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Dario Sattui in his Calistoga castle in 2007 (Associated Press)
By BRETT WILKISON
THE PRESS DEMOCRAT
A prominent Napa Valley winemaker who angered firefighters recently with written comments critical of their pay and benefits has found himself at the center of a growing Internet-based confrontation with public safety employees and their supporters.
In a letter published April 9 in the St. Helena Star, V. Sattui Winery owner Dario Sattui said firefighters are “greatly overpaid, work only two days a week (a third of which they sleep) and get to retire at 50 years old at 90 percent of their pay after working 30 years.
“But maybe getting paid 90 percent of one’s maximum pay for another 25-30 years for doing nothing isn’t so unjust, as they received high salaries for working very little before they retired,” Sattui wrote.
The letter was picked up and forwarded through cyberspace Friday by a Web-savvy Santa Rosa Fire union official, touching off a storm of angry comments by firefighters and their supporters on the Internet.
The smackdown evolved over the weekend into a Facebook-driven call to boycott Sattui’s two wineries — V. Sattui and Castello di Amorosa. Foes inundated V. Sattui’s Facebook page, Yelp site and an associated Google page with scathing comments and verbal attacks.
“I only hope that when your winery is burning down, no firefighters come to help your business,” stated one post, submitted under the name of Emily Morena Orloff.
“After Dario Sattui’s ignorant, uninformed rantings about firefighters I wouldn’t use your rot gut crap to clean auto parts,” stated another post, submitted under the name of Dan McCabe.
Over the next 24 hours, one new person signed up as a member of the Facebook group every minute. By Monday evening, the boycott campaign had attracted more than 2,300 members, including firefighters and police officers stretching from the North Bay to New York City.
“It’s blowing up,” said Mike Stewart, a 35-year-old engineer and a paramedic in the Ukiah Fire Department who organized the digital boycott campaign.
The row comes at a time when firefighters and police across the state and country are fighting to defend their benefits as cities increasingly eye public safety pensions as a way to cut costs.
Sattui, a well-heeled figure in the often apolitical wine business, has emerged as an unlikely lightning rod in that debate.
Known widely for the medieval castle he built outside Calistoga for an estimated $30 million, Sattui nevertheless describes himself as “the little guy.” His father was a cab driver and his great-grandfather a hard-working man who helped found the wine industry in the Bay Area in the late 19th century, he said in an interview Monday.
Sattui, 68, said he has nothing against firefighters and that his comments were aimed more at the “politicians” who he said have approved inflated public safety pay and benefit packages. His letter came out of concern that such contracts could lead to bankruptcy for municipalities in Napa County, as they have elsewhere, including Vallejo, he said.
“I realize that firefighters risk their lives and get up in the middle of the night,” he said. Still, “soldiers work for almost nothing. Teachers work for almost nothing. We’ve got problems paying for schools and roads. All I’m saying is let’s have some balance.”
His comments, which he conceded were “sarcastic” in tone, did earn some defense from Facebook users Monday.
“You aren’t the only one who thinks these things and kudos for you for taking the heat,” stated one post, submitted to the V. Sattui Facebook site under the name Mandy Salvant.
Still, Sattui conceded the vehemence of the backlash has been surprising.
“I was flabbergasted,” he said.
A second Facebook page titled, in all caps, V SATTUI WINE TASTES LIKE RECYCLED SEWAGE, insinuated that there were “strange labor practices” at the St. Helena winery and that public safety workers should stay away “to avoid gagging as they drink.”
Another post under the personal Facebook account of Brad Conners — vice president of the Santa Rosa Police Officers’ Association — featured a picture of Sattui along with the caption: “Our hero … should anyone get flagged down by him or see him choking in a restaurant.” Conners removed the post and photo Sunday evening.
“In no way did I mean to insinuate that any member of public safety would turn a blind eye to any member of the public in their time of need. In fact, the opposite is true. We, by our nature, reach out to help people regardless of how they may feel about us,” Conners said.
