Lest the South Bay—or its products—continue any longer without an idyllic nickname, Santa Cruz Mountains Winegrowers Association may have thought up a worthy successor to “Valley of Heart’s Delight” when they named their event Pinot Paradise. The three-day festival, which takes place April 11 to 13, showcases the Santa Cruz Mountains appellation and its status as one of the world’s top producers of Pinot Noir.

The event, marking its 10th anniversary this year, moves to the site of one of region’s first famous wineries. Pinot Paradise takes place at the Mountain Winery, which, before it became known to many as the hilltop concert venue with a beautiful view, was Paul Masson Winery.

The festival kicks off Friday at the Mountain Winery with a discussion of the Santa Cruz Mountains terroir, technical tasting and a meet-the-winemakers VIP reception. Saturday’s event, “Pathways to Pinot Paradise,” is a self-guided tour of local Pinot producers. More than 30 wineries will be open for tastings, and some will also offer vineyard tours.

On Sunday, the activities return to the Mountain Winery with the “Grand Cruz Food and Pinot Noir Tasting,” featuring Pinots from more than 40 local wineries paired with bites from local restaurants.