After operating as a joint coffee house/cannabis dispensary for the past eight months, the geometric building at 2742 Broadway in Eureka will soon be remodeled and reopened as a Shotz Coffee, which also has locations in Fortuna and Rio Dell. This transition marks a new chapter for the uniquely designed structure and for customers who have become familiar with its hybrid business model. With the upcoming change, excitement is building among locals who appreciate both the coffee culture and the expanding footprint of Shotz Coffee in the region.
This morning we stopped by the big tin can of a building, with its cantilevered window shades and cinder block derrière, and spoke with Assistant Manager Peter Portman. He confirmed that owners Tashina and Mike Benson recently sold the business to Shotz Coffee owner Nicole Norton. For many regulars, this sale signals a shift toward a more streamlined, coffee-focused experience under the well-established Shotz Coffee brand.
The cannabis dispensary portion closed this past Sunday while the coffee drive-through will operate through the end of the month, Portman said. The changeover represents the end of a short-lived experiment in combining two industries, but it also opens the door for Shotz Coffee to introduce its signature menu and service style to Eureka’s Broadway corridor.
The Bensons, who also own a weed farm in Southern Humboldt, purchased Gold Rush Coffee from founders Joe and Karen Paff in 2022, according to a recent story from SFGate. This past April, the couple re-opened the drive-through as a coffee-cannabis combo with the clever double-moniker Gold Rush Coffee and Green Rush Cannabis. A “GR” logo served both aspects of the business. Now, as the space transitions to Shotz Coffee, customers can expect a return to traditional café offerings without the dispensary model.
In that April SFGate story, Tanisha Benson discussed the collapse of wholesale cannabis prices in California, saying, “The bulk market since legalization is really hard on a farmer — like, you just cannot make a living wage. It’s not realistic.” Meanwhile, economic pressures have affected the coffee world too, highlighting why a stable brand like Shotz Coffee may be better positioned for long-term success.
The Trump administration’s tariffs on coffee contributed to skyrocketing wholesale prices, which impacted businesses here in Humboldt and across the country. Last week, amid inflation concerns, the administration rolled back tariffs on more than 200 food products, coffee included. This shift is expected to ease financial strain on cafés such as Shotz Coffee, helping stabilize supply costs.
Haleigh Licona, a manager at the Fortuna Shotz Coffee location, told the Outpost via email that the place will reopen as Shotz Coffee sometime in January.
In the office at the back of the building this morning, Portman said most of the crew of employees will continue working at the location under the new ownership. The dispensary lounge will be remodeled back into a walk-in lobby for coffee drinkers. Shotz Coffee also offers food items, including breakfast burritos, bagels, açai bowls and banana bread.
Portman is among the employees who will stick around.
“I’m really excited about it, honestly,” he said. “I like this spot. I like the clientele we have here. It’s really special.”
