Propagate Social House
Propagate Social House is a brand new hybrid shop opening in the heart of downtown Apopka. Four Florida natives, who all moved to Apopka last year after living in Downtown Orlando, have decided to put down roots and invest in a city whose locals are longing for something more.
Joanna and Michael Fonner, Ella Duke, and Jay Kleinrichert gained a new perspective for the “small town” feel when they moved to Apopka from the Downtown Orlando area last year. All serial entrepreneurs, they spent their time in lockdown, brewing up their next venture. Jay, an avid runner, started up a run club to keep active within his new city, and it was from there, they began to get some real feedback about what locals wanted to see for their city.
“We learned it wasn’t so much that people weren’t supporting local businesses; it’s more that the small businesses they want don’t exist here yet,” shared Joanna.
The fun fact is, Apopka isn’t a small town. As the second-largest city in Orange County, the local Chamber informed the group of just how fast the city is growing and that the median age shifted from in the 50s to 30s in the past year.
“The city is investing in building up downtown,” Joanna continued, “especially with linking the bike trail, putting up large parking lots, and planning expansions, so we aren’t afraid of getting in somewhere before it’s popular. The people of Apopka have a future they want for the city, and everyone pretty much wants the same thing. They don’t want to have to drive to Winter Garden or Mt. Dora. They want things here, places to bring their kids and feel safe, and that is what drove us to open this business.”
The foursome are all bringing their strengths from past businesses, some that are still active and thriving. From the corporate world to the hospitality sector, they each bring the experience they’ve all gained being small business owners for the past 10+ years, in hopes to create something for the local Apopka base.
WHAT MAKES IT A SOCIAL HOUSE?
The base of the business begins with coffee, plants, and wine. Joanna, a self-proclaimed plant junkie as her tattoos giveaway immediately, had a green thumb before it was trendy. She is knowledgeable in how to care for them and plans to host plant-driven workshops. Ella is training to become a sommelier, so she'll be able to host wine tastings for groups of four to six. You’ll likely find Michael behind the bar, a seasoned restaurant owner, and Jay cranking out coffee.
“It’s essential to us to get the community on board,” shared Joanna. “We were interested in providing something for different hours of the day; serving everyone is important to us. We want to create options that are accessible to everyone coffee, tea, alcohol, light bites, and we are working with local food trucks for more options since there are so many amazing local food trucks. The Social component centers all those things around also being an event space hosting movie nights on the lawn, live music, and game nights for kids and adults.”
Right now the group has brought in local coffee from Axum Coffee and local food from Belanger Bagels, and PhatAsh Bakes.
The wine will be sold by the glass, which Ella is passionate about as it allows her to help teach people about wines that won’t break the bank and gives the freedom to try a more expensive bottle without the commitment to purchase it.
What was clear in speaking with the group was their appreciation for what the City of Apopka has done for them to get their business ready to open. As their group cleaned up the space and transformed it, they filled 150 contract bags full of trash, revamped the whole back area, and transformed it into an outdoor gathering space. Through the transformation of the space, city officials and workers, and even the Mayor paid them visits, gave them advice, and were proactive in getting them what they needed.
“People don’t realize how accommodating the city has been to us as a new small business, we feel they’ve been very supportive”, shared Jay.
“Someone has to roll the dice and see if it works”, Ella added. “Whenever you start a business whether it’s in Winter Park or here in Apopka, you are rolling the dice and that’s what we are going to do. We are grateful to the city, but ultimately it’s up to us. The people have been so welcoming and I didn’t know this existed. We are so excited to build something new here.”
WHAT TO KNOW BEFORE YOU GO
Espresso based drinks are on the menu, including a nitro cold brew, affogato, and more. Dairy alternatives are available. If you aren’t a coffee lover they have teas and lemonade as well. Lite bites will be offered including and charcuterie to indulge in with your wines. Wines are available by the glass or you can enjoy a clever and cute propagation wine flight. Be on the lookout for food truck pop-ups by following their social media accounts @propagatesocialhouse.
All the plants you see inside Propagate are for sale, just inquire about the one you are interested in. There are outlets and a dedicated guest Wifi so the Social House can become a spot for remote workers to enjoy. They are also dog-friendly.
The soft opening hours of Propagate Social House will be:
Monday - Tuesday CLOSED
Wednesday 7 AM - 9 PM
Thursday 7 AM - 1 PM
Friday 7 AM - 9 PM
Saturday 10 AM - 9 PM
Sunday 10 AM - 4 PM
The address is 40 E. 5th Street in Apopka.
If you are interested in supporting other locally-owned businesses in Apopka here are some of their favorites:
