Under Water: Building Affordable Housing in Danger Zones

Marin, one of the most expensive housing markets in the country, desperately needs more affordable housing. But is the county desperate enough to allow development in flood zones?

Yes, according to Sarah Jones, director of the Marin County Community Development Agency. And placing 32 units of affordable housing at 150 Shoreline, in the middle of Tam Junction’s flood zone, is preferable to building deeper into Tam Valley, which has fire risks, she said in a meeting on Feb. 5 with reporters from the Pacific Sun and Marin Independent Journal.

Amy Kalish, the Tam Design Review Board chair, acknowledges the difficulty of finding safe housing sites in the Tam Valley area. Still, she believes constructing affordable housing in fire and flood zones are both bad choices, especially for low-income residents.

“It’s like asking, ‘Do you want to be electrocuted or hung?’” Kalish said in an interview. “Approving affordable housing in areas that shouldn’t have any housing is a bad mistake.”

On Feb. 11, the Marin County Board of Supervisors held a hearing and unanimously approved an agreement that obligates the county to expedite the design review process for 32 affordable housing units at 150 Shoreline, located just off Highway 101, next to the Holiday Inn and Floodwater restaurant.

The agreement shifts those 32 units from a controversial affordable housing project at 825 Drake Ave. in Marin City, currently approved for 74 units. The two-site plan reduces the Marin City project to 42 units, yet it creates another controversial project in a Tam Junction flood zone.

Most who spoke during the hearing’s public comment period were against one or both projects. Clearly, their perspectives held no sway with the supervisors.

Jones said the developer, The Pacific Companies, could proceed with the original Marin City plan without the board’s approval, which is precisely what the county wants to avoid.

The saga began in 2020 when the developer’s partner received a ministerial (non-discretionary) review for a five-story, 74-unit affordable housing project in Marin City. Under Senate Bill 35, state legislation passed in 2017 to address California’s housing shortage, a local government that has not met state-mandated housing production goals must provide a streamlined approval process for multi-family developments. At the time, Marin County had not met its objectives.

However, Marin City, a historically Black community, has more affordable housing than any other area in the county. Most residents were unhappy about the project, maintaining the county was continuing its racist pattern of ignoring Marin City voices.

Save Our City, a group of Marin City residents and supporters, has been battling the county and developer—even filing a lawsuit—to stop the project entirely. In August 2023, Caleb Roope, CEO of The Pacific Companies, offered a two-site settlement to Save Our City, which would have substantially reduced the number of units at 825 Drake.

The group rejected it for several reasons, including that the site is in a state-designated high-fire hazard zone, the area is prone to flooding, and there is only one road into and out of Marin City. Traffic, parking and children’s safety are also concerns, as the community’s only public park is across the street from 825 Drake. And the five-story building would cast a literal shadow over the existing two-story, low-income senior housing complex just yards away.

In the meantime, Jones said that the county discussed with Roope acquiring a second site and decreasing the size of the Marin City project because of “inequities” and the community’s history.

“The Board [of Supervisors] came to understand how grievously harmful this project felt in Marin City,” Jones said. “That is really why we worked with the developer to make these changes.”

According to the assessor’s office, in May 2024, The Pacific Companies closed on the Shoreline property, paying $1.8 million for the vacant lot.

The county announced in August that the developer had applied to rezone 150 Shoreline, which would provide a streamlined approval process with no discretionary reviews. The supervisors were scheduled to vote on the issue in October, but it was removed from the agenda when Save Our City won their legal action that same month.

A Marin County Superior Court judge reversed approvals for $40 million in tax-exempt bond financing for the Marin City project. After the ruling, Roope told the Pacific Sun that it placed him in a challenging position, nevertheless he planned to continue developing the five-story, 42-unit building at the 825 Drake site. He would also shore up plans for the four-story, 32-unit project in Tam Junction.

In November, The Pacific Companies applied for a design review on the 150 Shoreline proposal, taking the rezoning plan and non-discretionary review off the table.

Jones explained that it is easier to go through the design review process than rezoning, adding that the two-site agreement approved by the Board of Supervisors assures the developer that the county wants to move forward.

The 150 Shoreline parcel, at just over half an acre, is currently approved for 21 units, Jones said. However, California’s “Density Bonus Law” allows affordable housing developers to increase the number of units. If all goes as planned, The Pacific Companies will build 32 units.

