Pete Turner was a twenty-something University of Colorado student with an English degree and a dream. That dream? To open a burrito shop that served up the delicious street burritos he fell in love with in California and Mexico. Also, it should be added, the burritos that he sampled and served while working at former Cherry Creek staple Chez Jose where I used to eat all the time – probably burritos served by Pete himself, long before we knew each other. Gotta love that small-town Denver serendipity. And so Pete opened his first Illegal Pete’s in Boulder in the early 90’s. He was not alone in his vision. At about the exact same time Chiptole was getting things going. As was Zuma, which became Z-Teca, which then became Qdoba. Though if you ask Pete and Steve Ells of Chipotle they’d probably both have some things to say about Qdoba. But I’ll leave those issues to the burrito historians. And seriously, budding documentarians, there is a good documentary to be had in the ascension of the fast-casual, “Mission style” burrito as a staple of American cuisine. Focus on Denver in the early 90’s and the story will write itself. I’d watch the shit out of that documentary.
BUT THAT IS NEITHER HERE NOR THERE.
Because I don’t even think Pete would care about the winner, the loser, who had it first, who came to the party last, in that amazing battle of burrito barons. Since opening in Boulder back in the day Illegal Pete’s has turned itself into something completely different. Something amazing. They now have numerous stores across the Front Range and Pete partnered with Virgil Dickerson of record label Greater Than Collective, and Illegal Pete’s and The Greater Than Collective are now essentially the same thing, putting out records from Colorado musicians and comedians, while slinging burritos and Colorado craft beer culture all at the same time. I mean, they put out my album, I Don’t Know If I Happy, and Time magazine called that album, “The most important invention since the wheel.” So there is that. From a humble burrito dude in Boulder to the overseer of an empire, Pete Turner has turned Illegal Pete’s into not just an awesome bar/restaurant, but a Colorado cultural institution. One that gives back to the community unabashedly, not because they think it will pay off in some capacity long term – though businesses would be wise to bet on that strategy – but merely because it’s cool. And fun. And feels right.
I’m lucky to be partnered with Pete and Virgil on a variety of projects and it was really great talking to Pete about how it all came to be. And dogs. And fatherhood. And John Steinbeck.
Simply put, Pete rules. Don’t believe me? Just go to an Illegal Pete’s. It’s a reflection of him and he of it. Tell them Adam sent you. They won’t give you a discount. But then again, they also might.
I asked Pete which video he wanted you to watch and he said “Hey Ya” by Outkast. Then he texted me later and amended his request to “Aggro” by Harpoontang. Which also rules. So here it is:
Check out the episode on iTunes here.
Killer.