Firevine

What Firevine does

Fire & Vine Hospitality is a privately held, family-owned hospitality company headquartered in Seattle that operates a portfolio of 11 owned restaurants and one resort across the Pacific Northwest. Founded in 1996 by Paul Mackay, who revived the historic El Gaucho steakhouse brand (originally operated 1953-1985), the company is led since 2013 by CEO Chad Mackay and since 2022 by President Cooper Mills. Its restaurant brands span premium steakhouses (El Gaucho locations in Seattle, Bellevue, Tacoma, Portland, Vancouver WA, and Boise), seafood (AQUA by El Gaucho on Seattle's Pier 70), Pacific Northwest cuisine (Aerlume near Pike Place Market), Walla Walla Steak Co., Witness Tree Lounge, and the Yellowhawk Resort in Walla Walla wine country. Core products center on a 28-day dry-aged Certified Angus Beef program (the first CAB restaurant in the Pacific Northwest), tableside service and flambé presentations, and exclusive supply relationships for heritage pork, lamb, and produce.

The company generates revenue through in-restaurant food and beverage sales, To Go orders, private dining and corporate events (5 to 500 guests), gift card sales (including a charitable matching program), and lodging at Yellowhawk Resort. Its go-to-market is sales-led and direct, with Event Directors at each location driving corporate and private event bookings and reservations handled through SevenRooms. The loyalty platform, Fire & Vine Rewards (formerly Revelers Club), is the connective tissue across the portfolio: members earn 1 point per dollar spent, redeemable at 10 points = $1 with $75 birthday and anniversary gifts. A distinctive operational feature is the proprietary 20% service charge compensation model, which funds 15% server commissions and full benefits (health insurance at 25 hours/week, 401K) across all staff — a structure supporting long-tenured employees and operational consistency. Tech infrastructure is conventional hospitality tooling (SevenRooms, Stripe, Google Analytics) with no proprietary AI or data platform disclosed.

Name

Firevine

Legal name

Fire & Vine Hospitality

Website

https://firevine.com

Company type

Private

Founded year

1996

Operating status

Operating

Short description

Fire & Vine Hospitality is a family-owned Seattle-based operator of 11 upscale restaurants and one resort across the Pacific Northwest, anchored by the El Gaucho steakhouse brand and unified by the Fire & Vine Rewards loyalty program serving individual diners, corporate clients, and event guests.

Ownership category

akta.pro rank

Product category

Premium Restaurant Services

NAICS

Restaurants and Other Eating Places (72251), Full-Service Restaurants (722511), Food Services and Drinking Places (722)

SIC

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

akta.pro primary industry

Steakhouses & Seafood Restaurants (THAFACAE)

akta.pro secondary industries

Gastronomy & Wine-Focused Boutique Hotels (THAGADAG), Spirits/Cocktail Bars Operated by Producers (THAFALAJ)

Keywords

• Fine dining restaurants
• Steakhouse chain
• Restaurant loyalty program
• Private dining events
• Hospitality services

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Others

Revenue model

1. Restaurant Dining (Food & Beverage Sales): Core revenue from fine dining and upscale casual restaurant operations at 11 locations across the Pacific Northwest, including steakhouses (El Gaucho), seafood (AQUA by El Gaucho), Pacific Northwest cuisine (Aerlume), Walla Walla Steak Co., Yellowhawk Resort, and Witness Tree Lounge. Revenue generated from in-dining food and beverage purchases.
2. Private Dining & Events: Private dining services for intimate family celebrations to large corporate events for up to 500 guests. Revenue from custom event planning, private dining room fees, and event catering. Events include corporate holiday parties, business dinners, and celebrations.
3. To Go Orders: To Go order revenue at all Fire & Vine restaurant locations. Loyalty points accrue on To Go orders and Fire & Vine hosted events such as wine and spirits dinners.
4. Gift Cards & Loyalty Redemptions: Gift card sales through Fire & Vine's Building Community gift card program with matching for charitable organizations. Gift cards redeemable at all El Gaucho locations, AQUA by El Gaucho, Aerlume, and Walla Walla Steak Co. Loyalty rewards redemption reduces revenue at point of use.
5. Lodging (Yellowhawk Resort): Yellowhawk Resort in Walla Walla offers resort accommodations. Note: birthday and anniversary rewards cannot be applied to lodging; loyalty points are not earned on lodging purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Fire & Vine Hospitality operates a collection of 11 premium restaurant and resort properties across the Pacific Northwest anchored by the El Gaucho fine-dining steakhouse brand. The portfolio includes steakhouses, seafood, Pacific Northwest cuisine, a resort, and lounge venues, complemented by private dining services for groups up to 500, a unified loyalty rewards program, and a charitable gift card matching program.

