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Roast! - Kevin Shin & Jason Walker, North County Roastery · Coffee People Podcast

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To, I like beer, the podcast.com Hey everyone.
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Good morning. Welcome to season 4 episode. 20
0:49
of the roast West Coast coffee podcast.
0:52
I'm Ryan Walton. This is the show where I bring
0:54
you the stories of coffee professionals entrepreneurship
0:58
and coffee education. Today I'm joined by Kevin shin
1:01
and Jason Walker. Kevin is the founder and the
1:04
original head roaster of North County Roastery in Oceanside,
1:08
California. He's also part of the
1:10
neighbouring team at the fin hotel and he developed their
1:13
switchboard restaurant. Jason joined this burgeoning
1:16
Empire to take on the challenge of hospitality management and
1:20
coffee roasting because we cover so much during this episode.
1:24
I'm going to keep this short and sweet, kind of like the
1:27
cortadito. I'm drinking right now, the
1:29
cortadito is a Cuban variation of the cortado which substitutes
1:33
heated, sweet condensed milk for fresh milk, which was often
1:38
historically Able to most of the country.
1:41
And I hope you're drinking something interesting as well
1:44
and you get a chance to sit and enjoy it while listening to this
1:47
interview with Jason Walker. And Kevin Shin of North County
1:51
Roastery in Oceanside, California.
2:04
I appreciate you guys taking the time and I would say welcome to
2:08
the roast West Coast coffee podcast.
2:10
I'd appreciate it. If you could just let us know
2:13
who you are your name and your title and the business that
2:16
you're working for sure. My name is Kevin Shin owner of
2:20
North County Roastery and I'm Jason Walker.
2:24
I'm the manager of North County Roastery and and The Roaster and
2:29
self-appointed. Director of field, research.
2:32
Being I go out and try all the other cafes and sound.
2:36
Yeah, I hope you have a business card.
2:39
That says that. Well, we need to get one for
2:41
sure. I know for myself, having done a
2:44
lot of entrepreneurial things, I think half the reason I do is
2:47
just so I can have business cards that I can give out with
2:49
cool titles on them. Absolutely.
2:51
Yeah. Absolutely North County
2:54
Roastery. It's an Oceanside California and
2:56
I stopped in there. I don't know what it was maybe
2:59
or whatever. Have been 20 21 Mets, you Jason
3:01
just for a minute, right? You guys are also part of the
3:06
Switchback hotel in the fin Hotel I believe.
3:10
So just want to clarify before we get too far what the
3:12
relationship between the rosary and the hotel is, yeah, the
3:16
switchboard restaurant. So excuse me switch to a
3:20
restaurant. Well, that's fine.
3:21
I got I partnered up with the fin hotel and so I am a partner
3:29
with the phenotype. Which is a Hilton tapestry
3:32
collection and then I carved out their food and beverage program.
3:37
So now you're looking at the switchboard restaurant and North
3:40
County Roastery and then soon-to-be canvas bar next door
3:43
that. Oh, cool.
3:45
And so you said a Hilton, tapestry Hotel, essentially like
3:50
a boutique kind of specialized small hotel.
3:53
Not like something you'd find on the highway exit.
3:56
Absolutely. So with Hilton, I do believe
3:58
that we're still The smallest Hilton in the world, we have 27
4:03
rooms. This is one of them that were
4:04
doing this podcast in and the tapestry collections are meant
4:09
so that you can drop your bags and then see what the community
4:12
has to offer. So when you see the switchboard
4:16
and you see North County Roastery and the canvas bar,
4:19
you're going to see a snapshot of the bigger picture that is
4:23
Oceanside. Sure.
4:26
And just your location is I mean a few blocks away from the pier
4:29
a Blocks away from kind of the, what you'd consider the main
4:33
drag of Oceanside. So you're right there in the
4:35
heart of everything. Let's get back to kind of coffee
4:38
a little bit. I'm wondering if you guys have
4:40
ever had like a first experience with coffee that made.
4:43
You think this is interesting that may have led to North
4:46
County Roastery Roastery in the future.
4:49
Yeah. So I guess what took place was
4:53
like six or seven years ago? I went up to Seattle and I
4:57
actually didn't really care much about coffee.
4:59
It was just a utility for me to wake up and I walked into a
5:05
coffee shop. I wish I could remember the ones
5:07
that I went to, but they were so many of them and so many micro
5:11
Roasters and just just in all with the, the crafting
5:15
experience behind that. And there was one unique fellow
5:19
that I was asking too many questions, and he realized he
5:23
goes, oh, you're one of these guys and he had me way out some
5:26
beans and like, be a part of the process.
5:29
And I just Felt so immersed behind it.
5:32
I really experienced what fresh coffee was as opposed to what I
5:36
had been getting and then I came home in the bug, just stuck like
5:41
the whole reason why you're doing this podcast and all the
5:44
guests you have? We all all sudden found that
5:47
relation to want the freshest roasted coffee.
5:52
So before you go Jason, I want to ask a follow-up on that.
5:55
Kevin when you came back six seven years ago what did you
5:59
start doing differently here in Oceanside?
6:02
Are here in Southern California. That kept you on that coffee
6:05
journey. I had just had my first daughter
6:09
and so I was pretty darn tired and then I didn't it didn't
6:13
really sink into me until I was looking for that experience
6:17
again and I would find it through some of the great, some
6:20
of the great shops around here. You're like steady state and but
6:24
I also wanted to explore more beans myself.
