Today, we’d like to introduce you to Jason Burton.
Hi Jason, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today.
My background and college degree is in graphic design. The emphasis of that craft leaned towards branding and illustration. My career out of college was a path of design jobs that eventually took me to New York, where I worked as a Sr. Package Designer for Victoria’s Secret NY headquarters. The job and living in New York wasn’t what I hope for, and that brought me back to Kansas City. I had two interviews set up. One with Boulevard and the other with The Roasterie. The coffee roaster hired me on the spot, and as they say, “The rest is history.”
This was the holiday season of 2004, and the specialty coffee industry as a whole was just getting ramped up. The Roasterie was part of this U.S. big-time third-wave movement. Fast forward, and with that job as their marketing director for over three years, I was able to get an experience that felt equal to having a PhD in this focus. I was able to visit origin (a coffee trip to Costa Rica), help build cafes (the Brookside shop was my first), build a successful online B2C program, work with media around the country for PR, speak at industry events, write for food and beverage sources, and study new products and how baristas and customers interact with them.
In 2008, I took a position with Houlihan’s overseeing marketing for their two specialty concepts – J. Gilbert’s, and the seafood concept, typically known as Bristol. We had to rebrand and reenergize these concepts, but each location out of 14 was pretty different. There was a decent amount of travel, but organically, this position aided in my interest and skill in studying consumer comfort and bartender/barista inspiration. Between these last three jobs, I traveled often and was in the top cafes, bars, and breweries around the country. Observing and listening to what made each one work.
Houlihan’s was having a tough time, and the restaurant scene was changing. In the summer of 2009, I was part of a second round of layoffs. Without a plan, I threw out the idea of starting my own company, which my wife supported. LAB 5702 is a pen name I used when writing for the industry as an homage to speakeasy culture, so that name stuck and became the business name. Later, moving into The LAB. I was doing design and consulting for all segments of craft beverages – wine, beer, spirits, coffee, and tea.
Not knowing and putting it together right away, I realized after attending so many festivals related to alcohol – beer festivals, cocktail competitions, etc., – that coffee didn’t match the same energy and mission. Coffee was missing the consumer. Even to this day, almost every coffee event attracts 90%+ other industry members, whereas other segments of drinks attract consumers. Caffeine Crawl was born out of this void as a test run in 2011. In June, we will have our 150th-ever Caffeine Crawl, which stretches from San Diego to Portland, Maine.
The road, like any business, has bumps. I’m a very positive and fairly energy-driven individual, but even living life that way in a small business takes so much sacrifice. Two things I really use as my core – my kids, wife, and their circle, and I don’t take much time off. I am a home office, and I have been since 2017, which allows me to be flexible and very involved with my kids.
I work on saying “no” to things in order to be there for their activities and evenings, which sacrifices more income. That’s where the lack of time off comes into play. I have to make up that time, so technically, I take two whole days off a year and work a lot in the late evenings. I’ve been blessed with good health and not requiring a lot of sleep. For most people, this lifestyle is not attractive to them. I love working and have since I was about 17-18.
The company was started on a few thousand dollars, about $2,000, so that in itself was a challenge. I don’t come from money, and I didn’t ask for any when starting. That limits one a lot, but also fuels a lot of creativity. My experience at The Roasterie versus Victoria’s Secret was a great example of being efficient versus wasting resources.
Lastly, we all struggled through the COVID years. We lost sponsors, gained sponsors, and each day was a business fight. Caffeine Crawl is an attendance-based event, but we got creative, created safe events for people, and kept moving forward. It was very tough, but if I wanted this life that included this time with my kids, I knew I had to fight for it.
My early career revolved around design. I won several awards and was published in industry books, etc. I was president of an up-and-coming AIGA chapter on the East Coast for a few years. All of that was on my goal list, but it didn’t feel fulfilling. Caffeine Crawl has been that for me. This concept and event really brings people together, and we’re doing it in so many places.
Most industry events happen in your usual Chicago, California, Texas, and one random other good-sized U.S. metro. So, what about all the other baristas, roasters, and owners around the country doing amazing stuff? This is where we work hard to find them and put a spotlight on them. Our audience of coffee-loving consumers enjoy finding out details about these other small businesses, whether in Fargo or Houston and certainly everywhere in between. Caffeine Crawl is closing in on its 150th event. Not only are those events visiting coffee shops around the country and giving consumers backstage access to the stories and day-to-day, but they also are really bridging the gap between consumers and coffee professionals.
When we speak different languages, there needs to be a connector so we can communicate not only effectively but also in a positive manner. Caffeine Crawl gives people time to ask these questions: What do you mean by origin, grind size, and hectacres? Why does that matter? Or, as a consumer, I want something “Bold!”. Well, what is “Bold!” to you? It’s a safe place where people from all backgrounds, socioeconomic situations, and levels of coffee knowledge come together to explore coffee together in a positive way.
Networking and finding a mentor can positively impact one’s life and career. Any advice?
Traveling has been my treasure in finding people to whom I look up to. I love working solo and avoiding meetings (I think our culture wastes too much time in meetings), but if one doesn’t expand and explore, one won’t discover new wisdom and ideas. Listening to people around the country has been magical for me – from teachers to top-tier lawyers to famous musicians, especially during the COVID years. So many stories and perspectives shared.
Lastly, I’m very active with my kid’s circle. They both love sports, and because of their opportunities I’ve been able to meet many good athletes, and that has really helped with my perspective and approach to owning a small business. Successful athletes are always moving forward, whether mind or body. I love that approach. It’s not about being the strongest but how to best use that strength.
Pricing:
- Caffeine Crawl tickets range from $35 – $42, depending on the city.
Contact Info:
- Website: https://www.caffeinecrawl.com/#/
- Instagram: https://www.instagram.com/caffeinecrawl/
- Facebook: https://www.facebook.com/CaffeineCrawl/
- Twitter: https://twitter.com/CaffeineCrawl
Image Credits
Caffeine Crawl
