Is it true? According to Mission Cheese’s Facebook page:
It’s official. Mission Cheese will be open to the public tomorrow, April 13. Free high fives all day!
Besides high fives and cheese, they’ll also be serving wine, beer, and various food items such as mac ‘n’ cheese and pressed sandwiches. Go get your gouda on!
The other blogs reporting this say no wine and beer yet. Permit still in process.
This is really cheesy.
cross street? (yes, i’m lazy)
18th.
Being from Wisconsin I am all over this.
at first i was like “thats it! the mission is OVER!”
because i thought the spot was gonna be made bougie but then after seeing it come together, i see it, it makes sense.
i still wont go, props to the owners for hitting the mark.
It’s less bougie and more … Etsy. That part of Valencia is changing in a weird way. It’s not the bougie gentrification of the dot-com era (martini bars, valet parking), but rather it feels more like Spike Jonez or Michel Gondry is creating a daydream / music video / theme park version of what Valencia already was. It’s great that there is this focus on artisinal, craft, small production, high quality, etc. But just from a purely aesthetic or stylistic perspective, it’s starting to feel really scrubbed and self-conscious. It’s like how when Hollywood, for example, portrays any subculture and gets it slightly wrong because it creates a fantasy version that’s just a little too colorful or stylized. It’s neither here nor there; I’m not putting a value judgment on this. Just observing that when I walk down those few blocks and pass, say, The Summit, and some rosy-cheeked, bright-eyed, impeccably groomed lumberjack and his dewy-fresh, twinkling prairie wife come out with twin coffee cups, I feel like I am in a Disney version of how people imagined hipsters to be about two years ago. It’s a strange feeling. Not bad. Just odd.
Or maybe it’s just how some people who like food decide that food needs to be done in order to keep the doors open. That’s always the bottom line, from my point of view — how do you sell a niche food in a niche neighborhood with a niche chance of making enough money to actually stay open more than a few months? Most of the time, I don’t think you guys get this at all. It’s really hard, much harder than it is for you to pay rent and buy food every month.
I don’t think my observation is mutually exclusive with yours, Cranky. Of course it’s hard to keep a place open. And if catering to current tastes helps keep the doors open, power to that. I am just observing (not even judging) that it is starting to feel like a theme-park version of itself. It’s really more of an aesthetic observation than anything else. It’s like Frontierland at a Disney park, except that it’s Hipsterland. Very similar feeling to attending the Renegade Craft Fair. Lots of folks with a gimmick and a dream peddling moustaches, owls, and quirky things made out of wood.
The Mission has become like an old joke, everyone knows the punchline and it’s not funny.