From beans to foam to business basics: Coffee Fest caters to coffee shop owners

Saturday, Sept. 16, 2000 | 10:35 a.m.

The air was thick with the smell of roasted beans. Booth upon booth offered free samples - from espresso to coffee cake to little paper condiment packets to top your brew with cinnamon. And you couldn't throw a sugar packet without hitting either someone who owned a coffee shop or was getting ready to start one.

That was the scene Friday at this weekend's Coffee Fest trade show at the downtown convention center.

Coffee Fest, sponsored by Festival Inc., of Mercer Island, was started in 1991. Organizers stage a fest about three times a year in various cities, said David Heilbrunn, vice president and show manager. This weekend's Fest is the 10th in Seattle.

The convention brings companies from virtually every aspect of the coffee and tea industry together with owners of coffee and tea shops. But Coffee Fest is also a place where coffee shop owners can get pointers on how to improve their business.

In the mornings, people can attend classes on how to run a better coffee shop.

"It's just how to do coffee right," Heilbrunn said. "We do a tremendous amount of training between 9 a.m. and noon."

Perhaps one of the most interesting of the 198 booths was the one set up by Coffee Clubhouse.com. Slated to launch in November, Coffee Clubhouse is an online dating service that will encourage potential couples to meet face to face at their local coffee shop. Company CEO Gleb Klioner said it's a great way to find out "who loves you a latte."

In addition to attracting new customers, coffee shops that register with Coffee Clubhouse.com also get a percentage of the money lovelorn Web surfers pay to get hooked up.

"It's a great synergy between brick and mortar and online," Klioner said.

This is Salvatore Russo's first time at Coffee Fest. He is getting ready to open a coffee shop in Hudsonville, Mich. and looking for information that would help him out.

"So far, I think it's very entertaining, plus there's a lot of information to gather."

Russo said he's also been attending the morning classes.

Lee and Kim Stallman, starting a drive-through espresso trailer in Fall City, Wash., said they were learning a lot from the classes.

"They're definitely worth the while," Lee said. "You pick up one or two pointers that'll set you apart from the competitors."

Robin Sindicich, who owns a tea shop in Claremont, Calif., was at the Coffee Fest to find out about expanding her business into coffee. Other trade show participants have been helpful with ideas and advice, Sindicich said.

"They're very open about sharing what they've learned," she said.

A big bowl of foam was the most prominent item at a booth set up by Java Toppers. Owner Jody Davis was promoting powdered coffee condiments - packets of cinnamon, cocoa and other flavors to accent one's espresso.

"We just figured it's the smartest alternative to the germ-laden shakers," Davis said.