Bringing an elevated enjoyment of a fine art gallery, spirits, wine, cigars, and camaraderie to our community in one amazing location with booking for private functions, while simultaneously holding a calendar of events for local public entertainment.
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ABOUT OUR BUSINESS
The Black Crow, LLC. (also referred to as ‘TBC’ or ‘the Company’) is a threefold venture in a single facility set on 2.88 acres in middle Tennessee which will be opening next year that encompasses something for everyone. The building is named “The Marymont”, a 5,100 square foot mansion sitting on beautiful manicured grounds. It is a unique venue and one of the last Antebellum mansions left standing from the Civil War era in Murfreesboro, TN. The three divisions of this venture is first: the wine, upscale spirits and cigar bar that serves smooth, classic whiskeys and bourbons, alongside micro-brewed beers, and other creative bar options. Our cuisine, complementing our wonderful beverages, will include unique amuse-bouche, amazing appetizers, and sophisticated tapas carefully planned to pair nicely with our custom beverages. A variety of local, regional and international fine wines, and upscale, hand rolled cigars will also be provided in the manor. Second: the gallery that will hold art opening events and rotate art displays from locally world renown artists for purchase by the patrons. Our gallery will be added to the local art walk map and help to educate the community in the artists world that surrounds them. Third: The Marymont Event Center will be for rental on a private and public basis as a venue for weddings, parties, corporate events, etc. The event coordinator working hand in hand with Bar Manager and the Gallery Manager, will have a list of events throughout the year open to the public.
Our Business Plan
THE SYNOPSIS
Problem:
The city of Murfreesboro, Tennessee has limited upscale clubs despite a quickly rising local population. Impressive event venues are limited, forcing potential patrons elsewhere in their search of quality establishments and high-end art galleries are non-existent.
Solution:
The company plans to increase leisure activity in the immediate and outlying areas of Murfreesboro, including Nashville and the affluent area of Franklin, using the historic Marymont Mansion, a landmark built in 1860. The Company’s goal is to provide these areas with Superb Wines, Spirits, Cigars, Fine Art, and the grounds and facility for a multi-propose Event Center.
Competition:
There is no direct competition. There is not a single competitor that has all three subsidiaries in one facility. We will be the first.
MARKET AND
OPPORTUNITIES
The city of Murfreesboro is just 34 miles from downtown Nashville and is the center of population of Tennessee. It is Tennessee's fastest growing major city and one of the fastest growing cities in the country. The spirits, wine and cigar lounge industry brings in over $900 million in annual sales and is growing at 4.2% per year. The event center is an industry that can bring in $180 thousand annually on weddings alone. And the art gallery with a regular turnover in artwork and new artists will help the facility generate an additional income annually contributing to both the sales of art, the increase in public events, and direct sales for the spirits, wine and cigar bar.
COMMUNITY
OBSTACLES
Despite a local population of over 130,000 people and a population of nearly 2 million in the surrounding metro area, Murfreesboro, Tennessee has very few quality nightlife options, event centers, galleries, and social gather spots. Only a handful of traditional bars and venues offer services to the local community and none of them are located in a single location.
In addition, Murfreesboro is the site of Middle Tennessee State University, the second largest university in the state, according to collegestats.org, with a student population of over 22,000. The upscale entertainment options in this growing, thriving community are scarce and the business community is just beginning to catch up with the explosive rise in population. Much of the growth is driven by new residents coming from the outlying areas of Nashiville and Franklin, who find few opportunities to unwind and relax. In addition to the influx of residents from Nashville, there is a building and development boom the immediate property adjacent to the Mansion bringing in the possibility for additional growth. Murfreesboro is quickly becoming a suburb to some of the most affluent areas in Tennessee.
OUR
SOLUTION
Wine and cigar lounges are an increasingly hot concept and the industry is poised to grow at 4.2% per year over the next five years. Marymont Mansion will offer residents an extraordinary recreational space suitable for lively evenings and formal events through their Events Management. And the increase in the need for events and gallery openings for the growing art community is steadily on the rise with a lack of sincere advancement in the local and surrounding arts community. Instead of putting up a new structure, the Company has elected to preserve the community’s heritage by renovating a gorgeous Antebellum mansion. The buildings original millwork and the six brick fireplaces will provide a hint of Tennessee tradition while the selection of flat screen televisions and sound system through each room will allow patrons the pleasure of modern technology.
The venue will also be significantly different from other establishments in the cuisines served. Smooth, classic whiskies and bourbons will complement the aromatic American & imported cigars served every night of the week. Guests will choose from a mouthwatering selection of menu items, cheese and charcuterie platters, as well as artisan flatbreads and desserts. Food and beverage options will pay homage to traditional Tennessee fare while introducing exciting new twists. Marymont Mansion will be an establishment unlike any other – a breath of fresh air for Murfreesboro.
CUSTOMER
ACQUISITION
Phase 1 of customer acquisition will be to gain traction; to create a “buzz” prior to the grand opening and to utilize this traction in viral marketing. This is discussed in greater detail in the marketing section of this plan. The Company will be pursuing a heavily digital advertising effort to carefully target the prime demographic through keywords. An incentivized referral plan and VIP structure has already been detailed and the company forecasts this to be a primary source for customer acquisition while leveraging existing patrons. In addition, Management will pursue relationships with other businesses to capitalize on cross-promotion, cross-networking and to drive additional traffic to the establishment. This, coupled with online marketing efforts, will be supplemented by a limited direct mailer campaign and various experiential advertising solutions as there is no historical data to work with.