The founder of Manhattan’s first fully-functional winery, Michael Dorf, explains his love-hate relationship with technology and how he finds ways to foster intimate human experience
When Michael Dorf opened his first business in 1986, the avant-garde music performance venue the Knitting Factory on New York’s Lower East Side, he fell victim to what he calls “technology overdose.” The club became less about the music and the artists, Dorf recalls, and more about the idea of producing content and making as much profit as possible. As a result, “I neglected my core—my core assets, my core business,” he says.
Then in 2008 when he launched his next venture, City Winery, he vowed not to make the same mistake. City Winery was an entirely new concept—New York’s first winery, which also served as a restaurant, a music venue and a private event space, and Dorf decided to prohibit professional webcasting, streaming and recording. He’s now running 12 City Winery outposts, including ones in New York, Nashville and Chicago.
“I preferred the focus of my team to be on creating the greatest moment for the customer and the artists—who are our most important customers,” he says. “It’s about making that connection and that experience that night.”, Dorf believes that a space to unplug without cell phones or computers can be a saving grace for many, including himself. He may be onto something: His business is booming—he expects to generate close to $90 million in revenue by the end of this year.
, and discusses the advice he has for entrepreneurs, including the ways he has attempted to incorporate technology into his business without sacrificing human interaction. How did the idea of creating a venue that combines all these elements—music, food and wine—come about?My background is in the music business, so I was able to fill up a room with people who are there to see a show. Then I had a chance to make a barrel of wine, and I really wanted to be in the wine business.
France Dernières Nouvelles, France Actualités
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