6:26
So I just pulled the trigger and got a Hot Topic at the time and
6:30
completely smoked out the inside of my house and just cut just
6:35
got really into what the differences were with all the
6:38
beans. How you roast?
6:40
Just kind of went down that same path.
6:41
I think a lot of us said, I've done Jason.
6:44
What about you? Do you have kind of a first
6:46
memory of coffee that made you think you know this is something
6:49
I'm kind of into Yeah. Now that I'm in it, I definitely
6:53
can look back on some experiences, from a long time
6:55
ago, that probably helped influence getting me here.
6:58
I spent a few years, living abroad, right?
7:00
After college, and some of those months were spent in Australia,
7:04
which has, which was kind of my first exposure to like, a really
7:07
strong coffee culture. And just people caring a lot
7:11
about about what they were drinking.
7:13
And so that was unique for me and just a lot of that learning
7:16
experience and through those channels, I was also like I
7:19
lived in a couple wine regions and so Talking about, you know,
7:22
flavor notes and all these things that are now seeing here.
7:25
Now that I'm working in coffee, one of my last stops on that
7:29
international trip was in Central America and spend some
7:32
time in Guatemala and Honduras. And I was leading these hiking
7:36
trips for this Travelers, Lodge Backpackers Lodge.
7:39
And so, we were hiking through coffee Farms, to get to
7:43
different waterfalls in caves and just kind of cool stuff to
7:45
see. And as part of that experience,
7:49
I was meeting with coffee. MERS and just kind of getting to
7:51
know them and learn about their situation and met with a couple
7:54
of coops that talked about, you know, economic and
7:57
sustainability issues that they were having.
8:00
So that was just really interesting, but that was back
8:01
in 2012 and kind of moved away from it for a while.
8:05
But roasting for me, really started last year.
8:08
It was a probably beneficial for me.
8:10
That koban happened. As far as just give me a chance
8:13
to like reset my life. I just kind of looked around at
8:16
what I was doing and was not feeling super fulfilled in my
8:19
corporate job and I tried a bunch of different things, you
8:23
know, I went and took a plane ride down in San Diego and
8:27
thought I was going to get like a pilot's license and, you know,
8:29
Sarah just looking all over the place for something different
8:31
that I could do. And then found California Coffee
8:36
Roasting collective in San Marcos and started going out
8:40
there and sourcing samples from a bunch of different places, and
8:43
loving the like trial and error and just kind of the
8:46
experimentation of roasting on their little Mill City sample,
8:50
roaster, So that was my first exposure to roasting and then I
8:53
knew that I needed more experience.
8:56
You know, I've never really worked as a barista before so
8:59
that's when I found Kevin found North County rosary and was able
9:02
to continue, you know, learning more about roasting through
9:06
working here in North County roaster.
9:08
So you did you just apply for a job in North County Roastery?
9:11
Or how did you guys kind of find each other and it sounds like
9:13
Kevin you were starting a Roastery, maybe without having a
9:16
full-time person to roast. You don't take this one.
9:19
Well, it's Okay. Kevin.
9:22
So, Kevin's actually been roasting for a long time, and
9:24
selves, you know, he's been roasting for five or six years
9:26
now. So he was doing all the roasting
9:29
for North County grocery at the beginning, but he's a, he's a
9:32
busy guy for sure. He's got his hands all over the
9:34
place. So but I was actually hired on
9:36
it in a assistant manager position.
9:38
And so it's going to learn how to be a barista.
9:41
I had restaurant experience from when I was younger and managed a
9:43
couple other companies tourism businesses mostly.
9:47
So it's just kind of like a good fit as far as my like
9:50
leadership. Background and Hospitality
9:52
background. And then the trade-off was, if
9:55
you look after the restaurant in the coffee shop, during the day,
9:59
you'll get to get your hands on The Roaster and and take over a,
10:03
you know, mutually beneficial relationship.
10:05
We started with and you know Kevin's definitely been the like
10:09
mentor to my my roasting Journey for sure.
10:12
Sure. He's the Master Splinter to your
10:15
Michelangelo. Exactly.
10:17
Which that's my official. Teenage Mutant Ninja Turtles.
10:20
Reference Show you which I try to get in at least.
10:22
Wait a couple of those in your previous episodes.
10:26
Kevin. I want, I'm wondering about kind
10:28
of the Synergy between the businesses and at what point you
10:33
decided that you wanted to do a Coffee Roastery in this space,
10:38
just to describe for people. If I'm looking at the front of
10:41
the building. There's kind of the coffee
10:43
roaster. He's in the middle of the block
10:44
and then to the left, is The Cafe restaurant, and then the
10:47
hotel lobby on the corner. How do you see all of these?
10:50
Businesses working together. And how do you prioritize?
10:54
Where you are spending your time?
10:56
There's a big question. It's something that I do
10:58
apologize. So answer as you see fit, but
11:01
but then, what was that motivation to say?
11:02
You know what, I've got this thing over here and I think a
11:05
Coffee Roastery would really make sense for this business.
11:09
Yes, I definitely want to open up a Coffee Roastery.
11:12
I was looking around scouting locations in 2019 and to take a
11:18
step back. I'm originally from Los Angeles,
11:21
and I made my way down here by the Marine Corps.
