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Dear SCAA member,

Hopefully you recognize the name, Coffee Fest, the specialty coffee industry’s top retail
trade show, c...
•   If the SCAA also loses membership dues, this revenue reduction must be taken
       into account.

   Does this seem l...
FAQ Sheet
The SCAA provides support for much of the coffee industry, they set standards
throughout the world, and we have ...
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Open Letter To SCAA Members from Coffee Fest

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Open letter from Alan Silverman, Coffee Fest Founder, to the members of the Specialty Coffee Association of America. Released to the public at 7pm Pacific on July 13, 2010 via social media.

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Open Letter To SCAA Members from Coffee Fest

  1. 1. Dear SCAA member, Hopefully you recognize the name, Coffee Fest, the specialty coffee industry’s top retail trade show, consistently providing retailers with relevant information and new products to hone their business skills and up their bottom line. I am writing to you today to ask you to consider the decisions the Specialty Coffee Association of America (SCAA) is making in servicing you and the specialty coffee industry across America as a whole. The management of SCAA is vigorously negotiating with the city of Seattle to produce the SCAA annual convention for six out of eight years in Seattle beginning in 2014. We support the SCAA on the many good things they do for the industry and we have worked closely with them for all our years in business. We never have and never will encroach on the region in which they produce their annual show. If the SCAA came to Seattle once every 5 years, we would have no concerns. Coffee Fest has been produced in Seattle on an annual basis since 1992, for nineteen years. While Coffee Fest certainly doesn’t own Seattle, we do object to the SCAA’s plan to all but permanently locate here and expect that given the details and facts, you may object too. Do you want to have the SCAA annual convention in the same city for six out of eight years? • If you are not a northwest business you probably will object. • If you are a northwest business that exhibits at SCAA you most likely will object. Why object? • The SCAA show is actually a very regional event with 58 percent of the US attendees at the just completed SCAA annual convention in Anaheim coming from California (based on SCAA attendee list). • With the SCAA having six shows in eight years and Coffee Fest having its biggest annual show in Seattle you now have 14 coffee shows in one city in eight years. • For six in eight years you will only be able to see the same attendees at the SCAA convention that you routinely see at Coffee Fest. • If the SCAA’s intent is to save the association money due to free use of the Washington State Convention Center, we maintain that with the inevitable reduction in exhibitor and attendee participation (14 shows in one city in eight years) that the SCAA may not be saving money after all.
  2. 2. • If the SCAA also loses membership dues, this revenue reduction must be taken into account. Does this seem like a good plan to you? We believe that the SCAA locating in Seattle for a minimum of six shows in eight years will irreparably harm Coffee Fest. Our event brings a dimension of the business that the SCAA simply does not. We bring mostly retailers (coffee shops, drive through, restaurants, hotel food and beverage, fast food establishments, grocery stores, etc.) and the exhibitors write orders. We also educate the businesses with classes in subjects that the SCAA does not cover. So if like us you find issue with this decision, we ask you to make your voice heard. If you don’t mind 14 coffee shows in the same city in eight years and you don’t mind that Coffee Fest may disappear as a result then we thank you for listening. If you do mind, please contact the SCAA. A list of contacts is listed below for your convenience. Thank you for your consideration, Sincerely Alan Silverman Founder Coffee Fest CONTACT THESE MEMEBERS OF THE SCAA BOARD OF DIRECTORS Go to the SCAA web site, click on Board of Directors, click on e-mail link of the director nearest your business Ric Rhinehart, Executive Director Peter Giuliano, Pres - NC, Tim O’Connor, VP.CA- Shawn Hamilton, Sec’y,CA Willem J. Boot, Director,CA - Marty Curtis,Director,AR - Al Liu,Director,WA, Paul Thornton,Director,OR -Ellen Rogers,Director,MA - Mike Ebert,Past Pres.WI Andi Trindle,Director,CA-Ellen Rogers,Director,MA – Nathalie Gabbay,Director,CA Max Quirin,VP,SA
  3. 3. FAQ Sheet The SCAA provides support for much of the coffee industry, they set standards throughout the world, and we have always strongly supported them. Coffee Fest caters to the retail trade with affordable and flexible admissions, opportunities to development business relationships, free seminars, relevant classes, and regional shows that bring Coffee Fest close to you. We are proud of our track record helping the specialty coffee business to grow and thrive. We know our exhibitors and attendees value what we offer, and we are continuously asking for how we can improve to best help your business. We have provided space for their Barista Competition at all our shows; we have exhibited at every SCAA show, have always been a member and have never scheduled a Coffee Fest show in the same region as the SCAA in the same year. KEY POINTS The industry cannot afford to attend two shows annually in Seattle for six years. The industry will have to choose which show to attend, if SCAA meets in Seattle. Regardless of which show the industry chooses to attend, the other will be hurt. This is not good for the industry. For more information, please call me at (425) 295-3300 ext 131 or email me at alans@coffeefest.com.

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