THE LAGUNA BEACH PROJECT

Welcome! The goals of this page are:

• DEFINE RAW LAB anD expLAIN WHY IT IS THE ANCHOR CONCEPT (ONE OF THREE CONCEPTS) TO OPERATE IN THE LAGUNA LOCATION.

• HIGHLIGHT JUST HOW MUCH RAW LAB IS AN entirely new culinary paradigm and what this means for the expansion of the THE concept, BRANDS AND THE BUSINESS, globally.

• DEFINE THE EXPANDED HOSPITALITY CONCEPT (RAW LAB + LTLE FISH + URCHIN COASTAL COFFEE & CAFE) FOR LAGUNA AS we envision iT: a culinary compound, dining destination & EPI-CENTER OF A CONSCIOUS CUISINE.

• MAKE THE CASE FOR BUYING THE laguna PROPERTY (ALREADY UNDER OUR CONTROL) and why THIS IS THE PATH FOR THE EXPANSION OF THE BUSINESS, INTERNATIONALLY.

• Track the timeline and progress of the plan for Laguna Beach.

• INTRODUCE KEVIN JOSEPH, Founder and owner of empire oyster, RAW LAB, LTLE FISH…etc.

WHAT IS RAW LAB?

RAW LAB is the cornerstone hospitality concept of the soon to be formed Delaware S Corp, Empire Worldwide, Inc. In the history of successful hospitality ventures that have led to vertically integrated ventures, private label brands, the development of a “Chef/Personality/Evangelist”….the common denominator has been a paradigm shifting "dining experience & culinary ethic”. RAW LAB, MARINE CUISINE & Kevin Joseph are this for Empire Worldwide, Inc.

Simply stated, RAW LAB is the world’s first and only Omakase-Style Raw Bar Experience, anywhere, ever. It is a fusion concept…the fusion of An Oriental Service Style and Occidental Cuisine. Omakase has been synonymous with Sushi for 1000 or more years. We use this service style (not the cuisine) and apply it to species, preparations and presentations common to American and European Raw Bar menus. THIS IS THE HACK and it has now been proven.

RAW LAB was created in Charleston, SC in 2021 and has operated there for nearly 3 years, earning and maintaining a 4.9 star rating or RESY. It is consistently sold out at $320 per seat. These facts demonstrate that we have created a culinary product, service and experience that is, quite simply, ELITE by traditional measures. But it has also become ELITE in the ways that matches with the of values of modern consumers…the social media generations. This means, gone are the white table clothes, army of attendants in pressed uniforms and all the formality of what WAS “fine dining”. Of course, the fun and theater is useful but at the core of any culinary concept is the food. Thoughtful, colorful, delicious and interesting presentations ensure that the phone eats first and the posts go viral. Modern consumers are looking for FUN dining as much (if not more than) FINE dining and vibe is everything.

RAW LAB was a flier, and experiment we didn’t realize the potenial of when we started it in 2021. As such, we opened in an odd space with ZERO street visibility and within a terrible business arrangement (in the long term). We did this to see if it MIGHT work, what we could learn and most importantly, because the build out was paid for 100% by our landlord / partner in the venture. We had no risk other than time and effort. COVID was still a consideration.

Even with serious disadvantages (a small market, COVID, a bad long term business agreement with landlord/partners) it has worked well. Expenses were higher than expected due to our landlord/business partner failing to deliver on certain service agreements, like dishwashing after 10pm. We operated on Rev Share model with the landlord taking 30%. They also held the Liquor License and so we were functioning, essentially, as a private dining room for their failed food hall. This wont be the case in CA where we will control the building, amenities will be easier to use…etc. The Charleston venture was a Proof of Concept and a Dressed Rehearsal.

The Charleston venture has done about $500k a year in revenue with an EBITDA of about $100k. We think we can do 4 - 5 x this in CA with the expanded concept with a $300k EBITDA.

Omakase is a Japanese Verb. It means “to Entrust.” Until recently, the term Omakase (which is a style of service) has been applied only to an elite sushi experience delivered by a Master. We were the first to apply it to traditional “Raw Bar” fare, and expand that menu.

RAW LAB is a culinary theater which delivers an unprecedented level of Edu-Tainment and value. It is “dinner & a show” and the brainchild of Master Mermmelier, Kevin Joseph. RAW LAB was created in late 2021, during COVID, in Charleston, SC and has maintained a 4.9 star rating on RESY. It has been priced at $250 + tax and tip ($320) since March 2022. Service has been consistently “Sold Out”.

Consumers from across the US are now coming to Charleston specifically to experience RAW LAB on the recommendation of friends, family or neighbors. There is very little resistance to the price, length (4 hours), a 20% minimum gratuity.and our a-typical late cancellation policy (guests are subject to paying the full price of $250 if they cancel within 9 days and the seats go unfilled / no-shows are charged full price) .

THE HACK / DISRUPTION / INNOVATION

We simply flipped the model. In doing so we have been able to make 1 + 1 + 1 = 7 in a tiny space in Charleston. With the Laguna property we can make 1 + 1 + 1 = 21.

THE OLD, TIRED WAY - A LA CARTE / TABLE SERVICE MODEL

It’s been done this way everywhere, forever. Crustaceans and bivalves come to the table on a platter or in a tower. A server takes you’re order. You don’t see the platter or tower being built, oysters shucked…etc. Your server knows little or nothing about the oysters or where / how they were grown, never mind the first things about the history, culture, cuisine, economy and ecology of oysters or the other very expensive proteins on offer. And if they did, they don’t have time to discuss it, because they have 3 or 4 other tables to get drinks and entrees to. THIS MODEL IS BROKEN for $500 - $1,600 per pound pound proteins (oysters & caviar) being served. It’s worse than this, actually. In 99% of “Restaurants” offer “oysters”. The remaining 1% of restaurants (expensive seafood destinations) will deliver more information on the oysters (like they do with their wines) but their table service / a la carte model is a fail for delivering the additional value of the product. While you might not be old enough to to remember when restaurants in America really only offered “Red Wine” and “White Wine? We are still in that space with oysters and other raw bar fare in the vast majority of markets and stores.

