The cost of competition

March 7th, 2009

Barista competition season is getting close to its peak – UKBC just gone, and a great result, and the USBC happening as I type this.  I’ve been pretty immersed in competition now for 5 years – either as a competitor or training or supporting.

I love barista competitions – I think they can be inspiring, educational and create community and spread coffee knowledge.  I also have a fair few gripes with them, but I am saving those for another post.

What I want to discuss today is the cost of competition.

Looking back over my years competing I was lucky that I was often supported by my former employer La Spaziale – they took care of my travel and accomodation costs, got me trained up and gave me time and support when competing for which I am, and was, very grateful.

Despite that the costs of competition have been substantial – and I am talking in terms of money spent.  I would estimate that I’ve spent nearly £3,000 of my own money in the course of 3 national comps and two WBCs.  I’ve actually performed only 10 times on stage – so quite a high average spend.  After 2007 I/Square Mile spent a lot again supporting Stephen – which of course turned out to be worthwhile, but on paper it was hard to rationalise the spend.

Where does all the money go?  Often you feel compelled to spend on stuff that really has no reward dictated to by the rules.  We buy nice glassware, tablecloths (why are these pieces of cloth so damned expensive?), endless napkins1, spoons, pots, pans, knives, tongs – often all for a little 6 point box labelled ‘Attention to detail’.

I worry that we are pricing many baristas out of competition.  In fact I know we are pricing baristas out of competition.  Baristas who progress in competitions – lets say to the semis or finals – recieve no help from the competition towards their travel or accomodation.  I think that could, and should, change.

I hope judges start to realise that punishing baristas with comments about clean, suitable equipment or tableware not being beautiful enough are damaging the competition.  I remember a comment from a tech judge in my WBC final in Bern in 2006 that justified a lower score at startup with the phrase “Not Special Enough!”.

I am not advocating an enforced set of provided cups and tableware – but I think judges need to be sensitive to the investment already required to step up and compete.  If the competition continues to get more expensive then baristas are quickly going to rationalise the best investment of £500 or £1000 of their own money – several training courses, loads of amazing coffees from round the world and a bunch of barista jams could well be cheaper than a single performance at a regional barista competition.  Again – I am very pro competition, in fact this post is really about wanting to make them more accessable.

If there are competitors reading this then I would be grateful if they could post up in the comments the amount they estimate they have spent on competition (if they are comfortable to do so).  Other comments welcome!

Footnotes:
  1. Why is that judges make it through their day to day cappuccino drinking without a napkin, yet when judging in competition seem to greatly need one and therefor stain the pristine white ones the performer is using meaning they can’t be used should they progress in the competition.  As for judges who leave dirty cutlery on white tablecloths…. competitors – send them a bill! [↩]

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Just wanted to throw a word in there on the behalf of judges:

At least for the two years that I’ve been a certified Regional and US competition judge, the mandatory training/testing has very clearly driven one point home: we judge according to the Rules and Regulations handed down from the WBC.

I don’t necessarily disagree with your point, but I think the work to be done and feedback to be given is with the WBC as the body that drafts the rules and regulations, setting the standard for what judges are looking for.

It is unfortunate that the Judge/Competitor relationship is inherently estranged. As Jason’s sympathetic comment reflects, most if not all the judges I’ve worked with are incredibly supportive and aware of the baristas competing at great expense, time, and effort. It’s difficult to convey that sometimes because we’re literally and figuratively “on the other side of the table,” but I for one was brought to tears when I had the opportunity to watch from the sidelines this week. I’ve seen/judged many of these competitors regionally, even some of the same ones for two years in a row now. Regardless of what their score or placement is, I get chills when it comes down to those last few moments and see them pulling it all together.

I don’t want to digress much more with that, but I hope that competitors understand getting knocked 1 point off (under current scoring structure) because a judge sees a fingerprint on your steam pitcher at start-up isn’t because they don’t appreciate how much has gone into the competition.

  • http://cafeverdeperu.com K.C.

    As a former Intelligentsia staff member I’d like to give my point of view of the Intelli/Doug Zell/ Barista Competition.

    I’m sniffing a bit of “Intelligentsia’s mission is to win the USBC and they are willing to outspend anyone to do it”. While I stand by the suggestion that spending limits could be helpful to consider, I don’t believe the above is a correct characterization.

