HomeMy WebLinkAboutLaughing Tree LLC-2/10/2014CITY OF WATERLOO
Council Communication
City Council Meeting: 2/10/14
Prepared: 1/20/14 6.4
Dept. Head Signature: Kent Shankle
# of Attachments: 32 pages
SUBJECT: Service Agreement for ArtHouse Cafe
Submitted by: Kent Shankle, Cultural & Arts Director
Recommended City Council Action: Approval of Service Agreement with Laughing Tree LLC to
operate ArtHouse Cafe within the Waterloo Center for the Arts effective March 1, 2014
Summary Statement: The Waterloo Center for the Arts seeks to contract with Laughing Tree LLC
to operate the ArtHouse Cafe.
Expenditure Required: None
Source of Funds: N/A
Policy Issue
Alternative
Background Information: The ArtHouse Cafe, a restaurant space located within the Waterloo
Center for the Arts, has been vacant since October 2012 after being occupied by a series of
different contractors. Several potential contractors to take over operations were interviewed and
considered. Laughing Tree LLC (Eliz & Jim Guyer) submitted the most comprehensive, and in our
opinion, most viable proposal. Their proposal includes lunch service with vegetarian/vegan
alternatives and children's menu items, specialty coffees and teas, catering services, and a retail
component including packaged teas, fine chocolates and gift baskets. The Service Agreement will
generate at least $400 per month in revenue and will provide additional amenities for visiting
patrons and event rental groups.
ART HOUSE CAFE SERVICE AGREEMENT
Agreement made and entered into this ft day of I%"at-141 , 2014, by and between the Waterloo Center for the
Arts/Waterloo Cultural and Arts Commission (WCA) and Laughing Tree LLC (herein referred to as Contractor).
RECITALS:
A. The City of Waterloo is the owner of the Art House Cafe (site map attached) in the Waterloo Center for the Arts, a
facility located at 225 Commercial Street, Waterloo, Iowa.
B. WCA desires to retain Contractor to operate the Art House Cafe and Contractor represents that it has the ability to,
and is willing to operate the Art House Cafe, during the Term hereof.
NOW THEREFORE, the parties agree as follows:
1. SERVICE. Contractor shall operate the Art House Cafe, serving food and beverage during the Term hereof. Except
as set forth in Section 2.
2. EXCLUSIONS. Contractor shall be subject to the following exclusions unless otherwise arranged:
a. Pre -arranged events hosted by WCA or the Friends of the Art Center. (i.e. Fundraising events, exhibit
openings, etc.) WCA will have the use of the kitchen and Cafe facility. WCA may use outside caterer or may
arrange with contractor for catering.
b. Employees/Patrons of the WCA may bring in outside food for internal events/room rentals.
c. WCA reserves the right to secure alternate providers of food and beverage service for WCA-sponsored
fundraising or education events, which have limited budgets and require donated or discounted food and
beverage service.
3. SCOPE OF SERVICES. Except as set forth in Section 4, Contractor shall, at their own expense, provide all food,
beverages, materials, labor, licenses, insurance and equipment as needed to provide full food and beverage service at
the Art House Cafe during the Term. Such service to be provided by Contractor will be consistent with the business
plan submitted by the Contractor (Appendix A) and includes, but is not limited to, the following;
a. Marketing and promotion (with the cooperation of WCA), menu planning, contracting, billing and collection.
b. All additional serving and tableware, including but not limited to dishes, silverware, napkins, cups, glasses
not originally provided by WCA.
c. Fresh flowers or greens.
d. All non -fixed beverage and food preparation and service equipment.
e. Maintenance of the area in a clean manner.
f. Acceptance and handling of all deliveries of materials for the Cafe. Deliveries must be delivered at receiving
dock and stowed immediately to Cafe kitchen or storage closet. No supplies or equipment may be left or
stored in areas other than those designated to the Cafe in this contract.
g. All food and beverages to be served in the Cafe.
h. Food preparation, service and cleanup staffing.
i. Maintenance of equipment. Breakage of dishes, glassware, or other equipment will be the responsibility of
Contractor.
j. Cafe will be open as per agreement between Contractor and WCA Director.
k. Providing outdoor lunch service, weather permitting as decided by Contractor, May through October.
L For use of the Cafe space for private events, Contractor must complete a WCA facility rental agreement and
pay applicable rental fees, security and custodial fees and operate within WCA open hours.
m. Dishes, glassware, silverware provided by WCA may not be removed from the building for catered jobs.
n. Any material items which impact the physical infrastructure or aesthetics of Cafe spaces must meet with the
approval of the WCA Director.
o. If Contractor chooses to provide ambient music it must be limited to the Cafe area and must be of a volume
which does not impact staff and visitors in the adjacent Grand Foyer and gallery spaces.
4. WCA PROVIDED ITEMS:
a. Use of the WCA's existing Cafe facilities as reasonably required by Contractor.
b. Tables/chairs for 80, dishes, silverware, glassware, vases, major appliances (stove, dishwasher, freezer,
refrigerator, ice machine), small storage closet (shelving provided by contractor) and trash disposal on site.
Should Contractor choose to utilize supplies or equipment other than those provided by WCA, these will be
provided by the Contractor at the Contractor's expense. Substitution of supplies or equipment for those
provided must be approved by the WCA Director and WCA shall not be held responsible for maintenance or
replacement of such supplies or equipment provided by Contractor.
c. WCA will also provide: wireless connectivity, some promotion/marketing in WCA promotional materials,
design for menus, table tents and signage. All design should be coordinated with WCA. Contractor will be
responsible for providing content and a reasonable timeframe for completion of design services.
d. Parking for customers.
e. All utilities.
f. Use and feasible control over the existing cafeteria location and kitchen area to operate the Cafe
contemplated hereunder.
g. Janitorial service will include periodic maintenance of floors in Cafe and Grand Foyer. Daily maintenance of
these areas will be the responsibility of the Contractor.
h. One telephone line to the Cafe will be provided as well as answering service and voicemail.
i. Referral of all users of the WCA who desire catering service. This will not be an exclusive contract, but
WCA will recommend Contractor as the preferred caterer. Outside caterers will not be allowed to use the
Cafe kitchen for private rental events.
Remodeling of facilities as required at WCA's discretion and subject to available funding.
k. WCA will maintain the alcohol license.
5. LICENSES AND PERMITS. Contractor shall obtain and maintain all required licenses, permits and approvals
required to operate the Cafe (except alcohol license), including, but not limited to, sales tax permits, food service
permits, occupancy certificates, food inspection certificates as required by federal, state and local law.
