and a leg. well, we want to help. so when prices go up, we find new ways to go low. and now we've lowered the price on hundreds of your favorite products. designing something beautiful is easy. designing something beautiful with great quality for a low price. that's a different story. it's why we're here. that's a promise, not a promo. reignite your passion with custom anniversary bands from the jewelry exchange. two carat fancy lab bands, 1491 carat classic natural bands, 990 half carat natural 499 unlimited half carat natural 499 unlimited choices guaranteed o: hello, half carat natural 499 unlimited choiand welcome to "comunidad del valle." i'm damian trujillo. just a reminder that that the qr code you see at the bottom is so that you can register to vote. you can now register here on "comunidad del valle. it" takes you directly to the secretary of state's office in sacramento. so, no more excuses. we need to vote. on the show today, alum rock jazz's 50th anniversary, on your "comunidad del valle."

♪♪♪ ♪♪♪ ♪♪♪ ♪♪♪ damian: and today with la onda festival in napa valley. with us are the legendary ceja family, amelia and dalia ceja of the legendary ceja vineyards. welcome to the show, welcome back. dalia ceja: muchas gracias, thank you for having us. damian: thank you for being here. doña amelia, how are things going with the industry and the business? amelia ceja: well, it's going great for ceja vineyards. we have very loyal, wine-loving fans far and wide, and it's wonderful to host them, and they just love our wines. damian: all right, well, we're here to talk about the la onda festival in napa valley. if you ever wanna talk about, again, your companies that have

vineyards and whatnot. dalia, things seems to be going well. talk about your immersion into the family and into the, well, into the industry. you were with the family already, but you're emerging into the industry. dalia: yes, absolutely, so i represent the next generation in wine for ceja vineyards, third generation, working with my familia. my title is the executive marketing director, but i did my undergrad at san francisco state, then received an executive mba in wine at sonoma state university. so, to say the least, i'm very passionate about wine, i grew up literally in the middle of our pinot noir vineyards. and so, for me it's a passion, and i'm so thrilled to be continuing the legacy with my familia. damian: and talk about that bottle next to you. we're talking ab-- when we talk about ceja vineyards, we're talking, again, about top-shelf wine that is not easy to find at the, you know, grocery stores because it's that exquisite. dalia: yes, this is our gorgeous, beautifully balanced

merlot from the sonoma carneros agricultural zone, and this is one of our very first wines that we released, goodness, back in the early 2000s, but it is elegant, has a lot of finesse, very small production, but for us it really speaks of the birthplace, the vineyards, so when you taste a bottle of ceja vineyards's wine, it really speaks of the soils, the-- and, of course, the handcrafted quality that is touched by our family members. my tío armando ceja is still our winemaker. and so, for us it's all about familia from the vineyards, vineyard management, to the sellers to, of course, the front end of the business: my mom, myself. my brother and i take place in the marketing, the sales with our wine club as well. damian: and doña amelia, who better-- we've talked about this before, but who better to produce wines than those who used to work in the vineyards, right? like your family. amelia: indeed, and as you as well, yes, i started picking

grapes as a young girl when i first came to the napa valley in the late '60s alongside my parents, and now we are in a position to really give thanks to the people that actually allow us to make this amazing wine, which are the farm workers, and that's how we started and we wanna make sure that their contributions are recognized. without them, we wouldn't be able to make this really beautiful wine, and it is thanks to them that not only is napa and sonoma, like, world renowned for wine, but also we wouldn't have food on our table, so muchísimas gracias a todos campesinos. damian: well, i-- and i thank you for recognizing that el trabajo de los campesinos that goes the-- unnoticed by many people, but i'm glad you're doing it. how important is it to keep the company in family, doña amelia,

now that dalia has been with the company for a while now? amelia: well, it's really gratifying to see that the next gen is definitely interested in joining and being part of our company because we-- when we started our company, we all have-- we all went to college, but none of us has a business degree. i mean, armando, our winemaker, he studied oenology at uc davis. so, great for agriculture and wine production. my husband, pedro, studied engineering, so-- and he's very creative, and i studied history and literature, so it's wonderful that now dalia actually does have a business degree, and belen, armando's daughter, also studied oenology and agriculture. so, it's not just anyone that will be in charge of-- but it's actually highly skilled, highly educated,

muy capacitadas. you know, the next generation is definitely ready. damian: and it's an explosion. talk about that explosion, dalia, if you will, just in the last 30 years or so, the explosion of the enjoyment of wine by most everybody. dalia: yes, no, and as a latina millennial myself, it's so wonderful to see how technology now has really changed the game in the wine industry and how we're able to reach new wine consumers, and it's so wonderful that our background, our heritage, we're mexican american. we're able to reach a global audience, but we're very proud of being latinos and able to reach that realm as consumers to enjoy our wines with a variety of foods, but, of course, paired with authentic mexican cuisine, which for us is another passion: food and wine paired with authentic mexican cuisine.

