Paso Robles gets it right, eventually, on downtown parking

In early May, the Paso Robles City Council voted 5-0 to repeal its five-year-old parking ordinance and restore free parking to downtown. This decision came after several false starts, legal challenges, and a petition drive opposing the parking plan that eventually gathered an estimated 2,400 signatures. And it came over the opposition of the town's Mayor, who commented to the San Luis Obispo Tribune, “It appears this is how a small group of Roblans with little business sense wants to manage downtown public parking for their own gain or in reality, loss” and “I am absolutely done with parking.”

How did we get to this bruising debate? And why did it take so long to come to a conclusion that was overwhelmingly supported by both residents and visitors? The good news is that, in the end, I think they came to the right decision. As for why it became such a saga and why it took so long to come back to where things were at the beginning, that's for me a fascinating story that boils down to the intersection of local politics and market economics. The effort to understand what happened gave me a good chance to dust off my old economics degree, as it pitted two different core theories of economic behavior against each other. 

Back in 2019, in response to the frustrations of some downtown merchants, the city of Paso Robles implemented a kiosk parking system for the eight square blocks immediately around our downtown park. These business owners were worried that their customers were being displaced by employees parking all day in prime downtown spots. So, between 10th Street and 14th Street, and between Spring Street and Pine Street, the city installed 35 kiosks where you could register your license plate for two hours of free parking, or you could pay by the hour for more. The goal was to incentivize employees to park a little further away from the most in-demand parking spots, leaving those spots open for customers. The kiosks were active weekdays during business hours (9am - 6pm). This is a classic implementation of the economic Theory of Price. One of that theory's core postulates is that the optimal market price is the point at which the total number of items available can be reasonably consumed by potential customers. In this case, the marketable good is parking. And the potential customers are parkers. When the price of that parking is zero, it encourages overconsumption, in the form of the employees of downtown business choosing to take up prime spots all day and displacing those stores' potential customers. In theory, raising the price should reduce the demand for those parking spots, meaning that enough of the spots should be open when a customer is looking that they don't have to circle endlessly or park several blocks away. The city quoted a goal of having 85% of the spots filled at peak times.    

From the beginning there was unhappiness with the plan. The kiosks and the downloadable app that paired with them were clunky; the WayToPark app has a 3.2/5 star rating on the App Store, and the fact that there are only 17 reviews is an indicator of how few places used it. It became routine to see worried-looking visitors hurrying from their cars to the kiosks to make sure they figured out what they needed to do before they got ticketed. Older residents filled comment sections of local newspapers saying they just wouldn't go downtown. And the kiosks weren't making enough money to pay for their enforcement, let alone repay the cost of putting them in. In 2021, the City Council expanded the active hours to include weekends and weeknights until 8pm after reporting that the kiosks generated only $45,000 in parking fees during the first 18 months the parking ordinance was in effect, and that the loan balance for the program's research, purchase, and installation was nearly $600,000. To help enforce the parking, it also authorized three part-time enforcement officers (estimated annual cost: around $60,000) to supplement the parking supervisor (annual salary: around $80,000).

Fast forward another two years. By late 2023, significant resistance to the parking plan had grown among residents. And I get it! I'm tech-savvy, and I understand the town of Paso Robles and could usually find a free place to park. I don't think I ever paid for parking, and never got a ticket (though I did have to argue my way out of one when I parked in a loading zone, hazards on, to pick up some take-out). But I still thought it was a mistake. In September of 2023 I sent a note to some community leaders pointing out that we were in a competitive market for tourist visitors, and any friction created by the parking system put us at a disadvantage. I had noted in trips in the fall of 2023 that other attractive California tourist destinations had a simple 2-hour parking limit. The relevant piece of my note was:

