 "Photo: Garrett Mukai | The Spectator")
In times of economic hardship in Seattle, coffee and beer are the last things to go. In spite of the various difficulties people are facing in light of the recession, bar and coffee shop profits remain high. And Seattle's own Victrola Coffee Roasters seems totally recession-proof, since it functions as both a coffee shop and bar.
Since its opening, Victrola's location on 15th Avenue has been a hot spot frequented by regulars from the neighborhood. Its community is built upon an appreciation for coffee, art and-since November-alcohol.
"It seems like people want to go out and have comfort, whatever that sort of comfort is. I think that's why we're still doing well," says Tonya Wagner, a manager at Victrola's 15th Avenue location. "Having a cup of coffee or a glass of beer is a relatively small luxury, [which helps] to keep them entertained and able to go out with friends and have a community space."
Employee Stephen Robinson attributes part of this trend to the culture of Seattle.
"It's part of the Seattle identity, going to small coffee shops that have really good coffee," Robinson says. "I think that if you were to take that away from a person, it would make them feel horrible, so I think that we have a niche that just won't go away even though there's a recession."
Wagner noted the café's revenue has remained steady. The company's growth in revenue in light of the recession, while less than in years past, is still growth. According to Wagner, more customers come in nowadays, but they order drip instead of lattes.
"People are downsizing what they drink," Robinson says. "You know, they'll order a double [shot of espresso] in a large cup, and then they'll go to the bar and take our milk. But we don't encourage that."
While many customers are opting for more economic alternatives, a high number of people stick to the same drink they have been ordering for years.
"A lot of people really identify with their drink-you know, they are a vanilla cappuccino," Robinson says. "Split shot, half-full Americano, that's me."
Even the more expensive drinks offered at Victrola-such as a 16-ounce quadruple shot vanilla mocha with soy milk and whipped cream-will cost less than going out to lunch.
"Especially during a recession, people just want to have a place to hang out that they feel is relatively inexpensive," Wagner says. "You can meet a friend for coffee and get a scone, and it's going to be four or five dollars, instead of going to lunch where it'll be $15."
According to Wagner, Victrola's stability is due to the combination of the strong sense of community offered by the shop and the company's dedication to fine espresso. She says they succeed in their area because the competing coffee shops do not possess these characteristics.
Victrola also has a second location on Pike Street, and Wagner notes it faces stronger competition than the shop on 15th.
"In that location they have like five other really great coffee shops within a block or two," Robinson says. "Here we have like, Starbucks and Caffe Ladro. Ladro you can get anywhere and Starbucks nobody wants."
The sense of community has been built up through art openings, live music and other such events hosted at the 15th Avenue location.
"We try to be a community, and that's one of the reasons we serve alcohol," Robinson says. "That's one of the reasons we're having a night where people bring in their vinyl and we put out a record player."
Robinson also noted that, regardless of what's in the cup, in times of economic trouble, "people just want more to drink."
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