Roger Coryell
Co-founder of North & Vine. A travel-marketing operator who has personally led flagship destination launches — including the Visit Napa Valley brand transition and digital launch that powered one of the most successful DMO turnarounds in California.
The short version
Roger builds the digital infrastructure that destination and hospitality brands actually make money on — sites, measurement stacks, and brand platforms that tie creative work to revenue.
He co-founded North & Vine to give travel brands something the generalist agency world rarely delivers: development and analytics treated as one discipline. Every project he leads starts from the data and ends at a measurable outcome — room revenue, direct bookings, partner conversions, qualified leads.
Before and alongside North & Vine, Roger has personally led the brand, web, and launch work for organizations whose results are a matter of public record — from a county-level DMO rebrand to platform builds now serving thousands of hospitality operators.
Brand & Digital Launches
End-to-end brand transitions, domain migrations, and new-site launches for travel and hospitality clients — positioning, messaging, IA, and build under one owner.
Measurement-First WordPress
Production WordPress builds with analytics, attribution, and conversion tracking designed in from day one — not retrofitted after launch.
Destination Marketing
Deep working knowledge of DMO economics, TID funding, lodging performance metrics (STR, ADR, RevPAR), and the levers that move shoulder-season and weekday occupancy.
Hands-On Leadership
Writes the copy. Reviews the tracking. Owns the outcome. Roger leads engagements personally rather than hand-offs-to-juniors after the sales call.
Selected work
A sample of engagements Roger has led or co-led. Full write-ups available on the case studies page.
Visit Napa Valley
Personally led the 2012 brand transition from Napa Valley Destination Council / LegendaryNapaValley.com to Visit Napa Valley and VisitNapaValley.com. The new site — built by North & Vine — won the HSMAI Adrian Award and anchored a visitor economy that grew from $1.4B to a record $2.5B in annual spending.
DogTrekker.com
Rebuilt a broken legacy platform into a first-party data engine for pet-friendly travel, recovering performance and turning an aging content property into a measurable lead and audience asset.
Bark & Bottle
Turned a market signal into a launched platform — Phase 1 shipped with 778 curated wineries across 8 California regions, with multi-state expansion underway in 2026.
Martinelli Winery
Rescued a heritage winery from agency lock-in and rebuilt its digital presence on infrastructure the client actually owns — documented, transferable, and built to last.
Work with Roger directly
Most North & Vine engagements start with a conversation — not a proposal deck. If you're weighing a relaunch, a rebrand, or a measurement overhaul, reach out.
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