The venue is a 6,600 square foot complex, which will also house the company's corporate business office. The dance club and bar will accommodate 200-400 people. The venue will be equipped with state-of-the-art audio, lighting, and video systems, serving the need for a true entertainment venue in Santa Cruz. The general appearance will be clean, open, and pleasing to the customer. The demographics are favorable, with minimal competition from other dance-themed venues and bars.
E3 will generate sales through seven revenue streams that comprise the company's products and services. The revenue streams have been developed with the goal of lengthening each customer's stay and maximizing their individual revenue contribution.
The following revenue streams represent E3's products and services:
Food and Beverage
E3 will sell Memberships on an annual and semi-annual basis. Members will receive discounts on all E3 products and services. Member Benefits include:
First Beverage and Appetizer FREE
$3 off any Music show and FREE admission to Happy Hour shows plus Guest
$3 off any Educational class (per class) and NO Registration fee
Birthday Party Gift (1 ticket for Music show, 1 Free Dinner and Dessert, 1 Free Beer Pitcher or 2 Glasses of Wine)
Monthly drawing for FREE Music show/Dinner/Beer or Wine for 2 people
10% Discount on E3 Playhouse Rental rates for Special Events
Four ounce bigger glass of Beer for same price (**for every beer you purchase all year long) (16oz = 20oz or Pitcher = Pitcher + 16oz)
One FREE Game Room Certificate
FREE Admission for 2 people on a Local music night and for 1 person on a National act
FREE Education Workshop Coupon
FREE Egg Shaker
10% Discount on Merchandise
Member Card Prices:
$100 for one year
$60 for 6 months
$60 Student and Senior Citizens
Free for Kids 15 and under
E3 will offer educational courses in music and the arts to the community.
Music: Drums; Percussion; Bass; Piano; Sax; Clarinet; Flute; Voice; Brass; Strings; Guitar; Group Classes for Jazz, Latin, R&B; Private Lessons for Instruments
Dance: Salsa, Swing
Yoga: Beginning; Intermediate; Advanced
Cooking: Italian; Greek; Asian; Cajun; Latin American
Workshops: Master Class Workshops; Personal Financial Planning for Musicians; Personal Financial Planning for Individuals; Releasing a CD; Master class with Big Star; Brazilian Vocal Workshops, etc.
Food and Beverage:
E3 will provide 'casual food' restaurant services to its customers through contracted restaurant suppliers. The venue currently under lease consideration includes a full kitchen, walk-in refrigerator, and food prep area. The menu will include $5 to $10 items offering simple foods with entrees and appetizers primarily served as bar food. Every Tuesday through Sunday will offer a themed menu. A mix of chefs will rotate for one-to-two month periods.The venue will have a beer and wine liquor license and will also offer fresh juices, smoothies, and other beverages.
E3 will sell tickets in the $5 to $20 price range for admission to live musical performances with dance-based themes, focusing on themes with mass appeal. Live musical performances will include regional swing and salsa bands and national acts. The venue will be characterized by distinctive design features, including a spacious dance area which comfortably accommodates 300-400 guests. This room can additionally be used for special events and daily use. The adjoining dining room and bar would present an inviting and relaxing atmosphere including a lounge area that overlooks the dance floor. A live dj will coordinate the events and entertain the patrons with music and games during music breaks and off-times.
The venue includes a state-of-the-art, high-quality audio, lighting, and video system with a 15x10 stage. Backline stage instruments (drums and amplifiers) will be provided.
The venue will provide space for the retail sale of E3 merchandise of music- and art-focused items. Retail display space will be provided for each band booked at the venue.
E3 will provide an arcade area for customer entertainment, providing several interactive skill games, such as pool tables, ping pong tables, pinball machines, darts, foosball, and video games to provide additional entertainment.
E3 will be available as a venue rental for promoters; groups; business meetings; and private parties. Additional services will be provided, as requested, with individualized pricing for each service.Additionally, E3 will offer floor space to mercantile operators to showcase their merchandise.
The company's cash systems will be fully automated, using a centralized software platform for processing cash and credit card purchases. Membership Cards will be barcoded to maintain a customer database, which will be mined for upsells and continuity programs.
The company will maintain an extensive website, offering entertainment calendars for upcoming shows and online registration for community courses.
3.2 Venue Layout/Floor Plan
The owner will build-out an existing restaurant and bar space, with the majority of build-out costs, totaling $20,000, applied toward removing and building several walls. A stage will also be built.