As a real estate agent for more than two decades, 48-year-old Charlie King had shown and helped sell dozens of residential and commercial properties throughout the area, including in Morgan Hill.
But one in particular caught his eye more and more as he brought different entrepreneurs to view the 2,200-square-foot space in a quaint, unassuming three-store shopping center in the Jackson Oaks neighborhood. About 500 or so homes are sprinkled along the hillside in different sections such as Holiday Lake Estates, flush with wildlife and scenic views of the city below.
“I was familiar with the area and sold homes up here in the past. I had ran into the owner (of this property) and began to show it,” explained King, who eventually sold his own idea of opening a small market to service the sky-high residents to a short-lived business partner.
Shortly after opening Hilltop Market in June 2014, King took over sole ownership of the business, retired from the real estate game and started to pour his heart and soul into his vision. Twenty-four hours, seven days a week of dedication has allowed him to steadily build his clientele.
“I used to be a pretty good golfer when I sold real estate,” joked King, who is well-known among the hilltoppers for his friendly, welcoming demeanor as well as going out of his way to stock the market with local, unique and high-demand products among his most loyal customers.
“I just thought it was a great idea to provide for these residents. I also try to draw (customers) from down below,” King added. “I never pictured myself doing this.”
King stakes claim to having the best craft beer selection in the area with fridges dedicated to the continuing craze for India Pale Ales, brewhouse pilsners and lagers. Hilltop Market, open seven days a week until 10 p.m., also is stocked with a wide array of red and white wines and champagne.
But the creme de la creme of King’s Jackson Oaks Drive business is the selection of local products such as Roxanne’s Biscotti, Stacey’s Jalapeno Jelly, Gizdich Ranch pies, Freedom Meat Lockers, Toni’s Oatmeal and Nanny’s pickled vegetables. The list goes on with choices from Patty’s Perfect Pantry and Baba Joon’s Chocolate to Hazmat hot sauce and Berticelli LaVilla Ravioli.
“Every month, (business) gets better and better,” said King, who also stocks the store with necessities and simple essentials such as sugar, snacks and candies but also has dairy delivered daily and a variety of gluten-free foods. “In the beginning, it was basically coffee and donuts. We had very few items. More or less, I’d get a feel for what people were looking for and started creating a list.”
King makes sure to keep prices competitive in order to save the hilltop residents from having to take that winding, three-mile drive down into town for things like a quart of oil (he’s got a small automotive section) or taking the family for some ice cream (he serves up cones of Treat Ice Cream) or those needing that morning joe (he has a full coffee-espresso bar). And for those heading out to go fishing in nearby waterways, Hilltop Market carries live bait.
San Martin resident Sara Nicolson, a loyal customer who recently took on a part-time job at Hilltop Market, had her laptop out and was enjoying the beautiful Monday afternoon at a picnic table just outside.
“It’s nice to take advantage of such a beautiful day. He has wifi, so I come up and get work done and enjoy the view,” said Nicolson, a small business owner herself. “I did my grocery shopping here last night. I prefer to shop at smaller stores. He picks out stuff I like and so it’s all here in a nice small compact area.”
As he does for many of his regulars, King gets a grocery list of products they need/want and stocks his shelves with them so he can remain their go-to market.
“It’s a tough business. It hasn’t been easy,” said the Willow Glen native who now calls Morgan Hill home. “I love it up here. It feels like I’m on vacation, but I’m not too far away from anything.”
Where: 16820 Jackson Oaks Drive
When: Open daily until 10 p.m.
Who: Owner Charlie King
“I love it up here. It feels like I’m on vacation, but I’m not too far away from anything.”
