Joanne Tan has always been in the hospitality industry, working for hotels for 10 years and also spending several years building businesses for state and national parks. Her passion has always been to help different businesses create lucrative services. “My specialty is to look for activities and recreations that would allow the community to engage with a specific location, making it a win/win situation where the business is gaining the audience and traction that they need for the space and the people are given an option for an activity,” said Joanne. In her 20’s, Joanne always made sure to have a side hustle in addition to her nine to five career. After having her son, Joanne opened a wedding planning business on the side where she could release her creativity in a manner and method that she preferred and be her own boss. “I’ve always encouraged the younger women around me to do something outside of their corporate job, their passion business. I’m a huge advocate for that.”

As Joanne entered her 30’s, she decided that it was time for her to take what she had been doing for the big corporations and move it into the micro economics of the local cities, specifically where she was living. “I wanted to teach women how to position their brand, all about SEO, why they need a website, the basics of turning their passion into a profitable business,” said Joanne. Joanne knew that in order to make her dream a reality, she needed a brick-and-mortar location for these small businesses to use as an incubation lab. “I figured, if small makers wanted to see if their business was something that people would go for, they could rent my space by the hour and host a popup. I would assist them with marketing to bring in the foot traffic, and then see if it works!” Then if the businesses were successful, they could turn around and utilize the space to host their own workshops there. “You have your audience getting to know you while also building loyalty. I wanted makers and creatives to have someone behind them, rooting for them and helping along the way.”

The vision Joanne had been creating finally came to fruition in 2020 as she officially opened Good Morning Maxwell, in a tiny 900 square foot space in Livermore, two weeks before the pandemic shutdown. “It was the most ironic business to open at that time. It is a gathering space in what was a no gathering world,” said Joanne. However, the beauty of the pandemic was the overwhelming number of creative individuals who had to pivot and find a new, unique career. Those rising numbers allowed Joanne to offer an alternative to the newly born small businesses in the form of popup markets, which quickly blossomed into huge makers markets that were seeing 600-700 attendees. “That built my community and we all helped boost each other.” When 2021 came, Good Morning Maxwell had countless workshops on the books. That success led to the opening of a second location in Pleasanton and then a move into a much larger 1,500 square foot space in Livermore. “There was so much need and attraction from people in the area.”

As word began to spread beyond the Tri-Valley area, Joanne was noticing quite a few business owners from Brentwood were attending her workshops at both locations. Those makers became repeat clients who started planting the idea in Joanne’s mind about opening a third location in Brentwood. “It took us a year, after we made sure the first two locations were stable, but we finally opened up our Brentwood Good Morning Maxwell location in the Vic Stewart’s Plaza in 2023. I’m so thankful for my two partners, May and Marie, who have been key to our growth and ability to scale to the new locations.”                

Not only does Good Morning Maxwell provide a helpful space for small business owners, but they also utilize their location as an event rental space, perfect for corporate meetings, baby and wedding showers, birthdays, you name it. “Ultimately, our number one strength and asset is flexibility as a rental space,” said Joanne. Coming from the hospitality world where she built massive event spaces, Joanne knows all of the key points of what clients want and need and what a venue should offer. “Although we are technically a small business ourselves, we have two decades worth of expertise and seasonality. When you come to us, it’s not just a large empty space with furniture. We can tell you exactly what you need in order to make your event a seamless process for you.” Good Morning Maxwell also has a solid list of preferred vendors; however, clients are not exclusively locked into that list. “That’s the beauty of what we offer. Most other event spaces are full of restrictions, but when you come to us, you are the priority and focus.”

Good Morning Maxwell is equipped with everything you need for your next event and has spared no detail in terms of operations. They have flat screen TV’s, HDMI connections, speakers, large tables to accommodate more than 30 people, and more. “It’s turnkey,” said Joanne. “We also build our vendor partners within each community to ensure that our business is sustainable. We’re looking at the sustainability from the community standpoint. We want to employ people from the local community and bring business back to local owners.” Good Morning Maxwell hosts regular small business mixers and popups where makers and creatives can sell their products. Joanne also incorporated coffee chats where small businesses are able to gather to listen to a guest speaker addressing various topics. “It can be lonely as a business owner. No matter how big your team is, no one is going to be as obsessed with your business as you. Join us to share your wins and your pains. Small businesses all have the same struggles, just in different lenses. Often times we just need someone to listen to us, to understand and validate our feelings.”

The heart and purpose of Good Morning Maxwell has been and continues to be to build a community. “Good Morning Maxwell is my ode to people being able to start fresh every morning and create whatever they want,” said Joanne. “My son, Liam Maxwell, is my inspiration engine. We as mothers give so much of ourselves, wholeheartedly. There is so much beauty in making sure that you fill your own cup and that you are intentionally doing things that provide the fuel you need as a person outside of your family. At Good Morning Maxwell, we want to be a source of knowledge, resources and network for you. Everyone is welcome to share, fill or take from that pool.”