OUR WAY

We combined three key “Elements of Style” in a new and fresh way that delivers unprecedented value to the diner:

1. CHANGE THE SPACE & SERVICE STYLE in a way that delivers exponential fun & discovery (value) to the consumer: U-SHAPED BAR & OMAKASE STYLE OF SERVICE

2. #RAISE THE RAW BAR BY DEVELOPING AND PERFECTING A NEW CULINARY ETHIC: MARINE CUISINE & DelicaSEAS

3. CREATE AND POLISH THE EVANGELIST, EXPERT, MAVEN, ARTIST, PERFORMER: MASTER MERMMELIER. Invent the role, title and define the expertise, experience and skill set needed to execute. Put that person in the middle of fewer, more interesting, interested and influential people and put on a show at $300+ per seat.

THE BOTTOM LINE IS MAGIC: We didn’t design for this in Charleston but what we discovered was magical. What we’ve done is revive the Salon, literally, in the 16th - 18th Century / European / Renaissance & Age of Enlightenment definition of the term. READ WIKIPEDIA’S DEFINITION / HISTORY OF IT HERE. Basically, a host (usually a maven on a subject) curates a performance / presentation for a group of influential guests. These guests participate in, discuss and evaluate the content, talents and merits of the performance / presentation and / or performer, in real time, as a group, before, during and after the performance.

HOW ITS DONE

1. Design and build a new kind of dining space that could allow for all of this. Remove the RAW BAR from the RESTAURANT and eliminate the “restaurant”. BE, an actual RAW BAR, just a RAW BAR and THE BEST RAW BAR EVER, anywhere. In doing so you can eliminate the fine dining / expensive seafood restaurant (and the staff, overhead…etc), 3,500 sf space needed, parking needed, the need to turn tables, the need to expose yourself to unreasonable risk by cultivating a bar scene, create a focus on wine pairings and a more responsible appreciation of wine.

2. Develop and execute on a 10 - 12 course menu that 1 chef could present to 12 guests in under 4 hours

3. Create and polish the personality / performer to execute it all

This new model allows us tO

• Replace “FINE Dining” with “FUN Dining”.

• Delivery 30 - 50 “Points of Discovery” to savvy consumers.

• Do to fine dining in restaurants what fractional private jet ownership did to aviation.

• Offer an extremely dynamic experience that incorporates a much higher level of choreography of food, music and lights than is possible in the traditional restaurant environment.

• Provide sophisticated and influential Gourmands & Epicureans with a new, exciting, social media friendly option for culinary edu-tainment which they are motivated to share.

• Invent a new ways to create a lot more value in the product, service and experience through a nano / semi-private experience that delivers 1000x the value that could ever be delivered in the old model (table service / a la carte).

• Find and deliver a lot of new value in extremely expensive seafood products. This is a new “margin” which is not based on winning through pricing, rather through value.

No one thing is the answer. The magic is in the combination of the “elements of style””

BOTTOM LINE: THE SPACE & SERVICE STYLE + THE CULINARY ETHIC + CHEF PERSONALITY AS HOST = A transcendent experience that delivers extraordinary value.

WHY RAW LAB WORKS

It works because we fixed an old, tired, broken model that was no longer delivering value to the consumer commensurate with the costs of the product, which have risen, and will continue to rise. Consumers do not seek out formal dining product they seek out fun dining experiences in the post consumption consumer economy we live in. EVERYONE has had fine Champagne, Caviar Service and Fois Gras on a white linen table cloth. Now they want see it plated, learn about where it came from and who created it. Our model allows for a discussion on these topics that busts myths, reveals the truth about many things, makes people laugh and think and learn…without being made to feel stupid. Curiosity is rewarded in this model whereas in the old model ignorance was often scorned.

HOW DOES THE LAGUNA BEACH LOCATION / SPACE ALLOW US TO GO BEYOND “ELITE” WITH RAW LAB AND LAUNCH A GLOBALLY RELEVANT, VERTICALLY INTEGRATED BUSINESS.

The location will allow us to present RAW LAB in an even more exciting way and allow for the rapid expansion of a global community and rabid fan base. While RAW LAB is already on the level of other known and proven, globally iconic products, services and experiences, the Laguna location will allow us to take it up a few notches for at least 3 reasons. The property will give us the opportunity to set the foundation for a global expansion which will create a handsome ROI for our founding partners in the coming decade. The property is important to the venture for at least 3 reasons, highlighted below.

1. The Qualities of the Space / Building / Property

2. The Market / Location

3. The Supporting products, services, experiences that the space allows for

The Qualities of the Space / Building / Property

It’s not too big and expensive to own / operate like SO MANY failing concepts where the only path to survival is to lower prices, offer promotions. This is a race to the bottom. It has both indoor and outdoor space. The small kitchen is enough of a kitchen to deliver a continuum of food and bev that build off the culinary ethic of RAW LAB and drive revenues from the other concepts who benefit from the branding and positioning and perceptions of RAW LAB.