    Doug Zell is the most dedicated & competitive working CEO I’ve observed. There is no doubt in anyone’s head that DZ isn’t loafing around in the back room with a cup of water in his hand. That said, I can testify that Doug is 1000 times more concerned about being the best at his business than Intelli baristas winning the USBC. Check out their retail stores and see if the Intelli business surpasses their Barista competition results.

    I’ve heard many baristas complain and say, I’d love to compete but our company (ie owner) doesn’t support it. Wouldn’t they love to work for a company which sponsors all their coffee experimentation, give them a location and equipment to practice on all night, and if they do well sponsor their travel?

    What Intelli has done is create the opportunity for baristas to get excited and compete. So is it Ironic, or logical, that young passionate talent is willing to move across the country to work for Intelligentsia, and subsequently those dedicated baristas place so high in competitions?

  • Astro

    Very interesting topic. From what I’ve been reading in the comments, the amount of money these competitors are spending is mind-blowing. But I do think is has helped the coffee industry in terms of promoting quality coffee and a platform where baristas can gain more knowlege. As a barista here in the Philippines I’ve only been exposed to the possibilities coffee can bring or what coffee should be through coffee sites and blogs like yours James- and I don’t think that’s enough. The coffee here is still being dominated by the green mermaid (the drink of choice here are those blended coffee stuff). Baristas here don’t get much exposure to great coffees. I believe if we only have competitions like these, it will help our baristas expand their overall knowlege of coffee and thus be able to serve that quality cup, exposing consumers to what coffee really is. But the problem is we dont have any governing body like the SCAA and SCAE to conduct and host such competitions. I do agree with you that competitions are great and that we need to make these more accessible (money wise) to baristas.

  • Gary

    Im not sure if anyone has seen the thread on coffee geek about Mike Phillips win in the USBC. It would appear despite the fact he work for Intelligentsia he actually had to fund the cost of competition himself as he did not make the top 3 in a regional. Not sure how true this is but if it is then it certainly blows a hole in the theory that the small guy can’t truimph. That said In sure Mr Zell will have picked up the tab afterwards. But it give us hope that he was able to overcome the three baristas that were bankrolled by Intelli. Well done sir!

  • http://www.dougzell.com Doug Zell

    In terms of expense, the numbers that are being thrown around on this thread are way in the stratosphere. I do think expenses can get out of control, but that is why you have to budget for them. If you are wondering how much it cost to field a competitor at the USBC I would estimate that it is somewhere around $1,000 all in and considerably less for a regional (no airplane flights usually). If you think about spending $1,000 on anything in your business, you will quickly realize that this is a great “investment” for all the right reasons-you build discipline, work ethic, set standards, develop leadership skills, inspire and motivate others, for that’s right, $1,000. Those that do well do not do so because they have the fanciest tablecloth or best dishes. They win because they present something inspired that is centered around great coffee. As I have said elsewhere, I am not ashamed that we invest in the things we believe in. I get the resources thing, but I must tell you, if I were an aspiring barista at a small shop and had the desire to compete, I guarantee I could find the backing I needed by asking the right people for it. I also think that there are many seasoned competitors that if asked by the right person, the right way, could get their expertise pro bono. If there was an “unaffiliated” competitor that wanted access to great coffee, I am willing to bet that most of the roasters with great reputations would be glad to provide them with the coffee they are looking for free of charge-I know we would. So, is it as easy for someone to do things this way versus say being a competitor at a company that covers competition expenses? Clearly it is not. Is it possible? Absolutely. It depends on how badly you want it.

    To open the books a bit further, I have included our competitive barista policies below so no one will have to speculate as to our practices.

    They are as follows:

    Barista Competition Policies for 2008-2009 Competition Season

    Qualifying to Compete

    Intelligentsia will field up to five competitors per regional competition.

    Regional competitors will be determined either by an in-house competition or on a first come first served basis.

    To qualify to compete at the USBC a competitor must have finished in the top three of their regional or have won the previous year’s USBC.

    Compensation for Competition

    Competitors will not be compensated for either their training or competition time or transportation time at any level.

    Intelligentsia will provide transportation costs and lodging for competitions.

