HomeMy WebLinkAboutCRA-R-17-0005 BackupChef Marcus Samuelsson is an internationally acclaimed celebrity chef who has consistently
electrified the food scene with an incomparable blend of complex culture, artistic
excellence, genuine curiosity and warm personality. Celebrated as one of "The Great Chefs
of America" by the Culinary Institute of America, Chef Samuelsson launched his impressive
career as a graduate of the Culinary Institute in Gothenburg, and apprenticeships in
Switzerland, Austria, France and the United States. Samuelsson's parents, who raised him in
Gothenburg, Sweden after adopting him and his sister at the age of 3 from Ethiopia,
encouraged him to fully pursue his genius without geographic bounds. At the early age of
24, Chef Samuelsson delighted the culinary world at Aquavit in New York, where as chef -
owner he catapulted the restaurant to world fame with consecutive four -star ratings in
Forbes and an impressive three -star rating from the New York Times, the youngest person
ever to receive such an accolade.
Stretching beyond the bridge of his homelands, Africa & Europe, Chef Samuelsson continues
to lend his exceptional voice to the evolving conversation of food and culture. A collection
of successful cookbooks, including Aquavit and the New Scandinavian Cuisine (2003), and
The Soul of a New Cuisine- A Discovery of the Foods and Flavors of Africa, (2006) have won
Chef Samuelsson numerous awards from The New York Times, Washington Post and
Chicago Tribune. Samuelsson's submersion into the local farms and kitchens of the
American landscape have inspired a new zest for merging worlds and were encapsulated in
his top selling book, The New American Table (2009).
In addition to being a successful cookbook author, Marcus released his New York Times
bestseller and James Beard -winning memoir Yes, Chef in 2012 to rave reviews. Samuelsson's
platform extends beyond books including features on Today Show, Iron Chef, and his own
television show, The Inner Chef on Discovery Network. Samuelsson teamed up with AOL's
Slashfood, a web -based program, where Samuelsson delivered twice -monthly segments to
millions of viewers covering all things culinary. He has been featured on a number of high
profile media programs, including Late Night with Jimmy Fallon, Today Show, Regis and
Kelly, Charlie Rose and most recently CNN's Parts Unknown with Anthony Bourdain. He
was the winner on Bravo's Top Chef Masters season two as well as the second season of
Chopped All -Stars. Currently, Marcus also serves as a recurring judge for Chopped, one of
Food Network's highest -rated series with a following of over 20 million viewers a month,
and was judge on two consecutive seasons of ABC's The Taste, guiding a team of new
culinary talent through a series of challenges. Samuelsson is also a co-founder of
FoodRepublic.com - a website for men who want to eat, drink well, and live smart.
16
|nIDO9,Marcus wash onoredasaGuest Chef ot the White Hous,,under the 8banna
Administration, where he planned and executed the administration's first state dinner for
the first family, Prime Minister Singh 0fIndia and 40U0ftheir guests. He has been aUNICEF
Ambassador since 2000, focusing his advocacy on water and sanitation issues, specifically
the Tap Project. Marcus also had the honor ofbeing selected Speaker at the 2oMi Annual
Meeting of the World Economic Forum VnDavos, Switzerland and TEDxHar|ernin2O1I'|n
the fall ofl01I,Marcus was also named tDthe QS State0tp,-irtmmemtvs American Chef Corps,
a group of chefs committed to Secretary State Hillary Rodharn Clinton's message of"smart
power" diplomacy, which embraces the use of a full range of diplomatic tools, by utilizing
food, hospitality and the dining experience as ways to enhance how formal diplomacy is
conducted, cultivating cultural understanding and strengthening bilateral relationships
through the shared experience offood.
His iconic R_-d R*oster Harlem celebrates the roots of American cuisine in one of New York
[it«'sliveliest and culturally rich neighborhoods, Harlem. |thas earned two -stars from the
New York Times and countless accolades for its food, style and connection to the
community. Named the Best Neighborhood Joint byTime Out New York, Red Rooster
continues to amaze Harlem with the opening of its downstairs supper club Ginny's Supper
Club. Marcus is also the chef behind Norda Grill in Gothenburg Sweden, American Table and
the Kitchen and Table concept; all partnered with Clarion Hotels.
