The Tasting Panel magazine

McCarthy's, one of the group's Irish-themed pubs, is the number two account in the country for sales of Jameson Irish whiskey. Look at these numbers: Because of Jameson's popu- larity in San Luis Obispo, spearheaded by the town's bartenders and managers and bolstered by their loyal following, four of the USA's top ten Jameson accounts are in this small burg. "I guess San Luis Obispo is the Jameson capital of the nation," says Josh Breague, 26, a loyal customer, at one time or another, of McCarthy's, Mothers, Bull's Tavern, Frog & Peach Pub, Marti's Bar and The Library Lounge. Any bar in any city in the country can pour Jameson, but there's something to be said for the managers and the bartenders at these specifi c locations who gather such a following. There is even a tattoo movement here, customers and employees alike sporting ink on arms, legs and even abdomens that reads "Sine metu" —the Gaelic phrase on every Jameson label that means "without fear." A Growing Branch Ash Management is a growing branch, offering partnerships to employees and even investing in bars beyond San Luis Obispo. "We've 'raised' managers," explains owner Meygan Hales, who also acts as Director of Purchasing for Ash Management. "Believe me, SLO is a diffi cult place to leave, but California is an expensive place to live and do business. If one of our employees or managers wants to go out on his or her own and wants to open a bar somewhere else—and if the lease is right—we'll invest in them and they become an owner." Ash Management also offers employees a percent- age of the local business. "Three of our managers have become percentage owners," she notes, pointing out that in January 2009, the group took over ownership of Mother's Tavern, a spacious gathering spot on Higuera Street that has become its largest-volume bar. "We took in three investors—former managers Earl Olsen, Hank Owens and Daryl Cope—who are now part-owners." By sharing the wealth, Hales and her team "would rather have a little bit of a lot of things than all of one thing." Ash Management now co-owns two bars in Mis- sissippi (The Levy of Oxford and The Cellar) and two in Nebraska (Dillinger's and The N Zone) with former employees. "Our philosophy," Hales tells THE TASTING PANEL, "is that we are only as good as the people we work with." CoCo Herna, bartender at Frog & Peach Pub, talked about coming back to San Luis after attending college because of Meygan and Bill Hales, who have encouraged her to excel. She also adores the area's local color. "San Luis Obispo is the most perfect place in the world," Herda claims. "We have the Russian Ballet for culture, outdoor biking, hiking, horseback riding, beaches and wine country." Brad Sturgis, who manages Marti's Bar (actually named after the now-defunct Mardi Gras that was voted out of SLO; the name had to be spelled differently by law) says that Meygan and Bill Hales, Schwartz and Meier are "four of the most business-savvy people I know. They listen to our ideas, and if we offer up a plan and if they've done it before, they'll re-think it and offer a minor tweak." Sturgis doesn't complain when he talks about his seven-day work week. "The team understands we're in the front lines—some of us have to be here till 3 a.m. closing after that last call at 2 a.m. Their support encour- ages us to be the best we can." A friend of the city, both on the political front and with local law enforcement, Hales promotes respon- sibility and safety on every level with her employees, customers and the community. Mixed martial artist Chuck Liddell, who also competes in the Ultimate Fight- ing Championship, trains the team's security staff at his local gym. "We've got a great business, a wonderful reputation and we embrace that." She then adds, "In this town, we don't dance, we drink—responsibly." The Jameson Wall at Marti's Bar depicts drawings of The Century Club: custom- ers who have purchased 100 shots of the Irish whiskey. CoCo Herda at Frog & Peach Pub, lines up shots for local customers. The Ash Management group recently renovated the bar/club to include an outdoor patio. One of the only mu- sic venues in town, the tavern sets a stage for live bands. july 2009 / the tasting panel / 29

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