Springfield and the surrounding Ozarks are home to a wide variety of “scenes”, and the Springfield Convention & Visitors Bureau is always on the lookout for new ways to capitalize on them to provide fun, engaging activities for residents and visitors.
One scene in the area that continues to show significant growth: coffee.
After the tremendous success of their Ozarks Tap and Pour program, in which players rack up points every time they visit a participating regional brewery, winery or distillery for a chance to win a prize, the CVB figured, “Hey, why not coffee?”
Thus arose the Ozarks Coffee Trail.
What's the Ozarks Coffee Trail?
Based on the same concept as the Ozarks Tap and Pour, participants could “check in” at around 15 different Springfield coffee shops and earn points toward an exclusive coffee mug.
Last year was the inaugural Ozarks Coffee Trail program, which lasted from October 2021 to September of this year. Resident engagement greatly exceeded the CVB’s expectations. There were over 2,600 participant sign-ups and 8,000 coffee shop check-ins, more than double the sign-ups and almost four times the check-ins initially anticipated.
Of those participants, over 300 completed the challenge and were awarded their mug. Even those who didn’t make it all the way to completion were still able to experience the richness of the Ozarks’ coffee scene.
“With all the wonderful local coffee shops, it just made sense to create a similar mobile pass for coffee lovers,” says Ashley Clair, CVB’s partner development manager who worked closely with the partners on this year’s Coffee Trail. “Everyone who picked up their mug after completing the trail last year shared about how much they enjoyed the experience. They always mentioned which shop was their favorite and many said that they were surprised to learn how many independent coffee shops we have in our community.”
Considering the inaugural year’s success, the program is relaunching.
“We saw tremendous engagement with last year’s trail and are thrilled to bring it back for year two with new stops not only in Springfield but in our surrounding communities,” said Megan Buchbinder, marketing director for the CVB, in a press release. “Even if you participated in the trail last year, it’s a fun way to visit some of the new shops on the trail or try a new beverage at an old favorite.”
The concept remains the same for its second year. Interested participants can download a mobile pass on their phones that lists the participating coffee shops. When making a purchase at one of the shops, they can receive and input the location’s unique four-digit code. Each code is worth ten points, and on reaching 100, they can stop by the Springfield Convention & Visitors Bureau to claim their prize. The event is set to run through September 30 of 2023 — or while supplies last.
Nearly double the number of coffee shops participating this year compared to last
Of course, as the CVB press release states, the Ozarks Coffee Trail is about more than points and prizes. It’s about local businesses connecting with the community and, perhaps, broadening the horizons of residents and tourists who may not realize just how many coffee shops call our area home.
This is especially apparent when one notes how many participating locations there are.
This year's program sees around double the number of shops taking part. Some established businesses that may have shied away from participating last year. Others have since opened additional locations are bringing them on board to participate as well. Clair attributes this increase to the buzz that the first year generated.
“As with many industries in Springfield, the coffee shops collaborate and communicate with each other,” she says. “Many of the new coffee shops on the list had either heard about the trail from other coffee shop owners who suggested that they join the trail or had customers walk in asking if their shop was on the trail last year. It's been a good tool for our local coffee shop businesses to attract new customers.”
Becky Overend, co-owner of Seattle Roast alongside her husband, Morris, is one of several participants who are back for another round this year. Since last year’s event, the duo has opened a second Seattle Roast location at the Library Center on the south side of town, and both locations are participating. It’s been a nice experience for a shop that is still relatively new.
“We were pleasantly surprised when we had [participants] the very first day walk in,” Overend recounts. “That was astounding. I mean, nothing works the first day unless you’re giving away hundred-dollar bills.”
Overend also believes the involvement of the Springfield Convention & Visitors Bureau helps as well. The CVB website reaches a nice mixture of both local residents and tourists, providing potential coffee ideas they otherwise may not have thought of.
“They could show us numbers,” she says. “I have a relationship with the people of the CVB. I trust them. We had over 400 people check in, so it brought over 400 people through our doors. For a brand that people don’t know, it’s helped us build it for sure.”
The Ozarks Coffee Trail is broadening its horizons in another way. Whereas it initially featured Springfield businesses exclusively, this year, shops from the surrounding Ozarks are getting in on the fun as well — such as Adventure Coffee Co., a relative newcomer to the coffee shop scene that opened its doors on the square in Ozark this past April.
“Ozark, especially the historic square, offered a perfect backdrop for Adventure Coffee Co.,” says co-owner Hannah Vale. “The Christian County Courthouse faces our building, the DMV is two doors down, the city offices are on our block, and there are wonderful shops and boutiques for local shoppers. It’s the heart of Ozark — a great place for an adventure! The coffee scene in Ozark is the perfect place to slow down for a minute. Life can feel so busy and rushed at times. The peacefulness of the quaint area at the square is perfect for sitting back and enjoying a cup of coffee, connecting with friends, shopping the local boutiques, working remotely, or hosting a business meeting. We love the idea of uniting the local coffee lovers and coffee community and allowing them a systematic way to experience the different local options.”
Remote work boosts coffee shop culture
The Ozark Coffee Trail’s blossoming growth — and by extension, the blossoming growth of the Ozarks’ coffee scene — is a perfect example of just how popular coffee shop culture has become all across the country, and for many different reasons.
“Obviously, coffee is trendy,” says Overend. “I think that people working remotely and not really having a brick-and-mortar office has helped. We have people in here all day long, sometimes working. I would imagine that that has helped the coffee business nationally.”
“Local coffee shops offer an opportunity to take part in and support a local community — a third place that’s not work or home, a place to work remotely or gather with friends after a day at work,” adds Vale. “They also lend themselves to the creativity of the owners and locals. You can experience local flavors [and] support local roasters. Residents want to have somewhere to belong and order ‘the usual,’ and we want to be that.”
And just what is it that makes Springfield and the surrounding Ozarks in particular the place to visit when you want your java fix?
“To quote Larry David in Curb Your Enthusiasm, ‘We've got the beans!’” says Clair. “Much like the breweries in our community, the coffee shops collaborate and support each other. Additionally, our community likes to support local. This combination of delicious coffee, collaboration and loyal customers has been the key to creating a bustling coffee destination in the Springfield region.”
For more information about the Ozarks Coffee Trail, you can reach out to the Springfield CVB by phone at 417-881-5300 or 800-678-8767. Sign up to participate in the Ozarks Coffee Trail here.
List of participating coffee shops
The following coffee shops are participating in the 2022-2023 Ozarks Coffee Trail:
Big Momma’s Coffee & Espresso Bar
Black Lab Coffee Co. (Three locations in Springfield and Republic)
Classic Rock Coffee (Two locations)
Kingdom Coffee (Two locations)
Mudhouse (Two locations in Springfield and Ozark)
Scooter’s Coffee (Three locations)
Seattle Roast (Two locations)
Travellers House Coffee and Tea (Two locations)
