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Paulista: The Road Back Home

By February 3, 2017Behind the Scenes

Welcome to the very first Paulista blog entry!

Right here, in this very space, at least a couple of times a week, we will update you on the latest craziness involved in opening our restaurant and taproom. We hope it proves a bit therapeutic for us, and at the very least, informative and entertaining for you.

So normally our entries will be about what’s happened in the last couple of days as we move towards opening up, but for this first one we’re going to have to go back a ways – way back to the fall of 2011.

That’s when Alex and I met – as parents of kindergarteners in Mr. Witte’s class at Glenview Elementary. My daughter Ellis and Alex’s daughter Mimi became fast friends, and soon were referring to each other as best friends; Alex’s wife, Kimi, and I realized that her best friend from her days at Oakland’s McChesney Junior High (now Edna Brewer MS!) was my best friend’s wife; and Alex and I began to talk about our two passions in life – for Alex, Brazilian food and culture, and for me, beer. Before long, we had come up with this crazy idea of starting a craft beer taproom that featured authentic Brazilian food. And this isn’t a crazy concept, Alex told me. In São Paulo, there are these beer focused restaurants that do exactly what we want to do. “We can do it here, I know we can,” he’d say.

So we talked, and we talked, and we talked about this great idea, and about how our neighborhood and the neighborhoods surrounding it had completely missed the memo about this whole craft beer revolution, not to mention knowing nothing of the wonders of real Brazilian food. By 2013 or 2014, we even started to have some official meetings, and work on a business plan. But you know how it goes, we were both working full time, we both had young kids, and like so many other people’s great ideas, they just kind of fell by the wayside. Alex and I would see each other, but we stopped talking about the whole Brazilian taproom thing.

Fast forward to the summer of 2016, and one us, I actually don’t remember which one of us it was, brought it up again. We need to do this, we agreed. So the business plan came back out, we scheduled some regular meetings, and before you knew it, we were standing in an available space in Montclair speaking to a real estate agent about building out a kitchen.

And that brings us back to today, as we get ready to open our dream restaurant – a Brazilian craft beer taproom. And more than that, a Brazilian craft beer taproom in Glenview, our very own neighborhood. We couldn’t be more excited.

So today, as our first blog entry posts, we also post our 17-day notice of the change of hours on the conditional use permit for our space. Because Paulista will be, more than anything, a gathering place for the community, it needs to be open from morning until night, so that no matter what time of day it is, the neighborhood knows that we will be open. That they can have a meal, or a beer, or meet a friend; whether it’s 7am or 8pm, we will be open.

So that’s about it for now. Again, we are super excited for what is to come, and we’ll keep you up to date every couple of days as we get all of our permitting done, complete our renovations, and open for business this summer. Thanks for reading!

 

Jesse

 

Jesse Madway

Author Jesse Madway

More posts by Jesse Madway

Join the discussion 38 Comments

  • Delana toler says:

    We can’t wait!!! Finally a restaurant that makes sense right here in the hood!!!

  • Raleigh McLemore says:

    Yummy Brazilian food. Beer. Sounds great to me!

  • Dotti Hatcher says:

    So looking forward to your opening!!!

    • admin says:

      We will keep you posted about Paulista’s progress and the opening date. Looking forward to meeting you in person.
      -Alex

  • Suzanne Riley says:

    We are eagerly awaiting the opening and wish you the best of luck!

  • Amy Sullivan says:

    I can’t wait- this is exactly what the neighborhood needs!! So happy for you, and looking forward to eating and drinking at Paulista!

  • Chris Aparicio says:

    This is awesome Jesse…I can’t wait to come through when it’s open with some of the fellas

  • Jennifer kaufman says:

    Happy for you guys !!

  • Sarah Sims says:

    Fantastic! Can’t wait to check it out.

  • Roberta says:

    We are excited!!!

  • Jodi Baker says:

    more than excited…………………….!!!!!

  • Sp says:

    So excited! We were anxious to find out what the new bug restaurant would be, and we couldn’t be happier. Best of luck!

  • Aaron says:

    Will commute from Santa Cruz!

  • Shree Jennifer Ram says:

    This is just fantastic! For the neighborhood and for you two to pursue your creativity and passion. Cannot wait!

  • Kimberly Coleman-Phox says:

    Parabens! Tem muito saudades de comida Brasileira.

  • Jorge Vargas says:

    Next time in town we making a visit! Congratulations Mr. Madway!

