Hollywood to Hertel

Before his days of faithfully serving cups of joe on Hertel Avenue, Michael Reid was the breadwinner for The Warner Brothers, Inc. Leading his cooperation to retail success, with award nominated products and programs, Reid kept the shelves selling. Trading his corporate days to lead a fulfilled life of sentimental purpose. Unlike other coffee spots in Buffalo, individuals step into Rise Coffeehouse with a new sense of community. 

The atmosphere at 1643 Hertel omits nothing but safety, nostalgia and inspiration. This safe haven was built behind genuine intentions to bring light back into this world, by the incredibly compassionate and inspiring Michael Reid; a man who used to lead a very different life. With homelessness on the rise, Reid makes it his life’s mission to raise the spirits of the Buffalo community. Reid spent two years working for The Walt Disney Company as their Merchandising Manager and 14 years at The Warner Brothers, Inc. as their Sales and Business Director. 

Reid took it upon himself to walk alongside a different path, after a change of plan in his career. 

Before 1643 Hertel arose, Reid’s life was nowhere near similar. After four decades spent with studio entertainment, a new management team in 2019 robbed him blind of his millionaire position. Reid expresses what it felt to hit rock bottom in the parking garage of Disney Studios.

He shares, “I had a quota of three million a year and a salary of $230,000,” even with offers following his termination, there had been a change of heart. Reid describes his crisis as a blessing, for it opened his view and led him into what he’s meant to do.

After an immense career of success, Reid knew what it felt to have money, but he knew his mission didn’t end with The Warner Brothers, Inc. Reid expresses how around this chapter in his life, he leaned into faith, not just around but as well as within. Reid expresses his fortune to have found this new sense of self through much dedication, allowing him to lead the life he dreams of. 

That change of heart led him straight into the arms of Buffalo’s Seneca Gospel Mission (SGM). An organization whose mission it is to offer support and resources that empower today's youth. Reid emphasizes the time spent here healed him, allowing him the space to remove all doubt and fear. 

After devoting his days to community outreach and practicing gratitude,  Reid was riddled with ideas to give back. He mentions feeling “so inspired to see SGM provided free daycare for economically challenged families.” He knew exactly what to contribute, and so Rise’s “Work Readiness Program” was born.  

With the use of this program, teens and young adults with developmental disabilities are offered the perfect environment to grow and thrive in life. With the help of qualified professionals, the trainees are taught “soft skills.” 

This is where effective communication, emotional regulation and social cues are introduced to a new height. Rise allows these kids to thrive and connect with everyone at their own pace. After a few years of fundraising, Reid secured the space off Hertel Avenue a year later. Around nine months passed and Rise Coffeehouse was born, and it all began with “pay what you can.” 

His mission is for every individual to feel worth that six figure salary, and to understand being rich in life will never have anything to do with money. Establishing that comfort was essential, but he wasn’t just looking to save, Reid is looking to inspire. With their “pay what you can” motto, individuals are given the opportunity to view their true potential before arrival. Reid makes it clear Rise will never be a shelter, but a place where you can consume food for thought and rise to your highest potential. 

“We require skin in the game, if you can afford a pack of cigarettes, you can afford to put a dollar on the table.” said Reid. He explains that when things are given for free, you are “stripped of your dignity” as it’s highly habit forming. Reid emphasizes “we are not a food pantry,” with not much finance expected from the consumers, Reid knew he had to think outside of the coffee pot. 

A common pattern Reid noticed between shops similar to Rise that are now out of business was their identity. In order to attract anyone, you must be welcoming, open and accepting to all. Reid is sure to preface how he is a proud Christian who accepts all for exactly who they are. Rise has hosted numerous community events where people shared their stories, belted to karaoke, won game night, and shared a laugh over ice cream. 

Rise Coffeehouse will never be just a business, but instead, a safe haven of inspiration. This sanctuary reminds individuals they are valuable members of society, no matter what’s in their pockets. They are graced with hope, security, and empathy, something the world needs desperately right now. 

The features desk can be reached at features@ubspectrum.com.