Back in the days of the California gold rush, you could make a lot of money. If you struck gold. If you didn’t - and most people didn’t - you would typically spend every waking minute till you ran out of money and strength, doing back-breaking labor, swinging a pick and digging with a shovel.

Along with the prospectors, there were business people who figured they wouldn’t strike it rich like the lucky few, but they could make a decent living, selling the prospectors picks and shovels. Today, in business, the phrase “picks and shovels” lives on. It’s used to describe people involved in regular occupations who support people in more glamorous pursuits.

Jon Shirley is in the picks and shovels department of the hospitality industry. Jon is Chief Operating Officer at Jim Shirley Enterprises. 

Jim Shirley is the chef behind the restaurant we’re at right now, Farm & Fire, as well as North Beach Social, The Great Southern Café, The Meltdown on 30A in Seaside, The Bay, 45 Central Wine & Sushi, and Baytowne Provisions.

Jon Shirley is Jim’s brother. But this isn’t a case of nepotism. Jon spent 25 years in the corporate offices of the food services company, Sysco. Before that he worked his way up the ladder in the restaurant business, from busser to management. Today, Jon is responsible for the smooth running of the Jim Shirley restaurants and the management and well-being of a staff that can reach 400 employees at the height of the season.

Who, at some point, hasn’t dreamed of becoming a rock star? Admit it. You know you have, even if only for a few fleeting moments when you’re singing in the car, in the shower, or playing air guitar.

Michael Austin is in the picks and shovels department of the rockstar and wanna-be rockstar business. Michael is the owner of Austin Music Company, Panama City Beach’s only full service music store and music school.

Now, admittedly, unlike the gold-diggers of yesteryear, most people who pick up a guitar or take music lessons are not aiming at the riches they can attain from Taylor Swift type world domination. In fact, these days, there is a greater chance of making money in the picks and shovels end of the business than getting rich off of Spotify or getting discovered on Tik Tok.

Entrepreneur of the Week

Our Entrepreneur of the Week is Michelle Royce. Michelle and her husband Kevin are co-owners of Seafoam Roasting Company. 

Michelle and Kevin also own and run a successful HVAC company in Fort Walton. They've been in business since 2019. They have 17 employees. You might think if they wanted a little extra challenge they could hire another couple of people, get an another van, maybe even open another location. But, no. That’s not what Michelle and Kevin did. Instead they bought a coffee roaster.

They put it in a room in their HVAC business, and started roasting coffee. Then they started buying specialty beans and creating specialty blends. Then they started working with community organizations, like Panhandle Animal Welfare Society, packaging bags of coffee specifically branded for the charity, so that every bag sold raises money for them.

Today Kevin and Michelle have all kinds of collaborations going on, and Michelle is dreaming about leaving the HVAC business behind and making Seafoam Roasting Company her full time career.

Out to Lunch was recorded live over lunch at Farm & Fire restaurant on Highway 331. Farm & Fire is one of Chef Jim Shirley’s family of fine restaurants. It’s open from 4pm, 6 days a week, and from 11am for brunch on Sundays

You can find photos from this show by Brandan Babineaux at outtolunchemeraldcoast.com.