damian: you're not gonna get an argument from me, that's for sure. well, again, we-- we're here to talk about the la onda festival. we're gonna talk about that in our next segment because it's important, too, and y'all are co-sponsors of that event, but that onda festival is gonna be spectacular. i mean, the who's who of entertainment will be there? it's june 1 and 2 in napa valley. there is a website for more information, la onda festival by bottlerock, put on by ceja vineyards and several other of the latino vendors in napa valley. we'll be back and talk more about the festival. we'll continue here in "comunidad del valle." stay with us.

and doña amelia ceja of ceja vineyards, here on "comunidad del valle." we're talking about la onda festival, and you look at the list of entertainers, dona amelia, it's incredible who's coming to perform at this festival. amelia: oh, i'm so excited. actually, i've never seen alejandro fernandez, so i'm being from jalisco and he's from jalisco.

so, very excited about that. but maná, one of the greatest rock bands pretty much anywhere, and café tacvba, but i'm very excited to see ximena sariñana and so many others, that the lineup is fantastic. damian: and dalia, this is, i mean, bottlerock is known for the great-- you know, the-- i should've say not american bands, but english music bands that come and perform. this is completely different. how much of an "about time" is it that something like this is happening? dalia: i was just about to say that. it's about time, and we are just so excited to really immerse our culture, community, into something fresh and new but that's all the latin vibes, and it's really gonna bring, i feel, a really exciting opportunity for napa valley wine country to

continue to do this, and i think as an inaugural la onda festival, i think it's going to really steal the show with so much excitement with the acts, the food, the wine. it's gonna be a great time. damian: [speaking spanish] i mean, you're kidding me? that's going to be-- it's going to be crazy. now, talk about the sponsors of it because you're co-sponsors along with some of the other latino vendors. we're looking at that list right now. dalia: yes, we are so delighted to be one of the co-wine sponsors for la onda music festival, which is wonderful 'cause they're highlighting all latino family-owned wineries. so, we are actually part of mava, which stands for the mexican american vintners association, so there is a handful of mava members that are going to be representing with our own wine cabanas, selling our wines throughout the entire weekend. so, órale, it's gonna be a wonderful time to meet and greet

other latino family-owned wineries 'cause we're each be hosting and greeting all consumers and fans and attendees that come into our cabana. damian: yeah, and talk about that, doña amelia, because when you're talking about these big groups and bands and performers like alejandro fernandez, you know, this isn't the sap center, this isn't the chase center, this is your your backyard, this is napa valley, wine country. amelia: well, and that's why it's so exciting because they're-- nearly 40% of the population is napa is actually latino, and now to bring this world-renowned performers from this year, the inaugural years, they're primarily from mexico. it's going to also bring attention to new consumers about the wines of napa, the cuisine, and the beauty of napa.

so, it's a great opportunity, and it's gonna benefit not just napa valley, but it will also benefit a lot of the attendees that have never been here because the hospitality that is offered in napa, it's pretty impressive, and i feel that this is a great platform to bring our bicultural identity, and i mean, in california, i-- spanish speaking will be-- spanish speakers will be a majority within the next decade. so, this is a great introduction to music from latin america, and, next, i feel that the next la onda festivals are going to include many other performers from latin american countries. damian: on the marketing side, dalia, this is-- it seems like a

win-win for everybody, the guests. we're gonna come and enjoy the entertainment. the entertainers, because now they're going to a place where maybe they haven't been before, and the napa valley itself, which is getting this influx of people and some big-name acts. dalia: yes, absolutely, and, you know, we're definitely trying to figure out how we can get a glass of ceja vino in alejandro fernandez's hands or the entire grupo maná because ceja vino and music is the way. damian: yeah, no, absolutely, and this takes some coordination, right? i mean, this is-- something like this can't happen overnight. it takes vision by visionaries to say, "you know what? there is a market here. let's tap into that market." amelia: we were inaugural sponsors of bottlerock for the first two years, in 2013 and 2014, so latitude 38 reached out

