You’ve probably seen a hookah. It is almost certain that most children who grew up in the United States have seen a hookah. But, like most people, you’ve probably forgotten what one looks like and what it’s used for. Think again. It recalls the story of a girl named Alice who was seemingly stranded in a strange and imaginative world. In the Lewis Carroll story Alice in Wonderland, Alice stumbles upon an arrogant and inquisitive caterpillar. Perched on a giant mushroom and smoking what appears to be a strange musical instrument, the caterpillar asks Alice a rather memorable question: “Who are YOU?” The musical instrument is not really a musical instrument at all. It is, in fact, a hookah and this hookah-smoking caterpillar is how most children first see this curiously strange smoking device.

When Lewis Carroll wrote the story of Alice in 1865, hookahs had been around and in use for several centuries. Although never very popular in European countries, the hookah was and still is very popular in Eastern cultures such as Egypt and India. So how come this mysterious thing called a hookah has never seen its day in Europe or, in more recent times, in the United States? Perhaps time is upon us!

In the past, cigars have been the ‘gourmet smoke’ for those who want to break the conventional mold of cigarette smoking. Made from the highest quality tobaccos and hand-rolled in exotic lands, cigars have become a true competitor to today’s additive-infused cigarettes. Cigars have become so popular, in fact, that an entire industry has sprung up based on their existence. Cigar stores and specialty tobacconists are evidence of the profit to be made from selling tobacco in a different form factor than the cigarette. In addition to cigar shops, cigar bars have shown that smoke-friendly establishments can be highly profitable and socially acceptable hubs for their owners. It is the acceptance of cigar bar society that makes hookah bars and hookah cafes a possibility!

There is no doubt that the tobacco industry has seen better days, and after the lawsuits from Big Tobacco, it is surprising that these companies are still around. Did you know that there are more than 600 legally permitted additives that tobacco companies can add to your cigarettes? It’s an amazing cocktail of chemicals that cigarette smokers put into their bodies every time they decide to light up! By comparison, today’s hookah tobacco, commonly known as shisha (pronounced: shee-shuh), is made up of only a handful of natural ingredients. These ingredients are usually tobacco, all-natural glycerin or honey, sugar, and natural flavorings. That’s 596 additives below what might be in a regular cigarette! It is facts like these that lead most people to believe that hookah smoking is a less harmful alternative to smoking cigarettes. Unfortunately, no major studies have been done to assess the health effects of hookah smoking. So, we will have to wait for a definitive answer to that question.

When the Turks invented the hookah centuries ago, they did so with one goal in mind. Until that time, tobacco was smoked in pipes reminiscent of the peace pipes of the American Indians. When smoking from these pipes, the smoke was at a temperature very close to that of the burning tobacco itself. Someone came up with the idea of ​​filtering the smoke through water to cool the smoke down to a comfortable temperature. The simplicity of the hookah made it an instant hit and has been one of the main reasons why hookahs are still prevalent in so many Eastern cultures. Although not originally planned when the hookah was invented, the water that the smoke passes through actually acts as a natural filter that helps filter out the tar and other impurities created when tobacco is smoked. Many years after the hookah was invented, someone would accidentally drop their tobacco into molasses, thus paving the way for the modern hookah. It was the addition of molasses, now replaced by all-natural glycerin, that slowed the rate at which the tobacco burned and actually made it possible to heat the tobacco instead of burning it. Heating the tobacco results in a higher potential and reduces the amount of nicotine that is released when smoking.

Today’s hookahs, although modernized and updated, have remained faithful to the initial objective of their creator. Traditionally made of glass and brass, water pipes are now made from materials such as acrylic, glass and steel. Additionally, the once-handcrafted art has been transformed into a full-fledged industry that is selling record numbers of hookahs. The shisha hookah has also come of age. Hookah shisha production is at an all time high and major manufacturers are creating more and more flavors to be consumed by customers all over the world. Flavors include everything from fruity apples and oranges to regional favorites like bubble gum and vanilla. In all, there are over 50 different flavors to choose from with more being added all the time. The precise blend of ingredients has also resulted in a flavored tobacco that lasts longer. In fact, a person can smoke a bowl of tobacco for almost an hour without having to change tobacco.

A small number of entrepreneurs have recognized the potential of the hookah and have begun to open bars and cafes specifically designed for the rental and sale of hookahs. In just a short period of time, they have shown that there is a lot of money to be made in the hookah service industry for those willing to venture into seemingly unknown territory. What is most surprising is the low initial investment required to open a hookah establishment. For most venues, as little as 10 to 15 hookahs per 1,000 square feet of customer seating area is enough and will virtually guarantee there are enough hookahs for everyone. When purchased in larger batches, the cost of each hookah can range from $20 to $80 and some wholesalers even offer the hookahs for free if the bar or cafe agrees to buy their hookah tobacco from the company. Hookah rental rates range from $10 at a hookah cafe to $25 at hookah bars! Of course, the rental plan is entirely up to the business owner and usually includes a single bowl of shisha hookah for smoking. Lower priced hookah tobacco refills encourage customers to linger and socialize in the intimate setting. Most of the clients do not smoke alone, but opt ​​for groups of 3 to 4 people. This will reduce the longevity of each tobacco bowl and increase the number of refills purchased by each group.

Before you can start renting hookahs, you must first check with your local, state, and federal governments to make sure you won’t be breaking any laws or regulations. In most areas, all that is required to start renting hookahs is a tobacco sales tax permit or license. Of course, this is in addition to the typical state sales tax permit or license. You will also need to check local zoning requirements and determine the best location for your bar or cafe. There are a number of wholesalers available to get your cafe or bar up and running in the shortest amount of time. It is recommended that you opt for customer service and support over pennies saved, as it is often difficult to find companies that are in tune with the American way of doing business.

In addition to hookahs, you will have to choose between a bar or cafe concept. Cafes are generally easier to open and require a minimal amount of additional capital. The biggest expense will be the espresso machine and it will cost between $2,000 and $14,000 depending on the make, model and, if used, how old the machine is. If you’re planning the coffee route, it’s recommended that you pick up a copy of “Starting and Running a Coffee Shop” (Matzen & Harrison, Self Counsel Press 2002). Although not hookah oriented, it is packed with the ins and outs of running a cafe and what it takes to operate all the coffee machines. If you want to open a hookah bar that serves alcoholic beverages, it is definitely recommended that you open near a college or university campus. This will give you a constant stream of fresh new bodies that will keep your bar from going stale with the locals. The hookah bar concept, along with college towns, has proven to be the most successful and profitable hookah business. There are, of course, caveats to opening a bar of any kind. You’ll have to cut through significantly more ‘red tape’, but the payoff will definitely be worth the time and effort. Hookah bars are one of the fastest growing concepts for college towns and offer a fresh new environment for 20-somethings to hang out.

As you can see, hookahs have made their way into the European and American lifestyle. The tobacco shops of yesteryear have paved the way for a unique opportunity for today’s entrepreneurs. Hookah cafes and bars can make millions by providing the public with something they have been looking for and have not been able to find in the countless other cafes and bars. Hookahs bring back the social and intimate gatherings of friends long lost in the hustle and bustle of modern life. Oh, and who knows? Your hookah bar or cafe could be the next big thing!