While Chef Sarnue|ssonhas been honored hythe prestigious James SteardFoundation on
multiple occasions including "Rising Star Chef" /19qgl"i*,,est Chef: New York City", /2003\
and wBestInternational Cookbook" (2OO7),he continues t0maintain humility tmthe art of
food. The depth and breadth ofChef Sarnue|sson/sunique background allow him to
uncover new ground in the integration of culinary landscapes in a distinctive and
transfOrrnative way, all while infusing passion, energy and excellence.
17
Derek Fleming is a real estate and business development entrepreneur who has spent the
last 20 years conscientiously establishing a career immersed in re -invigorating some of our
nation's most economically challenged communities. From the west, east and southern
coasts, Fleming has developed a track record unique in its bread, depth, visibility and
technical execution. In each endeavor, Fleming has been consistent in creating measurable
impact to the communities in which he lent his high caliber academic training, financial
acumen, design and construction prowess, and business development expertise.
Derek launched his career as a project manager for the San Francisco Redevelopment
Agency under the helm of Mayor Willie Brown. In that capacity, Fleming helped lead the
planning, entitlement and initial implementation of the distinguished Mission Bay
Redevelopment Project. At the time, the 3o3-acre project was the largest land rezoning, tax
increment financed, redevelopment project in San Francisco in over 4o years. The project
comprised the development of over 600o units of housing (30% affordable), 4.4 million sq. ft
of office/life science/bio techjcommercial space, a 42 acres UCSF campus, 500,000 sq. ft of
retail, a 50o room hotel, 41 acres of public open space, a new 50o student public school,
public library, fire and police stations and community facilities. Fleming facilitated the cross -
functional team of developers, lawyers, consultants, architects, government representatives
& community residents. He also co-authored the Mission Bay Existing Conditions Report,
leading to approval of the plan by the Board of Supervisors. The neighborhood is now one
of the most thriving districts within the sophisticated City.
With Mission Bay underway, Derek shifted to work as a fund Manager at the New York
Empowerment Zone, the largest public financed district of its kind at the time. At the Zone,
Derek managed a $6oMM public lending portfolio that contributed funds for real estate and
business development transactions. Many of the successful real estate projects along 125th
St. in Harlem, Port Morris and Mott Haven in the Bronx (Bronx Terminal Market) were
financed and brought to fruition under Fleming's management while at the Empowerment
Zone. He structured deals to include a variety of federal, state and municipal tax credits
which helped to facilitate the creation of thousands of new jobs and drive the overall
successful revitalization of Harlem and the South Bronx.
18
|nfurther professional pursuits, Fleming worked BsanAcquisitions Associate with private
equity firm Cherokee Investment Partners, aleading green -focused real estate company in
Raleigh, NC. AtCherokee, Fleming evaluated over $4OKA&1worth Ofequity contributions
and mezzanine debt investments for mixed- use development opportunities. He worked
alongside sustainability experts and produced market studies for LEED development
projects' During his tenure at Cherokee, Fleming engaged with Cherokee's non-profit
partner, Make it"kightFoundation founded hyBrand Pitt, and authored an existing
conditions report and investment analysis for the economically devastated L*werN0mth
Ward in New Orlezns immediately following the events of Hurricane Katrina. The goal was
to find a path to sustainable development for the resurging neighborhood. Asaresult,
blocks of LEED certified homes have been built in the historic African -American community.
As Vice President of Development & Planning, Fleming helped launch the Marcus
Samuelsson Group, developing new strategies for revenue generating initiatives including,
real estate transactions, corporate partnerships and community development. Fleming
managed all real estate transactions, including capital raising, market feasibility analysis, site
acquisition, lease negotiations, site planning, design 8`construction management and
interior design. Some of F|erning's most notable accomplishments are the award winning
Red RwosterHarlemmAG[nmy's Supper Club and Streetbird enterprises. Asamember ofthe
executive team Derek helped guide brand development of the multifaceted hospitality
group and celebrity -chef driven company, developing strategies for revenue generating
initiatives, corporate partnerships with such companies as Spotify, Converse, Mast�rCard.
Fleming also helped launch Harlem EatUp, a regional food festival and economic
development engine attracting thousands ofvisitors to Har|ern's emerging marketplace.