    Intelligentsia will not cover the cost of food or drink during the course of competition.

    Purchase of Supplies for Competition

    Each competitor shall spend no more than 300 for hard supplies for a regional competition.

    Each competitor shall spend no more than 600 for hard supplies for the USBC.

    For the WBC, no competitor shall spend more than 1500 for hard supplies.

    If supplies exceed this amount, Doug Zell must approve them.

    Competitors are encouraged to use supplies from previous years for competition.

    Equipment for Competition

    All competitors will have access to the same level of equipment for competition. The responsibility of finding and securing this equipment is the sole responsibility of the barista.

    Competitors will have access to soft supplies and coffee as extensively as necessary to find the best coffee and best ingredients for them.

    So that’s it. This has been a great discussion. I look forward to continuing it.

    Very truly yours,

    Doug Zell
    Intelligentsia Coffee

  • http://www.transcendcoffee.com Poul Mark

    Thanks for sharing that Doug, it was greatly appreciated, both in terms of the information, and in terms of Intelligentsia’s transparency. It should be noted that my posted figure of $15,000 spent last year on competition, included the cost of an Aurelia, a Robur E Doserless and all of the travel associated with regionals and nationals. Just to clarify on my part too.

  • jdominy

    Great discussion. Special thanks to Mr. Zell for giving us more insight into the incredible story behind Mike’s rise to the top this year. It is an amazing story, and reiterates why I want to see more of these stories. (As a perennial Cubs fan, I love rooting for the underdog.) I want to make a few clarifications related to my post above. In my zeal of writing it out, and I didn’t make certain things as clear as they could be. First off, I, like most in our industry, am a Intelly fan. I spent no less than $100 there while in Chicago, and drink coffee most days out of an old school Intelly diner mug. I honor and respect Doug Zell and Geoff Watts for what they have accomplished, which I did say earlier, has been very good for all of us.

    A couple of people messaged me to tell me about Mike paying his own way, and didn’t understand the point I am making. I said it before, I will take NOTHING from Mike’s amazing rise to the top, his story is remarkable, and if the Oprah story is true, a great testament to human will and triumph. I first met him at the GLRBC, and can honestly say, I was incredibly impressed with this demeanor and attitude, his passion and zeal. I had heard Mike paid his own way at the competition, and loved hearing more of the story from Doug on this post.

    Also, I loved reading Doug’s info on how competitors are taken care of for competitions from Intelly. I think his rules to his baristas are fair and appropriate. However, I stand by my original opinion on how many competitors should be able to compete from any one company. Again, it’s all about allowing more of these stories to be heard, instead of ones we expect. And since there’s only room at the top for a few, the odds are different when you have companies so large throwing not only a large number of baristas, but great baristas. Heck, my favorite from the GLRBC was Talya Strader, and the heart that she showed. You take that large number of competitors from one company in comparison, and add access to the best coffees out there, which the larger companies have access to, and again, you can see why it’s just not fair. Again, it stinks, because I am not advocating handicapping companies just because they have become successful.

    I am just trying to see a more level playing field all around. With that being said, it’s obvious that there is another conversation about the philosophy of what a “barista competition” is. Heath Henley and I had this conversation yesterday, and it’s a good one. It’s one that’s been had around here for years. The “pay to play” model becomes the “haves and have nots,” and this is not one that I personally am a fan of, because companies that can “pay to play” are in the minority when you consider the vast number of coffeehouses in the country.

    I live in Charlotte, which is the home to NASCAR. Now, I do not watch it myself, and have no idea who number 26 is, or how many wins Jeff Gordon has this year, but I have learned a good bit about the sport just from living here, and it directly coorelates to this conversation about what a “barista competition” is. First off, NASCAR used to be “whatever car you want, how ever you want to build it and prepare it.” Well, obviously, it became a sport where the larger, wealthier companies with the largest sponsors had the fastest cars each week. The guy who was sponsored by Budweiser, had a much better and faster car than Team “Mystery Cola.”

