Wine Auction 2010 & Guide PDF

Posted on by Sue
Click To Download:
2010 Auction Guide ~ Live Auction Friday September 24th
(Adobe PDF 240KB)

As a non-profit organization, the mission of the Santa Fe Wine & Chile Fiesta is to create a week of food and wine events that promote Santa Fe as a world-class culinary destination. The Santa Fe Wine & Chile Fiesta Live Auction (this year on Friday September 24th, 2010) raises money for the SFW&C Foundation which sponsors Santa Fe students taking service, wine and cooking classes as well as Santa Fe’s Cooking with Kids program.

These funds come from the revenue generated from wine lots auctioned at the Live Auction Luncheon. Every fall and winter the SFW&C Fiesta Restaurant Education School offers a syllabus consisting of three programs for Santa Fe restaurants and their staff. Intensive six-week sessions are taught by industry leaders in Cooking Skills, Wine Education and Great
Guest Service.

By reinvesting resources and education into the Santa Fe restaurant scene, the SFW&C Fiesta Restaurant Education program serves the mission of the Santa Fe Wine & Chile Fiesta – keeping Santa Fe on the map as a world-class culinary destination.

Thank you to all the sponsors, local restaurants and wineries who help to make this happen. And a great thank you to all the food and wine enthusiasts who keep returning to Santa Fe supporting our great restaurants!

A Toast: The First 20 Years

Posted on by Greg O'Byrne

In 1991, the first Santa Fe Wine & Chile Fiesta started as a one-day Grand Tasting in the back parking lot of Sanbusco Center. About three hundred people attended, and 20 Santa Fe restaurants served tastes alongside tastes from 20 world-class wineries. Working the Coyote Café table that first day, serving griddled corn cakes with chipotle shrimp, I recall it was a beautiful fall day, the last Saturday in September. Under the bluest sky imaginable with the biggest white clouds on god’s good earth, the smell of piñon fire and roasted green chile mingled with the crisp fall air. It was a unique environment, and everyone seemed to have a really good time.

As the event delivers it’s 20th rendition in 2010, little has changed — the sky is still as blue, the Santa Fe restaurants are still as great and attending guests will have a wonderfully unique time. What has changed are the numbers. The one-day event has matured into a five-day bacchanalian fiesta featuring 8 wine and food pairing seminars, 6 guest-chef lunches, 45 winemaker dinners, a reserve tasting, a trade tasting, a live auction luncheon, and a Gruet Winery golf tournament. Still, the centerpiece remains — the Grand Tasting — always on the last day of September and now featuring 70 great Santa Fe restaurants serving fabulous tastes alongside 100 world-class wineries to 4000 people having a good time under the bluest skies…well, you get the picture.

The location, the participating wineries, the time of year, all conspire to make a memorable event, but the identity and long-lasting character of the SFWC Fiesta is the Santa Fe restaurant community. As was the intention, the SFWC Fiesta has matured into a five-day snap shot of the diverse and unique culinary arts as represented by our Santa Fe restaurants. As our restaurant community continues to evolve, so does the Santa Fe Wine & Chile Fiesta.

All wine events have an identity — Aspen Food and Wine’s identity is the magazine’s sponsors and their Food Network chefs; Napa Valley Wine Auction mirrors all the glitz and generosity of their wineries; Pebble Beach Food & Wine is a showcase for international chefs. Other non-commercial, annual wine events that celebrate a grape, such as the International Pinot Noir Celebration in Oregon’s Willamette Valley and Hospice du Rhone in Paso Robles. But, most wine events are produced by a magazine or a national wine distributor to promote their brands and advertisers.

What is unique about SFWC is that it is an independently produced food and wine event put on by the Santa Fe restaurant community to showcase Santa Fe restaurants. Not a high-volume placement but a high profile placement, national and international wineries want to attend the Fiesta and show their wine side by side with Santa Fe’s unique cuisine. Consumers who attend are the winners in this symbiotic relationship. No other wine event comes close to being able to boast the incredible level of food as presented by the 70 participating restaurants at the SFWC Fiesta.

Having coordinated and directed the schedule for 17 years, what is special for me are the relationships formed. Working each year with 100 wineries, 70 restaurants, a dozen guest chefs, my production crew, my sales staff and a 21-person volunteer board of directors in creating and executing a five-day party for 4000 food and wine enthusiasts, I feel I am the luckiest (if not most connected) man in the world.

Let us now raise a glass to the 20th annual Santa Fe Wine & Chile Fiesta and to the reason it exists: the most fabulous restaurant community in the universe!

How To Use This Site

Posted on by Sue

Tickets go on sale 9am Mountain time on July 5th. Prior to that time, you may browse the event schedule.


You will not see the red “Proceed to Checkout” button on the bottom of the “View Cart/Shopping Cart” page until you have either logged in with an existing account, or you have created a new account.

NOTE: Only one account may exist per email address. If your current email address has been used on this website before, you will be required to log in to the site in order to checkout. If you have forgotten your password, simply click the “Forgot Your Password link at the bottom of the log in screen. An email will immediately be sent to you from which will contain a clickable link that will allow you to set a new password for your email address.

Log In

In order to purchase event tickets, you will need to log in. There are two ways:

  1. After adding items to your cart, you need to log in (or create an account) before you may Proceed to Checkout; or
  2. You may Login at any time by clicking the red Login button in the left-side brown navigation link bar shown on every page of the website. After logging in, you will be taken to the View Cart/Shopping Cart page, even if you have not yet added any items to your cart.

What if I’ve used the site before but I have a new email address?