“The developer can request waivers for anything that makes that density feasible,” Jones said. “And the only basis for us to deny a waiver is health and safety.”

Indeed, The Pacific Companies’ application to the county requests three waivers: increasing the building height limit from 25 feet to 58 feet, five inches; increasing the maximum floor area ratio from 0.35% to 1.3%; and reducing the required parking from 12 to eight spaces.

Interestingly, the Tam Design Review Board will review the project on March 5, almost a month after the Board of Supervisors approved the two-site plan and speedy design review for the Tam Junction development. The supervisors also allocated $99,544 for an environmental consultant to add 150 Shoreline to the environmental impact report in the county’s state-mandated housing element plan.

Kalish, chair of the Tam Design Review Board, is puzzled by what she says is an unusual process.

“The way it’s supposed to happen is first, there’s a design review process by the Tam Design Review Board, and then that goes to the County Planning Commission,” she said. “Once the Planning Commission reflects on it, they give information through county staff to the Board of Supervisors.”

Changing the order of the meetings and allowing expeditious design review raises concerns that the Board of Supervisors won’t consider the Tam Design Review Board’s comments on the Shoreline project. Issues with the developer’s plan already exist, according to Kalish, who points to drawings of the proposed four-story building with windows going to the ground. Another is “livability.” How does a resident leave the apartment building safely when the area floods for extended periods during storm surges?

Meanwhile, Save Our City is still busy trying to thwart the 825 Drake project, although the developer recently finished grading the land in preparation for construction.

“We are working on enforcing the judgment to return the bond funds,” Marilyn Mackel, a Save Our City leader, said in an interview this week. “We do not want this development at 825 Drake.”

If the county ponders Marin City’s continuing fight against the development, it may want to seriously consider the public’s view on the 150 Shoreline project. Otherwise, history could repeat itself.

Bar Life with Food and Beverage Director Sam Levy

In the thick of winter, it’s nice to imagine the heat of summer days, ideally poolside with a cold beverage in hand. 

The Flamingo Resort in Santa Rosa, a recently revitalized motor lodge built in 1957, is perfect for living out a summertime fantasy by working through a menu of tiki-esque cocktails created by food and beverage director Sam Levy. 

As the former bar manager at the restaurant at Meadowood and operating partner at Fern Bar, he joined the property this past October and has elevated the cocktail program at the onsite Lazaway Club since.

Amber Turpin: How did you get into this line of work?

Sam Levy: I studied philosophy and history at UCSC, so it was either law school or go to work where summer gigs could let me keep traveling in the off-season. I grew up making smoothies and jams from local and wild fruit around my hometown of Sebastopol. Those projects with my mom made me love the process of finding a flavor, stabilizing it and then enjoying it for weeks or months to come. Those first restaurant jobs quickly turned into bartending, then managing a bar and then owning one. For some reason, it just works for me. 

AT: Did you ever have an “aha” moment with a certain beverage? If so, tell us about it.

SL: My first “Dealer’s Choice” that I thought was good enough to actually serve was about a year or two into bartending…It was a twist on a Black Manhattan with amaro, nocino and 100-proof rye. Nothing crazy, but just enough to make it different and special for the guest. 

AT: What is your favorite thing to drink at home?

SL: Maybe it’s because I’m a lightweight now, but I actually love a nice crisp Sancerre, a fun new canned cocktail or a good tequila like Lalo, neat. 

AT: Where do you like to go out for a drink?

SL: I live at a bar basically, so the bars I like to go to are the ones my friends work at, so I can catch up on industry trends and taste new things they are working on. I love Fern Bar; that’s my home. But our bar at The Lazeaway Club is going to be my summer spot by the pool with a daiquiri or a spritz in my hand.

AT: If you were stuck on a desert island, what would you want to be drinking (besides freshwater)?

SL: A paloma with tequila, fresh grapefruit and Ting soda. It’s simple, thirst-quenching and always makes me feel good.

