It opened for business on Tejon Street at the end of May: a black garage with its door rolled up, revealing five sleek vending machines where a car would normally be. Out front, a freestanding placard with an arrow and the hand-drawn words “Snacks this way” directing customers inside.
The machines stand ready, their cool white lights illuminating a selection of sodas, cookies, candies, and chips. One large machine offers instant pho, Advil, and birthday cards. Small packs of Jolly Ranchers go for $1, while tins of mussels are priced over $10, with everything under $20.
There are few clues about who runs this place. No exterior sign announcing its name – just the words “Zero Service Vending” neatly printed on a small window by the door. A community bulletin board, with real estate business cards and an ad for guitar lessons, hangs next to a Ring doorbell camera monitoring the space.
Neighbors and passersby find it cool and mysterious. Guerrilla marketing for a food delivery service? An art project? A social experiment?
For the neighborhood, by the neighborhood
The answer is simpler than you’d think. Despite the LoHi’s walkability to restaurants and bars, basic shopping options are limited. Bill Zuercher, a longtime resident and owner of Zero Service Vending, saw this gap and decided to fill it by turning his garage into a vending machine corner store. “One of the main purposes of doing it is connecting people,” Zuercher said. Inspired by the convenience of New York’s bodegas – where he once lived – he wanted to bring a similar model to his Denver neighborhood.
“It’s just nice to have something right here,” said Zuercher. “It took a few weeks before I started to see and engage with repeat customers.” Now he gets thank yous from neighbors who enjoy walking for what they need instead of driving.
Regular shoppers are locals who live or work in the neighborhood. During the day, they stop by for Gatorade, caffeinated drinks, and snacks. At night, the crowd shifts to bar and restaurant-goers wandering past the store. “You hear people coming out of a bar in groups, just exploring the machines,” said Zuercher. They grab similar items as the daytime crowd, but also novelty items like Play-Doh fun packs and cat masks.
The vending machines are open from 9 am to 10 pm, though Zuercher monitors traffic with an app and adjusts closing time based on activity. Cash, credit, and Apple Pay are all accepted. Best-sellers include water and sports drinks, followed by snacks like Doritos, gummy bears, and Twizzlers.
Still a work in progress
Describing the business as fluid, Zuercher continually refines the product selection and seeks to keep things fresh. Some ideas include expanding the range of meal starters – such as pasta, tinned fish, and ready-made sauces – to meet demand from home cooks and adding more gourmet items. While local restaurant owners have visited to learn more, no collaborations have been confirmed yet.
A 30-year veteran in retail, Zuercher spent the bulk of his career in visual merchandising for East Coast department stores like Filene’s and Macy’s. Five years ago, he came up with the idea for a vending machine store.
After completing a Chamber of Commerce startup program, he began navigating the permit process. However, with no template for this type of business, the city struggled to process approval, dragging on for nearly three years. “They didn’t quite know what to do with it,” Zuercher said. Now, operating with an annual license, Zuercher can continue renewing indefinitely.
What’s next
Looking ahead, Zuercher plans to host more community events to give back for the support of his vending machines. Earlier this year, he partnered with MaxFund for a dog adoption event combined with a non-partisan voter registration drive, which received positive feedback. For next spring, he’s considering hosting a farmers’ market or a plant sale pop-up.
Beyond his LoHi store, Zuercher is developing a snack box program and exploring the possibility of a second vending machine shop in Center, a town in the San Luis Valley. He and other investors are developing new businesses in the area, including galleries and the opening of the Center Theater, a movie venue developed by the owners of Frontier Drive-In.
For the immediate future, Zuercher is focusing on simple goals: turning over inventory faster and adding a plastic curtain to cover the entrance for winter.