This year, my USBC performance's theme was "Frat Party." I dressed like a sorority girl from Kappa Kappa Chino, rocked out to Snoop Dogg and Sir Mix-a-Lot, and served my signature drink in beer hats. Whoever was controlling the music cranked it way up, and the audience was rocking out, yelling, and holding signs. People I don't think have ever watched a competition before - like smoothie mix vendors - were flocking off the competition floor to watch. Didn't I understand that the competition was about professionalism? About five-star restaurant service? What was I trying to prove?

This isn't my first competition, and I'm well aware of what they are: button-up shirts, ties, and ironed tablecloths. But what they should be? The WBC's stated mission is "to promote the growth, excellence and recognition in the Barista profession." Is the recognition of our craft growing through competition? I haven't been able to entice my customers, my friends, or even my own mom to stay and watch another competition after my own. They don't know what the barista is doing, they can't tell a good shot from a bad one by the way it pours, and waxing poetic about flavor nuances is pretty lost on them, especially when they can't taste for themselves.

Thinking about all the time and money we put into these
competitions, I can almost hear my finance professor saying
"Where's the ROI? (return on investment)" If we want to advance
our craft, at the end of the day customers need to buy more our
truly exceptional drinks. Tim Wendelboe, 2004 WBC champ, wrote
an article over a year ago encouraging more viewer-friendly
competitions. Some important personalities chimed in on the
ensuing discussion. So what's changed in a year? Judges have
stools, apparel is yes/no, and we can set the table ahead of
time. Not too radical! If articles by champions, discussions on
forums, and traditional protests (such as those filed during
USBC 2006) weren't bringing about change, what would?

After much consideration, I decided that the best way to set
change in motion was through the competition itself. Since
engaging presentations haven't been enough to bring about
change, the performance required a theme so opposite from
five-star dining, that the statement would shine through. I
familiarized myself well with the rules ahead of time, and I
only broke one- not serving all of my signature beverages at
once. My music was comprised entirely of radio edits; no
profanity. Apparel isn't even discussed in the rules. And
according to my judges, my drinks would have placed me
comfortably in semi-finals, had I done a more standard
presentation. The fact my performance lays squarely within the
confines of the rules underscores the point that the rules are
not specific enough and widely open to interpretation, other
ongoing frustrations I've had with the competitions. If you're
going to mark me down for something, make that clear in the
rules!

As my plan took shape, I tested the waters. In the weeks and
then days leading up to the competition, I discussed my plan
with industry professionals (including a former USBC champ.) I
wasn't just going to storm the stage; I wanted to make sure this
would have some chance at success (i.e. instigating change). I
would not have gone up and done this performance if it were not
for the overwhelming support I received all along the way.
So is a halter top going bring more recognition to the barista
craft? I'd like to stress that my competition was not meant as a
suggested format. It was meant only to provoke thought about the
rules as they stand, and the direction we want to take these
competitions. That said, I think drawing people in is going to
take some branding (i.e. hip factor). Once they're paying
attention, we can educate them about the true craftsman nature
of the barista profession, and the care required throughout the
chain to produce truly spectacular coffees. Think about Andre
Agassi. He got a whole new generation excited about tennis
through his bad-boy image, and then got them hooked through the
mental and technical intensity of the game. So, while this
ultimately should be about the craft and about the coffee, we
have to meet the public at a level that will get them engaged.

It is now up to all of us to define their future. I encourage
you all to add your suggestions and get them to our USBC and WBC
committees.

Tatiana Becker