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HomeMy WebLinkAboutCRA-R-19-0010 BACKUP9 HOUSE OF MAC WORLD FAMOUS HOUSE OF MAC (WFHOM) Expansion Scope February 2019 OVERVIEW 1. BACKGROUND AND DESCRIPTION kk The World Famous House of Mac entered the food and restaurant industry in 2014, and has garnered a strong foothold within the community. Since its food truck debut to the Wynwood/Overtown communities in 2016, the popularity of its food has grown quarter over quarter. This stepwise growth model resulted in the opening of its flagship brick and mortar location in 2018. Since its opening, WFHOM has become a Miami dining destination for tourist and a staple for locals. This scope considers the both the social and historic community value that World Famous House of Mac supports. 2. EXPANSION SCOPE 8 The World Famous House of Mac seeks to utilize this funding stream to support the expansion of its location at NW 2' Avenue Miami, FL 33127, respectively. The proposed budget highlights optimization of value engineering, demolition, excavation and the final expansion design. The WFHOM's proposed business expansion considers growth, greater brand recognition, building value in the business for employees and customers, offering a wider range of products and services to a larger market, while creating economies of scale. 3. EXPANSION OBJECTIVES 8 World Famous House of Mac prides itself on its hallmark goal of providing excellent customer service paired with quality food. ensuring its sustainable success by utilizing SMART goals and objectives in the following areas: HOUSE OF MAC • Retain existing loyal customers through specials and loyalty programs, while cultivating and attracting new customers, thereby increasing profit margins. • Become an even better good neighbor by deepening and strengthening community level engagement, through strategic partnerships and engaging community based organizations, serving the high -need populations within the City of Miami. • Creating living wage jobs for local community members within the restaurant industry. • Increase catering opportunities by 25% for through corporations, community organizations and entertainment companies. Reaching an annual gross revenue of over $5,000,000 by FY 2020. 4. COMMUNITY IMPACT 8 The expansion of the existing World Famous House of Mac location, activates and reimagines a once dormant space on NW 2nd Avenue. In addition to its economic engineering and the creation of living wage jobs for those living within the community. WFHOM supports community economic development, with an eye towards sustainability, cultural financial continuity and the overall well-being of the community. 5. IMPLEMENTATION PLAN 8 World Famous House of Mac seeks to begin securing permits in March 2019 followed by excavation and build -out processes, with an anticipated activation of fall 2019. The step -wise implementation plan will include an architect, a permit expediter and construction services. 2 World Famous House of Mac Expansion Scope, Feb 2019 World Famous House of Mac World Famous House of Mac Expansion Budget 2/18/2019 Submitted by Derrick Turton Expansion Expenses includes the the build -out of the neighboring space, including impact fees, HVAC, restaurant, ADA compliance, and other related items. Expenses Total Costs CRA Grant WFHOM Brief Summary Contribution Contribution Impact Fees $70,000.00 $0.00 $70,000.00 Commercial remodel plans for approval with Miami Dade County. Road is estimated at $44.00 a square foot minus the credit for the existing use of retail. Water impact fee is estimated around $14.30 a square foot minus the credit for the existing retail use. Architechtural Plans $10,000.00 $0.00 $10,000.00 Design specifications, to include final drawings and renderings. Master & Sub Permits, including Expediter $15,000.00 $0.00 $15,000.00 Securing and expediter to assist in securing the appropriate master and sub permits to ensure compliance, effeciency and adherence to Demolition $10,000.00 $0.00 $10,000.00 Demolition and excavation of existing space, and preparation for rebuild. Plumbing & Grease Trap Specifications $30,000.DO $20,D00.00 $10,000.00 Expansion of plumbing and grease trap. Electrical $30,000.00 $15,000.00 $15,000.00 Infrastructure electrical work to Mechanical, AC and Duct Work $30,000.00 $15,000.00 $15,000.00 Infracstructure mechanics, AC and duct work as appropriate for build - out. & expand to 10-ton at each tenant bay Drywall & Stainless Steel $12,000.00 $8,000.00 $4,000.00 Appropriate drywall and its correspondence steel bands as appropriate for build -out. Flooring $12,500.00 $6,000.00 $6,500.DO Flooring finishes for expansion. Lighting $6,800.00 $3,000.00 $3,800.00 External and Internal lighting for expansion. Permits $10,000.DO $0.00 $10,000.00 City of Miami, Miami Dade County permitsmand completed drawings. Signage $5,000.00 $2,000.00 $3,000.00 WFHOM signage. ADA Retrofitting $4,500.00 $3,000.00 $1,500.00 ADA retrofitting of expansion Restrooms $11,000.00 $7,000.00 $4,000.00 Restroom rendering to align with expansion occupancy. Outdoor Seating & Permits $10,000.00 $0.00 $10,000.00 M-D Cry and City of Miami acquiring permissions Ventilation Hood & Installation, Ansul Fire System $25,000.00 $18,000.00 $7,000.00 Expansion Kitchen Ventilation Hood, Installation & Ansul Fire System Vector Steel Stand $1,384.00 $0.00 $1,384.00 Expansion Vector Steel Stand Royal Range Counter Top Griddle $1,623.00 $0.00 $1,623.00 Expansion Kitchen Royal Counter Top Griddle Royal Range Counter Top Hot Plate $1,343.00 $0.00 $1,343.00 Expansion Kitchen Royal Range Counter Top Hot Plate Royal Range Cheese Metter $1,933.DO $0.00 $1,933.00 Expansion Kitchen Royal Range Cheese Metter Turbo Air Refrigerator Base $4,838.00 $0.00 $4,838.00 Expansion Kitchen Turbo Air Refrigerator Base Turbo Air Pizza Preparation Refrigerator $4,364.00 $0.00 $4,364.00 Expansion Kitchen Turbo Air Preparation Refrigerator Turbo Air Reach In Undercounter Freezer $2,354.00 $0.00 $2,354.00 Expansion Kitchen Turbo Air Reach in Undercounter Freezer Turbo Air Undercounter Refrigerator $2,013.DO $0.00 $2,013.00 Expansion Kitchen Turbo Air Undercounter Refrigerator Vulvan Proofer Cabinet $2,183.00 $0.00 $2,183.00 Expansion Kitchen Proofer Cabinet Walk-in Cooler $7,150.00 $0.00 $7,150.00 Expansion Kitchen Walk-in Cooler Frymaster Gas Floor Fryers (3) $6,284.00 $0.00 $6,284.00 Expansion Kitchen Gas Floor Fryers Hand Sinks (2) $305.DO $0.00 $305.DO Expansion Hand Sinks Compartment Sink (3) $717.00 $0.00 $717.00 Expansion Compartment Sinks Pre -Rinse Faucet Assembly $269.00 $0.00 $269.00 Expansion Pre -rinse faucet Stainless Steel Work Table (3) $542.00 $0.00 $642.00 Expansion Kitchen Steel Work Tables Paper Towel Dispenser (2) $81.DO $0.00 $81.DO Expansion Paper Towel Dispensers Hand Soap Dispenser (4) $100.DO $0.00 $100.00 Expansion Hand Dispensers for Kitchen and Restrooms Turbo Air Wall Mounted Shelves (10) $1,366.00 $0.00 $1,366.00 Expansion Wall -Mounted Shelving Advance Tabso Electric Steam Table $1,351.00 $0.00 $1,351.00 Expansion Kitchen Steam Table Blodgett 40 Gallon Manual Tilt Skillet $16,748.DO $0.00 $16,748.00 Expansion Kitchen Tilt Skillet Fire Alarm System $6,733.00 $4,000.00 $2,733.00 Expansion Fire Alarm System Fire Sprinkler System $7,000.00 $4,000.00 $3,000.00 Expansion Fire Sprinkler System CCTV $4,600.00 $0.00 $4,500.00 Expansion CCTV Cable TV and W i-FI $3,500.DO $0.00 $3,500.00 Expansion infrastructure for wt-fi and cabling. Current entry doore do not meet code -must open out and must not Storefront vestibule modification $15,000.DO $5,000.00 $10,000.00 encroach on sidewalk Contingency $25,000.00 $0.00 $25,000.00 TOTAL EXPENSES $410,481.00 $110,000.00 $300,481.00 WFHOM February 2019 Expansion Budget a Ir wi ■ ■ orw■■* Pr�•■.�. orw ■ ■ RW. Pr ■ ■ ■ f� si P, ■ • F l ■ H t I� � ■ �1 �A,, rI 1 � 1. � ■ ■ !1 n �_ ��' R1, WORLD FAMOUS t HOUSE OF MAC House of Mac Experience (H.O.M.E) Expansion Proposal Submitted February 2019 Chef Derrick Turton eVORLD MOOS HOUSE OF MAC is ., 01 WORLD FAMOUS HOUSE OF MAC The WFHOM has a dual mission - reinvestment in its community, and to provide South Florida with a high -quality dining experience, with creative food options, prepared with love, and available at an affordable price. PFSTINATION: HOUSE OF MAC EXPERIENCE (HOME) From its foundation as a food truck business starting in 2015, the House of Mac has experienced explosive success. The success of our expansion depends on analyzing, nurturing, and developing the strategies that have proven successful to date, along with the integration of our business resources. We