Innovar Edit Guide

The Innovar Index Guide celebrates hidden gems, local makers, and independent experiences that embody authenticity, craftsmanship, and community.

Each feature is personally discovered and reviewed by George Goodwin, a 4th-generation grocer and founder of Innovar Agency, who believes great businesses aren’t just found — they’re experienced. From grocery to runing his family organic coffee in juice bar in college he thought there was a better way to support other endeouves and created this list.

Our ratings aren’t about stars or status. They’re about story, soul, and substance — how a place makes you feel, what it stands for, and how it serves its community.

Each place or brand should ideally check several of these boxes:

✅ Experience: Feels genuine and memorable — not touristy or commercialized.
✅ Aesthetics: Thoughtful design, vibe, or atmosphere that feels intentional.
✅ Product Quality: Exceptional taste, craftsmanship, or creativity.
✅ Local Roots: Locally owned, supports the community, or sources locally.
✅ Customer Service: Welcoming, knowledgeable, and personable.
✅ Accessibility: Easy to find, comfortable to visit (bonus: nearby parking, clean restroom, etc.).
✅ Proximity: Ideally near a local attraction, nature spot, or interesting neighborhood worth exploring.

Title:
[Business / Brand Name] — Short Tagline (e.g., “Where Craft Coffee Meets Community”)

Location:
City, State
(Optional: Link to Google Maps or website)

Category:
☐ Café / Coffeehouse
☐ Local Shop / Market
☐ Restaurant
☐ Experience / Attraction
☐ Wellness / Lifestyle Brand

Share your discovery story — how you came across it. Maybe a local recommendation, a road trip surprise, or a place you noticed while exploring a new town.

Example:
While on a road trip from Reno, Nevada to Austin, Texas, George Goodwin stopped to charge and camp for the night. On the drive into downtown, he noticed a group of locals hanging out — dogs lounging nearby, small campers parked outside, and a laid-back warehouse vibe that just felt right.

He turned around and decided to check it out. Inside, the space was dog-friendly, warm, and buzzing with good energy. Behind the counter sat a La Marzocco espresso machine — a sure sign of quality. The latte art was spot-on, the customer service was genuine, and the overall experience captured everything great about local coffee culture — community, craft, and comfort.

I grew up in grocery stores — it’s in my DNA. From watching my family build one of the first all-organic markets in California to visiting independents across the country, I’ve seen firsthand how these spaces connect people, creativity, and culture.

Coffee shops, juice bars, and grocery stores are more than places to grab a drink or shop — they’re hubs of inspiration, small business energy, and local pride. Whether I’m on a road trip or work trip, I’m always drawn to these kinds of places — where you can feel the heartbeat of a town through its people, design, and what’s on the shelf.

The Innovar Index Guide is my way of celebrating them — shining a light on local owners doing great work, sharing authentic experiences, and cheering on the innovators who make every stop along the journey a little more meaningful.

Describe what made the experience special — the people, the design, or that “this feels right” moment.

Example:
The barista didn’t just hand me a coffee — she asked about my mic bag, and within minutes I was talking with the owner about their solar-powered roasting setup. That level of authenticity is rare — and it stuck with me.

CategoryRatingNotes

Experience ⭐⭐⭐⭐⭐

Inviting, memorable, and full of local energy.

Aesthetics⭐⭐⭐⭐

Modern-rustic interior with local art.

Product Quality⭐⭐⭐⭐⭐

Smooth, rich roast — top-tier beans.

Customer Service⭐⭐⭐⭐⭐

Friendly, genuine, and community-driven.Local

Relevance⭐⭐⭐⭐

Near the Midtown Art District.

Accessibility⭐⭐⭐⭐

Easy parking, clean restroom, and quiet seating.