THE MARKET / LOCATION

It matters because though we have already earned a reputation for being an elite dining & entertainment experience, there is still an opportunity to improve upon our existing value propositions. Furthermore, doing so in an A+ market (demographics, media, volume) will allow us to set the stage for global expansion. Also, the beauty and allure of the area is legendary. It is an elite destination for art, surfing, diving, fishing, sailing and beaches. These attractions bring affluent and influential consumers from the world over who stay at world class resorts just a few miles away. And like many beach communities the food scene is lacking? Why is this generally, universally true? For the same reason that waterfront dining restaurants do not delivery high quality food….the guest is there for the view, not the food. Visitors to beach towns are there for the beach / water…etc, not the culinary scene. To be at the top of the food scene in Laguna (which we will no doubt achieve) will be highly profitable. Additionally, in CA we will have access to a much larger, more talented and experienced labor pool. Also, the Orange county market has actual food critics and writers as does LA and SD. These journalists will appreciate our offering and we will benefit from press in an A+ market. Finally, South Laguna Village is about the last bastion of “affordable” real estate in the region.

The Supporting products, services, experiences that the space allows for

THREE CONCEPTS

The unique layout of the space and it’s existing infrastructure (a huge savings in costs) will allow for a three concept operation that can operate from 7am - 11pm.

2 RENTAL UNITS

The improvement of the property to include two guest suites will allow for us to offer these to guests who want to immerse themselves in the offering as they enjoy the beaches just blocks away and Laguna / Dana area.

THE COURTYARD

The outdoor space in a part of the world that enjoys some of the best weather in the world is a key to success. The outdoor space off the busy PCH highway to our East. It will not be seen or heard from this area. Ultimately, this will be improved to be a much more lush, jugular space. It is lovely for casual dining and gatherings but that does NOT mean that elite food and extraordinary public events cannot be served in this atmosphere. Imagine a space where 50 guests can stand around a fire, watch as a live, $1000, 40 pound Alaskan King Crab is removed from a crate, cooked, plated and served to all, live, in real time. The opportunities to rent it out (for a great profit) to bridal parties, bachelor parties and rehearsal dinners at a fraction of what it would cost at nearby hotels is endless.

UPSTAIRS / INDOORS

In the area off the entrance, facing Pacific Coast Highway, we have the main indoor dining room. This is where the U-Shaped Bar will be built. We are of the belief that windows facing a busy street and a 7-Eleven are not conducive creating a beautiful space and maintaining a great vibe. These windows will, however, let in some nice light (especially in the morning hours) making it a lovely space to enjoy a healthy breakfast, coffee and smoothies. But it is in the evening that this room will really come to life as we “close the envelop”.

THE CANABIS ADVANTAGE

In California there exists the opportunity to use cannabis in cooking. We will most certainly use cannabis to smoke various items, live, as we currently do with our Cold Smoked Oysters, which is an absolute show stopper. Think: Stoned Oysters, Kind Bumps (Caviar), Baked Clams…the opportunities are endless.

Pictured and in the video above is the main room of the upstairs, indoor space, looking East towards PCH. This space will be purposed as RAW LAB (Wed, Thurs, Fri & Sat, 6pm -10pm, roughly). It will also function as the dining room for LTLE FISH (Sun-Wed, 11am - 10pm & Thurs - Sat 11am - 5pm).

When RAW LAB is in operation, the envelope will be closed, allowing for no vision in or out of the space and no entry to anyone but the guests in attendance. So, at 6pm we push off and set sail for 3- 4 hours. Guests are transported to an under-sea-scape where time and the outside world are hard or impossible to track as the guests become the fish in the fish tank. Windows will be shuttered on the outside so no view of the street is possible. Ultimately, the glass will be covered with high resolution LED film which will deliver colorful content of all kinds to the guests, kind of like THE SPHERE, in Las Vegas. This 300+ sf culinary arena will deliver an umnprecedented pairing of food, wine, people, sound, light, video and living plants. The curvature of the wall from North to East to South will allow us to deliver 180 degrees of imagery which, in some cases, might showcase the people, places and processes which produce the food and wine the guest is enjoying, in real time. The acoustics will be world-class as well. The pairing of visuals, music, food & wine will be unreal, without being overbearing.

KEVIN JOSEPH - Founder / Owner / Chef @ EMPIRE OYSTER, RAW LAB & LTLE FISH

Kevin Joseph has invented an entirely new form of expertise & hospitality that creates an extraordinary, global, defensible business model and opportunity. While his initial focus was oysters and his early goal was to: #RaiseTheRawBar, that now appears to have been but a spark that led to an inferno. Kevin has now been able to surpass that goal and change the value proposition for oysters, raw bar and other seafood. He has changed the game, materially. As a disruptive force for good in the industry, Kevin’s vision has only just begun to be understood and appreciated.

He changed the only model there ever was for RAW BAR…He removed the raw bar from the seafood restaurant that ALSO has a raw bar, and eliminated the restaurant. He put the kitchen in the center of the dining room and the Chef center stage, the entire time. He flipped what he saw as an old, tired, ubiquitous model for seafood / raw bar service and expanded the offering to become a meal, not an appetizer. In doing so, he did to restaurant dining what fractional private jet travel did to aviation.

Kevin has started what is a much broader disruption of, at the very least, the seafood hospitality niche. And, at most, the seafood industry etc all. The new business model he created is something he’s been able to package, polish and prove as a new business paradigm. Kevin now owns the space he created and he’s ready to go Nationwide & International with his brands, concepts, intellectual properties and culinary ethic.

So how does someone with zero culinary training or experience as a cook or Chef in a proper kitchen end up creating, owning and operating 2 of the 14 concepts in Charleston with a 4.9 rating on RESY? The answer: Kevin took WHAT HE GENUINELY IS and combined it with what he could SEE / DO AS AN OPPORTUNITY TO BUILD VALUE. It took 10 or so years to find this formula and be the expert he needed to be to package it. In doing so he was able to make 1 + 1 = 3.

Kevin’s is the aggregation of passion and an authentic identity…a mission, mantra and method…a fusion of a lifetime of hospitality experience, an extraordinary Grandmother, and his love of nature, food, nutrition and entertaining. THE OPPORTUNITY TO BUILD VALUE came when he figured out how to apply his unique combination of traits and experience to… 1. a new use of space 2. the menu that use of space would allow for. 3. A new value proposition for seafood.

