Coffee
houses invade Reno
By Kristen Power,
Outpost staff
Related stories
The coffee craze that hit Seattle more than five years ago
is finally invading Reno &endash; and in a big way. Both
chain and locally owned coffeehouses are opening across town
offering Reno-Sparks residents a chance to caffeinate
themselves.
Starbucks
review
Studying
at cafes
Twisted Chimney
joins scene
In the past year, the nation's largest coffee retailer, Starbucks, finally found its way to Reno, opening three new locations in unison with the national jump in Starbucks sales. And several new locally owned coffeehouses have also opened their doors for business to provide better coffee service to Reno-Sparks residents.
But coffee junkies say there's still room for more.
"In Reno, there's not enough," said Trina Papp while sitting at the Starbucks in Fire Creek Crossing in south Reno recently. "We need more."
How much more is a matter of taste. Her friend, Huntington Beach, Calif., native Chris Vukojevich said her hometown is over saturated.
"There's about six (coffeehouses) in every square mile," Vukojevich said.
Owners of Reno area coffeehouses say that even with the
recent openings the town hasn't reached critical mass. With
more than 1,800 Starbucks locations in North America,
numerous other chains and local coffeehouses in virtually
every strip mall and bookstore it is evident that more and
more people are drinking coffee.
"The more people that are drinking coffee the better it is for all of us," said John Utter, an owner of the Twisted Chimney coffeehouse, which opened in August near the University of Nevada, Reno, campus.
And despite what the one columnist calls the "Starbuckization" of the country, local independent owners like Utter feel confident that the market will support all the new shops.
The Coffee Journal reports that Starbucks outlets are opening at the rate of one per day, and the chain is spreading internationally, opening stores in Europe at the Pacific Rim. Bloomberg News reports show that sales at Starbucks coffee locations rose six percent in November, the largest rise in six months.
But whether consumers are just following trends or actually in search of that great cup of joe, they've still got to find a coffeehouse that suits their needs and matches their personality. Chain locations like Starbucks are drastically different than their homegrown counterparts.
"In today's society Starbucks is the place, the name," Vukojevich said while surrounded by the same purple and green found at any Starbucks in the country.
Papp agreed that Starbucks was the best coffee around.
"Usually Starbucks is less expensive and consistent," Papp said. "The product sells itself. You're not going to get something that's been sitting burning all day."
But other residents disagree.
"I've never been to a chain," said Laura Totton, a University of Nevada, Reno student. "I prefer the atmosphere in little places. There's more personality."
Some may contend that chain stores like Starbucks are full of personality &endash; the corporate kind as interested in merchandising as in atmosphere and coffee. Shoppers can buy anything from coffee mugs and makers to stuffed animals, Starbucks music CD's and boxes of Starbucks' chocolates. During the holidays the in-store merchandising becomes even bigger business. A poster on the wall advertises, "Time for last-minute, eleventh-hour, down-to-the-wire shopping."
Both Papp and Vukojevich said the in-store products were a bonus to the experience.
"They're (the products) great and quick for gift giving," Papp said.
Some local coffeehouses avoid the hustle and bustle inside places like Starbucks and fill other gaps in demand. When the Twisted Chimney opened its doors this summer to the northwest Reno and university communities, it settled into an area that previously had no coffeehouses.
The Twisted Chimney offers students and residents alike a place to meet with friends, study and enjoy occasional entertainment, Utter said. But Utter said the coffeehouse has an edge on the competition with other coffee locations.
"We have a lot better coffee," Utter said modestly.
Coffee roasted locally and used within three days of roasting is the secret at the Twisted Chimney. Utter said the freshness of the beans creates a coffee that isn't as heavy or dark as the coffee at locations that ship their beans in. Utter attended a "coffee school" to learn the right way to brew the coffee for just the right flavor.
The owners at another locally owned coffee house, Mill Street Jitters, also went to "school" to learn directly from the roaster how to prepare their coffee.
Jitters, which opened Nov. 13, is experiencing its first taste of the coffee business. But manager Carol Rivadeneyra said business is going great already, partly because of the coffeehouse's location near Washoe Medical Center on Mill Street.
"We've had a good response from professionals," Rivadeneyra said. "I feel it's homey already and they feel comfortable."
In addition to the hospital, numerous doctors' and business offices surround the shop and have created an almost instant customer base.
"People drop off their spouses at the doctor's office and want to go get coffee," Rivadeneyra said. "They used to have to drive all the way to McDonald's."
Rivadeneyra said she hopes people will come to Jitters because it is a quiet place to read or relax. Unlike the corporate image that chains use to decorate their locations, local houses are able to create their own décor, which Rivadeneyra said helps attract customers. A large couch rests towards the back of a room dotted with tables, and plants and pictures decorate the walls.
Totton said she appreciates such atmosphere: "Everyone knows you. It's not so sterile."
That is, if it's decorated with thought. Utter said feedback from the community made him realize that the Twisted Chimney was too sterile inside and motivated him to bring in artwork to cover the otherwise white walls. Student work from the art department at the university was lent for display, and Utter said he would like to continue rotating artwork.
"We want to let it develop it's own personality," said Utter of the Twisted Chimney.
One way Utter has tried to develop personality for the coffeehouse is to bring in entertainment and student groups to develop good relations with the community.
"We're looking to be a part of the Northwest community including the university," Utter said.
In the four months the house had been open it has held poetry readings, entertainment from local bands and even small classes from the university.
But diversification in atmosphere isn't the only change
coffeehouses have been through. Coffeehouses don't serve
just coffee anymore either. Starbucks and the locally owned
shops offer pastries, biscotti, muffins and other goodies
for customers to munch on while sipping their brew. The
Twisted Chimney contracts with Crooked House Bakery in
Virginia City to provide fresh baked goods every morning.
Twisted Chimney offers something for the whole
family. Photo by Kristen Power
But the locally owned houses go a step further to provide lunch or dinner items.
Feedback from University staff and students prompted Utter to add sandwiches and soup to the Twisted Chimney menu. The menu at Jitters was created with lunch items in mind. Rivadeneyra said that menu items have gone through some changes, though, since opening.
"We cook our own roast beef now," Rivadeneyra said.
Jitters tried several types of roast beef and decided that the best kind was homemade, Rivadeneyra said. Jitters also features its own homemade Italian salsa as an optional condiment on sandwiches. Salads, quiches and fresh fruit smoothies are also available at Jitters.
But one thing that some consumers find all coffeehouses are lacking on the menu is good tea.
"They know how to make a perfect cup of coffee," university student Alyssa Leck said. "But with tea they assume there's only one way to make it. They don't have the condiments to go along with it like honey, milk and real sugar."
Starbucks enthusiasts are quick to note that coffee must be the mainstay at their coffeehouse.
"It should be just a coffeehouse," said Papp.
Whatever the future of coffeehouses in Reno or elsewhere, consumers can be sure that they will be around for a while longer.
Posted
March 26, 1999
Copyright 1999
Nevada Outpost
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