Fleming received aBachelor ofScience degree from the University ofCalifornia at 'I't
with an emphasis in international business and political economy. immediately following his
studies at Berkeley, Derek was awarded a fellowship to study international finance atYonsei
University in Seoul, Korea. He would go on to receive his M BA from the prestigious Kellogg
Scb*oKof Management, where he majored in entrepreneurship, finance and real estate.
While at Kellogg, he interned with Capri Capital Partners, assisting the real estate firm in a
private placement memorandum and investment prospectus for a large-scale urban
development. Aspart ofhis studies, Fleming also attended the Indian Scb*ol of Business in
Hyderabad, India, participating in an implemented land use study while there. He graduated
from Kellogg with a Dean's award of Distinction.
)n201ZFleming was selected asOnHenoret- ofTh(--Network J*unmal/scoveted 40 under 40
award. Derek isaBoard Member ofthe 125 m St. Business Improvement District aswell asthe
Neighborhood Charter School ofHarlem.
19
3IIY'S
SUPPER CLUB
Lu:O PMENT
ITCHEN&TABLE
CLYDE KILLENS HALL REDEVELOPMENT BUSINESS & DESIGN IMPERATIVES
A welcoming, fun and dynamic dining experience that is approachable, yet elevated, offering new energy,
refinement and distinct flavor to the Overtown food scene
• Bar, Restaurant, Supper club convergence offering impeccable service and the highest quality food
provisions
• Entertainment destination inspired by Overtown's relevant past but nods to aspirations for Overtown's future
• Distinctive business model that merges visibility of celebrity chef with community inclusion and partnerships
• Healthy Farm -to -Table approach driven by seasonality
= Classic, bold world -class design elements that recall old Overtown, yet stretch forward for contemporary
functional and feel
CLYDE KILLENS POOL HALL MOOD BOARD
73MIE This Weekend
FRI.•SAT.•SLIK.—tIOV. 2.23.24
THE KINGPINS
"Darling, It Won't Be This
Way Always"
Plus —✓*Matinee S+In.-3 to 6
COMING DEC. 7 & 8
COUNT BAS1E
Ii:h'. S II.
AT 11ML _
CLYDE KILLENS POOL HALL MOOD BOARD
CLYDE KILLENS POOL HALL MOOD BOARD
CLYDE KILLENS POOL HALL MOOD BOARD
CLYDE KILLENS POOL HALL MOOD BOARD
Dew-lopment Concept
How to Devel*p Commercial Space
The invitation tOcommence renovation and resurgence Vf42ON.VV'Z ndAv2Ouein
Overtovvn/ also known as Clyde KilienS Hall, isincredibly exciting. With each project we
approach, our group conducts extensive research and diligence into the nature and fabric of
the communities vveengage. For some time now, we've had the opportunity t0understand
and appreciate the rich history not only of Overtown and its prominence in Pan-African
history, but also invaluable contributions made by K8[' KiUeO3 himself. Building venues for
performers of color who were barred from staying in performances space on Miami Beach,
Killens created a destination in Overtown, where the most premier entertainment in the
country took place into the late hours of the night, most nights at the pool hall itself on 2 nu
Avenue.
VVeare inspired hvstory, legacy, and authenticity, tocreate projects that engender pride of
community and aspecial sense ofplace. Our group has experience inconverting raw, vanilla
commercial spaces into thriving hospitality venues that enliven and enrapture the guests
upon impact. Our Red Rooster Harlem project was once an uninteresting hair care supply
store, dormant for several years. With concerted research and passion, we uncovered facts-
thatitVperatedasafarnousgrocerychaininHar|ern'sheyday. VYebuilt onthis data and our
vision of a contemporary Harlem to create what has become one of NY's iconic destinations.
VVesee the end use 0fthe 76UOsq. ft. qZONVV2 nd Ave space asapremier dining and
entertainment destination, embracing and inspired by the history of Overtown. As with
many venues, this space will likely evolve and grow over time, particularly as the
neighborhood evolves. Our service capacity should coincide with demand, to protect the
economics ofthe business. Service levels, times, days, should beadjusted accordingly,
persistently pushing the envelope for more service opportunities. Afu|| service restaurant
supper club, and lounge iswithin our sights.