Santa Rosa Police Chief Tom Schwedhelm said officers are expected to respond to any emergency — even one involving a critic of their union interests — in the way they were trained.
“Anything less than that is unacceptable,” he said.
Outside of work, he added, police officers are free to pursue political activities but are required to avoid identifying themselves as officers.
Tim Aboudara, the vice president and political director for Santa Rosa Firefighters IAFF Local 1401, said he started circulating Sattui’s letter on social networking sites Friday because it was a “personal attack” against firefighters.
In these budget-crunched times, public safety benefits are a valid political issue, he said.
“We welcome the chance to sit down with people and talk about budget concerns,” he said. “But what Dario wrote was flat out false.”
How far the boycott goes or who else it envelops is still unknown, Aboudara said.
Monday evening, a person posting under the name of Mike Stewart, the Ukiah Fire paramedic and engineer, launched a Facebook campaign against Michael Haley, a Napa County Board of Supervisors candidate who expressed support for Sattui.
“The information that went out has an energy of its own,” Aboudara said earlier in the day. “This issue is bigger than Santa Rosa, way bigger than Sonoma County. It’s a statewide issue.”
Sattui, meanwhile, was on his way to San Francisco International Airport Monday afternoon for a flight to Tuscany, Italy, where he’ll be staying for a month.
Before his departure, he posted a response on his winery’s Facebook page, defending his earlier comments.
He said he was not worried about the boycott.
“I’ll probably lose some sales,” he said. “You can’t take on motherhood, apple pie or firefighters. But somebody has to speak up.”
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Tim Aboudara may indeed go down in history as the single most significant contributor to the Public Pension Reform Act. Congrats, Tim! You earned it!
I concur with Mr. Sattui, fire and police personnel are over compensated…
Lisa Maldonado… You’re right in one respect. Dario’s a rich winery owner who’s out of touch with the reality of fire fighting. He wrote some hurtful and insulting things and probably owes an apology.
But c’mon, he’s just some guy poppin’ off at the mouth. This can’t possibly be the first time you’ve heard someone criticize public safety. You can’t organize a boycott every time someone hurts your feelings. It doesn’t help to remedy the situation, it exacerbates the situation, puts a spotlight on your generous retirement plans, and just plain makes you guys look petty. This kind of publicity could wind up costing you dearly.
I thought the fire fighters were bigger than this.
Dario is my hero! I’m inspired to buy a case of each varietal of Sattui wine.
Mr Sattui traveled through Europe (expanding his knowledge of wine and medieval castles) in a van. He didn’t live in his van. (you might want to do research also) Whatever the case he is extremely wealthy and has spent a great deal of money to build himself a gigantic castle (including importing Italian workers to train the Mexican workers he hired to build it according to medieval standards – you can read all about it as detailed in “Black Tie” a Society Magazine)
My criticism is that for someone this wealthy and extravagant with themselves to be so selfish and disparaging about the wages paid to men and women who work hard and save lives (often at the expense of their own health) is in very poor taste and appears greedy and entitled. No one has questioned his “right” to say it. Obviously he has a right (as does everyone else) to speak their mind. But simply stating his first amendment right doesn’t end the question. Others may comment, share information, organize a boycott-those are also first amendment rights (even for common lowly workers and public servants)
Yes there are heated and angry comments on both sides. This issue obviously touches a nerve with many. But to have one set of standards for Mr Sattui and hold others to a different set is wrong.And to allow his disrespect and disparagement of firefighters to go unanswered would be wrong as well. There are many firefighters and their families and supporters who have listened to attacks and insults and responded with courtesy and passion. How is that “unprofessional”? Why don’t they have a right to organize a boycott? Workers have the right (and the responsibility) to speak up on behalf of each other when they are being attacked. And to stand together as brothers and sisters in the labor movement. It’s called solidarity.
