Profile: Michael Knorr

Michael Knorr and his wife, Lori, opened Sparrows Tea Coffee and Newsstand in November of 2007.

The process of starting a business, according to Mike, was not as difficult as he had imagined. He says, “It just took the decision to do it.”

Mike’s motivation was simple---he was having trouble finding work after graduating from Kendall College of Art and Design with a Bachelor of Fine Arts in Woodworking and Sculpture.

His wife, Lori, earned a degree from Calvin College in Art Education.

Mike Knorr explains that once the decision to open the store was made, it meant “working at it all the time, whenever we weren’t doing something else.”

Mike wanted to open a coffee shop that would provide more to its customers than a place to run in and purchase a jolt of caffeine before work. "We wanted to create the type of business people would stop and stay for,” he explains.

Currently, Sparrows is doing well; The Knorrs employ several baristas, serve a variety of coffees and teas, and subscribe to over 30 magazines for the reading pleasure of their visitors.

Mike claims that Sparrows is not trying to target any specific demographic, but the majority of the visitors do tend to be students. Mike admits that the magazines they carry—the shelves contains titles such as such as Paste, Boho, Art Voice, and Photo Pro—are clearly targeting a specific audience.

While students visit Sparrows during the evening, daytime visitors give the coffee shop a different feel, as “young to middle age business freelancers” often come in to enjoy a drink, as well as sit down and write up a business report.

You will not see Sparrows advertised or promoted around Grand Rapids, but will probably hear about it through a friend or fellow student, or stumble upon their website/blog.

Knorr explains that he and his wife were inspired by “third wave” business systems, which focus more on the craft and presentation of a product. It was and is important to Mike to avoid the snobbery and pretentiousness often associated with these kinds of locations. He wants to provide a place where one can feel comfortable.

Personally, Mike enjoys the networking associated with his growing business.

“It’s the people you meet,” he says.


by Caroline Higgins