Published on February 27, 2014
I-10 Hospitality, LLC
I-10 Hospitality, LLC is a Louisiana-based hospitality management company specializing in restaurant, hotel and gaming development, management and consulting services. Founded in 2013 by 20-year hospitality and gaming veteran Geno M. Iafrate, President and Chief Executive Officer. I-10 Hospitality focuses on brand differentiation by deploying marketing, operational and financial expertise. Social responsibility is a priority. All I-10 Hospitality, LLC managed restaurants will donate a minimum of 1% of revenue to charity! about
HAVE FUN PROSPER MAKE A DIFFERENCE Mission Statement
geno iafrate – dream weaver aka president & chief executive officer Geno is an accomplished executive who has served in a variety of gaming and hospitality management positions across several regional and major gaming markets for more than 20 years He began his hospitality career in 1992 when he purchased a live music club in Morgantown, WV. Following a quick turnaround and sale, Geno opened and successfully operated the Bulldog Pub & Eatery from 1994 until 1998. After selling his restaurant and real estate investments, Geno joined Caesars Entertainment in Las Vegas, NV. During his 12 plus years with Caesars, Geno held multiple positions with increasing responsibility, including Vice President and Assistant General Manager at the Grand Casino Biloxi, the Flamingo Las Vegas and the Rio Las Vegas. From 2007 to 2010, Geno served as the Senior Vice President and General Manager of Caesars Entertainment’s NWLA operations, including the Horseshoe Casino & Hotel and Louisiana Downs, both located in Bossier City, Louisiana. In May 2010, Geno joined Pinnacle Entertainment as Senior Vice President and General Manager of L’Auberge Lake Charles, later that year assuming responsibility for Pinnacle’s Louisiana Boomtown properties. Under Geno’s leadership, the L’Auberge Lake Charles team achieved record financial and market share results driven by all-time highs in customer satisfaction and team member engagement. In August 2011, oversight of the $400 million L’Auberge Baton Rouge development was added, and Geno was promoted to Executive Vice President of Regional Operations. Following the September 2012 grand opening, the L’Auberge Baton Rouge team grew the market by more than 50%. With the addition of Retama Park in Selma, TX to the Pinnacle portfolio, Geno’s oversight expanded again in early 2013 to include Texas. In all, Geno’s region accounted for more than $700 million in annual revenue, approximately $200 million in EBITDA, over one billion dollars in invested capital and 5,000 team members. Geno is actively involved in the local and regional community as a board member and volunteer for multiple organizations and causes. Geno holds a bachelor’s degree in business administration from West Virginia University, and he is a Certified Internal Auditor and a private pilot. executive bio
keith portie – the magician aka president & chief development officer Keith is a successful entrepreneur with more than 15 years of experience in commercial and industrial construction, real estate development, property management and retail management. He is President and Chief Executive Officer of KAP of Louisiana, Inc., a commercial construction and development company; KAP Electric, Inc., a commercial and industrial electrical service company; MapleFork Properties, LLC, a real estate development and property management company; and Hometown Furniture Center, Inc, a retail home furnishings company. Keith takes a “hands-on” approach in managing these businesses. Under his leadership, all ventures have seen substantial growth in customer base, total revenues and assets. Since 2003, revenues for KAP Electric, Inc. and KAP of Louisiana, Inc. have experienced an average annual increase of 30%. Since inception in 2009, Maple Fork Properties, LLC has developed and owns approximately $10 million of leasable property. Hometown Furniture, Keith’s latest venture, has averaged 25% growth in revenue throughout 2013. Keith is a licensed commercial pilot, electrician and contractor. executive bio
