Latest / Coffee People Podcast / Coffee People: A Pop-in with Erin Harper, Ascend Roasters

Transcript

Coffee People: A Pop-in with Erin Harper, Ascend Roasters · Coffee People Podcast

0:14
Hey, good morning, everyone. Welcome back to the roast West
0:17
Coast coffee podcast. I'm Ryan Walt.
0:19
And this is the show where I bring you the inspiring and
0:22
entrepreneurial stories of coffee people.
0:25
Thanks for joining me for a quick pop in with Aaron Harper.
0:29
If you listen to the show, you know that Aaron has been here
0:31
before as the operator of Old Cow coffee and the founder of
0:36
Ascend Roasters. There's been some big news
0:39
coming out of both businesses which is why I reached out to
0:42
Aaron, just to say hello. So pour yourself a cup of coffee
0:46
and join me for this pop in with Erin are /.
0:49
Founder & had roaster of Ascend Roasters on the roast, West
0:53
Coast coffee podcast. It's good to see you.
1:09
Congratulations on everything. I'm excited to hear about it.
1:13
Thank you, let's just jump right in.
1:16
I'm just going to tell everyone. I'm talking to Aaron Harper,
1:20
former operator, co-owner of old Cal coffee company in San
1:24
Marcos, California and founder and head roaster of Ascend,
1:29
Coffee Roasters and now something exciting is happening.
1:31
Happened and I'm gonna let you tell us about how did old cow
1:35
coffee become officially your Ascend Coffee Roasters.
1:40
Well, it kind of starts about two years ago, January 2021.
1:45
So in January 2021, we our lease was up at Old Cow coffee and a
1:51
new owner had purchased the property and they were remaining
1:56
nameless as a lot of people have like seen because they were
1:59
trying to figure out who owned L and they weren't offering us a
2:04
lease renewal because it was just like serendipitous that
2:08
that same month was when our lease ended.
2:10
So we just kind of rolled into this month-to-month lease and
2:15
there's new owners and the parking lots falling apart.
2:19
As a lot of people have noticed Restaurant, Row hasn't been like
2:22
a kept the way that most parking, lots or shopping
2:26
centers are. So the writing was kind of on
2:28
the wall, like, something's going on here and the This isn't
2:32
safe here, I ask myself. What do I need to do?
2:36
To not cry about it, like what could I be doing to set myself
2:41
up for the future, and my staff up for the future?
2:45
So that was when I started a send Coffee Roasters.
2:48
I was like, we're going to learn to roast coffee.
2:50
We're going to start helping people, make coffee at home,
2:54
like to the best of our ability, teach people online, we're going
2:59
to try to get wholesale accounts and services.
3:01
Other businesses with our coffee.
3:03
And if, in the meantime, we can get a send Coffee Roasters up
3:07
and going then we all have jobs and stuff to do if old cow
3:12
coffee or to be no more. So that was kind of the thought
3:16
process, although it's evolved into something.
3:19
I didn't even expect. So I had business partners with
3:23
old cow coffee, and once I was ready to run the business, they
3:27
started like delving into other businesses.
3:31
It's like my old partner. Giovanna got into property
3:34
management, and Craig was doing marketing and a little bit of
3:39
real estate to. So there are other projects were
3:42
up and running. They had a lot of time to get
3:44
that started and when they heard about Restaurant Row they kind
3:48
of were like, do we really want to keep doing coffee?
3:50
Maybe time for us to retire from coffee?
3:54
At the end of last year, they decided it was time to retire
3:57
from coffee and they were ready to just close shop and I was
4:01
Like hold on. Like, I'm trying to grow this
4:04
thing. I have a lot of Dreams around
4:06
Ascend. We ended up striking up a deal
4:09
where I could take over that location.
4:11
Start planning the roots for Ascend and start our future
4:15
under this new umbrella. So that's kind of how it
4:18
happened over the last two years and I just want to clarify old
4:23
Cal coffee is has been in the same location since I believe 97
4:28
1990 1990. Even Anger.
