Canvas Magazine cover

(Napa Valley and Sonoma County, CA) – CANVAS, the Concierge Alliance of Napa Valley and Sonoma, will launch CANVAS – The Experience Magazine in December, with an inaugural issue that will both celebrate ten years of hospitality, as well as introduce a fresh and unprecedented approach to discovering and telling stories about personalities, innovators, creators, wineries, destinations and businesses that woven together create the fabric of wine country. Aimed primarily at consumers, with the voice of the trade, the magazine will appear both in print and digitally, to reach a wide and ever expanding audience.

Founded ten years ago, CANVAS is the premier wine country hospitality organization that extends outward to consumers. Members, now in excess of 900, include experts ranging from concierge to tour guides, event planners, wine educators and other hospitality professionals who influence wine country experiential decisions.

“We are already communicating weekly with more than 11,000 hospitality professionals who in turn reach out to their colleagues and clients,” said Colby Smith, CANVAS Executive Director and Founder, and CANVAS – The Experience Magazine Publisher and Co-Founder. “This new magazine will broaden our reach to readership of more than 20,000 hospitality influencers and more than 30,000 high-net-worth individuals. It is with this membership base and audience reach, that the magazine will be ‘Canvassing Wine Country.’”

“New to wine country editorial coverage, is our innovative and inquisitive editorial mission,” said Lisa Adams Walter, CANVAS – The Experience Magazine Executive Editor and Co-Founder, “The voice and style of our magazine will be unlike any prior wine country publication. Our contributing story tellers will include long-published contributing writers and photographers. The first issue, with a theme of evolution, will look back at a decade of the wine country through the forward-thinking vision of today, and also cover topics such as Taste, Shop, Stay, Relax and Ride.”

“The visual messaging of this publication is extremely important,” added Smith, “We are working with Michael Roche, who will art direct every issue.” Three issues per year are planned: Winter/Holiday, Spring/Summer and Fall/Harvest.

On social media platforms, CANVAS – The Experience Magazine can be liked on Facebook at and followed on Instagram @CANVASExperienceMagazine. To advertise reach out to Colby Smith at [email protected] or 707.287.2268. For editorial consideration contact Lisa Adams Walter at [email protected] or 707.696.5006. For more about CANVAS visit