There are four things in life Justin Philips absolutely adores: his partner, his pup, their home community of Hillcrest and craft beer. Earlier this year, lamenting the dearth of locally brewed ales and lagers in his neighborhood, Phillips, who spent a half-decade working at a pair of Mike Hess Brewing tasting rooms, decided to put that experience (along with education gained through San Diego State University’s Business of Craft Beer certificate program) to work as the owner-operator of a bar specializing in those liquid wares. In July, he opened Rocko’s Modern Taphouse, a space on Fourth Avenue with retro vibes and an all-local tap list. It’s named after Phillips’ six-year-old boxer pit bull, which is fitting considering the multitude of San Diego breweries Rocko has accompanied his parents to, and the extremely dog-friendly nature of the venue. As lovers of both beer and canines, we decided to drop in on Phillips to find out more about his bar and what it has to offer to two- and four-legged patrons alike.
How have you made your location your own?
We got really lucky. After browsing and viewing a bunch of space throughout San Diego County, we found our space in Hillcrest. It used to be the old Martini’s on 4th. When redecorating it, we added brightly colored walls and fun neon lights, which is a huge change from what used to be here. We are really diving into the ‘90s black-and-white checkerboard motif, so we’re making that our staple on everything, including all the posts inside the space. We also have arcade games, a beautiful second-story patio overlooking Hillcrest and a laidback atmosphere.
What differentiates Rocko’s from other beer bars and nearby businesses?
We really want to support local since there are so many great options in San Diego. There are a lot of breweries people haven’t heard of, so we want to help get their names out there. In return, we hope our name spreads, as well. Also, there are very few dog-friendly spaces in Hillcrest, so we wanted to help expand that. Our patio is welcome to all dogs, and service dogs are OK inside. We also have bone-shaped flight boards, which tie into our theme and help communicate how welcoming we are of our four-legged friends. Our dog Rocko can get a little excited when new people – and their pets – come in, but he always settles down eventually. He is the sweetest dog and just wants to be everyone’s friend.
What are some lessons you’ve learned working in brewery taprooms?
One of the biggest lessons I learned is that you have to trust your team. Let them help with creating events and a good culture. If your staff members are happy, it will reflect in how they treat customers. If they don’t want to be there, it will show. So I do everything I can to make sure my team is appreciated and that their voices are heard. Also, I think bar owners need to try any and all community events to help bring people in. It may take a little while, but once something sticks, it can bring great long-term success.
What events does Rocko’s put on?
We have trivia nights, karaoke, bingo, open-mic night and have already hosted some wedding and graduation parties. We are working on doing some yappy hours and partnering with local dog charities and shelters to bring dogs and their families together. We also hope to do some charity events to raise money for shelters and dogs in need. Stay tuned and follow our Instagram account for more events.
Rocko’s Modern Taphouse is located at 3940 Fourth Avenue, Suite 200 in Hillcrest