11:24
They told me to be here and I remember this building from the
11:28
past, I think there's a lot of humor in that if you're an
11:30
Oceanside resident, you know, that this place was when I was
11:33
the dolphin hotels, a different experience and I wasn't even
11:38
allowed to It's that I was going to say.
11:40
You could use the word sketchy, right?
11:42
Sketchy is a good one. I know the name and the core was
11:47
the dirty dolphin, and you were not allowed to be within
11:50
premises of the location. And so, when I saw, and I saw,
11:56
what the two owners have done, I was always impressed, and it's
12:02
one of those things where you can be part of the notorious
12:06
side of this hotel. So, You know, when you're a
12:10
teenager near said, you're not allowed to do something and then
12:13
you go do it because your teenager, it's kind of that
12:15
feeling, but I love Oceanside. I've always known.
12:18
What's about is my first, the first residency, I had as an
12:23
adult, you know, being in the corps and then just kind of
12:26
planting my seeds here from back in the day, and, like, in the
12:29
90s. So, to see the versioning of
12:32
this city is exciting, but it's really exciting to be a part of
12:36
it. The, the two owners here.
12:39
They, they love coffee. They might love coffee more than
12:42
me. And so when I said I wanted to
12:45
do this, it became a great partnership.
12:49
In order to do that, though, I had open up their bar and the
12:52
food and beverage program first. So that's where the switchboard
12:56
came about, the switchboard take a step back.
13:00
The hotel was built in 27. And then, during World War Two
13:04
in Camp, Pendleton got built out, they needed to increase
13:07
their communication. So that the building got taken
13:10
over as a switchboard Operating Center and they would house
13:14
ladies in these rooms and then they would have the switchboard
13:16
operations in the front. So it was kind of an homage to
13:20
those women that were here. But it was a little trippy just
13:23
because, you know, my background is, you know, family from
13:27
Hawaii, and being Korean. That's kind of where they
13:30
Cuisine presents itself. And so I was like, okay, I'm
13:33
gonna knock that out. I'm going to open up the coffee
13:35
shop, we're going to be jamming, and then 20, 20 hits, and I'm I
13:39
was slated to open in about March or April and that got
13:42
pushed out with the switchboard in, you know, in July.
13:47
And I just had a battle through that and then that initial
13:51
winter to kind of get myself ready to open up the coffee shop
13:56
that you're following. So that got definitely put back
13:59
for about a solid year. And then finally got open up my
14:03
dream which is north Kelly Roos tree, I just became a jargon
14:07
push through. What was kind of that in that
14:11
mm, the emotional part of that, where you're going, where you
14:14
think you're going to open something and then go over to
14:16
happens, how did you manage kind of that where you were kind of
14:20
cut off at the knees before you even start it?
14:22
And you know, how do you keep pushing forward what what
14:25
inspired you to keep doing that? Or is it a situation where
14:28
you're like, I don't have a choice, this is happening.
14:30
But yeah a lot of that. So basically, I told people that
14:35
were around asking the same question that I essentially
14:38
popped off my side and rear view mirrors and just floored it.
14:42
There's really really no other way to go at that point.
14:46
So you already financially committed, you know you've put
14:49
your heart and soul yet, it yet dream you're gonna go for it and
14:52
you just hope it's not going to be too long term in regards to
14:55
the pandemic. So just moved forward with that
15:00
I'm in the fire service to. So I had to kind of jump back
15:03
and forth and kind of run through all of that but what
15:07
makes you really move forward. Is the employees that you have
15:11
that you see so much dedication towards you know that they're
15:15
getting their paychecks from you.
15:17
So you just, you don't want to leave anyone stranded or
15:21
anything like that. It's just things that you
15:23
learned from. I just learned from my folks,
15:27
the Marine Corps and whatnot. You just you keep your crew as
15:30
tight as you can throughout any kind of any kind of battle like
15:34
this worst timing ever. I get that Iran restaurants and
15:42
Hospitality for 20 some years. I think I kept doing it a lot
15:47
longer than maybe I should have because I loved being around the
15:51
team and I loved having being able to train them and then see
15:54
what they would become. You know, even when they would
15:57
leave whatever business I was running and take on their own
15:59
challenges, that was that was more rewarding than even the day
16:03
to day of the business. You know, in the number side of
16:05
it, the number side of it was stress.
16:09
But the actual Team part of it was amazing.
16:11
And I still miss that. You guys are both drinking
16:14
coffee. I should have asked this
16:15
apologize for being a terrible host.
16:17
What are you guys drinking today?
16:19
We just got a batch of organic Peruvian coffee.
16:25
And I've never had proven coffee.
16:26
I just like the tasting notes so that it came with.
16:30
We just roasted it light, it's got a heavy body and I think
16:34
it's going to be our house coffee.
16:36
It's kind of that classic. Coffee tastes that I was looking
16:41
for. So I found it in a Colombian
16:44
being too, but I kind of think this is better.
16:48
So we've only done two batches, we just got it in at the
16:50
beginning of the week, we did two separate batches and this is
16:54
the second batch. So that's pretty much all.
16:56
We've been drinking this week and yeah, loving it.
16:58
And we've been using Ethiopian and Colombian blend as our as
17:03
our house coffee. But we're liking this one so
17:05
much. We might, we might need to
17:06
switch over. Peru seems to be kind of, I want
17:10
to say up-and-coming, but I think it's getting a lot more
17:12
awareness in the coffee community and doing this show.
