Having ridden the economic roller coaster for years, being faced with a pile of debt and enduring strained familial relationships, San Mateo bar owner Greg Hawkins said he was about to call it quits and close up shop.
That was until he received a call from a casting director for Spike TV’s “Bar Rescue.”
After a whirlwind realty TV makeover and a lot of tough love from the show’s star host Jon Taffer in January, Hawkins has completely revamped his San Mateo establishment formerly known as Mandala Lounge into the swanky 38th Floor Bar.
On April 12, spectators can tune in and watch this 45-year-old local proprietor turn his life and bar around for the popular show’s season finale.
“The process was really really hard, it was very emotional. My wife was on the show, my dad was on the show, my son was on the show. But this guy (Taffer), what they did for us, was unbelievable. They legitimately created some real family healing. … That aspect of it I didn’t really anticipate and it was a wild experience. It was really cool they did a terrific job with the bar. The bar looks amazing, ever since the show we’ve been non-stop improving it and investing into it,” Hawkins said.
Hawkins said he bought the cozy establishment that boasts a prime outdoor patio seating area at 38 E. 25th Ave. in June 2007. At the time, he envisioned it full of promise with the neighboring Bay Meadows residential development slated nearby. But months later, the economy took a nosedive in 2008 and Hawkins said things got dicey.
“We went from doing $62,000 in December of ’07 to $24,000 in January ’08. It was that drastic,” Hawkins said.
Things picked up off and on over the years at the hookah bar, but Hawkins said the business struggled and he couldn’t fathom why.
“I was getting to the point where it didn’t make sense for me to do this any more,” Hawkins said. “It was like signing up for pain every day and it didn’t make any sense. So I was getting ready for sale, just fire sale it, pay off the debt and move on with my life. At that point, ‘Bar Rescue’ was canvassing the Bay Area and left us a message,” Hawkins said.
With the power of Spike TV behind him, Hawkins said he’s completely remodeled and rebranded into 38th Floor Bar.
He dropped his self-described lazy ways, hired all new staff along with an experienced manager, is continuing to invest in improvements and is proud to announce his episode will serve as the season’s finale.
With a little artistic flair, the small space is now lined with several TVs showing a mock live-feed of downtown San Francisco giving the illusion you’re atop the 38th floor of a high-rise. Hawkins said he’s continuing to follow Taffer’s instructions and is planning to sign up for live feeds from across the world. One day a patron could feel like they’re in San Francisco and the next they could be looking out onto Chicago streets. Hawkins said he’s especially excited for a New Year’s theme where they could stream the ball drop in New York City.
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“What they did was really dramatic. Between the TVs on the wall and the lighting on the bar, it draws your eye outward and makes a small space feel really big. And that was kind of the coolest science part of it,” Hawkins said. “When I first walked in and they did the reveal, I just couldn’t get over how much bigger it felt, it was just such a dramatic difference.”
The show is known for diving into dysfunctional bars layered in filth with rats running amuck or just suffering from extreme deferred maintenance. But that wasn’t the case with the clean Mandala Lounge that provided great customer service, Hawkins said.
“What this guy Taffer pointed out on the show was essentially that I was the problem. And he essentially put me through kind of like personality boot camp and really helped me see in a very short space of time, the weak links in my personality that were contributing to my business,” Hawkins said.
Hawkins said he’d previously checked out, was slacking on ensuring bartenders were doing their jobs, his marriage was suffering and his relationship with his son became strained.
In typical reality TV show fashion, Taffer is known for having an abrasive personality, but Hawkins said it’s that trait that enables success.
“The order in which he did it is kind of harsh and offensive. It’s not very palatable to have someone scream at you and ram your character defects down your throat on camera. But at the same time, if things were going swimmingly, we wouldn’t be there in the first place. And I had a hard time arguing because the majority of what he was saying was true,” Hawkins said. “He’s an a—hole with a purpose. He uses that as a tool to basically create a shift. … He’s there to help so I’m a big fan of the show.”
A little over two months post filming, Hawkins said business is already up 30 percent and the episode has yet to air. Originally set for release this weekend, Hawkins said he was ecstatic to find out the revamp of 38th Floor Bar would serve as this season’s finale.
“The overall reception by the people in San Mateo has been incredible. Everyone’s been incredibly upbeat about it and excited that a big show came to San Mateo. Overall, it’s been this very very transformative experience for me and ultimately a very very positive thing,” Hawkins said. ““I’m really clear that most people don’t get a second chance and I’m not going to squander that opportunity.”
For more information about Greg Hawkins and 38th Floor Bar visit 38thfloorbar.com.
(650) 344-5200 ext. 106
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