We’re a collective of mixologists, creators, managers, marketers, and partners. Our skill sets are varied, but our shared values are simple: bringing delicious, sustainably sourced drinks and a sense of local hospitality to the guests we’re blessed to welcome into our concepts every day.


JOSH KATZ - Owner Operator

Josh is an Arizona native who followed his passion for the food and beverage industry at Northern Arizona University where he studied Hotel & Restaurant Management. He began his professional career 25 years ago as the Food & Beverage Director for the Radisson Hotel in Flagstaff. From the Radisson, Josh would go on to hold key positions for BlueStar Resort & Golf, King’s Fish House, Z Tejas, and RA Sushi. Additionally, Josh has provided business support and consulting services to other food and beverage operators. As a result of that work, Josh further honed his skills as an analyst, teacher, and coach and garnered a deeper understanding of all aspects of food and beverage-based businesses. Josh’s independent ventures include successes related to SIP Coffee and Beer House, SIP Coffee and Beer Garage, SIP Sky Harbor as well as the highly successful 36 Below, and The Rose Garden located in downtown Phoenix. With a formal education in the food and beverage industry, corporate training, and experience, along with multiple successful entrepreneurial ventures, Josh is perfectly positioned to take TruColor Concepts to even greater heights.


Chiara Katz is the leading brand marketing and communications strategist across all concepts. Tasked with growing TruColor’s profiles and expanding our portfolio, Chiara balances trendy and approachable ways to set the tone of our down-to-earth spaces. When she is not speaking with guests and connecting with staff, Chiara enjoys helping to put together community events that support a charity and local businesses. Prior to starting TruColor Concepts, Chiara worked in tactical marketing and later transitioned into strategic marketing for a national homebuilder. She holds a Bachelor’s degree in Communications from Arizona State University.


Michigan native Maurice “Moe” Murillo was looking for a change of pace when he decided to uproot and head west to Arizona. Maurice has been in the hospitality scene for 15 yrs + focusing on management and employee development. Moe would later meet Josh Katz and get recruited to manage the Sip concepts. Fast forward, blessing arose, and Moe became a partner in the concepts. Moe oversees all operations, trend analysis, menu deployment, always inspiring and motivating team members to perform at their best.


Tida Radevski, the original brainchild and creator of Sip Coffee & Beer. Nevada born and bred, you can find Tida behind her camera lens whether it’s doing all of the creative behind each of our locations or photographing families throughout the valley. She is also in charge of each location's floral and fauna. Tida has a degree in Fine Arts and her bachelor’s in Hospitality and Hotel Management from Northern Arizona University. You will occasionally see her running through each location on a daily basis, a woman of many talents that doesn’t stop working, literally.


Each project we approach is one-of-a-kind and is created with an energy of pure creativity. We approach each project with the utmost care and attention to detail.

At TruColor Concepts, we create spaces with a soul and a story, while building community through experiential food and beverages.