About Us

Jim Reich, is the company founder and lead guide. Born on the east coast, Jim spent his childhood exploring suburbia (the suburbs of New York City), which at the time was all there was available to explore. Still, he was out every chance he got trying to get closer to nature, to be just among the trees and away from the pavement.

Back before mountain bikes were even on the market, Jim was biking through creeks and rivers on dirt trails with his good old three-speed bicycle. This was the beginning of what grand explorations would lie ahead.

Jim first came to Arizona on a family trip in 1982 and he loved every minute of it. It was then that he had his first taste of the Grand Canyon, the Painted Desert, and the four corners region. Upon graduating high school in 1988, Jim knew he wanted to go west, and Arizona was his top choice. Northern Arizona University and Flagstaff became his home almost immediately. It was among the San Francisco Peaks that Jim first learned how to mountain bike the epic single-track trails that scattered the area. Hiking and camping too soon became frequent activities. It wasn’t before long that Jim’s major changed from pre-law to photography. The logic was that photography would allow him to spend more time outside which is where he wanted to be.

In 2004, Jim founded Sedona Hiking Adventures. After spending nearly 5 years in Flagstaff and moving back and forth between the east coast and Arizona, Jim finally made Sedona his permanent home in 2001. Nearly 3 years after moving to Sedona, Sedona Hiking Adventures was born. From 2001 to 2003, Jim spent every spare moment hiking, swimming, and camping all throughout the Sedona and Flagstaff areas. Sedona Hiking Adventures became Sedona Red Rock Adventures after Jim continued to discover all that Northern Arizona had to offer. He felt “hiking” was too limiting to what the region had to offer, and wanted to share all of the adventures and joys that could be had.

Since moving to Sedona, Jim also starting to learn more about the area by reading books about Sedona, local history, plant life, animals, geology, and the native people of this region. Today, Jim still spends a great deal of his spare time learning new things about the Sedona area by reading various publications and talking to other guides knowledgeable in local facts.

It was with this passion for the magic of the red rocks and for simply hiking that makes Jim smile every time he is on the trail, whether it is on a guided hike or simply with friends. Today, Jim spends 8 days a week on the trails and loves to share his enthusiasm about Sedona with clients from across the US and across the globe.

As our planet is evolving, so is business. In 2007, Jim discovered the wines of the northern Arizona and began offering wine tours. With this evolution, wine tours is now his primary focus. First offering wine tours to Echo Canyon Vineyard, he now goes to everywhere in the Verde Valley, and wine has became his passion. If you look in his personal wine cellar, you will only find Arizona wines. Allow him to share this passion with you.

A personal note from Jim:

I love this quote by Walt Disney. Who am “I”? I’m the owner of Wine Tours of Sedona and I started my company 20 years ago because I wanted to share my passion of everything Arizona with those visiting here. I may not be the biggest tour company out there. I don’t own 100 Jeeps, nor do I have a fleet of coach buses operating under different names but with one owner; but what I do have is my PASSION for Arizona. For me, it about allowing you to EXPERIENCE Arizona as I do, through my eyes, for that short moment that you are on a tour with me, Jim Reich. So, in the words of Disney, “if you can dream it, you can do it”; that’s how I operate my tours. That might sound cliche’ but it’s the truth. You tell me what you want to SEE and DO, and I will CREATE it just for you. I give you personalized service. For me me it’s not about how many people I can fit into a tour bus, but rather the quality of the tour, that’s why each tour is private to each individual customer. Whether you have two people or fourteen, I can accommodate you. By offering tours with the mindset of Disney, I give you flexibility that the larger tour operators just can’t offer. I invite you to book a tour with us. I promise that you will go home with a memory what will last a lifetime.

I first visited the majestic Red Rocks of Sedona Arizona in the winter of 1996. Within 12 hours of arriving in Sedona, a dear friend took me to an ancient ruin in Boynton Canyon and life revealed to me that I had found my new home in Sedona and the Verde Valley. I spent the next 5 days exploring the beauty of the land and the town and falling in Love! I immediately started planning my move date and I officially moved to Arizona in April of 1996.

