A new cafe is preparing to launch in Vancouver, but you may be surprised to hear that it’s opening inside a bouldering gym.
Dubbed Start to Finish Cafe, this new project is actually a total rebrand of PBG Cafe, located inside Progression Bouldering Gym, which was also the former home of the now-closed Bar Terrasse.
“Most people don’t even realize the cafe is there!” said Julie Siery, creative director and project manager of Start to Finish, when chatting with Dished.
Siery explained that, as the name implies, the goal is for folks to either start their morning, finish their day, or both at this cafe.
“What really prompted the rebrand was wanting to be more intentional with how we show up and connect with Vancouver. I sat in the space and saw how we already serve so many different kinds of demographics doing all different things, which is kinda rare! The rebrand amplifies a stronger voice for what the space already is: a welcoming, comfortable, creative, and adaptable space where community just happens. The name captures that versatility. We want to fill the gaps in the Vancouver scene, whether you are starting or finishing your workday, grabbing food around your climb, meeting up with friends, enjoying a game of chess, or having a couple of drinks,” explained Siery.
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On the menu, the team will be serving up freshly made sandwiches, rice bowls, salads, and locally baked goods. The team is working with FUNK Roastery for some specialty coffee alongside plenty of classic cafe drinks.
“Since we are connected to a bouldering gym, we also focus on providing whatever you need for pre-, during-, and post-workout energy, protein, and recovery,” said Siery.
There will also be a selection of alcoholic bevies too (“because why not have a beer and a sando while you’re working on that report,” she added).
As for the inspiration behind the branding, Siery said the team wanted something “a little weird and completely different” from what you’d typically see in Vancouver.
“Our alligator/crocodile mascot, even though [it’s] not a native animal to Canada, can still find a home here with friends,” she said. She also added that the star is meant as a motif to connect us back to our childhood sense of whimsy and nostalgia. As for the bright yellow? Well, it’s both to bring some colour to Vancouver’s typical rainy days, as well as a way to grab attention to the somewhat hidden location.
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An exact opening date has yet to be shared, but Start to Finish Cafe is anticipating a mid-November launch.
Start to Finish Cafe
Address: Second floor inside Progression Bouldering Gym — 275 E. 10th Ave., Vancouver
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