In his role as executive director for three Napa Valley wine associations (Howell Mountain Vintners & Growers Association, Mount Veeder Appellation Council, and Atlas Peak Appellation Association) Sam Peters represents and markets each’s respective American Viticultural Area. He acknowledges that it’s not a bad gig. “The AVAs with which I work make world- class wines, which makes the marketing side of my job a lot easier,” said the Wichita, Kansas native who moved to the Valley in 2005. “The wine itself is a draw to the region.” Peters initially moved to the area to be a golf professional at Napa Valley Country Club. “You often hear the Valley called Adult Disneyland,” said Peters. “We live and work where folks come for vacation, get married, honeymoon, celebrate anniversaries and special occasions or simply enjoy being fully alive with family and friends around fine wine and fabulous food. Not to mention it’s fairly pretty here.” Peters likes  the  laid back, relaxed, easy going vibe of the Valley, a lifestyle that affords him the feeling of being ‘dressed up’ while sporting cowboy boots, blue jeans and a pressed, white, untucked shirt. He loves the Valley’s close-knit community feeling which he witnesses every year through the thoughtful and generous donations to important community causes from businesses, wineries, restaurants, and hotels. His ideal day? “Tasting sparkling wines on an outdoor patio overlooking the Valley; lunch at a Valley restaurant with  an outdoor patio, then onto a wine cave to taste some red wines, followed by yet another wine tasting, a steakhouse for dinner, then relaxing around a fire pit with a bit more wine, laughs, smiles, and sighs.”


Article By: Fran Miller