Episode 101 Matt Booth with Room 101 Cigars Part 2

Episode Summary

Part two of the Cigar Hustlers Podcast's long-form sit-down with Matt Booth, the designer behind Room 101 Cigars. Rather than rehash blend specs, the conversation digs into who Booth actually is: a South Bay/Washington State kid who served in the military, followed a staff sergeant to Los Angeles, interned at record labels, and learned live sound and lighting at the Whiskey A Go Go on the Sunset Strip before ever touching tobacco.

Booth then walks through the unglamorous origin of his design career — working in a downtown LA factory at 7th and Broadway starting around 2000, naming the collection in 2003, and literally door-knocking the fashion-district showrooms at 9th and Los Angeles with a bulletproof briefcase of samples until a referral landed him at Select Showroom in the Gary Building. He compares that eclectic, subculture-to-retail arc to today's boutique cigar scene, credits Elton's in Las Vegas as the first account that stuck with him through the 2008 crash, and notes that his first solo-branded project, the Farce Habano, earned a 94 — the highest rating he's received in a decade — alongside Tobacco Business nominations for Boutique Cigar of the Year and Entrepreneur of the Year.

The meatiest stretch is an unusually candid industry critique. Booth explains the "KILL YOUR BROKER" T-shirt he had made for trade shows, argues that the art of selling has decayed into order-taking, and describes independent brokers who deliberately throttle a brand's sales to protect their own commission before a brand can hire in-house. He calls the current market the most hostile he's seen in eleven years, lays out his "more business with fewer people" philosophy of true partnership with retailers and sales agents, and praises the direct, in-house model he sees at other companies — with extended (and very funny) love thrown at sales rep Danny Vasquez. He also looks back on the old Cigar Press feature that grouped him with Jaime Dion (Dion Giolito), Jonathan Drew and Pete Johnson-era peers, a photo the group re-shot years later at his trade show booth, and floats a "where are they now" follow-up.

The back half is pure hosts-being-hosts: Dunkin' Donuts mobile-order chaos, Costco and Sam's Club etiquette crimes, giving away Buccaneers season tickets to a stranger on Facebook, plus show updates — a new listener in Egypt, hitting #1 cigar show on Podbean, #2 on Player FM, and listener of the week Greg Reed.

In This Episode

1. 01
   Why This Podcast Is Different
   Booth and the hosts explain the appeal of off-the-cuff conversation over product talk, and why knowing the person behind a brand sells cigars.
2. 02
   Value, Price and a Spoiled Market
   A frank take on overpriced $12–$15 cigars, recommending a $6 stick instead, and why Nicaraguan-driven blending made this a golden era for smokers.
3. 03
   From the Whiskey A Go Go to the Jewelry District
   Booth's pre-cigar life: the military, executive protection, record label internships, and doing sound and lighting on the Sunset Strip.
4. 04
   Door-Knocking, Select Showroom and the 2008 Crash
   How cold-walking LA showrooms launched his jewelry line, why Elton's in Las Vegas mattered, and what happened when every account folded.
5. 05
   Farce Habano's 94 and Tobacco Business Nominations
   His first solo-branded cigar earns his highest rating in ten years, plus nods for Boutique Cigar of the Year and Entrepreneur of the Year.
6. 06
   "Kill Your Broker": The Independent Broker Problem
   Booth's unfiltered breakdown of broker networks, suppressed sales, evaporating salesmanship and the most hostile market he's seen in eleven years.
7. 07
   Partnership Over Volume
   Why he wants fewer accounts, contracts on both sides, and retailers who keep momentum going after the event ends — with praise for Danny Vasquez.
8. 08
   The Cigar Press Photo, Then and Now
   Reflecting on being the junior member of that legendary lineup, re-shooting it at the trade show, and how much the business has changed.

Brands & Cigars Discussed

Linked items are in our shop. Mentions without a link aren’t currently stocked or couldn’t be matched with confidence.

Transcript

Welcome to Episode 101 of a Cigar Hustlers Podcast. We'd like to wish all our listeners happy holidays and here comes part two of the Matt Booth Chronicles. Alright, we're back, we're back, we're starting over. This is episode 101.

Official 101. 101 with Matt Booth. Episode 101 with Matt Booth. Matt Booth.

Matt Booth. This might work out well because you could have that baby and eat. His wife's also pregnant. Well, yeah, no, but how far along?

She's like super pregnant. Oh, she's like doing anything. Like today could be the day. Is this your first?

No, it's my third. Amazing, man. But it's a girl, first girl. Third and final.

Very happy for you, man. Thanks, man. Yeah, I'm really excited. I can't wait.

It's the best thing of all time. So the question, the topic of discussion before I was heading into work was, what time are you recording the podcast? And I said, noon. We'll be recording around noon.

She says, okay, so. Hey, man. She's sitting there with her legs crossed. I'll drive you there, man.

Today could be the day. 12/12. Oh, yeah. You go to the hospital, Matt Booth walks in with you.

Hey. Hey. Fucking Snapchat it up. I'm here.

Yeah, that'd be pretty epic. So, yeah. No, you're right, though. But, like, this podcast is definitely different, right?

We don't, you know, and it's not bashing the other ones, but, like, I don't want to talk about the same shit. I don't want to talk about the cigar. I don't, you know, I don't want to talk about the origin of you getting into the business. I want to talk about the good stuff, you know, like, stuff that's off the cuff that kind of makes you who you are.

So, that's what makes it fun, you know. And look, for me it's invaluable to have a platform where people can get to know, maybe have a better understanding of who I am. Right. You know, because this will ultimately endear them to my products, you know.

Yeah. You know, why buy stuff from a dick? Right. Yeah, I mean, right?

That's true. And you know, like, I've had that argument with consumers inside the store. I'm like, "You know the shit that this company has done to some of their people after years of dedication, and you're still going to go buy that cigar? " I'm like, "You know what?

This $12 cigar is a waste of fucking time. " Obviously, that's not to my financial benefit, but I feel morally sound about it. Yeah. Well, and look, and I mean, we're beyond spoiled with the selection of phenomenal cigars, right?

I mean, really, genuinely. S. because of all the stuff coming out of Nicaragua, all the beginnings, the more progressive blend styles and whatnot that were non-traditional in terms of their personality and all that, and that's just grown a hundred-fold since that meant it. Right.

