El Paso Days is always sure to bring great events, but the Grand Parade followed by the greased pig contest Sunday is always a sight to see. This year, Vino in the Valley will be honored as the parade grand marshal Aug. 17.

“El Paso Days is the greatest celebration. I don’t know of any other parade that is as wacky and fun as that parade,” Vino in the Valley Owner Larry Brenner said. “We’re just excited to be chosen as the grand marshal.”

For Brenner, this is an extremely special moment. Brenner grew up in Ellsworth and graduated from the high school in 1977. He has black and white photos of fishing with his brother as kids in the township, he had his first beer with his dad at the El Paso Bar and Grill and he spent a lot of time in the area.

“El Paso, I’m so lucky I grew up around here,” Brenner said. “It’s beautiful country. The Rush River has so much meaning to my growing up.”

He also remembers Ernie’s log cabin bar and an old corner store.

His grandparents owned a farm in El Paso and he eventually worked on the Shafer family farm for years when it was owned by his great uncles Ivan and Gerald Shafer. Ivan was the El Paso town chairman for years.

After a lengthy career in radio sales in the Twin Cities, Brenner made his way to working with outdoor shows like Minnesota Bound. In the meantime, Brenner purchased 200 acres of land in El Paso right on the Rush River.

“I always loved the beauty of the area, and while I was commuting from here and driving to the Cities to work after I bought this place, I just kept thinking what can I do for my retirement,” Brenner said.

In 2006 Brenner was hanging out with a small group of friends at breakfast when they got to talking about what he could do as a retirement plan. Someone suggested pizza on the farm, and while Brenner appreciated the idea of serving food in the beautiful valley that is grown right there, he did not want to take an idea already in use.

Then, the suggestion of wine in the valley came up, later brainstormed into Vino in the Valley. They mapped out their vision and came up with many great ideas along the way.

“That afternoon, after breakfast, we went back to the farm here and sat in the river with a bunch of friends and we brainstormed the idea,” Brenner said. “What does it look like? What does it smell like? What does it sound like? Stimulate all your senses, which is still part of our brochure and our slogan.”

Brenner’s friend then told him it was fun coming up with the plan, but Brenner would never go through with it. Brenner rose to the challenge, saying if vinointhevalley.com was an available website domain, he would put the ball into motion.

“What I was thinking the whole time was Sonoma Valley, Napa Valley, there’s no way that address would be available,” Brenner said. “I had a friend in the Cities check, and she called me back and said, ‘You’re not going to believe this, it’s available.’”

Nineteen years later, Vino in the Valley is a thriving piece to the El Paso puzzle, serving 32,000 people over 85 summer days each year. Brenner said they have some big things planned for the 20th year.

Brenner gave a major shoutout to his sister and co-owner, Julie Karlstad, who he called “the cog that pulls the whole thing together.” He also gave thanks to the wait staff and bartenders who will be participating in the parade.

“A lot of them are teachers and other people that have full-time jobs but still love to work at Vino, and they’ve been here since the beginning, many of them,” Brenner said.

“They don’t let me in the kitchen because I can burn butter and the waitresses want me to stand clear because I can drop plates all over,” Brenner joked. “They pretty much told me to go out front and be the eye candy.”

When Vino in the Valley was created, one of Brenner’s main goals was to draw people in from the Great River Road, getting them to check out businesses in El Paso, Ellsworth and everywhere else in the area along the way. He said he is proud that they have stood on that principle over nearly two decades.

El Paso Days serves as an opportunity for the El Paso Community Club Crisis Fund, building funds to assist those in need in the community.

“Our fund is at the ready when being a good neighbor means more than good wishes. We support not only our community, but our community’s friends, in times of tragedy and need,” the community club website states.

The club distributed $9,850 to 32 families a year ago.

“I’ve seen that in action where they do help individuals. This money really does go to individuals in need,” Brenner said. “A lot of people have benefited from the crisis fund.”