100 wineries saunter into downtown SLO
By Uma Mazar
Special to the Business Times
More than 100 wineries, breweries, restaurants and shops will participate in this year’s Sip ’n’ Saunter, returning to downtown San Luis Obispo on May 4.
The tasting event, now in its seventh year, invites attendees to explore the city’s small businesses while enjoying the Central Coast’s food and drink offerings.
Rachel Lackmann, marketing and communications manager at Downtown SLO, said the event began in 2017 to help locals rediscover downtown retailers and restaurants.
“The short-term goal is to get the community acquainted with downtown,” she said. “The long-term goal is that those community members will then return to those spots to shop and dine.”
Nearly 80% of attendees in last year’s post-event survey said they planned to revisit a business they discovered during the event.
“Our downtown businesses love this event because it physically brings customers into their stores,” Lackmann said. “It’s a great way for wineries and breweries to promote tasting room specials in time for the summer, and our restaurants are able to showcase new menu items.”
This year, organizers introduced a VIP Early Access Experience at the Creamery Marketplace in response to repeat attendee feedback. “This new experience will guarantee that hundreds of attendees will visit them during the event,” Lackmann said.
The event has also helped build long-term collaborations. For example, Proof & Gather Baking Co. and Gaia’s Gallery have co-hosted tastings for the past three years.
“It’s the mix of well-known retailers and small mom-and-pop shops that makes our downtown so unique and fun,” she said.
At Hands Gallery, a downtown store that’s been in business for 35 years, owner Sara Vaskov said Sip ’n’ Saunter creates a clear uptick in foot traffic.
“It’s definitely a boost for the actual day of,” she said. Though she doesn’t track return visits, the store offers a 20% discount card to Sip ’n’ Saunter guests to encourage them to come back.
Vaskov said the event differs from other downtown attractions in one key way: it gets people inside.
“We have our farmers market, we have concerts in the plaza … but this is the one event that actually brings people into your store,” she said.
She also sees value in the partnerships the event fosters. “It’s nice to partner with a winery or a restaurant — it just gives a different vibe,” she said. “Everybody sharing on their social media means getting extra eyes from a different customer base.”
Mike Sinor, owner and winemaker at Sinor-LaVallee in Avila Beach, is participating for the second year.
He said the event helps wineries like his build both visibility and customer relationships. “We handed out cards during tastings, and I think we had 10 to 15 people come back to our tasting room in Avila Beach,” Sinor said.
Sinor added that he appreciates the experience it offers to attendees. “You’re not just going to a single venue — you’re walking through shops, wine stores, even surf shops with wineries inside,” he said. “It really brings something for everybody.”
For him, the event reflects a larger philosophy. “Making wine is about being part of your community,” Sinor said.
“Events like this are a chance to connect and promote each other — and that’s what I love most about the SLO Coast wine scene.”
Tickets to the event are $75 for general admission and $100 for VIP Early Access. Attendees must be 21 or older. More information is available at downtownslo.com/sip
The event runs from 1 to 4 p.m., with a new VIP Early Access hour debuting this year at noon. All guests receive a commemorative tasting cup and a printed map of participating locations — including Hands Gallery, Sinor-LaVallee and dozens of other storefronts turned tasting stops.
email: [email protected]
