Proprietors

Center of Effort is the shared dream of Bill and Cheryl Swanson.

Bill and Cheryl have deep roots in the San Luis Obispo region.  As longtime residents, they developed a fondness for the property after first tasting wine there when the winery opened 30 years ago.

Bill and Cheryl 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.

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.