Gone are the days of fresh college graduates finding a job where they settle in for the remainder of their careers. In the 21st century, where opportunities are more welcoming than before, the cookie-cutter path – school, higher education, an office job, peaceful retirement – isn’t appealing anymore. Now is the time for meaningful endeavors, making a difference, and living life outside of the confines of societal expectations.
Research reinforces these trends, with statistics painting a clear picture of the current workforce dynamic—in 2024, a staggering 46% of employees are thinking about leaving their jobs, breaking the previous 40% record high before the 2021 ‘great resignation.’ Central to that shift is the daunting feeling of stagnation in the corporate world. As apathy is gradually replacing the previously volatile emotions of exciting highs and disappointing lows, Jason Riegel, the founder of Ellensburg Canyon Winery, sparks the much-needed conversation on the potential factors behind this change.
“Is it led by unfair treatment and inadequate compensation? Or is it driven by the lingering aura of pointlessness that working in meaningless roles can evoke?” he muses.
As Jason identifies, this shift is especially prominent among younger generations who prioritize personal fulfillment and ethical endeavors over monetary gains. Instead of chasing job opportunities or further pursuing education, 21.7% of people aged 15 through 24 chose to become NEETs—people who are not in employment, education, or training. Many of them point to mental health struggles and a dehumanizing culture as the most prominent reasons.
Now a winery owner reveling in the beauty of nature and enjoying a unique path he carved, Jason is no stranger to Corporate America. Embedded in the nation’s culture and economy, 9-to-5 positions carry the promise of stability, consistent income, and employee benefits. In this landscape, Jason spent many years working in procurement and supply chain, always motivated by a long-term goal of building his own legacy. In 2021, serendipitously, an opportunity presented itself, and Jason jumped straight on it, purchasing the magnificent land in the Yakima River Canyon.
“I’ve never been one of the people who struggled much in the corporate world. But despite my positive experiences, I’ve also never felt truly fulfilled,” he reflects. “Before, I was working in a landscape that prioritized the bottom line over employee appreciation and satisfaction, in a place where the possibilities for growth were limited, and where ambitions withered. Now, I wake up to acres of grape vines entrenched across pristine fields; my workplace has become a paradise.”
The successes he experienced in the corporate world don’t compare to the immense feeling of pride that owning the Ellensburg Canyon Winery filled him with. Scrutinizing the landscape further, Jason highlights Corporate America as a place where dreams are often crushed under forced pressure – unnecessary stress, unfair compensation, and ‘Sunday scaries.’ Following that trajectory will inevitably lead to work burnout, losing a sense of control, and – eventually – even severe mental health challenges.
At the helm of the Ellensburg Canyon Winery, a nature-forward scenery situated in the first commercial vineyard in Kittitas County, Jason has been redefining the entrepreneurial space since 2021. “You don’t need a million-dollar funding to kickstart a business the right way,” he remarks. “It’s more about embracing a mindset of fostering a flourishing environment that isn’t tied to anyone else’s vision.”
Jason Reigel’s picturesque life amidst grape vines and nature is a true testament to the power of following one’s calling and choosing fulfillment over corporate stability. At the Ellensburg Canyon Winery, oenophiles and enthusiasts alike are invited to indulge in the delectable notes of Cabernet Franc, Riesling, and Malbec grapes, experience bespoke wine-tasting events, and take a moment to themselves at the open-air terrace overlooking the serene view of the Columbia plateau.
“Taking that leap of faith and rejecting a life of consistency is always scary. But once you give it your all and start seeing your work blossom, it’s so worth it! Once you’re in it, there will be people willing to help, loved ones offering unconditional support, and loyal customers providing more motivation,” shares Jason. “Corporate America may be the right choice for some, but I found my purpose within every palatable wine bottle I produced. No matter the realm, one thing is clear: we all have the power to carve our own path.”
