Reading this, I think Ethan makes one good point: no one is perfect and  unfortunately we do live in a time and place where even posting a comment to the Cloud is emitting tundra-melting CO2.  In this sense, we are all hypocrites and posers. However, I also think Ethan misses a larger point.

Assume for a second that artisan roasting is akin to Art. . .

Art isn’t MAINLY about the product.  It’s about the process.  Art is verbular (if that’s a word).  It’s the process and development of the artist which is reflected in what he or she makes of an object or even of life itself.  Art is an individual activity.  Individuality is its essence.

For me Duane is above all a coffee auteur.  From this small thing he created Stumptown.  When I buy his coffee I am acknowledging HIS accomplishment.  I am not a big enough fool to think drinking a certain coffee or buying any product REALLY says anything TRUE about me other than I have enough money to buy it.

Unfortunately for Duane, as you market your art, you are essentially attempting to transfer your genius to a product, and then to a customer who can afford to pay. This process is largely psychological. However,  transference like this is at the heart of most marketing today.  It is also at the root of consumerism.  Consumerism destroys souls and the physical environment too, which of course is bad (and actually boring from the perspective of personal growth). But we do this to ourselves. 

Ethan seems to forget that “consumption” of anything is the problem and not the fact that some guy from Portland who a particular magazine has styled a “Messiah” is doing his best to keep it as real as he can.

Anyway, that’s how I see it.  I think that Duane’s creation is amazing, and I am so pleased to know the genius behind it, even if just superficially, in this one facet of coffee.  Duane has CREATED his magnificent art and presented it to the world.  What the rest of us do with it is our problem not his.

I won’t address the comments about Portland here.

Eric Perkunder in Seattle

(more images)

One nice thing about building Slayers in Seattle USA is that there is no shortage of great coffee roasters willing to try out a new thing.  In fact, not surprisingly it’s primarily the most artisanal roasters of extremeness that have taken notice.

Proximity like this also means that there is no shortage of great coffee to dial in for flavor profiling.  We have tried quite a few of the local greats.  Zoka’s Paladino, Vita dal Sol, Stumptown Hairbender, and Vivace Vita & Dolce.

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Here are a few shots of Slayer’s new studio that I thought you might find interesting.  Slayer has officially moved to its new digs in Seattle’s Georgetown neighborhood.

Energy levels are high, as we build out the space, receive production components, meet with customers & vendors and argue with the landlord.

An expanded  loading dock is also being added at our request that apparently must conform to the building code/design intent of this historically registered building, circa 1905.   So it seems this will be a huge wooden “stable door”, and will take several more weeks to finish and install.  Can hardly wait.

Right now, work is being completed in days that would ordinarily take weeks.  Plumbing, drainage, work stations, desks, lighting, and handling systems.  We are also adding a pseudo lab/cafe where we will keep Slayers running at all times for customer use and testing.

The area for this was not plumbed or powered when we moved in, so Ron our resident electrician and power panel assembler is working to get these things in place, channeling through brick, finding long lost power connections, often in the catacomb-like areas that lie below the main floor of this 104 year old building.

Twenty-two foot high ceilings, mean it will be easy to store components on lofty racks.  While a bank of regularly spaced fifteen foot windows give this work environment the feel of a cathedral consecrated to espresso, hailing from gothic times.

It is perhaps this cavernous quality and the way the building pulls in light from outside and casts shadows against rough-hewn columns, like ancient trees, that lend these snapshots an odd feeling of languor and quietude.

Eric Perkunder in Seattle

Recently some commentators have lumped Slayer into a category with La Marzocco and Synesso.  I don’t really mind this, because the comparison reflects the fact that Slayer defines a new category of equipment: ultra-traditionals.  These other machines play in the premium range, but Slayer is perhaps the first purpose-built machine for the Third Wave.  It is by design the ultimate traditional barista machine.

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Did you know that the SCAA sponsors a poetry contest each year? It’s true. I only learned this fact on the last day of SCAA Atlanta, when I happened to overhear an announcement over the din, “Best Poem of 2009 to be awarded in 15 minutes.” [Note: Turns out the winner is only announced at SCAA, but the contest is sponsored by Roast Magazine.]

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Prior to SCAA, I had anticipated that we would be somewhat busy with everyone wanting to actually see & play with this machine that they’ve read about. However there is no way that I could have dreamt that things would be as insane as they were. We arrived at 10:00 each moring to set up and would immedieatly have people coming by and when the show floor opend at noon things went mental until well after 6:00.

To say that I was overwhelmed with the number of people who took me up on the offer to bring their coffee is an understatement. I had such a great time pulling shots with all you guys - and tasted some of the best espressos in my life! I can’t imagine that there will be another espresso ‘perfect storm’ with the SCAA & the WBC & the launching of a cool new barista espresso machine all happening at the same time. This resulted in our 10×20 foot booth being packed with easily 50 people. Several people said that they had to come back 3 or 4 times just to get close enough to the machine to take pictures & pull shots…and this was the first time (since 1993) that I have not walked the SCAA floor, I just didn’t have time.

Thank you everyone, who came to hang out at our booth!!  If you didn’t make it to SCAA, check out the video that Chris took with his little camera. It was shot opening day between 12:00 and 2:30.

Cheers

Jason

Day 2 at the SCAA was a busy one for Slayer. (Click here to see what the official WBC blogger has to say about this.) Prior to the show we invited roasters to bring their own coffee to Atlanta to test out the new machine.  More roasters took us up on this offer than we thought actually would.  This was great.  We were also overwhelmed with the response from the barista community which took to the new machine with ease.  Some people played for hours with the enhanced functionality of Slayer, experimenting and testing new ideas. 

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As I write this post, I am in a happy state of extreme caffenation!

Slayer’s debut and hearty reception at SCAA has taken us completely by surprise.  And I must say happily so.

Day one revealed what our Slayer team has suspected for a while.  Our industry has been waiting and watching quite carefully for the unleashing of new pressure control functionality for practical use in real life cafe situations.  Waiting for functionality like this in a machine configured for artisanal brewing in a barista-style machine.

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Coming to terms–finding the right words!

Espresso machine manufacturers like to lay claim to a tradition of hand-made espresso machine manufacturing.  Maybe you’ve noticed this too.

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When I go to a show and see a new machine, I would love to actually play on it - specifically with MY coffee. I know what its supposed to taste like and it would be great to see how my coffee tastes on their machine. 

So, at the SCAA, we’re going to have two machines up & running. One will be manned by John & Joel who’ll be pulling shots for everyone who just needs a coffee.

The second machine is being set up for roasters & baristas to play with. We’ll have a 2gp Slayer plus two grinders: Anfim Super Caimano & Mazzer Kony (both with digital timer mods). Here’s your invitation to play! Bring a bag of your espresso to SCAA (probably 2lbs or more).

Start by choosing your preferred grinder (flat or conical burr set), set grind, dose & brew temp using the machine at a straight 9 bar shot - establishing a baseline. Next adjust the grind finer (generally I go 2 to 3 settings finer) and play with low pressure preinfusion and various brew geometries on the Slayer.

Who knows, you may experience your coffee for the first time ;-)

Cheers

Jason