Ten years in, Alvarado Street is a destination.

J.C. Hill is lounging in a comfortable chair on the mezzanine overlooking the bar and dining room of Alvarado on Main in Salinas, which opened just over a year ago.

Below, the space is filling quickly – and it’s an inviting space, with a centerpiece bar, Art Deco details and large windows allowing the convivial vibe to spill visually out into downtown. The building once housed a bank, and the decorative frieze running along the top of the wall and the exposed beams are original.

“It’s been a big endeavor,” Hill says. “We wanted to make it have a statement. We wanted a dynamic bar where you could meet people you know.”

The original Alvarado Street Brewery opened a decade ago in downtown Monterey and quickly became a local destination. Demand was such that two years later they needed a larger brewing facility, setting up in a Salinas industrial park.

In 2016, Hill and his team produced 2,000 barrels of beer at that location. A year ago, more than 14,500 barrels rolled from the shop.

Between three brewpubs – Alvarado Street Brewery & Bistro anchors Carmel Plaza – and the production facility, Alvarado Street counts more than 200 employees. And yet Hill began with humble expectations.

“There was no intention of getting bigger,” he admits.

The success of Alvarado Street over the past 10 years helped spark a local craft beer revolution. Peter B’s in Monterey and Marina’s English Ales are the stalwart originals. Now there is a legitimate scene.

“It’s pretty awesome,” Hill says. “Other Brother is doing an amazing job, La Cantina does a phenomenal job. There’s Hidden Hills in Carmel… ” He ticks off all the brewpubs and craft beer-centric venues, finishing with a nod to his new surroundings.

“There’s a cool beer culture in Salinas,” he points out. “I saw the potential. We’re a downtown brand.”

Hill’s own start was equally humble. Living in San Diego in 2008 and inspired by a craft beer scene that was taking off there, he began tinkering with recipes.

“I started home brewing and got obsessed with it,” he recalls.

He already had a degree in hospitality management from Cornell. With newfound malt skills, he added a certificate in brewing from the Siebel Institute of Technology. This year, he plans a trip to Germany to complete his beer education, working toward a master’s in brewing from the Doemens Academy. “That’s a personal goal,” he explains. “I want to make our beer better. It’s all about learning.”

Ironically, the growth of Alvarado Street forced Hill to focus his efforts on everything but brewing. There were businesses to look after, and the brand’s success has as much to do with food service as the ever-rotating lineup of beers.

Menus at the three pub locations share similarities, with some beer-friendly basics and upscale touches – all approachable, but also destination draws. There are wings, burgers and pizza. Monterey and Carmel offer popular fish and chips plates. But there’s filet mignon in the former and winter squash carbonara or artichoke tempura sandwiches at the latter.

Salinas presents a manageable list of pizza, burgers and shared plates. Of course, there are also freshly shucked oysters with a cucumber-champagne mignonette.

“The restaurant business is a tough business,” Hill says. “If we can do a few small things correctly each day, over time it adds up.”

He credits steady growth for easing the normal challenges involved when opening new locations, noting that it has helped the company retain skilled veteran employees. “It’s getting easier, but only because of the caliber of my team,” Hill explains. “Success has allowed us to be a better company.”

This in turn has given him the opportunity to get back to his hands-on ways. Recently he began brewing beer again, using the fermentation tanks at the Carmel location.

“I’m back,” he says, beaming. “It’s great.”

ALVARADO STREET BREWERY is at 426 Alvarado St., Monterey, 655-2337; Alvarado Street Brewery & Bistro, Mission between Ocean and 7th (Carmel Plaza), Carmel, 293-8621; Alvarado On Main, 301 Main St., Salinas, 356-0219. asb.beer.