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One can’t help but compare the Barista League integrate that into the event and the learning time was
with WCE competitions, the latter being more very quick. I love coming up with games and new unique
formal than the former. How do you understand challenges – and I still push our staff that if we are going
these two concepts (formal vs. informal) through to do a new challenge or idea then it should be NEW – we
the lens of coffee should try things and push people – and if we miss a few
I think they are totally different events with different times along the way that is fine, because otherwise we’ll
goals and different outcomes. The WCE competitions just end up doing the same stale stuff as everyone else.
are designed to set standards and crown a champion, role
model and representatives of our industry. Therefore Do you think you have found your niche in this field
there are super high stakes, high demands and rigorous as an event planner? Or do you need to reposition
protocols, calibrations and rules. Our events focus on yourself in the event curatorial landscape?
taking part and on connecting with each other, and the I think that right now we have a bit of a niche in what
actual champion is less prioritized in the concept and we do. We are maybe the only centrally organized event
production of the event compared to the experience of that produces local events in so many different markets.
an attendee or volunteer for example. There are so many We are growing so much at the moment and that is re-
amazing aspects of the WCE events and they don’t need ally exciting so while we are pretty niched in producing
to overlap with any aspects of The Barista League – there coffee events, it is going to be a really interesting next
is plenty of space for different events. few years to see where we go and how we grow.
As an event, The Barista League is definitely a What do you think are the similarities among all
work that will go down in the history of coffee the roles you have tried?
culture worldwide. What do you think made it I think I personally enjoy and am best at roles where I can
possible for you to plan such a successful event manage projects – holding onto a lot of strings at the same
as an individual? time. It keeps me motivated and stops me from getting
The event and competition wasn’t born because I want- bored. I also really love the contact with people – and I
ed to start a business or anything – it was because I was think that’s why you can role from Barista to trainer to League and the company (Ordna Event Agency) – but you We were all playing some form of rock or pop or indie
mad at the fact that there weren’t any barista events that sales or projects or something relatively easily – if you are never know. I don’t think I will be moving into roasting music which was really the main scene if you wanted to
I felt like I could go to. It was that frustration that pro- a good people person then you can transition that skill to or anything – I prefer to leave that to the professionals play in the bigger clubs or venues.
pelled me to build it the way that I did and keep going a lot of different roles. and get to be friends with them and drink their coffee
when it was tough – and I think that that core concept instead. What was the attitude of Australian society to-
is something that resonates with baristas. That they love You once said, “My experience is that all my jobs wards music lovers in general during the time you
working in coffee, but the day to day of being a barista and connections come from meeting people in a Rock Star, Traveling, Sweden grew up? Were your parents and relatives support-
can be pretty distant and inaccessible from all of the fun relaxed environment where you get to actually in- ive or opposed, and what would be the correspond-
stuff – so seeing an event that brings that fun and access teract with someone as a person, so if we can throw Can you recall the music scene in your hometown ing actions?
to them has proven popular. I think another big thing a party where guests get to meet each other as (Brisbane) during the 1990s and early 2000s, when I think we were all pretty supported in our music. It was
was that from the very first event I had a mission that actual people, hopefully they will create connec- you were growing up and when Australian bands pretty common for at least one parent to be at our gigs,
every single person who came (competitors, sponsors, tions and spark ideas that will help them do the were very active? especially when we were underage, and there wasn’t too
cleaners, volunteers, etc) all wanted to come back. My next crazy thing in coffee.” Can you share with us Brisbane, where I grew up, has kind of a rich music scene much pushback on us playing music or wanting to be mu-
idea was that if everyone wanted to come to the next the crazy things you’ve known the contestants going back to the 70s with punk bands like The Saints sicians. The same goes for general Australian attitudes –
event then we would never not grow. This is still our doing? Did you find the next crazy thing in coffee and then again in the 90s with some big Australian bands back in the 70s and 80s, there really was pushback on punks
mission with our events and this is what we strive after in this? Will you concentrate on event planning in all coming out of Brisbane. When I was playing music, and pretty aggressive attitudes to non-normative subcul-
when producing projects - to make sure that everyone the future, or will you still consider other possibil- we of course looked up to those bands and looked back tures – but by my time, I don’t think this was as prevalent.
walks away wanting to come back. ities in the coffee industry? on these times – but I was lucky enough to be in a group Obviously we were white kids in middle & upper income
I don’t have any crazy stories off the top of my head, but of bands that all coalesced around one rehearsal studio communities – so I can only speak to our specific situation
Which part of the event were you best at grasping one of the best things about teams competing is seeing and a couple of schools. We were all super competitive, and I’m sure there were other communities that had total-
yourself, such as player selection, core concepts, their personalities come through in their outfits and the and getting to play gigs with each other, share studios ly different experiences.
or rulemaking, control, and coordination? Which way they compete. I mean we had a team in an amazing and instruments and even band members made this re-
phase of the event did you enjoy the most? pineapple outfit in Melbourne and another team in Kan- ally tight scene that was much better because of the You have mentioned being influenced by your parents
In the beginning I did everything. Because I was compet- sas City with two young baristas who were still in school, competition. By the time I was 20 ish, we were either at and falling in love with travel. You travelled for 11
ing in other competitions, running the events, and being it was their first-ever competition and they ended up gigs or playing them ourselves at least once a week and months at the age of 19, what do you think you have
the only contact person for the competition I was getting making one of the best mocktails of the night. I think my spending the rest of our time at the rehearsal studio in learnt from this trip? Does this have any relevance
so much feedback and ideas all of the time – I could just foreseeable future is going to be focused on The Barista an old warehouse owned by my band member’s uncle. to the decision to settle in Sweden at the age of 22?

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