At first, I was trying to buy Walker’s Drive-In; I really wanted that place badly. I’d become such a fixture in there, I could feel my personality taking over, and it seemed only natural to get it, but the deal didn’t work out, so I started looking around for a place to put Sartin’s, or rather Sartain’s, since my last name is French, and I wanted to get into classic French cuisine. I went to Blockbusters in Castlewoods to drop off a movie, and I saw the Little Caesars next door was for sale. I just looked at it and though I could do my own pizza place. So I called the guy, Johnny Solomon, who owned all the Little Caesars and Popeyes in the area. He said he wanted $50,000 for the place, I offered $30,000, he came back with $35,000, and that was it. I started with $35,000. My dad loaned me the money out of his house equity. This was 2000. We opened February 7, 2001.
I decided I was going to open a pizza place, and when I realized I could do that, what with the casualness of the atmosphere, I realized I could simply be who I wanted to be and not worry about cutting my hair or what clothes I wear and putting off the customers. I decided I would make the theme of the place the music of the Allman Brothers, the Grateful Dead, the blues, the jam scene of the Sixties and Seventies because I had to be in there a hundred hours a week and why not enjoy myself while I’m there, hang up the pictures I like on the wall, almost make it like my college dorm room. It was almost accidental, how it all came together. I didn’t know what I was going to do. I was 30 years old. I had tried the insurance business; my dad and his brothers were very successful in it, and somehow that’s what I figured I’d always end up doing, but I just didn’t like it. It’s not that it’s a bad business, it just wasn’t for me. I was an artist; I needed to write, paint, sing, play, cook, and that’s what I needed to do to be happy. My Dad got behind me, and I’ll never forget that. That was a big deal, it meant a lot to me. He had the money to get me started at the time. He wasn’t wealthy when he was growing up and had to work to earn everything he got, all the brothers did, so he wasn’t going to just lay it out there for me. But this seemed like a safe thing; if it failed, it would sting to lose $35,000, but not change his life.
And it went off like a rocket. I think people wanted something real. Also, there wasn’t another gourmet pizza shop in Jackson at the time. I don’t think at all. We made everything from scratch, had some great music playing. It helped that we were next door to a Blockbusters at the time, which was before Netflix and all that. I had two guys in the kitchen, and I took some of the recipes that I knew from Walker’s, like the crawfish bisque and a bread pudding, you know the bread pudding that Miss Hazel baked and I would watch her. I took a little bit of something from everywhere I worked, brought it to the table and went to my guys and said, “Alright, let’s do this.” The recipes have changed up since then. The pizza dough now is nothing like it was back then. Now it’s a 300-year old French artisan recipe. We used everybody who was there and pulled upon their knowledge and experiments. Over the years I changed things to make them better, particularly the pizza crust, which I wasn’t happy with in the beginning. We sold a lot of pizzas and people loved it, but I wasn’t satisfied with it. I think in retrospect it was really the ovens, not the recipes, so now that’s why I have brick ovens in every location. I changed up the recipe and moved forward.
We moved into Hal & Mal’s in ’02. Malcolm would come into Soulshine at Castlewoods for some reason, and you didn’t see him that often outside the city limits. We started talking, and I kept thinking about it because I often hung out at Hal& Mal’s, thinking there was room there for a Soulshine. They weren’t using that back room all the time, and so I said, “Hey, man, we’ll open up a Soulshine at Hal & Mal’s. He loved the idea. Hal and Charly didn’t like the idea, they didn’t have anything against us, they just saw trouble coming, and they were right. My first idea was to pay rent and have the bar in there, but you can’t buy two liquor licenses under one roof, so I said how about I don’t pay any rent, you sell the liquor, and I’ll keep a crowd in this room for you. I’ll make it worth it to you just for me to be here and you can sell all the alcohol you want based on my customers. And that was okay, but it still wasn’t worth it for both parties.It didn’t make sense. Then there was a lot of partying going on, and that’s really what made it fail. I learned a lot of lessons. I pulled out of there after being mugged for a third time in Jackson. My car was broken into, I was losing money and on top of that, I just wasn’t sure what I was doing and everybody was partying. There were other factors, too, but it might have worked if I’d known what I was doing, but if I’d known what I was doing, I’d never have gone there to begin with, nothing against Hal & Mal’s.
