Michael Dorf takes his wine and music empire to the next level with tequila, comedy, and a keen insight on the evolving live music scene.
Michael Dorf, the founder of City Winery, has a long-standing passion for wine that began in his high school years. Initially drawn to Blue Nun, a popular sweet white German wine of the 1970s, Dorf’s interest was cultivated further during trips to Europe. His experiences with wine deepened after producing tours for the Knitting Factory, the iconic music venue he opened in 1987 near CBGB in Manhattan. He recalls a transformative trip to Montrachet with his wife, which ignited his love for wine craftsmanship.
In 2008, Dorf transitioned from the Knitting Factory to launch City Winery, the first of now 15 locations across the U.S. His vision integrated live music with high-quality food and fine wine, creating a unique venue experience. The flagship City Winery is now located on a Hudson River pier in the Meatpacking District. He reports that the chain generates approximately $120 million annually, solidifying his position as one of the largest independent music venue owners in the industry.
Recently, he opened El Bar NYC at the Meatpacking District City Winery, showcasing 400 varieties of tequila and mezcal. Dorf explains that this new venture stems from his newfound admiration for the craftsmanship involved in producing these agave spirits, highlighting the parallels between the artistry of tequila and the meticulous nature of music.
In an interview with industry insiders, Dorf discussed the challenges facing live music venues, particularly regarding skyrocketing real estate prices. He noted that urban venues today struggle to find suitable locations, as potential residents often resist having clubs nearby. This shift has disrupted the community atmosphere that once thrived in places like the East Village and Brooklyn.
As he looks beyond New York, he sees Nashville grappling with similar issues. The city’s music scene, once vibrant, is increasingly crowded, pushing venues out. Dorf emphasizes that real estate pressures significantly impact the live music industry, although technology has changed marketing dynamics, making it both easier and more difficult to reach audiences.
Dorf finds that City Winery occupies a niche that larger companies like Live Nation overlook. With his venues averaging a 300-seat capacity, he aims to provide intimate experiences for artists and their fans, a contrast to the larger arenas where most big-name acts perform. He notes that successful artists often seek smaller venues for intimate shows to refine their material.
Despite being a small-capacity venue owner, Dorf stresses that the focus is on delivering high-quality service and an elevated dining experience. This philosophy aligns with his commitment to creating an enriching environment for both artists and attendees. He acknowledges that, while ticket sales primarily benefit the performers, revenue from food and drink remains crucial to the business model.
Dorf’s commitment to artists is evident in his approach to compensation, where he offers a substantial percentage of box office revenue. This strategy has attracted many artists to perform multiple nights at City Winery, allowing for a more personal connection with audiences.
Comedy has recently become a significant focus for City Winery, with the venue attracting high-profile comedians like Kevin Hart and Jon Stewart. Dorf believes the shift in audience preferences post-pandemic has paved the way for larger comedy performances, providing an alternative to smaller, traditional comedy clubs.
The annual tribute concerts at Carnegie Hall are another hallmark of Dorf’s contributions to the industry. These events, born out of a desire to support music education, have raised over $2 million since their inception. The upcoming tribute to Billy Joel, which sold out quickly, exemplifies the ongoing interest in meaningful musical celebrations.
As City Winery continues to grow, Dorf remains committed to maintaining the integrity of the live music experience, blending great music, fine food, and exceptional beverages to create an unforgettable atmosphere. His unique approach to combining hospitality with live entertainment distinguishes City Winery in an increasingly competitive market.
