Suri Ridge Coffeehouse and Veterans Transition Center in the Safeway shopping center in Falcon closed at the end of August. Owner Tami Donaldson cited costly issues getting the store opened, rent expenses and marketing stumbles during her eight months in business.ìThe capital investment was there, but the construction challenges and other issues drained it so the money I had left gave me eight months of capital to keep it open,î Donaldson said. ìI was able to give it those eight months to get it to sustain itself, but it just didnít happen.îShe tried numerous marketing methods, including print advertising, coupons and events. However, a social media flub cost her significant business. An issue with a customer over a service dog being allowed to remain in the store, which Donaldson described as a misunderstanding, resulted in a Facebook campaign against the coffeehouse. ìThe service animal thing was a total misunderstanding, but we havenít been able to recover since about that same time,î Donaldson said. Several customers asked her about the issue, she said. But there was no way to know how many people stopped coming in or didnít try the shop for a first time because of the social media complaints.A study of Suri Ridge customer counts by 719Insider, a local loyalty campaign company, showed that about 80 percent of customers visited only once, according to a report provided by Donaldson.ìI think the key takeaway is if you donít want the big city companies in the small town, you need to support your mom and pop shops,î Donaldson said. ìIf you donít support those small shops, like me, itís very hard for them to survive. The biggest challenge is being able to survive the high rents and fees they charge here in Falcon.îAbout the coffee served, Donaldson said her coffee beans were the same ones that Starbucks uses. ìCoffee is coffee,î she said. ìThereís only so many ways to make it.îThis experience hasnít deterred Donaldson from trying again. ìI am going to try to relocate, perhaps try to combine with a small cafe.î
