Not quite a coffee shop and not exactly a cocktail bar (though both coffee and cocktails will be available), the focus is on building a gathering space for community instead of centering around tangible items for purchase. As the name suggests, it will utilize what would otherwise be empty space before the Block's normal tasting room hours, and it's giving old hotel vibes.
Kraig Weaver, who co-owns the Block with his brother, Cameron, and wife, Michelle, says the idea came to him from a podcast. It talked about brands creating spaces that aren't necessarily intended to add additional revenue. "The main intent behind expansion is not about sales, though the hope is that it will lead to that, but the intent is more about brand awareness and community building," says Weaver. That led to him approaching Novo about the possibility of a collaboration.
The relationship between the Block and Novo began six years ago, when they collaborated on creating a coffee liqueur with vodka from the Block and cold brew from Novo, which has been produced as a signature offering ever since. "It’s really the trust between [us] that lets it even happen," says Weaver. "I cant think of another brand that I trust as much as Novo — our values align."
It's a true split between the brands — shared expenses, staffing and profits from 7 a.m. to 3 p.m. Monday through Friday, with a menu and signage swap when Vacancy ends and the Block's tasting room opens. "It's been a unique experience to figure out how there’s a transition, but also unique in how do we describe this thing," says Weaver.
"We're trying to be cautious — not calling it a coffee shop or a co-working space, and we're not calling it a bar — that’s made the branding around it really interesting," he notes. "RiNo already has an incredible coffee shop, Crema, so we're not trying to compete, just provide space to be around other people and experience a good, creative atmosphere." Ultimately, the goal is to have coffee workshops and cocktail classes and have other guests, like designers, come in and give free classes on their specialties.
After 22 years in business, Novo's got the coffee portion down. "We'll have a very narrowed coffee menu that will change as we find our footing, with a focus on single origins and special coffee processes," says Novo's director of operations Heather McCullough. The Block will offer low- to no-ABV cocktails developed specifically for Vacancy.
c/o Vacancy
"It's a way for both of our brands to find new things in a defined space and also work together," says Weaver. "It gives us an opportunity to dive deep into low-ABV and mocktails, which has already been an important part of our brand, but this gives us a reason to push it even further. It’s not a fad that’s going to go away, it’s important. ... [Vacancy] lets us experiment with processes and techniques to create new options."
The plan is to eventually bring in a bakery food partner that might want to use Vacancy sort of as a testing ground as well, but for now, the team is keeping it simple with coffee, cocktails and community.
A shipping container flipped on its side and attached to the building provides enclosed patio seating, bringing the space up to about 1,200 square feet. Extra electrical reels pull down from the ceiling for extra plug-ins, and the wi-fi has been upgraded to make sure it’s able to accommodate everyone working from home. Plus, there's an open-door policy. "You don’t need to come in and buy coffee. Yes, you can, but we’re not going to get annoyed — we just want people in the space, experiencing the brands in a unique way," says Weaver.
Additionally, Novo has also recently opened two spots at DIA, in concourses A and B, and is adding its fourth standalone coffee shop inside the former House of CoPa in Congress Park, sometime next month if all goes as planned. Intentional growth and development has been the name of the game for Novo since its inception.
"We're not heading in new directions — we’ve been here 22 years, and we’re committed to excellence and treating people well and doing the right thing," says McCullough. "One of our key words is 'steadfast.' We’re not looking to reinvent things; we really want to continue to be a pillar for the industry."
"[Novo has] great leaders — they're measured and thoughtful," McCullough adds. "I would say that we care more about the long term than the short term, and that’s a place that I think people see a lot of value in — our staff, specifically. There’s a lot of continuity and a lot of stability."
Vacancy is located at 2990 Larimer Street and is open from 7 a.m. to 3 p.m. Monday through Friday. For updates on Novo's upcoming Congress Park location, follow it on Instagram @novocoffee.
