Just Art Cafe, LLC

Just Art Café

ART

JUST

CAFE

This is not an o�er to invest and any decision to invest should only be made after careful study of the Just Art Café LLC Con�dential Private Placement Memorandum dated September 15, 2014, including the risk factors set forth herein.

Just Art Café will complement itshigh end coffee offerings with a thoughtfulmenu of in-house baked goods based onpremium healthy local ingredients.

All will be offered in a warm and welcomingenvironment that pays homage to New Britain’sdiverse community.

Just Art Café is a supportive environment where local people can create, grow, and be nourished.

Just Art Café (JAC) is a coffee barServing freshly prepared breakfast and lunch and hosting arts events with beer and wine.

Just Art CaféThis is not an o�er to invest and any decision to invest should only be made after careful study of the Just Art Café LLC Con�dential Private Placement Memorandum dated September 15, 2014, including the risk factors set forth herein.

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We see JAC .

JAC is a place for every day. It’s a daily habit for lunch or an expertly prepared espresso; a place to meet col-leagues, classmates, fellow artists, and neighbors after work for wine and entertainment; and an informal spot to study or grab a quick breakfast or lunch to-go.

As the owners of Just Art Cafe, we are well aware of the cafe trends in Connecticut. There are unique coffee

lacking. From our point of view, there is a great deal of interest in community, culture, art, and food in our diverse city. JAC would bring all of those things together in a wel-coming space and celebratory atmosphere.

COMMUNITY ESTABLISHMENT

THE JAC EXPERIENCE

Quite simply, there is nothing else like it in New Britain

Why Just Art Café?


Just Art Café is a place where people can enjoy coffee, healthy food, and beautiful art in our local community. With an under-tapped arts scene, New Britain artists need a place to display artwork and hold gatherings with art as the focal point.

As strong supporters of the New Britain community, we serve on multiple boards and advisory groups. We have long sought to create a space and atmosphere that resonates with our diverse community. As resi-dents of the New Britain Artists’ Co-op, we are commit-ted to supporting local arts initiatives.

JAC’s unique offering – combined with a deep understanding of our community culture – creates an ideal environment for executing a successful business.

Inspired...We are community organizers, food aficiandos, and social and political activists


Brandy Williams - Owner and Manager

Hannah Hurwitz - Owner and Coordinator

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Brandy has worked in the behavioral health, culinary, and insurance industries for the past 15 years, in addition to a history of social activism that spans over 20 years. She passionately pursued these

Londen Insurance Group, she oversaw daily operations for 20+ employees and provided marketing assistance to agencies throughout the country. She has experience facilitating trainings/workshops for adolescents and adults in various health and correctional settings. She is currently employed at Café pertaining to the operations of a small restaurant, including the use of commercial coffee and espresso machines, along with catering. She serves as President of the New Britain Artits’ Co-op.

She will work with Hannah on marketing initiatives and ongoing business development.

Brandy has worked in the behavioral health, culinary, and insurance industries for the past 15 years, in addition to a history of social activism that spans over 20 years. She passionately pur-sued these interests while residing in multiple states across the US. While serving as a hiring/

-ployees and provided marketing assistance to agencies throughout the country. She has experi-ence facilitating trainings/workshops for adolescents and adults in various health and correctional settings. She is currently employed at a café, learning many skills pertaining to the operations of a small restaurant, including the use of commercial coffee and espresso machines, along with catering. She serves as President of the New Britain Artists’ Co-op.

Brandy will be responsible for general management and day-to-day operations. She will work with Hannah on marketing initiatives and ongoing business development.

Over the past three years, Hannah has developed a leadership role in the New Britain community,serving on multiple boards and advisory groups. She lives in the New Britain Artists’ Co-op andserves as Vice President. She works for the Institute for Municipal and Regional Policy,

Central Connecticut State University for the previous three years, managing the Department ofCommunity Engagement, she has many strong ties to the faculty, staff, and students and a deepunderstanding of the campus culture. With a degree in Interior Design, she will be able to ensure

Hannah will consult with Brandy on day-to-day operations, and work with Brandy on marketing initiatives and ongoing business development.

Who’s in charge here?


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Strength in our networks

Eleanor Thornton is the Chair of the Department of Design at Central Connecticut State University. She has known Hannah since 2011, and they have worked together consistently throughout that time period. Her interest in community art and events, coupled with her teaching methodology (which encourages community engagement and real world experience), will result in a great deal of student activity at JAC through internships and class projects.