4:32
It's, you know, been a coffee institution.
4:34
In a part of North County San Diego, that didn't have a lot of
4:37
good coffee shops for a long time.
4:40
And the risk was that that building was going to go away
4:43
that physical location was going to disappear and you were
4:46
looking, what am I going to do? If that happens in this, you
4:49
know, all of the Goodwill we've built up over 20, 30 years has
4:53
has gone away. And so on the first of the year,
4:56
I believe the transition officially happened and I saw an
5:00
Instagram video of the Old cow coffee sign coming down and the
5:04
Ascend coffee roaster sign going up because for now, at least
5:08
that building is, is still in play.
5:11
It's still there, it's still staying.
5:13
What was that feeling like? Seeing that sign that you
5:16
designed that logo, that was from your brand going up and
5:20
taking the place of something that that you had also been.
5:23
So integrally involved in, I mean, you've been with old Cal
5:26
for what? 10, almost 10 years, I think,
5:28
right about 12 years, this February.
5:31
Yeah, Yeah, so I was kind of like wandering and anticipating
5:35
with that was going to feel like, like, am I going to be
5:38
sad? Am I going to be excited?
5:40
And it was such a mix of both. Like, I met my husband at Old
5:45
Cow coffee. It's where I learned everything
5:49
about running a cafe about coffee.
5:51
It's where I met the community of San Marcos so that there were
5:56
like, very sad feelings involved with like, watching it go away,
6:01
but The same time, a lot of excitement because old cow
6:05
coffee was a brand I inherited and Ascend was something I
6:09
started. So even filling out like
6:11
government, paperwork and putting a sin Coffee Roasters on
6:14
it felt completely different than writing old cow coffee.
6:18
I don't know if that resonates but for me, I was like, this is
6:22
my baby. Something that is like I get the
6:26
freedom to do it. Exactly the way that I want to
6:29
and I created it. Out of nothing.
6:32
So there was a lot of excitement to put up the ascendant sign.
6:36
The other thing that was cool, was one of our Baristas painted
6:39
that really colorful sign. And she did such a good job.
6:42
So to watch the place, go from like an idea.
6:45
I had in my head to remodel it and change it up a little bit to
6:49
like, actually on the wall and see everything.
6:52
It was just a beautiful moment, very exciting.
6:55
And I was so excited to share it with people when we opened on
6:57
New Year's Day, Is there a major difference in the experience?
7:03
Now for people that have been going to Old Cal?
7:05
And now they're walking into a send, they're going to see a
7:08
familiar face and familiar faces.
7:10
But how has the coffee shop experience changed?
7:13
At least for. Now if at all the experience
7:18
should be the same, our goal is comfortable, cool hangout.
7:21
So we want everyone who walks in the door to feel welcome there.
7:25
And like they can hang out, they can do their work.
7:29
Trying to run anybody out the door, so that should stay the
7:32
same. But one thing that we changed,
7:35
pretty drastically is the food menu before it was sandwiches
7:40
and salads, and soups. And I kind of wanted to throw in
7:43
a fresh Southern California, vibe to the food menu.
7:46
So now we're making burritos like breakfast.
7:49
Burritos, lunch, burritos, we've got breakfast tacos.
7:53
We still have like Artisan toast.
7:56
Like avocado toast and acai bowls.
7:58
And Eagles with cream cheese, but we kind of like, switched up
8:02
the whole idea behind the food menu and at first people were
8:07
like, where's my backyard club? Or the sandwiches they were used
8:10
to. But now, once people have tried
8:13
it, I'm getting like these amazing reviews of the food.
8:16
Like I really think it took it to another level and one thing
8:19
old cow was famous for was it's homemade chipotle sauce like a
8:23
Chipotle mayo and we still have that.
8:25
So people can rest assured that the chipotle sauce.
8:29
Still there, you're bridging that Gap.