    So, NASCAR set out to level the playing field. They set restrictions on everything, from how low the car could be, the how much power the engine could put out, to what angle the rear spoiler had to be. They unveiled the Car of Tomorrow, which is in essence, a generic body that all teams use, and apply their vinyl on to make it look like a Ford, Chevy, Toyota, whatever. They put everyone at mostly the same starting point in terms of their cars. There are little tweaks they can make, and advantages the larger teams can have in terms of their pit crews and engine staff.

    And that’s the philosophy conversation. Do we want one that represents the best of the best, based on which companies have the best resources, or the one who simply has the best baristas regardless of resources? The fact is that there is currently more emphasis based on the sensory portion of the competition, and obviously, Intelligentsia is again, in an enviable position by being able to buy the best coffees. Geoff Watts, as has Duane Sorenson, has really been incredible in sourcing the best coffees and building relationships with farmers that have created some amazing coffees. However, all coffee shops/roasters do not have access to those same coffees. Or, they can’t afford them. I had a conversation with someone just today that said that everyone should have to use the same coffee, and I definitely don’t agree with that. The fact that the majority of baristas have to pay some of, if not most or all of their way, as well as all the stuff they need, and you can see the odds go down substantially for the smaller guy.

    Is this a “barista” competition, or is it a coffee competition? If it is a “barista competition” there should be at least equal weight based on the baristas competency as the coffee they use. That would immediately level the playing field out more fairly. Then, set a real cap on how many competitors can be from any given company, so there are more spots available for more stories like Mike’s. A competition where the same people win every time is nice to watch for a while, then gets old. We want to see the little guy come out and win. The guy from Greenville, SC or Missoula, MT. I am starting to ramble of lots of different thoughts on this subject, so let me finish up.

    I see good points from competition. I see it as a way to challenge all baristas to get better at what they do behind the bar. I see it as something that can push baristas to work with flavors, create great ways to pull espresso, and get shops excited about the craft of being a barista. That being said, if it becomes a show where only the “pay to play” types are there, it’s hard to get the majority of shops excited about watching it knowing it’s something they don’t feel they could achieve. And I want to see all have a chance to be Mike Phillips. I don’t know the solution to this philosophical idea of a barista competition, no more than others have every time this comes up. But, I want to see it become something that’s accessible to all, so that baristas all over the country get excited about being better, and seeing the possibility of being the best, at least for one year, as being achievable.

    (I sincerely hope my heart about this comes through. I love the craft of being a barista, the craft of taking something that has been cared for so greatly every step of the way, and finishing it’s life by making something as beautiful as espresso, or an espresso drink. I love the beauty of watching a barista watch a shot and stopping it at the right point, and the art of pouring a nice design on the top of a well done capp. And I love the comradery of a great, vibrant barista community. I just want to see more of it, and I want baristas all over to feel a part of something so much bigger than the hours they put behind the bar. I want them to feel the love of the bean from the farmer, and transfer that love and care to the customer, sharing with the same passion. And I heart Intelligenstia, and what they have accomplished and will continue to accomplish in our industry.)

  • Jonathan

    On cost…I understand that someone paying their own way may find the cost of competition a little high but I don’t think the costs are by any means crazy. And for a small business the amounts required are no burden (we budget 1000 pounds to get a competitor through regionals and UK finals). The only big cost is the grinder but if you’re working for a place that matches your passion they’ll have the great grinder you need.

    On coffee…With regards to access to great coffees I totally agree with Doug. As a first timer in the UK finals last year I found 3 top UK roasters keen to work with us and supply free coffee (even though I never asked for free)…they just wanted their coffee in the UK finals. There simply isn’t a secret supply of amazing coffees that are inaccessible to mortals (that I know of anyway!). If we’re awarding great baristas it’s a reasonable expectation that they can source great coffee. If you are a top barista you’ll spend a lot of your working time tasting and exploring different coffees anyway.

    Sorry if I appear dismissive of concerns but I can only speak from my personal experience which is that the competition is very accessible and winable to anyone with the skill and determination.

  • http://www.dougzell.com Doug Zell

    I still contend that although access to resources is important, desire to do well is more so. This is a competition after all. Do you really want to win if the best folks don’t show up (and please, I am not trying to be self congratulatory here)? In a high level marathon would you want to be the winner if (multiple) runners from Kenya, considered to be the best in the world, were not allowed to enter (also note Kenya is clearly not a place of great economic resource-otherwise runners from say, Norway would always win). Thoughts?