Tomaximize the operational potential ofthe space, two full service kitchens should be
installed. This will allow maximum functionality ofboth floors, separating uses when
necessary or creating one large catering opportunity that can meet the demands of the
clientele. We envision the main dining space onthe ground floor, and the supper club/
entertainment set-up Vnthe second floor. Anopen kitchen isalways anexciting element, as
isabar that iscentral, inviting and immediately grabs you asyou enter. Comfortable
seating, (tables, booths, communal configurations) creating varied experiences, depending
onthe occasion nfthe guest. Anelevated, yet approachable atmosphere isthe goal where
special occasions are appropriate, alongside everyday socializing. With live music upstairs
and down at times, architectural attention to demarcating use of space is a must.
The upstairs iSequally important osthe entry level. VVewill create aspace that isacoveted
private dining venue asmuch asitisamusic performance space. Moveable walls that allow
space toexpand and contract, depending onclients needs, are important. |ntrue Miami
5
spirit there [nUSt be an integration of the outdoors coming in. The balconies which exist on
either side of the second floor should open up,,such that guests who are partaking in a
performance, but would like tosit outside, are able todnboth. We'd like tOtake advantage
OfaSmuch outdoor environment a5possible. VVestrongly feel that this not only activates
and creates a welcoming and attractive presence on the street level, but it also allows
patrons totake advantage OfMiami's incomparable weather. Accordingly, aroof deck
should also beconsidered asapart ofthe space programming. Adequate ceiling height and
space have tobeconsidered for performance/ stage area.
An additional bar and lounge area must be established to create a living room feel. This will
allow the space to transform and operate on multiple levels throughout the day period.
Booths, sofas, ottomans, enab|ethegwitchfonn'azz performance tolate night gathering
destination. The bar should beameeting ground for after work and celebrity occasions.
Flexibility and convertibility are a must throughout the space. This supports the
sustainabi|itvand longevity 0fthe establishment.
Of significant importance, it is our intention to work closely with the Master Planner
selected for Folk Lif e Village and the greater Overtown area to help formulate a successf ul
planning strategy for the overall entertainment district and immediate area. Ourvvodc
described above, will bemost effective and beneficial to(]vertuvvnwith coordinated idea -
making, thoughtful planning, timing and strategy.
6
ert's Direct ben
�
f its
t
A
the Overtown C*mmunity
Establish Oxert�w�n aszF�De
stination
PhVrtoopening Red Rooster iOlO10there vven2fevvrestaurants aside fr0nithe historic
5ylvia/5that could boast an international d[3vvvvith consistent Manhattan -wide clientele.
VVithRed Rooster Harlenl/our group vv8Sable tOestablish ahOspit8UtyO�a[ketthat
previously did not exist. Major corporations, |8vvfirDlS and art institutions familiar with
SarnueissOO'sprior vvOrk/felt cOrnpeUwha
t we had created. We delivered
consistently vvithgreat food, cocktails and vibe. Guests enjoyed and the rnovernentbegan.
Soon after anevvtype 0frestaurant, catehngtoannixsociO'econornicdennOgraphic,began
t0pr0UfensteinHar|ern. The upsurge vvassostrong, vvefelt c0rnpeUedtocreate aregional
food festival Har|ernEatUp. EatUphosted over 11,VO0food enthusiast frornacross the
country descended upon Har|enn,creating aneconornicforce for local businesses.
�
We feel strongly that
Jsimilar movement can occur inOvertOvvn. Overtime other
restaurateurs will naturally want t0capture the new demand inthe proven market vvewill
reveal. Also, successful food enterprises such as Smorgasburg (a weekend market were a
curated mix of local food vendors assemble, inviting thousands of eager patrons) will be
inspired and convinced byour entrance into the market. We've been inprogressive talks
with the founders 0fSnnorgasburg. Urban farmers such asF0odscapeDesigns, who
currently work with Booker T.Washington Onfood forestry, will have acredible, high -profile
restaurant tocollaborate with inthe (]vertovvnneighborhood.
In the interim stages of Over-town's development we would collaborate with the local
community to establish a farmer's market in Overtown, taking advantage of the temporary,
transitional nature Ofthe adjacent land. Farmer's markets are often anorganic evolution tO
afOod destination's robust characteristics.
All of these events coming together and concerted partnership from local stakeholders are
certain tocreate aviable food destination inOvertovvnover time.
