I’m so excited about the La Marzocco Out of the Box event that’s going to take place in Berkeley, Calif., January 18-19. I’m totally gonna be there—wouldn’t miss it.
La Marzocco started having the Out of the Box events back in October of 2009. The first one took place at the same time that the famous show, HOST, in Milan was happening. The events, Guido Bernardinelli of La Marzocco, told me, were designed to be intimate and exciting gatherings of the people really leading the coffee industry: younger people. Baristas. “The decision,” Guido told me back then, about La Marzocco’s choice not to participate in HOST and instead to have a gathering all their own, which they would call Out of the Box, accurately reflects the transitions taking place within the world of coffee, which is increasingly geared to a younger public and proves to be ever more sophisticated, if not fanatical.” Well said, Guido.
That first event was a tremendous success—so much so, that La Marzocco started hosting Out of the Box events around the world, in such places as Stockholm and New York City. The one that’s planned for Berkeley, Calif., January 18-19, is going to be a much bigger and busier event than ever before, with full day activities, and lots of nighttime action, competitions and rabble-rousing.
Those of you who attended the Western Regional Barista Competition in Berkeley a few years ago will be familiar with the location La Marzocco has chosen: former known as the Gaia Arts Center, The Marsh—2120 Allston Way—will play host to the event. It’s just a block away from the Shattuck BART station, so hopefully folks will come from far and wide.
The event will run from 10 a.m. to 5 p.m. the first day, Jan. 18, with a Coffee Bar where you can get (and brew!) free coffee, as well as tons of equipment demos and lectures. From 5–7 p.m. that day, there will be a Happy Hour with light food and a cash bar.
The following day, Wednesday, January 19, will be another 10 a.m. to 5 p.m. day of workshops, demos and lectures, and that evening will be a big old party! Again, it’ll start with a Happy Hour from 5–6 p.m., and then a Keynote presentation will take place from 6–7 p.m. After that, don your party hat for live music, a manual brewing competition, and your turn on the pressure profiling bike. The party is schedule for 7–11 p.m.
La Marzocco says they expect between 250 and 300 roasters, cafe owners, baristas, and other coffee professionals from the Bay Area as well as all over the West Coast.
Stay tuned to lamarzoccousa.wordpress.com for public updates! And I’ll see all y’all in Berkeley next month!