Looks like Michael Dorf’s got his hands full with City Winery’s expansion and a new tequila bar—good moves in today’s market.
Michael Dorf, founder of City Winery, has always had a passion for wine that dates back to his high school days. What started with a fondness for Blue Nun, a popular German wine back in the ’70s, has evolved into a thriving business that blends live music with elevated dining experiences. After years of refining his palate through travels in Europe during his time with the Knitting Factory, which he established in 1987, he opened the first City Winery location in Manhattan in 2008. This unique venue combined performances from iconic artists with gourmet food and fine wine, creating a distinct atmosphere that drew patrons in.
Fast forward to today, and City Winery has expanded to 15 locations across cities like Chicago, Boston, and Atlanta, generating an impressive $120 million in annual revenue. The flagship venue has recently relocated to a cutting-edge space on the Hudson River in the Meatpacking District, complementing its portfolio of sites that host both music and culinary experiences. Dorf stays active in the music community by producing annual tributes to legendary artists at Carnegie Hall, with Billy Joel set to be honored in March alongside a lineup of other notable performers.
Dorf’s latest venture is El Bar NYC, a tequila and mezcal bar adjacent to City Winery in the Meatpacking District. This new establishment reflects his burgeoning interest in agave spirits, which he finds parallels with the artistry of wine production. Emphasizing craftsmanship and flavor, Dorf sees tequila as a complex drink that deserves a place in the same conversations as wine and whiskey.
In a recent interview, Dorf discussed how the live music industry has changed since his days at the Knitting Factory. He noted that rising real estate prices have forced many smaller venues out of business. Today, venues need to adapt to the evolving urban environment, where many residents prefer not to have clubs nearby. He highlighted the shift in community dynamics that used to thrive in neighborhoods like the East Village and Brooklyn. Back in the day, musicians and fans had a sense of connection that today’s technology and high rents have eroded.
Dorf distinguishes his business model from giants like Live Nation and AEG by focusing on creating intimate experiences at City Winery, which typically has a capacity of around 300. This smaller scale allows him to cater to artists seeking a more personal setting for their performances. The strategy also includes providing a higher percentage of box office sales to musicians, which he considers essential in an era where live shows represent a vital income stream for artists.
As City Winery forges ahead, it’s evident that Dorf is keen on diversifying his offerings, with a noticeable increase in comedy events. Recognizing a gap left by smaller comedy clubs post-pandemic, he’s opened his venues to comedians seeking larger stages to develop their material. Names like Kevin Hart and Jon Stewart have joined the lineup, and the demand for this type of entertainment continues to grow.
Dorf’s commitment extends beyond just business. He’s actively involved in music education through his annual Carnegie Hall tributes, raising over $2 million for various programs over the years. As he prepares for the upcoming tribute to Joel, he reflects on the importance of supporting the music community, further solidifying City Winery’s role as a significant player in both live entertainment and philanthropy.