Snooze celebrates two years, their staff and good causes
By Morgan M. Hurley | SDUN Assistant Editor
Hillcrest’s Snooze, an A.M. Eatery opened to great fanfare in November of 2011, and with its colorful motifs, playful décor, delicious food and über-friendly atmosphere, the Colorado-based breakfast restaurant fit perfectly into the neighborhood.
Two years later, all the hype has yet to die down and crowds continue to assemble.
On Nov. 22, the staff—led by recently promoted General Manager Nick Papantonakis—is inviting the entire community to join in the celebration of their two year anniversary with a Masquerade Party, from 6 – 10 p.m. at their place of business, located at 3940 Fifth Ave.
Since Snooze closes at 2:30 p.m. every day, the entire restaurant will be taken over for the event, which will feature an upscale menu, including hors d’ oeuvres and tray-passed finger foods, event-themed cocktails, a carving station and even caviar. A small selection of beer and wine will also be available.
Tickets to the family-friendly event are $15 and all proceeds will go to this year’s benefactor, Feeding America San Diego, a local food bank that serves all of San Diego County. Attendees are also encouraged to bring non-perishable food items to further help the nonprofit.
Papantonakis—who signs his emails “aka Clark Kent” with good reason—said last year’s “Snooze’s Fun House” anniversary party raised $1,500, which was split between the Surfrider Foundation and ARTS (A Reason To Survive). This year the goal is to raise a total of $1,000 for Feeding America.
To help facilitate meeting that mark, Snooze will be selling drink and “entertainment” tickets for $1 each at the party, as well as donating 10 percent of all sales on the Hillcrest location’s actual anniversary date, Nov. 18.
Aside from live music and dancing at the anniversary party, Papantonakis said the restaurant will “definitely be going all out” with regards to décor and staff costumes. There will also be face painting, tarot readings, a fortune teller, a photo booth, and other fun activities, and those who bring non-perishables will receive an entertainment ticket in exchange.
“Masks are … I’m not going to say required, but highly, highly encouraged,” Papantonakis said, adding that those who arrive without one can choose a basic mask at the door and decorate it before entering.
The young superhero lookalike said the anniversary celebration also doubles as a staff appreciation party, meaning the entire Hillcrest crew will be in party mode, with staff from Snooze’s new Del Mar location taking over kitchen and serving roles for the evening.
“We’re very excited that we’ve made it this far and we want to celebrate that and take care of our staff and show them how much we appreciate them,” he said.
Staff appreciation is one of the many things that initially drew Papantonakis to the Snooze family not long after getting his degree in hospitality management at Colorado State University. He said his first interview with owner Jon Schlegel was so impactful, he left feeling, “I have to do whatever I can to let them know how interested I am,” he said.
His persistence paid off and after a year in Fort Collins—the third of five Snooze locations currently in Colorado—he made the move to San Diego to open the Hillcrest location as assistant to then general manager, Robert Butterfield. Butterfield recently bumped up to regional manager to oversee the Hillcrest, Del Mar and soon-to-be location in Scottsdale, Ariz., making room for Papantonakis.
“We had a nice symbiotic relationship,” Papantonakis said. “He had 30-plus years of restaurant experience … and has been one of the greatest teachers I’ve ever had.”
Papantonakis was also attracted to Snooze’s eco-friendly practices, which include composting, recycling, small business partnerships and energy efficiency. He said the Hillcrest location is able to divert 60 percent of their food scrap from landfills through their compost program.
In his third year as the Snooze representative on the board of the Hillcrest Business Association, Papantonakis launched his own sustainability committee with the HBA last spring. The group is currently focused on attaining “eco-district certification” for the neighborhood.
As for what else revelers can expect from the upcoming night of masquerade, Papantonakis preferred to offer few details.
“People will be dressed to the nines,” he said. “Plan for an evening of mystical, dark deeds.”
Those wishing to attend the masquerade party can purchase tickets anytime up to the date of the event at the Hillcrest Snooze location, 3940 Fifth Ave. For more information about Feeding America San Diego, visit feedingamericasd.org.
