The PlumpJack Group
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.
- Company typePrivate
- Founded1992
- HeadquartersSan Francisco, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
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.
The PlumpJack Group firmographics
Firmographics- 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
The PlumpJack Group industry classification
Industry- 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
Where The PlumpJack Group is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
The PlumpJack Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- 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.
- 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.
- Hospitality and Accommodations: Boutique hotel operations including PlumpJack Inn in Olympic Valley (Lake Tahoe) providing lodging, dining, and mountain lifestyle experiences.
- 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
The PlumpJack Group product offering
Product offeringCore 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.
Companies that use The PlumpJack Group
Customer profileSegments1 record
Ideal customer profiles2 records
The PlumpJack Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The PlumpJack Group partnerships and signals
Strategic signalScale indicators5 records
Recent moves8 records
Expansion highlights5 records
The PlumpJack Group competitors and assessment
Company assessmentDirect 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
The PlumpJack Group social profiles
Digital presenceThe PlumpJack Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
The PlumpJack Group leadership team
Management profileNumber of profiles
Profiles6 records
The PlumpJack Group subsidiaries and ownership
Company hierarchySubsidiaries7 records
The PlumpJack Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The PlumpJack Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The PlumpJack Group
What does The PlumpJack Group do?
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.
Is The PlumpJack Group a public or private company?
The PlumpJack Group is a private company. It is classified as family owned and is currently operating.
When was The PlumpJack Group founded?
The PlumpJack Group was founded in 1992. It employs 501 to 1,000 people.
Where is The PlumpJack Group based?
The PlumpJack Group is headquartered in San Francisco, United States, in the North America region.
How does The PlumpJack Group make money?
Four revenue lines are on record. Restaurant and Dining is the primary driver. The others are wine Sales, hospitality and Accommodations and ski and Outdoor Retail.
Who are The PlumpJack Group's main competitors?
Direct peers on record are Auberge Resorts Collection, Noble House Hotels & Resorts, Standard International, Cakebread Cellars, Frog's Leap Winery, Darioush Winery and Korakia Hospitality Group. Broad incumbents are Robert Mondavi Winery (Constellation Brands) and Hyatt Hotels Corporation. Korbel Champagne Cellars is listed as an emerging player.
Does The PlumpJack Group have an API?
No public API is recorded for The PlumpJack Group.
What industry is The PlumpJack Group in?
The PlumpJack Group's product category is Hospitality Services. Its primary akta.pro industry code is THAGAAAD, Resort-Area Full-Service Hotels (Non–All-Inclusive), with a secondary code of THAGADAG, Gastronomy & Wine-Focused Boutique Hotels. Its NAICS code is 722 and its SIC code is 5810.