Free Will Astrology, Feb. 12-18

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ARIES (March 21-April 19): Love requires stability and steadiness to thrive. But it also needs unpredictability and imaginativeness. The same holds true with friendship. Without creative touches and departures from routine, even strong alliances can atrophy into mere sentiment and boring dutifulness. With this in mind, and in accordance with astrological omens, I offer quotes to inspire your quest to keep togetherness fertile and flourishing. 1. “Love has no rules except those we invent, moment by moment.” —Anaïs Nin. 2. “The essence of love is invention. Lovers should always dream and create their own world.” —Jorge Luis Borges. 3. “A successful relationship requires falling in love many times, always with the same person, but never in quite the same way.” —Mignon McLaughlin. 

TAURUS (April 20-May 20): In celebration of the Valentine season, I suggest you get blithely unshackled in your approach to love. Be loose, limber and playful. To stimulate the romantic and intimate qualities I think you should emphasize, I offer you these quotes: 1. “Love is the endless apprenticeship of two souls daring to be both sanctuary and storm for one another.” —Rainer Maria Rilke.  2. “Love is the revolution in which we dismantle the prisons of our fear, building a world where our truths can stand naked and unashamed.” —Audre Lorde. 3. “Love is the rebellion that tears down walls within and between us, making room for the unruly beauty of our shared becoming.” —Adrienne Rich.

GEMINI (May 21-June 20): To honor the rowdy Valentine spirit, I invite you to either use the following passage or compose one like it, then offer it to a willing recipient who would love to go deeper with you: “Be my thunderclap, my cascade of shooting stars. Be my echo across the valley, my rebel hymn, my riddle with no answer. Be my just-before-you-wake-up-dream. Be my tectonic shift. Be my black pearl, my vacation from gloom and doom, my forbidden dance. Be my river-song in F major, my wild-eyed prophet, my moonlit debate, my infinite possibility. Be my trembling, blooming, spiraling and soaring.”

CANCER (June 21-July 22): Cancerian author Elizabeth Gilbert wrote, “The universe buries strange jewels deep within us all.” One of those strange jewels in you is emerging from its hiding place. Any day now, it will reveal at least some of its spectacular beauty, to be followed by more in the subsequent weeks. Are you ready to be surprised by your secret self? Are your beloved allies ready? A bloom this magnificent could require adjustments. You and yours may have to expand your horizons together.

LEO (July 23-Aug. 22): In 2025, the role that togetherness plays in your life will inspire you to achieve unexpected personal accomplishments. Companionship and alliances may even stir up destiny-changing developments. To get you primed, I offer these quotes: 1. “Love is a trick that nature plays on us to achieve the impossible.” —William Somerset Maugham. 2. “Love is the ultimate outlaw. It won’t adhere to any rules. The most any of us can do is sign on as its accomplice.” —Tom Robbins. 3. “Whatever our souls are made of, his and mine are the same. Yet each day reveals new constellations in our shared sky.” —Emily Brontë.

VIRGO (Aug. 23-Sept. 22): Psychotherapist Robin Norwood wrote that some people, mostly women, give too much love and kindness. They neglect their own self-care as they attend generously to the needs of others. They may even provide nurturing and support to those who don’t appreciate it or return the favor. Author Anne Morrow Lindbergh expressed a different perspective. She wrote, “No one has ever loved anyone too much. We just haven’t learned yet how to love enough.” What’s your position on this issue, Virgo? It’s time for you to come to a new understanding of exactly how much giving is correct for you.

LIBRA (Sept. 23-Oct. 22): Are you ready to express your affection with lush and lavish exuberance? I hope so. Now would be an excellent time, astrologically speaking. I dare you to give the following words, composed by poet Pablo Neruda, to a person who will be receptive to them. “You are the keeper of my wildest storms, the green shoot splitting the stone of my silence. Your love wraps me in galaxies, crowns me with the salt of the sea and fills my lungs with the language of the earth. You are the voice of the rivers, the crest of the waves, the pulse of the stars. With every word you speak, you unweave my solitude and knit me into eternity.”

SCORPIO (Oct. 23-Nov. 21): Among its potential gifts, astrology can raise our awareness of the cyclical nature of life. When used well, it helps us know when there are favorable times to enhance and upgrade specific areas of our lives. For example, in the coming weeks, you Scorpios could make progress on building a strong foundation for the future of love. You will rouse sweet fortune for yourself and those you care for if you infuse your best relationships with extra steadiness and stability. 

