Allison grew up on the east side of Wauwatosa, and now is a musician and piano teacher who lives on the west side of Tosa with her husband Nick. She enjoys listening to live music, attending local arts events, baking and good wine.
If I was told I could only ever go to one coffee place for my morning beverage, I would choose Alterra Coffee, hands down. They are excellent coffee spots with an excellent vibe serving excellent products - coffee, food, and now even beer! (Beer sold in Madison and the new Tosa locations only, as of now, according to the fantastic barista/bartender at Firkin Fest).
So when I read on Sunday night they were changing their name, locally, to Colectivo, I gotta admit - it rattled me a bit. It's like someone telling me Riverwest Stein was now going to be called Lakefront's Best, or something.
A lot of folks around town have been discussing this change. Four syllables can be a mouthful. Yes, it will probably get a nickname (i.e. Tivo, C-vo, etc.). But really, is it the most difficult name around? For instance, I was reading an article in today's Food section (while at Altivo) of the Journal Sentinel. A new butcher shop/cafe called "Bavette La Boucherie" is opening in the Third Ward. Talk about a name that is a mouthful of words from another language!
Re-naming such a known company has got to be a challenge. I understand why they have to do it, and I sure am glad I'm not in charge of that project. Colectivo is a decent name, that really does represent the nature of Alterra's business. Heck, when I first heard of Alterra I didn't know how to pronounce it. But it caught on fast, as I'm sure Colectivo will.
The postcards out at the coffee shops with the picture of the bus (it is a great logo) and explanation of the name change are nice. They are really doing their best to handle a massive change, and I commend them for that.
To those that think Colectivo has some sort of political meaning or undertone: get over yourselves.
Also, who's excited about the suddenly-made-vintage Alterra t-shirts and other gear? ;-)