17:16
And you guys being in the Roasterie sometimes, I think
17:19
it's hard to understand to know what the mainstream might be
17:22
seeing. And so, even now like Ethiopian
17:26
coffee is seem to be. So ambiguous in the coffee scene
17:30
here in San Diego but if I were to say, ask my wife, if she
17:33
likes an Ethiopian coffee, should just look at me.
17:35
Like, what are you talking about?
17:36
Like it's not part of Lexicon yet and Peru feels like it's
17:40
kind of on that that upswing. Yeah.
17:43
And, you know, so I nerd out in the beginning like, all of us
17:47
probably trying different beings kind of seemed, you know, what,
17:51
the trends had been and this little third wave movement.
17:54
But I also look at myself as like a Layman to, I always try
17:57
to peel back and say, you know, what do I remember?
18:00
And I feel like there's been like, two directions with the
18:04
flavor profile is always been this bright citrus.
18:08
A lot of people are looking for almost like the equivalent to an
18:11
IPA and then there's like a traditional skill where people
18:15
really do like that. Like chocolate mocha and nutty
18:18
flavors from the past. And so I try to cater to both of
18:24
them and just for myself because I all I swing back and forth in
18:29
regards to what I want and then I educate from there.
18:33
When it comes to the guests, then I start kind of showing
18:36
them the flavor wheel and More about what altitude does and
18:40
region does and if they want to go down that path, but I try to
18:44
start off, really broad with anyone who shows up and wants to
18:48
get to know coffee a little bit more than what they're used.
18:51
To sure, that stage, that we as coffee drinkers are in matters.
18:57
I mean, there was certainly a time where I wanted to try every
19:02
new IPA that came out. And then there was a time where
19:04
it's like I just want to drink Sierra Nevada.
19:06
All the time, like I don't You know, you kind of people go
19:09
through phases in that and coffee is in the same vein as
19:13
those beer or wine where people get real excited and buy a bunch
19:17
of different stuff and try all these different things.
19:19
And then they're kind of gets to a point where you're like, you
19:21
know what, I've got a whole busy day.
19:22
My brain is is not functioning elsewhere, just need the thing
19:26
that I know I like, it sounds like that's what you're feeling
19:29
this, Peru might be. And talking about that coffee,
19:32
you know, Jason. I kind of wanted to know a
19:34
little bit more. You've been learning from Kevin
19:37
now that Are developing these coffees on your own.
19:40
What are your theories? Or how are you trying to treat
19:43
these beans as far as preparing them before they go out into the
19:46
world, right? We've got a really large lineup
19:50
of coffees that we've added like three coffees to the existing
19:54
five or six that we had. When I first came on and when I
19:57
first started I was probably sleeping like three or four
19:59
hours a night because I was just taste testing everything and you
20:03
know having seven or eight coffees a day and just could not
20:06
you know, get myself to not be wired all The time Kevin style
20:10
roasting was definitely, always to be on the lighter side and we
20:13
always want to, you know, focus on being able to taste the
20:18
differences in the coffee and know how region and processing
20:23
and altitude can affect coffees. So we all we always keep things
20:27
on the lighter side and then I've added, you know, some dark
20:31
roast coffees and blends for the people that enjoy those the
20:35
most. So it was just a lot of
20:37
experimentation. At the at the beginning.
20:39
And now we have such like a wide range of coffees that were able
20:42
to you know, ask a few questions to the customers and find one
20:46
that should work for everybody. Part of the beginning of that
20:49
process of having so many coffees was we added a couple of
20:52
fermented Naturals from Columbia, which are starting to
20:57
see those in a couple other cafes in the area as well, or
21:00
they're just totally different than, you know, your, your
21:04
traditional cup of coffee. They really bright really fruity
21:08
Can't even get really like funky if they're fermented extra-long.
21:11
So we've got three Colombian coffees that are processed
21:15
different but from the same region and that was kind of
21:18
having those three and being able to lay those out for people
21:21
and have them taste. The difference of what could
21:23
have been pretty similar coffees if they weren't processed
21:26
differently, was kind of the beginning of the inspiration,
21:30
for what we wanted to do. I guess with just focusing on
21:33
people being able to taste the different flavor notes for me to
21:37
place. Cuz of the way that we were
21:38
roasting. When I'm thinking about
21:41
Oceanside in general and I am going to change tax just a
21:45
little bit. I'm thinking about a community
21:47
that is very quickly. Growing in their craft coffee
21:52
experience, in the last five years Camp, coffee opened up,
21:56
you guys opened up commuters down the road and they're
22:00
brand-new as well in the area. Vigilante coffee just opened
22:04
steel mill just moved out of their space but I knew I know a
22:07
new coffee place is moving in down the street.
22:09
Eat how do you attract, you know, ocean Siders or tourists
22:14
to North County Roastery. Obviously you're offering them
22:18
this craft product. But how do you get your brand
22:21
outside of that? You know, the the hotel space
22:24
and get people to recognize like, hey, there's this
22:27
Roasterie over here doing their thing.
22:28
And how does the City of Oceanside kind of influence
22:31
that? Yeah, it's a great question.
22:34
I think a lot of it was predicated with the switchboard
22:37
restaurants. Oh oh.
