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In the small mountain town of Taos, New Mexico, efforts to build the first Starbucks drive-through cafe have been met with significant resistance, culminating in two arson attacks at the construction site.
The developer, undeterred, is making another attempt to complete the project, but not without heightened security measures, including video surveillance and a security guard stationed in a camouflage trailer.
Local Sentiment and Nicknames:
The would-be coffee shop has already earned the nickname “Charbucks” among locals, reflecting the community’s opposition to the national chain. In a town with a population of 6,500, the project has sparked a mix of covert approval and outright resistance.
At the World Cup, patrons of one of Taos’ oldest independent coffee shops expressed quiet satisfaction over the attacks. “We don’t know who did it, but we loved it,” said Todd Lazar, a holistic healer, echoing the sentiment of many who fear the cultural impact of the global coffee giant.
Historical Context of Resistance:
Taos has a long history of resisting outside influences, from the 1680 Pueblo Revolt against Spanish settlers to the 1847 Taos Revolt against U.S. occupation.
This tradition of resistance continues today, as seen in the arson attacks and the community’s opposition to national chains and large-scale developments.
Sylvia Rodriguez, emerita professor of anthropology at the University of New Mexico and a native of Taos, describes the town as a “dynamic and volatile contact zone” where different cultures and imperial powers have long clashed.
Economic and Social Tensions:
Taos, situated 7,000 feet above sea level in northern New Mexico’s high mountain desert, is known for its rich cultural heritage, including a UNESCO World Heritage Site Native American settlement, an active art scene, and popular ski resorts.
However, the area also grapples with deep social inequalities, particularly among its Indigenous, Hispano, and other communities.
The arrival of remote workers during and after the pandemic has exacerbated housing shortages and increased demand for national chains, further straining the town’s social fabric.
Municipal Support and Economic Considerations:
Despite the opposition, Taos’ town council has supported the Starbucks project, citing potential employment opportunities and tax revenue.
Christopher Larsen, the town’s economic development director, emphasized these benefits, which are crucial in a town facing New Mexico’s highest property crime rate and other economic challenges.
