A Smarter Way to Start the Business Year

Driving Innovation in Wine Country: How Cheryl Roberts and Ona Marks Helped Build a Smarter Napa Business Mode

When people think about wine country, they imagine rolling vineyards, sun-soaked afternoons, and glasses raised with friends. What they don’t always think about is logistics—how to get from place to place safely, comfortably, and without stress. That gap between the dream and the reality is exactly where this story begins.In this candid January interview, Cheryl Roberts President of Designated Drivers Napa Sonoma, and owner Ona Marks share how a simple idea evolved into one of Napa and Sonoma’s most trusted designated driving and itinerary-planning services. It’s a story rooted in listening, local knowledge, and a deep respect for both guests and the Valley itself. The Genesis: A Simple Idea with a Big ImpactThe business was born nearly two decades ago, long before “designated driver services” were widely understood in wine country. As Ona explained, she and her husband Dan were already running a Napa-based company serving corporate and high-end visitors. Standing outside hotels, they noticed something odd.Guests arrived in limousines—but still had rental cars sitting idle.“We literally went to the hotels, met with the concierge and explained it,” Ona said. “It was like a whole new category to them that they weren’t familiar with.”The concept was refreshingly simple: visitors could use their own rental or personal vehicle, while a fully insured, professional local driver handled the day. No waiting for pickups. No worrying about drinking and driving. No inflated limo pricing.It took time—about three years of what Ona called “pounding pavement”—but the idea stuck. Slowly, concierges began recommending the service. Word spread. And the business grew. Growing with Intention, Not ShortcutsFrom the very beginning, trust was non-negotiable. Ona emphasized that they never sent guests to wineries they didn’t personally know.“We never sent anybody someplace we didn’t know about,” she said. “We all go there. You want to know who’s at the winery, what they’re serving this year.”That philosophy shaped everything: driver training, itinerary planning, and winery relationships. When Cheryl joined the company about nine years ago, she didn’t just fill a role—she grew alongside the business.“She’s just grown and grown and grown with the company and with herself,” Ona said. “It’s been fantastic having her aboard.”How the Service Actually WorksAt its core, the service flips the traditional wine tour model.Most clients already have a car—whether it’s a rental from SFO or Sacramento, a personal vehicle, or something waiting at their hotel or Airbnb. A professional driver meets them wherever they are and takes over for the day.As Cheryl explained, “You call us, you have your personal vehicle, a rental, whatever you have available, and our driver will meet you… bring you to Sonoma for the day… and bring you right back to your house so you don’t ever have to worry about drinking and driving at all.”For guests without a car, the company also offers a Lexus SUV option at a higher hourly rate. But Cheryl noted that about 95% of clients already have a vehicle, making the designated driver model both practical and cost-effective—often about half the price of a traditional limousine service. A Network Built for ReliabilityOne of the company’s biggest strengths is scale without sacrificing personal touch. With around 20 drivers based throughout Napa, Sonoma, and the greater Bay Area, availability is rarely an issue.“We have drivers in San Rafael, Rio Vista, Healdsburg, Santa Rosa, Sonoma, St. Helena, Calistoga,” Cheryl said. “They’re speckled all over the Bay Area.”That depth matters. Smaller competitors often rely on one or two drivers, which limits flexibility. For hotels and concierges, consistency is everything—and this team has earned that trust.Challenges Along the WayThe road hasn’t been without obstacles. Like everyone in hospitality, COVID hit hard. But there were other, quieter challenges too.One of the biggest? Education.“A lot of people have never heard of anything like it,” Cheryl explained. “So the insurance aspect… that’s always kind of a little bit of a hurdle to explain.”Insurance is also what separates legitimate operators from fly-by-night competitors. Ona was blunt about it.“The insurance and everything we need for the state to be legal is over $20,000 a year,” she said. “When somebody calls and says, ‘Oh, I spoke to somebody, they’re $35,’ that’s very nice. Just call them back, ask if they have their insurance.”They’ve also dealt with hacked listings, copied websites, and growing competition—but reputation has carried them through.“We’re running about 75–80% repeat clients or referrals,” Ona noted. “That’s quite impressive.” Adapting to Trends in Wine CountryWine country isn’t static, and neither is the service.Experiences have become just as important as tastings. Guests might want a cooking class, a bike ride through the vineyards, or a stop at a local brewery alongside wineries.Cheryl has been especially focused on food and wine pairings, a trend that accelerated after COVID.“I dove into all the food and wine pairings that the Valley had to offer,” she said. “Knowing who’s offering what… really gave us an advantage.”Staying ahead of trends, building relationships with wineries, and understanding value—what guests get for their money—has helped the company stand out in a crowded field. Designated Driver Plus: Planning Without the OverwhelmFor guests who want help beyond transportation, the company offers what they call “Designated Driver Plus,” a planning service that blends local expertise with personalization.But it’s not a hard sell.“I’m not opposed to give free suggestions,” Cheryl said. “If someone’s done weeks of research, I’m not going to charge them just to finish it.”That generosity has paid off. Cheryl is frequently recommended by name in travel forums and social media groups.Marketing Through Relationships, Not GimmicksRather than flashy ad campaigns, growth has come from relationships.The company works closely with top hotels and concierges, including luxury properties like the Four Seasons. Social media plays a role, but networking—being present in the Valley, meeting people face-to-face—remains key.And responsiveness matters.“Between three of us, we’re pretty strong on getting back to people right away,” Ona said. A Philosophy of Customer ServiceWhen asked what truly sets them apart, both Ona and Cheryl came back to the same theme: listening.“You have to be a people person and you have to be able to read people even on the phone,” Ona said. “Really listening to them… we pretty much put together itineraries that make them really happy and want to come back.”Cheryl echoed that sentiment, contrasting their approach with cookie-cutter itineraries often pushed by affiliates.“We work with every winery on both sides of the valley,” she said. “We listen to what the client wants, their budget, their preferences… and then give them that wow factor at the end.”Looking AheadAs Napa and Sonoma continue to evolve, so do the plans. Expansion into other regions is on the long-term horizon, along with deeper roots in Sonoma as more visitors stay there while tasting in Napa.But the heart of the business remains unchanged: local drivers, real relationships, and experiences tailored to the individual.In a place as iconic—and as overwhelming—as wine country, that kind of grounded, people-first approach makes all the difference. Visit Designated Drivers at https://www.ddnapasonoma.com/