Queen of Pop

Queen of Pop

LATHA YOUNGREN

Alexis Cervasio has created a successful events business out of the element of surprise and delight.

At a time where people use social media, apps, and reviews to carefully decide where to eat and what experiences are worth their time and money, East Boston Oysters (EBO), Cervasio's pop-up dinner series — always held in "a secret location" — consistently sells out within minutes of announcing the date of their next event.

Cervasio, who is one of Tripleseat's 2018 EventCamp speakers, has created a unique space in the industry that is creative and inspirational. Her mission is to make luxury ingredients accessible to everyone at a reasonable cost but in the most unexpected way. We sat down with her to find out how she started and what it takes to make this concept thrive.

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QUEEN OF POP

How did you come up with East Boston Oysters? Was there a moment? Or did it come to you over time? It definitely happened over time. I always had the entrepreneurial spirit within me. When I was little I used to charge kids in the neighborhood $5 to come into my driveway where my cousin Deven and I would make different areas of attractions like a haunted house in the bushes and a popcorn station on the porch. So, it has been a combination of my hustling creative spirit that I always had, mixed in with my passion for feeding people oysters. My cousins and I used to go to the beach with coolers filled with oysters and littlenecks. We thought it was very normal (but badass). We'd shuck in our teeny bikinis and share them with our neighbors. People would gravitate towards us — they thought it was amazing. I couldn't believe how in awe they were over something so normal to me. This memory stayed very vivid in my brain. When I moved to East Boston, I'd walk around wondering "Why isn't more happening here?" The pop-up concept was appealing to me because it didn't have to be an everyday thing. My son was 4 at the time so the thought of opening a restaurant or something with such commitment was very scary to me. He goes to his dad's on Sundays, so I thought, "That's when I'll do it."

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Was the first event a one-off? Or did you always see it as a series? I always knew it would be a series. What I didn't know is that they would always be "in a secret location." Our first few events were very transparent; guests knew where they were going, what they were eating, etc. Then we did one somewhere we maybe shouldn't have so we made it in a secret location. I truly never came down from the high of that event. So, from that day on they've been in a secret location, and it's all part of the allure now.

What is your mission? To flip the cookie-cutter dining experience on its head and show people that you don't even need to sit in a chair to eat a really great meal — you can sit on the floor, on a floor pillow. Or, "Look, here's a shitload of caviar in front of your eyes." You don't need to pay $200 for a small spoon feeding. "Here's a chip, why don't you just dip it in there and take a massive scoop instead." Also meeting the fine farmers behind the oysters. This has been a huge part of our identity. We love getting them off of the farm and into East Boston shucking their bivalves. You know, there was that very large movement of farm to table and no one really ever talked about the oyster farmers. They are some of the hardest working humans on the earth. It's mesmerizing.

QUEEN OF POP

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When did you realize, "I need to quit my day job and focus on this?" I realized my time was up when I started being undervalued by the higher-ups. It was a time where I was just starting to really understand my worth but they didn't see it. It made me bored out of my mind. So I'd do EBO work in my head while I was there, every single day. It was very telling.

Was it fully a leap of faith, jumping in blind? Or are you more meticulous about measuring your viability and making sure that the numbers made sense? I wish I was more of a "measure your viability" kinda gal but, I jumped right in. I knew I had it inside me to make it happen and I knew it wasn't going to happen while just sitting there twirling my hair thinking about it. The tattoo on my arm says "I'll either find a way or make my own," so it was already carved into my skin.

Who do you see as your main competitors? I don't see anyone as our competitor right now. I know that we are doing something very different here. I also prefer to take a competitor and turn them into a collaborative partner. Supporting other small businesses on a mission to do cool shit is valuable for both parties.

How do you promote your pop-ups? What social networks do you use most? Instagram is insane. I can't believe the amount of growth EBO has had and the number of cool folks I've met through being part of the platform. Because Instagram is all imagery, you can really find your tribe on there. You can just look through a grid of photos and be like, "Oh, I have found my place." And then you start reading the voice behind the context and it locks you in. We tease followers with strong photos to encourage them to sign up for our email list. The only way they receive the pop-up notifications is via email.

What does “success” look like? I'll let you know when I get there! It's easy to think that once you're getting all of this press and eyes on you that you've made it, but I see it as a very important stepping stone. I could fade into the abyss next year and people will be like "Whatever did happen to that gal doing those pop-ups?" Right now, I'm learning a lot of important business lessons and focusing on what's next. I don't think you can claim success once you remain stagnant.

How can restaurants add the popup experience to their events? Collaborate, collaborate, collaborate. A pop-up doesn't always have to be a big-to-do-ticketed event. It can be as simple as incorporating one local ingredient or product onto your menu. For instance, we work closely with Buenas (a Boston-based line of South Americaninspired products) and their magical Pebre sauce. This is the only sauce we put on our oysters. We've made it very clear that we don't use cocktail sauce and that our thing is Pebre. Collaborating invites a whole new audience that maybe wouldn't otherwise know about your restaurant or brand. They will be just as excited about you using their product as you will be to use it and they will spread and share the collaboration through their marketing and social networks. This kind of thinking will allow you to get creative more often than not. The possibilities are actually endless.

Any advice or guidance for inhouse event managers on how to get creative with the spaces within their four walls? Yes. If it's a sit-down dinner, make the menus pop. Why does it have to be on the same old boring cardstock? Why does it have to have the same old font? Add embellishments. Instead of tablecloths, use Kraft paper. Write the menu on the Kraft paper. Try service vessels. Stop using boring platters. Find the time to go to estate sales or antique markets. Oysters don't need to go on that same old same old tower; put them in something rad. If it can hold ice, it can hold oysters (or any raw bar/ cold item).

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What's your favorite drink? Right now, I'm really into Hemingway Daiquiris and sake but I'm a very flexible drinker. It usually changes with my mood. Rosé is my water and red wine is my cooking buddy. And coffee! Cannot live without.

What's your favorite thing to eat? Where do I begin? I've never met a food that I didn't like. My mom's meatballs really are the best though.

What's your favorite vacation spot? Probably a place that I haven't been to yet … but EBO will be on the road a lot this year right here in the states so I'm super pumped to visit cities that I've never been to before like Austin and Seattle.