6. ECONOMIC TERMS
J.
a. Contractor will assume all expenses of operation, including, but not limited to, inventory and labor.
b. Contractor shall be solely responsible for collecting and remitting applicable taxes and to pay all of its own
expenses of performance.
c. WCA shall have no responsibility for default or non -collection of sums from users of services hereunder.
d. Contractor shall pay WCA $400.00 rent on or before the first day of each month throughout the term of the
Agreement set forth in Section 9.
e. Contractor may serve alcohol acting as an agent for the RiverLoop Association Inc. (RAI) which holds
permits for beer and wine sales on premises. Contractor must comply with all stipulations for service as
specified by RAI. Contractor will tum alcohol sales receipts and cash over to RAI on a daily basis. On a
quarterly basis, RAI will issue payment of a service fee to Contractor at a rate to be negotiated.
7. INSURANCE. During the Term, Contractor shall maintain at its own expense and provide WCA with a Certificate
of Insurance indicating the following level of insurance coverage:
a. General Liability: 1,000,000/2,000,000 minimum limits listing WCA as additional insured. The coverage
provided under the additional insured status shall be primary to any other insurance that may be carried by
WCA. Total limit can be satisfied with a combination of the primary liability and umbrella policy.
b. Workers Compensation and Employers Liability: Coverage with Section A per State of Iowa Statutory
Limits, Coverage B limits of 100,000/500,000/100,000. Policy to include waiver of subrogation.
c. Automobile: 1,000,000 combined single limit applying to owned, non -owned and hired vehicles required
only if and when contractor engages in outside catering.
d. Umbrella: 1,000,000 limit excess of the General Liability, Auto and Employers Liability.
e. All coverages shall be with a carrier admitted to do business in the State of Iowa. Minimum rating of A -VII
by AM Best Company. All insurance coverage required by this contract shall provide coverage for all claims
arising from activities occurring during the term of the policy regardless of the date the claim is filed or
expiration of the policy (subject to the legal defenses that may be asserted, such as expiration of the statute of
limitations). Insurance shall be maintained with insurance underwriters authorized to do business in the State
of Iowa, satisfactory to WCA. WCA shall be listed as an additional insured on the policy. Certificate of
Insurance shall provide that the policy cannot be canceled or materially changed except after giving a
minimum of 30 days notice by certified mail, return receipt requested in accordance with the statute for
providing notice of cancellation. Contractor shall furnish WCA a form Certificate with coverages and limits
as required. Non-standard policy provisions and exclusions must be noted on the Certificate.
8. EMPLOYMENT
a. Contractor shall furnish its own trained and qualified employees to perform the services hereunder.
Contractor has sole responsibility for the direction and supervision of its employees.
b. Employees dress should be consistent with WCA standards (i.e. no t -shirts, jeans, etc.)
c. Contractor shall require its employees to comply with instructions pertaining to facility regulations.
d. Contractor shall have one or more responsible, capable supervisor on site when services are performed.
e. Contractor shall hire and pay its employees in accordance with all applicable laws and rules of the United
States and the State of Iowa and shall provide Workers Compensation and other required benefits to comply
with those laws. Contractor may also use independent contractors when appropriate and will comply with
laws goveming those individuals.
f. Contractor shall not discriminate against any employee or applicant for employment to be employed in the
performance of this Agreement, with respect to hire, tenure, terms, conditions or privileges of employment
because of any prohibited criteria such as race, sex, age, religion, national origin or disability. Contractor
shall perform all its duties in compliance with all published rules, regulations, directions and orders of the
federal, state and city civil rights agencies. Contractor and its employees shall be responsible to comply fully
with all applicable laws in the performance of their duties.
g. Contractor shall comply with all applicable employee health and safety standards.
h. Contractor shall provide WCA with the names of all its employees.
i. Keys shall be held by the Contractor only and copies may not be distributed to employees unless approved
by WCA. WCA is an art museum and has stringent security requirements.
9. TERM OF AGREEMENT. This Agreement shall be for a term commencing on the date of signing
( +'42 3. I C) 7 ! iz/) and may be renewed upon mutual agreement of the parties unless terminated as provided
herein. Ren will be reassessed on an annual basis.
10. EARLY TERMINATION. This Agreement may be terminated:
a. By either party with 90 days' written notice for any reason, with or without cause.
b. For breach of either party. The agreement may be terminated upon written notice for the breach of either
party of any material term, condition or provision of this Agreement, if such breach is not cured within
twenty (20) days of receipt of written notice of breach.
c. Upon termination each party shall return to the other all property of the other.
11. FORCE MAJEURE. Neither party shall be liable for failure to perform its respective obligations under this
Agreement when such failure is caused by fire, water, act of God, civil disorder or disturbance, strikes or other
industrial disturbance, vandalism, war, riot, sabotage, or like causes, nor shall either party be liable in any way for the
value of real or personal property belonging to the other or its employees that may be destroyed or damaged due to
such causes.
12. WARRAN IT1hS AND REPRESENTATIONS. Contractor warrants and represents that:
a. Contractor has the authority to enter into this Agreement and to perform all obligations hereunder; and
b. Contractor will conduct the service with diligence, skill and attention.
13. INDEMNITIES.
a. Contractor shall be liable for all damages incurred to WCA's equipment, public/private property or person(s)
working at or utilizing the WCA Building, Cafe or Contractor's services. Contractor will use best efforts to
insure that the users of all equipment or tools will use every precaution to protect all persons in the
immediate vicinity.
b. Contractor shall indemnify and hold WCA harmless against any loss or liability to person or property arising
out of the performance of Contractor under this Agreement.
c. WCA shall be liable for damages incurred by Contractor to public/private property, or person(s) utilizing the
WCA Building Cafe or Contractor's services caused by WCA, its agents, employees or representatives
arising out of WCA's operation of the building.
14. WCA AND BUILDING PROPERTY.
If WCA supplies any item of property for Contractor's use, no title to such item shall pass to Contractor. All such items
not consumed in the performance of work shall be returned to WCA upon termination of the Agreement. Contractor
shall use items supplied, and its access to WCA's property and facilities with the same degree of care in their use as it
does with its own similar items, but in no event less than reasonable care. Contractor shall be responsible for
preventative maintenance on any of WCA's property it uses, including keeping such property clean and sanitary.
Contractor shall notify WCA if any WCA-supplied property is in need of repair or replacement. WCA retains discretion
in determining whether to repair or replace any property that is not properly functioning.
15. RIGHT OF INSPECTION. WCA shall at all times have the right to access space occupied by Contractor for
inspection purposes to confirm that standards of quality, sanitation, health and safety are being maintained at a level
satisfactory to WCA. WCA staff must, however, be accompanied on this inspection by Cafe personnel. WCA
reserves the right to establish, from time to time, reasonable regulations with regard to such matters and WCA agrees
to comply with such regulations.
