Santa Ynez Valley Stories - Chopping it up - with Keith Saarloos

Los Olivos, this one’s for you. Mary Nash (Los Olivos Chamber of Commerce) joins me to spill everything about the 45th Annual Day in the Country—happening Saturday, October 11. We talk why this day still feels like the good kind of chaos, how a town of 1,200 pulls off a festival for thousands, and why the only wrong way to show up is not showing up.

What’s inside:

• 8:00 AM – Kids Run + Fun Run (walkers + dogs welcome)

• 10:00 AM – Parade MC’d by yours truly & Jeff Sieck (bring tractors, classics, bikes, teams, clubs—be in it!)

• All Day – 100+ vendors, food, music, community

• Apple Pie Contest – bragging rights on the line (limited spots!)

• Los Olivos Wine Festival at St. Mark’s—taste the town in one stop

• Scarecrow Fest all October (vote for your favorites)

• Parking supports Youth Empowered (local kids’ athletics)

This episode is your open invitation: dress 1940s, roll a vintage tractor, walk with your team, push a stroller, bring the dog—say yes and show up. We shout out this year’s Grand Marshal: Coastal Vineyard Care, the volunteers who make it happen, and why these neighbor-made days matter more than ever.

Get involved & sign up (parade, vendors, pie, Wine Fest tickets):
👉 losolivosca.com
👉 Instagram: @losolivosca

Come for the parade, stay for the pie—leave feeling like you live in a snow globe. 💙

This one hums. Jonathan “John” Firey grew up in an Oklahoma bluegrass family (matching velvet suits and all), turned down basketball scholarships to chase songs in Nashville, became a session ace, and quietly racked up thousands of shows—from the Ryman and the Grand Ole Opry to guitar records that ended up in big-box stores (yep, that haunting instrumental you heard while shopping might’ve been John). We talk adoption, a surprise pregnancy, and the moment he and his wife chose the Santa Ynez Valley so they wouldn’t miss their daughters growing up.

John takes us inside the Granada Theatre’s sold-out David Crosby tribute (30-piece orchestra, goosebumps), his instrumental album Taste of the Valley (melodies written in a dusty Jeep pull-off), and why the Valley has its own unnameable sound—part dirt road, part ocean air, all heart. He’s a humble showman who’d rather hide behind the guitar, but the stories spill: church Sundays, denim every day, and the kind of artistry that doesn’t chase fame—it chases truth.

If you love songs that feel lived-in, press play. Then queue up CaliAmericana Vol. 3: David Crosby and Taste of the Valley on your favorite streamer. And if you’re local, say hey when you spot the tall guy in all-denim rolling a Jeep down Grand Ave. Tap in—this episode sings. 🎧🎶

Some kids pick a lane. Aidan built a freeway. At 20 years old, this UCLA cello phenom can make a room go silent with a bow stroke—then turn around and free-dive 60 feet in the Channel Islands hunting halibut with a spear. We go from Bach to big water: blind orchestra auditions, chamber rehearsals, and the dream of recording film scores… straight into kelp forests, 🐠 white sea bass runs, 🐙 urchin ecology, and the moment a 14-foot great white slid into frame. Then—curveball—Dodgers fandom and the wild micro-economy of modern sports cards, including how Aiden tracked down my brother’s one-of-one rookie card and handed it to me like it was Excalibur.

This episode is about craft and courage: showing up, knocking on doors no one thinks to knock on, and saying “teach me.” If you’ve ever needed a nudge to chase the next thing—music, ocean, or otherwise—Aiden’s your sign.

🪈 Music, grit, and gills. 🎵🌊
🐟 Follow Aidan: @aidanjwoodruff (spearfishing) | @aidanjwcello (music)
🎧 If this hit you: like, subscribe, share with a friend who loves symphonies and saltwater.

