How Jesus ‘Zeus’ Zamora is building community at Sister Bar and beyond

Jesus Zamora, better known as “Zeus,” loves “weirdos.”

The offbeat are welcome at all of his businesses — a downtown bar/music venue, an auto repair shop and a Wells Park coffee hangout.

“I would say the common thread is that we just want the businesses to provide a service (that has) a people-first approach,” Zamora says. ”I really wanted a space where everyone feels welcome.”

“It’s more like a way of life than a cash grab.”

Zamora opened his first business, Sister Bar, in 2012. Next, he and his childhood best friend, Ben Wade, launched Sparky’s Automotive in 2017. Slow Burn Coffee Roasters came next in 2020.

Once a student of pharmacy, philosophy and computer science, Zamora took a hard turn toward business ownership when he and two friends opened Sister Bar and started hosting concerts.

The rest “kind of happened organically,” with Zamora’s own tastes and preferences dictating how the businesses operate, how they’re designed and what they have to offer. “It’s just knowing what I like and not second-guessing it and trying to share that.” 

Zamora has a strong allegiance to Albuquerque. He grew up in the Los Griegos neighborhood, his great-grandmother lived in Wells Park and as a high school student, he would frequent the coffee shop where Slow Burn is now located.

Zamora is currently pondering the possibilities of pinball, a particular passion of his. Sister Bar has 16 machines, and Zamora might add more — or open a whole new place, but with the same welcoming theme.

As the Sister Bar website says: “All people … weirdos, races, beliefs, genders, cultures, queers, geeks and freaks are welcome.”

Do you ever get overwhelmed juggling among your businesses?

Yeah, absolutely, on occasion. And I have a 5-year-old and a 7-year-old. But I’ve always also been really good at compartmentalization. Even as a child, I’ve been able to really be present and focus just naturally on whatever I’m doing. Some people, their mind kind of runs all the time. I’ve always had this way to just shut it off, and that's like a blessing or something.

Among the things you’ve done, what are you most proud of?

All of them. I love everything. I love having a family. I love being a dad. I just feel lucky because my life is really full of meaning. That’s the dream, right? Because I get to get up, and I get to do things that I feel really matter and are fulfilling. I think that I’m in a position where I can impact a lot of lives in a positive way.

What made you decide to leave college and become a bar owner?

It was a decision that was made kind of whimsically. I got asked to help out with it. I was working at Anodyne at the time, and that’s the bar above Sister. So we had a good relationship there and it was a good opportunity, and I had no idea what I was doing. I was going to UNM at the time and decided to take a break from school, and then never went back. I just jumped in headfirst.

How did that go?

It was hard. Lots of mistakes were made, but I’ve never been one to give up on anything. And I think that I just kept trying, didn’t get discouraged and learned along the way. And I was fortunate enough to have a really good support system and lots of great friends.

Do you have a favorite among your businesses?

I’d say Sister is the hardest. It occupies most of my time. The sales are more erratic. You know, they’re really interdependent upon the amount of shows we have and the weather, where Slow Burn and Sparky’s are a little more consistent and steadfast. The older I get, the more I like Sparky’s and Slow Burn. Sister very much is like a young part of me, but I see myself aging more gracefully with the coffee business and an automotive shop than I do a bar.

What do you worry about?

Almost nothing, because you can’t control anything. But I guess one of the things that’s been a little challenging is that the price of goods and the economy have been so erratic that there have been periods of time in the businesses where they’re just sustaining and not making a huge profit. I’m paying higher prices. Also, I really believe in trying to pay the staff as well as we can, but I also don’t want to get caught up in this situation where I’m doing all this work and it’s just kind of plateauing financially. But if you zoom out further, it’s just riding the waves. Having Sister for 13 years has helped me to see that.

Do you have any hobbies?

I participate in pinball stuff, but recreationally. I’ll do little tournaments, but I don’t have enough time to compete regularly throughout a season or anything like that. And music.

Favorite artists?

That’s hard. George Harrison. I love him. We were just listening to him this morning. I know it’s pretty cliche to name a Beatle. And I really love Jack White from the White Stripes. He’s awesome.

What’s some good advice that has guided you?

I often question why I’m doing what I’m doing, just to refocus my compass. So I spend a lot of time with self-reflection. Like, what drives me? Why am I doing this? What’s the input? And then that helps to clear everything else. It helps me to make better decisions.

As a businessman, what do you know now that you wish you’d known earlier?

Nothing. I think my lack of experience helped me to just jump in headfirst and figure it out. It’s almost like knowing too much can be an impediment for me. I don’t really put a lot of emphasis on, have I done this before or in being prepared. It’s more just developing myself so that no matter what situation I’m in, I can deal with it.

Do you have any regrets?

None — seriously and earnestly. There are times where I’ve reflected on what if I had done this versus that. But I’m pretty happy.

Ellen Marks, a former Journal editor, writes One-on-One profiles and Scam Watch. You can reach her at emarks@abqjournal.com.