COLTON COURIER Weekly
January 23, 2025
Vol 153, NO. 06
Colton Business Shut Down: Rising Costs and Lack of Local Government Support Force Aroma De Café to Close By Manny Sandoval
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fter exactly one year in business, Aroma De Café, a beloved community coffee shop in downtown Colton, closed its doors for the final time on Jan. 18, 2025. Known for its inviting atmosphere, high-quality offerings, and a 4.6-star rating on Yelp and Google, the shop quickly became a local favorite following its January 2024 opening. However, escalating costs and “insufficient support” from city officials ultimately led to its closure.
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“It started getting expensive,” said owner Jesus “Chuy” Villarruel, a Colton native. “All my products went up from the day I opened to the day I closed, and it all doubled in price. I couldn’t keep up with local corporations.”
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PHOTO MANNY SANDOVAL (Left to right) Aroma De Cafe Owner Jesus Villarruel (Chuy) and his sister Roxana Pachuca during happier times when the shop was open in May 2024.
For the first six months, Aroma De Café was profitable, generating over $1,000 per month in surplus revenue. However, rising costs and external challenges soon eroded its financial stability. “The espresso coffee beans went from $10 to $15 for a 2-pound
bag. My turkey and ham for sandwiches doubled, from $7 to $14,” Villarruel explained. Even after raising menu prices by 25 cents six months ago, the adjustments couldn’t offset the mounting expenses. Compounding the issue, Villarruel was locked into a $1,300 monthly, two-year lease for the 640-square-foot space, adding significant pressure to maintain consistent revenue. Business declined further during the September 2024 wildfires, when local schools closed, leaving the café with only two or three customers for the entire week. By the end of the year, Villarruel found himself using $500 to $1,000 of his personal funds each month to keep the café afloat. The challenges began even before Aroma De Café opened its doors. Despite making only minor structural changes to the leased space at 741 North La Cadena Drive, Suite A, Villarruel faced extensive delays in obtaining various permits. The process took nearly a Aroma De Cafe, cont. next pg.
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PHOTO MANNY SANDOVAL Mike Burrows, CEO of San Bernardino International Airport, leads an informational workshop at Studio D in downtown San Bernardino on Jan. 14, 2025, discussing the airport’s growth and future plans.
By Manny Sandoval
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lights to Las Vegas and Phoenix, once hailed as convenient travel options for Inland Empire residents, have been missing from San Bernardino International Airport’s (SBD) schedule for most of 2024, leaving the community wondering why. During the January Small Business
Watch Meeting hosted by the San Bernardino Police Department, SBD CEO Mike Burrows explained the disappearance of these popular routes. Operated by Breeze Airways, the flights were introduced as seasonal and initially thrived, with departures to Las Vegas and Phoenix offered on Thursdays and Sundays. However, Burrows revealed that strategic competition from other budget airlines led to their removal.
“Competing carriers tracked Breeze Airways’ flight schedules and mirrored them, offering flights at the same exact times and on the same days,” said Burrows. “This tactic is common and significantly diminished demand for flights out of SBD.” Breeze Airways began passenger service at SBD in August 2022 with three to four SBD Airport, cont. next pg.