From a shuttered “Buy Wise” in 1966 to the beating heart of the Santa Ynez Valley, this one has it all. Alfred Holtzhoy takes us inside his family’s immigrant-to-owner story—dad a German-trained master butcher who turned a small shop into El Rancho Market, the place where tri-tip became currency, the butcher counter stayed alive, and a quick egg run still takes two hours because you see everyone you know. We dig into the Valley as it was (no stoplights, farm boys, Danish Days), the genius of fresh-squeezed OJ (that FMC juicer!), make-your-own nut butter, the birth of the Jordan sandwich (yes, it’s real and it’s #1), Mississippi Caviar lore, house-roasted coffee on a Loring, and why Hatch chile season now feels like a holiday. It’s the history of a grocery that became a community—part butcher, part café, part living room—and a love letter to the people who kept it all cooking. 🛒

Wildfire isn’t a what if in the Santa Ynez Valley — it’s a when.

In this episode of Chopping It Up, I sit down with Dave Gonzales, a man who’s been running toward the flames since 1973. With more than fifty years in the fire service, Dave brings the kind of wisdom you can only earn by standing on the line, reading the wind, and making split-second decisions when everything is on the line.

This is a conversation about preparation, protection, and perspective. We dig into:

• The tools that matter most — apps like Watch Duty and PulsePoint that give you real-time intel when every second counts.

• Defensible space and fuel loads — why bark mulch, oak leaf “duff,” and overhanging branches are hidden tinderboxes, and how to harden your home before sparks ever fly.

• The M&Ms — Memories and Medicine. The two things you grab first when it’s time to evacuate.

• Go bags & bug-out plans — how to pack, when to leave, and why waiting until the “Go” order is too late.

• Animals and trailers — from loading horses at night with just a headlamp, to calming them with your own energy, to keeping trailers road-ready so you can move fast.

• Everyday spark hazards — dragging chains, catalytic converters in tall grass, weed whackers hitting rocks, even a horseshoe striking stone.

But more than that, we talk about community. About how neighbors with trucks and trailers show up before you even call. About why saying thank you to firefighters and law enforcement matters. And about what it means to live in a valley where people open their doors to strangers in need, no questions asked.

This isn’t about fear. It’s about respect — for the land, for the fire, and for each other.

Because when the sky turns orange, the time for preparation is over.

In this episode of Chopping It Up, I sit down with KJ Murphy—the man behind the hats on Segundo Street in Santa Ynez. KJ doesn’t just sell hats, he crafts heirlooms. We talk about how a cabinetmaker’s hands found their way into felt and fire, turning a hobby into a craft that’s now part of the Valley’s fabric.

We dive into the language of hats: X-ratings, beaver vs. rabbit blends, cattleman’s creases, flat brims, and the regional stories each shape carries. From working hats tossed in the back of a truck to the kind of heirloom piece you wear to a wedding, KJ explains why a real hat is as personal as your boots or your knife.

And then we head into the rodeo. KJ shares how a conversation in a parking lot grew into the Santa Ynez Valley Rodeo—thousands of people under a big sky, the Cowboy Channel on the jumbotron, 805 in hand, and local kids competing alongside world-class riders. It’s proof you can build new traditions without losing old ones.

This one’s about more than hats—it’s about roots, rodeos, and the pride of building something that lasts long enough to carry a story. If you’ve ever thought, “Maybe I’m a hat person,” this is your sign.

🍷 Episode 11 – Brielle Saarloos | Father & Daughter 🍷

In this episode of Chopping It Up, I sit down with my daughter, Brielle Saarloos, for a father–daughter conversation about our Saarloos and Sons Summer Allocation. This allocation isn’t just about wine—it’s about family, legacy, and the stories that live inside every bottle. Together, we walk through each of the wines in this release: Mischief (Grenache Noir), Ocker (Grenache Blanc, Syrah, Mourvèdre), The 19 (Brielle’s wine), and Grit (Petit Verdot).

We talk about how wine is more than flavor profiles or points on a scorecard. Wine is family history captured in glass. It’s cousins Cash and Brady on the labels of Mischief and Mayhem, it’s a 1971 Pinzgauer with a surfboard sticking out the back on Ocker, and it’s Brielle’s face on The 19, a bottle that marks her graduation and the journey from being a kid running around the vineyard to a college junior finding her own path.

