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Weekly Business Profile

Shade Tree Customs & Cafe
Type of business:
Restaurant / Tap Room / Motorcycle Shop

Ryan Greer, Richard Rael, James Hughart

Business Address:

3407 Central Ave. NE
Albuquerque NM 87106
(505) 200-0777

Business Email:

Business Website:

Number of Employees:

How did you get started in this business?
We started as a small motorcycle repair shop in a one-car garage. Then we moved into a store front on Rt. 66 where we added a cafe to our business. In January of 2013, we found our final location here in the heart of Nob Hill and expanded to include a full restaurant and tap room.
What is your business philosophy?
Bikes, burgers, beers: It's a beautiful thing.
What is your or your company's greatest asset?
Our employees. No question about it.
What are your strongest business traits?
We have great food, great service, reasonable prices and a unique atmosphere. And to top it off, we have a full custom motorcycle shop downstairs.
Why did you choose to do business in Albuquerque?
We love this city, and our friends and family are here. Besides, New Mexico is one of the most beautiful states for riding motorcycles in the Southwest.
How is operating your own business different than you expected?
The extensive build-out of our new location took longer than we expected. … but it was well worth the wait.
What significant changes have you implemented recently?
All of them.
What successes in the past year are you most proud of accomplishing?
Our move into the heart of Nob Hill.
What do you offer that the competition doesn't?
Our extensive collection of beer and wine, including many locals, a 10-ounce burger that won't leave you wanting more, live music and a fun-loving family that all works as a team.
How do you maintain your competitive edge?
No one else does what we do.
What was your best business decision?
Our move into the heart of Nob Hill.
What are your growth goals?
We plan on opening at least five more Shade Trees across the country over the next 10 years.
What contributions to the community (charitable or otherwise) are you most proud of?
We've been a long-time supporter of Ride For the Cure, New Mexico Dogs Deserve Better, many Christmas toy runs and several other charitable events. (You gotta give back to the community, yo!)
In what area of your business do you invest the most energy?
Quality. We put equal attention into all aspects of our business.
What words of wisdom would you offer to someone starting their own business?
Take extra time for planning and budget well.
Do you have a hero or mentor—business or otherwise?
Steve from Scalo has helped us out immensely, and we can't thank him enough.
If there is one thing about Albuquerque or New Mexico that you could change, what would it be?
We would like to see Nob Hill become a more pedestrian-friendly area by reducing the speed limit to 20 mph and taking that stretch of Central down to two lanes to accommodate wider sidewalks.
What do you look for in prospective employees?
A love for food and an excitement for motorcycles. Personable, outgoing, hardworking and engaging is what we love in our employees.
What inspires you?
Our passion for art, food, beer, music, fun and motorcycles.
Three passions outside of work?
Family, community and music.

Today's Events

Slow Food ABQ Annual Food Swap at Albuquerque Open Space Visitor Center


Bring three to five homemade or homegrown food items to trade. This is a great way to diversify pantry goodies by trading them for others. Items must be made or grown by you.

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