Anyway, I decided to go out to Highland Colony Parkway because I could see it all going there. I could see the future. We were the first restaurant out there. I signed a lease in ’04, we opened in ‘06. It took a year and a half. I just knew that’s where the white-collar world was headed, you could see it happening. There was nothing there, just this one little center that I’m in which is a big development now. But I could just see it coming. I believe in the township; I thought it would be cool to live there, like being in Belhaven in the Fifties. I could walk to the grocery store and this and that. So I got there, and it was too soon. I lost my ass for a little while. Once again, I really didn’t know what I was doing, I just had a great idea and I could talk to people and put out good food, make sure the place was clean, but when the business shuts down, when you’re through serving people, when all the food it put up, there’s still a lot of work to do, in the office, at the bank, with your attorneys, whoever it is, and I didn’t know anything about it. And what’s maybe even worse, I didn’t want to know anything about it. I just wasn’t interested in it.
Really, I’m just a glorified bartender at forty-six, and that’s alright with me. I’m not special; I just feel like I had a dream, and I was willing to lay it all on the line to either lose it or end up ultimately happy. I was willing to lose everything because I was literally just miserable. As an artist, you know that if you don’t create, you’re miserable. I had to create in some shape or form. A couple of years into that store, we just weren’t where we needed to be. That area still hadn’t developed yet. We got there too soon. So that’s when I went to Porter & Malouf and asked them to be my partners, to back me and help me with the business end. I’d been going out to Tim Porter’s house cooking pizzas in a brick oven at parties, so I went to them and said, “I need help.” They love me and they love the place, and they decided to do it. When I realized how backed up I was, it turned out to be a substantial investment, which surprised both me and them, but they were in. They stepped up to the table, and we became partners. That was 2008, and we’ve been together ever since.
Once we got some organization, the business really took off; we caught up on taxes and bills that had me behind the eight ball. The story was that I moved the Hal & Mal’s location to Highland Parkway, which was the way I spun it to the press, but that was bullshit because I was just a failure there. I shut it down, but I knew what I was going to do in Ridgeland, so I spun it off to the public as “We just had to get out of Jackson.” We eventually took off in Ridgeland, and it’s been great ever since. We moved from Castlewoods to Old Fanin, then we moved out Lakeland Drive again, now we’re out there in a big place right on Lakeland Drive. It’s done really well, and I’m really pleased with it. Those people out in the Reservoir community have been eating Soulshine pizza for fifteen years. They’ve been really good to me. I grew up out there.
When I first opened the original location in Castlewoods, it was just strictly a to-go Little Caesars spot. My mother, my sisters and I went in and painted and made it cool. I put the stereo in, took all the Little Caesar’s stuff down, played music over the speakers in the kitchen and then I decided to put in a dining area. People kept saying that they needed a place to sit and the bay next door in the center where we opened was available, so I got it, put tables in there, built a little makeshift bar, put in a few TVs, and I’d actually bartend and wait on every table myself. And everybody who came in, most of them I knew, had known them for years and years, and if I didn’t know them, I got to know them really fast. It was a magical time. I was doing what I believed in and that was really all that mattered. The people liked the food, they liked the music; they liked the way they got treated. It was all about service, and it was all about art, expression, and I didn’t think about much else. I still don’t think about much else. That’s why I have partners. You have to worry about it, you have to get involved, and they push me to get more involved, but it’s hard to get anyone who’s forty-six years old, ADD, an artist a musician, writer and songwriter to sit down at a computer and go through a P&L. It’s hard for me to do because I don’t have a natural interest in it; I just make sure it gets done.