22:39
Turn up the switch for it. I thought I was going to fail
22:42
like it's a really feels really good odds.
22:45
If your biggest, I think you would have bet against me.
22:50
So I did what I could to kind of reach out to the community.
22:53
I kind of have this thing like all through our life rafts that
22:56
the other restaurants and other businesses that are local, just
23:00
kind of being as a part of the hotel and just really just reach
23:04
out to them and see if they can succeed and then that I think
23:07
that paid dividends on the other end end.
23:09
So I got to know a lot of great people and I think, you know,
23:13
your yourself can remember being in Hospitality just when you
23:18
meet your patrons, their family after a while.
23:22
So I was fortunate to kind of open up the roast free a year
23:27
after the switchboard, and everyone kind of understood
23:30
where my philosophies were. So, I was able to grab quickly
23:35
and get the good chunk of customers that just kind of
23:37
already knew what I was in for, you know, and I've been Hang
23:39
them the whole year. What?
23:41
Why? I really wanted it open up the
23:44
switchboard it was for the Roasterie.
23:46
So they got to see my passion kind of come out.
23:49
And then, that being said, you know, I do stuff on a slightly
23:53
different level of the community involvement.
23:55
There is I'm on the board of the Chamber of Commerce in with the
23:59
museum. So I kind of reach out into
24:01
those Avenues and find those communities and try to bring
24:06
them in as well as just getting NG to know anybody who comes
24:11
into the coffee shop as well. But we really try to do what I
24:15
remember when I was in Seattle, which was when someone comes in
24:18
and they start asking questions, then I know that they want to be
24:22
educated just as much as they want to taste the coffee.
24:25
So it's really about just bringing in those unique
24:28
experiences for the customer, other than getting a cup of
24:32
coffee. I think another, another big
24:36
thing that, you know, the switchboard is gotten to be
24:39
pretty popular as a restaurant here in Oceanside.
24:41
It's one of the, you know, it's got a great following already.
24:44
And then with the coffee shop being added on later and
24:47
breakfast was added on to the switchboard after already doing
24:51
lunch and dinner and we're really trying to build that as,
24:54
you know, an exciting place for people to go especially on the
24:57
weekends. You know, we're we're getting to
24:59
the point where we're overflowing during those brunch
25:02
hours and we're hoping on a big part of That is that, you know,
25:05
you're able to serve these high-quality coffees alongside
25:08
this unique Hawaiian Korean Fusion food, you know, and it's
25:12
just so place that's going to be a little bit of a different
25:15
experience so the we get this great like guaranteed Flow by
25:19
having the hotel guests there, you know, and they love it.
25:22
They're like I'm staying in this Boutique Hotel.
25:24
That happens to, you know, roast coffee on site.
25:26
And you know what better option to have when you wake up in the
25:29
morning, if you're traveling and then we've got the locals that
25:33
know us because of the restaurant and they come in and
25:35
now they're starting to appreciate us as a coffee
25:37
business as well. So we kind of Leverage that, you
25:41
know, having the restaurant following as a way to get our
25:43
coffee out there more and more. Sure.
25:45
And I think that's where that question came from.
25:48
We talked earlier, just about how you're right in the heart of
25:52
Oceanside and not a hotel that you'd find like at a highway
25:55
exit and think that was something that was, maybe more
25:58
prevalent in the past where you had like, the hotel bar was like
26:02
a place that people went to go that Hotel guests.
26:06
You know, we started getting to this Hospitality convenience
26:09
thing where we started putting all of our hotels and motels out
26:12
by the exit, but you weren't really experiencing the
26:14
community and that gave Airbnb an opportunity to really expand.
26:19
Because that's what people wanted was to get back into the
26:21
community. And now you're offering kind of
26:23
a hybrid of that where you have the convenience, and the
26:26
professionalism of the hotel, but also that local Flair and
26:29
Vibe. And that's something I think is
26:31
really kind of cool. I just got my start.
26:34
Bartending and Hotel Bars. A long time ago.
26:37
My first job ever was in a tiny in and hotel.
26:41
And I worked in the restaurant and worked in the attached bar
26:44
in this with, you know, this was like 17 18 years ago back in
26:47
Northern New York, where I grew up and is funny to kind of come
26:50
full circle and be attached to another like small place.
26:52
That's got a similar feel and and yeah like fight, if I was
26:56
traveling I would stay in a place like the thin if I was
26:58
coming to Oceanside and yeah to have what we've got this great,
27:02
like craft cocktail Tiki Style. Cocktail list that they can come
27:05
and have almost all like small-batch Liquors and things
27:09
that are that are managers put together.
27:12
So it's a really nice place to have a drink when you first
27:15
arrive and have some good food and then wake up in the morning
27:17
and have good coffee. And so it's a, it's a great
27:20
layout for sure. We definitely get great feedback
27:22
from people that stay stay in the hotel as well.
27:25
I feel like now is when I should ask you for.
27:29
Maybe the most interesting thing that's happened in the hotel
27:31
since you guys have been involved.
27:34
Oh man. Okay wow, that's a loaded
27:40
question. Yeah.
27:42
Well we might have to do it off. Are we can always edit it out to
27:45
say. Let me roll it up.
27:49
That one here for a second. I think the shoot.
27:54
It's good one. You got me there.
27:58
We're going to move to the next question before I can.
28:00
Like, I think of that one. Yeah.
