WINE COUNTRY - A Carlsbad contractor who wants to build a simple, ranch-style wine tasting room has found his path blocked by the county Planning Commission, which is developing new design guidelines to boost the quality of projects built in Wine Country.

The contractor, James Quirk, bought a 20-acre parcel on Calle Contento two years ago. He paid $3,000 for a watercolor rendering of the project that shows the tasting room nestled among trees and hillside vineyards. He paid "thousands upon thousands" dollars more for detailed architectural renderings, he said.

As he envisions it, the winery property, called Wheeler Ridge, would feature a 6,000-square-foot, two-story tasting room/gift shop and a 10,000-square-foot wine production building with a caretaker's residence.

At one point, his proposed tasting room was slated to have a metal roof. He scrapped that aspect of the plans and converted the roof to shingles based on input from the commission, which gave Quirk what he called a "laundry list" of recommended design modifications during a December meeting.

This week, the commission asked Quirk to continue tweaking the design.

Quirk, during the meeting Wednesday, said he was "perplexed" by the commission's decision.

"I don't want to seem argumentative," he said. "But this (revised version of the tasting room plan) is not even what I want to build anymore."

Quirk told the commission he addressed each of the concerns raised during the December meeting.

"We're looking for something very special in Wine Country. This is not special enough," replied Commissioner John Petty, who represents the district that includes Wine Country.

The discussion left Quirk shaking his head as he walked to his car in the parking lot after the meeting. He said he doesn't know what more he can do to appease Petty and the commission.

"He just doesn't like the design," he said.

Petty, who offered to meet with Quirk and his architect in the coming weeks to discuss the project, said Quirk's proposed tasting room features a hodgepodge of construction materials that don't work together in harmony.

"It's architecturally all over the map," he said Thursday.

In the next six to 12 months, Petty expects to see six or seven major Wine Country projects come before the commission. All of those projects - not just Quirk's - will be held to a higher design standard, he said.

"We're trying to raise the bar to the point where it's almost automatic. When someone brings a project to the commission they know going in they've got to bring something very special, in design, materials and commitment to detail," Petty said.

Those driving to Quirk's land on Calle Contento off Rancho California Road pass the Red Barn Winery on the left. The tasting room is housed in a simple, bright red metal barn-shaped building.

Quirk contends his design meshes with what is seen on neighboring properties, including the Red Barn Winery, a point he tried to make to the commission.

"(Quirk) might have a neighbor that has a metal building that is part of his operation. But we don't have to perpetuate what's already there," Petty said, adding that it's time for the commission to guarantee that everyone is going to be committed to a high level of development.

Along those lines, Petty plans to propose to the commission and the wine growers that a specific zoning plan be developed for Wine Country. That plan, replacing the current citrus vineyard zone designation, would put new design guidelines into writing.

"We can put in place some things that will guarantee the area will be a unique part of Riverside County for the next 100 years," he said.

Petty said he's not looking for uniformity of design; he doesn't want to see all French Chateau-style tasting rooms or all Spanish-style architecture. The focus instead should be on quality materials and cohesive designs.

Ray Faulkner, president of the Temecula Valley Winegrowers Association, said in an interview Friday that he is glad to hear the county is not considering forcing some sort of uniformity.

"It's positive to hear (the county) isn't advocating a one-size-fits-all approach," he said, adding that there should be some room for eclectic designs in Wine Country.

The association plans to discuss the county's new guidelines, which are still in the planning stages, at its meeting this month, Faulkner said.

Late last year, Faulkner said some members heard the county was putting in place standards that would mandate no steel buildings.

"There are some steel buildings that don't look that bad and some that look tacky. Some people said, 'Wait a second, the county might be taking a stand that's a little too restrictive,'" he said.

Regarding Quirk's development, Faulkner said the association would be concerned if what he's proposing is acceptable to the membership but unacceptable to the county.

There needs to be some agreement on a level of standards that both agencies can find acceptable, he said.

Meanwhile, a construction trailer sits on Quirk's Calle Contento property. A sign hanging on the side says "Wheeler Ridge is Coming."

Contact Aaron Claverie at (951) 676-4315, Ext. 2624, or e-mail aclaverie@californian.com.