50 | May 2014 • www.specialty-coffee.com
REGIONAL UPDATE
REGIONAL UPDATE
New Harvest
Providence, Rhode Island
New Harvest Coffee & Spirits is located in historic Arcade
Providence, right in the heart of downtown Providence,
Rhode Island. Not only is New Harvest's location unique, but
their product offerings feature a comprehensive coffee menu,
as well as a selection of unusual whiskeys.
New Harvest's unique location is within a national historic
landmark. e revival of e Arcade Providence brings new
life to America's oldest indoor mall that was built in 1828 and
includes a highly-cultured list of tenants, featuring locally-
made products from Rhode Island-based retailers.
"A unique location is a calling card and broadens your
reach to a wider audience," says Valeria Khislavsky, director
of marketing at New Harvest. "An interesting location carries
a curiosity factor that pulls people in beyond the specific
draw of your coffee shop—it's perfect for reaching people
outside your usual demographic."
Khislavsky says it's awesome to be a part of a community
of other independently-owned local businesses. "Our
customers have been pleasantly surprised by the warmth of
the shop—there's a lot of warm wood and subtle color, plus
the fun curve of the bar—all of which make for a considered
but comfortable atmosphere, including classic red subway tile
and an awe-inspiring whiskey wall.
To market their unique location, New Harvest partners
with the marketing teams at Arcade Providence, the PWCVB
(Providence Warwick Convention and Visitors Bureau), the
DID (Downtown Improvement District) to host events and
share in press opportunities.
"By leveraging each other's networks, we are able to reach
new audiences and promote New Harvest Coffee & Spirits in
the context of downtown Providence," Khislavsky says. SCR
Photos by: Teej Sheehan
46-50 RegionalUpdate SCR0514 new.indd 50 5/14/14 10:30 PM
