top of page

Coffee Culture at SHOT Show

Coffee at SHOT Show… Las Vegas has every possible source of ingestible

fuel known to man available 24 hours a day. I should know I worked in

kitchens on the strip. After 6 grueling days of meetings, walking, visiting

sponsors, walking, and more walking I can confirm there is a river of

delicious hot black nectar which fuels the SHOT attendees. Coffee.

Yes, coffee. I wouldn’t joke about coffee. Ever.

Operator Coffee set up shop at the Anteris Alliance Try and Buy. Sara

Betzold brewed pots of some of my all-time fav roasts (Pillar of Patriots &

Bore Cleaner) to fight the chill. Dave Ramsey of Carl’s Donuts & his lovely

wife provided stacks and stacks of free donuts and muffins to all. When

the line for delicious Operator brew got too long the wonderful women of

the Pro Gun Club had pots of free coffee on hand as well. In my mind, I

figured I should gas up….

Who knows how long this would last? It was after all only day one of six.

Would I be stuck with pricey, burnt tasting Starbucks? Needs must I


Day 2 dawned while Deb and I were en route to Industry day at the range.

Long lines, old friends, new friends, and a bit chilly to be honest. Once I

got checked in, credentials firmly ensconced around my neck, the WOMA

crew and I headed in. A bespeckled gentlemen in a blue felt fedora

handed us all cards for free coffee.

Cards. For. Free. Coffee. You read that correctly.

A Las Vegas local company called Grouchy John’s Coffee provided a 12

oz. cup of strong brew to all attendees. A giant thank you to their crew for

the hook up. In fact, this freebie was so popular, they ran out of coffee and

had to leave early! Sipping a lightly seasoned cuppa while viewing the rifle

range, wind in my hair…. Could life get any better?

At 0530 the next (Tuesday) morning, Deb Ferns, Marsha Pietrie Sue, and I

glided along Las Vegas Blvd towards the Sands to host the annual WOMA

coffee. Yep. The WOMA puts their skin in the game. Or coffee in the

game? Hmmm…. Every year WOMA invites past sponsors, colleagues,

and friends to an early morning coffee (and tea) complete with delicate

pastries. It is always held on the first official day of SHOT Show. There

Marsha, Lenee, & Deb honor the sponsors of She Never Quit and discuss

the impact the event has on t WOMA charitable works. Shirley and I were the official greeters…. After we had our coffee.

Sponsors brand every surface of the Sands Expo center from the Mossy

Oak welcome sign to Eukanuba’s device charging stations. But the coffee

companies know something they don’t. SHOT attendees need fuel to

cover the acres of booths and the thousand daily handshakes, all vibrating

under glare of fluorocarbons. Daniel Defense branded the coffee cups

served out of the onsite hospitality. Shirley and I made it a point to swing

by their booth. I didn’t even bother to swipe a sticker or a pen. They

understand the coffee. Tru Velocity sponsored the continuous flow of free

coffee in the NSSF press room. I wonder if they noticed an increase in

consumption this year.

Operator Coffee popped back in the Birdman Media suite in the Palazzo.

They kindly kept hot deliciousness available to us all during the day. I

made it up for a Day 4 some coffee talk with Sara! It was a moment of

quiet in a whirlwind week.

RPG Coffee was up on the 5 th floor for Wednesday’s pop up. Their micro

ground instant RPG Super Coffee is a must have for travel. EDC Coffee

Company was stationed outside of Radio Row handing out brewed

samples for the duration of the show. Black Rifle Coffee was on hand

passing out samples and merch to the faithful…. Complete with their

tricked-out truck. And last but not least…. STI was passing out coffee

mugs! Which I did not get. Maybe they’ll send me one (Hint! Hint!).

I thought I knew what made SHOT show run. I figured there was a variety

of factors that make such a megalithic gathering happen. Planning,

organizing, google drives, and drop boxes…. Flurries of email chains,

conference calls Oh My! I’m certain these all happen, but it’s the coffee.

Like an ancient river running underneath a teaming metropolis, Coffee

makes SHOT show run.

bottom of page