Proprietors

Center of Effort is the shared dream of partners Rob Rossi and Bill Swanson.

Rob and Bill are both local residents with deep roots in the San Luis Obispo region. Their partnership in Center of Effort is, in some ways, a homecoming. Rob was one of the architects for the original estate facility, and Bill developed a longtime fondness for the property after first tasting wine there when the winery opened 30 years ago.

Rob and Bill have traveled extensively over the years, savoring some of the world’s finest wines along the way. With Center of Effort, they endeavor to bring the best of their experiences together, and to share with you their own vision for world-class wines from their estate vineyard in the Edna Valley.

Rob Rossi

Rob is an entrepreneur, architect and winegrower, and the founder of Rossi Enterprises in Avila Beach. He is a Vietnam veteran of the U.S. Navy who graduated from California Polytechnic State University at San Luis Obispo with a degree in architecture. Rob’s multifaceted interests emphasize historic renovations and reuse projects, and he is a member of the Cal Poly President’s Cabinet.

Bill Swanson

Bill is the retired Chairman and CEO of Raytheon Company, a Fortune 100 leader in aerospace technology and innovation. Bill graduated magna cum laude from California Polytechnic State University at San Luis Obispo with a degree in engineering. Bill is on various public and private Boards including the Cal Poly Foundation.