After three years in the works, Counter Culture Coffee is ready to make its official debut in Dallas. The brand has been slowly developing a presence in the DFW Metroplex for a few years now, but on Friday, January 31st, Counter Culture will announce itself to the public with the opening of their Dallas Training Center, and they are kicking things off with a weekend of festivities.

The new Training Center—the 13th in the Counter Culture roster—is just a few blocks away from the temporary space they have been operating out of in Dallas’s Deep Ellum neighborhood. To celebrate this long-awaited day, Counter Culture is opening their new space up to the public to drink coffee and come hang.

First up, on Friday, CCC will host the inaugural Tasting at Ten at the Dallas lab. Starting at 10:00am (duh), Counter Culture will be cupping a few of their current offerings as well as serving up a few snacks from Crumb & Kettle. The Tasting at Ten is open to the public and completely free to attend. Then on Saturday from 10:00am to 2:00pm, CCC will be holding an Open House, where they will “showcase [their] space, taste coffee with you, and share delicious treats from a few of [their] wonderful local partners.” The first 100 attendees will also receive a “special gift.”

After all the time spent building up to this, the Counter Culture team is more than ready for the moment. Regional Manager Kathy Altamirano tells Sprudge:

I’m really proud of our partners here. I’ve seen a lot of people do the hard work to make coffee taste amazing. Dallas is maybe the most underrated city in the US and it’s a pleasure to be learning with the baristas, chefs, and business owners who want to raise the bar.

The Counter Culture Dallas Training Center is located at 3333 Commerce St, Dallas, Tx 75226. For more information on the new lab, the Tasting at Ten, or the Open House, visit Counter Culture’s official website.

Zac Cadwalader is the managing editor at Sprudge Media Network and a staff writer based in Dallas. Read more Zac Cadwalader on Sprudge.

Top image via Counter Culture

Disclosure: Counter Culture is an advertising partner with the Sprudge Media Network