“Coffee isn’t this good at conferences.”
This was the buzz on the scene at the tenth annual Welcome Conference, a hospitality-driven symposium program bringing together thought leaders from across the world of restaurants, fine dining, and foodways. No less a figure than co-founder Will Guidara was heard saying such complimentary words, regarding the excellent coffee service throughout the day-long seminar program at the David Geffen Hall in Lincoln Center.
For the second year, La Marzocco teamed up with Welcome to offer a complimentary espresso service throughout the day. Six roasters served espresso, americanos, cortados, and cappuccino to 1,800 guests during the busy morning breakfast session and between blocks of inspirational speakers. To keep up with the high volume and relatively short turnarounds (coffee breaks lasted between 30-45 minutes), eighteen La Marzocco Linea Minis were deployed, spread around the lobby in six individual kiosks.
The Roster of Roasters
Driftaway Coffee
Onyx Coffee Lab
Counter Culture Coffee
Black Crown Collective
Touchy Coffee
Parlor Coffee
It was truly a who’s who behind the bar at the Welcome Conference—with some notable competition level baristas including World Brewers Cup Champion James McCarthy of Driftaway Coffee, alongside seasoned competitors Jenna Gotthelf (Counter Culture Coffee) and Corey Reilly (Parlor Coffee).
“Share, Inspire, Connect” is the event’s ethos, and what better way to do that than over a proper cappuccino in-between sessions? Throughout the conference hall near the coffee stations La Marzocco placed coolers filled to the brim of complimentary ready to drink cold brew. Imagine my surprise when I found an icy Stumptown cold brew, cracked it open, and stepped out to the warm sunshine on the balcony, chugging it while watching a lively brass band welcome attendees below.
“This conference doesn’t feel like other conferences” was something I heard a lot throughout the day at Welcome. This is meant as a compliment. It’s not to say other conferences are bad, necessarily—it’s just that this one has something of a relaxed, free-flowing exchange of ideas vibe, less formal, more personal. It felt like everyone really wanted to be there, as opposed to, you know, showing up because it’s their job. This is more of an imperceptible feeling—a vibe, if you will—but a lot of people I talked to at Welcome were feeling it, too. I’ve never been to an event quite like it.
Great coffee helps, of course. We dived in more to some of the highlights from coffee service—including a particularly delicious experience with Driftaway Coffee, and something tasty from Touchy—on the latest episode of the Coffee Sprudgecast, which gives an in-depth look at the scene at Welcome. But for now, let me just say that truly, the Welcome Conference was enjoyed by all.
Zachary Carlsen is a co-founder at Sprudge Media Network. Read more Zachary Carlsen on Sprudge.
