For 39 years, 88 Throckmorton Ave. housed Peet’s Coffee. The coffee shop, located in downtown Mill Valley, opened in 1987 and was one of the longest-running businesses in the area.
However, on Sunday, Nov. 2, this Mill Valley institution closed, leaving coffee-lovers and Peet’s regulars without their favorite coffee shop.
Sweetwater Music Hall stepped in. When Maria Hoppe, Sweetwater’s executive director, heard the news of Peet’s closing, she was upset.
“I was personally distressed when the news came out because I’m a Peet’s customer,” Hoppe said. “It’s so sad. We didn’t want Peet’s to be gone entirely.”
Originally, Sweetwater had poured Equator Coffee in The Rock and Rye Cafe. But with the closing, Hoppe decided to make the switch to Peet’s. “It really started with just the intention of pouring Pete’s coffee with the restaurant,” said Hoppe. From there, Sweetwater discussed different pathways for their partnership and eventually decided on selling from Peet’s Classic Menu.
Customers heard of this partnership through a social media announcement from Sweetwater and Peet’s: “Calling all Mill Valley Peetniks! Don’t be sad—we are here for you! We are excited to share that starting this Monday, November 3rd at 7am, Sweetwater Music Hall’s café will be open and proudly pouring Peet’s Coffee.”
Prior to this announcement, there was a lot of speculation about the future of Peet’s. Ken (a regular who preferred to go by his first name, which is also fixed to a sign on a chair that reads, “Ken’s Chair”) said, “Everyone you talk to has a different story.”
Another longtime regular, who preferred anonymity, worried about what might happen to the shop. “Well, when you go to Peet’s on a daily basis, it’s just part of the gossip of what’s going to happen,” she said. “We kept hearing about all the options.”
Peet’s did not cite an official reason for closing, although some customers speculated about competition with Equator Coffee or an increased rent. “We’re not, as clients, party to those discussions. We don’t have the facts,” said Ken. Regardless, the customers still can get their Peet’s at Sweetwater.
Since Nov. 7, Sweetwater’s café has been pouring Peet’s, and has added a different experience for longtime customers. The café space has indoor and outdoor seating, and is outfitted with a patio with a retractable roof in case of rain. Said Ken, “Crystal chandeliers. Comfortable lounge. More seating. What’s not to like?”
With the partnership in place, Sweetwater hopes that the new menu will entice younger customers and musicians to the café, as well as create a new opportunity for evening café culture. For most of Mill Valley’s coffee shops, closing is around six o’clock. However, for the music venue Sweetwater, closing times depend on shows.
“If there’s a show, we’re going to be open for everyone. On the weekends, we’re open ’till midnight,” Hoppe said. These later times mean that customers can use the café later into the night, whether they are studying, doing work or brainstorming the lyrics to the next chart-topper. “The truth is, music and coffee houses have been hand-in-hand for years. Some of our greatest songwriters come from the coffee house environment,” noted Hoppe. “I want to bring that culture here.”
Peet’s Coffee and Sweetwater’s partnership reflects the care that the music hall has for the community. This is evident in Sweetwater’s support of Peet’s and its customers; Hoppe even moved the “Ken’s Chair” sign from the coffee shop into Sweetwater’s café.
“The people here really care about the community,” said Ken. “So [those] of us who love the Peet’s community experience really want this to succeed.”
Sweetwater Music Hall is located at 19 Corte Madera Ave., Mill Valley. sweetwatermusichall.org.
