Beginnings
Lu and Rebekah Rico, owners of the Line on 59 in Thief River Falls, Minnesota, captivated the TREK audience on June 4 with their inspiring story. Despite coming from vastly different backgrounds—Lu from Acapulco, Mexico, and Rebekah from Thief River Falls, MN—the couple met and fell in love in Atlanta, Georgia. Their journey is a powerful testament to hard work, determination, and the power of believing in one’s dreams.
Lu and Rebekah met while they were both working at a country club in Atlanta. Lu was a dishwasher and Rebekah worked in the administrative office. Lu’s break came when he made himself a quesadilla because he was hungry. The chef was impressed with Lu’s cooking and promoted him from dishwasher to cook. That was the beginning of Lu’s culinary journey.
After a few years, the couple made the decision to move to Minnesota to be closer to family. It was a big move, one that took them from Georgia all the way to the small town of Lancaster, Minnesota, located right next to the Canadian border. Lancaster is a major crossing between Canada and the United States, so it seemed like a good location for a restaurant. However, they found that the season was too short to be profitable, so they made the decision to move to Thief River Falls where they leased a building on Highway 59 S and opened The Line on 59. They operated in that location just four months before the pandemic hit and changed everything.
The Pandemic’s Shadow
The specter of the global pandemic loomed large over Lu and Rebekah’s dreams. The closure of their fledgling restaurant, mere months after its inception, was a crushing blow. Yet, in the face of adversity, their resilience shone brightest. They adapted by pivoting to takeout and delivery, displaying their agility and innovation.
A Bold New Chapter
In the midst of the pandemic, Lu and Rebekah Rico made a bold move. They decided to purchase and renovate the property at 203 3rd St W, Thief River Falls, MN 56701. This decision was a pivotal moment in their journey, transitioning from tenants to property owners and undertaking a significant renovation project.
Overcoming Hurdles
The journey to renovate the building was fraught with unexpected structural issues and financial burdens. However, the support they received from their network, including mentors like Jake Rantanen from Northern State Bank, and Michelle Landsverk with Advance Thief River, provided them with the resources and encouragement to persevere.
They also received encouragement from their young children. At one point during the renovation, they began to fear that the project was more than they could manage. Lu and Rebekah were quietly talking about the floor and their eleven-year-old daughter, Sophia, overheard them talking.
“She just gave us a speech,” Lu laughed. “’You guys have to have a vision for that floor,’ she said. ‘It’s going to be a beautiful floor.’” Their daughter’s encouragement and faith in their vision became a pivotal moment, propelling them to complete the renovation and transform the property into the lively and inviting restaurant it is today.
The Daily Toil
Behind the curtain, Lu and Rebekah’s mornings begin before dawn. Lu gets up at 5:00 AM and heads to the restaurant to get things ready for the day. He also checks their other establishment at Digikey to ensure that they have the day’s ingredients. By 7:00, their first employee, Tommy, arrives, and the day’s work commences. At 9:00, more staff join to prepare for the day.
The Economic Tides
The Ricos are not strangers to the economic challenges that beset businesses. Rising inflation and escalating costs for utilities and insurance are constant concerns. They’ve had to navigate the tightrope of budgeting, finding savings where they can, and negotiating prices. They’ve also grappled with the fluctuating costs of supplies, a common plight in the culinary world.
The Pursuit of Excellence
Lu and Rebekah place a premium on quality and cleanliness. They insist on fresh ingredients and a pristine environment, not merely as a business imperative, but as a duty to their staff and patrons. They’ve instilled in their team the significance of pride in their workplace, emphasizing that the restaurant is more than a job—it’s a collective contribution.
The Balancing Act
Juggling work and life is a delicate art for the couple. They often wear multiple hats, from chef to server to manager. Rebekah, with her administrative background, manages much of the paperwork and communication, allowing Lu to focus on the kitchen. Their daughter’s food allergies have taught them the importance of clear communication and attentiveness to their customers’ needs.
Gazing into the Future
Lu and Rebekah are already casting their eyes towards the horizon. They aim to create a system where their restaurant can thrive independently, delegating responsibilities to their team and developing procedures that ensure success in their absence. They’re also committed to ensuring their children’s activities and education are not overshadowed by their demanding schedule.
Final Reflections
As Lu and Rebekah reflect on their journey, they emphasize the importance of taking risks, following one’s passions, and not fearing change. They’ve shown that with hard work, determination, and a willingness to adapt, even the most modest beginnings can lead to a successful and fulfilling enterprise. Their narrative is a testament to the power of perseverance and the belief that anything is possible with the right mindset and support system.
The owners of The Line on 59 spoke at TREK on June 4, sharing their entrepreneurial journey.
More About TREK
TREK is a monthly gathering of small business owners and support organizations. It is a place to learn, share ideas, and talk about the local economy. There are no membership fees or attendance requirements. For more information, visit the TREK page.