I think that the parking app/regulation we have in Paso is a mistake, and puts us at a disadvantage compared to other wine destinations. As I've been traveling around California, I've noticed that towns like Healdsburg, and Sonoma, and Carmel all have a simple 2-hour parking limit in their downtowns. No app to download. No need to text. No payment required. Just move your car after two hours. I don't know the finances of what we have, but I'm guessing it doesn't bring in enough money to pay for itself. And if it leaves a slightly frustrated feeling in visitors' minds as they try to navigate it, that's going to color their experience of visiting Paso overall and make it (by I'm sure a very small margin) less likely for them to want to come back. In this environment where every guest is valuable and we know everyone is worried about traffic, I think we need to be advocating for town policies that benefit us. If I've noticed recently how much easier it is in other places, I'm sure I'm not the only one.

I evidently wasn't the only one expressing my opinion. The City Council had already responded to constituent feedback by creating an ad hoc committee to investigate parking options, which held several sessions soliciting community input. They presented their recommendations to the City Council at a meeting on November 21st. Perhaps not surprisingly, the recommendations that they said had universal support all carved exceptions out from the parking requirements, including free parking on Tuesdays and Wednesdays, more free parking permits for local seniors, free parking in the city lot behind City Hall and the Paso Robles Library, and better signage. After the head of the committee presented the committee's recommendations, the City Council opened the floor to public comment. One commenter after another gave impassioned pleas to urged the city to do away with paid parking in favor of something simpler and friendlier to visitors and locals alike. Against at least 20 comments opposed to the parking plan, there was just one in support of it.

After the commenters were done, the City Council members weighed in. Everyone agreed that the current system was nearly universally unpopular. And yet the decision that emerged was somehow even more onerous. New City Councilmember Sharon Roden asserted that the parking plan didn't satisfy anyone because it was too easily manipulated, that there was a convoluted system in place that people had to navigate which still didn't bring in enough money to cover its costs. She proposed a $2/hour parking charge from minute one. Her plan, she said, would actually achieve the goal of forcing people to think hard about how much they valued downtown parking spots, and would have the additional benefit of raising over $1.1 million dollars to fund the program and pay for another project, adding better lights downtown. Although some council members expressed doubts -- I was impressed, particularly, by Councilmember Fred Strong's reconsideration of his support for paid parking after listening to his constituents -- the Council decided to implement her plan, though at only $1 per hour rather than $2. You could hear audible gasps from the audience.

From an economic standpoint, she wasn't wrong. Putting a value on a scarce commodity encourages its responsible use. But she (and the majority of the Paso Robles City Council) had fallen victim to another classic economic theory: the sunk cost trap. People, businesses, and governments have psychological biases toward evaluating the future value of a project in part through the past costs that have been invested in it. It doesn't matter if those costs can't be recovered. The fact that they were spent means that there is extra incentive to continue forward to justify the past expenditures. In this case, the more than half a million dollars that the city was carrying on its balance sheet that was earmarked as due from the downtown parking program encouraged the city councilors to try to take actions that would repay those costs, even if those actions did not help their constituents.

To me, it was clear that this latest change would result in more harm to their constituents. If even the relatively cost-free system that was in place tended to discourage people from going downtown, adding costs while requiring the use of the same clunky app and kiosks couldn't improve people's experience. We (the city of Paso Robles) are in a competitive market for out-of-town tourists, and compared to the ease of parking in a comparable destination like Sonoma, or Carmel, or Healdsburg, the hassle of dealing with the kiosks, and the potential for a ticket, would act in a small way to color visitors' impressions of their experiences. If even 1% of visitors left with a less-happy memory of their visit here, we had lost their future business. The community had lost their referrals. And the town had lost their future tax revenue. 