16. NOTICES. Notices under this agreement shall be served as follows:
a. If to WCA:
Kent Shankle
Executive Director
Waterloo Center for the Arts
225 Commercial Street
Waterloo, Iowa 50701
b. If to , Contractor:
17. COOPERATION OF PAR I'IhS. The parties agree that both parties must work cooperatively for the Agreement to
be executed successfully. The parties shall each designate a representative for the purposes of conferring on a regular
basis regarding performance of this Agreement. Each designated representative shall maintain an open line of
communication with each other.
18. MUNICIPAL AND WCA REGULATIONS, STATE AND FEDERAL LAWS AND REGULATIONS. Contractor
shall at all times observe and comply with all federal and state laws, local laws, ordinances, orders and regulations of
the federal, state, county, or city governments, including but not limited to food safety laws and regulations.
19. INDEPENDENT CONTRACTOR. Notwithstanding any other provision hereof, for all purposes of this Agreement,
Contractor hereby agrees that it is engaged as an independent contractor and not as any agent, employee or partner of,
or join venture with WCA; that it has and retains the right to exercise control and supervisor of the work; it will be
responsible for its own acts and those of its subordinates, employees and agents, if any; during the term of this
Agreement. Contractor agrees that as an independent contractor, it is solely responsible for all federal, state and local
taxes and that it shall not become an employee of WCA, nor become entitled _to -any_ employee benefit as a result of -
the execution of the this Agreement, or performance of work hereunder.
20. ENTIRE AGREEMENT. This is a fully integrated agreement that supersedes all oral or written proposals and
communications related to this Agreement between the parties. Contractor acknowledges that it has not been induced
to enter into this Agreement by any representations or statements oral or written, not contained in this Agreement.
This Agreement may only be amended by a written instrument signed by authorized representatives of both parties.
21. CHOICE OF LAW. This Agreement will be governed and construed pursuant to the laws of the State of Iowa. No
action under this Agreement may be brought by either party more than one (1) year after the cause of action has
accrued. Venue for any action hereunder shall be in the state or federal courts covering Black Hawk County, Iowa.
Both parties consent to the jurisdiction of such courts and waive any objections regarding venue of such courts.
22. GENERAL.
a. Neither party may assign any rights, duties, obligations or interest in this Agreement without the prior written
consent of the other party. Any attempt to do so will be void.
b. Headings herein are for convenience of reference only and shall in no way affect interpretation of the
Agreement.
c. This Agreement may be executed in two or more counterparts, each of which shall be deemed an original.
IN WITNESS WHEREOF, the parties hereto have hereunto subscribed their names on the date first written above.
Buck Cl k, Ma or, City of Waterloo
__:-/-;:4";e0/
Laughing Tree LLC, contractor
Date:
Date:
Art House Cafe
Business Plan
Eliz Guyer
James Guyer
220 Commercial Street
Waterloo, IA 50701
1
TABLE OF CONTENTS
Executive Summary 3
Business Description 4
Organizational Plan 5
Marketing Plan 7
Market Area 7
Target Market 7
Products and Services 8
Market Need 10
Competition Analysis 13
Location 13
Promotion Plan 15
Pricing and Sales 16
Financial Plan 17
Break -Even Analysis 17
Start Up Profit and Loss Projections 17
Revenue and Expense Projections 18
Cash Flow Projections 20
Appendix 21
2
EXECUTIVE SUMMARY
Art House Cafe will be a LLC Partnership owned and operated by Eliz Guyer and James Guyer.
The Art House Cafe will offer homemade soups, salads, and gourmet sandwiches, artesian teas,
vegetarian/vegan options, delectable desserts and a creative kid's menu. Located inside the
Waterloo Center for the Art's, the cafe will be a destination point for a unique tea & coffee shop,
and artistic culinary tasting. The Art House will provide a comfortable gathering spot for
enjoying delicious tea and food, with access to reliable complimentary Wi-Fi.
Eliz Guyer, an experienced business manager and owner of Laughing Tree Tea will operate the
cafe in partnership with Scharlene Shumpert an experienced kitchen manager and caterer. James
Guyer will be a business consultant and silent partner.
The business will operate inside the Waterloo Center for the Arts located at 225 Commercial
Street Waterloo, IA 50701-1313. Operational hours for the business will be Tuesday through
Friday, 08:00 am — 3:00 pm. Lunch will served be from 11:00 am — 2:00 pm. The business has
a target start date of December 2013.
By focusing on the customer's comfort and access to cafe's wide range of seating options, from
single workspace to large table seating, the cafe will develop as gathering place for multiple
group experiences where sharing tea, coffee, and a pastry enhances the social experience. The
cafe will become a destination point for the local community. The addition of a branded tea for
retail, gourmet coffee, healthy vegetarian, vegan choices, extended hours during evening events,
and box lunch catering will generate multiple revenue streams for sustained profitability.
The Cafe will target downtown businesses to provide a quick, convenient place to stop for a
gourmet lunch. Laughing Tree Tea will draw in tea lovers from the Cedar Valley looking for
specialty tea and socializers from the area looking for an artistic upscale location to meet with
friends and enjoy a unique coffee and tea house experience. The Art House Cafe will also retail
Laughing Tree Teas and other exclusive specialty food items and gift baskets. Catering would
also be housed from this location and serve special events and customers at the arts center,
downtown business and off-site events. These flexible revenue streams allow the Art House
Cafe to create a successful business model with the potential for the cafe to become a destination
point for customers outside the Cedar Valley area.
3
BUSINESS DESCRIPTION
Business Concept
Art House Cafe will be a LLC Partnership owned and operated by Eliz Guyer and James Guyer.
The Art House Cafe will offer homemade soups, salads, and gourmet sandwiches, artesian teas,
specialty coffees, vegetarian/vegan options, delectable deserts and a creative kid's menu.
Located inside the Waterloo Center for the Art's, the cafe is will be destination point for a unique
tea & coffee shop, and artistic culinary tasting. The Art House will provide a comfortable
gathering spot for enjoying delicious tea and food, with access complimentary Wi-Fi.
The business will operate inside the Waterloo Center for the Arts located at 225 Commercial
Street Waterloo, IA 50701-1313. Operational hours for the business will be Tuesday through
Friday, 08:00 am — 3:00 pm. Lunch will served be from 11:00 am — 2:00 pm.
