It’s Friday night and Cova Brewing Co. in East Beach is packed.
The killer combo of coffee, craft beers and live music draws hundreds to its beer garden, a 12,500-square-foot space that doubles as a marketplace. Throughout the year, Cova hosts pop-ups and vendor markets. Most recently, it hosted the Boss Babe Market, bringing 45 women-owned businesses to its corner of Ocean View.
Emma Smith, marketing and events manager, said it’s easy to support small businesses.
“Our property is our biggest asset,” Smith said. “The property comes to life when we have a little ecosystem of small businesses.”
Cova opened in August of 2020, during the pandemic. The simple beer and coffee operation quickly became an anchor in the beachside neighborhood. It is owned by husband-and-wife teams Karla and Phil Smith and Scott and Susan Bateman. The families combined their dreams of a coffeehouse and brewery.
Emma Smith is the daughter of the Smiths and is strategic when choosing business partners. Businesses, such as the Norfolk Flea Market, which has 100 vendors on its roster, attract a different demographic.
“Our double IPAs aren’t going to bring a 22-year-old girl from Sandbridge in Virginia Beach," she said, "but a flea market with over 100 vendors will.”
Cova partners with Norfolk Flea Market two to three times a year and hosts vendor pop-ups three to four times a month.
There are also food trucks, such as Main Street Shawarma, Ghost Kitchen, Los Birria Bros Tacos and Friday’s Coastal Crave. Daniela Phillips, organizer of the Boss Babe Market, appreciates that Cova hosts a market dedicated to women-owned businesses.
“This gives women an opportunity to come together and support one another,” Phillips said. She said her business, Bella’s Charm Bar, has gained great exposure at the events.
Boss Babe Market is now a recurring event running through December.
“There’s something special about when someone takes a chance and says, 'We’ll let you pop up and use a part of our space.' ”
Markets such as Boss Babe give Black women-led businesses an advantage, said Alonie Amadu, owner of Keylee Flair, a self-defense keychain business.
“Compared to last year, my sales have slumped across the board, but markets like this help because I’m getting out there and putting my business out there,” Amadu said. She has worked with Cova three times and said events like this also drive sales to her website.
Victoria Reich, owner of Bread Crumbs by Tori in Virginia Beach, sold out of her jalapeno cheddar sourdough bread at the Friday event. The entrepreneur appreciates the networking opportunities and customers who like small-batch goods made with natural ingredients.
“Customers have even said it’s not as expensive as it would be at the store,” Reich said. “You meet great people ... it’s a great way of contributing to the community.”