8:32
I come from a relatively small town, and we have our cafes
8:35
where things have been the same for so long and everybody gets
8:39
really up in arms when something changes.
8:41
But ultimately it's usually for the better and it's forces
8:44
people out of there, you know, you change your your BLT
8:47
sandwich to a burrito one day. Who knows what could happen
8:50
later that day in the world is is open to you.
8:54
Originally we talked about almost exactly at the time that
8:58
this was all starting to go down where there were to come out
9:01
that the property had been sold. You were thinking about doing a
9:05
different descend roast or somewhere else, that was
9:07
growing. I'll link to that conversation
9:10
that we had shared with people about a year ago.
9:13
Is that something that you're still working on?
9:15
Is there going to be in a send roaster somewhere else?
9:18
Have you started roasting at the old cow location?
9:21
You know, how is that part of the business changed?
9:23
Because the roasting operation is different from the cafe
9:27
operation. I actually roast right now at
9:31
the California Collective, which is down the street from Old Cal
9:35
coffee on Grand. So it's like a warehouse where I
9:38
can roast and I like that set up for right now because I can
9:42
really zero in and focus without all the distractions of the
9:45
cafe. So I can make sure the coffees
9:47
at like peak level. So, I'm happy with that at the
9:52
moment. And we are definitely working on
9:54
our next jump and location because Restaurant Row isn't
9:58
going to be There forever. They the new owners don't
10:02
currently have any permits for what they want to do in that
10:06
space, so we probably have a year or two years left there.
10:11
They think a year, I think it's going to be more like to because
10:14
we know how construction goes. I was going to say.
10:17
Maybe five. This is Southern California.
10:20
Yeah. And we've watched Restaurant
10:21
Row, had plans over the years blue prints drawings.
10:24
They show us and then nothing ever happened except for taking
10:28
out some of the Buildings in the back that were vacant.
10:32
So I'm with you. It could be five years and we're
10:34
going to stay there as long as we can because that is where our
10:39
community is. And that's where this amazing
10:42
community that supports us knows defined us, which is why I kept
10:46
this end there because we need time for people to realize like,
10:49
oh, it's Aaron and Stacy and Alexis, like, my crew is still
10:53
there. It's all the same people.
10:55
All the same, love and care put into it.
10:58
But we We are currently working on a spot in Vista, that will be
11:03
done in about 12 months. And if Restaurant Row is still
11:07
operating will be in both locations.
11:10
And then we also want to find a new spot in San Marcos along the
11:16
way as well. Although, I don't know when the
11:18
timeline is on that, but we are community of San Marcos, we want
11:22
to be there and serve them. We're excited to like, expand
11:25
out into Vista and I live in Vista.
11:28
So I'm excited to get to know. The community in the same way
11:31
but San Marcos is where we want to be and we just need to figure
11:35
out where that's going to end up being.
11:37
I feel like we're in January 20 23, this feels like the most
11:43
hopeful January that we've had in a while and it gets me
11:46
excited to see other people doing great things like opening
11:49
new places or we're putting a new spin on a place that they've
11:53
already grown to love. We're only 10 days into the
11:56
year. This is the 10th.
11:59
And you'll be, if you're listening, you're hearing this
12:01
about a week after we chat, but we're ten days into January 10
12:04
days. Since that sign transition,
12:06
you've obviously been working towards this behind the scenes
12:09
for a while, taking stock of where things are now.
12:12
How are you feeling about everything?
12:15
I mean, are you feeling was the, is that emotion of that first
12:19
day still there or have you transitioned into?
12:21
All right, we're working. And we're just working and
12:23
moving forward and this is got to get down in.
12:26
This is got to get done and I say that because My experience
12:30
working in restaurants, or running restaurants, sometimes I
12:33
would forget to slow down and take in everything.
12:36
That was happening. I can hear your experience in
12:39
this industry in this question, like you know what you're
12:43
looking at. And the first day, I felt so
12:46
weird and the highest of highs and the lowest of lows because
12:51
you're just excited, but you're worried like are people going to
12:55
like what I've done with the place?
