Twenty years ago, a middle-aged man stumbled out of a restaurant in California, groaning and staggering, recreating a memorable scene from the 2004 movie Sideways.
The film, now celebrating its 20th anniversary, may seem obscure to some, but its impact is still felt in the Santa Ynez Valley. From the influx of visitors to the rise of Pinot Noir, Sideways left an indelible mark on this once-sleepy wine region.
The “Sideways” Effect: A Tourist Boom
When Sideways hit theaters in October 2004, it entertained audiences and put the Santa Ynez Valley on the map. The “Sideways effect” saw a 20% increase in daily visitors as fans flocked to the valley to retrace the characters’ steps.
The Hitching Post II in Buellton, where a pivotal scene was filmed, became an iconic stop on the Sideways tour. Owner Frank Ostini said they even considered changing their bright yellow sign but kept it due to the surge of photo-seeking tourists.
Similarly, Sam and Shawnda Marmorstein, owners of the Wine Merchant Café, noticed a 50% rise in business after the film.
Featured in several scenes, their café became a prime location for fans wanting to relive moments from the movie. “It was so exciting,” Shawnda recalled, “but none of us were prepared for it.”
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The Love Affair With Pinot Noir
The movie’s love for Pinot Noir also had a big effect on the wine business. After Sideways came out, Pinot Noir sales went up by 16%. Richard Sanford, who helped start Sanford & Benedict Vineyard, said the movie showed people how nice Pinot Noir is, and now more people want to buy it.
Though not everyone was thrilled with the Sideways frenzy, with some locals feeling edged out of their wineries, the long-term effects were undeniable. The Santa Ynez Valley evolved from a hidden gem to a world-class wine destination.
A Changing Landscape: 20 Years Later
Today, the Santa Ynez Valley has grown and matured while still preserving the essence that drew filmmakers and tourists alike. Once known predominantly for Pinot Noir, the region now cultivates around 80 different grape varieties.
Additionally, it has become home to the highest percentage of female winemakers in the U.S. and a thriving culinary scene, attracting chefs seeking a slower, family-oriented lifestyle.
Where tumbleweeds once rolled across country roads, Michelin stars now shine, and luxury resorts sit alongside old stagecoach stops. Despite these changes, the valley retains its heart: a place of small, family-owned wineries, where most vineyards produce only a few hundred cases a year.
Local Highlights: A New Side to Explore
For those planning a visit, there’s much more to discover than the classic Sideways stops. Here are a few insider recommendations:
Food:
- Ellie’s Tap & Vine: This farm-to-table gem is a local secret in Santa Ynez. Enjoy cassoulet on the patio, with owner Joy Reinhardt often serving lunch herself.
- The Gathering Table: Chef Budi Kazali brings Asian and French flair to the valley’s dining scene. Try the miso sake black cod and explore their local wine list.
- Wine Merchant Café: Still a must-visit, this café offers seasonal menus and organic produce. The seared ahi tostadas are a standout.
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Wine:
- Alma Rosa Ranch House: For Sideways nostalgia, visit the site of the movie’s famous wine-tasting scene. Winemaker Samra Morris continues to elevate the region’s Pinot Noir.
- King’s Carey: Enjoy a casual tasting of Grenache and Semillon with winemaker James Sparks in Solvang’s industrial district.
- McKinney Family Vineyards: Nestled on a family homestead, you’ll find organic wines and friendly goats at this intimate spot.
- Terre et Sang: This mother-son duo creates dark, rich Rhône wines in a sleek tasting room in Los Olivos.
- Future Perfect Wine: Actor-turned-winemaker Sunshine Stricker pours sparkling wines and Riesling under the glimmer of a disco ball.
Though much has changed, the Santa Ynez Valley continues to capture the magic that first enchanted audiences 20 years ago. Whether you’re a Sideways fan or a wine lover, this region is ready for new stories and discoveries.