15 West Restaurant & Nightclub proposal

1. 15 West...
San Diego’s premier dining and lounge experience
The Gas Light District...
In the heart of Downtown San Diego, there is a bustling nightlife and social
scene that is defying the state of the economy. In the heart of this bustling
urban centre, an opportunity to create the latest, trendy hotspot awaits. Our
objective is to create the premier dining and club experience in San Diego
by bringing class, culture and an energized experience to our patrons.
Our team will convert a 15,000 sq. ft. space in the heart of the Gas Lamp
District, into San Diego’s newest hotspot. The upstairs section of the open
space will be the conservative -- yet sultry -- up-scale restaurant, drawing
the elite of the area’s community for an exclusively designed dining experience. The space
downstairs will be the VIP dining, lounge & bar experience that will adjoin the nightclub next door.
Dinner guests will be able to reserve tables & take part in the night club experience as part of the
adjoined business experience.
The Restaurant will be an extraordinary, beautiful, Japanese restaurant serving Robata, a form of
Japanese tapas, traditional sushi, and a unique variety of Japanese cuisine. There will be a Robata and
sushi bar, with spectacular patio dining in the heart of Downtown San Diego.
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2. 15 WEST
The Restaurant of the Stars!
Sensual... Ethereal... Mysterious...
15 WEST will be a Modern Japanese Restaurant, Sushi
Bar and Sake Lounge that embraces the flavor of
traditional Japan wile catering to the most exclusively
hip, sophisticated and famous clientele of sunny San
Diego. Taking a cue from Japan’s popular sake bars
and traditional Houses of
entertainment, 15 WEST will serve
Japanese cuisine as well as fresh sushi
and sashimi dishes with a
contemporary spin. Delight in our
eclectic medley of gourmet plates
paired with lascivious libations.
Whether it’s a wrap party or a simple dinner for two,
15 WEST will be a destination point for groups of all
sizes.
15 WEST wi! be the premier
destination for San Diego’s VIP’s
15 WEST will provide a sexy dining experience to
titillate the senses, beginning with the palate and
continuing from there... 15 WEST provides the vibe,
the music, and the intoxicating tones necessary to
create sensuality through taste, touch, smell, and
complete stimulation. Sensually dressed hostesses,
traditionally dressed waitresses, seared albacore, a
daring menu, Sake-Infused Martinis, Kama sutra... all
lead to one thing... the ultimate evening experience.
This is Sexy, Erotic, Elite...
This is 15 WEST
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3. !
15 West...
San Diego’s premier boutique nightclub and lounge destination
The Ultimate Evening Experience
15 WEST, San Diego’s premier boutique nightclub bar and lounge
destination, is at the axis of the lively Gaslight District nightlife. Rich
wood surroundings, glowing low-lights and supple leather elements evoke
sensory seduction, much as our gourmet small plates and medley of
libations delight...
During scheduled evenings, the club is designed to spring to life with
vibrant festivity. Our clientele will enjoy an invigorating mix of house music
or a deft blend of current hits, pop remixes and R&B by our resident and celebrity guest DJs.
Whether you seek a night of dancing or a quiet niche for an intimate conversation, 15 WEST is
meticulously designed to create an atmosphere of class, desire, sensuality and discerning taste.
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4. Inside the Playground
UPSTAIRS
15 WEST top level boasts ambient lighting and a
blend of intimate lounge and banquette seating
accented by a gold, orange and red color
palette. Sophisticated and
cosmopolitan, the upstairs lounge
is the perfect vantage point to
watch an unforgettable evening
unfold.
MAIN
Our airy main floor features atmospheric lighting, a
vast dance floor & lounge, upholstered banquettes,
and a beautifully appointed mahogany bar traversing
the room.
DOWNSTAIRS
Plush couches and mirrors line 15 WEST’s cavernous
downstairs lounge, also known as “The Basement”; is
exclusively reserved for private functions & VIP.
Exclusive VIP Atmosphere
VIP
The key to much of our success in the inner circles of
the music & entertainment industry has been our
celebrity Meet & Greet Packages for industry insiders
and fans. For this Grand Opening, we are planning an
! exclusive “Meet the Stars” event with hors d’ oeuvres,
food and champagne.
We are working in collaboration with Clear Channel
Communications, A-List Celebrities, professional
sports franchises and the industry’s hottest music
artists to create a MASSIVE Marketing campaign to
promote this venue throughout Southern California –
especially in San Diego County
To the victor go the spoils...
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5. Exclusive Atmosphere
Tables Only
Because of the A-List crowd that will be driving patrons to this event, the entire ambiance within
both the restaurant and nightclub will be of posh elegance, decadence,
exclusivity and success. Entry to the nightclub at VIP events will require
purchase of a table with a 2 bottle minimum. This policy guarantees a
certain caliber of clientele and a maximum profit per client.
High-end alcohols
Clients with discerning tastes will find that 15 West are purveyors of fine
wines, champagne and spirits from around the world. Even the most
sophisticated aficionados and celebrity guests will be given the opportunity
to pre-order their cocktail menus to ensure that their beverages of choice are
in stock.
First Class Service
What inevitably will distinguish the 15 WEST experience from so many other night spots, aside
from the ambiance and celebrity guest list, is the world-class service and attention to detail. Only
the most experienced, exciting and engaging professionals will be hired as part of our staff.
Setting The Stage – Design
First Impressions
The interior design of the restaurant, lounge and night club will be created to be contiguous in
theme while inspiring a sense of royal elegance that bespeaks success, desire, exclusivity and
sensuality. The first and last impression of every client are meant, by design to be awe inspiring.