THE RESULT: Culinary Theater. Dinner & A Show. Edu-Tainment, There a value created and a margin earned in “The Show” and the “discovery” that the experience delivers that is absent in many fine dining experiences. The margin here may prove to be larger than the shrinking margins on food and beverages in the coming years.

His is an extraordinary story of coming into ones own as a Chef without any significant culinary influences other than a desire to tell stories about where and who the product comes from, more than what he did to the product. He sometimes refers to himself as the Anti-Chef, because his path to success was as a-typical and unlikely as can be. And also, because he believes that the consumer is more interested in the food itself and where it came from than they are what the Chef did to it. This being said, his respect for proper Chefs is intense as he knows they poses a skill set, experience and expertise he does not and that in the traditional restaurant business, this skill set is essential. Kevin was always a Front of House guy so he re-imagined the cooking/dining spaces to create for himself a stage from which he could sing the praises of the people, processes and eco-systems that deliver to us the product we should value the most.

Dive deep below and read ”The Whole Story” below to see the path and trajectory Kevin took and sees. This will inform the reader, in part, to thy myriad opportunities at hand in the short, medium and long term.

DIVE DEEP HERE: BIO + Link Tree + The Whole Story

TIMELINE

• 2011 - An Oyster Epiphany

• 2012 - Created New York Oyster Week, Executive Producer 2012-2019

• 2013 - Travels N. America sourcing oysters, selling oysters and training chefs as National Sales Director for Blue Island Oyster, Co.

• 2014 - Founded Empire Oyster

• 2019 - Trademark: Mermmelier

• 2020 - Trademark: Marine Cuisine

• 2021 - Opens RAW LAB in Charleston, earns 4.9 stars on RESY

• 2024 - Opens LTLE FISH in Charleston, earns 4.9 stars on RESY

• 2024 - Secured Laguna Beach Location

LOCATION

What better or more authentic spot for our concept than on the doorstep of the Laguna Beach State Marine Reserve which is tucked in between Crystal Cover State Marine Conservation Area and Dana Point State Conservation Area. Staggering beauty, lush flora and diverse Marine fauna are everywhere you look. There isnt a better location on Earth for our concepts. Much of our dishes will feature product caught just outside of these protected areas. Hyper local product caught by local fishermen will be the cornerstone or our MARINE CUISINE & DelicaSEAS and there are few places in the world that could deliver this level of transparency and authenticity. Bottom Line: Our location makes us irresistibly attractive and interesting to sophisticated Epicureans and Gourmands and influential food media from LA & San Diego. Unlimited programming can be built around this location from low tide-pool tours with local Marine Biologists to SCUBA, fishing, surfing, whale watching, sailing and swimming adventures nearby as well as hikes on dozens of trails in thousands of acres of protected parks, inland.

THE VISION

We envision a world-class culinary destination offering MARINE CUISINE & DelicaSEAS a stones through from a beautiful and thriving Marine Preserve. It is absolutely clear that this is a singular opportunity in hospitality which has an enormous amount of authenticity to leverage.

The location is 1.5 hours from LA, 1.5 hours from San Diego, 15 minutes from Dana Point and 10 minutes from downtown Laguna Beach. We cannot imagine more of a slam-dunk for our concepts, expertise, experience, brands, positioning and offering. This location has the potential to be developed into a compound, an oasis and an enclave where several realities exist at the same time and multiple revenue streams can function 7 days a week, 365 days a year.

MAXIMIZING THE USE OF THE PROPERTY

We realized that this can be confusing, and that this isn’t typically how hospitality spaces are used. Its something of a new paradigm. We’ve had success with it already (in a couple of instances) so we know it can be done. There are 3 distinct menus/service styles and offerings to be executed in the available spaces. Why?

1. Maximize revenue.

2. Generate revenue 7am-10pm, 7 days a week.

3. Leverage the “Elite” Brand Positioning of RAW LAB to the advantage of LTLE FISH and more

#1 - RAW LAB: AN ELITE CULINARY EXPERIENCE

• The sophisticated consumer can escape into another time and place in a world-class, immersive culinary experience. This is a 4 hour, 12 course experience which has performed exceedingly well in a county that is 1/1000th the size, depth, breadth of OC, CA.

• We have operated RAW LAB successfully in Charleston, SC since Nov 2021.

• We have maintained 4.9 Stars on RESY

• We rarely have empty seats at $320 per seat

• www.empireoyster.com/rawlab

#2 - LTLE FISH: BOTH AN APPROACHABLE and UPSCALE OFFERING OF MARINE CUISINE & DELICASEAS

• We have offered an alternative to RAW LAB in CHS for some time now. It’s not OMAKASE RAW BAR, like RAW LAB, it is an A LA CARTE offering, delivered in the same seats, in the same room, but at different parts of the day/week.

• Average cover is $125

• Average covers per day (Mon - Wed in CHS) has been 15.

• www.empireoyster.com/ltlefish

LTLE FISH & RAW LAB are compared and contrasted (for Charleston) here:

• www.empireoyster.com/labvfish

In Laguna, LTLE FISH & RAW LAB will also share the same seats, space, vibe and menu items, HOWEVER, we have a lot more space in Laguna to expand on the offering. Roughly 75% of our revenues will come from LTLE FISH, the rest will come from RAW LAB and URCHIN Coastal Cafe & Coffee.

#3 - URCHIN COASTAL COFFE & CAFe

Finally, additional activation of the spaces available will be made with a simple cafe & coffee concept. Timing for this offering / menu will be driven by breakfast and lunch. Guests will be able to enjoy coffee, pastries, breakfast foods and lunch items in all spaces 4 days a week. When RAW LAB is being set up and operated (5pm - 11pm Thurs - Sat) this area will not be available for the URCHIN menu.

