WINTER 2025
For more than three decades, Ulrich "U.S." Marine has built his reputation on hard work, integrity, and genuine human connection. "Treat people right, give them a fair deal, and become their friend in the car business," he says — a philosophy that has defined every step of his journey.
Starting as a salesman 33 years ago, Marine worked tirelessly, saved every dollar he could, and climbed his way up until he bought his first dealership. Fifteen years ago, he moved from Naples to Orlando, settling in Winter Park, where he built both a thriving business and a home. "I love it here and I've enjoyed raising my daughter here," he says.
By 2015, Marine had expanded his reach to Florida's east coast, purchasing three additional dealerships that he successfully turned around before selling them two years ago. The goal wasn't to retire completely, but to slow down — to make more time for the things that truly matter. "I worked 65 hours a week for the majority of my life and just recently started taking some time off to enjoy the fruits of my labors," he shares.
That change in pace led to Morse Code, the Winter Park wine bar that started as a passion project and evolved into one of the area's most distinctive destinations. "I opened it for fun and just wanted to have a cool place to enjoy a bottle of wine with my friends," he recalls. Alongside his longtime friend Shannon Sassos, Marine turned that simple idea into a place that blends elegance with ease — where locals gather to share stories, discover new wines, and unwind in good company.
The concept behind Morse Code was clear from the start: create something classy but approachable, sophisticated yet comfortable. "We wanted it to have a wow factor when you walked in, and I think we achieved it to perfection," Marine says. The bar combines his three passions — wine, art, and cigars — in one space. The outdoor patio doubles as a cigar lounge, while the walls display artwork from some of his favorite artists, all available for purchase. The wine list is among the best in Orlando, featuring bottles from $25 to $8,000.
For Marine, true luxury lies in the experience. "As beautiful as it looks, if the experience is not top-notch, the whole thing is a flop. We think we've mastered both at Morse Code." That same philosophy continues to guide his ventures. "Customer experience is the key to everything," he says. "If you don't stand out — whether you're a car dealership or a restaurant — you'll never be hugely successful."
Now, as he prepares to purchase another Orlando dealership, Marine continues to look forward while staying grounded in what truly matters: people, passion, and purpose. "I hope to make an impact in my community and give back everywhere I can," he says. "And most of all, I want my daughter to remember me as an incredible father."
PHOTOGRAPHY: CAROL RODRIGUES