Stephen Hard, Executive Director of the Greater New Britain Arts Alliance, is a long time resident of New Britain with a wealth of experience in curatorship and marketing. His position as the Chair of the New Britian Commission

will be a major asset on our board.

Eric Rey was the re-entry coordinator for the City of New Haven during the previous Administration. He currently works with this population with the Institute for Municipal and Regional Policy. With his business experience, knowledge and connections, he will be

able to guide us in the right direction as we develop our future work team.

With our experiences and networks in New Britain, and the Greater Hartford area, we are in a great position to enter into this endeavor. Over the course of our time in New Britain, we have gained trust and support from local stakeholders who we can turn to whenever we have questions or require advisement from experts. Our Advisory Board is made up of people who bring the experience and knowledge to address all aspects of our mission.

Advisory Board members


Just Art Café is your home...WE AIM TO MAKE JAC A NEIGHBORHOOD INSTITUTION FROM THE START

As an owner-operated business, we will devote the same care and attention to JAC that we have in our previous community and professional positions, as we view the café as an extension of ourselves.

DRINKA selection of carefully prepared espresso beverages and top-notch teas. For lunch, we’ll have natural sodas and bottled water. Beer and wine will be served during evening events.

EATSmall, fresh, offerings of breads,

in-house, along with various graband go items for breakfast. Lo-cally made salads, vegetarian wraps, and paninis will be avail-able for lunch.

INFORMAL DINING. EXCEPTIONAL COFFEE. AFFORDABLE PRICE.Plus, premium ingredients and small dishes served in a communal, creative and eclectic environment.


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Located in a designated historicbuilding, our cafe is truly a relicof the past. Those who have livedhere for many years see ourventure as a hopeful sign that moregood times are in store.

For students from the University,who are beginning to make NewBritain their home, we will becomepart of the fabric of their experience.

With JAC, we will create a spacethat caters to the community, as well as visitors to New Britain. With the CTfastrak on the horizon, visi-tors will begin to abound this com-ing spring 2015.

THENEIGHBORHOOD

HIDDEN GEM

New Britain was once a bustling city, “The industrial capital of the world,” some have said. In recent years, its reputation has become its downfall. But things are begin-ning to change. Students are start-ing to move downtown, businesses are starting to thrive. We are at the forefront of an exciting new phase in New Britain’s life.


ALL ABOARD!

With the New Britain CTfastrak station underway, we are onthe verge of becoming a hub of commuter activity. People

gas, by parking in New Britain and hopping on the bus thatleaves every few minutes, and has a dedicated lane. Wewill leverage this opportunity. Who wouldn’t want a great

wouldn’t want to chill out with a glass of wine, art, and goodcompany at the end of a long day?

On the MapNew Britain’s rapid redevelopment foretellsexponential growth in the near future. Justrecently, New Britain’s Public Works Departmentreceived an award from Connecticut Main StreetCenter for Excellence of Public Space. While New

commuters and students, the neighborhood has a notable lack of proper amenities for youngresidents and people passing through. Thecombination of thousands of supportive residentsand a paucity of quality café options provides JACwith a captive and appreciative audience.


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A second chance

Providing opportunities for achievementWith a belief that everyone deserves a fair chance at success, we will help this community by hiring people who have been recently released

they need to take the next step on their path toward personal success.

even the most menial positions. This takes a large toll on self-esteem and contributes to our state’s high rates of recidivism.

Success is possible

organization to further develop our program is something we are actively working toward. We hope to eventually be able to provide our em-ployees with various supports outside of work to help reduce other recidivism risk factors. Mental health, education, family support, and mentoring can all help our employees to achieve more than they ever believed.

Working at JAC will provide an opportunity to lead by example in the community and increase chances for a successful life, as well as lowering the likelihood of engaging in behaviors that often lead to incarceration.


By the Numbers Customer Demographics

We celebrate the diversity, vitality, and educational opportunities our city has to offer.

NEIGHBORHOOD SNAPSHOT

16% in their 20’s

56% less than 20 minute commute time

400 fulll time faculty members at CCSU

50+ businesses within short walking distance to the café

85% of CCSU students remain in-state upon graduation

12K students enrolled at CCSU


59 West Main StreetJust Art CaféThis is not an o�er to invest and any decision to invest should only be made after careful study of the Just Art Café LLC

Con�dential Private Placement Memorandum dated September 15, 2014, including the risk factors set forth herein.

Café

Art

Just

ExperienceExperienceExperience

Hannah works for the Institute for Municipal and Regional Policy, which focuses on criminal justice issues and initiatives, which gives us access to the most up-to-date research and information. She managed the Community Engagement Department at CCSU for three years and as a result has many strong ties to the social ser-vice resources in our community.

and has a strong background in social activism and service. Her experi-ence will help shape the way we work with and support our team.

