We’re excited to introduce you to the always interesting and insightful Lamar Romero. We hope you’ll enjoy our conversation with Lamar below.

Lamar, looking forward to hearing all of your stories today. Often outsiders look at a successful business and think it became a success overnight. Even media and especially movies love to gloss over nitty, gritty details that went into that middle phase of your business – after you started but before you got to where you are today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. Can you talk to us about your scaling up story – what are some of the nitty, gritty details folks should know about?

Scaling Hire Dragons to where it is today has been anything but an overnight success—it’s been a grind, a journey full of twists, turns, and a few fiery moments.

When Laura and I first started in 2013, we were running a true mom-and-pop operation. Laura took a floor-walker job at Spec’s to help pay the bills, while I was out conducting tastings every weekend. In those early days, I rented out rooms in our house and leased my spare car just to keep the business afloat. That hands-on experience gave me a front-row seat to consumer behavior and the challenges brands face when trying to connect with them.

Scaling didn’t happen overnight. We grew one account at a time, building our reputation by doing the hard, unglamorous work—training Dragons (our brand ambassadors), refining our storytelling techniques, and ensuring that every sampling wasn’t just a sip but an experience that consumers remembered.

One of the biggest turning points came when we launched the Dragon Engagement Network™ (DEN), our proprietary software platform, in 2018. It streamlined tastings and provided brands with the kind of data insights that were game-changing. Suddenly, we weren’t just another agency; we were a tech-enabled partner, and that allowed us to scale much faster.

Of course, there were mistakes and obstacles. COVID-19 brought us to a halt for six months, and navigating the changing laws around contractors and employees has been a constant challenge. But every setback taught us something valuable. We learned to focus on our strengths, double down on our best markets, and stay agile in an industry that’s always shifting.

Today, Hire Dragons is larger than I ever imagined back when I was doing every tasting myself, working multiple side hustles to keep the dream alive. But we’ve never lost sight of why we started: to connect consumers with brands through authentic, meaningful stories.

So, while the media might gloss over the middle phase, that’s the part I’m most proud of—it’s where the real magic happens, where lessons are learned, and where foundations for true success are laid.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m Lamar (aka Papa Dragon), and I’m the Chief Executive Dragon of Hire Dragons, a company my wife, Laura, and I founded in 2013. We started as tequila brokers, hustling to turn an unknown brand into a sensation in Austin, Texas. During that time, we noticed something missing in the world of liquor and grocery store tastings: the storytelling. Too often, tastings felt transactional, with no real connection between the consumer and the product. We knew we could do better.

Hire Dragons was born out of that realization. In the early days, Laura and I worked tirelessly to build the business—she took a floor-walker job at Spec’s, while I conducted nearly every tasting myself, over 1,000 of them! To make ends meet, we rented out rooms in our house and leased our spare car. Those experiences gave us a deep understanding of the industry and shaped the unique approach we bring to the table.

Our business provides tasting and brand ambassador services for beer, wine, spirits, and non-alcoholic products (and now also THC Beverages!). But it’s more than just sampling—we specialize in creating memorable consumer experiences. Our Dragons (brand ambassadors) don’t just pour drinks; they tell compelling stories about the brands, connecting with consumers on a personal level. We also offer brands data insights through our proprietary software, the Dragon Engagement Network™ (DEN), which tracks performance, consumer feedback, and ROI.

What sets us apart is our philosophy. We don’t hire models to hand out samples—we hire real people and give them the tools to succeed. We educate our Dragons on product stories, so they’re not just representatives but passionate advocates for the brands they showcase. This approach ensures that when consumers walk away, they’ve had more than a taste—they’ve had an experience that sticks with them.

I’m most proud of the resilience and growth we’ve achieved. From our humble beginnings to being ranked on the Aggie 100 list twice, we’ve worked hard to make Hire Dragons a trusted name in the industry. We’ve weathered challenges like COVID-19 and come out stronger, continuing to grow and innovate.

For anyone considering working with us, know this: we’re not just here to execute tastings. We’re here to bring your brand to life, to make it resonate in the minds and hearts of consumers, and to drive results that matter. Hire Dragons is about more than selling products—it’s about building connections and creating lasting impressions.

