ASHLAND, Ore. — Wine is the year-around lure, but there’s more to sample than wine at the Grizzly Peak Winery.

In recent years the beautiful 40-acre grounds owned by Al and Virginia Silbowitz near the Southern Oregon town of Ashland has become a place to taste varieties of their award-winning wine but also the setting for warm summer night concerts, weddings, fundraising events and, in the barrel room, critically acclaimed plays by the Rogue Community Theater.

“They’re doing a heroic thing,” Al says of RCT’s typically sold-out performances, which has helped lure visitors and, as a result, new customers.

A family operated winery, Grizzly Peak produces 2,500 cases annually, 11 varietals and several blends, of wine from their estate vineyard. Families, picnickers, bicycle groups and tour buses are welcome.

Al and Virginia bought the property 25 years ago to raise a family. They later began developing a winery in collaboration with winemaker Andy Swan of Granite Peak Winery. Grizzly Peak’s tasting room opened in 2008.

As Al explains, “We started out at a time when the wine scene was getting to be a more important part of the Rogue Valley. It took several years before things got off the ground.”

Like other regional wineries, their efforts were stalled and set back by the COVID-19 crisis.

“It’s very clear to me we’re still in the recovery phase from the COVID disaster,” Al says. “I know its impact was chaotic, especially for us wineries out in the boonies. …

“The Rogue Valley is trying to gain the attention of the wine buying public,” he says. “We’re always delighted when we get visitors from Portland or Seattle.”

Those visitors often become customers. That’s because there’s a good variety of wines to choose from, often 12 to 15 distinctive varieties, including a Reserve White Tempranillo and Reserve White Cabernet Franc.

For tasters who want more, prices range from $22 for 2018 Intrigue and 2021 Pinot gris to $35 for double gold medal 2016 Syrah and $40 for 2017 Reserve Malbec.

Grizzly Peak, which is named for the stratovolcano mountain that overlooks the winery and Ashland, also has a wine club that offers members everyday and day-of-release discounts, free wine tasting for themselves and two guests, and a complimentary glass of wine on their birthday.

The Silbowitzes take pride in Grizzly Peak’s friendly atmosphere. Large groups are welcome — although organizers are asked to please call in advance.

Adding to the winery’s popularity are performances by Rogue Theater Company. The group, which includes many veterans from the Oregon Shakespeare Festival, has proven so popular that runs have been extended and seats added in the barrel house. RTC’s next show is “Gideon’s Knot,” which runs Oct. 23 to Nov. 10.

Other upcoming one-day events include Gypsy Soul, on Sept. 7; the Roni Ben-Hur Trio, Sept. 22; and the Dmitri Matheny Group featuring Holly Pyle, Oct. 25.

For information on RTC performances visit their website at www.roguetheatercompany.com or call 541-205-9190.

For information on Grizzly Peak Winery, 1600 E. Nevada St., Ashland, OR 9752, call 541-482-5700 or visit grizzlypeakwines@gmail.com.