Over the course of the last 27 years, I have had the good fortune to live in many gorgeous locations, such as the island of Kauai, the Redwood Forests of northern California and the sublime beauty of southern California. The red rocks of Sedona have always continued to call me home. I am proud to live here and have the opportunity to share my love of the Verde Valley with the wonderful people that come to visit on the Wine Tours of Sedona. I look forward to meeting you, sharing the beauty of the land with you, sharing the deliciousness of the blossoming wine industry and so much more!

Juan M. Jijon Caamano is a native of Quito, Ecuador. His main home has been in Sedona for over 20 years. He was raised with both Catholic and Buddhist traditions growing up. Since he was a child, Juan has been interested in spiritual subjects, seeking intuitively to find a common truth to all beings. By age 18 Juan began pursuing the path of Traditional Chinese Medicinal, Martial and Meditative Arts. Juan has been teaching and studying Tai Chi and a variety of Eastern studies in Sedona and across the country for over 20 years. This has given him the chance to really connect with all kinds of people in meaningful ways. Wine Tours of Sedona gives Juan the chance to connect with people in a really fun and authentic way and the honor to serve as guide to the many wonders of this land with which he has a deep energetic connection.

Juan is a Wine Tours of Sedona Guide Extraordinaire.

Juan is bilingual and offers tours in both English and Spanish.

Deborah discovered yoga in her early 20s and has been practicing and learning ever since, continuing to be amazed at the benefits she’s received and has seen in others.

Over these many years, she has experienced numerous styles of yoga, including Hatha, Bikram, Vinyasa Flow, Yin Yoga, Buti, Yoga Nidra, and Kundalini, and her teaching draws from these various sources.

Deborah had been a full-time elementary teacher at both Montessori and Waldorf Schools, with a yoga practice on the side as a means for health and wellness. Attending the hot yoga studios in Sedona and Cottonwood, she was grateful to have a regular practice. After many years, she shifted out of full-time elementary teaching, and around that same time, her local studio offered its first 200 hour Yoga Teacher Training Certification.

It became apparent that the moment had come to deepen her practice and prepare to become a yoga teacher.

Since the entirety of yoga is much more than simply the practice of the physical poses, she loves introducing the 8 limbs of yoga to others and includes pranayama (breathwork) and meditative practices in her classes.

She welcomes all students, at all levels of experience, and offers modifications and props for comfort and ease. She believes that yoga is primarily about aligning more deeply with the inner self and discovering more about the mind-body-spirit-breath connection. With her heart-centered guidance, she strives to help practitioners find inner peace, focus, greater well-being, and transformation.

Deborah has enjoyed incorporating yoga into her elementary classes with children in the past. She currently teaches at the Sanctuary at Sedona, which is a holistic rehabilitation center, and at the Cottonwood Hot Yoga studio. She is now a certified paddle board yoga instructor through the SUP Yoga Center, and also owns and operates her own Floating Yoga business at the convergence of the Verde River and Oak Creek.

We Are Different than other tour companies.

• All tours are PRIVATE to your individual reservation. You are never grouped with other reservations.
• We PERSONALIZE each tour to meet your individual interests, palate, and desires.
• Throughout your tour with us, we give you complete FLEXIBILITY to enjoy the tour at your pace, never rushing you along the way.
• COMPLIMENTARY pickup anywhere in Sedona. Nominal pickup charge in outlying areas.
• FLEXIBLE start times based on when you want to go on our tour.
• We serve ALL vineyard locations and tasting rooms along the Verde Valley Valley Wine Trail and Flagstaff too!
• All tours INCLUDE your wine tasting fees, so there is no hidden or additional costs (unless your purchase wine or extend your tour).
• On board vehicle WiFi for you convenience.
• Use promo code DOGFRIENDLY Receive a 10% discount when you bring your dog. Dogs have “puppy play area” with comfortable bed. Dogs are not allowed on our tours in Red Rock State Park, as it is a natural resource protection park.
• Sedona’s MOST EXPERIENCED wine tour company, operating since 2004.
• We are not the biggest wine tour company but we are the BEST. We believe in quality over quantity.

