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Reflections on 'a brilliant concept, created by a giant'
Wednesday, December 03, 2008
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Copia “isn’t only brick and mortar,” said Margrit Mondavi, as she reflected on the latest news about Napa’s shuttered, dark and bankrupt center for food, wine and the arts.

Mondavi and her late husband, vintner Robert Mondavi, were on the ground floor of the center’s creation seven years ago. The Mondavis saw the center, with restaurants, gallery and performance spaces and demonstration kitchens and gardens, as a place to celebrate and advance Napa’s role in the wine and culinary worlds.
She remains a member of the center’s board of directors, and said Tuesday she’d been asked not to discuss what might be ahead for Copia while bankruptcy proceedings are underway. But Mondavi did talk wistfully about the ambitious project she and her husband had envisioned — a center that would put the working-class city of Napa on the food, wine and arts map.

“I close my eyes and think about the happy times (at Copia),” she said. “The opening day parade with Julia Child, the Taste 3 conference, the concerts, dinners at Julia’s Kitchen, walking through the beautiful gardens. To have such a thing, it was always exciting.”
Like many, Mondavi remains hopeful that something positive will emerge from the current financial wreckage.

“We are going to try to keep the dream alive,” she said. “This sustains me somewhat. The seed was planted but the tree that grew went somewhat awry. We’re looking toward the future. The idea will bloom again.”
However embattled Copia may be, she said, “it does have a legacy. It did change Napa.”

A cornerstone

Steve Carlin, developer of the Oxbow Public Market, which opened a year ago and shares a parking lot with Copia, said he would not have built his project there had it not been for Copia.

“It was two things” that led to his placing the market where it is, Carlin said. “It was the development of the Oxbow District and the requirement of parking, which a public market would need.”

The Oxbow District has bloomed in the last year with the opening of the Public Market, with its food stalls and shops. New wine tasting rooms, restaurants and food stores are just steps away.

Carlin said he viewed the bankruptcy filing as “a good thing, trying to correct” a failing situation. “Everyone knows Copia has not been operating on all cylinders for some time,” he said.

The potential prosperity of his own project is not linked to Copia, he said. “Our situation is independent. We’re not hurt or helped (by Copia’s closure). I see it as a neutral neighbor.

“A vibrant Copia, a healthy Copia, works well with what we’re doing,” he said. “But we haven’t seen that.”

Like Mondavi, Carlin said he is hopeful for Copia. “I don’t want to see a vacant lot,” he said. “I don’t see this as the end of Copia. Now’s the time to regroup and move forward. I think they will do it. We all see the potential.”

Larry Tsai, who for four years was Copia’s chief marketing officer, said Tuesday, “I’m sure I’m not alone in being saddened.

“It was a brilliant concept, created by a giant,” Tsai said, referring to Robert Mondavi. “It was wonderful to see it come to life staffed by some amazing people. For those brief moments in the sun, we were able to create excitement and energy.”

Tsai said under the leadership of then Copia President Arthur Jacobus, who replaced founding Director Peggy Loar and was then replaced by current CEO Garry McGuire, the center came close to operating in the black for the first time.

“In 2003, it was losing $10 million a year,” said Tsai. “By 2007, we were within $50,000 (of meeting operating expenses). We were beginning to see daylight.”

Even so, the center was significantly behind on its bond payments to lenders.

“I’m not sure what the future holds,” Tsai concluded, “but we all had a chance to do something great.”

The collapse of Copia “punched a hole in the synergy” of the revitalized Napa, said Evy Warshawski, artistic director of the Napa Valley Opera House. “We were all feeling so upbeat with all the building that was going on, the Oxbow District, the Westin opening. Suddenly everything is very quiet, and as one person has put it, ‘it’s as if the world has stopped spinning.’”

“Copia (officials) are putting their best foot forward,” she said, “but it’s what you have to do.”

Of primary concern to her, she added, is that its closure has resulted in “colleagues without jobs.”

Restaurateur Greg Cole, owner of Cole’s Chop House and Celadon on Main Street in Napa, said the potential reopening of the Napa Valley Opera House was one of the factors that led him to open Celadon 12 years ago.

“I hadn’t heard of the dream of Copia,” he said. Copia, which opened in 2001, was “a bonus. For me it was, ‘This is great — one more thing to make Napa a culinary center.’ Napa had been left out of the equation.”

Copia has been “a great asset to the community,” said Cole, who lives in Napa with his family. “I’ve gone to dinner there, gone to a movie, a concert.”

