The Eureka Wine Room A Celebration of Wine, Art, and Community in Old Town Cottonwood

 by Annabel V Sclippa

Here is a sweet tale of a full circle celebration of community in the heart of the Verde Valley, which has culminated in a delectable place for you to visit, sip, view and discover the art of truly sensing. The Eureka Room opens the second week of May, but let’s start at the beginning.

It started 14 years ago, when a man named Sam Pillsbury, movie director turned wine maker, opened the first wine room in Old Town Cottonwood: Pillsbury Wine, located in The (historic) Willard Building. Arizona Stronghold Vineyards opened about a week later, and half a block away. Now there have been many wine tasting rooms that have come and gone, and some that have stayed, but Sam was the Pioneer to stake that street.

Right about that time a young woman from Sugar Land, Texas moved to the area, leaving behind a life that didn’t quite fit her, like a coat the right size, but made from the wrong fabric. Sara Massey sought a more soulful and authentic lifestyle. She found the Pillsbury space, and became enchanted by the idea of slowing down, experiencing the senses, and existing in a more creative, simple life, with a focus on supporting local arts. She inadvertently became the Pillsbury Wine Company North Tasting Room Manager.

Three years later the Verde Valley bug bit another passing tourist, Valerie Fisch, who had come with her husband and daughter to get away from the bustle of Southern CA, and to witness the big crack in the planet known as the Grand Canyon. Stunning as it was, as were also the Vortexes of Sedona, what struck them most was the last campsite they tried, at the Summit of Mingus: the Potato Patch, with its expansive vista of the Valley.

They eventually made their way into Old Town Cottonwood, where the then tasting room manager of Arizona Stronghold Vineyards, Kevin Grubb, spent three hours on a quiet Tuesday afternoon, explaining in-depth to the family about the AZ Wine Industry and the terroir, in a way that brought new meaning and touched their souls. Three months later the family moved from that hustle bustle of SoCal, and nestled into the Verde Valley. This is when Sara Massey hired Val Fisch at Pillsbury.

A Journey of Discovery

Eventually Sara moved on to other wine rooms: Merkin, DA Ranch, Four 8 Wineworks, and worked events for HeartWood Cellars and Oddity Wines, deepening her understanding and craft. Meanwhile, Val became the Pillsbury Tasting Room manager, and learned everything from Sam Pillsbury from growing and harvesting the grapes through the wine making process, to running the room. Then Pillsbury moved out of Old Town, and, as happenstance would have it, from The Willard Building to The Willard House …from Main Street up on to Willard Street.
https://daranch.com/
https://www.visitarizona.com/directory/heart-wood-cellars/
https://four8wineworks.com/

It was a few years later that Val eventually hired Sara back into Pillsbury, and the two women were together again, sharing their love for wine, art and community. Both Massey and Fisch have been heavily influenced by Sam Pillsbury, whom they collectively describe as, “a fearless leader who demonstrated integrity and creativity,” ~ influences that shaped them both as wine enthusiasts and as advocates for the arts.
Birds of a Feather

“You can go anywhere and get bulk wine and Ikea furnishings,” states Massey, “but we want to curate a space for people who like collecting things that are unique and have a story.” Fisch reflects, “The point that I knew I was in love with this industry, was when I met the people behind the wine and behind the art. Here is not about being uplifted by brand labels. We are nurtured by the people of the Verde Valley.” Together, these birds of a feather knew what they were capable of infusing, but didn’t yet know it would manifest in their own place.

When the Universe is Smiling on You

Sam Pillsbury has moved operations Willcox, is at the Vineyard and selling wine. In one of a string of fortunate and generous events from the community, he gifted his two star tasting room managers the blessing to continue his legacy. At that same time, the space in the Willard Building in Old Town Cottonwood, the original home to Pillsbury Wine and most recently VinoZona, miraculously was also offered to them.

Fisch beams, “Isn’t the universe funny sometimes?” Ginger Mack, the VinaZona owner, offered Val the space after, “waking up one morning with (Val’s) name on her heart.” VinoZona will be keeping its other locations in Jerome and Sedona.
https://vinozona.love/

Thus, a new unique space, the fusion of wine and local art, is coming to life with the opening of The Eureka Room. This innovative space is the melange of much of the current stock, furniture and art of Ginger‘s VinaZona, plus the gold mine of the remainder of Pillsbury Wine and his legacy, and the brainchild of two passionate women, Val Fisch and Sara Massey, who bring a wealth of experience and a shared vision for a vibrant community gathering place, where each sip and conversation strives to find a unique and deeper meaning.

The Vision for The Eureka Room

The Eureka Room is not just a venue; it’s a mission. Both Fisch and Massey aim to create a space where joy is found through exploration and connection. Fisch hopes that The Eureka Room becomes a destination for joy in discovering new wines and local art, stating, “I want there always to be something new to be discovered.”

The pair emphasize community support and celebration of local pioneers in the winemaking scene, aiming to give representation to talented Arizona winemakers, such as Todd Bostock from Dos Cabezas, and Kent Callaghan.
https://www.doscabezas.com/
https://www.callaghanvineyards.com/story

Massey echoes that sentiment and describes their approach: “We want to create a dynamic experience, with art shows, wine pairings, possibly auctions to support those locally in need, and we will definitely offer private events. We want to inspire the community and create a connection through shared experiences.”

A Commitment to Local Flavor

The Eureka Room will support local food vendors. In lieu of having their own offerings, they will guide patrons to The Tiny Gourmet right next door for, “..a little of this and a little of that.” Or right across the street to the Old Town Café, known for its freshly made, daily baked goods, salads and exceptional sandwiches.
https://thetinygourmet.com/
https://www.theoldtowncafeaz.com/

Fisch and Massey’s collaboration represents a ripple of joy that positively impacts all involved— from community members to local artists, and those just passing through. Their commitment to celebrate the unique qualities of the Verde Valley enhances a sense of belonging, making The Eureka Room an integral part of the local landscape. This offer is inclusive to even our furry family members. The space will remain dog-friendly during business hours, reflecting the welcoming nature to all.

A New Beginning

Why the Eureka Room?

First, the definition of ‘Eureka’…
Eu•re’ka
1. I have found it!!
2. A triumphant discovery.

“We went with this name for our space because we intend to share the joy of discovery of Arizona Wines and local art. With a combined 25 years in the Arizona Wine and art industries, we ourselves have experienced so much joy in discovery. We are thrilled to invite you to share in that joy with us!”

Mark your calendars for the May Opening, and prepare to experience the magic of The Eureka Room, where every visit offers something new to uncover and celebrate.

Located at 1012 N Main St in Old Town Cottonwood, AZ.