Product overview

Fire & Vine Hospitality operates a portfolio of premium fine dining restaurants in the Pacific Northwest, anchored by the flagship El Gaucho steakhouse brand featuring tableside service and dry-aged Certified Angus Beef. The portfolio includes AQUA by El Gaucho (seafood), Aerlume (Pacific Northwest cuisine), Walla Walla Steak Co., Witness Tree Lounge, and Yellowhawk Resort. The company offers complementary services including Fire & Vine Rewards loyalty program, private dining for groups up to 500, Building Community Gift Cards with charitable matching, and the Gridiron Society member program. The ecosystem connects restaurants through a unified loyalty platform while maintaining distinct culinary identities at each property.

Differentiator

Problem solved

Functional benefit

Brands

• El Gaucho: Classic fine dining steakhouse chain known for tableside service and fire-dancing desserts. Locations in Seattle, Bellevue, Tacoma, Portland, Vancouver WA, and Boise.
• AQUA by El Gaucho
• Aerlume
• Walla Walla Steak Co.
• Witness Tree Lounge
• Yellowhawk Resort
• Fire & Vine Rewards

Products and services

• El Gaucho Premium fine-dining steakhouse chain offering tableside service, tableside flambé presentations, and Certified Angus Beef steaks dry-aged for 28 days on charcoal grills in exhibition-style kitchens. Locations include Seattle, Bellevue, Tacoma, Portland, Vancouver WA, and Boise.
• AQUA by El Gaucho Upscale waterfront seafood restaurant on Seattle's Pier 70 offering fresh seafood dishes, oysters, and panoramic views of Elliott Bay.
• Aerlume Destination dining restaurant near Pike Place Market in Seattle featuring Pacific Northwest cuisine rooted in seasonal flavors with sweeping views of Elliott Bay and Puget Sound, emphasizing locally sourced produce-forward dishes.
• Walla Walla Steak Co. Steakhouse located in Walla Walla, Washington, featuring locally sourced ingredients, craft beverages, and private event spaces in the wine country region.
• Witness Tree Lounge
• Yellowhawk Resort
• Private Dining & Events
• Fire & Vine Rewards (Revelers Club) Loyalty rewards program allowing members to earn one point per dollar spent on food and beverage at participating restaurants, redeemable at 10 points = $1 with a 100-point minimum. Includes birthday and anniversary gifts valued at $75 each with $150 minimum spend. Points expire one year from earning; birthday/anniversary gifts expire 60 days after loading.
• Fire & Vine Building Community Gift Cards
• Gridiron Society

Quantifiable outcome

• $4+ million in charitable donations to local organizations since 1996
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

26 partnerships are on record, tiered core, minor and flagship.

