We caught up with the brilliant and insightful Matthew White a few weeks ago and have shared our conversation below.

Matthew, looking forward to hearing all of your stories today. What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?

Three years ago, I first stepped into the second floor of The Old Town Grainery in Mount Vernon, WA. At the time, I was searching for a space to house merchandise from my boutiques across the country, along with a small venue for magic theatre. What I found was a patchwork of vacant storefronts—each echoing the ghosts of past businesses, including a recently closed tea room. The building owner asked if I might be interested in that space as well, and that question sparked a much larger conversation: What if this entire floor could become a living story?

That was the beginning.

I decided to take on the full second level and spent the next four months deep-cleaning and reimagining every corner. The tearoom and lobby were the first to take shape, designed not just as functional spaces but as portals into a narrative world. We opened our doors with excitement—only to be met with a leaking roof and water damage from the rain. After repairs and a full roof redesign, we reopened again. Then came winter, and with it, a burst pipe in the tower that caused further flooding. More restoration followed, and finally, on April 1st, 2024, the venue reopened once more—this time with renewed spirit and a deeper commitment to the magic we were building.

Since then, White Branches has grown into a fully immersive venue where guests step into a stylized storybook setting. The space now includes a 42-seat cabaret, a 48-seat tearoom, a private Wonderland room, and an intimate 80-person theatre. Every detail is designed to evoke wonder and connection—from the velvet-draped stage to the curated menus and whimsical signage.

Our programming reflects this ethos: tea events, brunches, magic shows, circus arts, puppetry, live music, and more. Each gathering is an invitation to be part of a shared story where guests feel welcomed, amazed, and transported.

Currently, I’m adding new touches to our theatre, transforming the stage into a giant Victorian toy paper theatre. Full storyboard scripts are already in development, ready to bring new chapters of enchantment to life.

White Branches is more than a venue. It’s a living story, a sanctuary for creativity, and a place where magic is made—together.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

’m Matthew White, a creative director, immersive storyteller, and founder of White Branches—a theatrical tea room and event venue nestled in the heart of Mount Vernon, WA. My journey into this world began not with a business plan, but with a dream: to create spaces where people could step into a story, feel a sense of wonder, and connect with each other through shared experience.

Before launching White Branches, I spent years curating boutique merchandise for partnering venues such as Teatro ZinZanni, The 5th Avenue Theatre and more as well as creating specialized events, visual merchandising and design

What sets us apart is the narrative woven through every detail—Guests don’t just attend an event; they enter a living story. Whether it’s a whimsical tea service or a surreal cabaret, the goal is always the same: to create a space where people feel seen, inspired, and part of something beautiful.

I’m most proud of the resilience and heart behind this venue. We’ve weathered floods, redesigns, and countless pivots—but each challenge has deepened our commitment to artistry and hospitality. Today, White Branches stands as a sanctuary for creativity, a platform for local performers, and a home for anyone seeking enchantment.

How do you keep your team’s morale high?

One of the most powerful ways to manage a team and maintain high morale is to treat your staff as co-authors in a shared story. White Branches is not just a tearoom- it’s an immersive experience and the team is a huge part of that guest experience.
I like to have clear roles and expectations, but I also like to leave room for creative input and personal growth, celebrating not just successes, but resilience—especially after challenges or pivots.
My venue is always inspiring for our guests and I like to surprise my team as well with small gestures connecting the work back to a larger purpose.
I feel when the team feels seen, empowered, and part of something meaningful, morale becomes self-sustaining.

Can you share a story from your journey that illustrates your resilience?

When I first opened the doors to White Branches, I knew I was building something magical—but I didn’t yet know how much resilience it would require. Just months into our initial launch, the roof began to leak. Not a gentle drip, but a full cascade of water pouring down into the space we had so carefully prepared. We closed, repaired, and reopened—only to face another blow. A deep freeze hit WA and the water pipe in the tower burst, flooding the venue again.

Each time I had to pause operations, reassess, and rebuild-it was about holding onto the vision, even when the physical space seemed to unravel. I sought out the right help, leaned on skilled professionals, and stayed focused on the story I was trying to tell through this venue. Every setback became a scene in the larger narrative of White Branches—a tale of persistence, creativity, and community.

Contact Info:

• Website: https://www.whitebranches.com
• Instagram: https://www.instagram.com/whitebranches
• Facebook: https://www.facebook.com/whitebranches