Seniors Shannon Carey and Misty Connor enjoy their Friday evening with a personalized wine tasting flight at CRUSH.

Sipping Satisfaction

Crush Wine Bar and Tasting Room caters to students, community

By: Erin Huggins

Posted: 1/20/10

Holding a bottle of '06 Left Coast Pinot Gris, Joanna Brandt deftly pours the clear liquid into three glasses. "This is heaven in a bottle," she tells the young trio clustered around one of the new wine bar's tall tables.
At 8 p.m. on Friday night, conversations and laughter already filtered throughout the room. A gas fire glowed at the far end, surround by plush black leather chairs and a couch, beckoning customers to sink into the ample cushions. As an added bonus, sports fans can follow the Blazers' game on a big screen, continued by the regular evening offerings from ESPN-the muted play and closed caption subtitles providing entertainment without disturbing the environment's creative ambiance. Along the shiny wood surface of the bar, the nine black-padded bar stools still sat empty, but not for long.
Scarcely a week old, Crush Wine Bar and Tasting Room has received overwhelming support from the Monmouth community, according to Brandt, co-owner of the establishment.
"Monmouth's been waiting for something like this for a long time," she said.
Western students Shannon Carey and Misty Connor, both seniors, were among the early evening's first customers. Sharing a table with their high school friend Stuart Shepard, a graduate of WSU Tri-Cities, the threesome praised their experience with Crush.
"It's really cute," Carey said. "I really like the bar."
Connor also mentioned the classy decorations and arrangements: "It's very Joanna."
Creating the Look

Curled blond hair sweeping her shoulders, a smile welcoming patrons and a row of sparkling beads dancing down the front of her black dress, Brandt said the girls, both of whom she coached cheerleading for at Central High School in Independence, used to tease her because she always matched.
"In the design world, I've always been considered a classic casual," she said. Her description reflects itself in the soft green paint adorning the walls, the design on the lights hanging above the bar and cresting the ceiling and the aura which would lend itself to a couple dressed up for date nights or to someone in sweats stopping by after a workout at Monmouth Fitness. "It's fancy enough, but it's not intimidating," Brandt said.
Brandt, born and raised in Monmouth, spent a couple of years studying at Western and married a local guy. Although she had owned a salon in town for five years, she and her husband always knew they wanted to get into the wine industry. For two years, they booked every weekend with trips to local wineries. The final push to create Crush stemmed from her son, Josh. He suggested that the two "do something fun."
Although Brandt and Josh, the other owner, completed a feasibility study and made a business plan before taking plans for Crush to the City of Monmouth, Brandt said she tends to "fly by the seat of her pants" with entrepreneurial enterprises.
Her favorite part about opening Crush: "We did a lot of the work ourselves." Nonetheless, working with the historic building provided its challenges.
"The floors aren't level; the walls aren't straight," she said.
Built in 1899, the building needed remodeling before it could become the venue the Brandts envisioned. In fact, the two were completing finishing touches until the last minute possible before the premier of their New Year's Eve grand opening event.
"Right before we opened the doors, Josh was standing on the scaffolding painting the trim," she said.
Eat, Drink and Be Merry

Furniture and paint solidly in place, the attention turned to the ever-changing selection of wine. The menu features around 15 selections, including white, red and rose wines; however, Brandt said new wines come in everyday. Full of recommendations, Brandt also said she wants to be inviting to customers, even those who are new to the realm of wine.
"A good wine is what you like," she said.
For Western students looking for budget-savvy options, Brandt offered personalized tasting flights of wine or of the Oregon microbrews served on a rotating keg schedule.
Both Carey and Connor thought the drink prices were reasonable, with glass pours ranging from $5 to $10, and, of course, Brandt's personalized touch.
"She taught us how to drink wine," Carey added, her eyes sparkling. "You swirl, you sniff…"
"Then you sip!" Conner chimed in.
The two girls, enjoying the Crème Brulé and Chocolate Flourless Torte off the menu, said Crush offered affordable options for college students. "Even if you're not a wine person, it'd be a good place to go just for dessert," said Carey.
Crush's menu not only lists a variety of $7 desserts, it also includes a sampling of appetizers, with breads and cheeses provided, as much as possible, by local artisans. Prices range rom $5 for a fresh garden salad or platter of gourmet breads to $20 for a large antipasto platter.
Around 9 p.m. Friday night, a guitarist settled into a spot by the front window and began serenading the crowd with acoustic melodies and subtle lyrics. Two hours later the noise level had escalated inside the room, most of the spots along the bar were filled and despite the posted closing time at 11 p.m., Brandt flitted from table to table, checking for additional requests.
Brandt said Crush's target age group is 35 and above.
"The funny thing is we say that [we want an older crowd], but we're huge on Facebook, and who's on Facebook?" she asked. "We want a mature crowd, but mature doesn't necessarily mean age."
She has also appreciated the business the university has brought in. "Last week there was a group of [college] guys that came in before they went to 'The Ghost.'"
In the future, Brandt hopes to market Crush to meet Monmouth's needs.
"We're open-minded to what the community wants," she said. "It'd be a great place to do meetings."
She hypothesized the reason the logistical details were accepted so fast hinged on the fact Crush wasn't just another bar.
"People in the [wine] industry want a place to hang out," she said.
Finding ways to cater the community will also include events geared toward students.
Perched on the arm of the coach, Brandt dreamed aloud about future ideas: "Survivor events, American Idol events, something fun like that…"
"We just want to make sure we're not turning into another pub," she said.
Starting this week, Crush will host "Thursday night flights," featuring a different winery and live music every week. In the future, the Brandts hope to open five more wine bars in strategic locations.
"I love starting with a vision and watching it grow," Brandt said.
Around 9 p.m. Friday night, a guitarist settled into a spot by the front window and began serenading the crowd with acoustic melodies and subtle lyrics. By the time 11 p.m. rolled around, the noise level had escalated inside the room, most of the spots along the bar were filled and despite the posted closing time, Brandt flitted from table to table, checking for additional requests. Judging from the range of ages filling the room and buzz created from the mixture of alcohol and good times, Crush may become the new "it place" in Monmouth.