to us last year and to, you know, to let us know that they were going to be doing it, so we were so-- from the very beginning, we were just so thrilled because it-- bottlerock has brought some latin performers, but i think that it is so overdue that now it's just an all, you know, latin performance festival. and so, we were in from-- when we were approached last year. and so, it's very, very exciting for us to continue that tradition that we started with bottlerock the very first two years. damian: yeah, and, finally, anything else that you want to add, dalia, before we let you go here on the show? dalia: you know, for us, again, it's all about familia-- so, really embracing our culture, our heritage-- and we cannot wait to host you at casa ceja wine cabana at la onda

music festival. damian: all right, well, you know, they had something similar at dodger stadium last year. a lot of people went up, but that's dodger stadium. who wants to go there? this is napa valley. you wanna go to this. thank you, ladies, for what the-- two things work-- for what you've done to encourage latino pride and for putting this on. thank you so much. dalia: muchas gracias. damian: gracias, and, again, for more information, this is gonna be-- it's gonna be lit over in the napa valley. you wanna get your tickets now for the june 1 and the 2 la onda festival there in napa valley. up next on "comunidad del valle," alum rock jazz, celebrating 50 years. stay with us.

( ♪♪ ) you made a cow! actually it's a piggy bank.

my inspiration to start saving. how about a more solid way to save? i'm listening. well, bmo helps get your savings habit into shape with a cash reward every month you save. both: cash reward? and there's a cash bonus when you open a new checking account to get you started. wow. anything you can't do? ( ♪♪ ) mugs. ♪ bmo ♪ celebrating 50 years with mugs. servando sandoval, with the alum rock educational foundation here on "comunidad del valle." servando, 50 years, half a century, that's a big accomplishment. servando sandoval: it certainly is, and, you know, i was part of this program more than 25 years ago when i was in middle school,

and it's great to see this organization still around and still continuing to service the kids of alum rock jazz. damian: you a drummer? what is it-- what was the instrument that you took over? servando: no, i played the jazz--in the--a bass guitar in the jazz band, but, you know, i started off with the guitar, then i moved on to the drums, but my main instrument was the bass guitar. damian: all right, you have a big concert coming up to celebrate the 50 years. servando: absolutely, you know, we are having our 18th annual jazz concert for the alum rock program. it's on june 1 at 6 p.m. at the mount pleasant high school on white road in san jose. so, definitely we're inviting all of the community to come and support this great program. damian: tell us what the-- it does for students-- those

who attend. you can tell us by-- first, tell us what it did for you as a young child in alum rock. servando: yeah, i think it's, you know, this program is great, you know. one, it introduces jazz to the east side community, which is not something that's really heard of, and, two, it provides, i believe, one, self-confidence. and, two, great examples for the kids to, you know-- it's-- that hard work really pays off. kids, you know, have to audition to be in the jazz program. this is an after-school program for the kids, and, you know, once they're in the program, you know, it's rehearsals four days a week, and then, starting in about february, the concerts start and they get-- kind of go on a tour around alum rock school district, performing at the different schools, and then the grand finale in june for the annual fundraiser. damian: and again, this is happening-- it's the 50th

anniversary of the alum rock jazz program here, and the equipment is not free. i mean, you have to provide for these students. servando: absolutely, we use the funds from our annual fundraiser to supplement the funding from the school district. we provide transportation for the kids, and we also, you know, either buy, repair instruments that are needed for the program, and as well, you know, other equipment. it's-- they definitely have a, you know, they have a tour, like, where that they-- follows them along with all the equipment that they have, and it takes a lot of money to repair and to replace that equipment. damian: this isn't your school band, average school band. you have to audition, you mentioned. you have to perform, tour, and whatnot. this is a serious thing here. servando: it is a very serious thing and i think it's great for the kids, and it's always great to see the progression of our students, you know, from the time that they audition and they

first start practicing to the first concert that they do in february, and then you see them perform in june and they make so much progress throughout the year, and it's great to see the kids excel at the various instruments, and we have singers as well, so, you know, definitely a full band, but, yes, it's not your average school band. damian: all right, this is quality jazz music. again, the big celebration is happening at mount pleasant high school, there in the school theater on white road, june 1, at 6 o'clock. there is a website for more information. we'll be back and talk about this great accomplishment, 50 years, on "comunidad del valle." stay with us.

