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so I'm here in Santa Cruz today so I'm
gonna go and see Chris Becker
we got SECAM cloud now there aren't many
destinations cafes left for me in the
world but Ken cloud is one because
they've been just so open about what
they do and how they do it that it makes
me want to go and see how that feels as
a customer now I was up super early
because of jet lag so I figured I may as
well come and hang out on the beach for
a little bit because I never get to hang
out on the beach and then I'm gonna go
see Chris and maybe we'll record a
podcast and then I don't really know
when was the last time you so we just we
just did a podcast which I think I think
went well I've des Christmas how did
what wait the podcast the podcast was
great yeah I'm happy
there's one question that you wouldn't
let me ask we won't talk about it we got
it settled off-camera so for everyone
out there they can just wonder what that
is
should we get coffee we should
definitely a coffee we're gonna go in
the four series five series I got
something for you I know I'll Drive all
right how obnoxious do you want to be
all right look it's not my town okay
it's pretty good
alright time hey this is a little bit of
love you but it's just like fun it's
just a stupid little car that makes you
smile
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goodbye take care of your jacket like
you get people coming here like me on
like little mini pilgrimages right like
people who want to come down and just
see this see this cafe because they know
you or they know captain cloud how do
you how do you deal with those
expectations it used to stress me out in
the beginning a lot so I would think
okay obviously people have some sense of
idea in the coffee industry of like Who
I am or who Jared is and the expectation
of what they're going to experience in
my mind it made me really really really
self-conscious but this weird thing you
started to happen where people would
come in and I remember the first time
someone came in and neither of us were
here and we saw a glaring review
basically about it later on Instagram
and social media and I was just like wow
I just never experienced anything like
that and in my mind I I had to let go of
the things that I know that aren't
perfect about the business like there's
some of our build-out that's a
reflection of our financial state when
we open some of it was some of its
awesome there's a lot of it that's
awesome but there's always these little
things were like I wish I could have
done a little bit more here or this
could be a little bit more fancy and
what I started to realize was that
didn't that didn't matter it didn't
matter what our counters look like it
didn't matter the paintings that were on
the wall even if they were awesome the
thing that started radiating and shining
through was the people behind the
counter and the effort that we put into
them and the effort that they put out to
the people who walk through the doors
and that's been like just a freaking
mind melter for me because I think it's
something everybody has control over
that whether you have very little money
or you have loads of money the way
you train your people and who you put
behind the counter and what you empower
them to do you have total control over
that so you can do amazing things with
very little and yeah that's been that
weird evolution this cafe is in part a
reflection of what you want from the
cafe yes but what do you want
like where do you go what do you look
for it's different from what you offer
specifically in coffee or I think
posting coffee that's a great question I
think your cafe that you own should be
your favorite cafe not in like some
selfish oh it's mine it's the best but
like yet it should be the best if you
create an experience you should create
like the experience that you want so I
love coming to the cafe and I actually
had this thing happen where I took a
vacation I'm like I took a staycation
I'm gonna take a week off and I told
myself I'm not coming into the cafe cuz
I'm gonna take a break from work and
then I got around to three or four days
and I felt this like magnetic pole tour
I was like I need to go to the cafe and
it was a struggle between do I keep
taking my vacation and relaxing or deal
with the fact that like actually I'm
exerting effort to stay away from my own
cafe and that's also not relaxing so I
went into the cafe and I like had a
great time
what I look for in any cafes is more so
than anything assuming that the coffee's
of decent quality
I love confident employees they don't
even have to be the friendliest I love
people who are witty I love crazy
strange banter I want someone who's like
maybe borderline a little bit aggressive
like those are my favorite barista so if
I can find that anywhere just like
aggressively assertive confident braces
I love that my favorite places in this
transcends coffee - I want to know that
the person behind the counter is just a
little bit cooler than I I want to
belong to something that's like a little
bit special and I want to feel just the
slightest amount of intimidation going
there and I know that doesn't ring true
for a lot of people goes like why would
you want to feel intimidated when you
come into the business and I think
there's a balance to where people are
still welcoming but they're not overly
friendly like it's not like Disneyland
it's like hey we're cool we're gonna
allow you to be cool - you can be part
of the cool kids club but there's a
there's a split second of vetting like
right okay yeah and I like that I love
that it's hard to find so I'm doing a
really cruel thing which is I'm getting
Chris to hold the camera while I talk
about
going to his cafe so he can't really do
much as I talk about why I wanted to
come here and he's part of why I wanted
to come here and and and the experience
of going to what is a destination cafe
right because when I was young
destination cafes you would go in you
would get an espresso you would judge
that harshly and then you would just
walk out the door and you're like that's
but it's okay it's not great this this
is different when when it's at this
point of my life where I want to go to a
cafe the Y is a little different right
and it's wanting to for a minute
participate in the culture and community
around that camp and just see what
that's what that's like and and I can't
really come here with Chris and have a
genuine idea of how the services
everyone was so lovely but I can't
pretend that's like a normal experience
if you're with you know one of the
owners of the business the coffee was
delicious but that isn't again why I'm
here like I want to see what this place
feels like to be inside because you know
I've seen it through his videos I've
seen it photos I've heard about it in
the podcast and I just want to see what
that feels like and you know it was
great I really enjoyed it
like this is where I would get coffee if
I lived around here like this would be
the community that I wanted to be a part
of and attached myself to so you know a
lot of people will be like but how much
the coffee you know no that's not the
point
the coffee is where I came in but in
somewhere I would stay the company was
great but I just love spaces that feel
like people have invested themselves
into it and this is most definitely one
of those which makes this a very
worthwhile trip to come and see and
drive two hours and 6:00 a.m. in the
morning down to Santa Cruz to come and
get a cup of coffee I like this place
that's that's all about
did I make currents headland oh yeah
okay yeah he's still filming me
yeah absolutely that's just cool I feel
like a free from the burden of
documentation
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