Something's Brewing at Jungle Vibes

, a beloved Petaluma institution that's not only a toy store, but a community meeting space, is expanding, with plans to put in a new cafe by April.

The café will have seating for 25 and a children's play area nearby, where parents can relax with a cup of joe while keeping an eye on the kids. 

“We want this to be a destination for parents and kids in Petaluma,” said Will Mendoza, co-owner of Jungle Vibes, adding that the cafe will serve organic coffee, tea and smoothies.

About a year ago, Mendoza, who owns , the ice cream store next door to Jungle Vibes, agreed to partner with Jungle Vibes owner Wayne Morgenthaler on the store.

“These economic times demand innovation,” said Morgenthaler, who started Jungle Vibes on Kentucky Street 18 years ago and moved to the current location on Petaluma Boulevard six years ago.

“This is a way to collaborate better. There are economies of scale in the partnership working with another business owner. We can share employees. We can share resources. We can share janitorial.

He described the partnership as an "experiment" and another way of working and said he recommends it to other businesses who may be struggling in the tough economy.

Mendoza's impact on the store has already been felt since he joined as partner a little more than a year ago. He has refocused the store by emphasizing toys, while still retaining the most popular books, CDs, drums, jewelry and other adult gifts.

“We are focusing more on children and teens and less on the adult gift store," Mendoza said. "We are moving the kids’ play area next to the coffee shop. We may also bring the music and books closer to the café."

Another focus will be on teens, with poetry slams, open mics and other performances. "We don’t mind if kids come in and explore the store for a couple of hours and don’t buy anything" Mendoza said. "We are a place that gives kids something to do.”

Mendoza and Morgenthaler met through the Petaluma Downtown Association and are strong advocates of keeping downtown business strong and growing.

Mendoza also runs a property maintenance and construction business, which he considers his main source of income.

“When you own a downtown business you are working for the heart not for the profit,” he said. “We put our heart into our work and hope to break even. That’s what we are doing here is looking for a way to build local support. The tourists to our downtown help us break even, but it is the locals that help us make a profit and allow us to stay.”