USE OF SPACES / APPLICATION OF CONCEPTS & MENUS

So, the following offerings, brands and menus will operate out of the same indoor and outdoor spaces, year round…

RAW LAB

• DINNER ONLY - An Elite Culinary Experience

• MENU: 12 Courses served in the Omakase Style featuring MARINE CUISINE & DelicaSEAS from Master Mermmlier, Kevin Joseph

• Thurs, Fri & Sat, 6:30pm - 10:30pm

• Operating in only one of the spaces, (Indoors & Upstairs)

LTLE FISH

• LUNCH & DINNER - An approachable & upscale Experience & Menu

• MENU: MARINE CUISINE & DelicaSEAS, RAW LAB’s Greatest Hits, Seasonal & Local Specials

• SPACES & HOURS:

  • Indoors/Upstairs at the U-Shaped Bar (Sun - Wed, 11am - 9pm) Lunch & Dinner AND Thurs - Sat, 11am - 5pm ) Lunch Only

  • Outside / Downstairs/Out Back (7 days a week, 11am - 9pm) Lunch & Dinner

URCHIN COASTAL COFFEE & CAFE

• BREAKFAST & LUNCH

• Operating in all of the spaces offering breakfast & lunch

  • Indoors & Upstairs at the U Shaped Bar (Sun - Wed, 11am - 5pm) for breakfast and Lunch AND Thurs - Sat, 11am - 5pm ) Breakfast & Lunch

  • Outside, Downstairs & Out Back (7 days a week, 11am - 9pm) Lunch & Dinner

BOTTOM LINE: We can clearly see a really exciting private event space and a public space that is a cornerstone gathering place for the community which meets consumer demand for approachable, quick, inexpensive food & bev as well as an elite dining experience.

THE SPACES

Space #1: Upstairs, Inside

An elegant space to be used for all 3 concepts at various times of the day / week. This will feature an elegant U-Shaped bar which will seat 14-16 guests at a time. There may be a few counter seats as well, facing the kitchen. Finally, there may be room some additional indoor seating. This space affords us the opportunity to create an atmosphere and experience that is to fine dining what The Sphere is to live music & concerts. This is a SINGULAR opportunity.

Space #2: Downstairs, Outside, “Out-Back”

This can be activated as simple outdoor seating to be used to enjoy food & bev from the URCHIN or LTLE FISH menus. It will ultimately feature an outdoor grill and a nano-bar which services the space. The area will be elegantly lit at night and features a great mix of sun and shade during the day.

PLAN TIMELINE

PHASE ONE - Aug - Nov 2024

• Secure Location

  • Done with Lease

• Raise / Borrow $4,000,000 To Purchase & Improve The Building

  • In Progress

• Hire Architect

  • Get Plans

    • In Progress

• Hire GC

  • Pull Permits

  • Prepare for City Planning, Permits and Approval Process

PHASE TWO - BUILD OUT - Dec 2024 - Jan 2025

• Finalize Design

• Complete Inside / Upstairs build out

• Department of Health Sign Off / Approval

• Hire & Train

PHASE THREE - SOFT OPENING (Late Feb 2025)

• Finish Initial Build Out

• Hire & Train

• Select Services & Events

• Begin Marketing & PR

PHASE FOUR - IMPROVEMENTS NOT NEEDED TO OPEN - 2025 thru 2026

• Residence Under Building

  • Residential address required by city to add an ADU (attached dwelling unit). This will increase property value dramatically and possibly allow for us to host guests / speakers for seminars on premise

  • ADU Build Out

• Deck off back of building

• Live Fire / Grill / Smoker Activated

• Fully Completed Garden / Orchard /Jungle in the back courtyard

• Small Pool Off Cottage Cottage (summer) / Stage (winter)

CAPITALIZATION

• $2.3-2.5mm purchase property

• $150k Apartment (ground level reconfiguration including electrical upgrades)

• $150k Initial retail restaurant build out

• $75k courtyard beautification

  • an extraordinary oasis for gathering, private events, special / ticketed events, yoga, meditation, presentations, recreation…etc

    • plants & trees, retaining walls, lighting, sound, fence improvements, small pool / water feature, sauna, cold plunge (amenities for cottage guest and restaurant guests)

• $100k FF&E purchases

  • smoker & grill

  • refrigeration: dry ager for steaks and fish, walk in refrigerator / freezer

TOTAL: $2.8mm - $3.1mm 

DISTANCES

NEWPORT BEACH 12 miles || CORONA DEL MAR 10.3 miles || LAGUNA BEACH 4 miles || DANA POINT 4 miles

BEACHES Victoria Beach 2.1 Miles || Treasure Island Beach 1.5 miles || 1000 Steps Beach .5 miles || Table Rock Beach .3 miles

RESORTS & HOTELS Montage Resort: 1.5 miles || Ritz Carlton: 2.4 miles || Waldorf Astoria: 3.0 miles || Resort @ Pelican Hill: 9.6 miles

LAGUNA BEACH STATE MARINE PRESERVE .2miles

SOUTH LAGUNA VILLAGE

The property is located in an area outside of Downtown Laguna. It is 4 miles to the south of the heart of downtown. This is a very good thing, for several reasons, especially in summer. Locals seek to avoided the crazed streets of DT Laguna most of the year. S. Laguna has better proximity to The Montage and Ritz Carlton (no need to pass through DT Laguna to get to us from these hotels.) S. Lagauna Village is “pioneering” in the sense that it is the last part of the region to see its next phase of revitalization. So there is still A LOT of value to be captured here. Hints of this revitalization coming soon are provided by the success of Ahba and Helens as well as Neopolitans as local dining options.