Back in the days of the California gold rush, you could make a lot of money. If you struck gold. If you didn&rsquo;t - and most people didn&rsquo;t - you would typically spend every waking minute till you ran out of money and strength, doing back-breaking labor, swinging a pick and digging with a shovel.
Along with the prospectors, there were business people who figured they wouldn&rsquo;t strike it rich like the lucky few, but they could make a decent living, selling the prospectors picks and shovels. Today, in business, the phrase &ldquo;picks and shovels&rdquo; lives on. It&rsquo;s used to describe people involved in regular occupations who support people in more glamorous pursuits.
Jon Shirley is in the picks and shovels department of the hospitality industry. Jon is Chief Operating Officer at <a href="https://www.chefjimshirley.com/">Jim Shirley Enterprises</a>.&nbsp;
Jim Shirley is the chef behind the restaurant we&rsquo;re at right now, Farm &amp; Fire, as well as North Beach Social, The Great Southern Caf&eacute;, The Meltdown on 30A in Seaside, The Bay, 45 Central Wine &amp; Sushi, and Baytowne Provisions.
Jon Shirley is Jim&rsquo;s brother. But this isn&rsquo;t a case of nepotism. Jon spent 25 years in the corporate offices of the food services company, Sysco. Before that he worked his way up the ladder in the restaurant business, from busser to management. Today, Jon is responsible for the smooth running of the Jim Shirley restaurants and the management and well-being of a staff that can reach 400 employees at the height of the season.
Who, at some point, hasn&rsquo;t dreamed of becoming a rock star? Admit it. You know you have, even if only for a few fleeting moments when you&rsquo;re singing in the car, in the shower, or playing air guitar.
Michael Austin is in the picks and shovels department of the rockstar and wanna-be rockstar business. Michael is the owner of <a href="https://www.austinmusicpcb.com/">Austin Music Company</a>, Panama City Beach&rsquo;s only full service music store and music school.
Now, admittedly, unlike the gold-diggers of yesteryear, most people who pick up a guitar or take music lessons are not aiming at the riches they can attain from Taylor Swift type world domination. In fact, these days, there is a greater chance of making money in the picks and shovels end of the business than getting rich off of Spotify or getting discovered on Tik Tok.
Entrepreneur of the Week
Our Entrepreneur of the Week is Michelle Royce. Michelle and her husband Kevin are co-owners of <a href="https://www.seafoamroastingcompany.com/">Seafoam Roasting Company</a>.&nbsp;
Michelle and Kevin also own and run a successful HVAC company in Fort Walton. They've been in business since 2019. They&nbsp;have 17 employees. You might think if they wanted a little extra challenge they could hire another couple of people, get an another van, maybe even open another location. But, no. That&rsquo;s not what Michelle and Kevin did. Instead they bought a coffee roaster.
They put it in a room in their HVAC business, and started roasting coffee.&nbsp;Then they started buying specialty beans and creating specialty blends. Then they started working with community organizations, like Panhandle Animal Welfare Society, packaging bags of coffee specifically branded for the charity, so that every bag sold raises money for them.
Today Kevin and Michelle have all kinds of collaborations going on, and Michelle is dreaming about leaving the HVAC business behind and making Seafoam Roasting Company her full time career.
Out to Lunch was recorded live over lunch at <a href="https://www.farmandfiresouthwalton.com/">Farm &amp; Fire restaurant on Highway 331.</a> Farm &amp; Fire is one of Chef Jim Shirley&rsquo;s family of fine restaurants. It&rsquo;s open from 4pm, 6 days a week, and from 11am for brunch on Sundays
You can find photos from this show by <a href="https://www.brandanbabineaux.com/">Brandan Babineaux</a> at outtolunchemeraldcoast.com.

Fletcher Isacks hosts a weekly informal business lunch at Farm & Fire in scenic Santa Rosa Beach. Local business people, community leaders, and beachside luminaries dive under the surface of the surf and sand lifestyle, sharing insider info about who and what makes The Emerald Coast tick. Whether you're a a beach-loving visitor or an Emerald Coast lifer, Out to Lunch will surprise and delight you as you get to meet who's here and what they're doing. You'll also find the show on NPR station WFSW 89.1FM on The Emerald Coast.

Fletcher Isacks hosts a weekly informal business lunch at Farm &amp; Fire in scenic Santa Rosa Beach. Local business people, community leaders, and beachside luminaries dive under the surface of the surf and sand lifestyle, sharing insider info about who and what makes The Emerald Coast tick. Whether you're a a beach-loving visitor or an Emerald Coast lifer, Out to Lunch will surprise and delight you as you get to meet who's here and what they're doing. You'll also find the show on NPR station WFSW 89.1FM on The Emerald Coast.

Out to Lunch Emerald Coast

Fletcher Isacks hosts a weekly informal business lunch at Farm & Fire in scenic Santa Rosa Beach. Local business people, community leaders, and beachside luminaries dive under the surface of the surf and sand lifestyle, sharing insider info about who and what makes The Emerald Coast tick. Whether you're a a beach-loving visitor or an Emerald Coast lifer, Out to Lunch might surprise you as you get to meet who's here and what they're doing. You'll also find the show on NPR station WFSW 89.1FM on The Emerald Coast.

Fletcher Isacks hosts a weekly informal business lunch at Farm &amp; Fire in scenic Santa Rosa Beach. Local business people, community leaders, and beachside luminaries dive under the surface of the surf and sand lifestyle, sharing insider info about who and what makes The Emerald Coast tick. Whether you're a a beach-loving visitor or an Emerald Coast lifer, Out to Lunch might surprise you as you get to meet who's here and what they're doing. You'll also find the show on NPR station WFSW 89.1FM on The Emerald Coast.