T G L N T V
L������� ������ �� ���� ����� BY PETER SUROWSKI L
coff eehouse owners around the country to fi nd out how they overcome the challenges to put on live shows that bring in business.
THE SOUTH F�������� C��� &
B���� Asheville, N.C. Off ering live music is a great way to
also be a headache: fi nding the bands, promoting the shows, dealing with the city's red tape, the challenges are daunting. Specialty Coff ee Retailer talked to
ive music can draw a crowd and bring in extra revenue, but it can
from Patton Avenue, one of Asheville's main thoroughfares. It's in a hip dining district across the street from a tattoo shop and surrounded by a number of lively bars and bistros. In addition to selling coff ee, the shop is a hub for offb eat and independent literature, which draws a young, intellectual crowd. Bands oſt en help bring this
stake in the business, so everybody is the owner. Th e shop is just around the corner
bring in new faces, says Alex Smith, co- manager of Firestorm Care & Books, a cooperative organization in Asheville, N.C. Bands have their own following, and when they play at Firestorm, they bring their fans, Smith says. "Obviously, it brings people in who wouldn't normally come in here," he says. Firestorm is a four-year-old coff ee
and book shop with a bottom-up business model. Each employee has a
32 | July 2012 • www.specialty-coffee.com
gives the shop an energetic atmosphere for the shoppers and coff ee sippers. "It makes (the shop) seem much more alive,
though. First, the music causes a small number of their shoppers to walk away. "Sometimes the performances don't go over super well,
Live music has some drawbacks " Smith says.
Also, the PA system and lighting equipment for their stage needs
" Smith says.
demographic in by plastering the town with fl iers for their upcoming shows. "Th e bands are advertising for us," Smith says. "It's like somebody saying, 'Hey, can I put up a bunch of fl iers for your café?'" Th e music off ers a side benefi t. It
occasional small repairs. "It's constant maintenance,
to the benefi ts, and he foresees the shop will continue to do shows for a long time, Smith says: "I'
more than we suff er from it." PACIFIC
d say we benefi t from it way Th e drawbacks are small compared " he says.
NORTHWEST T�� V����… � L�����
L����� Chelan, Wash. Music is a draw not only for new
clients; it gives regulars a reason to come in, says Mike Cooney, the co-owner of Th e Vogue… a Liquid Lounge.