12:56
Are they going to like the changes?
12:59
Have I made any mistakes that? You know, like you just wonder.
13:02
So the first week was weird and now we're into week two, and I
13:06
actually feel like I'm back in the driver seat where I was kind
13:10
of floating last week, trying to get my bearings and I have been
13:14
doing this for 12 years. So once again, I kind of feel
13:17
like okay I know what to do. I know how to maneuver this and
13:21
everything's going to work out. I think in this industry
13:23
especially when you choose to Be Your Own Boss and take on the
13:28
responsibility of Business. You have to have some Faith
13:31
because I don't have the next five years, mapped out with
13:35
certainty. But I have watched a lot of
13:38
things happen over the last 12 years where I felt at a loss,
13:41
but they worked out and as long as you keep your focus on your
13:45
business and keep your focus on your values and the community
13:48
that supports you that the answers come and the
13:53
opportunities come. So that's what I have to remind
13:56
myself because, you know, with the Fate Of restaurant row, and
14:00
then these plans to move, it is a little nerve-racking, but I've
14:06
watched a lot of you know, sees part for us a lot of
14:09
opportunities come out of, you know, my business partner is
14:13
calling me and saying, hey, we're just going to close at the
14:15
end of the year and then being able to turn that into an
14:18
opportunity. I hope I'm answering your
14:21
question, you are. I think that there's a lot of
14:25
especially hospitality is so engaging with the customer.
14:29
In ways that other Industries aren't and I've always felt that
14:34
when you're putting out something that you in a
14:37
community that you would be proud of to have in your
14:39
community, which is obviously what you've been doing.
14:43
Yes. There are other things that
14:45
could other factors that come in from economy to finances to
14:49
inflation to everything. But when you're doing that and
14:52
you're putting out that product that, you know, you are proud to
14:55
stand in front of in front of, you know, your peers in the
14:57
community. Generally support comes with
15:00
comes with that. I think it's very rare to me to
15:04
see a place that fails because the community just says, well,
15:07
we see what you're offering, and we just don't like it.
15:09
It's more often than not that there are other issues.
15:12
And in this case, what I saw with old cow and after meeting
15:15
you, and now, hopefully, with the send moving forward is,
15:19
you've never shied away from the fact that you are, the person
15:22
that they see when they come in the door and this, I'm giving
15:25
you this and we live in this community and we go to the same
15:27
stores and we see each other in the Parks.
15:31
I want you to be as proud of this as I am.
15:33
And I think that's admirable and, and why you'll succeed,
15:37
thank you. And it's 100% that.
15:39
Like one thing I've learned over the years because I got into
15:42
this when I was 21, and my world was a lot smaller.
15:46
But the people who frequent the coffee house, or my friends, and
15:51
I know more about them and I see them more often than I see my
15:55
family because, you know, I'm there so much.
15:59
Much the support that they've given me.
16:01
I've gotten emails over the last week, just telling me
16:04
congratulations. And that people are going to
16:06
come by and support it. And for all the, like, fears
16:10
that I have had in my head, at times, those messages, and the
16:15
smiles. And the people coming up to me
16:16
and talking to me about how excited they are about.
16:19
It has given me so much strength and that this community deserves
16:24
an awesome coffee shop, that gives back to it.
16:27
Well, I congratulate you on your continued success.
16:31
Is there anything else that we should share today?
16:34
Just so people know before we go, we will be having a ribbon
16:39
cutting on January 20th which you'll be attending.
16:43
Yes, I will in person Ryan will be there.
16:46
We're gonna do just like a celebration of the changes.
16:50
We're going to do like a little coffee class and just offer some
16:55
coffee education and show off our A variety of roasts and it's
16:59
going to be an exciting day. So Friday, January 20th at 10
17:03
a.m. is the ribbon-cutting. And other than that, I just
17:06
invite everybody to come check it out.
