By Karen Pearlman
July 17, 2024
BREWERIES: Chula Vista Beer Scene Growing on Third Ave
CHULA VISTA – The craft beer scene is growing in the South Bay, leading the way to reshape and revitalize Third Avenue in Chula Vista.
An economic and cultural revival is brewing and attracting locals and visitors alike to Third Avenue, long the heart of Chula Vista, with its mom-and-pop shops that reflect the city’s historical charm.
The city has invested millions of dollars in upgrades along Third Avenue, which has improved the area and made it more appealing for businesses.
The locale has been undergoing a sudsy, significant transformation, thanks in part to the influx of craft breweries like Chula Vista Brewery anchoring the street’s burgeoning beer boom.
Erik Fowler, Executive Director of the San Diego Brewers Guild said that while craft beer growth in San Diego overall has “flattened,” Chula Vista is showing great promise for the region.
Similar to neighborhoods having a favorite local pizza joint and go-to Mexican restaurant, most areas also now have a local brewery, Fowler said. The Guild has seen an increase in “smaller footprints,” with taprooms and breweries rather than large breweries growing to become regional, but Chula Vista is taking it one step further.
“This area is experiencing significant expansion and growth, especially compared to the more saturated neighborhoods in North County,” Fowler said. “There’s still a lot of potential for craft beer in Chula Vista and South Bay in general, and many breweries are targeting that area because they see the potential.
“It’s indicative of trends and the economy. Chula Vista is interesting because it’s outside the norm right now. While the rest of the county and the U.S. are seeing craft beer reach its apex or stay flat, Chula Vista still shows potential for growth,” Fowler said.
Chula Vista Brewery a Pioneer
U.S. Navy veteran Tim Parker started the vision for a brewery in 2014, seeking to add to the mainstream beer spots that dotted downtown Chula Vista.
“I realized there was no place for me or anyone like me to go drink,” Parker said. “They had some old dive bars that had been there for a while, but like you wouldn’t get any craft beer at those bars. If you wanted a craft beer, you’d have to leave Chula Vista altogether and go to another part of town.”
Parker’s initial idea was to open the brewery after retiring from the military, but he and his wife saw an opportunity they couldn’t pass up. Despite a lengthy permitting process and some bureaucratic hurdles, they pushed forward and Chula Vista Brewery opened its doors just in time for a city event on Cinco de Mayo in 2017.
From the beginning, Chula Vista Brewery was a hit, with Parker vividly able to recall the excitement of his brewery’s unannounced grand opening, featuring a mariachi band that drew locals.
With success coming pint by pint, in 2020, despite the challenges around COVID, Parker expanded by opening a second location in Eastlake, a testament to the brewery’s success.
Chula Vista Brewery’s success also spurred other businesses to consider similar ventures. 3 Punk Ales Brewing Co., which launched in Santee in 2015, left East County and opened on Third Avenue in Chula Vista in 2017.
Another site, Third Avenue Ale House, which has since closed, was also a pioneer. That spot is currently being readied for a taproom opening by San Diego’s Resident Brewing Co.
City of Chula Vista, DCVA Working Together
The Downtown Chula Vista Association, the nonprofit promoting community and culture, has also been instrumental in this transformation. Initially founded in the mid-1990s, the association is focused on creating a sense of destination in the heart of Chula Vista.
“About 10 years ago, the city of Chula Vista updated the downtown specific zoning plan to accommodate more and more restaurants and drinking establishments as a way to kind of bring activity as well as more sales tax revenue to downtown Chula Vista,” said DCVA district manager Dominic LiMandri. “The Third Avenue Village commercial corridor is the city’s historic central business district. It hasn’t had the same type of vibrancy and vitality that we associate with Third Avenue today.”
While only Chula Vista Brewing and 3 Punk Ales brew on-site, others contribute to the vibrant beer-serving landscape.
LiMandri said that in addition to Chula Vista Brewing and 3 Punk Ales, establishments like Groundswell Brewing and Bar Sin Nombre are also creating a festive atmosphere along Third Avenue that beckons beer enthusiasts –while also inspiring other businesses to open.
LiMandri said that in 2019, Tavern at The Vogue opened, taking over an old Thai restaurant spot next to the historic Vogue Theater. He said The Tavern plans to rehabilitate the theater into a live performance venue, further adding to the destination vibe.
Taking Up Resident(s)
More places are popping up and others are getting ready to open.
Machete Beer House from National City has also opened a second establishment called Rationale on Third Avenue, offering a sit-down culinary experience. While not branded as Machete Beer House, it’s operated by the same owners and complements the area’s growing dining scene, LiMandri said.
Coming soon is Los Angeles-based Brewjeria, opening its first San Diego County spot in Chula Vista.
