30 MONTEREY COUNTY WEEKLY january 4-10, 2024 www.montereycountyweekly.com J.C. Hill is lounging in a comfortable chair on the mezzanine overlooking the bar and dining room of Alvarado on Main in Salinas, which opened just over a year ago. Below, the space is filling quickly—and it’s an inviting space, with a centerpiece bar, Art Deco details and large windows allowing the convivial vibe to spill visually out into downtown. The building once housed a bank, and the decorative frieze running along the top of the wall and the exposed beams are original. “It’s been a big endeavor,” Hill says. “We wanted to make it have a statement. We wanted a dynamic bar where you could meet people you know.” The original Alvarado Street Brewery opened a decade ago in downtown Monterey and quickly became a local destination. Demand was such that two years later they needed a larger brewing facility, setting up in a Salinas industrial park. In 2016, Hill and his team produced 2,000 barrels of beer at that location. A year ago, more than 14,500 barrels rolled from the shop. Between three brewpubs—Alvarado Street Brewery & Bistro anchors Carmel Plaza—and the production facility, Alvarado Street counts more than 200 employees. And yet Hill began with humble expectations. “There was no intention of getting bigger,” he admits. The success of Alvarado Street over the past 10 years helped spark a local craft beer revolution. Peter B’s in Monterey and Marina’s English Ales are the stalwart originals. Now there is a legitimate scene. “It’s pretty awesome,” Hill says. “Other Brother is doing an amazing job, La Cantina does a phenomenal job. There’s Hidden Hills in Carmel…” He ticks off all the brewpubs and craft beer-centric venues, finishing with a nod to his new surroundings. “There’s a cool beer culture in Salinas,” he points out. “I saw the potential. We’re a downtown brand.” Hill’s own start was equally humble. Living in San Diego in 2008 and inspired by a craft beer scene that was taking off there, he began tinkering with recipes. “I started home brewing and got obsessed with it,” he recalls. He already had a degree in hospitality management from Cornell. With newfound malt skills, he added a certificate in brewing from the Siebel Institute of Technology. This year, he plans a trip to Germany to complete his beer education, working toward a master’s in brewing from the Doemens Academy. “That’s a personal goal,” he explains. “I want to make our beer better. It’s all about learning.” Ironically, the growth of Alvarado Street forced Hill to focus his efforts on everything but brewing. There were businesses to look after, and the brand’s success has as much to do with food service as the ever-rotating lineup of beers. Menus at the three pub locations share similarities, with some beer-friendly basics and upscale touches—all approachable, but also destination draws. There are wings, burgers and pizza. Monterey and Carmel offer popular fish and chips plates. But there’s filet mignon in the former and winter squash carbonara or artichoke tempura sandwiches at the latter. Salinas presents a manageable list of pizza, burgers and shared plates. Of course, there are also freshly shucked oysters with a cucumber-champagne mignonette. “The restaurant business is a tough business,” Hill says. “If we can do a few small things correctly each day, over time it adds up.” He credits steady growth for easing the normal challenges involved when opening new locations, noting that it has helped the company retain skilled veteran employees. “It’s getting easier, but only because of the caliber of my team,” Hill explains. “Success has allowed us to be a better company.” This in turn has given him the opportunity to get back to his handson ways. Recently he began brewing beer again, using the fermentation tanks at the Carmel location. “I’m back,” he says, beaming. “It’s great.” Alvarado Street Brewery is at 426 Alvarado St., Monterey, 655-2337; Alvarado Street Brewery & Bistro, Mission between Ocean and 7th (Carmel Plaza), Carmel, 293-8621; Alvarado On Main, 301 Main St., Salinas, 3560219. asb.beer. First course J.C. Hill (right) with some of the staff at Alvarado Street’s brewing facility in Salinas. The brewery now has four locations and over 200 employees. Foraging Fun…Sundays are for searching for toadstools with Julia’s Restaurant. Take a stroll, guided by mycologists, to learn about the mushrooms present in the area and their various properties. Guided fungi forays ($45 per person) take place on Sundays from 2-5pm. If foraging makes you hungry, join a four-course, prix-fixe, mushroom-centric dinner following the stroll for $45. 1180 Forest Ave., Suite F, Pacific Grove. 656-9533, juliasveg.com. First First Friday…The first Night Market 831 of 2024 takes place on Friday, Jan. 5 from 5-9pm. Enjoy an evening of live music, interactive art, and of course, delicious local food and drink. There will be bites from Ama Cafe, Casa De Humo BBQ, Central Coastan Pizza, Gorditos Tacos, High End Comida, Mac City Macarons, Mmm Churros! and Terra Superfoods— plus drinks from Post No Bills. 525 Ortiz Ave., Sand City. nightmarket831.com. Library crawl…Lepe Cellars hosts a library tasting on Monday, Jan. 15 from 5-6:30pm. Meet the winemaker, Miguel Lepe, while tasting through a selection of carefully curated, limited- quantity, library wines. Guests will also have the opportunity to purchase three of these wines. Reservations must be made in advance for two people, max. $50; $40/club members. Dolores Street between Ocean and 7th, Carmel. 5972029, lepecellars.com. Spaghetti Thursdays…Head to Other Brother Beer Co. on Thursdays from 4-8pm for Chef Josie Lewis’ spaghetti night. Lewis’ team serves up a special Italian-themed menu including a selection of starters such as arancini, salads, pastas like pasta al ragu and gnocchi with butternut squash cream, and a specialty dessert: Beer-a-Misu. 877 Broadway Ave., Seaside. 747-1106, otherbrotherbeer.com. Oh, Deer…All the restaurants in the Coastal Roots Hospitality family have added seasonal specials to their menus including sustainably raised, New Zealand Cervena venison dishes. Tarpy’s Roadhouse is serving black pepper-crusted rack of Cervena venison. Montrio has added osso bucco with Cervena venison, and Rio Grill now has 8-ounce Cervena venison loin on the menu. Tarpy’s is at 2999 Highway 68, Monterey, 647-1444, tarpys.com; Montrio at 414 Calle Principal, Monterey, 648-8880, montrio.com; Rio Grill at 101 Crossroads Blvd., Carmel, 625-5436, riogrill.com. By Jacqueline Weixel morsels Send a bite to eatanddrink@mcweekly.com “Success has allowed us to be a better company.” Eat + DrinK Daniel Dreifuss Street Party Ten years in, Alvarado Street is a destination. By Dave Faries
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