The neighbors are anxious for more culinary options and the village has an incredible potential to develop into its own culinary destination. With proximity to both Table Rock and 1000 Steps Beach, there is no need for a visitor saying in SLV to venture into DT Laguna for a beach day. Finally, visiting surfers will find S. Laguna better for day trips to OC’s top surf spots, all located south of our location which means no passing through or dealing with DT Laguna to get there. This all being said, DT Laguns’s epicenter is 4. miles to the north. It is easily reached by Uber or E-bike. So, it’s THERE, but it not in the way of getting to the beach or to the best surf.

LOCAL & REGIONAL DEMOGRAPHICS

Laguna Beach is in Orange County, CA which borders Los Angeles County and San Diego County. LA is 60 miles north and San Diego is about 50 miles south. OC population is 3mm. Total population is 12.3mm in the three counties. Tourism in OC attracts 50mm visitors a year. Total tourist visitors to the three counties in 2023 was 130mm.

Charleston County has 400k residents. Very very broadly defined, (Savanna to Columbia to Charleston to Charlotte) the region has about 8mm residents. Total annual tourist visits for the region in 2023 was about 25mm.

POINT IS: Our a-typical model and concept worked in a market a that has a population and tourism base that is dwarfed by the CA market. Beyond that, the affluence of the CA market compared to the extremely broadly defined SC/NC/GA market is exponentially higher.

BOTTOM LINE: OC, CA is an absolute NO-BRAINER, especially with just a $12,500 monthly rent to meet.

OYSTER BAR / RAW BAR NICHE IS EMPTY

Unbelievably…We DO NOT see an oyster bar or a raw bar in Laguna Beach and I don’t see any legit oyster / raw bar destinations in the entire region. Meaning, we don’t see anywhere that isn’t the same old model: SEAFOOD RESTAURANT THAT ALSO HAS A RAW BAR. This model is TIRED and BROKEN as is the large restaurant model. We will #RaiseTheRawBar in Laguna, OC and CA with this concept.

The market and location is A+. Extremely affluent consumers abound. Affluent vacationers are ubiquitous. 3 world-class resort hotels are within 10 minutes of driving (Montage, Four Seasons, Ritz-Carlton). Orange County has 3 million residents and is the 66th wealthiest county in the US.

Our RAW LAB concept has already been proven in a small and isolated market (Charleston, SC). Charleston has roughly 10% of the population of OC and contains perhaps 1% of the wealth of the OC. The “Food Savvy” of Charleston is strong there but it does not compare to that of OC. Feeder markets for Charleston are Charlotte (3 Hours) Savannah (2 Hours) and Atlanta (5 hour drive) so Charleston is quite isolated from any population / wealth density. RAW LAB is booked solid 3-4 nights a week (the limit for the market) at $320 per seat. If we can do that in tiny CHS we can do 2-3x that in Laguna Beach.

With this location we know we will become recognized not only as the best in class in OC, but also in CA. This will lead to additional global recognition and the dramatic expansion of our operations. The international food media is NOT paying attention to Charleston where there are ZERO Michelin Stars. The Chefs, Restaurateurs and “Foodies” of Charleston are nowhere near as elevated and sophisticated as those in OC. As a company and for me as a professional, I need to graduate from Charleston, ASAP and this seems to be the way to do it.

Our concepts (particularly RAW LAB) will enchant the food media of OC, LA, SD & SF. It will engage and delight the Epicureans and Gourmands of the region and those visiting from international destinations. We know this because we do get those people in Charleston on occasion and when we do, they are BLOWN AWAY. The best fed and well traveled people we’ve ever met are those who are always the most enthusiastic and complimentary about their RAW LAB experience.

Personally and professionally I have been able to engage and enchant HNW individuals as a culinary event producer, private chef and caterer in Tier One Markets: New York City, The Hamptons, Newport, RI, The Palm Beaches, Miami, Naples & Sarasota, FL for decades. In short, I’ve operated near the top of the game for some time and I’ve managed to re-invent the “Seafood Hospitality” space quite significantly. Evidence of this can be found at my PRESS PAGE.

We see a continuum of offerings and experiences is possible at the PCH site which can keep the door open (and register ringing) 24/7. Empire Oyster / Kevin Joseph is the right operator with both the appetite for and proven track record for doing the impossible, the un-precedented and that which is spectacular, WITHOUT being pretentious, arrogant or overbearing.

EMPIRE OYSTER is our parent company. It holds other LLC’s and all of our intellectual property. Empire Oyster is a vertically integrated specialist in RAW BAR hospitality, consulting, aquaculture and catering services. We have been in business since 2012.

PHASE ONE - 2024 / 2025

In this phase we’d focus on getting open and operating 4 concepts / menus / offerings / experiences in the Main Building and Garden:

1. RAW LAB

2. LTLE FISH

3. URCHIN COASTAL COFFEE & CAFE

RAW LAB

RAW LAB would operate in the main space off PCH on the upper level. Operating with one seating nightly, Wed - Sat PM from 6:30pm to 10:30pm. 12 - 16 guests per seating.

RAW LAB is a singular culinary experience created by Master Mermmelier, Kevin Joseph. It is the first and only Omakase Style Raw Bar offering in the world, ever. Now proven after 2.5 years of successful operations it holds the record for the most expensive seat sold, ever, in Charleston at $250. Currently it is the hottest spot in town, 2.5 years after opening. We do not have a seat available until July, 2024. This would be executed in the main space, off the kitchen space in the upper building on PCH. We would have one seating Wed - Sat or Thurs - Sat for 12 guests at 6:30pm. At $350 per guest monthly revenue projections would be in the $80,000 range.

RAW LAB WEBSITE

RAW LAB INSTAGRAM

Operating Hours & Concepts in for RAW LAB, inside only

Dinner / Reservations Only: Thurs - Sat @ 6:30pm

LTLE FISH

LTLE FISH, would use the main space off PCH on the upper level and operate when RAW LAB IS NOT operating.

