On my days off, I have a limited amount of time in which to get my regularly scheduled caffeine dosage before my head splits open and I become exceedingly unpleasant. I begin to conjure “other” reasons to go 25 miles into town so that I can just “pop by” work to get a venti-quad-shot-white-mocha. We are out of band-aids? Low on tin foil? I won’t waste another moment! To town, I ride! I wasn’t addicted before, because it’s a silly amount of money to spend on coffee. As a point of reference, if I now wanted to buy my drink of choice for myself and a friend, it would take an hour’s worth of wages for me to buy them.
We have been conducting a constant survey of the various coffee shops in Kona. We do this as a way to get familiar with the area, see what the “competition” looks like, and to search for the perfect cup of coffee. Sadly, on the whole, we have been disappointed.
Coffee grows here on the side of the road. There are 600 Kona coffee farms. Coffee farming is a culture and a way of life here. And it’s not an easy life. Despite the high price of Kona coffee, there are no coffee farmers getting rich. There is no real way to automate the process. It’s all done by hand and it is back-breaking. By the time it gets to market, it’s easy to see it as a seemingly-overpriced commodity in foil-wrapped bags.
So it’s a surprise to me that, in the midst of this celebrated coffee culture, it has been this hard to find a good cup of coffee, and a comfortable environment to enjoy it in. We have had coffee that is quite awful. It shocks me every time. Many of our would-be competitors serve coffee as an afterthought. These places are more like trinket, postcard and coffee bean outlets, with a dusty espresso machine in the corner. I have driven in search of a cafe to sit for a spell, read the paper, hava cuppa, and found no such place. There are a few breakfast places, or restaurants with table service, but no place to Sit and Drink Coffee.
In a business sense, this is either great, or this is terrible. It could mean that we are filling a neglected niche. Good coffee, comfortable environment, art on the walls, little nibbles, etc. As I write this, it’s a rainy Sunday afternoon, and I would give my right arm for a place like that right now! Okay, maybe a toe. A little one.
On the other hand, maybe there are no coffee shop concepts like ours because there is no such niche! (cue horror music!) Maybe we are the only ones! For such a famous place with such a famous product, there seems to be little in the way of “educated coffee consumers.” This isn’t Seattle, Portland, or San Francisco. It’s not an urban center, where you pop into your favorite local espresso bar on the way to the theater, art open, poetry reading, or whatever else dainty, NPR-listening, city-folk do. This is a small town! We have cows in the road! Gary done shoo wild goats off our property just this morning! Goats!
However, we find the no-niche scenario unlikely. First off, there are likely to be more people like us on the west side of this island. Transplanted mainlanders looking for a place to hang out, drink good coffee, do work, socialize, start artThinks, whatever. South Kona, like the rest of the west side of the Big Island, is booming. There are new developments going up all along the belt road.
Second, there are a lot of businesses right in the area where we want to locate our shop. There are two high schools, a hospital, a court house, a shopping plaza with a university extension center, plus a bunch of other little touristy places just down the road. There are a lot of people.
Third, there are a lot of tourists with cars passing by. We have gotten adept at identifying rental cars. No one buys a Chevy Cobalt on purpose. They either lost a bet, or it’s a rental. The location we are looking at is on the south-bound side of the road, on the way to all the Adventure Activities: volcano, kayaking, snorkeling, beach. We also know that further south, there are no real places to stop and grab a to-go lunch. If you are hungry on the 100 mile drive to the volcano, you can either get a candy bar and a bag of chips at a gas station, or test your luck at a no-name diner in the middle of nowhere, if you can find one.
So we plan on having To Go Lunches for the mobile, adventure-set heading south. Fresh sandwiches, a cookie, maybe chips or fruit, wrapped up water-tight if needed. We’ll probably have a few convenience items like sunscreen and maps. If we get them in the door, I want to have so beguiling an environment that maybe they would return later to have a cup of coffee and check their email.
There are dozens of angles to explore, and we are looking at all of them. We’ll have buy-one-get-one-free coupons and launch a whole marketing campaign. We’ll have gallery events for featured artists, open mike nights, writer’s groups, stitch-n-bitch gatherings. We’ll coordinate events with the fab little bookstore next door. We’ll sponsor community events and have Gary coach a little league team.
I can’t wait to open so I have a place to hang out.