Why Oxford? There are a lot of reasons and one of the reasons is you have to get your partners to buy into it, but my partners are Ole Miss guys, and I knew they’d like it. Everybody wants to do something in Oxford, but what most people don’t realize is that Oxford really isn’t Oxford unless a ball game is going on, at least when it comes to retail. Everybody’s there for whatever big occasion is going on, but on a Tuesday in July, what are you going to do? It’s better now that people are moving there to retire. This coming April we’ll have been there for four years. The anniversary is April 20th (4/20). I opened it up on that date on purpose. We didn’t have our kitchen quite ready, but I opened up and served hot dogs that night so people would come in and drink and our anniversary would be 4/20. That makes it really easy for me to remember, because I never remember dates, and the number spans the culture of Soulshine. But the Oxford location has been fabulous, has kicked butt. When we cleaned up the floor of that location, stripped off the years of filth that had built up, we discovered that the site was once the location of one of the first Kroger’s in the state. It took my breath away. I’ll never forget looking at that and thinking wow this is history here. I’m a history major, and any time I can put in a Soulshine, and I only have four, I strive to keep that historical significance if possible, that feeling of realness, I don’t want them all to be alike. I’m always torn over how many I’m going to have and keeping it real, not being a sell-out.
The music is still relevant, and there’s still good music that comes out. You’re always going to have people listen to that kind of music; it might not be the masses, but the music is still there. The music is timeless. I didn’t call it “artisan pizza” back then; I didn’t call it anything. It was just Soulshine, and it still is. I don’t like to call it anything else. It’s always going to be Soulshine pizza, and now we’re making the switch to stone-baked. As I’ve gotten older, I’m not Mr. Detail still, but I’m also striving to get better. To be up where we need to be, I felt like we needed to take the cooking method to another level, to another tier, and that’s what we’re doing this year with the ovens to match everything else, which seemed to be so perfect. And I felt like you look on the internet now and you see brick-fired, coal-fired, wood-fired and felt like we needed to do that. And we have; we have a brick oven in Oxford and Nashville, and we just installed one in Flowood last week. All I have to do now is to install one in the Ridgeland store, and it will take a couple of weeks before we do that. I feel like that gives me the confidence to move to another fifteen years and look up when I’m sixty-one and say, “Yeah, okay. What’s next?”
If I had to look back on life, the last fifteen years of my life and the hardships I’ve gone through, from divorce to being broke, broke, broke, somehow I dug in and made it happen Soulshine has meant so much to me. It wasn’t just a restaurant that I opened up that could fail or be successful. It’s my life on the walls. Everything means something to me, the customers will always mean something to me, the music, everything. It meant more to me than money or my perceived success. But ultimately, in the end, taking care of the people and what I believe in paid off for me down the road. I consider myself a success now. I still think I’ve got a lot of room to get better, and I think that’s what drives me a lot, too, that I’m never satisfied; not with me, or the business or whatever. I’m satisfied that I’m living the life I’ve always wanted to live in certain ways, but I’m competitive. I’ve always been athletic, and I was out there playing tennis until I was forty and wanting to win.
So I think my competitive nature pushes me. I wasn’t going down, and I wasn’t going to let anybody take me down. I also felt like I owed it to the people not to give up; the people who came in there, the people who supported me and the people who worked for me, who had jobs. There were many times when I could have come in on a Monday and said to hell with it, it’s not worth it anymore. That happens all the time in the restaurant business, people just give up. But I’ve never let it go, and I still won’t. It’s me not letting go of myself, which is a big part of my identity and who I am. Sometimes people say your job should not be who you are or whatever, but I turned my job into who I was. I sell myself. When you open up a restaurant, people are going to come see you because you are who you are and it’s about you, but after they’ve eaten there enough times, maybe had a bad meal or two, and you’re having trouble, they just quit coming. They’ll be there to hug you when you close, but the food has to be good, too. And it has been. I’ve never been quite satisfied with it, but I doubt if I ever will be.
I decided to open a Soulshine in Nashville because my oldest daughter lives there, and I knew after being remarried and having two more daughters, I wanted them to be raised together. So we moved there after we opened in 2011, in Midtown near Vanderbilt. It’s a killer place; we have a rooftop patio with a stage up there. The Who’s Who list of legendary musicians and current stars who sit in there with our Soulshine Family Band is very deep. Once I was singing, and I look up and there’s Steve Tyler, for instance. Another time I’m standing in there around Halloween. I see this cat and I’m thinking, “Is that Billy Gibbons or is this dude in costume?” Well, it was him. This stuff happens all the time. I’m floored all the time by who walks in and tells me, “This place is cool, man, Nashville needed something real.” Maybe that’s what I want to have on my tombstone:
Brother Chris Sartin lies here.
“He kept it real”