The one part that I can argue with that is that a lot of, maybe not a lot, but there are some brands that make a cigar. And, like, I at least have the ability to break it down and say, it's overpriced, here's why, you know, and I break the whole thing down, you know, are some of the tobaccos in the cigar good? Could it have been a hell of a lot better? Yes.

Why are you paying 12, 13, 14, 15 dollars for the cigar? I have no fucking idea. Like, it doesn't make sense. So, I mean, there are, that's more Patreon stuff.

Like, we do like our own subscriber thing to kind of get into the nitty gritty of specific cigars. Right. But yeah, you are right. You know, there's definitely a lot of good tobacco out there and there's definitely a lot of good cigars.

And look, man, in this business, it's a very beautiful thing. One of the things that was very initially endearing to me about this business was, you know, I thought, okay. So in men's jewelry, as an example, you know, you have the Yermans and the Hardys that are in a completely different galaxy of size, scale, performance, capability. And then you have this huge no man's land until you get back down to like even the second tier of operators in terms of branded offerings, right?

You know, in this business you could literally, if you had the drive and determination, you could create a very respectable product and you could walk in old school style, right? With a handshake and your product could go on a shelf next to a brand, a legacy brand. A legacy brand. You could literally put your product that you've developed with your heart and soul and commitment, right, on the shelf right next to a product that's a brand that's been active for over a hundred years.

And that opportunity really just genuinely does not exist in a great deal of industries. I mean, you're not going to start making tires and topple the Firestone empire tomorrow. You're not even going to have your shit on the shelf. I feel like we could though.

I mean, we could give it a good run. Down with Firestone. Coming for you. It's the next mission.

Down with Goodwill. Or whatever the hell the tires are. Well, they have the blimp, though, bro, the Goodyear blimp. Oh, the Goodyear, that's it.

I mean, Ice Cube, you'll be able to shout out, I mean, it was always parked, it's parked in Carson now, but it's always, you could see it from the freeway. It's just a delightful vessel. It's nice. It's nice.

It's a landmark. Yeah, it's a thing. It's a thing. It's a thing.

Makes him a legacy tire. A legacy tire. A legacy tire brand. So you worked at Whiskey A Go-Go on the Sunset Strip?

That's true. I did. I did a great deal of things. When I got out of the service, I thought, okay, I'm gonna drive around the country and get into adventures.

And through a staff sergeant that actually very much looked out for me and a lot of guys. Who would have had your wallet and gotten you safely home. Staff Sergeant Bibbs would have 100% gotten me home. Right.

For sure. And if you fought him, he would have made sure that you were unconscious. Yes, he would. Oh, I don't know what happened to you, but you passed out.

I would have been immobilized. Yeah. Which I probably needed to be immobilized that evening. evening so um you know he he had gone he had gotten a job with an executive protection firm there in LA and I kind of followed him out uh there uh interviewed with that company I worked I worked for for in in you know I interned at a couple record labels um I I worked uh part-time at a at an instrument uh company guitar company uh and at the Whiskey A Go Go I actually learned And the beginnings of live sound engineering from my dear friend, Leonard, who, you know, has worked for any act you could ever imagine, you know, on the road as a front of house guy, and I did sound and lighting for shows there for off and on for about two years while I was doing all this other shit, yeah.

That's pretty badass. It was wild, man. It was super cool because, you know, one of the older cats that worked there, I mean, he had worked there since the 80s off and on. So, you know, you're learning and working next to a guy that lived through the Sunset Strip in the '80s in the club, you know, in the club scenes, like, you know, they would talk about, oh, excuse me, they would talk about, you know, not being, you know, going from the whiskey up to the Roxy and having to schedule 45 minutes to walk because they were going to be stopped a hundred times, you know, by the time they got there to mix the next show and, you know, just very, very different animal now.

A. originally? Originally, yeah, from the South Bay, and you know, I've bounced back and forth. My mom, early on, moved up to Washington State.

A. and Washington, growing up, my dad remained in Southern California. Washington sucks for cigars. It's a very much, it suck, yeah.

One of the most stringent, you know, clean air acts, smoking ban, whatever you want to call it in the fucking country. Smoke as much weed as you want. Oh yeah, just Blaze. Blaze.

Cigar. Don't you dare ever in your life smoke a cigar. Right. Crazy.

It just leaves. But you know, in the spirit of our community and the entrepreneurial spirit and all that other stuff, there are guys that are taking strides to change that in their own little environments. Yeah, there's a couple good spots in there. But I mean, it's crazy what they have to go through to do it.

Right. Really, man. I mean, you'd think it's like alcohol during prohibition. Right.

Severely over-regulated. So, well, this sucks, you started your brand in 2003, right? That's correct. Yeah, that was just jewelry though, it wasn't cigars.

I started working in a factory downtown in early 2000, and three years later I decided to give the collection a name. And then around 2006, I began to actually try to sell that product. Actually, that's kind of an interesting, do you want to hear that? Yeah, sure, do it, do it.

So, you're reminding me of things, right? Yeah, it's the tequila. It is, it's Clooney's elixir. It's taking me back.

So, in downtown LA, our factory is at the corner of 7th and Broadway, and that's in the jewelry district. A couple blocks away from there, 9th and Los Angeles is kind of the fashion district, where they have a couple buildings that house all the showrooms, right? And so, a lot of them are branded for individual companies, and some of them, similar to like an independent broker, die in this business. We can talk about that later.

I will address that in a moment. Yeah, yeah, please write that down. You know, they house some showrooms where they're multi-brand, and these guys are brokering sales for multiple brands, multiple categories, right? And I took a little bulletproof briefcase with some of my initial samples, I walked my happy ass over there, and, you know, and those samples were like, I mean, I mean, they're nothing like we make now, right?

It was the beginnings of what I was doing. It's like episode one of this podcast, atrocious. Oh, I thought you meant 100, but we're just now redeeming ourselves. No, no.

You didn't do good out of the gate, man? I feel very charismatic. Dude, we had like this little snowball fucking mic. I mean, we had no equipment.

- Like a Bob Barker microphone? - Yeah. - That's cool, though. - It was like this dome that we all had to kind of talk.

Go back and listen if you want, you know. - You can lean in if you wanted to talk. - Oh, this was so bad. But yeah, no, no, I mean, yeah, I enjoy it, like, I was definitely, but I was still trying to find my footing, just like I'm sure you were doing in the jewelry business.