Service for Lunch & Dinner Sunday - Tuesday nights. Service for lunch only Wed - Saturday 11am - 4pm.

LTLE FISH would offer an a la carte menu featuring MARINE CUISINE & DelicaSEAS made famous by RAW LAB. It would also feature a broad and deep offerings of Tinned Fish / Conservas; an ancient Spanish, Portuguese & Mediterranean tradition which is starting to really trend in the US. LTLE FISH would offer a limited menu of composed dishes, half and full glasses of interesting wines (also available by the bottle), a few cool beers in bottles, cans and on tap and a simple but exotic spirits / cocktail program. This would make for a smart business lunch destination and a fun date spot. A scene could certainly be created AND managed so as not to take over the vibe intended: Cool. Secret. Local Fav. Elevated. Unpretentious. Smart. At $100 per guest, average, monthly revenue projections would be in the $40,000 range at an absolute minimum.

LTLE FISH WEBSITE

LTLE FISH INSTAGRAM

Operating Hours & Concepts in for LTLE FISH, inside or outside

Lunch & Dinner / No Reservations

Lunch Menu: 11am - 5pm

Dinner Menu: 5pm - 10pm

OCTOPUS’GARDEN

An outdoor food, bev, entertainment & event space, featuring amenities and an experience modeled after the THE BOAT @ HOG ISLAND in Tomales Bay, CA.

• FISH SMOKER

• LIVE FIRE COOKING

• OYSTER GRILL

• HERB & HEIRLOOM VEGETABLE VERTICAL / HYDROPONIC GARDEN

• NANO OUTDOOR BAR

Operating Hours & Concepts in GARDEN / Outside

Coffee: 7am - 10pm, 7 days a week

Lunch: 11am - 5pm, 7 days a week

Dinner: 5pm - 10pm, 7 days a week

FISH SMOKER - Operating daily to produce smoked fish for consumption on site, take away and mail order. Our fish smoker would create an irresistible smell and fish dip that will enchant all. It would also create great smoked salmon which we would use for a bagel sandwich in the morning. Ours would be a nano-version of Ted Peters Famous Smoked Fish in St. Pete, FL. Ted Peters is a legendary and iconic spot.

LIVE FIRE COOKING - Operating at night only UNLESS being used for a private event during the day. Will allow us to offer grilled meats and vegetables of all kinds, while also being a performance that will captivate and engage all in the garden.

OYSTER GRILL - Operating all day / night. The Oyster Grill will crank out the most delicious and addictive grilled jumbo West coast oysters which are loved and adored from Morro Bay to Northern BC but have yet to really see their SoCal debut in an outdoor setting. The Oyster Grill will crank out the most delicious and addictive grilled jumbo West coast oysters which are loved and adored from SF to Northern BC but have yet to really see their SoCal debut.

HERB & HEIRLOOM VEGETABLE / VERTICAL GARDEN - I think there is plenty of room to grow most if not all of what is consumed for RAW LAB, LTLE FISH and maybe even OCTOPUS’ GARDEN. This is the next phase of my evolution as a chef / food artist.

OUTDOOR MENU:

• Composed dishes from LTLE FISH during their operating hours

• Snacks, Juices, Coffee & Teas from URCHIN COASTAL COFFEE

• Grilled Oysters, Steaks, Chops, Poultry, Whole Fish, Fish Dip, Vegetables…etc…all of which could also be plated and served, inside, as well.

• Fried Oysters for Po-Boys and other simple fried seafood for everything from fish tacos to calamari to french fries done RIGHT (will be part of LTLE FISH offering)

THE SPACE AS AN ALTERNATE UNIVERSE I can imagine how that space could fill in with vegetation and become positively jungular in the near term, with the proper management of the proper plant species. I’m savvy with this and Im sure I can create a glorious jungle oasis. It would not take long with certain species of plants. I can also see vegetables being farmed at scale to support our needs on site and those gardens being vertically and, in some areas, overhead. A small bar could be built on the SE part of the yard so a back bar off the wall of the underside of the house where power would be available for ice making and refrigeration.

Given a $50 per person average for food & bev in this space we project another $50,000 a month in revenues.

URCHIN COASTAL COFFEE & CAFE

Operating Hours

7am - 10pm, 7 days a week

URCHIN Coastal Coffee & Cafe is a coffee offering intended to drive revenue in all hours but particularly from 7am - 11am, specifically. But, all day, each day, really. Being able to offer high quality coffee & tea drinks (and possibly some really high end juices / smoothies and baked goods / pastries) would bring people in generate revenue in off hours. Focus on coffees, teas, juices and smoothies featuring the use of Marine Collagen, algae & seaweed in healthy and nutritious drinks and snacks.

As for coffee, we would feature the oddball, artisan and craft processes and concoctions such as cold drip. I’m sure this could go even farther with soups, pickled products and even fermented dishes to consume on site or to go. In Phase 2 we could possibly use the space below the main room off PCH for on-premise coffee roasting. Otherwise, that space could be used for the processing / packaging / shipping of e-commerce sales of hundreds of health & wellness products that are generated from the ocean.

CANT BE DONE? NEVER BEEN DONE? CONFUSING? NOT TRUE!

Not only has it been done, we did it ourselves! And it worked! We once operated an oyster bar in a coffee shop that, come 5pm, became a hipster mixology destination in St. Petersburg FL (and we killed it), winning best Raw Bar in Tampa Bay from Creative Loafing

Standing at the Empire Oyster pop-up bar in the back of Intermezzo Coffee & Cocktails, my palate dances like a wild child as my mind explodes like the Death Star. Visionary Kevin Joseph and his "shuck buddy" David Morris lead an omakase, or chef's choice, tour of bivalve mollusk "merroir" that's a one-of-kind treat. The experience is pure, world-class magic. —Jon Palmer Claridge

That project launched Empire Oyster, proved you can use alternative spaces for such an offering and DOMINATE in a market where there isn’t s strong Raw Bar or Oyster culture. It generated some amazing media including this front page / above the fold story in The Tampa Bay Times. They also commissioned a short film about us which was beautifully made.

