Denim Coffee Company: Creating a Better Visitor Experience in Downtown Carlisle

On the corner of Hanover Street in downtown Carlisle, Denim Coffee Company has become more than just a place to grab a cup of coffee—it’s a space where community happens.

Since opening its flagship café in 2016, Denim has served as what co-owner Matt Ramsay calls a “third space”—a place beyond home and work where people can gather, connect, and simply be. “Whenever I travel, I’m always looking for coffee shops,” Ramsay says. “They’re one of the few places left where people can exist together outside of home and work. That sense of community is vital.”

From courthouse newlyweds stopping in after saying “I do,” to Dickinson College students, remote workers, and visitors exploring downtown, the Carlisle café has long been a hub for connection.

A First Shop—and a Learning Curve

Denim Coffee’s Carlisle location was the company’s first café and a bootstrapped effort built with limited resources but big ambition.

“We did the best we could at the time,” Ramsay explains. “It was a learning curve. We didn’t have the ability to make it perfect.”

Over time, as Denim expanded into a regional brand with multiple locations, it became clear that the original shop needed to evolve. The space was heavily used, seating was limited, and the layout no longer matched the way customers were using it.

At the same time, the COVID-19 pandemic slowed business growth and delayed plans to reinvest in the café.

“We fought hard to stay open every day through the pandemic,” Ramsay says. “But it set us back—and it delayed our ability to fix up the shop the way we wanted.”

A Catalyst for Change

That’s where the Cumberland Area Economic Development Corporation’s (CAEDC) Tourism Recovery Grant Program made a difference.

With $10,000 in grant funding, Denim Coffee was able to move forward with long-needed improvements—not gradually over time, but all at once.

“Without the grant, we probably would have just limped along—losing chairs and not replacing them,” Ramsay says. “Instead, it jumpstarted the entire process.”

The project transformed the café both functionally and aesthetically. Improvements included new tables and chairs, custom window bar seating, acoustic treatments to reduce noise, a self-serve water station, and a rapid-cook oven to improve service speed.

The redesign also reimagined how the space could be used, creating more flexible seating for individuals, small groups, and larger gatherings.

More Space, Better Experience

The impact was immediate.

Denim added over 20 seats, creating a more comfortable, usable environment for guests. Complaints about limited seating—once a regular issue—have dropped to zero.

The improved layout and acoustics have made it easier to accommodate crowds during busy weekends, downtown events, and peak tourism times, such as car shows and college activities.

The café’s proximity to local hotels, including a strong relationship with the nearby Comfort Suites, means many out-of-town guests rely on Denim as part of their visit.

“The ability to accommodate people and actually have the room makes a difference,” Ramsay says.

Strengthening Carlisle’s Visitor Experience

While a coffee shop may not be the only reason someone chooses a destination, it plays a meaningful role in how that destination is experienced.

For many visitors, places like Denim Coffee are where mornings begin, breaks happen, and memories are made.

“All walks of life stop here,” Ramsay says. “It’s our honor to host people and provide good coffee. We are incredibly grateful for this community.”

By enhancing the comfort, capacity, and overall atmosphere of the Carlisle café, the Tourism Recovery Grant helped strengthen an important piece of the visitor experience in downtown Carlisle.

Investing in Community

Today, Denim Coffee employs around 90 people across its locations and continues to grow as a regional brand. However, its first café remains deeply rooted in a community that supported it from the beginning.

“There are a lot of people deserving of grant funding, and we don’t take that lightly. We’ve tried to steward that money as well as we could,” Ramsay notes.

For CAEDC, the investment represents exactly what the Tourism Recovery Grant Program was designed to do—help businesses recover from the pandemic while promoting Cumberland Valley as a destination where visitors want to stay, explore, and return.

And for Denim Coffee, it means their flagship space can keep doing what it has always done best: bringing people together.

To learn more about Denim: www.denimcoffeecompany.com