At a time when the conversation around wellness is shifting from abstinence to balance, Eleven Eleven in Napa Valley is very much ahead of the curve. That philosophy shows up in organically farmed, Napa Green–certified wines, alongside wellness salons, immersive tastings, and community-driven experiences that feel more social and modern than traditional Napa offerings. That philosophy shows up in organically farmed, Napa Green–certified wines, alongside wellness salons, immersive tastings, and community-driven experiences that feel more social and modern than traditional Napa offerings.
Rather than reacting to a trend, Eleven Eleven has long operated from this place of intentional balance and mindful indulgence—well before the broader wellness conversation caught up. Ellie brings a candid, insightful perspective on this cultural shift, informed by her experience as both a founder and former corporate executive.
What first interested you in your area of the hospitality industry?
My path into hospitality was not traditional. I came from the corporate world, with experience at companies like KPMG and Yum! Brands, where I learned strategy, operations, and leadership. But I was always drawn to creating experiences that bring people together. Hospitality, especially in wine, blends business with connection. It allows you to create moments people remember, and that deeply resonated with me. When I entered the wine industry and co-founded Eleven Eleven Winery, I knew I had found the right space.
Who are a few of the people that have encouraged your career?
I’ve been fortunate to be surrounded by strong influences. My family instilled resilience, discipline, and faith from an early age. My father taught me strength without ego, and my mother modeled grace and perseverance. My parents taught me to take risks, believe in myself, and no matter the circumstance, never give up. Those lessons became a foundation for how I approach both life and business.
Professionally, mentors throughout my corporate career challenged me to think bigger and lead with accountability. Max Craig taught me how to lead with empathy, while also having the willingness to teach and create opportunities for others. I was also fortunate to work alongside accomplished leaders such as Julia Stewart and Greg Creed, whose leadership examples helped shape my own approach.
I’ve also learned from the incredible team around me at Eleven Eleven Winery, because leadership is never a solo journey.
What challenges do you think people face in your industry?
Hospitality is rewarding, but it can be demanding. It requires emotional intelligence, adaptability, stamina, and consistency. Guests see the finished experience, but behind the scenes there are long hours, logistics, problem-solving, staffing needs, and constant attention to detail. In wine specifically, the industry is also evolving, with changing consumer habits and increased competition, so innovation is critical.
Can you cite a few accomplishments that have given you great pride and elevated your work?
Building Eleven Eleven Winery into a respected lifestyle and hospitality brand has been incredibly meaningful. I’m proud that we’ve created a place known not only for exceptional wine, but for how people feel when they are with us. I’m also proud of launching our wellness series, which expanded the traditional winery model into something more holistic and community driven. Most of all, I’m proud anytime our team grows, succeeds, and feels ownership in what we are building together.
What piece of advice can you lend to others who are considering a career such as yours?
Understand that hospitality is about service, but service is not weakness. It is leadership. If you genuinely enjoy people, thrive in fast-paced environments, and care about excellence, it can be an extraordinary career. Stay humble, stay curious, and never think any task is beneath you. The details matter.
Everyone who works in hospitality has a story to tell about something incredible that happened on the job. What’s one that you often tell?
One of my favorite moments is when a guest arrived carrying the weight of a difficult season in life. By the end of their visit, after conversation, laughter, and connection, they were smiling and emotional, thanking our team for giving them joy they hadn’t felt in a long time. That is the power of hospitality. Sometimes it is not about wine or luxury at all, it is about lifting someone’s spirit.
What do you hope people understand about those who work in your area of hospitality?
That great hospitality is real work and highly skilled work. It requires emotional awareness, anticipation, communication, and the ability to make others feel cared for while solving challenges in real time. The best people in hospitality are often some of the most intelligent, capable, and hardworking professionals you will meet.
Is there anything else you want Woman Around Town readers to know?
Yes. Women belong in leadership everywhere, including hospitality, wine, and business ownership. We bring strength, intuition, resilience, and vision. I would encourage women considering any path to trust themselves, take the seat at the table, and if necessary, build their own table. Success is not reserved for a select few. It belongs to those willing to work for it with heart and courage.
Ellie’s photo courtesy of Eleven Eleven