Marty Ochs, president of Resident Brewing, said plans to open in April have been pushed back, but the spot should finally open this month, with its mission is “to unite people through craft beers as diverse and vibrant as our city’s residents.”
Ochs said Chula Vista keeping the craft beer scene at the forefront is something Resident appreciates and is equally grateful that Resident has been able to move into the space where Third Avenue Ale House was, keeping the location “in the craft beer family.”
Ochs said Chula Vista is a city ripe for growth and change in positive ways.
“I think we’re about to see a huge improvement in the social world of Chula Vista, with The Gaylord (hotel and convention center) coming and the city doing more outdoor events and more community events. We’re pretty fortunate to be part of a city and a community that looks at doing things together, and doing it all the right way.”
Beyond Downtown Chula Vista
The craft beer influx has had a profound economic impact on downtown Chula Vista. The breweries have fostered a self-sufficient local economy, encouraging residents to spend their money locally. This resurgence has led to a slow but steady revitalization of Third Avenue, with local entrepreneurs reinvesting in the area, LiMandri said.
“We’ve seen a very much full-bore revitalization effort on Third Avenue,” LiMandri said, “with many locally owned establishments and enterprises opening up, contributing to a lively, community-focused atmosphere.”
But other areas within the city of Chula Vista are also becoming a hub of brewing and all things beer.
When Parker’s second Chula Vista Brewery opened on Showroom Plaza in 2021, it joined Novo Brazil Brewing Co., which had been there since 2014. Eastlake is where Novo co-founder Tiago Carneiro keeps the company headquarters, beer and Nova Easy Kombucha brewery, and multiple tasting rooms in an area that can fit nearly 1,000 people.
More recently, Little Miss Brewing opened a tasting room near Chula Vista Brewery in Eastlake. Novo Brazil also has a second spot, a bar/restaurant/brewery in the Otay Ranch Mall in Chula Vista.
Brazil native Carneiro, a major supporter of soccer and sports as well as all things Chula Vista, said he never considered opening a brew spot on Third Avenue.
He said he was more interested in Eastlake’s building boom and being a place where families looking for a place to watch sports on TV could gather.
“Back in 2014, I saw the potential here, especially with the growing Latino community,” he said. “I knew from my background in Brazil that this community loved sports and celebrations, and I felt they were being underserved.
“We basically grew with the community from the beginning, and it was amazing how supportive they were. Having a real microbrewery that wasn’t too small but medium-sized, we saw great support. Thanks to community support, today we are among the best in sports venues.”
Downtown Chula Vista Association
FOUNDED: 2001 (originally formed in 1990s)
DISTRICT MANAGER: Dominic LiMandri
HEADQUARTERS: Chula Vista
BUSINESS: Nonprofit
BUDGET: $680,000
EMPLOYEES: 5WEBSITE: downtownchulavista.com
CONTACT: 619-422-1982
SOCIAL IMPACT: Group focuses on creating clean, public space development and making Third Avenue a destination for Chula Vista visitors.
NOTABLE: The group’s Lemon Festival is coming Aug. 17 to Memorial Park and along Third Avenue.
Chula Vista Brewery
FOUNDED: 2017
FOUNDER: Tim Parker
HEADQUARTERS: Chula Vista
BUSINESS: Brewery
REVENUE: 10% YOY
EMPLOYEES: 12
WEBSITE: chulavistabrewery.com
CONTACT: 619-616-8806
SOCIAL IMPACT: Chula Vista Brewery is the only Black/Hispanic-owned brewery in San Diego, opened by Parker and his wife Dali
NOTABLE: Parker is a U.S. Navy veteran and his spots are kid and pet friendly
Resident Brewing Co.
FOUNDED: 2017
FOUNDER: Tim Parker
HEADQUARTERS: Chula Vista
BUSINESS: Brewery
REVENUE: 10% YOY
EMPLOYEES: 12
WEBSITE: chulavistabrewery.com
CONTACT: 619-616-8806
SOCIAL IMPACT: Chula Vista Brewery is the only Black/Hispanic-owned brewery in San Diego, opened by Parker and his wife Dali
NOTABLE: Parker is a U.S. Navy veteran and his spots are kid and pet friendly
Novo Brazil Brewing Co.
FOUNDED: 2015
CO-FOUNDERS: Tiago Carneiro and Jose Felipe Carneiro
HEADQUARTERS: Chula Vista
BUSINESS: Brewery/Restaurant
REVENUE: $15 million
EMPLOYEES: 100
WEBSITE: novobrew.com and novakombucha.com
CONTACT: 619-869-4274 or contact@novobrew.com
SOCIAL IMPACT: Through fundraisers and partnerships, the company donates to many local organizations
NOTABLE: Novo Brazil supports and sponsors local sports teams, including the San Diego Wave, San Diego State University athletics and the coming San Diego FC
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