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6. Estimated Startup Expense
Low-End High-End
Type of Expense
Estimate Estimate
Rent (security deposit & first month) $3,000 $12,000
Leasehold improvements (heating/air conditioning,
electrical, plumbing, painting, carpentry, kitchen $25,000 $150,000
upgrade, restroom upgrade, flooring, smoke detectors)
Interior Design and Refurbishing (including tables,
$15,000 $45,000
chairs)
Equipment/Fixtures (audio/lighting lease payment, DJ
sound system, bar equipment, lasers, smoke machines, $35,000 $125,000
stage sets, mirror objects, other equipment)
Kitchen Equipment (draft dispenser, microbrew
equipment, commercial kitchen, hand sinks, concession $10,000 $40,000
equipment, etc.)
Cash Reserves $50,000 $150,000
Signage (exterior, exit signs, etc.) $5,000 $15,000
Legal Fees, Licenses and Permits $18,000 $40,000
Point of Sales systems (including merchant accounts,
$10,000 $35,000
credit card terminals, etc.)
Fire Fighting Enterprises (fire sprinkler systems, fire
$15,000 $30,000
alarm, fire extinguishers, etc.)
Beginning Inventory (bar supplies, food) $15,000 $40,000
Opening Salaries Deposits $15,000 $50,000
Insurance $500 $4,000
Grand Opening Marketing $1,000 $25,000
TOTAL START-UP EXPENSE $239,250 $837,100
Creating the Brand & Marketing
Product Branding and Marketing are the lifeblood of any restaurant and/or nightclub business. In
order to draw the expected 5,000+ customers per week, we must design innovative ways to promote
the business, increase the level of awareness about the nightspot within the target markets, and
reach new customers while keeping the regulars.
Some of the most common marketing strategies employed by our Branding and Strategic Marketing
teams include:
Advertising & Promotions.
Our management team uses advertising to promote their business. Radio advertising has proven to
be a potent tool for bringing customers to nightclubs. However, because of our intimate affiliation
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7. with A-List celebrities and athletes, the Local and National tabloids are an innovative method of
cross-branding with TV personalities to draw massive attention to our venture.
Brand awareness can also be enhanced with promotional methods such as Twitter, MySpace and
Facebook when promoted by celebrity personalities directly to their fan-base and peer groups.
Grand opening.
Our management team has leveraged decades of relationships in the entertainment industry as well
as personal relationships as an invaluable investment that, when coupled with a significant portion of
the marketing budget, is guaranteed to not only make a big splash for the opening event, but in
essence, completely brand the endeavor as the Premier venue in the San Diego Area. The public
relations activity as well as advertising work towards creating excitement about the new night spot
will be a unique and multi-faceted venture. Our relationships with Clear Channel communications
and the number One Radio stations in Southern California will give a massive push for our contests
and events giving away VIP passes to our Celebrity Studded Grand Openings and Premier events
create awareness about the nightclub.
Events marketing.
Club events organized by themes have become essential marketing tool for nightclub facilities.
Events typically bring up the entertainment factor in the club a notch, more so if the event features
celebrities. Because of the national attention our celebrity affiliates bring to the venture, our
nightclub can host large-scale, indoor/outdoor events, frequent concert-style shows, product release
parties, etc.
B2B Marketing.
Because of affiliated business ventures, our Branding and Strategic marketing teams have leveraged
relationships with Professional Sports Franchises, Record Labels, Radio Stations and TV
Personalities. These relationships in turn generate peripheral marketing buzz on their own and in
turn generate more publicity, driving status of access no all new heights.
Word of mouth.
The hip factor, quality of our service, exclusivity and the overall reputation of this nightclub will fuel
positive word of mouth. Coupled with other marketing efforts, such as Celebrity Twitter accounts
and MySpace, word of mouth is THE essential crowd drawer in our niche of the nightclub business.
For example, people are more willing to check out a club highly recommended by their friends,
peers, or relatives, more so if word spreads around that the club is where the hottest celebrities hang
out at night.
Web site.
A company’s web site is coming to be an integral element in nightclub marketing. Web sites can be
an effective tool for raising awareness, catching attention and letting everyone who was not able to
attend know just what is being missed by not being in the mix.
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8. The Target Market – Research
San Diego has an exceptionally well insulated economy that has weathered the storm of our nations
economy far better than most communities. With several exclusive, oceanside communities
spanning the western span of the County, the demographics speak for themselves. San Diego is
experiencing an increase in median income, property values and net worth. With an average age of
35, this community is completely primed to host THE newest Southern California premier location
for entertainment, fine dining and special events.
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9. Investment Term Sheet
Amount Requested:
$550,000 USD
Term of Use:
Up to Sixty Calendar Months and One Day with possibility of mutually agreed extension based on
account settlement.
Return on Investment:
20% return on Principal invested per annum, for a contract return of 100% ROI plus return of principal.
Payments to be made on the first day of each month starting 90 days after initial investment.
Purpose of Funds:
To facilitate the Rapid launch of Marketing Contracts, Acquisition of Venue, retainer of Artist & celebrity
sponsors, perform per contract and remodeling of nightclub & restaurant:
CONTRACT CONTRACTED EXCLUSIVE MARKET ACCESS
15 West Remodel $100,000
Design & Remodel
of 15 West Restaurant & Lounge $350,000
Marketing & Promotions $50,000
San Diego, Los Angeles
Orange Counties
Grand Opening/
VIP Meet & Greet Event $50,000
Project Budget $550,000 USD
All invested funds will be distributed according to contract and investor agreements. The entire financial
aspect of the investor funds in the transaction will be handled through the Attorney Trust Account of Lisa
A. Cervantes, Esq.
Cervantes & Associates
An Entertainment Law Firm
T: 323.333.2553 | F: 310.315.1404
musiclaw@sbcglobal.net.
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