The PlumpJack Group

What The PlumpJack Group does

The PlumpJack Group is a privately held Northern California hospitality management company founded in 1992 by Gavin Newsom (now Governor of California) and led today by Co-Presidents Hilary Newsom and Jeremy Scherer. The company owns and operates nine properties spanning dining (Balboa Cafe, PlumpJack Cafe), bars (White Rabbit, Wildhawk), wine retail (PlumpJack Wine & Spirits in Marina and Noe Valley), boutique hotels (PlumpJack Inn at Olympic Valley, The Getaway in Carmel-by-the-Sea), and a wine retail and apparel unit (PlumpJackSport). Its PlumpJack Collection of Wineries consolidates four Napa Valley estate wineries — PlumpJack (Oakville AVA), CADE (Howell Mountain), Odette (Stags Leap District, LEED Gold-certified), and CADE 13th Vineyard — plus the Adaptation Wines brand and the 2022-acquired Oso Vineyard, collectively producing 70,000+ cases annually of critically acclaimed wine.

The company makes money through four distinct transaction-based streams: restaurant and bar F&B sales across its SF venues; direct-to-consumer wine sales via estate tasting rooms and proprietary e-commerce storefronts; lodging and resort services at boutique hotels in Olympic Valley and Carmel-by-the-Sea; and ski/outdoor hardware retail via PlumpJackSport. It additionally monetizes internal capabilities — hospitality management, brand marketing, and design services — to third-party clients through its "Our Work" division. Its go-to-market is fully direct-to-consumer via owned physical properties and proprietary websites; no third-party distributors, partnerships, or institutional investors are disclosed. The company serves individual "lifestyle enthusiasts" — consumers seeking premium-yet-approachable wine, dining, and experiential hospitality in Northern California and beyond.

The operating technology stack is conventional hospitality and wine production tooling; the company has no app, no public API, and no disclosed AI/ML or proprietary software components. Sustainability and operational scale are anchored in owned real estate (Napa Valley estates, SF district positions in Cow Hollow/Marina/Noe Valley/Mission, Olympic Valley ski-adjacent hotel) and a long-tenured operating team including a GM of wineries (John Conover since 1999), a VP HR (Dee Ann Graffigna), VP Marketing (McKenzie Ward), and VP Finance (Milham Wakin, since 2005). The PlumpJack Foundation, spun off in 2017, houses philanthropic activity ($6.5M raised since 1992) but is not a revenue source.

Name

The PlumpJack Group

Legal name

PlumpJack Group

Website

http://plumpjack.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

501–1,000 employees

Short description

The PlumpJack Group is a privately held Northern California hospitality management company founded in 1992, operating nine properties — restaurants, bars, boutique hotels, ski retail, and four Napa Valley estate wineries — that serves individual lifestyle enthusiasts seeking premium wine, dining, and experiential hospitality.

Ownership category

akta.pro rank

Product category

Hospitality Services

NAICS

Food Services and Drinking Places (722), Hotels (except Casino Hotels) and Motels (72111), Restaurants and Other Eating Places (72251), Drinking Places (Alcoholic Beverages) (722410)

SIC

Retail-Eating & Drinking Places (5810), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)

akta.pro secondary industries

Gastronomy & Wine-Focused Boutique Hotels (THAGADAG), Hotel & Resort Restaurants (THAFACAH), Spirits/Cocktail Bars Operated by Producers (THAFALAJ), Hotel Bars & Rooftop Bars (CRANACAL), Resort & Branded Residence Vacation Rental Management (BPAJAIAE)

Keywords

• Hospitality management services
• Estate wine production
• Boutique hotel accommodations
• Restaurant dining services
• Wine retail sales

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Restaurant and Dining: Food and beverage service through multiple restaurant properties including Balboa Cafe, PlumpJack Cafe, Wildhawk, and White Rabbit bars. Revenue from menu sales, bar service, and private dining events.
2. Wine Sales: Direct-to-consumer wine sales through PlumpJack Wine & Spirits retail locations and estate winery tasting rooms. Includes PlumpJack Estate Winery, CADE Estate Winery, Odette Estate Winery, CADE 13th Vineyard, Adaptation Wines, and Oso Vineyard wines.
3. Hospitality and Accommodations: Boutique hotel operations including PlumpJack Inn in Olympic Valley (Lake Tahoe) providing lodging, dining, and mountain lifestyle experiences.
4. Ski and Outdoor Retail: PlumpJackSport in Olympic Valley offering snow and ski fashion and essentials.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

The PlumpJack Group operates a portfolio of nine hospitality properties across Northern California, including estate wineries (PlumpJack, CADE, Odette, CADE 13th, Adaptation Wines), restaurants and bars (Balboa Cafe, PlumpJack Cafe, Wildhawk, White Rabbit), boutique hotels (PlumpJack Inn), and wine and spirits retail locations. The company also provides external hospitality management, brand marketing, and design services to other operators.

Product overview

PlumpJack Group is a hospitality management company and lifestyle brand founded in 1992 by Gavin Newsom, now operated under Co-Presidents Hilary Newsom and Jeremy Scherer. The company offers a diverse portfolio of nine properties spanning restaurants (Balboa Cafe, PlumpJack Cafe), wine and spirits retail (PlumpJack Wine & Spirits), boutique hotels (PlumpJack Inn, The Getaway), bars (Wildhawk, White Rabbit), and the PlumpJack Collection of Wineries (PlumpJack Estate Winery, CADE Estate Winery, Odette Estate Winery, CADE 13th Vineyard, Adaptation Wines). The company also provides professional hospitality management services including site selection, business planning, brand marketing, and design services for external clients. The portfolio is headquartered in San Francisco with properties throughout Northern California including Tahoe, Napa Valley, and Carmel-by-the-Sea.

