He Re-Invented Himself in Mid-Life and Created The Greatest Gig In The World.

I have met a lot of entrepreneurs over the years. Famous ones and obscure ones. Rich ones and poor ones. But no one created a gig and brand as unique and fun as that of my cousin Jeff Berry, and that he did it as a second act makes it all the better.

You tell me that Jeff Berry didn’t create the coolest gig ever.

My cousin Jeff Berry went to the famous UCLA film school in the late 70s (Go Bruins! It’s my alma mater too.). After graduation, Jeff broke into Hollywood as a screenwriter, and then, director.

But after a decade of solid success in Hollywood, Jeff had a small case of burnout, a good amount of ennui, and then, a big life-changing epiphany.

It started this way: As Jeff tells it, back when he was a kid, his parents had taken him to one of those faux-Polynesian restaurants that were so popular at the time (e.g., Don the Beachcomber), part of the Tiki craze that had swept the country.

Apparently, you can take the boy out of the Tiki Hut, but you can’t take the Tiki out of the boy.

Jeff was never the same.

(And you won’t believe the heights to where it took him!)

As he puts it, “It was this weird, mysterious adult thing .... drinks would come with all kinds of elaborate garnishes. It had a huge impression on me, and that became my favorite place to go.”

Tiki Time!

Unfortunately (or fortunately), by the time Jeff was ready for something new in his life and career, the Tiki thing had hit middle age and was about as bloated as a tourist with a pot belly and too-tight Hawaiian shirt.

Nevertheless, as an adult, Jeff Berry still loved Tiki culture, and the drinks especially, as so did his wife Annene Kaye, a former bartender. The problem was that the Tiki Gods - the bartenders who knew the original Tiki recipes - kept them a closely-guarded secret.

As a result, the tiki drink world had been flooded was pale imitation Zombies and too-sweet, grenadine-laden Mai Tais.

Enter the Tiki-preneur

Berry and Kaye came up with an audacious plan (and it turns out to be one of many that would follow):

They would search out, rediscover, and reverse-engineer the original drinks that were served at now largely defunct Tiki Bars like Trader Vic's and Don the Beachcomber as well as throughout speakeasys tucked away in the South Pacific.

At first their research was just a hobby.

But not for long.

Jeff began to compile the recipes he had re-discovered, putting them into scrapbooks for friends, and eventually publishing his first book under his new moniker: “BeachBum Berry's” Grog Log.

His sleuthing continued, often taking them to exotic lands in search of elusive original rum recipes.

Beachbum Berry was quickly becoming a veritable Indiana Jones of Tiki culture. (See, I told you he invented the coolest gig in the world!)

More books came out, including my personal favorite, Potions of the Caribbean. Some of the recipes in his books had never been published before and required years of sleuthing to discover.

Before long, researching, writing, teaching, and drinking Tiki concoctions gave way to headlining Tiki Conventions (yes, there are such things.)

Longing for a home port, “The Bum” (as he is affectionately known), and his wife decided they needed a beach to land on and make home, and so. one more, bigger, entrepreneurial move was necessary.

They would open a Tiki restaurant, natch.

But no one ever expected where they would build it.

New Orleans.

Yep, BeachBum Berry owns the only Tiki Bar and Restaurant in the French Quarter. “Beachbum Berry’s Latitude 29.”

P.S. in 2021, Jeff partnered with rum importer Ed Hamilton to release "Beachbum Berry's Zombie Blend" rum.

Who says mid-life reinvention has to be hard?

The Takeaway:

There are lots of great things to be said about entrepreneurship, but one of the best is that it requires no one’s permission. Jeff Berry didn’t have to ask anyone if he could become the world’s most foremost Tiki expert, no, he claimed that mantle for himself.

Beyond that, his tale is a reminder that great entrepreneurs tend to do two things right: They trust and follow their intuition, yes, but also, they make sure their is a market need for what their gut is telling them. The Bum dabbled in Tiki waters before diving into the deep end of the lagoon. He wanted to make sure that there was enough money to swim in before fully committing.

Smart thinking, that.

Steal This Strategy!

📖 Book: The Surrender Experiment by Michael A. Singer
This book explores the profound lessons of letting go and allowing life to guide you, much like Jeff Berry followed his passion and trusted the journey to create his Tiki empire.

🌐 Website: Beachbum Berry's Latitude 29
Dive into the world of Tiki culture and see how Jeff Berry turned his passion into a business that blends authenticity, storytelling, and, of course!, incredible cocktails.

📺 Video: How To Drink (YouTube)
A fantastic channel that showcases the art and science of making cocktails, inspiring those looking to build a brand around their unique expertise or hobbies.

📜 Trademark: United States Patent and Trademark Office (USPTO)
A vital resource for entrepreneurs to protect their intellectual property and ensure their brand, products, or ideas are legally secure as they grow.

Overnight Challenge

Uncover Your Hidden Passion Niche!

1. Reflect on a passion that still excites you.

2. Spend 30 minutes researching how others have monetized similar interests.

3. Use a tool like AnswerThePublic to identify trends or questions related to this niche.

4. Write down three potential business ideas based on your findings.