*The article originally appeared in issue 5.1, “Sight and Sound,” 2013
From his 90s exploits at Ajax to the more recent Naglee Park Garage, Chris Esparza’s impact on downtown San Jose has come in many phases. He looks to take his next step with Blackbird Tavern.
Long-time downtown ambassador Chris Esparza remains one of the most connected people in San Jose. He’s built his Rolodex organically after having a hand in several local ventures past and present, among them Ajax, Naglee Park Garage, Giant Creative, Fuel, and soon-to-open Blackbird Tavern.
Though a local, Esparza was never able to call one particular neighborhood home growing up. Attending five different schools over seven years, including a two-year stint up in Auburn, California, the frequent moves never allowed him to settle in. “It was five years of never knowing where my class was, of being new and uncomfortable,” Esparza recalls. “In a lot of ways, that probably led me to producing events and hosting people.”
After graduating from Gunderson High in 1985, Esparza spent time at both West Valley and De Anza College, though he admits he had no direction at the time. A year later, he got a job working at Santa Clara club One Step Beyond. It proved to be the job that changed his life.
“It was my first exposure to the young twenty- and thirtysomething alternative life—the goths, the skinheads, the mods, the punk rockers, the death rockers, and everything in between,” he remembers. He saw the club present everything from metal to English soul and rockabilly, witnessing sets from The Red Hot Chili Peppers, the Ramones, Megadeth, and Fishbone. The work inspired him to move to San Francisco, where he worked for two years.
However, when his mother passed away, he felt a need to get away. “I took the opportunity to be somewhere else at Christmas time,” he says. Buying a one-way ticket to Europe, he traveled through Spain, Belgium, and Scotland, picking up work wherever he could. Upon his return, he decided he wanted his own club.
In 1991, Esparza and business partner Chris Elliman opened Ajax. During its mythical four-year run, the venue hosted the likes of The Fugees, The Roots, and Ben Harper, establishing itself as a destination for forward-thinking cool. It attracted all pockets of the downtown scene during San Jose’s “Four Corners,” 90s nightlife heyday. Esparza admits he was the social creature of the group. “In a way, I was a natural doorman,” he says. “I liked greeting people, getting them excited about what we were doing, and telling them when to come back.”
Looking back, Esparza sees his Ajax period as a time when he and Elliman could seemingly do no wrong. Arriving at a time when the area was just starting to become Silicon Valley, the low cost of living fostered plenty of nightlife. Ajax was championed by local creatives. “I think they trusted us to curate night after night,” he says. “We said, ‘Look, I know you’ve never heard of Ben Harper, and no one else has either, but we heard this guy’s cassette tape, and I’m telling you, don’t miss this.’ And they would show up.”
Sadly, the club’s four-year run came to a close after negotiations with the space’s owners fell through. Esparza was effectively locked out, with the space maintained by the owners. In nine months, the space was vacant.
Two years after the demise of Ajax, Esparza and a similar cast of partners returned with Fuel, an international café in the current Blank Club space. It showcased a similar vibe, though it wasn’t exclusively a club. “It was for an adult that wanted a beautiful space that wasn’t as easily defined as a café or nightclub or restaurant,” Esparza says. “It was literally all of those things.” Boasting a painted globe on the ceiling, it was conceived from the ground up and seemed primed to tap into the same crowd that made Ajax such a success. Yet, where Ajax could do no wrong, Fuel’s four-year run was mired in constant, needless self-reflection. The message was the same, but somehow, the crowds had dried up.
After coming back to the fold with much more business savvy than he had at Ajax, Esparza struggled to understand why Fuel was failing. “It was a business learning experience,” he says. “You can be good, and you can be the smartest guy on the block, but if you don’t have a little bit of luck and timing on your side, it doesn’t matter who you are.”
