Meet Justin Gordon | Artistic Director of New Canon Theatre Co., Actor/Director, and Cocktail Consultant

We had the good fortune of connecting with Justin Gordon and we’ve shared our conversation below.

Hi Justin, can you walk us through the thought-process of starting your business?
The idea for both Sierra Mixology and New Canon Theatre Co. really took shape during the pandemic. Like so many others in the hospitality and arts industries, I found myself at a standstill. Theatres were dark, bars were closed, and suddenly I had all this time—and a strong need to figure out how to keep moving forward.

That’s when Sierra Mixology was born. My friend Bryan Rogers, owner of Boozehounds Palm Springs called me in fall of 2020 and told me they were going to open a craft-forward bar and restaurant in Palm Springs, aiming for a spring 2021 opening, and he asked me to build their beverage program. I thought he was crazy–the world was shut down! But he had faith that we’d start opening again by then, and he was willing to take that gamble I’d spent years working in hospitality, and I knew I had something valuable to offer–especially as businesses were trying to adapt, pivot, or even reinvent themselves. So I agreed, and Sierra Mixology was born. As the entertainment industry began opening back up, theatre and film work started to pick up for me, and I left Boozehounds as their full-time beverage director–but I loved cocktail consulting, so I maintain Sierra Mixology as a reliable side hustle.

Also, while we were in lockdown, the forced pause gave me space to start dreaming seriously about New Canon Theatre Co., where I am the founding artistic director. I realized I didn’t want to wait for the industry to fully bounce back–I was getting gigs here and there–butI wanted to build something new, something reflective of the world I believe theatre should speak to. So I began that journey up in Monterey, CA, where I have close friends, and where a thriving arts scene could hold a start-up professional theatre in a way that L.A. couldn’t due to saturation.

Sierra Mixology became more than just income—it became the engine that could help power the theatre company. Both are grounded in hospitality, creativity, and connection. And both came out of the same moment of disruption and reinvention.

Alright, so let’s move onto what keeps you busy professionally?
My career has been a winding road through hospitality, theatre (including being a teacher of acting at colleges and universities), and film and TV—and I wouldn’t have it any other way. I’ve always been drawn to storytelling in all its forms, whether that’s performing onstage or onscreen, or creating a narrative through a cocktail menu. That throughline—crafting meaningful experiences—has guided everything I do.

These days, my work as an actor in film and TV, along with launching New Canon Theatre Co., have taken center stage. New Canon is a dream realized: a company dedicated to telling bold, inclusive stories that reflect the world we live in. It’s where my deepest creative impulses live. We are still a scrappy start-up heading into our fourth season, but I am thrilled and grateful for the mark we are beginning to make as a regional theatre company.

But Sierra Mixology still plays an important role in my life. I continue to consult because I genuinely love the work—helping bars and restaurants find their voice through drinks and hospitality is something I’ll always be passionate about. It keeps me connected to a different kind of creativity and community, and it was the foundation that helped me build toward everything I’m doing now.

Getting here wasn’t easy. There were plenty of moments of doubt, financial instability, and the very real pressure of trying to piece together a creative life that could actually sustain itself. The pandemic really pushed me to ask some big questions about purpose and sustainability—and both Sierra Mixology and New Canon were born out of that clarity.

The biggest lessons I’ve learned? Bet on yourself. Stay curious. And don’t be afraid to build something unconventional if it aligns with who you are. I’ve found freedom in letting my career be multifaceted—and in refusing to choose just one path.

What I want people to know is this: everything I do—whether it’s acting, theatre-making, or cocktail consulting—is rooted in connection, care, and intention. I want people to feel something, to feel seen, whether they’re watching a performance or sipping something I helped create. That’s the story I’m telling across all platforms.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Oh, I gotta go with both Monterey and Los Angeles for this one–dual identities, and all!

If a friend was visiting Monterey, I’d definitely start with a show at New Canon—gotta share what we’re building! We’d hit Big Sur for a hike because there’s just nothing like those views. Afterward, wine tasting in Carmel Valley is a solid way to unwind. For happy hour, Hula’s Island Grill is always a vibe—tropical, fun, great drinks. Then we’d grab dinner at Maligne in Seaside. It’s got this cool, elevated feel without being stuffy—just really good food done right.

In LA, I’d take them on the classic Griffith Observatory hike—it’s basically a rite of passage. Then over to Thunderbolt Bar for great drinks and bites–love their Southern vibe and hospitality. We’d catch a show at Largo—always something interesting going on there, or maybe some theatre at Antaeus or Porters of Hellgate. Food-wise, I’m all about the taco trucks or hitting up Myung In in Koreatown for dumplings. LACMA is a fun wander, especially if you don’t have an agenda. And late night, it’s gotta be the Roger Room—dark, vibey, just a great place to end the night. If we can swing a little side trip, I’d take them out to Palm Springs to check out Boozehounds (of course), then head to Pappy and Harriet’s in Pioneertown. Yeah, it’s gotten popular, but it still delivers.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Oh, so many influences have shaped the work I do. On the cocktail and hospitality side, Vincenzo Marianella stands out. I had the great fortune to study under him while working at his bar, Copa d’Oro. Vincenzo is a master of craft cocktails, hospitality, and pure creative energy. We’ve lost touch over the years, and Copa is now closed, but his influence runs deep in how I approach consulting and service to this day.

In the theatre world, I owe so much to an incredible group of mentors. One who continues to inspire and challenge me is Lisa Gaye Dixon. She’s a powerhouse actor, a brilliant director, and a phenomenal acting teacher. I studied with her at the University of Illinois, where she was a professor of theatre. Though she’s retired from teaching, she remains incredibly active as a performer and director. I’ve had the honor of hiring her twice to direct for New Canon, and she’s returning this summer to direct Othello. I’ll be playing Iago, and I genuinely cannot wait to collaborate with her again.

Lisa taught me perseverance, grace, and the essential balance between technical precision and raw emotional truth in our art form. Those two elements must intertwine, and she helped me understand how to weave them together. I’m endlessly grateful to both Vincenzo and Lisa for the gifts they helped me cultivate.

Website: https://www.justingordon.info

Instagram: @justingordonofficial @sierramixology

Linkedin: https://www.linkedin.com/in/justinmatthewgordon

Twitter: No Musk Zone

Facebook: https://www.facebook.com/newcanontheatre

Image Credits
Spilled Milk Creative, Tandem Photo, Karl Hugh, Intrepid Pictures, Amazon Studios, Glen McDowell, Jeni Rogers Photography, Uncork’d Entertainment