The cafe will serve as a tea and coffee house, lunch cafe, and catering service for downtown
businesses, patrons of the arts center, and families from the Youth Pavilion. In addition, it would
be a retail establishment for Laughing Tree Teas and serve as the Cedar Valley's only tea shop.
Mission Statement
"Providing a healthy delicious culinary, tea and coffee experience in a casual, comfortable
atmosphere. We want to be your cup of tea!"
Strategy
We will leverage a customer focused, comfortable atmosphere; multiple revenue streams, low
overhead, and lean, flexible processes to grow and maintain profitability in volatile market
economy. The Cafe will target downtown businesses to provide a quick, convenient place to
stop for a gourmet Iunch. Laughing Tree Tea will draw in tea lovers from the Cedar Valley
looking for specialty tea and socializers from the area looking for an artistic upscale location to
meet with friends and enjoy a unique tea experience. Ongoing sales of Laughing Tree Tea will
be offered through the Laughing Tree Tea website and allow for additional revenue streams
outside the Waterloo Cedar Falls Market area. The Art House Cafe will also retail Laughing
Tree Teas and other exclusive specialty food items and gift baskets. Catering would also be
housed from this location and serve special events and customers at the arts center, downtown
business and off-site events. These multiple revenue streams allow the Art House Cafe to create
a successful business model and make the Arts Center a destination point for the Cedar Valley.
The second key to success will be increasing visibility and traffic flow to the Arts Center.
Currently there is almost no foot traffic through the facility during the day. Increased signage
and visibility from local thoroughfares and roads would direct traffic to the Cafe and allow us to
draw customers from the two major highway's Highway 63 and 218.
4
ORGANIZATION PLAN
Business Owners
• Eliz Guyer 90%
• James Guyer 10%
Technical Skills & Leadership
Eliz Guyer has over 12 years of leadership experience. In her most recent experience as an
executive at Target she held a variety of positions that include Operations Manager, Human
Resources Business Partner, Training Supervisor and Security Supervisor. This experience has
helped her to understand multiple aspects of operating and managing people and understanding
the complexities of business. Eliz also has experience coordinating and planning large events
from a Kindergarten Safety Program to appreciation food events and has organized successful
fundraising events at the Waterloo Center for the Arts. Her commitment to the community was
recognized by her peers as she was nationally recognized and awarded the Best in Community
Award for the Target Distribution Center in Cedar Falls Iowa. Eliz Guyer received her
Bachelor's degree from the University of Northern Iowa. In preparation for starting a small
business Eliz completed the ISED Ventures Small Business Training sponsored by the
University of Northern Iowa.
In addition to her corporate experience Eliz has operated a small tea business. Her hand blended
artesian teas have been sold at a variety of retail outlets and at Farmer's Markets starting in 2010.
She has studied the health benefits of herbs and teas and is knowledgeable in their use and
preparation. As a registered Yoga Instructor and Laughing Yoga Instructor she has experience
speaking and presenting in front of large and small audiences and sharing her passion for holistic
health with others.
Eliz will be responsible for co -managing the cafe. She will also train staff on the complexities of
tea and their preparation to ensure each customer receives the knowledge to help them enjoy
their tea experience to the fullest. Eliz will also be responsible for the business management of
the operations, human resources, marketing and coordinating events.
Throughout his 12 year career at John Deere Waterloo Works Jym has specialized at starting
new programs and implementing business improvement solutions to complex process issues. By
using a wide range of tools he will facilitate the monitoring daily revenues and expenses to
determine how the focus of the marketing plans and control the expenses inherent in a start-up
plan. Jym has had extensive experience building tools to monitor business processes. His
expertise will be leveraged to bring cohesion to multiple revenue streams, and minimize
overhead and capital costs through improved utilization of the resources. His MBA and
experience at Deere will provide the business framework to monitor daily business needs and
provide business strategy for the Art House Cafe, Laughing Tree Tea and Laughing Tree Coffee.
5
Business Advisors
In developing a business plan for the Art House Cafe an Advisory Committee was developed.
This Advisory Committee has held multiple meetings and guided the development of this
business proposal as well as assisted in gathering information and determining strategy. This
Advisory Board will continue to meet on a monthly basis for the first year of our operation.
Advisory Board Members
• Terry Rice- small business owner
• David Goings — small business owner
• Jan Gallager- accountant, programmer,
• Diane Ingram — retired John Deere professional
• Becky Wagner — Tourism and Marketing expert
• Jason Forbes- IT specialist- small business owner
• Bob Coyle- Restaurant Manager
MARKETING PLAN
Market Area
According to the Greater Valley Alliance and Chamber Waterloo and Cedar Falls area has an
approximate population of 167,819.
Of the 28,756 households in just the City of Waterloo the average household spends around $600
a year on eating lunch away from home. An additional $134 is spent on snacks and non-
alcoholic
onalcoholic beverages. Combined consumer spending in the city of Waterloo on lunch, snacks and
non-alcoholic beverages is $7,706,608. This amount does not include adjacent municipalities
such as Cedar Falls, Waverly and Evansdale, which our marketing plan would also target.
The average annual income for a Waterloo resident is $53,931 and the median household income
is $41,159. According to U.S. Census Bureau information there are 2,774 households in
Waterloo that earn over $100,000 a year.
6
Target Markets
The main target markets for the business include:
Downtown business
The downtown Waterloo area has an abundance of professional offices that would be our
primary focus for marketing the Art House Cafe. According to Main Street Waterloo there
are over 250 businesses located in the down vicinity. They include the local TV station, regional
newspaper several radio stations, the county courthouse, Waterloo city hall, regional council of
governments, public library, and many more. A majority of the dining facilities for the
downtown businessperson are concentrated on the East side.
Art Center Patrons
The Art Center draws in visitors through a variety of events. According to the Waterloo Center
for the Arts there were 126,000 visitors to the building last year. The Waterloo Community
Playhouse and Black Hawk Children's Theatre holds several plays throughout the year. Facility
rentals also drive traffic through the building. These range from room rentals for community
service organizations, business trainings to weddings.
The Phelps Youth Pavilion, located in the Waterloo Center for the Arts had approximately
24,000 visitors last year. The traffic through the youth pavilion varies widely depending on
seasonal factors such as school schedules, weather, and bus tours. A big draw for the Youth
Pavilion is Dollar Days, which is held the third Thursday of each month and draws in families
from throughout the community.
One of the challenges of the cafe will be to increase awareness of the Cafe and entice visitors to
stop for a cup of tea or sandwich.