    Respectfully yours,

    Doug Zell

  • Dale

    Really interesting topic and comments and not much I can add except…
    It may take a lot of cash to perfect table settings and ‘guarantee’ points for set up, visual appeal etc. it may therefore take more money to win than to enter but…

    many of us compete just to be involved in something further than our own day to day business, to make friends, taste some coffee, play and learn more about what we do and how we do it. I spent maybe 300 of my own (hard-earned/easily spent) cash and including travel, accomodation etc maybe 600 of my employers (which will in way or another be ‘paid back’ through time, loyalty etc.)

    For that spend I will get no tangible, financial return but my skills have improved (more work required!!!) I’ve made wonderful friends, I’ve tasted some lovely coffees and I’ve been able to sit down for three days and watch some of the finest baristas in my country demonstrate their skill.

    and to top it off I saw the competition validated by the most honest, humble and proficient barista of the day being celebrated by his peers

    for me costs have to be tied into profit and I feel that I have profited from the experience and I’ll be spending less but working twice as hard next year to make that top 6

  • http://onocoffee.com The Onocoffee

    While I don’t have numbers (I’m still on the road), a thousand dollars in expenses for a barista to capture the national title seems a bit optimistic to me.

    And did someone say they “budget” ONE THOUSAND POUNDS of coffee for one competitor to win a championship? Good Lord, does one need that much coffee to pursue the crown? Even at a very conservative five dollars per pound, you’re still talking Five Thousand Dollars. Heck, even at the C-Market price it’s a considerable investment. Never mind the “regular” company fielding a barista and paying nine dollars a pound…

    Whenever I go to a barista competition, I’m always amazed at how much coffee we throw away. Literally hundreds of pounds are being tossed into the garbage. And only people like myself are actually combing through the trash for these bags of coffee (that only a day before were supposedly “amazing” enough to use in a competition). Then there’s the side conversation about which of the four lots of the same coffee is the better one: “get the 62.2 Agtron and not the 59.8.”

    Then there’s the shopping opportunities. Grinders, whip chargers, coffee, small wares, pitchers and more can be found lying around the competitors room after the competitors have left for home. It’s truly amazing how much coffee and supplies are simply discarded without thought after a competition.

  • http://www.products4testing.co.uk Electrical Test Equipment

    I worry that we are pricing many baristas out of competition. In fact I know we are pricing baristas out of competition. Baristas who progress in competitions – lets say to the semis or finals – recieve no help from the competition towards their travel or accomodation.

  • http://seoptimizers.blogspot.com/2009/02/tnomeralc-web-design-toys.html tnomerlac

    5 years and you have championed last 2007? That must be great not just by feeling but also with your esteem. I wish you more luck and more blessings Mr. James.

  • http://www.deaton.wordpress.com deaton

    Hmmm, tuning in to this really, really late…

    Intelligentsia is a great company to work for when it comes to competition, all I have to say is, all who work for the company, worked their guts out (and still are) at their talent for years prior and in some cases traveled great distances to get the opportunity to work for a company like Intelligentsia. So if the reward for their hard work and commitment over the years is a trip here and there plus the chance to get to work with fantastic coffees, then they bloody deserve it.

    Way to go all who competed!

  • http://www.coffeearoma.co.uk Richard

    This was my first year of competing so I had quite a lot of initial start-up costs, I would estimate somewhere in the order of £500ish plus travel and accommodation on top, plus travel to other competitions, plus god knows how much spent in supermarkets buying ingredients to experiment with etc….. I’m stopping there because the figure is getting quite frightening!

    However next year I will have most things wont I? Yes and no, this year I used the grinder supplied by the sponsors because my work grinders are looking somewhat tired. Big mistake, I would very much doubt anyone is going to score big unless they use their own grinder. So I’m already going to have to budget for a new grinder, which will be £500+. I don’t really need a new grinder but I suppose I can substantiate buying a new grinder every four years – sound reasonable?

    But, then the other night I was dumb enough to watch Heston on television and found inspiration from him for my new sig drink for next year which means that I will need to go out and buy a new glass reactor and vacuum pump, plus other bits of lab equipment – don’t worry I used to be a chemist in a previous life I sort of know what I’m doing!