Differentiator

Problem solved

Functional benefit

Brands

• PlumpJack Estate Winery: Estate winery located in Oakville, Napa Valley, producing award-winning wines from the estate vineyard.
• CADE Estate Winery
• Odette Estate Winery
• CADE 13th Vineyard
• Adaptation Wines
• Balboa Cafe
• White Rabbit
• Wildhawk
• PlumpJack Wine & Spirits
• PlumpJack Inn & Cafe
• PlumpJack Cafe
• PlumpJack Foundation

Products and services

• Balboa Cafe San Francisco restaurant known for its famous Balboa Burger, serving customers seeking a casual Northern California dining experience.
• PlumpJack Wine & Spirits Wine and spirits retail store with locations in the Marina and Noe Valley neighborhoods of San Francisco, offering wines from across the world with an approachable attitude.
• PlumpJack Estate Winery Award-winning estate winery in Oakville, Napa Valley, committed to crafting wines that celebrate the land.
• PlumpJack Inn Boutique hotel located in Olympic Valley, Tahoe, steps from the legendary ski lifts, offering mountain lifestyle accommodations.
• PlumpJack Cafe San Francisco restaurant featuring a bar and fine dining experience.
• Odette Estate Winery Third winery in the PlumpJack portfolio, located in the Stags Leap District, Napa Valley, Gold LEED Certified.
• CADE Estate Winery Second estate winery in the PlumpJack portfolio, located high above the fog line on the dramatic slopes of Howell Mountain, Napa Valley.
• CADE 13th Vineyard Vineyard located on the other side of Howell Mountain, part of the PlumpJack Collection of Wineries.
• Wildhawk Cocktail and martini bar located in San Francisco's Mission District.
• White Rabbit Bar located in the Cow Hollow district of San Francisco.
• Adaptation Wines Boutique wine brand under the PlumpJack Collection of Wineries in Napa Valley.
• PlumpJack Collection of Wineries Portfolio division housing the four estate wineries (PlumpJack, CADE, Odette, CADE 13th), wine brands including Adaptation Wines, and future ventures in Napa Valley.
• Management Services Hospitality management services for external clients, covering site selection, consultation, business plan development, architecture and construction management, financial oversight, and human resources (recruitment, training, retention, benefits).
• Brand Marketing Services Brand marketing services including email marketing, brand development and positioning, digital and print ad management, art and creative direction, social media management, content creation, events, and fundraising.
• Design Services Design services including visual identity, brand development, logo suite, collateral design, website development and design, illustration and graphics, event assets, and print packaging and label design.
• PlumpJackSport Ski and outdoor fashion and essentials retail store located in Olympic Valley, Lake Tahoe.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Auberge Resorts Collection: Auberge Resorts Collection is a luxury boutique hotel and resort management company operating high-end properties with strong food-and-beverage programs. It is directly comparable to PlumpJack's boutique hotel and restaurant portfolio, particularly around resort-area full-service hospitality with premium wine and culinary focus.
• Noble House Hotels & Resorts: Noble House is a privately held hospitality management company operating boutique hotels, resorts, and restaurants across the U.S. It mirrors PlumpJack's multi-property, hospitality-and-dining operating model with similar private, founder-influenced ownership and West Coast concentration.
• Standard International: Standard International operates boutique hotels (The Standard) with integrated restaurant, bar, and nightlife venues. Comparable to PlumpJack in combining boutique lodging with strong bar/restaurant programs under a lifestyle brand identity targeting experience-driven consumers.
• Cakebread Cellars: Cakebread Cellars is a family-owned Napa Valley winery producing premium estate wines with a strong direct-to-consumer tasting room experience. It is directly comparable to PlumpJack Estate, CADE Estate, and Odette Estate wineries in scale, family-ownership structure, and DTC Napa model.
• Frog's Leap Winery: Frog's Leap is a Napa Valley estate winery with organic/sustainable farming, estate tasting experiences, and family-ownership positioning. Directly comparable to PlumpJack Collection wineries in Napa, particularly around premium estate wine production with tasting room-driven DTC revenue.
• Darioush Winery: Darioush is a Napa Valley estate winery known for high-end hospitality, tasting experiences, and architectural winery design. Comparable to PlumpJack's premium estate winery positioning, particularly Odette Estate (LEED Gold certified), in emphasizing experiential wine hospitality over volume production.
• Korakia Hospitality Group: Korakia operates boutique hotels, restaurants, and event spaces in Palm Springs with a lifestyle brand identity comparable to PlumpJack's boutique hospitality approach. Similar multi-property, design-driven, experience-focused operating model.

Broad incumbents

• Robert Mondavi Winery (Constellation Brands): Robert Mondavi Winery, now part of Constellation Brands, is a large-scale Napa Valley winery with extensive tasting room, restaurant, and tourism operations. It represents a broader-incumbent comparison for PlumpJack Collection wineries, demonstrating the scale-up path within Napa wine hospitality.
• Hyatt Hotels Corporation: Hyatt operates full-service hotels and resorts with integrated food-and-beverage programs across multiple brands. Comparable to PlumpJack at the broader hospitality portfolio level, particularly around combining lodging, dining, and bars under a unified operating platform.

Emerging players

• Korbel Champagne Cellars: Korbel operates a California winery with tasting room, restaurant, and event venue operations comparable to PlumpJack's estate wineries. As a multi-generational family winery with integrated hospitality offerings, it provides an emerging-player parallel in combining production with on-premise experience.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/plumpjackgroup
• Xx.com/plumpjack

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The PlumpJack Group