I had the pleasure of reaching out to Mr. Andre Gray, the visionary behind Woodstock Cafe, a unique coffee shop that celebrates sign language. During our conversation, he shared valuable insights about his inspiring journey and mission. Here’s what we can learn from Mr. Gray:
Can you share the story behind your decision to open a deaf-run coffee café?
“The main driving force was the lack of a true community space for us. Originally, we had a 5,000-square-foot warehouse, but we were limited to a capacity of only 28 people for events. We wanted a space that wasn’t just functional but also safe and welcoming, where our community could come together and feel at home.”
What inspired you to focus on creating an inclusive environment for both deaf and hearing customers?
“As a nonprofit, our focus has always been on bridging gaps and solving problems. We wanted to create something that could connect everyone, and coffee seemed like the perfect common ground to bring both Deaf and hearing people together.”
How did you come up with the name Woodstock Café, and what was the reason behind it?
“Actually, the name Woodstock Café was inherited. The café was originally owned by Katherine from Upper Left Roaster/True Tea, and we felt it was fitting to continue with the name. Until we come up with something more fitting for our community. “
How do you ensure smooth communication between deaf staff and hearing customers who might not know sign language?
“Our hearing staff choose to sign, eager to improve their signing skills and be more receptive to Deaf culture. We create an open environment where everyone can express themselves freely, which helps keep communication clear and respectful.”
Can you elaborate on the devices or technologies used in the café to facilitate communication?
“We use multiple caption screens that translate speech in real-time. Customers speak into a microphone connected to a tablet, allowing our Deaf baristas to see what’s being said. It’s an effective way to bridge the communication gap.”
What qualities do you look for when hiring staff for your café?
We look for people who are enthusiastic about customer service, food, and Deaf culture. Being engaged and creating a welcoming vibe are essential qualities. We want people who can keep the energy up and connect meaningfully with customers.
How do you support the continued professional development of your employees, especially within the context of a deaf-owned business?
As a new business, we’re all learning and growing together. Each challenge is something we face collectively, and we’re committed to building an environment where we all develop both personally and professionally as the business evolves.
How have hearing customers reacted to the signing and communication devices used in the café?
“Many are surprised at how fast the captioning system works, and some even prefer to try signing with us, regardless of their skill level. We’re open to however they want to communicate, and it’s always rewarding to see people give signing a try.”
What feedback have you received from the deaf community regarding their experience in your café?
We’ve heard that our café could be more representative of Deaf culture, and we agree. We’re working on incorporating more Deaf stories and expressions within our space. This includes adding art, videos, and possibly restructuring the interior to reflect our culture even more.
How does the café contribute to raising awareness about deaf culture and the importance of inclusivity?
Since opening, we’ve noticed a rise in people interested in learning ASL, and even Reed College expanded its ASL program. We’ve also received job applications from interpreter program students, who want to deepen their understanding of Deaf culture and improve their ASL skills.
Do you collaborate with any organizations or host events to promote deaf awareness and culture?
Yes, we collaborate with several organizations, including schools, college programs, and other nonprofits. Hosting events with these groups allows us to foster greater awareness and engagement with Deaf culture.
What are some of the biggest challenges you’ve faced in running this unique café, and how have you overcome them?
One of our initial challenges was the name.
When we acquired the space, we inherited the “Woodstock Café” brand, but our vision has always been to rebrand it to better represent Deaf community values. In a city like Portland, known for its food culture, the name “Woodstock Café” created an expectation of a full café experience. We began with third-party food items and have gradually added our own offerings, like hot sandwiches prepared offsite and finished in house. Moving toward making everything in kitchen has been a lengthy process, but we’re committed to building a space that truly reflects and serves our community.
Can you give an example of a problem that arose due to communication barriers and how your team handled it?
Training new hires at the Stumptown lab sometimes presents challenges, especially coordinating interpreters. Misaligned schedules can be disruptive and add costs, as training expenses aren’t covered by operating funds. We’ve adapted by hiring interpreters strategically, but it remains a significant commitment.
What are your future goals for the café, and how do you plan to expand or enhance the experience?
Our long-term goal is to acquire the entire building and create a Deaf equity center or a “Deaf mall.” We envision more accessible programs within the café walls, encouraging collaboration and creating more opportunities for the community.
As far as expansion outside of this cafe, we believe that every city should have a Deaf cafe, we hope to venture in different spaces and locations as we grow, both inside and outside of Portland.
How do you envision the role of technology in the café evolving to further bridge communication gaps?
We’ve had interest from local organizations, like the Portland Public Library, to adopt similar communication technology. We hope to continue exploring and integrating tools that make interactions even more seamless.
What has been the most rewarding aspect of running a deaf-owned coffee café?
Seeing people form friendships and watching staff improve their quality of life – like affording better housing – are truly heartwarming. It brings me joy to know that we’re making a real difference.
What has been the most challenging aspect of running a deaf-owned café, and how have you overcome it?
Adjusting to team dynamics has been a challenge. I’m naturally focused on personal goals, but building something collaboratively required me to be open, vulnerable, and connected to the team in ways I hadn’t expected.
How has running this café changed or affirmed your perspective on entrepreneurship and community building?
We’ve learned that our team thrives with an engaged, collaborative leadership style. The “big boss” approach doesn’t work well for us; mutual respect and involvement create a far more positive and effective work environment.
Visiting Woodstock Cafe is truly an incredible experience. For the first time, I had the opportunity to fully immerse myself in a setting where communication flowed effortlessly, without the need for paper and pen to place my order. It was refreshing to engage freely, embracing the cafe’s unique environment that fosters accessibility and inclusivity.
If you’re in Portland, Oregon make sure to stop by Woodstock Cafe!
Until next time, ta ta! 😄🤟🏻