SAGITTARIUS (Nov. 22-Dec. 21): I want you to be moved by intimacy and friendships that buoy your soul, inspire your expansive mind and pique your sense of adventure. To boost the likelihood they will flow your way in abundance during the coming weeks, I offer you these quotes. 1. “Love is a madness so discreet that we carry its delicious wounds for a lifetime as if they were precious gems.” —Federico García Lorca. 2. “Love is not a vacation from life. It’s a parallel universe where everything ordinary becomes extraordinary.” —Anne Morrow Lindbergh. 3. “Where there is love there is life. And where there is life, there is mischief in the making.” —my Sagittarius friend, Artemisia.

CAPRICORN (Dec. 22-Jan. 19): Every intimate alliance is unique, has its own rules and shouldn’t be compared to any standard. This is a key theme for you to embrace right now. Below are helpful quotes. 1. “Each couple’s love story is a language only they can speak, with words only they can define.” —Federico Fellini. 2. “In every true marriage, each serves as guide and companion to the other toward a shared enlightenment that no one else could possibly share.” —Joseph Campbell. 3. “The beauty of marriage is not in its uniformity but in how each couple writes their own story, following no map but the one they draw together.” —Isabel Allende. 4. “Marriages are like fingerprints; each one is different, and each one is beautiful.” —Maggie Reyes.

AQUARIUS (Jan. 20-Feb. 18): Borrowing the words of Aquarian author Virginia Woolf, I’ve prepared a love note for you to use as your own. Feel free to give these words to the person whose destiny needs to be woven more closely together with yours. “You are the tide that sweeps through the corridors of my mind, a wild rhythm that fills my empty spaces with the echo of eternity. You are the unspoken sentence in my every thought, the shadow and the light interwoven in the fabric of my being. You are the pulse of the universe pressing against my skin, the quiet chaos of love that refuses to be named. You are my uncharted shore.”

PISCES (Feb. 19-March 20): Love and intimacy and togetherness are fun, yes. But they’re also hard work—especially if you want to make the fun last. This will be your specialty in the coming months. I’ve assembled four quotes to inspire you. 1. “The essence of marriage is not that it provides a happy ending, but that it provides a promising beginning—and then you keep beginning again, day after day.” —Gabriel García Márquez. 2. “The secret of a happy marriage remains a secret. But those who follow the art of creating it day after day come closest to discovering it.” —Pearl Buck. 3. “Love is a continuous act of forgiveness.” —Maya Angelou. 4. “In the best of relationships, daily rebuilding is a mutual process. Each partner helps the other grow.” —Virginia Satir.

Culture Crush, 2/12

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Sonoma County

Call for Young Writers

Sonoma County Youth Voice literary magazine, launched by the Sonoma County Office of Education (SCOE), is now accepting submissions for its second issue. Open to public high school students, the magazine welcomes poetry, flash fiction and autobiographical essays centered on this year’s theme: When I Need to Nourish Myself. Students, especially those from historically marginalized communities, are encouraged to submit up to three pages of poetry or short prose (200–300 words). Selected works will be published, with contributors receiving a copy of the magazine and a commendation from SCOE. The deadline is Friday, Feb. 28. Learn more at bit.ly/soco-youth-voice.

Santa Rosa

Youth Heart Screens

Sudden Cardiac Arrest is a leading cause of death among student-athletes and young people, often due to undiagnosed heart conditions. Healthy Petaluma’s HeartSafe Community Program, in partnership with the Kyle J. Taylor Foundation, Santa Rosa City Schools and the County of Sonoma, is offering free heart screenings for Sonoma County youth and young adults ages 12-25. The event includes EKG screenings, with follow-up echocardiograms if needed, to detect potential cardiac anomalies early. These tests typically cost $1,500 but are provided at no charge. The screenings are available from 9am to 4pm, on Sunday, Feb. 23, at Elsie Allen High School, 599 Bellevue Ave., Santa Rosa. Pre-registration is required and closes Feb. 20. Space is limited to 500 participants. More information and registration at kylejtaylor.app.neoncrm.com.