Socializers
We will market to the middle and upper -middle class women of Waterloo and surrounding towns
who currently have no place where they can go to be pampered at a moderate price outside of a
full restaurant. Local coffee houses can be inconvenient, noisy, and overcrowded. Local
restaurants can also be noisy, and require a large chunk of time and money for an outing. This
market segment is seeking a cozy, comfortable, upscale/exclusive locale with a similar clientele,
where they can meet friends, have some good food and beverages, and stay as long or as short as
they want. Our challenge with the socializers is to create a buzz from the very beginning that we
are exclusive, pleasant, and high-quality.
Tea Drinkers
Tea drinkers are looking for a pleasant, relaxing place in which to indulge their love of tea, share
it with friends, and learn more about tea varieties, cultivation, and health properties. Committed
tea drinkers will always choose quality over price or convenience, seeking out the freshest
whole -leaf and specialty teas in the area. Our challenge with these consumers is getting out the
word that we are here, and holding events to showcase our quality.
7
According to the Specialty Tea Institute Demographic Summary
• 53% of tea drinkers are female
• The average age of a tea consumer is between 20 and 39 (23.1% ages 30-39 and 19.4%
ages 20-29.
• Baby boomers are the most common specialty tea drinkers.
• 77% of all households buy tea and 46.7% of those purchase tea bags
• Households with income over 40K are willing to pay over $2 for an 8 oz serving of tea
Products and Services
Art House Cafe
The Art House Cafe will offer a lunch menu of healthy delicious foods. For adults a variety of
sandwiches, soups and desserts will be served. A vegetarian and vegan menu will cater to the
selective meat free diners. A children's menu will offer healthy kid friendly food for patrons of
the Youth Pavilion and families visiting the Arts Center. Parents can be assured that their
children are eating a nutritional lunch or snack while enjoying the Youth Pavilion activities.
Before and after lunch hours the cafe will be serving tea and coffee and an assortment of desserts
and snacks.
As a cafe and tea shop we will provide a variety of artesian teas for the areas local tea lovers.
We will offer a wide selection of teas and most importantly the tools and knowledge to glean the
most from the tea drinking experience. While primarily a tea shop we will also provide specialty
coffee's to our guests.
Catering
Catering services will be available to cater events, conferences, banquets and board meetings in
the Waterloo Center for the Arts. It will also offer catering services to the general public. Our
initial focus will be to market these services to businesses in the downtown Waterloo area. In
addition to catering cooking classes will be available at the cafe' after hours for youths and
adults. The classes will be fun events where participants can learn how to make healthier grocery
shopping choices, find alternative to unhealthy snacking and enjoy learning to make a new dish.
Classes offered to children will focus on how to make healthy snacks and fun food.
Laughing Tree Teas
Specialty teas will be a focal point of the cafe. We will offer a variety of hot and cold teas
featuring the Laughing Tree brand specializing in herbal, hand blended artesian teas. Traditional
green, black, white and oolong will be a part of the tea menu as well. A part of the services
provided will be education regarding teas, methods for steeping, health benefits and the inherent
social aspects of sitting down alone or with a friend for a cup of tea. In order to enjoy the full
benefit of the teas sold instructions on the correct water temperatures and steeping times will be
explained and teas will be served in accordance with these specific requirements. These small
details can make the difference between a bitter green tea experience or the earthy fullness of a
oolong tea tasting. In addition to the traditional tea menu a "Tea of the Week" program will be
utilized to bring in seasonal teas and help develop the current tea menu. A listing of the current
Laughing Tree Teas can be located as an addendum to this business plan.
8
Tea paraphernalia
Tea paraphernalia includes specialty teapots, teaballs, decorative tea tins, "art of tea" books, and
various small, seasonal, tea -related items.
Gift Baskets
We offer a selection of pre -made gift baskets, and will work with customers to create custom
baskets for any occasion. To reverberate with the creative setting of the Arts Center, gift baskets
combining local artist's work and tea will also developed and sold in the Cafe. Examples
include a hand crafted ceramic tea set paired with a sampling of various teas and hand woven tea
towels.
Coffee
A selection of ethnic coffees will also be offered and will be served using a miniature French
Press. Our plan is to offer a few varieties of international coffees originating from exotic
locations across the globe. Our coffee's served in house will be offered using a French press,
which allows the coffee drinker to control the temperature of the water, allows the grounds to
steep to the customer's preference and prevents the coffee oils from being trapped in a filter. A
variety of flavors and creams will also be available to enhance the coffee experience for our
guests. Specials of the day or week will also be offered for variety.
Market Need
Art House Cafe
In the downtown Waterloo area there are over 250 businesses. This number continues to
increase due to revitalization efforts from the City of Waterloo, Main Street Waterloo and the
Greater Cedar Valley Alliance and Chamber. Signs of this continued expansion are the recent
addition of the Amphitheater and RiverLoop Expo Center adjacent to the Waterloo Center for the
Arts as well as a 26 Million dollar Sports Complex being built within two blocks of the location
of the Cafe. The Cedar Valley also continues to see Non Farm employment increasing especially
in manufacturing where there was a 9.02% increase over the past year.
Currently there continues to be a need for business diners who have limited time for a quick
healthy meal. These businesses include John Deere employees from the Westfield site,
TechWorks, Community National Bank, Waterloo Courier, Hawkeye Alarm and Mannats. All
of these businesses are within a 2 mile radius of the Waterloo Center for the Arts.
Currently many of these diners are traveling further east to visit the restaurants there such as the
Broadway Deli, Sub City or Subway. The Art House Cafe would be able to provide an
alternative to driving into the paid and often full parking areas on the east 4th street and allow
them to sit for a quick meal or to go if needed.
9
The market need for business diners in the downtown Waterloo area would entail three types of
diners
30 Minute Diners
Those with limited time who need to be able to quickly grab a lunch and go. Parking and service
time would be strong considerations for these diners.
60 Minute Social Diners
With additional time these diners would be looking for a place to eat their lunch and enjoy a
beverage in a relaxed environment, meet with others or socialize with friends.
Business Meeting Diners
The Art House Cafe would be able to support small business diners in the Cafe area and
coordinate with the Arts Center to arrange room rentals for those needing additional resources.
Catering — Market Need
There are Five Key External Drivers for American spending on catering according to the IBIS
World Industry Report. They are consumer spending, corporate profit, external competition
demand from trade show and conference planning, and households that earn more than $100,000.
Consumer Spending & Corporate Profit
Improved business and consumer confidence are projected to increase spending on catering.
Over the next five years, an expansion in customer's party and event budgets will result in higher
demand for catering. Rising consumer spending rates and corporate profit will provide clients
with more cash available for catered events.
External Competition
The catering industry is also experiencing competition from restaurants that establish dining
rooms for small events. Competition is also experienced as companies look for ways to reduce
their spending and choose to handle the catering and food service portions of their functions by
purchasing items at supermarkets, delis and big box retailers.
