TU, BottleRock Festival Announce New Partnership

May 12, 2014


Mary Ann King, Director, Water & Wine Program, (510) 507-0097

Sam Davidson, Communications Director, California/Nevada, (831) 235-2542


Trout Unlimited, BottleRock Festival Announce Partnership

Will benefit projects in Californias Wine Country that improve water supply reliability for wine grape growers and protect salmon and steelhead

BERKELEY, Calif.Trout Unlimited and Latitude 38 Entertainment Group announced today that they have formed a new partnership to promote BottleRock Napa Valley, the three-day festival of diverse music, food and drink known as the Ultimate Celebration in the heart of Californias Wine Country. The partnership will raise funds for Trout Unlimiteds Water and Wine program, a unique collaboration between wine grape growers and the countrys leading cold water fish conservation group that helps protect threatened salmon and steelhead while improving the reliability of water supplies for vineyards.

In 2014, BottleRock Napa Valley features an all-star lineup of musical acts, including headliners such as Outkast, TV on the Radio, LLCool J, The Cure, Weezer, and Heart. The festival includes an equally impressive array of wine and beer makers and culinary artistry.

This year, BottleRock runs from May 30 through June 1. In 2013, the festival drew more than 150,000 attendees.

Latitude 38 Entertainment Group will donate 10% of all ticket proceeds sold through Trout Unlimited to the Water and Wine program. When festival-goers purchase tickets online and enter the special promotion code for Trout Unlimited, they will save $40 on 1-day passes, $40 on 3-day passes, or $50 on VIP passes. BottleRock tickets can be purchased at http://bottlerocknapavalleycom/tickets using the special promotional code, TROUTUNLIMITED.

Three days of great music, award-winning drinks, and fabulous food, all benefitting Californias native salmon and steelhead whats not to like? said Mary Ann King, Director of the Water and Wine program for Trout Unlimited.

King added, Trout Unlimiteds conservation approach relies heavily on cooperative partnerships with grape growers, ranchers, and the private sector to leverage resources and deliver benefits for cold water fish relatively quickly. We salute Latitude 38 Entertainment Group for their vision and commitment to restoring salmon and steelhead streams in Wine Country.

Dave Graham, CEO of Latitude 38 Entertainment Group, said, BottleRock is the premier music festival in northern California, showcasing the finest food and drink of Wine Country and Napa Valley’s world famous hospitality. This areas landscape and natural history are a big part of what makes Wine Country so appealing, and we are very pleased to join with Trout Unlimited in helping to protect and restore streams and salmon in this region.

Salmon and steelhead are the iconic sport fishes of the Pacific Northwest and the foundation of an important economy for this region. In California alone, salmon support a $1.5 billion commercial and recreational fishing industry and 158,000 jobs. However, salmon and steelhead runs along the north-central coast of California are severely reduced from their historic averages, and coho salmon are listed as Endangered under the federal Endangered Species Act, meaning that they are on the brink of extinction.

Trout Unlimited delivers cutting edge river conservation, and Latitude 38 Entertainment Group delivers cutting edge music, food and drink, said Brian Johnson, California Director for Trout Unlimited. We are really excited to join Latitude 38 Entertainment Group in this new partnership, and to bring the energy and influence of BottleRock to bear on salmon and steelhead conservation in Wine Country.


Trout Unlimited is the nations oldest and largest coldwater fisheries conservation organization dedicated to conserving, protecting and restoring North Americas trout and salmon and their watersheds. Follow TU on Facebook and Twitter, and visit us online at www.tu.org.