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Harry McWatters
 
April 25, 2016 | Harry McWatters

Urban Winery Coming to Downtown Penticton

Former PenMar Theatre complex to take on new life as a winery & hospitality centre

[Penticton, BC] - ENCORE Vineyards Ltd., home to TIME Winery, McWatters Collection, and Evolve Cellars, announces it has purchased the former PenMar Theatre Complex (361 Martin Street, Penticton) and will be transforming it into an urban winery, the first in the South Okanagan. 
 
The subjects have now been removed on the sale, paving the way for ENCORE to begin modifications on the building that will see it ready for wine production of the 2016 vintage.

The restored building will be home to a brand-new winery production facility, including a crush pad, barrel cellar, custom fermentation hall, lab, warehouse, and administrative offices. When open to the public, the visitor experience will include a tasting bar, a small plates lounge, a 40-seat outdoor patio, as well as a retail wine shop. 

An onsite commercial kitchen will give the winery the ability to host public and private events. Banquet facilities and other offerings are being planned for the future.
 
In keeping with the community's desire to showcase local performing arts, ENCORE will maintain one of the theatres as a 75-seat movie, performance and event space for concerts, private functions and non-profit uses. Ultimately, this destination, multi-purpose winery, bistro and theatre will help to attract visitors to the area and assist with the revitalization of the downtown. 

The PenMar is a historic site with a long history of arts and culture. Built in 1956, the theatre closed in 2012 after its then-current owners, Landmark Cinemas, moved into a multiplex location. An organization named the PenMar Community Arts Society attempted to raise enough money to restore the building, but was not able to raise the funds required. ENCORE Vineyards, who coincidentally contributed to the society's fundraising efforts, is pleased to be able to help preserve this historic building and contribute to the community. 

Harry McWatters, president and CEO of ENCORE Vineyards says, "We are excited to share the next chapter of ENCORE Vineyards with our Penticton neighbours. Our aim is to create a downtown destination that the South Okanagan can be proud of, while preserving the legacy of this vibrant cultural landmark."

About Encore Vineyards:

ENCORE Vineyards Ltd., a progressive Okanagan-based company, is home to a number of wine brands, providing a host of wines and hospitality service. The ENCORE team has developed an unparalleled opportunity for investors to participate in the growth of its existing enterprise, substantial brand expansion, and premium brand acquisition opportunities. By consolidating certain operating, management, and marketing and sales strategies of multiple wineries, ENCORE will improve financial returns in what has the potential to be a high-margin industry. Learn more at encorevineyards.ca.

ENCORE has amassed an impressive team, poised to help define the next generation of Okanagan winemaking via its production of premium wines in the Okanagan Valley. The company is known for its labels including TIME Winery, Evolve Cellars and McWatters Collection. In 2016, ENCORE Vineyards expands, with new projects that further celebrate the spirit of the South Okanagan.

The ENCORE team is led by president and CEO Harry McWatters, a 48-year veteran of the British Columbia wine industry. Christa-Lee McWatters-Bond is the ENCORE marketing director, offering lifelong wine industry insight. Lawrence Buhler is ENCORE’s director of winemaking, who has experienced more than 15 vintages in Ontario, British Columbia, Chile, Argentina, and Australia. He will oversee the company’s growing portfolio of premium British Columbia wines.
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