Des Moines, Iowa has always been known for its food scene, but when it comes to coffee, the city’s culture is still finding its voice. While chains like Starbucks and 7Brew draw heavy traffic, local coffee shops often struggle to establish themselves in the same way. That is where the Coffee Hop Pass DSM comes in, a punch-card-style pass designed to make it easier for people to explore local shops, discover new flavors and support small businesses along the way.  

How the Coffee Hop Pass Works  

     The pass is simple; at the start of the year, coffee lovers can purchase it online. Each pass lists participating local shops, and at every spot, customers get one free drink. Some shops limit the free option to a basic coffee, but many, like Slow Down Coffee Co., allows customers to choose any item on the menu. After a shop signs off on the card, the drink is marked redeemed and customers can move on to the next stop in their coffee journey. For shop owners, the Coffee Hop pass is more than just a trend. It is a direct way to bring new faces in the door.     “We’ve probably done close to 400 free drinks this year just from Coffee Hop,” said Drew Kelso, the co-owner of Slow Down Coffee Co. 

     “All the time I hear people say this is their first time here, and that’s huge. For us, the pass is not just about a one-time customer. It is about turning that first experience into someone who comes back again,” Kelso said.

Building a “Third Space”  

     For Kelso, opening Slow Down Coffee was about much more than selling drinks, it was about building community. After moving to the neighbourhood 12 years ago, he and his wife noticed the lack of spaces where people could meet and connect.      “There were restaurants, but those carry a higher price tag, which makes it harder to meet often,” Kelso said. 

     “Coffee shops are different; you can come in for just a couple of dollars, and that makes it accessible to everyone,” Kelso said.

     Slow Down Coffee officially opened on Election Day in 2020, right in the middle of the pandemic. Kelso built it around the philosophy of creating a “third space,” a neutral, welcoming environment that exists outside of home and work.

      “We wanted to make Slow Down a true third space where neighbors could run into each other and connect,” Kelso said. 

     That focus on intentional community fits perfectly with what the Coffee Hop Pass is trying to achieve city-wide. Instead of coffee being just a quick caffeine fix, it becomes a way to discover new neighborhoods, support local businesses and strengthen connections.  

 Student Perspectives  

     Coffee is more than just a drink, for many students a cultural experience. Sara Duque, a Junior at Grand View University who is originally from Columbia, shared how coffee has always been a part of her life.

     “In Columbia, coffee is part of everyday life,” … “It is not just a drink, it is something that brings people together. Families and friends will sit and talk over coffee. It is part of who we are,” Duque said.

     When she came to Iowa for school, she noticed a different relationship with coffee.

      “Here, a lot of people drink coffee for energy, to get through their day,” …“Back home, it’s slower, more social. It’s about being present with each other. We even drink it at night before we go to sleep,”  Duque said. 

Finding cozy local shops in Des Moines has helped Duque reconnect with that sense of community.                  

When I sit in a shop and see people talking or studying together, it feels closer to home. It is not just about caffeine, it is about the community around it,” Duque said.

Brewing Culture in Des Moines  

     For students and coffee lovers alike, visiting local coffee shops is not just about the drink; it is about discovering new spaces, connecting with the community and supporting small businesses. In a world where chains dominate, experiences like those offered by the Coffee Hop Pass make exploring local coffee culture more accessible and meaningful.

     “I don’t see it as us versus the world, or local versus chains. It is about helping people find where their coffee hub is. Maybe someone didn’t know there was a shop in their neighbourhood until they tried it with Coffee Hop. Now it’s their spot,” Kelso said. 

The numbers show the impact. Every year, participating shops report hundreds of new customers introduced through the pass. Many of those people return after they have had their free drink. For shop owners, the free drink is not a loss, it is an investment in future loyalty. 

Beyond the drinks themselves, the Coffee Hop Pass is shaping the cultural landscape of Des Moines. In a city that is still defining its identity, highlighting local coffee culture creates opportunities for creativity, diversity and community building. For college students, new residents and long-time locals alike, it is an invitation to slow down and explore.