several successful movies starring theNext Generation
cast members. It also led to a revival ofStar Trekmer-
chandise, such as action figures and other toys, and
to the creation of a themed attraction in Las Vegas
calledStar Trek: The Experience.
Further Reading
Coit, Dawn G. “Star Trek: The Continuing Saga of a
Sixties Sensation.”USA Today117 (January, 1989):
88-90.
Nemecek, Larry.The “Star Trek: The Next Generation”
Companion. Rev. ed. New York: Pocket Books,
2003.
Reeves-Stevens, Judith, and Garfield Reeves-Stevens.
“Star Trek: The Next Generation”: The Continuing
Mission—A Tenth Anniversar y Tribute. New York:
Pocket Books, 1997.
Amy Sisson
See also Science-fiction films; Sequels; Special ef-
fects; Television.
Starbucks
Identification Coffee franchise
Date Founded in 1971; incorporated in 1987
The Starbucks concept changed the way consumers viewed
the coffee experience. Starbucks rapidly became a part of
popular culture.
When Starbucks first opened in Seattle, Washing-
ton, in 1971, it was during a period of decline in cof-
fee consumption. Large American coffee brands
were adding cheaper beans to their blends, thus sac-
rificing flavor. In addition, consumers were con-
cerned about the long-term health effects of caf-
feine. While a market study would therefore have
indicated that the 1970’s was a bad time to expand a
coffee business, the situation did not deter the cof-
fee store’s owners. At the time, Starbuck’s only sold
coffee beans; it did not brew and sell coffee by the
cup. The company’s owners wanted their brand to
stand for high-quality, dark-roasted coffee.914 Starbucks The Eighties in America
Patrick Stewart, left, star ofStar Trek: The Next Generation,poses with William Shatner, star of the original series, at an event in
1991.(AP/Wide World Photos)