28:02
You think about that? I'm already going through my own
28:05
memories of Hotel bar experiences and I was lucky
28:10
enough to work in a hotel bar that was very close to a very,
28:14
very large rock and roll Festival.
28:16
So all of the Roadies would stay in our hotels.
28:19
So, things got pretty Rowdy from time to time on your social
28:24
media, you guys have been posting quotes.
28:26
And I noticed this because I don't notice a lot of other
28:28
people doing it right now, at least sometimes they're
28:31
inspirational, sometimes aspirational, how Is that relate
28:34
back to your brand because they don't they're not like quotes
28:37
about coffee per se, or, you know, about food or beverage or
28:41
anything. They're just things that you're
28:44
putting out into the world. Yeah, I come down this rabbit
28:46
hole with me. So here's how it all happens.
28:48
So when I had this dream of opening up a little Roastery, I
28:54
envisioned having a coffee roaster, and then I was going to
28:58
hang up a picture of my mother and I, so I'm a total mama's
29:03
boy. She inspires me you know like
29:07
came from a war-torn country, doesn't know the language comes
29:10
here becomes very successful so I'm just trying to see if I
29:14
could even get a percentage of that kind of success in my own
29:18
life but that inspires me in the morning that's like when I see
29:24
any struggles that I'm having. I can look at that photo and
29:27
just go. You know what, I'm you'll see a
29:29
photo of me like in my dress, blues is a marine.
29:32
I'm hugging my mother and And you may see this Marine, but I'm
29:37
looking at the one who really scares me, which is my mom will
29:41
God forbid, she has a wooden spoon, right?
29:43
So that's that's what I see. So then from there, I was like
29:47
well I would like to actually consider kind of the brand and
29:52
the Mantra of being something more inspiring.
29:55
What what inspires everybody else?
29:58
What words that do we use in the coffee world that are actually
30:02
more? You know, that's kind of where
30:05
the strong and bold phrase came from and then that's where I
30:10
started looking at. Like, just the imagery and the
30:13
biographies of people that have been around us and, you know, on
30:17
this planet and and I told myself, if you're a guest in
30:22
your coming in, you're probably tired.
30:25
You probably need something to pick me up.
30:27
I can do that with you with the coffee, but I can also give you
30:30
a little bit of an antidote when you're just trying to figure out
30:34
how How to like, kind of push forward.
30:36
So the imagery that you see in the shop, you look at and you
30:40
go, you know what I pale in comparison compared to what
30:43
these people have struggled through and today shouldn't be a
30:46
problem. That's we're kind of the quotes
30:49
come from as well. Just kind of let everybody know
30:52
that we're all in this together and there's ways to come take
30:56
the next step forward. Who are some of the people that
31:00
you do have imagery up? I've been in your shop but it's
31:02
been a minute I'm trying to remember it but who are some of
31:04
those people that you've chosen to kind of inspire and do those
31:08
change over time? Or they kind of ingrained, those
31:10
are the people that were looking for their kind of ingrained in
31:13
copiah grew over time. I always lately.
31:16
I've been looking at Amelia Earhart, she's just man.
31:20
She's one. Bad chick.
31:25
You'll see like an imagery of the man who was In front of the
31:29
column of tanks in the TM Square massacre.
31:32
Unknown individual didn't even know.
31:35
He was on camera and he had decided to try to prevent more
31:41
violence. You got.
31:43
Bruce Lee, that's like my kid hero growing up.
31:47
See some of the firefighters and 9/11, you know, it's something
31:50
that I definitely hold strong to.
31:53
And on the other side of the wall, you see imagery of, you
31:56
know, some great people from Oceanside.
31:58
Side. I'm friends with the sales
32:00
family, so you got Junior up there and, you know, his brother
32:03
David and I picked that photo and you can get and just see,
32:08
you know, what a study was through his career.
32:12
Very interesting I'm thinking, Jason mention, that he took a
32:15
pilot's license and you just mentioned Amelia Earhart for
32:18
anyone listening and for you guys.
32:19
Check out Beryl Markham, she was a woman pilot in Africa.
32:25
I believe did the first Atlantic Ocean solo.
32:28
White for a woman and she was she was intense.
32:32
There's a great book called West with the night and it's kind of
32:35
her Memoir. I remember one reading that and
32:39
just being impressed, but also reading it and feeling like I
32:41
could take on the world if this woman could do what she did.
32:44
And in that time, period, then I've got no excuses for
32:48
anything. So, I, I think that those, those
32:51
things that you do put out, and when I'm scrolling through my
32:53
feed, they do stop me because they're kind of, like you said,
32:56
strong and bold is your kind of motto there.
32:57
But You like oh okay. Yeah, this whatever I'm going
33:00
through today. I maybe can relate to this.
33:04
What is on deck for you guys? We're going into what at least
33:09
temporarily feels like a brief reprieve from like our covid
33:12
situation and 2022 and maybe a sense of normalcy, I think
33:17
people in Hospitality have experienced, what feels a little
33:20
more normal faster than other people because you're engaged
33:23
more in. You're engaged daily as opposed
33:26
to like me where I can stay home and To stay home or you know I
33:30
get to pick my level of Engagement what's coming up in
33:33
2022 and kind of what are the goals beyond that?
33:36
Yeah. 2022 is busy as it has always been.