Partnership with
Miami Dade Culinary Institute
Our team has initiated a relationship with the Miami Dade College Culinary Institute
/K4DC[|\, This program is one Ofthe premier hospitality/ culinary training programs in the
country and isconveniently inclose proximity t0Overt0vvn and our proposed site. MDCO
has anexisting training program and catering operation that isbeing activated atthe N1t
Zion church inC)vertovvn' YVehave met with the leadership atK4DCOand intend toleverage
our relationships inthe culinary industry t0enhance the exposure topremier talent to
MOCOstudents. VVewould beable toprovide avenue for successful students t0work in
our new Overtovvnrestaurant, insuring employment opportunities where they will garner a
solid credible position and experience inthe industry immediately out ofcollege. The
partnership has the potential to achieve a number of promising milestones, all of which can
benefit OvertOvvOresidents. VVeare excited tohave this collaboration iDhand.
7
W*rking with L*cml Sch*ols
Core tOour business DNA i5astrong connection tOthe community. We establish alliances
with key organizations that are doing positive, pivotal work that iOentrenched within the
fabric ofthe neighborhood. With Red Rooster vve did this inHarlem byworking with 3
number 0fschools including Harlem [hildreO'5Zone, The Chi|dren'sStorefront, and PS18O.
|nanticipation Ofour work inOvert0vvn,vve have reached out t0the administration 8t
Booker T.Washington Senior High School. VVeare impressed bythe work happening at
Booker T., in particular the Edible Food Forest and culinary arts programs. |tisour intention
to engage the students there with programs such as cooking demonstrations, classes on
hospitality business development, etiquette workshops, etc. VV2will also incorporate the [-
Cap program, (which Samuelsson is Chair of the Board) into the Booker T. relationship.
C'Capprovides rnentorshipand scholarship opportunities for students toattend the top
hospitality/ culinary schools inthe country. The program also provides apprenticeships and
'obplacement assistance intop restaurants and hotels nationwide. VVeare incredibly
excited 8tthe potential collaboration with Booker l[the vehicle 0f[-Capand the fruit this
project can bear.
0.-`orking with Senior Groups
In our prior work,
�vve have also found aneed for seniors inour area, who could benefit who
from exposure tOculinary programs. Cooking demonstrations for senior individuals, isa
great way to provide a service to a neglected demographic in the community by advising
Harlem our relationships with the premier cultural institutions has been One ofour most
r2vv8[diOg strategies. in particular, we work with the historic Apollo Theater, (where
Samuelsson is on the Board of Directors) to create mutually beneficial events.
We cross promote opportunities where visitors can enjoy a performance followed by dinner.
Several performers such as Paul McCartney, Bruce. Springsteen, Gary Clark Jr., Sting and
many others have performed at the Apollo to sold -out crowds and afterward held private
events 8tour restaurant. We would love to establish 8 similar collaboration with the Lyric
Theater in(]vertovvn. YYebelieve that giving culture seekers multiple reasons tovisit o
district, (great show, great meal) can create new, positive perc'eptions about the
neighborhood and continued economic advancement.
South iteach Food and Wine Festival
Our relationships with the founders Ofthe South Beach Food and Wine Festival will be
beneficial to our new restaurant and the Overtbwn Community in general. OuriOgthe
annual festival vv'can use the visibility OfChef SJrnueiSsOOtOhost events, pOp-up5,
engagements inOvertOvvn,inviting throngs Oftourists and locals tOthe area during this
busy, focused time in the Miami calendar. Overtime this will also positively impact other
0vertOvvnbusinesses a5well.
8
C*I]ab*rationwit��������rt,�mseumm
An additional
relationship we value greatly is with one of the premier art institution in NY
[kv the Studio K4UseunnOfHB�e[n. The rnuSBurn'sDire[tO�Th2irnaGolden vv8S
instrumental in the beginning stages of helping us build Red Rooster's roster of artist that
grace the vva|lsofthe restaurant through today. VVehave a|vvaysbeen cornrnittedto
highlighting local arts alongside their iconic contemporaries..
