Interview 1: Jeff Clinard
For my first interview, I’ve chosen to highlight Jeff Clinard, owner of Bear Coast Coffee in San Clemente, California. Admittedly, I know him pretty well. He was my first boss when I moved to California in 2017. I was taken aback by how he chose (and still chooses) to run his business. He puts his whole heart in, he cares for his staff like they’re his own children, and he’s become a community hero because of the space he holds for his intensely loyal customers. This may sound over the top, but if you visit either of his coffee shops or find his cart at a community event, you can feel it for yourself.
A: How did you come up with the idea for Bear Coast Coffee?
Jeff: I was a writer and a comedian when my wife asked me what I’d want to do if I could retire. I told her that I’d open a coffee shop. She pointed out that I didn’t need to wait until I’m older and retired to do that. So, I made a five-year plan and I dove into the whole industry. I worked at both Peet’s and Portola. After my time at Portola, I realized that what got me the most excited about coffee was the opportunity for human connection. For example, the beer and wine industry can sort of alienate people that don’t have the correct knowledge. When I tried to use my coffee knowledge to include people and bring them something they’d never had before, the result was totally different. The idea for Bear Coast came from the desire to get to know my neighbors. At the heart of it, I wanted to get down to the basics of the service industry and serve people, so that they can leave with a better quality of life.
A: What has influenced your business owning style most?
Jeff: The way that I parent, my faith, and my personal experience influence how I run my business. The intentional way that I am with my kids affects the way I want to relate to my staff and my customers. It’s all about intentional interaction (even when we’re silly) with a goal in mind. Next, is the servant attitude I have from growing up in the Christian faith. This inspired my “how can I help attitude,” rather than just pushing my staff to get something done. That’s why I’ve unclogged so many toilets and what-not. The last big influence is the experience from all the jobs that I’ve had. I’ve been many roles: barista, manager, owner. I’ve seen what works and what doesn’t. I think collaboration works best. Standing alongside my employees, asking their opinions, implementing their ideas, attacking problems together, and making them feel like they also have ownership over the café. I think this type of action affects an employee’s longevity at a company more than pay raises.
A: What is Bear Coast’s role in the community?
Jeff: The goal is intentional balanced positivity. We are serving our community equally by trying to empathetically understand each individual’s point of view while staying apolitical. I value each person’s beliefs. Our differences don’t matter in the café because our goal is only to make our customer’s lives better. Coffee shops have always been a community hub. Back to the early 1800s, in the UK coffee shops were called “penny universities,” because they were such focal points of discussion, argument, growth, and education. I think there’s such an echo of that in modern coffee shops. No matter what my own political beliefs are, I try to make sure that Bear Coast stays balanced to remain a safe place for people to come and discuss their position. The coolest part is, we do that through coffee.
A: When did cultivating a community become important to your business culture?
Jeff: Cultivating a community was important from the very beginning. Marketing, for instance, has become so much more than just information. Modern-day marketing has a lot to do with how people feel and what they want to be a part of. We nurture community cultivation by making sure that we serve all the groups in our community. We’ve always loved community-based events over Facebook advertising.
A: Are the collaborations with your business with Lululemon, Stance Socks, local artists, and events an intention or a by-product of your business culture?
Jeff: They’re both. These collaborations are a by-product of how we do business, but I’m always pleasantly surprised when these companies want to work with us. I remember when my mom was our only Instagram follower. Yet, the collaborations are intentional in the way that we want to grow with our community.
A: What has owning a business taught you about people?
Jeff: Owning a business has taught me that more than anything people want to feel significant. The customers, in whatever state they arrive at the shop, all just want to be heard. Owning a business in the service industry makes me realize that we have the ability to listen and do that. We want to be the barista that a mom of a newborn gets to chat with on her morning walk, or the sounding board for those frustrated with our current political climate. The same goes for my employees; they have a space to be heard at Bear Coast. The human connection is so much more important than the coffee that we serve. People should feel like they matter.