See See Motor Coffee Co. on Pine and Center in downtown Reno offers fresh motorcycle gear, tasty food, and renowned coffee.
Reno marks the second location of See See. The original location lives in Portland, Oregon. See See helps organize The One Motorcycle Show, an annual event that brings together eclectic bike builders and enthusiasts from around the world.
Jack Beisel, general manager of See See in Reno, spoke to me about how the company blends the worlds of motorcycles and coffee to create community. The company is first and foremost a motorcycle company, brand, and race team. He went on to say that alcohol and motorcycles don’t mix well together, so the idea was to have a place where, “You can get a coffee, talk about a ride, go for a ride, then come back to have a hot dog and a beer in the same spot.”
They also wished to create a space where amateur riders, builders, and enthusiasts could get together and learn from one another. The world of motorcycles can seem insular, so creating an “everyone is welcome” atmosphere allows newbies to interact with industry veterans in a low-pressure environment.
They apply the same inclusive philosophy to the coffee they serve. Beisel recounted getting snubbed at other specialty coffee shops, because he didn’t fit the mold for an artisanal coffee drinker. Beisel wants people of all types and backgrounds to feel welcome to learn about exceptional coffee and motorcycles.
See See exclusively serves coffee from Stumptown Coffee Roasters of Portland. See See attributes a large part of its success to its continued partnership with Stumptown, but someday serving coffee from local Reno roasters is not totally out of the question.
Prior to my visit, I had not tried Stumptown coffee. I decided to get a cup of drip coffee ($2.75), a flat white ($4), a breakfast sandwich ($5.75), and a scone ($3) for dessert.
The drip coffee, their Papua New Guinea Bebes, purported to have tasting notes of mango, melon, and nutmeg. I caught a bit of melon flavor and greatly enjoyed the cup.
The flat white was delectable and came served with a lemon garnish. The lemon added just a touch of sharpness that I enjoyed.
The breakfast sandwich, known here as the Breaky Sammie, came with egg, sausage, cheddar cheese, and tomato aioli atop a sour ciabatta roll of sorts. Bacon and tomatoes were also available for the sandwich. The aioli offered a subtle tang. The sausage had just a bit of heat. The roll was soft on the inside, and had a mild crunch on the outside. When looking for a quick breakfast, I’d happily eat it again.
The scone was lemon and raspberry flavored. It had bits of lemon and raspberry baked throughout. The pastry was not too sweet, and it offered a nice balance between density and that crumbly quality. The treat paired well with the drip coffee.
Beisel and the See See team strengthen their relationship with the Reno community by using local vendors and hosting the Side Hustle Motor Show during Street Vibrations. They get their baked goods from local baker, April Woodward of April Cooks Tonight. They source their milk from a local dairy. They also display the work of local artists, recently including zines from two local high schools.
“We don’t want to be the company that came from somewhere else and never settled down. We want to be as much a part of this community as we can possibly be, because Reno is now home for us. We want to make it feel like home,” said Beisel.
See See Motor Coffee Co. is located at 131 Pine Street. They are open 7 a.m. to 6 p.m. on weekdays and 8 a.m. to 6 p.m. on weekends. Visit them online at seeseemotorcycles.com.
