Wayne Procter is Serious about Chemainus.
The Vancouver Island entrepreneur is making a serious investment in the community with the purchase of the former Riot Brewing and Procter confirmed on Saturday that he has purchased Willow Street Café.
“It will be a Serious Coffee at the Willow Street Café,” Procter said. “Takeover date is Sept. 26.”
Procter acquired Serious Coffee in 2023 and there are now more than 20 locations on Vancouver Island and the Mainland.
Procter says he plans to make some changes to the existing operation and a wine bar and staying open some evenings could be part of the new strategy.
The historic building on Willow Street was built in 1927 and began as the Masonic Hall. In later years the building was home to the post office, a customs office a bank and a real estate office. As well as the restaurant area, the building includes four apartment suites.
Serious Brewing taking over Riot Brewing space
The Wayne Procter Group took over the space that had been home to the award-winning craft brewery Riot Brewing and re-opened in late July. The brewery, located in the Chemainus Village Square, is now called Serious Brewing.
Riot Brewing Co. opened in Chemainus in 2016 and closed in January 2024.
Under Procter’s leadership, the Wayne Procter Group has become an incredible success story over the last 30 years. The company operates six divisions including: gas stations, pubs, marinas, general stores, hotels, and liquor stores.
The company owns the Thetis Island Marina and Resort, four pubs in Nanaimo and 13 liquor stores under the Best Buy Liquor brand.
On the company website, Procter says his philosophy is “Basic, but Exceptional”, a principle that began when he opened Cedar General three decades ago.
