Praising the Bar: Seek Beer Co.

It didn’t take long for Seek Beer Co., a startup launched in North Park’s CRAFT by Brewery Igniter facility by a pair of Midwest transplants, to win over locals. After only being open for a year, the business won the Best Customer Service trophy at the 2023 San Diego Beer News Awards. It was a sterling (silver, that is) testament to Seek’s staffers’ interest in – and ability to connect with – the young company’s clientele over beer and so much more. Today, we are happy to introduce you to two of those people people in this week’s edition of Praising the Bar. 

Tyler Hamman
Taproom Manager

Where did you grow up?
I grew up in Modesto, California. Yeah, it’s sad. 

What brought you to San Diego?
I originally came down for school in 2011, graduated in 2016 and haven’t left since.

When and how did you get into craft beer?
I got into drinking craft beer around 2014 via Karl Strauss, Ballast Point and AleSmith Brewing, many years before I started working in the industry.

What other beer employers and positions are on your résumé?
Pariah Brewing (RIP) gave me a chance to join their staff and I worked there serving beer until they closed their doors.

What do you love most about your job?
The community has to be my favorite part of the job. There are a lot of cool cats roaming the streets of North Park, and I feel blessed that they come visit me when I’m working. 

Truth time, what is the part of your job that you like the least?
Hands down, the least rewarding part of the job – and, arguably, the nastiest – is cleaning out floor drains. Nobody likes it, but you get a subtle sense of relief knowing it’s done.

What accomplishments are you most proud of from your time in the craft-beer industry?
The proudest I’ve ever been was Seek winning best customer service at the San Diego Beer News Awards in our first year as a business. Scenes. A legendary night that didn’t stop after we left the awards venue. 

What do you love most about the company you work for?
I think we make the best lagers in San Diego County, and that’s something we can hang our hats on.

What is your favorite beer that your brewery produces?
Our German Pilsner, Fortune.

What are some local brewery venues other than your own that you like to refer customers to or patronize when you’re off the clock?
If people are asking for recommendations, I usually reply with two answers, Fall Brewing on 30th Street and North Park Beer Co. (NPBC) on University Avenue. For the styles I like to drink, they’re awesome and close by. 

Who are some of your favorite regulars and why?
My favorite regulars are two people who started as regulars and now are two of my best friends in the whole world, Jack and Neysi Daniels. Love you guys! 

Everybody has funny work stories. Would you mind sharing one with us?
Funniest work story? It’s tough to say, but I always find it ironic that the days I wear my nicest clothes are the days where I get the dirtiest. I guess they’re just work-shirts now.

What music genre and artists are playing in the tasting room when you’re in control?
Like a drunk and sad cowboy who also listened to new wave and Britpop: Tyler Childers and Orville Peck b2b The Smiths and Talking Heads.

What do you consider cornerstones when it comes to customer service, particularly at a brewery tasting room?
If I could narrow it down to four things, they would be wit, attentiveness, knowledge and energy. All of these moving in lockstep is a dangerous combination. Being pretty is a close fifth, but I didn’t wanna brag (too much).

What advice would you give to customers looking to have the best possible experience when visiting a brewery taproom?
Pro Tip: Don’t ask to sample, just rip a half-pour. The bar staff will thank you.

What are your career aspirations either in or beyond the craft-beer industry?
Continue in this industry until the wheels fall off. If I hit the lottery, I would still probably come clock-in on Wednesdays because I would miss it so much. 

What are some of your favorite beer events, whether at your brewery or elsewhere?
Some events I really enjoy are the San Diego Beer News Awards, Seek’s Oktoberfest and Lager Day at the Park at NPBC’s Bankers Hill location.

What do you enjoy doing when you’re not at work?
When I’m not working or drinking beer, I love to play Fortnite, golf, run 5Ks and role-play as a cowboy. 

Who do you think you are (a purposely broad question requiring a succinct answer)?
I’m neither happy nor sad, but another secret third thing. 

Savanah Marshall
Beertender

Where did you grow up?
Long Beach, baby! 

What brought you to San Diego?
I was living in Oceanside for a little and missed living in a bigger city. I found a job here in North Park and, after commuting for a couple of months, I decided to make the leap and move down to San Diego.

When and how did you get into craft beer?
I actually got into craft beer after working here at Seek. I’d always drunk beers like Coors Banquet and PBR, but didn’t really care for beer until I started working in the industry. I used to joke to customers that I didn’t like beer. Having to try all of our beers to be able to make recommendations to customers really gave me insight into how complex and unique craft beer could be. So I’d say it gradually happened, and one day I found myself really craving a beer. 