�
TOthis end, vYe have initiated discussions with Perez Art Museum, (which Fleming is
personal friend of the museum's new Director, Franklin Sermons) to initiate a similar
collaboration with this premier Miami institution. As we build the restaurant, vvewill enlist
the work of not only, local Overtown artist, but also artists co-curated with Sermons, putting
together shows inthe Overtovvnrestaurant. When we accomplished this inHarlem, vve
were able to garner international press including the prestigious Art News, highlighting the
rarity Ofsuch acollection inanurban restaurant. Also, similar toStudio Museum, vvewill
invite the Perez to host lunches, dinners, cocktail receptions, in Overtown. ApVpu|ar
feature at Red Rooster is to engage local artists in salon series to discuss their works with
Sarnue|s5onand the Museum's Director ininteractive dinner format. The art`ssection ofthe
regional press, cover the event' Local artist gain great exposure as does the neighborhood.
This collaboration will be another public relations highlight for OvertOvvn'
Our collaboration with the Perez Art Museum will give usaOopportunity tOpromote
Overtown arts and entertainment district during the popular Art Basel season. Hosting our
high profile artist associates at after party events, for instance, will bring international
tastemakers to Overtown and promote the area culturally.
Management p*llKcies and customer service structure
Our approach to customer service is philosophically ingrained in the spirit of traditional
hospitality. Staff is trained to be attentive, knowledgeable, yes -oriented team members. It
truly comes down to making people feel welcome, appreciated, part of an unparalleled
experience. Assuring water isfilled isnot service, its regiment. How aperson feels within
the four walls, comfortable, happy or left alone, it is the objective of the staff to asses each
situation and adjusts accordingly for individual guest. What is a guest favorite cocktail, are
there any allergies. We have technical instruments inplace that allow uStOtrack these
distinct, human interfaces as well as maintain our robust reservation system,
We are prepared to do an extra level of training for those workers living in the Over -town
area who rn8y.hav2limited experience inthe dining environments Ofthe type ofhospitality
vveintend tOestablish.
Our restaurants have a culture that people seek. It requires an emotional intelligence,
conveyed to and brought out by the staff, to reveal the best in our restaurant's operations.
Staff atevery ofthe restaurant are encouraged tobe:
1\OptinliStic and kind
I\have anexceptional work ethic
3) curiosity to learn particularly about culture and the community they work in
4)ahigh degree ofempathy
5)self awareness and integrity
We feel that these qualities make for an exceptional, exemplary customer service model
that organically instills premium hospitality. VYeprovide the structure and environment for
individuals to thrive and excel while fostering an exceptional experience for our guests.
Estimated ."lumber of full time and p,.,,rt time jobs to be created locall
Asvvedowith each ofour restaurant projects, vvevvi||phohtize|Oca|hihngnf(]vertovvn
residents. We feel that it's important to have the restaurant reflect the authentic identity of
the neighborhood. Our collaboration with Miami Dade Culinary Pn}gr8rn will facilitate
outreach tothe local population. YYewill also enlist the services ofpublic agencies that
provide placement services for interested, able adults. With the launching ofRed Rooster
vvBused NYC Business Solutions tOfinding many Ofour staff members. /\Saresult, over BO%
ofour staff isfrom the local neighborhood.
VYeestimate that stabilized employment will besimilar tORed Rooster where cumulatively
the staff, comprised of servers, bartenders, culinary team, hosts, management and recurring
music artists, collectively surpass well over 1O0persons. That, again, is dictated byavery
high volume operation that has become essentially a 24 hour operation on the weekends.
10
We are confident that our Overtown restaurant will become a major employer in the
immediate area.
|twill also b8exciting t0see the matriculation Ofindividuals from entry level positions t0
management roles. Our proprietary training procedures are thorough inthe varying levels
of hospitality execution. Training in food, wine and spirits, steps of service are on -going via
daily meetings and more in-depth monthly [heck -ins' This maintains the functionality of our
restaurants athigh levels. Also, we've been iDtalks with COgOOtiOn,a company that
provides customized, efficient training methodologies that utilize mobile devices.
[0gn0tion's contemporary approach, along our traditional in-house training, will al|Ovv us to
effectively distill our restaurant's DNA to our new team.
