Craig and Kris DeMarco are more than restaurant operators; they are culture builders. As co-founders of Upward Projects, a Phoenix-based hospitality company, they have been involved with developing a portfolio of highly regarded, design-driven concepts that consistently outperform expectations. The brands: Postino WInecafe, Joyride Taco House, Federal Pizza, Windsor, Churn, La Grande Orange Grocery and Chelsea’s Kitchen are each distinct in identity yet unified by a commitment to community, thoughtful design, and a strong sense of place.
 

They have also reimagined the traditional neighborhood market with Air Guitar, a dynamic, music-inspired concept that brings new energy to the everyday retail experience. Through DeMarco Unlimited, they are extending their creative vision beyond Arizona, partnering on projects across the country to develop immersive, experience-driven environments.
 

Known for their ability to thoughtfully adapt historically significant and architecturally distinctive spaces, Craig and Kris create destinations that balance aesthetic excellence with genuine hospitality. Their work reflects a deep commitment to craftsmanship, connection, and the belief that hospitality, at its best, is both a business and a form of expression.