ryan simmons – ops ninja aka vp & chief operating officer Ryan is a career-driven executive with experience in a variety of gaming and hospitality management positions over the course of the past six years. He joined Pinnacle Entertainment in February of 2012 as the Operational Excellence Leader for the opening of L’Auberge Baton Rouge. Under his leadership, L’Auberge Baton Rouge has held the number one ranking enterprise-wide in customer service for nine consecutive months. Ryan is responsible for a monthly budget of $1.2 million in salaries and wages and the centralized scheduling of over 800 Team Members. Through Lean Six Sigma practices, he has identified approximately $700,000 in annual labor savings in 2013. Most recently, Ryan has implemented a Lean Six Sigma Yellow Belt certification program for high-potential Team Members. Prior to joining Pinnacle Entertainment, Ryan worked in marketing as the Total Rewards Manager for Caesars Entertainment’s Las Vegas region, which included Caesars Palace, Rio All-Suite Hotel & Casino, Planet Hollywood, Bally’s and Paris. Previous positions included Entertainment Marketing and Guest Services. While in the Entertainment Marketing role, Ryan was able to increase revenues by nearly $1 million by utilizing Lean Six Sigma methodologies. Ryan holds a bachelor’s degree in education from Bethany College, a master’s in business administration from the University of Phoenix and a Lean Six Sigma Black Belt certification from Villanova University. While at Bethany College, Ryan was a four-year starter on the baseball team, and he represented the team on the Sports Administrative Council for two years. executive bio
tyler conover – idea guy aka vp & chief marketing officer Tyler comes to i-10 Hospitality with nearly 10 years of experience in the gaming and hospitality industry. As Chief Marketing Officer, he oversees all aspects of promotions, events, advertising and direct marketing. Tyler currently is Assistant Director of Marketing for L’Auberge Casino & Hotel, a $368 million facility which opened in Baton Rouge, Louisiana in September 2012. His responsibilities included the set-up and execution of the pre-opening marketing strategy for all gaming and non-gaming areas. Additionally, he maintains oversight of direct marketing, promotions, events, entertainment and loyalty rewards. The property through the first full year captured 51% market share and grew the Baton Rouge market by $96M or 49%. From October 2010 to November 2011, Tyler was Director of Marketing for Majestic Star Casino & Hotel, a $210 million privately held property in Gary, Indiana. The facility featured over 1,900 slot machines, 70 table games, 4 food outlets and 300 hotel rooms. The marketing budget for these areas was approximately $55 million annually. From May 2009 to October 2010, he held the position of Promotions and Events Manager for Majestic Star. Prior to his Majestic Star tenure, Tyler held various positions within Database Marketing and Loyalty Rewards Marketing at Belterra Casino Resort & Spa. The resort featured over 1,600 slot machines, 40 table games, 600 hotel rooms, 6 food outlets, a 1,600-seat entertainment venue, an 18-hole golf course, and a full-service spa and salon. executive bio
kathleen “kat” simon – numbers guru aka director of finance Kat comes to i-10 Hospitality with nearly 12 years of experience as an Accounts Payable Professional. As the Director of Finance, she will oversee all aspects of accounts payable, purchasing and various other finance-related areas. In 2007, Kat started at L’ Auberge Casino & Resort in Lake Charles, LA as Accounts Payable Manager. In 2010, she was promoted to Shared Services Accounts Payable Manager for Pinnacle Entertainment. During her time in those positions, she developed and implemented many AP automation and centralization initiatives for Pinnacle’s SSAP department. From 1985 through 2001, Kat was a military wife who worked various government positions, from facilities and maintenance to child development as a preschool teacher. She owned/operated Kat’s Kids child development center from 1990 until 1993. In 2002, she went to work for Global Industries in disbursements and eventually transferred to Accounts Payable where she fell in love with a new career. She quickly moved into a supervisory position. Kat is APS certified by the Accounts Payable Network. Kat is active in various activities around the city. She is the lead singer for a Market Blue Bluegrass Band, which performs every week at the Lake Charles farmer’s market. Her group has also made several appearances at special events requested by the Mayor, including the July 4th celebration and the Mayor’s convention, which was hosted by the City of Lake Charles. executive bio
