The Facing Seaside IV Project and Exhibition
Imperial Barbershop
DLAMP students visit Imperial Barbershop in Seaside
In the heart of Seaside, California, Imperial Barbershop has carved out a name for itself not just as a place for a fresh cut or clean shave, but as a cornerstone of the local grooming culture and community. Founded on principles of craftsmanship, inclusivity, and hometown pride, Imperial Barbershop has had a profoundly positive impact on the local hairdresser scene—setting a high standard for quality, professionalism, and community engagement.
What sets Imperial Barbershop apart is its unwavering commitment to the art of barbering. Each barber at Imperial is trained in both traditional and contemporary techniques, offering services that range from classic straight razor shaves to precision fades and modern styling. Their attention to detail and pride in their work has elevated the expectations for barbershops across the Monterey Peninsula. They don’t just provide haircuts—they deliver a full experience rooted in skill, conversation, and hospitality.
More than just a business, Imperial Barbershop has become a gathering place for locals. It's where generations meet: young kids getting their first haircut, teenagers prepping for prom, military veterans sharing stories, and seniors keeping up their signature styles. The barbershop fosters a sense of belonging and respect, creating an atmosphere where everyone—regardless of background—feels welcome.
Thank you to our generous sponsors!
Imperial Barbershop Studio and Business Visit
Name: Juan Salvador Bernal Perez
Name of business: Imperial barbershop
What your business offers the community of Seaside:
My business offers a comfortable environment for the people of Seaside and its surrounding areas. Great costumer services.
Are you from Monterey County, if not where are you from?
Yes, currently a seaside resident.
When did you move to Seaside?
Moved to seaside in 2003
What brought you to Seaside?
Moved to seaside when I was a child, my mother knew a couple of people that lived here and we ended up here.
When was your business established in Seaside?
My business was stablished in 2021.
What was the main reason / motivation to start your business?
I had a lot of ideas in mind, I really had a vision and wanted to execute it. My motivation was to not work at a regular job, I dealt with really bad work environments and didn’t want to be part of that.
Do you have an educational background that helped start up the business or are you self taught?
I am self taught, I read a lot of books and spent a lot of time on YouTube doing my research on business overall. I started with 0 knowledge.
How did you learn all that you do, who were your mentors, or folks who encouraged / supported you when you decided to start your business?
Didn’t have too many mentors, but I did have a lot of support from my family specially my wife.
Is this work that has been in your family for generations, or did you start this business with a vision of your own?
I am the first one in this type of work. I started this business with the vision on my own and I hope I can carry that on to the next generation.
Who are your inspirations? (business or otherwise)
I say it is the small family business here in seaside, I have always admired them and mostly because they have the same backgrounds as me, coming from the same place Oaxaca Mexico, places like la Tortuga, el Milagro, Angelina’s bakery, my good friend manny at car suds.
What would you say is your business specialty?
Costumer service, being consistent with every person that walks in to the door, making everybody feel welcomed inside my business.
What are your hopes and dreams for the future of your business?
To expand for sure and to stay in business for a long time.
What would be a single piece of advice that you would give someone who is thinking of starting up their own business?
Just go for it, the hardest thing to do is start, everything will always work for the best.
What are your feelings about community, what does community mean to you here in Seaside? Is community important to you?
Community is very important to me, specially here in seaside, I’ve been working with the city of seaside to help in any event they have. I’ve Spent a few hours giving back at the local Salvation Army providing to those in need.
How does the community influence and or engage with your business?
The community has always been a key to the success of my business, they engage by sharing their experiences with others through social media platforms or networking.
Were you thinking of setting up your business in any other location? Or was it always meant to be here in Seaside?
It was always meant to be here in seaside.
Do you have any plans for expansion?
I do have plans for expansion in the near future.
Who is your typical customer?
Anyone and everyone, from babies to adults we have a wide range on people that we service.
What is your customer demographic, who are you trying to reach?
We are trying to reach everyone who really enjoys a nice & safe place to be. Without being judge.
Do you have social media for your business? What platforms?
We have instagram and facebook.
Do you have a current website? If so, please list it below.
We currently do not have a website.
How are you currently marketing to potential customers?
Through social media, google ads. Most importantly by word of mouth and networking with other businesses.
What support would you be interested in for your business?
The same support would be great for the business that we have been receiving. Keeping us in mind when it comes down to point at our direction when looking for those services.
Please provide an example of our community in action in relation to your business? Or when do/ have you feel most supported by the community?
We feel supported each and every day by our community, they are the ones who help to keep out business open.
How does your business show up for the community?
We show up by engaging with any local event or charity also giving back to the local Salvation Army.
Over the years, what have you seen change in Seaside? Good and/or bad.
I’ve seen seaside at its worse, but now I can say that seaside has changed a lot, specially the last 5 years. Less crime, more resources, I’ve seen seaside change in great ways, parks and city streets being fixed.
What would you like to see more of in Seaside? (if anything)
I would like to see more opportunities for food trucks, more events.
What sets your business apart from the other businesses in the area? What makes your business unique, desirable or in demand in 2024?
Being unique and keeping our services as traditional and meticulously as we been doing for the past years.
Is there anything else unique about the goods or services your business offers that you would like to mention here?
Keeping our barbering services as traditional as we can, from traditional straight razor shaves to classic haircuts.
