No beans about it: Cafe Paraiso is here to stay

Charles C. Labenz Arizona Summer Wildcat Cafe Paraiso, a coffee shop on University Boulevard, is the backdrop for construction of new street parking spaces by an unidentified worker. The cafe now shares the West University market area with the Coffee Plantation and other new shops, where crowded conditions have required the renovations.

The American way of small, family oriented businesses coexisting with big franchises and corporations- each providing competition for one another- is exemplified on University Boulevard.

On the south side of the street, customers can eat and shop at small restaurants and shops that are privately owned and operated, including Cafe Paraiso, Frog & Firkin and Yakitori Restaurant.

On the north side, corporate shops like the Gap, Bath & Body Works and the Coffee Plantation were opened in April at the new West Main Gate Square and are vying for attention.

Two coffee houses, located directly across the street from each other, provide sleep-deprived college students with two options to awaken their minds and taste buds, and they have utilized both. And for the coffee houses, they welcome the competition.

Ray Easterbrook, the co-owner of Cafe Paraiso, said the competition will be positive and he is not intimidated by the larger Coffee Plantation.

"It gives people a choice and it adds more people to the area, which will be good for everyone down here," Easterbrook said.

"People from outside this area will want to come down and check it out, once all the construction is completed," he said.

Easterbrook, who has worked at Paraiso for the last three-and-a-half years, said he has heard all sides from students who frequent his establishment.

"Some people dig it. Some people think its turning into Mill Avenue in Tempe and some people don't like the franchises like Gap and others," Easterbrook said.

Joseph Mais, an East Asian studies senior and loyal Paraiso customer for three years, is one of the students who does not like the franchise atmosphere.

"The corporate idea turns me off. Here the people don't have to wear a regimented uniform and they can be more innovative," he said.

Easterbrook said his business was down 15 percent to 20 percent, which is typical for local businesses during the summer months when most college students and staff leave.

In addition, the sidewalk in front of Cafe Paraiso and the neighboring courtyard area is under construction. Reverse angular metered parking spaces are being built to match the ones on the other side of University Boulevard. Easterbrook said construction began about two weeks ago, and Cafe Paraiso has been effected by the construction. "People don't like to come when its dusty and tractors are working nearby," Easterbrook said.

But he added the loyal customers know the shop is still open.

The arrival of the Coffee Plantation will only slightly affect Easterbrook's summer business, and in the fall he expects a bigger increase than ever before.

He also said both coffee houses expect to do well and in the fall because there will be enough people and money to go around.

Jacquie Rinder, general manager of Coffee Plantation, echoed Easterbrook's sentiments.

Rinder said that as "the new kid on the block" they will have to work hard to build the same loyal following Paraiso has, but she does not see why the local community can not support them both.

"People come here for different reasons," Rinder said. "We have a lot of space and, because we are a corporation, we can afford to do things that they can't."

This includes free live entertainment five nights a week and retail items, such as gift sets and coffee mugs.

Ray Abbassian, a UA medical student, said she used to go to Paraiso everyday, but after a perceived change of service she switched to Plantation.

"I like the bigger outside area because I like to enjoy my coffee while sitting outside. I also like the live music here," Abbassian said.

Rinder said she is worried about a perceived negative stigma that students have about the West Main Gate Square because its space is rented by national corporations.

"People are putting a label on us before they even try us," she said.

Rinder said she has worked hard since the April opening of Coffee Plantation to create a unique experience for its customers, even though it is part of a larger corporation.

She said this includes hiring people with a variety of personalities that can appeal to students and other members of the community.

This still does not guarantee that college students who enjoy Paraiso will switch to Plantation.

Charlie Kuthe, a general biology senior and regular Paraiso customer, said Paraiso appeals to him more than its competition.

"I like the atmosphere here better," Kuthe said. "The people are very friendly, and all around, they're a really good business and they treat their customers well."

Coffee Plantation also hopes to attract an older crowd this summer that has typically been intimidated by the area because of the lack of parking and the construction that is underway.

Many of its customers come from the nearby Marriott University Park Hotel and the University Services building.

This will change in the fall, she said, when the focus will be on students because they will be a large chunk of the business.

The assistant manager of Coffee Plantation, Jill Sanjule, said it has already started to build a loyal following, with more than 150 people using frequent buyer cards.

"We want to make it more than just a place to hang out," Sanjule said.

Will Liebermann, a finance and accounting senior, said he has divided his time between both places since the Plantation opening. He said he likes the Coffee Plantation's variety of newspapers.

"This will only complement the other side and bring more people down to this area," Liebermann said.