FEATURE BUSINESS
The Valley Social – Bringing
Coffee and Culture Together
An idea that percolated in the mind
of owner Dan Whillans as he sought
to ease himself out of the hectic pace
of outdoor education, The Valley
Social is a fresh take on the coffee
shop concept. Initially formulated
as a brunch food truck intended for
Ontario’s Madawaska Valley, the
business actually took shape as a mobile
coffee bar in a converted Boler trailer in
Fernie, BC.
Originally from the Ottawa Valley,
Whillans had heard the call of the
mountains and with a $500 gift from
a mentor set out west with a friend.
After one summer serving coffee from
his Boler, a competition caught his
eye. Write an essay; win a coffee shop.
As odd as that seemed, it was legit. A
White Rock coffee s hop was up for
grabs. Dan obliged, submitted and
won. Albeit he won the business not
the premises. Arriving one afternoon
in White Rock, BC, he was told: “It’s
yours when we close the doors at
4pm.” Packing everything he could
salvage into a truck, he drove the
entire contents back to Fernie and
began renovations on a new downtown
location where everything has a story—
from the wall made from kiln separators
to the wooden light fixtures over
the bar.
Blending small town familiarity with big
city vibes, The Valley Social is a place
to meet, to do business, to connect.
Embracing the popup culture and a
spirit of inclusion, the location has
hosted feature dinners and a vendor
market, and is home to the Fernie Pride
Society’s monthly ‘Beers and Queers’
socials. Featuring artisanal coffee
from Fernie’s own Rooftop Coffee
Roasters and with a team of passionate
baristas, the goal is to elevate Fernie’s
coffee culture and offer a space where
everyone feels welcome.
Come. Sit. Relax.
562 2nd Ave | 778-519-5272
instagram.com/thevalleysocial
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