17:08
We're roasting our own beans are Baristas are total Pros when it
17:13
comes to crafting coffee and we have a brand new food menu,
17:16
that's amazing and people should try.
17:19
And on top of that, the Cozy atmosphere, the coffee shop.
17:22
Just can't be beat. I will say, old cow has this
17:25
great thing. We're even though, It's a a
17:28
coffee shop. There's almost like a whole
17:31
bunch of different areas and experiences you can have whether
17:34
it's outside kind of around the corner'.
17:36
Much more private in like the big main patio area inside you
17:40
can really find whatever sort of vibe you're looking for or
17:44
privacy. I would almost say that you're
17:46
looking for to in a coffee shop. So Aaron, thank you for doing
17:50
this. Check in with me, coming back.
17:52
I'm really excited to see you guys and come out and visit,
17:56
which I will be on January 20th for that ribbon cutting, and
17:59
thanks for being on roast, west coast.
18:01
Thank you for having me and helping me spread the word
18:04
you're awesome for this community.
18:11
Okay, to recap, I love the pop in.
18:14
I used to pop into people's homes all the time for a
18:17
surprise visit. There were no expectations and
18:20
since I usually brought coffee or a six-pack, I was often
18:24
welcomed with open arms, covid change the reality of the pop in
18:27
but it motivated me to find other ways to connect your
18:32
listening to this show for example.
18:33
So I think it worked Aaron faced a big question, how do we create
18:38
Something sustainable in the face of uncertainty, she decided
18:42
to put her own stamp on things and create Opportunity by
18:46
embracing change. Even then after putting the
18:49
wheels in motion to create a new business, the situation with old
18:54
Cal coffee and her relationship with her business partners
18:57
changed her experience, is a great reminder.
19:00
That being flexible is just as important to staying focused.
19:04
It's a fine line to walk over at the newest end roasters.
19:08
These are different yet. Still the same I'll link to the
19:11
previous conversations with Erin in the newsletter on roast
19:13
westcoast.com and I hope to see you at Ascend Roasters perhaps
19:18
for that ribbon-cutting. Follow Ascend Roasters on social
19:21
media at Ascend Roasters or had to ascend Roasters.com to order
19:25
coffee. If you're searching but not
19:27
finding. I'll also include those links in
19:30
this shows podcast notes and in the newsletter, which is where
19:34
you can also find the brand-new coffee, smarter education
19:37
podcast, The first three episodes are already out, learn
19:41
the ins and outs of making a better cup of coffee at home.
19:44
Find it on roast westcoast.com or search for coffee.
19:47
Smarter on your favorite podcast platform.
19:51
This podcasts coffee industry, Partners include Cafe litter,
19:55
most, your coffee company, steady-state coffee, roasting
19:58
Camp, Coffee Company, coffee cycle, roasting ignite, Coffee
20:01
Company, Maria coffee, Cape Horn coffee, importers, zoom bar,
20:05
coffee, and tea, and Ascend coffee.
20:08
Ders. Thank you for listening and
20:10
supporting this show. This episode of the roast West
20:13
Coast coffee podcast is was has been written produced and
20:16
recorded by me. Ryan won't I hope this episode
20:19
is, found you happy healthy and with at least enough sanity to
20:23
make it through the day, always tip your Baristas and be sure to
20:26
drink. Good coffee.
20:52
Did you know that this podcast is a listener and reader
20:55
supported creative effort? It's true.
20:57
There are a bunch of crazy and cool people who subscribe to the
21:00
paid version of this newsletter at roast westcoast.com.
21:04
If you've been enjoying this episode or the 130 or so that
21:08
came before it please consider subscribing.
21:10
The podcast is always free to listen to but the paid
21:13
subscriptions are how this show grows and damned if I don't
21:16
appreciate the support that comes every time.
21:19
A new name shows up on that. Paid subscriber role.
21:22
Thank you.