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Realizing the potential of Santa Barbara County as a premium grape-growing region, Fess and his son, Eli, originally set out in 1989 to plant a small vineyard and sell fruit to local producers. But, as Fess' daughter, Ashley explains, "Fess is from Texas, so he can't do anything small." The Fess Parker Winery and Vineyard now farms almost 700 acres on four vineyards throughout Santa Barbara County.