alyssa simmons – people person aka training & development manager Alyssa most recently worked for Ohio Valley Medical Center’s mental and behavioral health department. She was responsible for treating patients with mental illness, drug addiction and dual diagnoses. Prior to joining Ohio Valley Medical Center, she worked in the admissions and counseling office at Bethany College. She also assisted in the financial aid department from time to time. At Bethany, Alyssa was responsible for the recruiting process for the college’s East Coast territories. Alyssa graduated from Bethany College with a degree in Psychology and Pre-Physical Therapy. She is currently pursuing her master’s in Industrial/Organizational Psychology at Northcentral University. Through this program, she will specialize in the areas of recruitment and training, consulting, statistical analysis, and any and all human resource functions. executive bio
General Contractor KAP of Louisiana, Inc. Architecture & Design Montgomery Roth Architecture & Interior Design PONTIA Architecture General Counsel Rick Norman – Norman Business Law Center Investment Counsel Giordano, Halleran & Ciesla, P.C. – Attorneys at Law Accounting / Finance Gragson, Casiday & Guillory, L.L.P Wegmann Dazet & Company Real Estate / Site Selection Mike D. Bono & Co. – Century 21 Marketing Gremillion & Pou Marketing Human Resources Paychex Charitable Organization No Kid Hungry Professional Services
Ownership Obligation Gain consent from the other owners before acting on behalf of the company. Disclose to the other owners any and all actions you take on behalf of the company. Not compete directly or indirectly with the company or its owners. Fiduciary Responsibility Hold all company assets in trust. Maintain good financial discipline. Achieve superior financial results. Leadership Commitment Work hard and demonstrate long-term engagement and commitment. Develop self and others by always teaching, coaching, listening and learning. Use power and authority appropriately and understand the danger of the inappropriate use. Business Development Build and nurture our portfolio with a focus on our brands and reputation. Fulfill the on-going requirement to deliver excellent internal and external service. Achieve sustained value by originating and executing strategies, which are long-term and compelling. Core Values
Branding Be Unique, Valuable and Different from the Competition Stand out in the crowd, while appealing to a large audience. Create Loyalty Have Fun and the Customers will Follow Your Lead Create a fun and comfortable experience for all customers. The word will spread. Always Be Top of Mind Capture accurate customer information and execute marketing strategies that keep the customer thinking about their next visit. Location, Location, Location Fish Where the Fish Are Build near high-volume, stable businesses that share the same customer segment (Lifestyle Centers, Big Box Retailers, Malls, Strip Centers, Casinos and Entertainment Complexes). Easy Access from the Interstate Focus on populated areas near interstate exits. Get a Bang for Your Buck Select areas where advertising dollars go a long way. Cost of Media – Ranking by city in the United States Beaumont/Port Arthur – 141st Lake Charles – 176th Lafayette – 123rd Baton Rouge – 95th Marketing Philosophy New Orleans – 53rd Biloxi/Gulfport – 163rd Mobile/Pensacola – 60th
lean six sigma Lean Six Sigma is a set of tools and techniques utilized for process improvements. Through these process improvements, a business can eliminate and remove defects, ultimately minimizing variability in operational and non-operational aspects of the business. This creates a high-quality work environment, enhanced guest service, loyalty and profit. Define – Based on the voice of customer, opportunity is realized. Measure – Current process is observed. Analyze – Data is compiled and relationship correlations are considered. Improve – Based on the analysis, non-value added waste is removed from the process. Control – Measurement systems are designed to continuously monitor all KVIs. Operating philosophy
