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In a promotional video for the CNBC show “Crowd Rules,” Tim (left) and Brian Helfrich talk about their business. Click to watch the video.

Summit Coffee’s Brian and Tim Helfrich will be on national TV next week, on a new CNBC program called “Crowd Rules.” They’re after a big chunk of change that will help them expand their downtown Davidson coffee bar.

You may have seen signs on the windows a few weeks back warning that filming was going on and to think twice about entering if you didn’t want your mug on video. Turns out that was a CNBC film crew working on the upcoming episode. Tim and Brian also have been up to New York for the studio portion of the show.

The program airs at 9pm Tuesday, May 28, when our local coffee shop and hangout will be competing for a $50,000 prize.

When we contacted Tim Wednesday to chat about his moment in the spotlight, he said he couldn’t comment. An agreement prohibits the Helfriches from talking about the show before it airs.

Here’s how CNBC describes the show:

“Crowd Rules” features three small businesses that compete in front of an audience who vote to decide which business wins a much-needed $50,000 prize. Entrepreneur and jewelry designer Kendra Scott, TV newsman Pat Kiernan and a weekly guest who is an industry expert lead the examination of the small businesses. While the business owners make their case to the panel of three, the real power lies in the hands of the audience—97 strong—whose votes ultimately decide which business is most deserving of the investment.”

Summit Coffee goes up against two other small businesses, one called Waitressville and another called New York Dog Nanny, run by a woman named Cynthia Okimoto, according to CNBC.

“Three small businesses put their passion projects on the line and face off for 50 grand,” says a promotional video on CNBC’s website. “Who will convince the panel and win over the crowd?” ^[1]

Summit has been a fixture on Main Street for nearly 15 years now, and although he didn’t found the store, Tim has been a partner since 2003. He bought the shop in 2005 and took on his brother Brian as partner and marketing guru in 2011.

They’ve spent the past couple of years adding entertainment and menu items, boosting a “neighborhood pub” sort of business after hours, as coffee-drinking gives way to wine and beer. The shop is an important venue for live music – a combination of local and traveling musicians. They have Monday trivia nights and also run an series of evening road and trail races (both are long-time athletes).

It’s not the first time a local small business has made it onto national TV. In March, Maddy’s Fatty’s bakery on West Catawba Avenue in Cornelius were on Food Network’s “Cupcake Wars.”

RELATED LINKS

CNBC.com, watch a promotional video for the “Crowd Rules” episode ^[1], featuring Tim and Brian Helfrich.

March 23, 2013, CorneliusNews.net, “Sun. on Food Network: Maddy’s Fatty’s on ‘Cupcake Wars'” ^[2]

Jan. 4, 2013, “Summit Coffee spruces up with fresh paint, new logo, big plans.” ^[3]

See all past coverage of Summit Coffee on DavidsonNews.net ^[4]