Attract[ig Patronage tmthe Entertainment and Cultural District *f Overtowvm
With Red Rooster vv2created a destination within H8rlenl/5historic Lenox corridor. Our
concerted efforts toleverage our relationships, bringing world class entertainment tothe
venue, raised visibility not only for our restaurant, but also for the rest of the district'
Hosting such internationally recognized artist such as John Legend, Alicia Keys and Roberta
Flack, has allowed ust0create adestination that people can trust for quality, world class
offerings. In our Rooster newsletter we not only highlight the artist, but also showcase the
special aspects ofthe Harlem neighborhood. What were once 3restaurants within 15blocks
has become host toIOsuch establishments. Several restaurants have experienced spillover
effects from our restaurant, while Others gain visibility from our visitors who he[Orne
compelled tntry other local venues. VY2will surely d0the same for Overt0vvO,
Premier Television Production Opportunities
We were approached through our relationship with Food Network to produce a show,
Savoring Harlem, which presented the rationale for visiting Harlem and its historic gems. We
helped to curate a list of establishments and local icon personalities that became a part of
the production. This production was viewed by millions of food and culture enthusiasts
around the world.
in general Ourteanl's media visibi|itv, international brand distinction, public relations
strategy and capacity are among the most formidable in the culinary / entertainment
industry' Sannue|sson"s recurring role on high rated food programs, Chopped, as well regular
visits tOTodwy Show, Good Morning America, National Public Radio, and special
programming on CNIG's Parts Unknown with Anthony Sourd0in among others, allows for 8
deep outreach tomillions ofmainstream Americans. Our PRteam isamong the most
experienced iOthe industry. Regular placements innational periodicals will give repeated
opportunities todiscuss the exciting events taking place inOvartovvn'inparticular the
entertainment district.
Online /Social Mei|a
Our social media strategy is a very powerful component of our marketing arsenal. Between
the various platforms, websites, engagements, we can be in direct contact with over a
11
million people amonth. This volume ufexposure and connectivity will allow ust0
consistently and strategically tell the story of our venue, of Overtown and its transformation
inand intimate, curatedway.
Moreover, many of our guests visiting the restaurant in Harlem, come from Scandinavia,
where 5arnuelsSOnis aculinary A,lister. We are confident that, similar t0Rooster, followers
from Europe who descend upon Miami will find reason to visit Overtown for another
experience provided by5arnue|sson'
A5vv2host special VIP events iQconjunction with Lyric Theater, the foot traffic and sense 0f
safety along the corridor will increase dramatically.
Proposed Menu
Our menu will likely be based 0n3southern inspired menu that incorporates the cultural
attributes Ofthe immediate local community including Caribbean, African American, and
Latin all curated by Michelin star world renowned celebrity Chef Samuelsson. Appetizers,
small bites, entr6es and deserts will be offered as well as specialty catering and commissary
provisions. To the extent possible, food will be sourced from local farms in the immediate
community, showcasing a seasonal menu that evokes freshness and consciousness at once.
Our beverage program will likely evoke the history OfClyde KjUens pool hall days. Cocktails
famous inthe establishment's heyday will be fun to recreate with a modern, mixologist
twists. Crafted cocktails and beers will be on the menu and can be highlighted and focused
We have access to some of the most talented culinary and beverage experts in the country.
These individuals paired with local talent, will make f or a dynamic operation. Ultimately, the
overall experience should feel special, yet familiar, elevated yet approachable.
Associated Merchandise Proposed forth(�, Restaurant
At Rooster, we've been successful in co -branding ourselves both independent of and
alongside the iconic Harlem brand. Our tshirts'hats, sweatshirts and other paraphernalia
have become favorites oflocals and tourist alike. VVepredict nmajor opportunity todVa
similar branding exercise with anew establishment in(]vertovvn. There may acookbook
highlighting the restaurant and the specialness of the Overtown community. Merchandising
efforts take a careful approach and attention to articulation and timing. |fdone correctly,
the visibility can hegreat for the area.
Proposed Entt,rta!nnn�-mt,;.k3aoagemmentPolicies Associated with the Entertain, n,entVenue
With Red Rooster, Qnny/SSupper Club and our other brands, we've been successful 3t
navigating the complex terrain Ofentertainment programming. We learned early tObring
on experienced professionals who understood booking, pricing, artist management, sales
and promotions. With a similar Overtown venture, we will look to bring in a partner who is
12
of the community to work within the promotions and nightlife aspects of our business. 8
few key items and established critical policies:
• Hirp6desigO3teBOexperienced booker who has relationships inthe musical genre
we're looking to promote in our venue. This person will have industry knowledge
regarding fee structures for varying levels of artist
• Set a firm budget for all entertainment expenses, including performances, marketing,
equipment purchases and repair.
