Morgan Robinson doesn’t remember a day when he wasn’t in the kitchen. As a college student, Morgan worked as a prep cook until he decided to acquire the rigorous formal education of a classically-trained chef at the New England Culinary Institute in Vermont. After expanding his training at the
Ritz Carlton in Aspen, Bistro Don Giovanni, and Franciscan Estates, Morgan found his passion in open-fire cooking techniques. He bought a five-by-ten outdoor grill and soon after, launched Smoke Open Fire as a catering company in Napa Valley.
Morgan brought in his wife, Irma Robinson, to leverage her special events and marketing experience and together, the couple bootstrapped the company using their own personal funds. While Morgan has over three decades of experience in the food industry, and Irma has fifteen years of experience in the hospitality industry in both Australia and the U.S. Prior to starting Smoke Open Fire with her husband, Morgan, she held marketing management positions with wineries Domain Chandon, Darioush, and Quintessa.
Smoke Open Fire specializes in open hearth techniques including Mediterranean rotisserie and Santa Maria tritip for small and large scale events. The company’s services are sought out by some of the most popular wineries in the area including Gallo, Constellation Brands, and Domain Chandon. Morgan and Smoke Open Fire received accolades in Sunset, San Francisco Magazine, the Napa Register — and was most recently voted Best Caterer in Napa County 2015 by North Bay Bohemian.
However as a caterer without a brick-and-mortar location, Smoke Open Fire was always limited in its ability to get contracts for high-profile events and provide a full on-site event management service. This winter, the company was presented with a very rare opportunity to open a brick-and-mortar location next door to its current commercial kitchen. The expansion will allow them to bid on special events and drive customers to the western neighborhood of Napa, historically a low-income area of the city.
Morgan is dedicated to the local community of Napa — and his passion for creating employment opportunities for local residents through his business — but couldn’t secure a loan through a traditional bank. So he came to Pacific Community Ventures. The new brick-and-mortar restaurant will operate under the name South Side Café, and PCV’s loan will help them secure the equipment, interior design, and working capital to kick off operations.
Smoke Open Fire offers a wide range of catering services — from interactive cooking stations, small plates, finger foods and salads, to full-service formal dining experiences, including linens, flowers, table settings and glassware. The company provides complete delivery and set-up, service, and clean-up. Morgan’s custom-built grill allows him to bring a full-sized kitchen cooking area to any location. The café will offer a brick-and-mortar location where clients can enjoy coffee bar, breakfast, lunch, and dinner from the company’s already wide ranging menu.