Craig and Kris DeMarco don’t just build restaurants—they create culture. As co-founders of Upward Projects, a Phoenix-based hospitality powerhouse, the DeMarcos have helped bring to life a lineup of wildly popular, design-forward brands that punch way above their weight. Think Postino WineCafé, Joyride Taco House, Federal Pizza, Windsor, and Churn—each one a vibe, each one unapologetically rooted in community, culture, and killer design.

They’ve also flipped the script on the neighborhood corner store with Air Guitar—a high-octane, rock-and-roll-inspired reimagining of the local shop. And with DeMarco Unlimited, they’re scaling their boundary-pushing approach nationwide, crafting immersive, experience-first spaces that refuse to be put in a box.

Renowned for transforming historically rich, architecturally iconic spaces into magnetic destinations, Craig and Kris are relentless in their pursuit of beauty, comfort, and real human connection. For them, hospitality isn’t just a business—it’s an art form.