The Idea

Out There. In The Middle of Everything.

While the rest of the North Bay was selling hoity hotels and tasting rooms,
we set out to showcase Santa Rosa’s quirky, crafty side.
Kind of a cult-destination for the alt-wine-country crowd.

 The Mantra

Santa Rosa is the unbeaten path to all that’s well known and yet still undiscovered about Northern California. Endless outdoor activities under pristine, sea-to-sky, Northern California sunshine. A handcrafted culture at the leading edge of everything from microbrews to maker fairs. The hub of American cycling, on road and off. A foodie paradise without the pretense. In the heart of wine country, but with an active urban subculture. Santa Rosa is a place for those whose cravings for adventure go beyond the conventional.