Our Story: Where creativity meets craft
Welcome to Artist Secret Garden Coffee Roasters!
Our journey began in 2018 when my family and I came together to launch the Artist Secret Garden, a short-term vacation rental here in Tucson.
I’m JoAnne, and alongside my family, I help run our rental and our new coffee roastery. While we all work together to support the business, each of us also brings a unique set of skills from our individual careers. My daughter Alexis and I come from accounting backgrounds, my husband Zak works in construction and real estate, and my son Brad is a professional artist and photographer.
The name of our rental home naturally came from the lush koi pond and garden that opens through a wooden gate and archway from the alley, and from Bradford’s beautiful local artwork displayed throughout the house. From the beginning, it has been a place of family creativity and bonding, while also providing a space for others to peacefully connect.
The Evolution of the Roast
We started as just a fun passion project, with R&D in creative experimentation, sampling coffee beans at various roasting degrees from regions around the world until we found our favorite combinations.
Over the past three years, we started supplying our own home-roasted coffee to our guests, and their response has been incredibly enthusiastic. Until recently, we hadn't done anything more with it; we just shared it with guests, friends, and family.
But as our love for the coffee grew, it felt like a natural next step to share it with the public. With coffee and art as our family’s deepest passions, we fused the two together to develop our brand, ASG Coffee, and officially formed Artist Secret Garden Coffee Roasters LLC. I spearheaded the venture, and our family business planning officially began.
How We Work Together
Every member of our family pours their specific talents into making our coffee company what it is:
The Art of the Roast: Alexis elevates our coffee craft, turning every roast into a symphony of precision. Her journey from curiosity to mastery was guided by the Specialty Coffee Association, rigorous practice, and a keen eye for detail. In our roasting room, she evaluates each batch. She monitors temperatures and watches the beans with care as they transform in color, inhales the evolving aromas, and listens intently for the telltale cracks that mark perfection. Every batch becomes a testament not just to her skill, but to the artistry behind every cup you brew.
Operations & Offerings: My husband, Zak, and I work closely on product creation as we design and sublimate cappuccino cups with our logo and artwork, along with cupping the roasted coffee, product packaging, inventory, and administrative functions.
Creative Vision: I hired Brad’s company, ABK Vision Photography LLC, to bring our visual brand to life. He designed our distinctive product packaging, the artwork for the event booth layout, the concept logo design, the product photography, and this website.
I don’t really know how far we will go with this new venture, but one thing is certain: we promise to always offer you fresh-roasted coffee, and we will only ever roast in small batches to ensure high-quality freshness.
From our secret garden to your morning cup, thank you for supporting our family business. We invite you to come into our garden, take a sip, and make your day a creative masterpiece.