Steven Greenberg, Founder, The Wine Cellar Club

Steven opened the Wine Cellar Club in May 1992 in response to growing demand for premium wine storage in Orange County. What began as a vision to create a facility worthy of his own collection has since grown into Southern California’s largest and most distinguished private wine storage facility — a testament to both his entrepreneurial acumen and his lifelong passion for fine wine.

A trained accountant with an appreciation for precision, Steven brought the same discipline to building a business model that has remained fundamentally unchanged through more than 30+ years of growth. From the outset, the Wine Cellar Club set a new standard for the industry, introducing amenities and practices that redefined what wine storage could be.

Steven’s relationship with wine spans more than five decades. He began collecting in 1968, and by the mid-1970s had assembled an impressive cellar of premier Bordeaux. His early immersion in the wine world coincided with a formative era in the industry — one shaped by luminaries such as Harry Waugh and his protégé Michael Broadbent — when acquiring serious wine knowledge demanded extensive tasting and hands-on experience. He was among the first to import Salon le Mesnil Champagne into California and built his cellar around storied vintages, including the highly regarded 1975 vintages of Chateau Pétrus, Latour, and La Mission Haut-Brion.

His affinity for Old World wines, particularly those of France, took root in the early 1970s, when premier Bordeaux from the finest châteaux were still available for under $25 a bottle. That early access to exceptional wine at accessible prices shaped a palate and a philosophy that continue to define the Wine Cellar Club today.

Beyond wine, Steven’s interests in classical music, art, and world travel are woven into the fabric of the club itself. His favorite journeys take him through the vineyards of France, Italy, Spain, and California, where he finds equal inspiration in walking through the rows of vines, conversing with winemakers, and lingering over a meal at a local bistro.

Steven envisions the Wine Cellar Club as more than a storage facility — it is a private members-only organization dedicated to curated wine experiences, cultural enrichment, and the shared appreciation of exceptional wine. Under his leadership, the club has established itself as the premier destination for serious collectors in Orange County and throughout Southern California.

Felicia Greenberg, Customer Service Director

When Felicia joined the Wine Cellar Club in 1998, she arrived with a vision — one rooted in the belief that exceptional service wasn't just a courtesy, but a calling. At a time when dedicated on-site client support was virtually unheard of among wine storage facilities, she set out to change the standard entirely.

Over its 30-plus-year history, the Wine Cellar Club has grown from a promising venture into a deeply cherished home for those who live and breathe their love of wine. Through steady evolution and thoughtful expansion, the Club has remained passionately committed to honoring the refined palates, exacting standards, and heartfelt devotion of its treasured membership. Each passing year has uncorked meaningful refinements, exciting new amenities, and an ever-deepening dedication to the art of exceptional hospitality — because the finest collections in the world deserve nothing less.

At the heart of it all is Felicia. With grace, expertise, and an unmistakable passion for her craft, she offers an extensive suite of world-class concierge services and exclusive member amenities that transform every visit into a truly memorable experience. She doesn't simply manage services — she elevates them.

Her warmth is immediate, her professionalism impeccable, and her energy infectious. Members who have had the pleasure of her assistance know that she goes above and beyond — not because it's expected, but because it's simply who she is. For those who have yet to experience the Wine Cellar Club firsthand, one meeting with Felicia is all it takes to understand that this is a place where excellence isn't just promised — it's personal.

Kenny Cochran, General Manager

Kenny Cochran’s story is, in many ways, inseparable from the story of the Wine Cellar Club itself. Having grown up during the years the Wine Cellar Club rapidly expanded, he spent over two decades immersing himself in every dimension of the business — beginning in the receiving room managing the physical demands of a high-volume operation, progressing through locker construction and facilities maintenance, and steadily earning greater responsibility at each turn. Few people understand the inner workings of this club as thoroughly, or as personally, as Kenny does.

That depth of experience has given rise to an exceptional leader. Kenny possesses an intimate knowledge of wine storage facilities management and a genuine, unhurried commitment to the members he serves. Whether helping a longtime collector organize a new acquisition or going out of his way to resolve an unexpected challenge, he consistently delivers a standard of service that defines the Wine Cellar Club’s reputation.

Kenny’s operational expertise is matched by a keen technical ability that has quietly transformed how the club functions. He designed and implemented the receiving department’s database system — a foundational tool that keeps daily operations of this critical service running with precision — and has become the club’s trusted resource for navigating complex network and technology challenges. His instinct for finding elegant solutions to difficult problems is a rare and valued asset.

As General Manager, Kenny brings together everything he has learned over a lifetime of dedicated service. He steps into this role not only with the qualifications to lead, but with the character to inspire — and with a clear vision for keeping the Wine Cellar Club vibrant, modern, and meaningful for generations to come.