Michael Updegraff Email & Phone Number

Santa Rosa, Ca, Us

Napa Valley

Imagined, created and launched a management and marketing consulting company focused on the wine and hospitality industry. Provide broad spectrum branding, operations, marketing, finance, and sales (national, international and DTC) counsel to established and start-up luxury category businesses.Assist with brand imagination, development and launch.Provide any or all functions of a General Manager, on a retainer, project or hourly basis.Past clients include Gamble Family Vineyards, Hartwell Vineyards, Grgich Hills Estate, Brave & Maiden - Santa Barbara, The Cottages of Napa Valley, Sierra Moon Vineyards, The Grade Vineyard, TasteVino Selections, Lasseter Family Winery, and dedicated projects with Turnbull Winery and Appellation America.Current clients include Lail Vineyards, Signorello Estate, S by Ray Signorello, Edge, FUSE, and Trim wines.

Napa Valley

Responsible for the optimum performance of all elements of this artisan family owned luxury brand.

Napa Valley

Napa Valley

Work closely with Proprietor Ray Signorello to optimize the quality of operations and maintain relations with key house accounts.

Napa Valley

Consulted with proprietor Tom Gamble, primarily on FOB Channel redirection, management and development, while providing insight on all business operations and planning.

Hired to manage the build out of the U.S. division, focused on leveraging the authoritative media content into a steady revenue stream through the B2B and B2C activities.Consolidated and relocated the U.S. offices to the city of Napa.Creatively participated in the development and management of strategies in sales, supply side, and front office operations.Reconfigured and beta tested the major consumer facing initiative, dubbed the Wine Explorer Society.Implemented a complete new benefits package for the entire team, and brought the company up to compliance on employment law requirements.

Performed all general management duties for this prestigious estate vineyard and winery.Supervised the vineyard, winemaking, administration, consumer direct and sales & marketing teams.Responsible for all aspects of company operations and, ultimately, its profitability.Focused on reinventing the winery sales methodology by creating and staffing a Regional Manager structure and training the new national sales team, while significantly expanding the consumer-direct sales contribution to profitability.

Successfully oversaw all winery and vineyard operations. Performed all general management duties for a portfolio of three distinct estate wine brands and a luxury inn, from financial planning and operations to production, media relations, and sales and marketing. Oversaw the acquisition and redevelopment of estate vineyards and the construction of 20,000 sq. ft. of additional wine caves, an all-new world-class winery building and hospitality center, gardens, art gallery, and the luxury Poetry Inn.Created and launched the Cliff Lede Vineyards brand portfolio by repackaging, repositioning, and re-launching the S. Anderson sparkling wine brand, and creating two new brands: Cliff Lede and Poetry. Sat in on all blending trials to establish the house style. Imagined, built and launched the Poetry Inn, a distinctive ultra-luxury inn in the Stags Leap District.Successfully integrated wine industry-specific software into business operations such as tasting room, consumer-direct fulfillment, accounting, and bulk wine inventory. Oversaw all sales and marketing activities, including performing all duties associated with a National Sales Manager role.

Performed all general management duties for the Swanson brand and directed all winery and vineyard operations. Launched new products and upgraded the quality of existing bottlings. Built wine sales to 20,000 cases.Built a robust wholesaler network, developed strong consumer-direct sales channels, and created a successful and profitable wine club. Performed all duties associated with a National Sales Manager role.Fostered a collaborative winemaking approach and actively participated in all blending trials.Conceived, constructed and opened a new hospitality center, The Salon, a pioneering bespoke guest experience.

Worked during college at this respected Boston retailer, importer and distributor.Gained a broad exposure to the top wines from around the world, including early promoters and champions of California wines in the northeast.

Bachelor Of Sciences In Business Administration (Bsba) - Marketing & Finance, With Minor In Psychology

High School Degree