| Back in the late 1980s, I really
enjoyed the then-new concept of microbrewing. So much so that
I got involved with a beer festival that featured the beers
of every brewery in California. One of my duties was “field
research.” That meant I spent many weekends at brewpubs
and alehouses across the state.
In a Bay Area burg called Sunol in a place called Lyon’s
Brewery Depot, I met a like-minded soul named Bret. Where
I channeled my enthusiasm into a beer festival, he was planning
to launch a “brewspaper,” a zine that would report
the doings of the California beer scene. I wished him luck.
The next time I saw Bret Nickels was at a benefit/wake for
that same Lyon’s Brewery Depot. That alehouse, part
of microbrewing’s beginning, had burned to the ground.
In between toasts to a well-loved alehouse that was no more,
Bret proudly handed me a copy of the first issue of his magazine.
Boldly named the California Celebrator, it was all
of 12 pages of newsprint. The graphics were primitive, but
enthusiasm leaped off the pages. Most important, in the magazine’s
center, between an article describing a Sacramento brewpub
called Rubicon and another article mourning Lyon’s,
was a page titled the “Golden Beer State” that
listed 28 breweries (including A-B and Miller) plus several
pubs, homebrew shops and liquor stores.
| Yes, there have been folks who actually tried to pass
themselves off as Celebrator writers. |
The second issue featured the writing debut of Bret’s
wife, Julie, as well as a letter to the editor from some wine
geek named Tom Dalldorf. The “Golden Beer State”
list had almost doubled, now listing 48 breweries (about half
are still open). And the enthusiasm still leaped off the pages.
A year later, I succumbed to the enthusiasm and began submitting
articles myself. First, I co-authored a letter to the editor
and an article about conducting a “beer safari”
safely and sanely. Next, I wrote about some of the better
adventures collecting beer for the beer festival I was involved
with. (Picture two guys in a van full of beer pulling out
onto a one-way street — and a police officer going the
wrong way down that same street.)
I then started writing about the brewpubs and alehouses I’d
discovered while traveling in my “real” job.
We all had real jobs; the Celebrator was simply
a labor of love we all volunteered for. Bret and Julie pasted
the issues together on their kitchen table and self-distributed
the publication in their pickup — statewide.
Pure enthusiasm can take you only so far. Writers came and
went. More dire, Bret and Julie couldn’t keep the pace.
Enter Tom Dalldorf.
Tom, a restaurateur and publisher, moved the Celebrator
from Bret and Julie’s kitchen to his garage, then to
an office behind the Hayward airport. After a stay in San
Leandro (a block away from The Englander pub, where we held
“editorial” meetings), the Celebrator
is back in Hayward — in a basement office that getting
to is a bit like the start of a “Get Smart” episode.
We writers got titles, shirts and business cards. Tom even
started paying us!
With “respect” came imposters. Yes, there have
been folks who actually tried to pass themselves off as Celebrator
writers. Once, I was camped at a favorite watering hole when
the manager informed me that another Celebrator writer
was at the other end of the bar — and demanding free
beer. I didn’t recognize my fellow scribe so, wearing
one of my Celebrator staff shirts, I introduced myself.
He hurriedly left — after paying for his beer.
On the other hand, my Celebrator credentials have
gotten me adopted by a bachelorette party in Las Vegas. And
by an Australian rugby team. And an Irish squad. I never was
sure what sport they played, but I did see parts of Denver
I certainly wouldn’t have seen otherwise.
Nowadays the Celebrator is some 52+ pages with a
slick cover and lots of photos and color. The magazine has
outgrown its California beginnings: Its coverage is national,
with regular reporting from Canada, Europe and Japan. Most
important, the first issue’s centerfold listing of 28
breweries has grown to several pages of “Hop Spots”
that cover most of the country.
And the enthusiasm still leaps off the pages. |