Michael Dorf, the $120 million mastermind behind City Winery, isn’t just building music venues; he’s cultivating an experience. In a recent interview with Billboard, Dorf unveiled a surprising obsession: tequila. This isn’t just another liquor license; it’s a reflection of Dorf’s core philosophy – community, hospitality, and a deep appreciation for craftsmanship.
It all started with a Blue Nun advertisement back in high school. But it was a trip to Montrachet, tasting the ‘Kool-Aid’ of fine wine, that truly ignited Dorf’s passion. This pursuit led him to establish City Winery in 2008, a success built on offering quality experiences alongside top-tier artists like Ian Hunter and Alejandro Escovedo.
Now boasting 15 locations nationwide and annual revenues exceeding $120 million, Dorf’s approach has evolved. He’s leveraging this success with El Bar NYC, a new venue in the Meatpacking District featuring over 400 different tequila and mezcal variations. “The money is in the popcorn,” he jokes, referring to the priority given to live shows and artist compensation.
City Winery’s artist payment structure is particularly noteworthy. While some claim higher payouts, Dorf insists on a “pretty high percentage,” ranging from 80/20 to 90/10 in certain cases – a testament to his belief in supporting the artists who drive the business. The expansion now includes a greater focus on comedy, broadening the audience and reinforcing the venue’s commitment to creating a vibrant community space.
“We are creating a destination,” Dorf explains, highlighting his focus on hospitality and quality entertainment. This new venture demonstrates a continued dedication to the principles that have fueled City Winery’s phenomenal growth: a genuine love for music, a shrewd business sense, and an unwavering belief in the power of live experiences. With El Bar NYC, Michael Dorf isn’t just selling tequila; he’s selling a legacy.