- Well, of course. And look, in any industry I've ever operated in, I have no family, I have no leg up. My, you know, my uncle wasn't some famous designer or cigar maker or, you know. - Right.

And I'm not throwing shade at anyone that had that opportunity because if you have that opportunity and you run with it, more power to you all day. But, you know, to fight your way in to any industry, it's challenging, right? So I said, okay, these are the buildings that house these people that could potentially help me sell this product. So I'm just going to walk through these buildings from door to door and I'm going to see if there's anyone that can fucking help me or is interested in what I'm doing, right?

A. Mart there. A. Mart?

A. Mart, which I forget the name at this time. , right? And I ran into this lady named Jackie B.

Oddly hot, by the way, if you're listening. I remember. No, I mean, no, she was actually, quite frankly, she was probably younger than I am now at the time, right? You know, just oozing in sex, really, she was.

And, and it was very obscure. But, but, you know, and she told me, very frankly, you know, that she, she couldn't help me, right? But she said, let me refer you, she said, you have to go across the way to the Gary building, which I had no intention of even visiting, right? And you have to, you have to find these things.

These guys at a showroom called Select Showroom, and she said they're younger, they're driving like progressive brands out of that house and I think they'd really dig what you're doing, and so of course I took Jackie B's advice and I walked across the Gary building and I met these two cats that had Select Showroom, Joey and Matt, and they literally, I mean they relaunched Lee Denim, do you remember the brand Salvage? No. So, this is like when the mineral washed, distressed, you know, the shirts sewn together in three different ways, you know, shot with a bazooka, this is when this style was just about to emerge, and the brand that really developed that style was called Salvage, and they made really, really cool shit, and, I mean, I was at the Project Trade Show with them where Salvage, where Nordstrom brought Salvage in. It was this huge deal because that solidified that this was now going to be a trend, you know.

And then there were many brands, many, many brands in the Ed Hardy era of the cigar business that followed them. Affliction was one of them that very quickly began to mimic that style. And they actually, they stayed the course right with that brand and I think evolved it. I'm not sure what they're doing now.

But I did several rotations through the fashion shows with them and placed our products to some of the high-end specialty fashion stores around the country and was beginning to get some, you know, some genuine traction with it, you know, as fashion accessory, which previously was more almost underground subculture in nature. Very, very similar to what is popping in the boutique game in this business. Right. There's a cult, a very small amount of these eclectic designers in LA and they all have a following and, you know, but they were not necessarily selling as fashion accessory in stores yet, yeah.

So, do you have your first piece you ever made? I do. You do? I do.

I have it in a little plastic drawer in my office. No shit. Yeah. So, you never wanted to sell that one or did you sell it and you got it back?

- No, no, I never, I never sold that one. - You never had? - It was like a little band that I, that I put a little skull head on, you know. - You gotta put, you gotta like display it or something.

- Yeah, I should, I should. - Fucking plastic bag. - Yeah, I should. - Come on, man.

- I should, man. - That's a big deal. - So, yeah, so we, we placed in, in some, in some respectable doors and we were, and we were gaining some traction and then, uh, and then the, uh, the economy tanked and all of my accounts went out of business. - Yeah, that whole thing about loaning to people who couldn't pay their bills.

- It was amazing. It was literally like, dead stop. Dead stop. We're not selling anything.

Yeah. Well, most of them closed their doors, didn't pay their bills. The one account that we still do business with to this day is Elton's in Las Vegas, family owned. No shit.

Super solid family. They hung in there. They were actually my first account. No shit.

And they weathered that fucking storm, and I weathered it right there with them, and they behaved in the truest spirit of partnership based on the circumstances, and we fought our way through that. Do you stop in and see them at IPCPR? Every time. Every time I go to Vegas.

No shit. Yeah. That's cool. Yeah, man.

They're amazing people. You're up for some awards here from the tobacco business, huh? Oh, dear. Boutique Cigar of the Year and Entrepreneur of the Year.

Rumor has it there have been nominations. Yeah. Yeah. Please go on and vote.

Wow. Look at that. That's impressive. For the love of God.

We're not on either one of those, are we? No, we're not. Yeah, man, it's interesting, man. And in addition to that, you know, for example, if you want to talk about things that are, well, okay, so to dovetail into what I'm about to say, that whole thing with Jackie B and meeting those guys, it's just not stopping.

It's investing yourself, and it's also kicking down that first domino and allowing the energy of the universe to lead you, you know? And that's a very real thing, whether you want to call it the Law of Attraction, or just... Persistence. ramming your face into a brick wall until it gives away, you know?

Oh shit, right. Yeah, I've actually broken the brick. Usually at the last second, when you're about to give up. Yeah, man, yeah, every time, right?

So... Dovetailing. Oh my God, so it's interesting now... I got you.

to, thank you, thank you so much. Bring it back, bring it back. You know, to, to, to have, you know, to have persevered through everything that we have that I have in this business because I have genuine and look, I'm not trying to cry or play the world's smallest violin here for you, but like I fought through a tremendous amount of things to be even sitting here today and continuing to be somehow relevant or viable and have a viable brand. God, I hope, I hope you be the judge.

Wait, wait, we don't fact check? Yeah, no, we have, we have a viable brand. It's number one, number one. Number one.

So, no, but, you know, my first solo branded project, Forrest, right, the Habano, received the highest rating that I've received on any product in 10 years in the business. Right. And not that I'm going to hang my hat, nor do I wear hats, but if I did, I wouldn't hang it on the fact that I got a rating. You'd have to put it above the hair.

That's correct. Yeah, you don't want to cover that wonderful hair. A challenge. Like kid from Kid and Play.

Exactly. Like an elevated hat. Yeah. So, such a marvelous high top, that hat, really.

Remarkable. Yeah. I mean, crazy, right? He's around, man.

Yeah. He's around. Yeah, he's around. Same hair?

No, no, no. I think he's, like, bald now. Like, he shaves it, which is a very, it's like the inversion, right? It's the complete inversion.

Yeah, the exact opposite of it. Yeah. Well, I guess, you know, if it starts to fade, you gotta kinda, you gotta, you know. Right.

When the fade fades. When the fade fades. You gotta fade it with it. Right, you gotta just own the baldness.

Yeah. You know, but to kind of have that cosmic validation of, okay, maybe I am on the right path here, you know, and then to, you know, receive the attention of Tobacco Business with those nominations, and look, man, I mean, we got a 94 on that cigar, it's not unthinkable that we could potentially be considered for their year-end list, which we have also never placed on in 10 years. Right. So if my first product out of the gate gets that kind of attention, you know, I believe I'm on the right path.

