How 2 SLO High grads turned their beer-on-wheels Tap Trucks into a national business
Two San Luis Obispo natives who share a love of draft beer and old vehicles have turned their passions into a business that uses vintage trucks to serve beer on tap.
The mobile bar catering business has been such a success, the pair has expanded nationwide from its start in SLO and San Diego.
Now, Tap Truck USA, founded by Taylor Steers and Corbin O’Reilly in 2016, is operating via licensing agreements with brand operators in more than 20 communities in North America, including New Orleans, Atlanta, Buffalo, Seattle and Raleigh, North Carolina.
The 2009 San Luis Obispo High graduates cater to everything from small get-togethers of 25 people to large gatherings of more than 5,000 people, including weddings, corporate events, beer festivals, and football game tailgates.
“If someone has a specific beer request, we can typically get it for them,” Steers said. “And no matter the size of the event, we haven’t run out of beer yet.”
Additionally, their taps can supply wine, mixed drinks, or non-alcoholic beverages such as juices or apple cider.
Steers, 28, a Cal Poly biology graduate, is based out of SLO, after recently moving back to his hometown from San Diego.
O’Reilly currently lives in the San Diego area, where he also owns and operates Corbin’s Q Barbecue and Brewhouse.
How the Tap Trucks work
The Tap Truck business model focuses restoring older vehicles from the 1930s through the late 1970s with an interior draft system, configured to funnel chilled beer to taps installed on the sides of trucks.
In SLO, Steers uses a 1934 Ford — a throwback to the Prohibition era — that has four exterior taps rigged to the side of the boxy, gangster-era automobile.
Tap Trucks typically have four to six taps, which can serve pre-ordered beers from popular labels such as Modelo and 805, or local beers such as Liquid Gravity, and even homebrews.
The cost for a group of 25 is typically $25 to $30 per person, but prices for a group of 200 to 300 are less, typically $15 to $20 per person. Costs include open bar service.
“If you’re a fan of vintage Americana, craft beverages and classic cars, you’ll be a fan of Tap Truck,” O’Reilly said. “We just enjoy putting on a good time for people and putting smiles on people’s faces.”
Business grows through licensing
A licensing agreement has an upfront cost, typically starting in the $50,000 to $60,000 range, O’Reilly said, and includes a restored truck (though some owners rig their own vehicles), website marketing agreements and consulting.
The Tap Truck owners collect a “small royalty” from licensee profits as well, Steers said.
“We’re available day and night to offer advice and help because we know what works and what mistakes to avoid,” Steers said.
O’Reilly, who grew up on a SLO ranch raising cows, and Steers met as children playing T-ball together. And they have been lifelong friends ever since.
O’Reilly was partial to working on cars, while Steers developed an interest in craft beers as a young adult. Together, they found a way to integrate their interests for profit.
Future expansion could include brewery
After graduating from Cal Poly, Steers started a job working on scientific research related to bacteria in foods. But he cites his experience at Cal Poly with inspiring his entrepreneurial side.
“If it weren’t for Cal Poly, I wouldn’t be doing what I do now,” Steers said.
SLO’s Tap Truck operation has been led by Josh James, the area’s licensee.
Steers, as the company’s co-owner, has shared in some of the work and proceeds at local events with James.
Steers also is leading the Santa Barbara territory, in partnership with O’Reilly.
Steers has been meeting with local vendors and showcasing services in the SLO area as well, and hopes to coordinate with Cal Poly on serving at sports events, such as the football barbecues.
Steers has two trucks locally, and James has one truck.
Steers has future plans to open a brewery in the SLO area, functioning as a venue for events and a supplier to his Tap Truck business.
O’Reilly said the widespread licensing is a good sign of the business’ potential to expand further.
“Growing up in SLO, it has been awesome to see a brand like Jamba Juice do what it’s doing,” O’Reilly said. “... Really, the (Tap Truck) brand has come to fruition.”
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