We serve:

All 8 vineyard locations
16 tasting rooms
12 micro-breweries
2 gourmet raw chocolate shops

We go everywhere in the Verde Valley and Northern Arizona.

We have been providing wine tours longer than any other tour company in Sedona. Our longevity speaks for itself. We encourage you to check out our reviews on Google business.

We pride ourselves on how we operate our business – with integrity, morality and ethics. What we say is what you get, there are no hidden costs or variations from your personalized itinerary. As the owner, I take this very seriously. I want you to have the best experience possible. Need recommendations? Just let us know.

Your tour is personalized specifically for you. Have a favorite winery? We will customize your tour for the wineries and tasting rooms that you are interested in. Not sure where you want to go? We will recommend locations that meet your palette. We are completely flexible. Our tours cater to you and are designed around your interests.

How does this differ from other wine tour companies? We do not offer large group tours where you are placed with people you do not know, and that may not have the same interests as you.

We feel that your interaction with your guide is what makes our tours awesome. Unlike other tour companies who simply pick you up and drop you off at each location, our guides are with you for the entire duration of your tour to ensure that you are getting the most out of your experience.

Our tours are conducted in the comfort of fully enclosed passenger vehicles, which are climate controlled for maximum comfort. This is quite different than other tour companies, who use open-air Jeeps, exposing you to the climate and elements.

Need a ride to a restaurant? We offer transportation to any Northern Arizona restaurant, so that you get the most out of your experience with us. No worries about who is going to drive after your wine tour.

Want a unique dining experience? We even offer in-house gourmet chef services, who can prepare an incredible meal just for you while you are on your tour!

Are you traveling with your dog? Four-legged friends, and/or children, are free of charge. They may join you on any of our wine, micro-brew or chocolate tours.

Vegan, gluten-free, or diet restrictions? We offer several food options on all of our tours, and we are not talking a basic deli sandwich either. We cater to your food choices to meet your diet and wishes, whether it is an amazing hamburger, incredible vegetarian food, or a 4-course gourmet picnic – we include the best, most delicious food for your party.

What does it mean to be “owner-operated?” I can, and will, do anything to earn your business. This isn’t just my job, it is something I truly enjoy doing. It’s not just about a tour – it’s about being a small business that supports other small businesses just like my own – Local First Arizona. I want to share my knowledge of Arizona wines, micro-brews, raw chocolates and sights with you. No matter what your budget may be, we can work with you on price. You will receive the best value for your money.

Complimentary digital photos – We take photos for you on all of our tours. Relax, sit back and enjoy your time, while we make sure to capture it all for you to relive again when you return home. This is something that none of the area tour companies provide.

The activity and experience we offer is by far superior to other wine tour companies.

We provide comprehensive wine tours with experienced wine guides. We stay with our clients to provide a continuous level of service. You could pay less elsewhere for a quasi-guide, but they would only drive you from place to place like a taxi service.

We have enclosed, climate-controlled vehicles, unlike the open air Jeeps where you would be subjected to the extreme heat, wind, dust and weather.

We provide complimentary digital photos on all of our tours. No other tour company offers this.

We are owner-operated – The owner/guide has a higher vested interest in the quality of the tour, as opposed to an employee for a big tour company.

You get what you pay for – You could shop around for the best price, but is it the best value for your money? For a small fraction more than the big tour companies’ prices, you will receive your own customized personal tour that fits all of your interests, giving you the ultimate experience well worth the price.

Personalized attention – Our professional guides are at your service for the entire duration of your tour, unlike other tour companies who drop their clients off at the vineyards. We create the ideal experience specifically for you.

Quality food – We meet your dietary needs, offering gourmet and specialized foods, not the standard ordinary food offered by others.

Variety of wineries and cities – Most tour companies only offer limited wineries and cities to their clients, leaving them without options in large tours. We service all of Northern Arizona, a large variety of wineries, and if you wish to stay longer at any particular place, we will accommodate you.