“YOU CAN BE GOOD AND YOU CAN BE THE SMARTEST GUY ON THE BLOCK, BUT IF YOU DON’T HAVE A LITTLE BIT OF LUCK AND TIMING ON YOUR SIDE, IT DOESN’T MATTER WHO YOU ARE.”
-Chirs Esparza
In retrospect, Esparza ties in the trouble with the economy. In conjunction with the tech boom, rent skyrocketed, stealing spending money from the venue’s target audience of local creatives. At the same time, the steady rise of illegal downloading significantly changed how artists toured. Suddenly, a $300 show became a $3,000 show, and Fuel couldn’t keep up with the discrepancies. It closed its doors in 2001, an unsung gem that was never able to find its niche like Ajax so easily had.
During his days at Fuel, Esparza began to be approached by organizations to serve as a creative consultant, leading to the creation of Giant Creative. Going twelve years strong, Giant is now responsible for KraftBrew, Winter Wonderland, and the Great Glass Pumpkin Patch in Palo Alto. The outlet became a necessity when Fuel was struggling. It’s since become his main gig, allowing him to help anyone from small businesses to the city of San Jose.
In the restaurant realm, Naglee Park Garage has been Esparza’s latest success. He lovingly calls the 30-seat bistro “the tiniest restaurant on the face of the Earth.” Despite its limitations, he, business partner Brendan Rawson, and head chef Louis Silva have made it a signature downtown eatery.
After the space, a former service station, suffered a series of failed business ventures, its owners decided to wait until the right offer came around. They were envisioning an Americana-themed restaurant with a great selection of beer and wine. As luck would have it, that was exactly what Esparza, Rawson, and Silva were looking to pitch. Luck returned years later when Guy Fieri’s Food Network show “Diners, Drive-Ins and Dives” called. Their segment led to national exposure, and repeat showings now result in a spike of emails requesting the location’s fabled ketchup recipe.
Still, Esparza sometimes has trouble making sense of their subsequent success. The show didn’t change their formula; it only got the word out. As he maintains, “We were great before ‘Diners, Drive-Ins and Dives.’ Why does it take national television to tell you to go eat there when you live in this town, and there aren’t many choices?”
Yet even with his string of successes, his best conception may have yet to officially begin. Esparza and Rawson are ready to bring their savvy to downtown’s epicenter with Blackbird Tavern, a restaurant and café located along Paseo de San Antonio that looks to appeal to out-of-town business folk and locals alike. Much like Ajax and Fuel, he wants the venue to offer great food, music, and conversation for patrons.
Patio seating is set to spill out onto the Paseo. Plans are in place to serve wine from vineyards in the Santa Cruz mountains, and their bar will offer a well-curated selection of craft brews and California spirits. Esparza even hopes to pair food with music. For him, the value in the idea goes both ways—patrons get an all-encompassing dining experience and those behind the scenes remain on their creative toes.
Some speak of the Blackbird space as cursed, the speculation stemming from a string of franchise failures over the past decade. To counter the talk, Esparza offers a history lesson, noting that a taqueria lasted in the space for twenty years, making it through massive downtown light rail development before those three failed. He attributes the failures to bad business strategies. “I know why they closed and I know what they did wrong,” he says. “I won’t make those mistakes.”
A lot has changed since his first days working at One Step Beyond in the mid-80s, when he discovered a wealth of alternative culture. He’s learned plenty in the process, but what rings loudest for him remains the people he’s helped bring together. As a teen who constantly struggled to find his place, Esparza finds comfort in the fact that he’s been able to create spaces where others can find theirs.
The article originally appeared in issue 5.1, “Sight and Sound,” 2013
*We post this with a heavy heart at the passing of my friend, mentor, and fellow progenitor of culture, Chris Esparza. Content Magazine and I personally have received so much from the friendships and connections that Chris created. I will miss him. We will miss him. But the world, and especially Downtown San Jose, is better because of his life and work. We respect and thank him, say goodbye, and rest in peace, my dear friend.
Daniel Garcia, Aug. 2024
