NVR Logo
Copia's fall into bankruptcy
Wednesday, December 03, 2008
Save and Share Share
A dream died on Monday.

Copia: The Center for Wine, Food and the Arts in downtown Napa filed for Chapter 11 bankruptcy protection. Even if, as Copia leaders hope, it emerges from bankruptcy and is solvent within six months, a chapter in the life of the Napa Valley has closed.
Unanimity of opinion about this development will be hard to find.

Some residents of the city of Napa have never cottoned to Copia, seeing at as an elitist institution in a working-class town. They may see the failure as the collapse of an arrogant enterprise that only fitfully saw the city and its residents as a part of its constituency.
Others will have the opposite view. Among these are the 60 or so current employees of Copia, the many patrons of Julia’s Kitchen, the fans of Copia concerts, movies and cooking classes, the non-profits and business groups that have used its facilities, the musicians, artists and performers who have been featured there, the neighboring businesses that sought synergy with the center, the civic and business leaders who hoped for success as a reflection of the city’s economic and cultural bounty.

These people will see Copia’s bow to bankruptcy as a major setback.
Somehow, both sides are right.

In our view, Copia’s vision was a mixture of grand and grandiose from the start.

The idea that Napa can host a center celebrating food and wine is certainly legitimate. Wine and grapegrowing are the defining features of our valley, our economy and our culture. The expansion in the city of Napa of tasting rooms, fine dining establishments and high-end inns, once Upvalley exclusives, is just one symbol of the primacy of the wine industry here. The Napa Valley Vintners’ estimate that the industry supports 40,000 jobs here, from bottling lines to marketing firms to restaurants.

In those respects, there can be no better place than Napa to toast the wine world, particularly given that the people with the Copia dream were the late Robert Mondavi and his widow, Margrit.

Yet Copia faced many obstacles, some of its own making. Those include an unclear and unrealistic financial plan, with hoped-for visitor counts and regional interest that never materialized. Another is the building itself. Visitors who at one time paid $12.50 per customer to enter wondered whether they were in a foodie museum, an art gallery, a restaurant and book store or just a long, light-filled concourse at the edge of the Napa River.

The center opened in November 2001, two months after the tragic 9/11 terrorist attacks began their secondary effect of casting a pall over the tourism and travel economy. The dot-com bubble popped around the same time, further derailing fast-track dreams of success.

Turning around a just-launched ship in these waters was perhaps too much to expect.

In a press release announcing the Chapter 11 petition, Copia CEO Garry McGuire said he hopes the center can emerge from bankruptcy in six months and find a profitable niche. McGuire has tried to drive the center towards a Web-based, food-and-wine education model that he believes has a chance of success, but is riding into a strong economic headwind.

We wish him and the center success. But if Copia’s history is any guide, it will be a hard road.
5 comment(s)

Newview wrote on Dec 3, 2008 12:04 PM:

" I would offer that it is going to be a hard road for all involved. One thing is for sure, I believe that Copia is just a chronic symptom of what really is ill in the Napa community. There appears to be a continual "negative" spin that is applied in the general world of Napa. The question always surfaces, did you go to Copia? Did you see? Did you experience. A musician friend of mine did a show at Copia, with a blast of marketing for 90 days, only fifty people showed up. There was no feature support from the Register and no broadcast support from KVYN.

Maybe some of us can account for our support or not?

Yes, Copia is a conceptual vision of what makes Napa, Napa Valley. The wine flows in our veins. But Copia is more to Napa City then many in the community recognize. Napa City could adorn itself with (to phrase a recent term) mediocre vineyards, rinky dink wine tasting venues and be the cheap end of a Napa Valley trip. Or we can have some sense of culture, even if we don't agree upon that culture.

Copia is an explicit conceptual design which combines the essence of the wine culture in our valley that has been here before my time. It is difficult to capture essence and difficult to define culture. But now with so much attention given to this endeavor, just maybe the joining of cultures is solidifying. There is now something to say and hear about Copia, hate it as you may, feel detached from it's essence, or you can give it a chance. I am a hopeless American, I believe in the UNDER DOG. I won't say capish this time:-).
N.V. "

sotto voce wrote on Dec 3, 2008 1:52 PM:

" Yes, NewView, we DID support Copia. We are members at a good enough level, went to their events, the Friday night Movies, brought friends there, etc., etc.

However, they WERE arrogant. Their website was not up to date, and when we showed up for an posted event, and it changed, the gal there just shrugged "tough luck"! We were going to the jazz event, and dinner at Julia's Kitchen to celebrate our anniversary. We anticipated spending a wonderful evening (and some $$$ too). So we cancelled our reservation and went elsewhere.

We never returned to eat at Julia's and it was not even their fault!

Another time I went to their Plant Sale. The volunteer said, "you have to be a member to come." Yes, I KNOW that! That is why I was there. Is this the way you welcome people who want to support you????

This is poor management. No excuses! Don't blame the community. Do YOU want to be treated with disdain? Credibility takes take to restore. This is bad for our whole community. Sad... "

Newview wrote on Dec 3, 2008 9:29 PM:

" I am having a hard time seeing where you complained to management about poor service from the staff at Copia. Well I guess they know now. Sorry for your disappointing anniversary. Better luck next time. "

sotto voce wrote on Dec 3, 2008 11:37 PM:

" Yeah, thx, NV... at least I hope we answered your questions about our support for Copia. However, at some point, enough is enough.

Farewell, Copia. Better luck next time. "

epicuria wrote on Dec 4, 2008 8:28 AM:

" Copia is not yet dead and buried. Against all odds and the times, it may just rise from the ashes as a new more realistic enterprise. "

Comment Guidelines
The goal of the story comments section at NapaValleyRegister.com is to have an open, thought-provoking, civil community forum for all issues.
What gets your comment posted?
• Staying on topic
• Keeping your comment to 300 words or less
• Avoiding name-calling
• Addressing your comments to the message rather than the messenger
What gets your comment deleted?
• Personal attacks
• Derogatory remarks
• Name-calling of any sort
• Going off-topic
• Hate speech
• Racially-insensitive comments
• Implying guilt of a subject in a crime story before there is a court verdict
• Posting e-mail addresses
• Posting comments of a commercial nature
• POSTING WITH ALL CAPITAL LETTERS
• Linking multiple comments together with "to be continued..." to get around the 300 word limit.
The fine print
- Comments are either approved or denied. We do not edit comments.
- You are welcome to modify and resubmit a denied comment.
- Comments may take several hours to be posted.
- Comments posted are those of the writer, and do not necessarily reflect the opinion of NapaValleyRegister.com, its employees or its parent company.
- Do you have information on a story? Please go to our virtual newsroom to send us a news tip.
- If you feel a posted comment has violated our guidelines, please contact online@napanews.com or add a comment indicating you have an issue and our moderators will review the comment in question.
Search:
Web Search Powered
By Yahoo! Search
Napa Valley Register on Facebook
Copyright © 2009 Napa Valley Publishing, a member of Lee Enterprises, Inc.
Terms of Use | Privacy Policy