Two Napa Valley brands are betting that curated local partnerships — not broad marketing campaigns — are the most effective way to rebuild wine country visitation. Eleven Eleven Wines and Carneros Resort and Spa have launched a joint staycation package that bundles exclusive wine tasting access, resort amenities, and transportation perks into a single, bookable experience.
The Package Details
At the center of the collaboration is a 50% discount on an 11:11 Experience reservation at Eleven Eleven Winery, redeemable with the code CARNEROSRESORT. Guests also gain access to the resort's private Cadillac fleet for independent exploration of Napa's vineyard back roads. For travelers flying in, a partnership with regional carrier JSX offers $100 off direct flights into Napa or Concord from Burbank, Orange County, Santa Monica, and Las Vegas using code 2W8KW4.
Carneros Resort and Spa brings considerable hospitality infrastructure to the package. Spread across 28 acres, the property features 100 private cottages and suites, three on-site dining destinations — FARM at Carneros, Boon Fly Café, and Hilltop Dining Room — plus a spa, fitness center, and 35,000 square feet of event space. Each cottage offers 420 square feet of interior living space and up to 800 square feet of outdoor space, with amenities including fireplaces, indoor-outdoor showers, and floor-to-ceiling bi-fold glass doors opening to landscaped gardens.
Why This Model Matters
For operators and hospitality professionals watching wine country tourism trends, the structure of this deal reflects a growing playbook: anchor a travel package around an immersive, brand-specific experience rather than a generic room discount. Eleven Eleven brings an estate-grown, single-varietal wine portfolio farmed across 25 organic acres in the Oak Knoll District AVA, with winemaker Kirk Venge producing limited-production, 100% varietal expressions. That specificity gives the package a differentiated narrative that a straight room rate cannot.
"Today's luxury travelers are looking to experience a destination through the eyes of those who know it best," said Edward Costa, Managing Director of Carneros Resort and Spa. "Our partnership with Eleven Eleven Wines brings together two brands deeply rooted in Napa Valley, giving guests insider access to exceptional wine, hospitality, and the people who define this region."
Ellie Anest, Co-Founder and CEO of Eleven Eleven Wines, framed the collaboration around shared hospitality values rather than promotional mechanics. The winery, founded in 2012, is rooted in the Greek concept of Parea — communal gathering centered on shared experience — which aligns directly with the resort's positioning around slow, intentional luxury.
For food and beverage operators exploring winery and resort partnership strategies, this collaboration illustrates how regional brands can extend their reach and average guest spend by aligning on experience design rather than simply co-branding. The package is bookable directly through carnerosresort.com.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
