Goodness Gracious Hospitality Group is a growing portfolio of hospitality concepts rooted in Sonoma Valley and wine country, built on a simple but powerful belief: hospitality, done with intention, is one of the most meaningful things you can do. It builds community. It creates belonging. It turns a meal or an experience into something guests carry with them long after they've gone home. That's the standard we hold ourselves to every day.
Who We Are
Goodness Gracious Hospitality Group is led by co-founders Lauren Kershner and Brandy Aviña — two operators who have spent their careers building hospitality businesses from the ground up, not studying them from the outside.
Lauren is a recognized hospitality entrepreneur, FSR Rising Star, 2022 Forty Under 40 honoree, and 2023 Sonoma Valley Business of the Year. She has built a reputation across Sonoma Valley and beyond for creating businesses that are as financially disciplined as they are genuinely beloved — with a creative approach to problem-solving and an unwavering belief that there is almost always a way forward.
Brandy is the operational backbone of everything the group builds. With over 15 years in the hospitality industry and deep roots in Sonoma Valley, she brings the systems, structure, and team development expertise that turns vision into a high-performing business. She communicates with clarity and warmth, coaches people toward their best, and has a rare gift for creating order without losing the soul of what makes hospitality special.
Together, they've built a team and culture that is rigorous, innovative, results-driven — and genuinely fun to be a part of.
Our Portfolio
We operate and grow a portfolio of distinct, experience-driven concepts:
Goodness Gracious Catering — Our flagship catering brand, known throughout Sonoma Valley and wine country for exceptional food and standout events. From intimate private dinners to large-scale productions, we bring culinary artistry and flawless execution to every table.
Songbird Parlour — A fine dining concept rooted in the belief that elevated food and genuine warmth belong together. Songbird is where our culinary team gets to push, create, and define what a truly memorable dining experience looks like.
West Wine Tours — Our wine tourism brand, offering curated Napa and Sonoma Valley tours that go far beyond the tasting room. West Wine Tours is about crafting a full sensory experience — and our culinary programming is a core part of that.
Valley of the Moon Kombucha Co. — Our specialty food and beverage brand, bringing the same passion for quality and craft to the world of fermented tea.
Each concept is distinct. Each one demands excellence. And all of them are growing.
What We Stand For
People come first, always. Every guest, every team member, every partner deserves to feel respected, valued, and like they truly belong. We believe a hospitality business that can't sustain itself can't serve anyone — so we build both profitability and purpose, and we refuse to treat them as opposites.
We are operators first. Every challenge you'll face in this industry, we've faced. Every system we build, we've tested ourselves. We don't believe in one-size-fits-all solutions — we believe in getting creative, digging into the real problem, and building something that actually works.
We are a company in motion — expanding our portfolio, elevating our concepts, and investing in the people and culture that will take us there. The leaders who are part of this group now have a real seat at the table, not just in the kitchen, but in shaping what this company becomes.
We know the numbers. We know the craft. And we know how to build something that lasts.
goodgracioushospitality.com