Demand from Trade Show & Conference Planning
Trade show and event planners are heavy purchasers of catering services. Some trade shows opt
to do their catering in-house, scale back on meals, or not serve food during their events. Despite
these pressures, demand for catering from trade shows and conferences is expected to increase
during 2013 and beyond.
Households Earning More Than $100.000
This highest household income group's expenditure is also a key indicator of the catering
market, as this group's time is most likely constrained making planning and preparing for an
event more likely to be purchased. This income segment is also the most likely to have the
disposable income to hire catering services. The number of households earning more than
$100,000 is expected to increase during 2013 and beyond. In the city of Waterloo there are
around 2774 households with income at or above $100,000.
10
Industry Outlook
Market analysis done by the IBIS World Industry Report predicts that the catering industry
revenue is expected to rise 2.9% to $8.5 billion in 2014. Over the next five years to 2018,
revenue is forecasted to increase at an average annual rate of 2.3% to $9.3 billion. While the
growth of the industry will not match that of the pre 2009 plummet, as businesses and consumers
wait for sustained signs of growth in the broader economy. Despite steady demand, the industry
is in flux as consumer preferences shift towards healthy foods. According to IBIS this presents
an opportunity for enterprising caterers that adjust their menus and tout the health benefits of
their foods. There is also significant opportunity for caterers that expand into full service
catering.
Laughing Tree Tea- Market Need
Industry reports show that specialty tea offerings are booming as the second most -popular
beverage globally after water. Sales of tea of all types and channels in the United States circa
1990 were about a billion dollars annually. Current estimates for tea sales run from $5 billion to
$20 billion for total annual retail sales (all product types and distribution channels in the United
States). Perhaps more significantly, savvy business market analysts such as and Mintel
(mintel.com) forecast the entire U.S. tea marketplace will double in value by 2016. Multiple
independent market intelligence data suppliers- Mintel, Pacaged Facts, Canadean and others'
state similar growth forecasts and overall potential of the tea industry.
Most impressive are the year -over -year compounded growth numbers. Specialty tea has enjoyed
a 15 year growth run, estimated at an average of 10 percent per year (in all product formats and
distribution channels, compound annual averages). Specialty tea not only survived the economic
downturns of the last few years, but maintained its solid growth and expansion profile during this
period.
Tea Beverage Success Factors
Tea and Heath- The tea -health connection remains one of the primary catalysts in getting
consumers "hooked on tea." Consumption of tea promotes healthy well-being; may prevent
multiple diseases; and is generally free from ingredient negatives, e.g. sugar, acids and artificial
ingredients.
Making it Fun- The tea industry continues to put forth a dazzling stream of creative, innovative
teas and brewing accessories. Tea has become and outrageous, colorfull and diverse collection
of styles, forms and shapes in its retail and branded products.
Diversity- With the exception of wine, what other beverage literally has roots in dozens of
countries and thousands of finished sensory profiles- flavor, color, aroma, mouthfeel and more
based on varietal, processing and brewing methods.
11
Tea beverages will become the single -biggest beverage category in North America in their next
phase, satisfying incredibly complex market niche requirements of aging baby boomers, the tech -
savvy millennia's and everyone in between.
Laughing Tree Tea is poised to take advantage of the potential of the booming market,
specializing in whole leave and herbal infusions. Laughing Tree Tea is a family owned business
derived from a passion for fresh teas. Many of the herbal ingredients are grown in our gardens.
All ingredients of the teas are organic or grown in our own garden. Each whole leaf tea is hand
blended and hand packaged in tea bags or packaged for retail as loose leaf teas. This limited
processing allows the ingredients to keep more of their flavor and health benefits as well as
making a more flavorful tea drinking experience. We offer a variety of blends to suit the herbal
tea lover, green tea enthusiast and the black tea aficionado.
Competition Analysis
Art House Cafe competition for the lunchtime business diner would include eating
establishments located in the downtown Waterloo area. They include:
• Cottonwood Canyon is a coffee house that serves a lunch menu located on E 4th Street.
• Full Monty located in a business development center which serves lunch daily during the
week.
• River Loop Coop is a member owned cooperative that has fresh produce and bakery
items as well as an eating establishment. It is located two blocks away from the WCFA.
• Newton's Paradise Cafe is a full service diner with a full breakfast, lunch and dinner
menu located on E. 4th Street.
Art House Cafe's competition based on location and price would be the Riverloop Market.
Cottonwood Canyon would provide competition as a meeting and gathering spot and similar
menu selection. Full Monty has a similar artistic feel to its dining and its menu items would be
similar to the Art House Cafe with less selection.
In order to be successful we will draw in businesses located near the WCFA, John Deere,
TechWorks specifically and other nearby businesses on the west side of downtown waterloo.
We will be providing a quick high quality lunch for those on limited time with easy access to
parking.
Teahouse competition is limited in the Cedar Valley area. While there is an abundance of coffee
houses, Starbucks, Cottonwood Canyon, Cup of Joe and Cabin Coffee, only one is located in
downtown waterloo and is on the east side of downtown. Of these coffee houses the selection
12
for teas is minimal with none of these establishments offer a variety of specialty teas, loose leaf
teas or a knowledge of the temperature and steeping requirements for a variety of teas.
Major competitors for catering services in the Waterloo market are Famous Daves, Randall's
Meat and Catering, Newtons Paradise Cafe, HyVee and RiverLoop Public Market. Of these
competitors Randall's and RiverLoop are primarily used by people renting the WCFA facilities.
Both of these competitors offer low budget meals for less than $10 a plate. Our challenge in
marketing our catering services would be competing with full service catering competitors and
our significant higher price per plate. Our goal would be to differentiate our catering services
from the low cost competitors based up on the health and flavor of our menu items.
Location
The Art House Cafe is located in the Waterloo Center for the Arts in downtown Waterloo. In
close proximity to a variety of businesses and event venues this location allows us to draw from
the patrons of the Arts Center. Traffic through the Arts Center includes people there to see the
galleries, take arts classes, renting the facilities for special events and conferences or meetings,
families visiting the Youth Pavilion, and school and group tours.
In the immediate vicinity are several event venues and tourist attractions. These include Young
Arena, Expo Center, RiverLoop Amphitheatre, Dan Gable Wrestling Museum, 5 Sullivan
Brothers Convention Center.
The current layout of the Cafe allows for seating of up to 80 customers in the cafe and grand
foyer as well as additional overflow seating in the lobby area. In addition outdoor seating can be
set up on the patio area overlooking the river.
