Trout Unlimited, BottleRock Festival Announce Partnership

May 21, 2014 By: Erin Block

Trout Unlimited and Latitude 38 Entertainment Group will be teaming up for BottleRock, a festival in Napa Valley, CA. The partnership will raise funds for Water and Wine, a for Trout Unlimited program that helps protect salmon and steelhead while improving water supplies for vineyards.

Read more in the press release below.

Trout Unlimited, BottleRock Festival Announce Partnership

From TU:

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 California’s Wine Country. The partnership will raise funds for Trout Unlimited’s Water and Wine program, a unique collaboration between wine grape growers and the country’s 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 benefiting California’s native salmon and steelhead – what’s not to like?” said Mary Ann King, Director of the Water and Wine program for Trout Unlimited.

King added, “Trout Unlimited’s 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 area’s 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 nation’s oldest and largest coldwater fisheries conservation organization dedicated to conserving, protecting and restoring North America’s trout and salmon and their watersheds. Follow TU on Facebook and Twitter, and visit us online at