• Certified Angus Beef (CAB)coreStrategic or Co-development Partner · 1 August 2023Since 1996, El Gaucho has exclusively featured Certified Angus Beef brand steaks and was the first restaurant to bring CAB to the Pacific Northwest. In August 2023, El Gaucho hosted CAB Meat Scientist Dr. Diana Clark for comprehensive butchery training. CAB certification requires USDA Prime grade (top 3%), Angus genetics, cattle aged 30 months or less, and consistent marble content.
• Dr. Diana ClarkminorStrategic or Co-development PartnerCertified Angus Beef Meat Scientist who conducted butchery training for approximately 30 El Gaucho team members in August 2023. Trained the team on beef cut evaluation, marbling assessment, and the science behind CAB quality standards.
• Woodinville WhiskeyflagshipStrategic or Co-development PartnerAward-winning small batch distillery (Craft Whiskey of the Year, Craft Rye Whiskey of the Year — American Distilling Institute). Established 2010 in Woodinville, WA. Fire & Vine created its first ever Revelers Club branded barrel (#1393) with Woodinville Whiskey — a 120.2 proof bourbon with clove, crème brulee, and candied cherry notes. Delivery expected first week of June.
• Chateau Ste. MichellecoreStrategic or Co-development PartnerWashington-based wine powerhouse featured on Fire & Vine menus. Provider of Artist Series Red Blend 2018 and foundational partner in the Col Solare ultra-luxury Cabernet Sauvignon partnership with Marchesi Antinori.
• Eroica (Dr. Loosen / Chateau Ste. Michelle)coreStrategic or Co-development PartnerCollaborative Riesling project between Germany's Dr. Loosen estate and Chateau Ste. Michelle. Eroica Riesling 2022 featured on Fire & Vine wine menus at $14/18/54. Blends Washington intensity with German finesse.
• Marchesi AntinoricoreStrategic or Co-development PartnerTuscany's illustrious wine family partner in Col Solare, an ultra-luxury Cabernet Sauvignon produced in collaboration with Chateau Ste. Michelle. Col Solare Cabernet Sauvignon 2018 featured at $155/bottle.
• Tenet Wines (Michel Gassier / Philippe Cambie / Chateau Ste. Michelle)coreStrategic or Co-development PartnerCollaboration between Rhône luminaries Michel Gassier and Philippe Cambie with Chateau Ste. Michelle. Produces Syrah and Rhône varietals from Columbia Valley. Featured wines include Tenet 'The Pundit' Syrah 2020 ($60) and Grenache/Syrah/Mourvèdre 2016 ($158).
• Col Solare (Marchesi Antinori / Chateau Ste. Michelle)coreStrategic or Co-development PartnerSun-kissed partnership yielding ultra-luxury Cabernet Sauvignon. Symbiotic union of two distinct winemaking cultures — Tuscan excellence and Washington viticulture. Col Solare Cabernet Sauvignon 2018 available at $155/bottle.
• Foraged and FoundminorStrategic or Co-development PartnerForager partnership sourcing the freshest wild mushrooms and seasonal greens for Fire & Vine restaurants. Provides morel mushrooms and ramps for seasonal dishes like the spring halibut preparation.
• Preservation Meat Collective (Sean So)coreStrategic or Co-development PartnerExclusive heritage pork supplier for El Gaucho's dry-aged heritage pork program. Works with local farms raising heritage breeds sustainably without antibiotics or hormones. Personal farm visits ensure highest quality standards. Supports El Gaucho's rare 28-day dry-aged heritage pork program.
• Umpqua Valley LambminorStrategic or Co-development PartnerOregon-based lamb producer raising animals on open pastures, 100% grass-fed and finished, never treated with antibiotics or hormones. Focus on quality and sustainability. Featured in Chef Beau Carr's rack of lamb dishes at El Gaucho Vancouver.
• Frog Hollow FarmsminorStrategic or Co-development PartnerWalla Walla area farm supplying sun-ripened heirloom tomatoes for Walla Walla Steak Co. Chef Stephen Toschlog has sourced from Frog Hollow for nearly 14 years. Farm has grown from small local operation to regional supplier. Family tradition for Chef Toschlog and team.
• Graze Bread (Graze: a place to eat)minorStrategic or Co-development PartnerWalla Walla-based bakery supplying freshly baked sourdough bread to Walla Walla Steak Co. Owner John Lastoskie launched Graze Bread in 2023 as a spin-off from the beloved local sandwich shop. Supports local artisan food culture.
• Four Roses BourboncoreStrategic or Co-development PartnerKentucky bourbon producer. Fire & Vine spirits team conducted blind tasting of seven barrels and selected two custom barrels — a lighter version for El Gaucho locations and a spicier blend for other Fire & Vine properties. Part of the custom barrel program.
• Maker's Mark BourboncoreStrategic or Co-development PartnerKentucky bourbon distillery. Fire & Vine spirits team worked with Maker's Mark to create custom barrels for El Gaucho. Described as charming and resembling a small village. Part of the ongoing custom barrel program.
• Jim Beam / Knob CreekcoreStrategic or Co-development PartnerMajor Kentucky bourbon producer. Fire & Vine's custom barrel program began in 2015 with a Single Barrel of Knob Creek Rye in collaboration with Jim Beam. The eight-story tall still produces 35 gallons per minute. Part of the ongoing barrel selection program.
• Michter's Shively DistilleryminorStrategic or Co-development PartnerYounger Kentucky distillery visited by Fire & Vine spirits team. Showcases latest technology in water filtration and temperature-controlled rickhouses. Features barrels with 14-karat gold iron rings on select premium barrels.
• Old ForesterminorStrategic or Co-development PartnerHistoric Louisville distillery — same location as original founding but renovated and reopened in 2017. Fire & Vine team visited as part of bourbon education trip. Makes and chars its own barrels onsite. Provided custom Mint Julep chocolate at end of trip.
• Dave Pickerell (Former Maker's Mark Master Distiller)minorStrategic or Co-development PartnerFormer Maker's Mark Master Distiller who consulted with Woodinville Whiskey from the beginning. His expert guidance helped establish Woodinville Whiskey's quality standards. Visited by Fire & Vine spirits team as part of bourbon education.
• Omlin Family Farm (Quincy, WA)minorStrategic or Co-development PartnerQuincy, Washington farm supplying all non-GMO malted barley, corn, and rye to Woodinville Whiskey. Woodinville Whiskey works exclusively with this farm for grain sourcing. Part of the local supply chain for Woodinville Whiskey's award-winning craft whiskey.
• SevenRoomscoreTechnology or IntegrationOnline reservation platform integrated across all Fire & Vine restaurant locations. Handles reservation booking for Aerlume, AQUA by El Gaucho, and all El Gaucho locations (Bellevue, Boise, Portland, Seattle, Tacoma, Vancouver).
• Gridiron Society MembersminorGTM or Marketing PartnerInvitation-only club exclusive to Fire & Vine restaurants. Members can annually donate a Chef's Wine Dinner for Four to the charity of their choice. Supports nonprofit fundraising through charitable giving program.
• Anthony Anton (Washington Hospitality Association)minorGTM or Marketing PartnerPresident and CEO of Washington Hospitality Association who has partnered with Fire & Vine over the company's history, particularly during the Covid-19 pandemic. Represents the hospitality industry partnership ecosystem.
• Washington State Hospitality AssociationminorGTM or Marketing PartnerIndustry association where CEO Chad Mackay served as Board Chair. Fire & Vine contributes to industry advocacy and draws strength from industry partnerships. During the pandemic, the association supported member restaurants.
• Visit SeattleminorGTM or Marketing PartnerSeattle's Convention and Visitors Bureau. CEO Chad Mackay serves as Finance Chair of Visit Seattle. AQUA general manager Sivi Mennen was named a Tourism Ambassador by Visit Seattle.
• Third Door CoalitionminorGTM or Marketing PartnerCoalition working to solve chronic homelessness in Seattle and King County through Housing First and Permanent Supportive Housing solutions. Chad Mackay is a founding member (since 2018).

