… only if you’ve won the Giro d’Italia or you’re into Legally Blond. But damn these people at Cups, an organic cupcakery, lounge and teaching kitchen, in La Jolla, CA make it look sweet!
Why attend? Because you’ll be using some shiny new Marzoccos there! Camp Pull-A-Shot is the first annual event of its kind that will focus on offering educational courses and content for baristas who want to take their skills to the next level. You will have the opportunity to complete multiple levels of BGA Certification in a very short period of time. Camp Pull-A-Shot will also offer a unique opportunity for all skill levels to have hands on training with some of the most innovative and dynamic baristas in the country. This event will encourage great community networking and fellowship. And at this fantastic price point, you have no excuse not to attend. Compared to private training programs or even SCAA workshops taken individually, you are saving a bundle. Advance your career and get the most cutting edge information and education from the highest level of professional baristas and trainers in the industry.
Who should attend?
-Baristas with all levels of experience looking for certification opportunities, education, and community building.
-Both small and large retailers looking to advance their training and in-store service programs.
Department of the 4th Dimension (from someone in the 4th dimension I suppose) has decided to enter our dimension in search of the “ultimate tastemakers” (in their words). Wouldn’t that mean the 4th dimension is pretty tasteless then?
Their journey begins with three videos on Intelligentsia in Venice, CA. Uber barista Kyle Glanville stars in this black & white mini-series opposite of their Espresso Partsrestored and souped up vintage La Marzocco GS/2. The docudrama cinematography combined with onscreen charisma oozing from Kyle will sure to make all the lady baristas from around the country gush.
The new Stradas were a huge hit at this year’s SCAA in Anaheim! Our booth was packed from hours before the show floor opened to after the floor has closed on all three days. Unfortunately, this also meant that I had no time at all to walk the show floor. Based on what people have been telling me, however, our booth was THE most popular booth at the show! Well, a big thanks to all who took the time and the patience to navigate the crowd and get a chance to play on the Stradas!
Not only did we have the Strada, we had TWO!! The red Strada EP (electronic paddle) is the version that uses a proprietary variable speed pump to control pressure 0-14 bar, and has the ability to record and play back pressure profiles. The yellow Strada MP (mechanical paddle) features a modified version of the current mechanical paddle to allow mechanical control of pressure 0-9 bar.
This year’s SCAA was also a new experience for me – pulling thousands of shots on the yellow Strada MP – since I’ve never been a working barista before. Sure, I know all the proper techniques and got the palate to match. But it’s definitely something else to continuously pull shots while so many people are waiting for a drink, all the while I had to give an overview of the machine hundreds of times over. Perhaps the most nerve wrecking moments were when I had to pull shots for James Hoffman, Stephen Morrissey, Gwilym Davies, and Heather Perry’s parents. Good thing, Scott had the other machine (the red Strada EP) covered.
You can view a collection of pictures on our new Flickr site here.
This is an informational preview of the Strada debut at SCAA. No, it’s not about the iPad app, though we do have something similar to that in the works. What will be shown are stage 3 prototypes of 2 models of Strada.
You can download the information here.
TOTAL CONTROL PLUS REAL PRESSURE PROFILING
Advancing espresso brewing technology to new frontiers, La Marzocco introduces the Strada, a new machine that allows the barista, for the first time, to have absolute and direct control of pressure throughout the extraction.
DESIGNED FOR & BY BARISTAS
Strada is the first espresso machine created with continuous design involvement by the La Marzocco Street Team, comprised of the world’s top baristas and barista champions, overseeing such topics as:
- Machine design and ergonomics
- Extraction and quality in the cup
- Programmability and serviceability
Combined with La Marzocco’s industry leading engineering and 6 years of R&D, Strada is for the serious barista.
REAL PRESSURE PROFILING
Pressure profiling is able to bring out different flavor components to effect the balance and body of the shot, and tends to produce a rounder, softer espresso that highlights brightness, sweetness, and delicate notes.
Strada is the only espresso machine that gives the barista direct control of pressure at any point during an extraction. This opens up infinite possibilities for varying the quality of extraction and is the most exciting advancement in espresso machines today.
Strada is a completely new platform from La Marzocco, available in two versions: Mechanical Paddle and Electronic Variable Pump.
Direct control of water flow and pressure mechanically via an internal valve, thus allowing pressure profiling.
Electronic Variable Pump
Precise progressive pressure control via proprietary gear pumps*. Programmable and repeatable pressure profiles for infinite possibilities.
- Engineered based on feedback from the La Marzocco Street Team, an elite group of the world’s top baristas and barista champions
- Low machine profile and minimalistic design
- Stainless steel body panels with exposed groups
- Fully articulated, lever actuated steam wands
- Cast aluminum side panel with glass inserts
- All new, barista-friendly & ergonomic design
- Real time actual brew pressure gauge per group
- Paddle controls increasing or decreasing brew pressure at any point during the extraction from 0 to 12 bar
- Wider drain tray with adjustable height
- Back-lit gauges and displays
- One pump, one pre-heater, one mix valve, one coffee boiler, one PID, and one real time brew pressure gauge PER GROUP
- Paddle controlled motor speed for variable pressure*, programmable and infinitely repeatable
- Jog wheel programming interface
- Internally mounted pumps
- ETL and NSF approved
Been a bit behind on posting here. Not due to lack of topics but lack of time. Plenty of blogging ideas: pressure profiling experiments, data logging with modified Scace with a transducer, SO espresso tasting evaluation tool, etc. With the SCAA rapidly approaching in two weeks, there’s little time to do much else. All I can say is, definitely come check out our booth (#2477) at SCAA! There will be many surprises and eye candy!
NADA (New Art Dealers Alliance, that is) Art Fair was held recently in Miami Beach and Intelligentsia to pair spectacular coffee with spectacular art. WBC Champion Stephen Morrissey, USBC Champion Michael Phillips, and David Latourell were there to pull shots from two classic semi-auto La Marzocco Lineas and to provide entertainment. More pictures on David’s Flickr.
In “The Most Important Drink of Your Day“, GQ magazine hits home with the point that, “why pay $4.79 for a watery latte that was lovelessly made on a push-button machine that could be safely operated by a 4 year old?” (They’re referring to a superautomatic espresso machine, by the way)
In the “Golden Age of Coffee” (as they call it) that we now live in, “there’s now a wealth of coffee in America so rich and flavorful it’ll remind you why you originally fell in love with the stuff.”
Other than killer coffee and quality, what else do these featured coffee roasters have in common? They’re all customers of La Marzocco, of course.
Ok, I’m sooooo flying down to LA for coffee.