Arson Attacks Stall Starbucks' Taos Debut Amid Local Resistance

In the picturesque mountain town of Taos, New Mexico, a series of arson attacks has disrupted Starbucks' plans to open its first drive-through cafe. The incidents, occurring in August and October 2023, have sparked discussions about the town's identity and its relationship with national chains.

Taos, a community of approximately 6,500 residents, is renowned for its rich history, artistic heritage, and stunning natural beauty. Located 7,000 feet above sea level in northern New Mexico's high mountain desert, the town boasts a UNESCO World Heritage Site Native American settlement and is famous for its art scene and challenging ski slopes.

The opposition to Starbucks in Taos is not an isolated incident. The coffee giant, which operates or licenses around 39,500 cafes worldwide, has faced similar resistance when expanding into new markets. Critics argue that such chains clash with local culture and divert money from the community.

Local businesses have displayed their dissent through creative means. Stickers featuring a modified Starbucks logo have appeared around town, depicting the company's mermaid emblem engulfed in flames, with its face replaced by La Calavera Catrina, a skull character associated with Mexico's Day of the Dead.

Taos has a long history of resistance to outside influences. Notable events include the 1680 Indigenous Pueblo Revolt against Spanish settlement and the 1847 Taos Revolt against U.S. occupation. This legacy of opposition to external forces continues to shape the town's identity.

Despite the resistance, the Taos town council supports the Starbucks project, citing potential employment opportunities and tax revenue. However, some locals argue that the real issue is not job creation but affordable housing. With an average home price of $460,000 and approximately one-third of housing units sitting vacant, many working households struggle to find affordable living options.

The arson attacks have had a ripple effect on other national chains considering entering the Taos market. According to local officials, two or three companies have withdrawn their plans following the second fire at the Starbucks site.

Authorities are actively investigating the incidents, with a $30,000 reward offered for information leading to the arrest of those responsible. While police believe they know the culprits, they lack sufficient evidence to make arrests.

Local business owners have expressed mixed views on the situation. Some, like Andrea Meyer, owner of the World Cup cafe, emphasize the importance of preserving local character. Others, such as Pablo Flores of the Coffee Apothecary, acknowledge the demand for chain-style offerings while condemning the use of violence.

"Taos is changing and if you don't like the way it's changing, do not support that business. Don't burn it down, that's not cool."

As Taos grapples with these challenges, the town finds itself at a crossroads between preserving its unique identity and adapting to changing economic realities. The Starbucks controversy serves as a microcosm of the broader issues facing many small communities in the face of globalization and corporate expansion.