Covina art gallery finds winning business combination with wine

By Thomas Himes, Staff Writer
The San Gabriel Valley Tribune
Posted: 02/08/2010 12:36:43 PM PST

COVINA - Amid an economic recession, one local art gallery found a winning formula by combining wine with art.

Galen Metz staked his future on selling luxuries at a time when consumers were cutting back.

Today, Metz's Azo Vino in downtown Covina enjoys a brisk business of loyal wine and art connoisseurs.

"When you're enjoying a glass of wine you tend to stop and appreciate the beauty of things around you," Metz said. "People will look at a piece and say, 'I like it.' Then they'll come back, have a few glasses and say, 'I'm taking that home with me."'

"Wine and art really do go hand in hand," he said.

The gallery offers paintings and three dimensional art works from more than 115 local and nationally renowned artists, Metz said.

Patrons can also choose between 165 wine labels at prices that won't hurt the wallet, Metz said.

"We work very hard to make sure our wine inventory retails for less than $25 a bottle," Metz said. "Sure, we can give you an expensive bottle of wine, but we find the general public is looking for a great product at a reasonable price."

Rony Fozonmehr ,27, of Palos Verdes stopped in Azo Vino to enjoy the Super Bowl.

"It's the best wine bar," Fozonmehr said. "The relaxed atmosphere, the wine, the art, I've been here about 20 times and I keep coming back."

Metz said much of his business depends on a core of loyal customers.

"We'd rather over pour you by a quarter than cheat you by a dime," Metz said. "Customer service really is number one, I can't afford to walk away from this."

To keep customers coming back, Azo Vino offers live music - including jazz, blues and Latin jazz - every Friday and Saturday.

"Our goal is to make it so that people can come every weekend for a month and hear something different," Metz said. "We have a saying here: 'If you can't have fun don't come to the party."'

On New Years Eve, the party, entitled "It's 12 0'clock somewhere," featured hourly celebrations of the new year.

"We celebrated every hour on the hour, all day," Metz said. "It was standing room only."

Classic Wines of California salesman Dave Gonzalez said Azo Vino is his No. 1 customer.

"A lot of people can't believe there's a wine shop in Covina, let alone a successful one," Gonzalez said. "California Wines tries to have everyone drink wine and not just elitists. Galen has really been essential in marketing the brand."

thomas.himes@sgvn.com

626-962-8811, ext. 2477