The facilities are already zoned for commercial use and the cafe has met all standards for a
commercial kitchen. Free parking is available during business hours and the parking lot is
monitored during large events, such as hockey games at night to allow parking for Arts Center
facility users.
Renovations needed to the facility would be minimal and would occur in conjunction with the
Arts Center and the City of Waterloo. Proposed renovations would include:
• Moving the counter area approximately 1.5 feet towards the kitchen area
• Additional lighting behind the counter
• Minor changes plumbing to allow for water in the seating & serving area
• Alternate tables and chairs for inside the cafe area
• Repainting of the Cafe
• Modified seating in the following locations, inside the cafe, east lobby area outside/deck
• Additional electrical outlets for customers utilizing cell phones and computers
• Exterior signs located at the grand foyer entrance clearly marking the correct entrance for
the Cafe and a large sign visible from Highway 63.
These renovations would be provided by the Waterloo Center for the Arts in partnership with the
City of Waterloo and their architectural consultants.
13
Budged leasing price for the Cafe is $400 a month with utilities included.
The only exterior sign for the Art House Cafe is located on the exterior of the building near the
Grand Foyer entrance. The electronic billboard for the Arts Center could also be used to
advertise the cafe. There is also a sign hanging on the outside of the Cafe inside the grand foyer.
Promotion Plan
Recent marketing research by Anglesmith discovered that after half of survey respondents seek
information from a trusted friend, 8 of 10 will do additional research after receiving a restraint
recommendation. This research is primarily done online using consumer generated review
sites, blogs and restraint websites. Review sites such as Yelp, and the restaurant's website were
cited as the most important places consumers turn to research a dining facility after receiving a
friend's recommendation.
The promotion plan for the Art House Cafe will focus on our 4 primary target markets keeping
in mind what drives customers to choose their dining experience.
14
printed
10/10/13
Ali Patrons.
Customers..;
Expected;
250
$ • ::150
FiversforGrand.9pening
printed,
10/15/13
Downtown Businesses
Brochures for catering
Printed'_
11/01/13
Downtowi Businesses :
0:
Brochuresfortea'. :
printed;
11/01/13.
Socialltes/Tea Lovers
1
Postcards
Printed:
12/15/13
Socialites dubs°&Oiganizations :.
Loyal
Printed ..
01/02/14
Socialites/Tea lover;/Busines
50
Website SC
online
11/01/13
online
50
$ 50
Website LTT
online
11/01/13
online
50
$ 150
Blog SC
online
11/01/13
online
50
$
Blog LTT
online
11/01/13
online
50
Facebook ArtHouse
online
11/30/13
online
50
Review Yelp
online
ongoing
online
50
Facebook LiT- tea of the week
online
ongoing
online
50
Website ArtHouse
online
TBD
online
50
Ai
Radio Advertising
multimedia
,dy
(
11/20/13
eitto: d rt►p , * --f.4rn
afni-ni cane ark lie t iitfii
Socializers/downtown businesses
00
200
$ 500
Newspaper
multimedia
11/20/13
Celebrations Section -General Public
200
$ 50
Grand Opening Press Release
multimedia
11/25/13
Newpaper/Radio/TV
200
WCABillboard
ArtHouse Cafe:
'11/20/7.3
General Public
2
Tea Classes
ArtHouse Cafe:
12/01/13
An Center Pala
20
Free boxed iunchesto businesses'
Art House Cafe`
12/01113:
Downtown Businesses
50
Book ciuti it
Art House Cafe.
01/01/14:
Sodaliers/Tea,lovers
15
KidsthughingYoga Class.
ArtHouse Cafe`
;01/01/14
Art.CenterPatrons
15
$;
Youth Classes
Art House Cato:
.02/01/14:
M Center Patrons
'15
l,oca! musicians
Art House Cat!
02/01/14
Open
Art House Caf4:
:02/01/14.
Art Center Patrons( GenPub
Art Center Patrons/ Geri Pub
$
`:30
Tea Classes
Ari House Cafe
•<.angoing`:
Tea lovers/Sodalizers
10
Pre Theatre:Tapas Bar
Art House'Cafe
T.
Art Center Patrons/Theatre crowd
50
Target Markets
• Downtown Businesses
• Art Center Patrons & Visitors
• Socializers
• Tea Lovers
• General Public
15
Pricing
Pricing for the Cafe was within the average range for other cafe's cited in the competition
matrix. Pricing for a sandwich will range from $6.00 to $8.00 and beverages will be priced
similar to the coffee houses we visited, which is between $2.50 and $5.00. A full listing of
pricing for the cafe can be found on the attached menu. A cup of tea will be slightly higher than
tea available in coffee house prices due to the high quality of the tea and our ability to serve tea
in the correct steeping conditions.
• Hot Tea: We offer two sizes of sit-down hot tea: small pots, at $3.50 each, and large pots, at
$5.25 each (for two people). For customers wishing to take tea with them, we offer a flat rate of
$2.50 for a 16oz. cup or a customer's own mug.
• Iced Tea: Iced Teas are served in 12oz. or 16oz. cups, at $2.00 and $3.00, respectively.
Specialty teas and coffees will be individually priced.
Distribution and Selling Methods
• Direct Sales from the cafe
• Catering- Onsite or Delivery
• Teas- Retail in cafe or online
16
FINANCIAL PLAN
Start Up Profit and Loss Projections
The assumptions of the Monthly Start Up Profit -Loss Projections Chart are two employees
covering 150 monthly Art House Cafe and Event Hours, and an increasing clientele base as the
Cafe becomes more visible in the community and a regular destination point through the
execution of the marketing strategies listed above. The multiple revenue streams and low
overhead and inventory allow the break-even point to be 165 monthly customers, low compared
to the overall monthly marketing projections.
$1,600
$1,400
$1,200
$1,000
$800
$600
$400
$200
$-
Monthly Break -Even Chart
...mwoTotalRevenue
dagraoTotal Expense
100 120 130 140 150 160 170
Number of Monthly Customers
180
190
200
Start Up Profit — Loss Projections
A strong market entrance with the grand opening and ongoing, repeat customer focused
marketing strategies will yield an immediate jump in customer traffic to between 1,000 and
1,500 after a partial month of shortened business hours. The initial six months of operations
will yield between $500 and $1000 monthly profit, and be dependent on accurate overhead and
variable labor projections as the flow of loyal customers increases.