Fucking A. Yeah. So talk about independent broker, die. Die.

" Kill Your Broker. In caps, I'm gonna wear that shit to trade shows, stare you dead in your eye. Really? Really?

Look, it's, look, this is, here's the deal. And it's somewhat of a violent joke, but it's a joke, but there's a lot of fuel behind that that I think would, I think a great deal of brand owners would very much appreciate that t-shirt. I might actually make more off those t-shirts at the show than I do off my cigars, based on what's going on in the business right now, you know. And it's just, you know, this is what we were talking about earlier, the landscape being, you know, it's changing underneath our feet as we speak.

And although, like I said, I'm junior to many in this business, I have been in the game going on 11 years, and I have never seen it more hostile, in market, yeah, I've never seen it more hostile, the attitudes are changing, I think, you know, and I think there are a myriad of components that are all contributing to that simultaneously, but it's painting a very strange picture, you know. And it is, literally, it's hostile, I feel like I'm in a scene from 300, like I'm gladiator-ing my way through the business. - When you say kill your broker, you're like, don't deal with brokers? - No, man, I just think that, where do I start with this one?

You know, back in the day, when I began, there was this unstoppable, undeniable force of the broker network, and these guys were assassins. They were operators, they were out there killing, eating people's lunch, market share. And some of them are like a tight group colony type fucking... You don't say.

Right. You don't say. Yeah, I've heard about that. Yeah, yeah, yeah.

Maybe a little agreement between you guys. We are going to maybe not sell this brand. Right. You know, that kind of thing.

That's definitely happened. And it continues to happen, you know. And I think a great deal of the new school of brokers are trying to take on some of the... They're trying to take pages out of the old school's book, but the difference is that they're not selling.

Right. So it's like they had to sell the product to have the power to pull some of this leverage type bullshit. Right. It's just kind of a tragic situation.

I think at the time, and this isn't really just reserved for brokers, I think that the art of the sell is really kind of evaporating. And when you're not just going in and getting fed orders, you know, who's got the stuff? Right. Who can really make that happen?

And in, like I said, in my opinion, the most hostile I've seen the market in 10 years, you have an increasingly apathetic attitude towards sales, salesmanship in general. And I think it's a toxic combination for brands. Right. And, you know, what is the solution?

Yeah. What's the solution when, is this good to be talking about? Yeah. Is this positive?

So what is the solution when your independent sales broker understands the metric that you have to get to in terms of sales versus profitability to be able to hire in his territory and so he's literally going to suffocate your sales so that he keeps you at a level where he keeps as much commission as he can get, in theory, if you were selling. Come at me, please. Anyone, please. So, you know, and they're literally suffocating your sales, and this is happening, you know, to all brands, you know, and it's just, it's actually sad, man, because for me, if somebody's in it with me, I'm in it with them till the fucking wheels fall off.

Of course. You know, I'm loyal, I'm loyal to a fault, and if we build this together, there is nowhere that I'm fucking going, because you're a partner, but you're, it's like you're sleeping with the enemy. But like 80% of, maybe 80% is kind of generous, but a lot of experiences that some of these brokers have had where they've built up brands. Well, and how can they trust?

Trust is damaged, I respect that, and I understand that. It's the thing, you have two choices, either you're not selling it and it's your fault, or you sell too much of it, and then they bring somebody in the house. Right. Oh, hey, Mike.

But look, man, welcome to the episode. I'm very worried that the show is going to just die. I'm making sure everything keeps rolling. Good.

But my word is my bond. If I say I'm with you, I'm with you. And look, man, if, if, you know, and, but other people have given verbal, you know, and then their behavior. I got you, bro, I got you.

Yeah. I'll put that shit on paper. Right. I don't care.

I'll commit to you, man, but you must commit to me. Right. And that's the problem is there's no reach around. There's no reach, the lack of the reach around.

It's really unsavory. They're faking it. It's unsavory. Right.

It's like, hey, I'm going to do it, and then it just doesn't happen. Yeah, man. So it's a very, very challenging time, you know. And, you know, I've had cats, you know, take a lot of credit for building brands.

Right. But it's really incorrect. You know, if you are an up-and-coming order taker and you have a brand that's about to explode in popularity put in your lap. You didn't do anything.

They made you. Right. They literally made you. Well, the brand makes or breaks the brand in itself anyways.

Yeah. If you're offering what everyone is lined up to give you money for, are you selling or are you taking orders, the proof is in the pudding when you have to work and you have to sell. Right. You know, they're all dried up leaves in the shape of dicks.

Right. Sell the dicks. Sell the dicks. They're cigars, man.

It's really not that hard, but it's hard enough that it, you know, the, you know, it's hard enough to, you know, You know, people take the path of least resistance. That's true. It's an unhealthy thing, and it's really kind of come into a head out there, I think. So you think attaching with La Polina was the right sales force to bring yourself into?

Yeah, I mean, I selectively absorb certain employees in specific territories, and I'll be hiring in other territories as we grow. There are a couple independent brokers that I work with that I think are studs, that we will more than likely continue to work with. As long as they have a contract. Yeah, yeah, no, we're gonna, you know, it's all gonna be on wax, man, and there will be commitments on both sides of that.

And, you know, performance, you know, look, my philosophy is more business with less people. I want to invest with people that aren't going to invest in me. Right. I want to work with partners that I know as soon as I walk out of their store after an event, my investment, that momentum is carried over and reinforced after I leave versus being the quick hit on the P&L for Friday.

Right, right, just rotate it out. The solid Friday event, right. Yeah, you know, and similarly, I want to, you know, and I want to, like I said, I want to reciprocate that. So it's not a one-way street, man, you know?

Yeah, no doubt. That's it. So if a store does like $20,000 a month, or let's say $30,000 a month, you want, you know, try to get 10% of that or something like that. I'll live in their bathroom.

I'll live in their bathroom. I'll live in their bathroom. There you go. Yeah.

Want to go see Matt? He's in the back. Yeah, he's in the can. Sponsored can.

It's the Room 101 can. The Room 101 bathroom. With him in it. You know what's fun?

Just, he'll scoot over. You just handle your business and, you know. He'll hand you a towel. He'll hand you a towel, a little spritz of cologne.

