Facing Seaside II: La Tortuga
La Tortuga Group Shot in the Studio
Founded in 1999, La Tortuga was one of the first Oaxacan-style restaurants to open in the coastal town of Seaside. Elijah Vasquez, whose father opened the restaurant, strives to keep the family's culture and recipes at the core of La Tortuga's business. Vasquez is deeply influenced by his father, saying, "My dad is my mentor." Reflected in the menu offerings, La Tortuga has remained a multi-generational family-owned business since its beginning. These values and traditions are shown in the portraits by the Weston Collective Intern, Nadia Guttierez, and after-school student, Ashish Gautlat (age 11).
La Tortuga Restaurant prepares bread for their Mexican-style sandwiches (tortas) daily. The fresh-baked bread is just one example of their passion for Mexican cuisine and desire for their customers to feel welcome when they order one of their many Oaxacan-style dishes. There are so many mouth-watering options that it is hard to choose, and the ingredients to create one of these, Molcajete, is captured in the photograph by Zach Weston.
Even for those who cannot afford a meal, La Tortuga tries to help those in need; one way is by donating to annual holiday food drives. Vasquez says, "If you help out your community, it will help you back. It is always good to give back when you can." His words and business practice are a testament to La Tortuga's long-standing relationship with the community of Seaside.
Student Portrait Session
Behind the Scenes
Business Visit
©Nadia Gutierrez
Interview with Elijah Vasquez, From La Tortuga Restaurant
Name: Elijah Vasquez
Name of business: La Tortuga Restaurant
Are you from Monterey County, if not where are you from?
Yes, I was born in Salinas, California and grew up in Seaside California. My parents Luis and Virginia Vasquez were born in Oaxaca Mexico.
When did you move to Seaside?
My parents came to California in 1987 from Oaxaca Mexico.
What brought you to Seaside?
My parents had some family members here in Seaside already. Little by little more family of my parents started coming and out of nowhere half of the family is here. Some people call Seaside as a nickname little Oaxaca.
When was your business established in Seaside?
My dad started La Tortuga restaurant in 1999 in downtown broadway.
What was the main reason / motivation to start your business?
My dad worked more than 15 years in the restaurant business from the bottom and got promoted to main cook at Fifi's Cafe which was located in Pacific grove.
Do you have an educational background that helped start up the business or are you self taught?
My dad learned just with life experience and he sent me to school and took business classes and got more book education. I'm applying everything I have learned from school at the restaurant.
How did you learn all that you do, who were your mentors, or folks who encouraged/supported you when you decided to start your business?
My dad is my mentor and back in Oaxaca Mexico my dad had a boss who always told him to work for yourself and be your own boss.
Is this work that has been in your family for generations, or did you start this business with a vision of your own?
Yes it has been in the family since 1999 and my dad just took a risk and has paid off.
Who are your inspirations? (business or otherwise)
My parents are my inspirations and the man above God he is the main reason where we are today.
What would you say is your business specialty?
Oaxacan food, our delicious pastries, cakes, bread and of course the Tortas Mexicanas.
What are your hopes and dreams for the future of your business?
My hopes and dreams will be to keep this restaurant in our family for many years and to have some more restaurants nearby for example Salinas, Monterey, etc.
What would be a single piece of advice that you would give someone who is thinking of starting up their own business?
The advice my father has always told me is to go to school and get an education so you won’t hurt your body, head as much as he does. You will have more knowledge on how to overcome problems that come towards you everyday.
What are your feelings about community, what does community mean to you here in Seaside? Is community important to you?
Community is very important to me because if you help out your community it will help you back. It is always good to give back when you can.
How does the community influence and or engage with your business?
The community will always show support when you have a good name and give back.
Were you thinking of setting up your business in any other location? Or was it always meant to be here in Seaside?
Yes my dad had other locations but it didn’t work out and thankfully this one in Seaside did great.
Do you have any plans for expansion?
Yes, hopefully by next year I will have one more location nearby to start and if everything goes well, open more restaurants.
Who is your typical customer?
We have a lot of loyal customers that have been with us since 1999 and still support us till this day. For example people who work in construction, landscaping, painters and people from out of town.
How long have you had your business here?
My dad started in the year 1999 in downtown Broadway and moved one year later to 1257 Fremont Blvd Seaside, CA 93955.
What is your customer demographic, who are you trying to reach?
Anyone who wants to eat excellent Oaxacan Mexican homemade food, anyone is welcomed.
Do you have social media for your business? What platforms?
Yes we do, Instagram and Facebook @latortugaseaside
Do you have a current website?
Yes, https://www.latortugaseaside.com
How are you currently marketing to potential customers?
By posting videos of what we have to offer like our dishes, bread, Tortas, etc almost everyday.
What support would you be interested in for your business?
Any support would be fine with me.
Please provide an example of our community in action in relation to your business? Or when do/have you feel most supported by the community?
For Example: In the earthquake of 1989 our business was hit hard by the natural disaster, we came together in this way; the community showed up in this way; or without the community we could not have done this. When Covid19 started business was pretty slow but thankfully a lot of people from Seaside visited us for the first time. I personally asked them because I was the only waiter working at that time.
How does your business show up for the community?
When people come to us and tell us I dont have money to purchase food we bless them with free food. Not always but when it’s possible we do our best. We have also done raffles and given free stuff to our customers for example during christmas and other holidays.
Over the years, what have you seen change on Broadway? Good and/or bad.
Since my dad started his business in 1999 and now broadways has gotten much nicer. I really enjoy passing by downtown Broaway at night because of the new lights they installed.
What would you like to see more of on Broadway? (if anything)
I would like to see more business in general. I believe we have a chance to be popular like monterey.
What sets your business apart from the other businesses in the area? What makes your
business unique, desirable or in demand in 2022?
We have been open since 1999. We are one of the first Oaxacan Mexican restaurants here in Seaside. Everything in our menu is home made. We have a little for everyone.
Is there anything else unique about the goods or services your business offers that you would like to mention here?
We thank God for this opportunity. We have had this restaurant since 1999 and hope for many more years. Thank you to The WestonCcollective for making this happen much love to y'all.