Meet Ben Crocker and Laura Farley | Pizza Business Owners

We had the good fortune of connecting with Ben Crocker and Laura Farley and we’ve shared our conversation below.

Hi Ben and Laura, how do you think about risk?
When it came to opening up the pizza shop, opportunities, timing, and discipline were the key factors towards a plunge into an entrepreneurial career. Ben was coming from a firefighting career that was more than willing to take him back should things have gone south. He decided to stay on as a volunteer for several months while doing initial setup of the Pizza shop before switching completely. At 24 years of age Ben took on roommates to buffer his mortgage payments and did not have a wife, child, or any other major responsibilities so taking a chance came with a lower cost of failure. The young should be willing to take a bet on themselves and Ben had several positive role-models in his life from high school that encouraged him to take risks in operating his own business sooner than later. When Ben presented his idea to Laura, a good friend since college, she immediately jumped on board. This was an all or nothing gamble for her and failure was not an option. Initially, it was a slightly terrifying commitment because who knew if the business would actually survive and thrive. Through many struggles and strains on their friendship and other personal relationships, these two managed to build a pizza shop and brand that is loved by its community. It is a place where schools and organizations have fundraisers and the workers can set up charitable events benefiting individuals and great causes. The risks were worth the rewards even though at times it was difficult to see that. Working and building something like this with the limited knowledge and resources that they had going into it did have strains on personal relationships. They have both learned that it is important to take time for yourself and focus on the friends and family that you have around you and not glorify working yourself like crazy. Taking this risk for sure has its ups and downs but neither one of them would trade this experience for anything.

What should our readers know about your business?
The pizza shop had a diverse background in its leadership. Between Laura and I we have worked in big and small restaurants to retail, law enforcement and firefighting so we developed the skill to learn as fast as you can wherever you can. I Benjamin, had a daily drive for work of about two hours. I utilize the time by listening to Audiobooks and podcasts with strong business leaders as the host. I interviewed other pizza shop owners to absorb their path to success and relied on family with major business backgrounds to help navigate the dark waters of restaurant ownership. The lessons we have learned in opening, running and maintaining this business have been diverse and many. Learning how to listen and communicate effectively has been extremely important in the business relationship as well as personal ones. At first it was very difficult to establish a healthy work/life relationship and some friendships and relationships were strained. There were also times where it seemed that either Ben or Laura were fed up with everything and were bending a little too much under the stress and responsibility that it is to be a business owner. Communication on all fronts helped establish boundaries and expectations and made it easier to work together as well as have a life outside of the pizza shop.
Our brand is very Colorado based from the name, Coloradough Pizza, to some of our specialty pizza being named after towns and locations in the state to even Laura being a native. When we can, we try to keep everything local. The freshness of our product and how much we care about our reputation we feel sets us apart from some similar shops. Any feedback we get is welcome even if it is negative because that gives us a chance to learn and grow and always do better. We use a lot of local suppliers for our food as well as for our uniform shirts and the art on our walls is painted by a local artist.
We are proud that we get to use this platform to host and donate to community events. When the pandemic was in full swing, we got to host a superhero birthday party for a young girl that was immune compromised and her smile was all that thanks we needed. Our stores are also hosts to many fundraisers for schools and teachers in the areas and our workers go out and volunteer at community trash pickups and other local events. The fact that we can do good in our communities with our business as well as provide a living for ourselves and a lot of our employees really makes us feel like we made it.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Colorado really offers so much to every different type of person. Colorado is famous for its beautiful Rocky Mountains and so many other naturally beautiful places such as Red Rocks and Garden of the Gods. If they are a fan of The Shinning or just Stephen King in general, The Stanley Hotel in Estes Park is located in a beautiful valley and has fun ghost tours that anyone can join. Food places are plenty and eclectic. Selfishly guests would have to go to our own Coloradough Pizza in Aurora or Centennial and have our pizza just because we can. Casa Bonita has to be an all time favorite. From Black Bart’s hideout, strolling Mariachi bands to the towering waterfall featuring cliff divers, it is appealing to the young and old. Green Russell is a hidden gem located downtown in Larimer Square. It masquerades as a BBQ joint with some very delicious food but if you decide to be brave and venture a little ways past the sitting room, there is a speakeasy. The bartenders can make you just about any drink you can think of and announce closing time by breathing fire.
Denver just recently became the home to the third Meow Wolf and that place cannot be defined. It is weird, it is beautiful and it is just down right fun.
There is something for everyone in this state and boy are we lucky to live here.

Who else deserves some credit and recognition?
I, Benjamin would like to thank My Parents for their council and wisdom, my teacher Michael Eaves for his insight to my personality and drive. I would like to also credit authors such as David Ramsey, Jocko Willink, and mostly Dr Jordan Peterson for Teaching me to order my life to combat all the chaos life can throw at you. I would also like to Thank Laura for making this vision a reality. Laura’s dedication and ability to speak the truth (which is the hardest to hear yet the most valuable to work through problems) has enabled us to leap over massive obstacles, engage in constructive criticism as well as develop community partnerships. She has and will always be, my friend.

I, Laura, would like to thank my parents for my drive, my confidence and my success. They instilled in me what hard work was and encouraged just about every dream that I had. They let me know that it was okay to stumble sometimes as long as we learned something and got back up. Without them in my corner, I do not know where I would be. I would also like to thank Ben himself for trusting me and bringing me into his dream. I know that I am a pain to deal with sometimes and I’m happy that he has learned to put up with me.

Website: https://coloradough.pizza

Instagram: @coloradoughpizza

Facebook: @coloradoughaurora

Yelp: http://www.yelp.com/biz/coloradough-pizza-aurora

Image Credits
photos were taken by Ben Crocker and Laura Farley