dine out for a cause No child should grow up hungry in America, but one in five children in the U.S. struggles with hunger. Share Our Strength’s No Kid Hungry campaign is ending childhood hunger in this nation by ensuring all children get the healthy food they need, every day. The money raised will benefit the No Kid Hungry campaign and its work connecting kids at risk of hunger with nutritious food and teaching their families how to cook healthy, affordable meals. i-10 Hospitality Contribution 10% of Revenue, during the opening week, at each i-10 Hospitality managed Quaker Steak & Lube location. 1% of Revenue, ongoing at each i-10 Hospitality managed Quaker Steak & Lube location. Select No Kid Hungry Merchandise will be sold in each store with 100% of the profit going to No Kid Hungry. Half of the money donated by i-10 Hospitality will be utilized by No Kid Hungry in the states that have an i-10 Hospitality managed Quaker Steak & Lube. The other half is used throughout the remainder of the United States. Making A Difference
development I-10 Hospitality, LLC has rights to develop Quaker Steak & Lube Restaurants from Beaumont, TX to Destin, FL, plus the option to develop three additional Louisiana markets in Shreveport/Alexandria/Monroe. “Cheers to a bright future” “Making it official by signing on the dotted line” “Celebrating with Quaker Steak & Lube Founders” area development agreement
Total Views: 2,164 Key Publications Posts: Yahoo! Finance, New York Business Journal & Houston Business Journal Obscure Publications Posts: TravelWeekly Asia (Singapore), Finanz Nachrichten.de (ABC New Media) (Germany) & Web Lens (Canada) Gaming Exec Inks Deal to Bring “Best Wings USA” to the Gulf Coast With an award-winning menu and over one billion wings sold, Quaker Steak & Lube® is racing to the Texas, Louisiana, Mississippi, Alabama, and Florida Gulf Coast BEAUMONT, TX, LAKE CHARLES, LA, LAFAYETTE, LA, BATON ROUGE, LA, NEW ORLEANS, LA, BILOXI, MS, and MOBILE, AL — Louisiana based I-10 Hospitality, LLC, a restaurant, hotel and gaming management company founded by former Pinnacle Entertainment, Inc. and Caesars Entertainment, Inc. executive, Geno M. Iafrate, inked a deal with Quaker Steak & Lube® to develop branded restaurants along the I-10 Corridor from Beaumont, TX to Destin, FL. “We are so excited to expand our brand presence throughout the I-10 Corridor and introduce more guests to our unique motorsports-themed dining experience,” said John Longstreet, President and Chief Executive Officer, Quaker Steak & Lube®. “Our continued strong growth would not be possible without our dedicated area developers at I-10 Hospitality who are committed to the company’s success.” The seven markets include Beaumont, Lake Charles, Lafayette, Baton Rouge, New Orleans, Gulfport/Biloxi, and Mobile/Pensacola/Fort Walton with an option to develop additional locations in the Shreveport/Bossier, Alexandria and Monroe markets. “We are thrilled to bring The Lube® concept to the coast,” said I-10 Hospitality President and Chief Executive Officer, Geno M. Iafrate. “With its fun family vibe, great service, delicious menu, and uniquely branded restaurants, Quaker Steak & Lube® will surely stand out.” Stay tuned to Get Your Lube On! I-10 Hospitality, LLC is partnering with Sulphur, LA, based KAP of Louisiana to oversee construction projects. Other key partners include Montgomery Roth Architecture & Interior Design from Houston, Texas and Shreveport, Louisiana based Gremillion & Pou Marketing. Quaker Steak & Lube Signs Seven-Restaurant Deal with I-10 Hospitality, LLC Award-Winning Casual Dining Franchise to Open Locations Across Tx, La., Miss., Ala. and Fla. SHARON, PA. – November 6, 2013 – The Award-Winning casual-dining franchise Quaker Steak & Lube® known for its Best Wings USA and more than 25 sauces, announced today it signed an area development agreement with I-10 Hospitality, LLC. to develop seven restaurants across the Interstate-10 corridor. Based in Louisiana, the I-10 Hospitality, LLC. group plans to open Quaker Steak & Lube® locations in the areas of Beaumont-Port Arthur, Texas, Lake Charles, Lafayette, Baton Rouge and New