From stories of harvest in Ballard Canyon AVA to late nights working the vineyard, we dig into the lessons of farming, the importance of terroir, and the work ethic passed down through generations. We share what it means to raise children and vines in the same soil, and why we live by our family creed: to honor those who came before us and prepare the way for those yet to come.

If you’ve ever wondered what makes the Santa Ynez Valley so unique—or why Saarloos and Sons wines are as much about people as they are about grapes—this episode is the perfect place to start. It’s optimism, grit, and gratitude bottled up in one conversation.

In this episode of Chopping It Up, Keith sits down with Thomas Birkholm, third-generation owner of the iconic Birkholm’s Bakery in Solvang. For over 70 years, the Birkholm family has been serving up Danish pastries, cakes, and the legendary bucket of cookies that generations of travelers have carried up and down the California coast. Thomas shares the incredible story of his grandfather Carl, a Danish-born baker and Merchant Marine whose journey took him across the Atlantic during WWII, into a CIA interrogation in New York, and eventually to Solvang, where he built a bakery that became a cornerstone of the town.

We dig into the history of Solvang’s heyday, how the famous cookie bucket started from a stack of hotel ice buckets, and why people still stop in for a taste of nostalgia and tradition. Thomas also talks about raising his kids in the valley, keeping the family business alive in changing times, and what it means to be part of the fabric of a community that “lives where people vacation.”

But Thomas isn’t just about flour and sugar — he’s also one of the founders of the Live Fast Rally, the Central Coast’s own motorcycle gathering that blends bikes, music, vendors, and charity into one unforgettable day. Each year, thousands of riders roll into Nojoqui Falls for the event, raising money for veterans and giving away a fully custom Harley. Keith and Thomas dive into how the rally started as Sunday rides with friends, grew into a valley tradition, and why it’s one of the most positive and welcoming biker events around.

This episode is part bakery, part community history, and part full-throttle motorcycle culture — the perfect mix of what makes the Santa Ynez Valley so unique.

In this episode of Chopping It Up, Keith sits down with Ian Palmer, a true homegrown son of Los Olivos whose family has been part of the Santa Ynez Valley for over a century. From his great-grandfather riding a bicycle out of Nebraska in the early 1900s, to raising the iconic Los Olivos flagpole that still anchors the town today, Ian’s family history is deeply woven into the roots of this valley.

But Ian’s story is far from just history—it’s about entrepreneurship, creativity, and community. From his early days in video production, to launching Inspired Emotion, to founding Authentic Leather Patch Co., Ian has built one of the valley’s most recognizable brands—supplying custom leather patch hats to businesses and adventurers across the country (and even spotting them as far away as Switzerland).

We talk about growing up in Los Olivos, riding dirt bikes through town before wineries took over, why locals “cut” the flagpole turn, and how the valley has evolved over the years. Ian also shares the hustle behind starting his company from a single sewing machine, the grind of building something that now ships nationwide, and his advice to young people about reaching out, taking risks, and chasing audacious goals.

This conversation is about heritage, hard work, and the entrepreneurial spirit that makes the Santa Ynez Valley what it is. If you’ve ever seen a leather patch hat in the valley—or across the country—chances are it came from Ian and his team.

In this episode of Chopping It Up, Keith sits down with Tatiana—a woman many of us know from morning coffee runs at Good Seed, but few realize is also ranked #1 in the world in Brazilian Jiu-Jitsu (Masters 6, Purple Belt).

Tatiana started training less than four years ago, stepping onto the mat during the pandemic with no martial arts background. Since then, she’s dedicated herself to competition and climbed to the top of her division, proving that age, timing, or circumstance don’t limit what’s possible.

We talk about her journey from Solvang newcomer to world-class competitor, what it feels like to step into the largest Jiu-Jitsu tournament in Las Vegas with 12,000 competitors, the unique community and camaraderie of the sport, and how learning to defend yourself can transform your confidence and mindset.

This is more than a story about fighting—it’s about resilience, flow, community, and starting something new no matter where you are in life.