17
Monthly Start Up Profit -Loss Projections
Revenue and Expense Projections
Revenue over the course of the first twelve months would range from $8,000 to $12,000
monthly, this would be heavily dependent on the success of the Destination Point start up
campaign. Any revenue exceeding $12,000 would likely come from a higher than expected
volume in the Laughing Tree Tea brand packaged teas, or a series of large events for the lunch
box market. Although future marketing campaign will focus in these areas, the start-up has been
designed and modeled for cafe counter traffic profitability. This is shown in the Revenue —
Expense Chart below.
Fixed Costs
The fixed costs can be compared to variable costs and revenue in the Revenue — Expense
Projections Chart below. Fixed Cost include two employees to run the Cafe, overhead, and
inventory.
Variable Costs
Variable costs can be compared to the fixed costs and revenue in the Revenue — Expense
Projections Chart below. The variable costs are the direct costs of food, tea, coffee, packaging
and the additional counter support for increasing customer traffic.
18
Revenue - Expense Projections
=uY Total Variable Expense
_'_;Tota Axed Expense
---Total Revenue
1352 1416 1860 1565 1960 1568
2013.11 2013.12 2014.01 2014.02 2014.03 2014.04 2014.05 2014.06 2014.08 2014.09 2014.10
Number of Customers
Year/Month
2014.11
2014.12
19
Cash Flow Projections
The Cash Flow Projections are based on a soft start up in month one, where Start Up and
Marketing Expenses will exceed initial receipts. In the second month the grand opening and
"new cafe" buzz will give the receipts a jolt, and bring the cafe to near the Break -Even Point.
The revenue increases after the first two months will rely on the efficient execution of the
marketing strategy; to include build repeat clientele for the tea, coffee, and lunch menu items,
increased visibility of the cafe's location just off Highway 63, and continued development of
the Laughing Tree Tea brand as a retail product. As volumes increase it will also be important
to focus on the use of part-time employees for high volume time periods, food prep support, and
large catered events.
20
Cash Investment
$ 15,000
Start Up Costs
$ 8,000
Starting Cash
$ 7,000
Month
Total Receipts
Total Expenses
Balance
1
$ 600
$ 1,262
$ 6,338
2
$ 7,920
$ 7,383
$ 6,875
3
$ 7,200
$ 6,372
$ 7,703
4
$ 7,272
$ 6,563
$ 8,412
5
$ 9,600
$ 8,589
$ 9,423
6
$ 8,112
$ 7,050
$10,485
7
$ 8,496
$ 7,267
$11,714
8
$ 11,160
$ 9,273
$13,601
9
$ 9,408
$ 7,586
$15,423
10
$ 11,760
$ 9,483
$17,700
11
$ 9,408
$ 7,586
$19,521
12
$ 9,408
$ 7,586
$ 21,343
13
$ 9,408
$ 7,586
$ 23,164
20
APPENDICES
Competitors' Strengths and Weaknesses Worksheet
Critical
Success
Factors
Location.
Price
Atmosphere
Social
Media
Health
Variety
Hours...
Art House
Cafe
Low
pedestrian
traffic,
inside
WCFA,
event
focused
$6-8
sandwich
Comfortable
welcoming
atmosphere,
artistic flair,
WCFA
website,
Vegi options,
will persue
Bluezone
designation
6-8
sandwich
options,
soups,
side
dishes
desserts,
childrens
menu
Open 8:00
to 3:00
Lunch
served 11
to 2:00
Cottonwood
Canyon
Pedestrian
traffic,
convenient
access
$6-8
sandwiches
Comfortable
seating, quiet
atmosphere,
urban feel
Great yelp
reviews,
Facebook
updated, No
website
Bluezone
approved
restraunt
Similar
menu
items,
slightly
less
selection
Open for
Breakfast
& early
morning &
lunch
Newtons
Pedestrian
traffic,
close
parking
$6-8
sandwiches
Retro 1950's
Feel
Website
with menu,
positive
online
reviews,
Bluezone
approved
restraunt,
limited vegi
options
Wide
choices,
breakfas
t, lunch,
dinner
6am to
Spm
Full Monty
Pedistrian
traffic
$5-7 meals
with
sandwich
Artistic,
eclectic, hip
feeling,
limited
seating
No facebook
or website-
No online
reviews
Vegi options
Limited
daily
choices,
specials
every
day
Open for
lunch
RiverLoop
Adjacent
to Expo
Center,
near
WCFA
Buffet
pricing $7
Sandwiches
under $7
Market/
grocery
interior with
industrial feel
Website
with hours-
no menu
Vegi options
Wide
selection
Lunch
Cafe &
buffet &
evening
buffet
Boardwalk
Deli
4th Street
Sandwiches
$7
Deli
No menu,
limited
reviews,
empty FB
One veggie
burger
30
different
sandwich
es
Lunch
21
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arthoTYseaf4
Chicken and wild rice soup
$ 2.99 cup/$ 1-.99 bowl
Feel like your at home when you have this soup. Fresh vegetables and freshly
cooked wild rice, chicken in a delicious broth.
Minestrone 50ul $ 2.99 cul/$ 4.99 bowl
A fresh vegetable tomato based soup with delicious Italian seasoning and perfectly
prepared pasta.
Reuben 5oup $3.99 cup/$ 5.99 bowl
This is everyone's favorite soup style. Corned beef, swiss cheese, celery, and sau-
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Dried Com $ 3.99
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shallots, and mushrooms .
23
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Letter of Reference
October 20, 2013
RE: Letter of Recommendation for Eliz Guyer
My name is Theresia Charley, and I am submitting a letter of recommendation for Eliz Guyer. I
worked with Eliz for eight years at Target Distribution in Cedar Falls, IA. My position was the
Human Resource Manager for the distribution center, and Eliz held the position of our Assets
Protection Manager. Eliz and I began our executive careers at Target at the same time, and I had
the privilege to work with her through different positions in which we worked on our
development, our business goals, and our building's success.
Eliz was successful as an executive in Human Resources, Operations, and in Assets Protection,
and had a positive impact on our building in each of these positions. Eliz has an incredibly
focused, methodical approach in which she sets a clear goal and takes action oriented steps to
achieve her goal. I worked with Eliz through several disciplinary issues, criminal situations, and
ethical situations in which I could always count on Eliz to investigate with passion to uncover
details, ensuring she had the required information on the matter, and to execute the most accurate
course of action.
Eliz achieves results by ensuring she is prepared with an effective plan, she uses the resources
available to her, and she monitors progress along the way to be successful in whatever she
chooses to be involved in. Eliz is a highly respected professional and she was respected by
peers and management for her integrity, executing abilities, and her compassion for others.
I highly recommend Eliz for her pursuit of starting her own company and I know she will be
successful, as I have always known her to be. If you have any further questions, please contact
me at:
Theresia.charley@gmail.com
Sincerely,
Theresia Charley
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