Our Rates:

• Our rates are reasonable and simple. Our base rate is $75 per person per hour. Some tours are slightly higher based on additional tour inclusions.
• Non-drinking adults 21 years or older attending wine tours are subject to pay $55 per hour, based on the duration of the tour they choose.
• Adults 18 to 20 are required to pay $35 per person per hour, based on the duration of the tour.

Tour Inclusions:

• All wine or beer tours include “x” tastings based on the tour you choose. Sometimes, when tasting rooms and vineyards are extremely busy or when customers choose to bask in the flavors of a particular location longer than normal, tours may go to fewer locations than we advertise. In these cases no prorated refunds or double wine tastings at a single location are given.
• Once the included time of your wine tasting experience as we advertise is complete, no additional wine tastings are included unless customers choose to extend their tour at a rate of $75 per person per hour.
• Customers may substitute a wine tasting flight for a glass of wine of a comparable cost.
• Tours include as much bottled water as you can drink to ensure the proper hydration of all customers.
• Complimentary digital photos are included on all tours. Photos are shared via our SmugMug visible at www.sedonazwine.com.
• When adding lunch to your tour for $55 per person, lunch is included in the tour time and needs to be added for all members of your party.
• When adding dinner to your tour for $111 per person, dinner must be added for all members of your party.
• If you would like a seamless tour experience, we offer our Three Hour Transportation To/From Dinner Fee. If you make dinner reservations at the scheduled end time of your tour, we will transport your party to that location. We charge a flat $150 for your entire party. When you are done with dinner we will transport you back to your starting point.

Additional Time / Overtime:

• All tours are for a set duration of time starting at pickup time and ending with dropoff time.
• Guides will inform customers of the time we need to leave the last location to get back to their starting point on time. If customers choose to extend their tour, they are responsible for the additional time as outlined above.
• Additional time is billed at a rate of $75 per person per hour with no discounts or allowances given for additional time (overtime).

Discounts:

• We are happy to extend a 10% discount to the following:
  • Members of the US military, past or present.
  • AAA Members.
  • Senior Citizens over the age of 65.
  • Any former customer of Wine Tours of Sedona, Sedona Red Rock Adventures, or Sedona Hiking Adventures.
  • Any customer that chooses to bring their dog on their tour.
• We do not accept multiple discounts towards our tours. Customers may pick the single highest percentage discount available to them and that shall be applied to your tour.
• Discounts do apply to “add on” tour enhancements.
• Discounts do not apply to unscheduled overtime.

Children:

• We do not recommend bringing children on any of our wine or micro-brewery tours, for it is an adult-centered experience and not appropriate for children. If you insist upon bringing children on our wine or micro-brewery, children 17 and under are free.
• Children 15 and under are free on all our raw chocolate tours, though “included chocolate” is only for paying adults.

Group Rates:

• We do offer discounted group rates.
• For groups of six to fourteen adults, we are happy to extend a 20% discount on your adventure with us.
• If you have a group of fifteen or more, please call us at (928) 224-2991 to discuss how we may be able to serve your group at a price that fits your budget.
• We can work with groups of a dozen to a hundred or more. We are delighted to help you experience the most fun and fulfilling time while you are out with us.

Step On Guides:

• For groups traveling in their own large motorcoach buses, typically with 15 or more people, we offer “step-on” guide service in which we offer our tours using your vehicle. In these cases, we offer a 20% discount on your tour with us.
• We can also work with our internal team to procreate a large motorcoach for your large group. It’s best to call us at (928) 224-2991 to arrange logistics and pricing. We can accommodate large groups of 15 to 100+ people.

Gratuities:

• It is customary to tip your guide if you have enjoyed your experience with us. Typical tips and gratuities range between 15 and 25 percent, depending on how much you enjoyed your tour with us.
• Groups of six or more have a built in 18% gratuity.
• Our guides very much appreciate your generosity and are there to ensure you have the most incredible time with us possible. If it is easier for you, may give your guides a tip via credit card on file. Their tips received are a large part of their wages.
• Some of our guides accept gratuities through their personal Venmo, PayPal, Zelle, Apple Pay or Cash App accounts.
• We also appreciate any feedback you wish to share from your tour with us, by sending us an email. You may also share with other travelers your experience with Wine Tours of Sedona. Please search for us on Trip Advisor, Yelp, or Google. You may submit online reviews via https://winetoursofsedona.com/reviews/ or by scanning this QR code.

