Fernandez started his career at the age of 17 working as Champagne Bar Manager in his hometown Burgos, Spain. He built up his career from the ground up, and today as a General Manager of UPSIDE Hotel Group, he is building a game-changing UAE hospitality disruptive brand, embraced by SRG Holding Group, and supported by a great Team of UPSIDERS.After 8 years of living in the city that never sleeps, Jorge calls Dubai “Home”. He arrived in UAE inspired by its multicultural tolerant community. As he often says “the mindset” of the leaders and people is what makes Dubai what it is today.