Lisa,
Dario did not inherit his wealth. He worked very hard for years to get to where he is today, living in his van while starting up the V. Sattui Winery. I suggest you do a little more research before making comments that are not accurate. As for voicing opinions, i am a public safety officer in this state. I have worked hard for 26 years and continue to work more hours each month even though I am furloughed 3 times a month with a 14% pay cut for over a year. I agree with Jon, we have the right to state our opinions, the right not to do business with companies if we choose not to, but we should remain professional. We are lucky that we can voice our concerns, debate the issues and vote. For one, I am glad we have these rights! Take a look at the HBO special from Burma airing this month.
Wow, Lisa. Just… wow.
Well, Jon
I guess I expected more from a former public servant than to turn on fellow workers and side with the rich guy who trashes them. I am also disappointed that you feel his disrespect and disparagement are acceptable and workers should just grow a thick skin and “take it” Sorry, that’s not the labor movement. We have had to fight for decent pay, safety on the job and a fair days work for a fair days pay. If we just stood by and took it like you suggested, children would still be working in the mines and everyone would work 7 days a week with no rest. Thank god, there is a labor movement and thank god for people who stand up and fight for themselves and fellow workers. Feel free to join the rest in a race to the bottom of wages and benefits while you defend the rich’s winemaker’s attacks on fire fighters.
This goes way beyond public safety to many government workers. Benefits are not required to be accrued as earned for government employees, nor approved by taxpayers.
Few in private industry get pensions or health benefits upon retirement. Its unsustainable and will blow up, just a question of when.
See Footnotes of your city or state unfunded obligations in the footnotes of the financials, the numbers should scare everyone.
You must give Sattui credit for speaking up. Keep it up as you have and all the light will shine directly on big government, pensions and salaries of those in the entitlement sector. That’s what Sattui’s talking about.
In all fairness, fire fighting is a tough job, and injuries/deaths do occur (just look at 9/11), but a number of other jobs out there are also tough, and do not get nearly the pay and bennies that fire fighters get. I would rather be a fire fighter than work in a fast food joint, regardless of the pay. But in the case of Santa Rosa, it is not the politicians who are at fault, it is the public who voted for binding arbitration for public safety employees. City Management hands are tied when it comes to public safety salaries, and when cuts have to be made, it comes mostly from non public safety employees. You aren’t seeing police and fire layoffs. Fire did agree to cut their RAISES by a little…!
Lisa… how you and the firefighters choose to respond is completely your call. Having read your previous posts, I guess I don’t expect much more than angry ranting and name calling from you. I still expect more from our highly paid professional public safety employees and am left disappointed.
Jon
No one is questioning his “right” to complain. I am simply pointing out how selfish, greedy and ridiculuous he looks making disparaging remarks about people who work hard in a difficult job from the safety, security and luxury of his inherited wealth and his 30 MILLION DOLLAR CASTLE. I have evry right to do that and the Firefighers have every right to get angry and call for a boycott when another rich jerk bitches and moans about taxes and flies off to Italy for a vacation after disrespecting and insulting their profession. This guy has probably never done a hard days work in his life and lives in unimaginable luxury. Instead of being grateful for his luck, he’s spoiled and selfish and complains about taxes.I wish more workers would get angry about the inequalities and disparities in wealth in our society. The world would be a better (or at least more fair place!)
Are you kidding me, Lisa?? This guy is a tax payer and has every right to question how much we’re spending on public safety. Hell, I question how much we’re spending and I’m a retired cop. Yes, his tone was sarcastic… so what. I know what it’s like around a briefing table and in the fire station. Your skin has to be thick.
Some of the responses posted by the our so-called “heroes” are less than inspiring. Many of them were downright disgusting. I have no issues with individuals making a personal decision not to patronize this guy’s business. But for our firefighters to organize a boycott? Really? I guess I thought you guys were bigger than that.
The entitlement of the rich never ceases to amaze me. This guy who has obviously inherited great wealth, has the nerve to chastise firefighters from his 30 MILLION DOLLAR Castle and then jets off to Italy after complaining about paying taxes and saying that firefighters don’t work hard. Unbelieveable.
Thanks Dario!
Its about time…
“The Fleecing of America” comes to light!
Perhaps the rest of sonoma county will vote differently (than Cotati) when the Tax Increases come up this year!