33:41
So we are definitely trying to increase our educational
33:46
experience for the customers. Actually have a nice curated
33:49
events where we can show everybody The Roasting process
33:53
or showcase a bunch of different beans like people can compare
33:57
contrast See what kind of makes us excited and share that.
34:01
And then on another side is I didn't really plan on doing too
34:05
much wholesale or private labeling.
34:08
But I am friends with the Knoll family that's Bradley Knoll from
34:13
Sublime. They are they are trying to
34:16
create Bradley's house which is a sobriety Living Center for
34:23
musicians. They'll try to put a little bit
34:25
north of us so I grew up listening to that music Bradley
34:31
was a huge influence of mine. I'm honored to know this family
34:36
and all for their cause. So I was talking to.
34:40
Jacob is Son. And Kelly is his brother and I
34:44
said, well, why don't we make a bean?
34:46
Will donate, you know, for the causes and since it's going to
34:48
be called Bradley's house will just make Bradley's house blend.
34:52
And then that'll be, that'll be one of our profiles that will
34:56
will get out to the people. So, They're excited about it,
34:59
we're excited about it. We're just trying to wrap up the
35:01
design and get the vacuum going and kind of get it out to the
35:04
concerts that they attend and sell it, you know, in house and
35:09
try to get this get Bradley's house open as soon as possible.
35:12
Is there anything that I didn't ask today that we didn't cover
35:15
that? You want people to know about or
35:17
that I'd you know, that I just missed.
35:20
I'm just saying like the, you know, the overall feeling that
35:23
we try to put forward is just to be, you know, one of the most
35:26
down-to-earth coffee shops, you can walk into, you know, we've
35:30
always tried to keep coffee affordable and just a welcoming
35:34
environment. And we want people to know that
35:37
they can walk in and ask questions about coffee and not
35:39
feel like they're going to get any sort of, you know, snob Enos
35:43
or pretension. And just, you know, were there
35:45
to help everybody at like understand and appreciate coffee
35:48
as much as they can, and You know, we love we advertise doing
35:51
roast along so that to the public so that people can stop
35:54
by while roasting and see that process and and watch what we're
35:58
doing and ask questions. And we definitely just hope to
36:01
be a place that people that appreciate good coffee, can come
36:04
into and and you know, be with other people that are
36:06
enthusiastic about coffee. I guess, the last thing I just
36:10
want to mention is that we've were, we really love our cold
36:12
brew as well. I think we've got some of the,
36:15
some of the smoothest tastiest, cold brew in town and probably
36:18
my plan for the summer is to Leverage that cold brew to make
36:22
a, you know, a good menu of drinks that we can offer through
36:25
those hotter months that are cold brew based and that's
36:27
something that I'm excited. I'm working on for the next
36:29
couple months. Very cool.
36:31
The last question I asked everyone is when you guys are
36:33
out, getting a coffee, can choose your own coffee or going
36:37
somewhere else. What are you guys ordering for
36:39
yourself? As the Director of field
36:43
research, I do a lot of this. Every, every like you mentioned,
36:48
there's so many new coffee shops in the area, and I try to get to
36:52
as many of them as I can. And especially, you know, you
36:54
know, go further afield for places that roast their own
36:57
beans and everything. So you know, first time I go
37:00
into a place, I'll I'll get a drip coffee and espresso Savory
37:04
snack and a sweet snack. You know, try to try as much of
37:07
the menu as possible. I definitely for the last like
37:11
Ten years or so. Just drink black drip coffee.
37:14
And until a friend told me that drinking black coffee is not a
37:17
personality trait. And I took the starting at least
37:23
being open to a little bit more, you know, a variety.
37:26
So I'm like a goat milk flat white.
37:28
If I had to choose something a little bit fancier than the drip
37:32
coffee. Yeah, for me outside of always
37:36
show up to the first place and get their pulled espresso and
37:40
then usually occasionally go towards their black but the
37:43
reality is, when I get used to a place, I'm ordering cortado on
37:48
stop by. I'm not a big heavy milk person,
37:51
but I do want some of it. And that's like the most perfect
37:56
version of coffee. For me, I think is of cortado,
38:00
I'm a Black Coffee Guy, which is why I do the Oh staring.
38:03
And I'm not the guests because there's no personality to
38:06
intervene personally when my friend mentioned that, but I
38:13
think that's fantastic. I haven't heard that.
38:15
So that's that's what I'm going to take with me today.
38:18
I'm going to write it in my notebook and just look at it
38:20
every day and say, you need to expand your horizons.
38:23
I really appreciate you guys taking some time to chat with
38:26
me. I know you guys have a lot going
38:28
on and you're very busy. I'm looking forward to getting
38:31
over to Oceanside again. Listen to the show.
38:34
Knows that I live near their appreciate what you're doing and
38:37
I hope you have a great summer. I appreciate you.
38:40
Thanks for getting the word out, we love all these other coffee
38:43
shops that are coming about. They've been here that maintain
38:46
the Legacy. I think I think more is more.
38:50
There's a reason why they call it hop Highway.
38:52
And if someone can come up, something clever down this
38:55
Coast, I think we can come up with something to for that and
38:59
really show the world what we've got for coffee around here.
39:03
And I think I'd regret it. If I didn't say, you know, thank
39:05
you for having the podcast when I, you know, when I was choosing
39:08
what to do next. So one thing I loved about
39:11
coffee was how much like free education was out there, and how
39:14
like welcoming the community of coffee was.