Scale indicators5 records

Recent moves10 records

Expansion highlights5 records

Broad incumbents

• Morton's The Steakhouse (Landry's): Long-established national upscale steakhouse chain under Landry's hospitality group. Competes for similar celebratory dining and private event occasions as El Gaucho, with broader geographic reach.
• The Capital Grille (Darden Restaurants): Darden-owned upscale steakhouse concept with dry-aged steaks, extensive wine list, and private dining — overlapping directly with El Gaucho's positioning but with the backing of a major publicly traded restaurant operator.
• Eddie V's Prime Seafood (Darden Restaurants): Darden's upscale prime seafood and steak concept with a wine-focused dining experience. Directly comparable to AQUA by El Gaucho and Aerlume's seafood positioning.

Emerging players

• Eritage Resort: Boutique Walla Walla wine-country resort and event venue — overlapping with Fire & Vine's Yellowhawk Resort and Walla Walla Steak Co. in destination hospitality in the same PNW wine region.

Direct peers

• Metropolitan Grill: Historic Seattle upscale steakhouse operating since 1983 in the Pike Place Market area. Directly comparable as a competing PNW fine dining steakhouse competing for the same corporate and special-occasion guest base.
• The Palm Restaurant: Heritage upscale steakhouse chain with Italian-influenced menu and caricature-walled dining rooms. Comparable to El Gaucho as a multi-unit premium steakhouse group with a long history of private/corporate dining.
• Canlis: Iconic Seattle fine dining restaurant offering Pacific Northwest cuisine with theatrical service and private event spaces. Directly comparable as a regional upscale competitor for celebrations, corporate entertaining, and private dining.
• Fogo de Chão: Brazilian-style upscale steakhouse chain offering premium cuts and theatrical dining. Comparable as a multi-location premium protein-focused concept with event/corporate dining capabilities.
• Smith & Wollensky Restaurant Group: Iconic upscale steakhouse brand operating urban locations with dry-aged steaks, private event spaces, and corporate dining — comparable in positioning, scale, and target occasion mix to El Gaucho.
• Ruth's Hospitality Group (Ruth's Chris Steak House): Operates a national chain of upscale steakhouses focused on USDA Prime cuts and white-tablecloth service. Directly comparable as a multi-unit fine dining steakhouse group, though at significantly larger national scale than Fire & Vine's regional portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/firevinerewards
• LinkedInlinkedin.com/company/fire-vine-hospitality
• Instagraminstagram.com/firevinerewards

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries11 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 Firevine