will continue constant and consistent exposure, through the prominent display of our food truck at local food truck mashups, entertainment activities with heavy attendance, and community events. We are expanding our range of exposure by exploring partnership opportunities with travel and tourism organizations in Miami -Dade, Broward, Palm Beach, and the state of Florida. We will enhance our CRM software to enhance and nurture our standing client relationships with our frequent customers, corporate catering contracts, and continuous food service provision accounts. Discounts, referral programs, and cooperative promotional programs are all in our strategic plan to increase business within our existing client base and court new client referrals. We acquired a food truck after launching a small home -based catering company. We have established our landmark brick and mortar location in Miami, Florida, entitled (H.O.M.E.-House of Mac Experience). We will be developing a chain of food trucks and H.O.M.E. signature locations, throughout the state of Florida. The future of the House of Mac is the unification of the food truck/brick and mortar combination for each location. We are looking to expand at the rate of demand, implementing a consistent marketing and promotional strategy while making adjustments for differences in socioeconomic factors. We will impact the community at large through employment opportunities, corporate giving, and sponsorships. REBRANDING OVERTOWN In October 2018, the House of Mac celebrated the grand opening of its first brick and mortar location at 2055 NW 2nd Avenue, nestled between historic Overtown and the eclectic Wynwood. The reception of the new store surpassed the goals and objectives outlined by our business model and serves as a quality -dining destination within walking distance of Overtown. The World Famous House of Mac is excited about its proposed expansion, because it offers families and proprietors of Overtown a dynamic new venue, which can serve large parties and serve as a convening location for local nonprofits and community activists. WFHOM has been serving the community from its Wynwood Yard location since 2016, and has garnered a large following. With the appropriate support, the World Famous House of Mac is uniquely positioned to expand its current operations on NW 2nd Avenue, within Brightline train station, as well as a third location to open in South Miami. The acquisition of this location will provide the space necessary to expand our capacity to deliver our hallmark service and cuisine to the community. VALUE PROPOSITION Even in today's oversaturated restaurant industry, individual customer experience, becomes the barometer by which individuals weigh and major a brand. Bringing the H.O.M.E flagship restaurant to the City of Miami's District 5 offers local job creation, high quality, low-cost family entertainment, and a proprietor engaged in empowering the community. PRODUCTS AND SERVICE H.O.M.E. will feature the same scrumptious delicacies currently enjoyed by tens of thousands of people throughout Miami. We will provide a restaurant experience with a lounge style, with a modern relaxed atmosphere. We will have a lounge furniture layout, will provide the quality of customer service our supporters have come to know and love. We will be serving brunch, lunch, and dinner. H.O.M.E. will also serve as a creation space for the catering contracts, which House of Mac food truck currently facilitates. World Famous House of Mac is already generating more customers than we can facilitate on the food truck, which is a sure sign of secure revenue for the brick and mortar location. EXPANSION OBJECTIVEVO World Famous House of Mac prides itself on its hallmark goal of providing excellent customer service paired with quality food. ensuring its sustainable success by utilizing SMART goals and objectives in the following areas: Retain existing loyal customers through specials and loyalty programs, while cultivating and attracting new customers, thereby increasing profit margins. Become an even better good neighbor by deepening and strengthening community level engagement, through strategic partnerships and engaging community based organizations, serving the high -need populations within the City of Miami. Creating living