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Serena Harkey

General Manager at Cowboys Club

In my current role as General Manager at Cowboys Club, I lead operations with a focus on elevating member experience, strengthening team performance, and driving service excellence across all touchpoints. My work brings together operational leadership, hospitality strategy, and a deep commitment to delivering memorable dining and beverage experiences.

Prior to joining Cowboys Club, I spent more than five years with Vine Hospitality, where I served as Director of Wine & Spirits and later Director of Wine. During my tenure, I curated award-winning wine programs, built high-performing beverage teams, and played a key leadership role in new store openings, ensuring each launch reflected the standards and identity Vine Hospitality is known for.

My background blends a passion for hospitality with strong business acumen — from operational systems and vendor partnerships to wine program profitability and quality assurance. With formal training through the Wine & Spirit Education Trust (WSET), I bring both technical expertise and a critical eye for wine and spirits selection, always anchored in elevating guest experience.


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