I will be the towel guy. Yeah. Where's Matt? He's in the back.

Yeah. Take a shit and say hi. Yeah, there's no stalls, it's fine. Chat 'em up while you're going.

You know, back in the day, if he was really shit-faced, he'd just stare at you like this. And look, man, it's not all doom and gloom, and I'm not shitting on everyone. No, of course not. There are guys that are out there really giving valid contribution to brands' growth and the community in general, the business, right?

Of course, no, going in and checking on shops is definitely, you know, a thing. It's old school, man. Right. You know, it does work to some degree, but, you know, attaching, So having the direct-to-consumer relationship and people believing in your brand is really the bigger aspect of that, right?

" And that retailer should carry that product. Or, if the retailer believes in you, they should put the stuff in the humidor and flat-out say, "Hey, you really should try this," right? No doubt. So yeah, the broker is just a fragment of that composition, especially in this day and age.

But I view anyone that I work with as a partner, I don't say anyone works for me, I say I work with them, you know, and so I need that caliber of partnership, whether it's a retailer, a sales agent, you know. So will you give the kill your broker shirts to your brokers? Put it on the back, you can put it on the back, sell the dicks. Hey, I got this for you, sell more dicks.

Sell these dicks, why are you selling, sell these? These are the dicks that we need you to move. Yeah, these ones. God dammit.

All right, you want to take a break? Break one more time. Yeah. All right.

I got to pee, too, so... I gotta like... Hey, it's Mike Toon with my Cigar Hustlers Podcast. Looking for high-quality swag from the show?

com/theCigarHustlerPodcast. We have everything from t-shirts and hats to phone cases and beach styles. com backslash the Cigar Hustlers podcast. Get your show swag and become a true hustler.

Talking about, are we recording? Yeah, now we're back. Okay, so we were just briefly talking about our morning routines and stuff. And one of the cool things about you being on the West Coast is you really have the opportunity to kind of get up a little earlier, I mean, as I mentioned earlier, hit East Coast, talk to anybody on the East Coast, and then as your day progresses, you then start addressing the West Coast, right?

Absolutely. But where, for me, I'm on the opposite side of the fucking world, I would say that I probably neglect the West Coast the most. Like, I don't have a sales force, you know, and I'm not looking to move a tremendous amount of product, you know, I can operate within the confines that the factory produces for me and what I can afford to do. Of course.

So there's just a long way of me saying that I'm not fair to the West Coast people. Are you ignoring us? Not intentionally. Oh, my.

I love my boy Ken Wu. He's a good dude. Ken Wu, shout out. Yeah.

Shout out to my boy Ken Wu. And, you know, Lenny over at Owl Ear, and Sam Lopez, they're cool. They're fellow weirdos. I respect them very much.

Yeah, I always call Lenny my kind of, he's my kind of crazy. Yeah, no doubt. No doubt. So you can talk to them whenever.

Of course. It doesn't matter what time of day it is. They'll be in touch with you. I'll text Ken or Lenny.

It's late at night for me, but it's still kind of early for them. Right, right, right. No doubt. I get that.

Yeah. So kind of getting back to the conversation about brokers and reps and stuff. I mean, more? There's more?

No, we won't beat the horse. We're going to convert over. Okay. You know, it's kind of funny to me.

I feel like the guys, you know, I agree with the format that, like, my friends and family over at Roma have done. I don't know if you've ever heard of Danny Vasquez, but he's a great sales guy. Danny. Danny.

Yeah. Danielle? Danny. No, not Danny, Danny.

At, where's he? He's out of... In Texas. Oh, he's in Texas?

Yeah. Yeah, I'm not placing that. Oh. Is he a good-looking fella?

Yeah, no, he's an attractive man. Yeah, he's an attractive man. The Bolt thing, he's kind of owning that. Okay, okay.

You know, it's so weird, I always see him in like Room 101 Garb and shit too, so you never heard of him. That's interesting. Yeah. Maybe he bought it online.

Danny. Yeah, he must have purchased it or something. He's a big cigar cartel guy. He likes cigars.

Yeah. He's interested in cigars. He's got his own podcast, I think. Yeah, Salt in the Smoke.

Salt in the Smoke. Yeah, he's a good friend. He has a podcast? Yeah, he does.

That fuck, I haven't been on your podcast? I'm doing all this shit out here, you have a podcast? You held out for like 30 seconds. You caved.

No, man. Instantly. Hold on. Wait, he has a podcast?

Yeah. He does like this salt in the smoke. Well, so it's not really his. He's like the main guy on it.

But he's not there all the time. Okay. Well, shit. It's all call-ins.

So you can just call in anywhere. Okay. Okay. Can they do more than four guys at one time?

I don't know. All their guys call. Danny Vasquez is not only a savagely attractive man, but he's like, I mean, quite frankly, I mean, look, and I'm not saying this in any other way other than matter of fact, I think he's one of the greatest investments those guys ever made into their company. Yeah.

Genuinely. He's a rock star. I think he's all right. Yeah.

Absolutely. He's all right in my book. Yeah. You know, but we were supposed to fucking keep this rub going for a little longer than 30 seconds.

Hold on. Hold on. Wait, who is that? Just do it, man.

They don't fact check here. Just own it. Yeah. Just own it.

So, but, you know, like their design, I appreciate more, you know. Absolutely. Going out, every once in a while, kind of saturating the market. I'm praising them.

This is me praising you, Danny. We got in trouble a couple of episodes ago for Michael saying something. I mean, they check in on accounts, they make their phone calls, and that's hard work. That is very hard work.

It's not easy, especially sometimes getting the right person on the phone can sometimes be fucking atrociously impossible. I think it's tremendously admirable what they built as a company, man. And I think that that model, I think, is somewhat against the ground, I mean, if you just get in line with the rest of the guppies and swim upstream, I mean, you're gonna get the same results or worse, right? I think they took a stand for their business and structured what they do very intelligently, but, you know, and I don't, you know, sit in their office perched erotically behind, over Danny Vasquez's shoulder like a defecating gargoyle, pining for him to give me more attention.

I don't have any attention at any given moment. Or at least have you on this podcast. Oh, God. Yeah, he doesn't really like you.

He just likes the flowers. That's fucked up, man. He likes my little pictures. He's a little, I see what's going on.

Now I'm spurned. My love is spurned. Yeah. But, you know, from what I gather- That was mainly why I wanted to just drive that wedge, separate you two.

