Vicari lost track of how many names
she suggested before gathering a group
of friends in her backyard to brainstorm
a new moniker. “We came up with Trail
and thought it was the perfect tie-in to
the farm, and it played into the trail of
the coffee to get to us here in Stockton.”
She also felt the name would reach a
wide demographic: “It’s not too trendy
or too old school.”
Kirk approved, and in January 2016
the business officially rebranded. “Be-
fore it was just a hobby, but the name
change represented a real business with
expanded capacity,” he says.
Trail opened its cafe in the historic
Owl Drug Store building in April — after
Kirk oversaw the eight month renova-
tion of the structure, which was built in
the early 1900s. Vicari planned the café’s
interior design and recruited friends to
paint a large mural, design neon signs
and build custom menu boards. “We
were working seven days a week on the
Main Street building while still roasting
2,500 pounds of coffee a month,” Kirk
says.
Their flagship café is a spacious
sanctuary with a roasting room and
test kitchen where Vicari works as the
creative director. She also plans menu
items such as salted caramel scones,
dark chocolate sea salt cookies and red
velvet cupcakes with rose cream cheese
frosting. She bakes about 58 scones a
day at the new location. Trail also has
two “roastmasters” working to per-
fect the complex profile of the coffee,
including its aroma, flavor, body and
acidity.
Father and stepdaughter say they
have successfully navigated differenc-
es and nurtured a vertically-integrated
business that supports communities in
both Stockton and on Jesus Mountain.
They also have plans to open a new café
near the University of the Pacific, and
perhaps take Trail coffee on the road
with a mobile trailer.
“I had a dream that it could hap-
pen,” Kirk says. “But it was just a hobby.
Then Gianna came and rebranded, and
that was the crux.” The key, he says, is
to be willing to give ideas a shot. “If you
have a good product, are sincere and
have passion, you will be successful.” n
Debra Belt is a Sacramento-based jour-
nalist who writes about business, technol-
ogy and creative enterprises. Her writing
has appeared in the Los Angeles Times
Syndicate, Position Magazine and Bay-
Geo Journal.
What is the toughest part of
rebranding a business?
TWEET US
@COMSTOCKSMAG.
SACRAMENTO / SAN FRANCISCO / LOS ANGELES
Time and money
are two of your
greatest assets.
We won’t
waste either.
We’re headquartered in Sacramento, so our
decisions are made right here in your backyard.
No outsourcing or delays, just a total commitment
to your peace of mind.
It’s the perfect time to pick up the phone.
Beyond business as usual.
rivercitybank.com
Member FDIC
October 2018 | comstocksmag.com
35