Bright lights, big city

| Print |  Email
Articles - June 2012
Tuesday, May 29, 2012

BY CHRISTINA COOKE

0612 GamePlan 10SpeedCoffee 01
10 Speed owner Bryan McGeeney at his bicycle-themed Hood River roastery.
// Photo by Alexandra Shyshkina

A Hood River coffee shop hopes to break into the Los Angeles market this year, establishing itself in a place about as opposite its origin as it gets.

10 Speed Coffee, a bicycle-themed roaster with cafés in Hood River, Mosier and White Salmon, plans to open a location in the affluent L.A. suburb of Calabasas (home to the infamous Kardashians) this fall. To introduce its product to the state, 10 Speed served as the official coffee sponsor for the 2012 Amgen Tour of California bike race, which ended May 20 a few miles from its future location.

“Whereas Portland is crawling with roasters and cafés, the whole scene hasn't caught on in L.A.,” says 10 Speed owner Bryan McGeeney. “We see a lot of opportunity to do something down there with specialty coffee.” McGeeney opened the first 10 Speed in Hood River in 2005 with five employees. He will have 35 employees between the four shops.

L.A. entrepreneurs Tim Rettele and Robbie Schaeffer, who frequent 10 Speed during trips to the Columbia Gorge, approached McGeeney last year about setting up shop adjacent to the farm-to-table restaurant called Pedalers Fork, which they are opening at the same time.

Rettele says he was attracted to the quality and taste of 10 Speed’s small-batch roasted, fairly traded beans and the healthy, everybody-knows-your-name atmosphere of its cafés.

“We’re kind of deprived down here for something like that,” he says.

The partners hope the joint venture, located near the Santa Monica Mountains, will serve as a hub for the cycling community and people who care about healthy living. In addition to the eatery and café, it will offer a bike repair stand and serve as a meeting point for several group rides each week.

10 Speed’s success depends on its ability to show L.A. residents that coffee can be about more than the drive-through windows and blended frappes, McGeeney says.

While Intelligentsia Coffee in Chicago has set up a few shops in the area, the 10 Speed owner finds those cafés’ coffee-culture pretentious and inaccessible to the average Los Angelite.

“We’re hoping to bring education and a higher quality coffee experience to folks down there,” he explained. He wants his shop to be relaxed, friendly and a place where people can learn.

McGeeney plans to open two more cafés in L.A. over the next two years, and depending on their success, will decide whether to expand further.

Rettele has no doubt the L.A. market will embrace the Oregon roaster: “I know once we get them through the door, they’re ours.”

 

 

More Articles

Corner Office: Steve Tatone

January-Powerbook 2015
Saturday, December 13, 2014

Seven tidbits about the president and CEO of AKT Group.


Read more...

Tackling the CEO-worker pay gap

January-Powerbook 2015
Thursday, December 11, 2014
BY OREGON BUSINESS STAFF

An SEC rule targets the disparity between executive and employee compensation, reigniting a long-standing debate about corporate social responsibility.


Read more...

The clean fuels opportunity

News
Monday, November 10, 2014
111014-dirtyfuel-thumbBY KIM MOORE | OB RESEARCH EDITOR

A market for low-carbon transportation fuels has a chance to flourish in Oregon if regulators adopt the second phase of the state’s Clean Fuels Program.


Read more...

Shuffling the Deck

November/December 2014
Wednesday, October 22, 2014
BY JON BELL

Oregon tribes still bet on casinos.


Read more...

The short list: Holiday habits of six Oregon CEOs

The Latest
Thursday, December 11, 2014
121214-xmaslist1BY JACOB PALMER | OB DIGITAL NEWS EDITOR

We ask business and nonprofit leaders how they survive the season.


Read more...

Corner Office: Pam Edstrom

January-Powerbook 2015
Saturday, December 13, 2014

Seven tidbits of information from an agency partner and co-founder of Waggener Edstrom in Lake Oswego.


Read more...

Corner Office: Sheree Arntson

January-Powerbook 2015
Saturday, December 13, 2014

Checking in with the managing director of Arnerich Massena.


Read more...
Oregon Business magazinetitle-sponsored-links-02
SPONSORED LINKS