Nobody ever said being a successful entrepreneur is easy — in fact, quite the opposite. Every successful entrepreneur possesses one crucial characteristic: resilience. The ability to rebound and pivot when the inevitable obstacles and unforeseen events strike.
Grant Krueger embodies this resilience. As the owner of Union Hospitality Group, he’s been navigating the entrepreneurial waters ever since graduating magna cum laude from the University of Arizona with a degree in Business Administration in 1999.
Heading south for opportunity
After graduation, life took a turn southward to San Carlos, Sonora, where he opened a harbor pub and immersed himself in Mexico’s restaurant industry.
Grant Krueger
There, he discovered a crucial insight: beer distribution in Mexico operates as a virtual duopoly between two giants — Modelo and Tecate. Every establishment must commit exclusively to one manufacturer in exchange for financial and inventory support.
Krueger partnered with Grupo Modelo, and Marina Cantina was born — his first entrepreneurial venture.
Building an empire
Success bred ambition. Krueger expanded beyond restaurants, launching a self-storage facility, a construction company, and building new homes. For years, everything he touched turned to gold.
Until it didn’t.
A crowd gathers in St. Philip's Plaza in this 2020 photo of a Republican election night party. The large outdoor courtyard helped Grant Krueger's restaurants weather the dramatic drop in business during the pandemic.
When nature strikes
In 2009, Tropical Storm Jimena parked itself over the Sea of Cortez for 36 devastating hours. The San Carlos region typically receives 8-9 inches of rain annually. Jimena unleashed 43 inches in just two days.
Forty-eight hours erased years of work. The self-storage facility: destroyed. New construction properties: ruined. His own home: gone. Only the pub survived. The Mexican government imposed martial law for two months.
Rising from the ruins
Krueger moved his family to Tucson, where they discovered something unexpected — they loved their new city. Determined to rebuild, Krueger returned to his restaurant roots, working in St. Philip’s Plaza as a waiter and bartender at both Daniel’s and Breckenridge Brewery.
Fate intervened through a regular customer who happened to own the plaza. Their conversations about finance, Tucson’s business climate, and the restaurant industry sparked a friendship. When Krueger mentioned his dream of opening a restaurant in Tucson, the plaza owner offered to help.
The Union vision
Krueger didn’t just want another restaurant — he envisioned an experience. He transformed the Union Public House space in St. Philip’s Plaza, but his real innovation was the adjacent courtyard. Live entertainment became the heartbeat of the operation, featuring everything from jazz and blues to rock and country.
The concept evolved organically. He acquired Reforma next door, reimagining Mexican cuisine. Then came Proof, an artisanal pizza restaurant. Three distinct establishments sharing one magical courtyard where food, drinks, and music converged.
The liquor license battle
Krueger’s vision required one final piece: a shared liquor license allowing patrons to move freely throughout the courtyard with drinks from any restaurant. Convincing the state liquor bureau proved difficult. It rejected multiple applications.
After the latest rejection, Krueger drove straight to Phoenix and camped in the director’s office. Five minutes was all he got, but it was enough. The Director’s curiosity was piqued. A week later, he visited Tucson to see the concept firsthand. After minor adjustments, Krueger secured his shared license.
He then acquired The Maverick on Tucson’s East Side to deepen his understanding of live music venues.
Peak and pandemic
By 2018 — less than a decade after losing everything to Jimena — Krueger owned four restaurants and employed 225 people. He had overcome a tropical storm and survived the 2008-2009 recession.
Then came 2020. COVID-19 devastated the restaurant industry worldwide, but Krueger had one advantage: 23,000 square feet of outdoor courtyard space. When only outdoor dining was permitted, he was ready.
Still, the pain was immediate and brutal. In one day, he laid off 190 of his 225 employees. But Krueger’s character shone through the darkness. His restaurants saved all tips from takeout orders during the pandemic, distributing them to every employee who returned when restrictions lifted.
Remarkably, he brought back every single laid-off worker.
Looking forward
The past three years have brought excellent growth. Krueger is now exploring a downtown sports bar, continuing his investment in Tucson’s hospitality scene.
Grant Krueger’s journey exemplifies entrepreneurial passion and the resilience to overcome massive obstacles. His story embodies the entrepreneurial foundation that drives Tucson and Southern Arizona’s economy—proof that with determination and adaptability, even the most devastating setbacks can become the foundation for greater success.
