Meet Yogi Herrera | Tattoo Artist/Business Owner

We had the good fortune of connecting with Yogi Herrera and we’ve shared our conversation below.

Hi Yogi, what is the most important factor behind your success?
I opened in 2019. I’ve been tattooing in other people’s studios for nearly 30 years prior to that. Some very good studios with amazing artists, and some pretty fly by night, back alley shops. I wanted something different. Something somewhat unique for the industry, and something to call my own. I plan on this being my last house, a place I can retire from and pass the legacy to somebody else who will continue my traditions. The most important factor in the success of my business is recovery Sobriety. I am a recovered Alcoholic/Addict. And my studio and all of my staff are clean and sober. That in itself is a rarity in this industry.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Redrum Tattoo Company is a  100% clean and sober, walk in street shop located in beautiful Estes Park, Colorado. Because of Steven King writing “The Shining” while staying here at the Stanley Hotel I chose the name Redrum. We have a very comfortable kind of antique hotel vibe. We primarily cater to tourist traffic thru the busy summer months, and relish our local folks in the winter. We do not promote ourselves as a flash shop, but rather a custom studio. My biggest hurdle was in the fact that I opened my doors right before Covid. But we survived, we are in our second location, and we are thriving. And I owe that to Lisa Gonzales, the owner of the Gold Mine, who owns the building my studio is located in, and of course to my amazing staff which has stood by me from the start.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
This is a very small town with lots of fabulous restaurants and hotels. I personally am partial to the pizzas they make at the Sandwich Mafia. We sit right at the base of Rocky Mountain National Park. That’s the biggest draw to the area, with a ton of hiking and camping to enjoy. It’s a very majestic, magical place.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I think my biggest shout-out has to go to all the naysayers. All those good hearted folks who said I would never amount to a hill of shit or that I would die alone in prison. And then, realistically, all the other amazing artists I have worked next to over the past many decades. People who have mentored me and encouraged me.

And lastly (as well as mostly)….to myself for having the courage to look at myself in the mirror, and find the willingness to make some pretty big lifestyle changes, to fix some shit that was really broken.

Website: www.redrumtattoocompany.com

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