Crossroads Coffee

Coffee is more than a recipe…it’s an art form.

Jon Roberts, owner of Crossroads Coffee on 11th and Main, couldn’t agree more. As a latté artist who competed nationally and took third, he’ll tell you, “Slinging coffee is a fantastic way to make a living.”

After running the coffee shop at Mercy Regional Hospital for several years, he came down with COVID and wasn’t able to continue working at the hospital. After several months, he decided it was time to launch his own coffee shop.

He enrolled in the SBDC’s LEADING EDGE program, which helped him create a business plan, structure his business, and more.

“LEADING EDGE gave me the confidence to jump in, even though I hadn’t fully recovered from my bout with COVID,” Jon says.

When it came to selecting a location, he originally planned to open his shop in the Mercado District of Three Springs. But, when he found out that the space in the Crossroads building was available, he simply couldn’t resist.

He’s been the owner of Crossroads Coffee for almost one year, and he absolutely loves being a sole proprietor. “At the hospital, I was the only daytime barista and was making 200+ drinks per day. Here, the pace is slower…it’s like my retirement job.”

So, what makes Crossroads Coffee unique?

“It’s a little footprint but a big coffee shop!” Jon says. “My latté art is the most defining factor. I can draw anything—Mona Lisa, Starry Night—I took third with a portrait of Van Gogh. And, I can copycat any drink from anywhere. Coffee really isn’t as hard as people try to make it.”

In addition, the coffee is all local. In fact, Jon worked directly with Desert Sun Coffee Roasters to fine tune the perfect Italian Roast for both his drip and espresso drinks.

When it comes to the business side of things, he keeps his pricing simple and competitive. “I used to work for a Japanese chef who thought all coins were bad luck. So, now I keep it all even. Coffee is $2, a Chai is $3, and a Latté is $4.”

Recently, Jon obtained a restaurant license, which permits him to make breakfast sandwiches, pastries, or whatever else his heart desires. “It’s a little nefarious…people come into the bank or offices, and the whole lobby smells like cookies,” Jon says with a smile. He has gluten free and vegan options, and everything is house baked.

“I love running my own business. If you are thinking of starting a business, I’d tell you to start working 80 hours per week and get a good grasp of your industry. And, absolutely go check with the SBDC first. Mary Shepherd and Jasper Welch were huge helps for me. They have fantastic insight and resources that they are more than willing to share.”

The best way to learn more about Jon Roberts is to stop by Crossroads Coffee at 1099 Main Avenue. He’s open Monday–Friday from 7 a.m. to 2 p.m. (If you’re lucky, you might catch him there on a weekend too!) And, bring an idea! He’s always looking for new designs to draw on his lattés.

Jitters’ Java

Jitters Java: Where Every Burrito is Made with Love Jitters Java had been closed for more than three years. Yet, through its shuttered doors, Aimee Beauregard saw potential. Aimee had just experienced some monumental life changes that left her looking for purpose. The more she thought about it, the more she realized that she needed to find a way to give back to the community. She knew Marwa and Greg, the original owners of the

Read More »
Rock Lounge

Marcus Garcia has been the owner of the Rock Lounge (RL), an indoor climbing gym in Durango, since 2014. Marcus had transitioned from being a RL employee, a rock climbing guide, and owner of a small construction company before then. The RL was profitable in his first year, yet he thought there was more potential to be realized. Marcus had sent his business manager to a locally sponsored event which introduced them to the Small

Read More »
Eight Four Ranch

Every cloud really does have a silver lining. At least, that’s how Brian Wattier sees it. When he lost his job in advertising and sales last year, he saw the opportunity to do what he’d always dreamed of—own a ranch in Colorado. He took his family on a trip, and when they came to Pagosa Springs, they knew they’d found their new home. They sold their house in California, packed up, and moved. Since they’d

Read More »
Chef Safari’s African Fusion

“Passion turns perfection into art.” This is one of Chef Safari’s guiding principles, and it shows in everything he cooks. As the owner of Durango’s newest food truck, Chef Safari’s African Fusion, he has set out to take locals and tourists on a culinary world tour. When he was just 10 years old, Chef Safari started working alongside his father as a chef at one of Kenya’s top resorts. A few years later, he attended

Read More »

By Malia Durbano Music composer, James Bowers came up with a great idea a few years ago and formulated it more – in of all places- Trimble Hot Springs! James and his wife Lily Weisbecker had attended a string quartet concert through Music in the Mountains, which they thoroughly enjoyed. The next night, while they were at Trimble, the cello player from the ensemble also happened to be there. They began discussing how to make

Read More »
Rocky Mountain Tiny Houses

Greg Parham was looking to purchase property and build a modest size home. A friend happened to email him a link about a tiny home story. Greg had never heard of tiny houses before, but upon reading it he realized, “I can do this. I have the skills to build my own tiny house.” Greg researched the project, learning everything he could on the subject, and realized that creating his own tiny house business was

Read More »
Skip to content