Can you open up about how you funded your business?

In April 2013, after spending a year as tequila brokers, my wife Laura and I realized there was a gap in the market for liquor and grocery store tastings that truly engaged and connected with consumers. We had a big vision for what we wanted Hire Dragons to be, but we didn’t have big resources.

To make it happen, we relied entirely on our own hustle and creativity. Laura took a job as a liquor floor walker at Spec’s to provide a steady income, while I juggled multiple side gigs to keep us afloat. I drove for Uber and Lyft, rented out spare rooms in our house, and even leased out my extra car to generate extra cash. We were willing to do whatever it took to get our idea off the ground.

In those early days, I personally conducted almost every tasting for our first client, Treaty Oak Rum. This not only saved costs but also gave me firsthand insight into what worked and what didn’t when it came to engaging customers. These experiences formed the foundation of the Dragon Engagement Methodology, which later became our signature approach to tastings.

By 2018, our bootstrap efforts had taken us far, but we knew we needed additional capital to scale the business. That year, I took a significant step by securing a $250,000 SBA loan, collateralized by a secondary house I owned. This allowed us to invest in our operations, expand our team, and develop the Dragon Engagement Network™ software that would revolutionize our business.

When the pandemic hit in 2020, we faced one of our toughest challenges yet. Tastings were paused for six months, but we refused to let that be the end of our story. To weather the storm, we secured a $500,000 EIDL loan at a 3.5% interest rate over 30 years. This funding provided critical breathing room, allowing us to adapt and prepare for the return of tastings.

In 2022, we took another bold step by launching a successful WeFunder crowdfunding campaign. Through the incredible support of our community, we raised $377,000, further fueling our growth and innovation. This campaign not only brought in much-needed capital but also strengthened our connection with the people who believe in our mission.

Each stage of our funding journey reflects the same principles that guided us from the start: resilience, resourcefulness, and an unshakable belief in the value we bring to our clients and their brands. From bootstrapping in our early days to leveraging loans and crowdfunding, we’ve built Hire Dragons step by step, always staying true to our vision of delivering passionate storytelling and exceptional consumer experiences.

Let’s talk about resilience next – do you have a story you can share with us?

One story that perfectly illustrates the resilience behind Hire Dragons happened in 2020 when the COVID-19 pandemic brought the world to a standstill. Like many other businesses, we were hit hard. Tastings—our lifeblood—came to a screeching halt. For six long months, our operations were completely paused, and we faced the harsh reality that our business might not survive.

But giving up was never an option. Laura and I had built this business with our own hands, hustling every step of the way, and we were determined to find a way forward. We used that downtime to reflect, strategize, and adapt. Rather than focusing on what we couldn’t do, we zeroed in on what we could.

First, we doubled down on strengthening our team and systems. We took the time to refine our Dragon Engagement Methodology and improve the Dragon Engagement Network™ software. By doing this, we ensured that when tastings returned, we would be more efficient and better equipped to serve our clients.

We also found new ways to support our Dragons (brand ambassadors) during those uncertain months. Many were struggling, so we stayed connected, checked in regularly, and provided whatever resources we could to help them navigate the challenges of the pandemic.

When tastings finally started to come back, our resilience paid off. We were ready. Not only did we recover, but we experienced rapid growth, exceeding pre-pandemic levels. That period of uncertainty proved to us—and to our team—that we could weather even the toughest storms.

It wasn’t just about surviving—it was about evolving. That experience reinforced the value of resilience, adaptability, and the importance of never losing sight of the bigger picture, even when the path ahead seems unclear. Today, as we navigate new challenges like inflation and economic shifts, we carry that same grit and determination forward. The pandemic tested us in ways we couldn’t have imagined, but it also made us stronger and more prepared for whatever comes next.

Contact Info:

• Website: https://www.hiredragons.com/
• Instagram: https://www.instagram.com/hiredragons/
• Facebook: https://www.facebook.com/hiredragons
• Linkedin: https://www.linkedin.com/company/hiredragons/
• Youtube: https://www.youtube.com/@hiredragons
• Other: https://www.beadragon.com/