If City Council members were in doubt of the community's viewpoint, that doubt was dispelled with the outpouring of glee from residents and businesses that greeted the town's announcement in February that all parking fees would be suspended due to the receipt of a cease and desist letter from a community member that pointed out that the proposal to overhaul the parking system wasn't on the published agenda of the November meeting, and therefore the decision violated the Brown Act. The parking free-for-all was originally supposed to be temporary, but after hearing from business owners at the May meeting that their traffic improved during the free parking period, and receiving the petition signed by 2,400 residents asking them to restore free parking, the city council voted to end it permanently. And now the 35 kiosks are for sale. If you want to track the former footprint of these kiosks, their locations are individually numbered around the downtown square:

Even though I agree with the City Council's decision to restore free parking, it's hard to be happy about the process it took to get here. The city of Paso Robles paid a consultant hundreds of thousands of dollars to decide on a system that cost hundreds of thousands of dollars more. It hired multiple people to enforce a system that never covered its expenses, let alone recouped its initial investment. The debate that resulted pitted business owners against each other and many locals against the out-of-town customers who drive so much of our local economy. The system's clunkiness likely resulted in some degree of guests feeling like a visit to downtown Paso Robles was cumbersome, while a small number of guests likely have an acutely unpleasant memory of a parking ticket. And all because some business owners complained that employees were taking up too many prime parking spots -- and yet couldn't make the case to those employees that they needed to park elsewhere.

As much as I've enjoyed just pulling into a downtown parking spot over the last six months -- and I feel compelled to point out that I haven't once had to park more than a block away from my destination -- it's worth wondering if we're just going to find ourselves back in the same situation the original parking system was designed to address. It seems possible. Maybe businesses will do a better job of instructing their employees where to park. But I'm hopeful that the experience of sourcing, implementing, staffing, and ultimately decommissioning this kiosk-based system would encourage the city to take a different approach should they revisit the issue. If they do, I hope they look to the neighboring communities that I've mentioned a few times in this post, and look to a simple two-hour parking limit. If you overstay your limit, you are subject to a ticket. It doesn't seem like a system like this would require a lot of enforcement, or much in the way of implementation cost.

While it may not be an economic theory, there is a final principle that I think could shed some light on where things went wrong. That principle is Occam's Razor, which states that when presented with multiple solutions to (or explanations for) a problem, the simplest tends to be the best. In this case, a simpler solution seems like it should have been tried before the plan that was adopted. Meanwhile, take a visit to downtown Paso Robles. Spend that minute you saved not having to enter your parking info enjoying the beautiful downtown park. And if anyone you know is in the market for a used parking kiosk, I know where they can find one.

Harvest 2024 ramps to full speed, then cools down. Our vines (and our people) appreciate the respite.

On Monday night, I was snuggling under a blanket reading in our living room when I realized that it smelled like snow. No, it was never actually going to snow. Snow happens only once every few years in Paso Robles, and never in September. But that didn't change the fact that after a two month stretch that has ranged from warm to hot, the air felt different. It was already down in the 40s just after 10pm, and the crisp, electric air and the north wind would have sent me, if it were April, to check on our frost protection. In the end, it didn't come all that close to freezing. At my house it bottomed out at 38.7F, and at the vineyard it was a couple of degrees warmer. But that night, and the chilly, breezy day that followed and topped out only at 67.4F, definitely felt like a harbinger of the changing seasons. You can see from the chart below how different the last week has been compared to the beginning of September: 

As for the Tablas Creek harvest, this cooldown is giving the team a chance to catch their breaths after a rapid escalation of harvest. The first couple of weeks started slow, as we brought in 44.8 tons across those two weeks. The next week was a doozy. We brought in over 115 tons including one lot each of Viognier, Marsanne, Roussanne, Clairette Blanche, Grenache Blanc, and Vermentino, four lots of Grenache Blanc, seven lots of Grenache, ten lots of Syrah, and two co-harvested lots. Nineteen of these lots came off the estate, nine will go into Patelin, Patelin Blanc or Patelin Rosé, and one will become our newest Lignée de Tablas wine: a white blend from the Fenaughty vineyard in the Sierra foothills. The harvest chalkboard is filling up:

