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In this ongoing series, we share advice, tips and insights from real entrepreneurs who battle their businesses every day. (Answer edited and condensed for clarity.)
Who are you and what is your business?
Serge Sorocco: I have been an art dealer and gallery owner for over 30 years. I currently own a gallery in San Francisco and recently partnered with Courtney Benham, proprietor of Martin Ray Vineyards, to launch a new kind of business in the heart of Napa. It was surprisingly something that had never been done before. It’s contemporary art. A gallery with a wine bar inside. Serge Sorrocco Gallery + Martin Ray Tasting Room Bringing art, wine and design together in a whole new way. Featuring beautiful indoor and outdoor spaces designed by award-winning architect Craig Steely, the gallery houses acclaimed artists such as Donald Sultan, Ross Breckner, Hunt Slonem and Isabelle de Beauchgrave. It is on display. My wife, Tatiana Sorokko, curates fashion, photography and jewelry exhibitions, as well as pop-ups and exclusive collaborations.
What inspired you to start this business?
SS: Our very close wives came up with the initial concept. They both share a common passion for art and wine, and of course it struck me as we chatted casually over a glass of wine that they realized that the two had never been a complete and successful business. I noticed that they were not evenly combined. Hard Rock Cafe combines food and music in new ways, and Planet Hollywood combines food and cinema. So why hasn’t anyone merged art and wine? I decided.
Courtney Benham: For me, it was a big ‘aha’ moment, and over time it was realized that Napa would be the perfect location for a satellite tasting room for our wines, especially Napa Valley AVA. But as someone who loves collecting and experiencing art, the opportunity to experience our wines in an art gallery featuring some of the most celebrated artists of our time was a dream come true.
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What was your biggest business challenge? How did you pivot to overcome it?
CBs: Finding the right location and space for our joint venture was the biggest challenge. We first set our sights on St. Helena and thought it would be the ideal place, but seeing how the city has transformed into a great food and wine scene, we quickly turned to downtown Napa. converted. Then I realized that there was no contemporary art gallery there yet. In Napa Valley he searched for a year and a half before finding his current space. It wasn’t easy, but it was worth the wait.
Credit: Bruce Damonte
SS: Luckily, a space opened up next to the Andaz Hotel, so I jumped at it. Our next challenge was to find a way to create an experience through the design of interiors that express our shared values and vision while celebrating our unique industries of art and wine. Instead of going back and forth, we decided to give full creative freedom to an architect we knew and respected, Craig Steeley. His design had to be fresh, exciting and timeless to not only fuse two separate experiences, but speak to a more contemporary Napa. It had to have a level of quiet sophistication that never went out of style.
What advice would you give to entrepreneurs looking to start a brick-and-mortar business?
SS: One thing I can’t stress enough is that before signing a lease, you need to make sure your business has strong support from the city or town. Get it first before you go any further.
CBs: As it’s become more clear over the past few years, brick and mortar aren’t for everyone. So if this is the direction you want to go, be sure that it makes sense not only for the business you are opening or expanding, but for you as a person. For many brands, a virtual storefront could be a better way to go.
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What does the word “entrepreneur” mean to you?
CBs: Entrepreneurs take risks and are never satisfied. Entrepreneurs are driven and can change direction at any time. Consumer tastes change so quickly that entrepreneurs must be willing to adjust their business plans and pivot at less than optimal times.
SS: An entrepreneur is an adventurous, courageous and visionary person. But who you have around you is just as important. You can’t be the former unless you have smart, supportive people by your side who believe in you, grow you, and aren’t afraid to tell the truth. Entrepreneurs bring together like-minded people who can contribute directly to their success.
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