Project seeded with approximately $1.3MM in investment funds from the Houston business community
Business model and location, by the numbers:
Bar operations directed by experienced consultants, Ladies of Libation, LLC
Memorial Trail Ice House (“Memorial Trail”) will serve as the social extension of Houston’s iconic Memorial Park
Infused with the heritage of a rich past, Memorial Trail Ice House (“MTIH”) is ready to establish its own modern legacy in Houston. Located adjacent to Memorial Park, the MTIH team is bringing a vibrant vision of a social bar, complete with specialty food truck offerings, to this prime location. Combining the high-margin business model of an ice house (a kitchen-free, indoor/outdoor beer garden) with a historic building for a rare business opportunity in central Houston.
Capitalizing on the current $200 million renovation of Memorial Park, MTIH shares the community's vision for an enhancement of the park's infrastructure and culture. The location of the building will help drive visits from some of the 4 million+ annual visitors of the park.
The target market is 25 to 45-year-old professionals who lead an active lifestyle, searching for a non-club bar experience.
To maximize the revenue potential of this prime location, Memorial Trail Ice House has hired expert food & beverage consulting group, Ladies of Libation, LLC, to direct bar operations. In addition, a rotating cast of food trucks will provide operational savings by removing the need for an in-house kitchen and associated staffing.
Patrons can also expect to enjoy various themed evenings and creative drink specials.
The drinks menu designed by Ladies of Libation, LLC will feature a wide variety of options and specials.
In the absence of a formal kitchen, Food Trucks will provide meals and bar snacks.
Revenues will be primarily driven by alcohol sales and supplemented by additional revenue streams.
The area surrounding Memorial Trail naturally lends itself to the social and relaxed vibe intended to be captured throughout the bar’s indoor/outdoor space. Enhancing the outdoor atmosphere, the thoughtfully restored historic building that once functioned as the Juergen family’s general store will serve as a reminder and a nod to the rich history of Memorial Park.
Exterior of current building
Exterior of current building
Rendering of interior
Rendering of interior
With a combined 40 years of experience, John Shaeffer and consultants Ladies of Libation, LLC will leverage their respective skill sets to build a business focused on providing superior customer service and a well-managed operation.
Full service bar consultants, Laurie Sheddan Harvey and Kris Sowell, have been pleasing palates for over 40 years, delivering anything but ordinary food and beverage experiences at noted and awarded bars, restaurants, and hotels throughout the Houston metro area. Ladies of Libation, LLC, specializes in solutions, developing concepts from the ground floor to executing the first drink poured; from managing national brand representation with their premier world-wide network, to reviving struggling businesses, and delivering opportunity and insight where it’s needed the most.
Located where the neighborhoods of Camp Logan, Rice Military and Washington Corridor meet, Memorial Trail will live in a thoughtfully restored historic building situated at the center of what has been designated a “Super Neighborhood” by the City of Houston Planning and Development Department. A Super Neighborhood constitutes a geographic area where businesses, civic organizations, and residents work together to plan and prioritize the needs, concerns, and desires of their community.
Dedicated to the memory of fallen soldiers and opened in 1924, Memorial Park is one of the largest parks in the United States. Covering 1,466 acres all told the park is home to a highly rated 18- hole golf course, host to some 4 million visitors annually and once the site of the US Army training camp, Camp Logan. Today the park is a thriving epicenter of outdoor activity and entertainment adjacent to the Camp Logan, Crestwood, and Rice Military neighborhoods.
Residential areas in the west, adjacent to the park, have been rapidly redeveloping with single-family homes over the last 15 years. In 2015, the total population of this area was 29,033 with 83% of the population aged 18-64. Additionally, the median household income in 2015 was $99,302. These statistics point to consumers who have discretionary income and frequent bars and restaurants as their gathering place for social activities.
John has successfully started two companies: Point2Point Moving, sold in 2016, and GamerWall, acquired by Work America Capital in 2017. A 4th generation Houstonian, Shaeffer brings passion and commitment to all of his projects, as well as a proven track record of building businesses from the ground up. Shaeffer holds a Bachelor’s degree from The University of Texas.
Ashley has held business development roles at several Houston area businesses, most recently managing promotional and marketing campaigns for the Houston First Corporation. Ashley received her MBA from the University of Houston.
Cape Bell is a Director in the Houston office of Cushman & Wakefield and specializes in the acquisition of investment real estate for clients. Bell bring an expertise in local real estate markets to the team and received his BBA in Management from Millsaps College.
Bonus rewards are offered by the Issuer purely on a voluntary basis and do not influence the terms of the Offering. For the avoidance of doubt, the bonus rewards are not contractual conditions governed by the Note Purchase Agreement and are not enforceable under the Note Purchase Agreement.