Copia’s struggle, Cole said, “is not good for the downtown or the Oxbow District, and on a human level for the people who worked at Copia. Coupled with the general direction of the economy, it’s not the direction we wanted to go or the news we wanted to hear. I’m saddened by the news but hoping they can renegotiate and come out a better, stronger Copia.”
25 comment(s)

tfytmp wrote on Dec 3, 2008 6:53 AM:

" Copia's failure is linked to the rest of economic problem faced by the world. It was caused by greed and Copia was built on greed. Let Margrit pay off the debt, she and her husband created Copia let their "empire" pay it off. "

Dirty Napkin wrote on Dec 3, 2008 6:58 AM:

" Brilliant concept, sort of like the Hindenberg.. LOL "

JustAnotherManicMonday wrote on Dec 3, 2008 7:29 AM:

" This has been, from the start, too much of a pie dream in the sky, a wistful dream of an old man wanting to leave his legacy. $10 million loss the first year, and bond debt of $70 million? And this was AFTER Mondavi gave them $30 million? Someone made money on this, like the original land owner and the developer. Now we're saddled with this awful debt and a one-of-a-kind building that will be hard to offload, and sit with a fence around it, no lights or electricity, and the homeless will be breaking in. Nice. "

Ricardo wrote on Dec 3, 2008 8:08 AM:

" The failing of Copia is not the end of the world for Napa - the revitalization may slow but suspect that will be more the economy than the closing of Copia. Copia was a good idea that was impractically implemented in an impractical location (for it's initial years), with an impractically built monstrosity of a building and with an impractical "let's not listen to the locals" board who did what they wanted, not what was good for Copia. Generally, when things go bad for a place like Copia, it's because of mismanagement - not neglect or anything criminal, just mismanagement. And I think this is the case w/Copia. But the demise of Copia, or whatever it becomes (whether a thriving place or an empty bldg w/weeds around it), it does not signal the end of Napa as this article seems to suggest. Napa will continue to thrive, grow, and do well, albeit perhaps somewhat slower under another Great Depression... "

Northside Resident wrote on Dec 3, 2008 8:29 AM:

" I worked occasionally with COPIA and found them very arrogant and deluded about their role in the community. You don't just plop something like this in the center of town. If it had been a grassroots organization finally getting a good home that had grown organically, it would have made more sense. It always smelled like greed courting tourist dollars that go straight upvalley.
What makes Napa great was never COPIA. And if I have to explain what makes Napa great, you wouldn't understand. "

Paddy wrote on Dec 3, 2008 9:08 AM:

" Well said Northside Resident! I agree completely. It will never succeed unless it's surrounded by 4 and 5 star hotels and then it will fail with each major economic downturn. Until Copia learns how to cater to the residents of Napa County as their primary focus, as Oxbow District has done, it will not survive in the long term. "

krusty wrote on Dec 3, 2008 9:23 AM:

" Losing $10 million a year on a place like that shows obvious mismanagement. How do you let that happen? That's a whole lot of money. It's hard to spend that much if you're controlling your spending and not spending money wisely. "

mikeb wrote on Dec 3, 2008 9:24 AM:

" What's so "brilliant" about a doomed from concept $100 million in debt bankrupt pet project? The community got zero benefit from it yet the cost of it's demise ($100 million) will be absorbed by everyone. "

db76 wrote on Dec 3, 2008 10:17 AM:

" Copia is a perfect example of how wealthy Republicans made a fortune by sticking the working class holding the bill. "

Paddy wrote on Dec 3, 2008 10:38 AM:

" db76 - This is Napa. Republicans are not allowed here. I say turn Copia into a gay bath house/wedding chapel and it will profit beyond anybodys wildest dreams (and there are some pretty wild dreams out there). "

dominus wrote on Dec 3, 2008 11:20 AM:

" Certainly, the economy played a large part in Copia's demise. However, I believe a bigger factor rests in the that Napa's revitalization hasn't been developed enough so that a large scale project like Copia could be supported and flourish. Nevertheless, it took courage to manifest the vision of Copia and unfortunately, the timing was way off. "

localmama wrote on Dec 3, 2008 11:39 AM:

" I have to wonder where most of you folks have been...under a rock? Copia had problems but they did cater to locals. The Friday Night Flicks, Summer Concert series and wine classes to help people in the hospitality industry. If you chose not to participate then so be it...but a lot of locals did. So to state the the community got nothing is incorrect. We did!
Unfortunately, it was mismanaged. "

localmama wrote on Dec 3, 2008 11:40 AM:

" What does Republicans have to do with it. This whole bail out is the Democrats bright idea! "

mikeb wrote on Dec 3, 2008 12:05 PM:

" db76, what "republicans" had anything to do with Copia? All the big monied names I've seen associated with Copia are well known big Democrat/Liberal supporters. "

That's Me wrote on Dec 3, 2008 12:12 PM:

" COPIA = Counting Our Pennies Is Annoying. "

NapaNose wrote on Dec 3, 2008 12:32 PM:

" Copia's failure was destined from the day management decided they needed to "dumb down" the concept. You "dumb down" something, you get something "dumb."

The original concept was meaningful, informative and beneficial to the community and epicurean world at large.

Food Curator Daphne Derven, Art Curator Betty Teller, Gardens Curator Jeff Dawson, Wine Curator Peter Marks all had impeccable credentials and provided valuable and informative service.

The "Food as Science" Symposium put together by Daphne Derven in the very beginning was one of the most informative and interesting events I ever attended, as evidenced by attendees and media from around the world.