• Integrate reservation system of restaurant with supper club so as to maximize
reservation opportunities and cross promotions
• Create a recurring balance of high quality -local talent with A,|istglobal talent that can
keep guest poised and waiting tOfind 8Ounexpected experience and new reason tU
visit
• Seek and acquire corporate sponsorship collaborations that provide underwriting of
major performances
• Leverage internal marketing capabilities to promote artist as well as traditional fee-
basednnarketing
• Work with local faith -based institutions tOestablish gospel events that welcome l0{8\
patrons
• Invest in quality infrastructure and equipment
• Build and configure separate floors such that entertainment on one floor doesn't
hinder the experience on the alternative floor. This allows for maximum functionality
and profitability ofthe space.
w Leverage relationships with celebrities, high profile artists, music labels toreveal rare,
off-rnarketopportunities for performances
• Provide a mix of entertainment experiences that are scheduled, providing regulars
with 3sense Ofpredictability that stays fresh, yet familiar
Financial Wherewithal
Our company has been inoperation for over 3years. VVehave the financial wherewithal t0
undertake this project.
13
Current Dev
1-1
lopments ;�-
rProjects
Since inception, our group has been concerted
inits growth aspirations. The initial concept
and flagship brand was Red Rooster Harlem, established in December 2010. The sister
concept, Qnny'sSupper Club was inaugurated ayear later.
Alist ofsome ofour concepts that are relevant to the potential Overtownconcept is as
fOUOvvs:
•
Red Rooster Harlem-Phvate|yfinanced by investors
• Giony'sSmpper Club- Privately financed byinvestors
• Marc Burger- Licensing structure with Macy Culinary program. Shared revenue
structure.
• Nomda' Licensing structure with Clarion Hotel in Europe. Shared revenue structure
• Eatery Social -Licensingstructurevvith Clarion Hotel in Europe. Shared revenue
structure
• Kitchem& Table Licensing structure with Clarion Hotel inEurope. Shared revenue
structure
• Marcus Bermuda- Licensing structure with Hamilton Princess Hotel in Bermuda.
Shared revenue structure
• Streetbfrd Rotisserie- Privately financed by investors
(See attached Slides for further description)
14
Qualifications & Experience
Our team isuniquely poised toexecute the endeavor commissioned through this RR3' We
see this project a5amulti-faceted venture comprised ofthe following areas ofexpertise:
• Culinary / Hospitality Execution
• Economic Development/ Workforce Development
• Real Estate Development
~ Entertainment Programming
• Community Development &Engagement
• Neighborhood Brand Building
Collectively our team represents well over 40 years of experience, exhibiting a proven track
record Ofexecution within each nfthese areas. These details are outlined throughout the
proposal /presentation. Our attached bi0schronicle details Ofour respective paths, industry
leadership, and the ability to lead a team to execute a comprehensive community based
business atthe highest level. VVehumbly feel vvemeasure amongst the best possible teams
in this country, perhaps internationally, to execute the call of action solicited in this
(]vertovvnRFO.
15
HAREEM EAT UP FOOD FESTIVAL
Our group founded & launched Harlem EatUP, validating Harlem as a viable food destination
President Clinton Announces Harlem LatUp
CRITICAL SJSCSS FACT RS
• Create Jobs for Overtown residents
• Promote Overtown as food and entertainment destination
Provide new services and amenities for residents of
Overtown/Miami as well as regional tourist
• Cooking/Business classes for residents -integrating
residents into the Overtown food movement
Adopt and partner with a local school (Booker T. Senior High School)
focused on responsible eating and urban gardening.
• Strengthening and leveraging relationships with local partners
such as Miami Dade Culinary Institute, CRA, owner/stakeholders
• Assist in Overtown Master Planning efforts
REIN ROOSTER HA►RLEl -HOST DIGNITARIES
000s
RED ROOSTER- VIP'S FREQUENT
OUR HARLEM LOCATION
I
rE0 ""TER
4111119111141-0
GINNY'S SUPPER CLUB - PREMIER PERFORMANCES
EIIINNYS
SUPPER CLUB
John Legend
Wynton Ma rsal is
Roberta Flack
Lenny Kravitz
Eric Benet
Alicia Keys
India Arie