Corte Madera 

How to Be Dateable

Dating experts and Dateable podcast hosts Julie Krafchick and Yue Xu break down modern dating myths and offer a fresh, empowering approach to finding love in their book, How to Be Dateable, with an appearance at Corte Madera’s Book Passage. Drawing on a decade of research and conversations with thousands of daters, the authors help readers identify dating patterns, avoid common traps and embrace their strengths. Instead of rigid rules or gimmicks, the book provides a personalized quiz, case studies and practical exercises to help navigate relationships with confidence. Marie Thouin joins the discussion at this in-person event. 4pm, Saturday, Feb. 15, at Book Passage, 51 Tamal Vista Blvd., Corte Madera. Free admission. More information at bookpassage.com.

Mill Valley

Cy Currin at Sweetwater

Cy Curnin, front person of the iconic British rock band, The Fixx, takes the stage for an intimate performance at Mill Valley’s Sweetwater Music Hall this weekend. Known for hits like “One Thing Leads to Another” and “Are We Ourselves?,” Curnin brings decades of songwriting and storytelling to life with his signature voice and reflective lyricism. “I’m really enjoying being a writer and a thought provoker in this era that we live in now,” he recently shared with a Medianews Group outlet. The fix is in at 8pm, Saturday, Feb. 22, at Sweetwater Music Hall, 19 Corte Madera Ave., Mill Valley. Doors at 7pm. All ages. Tickets $42.73. More information at sweetwatermusichall.com.

Your Letters, 2/12

Mind the Gap 

Donald Trump is doing what more than half the country could only dream of for far too long. When Trump dodged a bullet, the whole world dodged a bullet. I hope you print this in your Pacific Sun and open your closed mind. I do not think you and your readers are wrong about everything. You are, however, wrong about Trump, who won three times—a proven fact.

Gerald Norton
Mill Valley

Bank on It

Recently, there was an article in your paper about volunteering for agencies that help our community. This letter is to inform your readers that some nonprofits give their CEOs salaries of $100,000 to $750,000 annually and higher. In Sonoma County, the CEO of the Redwood Empire Food Bank receives over $300,000 a year.* 

I strongly encourage your readers to instead support a small, committed organization named the California Homemakers Association (CHA), as their staff are not paid any salary. It is an all-volunteer service organization. They help people with many essential needs, including food and clothing, and free assistance from many different types of professions. 

They are local and can be reached at 707.591.9573 and are located at 1819 Fourth St. in Santa Rosa. They always welcome volunteers who have one-time or continuing part-time work.

Betty Le Donne
Santa Rosa

*Verified via ProPublica’s Nonprofit Explorer.

The Self-Marriage of Cristie Kiley

When I first heard about mirror weddings, I did a spit-take. But as I mopped my Jack and Coke with bar napkins and seltzer water, the whole thing became less comic to me.

Listen, we’ve all had sober conversations about self-care and self-love. Those concepts call into question our relationship with ourselves—are we compassionate with ourselves, or do we hate ourselves? So perhaps self-union is the true end and consummation of a self-love journey, where upon hallowed altar, we make a lifelong commitment to loving ourselves.

It’s not necessarily an alternative to traditional marriage, says Cristie Kiley. One must love and respect oneself before they can attract and receive love from others. 

And what bigger love could we have? Who but ourselves will go the distance, match our freak, and share humor and all our secrets? … But there I am, writing my own self-marriage vows.

Let’s just say I had my head turned by this brave and bodacious young woman.

CH: I saw the beautiful portraits of your self-marriage on the Yuba River that you styled yourself. Cristie, could you share with us your self-marriage vows and promises?

CK: Yes! “I promise to no longer seek external validation—especially from men—in order to feel worthy and seen. Instead, I now give myself the validation, encouragement and reassurance that I need. I promise to accept and adore the majestic being that I am—all of my parts, the strong and the weak, the beautiful and the ugly, the vibrant and the muted.”

CH: This commitment to loving yourself lifted you up from a “rock-bottom” in your relationship with men?

CK: Yes … ( sharply exhales ) In our society, we are taught to be codependent, and we are taught to hate ourselves and always look for who will complete us or fix us. And … I was in a very dark place … seeking externally what is only accessible from within.

CH: I understand that on your self-wedding day, you gave yourself a rose quartz and diamond ring engraved with the words “self-love always,” which you wear on your pinky.

CK: Yes. It serves as a frequent reminder of my vows to myself…

Learn more: See Kiley’s wedding photos. She is a professional photographer, videographer, art director and stylist. Since her wedding, she has offered fantasy-inspired self-love and empowerment shoots alongside her traditional wedding packages. Follow this link, linktr.ee/cristiekileyLINKS.