  • Silvia (Sil) Matta says:

    Amei! Super show!
    Sou Curitibana, (minha mãe Paulista), moro em Montclair desde 97.
    Hmmmm coxinha….
    se precisarem de alguém, amaria poder ajudar!
    🙂

    • admin says:

      Oi Silvia,
      Obrigado. Que legal saber que existem mais brasileiros nesta parte da Bay Area. Estaremos esperando sua presença.
      Vamos precisar de ajuda sim.
      Abraço,
      Alex

  • Brendan B. says:

    Looking forward to opening night! Good luck!

  • Michelle Strecker says:

    So proud of you both for following your passions and so excited to come and support you as you grow. I think we may finally have the type of restaurant we need here in Glenview!!! Thanks so much!

  • Marlene Toledo says:

    Congrats! Can’t wait to try! I’m Brazilian 🇧🇷 I can’t believe I’ll have esfiha after four years living here in Bay Area! When are you guys opening? Suce$$ooooo

  • Roberto Acordi says:

    Hope your “coxinha” is better than mine!!!!!
    Love to have a challenge contest, but you pay for the good beer.
    P.S. I like Pliney the Elder

  • Benjamin says:

    Super selfish question, here: any chance the tap room will have TVs for watching sports? The neighborhood doesn’t have that and would certainly get extra business from me if it did….looking forward to the food, too.

    • Alex Y. says:

      Benjamin,

      Thanks for your comment and question.

      While our taproom will certainly not be a sports bar, we will have TVs so people can watch sporting events, particularly local games; we, too, are sports fans and realize that the neighborhood needs a good place to come together and watch games.

      Having said that, our TVs will only be on when there is something to watch, and we will turn them off when there is no reason for them to be on. We do not buy into the new normal of TVs going 24/7 in restaurants and bars. We want people to be able to talk to each other without needless distraction. That is important to us. Of course, if a customer asks us to turn on a game that s/he wants to watch, we will honor that request and turn it on. And if there is more than one thing that people want to watch, we will have enough TV flexibility so that we can have both events on at the same time.

      Also, because the space will essentially be 2 large rooms, one of the rooms will be TV-free, for those people who may not want to watch the game that is on. We hope that this set-up will work well for everyone.

      Thanks for the great question!

      – The Paulista Team

  • Caitlin Haberberger says:

    WONDERFUL- our family is excited for your opening. What a great concept! We’re pulling for you!!

  • Betsy McDonald says:

    Looking forward to trying this restaurant. I hope you’ll have some vegetarian options!

  • Mary says:

    Congrats on following your dream. I hope it is a success. I do worry about your very long hours creating more traffic on Wellington and more parking issues. What’s your plan about this?

    • Alex Y. says:

      Mary,

      Thanks for your encouraging words and for expressing your concerns about the potential of increased traffic and parking issues on Wellington.

      There are a few things we plan on doing to address this issue as best we can:

      As you may have noticed, we are pointing a large portion of our marketing towards local Glenview residents and families, many of whom will be able to walk to the restaurant instead of drive. Creating a true community spot for the locals is undoubtedly our main goal with Paulista.

      For those people who don’t live in the immediate area, we will encourage them to take Uber/Lyft or public transit to Paulista instead of driving. This will be in the form of incentives/reward programs and will be publicized via our social media sites, as well as in the restaurant itself.

      We will instruct our staff not to park on Wellington or in our parking lot and to instead park on streets a few blocks away in less impacted areas. We will also encourage our staff to take public transit or Uber/Lyft to work, and will offer them incentives to do so. This will leave our parking lot completely open to our customers throughout the day, and will not clog up spaces on Wellington for multiple hours at a time.

      Finally, it’s important to remember that we are not increasing our nighttime hours – those will be the same as they’ve been for the last few restaurants in the space. We are only increasing our daytime hours, when there is much more available parking on Park Blvd. itself.

      As Glenview residents ourselves, we understand that this issue is worrisome and we want to do all we can to work with our neighbors to come up with creative, thoughtful solutions to all issues that may arise. Please do not hesitate to contact us directly if you have further questions or concerns, or if you have any ideas to deal with this issue, or other issues that come up.

      Thanks,

      The Paulista Team

  • Doug Humphrey says:

    Fantastic, we live a short walk down the street and can’t wait until you open. And from a fellow home brewer, would be happy to give free advice on some beers to get on tap!

  • Alison says:

    We are so excited for you guys to open!! Brazilian food +beer+ community+ just steps from my door = PERFECTION. Do you have an opening date yet and will there be a soft opening? I just sent you guys a private message about employment opportunities, as well.
    Thanks!!

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