Ciari Guitars names Eric Dorton President & Chief Commercial Officer

Dorton brings successful sales, marketing, and commercial experience – both within and outside guitar industry – to Ciari Guitars as product line expands

Eric Dorton, newly appointed President of Ciari Guitars

SAN DIEGO – January 18, 2022 – Following a successful capital raise in 2021 and launch of its award-winning Ascender™ premium travel guitar, Ciari Guitars is proud to announce the addition of Eric Dorton as President and Chief Commercial Officer.  Mr. Dorton will lead sales, marketing, artist/influencer/public relations, as well as brand partnerships, for Ciari’s current and soon-to-expand line of revolutionary folding guitars.

Jonathan Spangler, Ciari Guitars CEO & Founder, said, “We are thrilled to add Eric Dorton to the Ciari family.  With his broad experience and track record of success in consumer product commercialization and brand building, Eric joins us at the perfect time as we expand our product offering and ramp up our sales and marketing efforts in 2022.  Eric’s passion for innovation, as well as his gift for brand building and deep industry relationships, will undoubtedly drive sales and create value for Ciari customers and shareholders alike.”

Mr. Dorton was most recently with Seymour Duncan, an industry-leading pick-up manufacturer. There, he had broad responsibility in all aspects of commercialization, including serving as Head of National Accounts for guitar retail outlets like Guitar Center, CEM, Reverb, Sam Ash, American Music Supply, as well as OEM Sales Director supporting domestic and international guitar manufacturers, including Gibson Guitars, Gretsch, Fender, Ibanez, Dean, Martin, and D’Angelico among others.   

Outside the music industry, Mr. Dorton showcased his brand-building expertise with Barefoot Cellars, which he helped build as a member of the original management team until its acquisition by E & J Gallo Winery.  After acquisition, he served as National Brand Manager for Barefoot Cellars, creating and managing a 300 person promotions and events team to support national sales programs. 

“I’m honored and excited to join Ciari Guitars at this important juncture,” said Eric Dorton.  “I’ve been a fan of Jonathan Spangler and Ciari Guitars since our paths crossed 3 years ago.  I have immense respect for – and belief in – the innovation and vision at Ciari Guitars.  I look forward to leveraging my industry and consumer marketing experience to help bring our growing line of innovative guitar solutions to customers worldwide.”


About Ciari Guitars

Headquartered in San Diego, CA with guitar production in Nashville, TN, Ciari Guitars was founded in 2016 by CEO Jonathan Spangler, a patent attorney and amateur musician.  Ciari Guitars’ first product, The Ascender™, is a market-making foldable guitar, deemed “the first travel guitar for professional use” by Guitar Player Magazine, and has been featured in Forbes, USA Today, CNN, Guitar World, Rolling Stone, and other media outlets. 

The Ascender is a folding electric guitar redefining playability and portability in a premium package.  Developed in cooperation with Joe Glaser, renowned luthier and guitar innovator, each Ascender is assembled in Nashville and boasts legendary Seymour Duncan ’59 pick-ups, robust Graph-Tech® Ratio locking tuners, and Plek neck technology for pro-level playability and action. 

With a patented mid-neck hinge, the Ascender folds symmetrically to fit into a standard backpack, taking up less space than any travel guitar on the market – and the only guitar to qualify as a “personal item” during air travel.  The Ascender is for more than just air travel, however.  The market-leading convenience and market-making quality in a travel guitar make it the perfect solution for stress-free mobility all modes of transportation (RVs/van life, autos, yachts, motorcycles).  The Ascender is also the perfect addition to any guitar collection for guitarists of all skill levels, including professional guitarists for fly dates, radio tours, tuck-away on tour bus, song writing, etc… 

To fold the Ascender, a concealed lever is released, which loosens the strings and unlocks the mid-neck hinge, so the neck can bend completely backwards while keeping the strings neatly in line on the neck.  To play again, it is as simple as straightening the neck and rotating a lever to a concealed, locked position to tighten the strings and lock the mid-neck hinge.  After a mere “top off” tune, the Ascender is ready to rock – in a matter of seconds.   

The Ascender is protected by a comprehensive international patent portfolio, including multiple issued US patents. 

Available exclusively on, the Ascender starts at $2,999 and includes a high-quality quilted gig bag.  For more information, visit or find Ciari Guitars on social media using the handle @ciariguitars.

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