Starting a business, like climbing a mountain, is full of risks, but the new owner of El Capitan Espresso in building 1 is up for the challenge.
Just four weeks into his new career, Phil Jolley said business has been great, but wondered if his coffee bar had enough visibility. It occupies the theater lobby, tucked behind the deep porticos leading into the fine arts building. Yet, customers seemed to have no trouble finding him on a recent afternoon though his shop was closed for the day.
“Hey, Nick. What can I get for you? A mocha?” Jolley asked a tall drink of a blonde mechanic in a Toyota jersey.
Jolley’s stream of consciousness alternated between small talk with Nick and an explanation about the merits of his coffee grinder, while he simultaneously mixed espresso, steamed milk and chocolate syrup.
“Espresso is about being fresh. Ideally, you only grind what you need,” he said. “Maybe you’re six or eight portions ahead, but nothing sits more than 20 minutes,” which is probably longer than Jolley has ever sat.
The former mountaineer-he’s climbed for nine years-has also been a waiter for a long time and finds that being a purveyor of gourmet coffees is a good fit.
All through the ’80s, he watched the espresso phenomenon take off while growing up in Seattle. He moved back to California where he was born, attended Foothill College and transferred to UC Santa Cruz. He’d always researched the coffee business, but it wasn’t until the fall of last year that he decided, “to take it on.”
“It’s the largest amount of debt I’ve had in my life,” said the 37-year-old, self-described serial monogamist who has never been married. “But if you don’t take risks, then you won’t have many rewards.”
The same, slow deliberation about a career change also led him to choose Starbucks products. Jolley has the advantages of name-brand recognition without the franchise commitment.
As if on cue, a young woman raps on the glass doors, signaling Jolley to open up. Her energy spills into the lobby as she announces her preference for Starbucks coffee rather than the regular brand sold in the cafeteria.
She’s a little light in the price of a cup, but it’s alright. Jolley explained he was going to throw it out anyway as she starts pumping away at the canister.
But Jolley’s no rustic when it comes to politics, having majored in American Studies at UC Santa Cruz.
“I’m certainly well aware of the negativity about big multi-national companies importing the worst part of American culture around the world,” he said. “I view all politics as local. I’m not putting someone small out of business, I am a small business.”
A small business with a personal stake, Jolley finished picking up bits of trash in the lobby and checking locks for the fourth time. Since closing, he’s helped three customers, a faculty member planning a bake sale, and a dance instructor who left her office door ajar all day. He’d been keeping an eye on things.
“I know there’s potential for backlash,” Jolley said, referring to the Starbucks products. “I’m aware of that; I lived in Santa Cruz. But, I’m pleased with the great feedback people have given me…the warm reception on campus.”
