Sammy Hagar, Billy Idol to raise funds for Atlas fire recovery

Last year at around 10 p.m. Oct. 8, Jeff Sanders, executive vice-president of Lagardère Sports and executive director of the Safeway Open series, experienced a power outage and left his hotel room suite to find the hills north of the Silverado Resort and Spa in Napa in flames. The blaze he spotted from the resort was part of the Atlas fire, which hit Napa just hours after the Safeway Open golf tournament and concert series came to an end.

It was a close call but the Safeway Open Series is back for a third year, which kicks off Oct. 3 and runs through Oct. 7. This year, the musical lineup includes indie rock band Young the Giant, “Rebel Yell” star Billy Idol and Sammy Hagar and The Circle performing Van Halen classics. Best of all, the ticket sales go toward fire relief.

Sanders, who had been staying in Napa for three weeks last year to organize the Safeway Open PGA (Professional Golfers’ Association) Tour and Safeway Open three-night concert series with a team of Lagardère Sports staff, rushed back to his room and gathered what he could grab in under five minutes.

“I was calling my team telling them evacuate, evacuate!” Sanders said.

“We were scared to death because (smoke) was coming hard, and embers were flying everywhere.”

While the experience was terrifying, Sanders was thankful the fire hadn’t struck 24 hours earlier, when the Goo Goo Dolls closed the Safeway Open Concert Series and the resort was booked to capacity and it would have ?meant evacuating thousands.

Over the past three years, the Safeway Open Series has become a local favorite event that foodies, concertgoers, wine lovers and golf enthusiast can all ?enjoy.

With $30 daily tickets including access to both the PGA and concert series, the weeklong event packs large crowds onto the grounds of the ?Silverado Resort and Spa.

While the resort lost five hospitality suites, two golf carts and two Safeway semi-trucks to the fire, the resort survived and continues as a picturesque Napa destination fit for a weeklong luxury event.

Not as lucky

Sanders was grateful everything could be replaced and everyone on site was able to evacuate the resort safely but could see others wouldn’t be as lucky as he drove through the smoke on the night of the fire.

“Unfortunately, it was the surrounding homes,” he said.

Being on-site the night of the fire and seeing the Napa community come together inspired Sanders.

The community “rallied like I’ve never seen a rally,” he said.

So far the tournament has donated $200,000 dollars toward fire relief and Albertsons Co. (parent to Safeway) has donated ?$1 million.

Not to mention, Albertsons Companies CEO and Chairman Bob Miller announced this year’s Safeway Open Series will be donating all ticket sales to ongoing fire relief efforts.

“I’m proud to be running a golf tournament that’s sponsored by such class people,” Sanders said.

“We never imagined not doing the tournament because we wanted to help the area as much as possible.”

Year-round effort

Though Sanders lives in downtown Portland, he visits Napa about once a month, and finds himself working on the Safeway Open tournament year-round.

“I work on the tournament every day. Wherever I am, to be honest,” he said.

Sanders’ goal is to offer Napa top-notch performances and world-class golf while keeping ticket prices low.

The top dates to attend are Oct. 4-6 because each daily ticket covers admission to the concert series and the Safeway Food & Wine Pavilion, Brew Loft, Spirits Lounge and Beers Fore Birdies.