The Back Alley is a surf and coffee shop. But it’s a destination for so much more. It's a mom-and-pop shop built on a dream. The owner, Jerome Fischer, works day in and day out to keep that dream thriving, knowing there’s always more to be done. One minute, Jerome is greeting customers and orchestrating a symphony of coffee grinders and espresso machines. The next he’s outside wrenching on his truck, planning a music event, scheduling a surf swap and constructing anything the shop needs. All while talking shop, stoking with friends, educating on surf and hoping he'll be catching some Lake Superior waves soon. Through intentionality, vibrant enthusiasm and a dedication to serving the community, Jerome has built The Back Alley into a hub for locals and visitors alike.