A few scenes from around the cellar will help give you a sense of things. First, the bins sitting on our crushpad, in this case Mourvedre (left) and Grenache (right):

Next, the daily chart that keeps track of our cap management for all our fermenting reds (notice the division into "pump over", "pulse air", and "punch down") as well as what's being received and pressed that day:

I'm guessing you're likely less familiar with what "pulse air" is than you are with pump over or punch down. For us, it's an important part of our program, and a way to keep the fermenting reds mixed without extracting harsher tannins. You need to do this mixing daily, at least, because the carbon dioxide bubbles that form during fermentation lift the berries to the surface, forming a "cap" or cake of mostly-whole berries at the top of a deeper pool of fermenting juice. You want the juice in contact with the berries because that's how you get the flavor extraction. In addition, leaving the berries to dry out at the surface invites problems such as spoilage yeasts. So typically you either push the berries down into the juice manually (that's a punch-down) or you pump the juice out from the bottom of the tank and spray it on the cap (that's a pump-over). But both have the potential to extract more of the harsher tannins than you might want: punch-downs because you're physically crushing the skins with each punch, and pump-overs because the pump's machinery ends up grinding up seeds that may have fallen to the bottom of the tank. The pulse-air, on the other hand, uses an air compressor and a long wand to release bubbles of air in the fermenting liquid. As that bubble escapes to the surface, it splashes apart the cap. This typically results in a gentler extraction. You can see the pulse-air in action below on one of our 1500-gallon wooden upright tanks, wielded by harvest intern Rachel:

In the vineyard, things have progressed rapidly, and everywhere you turn there is a jewel-like cluster of grapes, hanging enticingly. I particularly like the white clusters at this stage, as they pick up their first hint of honeyed tones. These Bourboulenc clusters should come in sometime in the next week or two:

At the same time, there are still clusters that are a long way from being ready to harvest. And that's just fine; we don't expect to bring in the last fruit until the end of October. This Grenache cluster is still going through the final stages of veraison:

I've been enjoying trying to come up with new perspectives on the ever-changing vineyard. One of my favorites has been to get underneath the vines and use a wide-angle to try to get the hanging clusters, the canopy, and the horizon line. Below you can see the results with Grenache (left) and Bourboulenc (right):

This week's cool-down hasn't meant that we've stopped harvesting. If you look at the harvest chalkboard above you'll see that we brought in nine different lots already this week. But it does take the pressure off. We were able to take yesterday and get our presses a much-needed servicing. We used some down time on Tuesday to get our recently-arrive 600-gallon foudres stacked and settled in our white room. We didn't harvest either weekend day last weekend. And we've been able to get the cellar team home by 4pm the past few days. That may not seem like much, but a week like last week meant 60 work hours for much of the team. Having a mellower week to recharge everyone's batteries is most welcome. 

Similarly, the cooler weather gives the grapevines a chance to recuperate and gather energy for their next push. The weather looks like it will warm up next week, not to any noteworthy level, but back into the 90s. Then things will get back on track.

One thing I'm going to be keeping my eyes on is yields. We're starting to get signals, mostly from our Patelin growers, that certain varieties are coming in much lighter than people expected. This seems to be particularly true with whites, although given that whites are mostly ready before reds, it's possible we'll see that reds will end up lower too. On our own property, it seems like Syrah, Grenache, and Grenache Blanc have pretty healthy yields out there. Viognier and Vermentino definitely look light. Roussanne, Counoise, and Mourvedre seem average to a bit below. But given that we haven't finished picking anything off our estate yet, it's hard to have the full picture. But I think we can conclude that our hopes of a truly plentiful vintage aren't going to come to pass. Look for more details in our next harvest update.

Meanwhile, I'm going to leave you with one more photo, taken by Vineyard Manager Jordy Lonborg at 4am yesterday. That's the nearly-full moon behind some high clouds, with the stacks of empty picking bins in the foreground. I'm not sure I can remember a more atmospheric harvest photo. There are moments of beauty every day out here. At this time of year, most nights, too.

