Creating a Modern Ginn Mill

“So many people I talk to say they don’t feel comfortable going into coffeehouses,” says musician and entrepreneur Greg Ginn. “People feel they’re too old, not hip, or too this or that.”

That’s why Ginn has created a coffeehouse to appeal to more than just the Generation X hipsters often associated with the cappuccino and espresso scene. When you enter his Idea Room in east Long Beach, you don’t have to know what a triple latte is to feel at home.

But this spacious establishment is more than just a coffeehouse. It’s also a reading and computer room, a game hall, an art gallery, a video and film venue, a dance club and a live performance space. You can bypass the Idea Room’s selection of organic coffee, juices and sandwiches and still find a number of things to occupy your time.

The Idea Room, which opened in June, is part of a block of office space that also houses Ginn’s SST, Cruz and New Alliance record labels (relocated last year from Los Alamitos). The business-minded guitarist was a founding member of the trailblazing punk outfit Black Flag when he established his first company, SST Records, in the early ‘80s.

Ginn hopes the Idea Room will attract outsiders but, more important, also become something of a community hub. That’s one reason he decided not to charge admission for any of the live performances.

“Even if you charge a dollar you’re keeping somebody out that may want to go there to see [that act],” he says. “In this community, there’s not a lot of money anyway. A dollar can mean something to people. We want people in the community to come in and check things out. We don’t want it to be an isolated thing where we’re just bringing in people from other areas.”

Every Friday and Saturday night, the Idea Room presents one or two bands affiliated with SST or Cruz. The Leaving Trains and the Last have performed there in the past. Mojack--a trio including Ginn and Tony Atherton of the avant-jazz band Bazooka--is a regular attraction at the venue. At other times, patrons can hear CDs by these artists over the Idea Room’s stereo system.

Ginn is proud that, unlike most coffeehouses, his establishment uses top-flight sound equipment to present its live bands. But he’s reluctant to turn the Idea Room into a full scale rock ‘n’ roll club, for fear that he’ll annoy his neighbors in this residential area.

Volume isn’t a problem on Tuesday nights, which are devoted to appearances by spoken word artists on the New Alliance label. Joel Lipman, Liz Belile and Miles Ciletti are a few of the performers who have taken part in “Talk Tuesday.” An hour is also reserved for open readings by audience members.

Thursday nights are set aside for techno music played by a deejay, 9:30 p.m. to midnight. These dance events are held in a soundproofed room adjacent to the Idea Room.

Sunday nights occasionally feature a drum circle where patrons are invited to bring along their percussion instruments for a tribal-style jam. The presentation of animated and underground films is also part of the entertainment mix during some evenings.

In addition to the wide selection of periodicals and newspapers you’ll find here, more information can be gleaned from an Internet-accessible computer ($5 per hour or $1.25 for 15 minutes). A pool table, a few board games, video poker and pinball machines are also part of the mix.

BE THERE

The Idea Room, 441 E. 4th St., Long Beach. (310) 590-9473. 7 a.m.-11 p.m. daily. No cover.