We recently connected with Alicia Walton and have shared our conversation below.
Alicia, thanks for joining us, excited to have you contributing your stories and insights. Let’s start with what makes profitability in your industry a challenge – what would you say is the biggest challenge?
Ha! Good question…One of the biggest misconceptions is that a bar owner is wealthy. Especially without multiple bars to generate multiple incomes, the work load doesn’t usually equal the pay. No one goes into this industry to get rich, we do it for our love of hospitality and the amazing people that we get to meet along the way.
The biggest challenge for many of us is most like payroll and rent, at least those are my major expenses. With growing minimum wage annually in the Bay Area (sometimes bi-annually!), even with the smallest increase hits small business owners significantly.
Utilities definitely add up as well. Our electric bill has doubled since 2023, it’s pretty wild. When we first opened the bar in 2015, the bill was around $400-$500. Now we pay closer to $1800, and have the same equipment as we opened with, with some equipment being updated since that time. I’ve had many conversations with the electric company to try to decipher why this has happened (I know why, but would love to hear them say it!), but as with most things in the current economy, prices are just going up!
Alicia, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
After moving from Virginia to California in 2002, I quickly immersed myself in the bustling bar scene of San Francisco. Working stints at several notable bars in the city, I found the craft side of bartending, which helped develop my personal style of designing and making cocktails. Iconic San Francisco establishments like Martuni’s, Elixir, Bloodhound, Comstock, and Brass Tacks played a key role in helping me refine my craft and develop my skills behind the bar. During those years, I decided it was time to invest in myself and open my own bar. In 2015, I partnered with two friends to open The Sea Star, hoping to curate a space that could be a ‘home away from home’ for my community. And we did just that. Sea Star not only is something I’m so proud of, but it’s also a staple for people in the Dogpatch neighborhood, which feels awesome. Hard to believe that it’s been 10 years this July!
In the early days of the bar, my cocktail creations earned me some recognition, leading to several notable awards. In 2016, I was named a Rising Star in San Francisco by StarChefs and received the SF Chronicle’s Bar Star award in 2017. That same year, I also won the San Francisco SpeedRack competition and advanced to the national finals in New York City.
The achievement I’m most proud of at the Sea Star is the close-knit family we’ve built within our Dogpatch community. We’ve had the privilege of celebrating weddings, births, memorials, promotions, and countless other milestones with our regular guests. It’s incredibly rewarding to help people create these cherished memories, especially when they’re with those who have become like family. We truly have a unique neighborhood filled with amazing people!
You can find me possibly slinging drinks, and most definitely slinging wisecracks at my bar in Dogpatch, or enjoying all the California coast has to offer with my husband JB and our pups.
Can you tell us about a time you’ve had to pivot?
Like many bar owners around the world, I had to pivot completely during COVID just to keep the doors open. It was a time filled with uncertainty, but with every new regulation from the ABC, we adapted—finding creative ways to generate income just to cover our abated rent. We partnered with neighboring restaurants to sell cocktails, tapped into our curated whiskey collection to sell bottles to collectors—whatever we could sell, we did. For over 18 months, a table sat at the front door, transforming the bar into a to-go counter. SIPS (Shelter In Place Store) became a Dogpatch staple, keeping us afloat until we could slowly welcome guests back inside.
In January 2021, we finally built a parklet—much later than most—but it wasn’t even in front of our bar. Luckily, our guests didn’t seem to mind walking around the corner to enjoy our drinks and some food from Wooly Pig, and that became our hustle a few days a week. Then, in May of that year, we were finally able to reopen indoors at half capacity, marking the first real step toward normalcy.
Recovering from that time has been an uphill battle, but we’re still here—and we’re grateful for it. Our hope is to keep serving our community and being a part of this neighborhood for years to come!
How do you keep your team’s morale high?
Listen to your staff, communicate effectively and often, and build a team that thrives together. Maintaining a positive atmosphere is just as important. It’s not always easy to show up to work with a smile every day, but remembering that my mood impacts both my team and the business helps me check myself and shift my attitude when needed. Always lead by example—your team will follow the energy and the standards you set!
Contact Info:
- Website: https://www.theseastarsf.com
- Instagram: @a_wal / @seastarbarsf
- Facebook: Alicia Walton / The Sea Star SF
Image Credits
For the head shot and last 2 pictures of the bar on ‘additional photos’ : Sarah Felker for Sarah Felker Photography
For the cocktail and action shots of making drinks: Allison Webber of Allison Webber Photography