Santa Monica opens next month, and the “Texas Kitchen” chain is dialing in the vibe as carefully as the menu. HomeState has worked with Custom Channels since 2022 to program licensed, day-parted music that matches the brand’s roots and service flow in every restaurant.
Music Is A Core Brand Element At HomeState
HomeState treats music like a primary pillar of the experience. Recipes draw from family roots in Texas. The soundtrack does too. Director of Marketing Andy Valdez explains it plainly: “Music is as much a part of HomeState as the tortillas or the queso. It’s central to our brand’s identity; part of our DNA.” She points to Tejano, soul, conjunto, and country as the foundations that shaped her family’s sense of community. Guests should feel that same warmth and discovery when they step inside.
Keeping that identity consistent across multiple locations required a scalable approach. After meeting Custom Channels’ Jeremy Bookman at a restaurant industry conference in Denver in 2022, HomeState piloted the service at its Highland Park restaurant. The results matched the brief. The team gained a fully licensed, ad-free streaming solution that could be curated to taste and adjusted across the day.
A Scalable Music System For A Growing Footprint
HomeState now operates across Southern California and is preparing to open Santa Monica next month with El Segundo planned for early 2026. Every location uses Custom Channels to maintain a consistent sonic identity that evolves from morning through night. Breakfast service leans easier and more conversational. Midday supports steady table turns. Evenings pick up energy without losing clarity for staff communication.
“For almost four years now Custom Channels has given us the tools to scale without losing our soul,” says Valdez. “They help us sound like ourselves, understanding our taste, our tone, and our sense of humor — across every restaurant, every meal, every song, keeping it human, licensed, and authentic.”
The programming model is simple and repeatable. A dedicated Custom Channels programmer collaborates with Valdez to refine playlists, rotate in new releases, and tune transitions. The goal is predictable: the right feel for the right hour, every day of the week. Monday mornings do not sound like Friday nights. New music can be added on release day so the restaurants stay connected to what guests are hearing outside the dining room.
Santa Monica Debut, Same Identity
The Santa Monica location introduces a refined sound system to present the programmed channels with greater clarity and even coverage. Regulars from Highland Park, Pasadena, and Sherman Oaks will recognize the mix. The instrument is the same. The room changes, the settings fit the space, and the identity remains intact.
Guests frequently tell the team that walking up to a HomeState feels like approaching a venue. That feedback tracks with the intent. Food, service, and music are designed together. The soundtrack is not filler. It is the finishing salt that ties the elements together and helps the room feel welcoming from open to close.
“Music, food, and people — that’s our trinity,” Valdez says. “Custom Channels help us keep them all in harmony. They’ve given us a way to grow without losing what makes HomeState HomeState. Every single day, Custom Channels ensures that we sound like us, and nobody else.”
The post HomeState Expands to Santa Monica and Doubles Down on Music With Custom Channels appeared first on Magnetic Magazine.