In a World of Nonsense, Try to ‘Stop Making Sense’ of It

David Byrne and his Talking Heads concert film told us to Stop Making Sense in 1983. 

Forty years later, it was restored, honored and rereleased. It hit like a storm.

At Larkspur’s Lark Theater on New Year’s Eve, people were dancing in the aisles with joy, matching the joyous musicians on the screen. Stop Making Sense continues to demonstrate David Byrne’s lyrical urgency that we stop trying to make sense of modern times. 

Nowadays, artists play second stage to influencers; art is replaced with content, and our urge to seek creativity is dulled by scrolling social media blips. Byrne’s lyrics uphold their messages well, blasting a list of charges against those allowing this cookie-cutter normalcy. 

In his song, “Heaven,” he sings, “Heaven, heaven is a place where nothing, nothing ever happens.” Regarding the song “Burning Down The House,” Byrne said, “when I wrote the lyrics back in 1982, the title phrase was a metaphor for destroying something safe that entrapped you.” He also said, “Like the film title, it doesn’t make literal sense, but it makes emotional sense.” 

These songs still invite us to stop making sense of unoriginality, of an unkind, precarious world, and of online algorithms that steer us into consuming disempowerment and dread. All this resonates in his songs “Crosseyed And Painless,” “What A Day That Was,” “Once In A Lifetime” and “Life During Wartime.” 

This rings and sings so true now. And as the film progresses, this urgency builds until it explodes our senses with an ecstatic performance.  

As 2025 is shaping up to be chaotic, David Byrne’s lyrics hold fast, so let’s try to stop making sense of the senselessness and get creative.

Phillip Saxon Lieb is from Petaluma, where he played guitar in alt rock bands Maltese Falcons, Trap A Poodle and operated a used record store, Vinyl Planet. He currently lives in Marin County.

Old Story Told New, ‘The Epic of Gilgamesh’ staged in San Rafael

Before Jason set out with his Argonauts or James T. Kirk boldly went where no one has gone before, there was Gilgamesh, who, in the words of the Assyrian tablets, “undertakes an expedition unknown to him.” 

Nate Currier has also undertaken an unknown expedition. This first-time director has chosen to bring Gilgamesh to life with a new adaptation that will open at Marin Shakespeare Company’s downtown space on Feb. 14. 

Gilgamesh is a book high schoolers might read in AP English. But, to be honest, most don’t. It has a reputation for being a difficult read, so why see a show based on it? Currier’s response: “It’s the oldest story ever written down—an existential king contemplating mortality, with laughs, sex and monsters. And it’s free.” 

Lead actor Eliot Hall compares Gilgamesh’s search for immortality to today’s AI revolution. “Is it better to be gods or humans?” he asks. “The rise of AI is humanity trying to become immortal. With today’s advances in technology, people will relate to the questions of what it means to be human and what our humanity’s limitations are. Also, I think it’s a cool, weird story people will want to see.”

“I was adamant about keeping the weirdness intact,” Currier says. “I have no idea why the cast is here, doing this bare-bones play with me, but they are so amazing.”

“Well, I’m a history nerd,” Hall opines. 

“There are a lot of history nerds in the cast,” Currier notes with a laugh. 

What is clear is their passion for this project. “We want people to come see it. It’s a universal story that people should be able to see,” Currier says.

“You don’t have to be a theater person to enjoy this show. You will not feel excluded. But theater people will also love it,” says Hall.

“And high schoolers will love it,” Currier adds.  

“Plus, it’s so good,” Hall says. “My professor at DePaul used to say that for a show to be good, you needed two out of three things: a good script, a good cast, a good director. This show has all three.”

The Valentine’s Day opening seems apt for this passion project. So one may eschew the overpriced dinner, take a chance and see what real passion looks like.

‘The Epic of Gilgamesh’ runs Feb. 14-Feb. 23 at Marin Shakespeare Company’s Center for Performing Arts, Education, and Social Justice at 514 4th St., San Rafael. Thurs-Sun 7:30pm. Admission is free—donations are appreciated. 415.388.5208. marinshakespeare.org.