Roussanne's 2024 Comeback Tour

If you’re a fan of our Roussanne, we’re sure you’ve noticed it’s been in short supply. Last decade we were regularly making between 500 and 1000 cases of our varietal Roussanne while also using it as the lead grape in our Esprit de Tablas Blanc and a supporting player in the Cotes de Tablas Blanc. That was possible because between 2010 and 2020 we harvested an average of 41 tons of Roussanne.

Since 2021, the story has changed. We pulled out a block that was under-performing that summer, but thought we’d be OK because we’d grafted about an acre of Roussanne to established rootstocks on Jewel Ridge the year before. In addition, we planted additional acreage on Jewel Ridge and new acreage on Cote Maduena to replace it. Unfortunately, our timing was bad. The three-year drought that began in 2020 had reached critical levels by 2021, and spring frosts that hit us in 2022 pummeled our largest remaining block of Roussanne and set back the new vines we had planted. Roussanne production, which had declined to 28.1 tons in 2021, cratered to just 10.5 tons in 2022. We weren’t able to make a varietal Roussanne at all, and using every drop of the Roussanne we did harvest in our Esprit Blanc only resulted in an Esprit Blanc with 33% Roussanne, our lowest total ever.

Thankfully, the Roussanne that we harvested those years was exceptional, and the wines that we did make are some of our favorites. If you missed this week’s Instagram Live focusing on the release of the 2022 Esprit and 2022 Esprit Blanc, Neil, Chelsea, and I were all wowed by the intensity and purity of the Roussanne character in the Esprit Blanc.

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Roussanne production bounced back somewhat in 2023, but less than we’d hoped as the frost damage from the year before proved serious enough that it impacted crop levels the next year. We harvested just 26.2 tons of Roussanne, but on a positive note, that included the first Roussanne from our Jewel Ridge plantings from the 2020 grafts. Although it only came to 1.23 tons it was remarkable. In total, we were able to increase the Roussanne percentage in the 2023 Esprit Blanc and will be bottling a small (260 case) varietal Roussanne in December.

Fast-forward to 2024. One of the grapes we’re most excited about in the vineyard is Roussanne. It’s a low-vigor vine in general, and often by this point in September, the vines can look pretty ragged. This year, they’re looking full of life. This is particularly evident on Jewel Ridge, where the young head-trained, wide-spaced vines are so bushy that Neil described them today as an "octopus". You can see from the below photo what he means:

Below those enormous canopies, Roussanne clusters are sheltered from the direct sun:

We’ve already harvested our first pick off of Jewel Ridge and at 1.45 tons are already above last year’s total with roughly two-thirds of the block still to go. The fact that this Roussanne is coming in so much earlier than we're accustomed to it ripening here is a great indicator of the health of this block. That wine is currently sitting in barrel in our cellar:

It's not only the Jewel Ridge Roussanne that is looking better this year. Even our older blocks are looking vigorous, at least by Roussanne standards. The block that we call "New Hill", where I photographed this vine (left) and two of the clusters on it (right) was planted in 1999, so this is 25-year-old Roussanne, looking good:

And there’s more good news for Roussanne on the horizon:

Roussanne, while susceptible to drought, seems to respond well to rainy years. With the 80” of rain we received between the last two winters, and another year separated from the ferocious frost event of 2022, Roussanne seems recovered and ready to put maximum effort into its fruit this year.

The 7 acres of Roussanne we planted between Jewel Ridge and Cotes Maduena in 2021 will reach their 3^rd leaf this year, and while we’re not going to let them hang too much crop, we’ll get some, and will get more for sure in future years.

We planted another 5 acres last summer, so additional reinforcements are on their way.

Roussanne, our most important white variety, seems to be on its comeback tour.