We recently had the chance to connect with Jake Juarez and have shared our conversation below.
Good morning Jake, it’s such a great way to kick off the day – I think our readers will love hearing your stories, experiences and about how you think about life and work. Let’s jump right in? What do you think is misunderstood about your business?
I believe Hospitality is a foundational element of a vibrant community. Looking back into history, there are countless references to moments in time defined by food, drinks, moments with friends, lovers, and foes all inside the spaces of bars, taverns, dining halls, and lounges. We are a social species and thrive on the interactions have an ever increasingly massive level.
As we continue to overspecialize venues, there is a growing separation of society, this gap further magnifies into the polarization that dominates our social fabric. I want to challenge those misconceptions that drive us exclude experiences from each other. That’s where NightClass has its largest impact.
Can you briefly introduce yourself and share what makes you or your brand unique?
At least a decade ago, I started building this idea of impacting the Hospitality Industry. At that point, I had been bartending and building entertainment services for several years in the Austin area. The obvious issues at large, living wages, health and wellness resources, and continuing education even today still need solutions for small businesses and corporate brands.
So, I started setting aside time and resources to find working solutions and NightClass ATX was born! For nearly 20 years, I have worked and consulted for many hospitality and entertainment establishments. Each concept has their own processes and styles, similar to fingerprints and snowflakes. So, tailoring each space to innovate their scheduling, brand, or team dynamics never has the same approach. Getting to celebrate our unique characteristics and find success with others will always be the most rewarding feeling I get to enjoy from my work in Hospitality.
Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. Who taught you the most about work?
My grandfather, his life and the impact of his work comes from an era that is unimaginably outdated today. He gave over 40 years of service to the Postal Service, after serving his Country as a Radio Operator for the Marine Corp. As a younger adult, I would say, “I would be lucky to make myself into half the man my grandfather was.” As the years march on, I can safely say that statement becomes truer. He will always be an absolute testament to what it means to strive for Greatness and not just Fame.
His leadership, compassion, and dedication inspired me to push myself. He led by guiding, demonstrating, and being the example of the Standards critical to building sustainable success. Where today’s society has such a short attention span, my grandfather was a constant promise that the job was going to get done. Even in retirement, he continued to work, building, tinkering, and supporting a full household, my grandmother, my parents, my 5 brothers, and eventually the families my brothers would start and that isn’t counting the extended family, the families in the communities he led, and the cities he help grow and thrive.
To this day, I am grateful to my grandfather for the passion to live a Life of Service to others.
What’s something you changed your mind about after failing hard?
Fake it ’til you make it….
It’s a horrible anecdote for life.
While heading into the unknown, or taking risks confidently without preparation, is bold and inspiring. It takes respect and integrity to make solid decisions and make your best efforts in any endeavor. Time and time again, working with my peers behind the bar who follow the “Fake it” ethos, it becomes painfully obvious how the false sense of success prevents them from growing and developing themselves into their best selves. It’s very obvious the easy answer worked, kind of sort of. Yet, from there, the drive to get better just stopped and their development is permanently stunted because lackluster solution.
So, yeah, try something new that you have zero knowledge of. But take that experience as a lesson, not the answer. It’s much easier to see yourself get a little better each day. Also, read Anthony Bourdain and Hunter S. Thompson.
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What are the biggest lies your industry tells itself?
We use boxes of exclusion to be inclusive.
Instead of actually celebrating anyone and everyone, we have diluted to sentiments of inclusion, compassion and understanding into marketing ploys for shallow individuals to brand themselves as the only advocate for a cause. The hypocrisy in a few high-profile sustainability, DEI, and cultural awareness programs comes from these individuals using these great advancements in society for their direct financial gain.
Larger ideas of polarization and capitalism have distorted the dichotomy of individual liberty. An example like the Carbon Tax has replaced real environmental solutions with opportunities for companies to claim ‘sustainability’ by paying at a reduced rate for the damaging emissions that pollute our water, air, and environment rather than investing in better processes and innovative systems and using rhetoric to minimize the fines as the cost of doing business. The constant political erosion of our democracy comes from the adamant reluctance of BOTH of our parties unwilling to discuss compromise and instead choosing to incite division and hatred of the other.
Dialogue is messy, emotional, and it absolutely needs time, compromise, and vulnerability. WE can all be better with our words and actions.
Okay, we’ve made it essentially to the end. One last question before you go. What are you doing today that won’t pay off for 7–10 years?
NightClass.
Granted I am 5 years into this project. The effect and depth of influence is still comparatively small, considering the quick rise of influencers and misinformation. Regardless, the work I have done and the local effects of NightClass have been surprisingly persistent. So, I will continue showing people how to celebrate our collective journey as Humanity…
One drink at a Time.
Contact Info:
- Website: https://jjzconcepts.wordpress.com/
- Instagram: @nightclassatx
Image Credits
NightClass ATX