Payment Options:

• In order for us to reserve the time especially for you on the date and time you specify, we require payment in full on all reservations. Payments for your tour are charged at the time of your reservation.
• We are happy to accept Visa, Mastercard, American Express, or Discover.
• We also accept PayPal payments to @sedonahiker, Venmo payments to @sedonahiker, and Zelle payments to @9285930334.
• Reservations may be made online at www.winetoursofsedona.com or by calling our office at (928) 224-2991
• If you prefer to send us a check prior to your tour, you may make your payment out to “Sedona Hiking Adventures, LLC.”. Checks are to be mailed to P.O. Box 1280, Sedona Arizona 86339. Checks must be received at least 7 days prior to your tour.

Cancellation Policies:

• We understand that plans can change, and we want to provide you with the flexibility you need. Our cancellation policy is designed to accommodate various situations. If you need to cancel your tour for any reason, rest assured that you will receive a gift card for future use on our tours if the cancellation is made at least 24 hours before the tour date.
• However, any cancellations made within the 24-hour window will not receive a gift card. No cash refunds will be offered for any reason.
• We value your business and patronage, and hope that in the event of a cancellation, we can serve you at a later date.
• In addition, we recognize that sometimes adjustments to your group may be necessary without canceling the entire tour. If you need to remove a person from your tour while keeping the reservation, we offer a 75% refund for that specific person’s price. The remaining 25% will be retained to cover administrative fees.
• Furthermore, for the safety and enjoyment of all guests, if any member of your party shows up for the tour already intoxicated, we reserve the right to cancel the tour without any refund or gift card available.
• At Wine Tours of Sedona, we strive to make your experience as enjoyable and stress-free as possible. If you have any questions or require further assistance, feel free to reach out. We look forward to welcoming you on our tours.

Release of Liability Waiver:

• Prior to your tour, please make sure all participants in your group fill out our online waiver. After you have made a tour reservation through our FareHarbor reservation system, you will get a separate email from Wherewolf Digital Waivers. All adult participants of your tour must fill out a waiver prior to your tour with us.

Smoking & Heavy Perfumes:

• For the health and comfort of our guides, as well as the general public, all tours are conducted in a smoke-free environment. If you are a cigarette, cigar, pipe, or e-cigarette smoker, please be advised that all our tours are smoke-free. This includes during rest stops where there may be a “smoking section”. In order to provide a healthy and enjoyable experience for all our customers, we cannot allow smoking at any time. For even if you smoke in a designated “smoking area”, the smoke seeps into your clothes, and thus penetrates our vehicle’s upholstery, creating an unpleasant environment for those with smoke sensitivities in the vehicle.
• Similar to cigarettes, if you tend to wear any heavy perfumes or cologne, we ask that you tame it down the day of your tour. Due to the overall sensitive nature of our guests and the nature of perfumes “soaking in” to our upholstery, we request that you please refrain from heavy scents the day of your tour.
• We do allow medical marijuana to be smoked on tours, but no smoking of any kind may be done in Wine Tours of Sedona’s tour vehicles or chartered vehicles.
• Your cooperation and understanding is appreciated.

Meeting Location:

• Please let us know the name of the hotel, B&B, or vacation rental that you are staying at in Sedona, we will be happy to pick you up there free of charge.
• We do offer door to door pickup in other areas outside of Sedona for a slight additional charge per vehicle.
  • Cornville, Clarkdale, or Cottonwood – $75 flat pickup charge.
  • Jerome – $100 flat pickup charge.
  • Flagstaff or Munds Park – $200 flat pickup charge.
  • Prescott – $300 flat pickup charge.
  • Phoenix Metro Area – $2,000 flat pickup charge.
• If you are coming up for just the day, please indicate “day trip” in the questionnaire and we will pick you up at The Art of Wine at The Hyatt Pinon Pointe Shops at 101 North Highway 89A, Sedona, AZ

This policy is effective as of March 4, 2025.