I understood. I understood. Oh, you jelly? He's jealous.

He's a little jealous. It's man love, bro. You can't douse this fire, not even with pills. So, my point is, or Cream, or whatever, or George Clooney's fine elixir, you said that, I didn't, I just said elixir, which could have been anything, so, no, but, and from what I gather from retailers as I travel, is that they all echo the same sentiments, right, that they take care of them, and they act in the spirit of partnership, and that's how I'm trying to drive my business, is more business with less people.

And people that respect and appreciate that offerings of partnership, right? Right. So, that's something to be commended, you know? Right.

So, I mean, essentially, I think that that's kind of the longer, harder way, but the right way. Baccah. Baccah. Baccah.

Baccah. Yeah. No, it is the longer and more difficult path, but you're putting down a foundation of concrete. Right.

Right? Instead of something that's... You're not built on stilts, man. So, you fucked with me.

" I did it. I did it, but then you threw me off. Yeah, you just-- With the podcast. You caved really easy.

Well, I mean, you understand. You may fold under questioning. I'm romantically invested, man. And, you know, to find that out, it's just very-- I'm gonna cry myself to sleep in the Courtyard Marriott tonight.

- I mean, as I do most nights on the road, sucking my thumb, but this time I'll be thinking about him, you know. - So how long are you on the road for? - You know, probably till 2022, basically. - No, you know, I-- - You gotta go home.

- I try to balance, right? - Right. - I try to balance, I've done a bit too much, I think, this fall. - Yeah.

- But there's a lot of ground to be covered here, man. - Yeah. - And I genuinely have to do it myself. - Yeah.

" That kind of thing. People do that? No, no, that's a total, no, I was just making that up, that doesn't happen at all. But you know, my point is, is like, I need to see the people, man.

I need to have those conversations. And, you know, and look, man, and let 'em know where I'm coming from, and if that's appetizing to them, let's do this, and if not, you know, if you want your 75% off and a goat, I mean, I might send the goat. Yeah? The discount's too much, though.

I just want you to know, I mean, I'm fine with that. I'll paint it like a zebra. But I want the fucking fainting goat. Cool.

One that we can, and then just kind of tilt over. Like, I need that. I got you. I got you.

And you can put, like, the flower on it, the room one designer. Yeah. A t-shirt or something. Would the fainting goat be considered exotic, like an exotic pet versus a standard goat?

Come see our exotic animal. Yeah, come see the exotic fainting goat. Put it like a fucking chain, wrap this right around. That'd be nice.

With the big skull head. You know what's kind of funny is like, as I'm going through my Christmas shit, so I'm digging out all my Christmas stuff, and I guess through the period of time of having kids and shit, like, my stuff has slowly, my personal, My personal not-a-big-deal stuff, I have to say that because my wife listens, my personal not-a-big-deal stuff has slowly made its way out into the garage, right? Okay, I gotcha. Some of it is, I don't know why I have it, and this is one of those things, but I opened it up, I opened up a box looking for Christmas shit, and I saw this old cigar, I think it was Cigar Press.

Oh dear. Of like you, fucking Dion, Jay, the whole old school picture. So you guys are all friends, I guess, to some degree, right? Absolutely.

Yeah, it's obviously closer to more than others. Yeah, yeah, but I mean, look, that was a very interesting experience, and you know, to be included in that was obviously an honor, and at the time, well, and still to this day, I'm the most junior character in that lineup, right? Really, really kind of blown away that they would include me in that at the time, but I understood, you know, what Thor was driving at with that feature, it was like, okay, these guys are providing a twist on tradition, Whilst being very romantically involved and dedicated to what they're doing and coming with the authentic action, so it was cool. It was very cool.

I actually got a hair up my ass and decided, we had been, you know, Jay Drew had been threatening to redo this photo and we want to, we got to do it and then the conversation, we kind of have a chain text that every once in a while we'll reactivate and then it'll go dormant again. There'll be like a yo. Yeah, there'll be a yo. Hey, what's up man, you know, got this horrible rash and then there's no answer.

Does this look infected? And you know, and then it's, you know, it's gone. Have you had a cream for this? Yeah, yeah, yeah, yeah.

So, you know, I just said, fuck it, man, we got to do this. We're going to be at the trade show. That, that photograph, that sit down with those guys for that magazine literally took over a year to coordinate. Get them together.

Yeah. And, and Jay Huber literally came from the airport in a cab, took some, some snaps, and was back in a car. Like, had to go home. No shit.

No shit. Yeah, yeah. So it was like that tight. So, you know, I knew like the only way we're going to accomplish this is at our trade show.

This is the only place on earth we're going to be at the same time. So we all gathered at my booth about an hour before the floor opened on the first day and we reshot that photo. So the threat that has been tabled here is that there might be a "where are they now" feature. Which would really be dope, because it's not only, okay, what's happened with these guys and their path in the business, but what's happened with the fucking business in that time.

Right. " Yeah, me too. Like, when I saw that picture, I was like, "These guys all look old now. " Yeah, man.

It's crazy. It ain't easy out here, man. It'll put some... You're young, you had your glasses and shit, and...

Cigar years are like dog years. No, I believe it. They add up very quickly. Yeah, no, it's brutal.

You want to really fucking brutalize yourself, get involved in both sides, retail and wholesale. Oh, dear God. It's really entertaining. No, man.

No, man. No, thank you. No, thank you. I'll pass.

I'm gonna live vicariously through you. All right, so I got some light shit to talk about now that we got all that out of the way. Okay. Do you have cigar news or anything you want to talk about or no?

No. We just got a couple of show updates, that's it. Okay. Well, I mean, we didn't announce the thing last time, we should, we have to announce.

No, yeah, yeah, we'll do it, we'll do it at the end of this one. Okay, okay. This is some of my life experiences as of right now, which have been fucking extremely entertaining because it's the holiday season. Okay.

So, have you ever ordered on like the mobile app on Starbucks? I have not. Okay. I'm somewhat inapt with technology.

Where you order and then drive up and suppose it's ready? Yeah, so like you punch in your order, you walk in, it's done. Right. It's easy peasy.

Already paid for and everything. It's amazing, right? Especially if you're on the road. Like, you need to fucking pick me up, get an espresso.

You know, Rosales and I are huge fans of that. So if we're together, like, hey, let's go get this, you know. So, Dunkin Donuts is now doing this shit. Okay.

