October 26, 2021 – For Santa Cruz residents, August 2020 will forever in our minds equate with the CZU Lightning Complex fire. But for brothers Joel and Brayden Estby, owners of beloved 11th Hour Coffee, the month signifies another momentous event: it was when they announced to the world that they would be launching a second location at former Kelly’s French Bakery on the Westside of Santa Cruz.
The happy lease-signing occasion was captured with a post on Instagram, standing with Kelly’s owner for over forty years, Kelly Porter Sanchez. And while those smiling (masked) faces could not have predicted that two weeks later a lightning storm and wildfire would ravage our community, some inspiration has come from the devastation more than a year later.
What emerged for them while working on the full remodel was a theme they are calling “Life from the Ashes,” says Joel. It’s all about “new beginnings after everything everyone had to go through this past year and a half,” he explains.
In August 2020, Brayden anticipated that the buildout would take about six months, and while it always takes longer to open any new location, from the permitting process, design phase, and actual renovation, Joel says that “nothing specifically took really long…it all went pretty smoothly once we were able to break ground.”
He says that it was actually nice to take their time and really envision a new space, to design a sister concept to what has become their signature, immersive aesthetic using natural materials and artistic expression. One major element to this design, linking back to their theme, comes in the form of reclaimed wood from the burn zone. All of their shelving is made from milled CZU trees, and the new built-in benches out on the expanded patio space are all reclaimed redwood. Speaking of the patio, they have taken over the whole outdoor space, which in fact is the namesake for this whole complex, the Swift Street Courtyard.
And so it officially begins, this Sunday from 7am to 7pm on Halloween, they will unveil the new space for all of us to finally see (and taste). Joel says that they are looking forward “to showing everyone what we’ve created over the last year.” And while we will certainly recognize many similarities between the flagship location on Center street and the new Westside spot, like tumbled stone on the lacquered redwood tables, wonderful avocado toast variations and top notch espresso drinks, we’ll also note some welcome changes.
The kitchen team, headed by Victoria Garcia, is working on menu upgrades in the larger location, which will likely roll out a panini menu and more in-house baked goods. They will also be serving pastries from Kelly’s Bakery, which maintains a wholesale business out of the back, and plan to start a rotating pop-up schedule of local small bakeries such as Sweet Bean.
They have also added a nitro tap and are planning a whole roster of drinks that utilize it, from straight nitro infused coffee to alt milk-based concoctions and juices. Joel cites NitroCycle in Monterey as inspiration for their concept.
And since their permitting here on the Westside is different from the downtown space, they will be able to offer local beer (Woodhouse and Greater Purpose Brewing to start, plus more to come) and wine on tap. Joel’s good friend is a wine rep who is helping them choose some keg selections and they plan to bring in more options too, such as mimosas and sparkling wine.
For coffee industry folks, a sneak peek party is in the works for Saturday, October 30, with a latte art throwdown. The event is for “coffee forward community focused” people, says Joel, some of whom are coming from all around the state to compete, with 64 people signed up at this point. There should be some fierce competition, but Joel says the goal is really just to get together, have fun and celebrate the new location. The throwdown starts at 7pm, but if you happen to be walking by in the afternoon on Saturday, don’t be surprised to see the new shop open for service. “We are advertising hard for the Sunday grand opening, but we want to have a couple of hours of testing before then,” Joel explains.
Ultimately, Joel is quick to reflect on the shoes that 11th Hour is filling here. “Kelly’s was a foundation on the Westside and we are looking forward to continuing that. They revolutionized this neighborhood back in the day and we want to continue in that legacy. It’s the beginning of something new, but also remembering where things have come from.”
Hours to start will be Thursday-Sunday 7am-7pm, Monday-Wednesday 7am-4pm • 11thhourcoffee.com
About the author
Amber Turpin is a freelance food and travel writer based in the Santa Cruz Mountains.
