You’ll have to forgive Jordan Hoffart and Jarred Doss for being ecstatic about securing space for their third public venue in North Park. It’s been a big part of their plans since opening their Oceanside company, Black Plague Brewing, six years ago. In 2019, they got very close, securing a former mattress store on El Cajon Boulevard just off 30th Street, but the next year the pandemic upended that project.You’ll have to forgive Jordan Hoffart and Jarred Doss for being ecstatic about securing space for their third public venue in North Park. It’s been a big part of their plans since opening their Oceanside company, Black Plague Brewing, six years ago. In 2019, they got very close, securing a former mattress store on El Cajon Boulevard just off 30th Street, but the next year the pandemic upended that project.
Once the world regained some semblance of normalcy, they went back on the hunt, eventually coming across an opportunity allowing them to finally have a presence in the community they hold so dear. That break came in the form of a guest article on this very site from the owner of Carlsbad-based Rouleur Brewing, Rawley Macias, who had decided to scale down his business. In doing so, he announced he was closing down the 1,700-square-foot tasting room he opened at the base of the building housing North Park entertainment venue, The Observatory, on University Avenue. Hoffart and Doss reached out to Macias and the rest is history.
“When we read Rawley’s article regarding simplifying his own operation, we thought it was a perfect time to inquire about the future of Rouleur’s Observatory space. It seemed to vibe well with our Black Plague theme, and we figured we could cater our own events to the shows coming to town,” says Hoffart. “Once we connected with Rawley and walked the space, we agreed it would be mutually beneficial for us to take over the space.”
Last summer, Black Plague opened its first satellite venue, an indoor-outdoor tasting room in downtown Escondido dubbed The Purgatory Lounge. Painted black and decorated with framed artwork, eerie items and a mural of a flame-engulfed skeleton downing a beer, it mirrors the company’s flagship sampling space in Oceanside. In North Park the brand will also be conveyed with murals, and the space will be equipped with an upgraded sound system and televisions, plus other furniture and features to help enhance the customer experience. As for the name, Hoffart and Doss hope to come up with something incorporating the history of the building they are moving into.
“We believe we have to be aligned and cater to the live shows and events coming to town. This is something that resonates with our brand and that we understand,” says Hoffart. “To come into a space without any knowledge of the venue’s demographic, busy times and general customer flow would be a rather reckless decision. We’ll have to adapt accordingly to be able to capitalize on the synergy between venues; read the room, so to speak.”
A big way Black Plague hopes to find synergy with tasting-room visitors taking in shows at The Observatory is by putting out casual, convenient food. Initially, a ghost kitchen operation will be responsible for an American gastro-bar menu with individual dishes as well as shared plates. Cohesion with the company’s beers will be key along with providing quick turnaround times for showgoers. Hoffart says that, in the end, it’s all about servicing customers and the community.
“This opportunity means the world to us. North Park has historically been a proving ground for brewpubs and craft breweries alike, as there is no shortage of awesome venues for customers to vote on with their hard-earned cash,” says Hoffart. “To be able to make it in the who’s-who corner of San Diego craft would definitely be a feather in our cap. We are driven by an excellent customer experience and are confident in our processes, team and quality.”
Hoffart says his and Doss’ admittedly “aggressive” plan is to debut the new tasting room to the public on Friday, July 14. Hardcore punk act, the Circle Jerks, will be playing a show at The Observatory that evening. Once open, the venue’s hours of operation figure to be 3 to 10 p.m., Monday through Thursday, 11 a.m. to midnight on Fridays and Saturdays, and 11 a.m. to 9 p.m. on Sundays.
Black Plague Brewing’s new tasting room is located at 2899 University Avenue in North Park