market to the Healdsburg Plaza.)
“We are thrilled that we have sold more local resident Grand Tasting tickets than ever before by a large margin,” said Steve Dveris, owner of SD Media. “Word is out that our Grand Tasting is a very good value–local Healdsburg Residents receive a discount–and no one leaves hungry or thirsty.”
Concert Highlight
Another big open-to-all event at the four-day HWFE is the Friday concert at Rodney Strong Vineyards, this year featuring R&B singer Allen Stone (“Unaware” and “Brown-Eyed Lover”), a shaggy blond from the far-off state of Washington and American Song Contest competitor. Past concerts have sold out, featuring folk rockers Larkin Poe (in 2023) and bluesman Christone “Kingfish” Ingram (2024).
A curated fleet of food trucks will surround the venue’s green, and wine will naturally be available. It’s also the only event under a C-note, clocking in at $95 (plus fees). It takes place from 5:30 to 8pm on Friday, mostly daylight hours in mid-May.
The Rodney Strong concert is a significant source of SD Media’s contributions to local nonprofits, with a portion of the gate going to Farm-to-Pantry and contributions to an agriculture scholarship fund for local Healdsburg High FFA kids who want to attend college.
“We have contributed $25,000 every year, so this will make $100,000 over our first four years so far for the local chapter of the FFA,” Dveris said. The former Food & Wine magazine editor runs similar lifestyle events in Pebble Beach and Aspen.
Platinum Package
Many of the other events listed for the HWFE are available only via a high-price Platinum VIP package, at $4,500 not an impulsive purchase for most. It includes entry or participation in nearly all events, including lunches, dinners, tastings and auction, up to the Sunday poolside “Wine Down” party at Montage. And a welcome gift bag, too.
Though the price of admission may prove daunting to some, it’s the only way to attend the Welcome Celebration at Mayacamas Golf Course on Thursday, May 16, and Friday’s Platinum Lunch at MacMurray Estate and a Platinum Dinner at Chalk Hill Estate, each with celebrated chefs and winemakers or sommeliers or both.
Saturday that Platinum Package pays off early, when Chef Dustin Valette shares some of his treats at the “Rooftop Lounge” above The Matheson, as well as with early access to the centerpiece of the weekend: the Vintners Plaza Grand Tasting. And the day ends with the “Big Bottle” Party at The Matheson on Saturday night, hosted by the ebullient Guy Fieri.
That Saturday night event, though it’s part of the Platinum Package, is also available by a la carte admission ($350). It features large-format wines from iconic Sonoma County winemakers and global producers, paired with late-night bites by celebrity Chefs Dustin Valette, Lee Anne Wong and Viet Pham. (Even the entertainment has a culinary slant: It’s Wonder Bread 5, a party-oriented cover band.)
Other notable chefs involved in HWFE activities include Oakland barbecue legend Matt Horn at Orsi Vineyards on Friday, Food Network stars Michael Reed and Maneet Chauhan, Iron Chef’s Stephanie Izard and Chef Tracy Shepos from Kendall-Jackson, plus several more at the Grand Tasting.
“We have long believed the wine and culinary talent in this region rivals anywhere in the world,” Dveris said. “We also honor the farmers and growers who make it possible to deliver amazing food and wine and are the makers behind the magic.”
Chamber Support
In years past, the Chamber of Commerce has supported the HWFE with direct financial grants of up to $30,000 from its HTID funds, money raised by the 2% surcharge on lodging in the Healdsburg Tourism Improvement District members, 30-some hotels and inns inside city limits.
This year, however, the support is more direct and more promotional for the Chamber itself, including a greater presence at the Grand Tasting. “Our premium booth space will feature a welcoming lounge and fun giveaways, creating a great opportunity to connect with both visitors and our local community during this incredible event,” said Tallia Hart, CEO of the Healdsburg Chamber.
The amount of that financial support cannot be confirmed, but it is thought to be in the neighborhood of their previous grants.
SD Media has negotiated a three-year contract with the city; the final year of which will be 2026. Everyone’s expectation is that it will hold the Grand Tasting at the new Foley Family Community Pavilion at that time, as is appropriate for an event that celebrates local farmers, artisans and creators.
More information and ticket links at healdsburgwineandfood.com.
