We got into our car and started driving through the streets of Puerto Penasco, it’s a small tourist beach location about 4 hours south of Phoenix, Arizona. Beautiful beaches and sunsets to make you pack all your belongings and move here. After more than 10 years of California it only took me two years in Arizona to crave the sounds of the ocean again. We were looking for an apartment to rent and yes, I was moving here, I just didn’t know when or where at the moment.
After numerous streets and some I was feeling more comfortable than others we noticed a sign that read, “se renta” though, I didn’t know Spanish that well, I figured it had something to do for “rent” I was right. We got out of the car, located the landlords and before the day ended we were giving them a deposit for a 1- bedroom apartment.
Marla and I thought many of nights how we might be able to pay $ 400.00 Dllr a month for an apartment in Mexico. I thought it would be cheap, I was wrong. Not only did we learn that this city will be one of the top major resorts in all of Mexico, if not the largest, and at the top. But, the apartment we found was in the Beverly Hills district of Mexico. I didn’t know there was such a thing. If you come here you will also hear about, “Shacks Fifth Avenue” and, know what I mean.
It was simple let’s just create a business and pay for it. We know that on the daily minimum wage of something like .50 an hour was not going to pay for it. Oh yea, I think because this was like a resort and all, the pay was $ 1.00-$ 2.00 an hour. I didn’t even need my calculator. I knew I could sell sno-cones and make more money than that.
And, so the idea was created, “Were selling sno-ones”, or whatever it takes to live and pay the rent. My dad visited us during our time and being the coffee drinker he is could not ever find a good cup of Joe. Especially, if you wanted an espresso type of coffee… mud. So, coffee was added to the list. Now, I was traveling back and forth from the United States working so every morning I too had my craving. For years I was buying a Latte at Starbucks. I loved coffee fancy drinks, I loved Starbucks. I didn’t realize it then but the subliminal message was there.
It wasn’t until our walk on the beach where the first design was etched out on the sand with our feet and a stick. It was Pancho Villa’s coffee. No, I thought everyone knows me by Santana, at least in Mexico. I said, “Dad, tell me more of this Pancho Villa.” At that moment the circle was drawn, it wasn’t green yet. But, it was “Santana’s Coffee” and I knew, just where to put Senor Pancho Villa.
In early June of 2004 Santana’s Coffee was opened in Puerto Penasco, Sonora, Mexico we started with just four tables outside our one bedroom apartment under the carport.
We were all amazed as soon as we hung our banner; cars would drive by and not always stop for a cup of Joe but, would take a picture of our logo. At this point, I didn’t think of anything until the next time, and the next, and the next, picture after picture. I stopped and pondered why? Then I knew, it was something unique in a way that most people haven’t imagined. A Mexican, “Starbucks” Wow! What a concept.
Our new location was opened next door where there was an available 2-story. We moved upstairs into a two bedroom and below we started preparing what used to be a one bedroom apartment into a cozy and quaint coffee house. We were right in the neighborhood, Old Port as folks called it. (Beverly Hills prices remember)
As we were painting inside and laying tile outside over what was very rugged cement walkway we were inspired and had love for our new venture. We continued to complete our tasks even as many people walked by and talked to us saying, “This is a very bad location for a coffee house.” It didn’t matter to us what people said, we were on a very tight budget and this was the best we could do at that moment in time. Live upstairs and have a business below to help pay the rent.
On November 20th, 2004 the same date of the Mexican revolution Santana’s Coffee along with Pancho Villa appearing Big, Bright and illuminated opened its doors. This time we had inside dining as well as outside, comprising of 14 tables. As time progressed people were surprised we have lasted as long as we have.
The people we met inside the coffee house inscribed in our booklet. They wrote, what an idea, the coffee is great, the food, and so is the staff. People from all over the globe admired how we were living the “American Dream” I was quite impressed myself, I remember a guy even kissing my shoe and saying, “This is the most brilliant idea I’ve seen.” We have had people from all over and especially from Seattle buy T-shirts for there friends or family members. Asking we need more paraphernalia. I always said, “Soon you can buy right off the website”. And yes, there still driving by, hanging out their window with a camera taking a picture.
In 2005 we opened a Cantina named Shark Bite. A cozy palapa over looking the Sea of Cortez where Beach Bums can come and hang out meeting cool people and drinking a cerveza or two.
So, we invite you to come visit and say, “hola” or send us an email and tell us where you are living the American Dream!