So, to kind of, I'm like, oh, I've done this before with the, you know, with Starbucks. This shit ain't easy. So, you know, order some breakfast sandwiches and shit 'cause we're doing some stuff with the kids or whatever. I walk into this fucking place and it is chaos.

It's chaos. They're not as well run as Starbucks. It is fucking chaos. So I walk in, I go to my order, and my drinks are there.

No donuts for the kids, no munchkins. " So that means that somebody fucking took... No, and it says munchkins, double glaze. So yeah, I mean, it played out either one or two ways.

Number one is somebody ganked it, which I think, looking around, very possible. It's treacherous. Or the guy totally, you know, they just totally botched it. Right.

So I'm like, hey, you know, my munchkins and my donuts aren't here. And she goes, oh, okay, let me get that for you. She comes back. She's got an attitude.

Oh, yeah, she's pissed. Very cranky. She comes back and she hands me the donuts. I go, she goes, have a nice day.

And I'm like, what about the munchkins? She got so pissed. What, you want everything? What are munchkins?

Those little donut holes. Yeah. It's like they've, you know, they've really maximized the market. Like, hey, what can we do with the little circle inside, you know?

Yeah, that's right, yeah. So, like, the kids love them, you know? Of course. So, she gets super fucking irate.

Oh, dear. So, that was pretty entertaining. I don't recommend using the mobile app for Dunkin' Donuts. No, don't they usually share space with, like, Baskin Robbins or something?

They do, they do. You're lucky you didn't get ice cream. Here's your milk ice cream. Here's your coffee and your two scoops of vanilla, you asked for a second.

So, Thunderdome, yeah, that was entertaining. I gave my Bucks tickets away. Oh, that's right, how'd that go? So my wife is obviously really pregnant.

I have season tickets to the Tampa Bay Buccaneers. Okay. So I became a Buccaneers fan because I have kids, right? And I want to take them to a football game that's close.

So I got season tickets and sometimes I sell them and like two of these tickets I couldn't sell. So I posted on Facebook, "Hey, I can't go to the games. " And all of a sudden I get like this friend request from this kid, you know, this young guy. He's a young guy.

His name's Joel. I'll leave it at that. And he's like, hey, I really want to go. I had to become your friend to send the comment section.

I'm a diehard Bucks fan. I look at his page and he's got all types of Bucks shit. I'm like, yeah, sure, man, I'll send you the tickets. So he fucking went.

You ever heard back from him or anything? Yeah, no. I think that after he- Pictures on his Facebook of- His brother or cousin or somebody he was with did a tag and then he was removed from the tag. Like, I feel like, I don't know, it was kind of weird for him.

Maybe he sold them. No, he didn't sell them. No, he went. Okay.

He definitely- He definitely went to the game. But something's awry. I feel like, I don't know if he thought there was going to be a string attached to it or some shit. Oh, like now this guy wants something.

Right, like somebody just gave me $500 worth of tickets. Like send pictures to your feet. Right, I'm going to need a FaceTime, you know, or something like that. From the men's bathroom during the camp.

Matt Booth will be there, don't worry. So, yeah, so, hey, I guess it went well. Did they win? That's pretty cool.

They did win the game. Oh, well good for him then, maybe he really enjoyed it. A big W, you know, so, I don't know, the playoffs are going to happen, but, so that happened. Sports.

Sports. Now, we just covered the sports segment. Fucking Costco. A value.

I love Costco. I'm a huge fan. I like. But it, again, Christmas season.

Oh, yeah. It's crazy. Fucking Thunderdome. It's crazy.

So, two things happened last weekend that I won. Number one is we're getting into Costco. Guy gets the shit out of his cart, whatever, puts it in his car, takes the cart and parks it right behind the car next to him. Like a real "fuck you" to the person next to you.

So, I feel like I'm boring you, Matt. No, no, man. I'm listening. I'm listening.

I've just been running my gullet for this entire time. But it's been great. Yeah, it's been delightful. Have I been too honest, though?

No, that's what this show is about. We do, like he says, Patreon, he talked about earlier, where we're even more honest. We're more opinionated and we're more direct about who we're talking about. Understood.

We can have our opinions and still be a little elusive. Understood. I think you did that. I'd like to have seen your wife at, where'd she get this world of wine or whatever it was?

Probably total wine or some shit. Nine-month pregnant woman goes in and buys four or five little bottles of tequila. Labor's starting soon. Usually she gets the big bottle.

75 liters. Little bottles just seem funnier. I gotta squeeze these in. Squeeze these in before the baby comes.

Heidi's at the hospital. Right. So, we're in Costco, and we're about to cash out. And, you know, like, when you walk into Costco, they have, like, these stacks of random shit that you can buy.

Right. Impulsized. So, they have, like, this hair dryer set. Like, there's this T3 feather set.

And there's this plastic display that shows the hair dryer. It shows, like, a brush and something else. So you get all this shit, right? Right.

And there's tons of them. So we're cashing out. The guy has the plastic display of the fucking blow dryer and the brush. Oh, in his cart.

In his cart. Nice. He likes the way it's displayed. Well, he wants to present it at his home.

Right. Check out my fine array of drying goods from my hair. It's from Santa. It's already assembled and ready to go.

Check this out. It probably doesn't have plugs. It's probably dead stuff. So the cashier at Costco was super pissed.

You can't buy that. He's a complete fucking idiot. Damn, that's harsh. That was pretty epic, man.

Customers always right? Right. Maybe? Actually, not anymore, right?

No, not anymore. Yeah. Well, this is an interesting thing that's come to be with the whole nature of e-com, right? Like, back in the day, the customer was always right, and people would scramble to appease their customers.

And now people are getting shout-outs for shutting down dickheads, right? Like a company will just basically get super sassy and intelligently tell someone to go fuck themselves, and that gets them press. Right. Which I like.

Which is nice, yeah. I mean, if you deserve it, you're gonna get served. Calling somebody out for being an asshole. Yeah, absolutely.

But you know what I have noticed? As the economy kind of booms, and then when it fizzled, like, so, you know, we buy a lot of shit from Sam's for a year, their rules change. Okay. Like, if, um, as the economy goes up, it's like, they're like fucking Gestapo, man, it's insane.

Right. So, half the time I can bring my fucking cart thing that, you know, it's like low or whatever, you know what I mean? Like, you have two cart options. The flatbed.

