Spotlight: D’Vine Wine Bar in Victorville, CA

One of the things people told me when I moved to the High Desert was that there is nothing to do. No places to go. To get great nightlife, you have to go down the hill.

I have found that nothing could further from the truth! There is something for most everyone here, including those of us who appreciate a glass of fine wine and some gourmet treats to go along with it.

Several weeks ago, I sat down with owner Steve Sipe to learn more about D’Vine Wine Bar, a beautiful little spot tucked away on Monarch Boulevard in Victorville that offers live jazz, tasting flights, appetizers and desserts and an environment that encourages conversation.

RelyLocal: Tell me a little about D’Vine Wine Bar and how you came to start this business.

Steve Sipe: We opened three and a half years ago, in 2007. My wife is a great entrepreneur and always wanted to open a piano bar. In the early 2000s we were visiting San Diego a lot. We visited some wine bars and really liked them; we thought maybe this would be the way to go. Looking at the High Desert, it seemed like the market needed it.

As a business owner, you have to give the people what they want. Talk about adapting: adding live jazz was something people wanted, not something we originally planned to focus so much energy on. People come to D’Vine Wine Bar looking for good company, good music, and good wine, not to get sloshed. We are open 7 nights a week: 4 pm for happy hour until 10 pm on weekdays and open until 11 pm on weekends.

RelyLocal: What products can guests expect to find?

Sipe: One of the popular items we have are Wine Lovers Chocolates. These are specially made to pair with specific kinds of wine. Salmon Creek Wines are our house wine. We offer 75 different wines by the glass or the bottle, as well as appetizers and desserts. Guests can find tasting flights. And you can always taste before you buy because we want to make sure that you have a good experience.

RelyLocal: What special events does D’Vine Wine Bar have?

Sipe: Wine down Tuesday allows people to enjoy discounts on wines. Wine Tasting Wednesday features a tasting flight package. Thursday is the Open Jazz Jam featuring the Alan Winkel Trio. Friday features live jazz. And Sundays are Sangria Sundays.

We also host special events, birthday parties, anniversaries, anything you might need. Call us to get more information on those options. We can accommodate up to 50 guests.

The wine bar also features our artist-in-residence. We have two right now and we always have local art on display for sale.

There is also a newsletter for our customers and we recently had our Taste of the Vineyards wine cruise in April on Celebrity Cruise Line. We hope to do more of that in the future.

RelyLocal: Do you have any advice for other High Desert business owners?

Sipe: Don’t underestimate how much adapting you need to be able to do along the way. The market takes you in the direction you need to go if you listen.

You invite people to do business with you. You can’t just open your doors and expect people to walk in and patronize you. This should be part of the business plan from day one. How are you going to get your customers in the door? Everyone knows McDonald’s but they still spend more than any other fast food franchise on advertising. They want people to come more often. They want to stay top of mind for customers.

RelyLocal: What are your thoughts on building the economic resilience of the High Desert?

Sipe: I know all of the cities are active in trying to bring business to the Victor Valley. I would like to see more employment here, of course. But as things improve down the hill it will trickle up to here too. I have heard that more than 60% of heads of household work down the hill. That puts a lot of people on the highways. Its bad for local businesses because they will spend down the hill. [Ed: We’ll work to change that!]

RelyLocal: Tell me about you and your wife. Do you have any local favorites?

Sipe: Besides owning D’Vine Wine Bar, I also work at El Dorado Broadcasting. I have lived in the High Desert for 20 years. My job in television advertising brought me up to the Victor Valley originally. I’ve seen lots of change since then! My wife Beatriz Potter’s business is Fairy Tales Flowers and Gifts on I Ave and Bear Valley Road.

I use Joe Stevenson’s Cobra Kai gym here in our center. I really like Freedom Automotive in Hesperia. My car was having a rear end problem. He diagnosed the problem, fixed it, and it was done right. I was impressed with the profiessionalism and experience.


I have had some great fun with friends at D’Vine Wine Bar since this interview, including being introduced to a delicious Chilean Carmenere. Many thanks to Steve for sharing about his business with us! If you’d like to visit D’Vine Wine Bar, they are located at 14845 Monarch Blvd Suite C, Victorville, CA 92395.

If you would like to see your locally-owned business highlighted on this blog, please contact Alyssa Penman by email at AlyssaPenman {at} RelyLocal {dot} com or call her at 760-246-5400. is a locally-owned business that connects local consumers to local businesses for a thriving, robust and vibrant local economy.


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