What do you love most about your job?
The people, first and foremost. I love the people I get to work with and the people that Seek brings in. I love getting to socialize and be silly while also helping people find something they like. It may not be a big deal or an important decision, but when you can help someone choose a beer and they love it, that’s a great feeling. That’s my favorite part of being a beertender. I also handle Seek’s social-media and really love the freedom I get to be creative. Dave Ohmer, the guy behind Seek, gives me a lot of space to create content, and it’s really rad to be able to foster my creative vision without any limitations. It’s a lot of fun being able to make silly reels, fun flyers and take photos with no creative restrictions.

Truth time, what is the part of your job that you like the least?
I’m gonna say setting up and closing down the patio or how cold it gets in the brewery during the winter. Both suck.

What accomplishments are you most proud of from your time in the craft-beer industry?
A big one was winning best customer service at our first San Diego Beer News Awards! That was an unreal feeling. I remember joking about it that night but not taking it seriously because Seek was so new and there was no way a team of three bartenders could win that. But we did, and the shock and joy I felt after hearing “Seek Beer Co.” is unmatched. But for the most part, it’s the little things. Seeing a reel I made perform really well or seeing a customer come back the very next day, those are rad feelings because I never thought I’d be here in beer. I still feel really new to the industry and content-creation, and coming back every day to further develop my beer knowledge and seeing little instances of growth is really, really cool. 

What do you love most about the company you work for?
A lot of things for sure, but the people I work with are the coolest. I also love the freedom I get to create, whether it’s social-media stuff or planning events, I get a lot of space to contribute in my own way. Also, I love our beer! It’s awesome working for a company that supports you, wants you to grow and has a really great product. I get to be the friend that always brings good beer around.

What is your favorite beer that your brewery produces?
Any of our lagers and West Coast beers! Seriously, every single one is delicious.

What are some of your favorite San Diego craft beers, in general?
I love Harland Brewing’s Japanese Lager. That is one of my favorite beers of all time. I also love Fall – their Skåll Lager is unreal – and NPBC is always knocking it out of the park. I love all of their West Coast IPAs. 

What are some local brewery venues other than your own that you like to refer customers to or patronize when you’re off the clock?
I always recommend that people check out our neighbors, Barley & Sword Brewing and GOAL. Brewing. I think it’s rad to be literal neighbors with other new breweries and it’s part of the incubator experience! I also always recommend my go-tos: Fall, Harland, Pure Project Brewing & NPBC. 

Who are some of your favorite regulars and why?
I have a lot of favorite regulars, but if I had to narrow it down to a couple, Bryan Tipton is an incredible artist and friend who I’ve had the pleasure of getting to know. We’ll talk about art and he is always so insightful. Brett Conrad was one of my first regulars, and always has the funniest stories and the most random facts. We also have the same birthday! I’ve met a ton of incredible and kind humans through this job and I really love all of them! This answer would be too long if I continue…ha!

Everybody has funny work stories. Would you mind sharing one with us?
Wow, it’s tough to narrow down one funny story. Seek’s got a very small team and there’s always some silly antics happening. Tyler is always joking that Seek’s a sitcom and you never know how the episode will play out each day!

What music genre and artists are playing in the tasting room when you’re in control?
Ooh, I would definitely play a lot more funky and upbeat bands: Unknown Mortal Orchestra, Drugdealer, Cymande, maybe some Zamrock. Specific albums from Ty Segall or King Gizzard if it matches the vibes. Or some classic rock and psych, like Love and The Doors.

What do you consider cornerstones when it comes to customer service, particularly at a brewery tasting room?
Warmth, attentiveness and good energy. Maybe some knowledge…ha. I didn’t have any beer knowledge when I first started, but I think really taking the time to listen to your customers while also being warm and nice can really make up for that! 

What advice would you give to customers looking to have the best possible experience when visiting a brewery taproom?
Ask the bartender what they like, and then let them know what flavors you’re looking for (e.g., something citrusy, something lighter, bold hops, fruity, etc.), so they can recommend something. Keep an open mind. 

What are your career aspirations either in or beyond the craft-beer industry?
I’m not sure just yet, but I know I’m not leaving anytime soon. I love the company I work for, I love being a beertender and I love the creative space of content creation. Maybe something in between?

What are some of your favorite beer events, whether at your brewery or elsewhere?
Seek Oktoberfest and the San Diego Beer News Awards, for sure.

What do you enjoy doing when you’re not at work?
When I’m not working, I love going to see live music, roller-skating, yoga, shopping for vintage, film photography and lounging at the beach. 

Who do you think you are (a purposely broad question requiring a succinct answer)?
A silly and fun girl trying to savor it all.

Breweries being spotlighted via our Praising the Bar feature performed exceptionally well in San Diego Beer News Awards voting during the span of 2021 to 2024