Oakdale Liquor Store Owner Predicted His Future Business in High School

On Jon Mast’s last day of high school at Hill-Murray, he remembers filling out a questionnaire that asked where he’d be in 10 years—what his profession would be, whom he’d be married to and how many kids he’d have. His predictions were right on all counts, down to his kids’ genders—one boy and one girl. In 2007, at age 25, Mast made his plan to become a liquor store owner reality when he opened Gator’s Liquor in a space at 1409 Helmo Ave. that had been vacated by another liquor store. We talked with Mast about his work, and why he was drawn to the business.

Oakdale Patch: How did you get into the liquor business?

Mast: In college I had a job at a liquor store and I worked part time there. It became full time and I kind of learned the ropes with that. I became a manager there, and so I got to meet all the reps, ordering and all of that. And when I graduated college, I got my first real job as a sales rep from all the connections I had made, and I worked there for about a year. Then I saw in the local paper that the liquor store at this location closed up. I brought it to the attention of my bosses. I said, “Hey, this liquor store closed. I’ve always wanted to do this, so I hope you don’t mind, but I’m putting in my two weeks.” They couldn’t get mad at me because I was going to buy product from them, so they were supportive. They helped me out getting started. I’ve been in the liquor business since I was 21. I started the store when I was 25.

Oakdale Patch: Did you grow up in Oakdale?

Mast: I did. I’ve been here since ’91.

Oakdale Patch: Were you set on owning a store located in Oakdale?

Mast: I think so. I grew up in the neighborhood and played sports in the Oakdale Athletic Association and all of that. I knew a lot of people through my family, my parents. I see them in here. It’s good. It’s nice that they support me.

Oakdale Patch: What were some of the biggest differences between how you envisioned owning your own business would be, and the reality?

Mast: Working at the liquor store in Woodbury, I had an idea. I knew it was going to take awhile to build my regular customers. I think I have done that now. I think the only thing I didn’t expect is how much money you’ve got to pay to the state.

Oakdale Patch: How did you choose the name Gator?

Mast: Well, that was a name given to me the first week of my freshman year in high school by a couple of buddies of mine. The name stuck—sometimes my parents called me Gator in high school.

Oakdale Patch: So someone just came up with it?

Mast: Yeah. Only a couple people know about the true story of how it came up, so maybe we’ll do a follow-up interview sometime—The Legend of Gator. I like to keep it a mystery.

Oakdale Patch: Why did you want to get into the liquor business versus any other type of business you could have chosen?

Mast: Besides I like to drink? I guess when I first got into it, I’d always heard everyone say, “Liquor’s recession proof. Liquor’s recession proof.” Now that I’m working, I don’t agree with that. Yes, people are always still going to drink, but especially in 2011, in my opinion, I thought it was the bad year for a lot of people. Just from talking to people—people saying they were laid off—just from purchasing habits. You go from your liter bottle to your pint or half pint. I’ve never gone through so many pints and half pints as I did in 2011. I’ve never ordered so many as this past year. Same with beer, I’ve noticed your Michelob Golden Light’s taking a hit, so people are maybe going for a cheaper beer. But on the flip side of that, craft beer is growing, which is a good sign. Obviously there’s more money in the craft beer side of it. That’s why I added another cooler in 2010, just to increase my craft beer business, because it’s huge.

Oakdale Patch: Do you see the rise of craft beer as a fad, or do you think it’s going to continue to grow and grow?

Mast: I think it’s going to grow for a little while here. I don’t think it’s hit its height. I don’t see it as a fad. There’re a lot of beer geeks out there, and that’s what they’re called, “beer geeks,” and they like that label. We have Beer Geek Tuesdays where we sample a different craft micro import beer. You won’t be getting your Bud Lights.

Oakdale Patch: What are the things you enjoy most about your daily work?

Mast: The customers. Without them I wouldn’t be here. I really lucked out. I have the best customers in the world, and I’m not just saying that. I truly mean that. A lot of us are on a first-name basis and everyone asks how the family is. When my kids were born, they would bring gifts for the kids—little Gator onesies. I have one lady that every St. Patty’s Day, she brings me a thing of corn beef and cabbage. It’s great. I love the relationship with my customers here. I really do. It’s almost like that small-town effect.

Oakdale Patch: When you opened, the economy was in decline. Did you ever question whether you would be able to make it?

Mast: In the back of my mind, yeah. But in the end you never really know how the economy’s going to be. I was 25. I figured I was young enough where if it fails, it fails and that’s my fault, but if I didn’t take the opportunity, I figured I would kick myself. I think then I thought it was the right choice, and I still think it’s a good choice.

Oakdale Patch: What do you like to drink?

Mast: I’m more of a beer and whiskey kind of guy.

Oakdale Patch: Have your tastes changed from your years in the business?

Mast: Yeah, definitely. When I first worked at the Woodbury store, I guess I was more into Michelob Golden Light and then I went into Coors Light, but now I’m drinking nothing but craft beers. I like red wine, too. You’ve got to mix it up.

Editor’s Note: This article is part of a series on locally owned, independent Oakdale businesses. We’re doing this series in conjunction with Oakdale’s , a campaign to encourage residents to choose three local businesses they’d hate to lose and pledge to spend $50 total at those businesses each month. If you have a shop you would like to see us feature, email patty.busse@patch.com.