39:17
So, you know, I was like reading, scrudge, build-outs,
39:20
reading, daily Coffee News, Scott reil books, all that
39:23
stuff, but then found your podcast pretty early on to.
39:26
So, you know, thanks for taking the time to interview everybody
39:28
and keep the boozy azzam young day.
39:31
You're a stud Ryan. I knew there was one person
39:36
listening, so I just had to keep going for you.
39:38
Jason to recap, the fin hotel is a boutique Hilton, tapestry
39:51
hotel connected to it is the switchboard Restaurant and Bar
39:55
connected to that is North County Roastery.
39:57
I had a chance to stop there recently and there's even more
40:00
to this entrepreneurial effort under construction.
40:03
We were reminded today that there is no one way into the
40:06
world of coffee. Kevin is a true coffee hadn't.
40:09
He got his start after an experience with craft coffee in
40:11
Seattle. A lot of us who have gotten into
40:14
craft coffee, understand that feeling, where we have so many
40:17
more questions than answers. Jason had more of a slow burn to
40:21
his coffee passion, traveling to Coffee, appreciating countries
40:25
like Australia and living in areas that focused on other
40:28
Craft products. Gave him some of the language in
40:31
background but it was really An examination of what he wanted
40:34
out of life and then some trial and error that brought him to
40:37
North County Roastery. Besides just the coffee
40:40
conversations, one of the reasons I love interviewing
40:44
entrepreneurs is because of how much I learned about the history
40:47
of a community. In this particular case the
40:50
Rejuvenation of the Dolphin Hotel, or the dirty dolphin as
40:53
it was once known into something new and beneficial to the
40:56
community that still manages to tip its cap to the past learning
41:01
that the adjoining restaurant, the It was named after the
41:03
communications operators that worked and lived on site during
41:07
WWII sent me. Spiraling down in Oceanside,
41:10
California history, Rabbit Hole. Another reason I've loved doing
41:14
all eighty six episodes of the roast West Coast coffee podcast
41:18
is because I get inspired and motivated hearing all of the
41:21
stories about how entrepreneurs have persevered covid hit after
41:26
Kevin was invested into the business, but before he could
41:29
open there was no turning back. So he tapped into his As well of
41:33
experience. Put on some mental blinders and
41:36
pushed forward. Sometimes the only way past a
41:39
tough moment is through it with covid there was and there is no
41:45
avoiding it. Kevin found his motivation to
41:47
keep pushing forward in the lessons.
41:49
He learned from his mother and in the employees and the team
41:52
that he feels responsible for the north county roaster is de
41:56
facto motto, is strong and bold. It seems to apply to more than
42:01
just the coffee. I know the Bradley's House.
42:05
Blend Coffee is still coming soon, but if you want to learn
42:08
more about the efforts of the Knoll Family Foundation to build
42:11
a 6 bed recovery facility that will provide treatment for
42:14
people in the music industry with opioid addiction, I'll add
42:17
links in this week's newsletter on Rose to westcoast.com And if
42:22
you want updates on North County, Roastery follow at North
42:26
Dot County, DOT Roastery on Instagram.
42:29
That's periods. In between each of the words or
42:32
head to North County roaster e.com.
42:35
Thank you for listening to the show today.
42:37
I'll be back with the last coffee smarter session of season
42:40
4 and the last episode of Season 4 and our second with Jared
42:45
Hales of a say, a coffee Source. Later this week, we'll be
42:48
talking all about Flavor, extraction of coffee and a
42:52
little bit about the vague language surrounding it.
42:55
I also want to thank this shows. Other coffee industry, Partners
42:58
including leap coffee. The team at leap is celebrating
43:02
their sixth anniversary on Friday.
43:04
The 15th You've got a special coffee release planned and they
43:08
sent over a discount code for you to use.
43:10
If you want to buy some of their coffee online, head to
43:13
www.leadpages.net coffee and use the code, be day6 all capital
43:20
letters and the number six to get six dollars off.
43:23
Any order of two bags or more be day, 6 is the code and it is
43:27
good through Sunday, April 17th, our other partners deserving
43:31
shoutouts, Our Cafe litter, ignite Coffee Company, Mr.
43:35
Coffee Company, Maria coffee steady-state, coffee roasting
43:39
coffee cycle, roasting Camp, Coffee Company, Cape Horn
43:43
coffee, importers first, light whiskey and zoom bar, coffee.
43:47
And tea, if you are looking to get some good coffee or whiskey
43:51
or green coffee, they are a great place to start all the
43:54
links to the partners are on the front of roast westcoast.com.
43:58
Just check out the list on the right hand side of the page if
44:01
you are looking for a job in coffee, check out the coffee
44:04
jobs thread on row. West Coast.com.
44:06
It's still new but it's always growing industry.
44:09
Partner Camp coffee company is hiring for a shift supervisor
44:13
right now. All the details are in the
44:15
thread or follow at. We are Camp, coffee and
44:17
Instagram, for job opportunity Updates.
44:21
This episode of the roast West Coast coffee podcast is was has
44:25
been written produced and recorded by me Ryan woulld.
44:29
I hope that this show is found you happy healthy and with, at
44:32
least enough, sanity and coffee to make it.
44:35
Through another day. And please always tip your
44:38
Baristas and be sure to drink good coffee.