Cheers to Keiki McKay and the Santa Cruz Winegrowers Association (SCWA) on the successful formation of the Santa Cruz Mountain Wine Improvement District (SCMWID), the fifth wine district in California and a major milestone for one of the state’s most distinctive wine regions. This innovative district brings together 11 jurisdictions across the rugged and elevated terrain of the Santa Cruz Mountains American Viticultural Area (AVA), California’s first appellation uniquely defined by elevation, geology, and biology.
With 76% support from wineries by weighted petition value, the formation introduces a 1% assessment, unlocking a first-year budget of $400,000 to drive meaningful growth and visibility for the region. This collective effort replaces previous SCWA membership dues and will allow the organization to continue to
This visionary initiative, first explored with a feasibility study in August 2024, was brought to life through tireless leadership from Keiki McKay, dedicated community engagement through surveys and open houses, and the creation of a dedicated steering committee.
The SCMWID will strategically invest in marketing and brand awareness to elevate the Santa Cruz Mountains as a world-class wine destination through targeted advertising, events, influencer partnerships, and media outreach. These funds will also be used to support participation in trade shows and industry events to build national recognition and create materials and communication tools to improve guest interactions and increase loyalty.
In addition to these, the funds will also be used for training & educational programs, market research, advocacy, and wine trail signage.
This new funding model ensures not only sustainable support for local wineries but also fuels long-term economic vitality, tourism development, and global recognition for the Santa Cruz wine community.
“The Santa Cruz Winegrowers Association sincerely thanks Civitas for their strategic leadership and guidance in forming the Santa Cruz Mountains Wine Improvement District. Their expertise—from feasibility through community engagement—was instrumental in uniting our region and bringing this important initiative to fruition.” – Keiki McKay, Executive Director of Santa Cruz Mountains Winegrowers Association.
Civitas is honored to have supported this effort and is proud to see another forward-thinking wine district join California’s growing family of self-funded, self-governed wine marketing districts. Congratulations to all involved!
