For decades, Debi Schwartz’s friends described her as the person they called to find out what’s happening on the Central Coast. Inspired by this, Schwartz turned that passion into a career.
Schwartz, who lived in San Luis Obispo in the 1990s and returned to Morro Bay 13 years ago, said she frequently uses local resources to discover community events and hidden gems. After leaving the event-planning and fundraising industry, Schwartz applied this passion and her service skills to her solo business, Coast to Vine Adventures.
“It’s been a long, challenging road to get to where I am,” Schwartz said. “But I just launched a few months ago, and I’ve already had some tours. It’s going great so far.”
Schwartz bought the van from a neighbor in July 2025 and began the long process of establishing her business in the community.
“My passion for knowing what’s happening, experiencing what’s happening and all the things that SLO County has to offer is really what guided me to start this business,” Schwartz said. “I was thinking of a lot of different ideas, and this one just fell into my lap, as far as the van [becoming] available, and then it emerged from there.”
Before she became an entrepreneur, Schwartz organized million-dollar events for the American Cancer Society and Cal Poly. She said this experience prepared her to build a thriving hospitality business.
“The background that I have is entertaining people and sharing everything with them; you know, fun things to do,” Schwartz said. “I like to find things that nobody else knows about and offer that to friends. It’s really my passion.”
To get her business off the ground, Schwartz navigated a nine-month process of licensing, driver’s training, and permitting.
“It’s a lengthy process, which it should be,” Schwartz said, emphasizing that her priority is making sure guests feel safe and comfortable.
The result is a highly personalized service that Schwartz calls a “build-your-own-adventure” experience. While her private tours have so far centered on the Central Coast gems of Edna Valley and Paso Robles, she said she’s quick to cater to a group’s unique interests.
“If you want to do two wineries and then go see something on the Central Coast and take a look at the elephant seals or what have you, I’m totally flexible,” Schwartz said.
Schwartz noted that she also offers tours of the emerging distillery and craft beer scene in SLO County.
With Coast to Vine, Schwartz handles reservations, navigation, and timing so her guests don’t have to. Coast to Vine’s tagline is, “You explore. We’ll drive.”
One of these structured escapes is WineDown Wednesdays. This all-inclusive tour (not including lunch) is available for $145 and encompasses the locally beloved winery hub, Tin City in Paso Robles. The day includes a behind-the-scenes factory tour at Etto Pasta, including a $25 gift card for the Etto Pasta Market, and guided tastings at Giornata and Volatus wineries.
As of late June, Schwartz had completed three tours so far, which have already provided valuable learning. During her first tour for a group of four from out of state, Schwartz discovered the logistical difficulties of losing cell reception and being unable to find the locations.
“It’s good to know your GPS is maybe not going to work out there in all the locations,” she laughed.
Despite the challenges of her new full-time gig, Schwartz said she’s deeply rooted in the community that she’s called home for decades. Looking ahead, she plans to keep her business local and intimate, focusing on the eight-passenger capacity that she feels allows for the meaningful conversation and special attention that makes her business distinctive.
“I fully expect to stay here in the area,” Schwartz said. “I love Morro Bay. I’m centrally located between Edna Valley and Paso Robles, so it makes it easy for me.”
Locals can catch a glimpse of the Coast to Vine van this summer as Schwartz prepares to enter it into the Cayucos Fourth of July parade to meet neighbors and hand out discount coupons for first-time riders.
Fast fact
• The San Luis Obispo County Integrated Waste Management Authority is relocating the Morro Bay Household Hazardous Waste Facility to a new location, yet to be determined. The current location is slated for demolition, and all existing operations must be relocated. The final day of residential drop-off will be Saturday, July 25. The Integrated Waste Management Authority is actively working to find a new location. Residents may use the other hazardous waste drop-off locations in San Luis Obispo, Nipomo, Templeton, Paso Robles, or Heritage Ranch (ranch residents only). The county encourages residents to use free takeback options offered by retailers of batteries, fluorescent lightbulbs, latex paint, prescription medication, needles, and thermostats containing mercury. ∆
Reach intern Sam Fickett at intern@newtimesslo.com.
This article appears in July 2-9, 2026.