But, typical of the "immediate gratification" desired today, management, and I refer particularly to Peggy Loar and the board, felt they needed more, quicker. And part of that was because of the free-wheeling spending that went on before Copia ever opened.

Additionally, thanks to Peggy, one the major mistakes made was taking the advice of a NY marketing firm in the naming of the institution. "American Center for Wine, Food & the Arts" would certainly have drawn more visitors off the freeway than "Copia." duh.

What a shame. . . it's now just another tasting room. . bankrupt, at that. "

epicuria wrote on Dec 3, 2008 1:24 PM:

" Copia was the victim of the ongoing Culture Wars. No way could the institution do anything to satisfy the Joe and Jane Six Pack residents of Napa. The elite 5% didn't have the wherewithal to sustain this grandiose project. The talented staff and interesting programming couldn't bring in enough bodies to make it work. As Mr. McGuire understands, it has to be in an urban location.

Whatever happens next, we know the nattering natives of negativity will conintue to moan and groan as they grow increasingly out of touch with market reality (if the market ever comes back). Let's hope the obstructionists remain content to grumble and don't actually organize to get the local version of Sarah Palin --Amber Martin--elected in 2010. "

jmo wrote on Dec 3, 2008 1:58 PM:

" Don't blame Mr. Mondavi.
When it is all said and done founding Director Peggy Loar will be held/indentified as the culprit responsible for the demise of COPIA.
She crammed down her New York elitists’ attitude on everyone until we came out form underneath the ether. She had no concept of Mr. Mondovi’s dream. What the Heck was the Board thinking. "

mikeb wrote on Dec 3, 2008 2:12 PM:

" epicuria, If by "joe and jane six packs...natering natives of negativity moaning and goaning ...out of touch with reality...obstructionists" you mean the average citizens of Napa and California who were from the beginning very displeased to see public money dumped into such an absurd destined-for-failure venture please count me in as one of them. Propping up Copia was a gross missuse of tax dollars, and it's demise will leave use "joe and jane six packs" ultimately carrying the burden of it's $100 million of bad debt. If this had been done solely with private money investment I really wouldn't care. But huge amounts of the People's tax dollars were invested in this stupid project. And in return the People are receiving nothing but the bill for Copia's bad debt. "

Northside Resident wrote on Dec 3, 2008 3:10 PM:

" Epicuria, I suppose I am in the elite you talk about but I was hard pressed to find a reason to go. I love food (obsessively) and wine but why go to Copia? The gardens were amazing and I could enjoy them whenever I went to the farmers market. Once inside the building, I was lost. What was the point? "

epicuria wrote on Dec 3, 2008 4:21 PM:

" Northside Resident wrote: " Epicuria, I suppose I am in the elite you talk about but I was hard pressed to find a reason to go. I love food (obsessively) and wine but why go to Copia?" Huh? The wine and food festivals, both indoors and out were plentiful--several each quarter. Every grape variety and region including New York Finger Lakes and Long Island grape growing area, were featured. Chefs from all over the world and authors conducting cooking classes descended on our town to be at Copia. And you were lost. I believe it.

I'm mighty glad I could enjoy seven years of this corno-copia of wonderful art, concerts and performances and other epicurean delights including Juila's kitchen as well as the seminars and symposia.

And conversely, I feel so fortunate that I didn't have to live in the old boring Napa which was known only for its insane asylum and as a residential asylum for white folks who worked at Mare Island and didn't want to live with those 'other' folks. "

lucylutoo wrote on Dec 3, 2008 4:23 PM:

" I knew Copia wasn't going to make it before it ever opened! Not that it was a bad idea, because it wasn't! Napa is just not big enough to support it! Maybe after they finish rebuilding downtown, build a thousand, or more, million dollar condos. Then, if a few locals continued to work there, that is, if they can stand the 45 minutes commute, because of course, they won't be able to afford to live in Napa anymore! Then, maybe then, Napa would be ready to support Copia. "

localmama wrote on Dec 3, 2008 5:42 PM:

" I agree with lucylutoo... Napa wasn't ready for Copia. They/us don't like change and I am sure for many it was intimadating. I have to admit it was cold when you entered. Napa didn't want it and wouldn't accept it, never gave it a chance. But the concept was exciting and fresh.

Poor management resulted in overspending, lack of community participation and so on and so forth.......... "

whyn? wrote on Dec 3, 2008 7:03 PM:

" How many glassy-eyed saucesippers can dance on the head of a wine bubble? "

lala555 wrote on Dec 4, 2008 9:55 AM:

" I'm torn about Copia closing.

I visited, and enjoyed it - except for the dull, cold building which should have been an airport building.

I also applied for a job there, several times. I was met with an incredibly arrogant attitude despite my qualifications (CIA grad, WSET certified). I"m now incredibly grateful that they didn't hire me.

I'm glad that Mr. Mondavi and Julia Child are not around to see Copia's demise. It was pure hubris and mismanagement that did them in. "

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