Both Brandy and Hannah live in the New Britain Artists’ Co-op,an artist-only residence, serving as President and Vice PresidentBoth are on the Advisory Board of the Greater New Britain Arts AllianceHannah serves on the City of New Britain’sCommission on the ArtsBoth have, separately, hosted monthly Open Mic events for yearsBoth have planned and executed large community art projectsHannah has strong ties to the CCSU Art and Design Departments

Our connection with art in New Britain

Brandy works as a café leadHannah has a degree in interior design Brandy has managed food programs at residential facilitiesBoth have extensive retail experience Both love good, healthy food

Our culinary and design knowledgeOur connections and experience within the Social Services arena


All about the art

JAC will offer membership options for local and aspir-ing artists. As a member, an artist would be entitled to a certain amount of wall space annually, as well as other perks, such as an opportunity to plan and host a group show!

-Painting nights-Art advertisment wall-CCSU student shows-Art from incarcerated people-Classes for artists (e.g. how to market yourself)

A platform and a haven for local artists Some other arts ideas...


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UNIVERSITY

ART

SUSTAINABLE BUSINESSNew Britain becomes more of a ‘must-visit’ area each year, and the University involvement continues to increase.

Museum of


Just Art Café

New Britain City Hall

CCSU Building

CTfastrak

Apartments

Walnut Hill Park and New BritainMuseum of American Art

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New Britain Public Library

Trinity-On-Main

Miss Washington Diner

Subway

Artists’ Co-op

Café Beareguard

Dunkin’ Donuts

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JAC

LOCAL LANDSCAPEHistoric library that draws in people from surrounding communities and employs many people.

Regulars at current location for breakfast and coffee. Employees hold meetings there as well.

Our main competition, but a very different establishment. Full service menu, with a diner ambience.

Where many local artists live and work.

Beautiful park and museum, attract-ing thousands of art-loving patrons weekly. Several apartments are being built

mostly with young professionals

New breakfast/lunch spot. Has been successful after a visit by President Obama in March ‘14. Have limited hours and high prices for the area.

Lunchtime competition. Low priced sandwiches and salads. They are the most successful business on the street.

This commuter bus will open a month after we do, so we anticipate a whole new market of people who will be stopping in New Brit-ain daily on the way to/from work.

Holds hundreds of emplyees and an increasing number of students. Em-ployees will have a vested interest in cafe to support colleague.

Relatively new to town. Does not

more popular.

Local event space that is draw-ing people from other towns. Will be resource for customers before/after show.

Amato’sNiche toy store, with large following.

This is not an o�er to invest and any decision to invest should only be made after careful study of the Just Art Café LLC Con�dential Private Placement Memorandum dated September 15, 2014, including the risk factors set forth herein.

READ ALL ABOUT IT!

Build it, they will comeBut only if they know it is there -Monitor media calendars for story opportunities -Proactively pitch stories -Local grassroots efforts: postcards, street signage, sidewalk chalk -A dash of calculated, well-placed advertising here and there -…and we have the expertise in-house

Creating a communityAn artists’ cooperative café -Artist membership options -Weekly arts events -Art advertising opportunities for businesses -CCSU Art and Design Departments will create base of student artists

Web presenceAbove and beyond -Facebook -Instagram -Twitter -Blog -Email marketing -Integrated, thoughtful approach -Interactive, informative website


JOIN US!

INVESTORS The greater the risk, the bigger the reward-Minimum investment: $5K(example: $15K = 4% of net income)-Investors receive 6% preferred return from

-Financial forecasts available upon request

Donors A very worthy cause-Donations can be any amount-Donors can designate how donationis to be spent-Donors receive special perks and recognition-Further information available upon request

CAPITAL REQUIREMENTS Numbers at-a-glance-Funding stage: raising capital-Seeking: $122K-We’ve got space: secured lease and take possession in December 2014-Construction: set to start immediately, with estimated build-out of two months-Open for business: February 2015


If you’ve read this far, it seems like you think this is a great idea, too.

We’re excited about this project. Talk to us. There’s nothing we enjoy more than good conversation over an exceptional cup of coffee. Let’s chat JAC and how to get involved.

contact: Hannah Hurwitz or Brandy Williamse-mail: [email protected] or [email protected] tel: 203 843 2121


Just Art Cafe, LLC

Small Business & Entrepreneurship

Transcript of Just Art Cafe, LLC