Orleans, La., Biloxi-Gulfport, Miss., Mobile, Ala. and Pensacola, Fla. over the next five years. “Lube Nation is about to get a whole lot bigger! We are thrilled to be kicking off the fourth quarter with the signing of our largest development agreement of the year,” said John Longstreet, president and chief executive officer, Quaker Steak & Lube®. “Our growth this year is a true testament to our area developers, like the I-10 Hospitality group, and we look forward to continued success with them on board.” The first restaurant is projected to open in early 2014 with the remainder opening through 2018. I-10 Hospitality, LLC was formed by business partners Geno Iafrate and Keith Portie. Portie brings more than 15 years of commercial construction experience to the partnership and Iafrate brings his extensive operations and development expertise. “This seven-restaurant agreement represents our long-term commitment to the Quaker Steak & Lube® brand,” said Geno Iafrate, I-10 Hospitality’s president and chief executive officer. “We are thrilled to be expanding and growing into new markets with The Lube®.” The compelling décor, including race cars suspended from the ceilings, motorcycles, Corvettes and gas station memorabilia, combined with its craveable food and SuperCharged events, has created a cult-like following for The Lube® for more than 39 years. The company experienced significant growth in 2012 with 11 restaurant openings, a 22 percent increase from the previous year and a 13 percent increase in system wide revenues. The company has more than 60 locations across 18 states and Canada. Most recently, Quaker Steak & Lube® was awarded the festival favorite for the second straight year at the National Buffalo Wing Festival in Buffalo, N.Y, winning the last three out of four. In addition, it was also recognized for its Triple Atomic wing sauce, winning first place in the Traditional Extra-Hot sauce category. press release
brand overview * As of December 1, 2013. I-10 Hospitality, LLC Area Development Agreement Quaker Steak & Lube
potential restaurant locations* Lake Charles, Louisiana Baton Rouge, Louisiana** New Orleans, Louisiana** Lafayette, Louisiana Beaumont, Texas / Gulfport-Biloxi, Mississippi Mobile-Pensacola-Ft. Walton, Alabama / Florida** Shreveport-Alexandria-Monroe, Louisiana*** * Locations are in various phases of development and subject to change ** Markets that can support multiple restaurants *** Option exists to develop these three markets per Area Development Agreement markets
potential restaurant locations markets
Proven Concept Operational Excellence Brand Established 1974 Lean Six Sigma High Unit Sales Service Profit Chain Risk Mitigation Marketing Strategy Franchise Model Robust Site Selection Model Multiple Units Industry Leading Analytics Geographic Diversity Modest MSA Costs Synergies Management Experience Shared Services Complimenting Experience Volume Leverage Combined 50+ Years In Hospitality Higher Caliber Talent Entrepreneurial Success Fee Reduction Royalty Fee From 5% to 4.5% After 3 Stores Franchise Fee From $40K to $20K After 3 Stores HR Services From $20K to $12K Per Store strategic Summary
I-10 Hospitality, LLC 4210 E. Fairview Avenue, Sulphur, LA 70663 i-10Hospitality.com Office: 337.313.3105 Email: info@i-10Hospitality.com Facebook: www.facebook.com/i10Hospitality Geno Iafrate Ryan Simmons Linda Laswell Dream Weaver Ops Ninja Air Traffic Controller aka President & Chief Executive Officer aka Vice President & Chief Operating Officer aka Executive Assistant Cell: 337.499.6628 Cell: 702.306.3782 Email: AirTrafficController@i-10Hospitality.com Email: DreamWeaver@i-10Hospitality.com Email: OpsNinja@i-10Hospitality.com Twitter: @i10DreamWeaver Twitter: @i10OpsNinja Keith Portie Tyler Conover The Magician Idea Guy aka President & Chief Development Officer aka Vice President & Chief Marketing Officer Cell: 337.912.3447 Cell: 812.350.2401 Email: TheMagician@i-10Hospitality.com Email: IdeaGuy@i-10Hospitality.com Twitter: @i10TheMagician Twitter: @i10IdeaGuy Alyssa Simmons Kat Simon People Person Numbers Guru aka Training & Development Manager aka Director of Finance Cell: 304.312.9330 Cell: 337.513.2934 Email: PeoplePerson@i10Hospitality.com Email: NumbersGuru@i-10Hospitality.com Contact Us
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