The typical Baton Rouge hangout scene consists of coffee shops, bars and house parties. However, a recent University graduate is bringing a new type of establishment to Baton Rouge: the hookah lounge.
Hookah lounges are cafe-esque places that allow customers to relax either alone or in groups, while smoking flavored tobacco, known as shisha, in objects called hookahs. Hookah lounges offer the social interaction of a bar, but in a calmer atmosphere, similar to that of a coffee shop. Although not as mainstream as other types of establishments, hookah lounges are fairly common in many college towns, according to a recent New York Times article.
Recent alumna Farah Gheith, along with her brother Abdullah, hope to establish their new business venture within the year. The new lounge, called The Phoenix, will offer a variety of flavored tobacco products as well as teas and coffees to customers, Gheith said.
However, this isn’t Gheith’s first business venture. In fact, it isn’t even her first hookah lounge. Her family owned and operated a hookah lounge in Pineville while she was in high school, Gheith said.
“We decided to go with the name ‘The Phoenix’ because our last store had burned due to an electrical fire. We are rising from our ashes and bringing our culture to Baton Rouge,” Gheith said.
The Phoenix will not only offer hookah-related services and products, but will also be linked to the community, Gheith said.
“We will also want to embrace local culture, as well as introduce local bands to perform. From acoustic, to jazz, to art shows, we want this lounge to be a place that’s full of culture,” Gheith said. “Our last lounge brought together so many people of all different backgrounds. It was a cross-breeding of cultures, as people learned about the ways we drink tea, the proper methods to greet one another and also got their fortunes read from the remains of their Turkish coffee.”
Psychology senior Blaire Hirstius thinks Baton Rouge is a great place to open a hookah lounge.
“It’s about time something new and interesting opens around here,” Hirstius said. “Once everybody starts hearing about it, I think it’ll become quite popular, especially with college students.”
In addition to this business venture, Gheith is involved in both the University and Baton Rouge entrepreneur scene. As a marketing major, Gheith was an active member of organizations such as IAmE, SeNSE and the Stephenson Entrepreneurship Institute Fellows Program. She is also currently in the process of starting her own guerrilla marketing firm, Geaux Geurilla.
Jarett Rodriguez, associate director for the Stephenson Entrepreneurship Institute described Gheith as a driven person.
“The entrepreneurial spirit pours from her,” Rodriguez said. “When Farah told me about it and about her concept, it was obvious that she understands the industry and the customer. I have absolutely no doubt that Farah will succeed in her entrepreneurial venture.”
Set to open in mid-December, The Phoenix will be located in Mid-City Baton Rouge with hours of operation being from 6 p.m. until 2 a.m. every night. Gheith also said that The Phoenix will be looking to hire employees in the near future.