Shell Game: Hog Island, Google collab makes waves in oyster scene

What happens when Marin’s own Hog Island Oyster Co. collaborates with Google’s new Gemini AI? Apparently, the answer is a Super Bowl commercial that spotlights how AI technology can benefit small businesses across the nation.

For those who don’t know, Hog Island Oyster Co. is a beloved local oyster business that’s been at the forefront of Marin’s food scene since it was founded in the early 1980s. 

What began as an idea for a funky seasonal roadside oyster bar evolved into a culinary cultural staple of the Bay Area. Now, Hog Island will represent California’s small businesses in a nationally televised Super Bowl commercial.

Hog Island Oyster Co. is one of only 50 businesses nationwide that was chosen to be featured in Google’s 50 States, 50 Stories Super Bowl commercial. The commercial will air during the big game and can be watched locally as a community at the San Francisco Market (or at home on the TV).

“We were pretty excited when Google approached us—I mean, who wouldn’t like to be in a Super Bowl commercial?” said John Finger, founding partner and CEO of Hog Island Oyster Co. “50 companies, 50 states, and we’re the one in California that they wanted to work with.”

“You start a company because you’re passionate about something, but you are not necessarily an expert in marketing or copywriting or building inventory tracking models,” said Harris Beber, head of marketing for Google Workspace. “That’s where AI should come in—to help you do more of what you love, less of what you don’t.”

So, how exactly has Hog Island Oyster Co. used Google Workspace and Gemini AI to do more of what they love and less of what they don’t? Well, as with all technology, it’s all about how one integrates new technologies into the workplace, ideally to alleviate strenuous, time-intensive tasks. 

In other words, the integration of new technology can act as a useful tool that allows small business employees the luxury of more time and energy for work they love while delegating taxing tasks to the tech.

A great non-AI example of this kind of technological tool is Hog Island’s use of tipping bags in their oyster growing process.

“On the oyster growing front, the development of tipping bag culture has been a game changer in terms of tech,” explained Finger. “Using the tide to tumble the oysters around…creates a system where they hang down vertically in a low tide and the other direction in high tide. That’s a big game changer for us because some of the stuff we used to do manually we’re now having the tide do for us.”

By harnessing the power of the tides through tipping bag technology, Hog Island lifted a portion of the manual labor from its employees. And, by assigning the environment itself to do the job of tumbling the oysters, still achieved the desired result of tumbling: to slow down the oyster growth and get deeper cups and firmer meat.

“Once the oysters… are out in the bay, we’re relying a lot on nature,” Finger explained. “The food, water, oxygen flow—it’s all about the place, being keyed into a healthy estuary and about being mindful of our impacts.”

“We had looked at [using AI] a little bit, but it wasn’t until Google approached us with Gemini that we really considered its benefits,” added Finger.

So, what exactly are the benefits of Gemini in Hog Island’s local small business, and where exactly do oysters and AI intersect? Well, it all comes down to the data. While human minds are extraordinary biological supercomputers capable of great feats, accessing and analyzing decades of data in order to detect and predict trends is still a time-consuming endeavor—unless, of course, one has a computer smart enough to do it instead.

“Over the years, we’ve had databases to track things like growing and inventory and weather patterns, and those data sets are our company’s biggest assets,” Finger explained. “We’ve had all this data for years, but our big question was, how do we analyze all that?”

“That takes a lot of time if a person is doing it,” Finger continued. “Realizing that we can ask Gemini AI, ‘Hey, if we plant this number of oysters here, when can we project that 75% of them are going to reach extra-small size?’ and being able to get those answers without a huge amount of time, we’re pretty excited about that.”

Through the integration of Gemini into the Hog Island business model, West Marin’s local oyster growers can now have the consistent upper hand in predicting restaurant needs through the year, manage inventory flow and streamline the supply chain to guarantee customer satisfaction with little waste. In turn, this leaves the experts more time to devote to the work they are truly passionate about, like interacting with the community and making/eating great oysters, of course.

“My favorite oyster dish…I really do like them raw; just the essence of ocean with a little bit of lemon on it is something else,” Finger said. “If you cook them at all, I’d say grilled oysters is the way to go, especially the harissa grilled oysters we do at Hog Island.”