  • You may go ahead and just create an all-new account. That is probably the fastest and easiest method. You will have to add at least one item to your shopping cart after 9am July 5th in order to create a new account. New accounts cannot be created prior to July 5th. Regardless of the item you add to your cart, you may optionally delete that item from your cart before proceeding to checkout
  • During business hours and subject to staff availability, you may call us and we can locate your old account and change your email address

NOTE: For security reasons, staff do not have access to passwords. They may set a new password for you, just like you can do by clicking the Forgot Your Password link.

How to Place an Order

  • Browse events/tickets
  • Select quantity desired
  • Click Add To Cart next to the quantity and below the description of an event
  • Login (or Create Account – requires a unique, new email address)
  • Click Proceed To Checkout
  • Verify your billing address, shipping address and email address
  • Click Pay by Credit Card
  • Enter Credit Card Information and click Submit
  • After verification, a thank you/printable receipt page will display and an email receipt will be immediately sent to you
  • If you do NOT see the “Thank You for your Order” page or receive an email order confirmation, then your order has NOT been completed!
  • We will mail your tickets out if you have ordered prior to September 7th, otherwise they will be available at Will Call at La Fonda hotel beginning September 22nd.

NOTE: If you do NOT want us to mail your tickets, and instead wish to pick them up at Will Call, please say so very clearly AND IN ALL UPPER CASE LETTERS in the Comments box on the Order Checkout page (where you verify your billing and shipping address). You may also want to reply to your order receipt email just to make sure we saw your comment (We promise to make this easier next year)

How to Subscribe to the Email Announcement list

  • Enter email address in the white box at the bottom of the left-side, brown navigation box on every page, then click the GO button
    • Another page will popup requiring you to fill in your first and last name, then click Save Profile Changes button

You are also given an option to add an email address at the time of checkout for each order

How to permanently update the billing/mailing address that we have on file for you so we send your brochure to the right place next year!

NOTE: At this time, we do not store your shipping address – it only prints on the invoice of your current order. Your “account mailing address” for our brochure mailings is the address that shows as your billing address when you first get to the Order Checkout page. You may permanently change this address if you desire:

When you get to the Order Checkout page (verify billing/shipping address screen), you may set either the billing address OR the shipping address that you enter to be your “new/permanent” brochure mailing list address.

  • Near the bottom of the Order Checkout page, there are a few sentences describing updating your address, and there are three buttons below that sentence:
  • None – clicking this button (or clicking nothing) will do nothing – next time you login, the site will remember the same address it had before
  • Billing – If you have made changes on this screen to your billing address (upper left) and would like those to be permanently saved as your brochure mailing address, click the button next to “billing”
  • Shipping – If you would prefer that we mail your brochure to the address you have entered as your shipping address (upper right), then please check the button next to “shipping”

New Features for 2010:

  • Updates & News (this section!) – Staff will now feature highlights of Santa Fe as a culinary destination and incorporate periodic email newsletters
  • Who’s Pouring/Who’s Cooking Detail Pages – Wineries and Restaurants now edit their own pages on this site, where not only can you see their logo, but some information about them, contact information, website link and best of all a preview of what items they will be bringing to the Santa Fe Wine & Chile Fiesta and if you’re lucky – a recipe or two!

If you are a winery or restaurant participant and would like to edit your detail page, please:

  1. If you do not already have an account (email address and password) on this site, then:
  • First create an account (after July 5th 9am) by adding any ticket to your shopping cart – you don’t have to purchase anything, just click the Add To Cart button, then
  • Create your account until you get to the point that you see the red Proceed To Checkout button on the View Cart/Shopping Cart page (You do NOT need to actually click Proceed To Checkout or place an order), and then
  • Call or email our office so that we can authorize your account and we will then give you further page-editing instructions
  1. If you DO already have an account on this website (email address and password), and you know your password and are currently able to log in, please:
  • Call or email our office so that we can authorize your account and we will then give you further page-editing instructions
  1. If you have an account, but don’t know your password, simply use the Forgot Your Password link on the Login page to set a new password for yourself, and then:
  • Call or email our office so that we can authorize your account and we will then give you further page-editing instructions

NOTE: A user account may only edit one restaurant or one winery. If a single person needs to be the editor for more than just one, then you will have to have an additional email address to create an additional account.

American Express Helps Celebrate our 20th

Posted on by Sue

The Santa Fe Wine & Chile Fiesta is pleased to announce that our long-time marketing partner, American Express, is helping us celebrate our 20th Annual event. We have created an official 20th Annual Santa Fe Wine & Chile Fiesta poster featuring the artwork from each of our first twenty years. Together we are pleased to make an exclusive American Express Cardmember offer. All American Express Cardmembers who make a minimum purchase of $125 for Santa Fe Wine & Chile Fiesta tickets or retail items will receive a complimentary SFW&C Fiesta 20th Annual poster. For each such purchase, Santa Fe Wine & Chile Fiesta will send you a coupon for the 20th Annual poster, redeemable at any of our events.

Georgia O’Keeffe

Posted on by Sue

For our 20th annual event this year, the Santa Fe Wine & Chile Fiesta is proud to have an image from Georgia O’Keeffe for our featured art. Georgia O’Keeffe’s image Jimson Weed is featured on the cover of our brochure this year and will be used on our 20th annual Santa Fe Wine & Chile Fiesta Poster. The SFW&C Fiesta Georgia O’Keeffe poster will be available at all our events this year.

The Santa Fe Wine & Chile Fiesta is pleased to be a community partner of the Georgia O’Keeffe Museum. The Museum is dedicated to perpetuating the legacy of the iconic artist. Through their exhibitions, public programs, and research center, you can experience O’Keeffe and her art in ways not possible anywhere else. As a member of the Georgia O’Keeffe Museum, you can also enjoy free admission all year, discounts in the museum shop, a member news magazine, discounted or free admission to our public programs, and invitations to exclusive, members-only events. To find out how to join, visit the Georgia O’Keeffe Museum website,