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Michael Powers, a University of Maine alumnus, has been trolling campus since the first week of classes, armed with stickers, coffee mugs and menus. In what he refers to as “viral marketing,” Powers was spreading the word about Verve, the newest addition to Orono’s restaurant scene.
With locations in both downtown Orono and in the Collins Center for the Arts, Verve hopes to become “a bridge from campus to downtown,” according to co-owner Heather Furth.
Powers’ “viral” skills are working toward this.
“We allow word of mouth to be our primary source [of marketing],” said Sam Pastrick, a UMaine alumnus and Verve employee. Pastrick runs the CCA location on campus and works closely with Powers.
Verve specializes in burritos, coffee and smoothies. Keeping business as local as it can, it serves Carrabasset Coffee and bagels from Bagel Central in Bangor. It also uses Backyard Beauty Tomatoes from Madison for its salsa. Heather Furth bakes the bread and cookies herself.
Its products are not the only thing it keeps local. Most of the construction work, logo design and artwork was produced by Orono residents and UMaine students.
“I’d like it to be a community hub,” Heather Furth said of the restaurants.
Verve has been in the works for Heather and her husband, co-owner Abe Furth, for at least eight years. Heather explained they are passionate about burritos and have been doing unofficial research on trips out West for several years.
The Furths are also co-owners of Woodman’s Bar and Grill in downtown Orono. When the chance to open Woodman’s fell into their laps in 2005, they put Verve on the back burner.
This year, their chance to open became a reality.
“We were at a place with our career with Woodman’s, and this location became a part of it,” Heather Furth said.
Verve’s downtown location is run out of 2 Mill St., a building that has seen dozens of businesses flow in and out its doors. The building is 150 years old and has housed a salon, a used clothing store, an antique store and even a do-it-yourself dog wash.
Heather Furth explained that since there isn’t a lot of building space in Orono, the opening of 2 Mill St. was crucial.
“This building needed a lot of rehab,” she said.
Construction in downtown began in June of this year, and its doors opened for the first time on Sunday to friends and family. Depending on the success of the day, Verve will open full time beginning Monday or Tuesday. It will be open from 7 a.m. to 4 p.m. Monday through Saturday and 8 a.m. to 2 p.m. on Sundays. Breakfast will be served all day on Sunday.
The CCA location opened its doors Thursday, Oct. 15.
“There was more business than I think I expected, providing we didn’t really announce our opening,” Pastrick said.
“We’ve had a generally positive reaction,” Powers said.
He said Verve sent out Facebook announcements of the opening, but most of the business it drew came from people on campus spreading the word.
“We hope each location will market for each other. … They’re mutually beneficial,” Pastrick said while sitting in a large leather chair in the CCA location.
Pastrick looked at home and relaxed in the setting. Overstuffed couches and chairs were arranged under a large-screen TV with many other tables spread throughout the location in the entry to the CCA. Music played softly in the background.
“People should come here and be comfortable,” Pastrick said.
The CCA location will be open from 7:30 a.m. to 4 p.m. during the week and for all major events at the center. On these occasions, it will serve beer, wine, spirits, coffee and bakery items. This will be the first time food is allowed in the auditorium, so Verve will be open during the whole performance.
This location is the only vendor on campus that is not “funneled through the university,” according to Pastrick.
“Our primary aim is to provide another option,” he said.
Verve is the only food source on campus that accepts debit and credit cards. Pastrick hopes to set up the use of Bear Bucks soon.
Abe Furth hopes the downtown location will send off a relaxed atmosphere that emulates the CCA location.
“I want it to be a comfortable, fun, upbeat place,” he said.
The interior design is working toward this goal. Couches surround a bookshelf offering a variety of reading material. Granite countertops are arranged around the windows, allowing customers to watch the streets of Orono. The old wood floors have been refinished, and music is played throughout the restaurant from an iPod.
“We want it to be welcoming to all age groups,” Heather Furth said.
Bangor Daily News