“In the wintertime, our trademark Hog Island Sweetwater is complex umami-rich and has a little bit of a smoky rich finish to it,” Finger continued. “In the summertime, I really like our Hog Island Atlantic—it has a snappy brine to it and a minerality.”

According to Finger, the three biggest factors that determine an oyster’s unique flavor and qualities are the type of oyster, the place it is grown and the hand that grew it.

“We coach our team members on [oyster varietals] all the time—it’s a lot like wine,” Finger explained. “This is our 42nd year in business, and having our origin in the ’80s put us right at the time of the whole California food movement.”

“The folks at Hog Island are experts at what they do—growing great oysters, and creating incredible experiences for the community,” said Beber. “We love to see how they’re using AI to help track and manage their inventory today, and we’re so excited for how they continue using this technology in the future.”

Whatever exciting new technology is on the horizon for Hog Island, Finger asserts that the business model is and always will be based on two core principles: “Do we have enough oysters, and do we have the right people?”

“[Hog Island] is a people-intensive business,” said Finger. “So, no, we won’t be replacing our servers with robots. But can AI help us process information faster and more efficiently? Yes.”

“We have been part of the West Marin community forever, and we feel our ethos, beyond taking care of the environment, is taking care of the community we’re part of,” concluded Finger. “Over the years, people have been saying we’re in the fabric of the area, Marin County. It makes us really proud to think back on what we’ve created and that anybody cares about that—it’s a cool thing.”

End Times: Pretty Frankenstein is in love at the apocalypse

Pretty Frankenstein has a certain attitude toward the perils of the moment. It comes across in the band’s new single, “Love Letter to the Apocalypse,” just released across streaming platforms.

A slow, deep burn, the song has the feel of something stirring deep within the heart, a creaking refrain of a timeless theme with particular resonance at this inflection point in history.

“It’s talking about being with the person that you love during the chaos of an apocalyptic situation,” said the songwriter in a heartfelt chat by phone. “What it means for me now is a sense of defiance.”

The song had a long road to release, being written by fronthuman Grey Starr for their husband 10 years ago. In that time, it has continually evolved, finding its final form in part shaped by the current line-up of Pretty Frankenstein.

“I’m very happy with this version, you know? It does the most justice to the style I wanted the song to sound,” mused Starr. “A lot of the time when you write a song, you have all these different ideas in your head, and I feel like this is the closest to how I wanted it to sound.”

With the twang of Roy Orbison filtered through the echo chamber of Mazzy Star, the single is a musical love letter to the band’s distinct inspirations and personal roots.

Pretty Frankenstein will follow up the single with a music video this month, just in time for Valentine’s Day, giving fans visuals to their take on love in an apocalyptic world. 

The glam-vampire aesthetic of the band lends a playful kink to the probing message of the song, one of love, authenticity and the power of communion in the face of threatened erasure. 

“I felt like the song needed to be released now. Right now is a time where we kind of feel hopeless, and there’s a [reflex] to almost go into hiding at the moment,” explained Starr, echoing the sentiment of queer folks all around America right now.

“[For] people like me and other queer people, other queer people of color, and trans people, for my band and really anybody on the spectrum of queerness, I think now is a time to stand proud and be close to one another,” said Starr. “Get closer to your community; be kind of like safety nets for each other.”

Preach.

“My guitarist and my bassist, who sings backup vocals in this song, are married as well. They’re a lesbian couple, and [that brings] more connection and love to the song,” said Starr. Having multiple connections of love and co-creation cloaked in the commitment signified by marriage makes the message all the more salient for the end times.

Starr, who will also be organizing the Filipino Festival in Oakland in May, offers plain and simple advice. “Help your communities,” they summarize.

“[With] all that is going on around us, all these laws targeting queer people, staying in the fight is the most revolutionary thing you can do. I think right now being close to your community of other queer people is very important,” Starr continued.

The message aspires to be intersectional and universal. Starr knows that people across all categories are feeling despondent right now. Can we learn even from those different from ourselves? Pretty Frankenstein and Starr want to spread love by showing love.

“Hopefully, other people will get that same sense from the song, you know?” they said.

As corporate and federal actions align to threaten individuals and communities across a diverse swath of society, Pretty Frankenstein reminds us that it is a time to be loud and proud.

‘Love Letter to the Apocalypse’ by Pretty Frankenstein is streaming now on one’s favorite platform.

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