wage jobs for local community members within the restaurant industry. Increase catering opportunities by 25% for through corporations, community organizations and entertainment companies. Reaching an annual gross revenue of over $5,000,000 by FY 2020. HOUSE OF MAC PHILANTHROPY The World Famous House of Mac is committed to its mission of reinvesting in its community. The owner and founder of WFHOM, Derrick Turton, is a living example of following your passion, and developing a dream. WFHOM is one of the member organizations working with the Overtown Children and Youth Coalition (OCYC). The unemployment rate for young workers remains to be more than double the national average in South Florida. For youth, failure to gain an early foothold in the labor can translate to a lifetime of lower earnings, family instability, and a host of other challenges. This partnership seeks to identify and support solutions, which improve the overall well-being and long-term development of the children and youth of Overtown. As a member of the Working and Productive Committee, we have three distinct responsibilities - creating a shared vision, getting prepared and developing a high quality pathway that inspires continued growth and development. OCYC targets youth and young adults between the ages of 14-24 years of age. WFHOM will host a year-round internship program, designed to expose youth and young adults to the restaurant industry, with firsthand experience understanding both the front-end and back of house execution. We will be creating community integration through sponsoring NPO activities. This will demonstrate the organic support we have for the community as well as create brand exposure. Chef Teach will partner with several nonprofit organizations annually, and sell food specials themed around the organization's cause. (e.g. Pink Waffles for Breast Cancer Awareness). Proceeds will go to local nonprofit organizations. In addition to our year-round internship program, WFHOM will build a scholarship fund called "The Chef Teach Legacy Foundation" which will help high -need youth living within the City of Miami pursue their post -secondary education or vocation experience that supports their passion and career path. The scholarship will be awarded each year in June for students entering a post -secondary experience in the fall of that year. The proposed new of H.O.M.E location will serve not only as a communal mecca within District 5, it will support the growth of and expansion of the community, This expanded space will offer a contemporary and modern look and feel. It will break down the digital divide by offering Wi-Fi and a seating area for those telecommunicating, or gathering for small meetings during the day. The space will have the capacity to support small and large gatherings, and most importantly it will serve its community and deliver high quality service and fare. BEHIND THE BRAND I DERRICK TURTON In 2015, Derrick founded World Famous House of Mac. World Famous House of Mac is known for its unique spin on traditional cuisine. WFHOM is known to whip up succulent delights like jerk salmon pasta, buttermilk fried chicken & waffles, and their signature World Famous Mac & Cheese. Derrick Turton was the VP of Polo Grounds Music; a full service powerhouse that strives to support artists with services as diverse as publishing, management, recording & production facilities, record label infrastructures and much more. The label is home to globally acclaimed artists such as ASAP Rocky, ASAP Ferg and Pitbull, just to name a few. Polo Grounds Music is the longest urban imprint in RCA Records history, with over 12 million albums, and 70 million singles sold. Derrick played an essential role in building the career/brand for clients like Polo Grounds Music/RCA recording artist Pitbull. he carried the position of manager for over 13 years. Currently, he is pursuing a diverse range of ventures. Derrick was honored with Legacy Magazine's 40 under 40 Leaders of Today & Tomorrow in 2012. Derrick Turton is a driven, passionate and charismatic music business professional who boasts an eclectic and consistent background within the entertainment industry. V.' O R L D F A M O U S HOUSE OF MAC Chef Teach 2055 NW 2nd Avenue Miami, FL 33127 chefteach(@houseofmac.com 786.636.6967