(brad) hi, hi. guys, guys. no, no, wait a minute, there are easier ways to get information about a place. simply head over to apartments-dot-com for tools like 3d virtual tours to learn everything you need to know. okay, be brave. be brave. i've done all i can. apartments-dot-com. the place to find a place. nope. ing spanish] "comunidad del valle" con servando sandoval del alum rock education foundation [speaking spanish], the alum rock aquí in "comunidad del valle."

we're here with servando sandoval of the alum rock education foundation, celebrating 50 years of the alum rock jazz program, a great program there, and it's possible, right, servando, for somebody to come out of alum rock and succeed. there are many examples, you being one of them, the big office, a big lawyer office in the high rise of downtown san jose, sí se puede. servando: absolutely right. you know, we do have this great saying, sí se puede, and it is very true. you know, we have a lot of success stories that have come out of alum rock, not only the school district itself but also we have some great examples that have come out from our jazz program. you know, we have doctors, attorneys, teachers, you know, any other type of professional, and, you know, that is something that we do try to emphasize with our kids, is that this is, hopefully, just a start for you guys, you know, for your future, and if you put the effort and you dedicate yourself, you can

do whatever you can-- you know, accomplish whatever you want to accomplish. damian: talk about the surprise of parents in the audience when they think that they're going to one of these concerts and they think they're gonna listen to your average school band and it turns out to be the jazz band that is a semi-profession, i would say. servando: it's amazing to see that the parents-- because, unfortunately, a lot of our parents do work, and they may not be able to make some of the concerts throughout the school year, but we did-- we have this, you know, concert on a saturday night so that we do have the ability of more parents to attend, and sometimes we have parents who come and say, "well, i'm just gonna drop off my kid," and i encourage them to stay and listen to their kids, and then they'll come out and just, you know, show how proud they are, you know, hearing the kids perform, and, you know, it's not your typical school band show. you know, some of these are, you know, close to professionals,

especially when they're up there in front of the entire band, doing their solos. it's just amazing to see the kids and how great they perform. damian: yeah, and we had mentioned you there in your high rise attorney's office in san jose, why come back to alum rock? servando: you know, i-- you know, i'm a member of the community, and i, you know, try to do what i can to support the community, not just with the jazz program but with others, and, yeah, shortly after i came back from ucla, i ran into the-- one of the founders of the jazz program, william nicolosi, and we started talking about what we can do to support the jazz program, and he had already, more or less, started this-- the concerts, but we decided, "let's start a foundation so that we can better serve our kids," and it's been a great success. we've been around, you know, 18 years, we've been doing these types of concerts, fundraisers for the program, and we hope that it goes on for another 50 years.

damian: yeah, absolutely, and, finally, when you get bored, i guess you can open up those blinds behind you and stare at the beautiful green hills of-- east foothills of san jose. servando: absolutely, i chose this side of the office so i could look at the east side of san jose. damian: all right, thank you so much for what you done in the past, what you're doing for our kids now, and for pushing us along. servando: thank you for having us, and please join us and support our program. damian: all right, thank you very much. well, let's show you the information for that program. it's happening on june 1 at the campus of mount pleasant high school in san jose at 6 o'clock. it's the alum rock jazz celebrating half a century, 50 years, their 50th anniversary concert. well, if you wanna get a hold of us on "comunidad del valle," you can follow me on instagram. my handle is @newsdamiantrujillo. my email address is also there on the screen if you have any story ideas. remember, you can use that qr code on the screen to register to vote. takes you directly to the secretary of state's office in sacramento. no more excuses. latinos need to vote.

we thank you for sharing a part of your sunday with us on "comunidad del valle." we're gonna leave you with a little bit of video of that jazz program. we'll see you next week. ♪♪♪ ♪♪♪ ryan mccray: the alum rock jazz band was really important to me. it really got me started playing jazz. ♪♪♪ joe amaral: i didn't know what jazz was, so it was something completely new for me. ♪♪♪ cj posner: it's really affected my entire professional music career. bill nicolosi: in 1973 we decided that, the kids out here, there was no experience like that for them at this level, in this district, and so three of the music teachers-- ted powell, jerry sachs, and phyllis grant and i-- started this program just to offer kids a chance to come in after school and to try this kind of meeting with big band and jazz.

♪♪♪ bill: we were amazed at how many kids at that point really were willing and could participate, and i saw out here a huge amount of talent with a lot of kids of color that just wasn't being looked at or tapped into. ♪♪♪ ♪♪♪ bill: the thing we've tried to produce in these kids, besides musicians, is good, responsible people, period. ♪♪♪ ryan: i learned a lot, musically, and also i learned how to work.

cj: practicing, showing up every day with my materials. joe: and discipline was one of the big things, you know. you had to be there, you know? you have to pretty much be almost dead for-- to miss a rehearsal. ♪♪♪

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