Yeah, you can take a flatbed, you can load it up, right? Ah, yeah, yeah. And you should have no problems at self-checkout. Right.

Now, you can't do that. Like, oh, no, no, no, you can't do that. Now, well, and I've had experiences with that shit in the past with Sam's, like all of a sudden their rules go crazy. The rules go crazy.

But then when the market tanked, it was like, fucking, you could do whatever you wanted. Free for all. Yeah, it's like, hey, no, yeah, come on in. Is that not your card?

No problem. Hey, you need 20 bucks? Let me ring that up. I mean, now.

Gotcha. So it's kind of remarkable to see how the economy dictates how they treat their consumers. Right. That's interesting.

Yeah. I mean, it's fucking crazy. Mm-hmm, mm-hmm. That's pretty much all I got for today.

Understood. So I hit those three things. When you travel with him at Sam's, it's like a military operation. to be on the cart just right way.

OPC's got to be on the outside edge of everything. I'm not fucking around. There's no waste of time. He has it mapped out.

We're going here. You want to acquire merchandise. In and out as fast as possible. Look, I have X amount of time in the day, and I'm not here to fuck around.

I want to get my shit. I want to be the fastest person in self-checkout to a point where people are like, You go to stop at the cart, and he goes, Did he pay for everything? Don't stop. Just slow down.

I'll hit it as you go by. I've actually had somebody stop, like one of the Sam's people, probably a couple years ago. " Yo, thank you, oh my god, I would feel, I feel so pleased with myself. " Number one, number one shopper on your, I'm a Sam's professional, so yeah, go ahead, go ahead.

All right, a little bit of a show update, okay, I would like to welcome Egypt to the podcast family. So, Mr. Palmer here is on the track of world domination for the podcast. Episode 101.

Episode 101. We have listeners in almost every major country, but some small, inter-African countries. Oh, I thought you were talking about like a dude's street name. Oh, no, no, no.

No, you're talking about the nation. Oh, yes. Oh, shit. We have a listener in Egypt now, yes.

The Fertile Crescent. Yes. Welcome. Welcome to the podcast.

This is two hours of your life, you'll never get back. Never get back. You're welcome. We mentioned this on social media today, but we are the number one cigar show on Podbean now.

Yeah. Okay. Solid. That's a big W.

Accolades. We have 25 subscribers now. That's nice. I would like to nominate you for the top podcast on what was it called?

Podbean? Podbean. Podbean? Podbean, yes.

It's a podcast provider. Like Diddle the Bean? Like Bean? Like Diddle the Bean.

Yes. Podbean. I am now nominating. You upload to Podbean and they distribute it for you.

Okay. Okay. Cool. Yeah, it's kind of a big deal.

And Coop actually tried to fact check us on that. He's like, "I don't understand. " Because we passed Cigar Authority. We had number one for years, and we just passed them.

And we've been hell-bent on beating them. Understood. For the last year now. So we've officially beat them.

Oh dear. " Right, right, right. We have more shows out. I fucking love Coop, man.

" Yeah. And he would have the facts straight, like super-computers. Once he understood the statistics, he fully agreed. On Player FM now, we are the number two cigar-related show.

Yeah. We just passed Cigar Authority on there also. Awesome. Cigar Dave.

We're crushing it. We don't even talk about fucking cigars. Coming up. Cigar Dave is number one still on Player FM.

Okay, okay. And then we have a listener of the week, and that's all I got? All right. Okay, listener of the week is Greg Reed.

Greg? What's up, Greg? What's happening? Grego0417 on Instagram.

Yeah. Yeah. Oh, he's got to get the gong. Oh, look.

There you go. This one of the week gets the gong every week. I like that. It's very exciting.

He's also our newest patron. Can I ring that? I'll ring that at the end, though. I want to ring it at the end.

Oh, well, let's bring it over in front of you. Here you go. Okay, thank you. We were trying to get this to be the number one cigar accessory for the year, but nobody...

It wasn't nominated. It wasn't nominated. Well, I could nominate you. I'm nominating you.

Right. We're up for the number one show on cigar score, though. If you win the tobacco awards, I think that, you know, it's only appropriate if you thank us first. Of course.

I'd like to thank Cigar Hustler's podcast. I'd like to thank Cigar Hustler. Yeah. If it wasn't for them, I wouldn't be who I am today.

I'd like to thank Egypt. And the one listener in Egypt. Oh. And Greg 7539.

What was it? What was it? Greg 0417. Shout out, Greg.

Welcome to the fam. So, yeah. So, that's it. That's all I got.

That's all we have. So, how was that? What do you think? Did you survive?

I was delighted. I'm delighted. I'm just delighted to be here, man. Two full episodes.

Two complete episodes. Ooh. Thank you, Matt. We appreciate you being our...

Yeah, Matt. You're writing my book, man. Thanks, man. Nice guy.

I appreciate the platform to just vomit and spew authenticity, or honesty, rather. Yeah, we got the good stuff. Yeah. No, it was cool, man.

I very much enjoyed it, man. It was super cool. And I know you could do this with whomever, so thank you for having me. Yeah, and, you know, we decided to let you on.

Well, you know, I know, slipped you a 20. It was a hard call. Well, I appreciate it. I appreciate all the same.

It was you or Caldwell, and we've already had Caldwell. Yeah, he's just, he's out of town. I get it. Yeah, he's not here right now.

He was the second best. I get it. I'm used to it. I'm used to it.

But thank you. All right, that's it. All right, hit the gong, Matt. There we go.

Bam. And that's it, we're out. See you later. Thanks, everybody.

A Cigar Hustlers podcast, its owners and its sponsors take no responsibility for the opinions or statements made by the talk show host or their guest. Statements or show topics are not necessarily the beliefs of Mike and Mike Productions or the podcast providers, and opinions between talk show hosts may differ. It is not our intention to libel, incite, or hurt anyone's feelings. We invite you to write the show's host, Mike Szczepankewicz, with any feedback or suggestions that you have for their shows.

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for all new episodes. Hi, I'm doing, I'm Husto-E-Raw. Yeah, we just don't have to do a single podcast ever again. Perfect.

I'm good, Mike and Mike. How are you guys doing? I don't even have to try to. He's not even going to try.

We're going to cover a lot of ground here, Mike. All right. Try to keep up. That's a sign of a good podcast.

It'd be like four cigars when I walked in a door. All right, end this.

Show Notes

The Second half of the Matt Booth Episodes!

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