INSPIRATION

RAW LAB, Charleston, SC

LTLE FISH, Charleston, SC

HOG ISLAND BOAT BAR, Marshall, CA

SALTY GIRL, Boston MA, Los Angeles, CA

EVENTIDE, Portand, ME, Boston, MA

MATUNUCK, Charlestown, RI

TED PETERS, St Petersburg, FL

OWENS FISH CAMP, Sarasota, FL

MIXED USE GROUND FLOOR SPACE

This space (above) will be improved for several purposes and reasons:

1. Nano-Bar: Serving outdoor space

2. Residential Unit: This will allow us to earn a residential address and have a unit we can use to house for guest Chefs, presenters, investors or diners. It will also allow us to convert the cottage into an ADU (Additional Dwelling Unit) which can be used to house Executive Staff or guests.

3. Operational Space: In House Laundry. Walk-in refrigeration. Dry Storage. Hydroponics. Fermentation. Pickling. Dry-Aging.

CRAWL SPACE / STORAGE

This will need to be dug out and converted into a “residence”. This will allow for the ADU.

GO FISH

A CSF or Community Supported Fishery. Offering OC residents access to the finest fish available via a private club or membership community. Members will be able to pick up their weekly or monthly or they may choose for it to be delivered to them. It is to be determined

Target consumers will be home chefs and private chefs in OC. Processing and packaging of product for pick up and delivery could be done in the space under the existing building with some infrastructural improvements.

At this stage it may make sense to expand the usable square footage downstairs and / or convert some of it into a commissary kitchen and / or cooking school which would generate members for the CSF and customers for the other spaces.

FINANCIALS

We will be raising funds for both the short term and long term starting in Q3, 2024. Financials are available to qualified investors upon request.

CONCEPTS / DISHES / MENU

RAW LAB

• Omakase Style Service / Experience

• Thurs, Fri & Sat @ 6:30pm - 10:30pm

• Marine Cuisine & DelicaSEAS

A few of our greatest hits here (photos below). Many, many more to see at our RAW LAB web page and Instagram.

RAW LAB WEBSITE RAW LAB INSTAGRAM

LTLE FISH

We created and operated this as a summer pop up in Charleston on Monday, Tuesday & Wednesday nights. It was a success. It featured the greatest hits of RAW LAB in both food & bev. A limited menu and wine list was generating an average of $125 per guest. Sake was a top selling beverage and the concept, which ran for 12 weeks, received only 5 Star reviews on RESY. Having proven the comcp

• A la carte Style Service / Experience

• Daily Service 11am - 10pm in all areas except main bar Thurs - Sat after 5:30pm.

• Marine Cuisine & DelicaSEAS

• Raw Lab’s Greatest Hits

• Hot Dishes, pastas, soups an dsandwiches including items TO GO or for enjoyment out back, in Octopus’ Garden.

• Tinned Fish (Conservas)

LTLE FISH WEB SITE LTLE FISH INSTAGRAM

URCHIN COASTAL COFFEE & CAFE

• Premium Coffee & Tea

• Breakfast, Lunch & Snacks

• Premium smoothies, fresh squeezed juice and cold pressed juice

• Premium Pastries and Baked Goods

Can be enjoyed inside, upstairs, at main bar our outside in Octopus’ Garden. Or, to go, of course.

OCTOPUS’ GARDEN

OG is our outdoor space. It will not have its own menu, rather it is an area to enjoy some of the food & bev offered by LTLE FISH and URCHIN. It will feature a small outdoor bar, live music, fire pits, live fire cooking, smoker and outdoor seating AWAY FROM the busy Coast Highway. Its a little paradise back there where we will cultivate a meeting place full of plants, art, music and good vibes.

OVERARCHING THEMES

• MARINE CUISINE & DelicaSEAS

  • Vanguard best practices in aquaculture & fishing that produce seafood that is…

    • The safest & healthiest choices

    • Most sustainable & Most responsible choices

      • For those who produce it

      • For the ecosystems they are caught / produced in

• East Coast Classics NOT COMMONLY FOUND and RARELY DONE WELL in SoCal. Dishes made famous by legendary and iconic restaurants in places like New Orleans, Nantucket, Annapolis, Kennebunkport, Cape Cod…etc.

  • Maryland Crab Cakes

  • Maine Lobster Rolls

  • Jambalaya

  • Clams Casino

  • Lobster Bisque

  • Rhode Island Clam Chowder

  • Smoked Fish Dip

  • Fried Calamari

• West Coast Classics DONE REALLY REALLY WELL

  • Fish Tacos

  • Miso Glazed Black Cod

  • Shrimp Ceviche

  • Salmon Poke

  • Cioppino

  • Crab Louis

  • King Salmon Strips

• INSPIRATION:

  https://www.tasteatlas.com/best-rated-seafood-dishes-in-western-united-states

• ONE OFFS / EVENTS / FESTS / FEASTS:

  • Paellapalooza - Spanish / Basque Food & Wine Fest

  • Carolina Low Country Oyster Roast

  • BAYFARER: New England Lobster & Clambake

  • CAJIFORNIUN: Cajun Style Crawfish Boil

  • KING FOR A DAY: Live AK King Crab Feast

  • Lobstafari (Spiny Lobster & Punky Reggae Party)

  • SURF & TURF: Spot Prawn & Buffalo Steak Grill Event