RAISON D’ETRE – Christine’s personal view

Koffeeheads is a locally owned chain in Fresno. They are beautiful coffeeshops with dramatic colors everywhere – on the furniture and on the walls, fun and interesting original art, coffee knick-knacks, fun music and darn good coffee and egg-scrambles-in-a-cup. Who could ask for more?

Well, apparently some of us, as citizens of Fresno, chose to go across the street to the less tasty, out-of-town ownership, homogenized, don’t know which outlet you’re in because they all look and sound the same, Starbucks. As four of us sat having coffee and eggs during our meeting at the Koffeeheads in River Park, the kind owner, Jack Weldow, apologizes profusely for making us move to another table because ours has been sold. Everything must go!

I’m heartbroken. I’m heartbroken for many reasons. Firstly, because this was a “mom and pop” operation: locals who put their money and hearts into a local business for locals, to keep the money locally. Secondly, because it makes it seem as if Fresnans prefer to support a mass produced, soulless chain more than something authentic. Thirdly, it was my favorite hang out; it was where I conducted so many of my meetings that led to this wonderful company called “Entandem Productions”; it was where I introduced others to this fabulous place, and they told their friends… but not enough! Fourth, as a small business owner, former and present, I hate to see small businesses go under, because I believe they’re the future; large, faceless conglomerates will end up owning everything if the small business isn’t allowed to remain.

Now that I’m off my soap box…

This is just one of the many reasons why “Fresno”, the documentary, is being created. It captures life in Fresno as it happens, good or bad, happy or sad, beautiful or hideous. It will make you laugh and cry, anxious, angry, happy and question your reality. In so far as Koffeeheads, we were the lucky ones to have been able to sit inside among the colors and aromas of coffee and tea, or to have sat outside under palm trees or awnings in the morning sun, or at night with our friends and loved ones sharing wonderful conversations.

That is change. It happens whether we like it or not. But, in Fresno, there are incredible people doing amazing things, some of which you might not agree with, and for some, our hearts go out to them, and we’re capturing them on film to share with you.