On April 30, 1966, two days after the publication of his book, Fariña attended a book-signing ceremony at a Carmel Valley Village bookstore, the Thunderbird (to be followed the next day by another at the Discovery Bookshop in San Francisco). Later that day, while at a party, he saw a guest with a motorcycle and went for a ride up Carmel Valley Road east toward Cachagua on the back of the motorcycle. At an S-turn—coincidentally, just above the place on the Carmel River where John Steinbeck set the frog hunt that the Cannery Row denizens perform in the novel "Cannery Row"—the driver lost control. The motorcycle flopped on one side on the right side of the road, came back to the other side and tore through a barbed wire fence into a field where there is now a small vineyard. The driver survived, but Fariña was killed instantly.