Alright – so today we’ve got the honor of introducing you to Jesse Herron. We think you’ll enjoy our conversation, we’ve shared it below.

Jesse, appreciate you joining us today. What’s the backstory behind how you came up with the idea for your business?

Painted Lady Bed & Brew is a twist on the traditional bed and breakfast concept. It’s actually the first of its kind in New Mexico and still one of only a few in the entire country. The property itself dates back to 1881. It was originally a brothel and saloon with a pretty colorful past. There are stories tied to Billy the Kid, hidden rooms, rumors of buried money and even ghosts.

I had this vision of a beer-themed lodging experience, something completely different from your typical Airbnb or hotel. I wanted it to be rooted in local history but also serve as a space where people from all walks of life could come together over a beer. It wasn’t easy. There was a lengthy rezoning process and a lot of hurdles because this concept didn’t really fit into any traditional hospitality category. But we officially opened in 2018, and now, seven years later, I’m proud that we’ve stayed true to the original vision of community, storytelling, and craft beer. Whether someone comes for the haunted history, the house-brewed beers, or just something a little off the beaten path, we aim to offer an experience they won’t forget.

Looking back on more than a decade of owning the property, I often reflect on the early days—navigating rezoning issues, managing a full remodel, and trying to bring a unique vision to life. It was a steep learning curve, and there were moments when I genuinely wasn’t sure if it would all come together.

One moment that really stands out and reminded me why I pursued this path, was seeing a guest in our Beer Garden, watching a scary movie while sipping a beer I had brewed. The film was actually the inspiration for the beer’s name, and just watching that scene unfold felt like a perfect, full-circle moment. That’s when I realized the vision had become real.

Jesse, 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?

My name is Jesse Herron, and I’m the founder and owner of Painted Lady Bed & Brew, a historic and haunted beer themed lodging experience located in Albuquerque, New Mexico. I’ve long been passionate about Albuquerque and its storied history. Discovering the historic property that would become Painted Lady Bed & Brew was an opportunity to honor the building’s past while offering something fresh and memorable to the community.

Painted Lady is a twist on the traditional bed and breakfast model. Instead of serving breakfast, we serve beer. We have several guest taps from neighboring breweries and we have our own beer, too. The beers that I brew have names inspired by lines from scary movies I grew up with. One of our most popular beers is called “Wolfman’s Got Nards.” It’s an amber ale that draws inspiration from “The Monster Squad” (1987).

The building dates back to 1881 and originally operated as a brothel and saloon. Over the years, it’s collected some wild stories: hidden rooms, outlaw connections, and hauntings. I saw an opportunity not just to preserve that history, but to make it interactive and welcoming for travelers who crave something authentic and offbeat.

We officially opened in 2018 after a long rezoning process and the challenge of creating a new hospitality model that didn’t quite fit into any existing box. But that’s also what sets us apart. We’re not trying to be a typical Airbnb or boutique hotel. We’re offering an immersive experience that blends craft beer, local history, and ghost stories in a space designed to foster curiosity, connection, and conversation.

Our guests are curious, adventurous, and often looking for something with more soul than your standard chain stay. Whether they’re here for the paranormal, the beer, the history, or the atmosphere, they usually leave with a story of their own. That’s something I’m incredibly proud of: creating a place where people feel like part of something special and rooted in the local culture.

Okay – so how did you figure out the manufacturing part? Did you have prior experience?

One of the things that really sets Painted Lady Bed & Brew apart is that we brew our own house beers on-site in small batches. Being able to incorporate that into the guest experience felt like a natural extension of the concept. We don’t have a large-scale brewing system; we keep it intentionally small and handcrafted, which allows for more creativity and flexibility.

We did not always make our own product. During COVID in 2021, like many people in hospitality, I found myself with a lot of unexpected downtime. Instead of just waiting things out, I decided to use that time to pursue something I had always been passionate about: brewing. I enrolled in the brewing program at Central New Mexico Community College to really deepen my understanding and learn how to brew on a professional level.

I had already been experimenting with brewing at home for years, but I wanted to take it to the next level, both for myself and for the guests at Painted Lady Bed & Brew. The program gave me a solid foundation in everything from recipe development to sanitation protocols to understanding the science behind fermentation. It really helped bridge the gap between hobby and professional practice.

Since then, I have been brewing all of our house beers in small batches, right on site. Being able to offer guests a beer that I brewed myself adds a whole new layer to the experience. The fact that I learned how to do it properly during such an uncertain time makes it even more meaningful.

It was one of the best decisions I made during that period, not just for the business, but for personal growth.

Each beer we make is inspired by a scary movie that I grew up with. For example, we’ve brewed a watermelon wheat beer called “Danny’s Not Here, Mrs. Torrance,” inspired by “The Shining,” and a coffee blonde ale called “Whatever You Do, Don’t Fall Asleep,” nodding to “A Nightmare on Elm Street.” The names always spark conversation and make the whole experience more interactive and fun.

Where do you think you get most of your clients from?

As our house brewed beers became more popular with guests, it really sparked the idea of expanding the experience beyond just overnight stays. That is what ultimately led to the creation of the Ghost Light Saloon, our on site vintage trolley car turned beer bar. At first, the beer was just a unique amenity for guests, a way to elevate their stay with something handcrafted and memorable. But, the more feedback we received, the more we realized we had something special that locals would appreciate, too.

The trolley car itself is a showstopper. It is a former Albuquerque trolley car that operated in the latter part of the 20th century. It is full of character and sits right on the property, an eye catching nod to the past that fits perfectly with the historic vibe of the Painted Lady. Transforming it into a beer bar gave us a way to invite the local community into the space without needing to book a room. Now, people can stop by, grab a pint of our small batch beer, and enjoy the atmosphere, whether they are watching a horror movie in the Beer Garden or just soaking in the history.

Opening the Ghost Light Saloon felt like the natural next step to entice “new clients.” It created a new way for people to experience the property, hear its stories, and engage with our brand even if they are not staying overnight. And for me, it has been incredibly rewarding to see locals and travelers connect over a beer I brewed in a space that means so much to me. It has helped us become more of a neighborhood fixture, and it continues to grow as a gathering place that blends history, community, and a love for craft beer.

Contact Info:

• Website: https://www.breakfastisoverrated.com
• Instagram: https://instagram.com/paintedladyabq
• Facebook: https://facebook.com/paintedladyabq