    Once again I’m going to spend far too much money. Indeed this year I bought four shiny new rattleware jugs, only to decide I don’t like them and will never use them again. How much of next years investment will gather dust in a cupboard?

    So to conclude, my view is there should be a limit put on expenditure, maybe with espresso cups and cap cups provided, water and milk jugs provided. Maybe even with everyone using the same sponsors grinder?

    I can’t think of a better way of making it more of a level playing field.

  • ChristianK

    Hello, I just saw that the german Barista Champion Nana Holthaus-Vehse will not attend in Atlanta because she had not enough sponsores to cover the costs.
    The information is from here website and there is a thread at the german home barsita forum.
    Christian

  • http://www.ridex.pl Zaslony

    People think that taking part in any competitions requires only skills but it’s not true. For example my friend is a powerlifter. He’s representing his university on a national level. He gets 50$ every month. That’s it. He needs to pay for gym membership, supplements and travel and accomodation costs from his own pocket. It’s riddiculous! Unless you’re sponsored by someone it’s really hard to take part in any competition on a serious level (higher than state)

  • Les k

    Sad news, Christian, about Nana, the German champion.

    The giants of the industry (non specialty coffee) are generally the only ones who can advertise to the consumer. Very few artisan roasters and 3rd wave cafes have the resources to advertise to the masses, so these barista championships are one of the few opportunities we have to speak to the media in efforts to reach the consumer about our way of specialty coffee.

    Nana’s no-show for the nationals means one less article, one less news segment, one less radio sound byte.

    Though a champion barista may work for a competing cafe or roaster, they are collectively a champion for the entire specialty coffee industry in their area.

    In my pollyanna view of the world, I always think that competing factions will cast aside their corporate colours and unite under a nationalist loyalty, and jump onto the bandwagon of support for their champion.

    We’ve seen this spirit lately in Canada. Baristas from rival cafes in Victoria training together, in order to vanquish their Vancouver rivals, an Elektra dealer in Calgary, allowing a Lamarzocco into his showroom for a jam, a Toronto cafe owner TRAINING a rival cafe’s finalist for the nationals, and competitors in Quebec banding together to promote their first regional championship.

    Hopefully the local specialty coffee players in Germany can band together and come up with an airline ticket. I know economic times are tough, and politics thick..but that’s when we can get creative..Collection tins in every cafe? Fundraising Bbq’s? raffles? *shrug*

  • http://www.conbug.com Zach

    I never knew how big these competitions were. I wasn’t too aware of this until a student in my class actually did a presentation on this stuff, it’s pretty amazing.

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  • ant

    I could be wrong but we have 54 comments here and I don’t think anyone has mentioned asking for the WBC to revise the latest scoring options or inserting another clause here or there to establish some certainty behind the value of using expensive table settings.

    I know of several competitors who use riedel glassware just for water, which is absolutely insane and a whole host of other funny things that people do to try and get a competitive edge but if people are spending so much on competitions and dressing up like they are a 7star hotelier isn’t this taking it way too far away from what we do behind the bar?
    I see such an amazing alternative and still diverse subculture full of tattoos and awesome musicians and coffeegeeks. It’s fairly safe to say that baristas as a populace tend more towards bohemian rather than corporate but it is the latter image that we project in a lot of these competitions. Now I’ve been watching these comps for so long now and we’re turning into buttoned down baristas for 15minutes a year twice a year when we compete. Does anyone else think that these competitions are getting further and further away from who we are?

  • Gary

    Agreed. Many things in the rules are still open to interpretation and are very subjective, I.e. The table cloth thing, but the rules are constantly evolving and in real terms the competition is still in its infancy.

    As for barista’s not being themsleves and expressing themsleves more during competition I think we may see a move away from “black tie” at next years WBC and see more competitors behaving like they would as if the stage was just an extension of their cafes. Not that I have anything against dressing smartly, I unlike many baristas come to work dress quite smartly in my shiny black shoes and a shirt. I just never got the tattoo’s and t-shirt thing. Im babbling a little now so I think the most important part of this is be true to yourself and don’t try to be something you think you have to. Its a barista competition afterall not a popularity contest. Maybe we need a few judges dressing down and showing off the tattoos to help us relax.