City’s newest coffee shop stops Carson Street traffic

(Reno Gazette-Journal)

Related photo gallery@Rgj.com


By Matt Farley
mfarley@carsontimes.com

Weekday morning slowdowns are nothing new along South Carson Street, but the staff of Java Girls brought an entirely different meaning to the term "stopping traffic" at the coffee shop's grand opening last week.

Shortly after 10 a.m., Bernadette Kunter and Breanna Querin stood on the sidewalk near the shop, working to call attention to the new business. Kunter was dressed in a revealing devil costume and Querin wore a black bustier and matching shorts.

"I guess people are just interested in taboo things," said Querin, a 19-year-old Gardnerville resident. "Some people might not like us, but they're still talking about it."

Brake lights flared and several male motorists courted whiplash as the women danced, waved signs and pointed to the former Espresso To Go. Down the block, two men in a silver Ford Mustang made an abrupt lane change and swung into the lot.

"We had a mother and daughter from out of town drive through this morning," said Gardnerville resident Stephanie Mesler, mixing a latte while dressed as the world's earthliest angel. "They saw the outfits and were like, 'Well, we're definitely in Nevada.' But they were really cool with it."

The enthusiastic reception went exactly as planned, owner Don Emborsky said. He and his wife, Stephanie Streenan, opened the only Nevada outpost of the Washington-based coffee chain after considering a variety of businesses, he said. The couple makes no apologies for the controversial concept behind Java Girls: That coffee is best when served by attractive, friendly young women in swimwear and lingerie.

"It's a unique business model," he said. "The guy who owns it (Steve McDaniel) has already proven it in Seattle. He was getting put out of business by Starbucks, then he reopened with this idea. Now he's running right with them."

As part of the application process, the six barista-models who work at the shop had to meet with Streenan while wearing bikinis before signing on.

Hiring criteria included a good attitude and "cute, girl-next-door" appearance, Streenan said. It did not, however, focus heavily on previous food service experience, meaning the women had to take a crash course in coffeemaking before the shop could open. After training, the owners loaded their final picks into a limousine and drove them to Carson City's adult lingerie store Naughty or Nice to select their uniforms.

With winter looming a few months away, some workers intially worried about wearing bedroom attire to work, Streenan said. But the shop's powerful heater coupled with multiple espresso machines running in close quarters should prove equal to any cold snap, she said.

"In the winter, we get long-sleeved Santa jackets, " Kunter said. "I think it'll be fine."

In spite of some rumblings of disapproval, locals have greeted Java Girls with open arms, Emborsky said, noting that the Chamber of Commerce and other groups have endorsed the shop. More than 70 cars had passed through in the first hours of operation Thursday, many simply investigating the cluster of scantily clad women.

"Uh, we're here because it just seemed like a nice day to get coffee," joked Danny Esquivel, a passenger in the silver Mustang. "Anywhere but Starbucks, right?"
He jerked a thumb at the driver, Ricardo Contreras.

"Actually, I'm lying," Esquivel said. "This guy doesn't even drink coffee. I really think this place will work out."