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East-side wine shop finds loyal following

One year after Jenna Snyder officially became the owner of Cellar 54, she has developed a loyal following in her neighborhood.

Located at Dawley Farm Village on the city’s east side in the retail center that includes Kay Jewelers, Mainstream Boutique and other shops, Cellar 54 has reason to celebrate.

“With Sioux Falls growing as quick as it is and the newer neighborhoods on this side of town, a lot of people have found me,” Snyder said. “Between radio ads, social media and word of mouth, I feel I see new people every week.”

Snyder took over the business from Ray Hoffmann, former owner of Luciano’s. She worked for him for three years, starting at the now-closed downtown restaurant, and they’d talked about opening a store for wine only and special events. Hoffmann was diagnosed with Lou Gehrig’s disease shortly after opening the wine shop in 2020, and Snyder took over in April 2021. She’s a one-woman show for now.

“A lot of the regular group followed from Thursday night wine tastings at Luciano’s,” she said.

She kept the Thursday night tastings but added flights on Saturdays from noon to 5 p.m. Guests can try four white wines or four reds for $15.

Cellar 54 also has added a beer license and now offers a couple of beers on tap as well as canned beer.

Regular hours for Cellar 54 are noon to 7 p.m. Tuesday through Saturday, with a later closing on Thursdays during wine tastings.

“If there are private parties or people in having a good time, I stay open as long as I need to,” Snyder said.

“Because I don’t offer up any food, everyone should know they are welcome to bring whatever they would like in to eat,” Snyder said.