HBJ June 2021

Keeping you informed and inspired.

VOLUME 4 • ISSUE 6

June 2021

FOOD / DINING

The Melting Pot Plans Return Dip in Huntsville Market

COVER STORY

The popular restaurant The Melting Pot is returning to Huntsville as part of its national expansion plans this year.

By Alan Clemons - Page 6

TOURISM

Relaunch!

U.S. Space & Rocket DEVELOPMENT Center, Space Camp Open; Plan New Exhibits, New Facilities

Page 12 The U.S. Space & Rocket Center and Space Camp are truly exceptional features known worldwide, and there is a lot new happening there worth seeing, according to Dr. Kimberly Robinson, the new executive director and CEO.

By Kimberly Ballard - Page 16

ADDITIONAL STORIES • Sit Down with Success: Mike & Charla Johnson of Terramé Day Spa and Salon

By Kimberly Ballard • Page 3

• Just Love Coffee Serves Up More Than a Cup in Hughes Plaza

By Lori J. Connors • Page 9

• Beyond the Cart: Instacart Recognizes Local Shopper for Her Essential Role

By Lori J. Connors • Page 15

• Defined by Crisis, Local Small Businesses Survive and Thrive

By Kimberly Ballard • Page 20

Online

Huntsvillebusinessjournal.com

Twitter

@HsvBizJournal

LinkedIn

www.linkedin.com/company/huntsville-business-journal/

Facebook

www.facebook.com/huntsvillebusinessjournal

HUNTSVILLE

BUSINESS JOURNAL Vol 4, Issue 6 June 2021 600 Boulevard South Suite 104 Huntsville, AL 35802

2

Huntsville BUSINESS JOURNAL

ADVERTORIAL

WORKFORCE DEVELOPMENT

An Idea is Hatched: Hospitality Workforce Development Program to Begin in August

By Noah Logan / Photo by Jeff White

Starting this summer, a new workforce development nonprofit will do its part to bolster the hospitality workforce in Huntsville while also empowering the local young adults to lead self-sufficient lives.

“We are just passionate about our community" The program called Hatch is designed to help 18 to 24 yearolds gain essential life skills with training in the hospitality industry.

The program will last eight weeks and combines workshops with culinary and hospitality training.

Participants will also be paid a $1,250 stipend.

"We are saying that we are not only going to hand you fish, but we are going to teach you how to fish. That is the concept of Hatch.”

“We are just passionate about our community," said co-founder Garret Coyne. "Everything we do is because we have so much, motivated by a strong passion, vision, passion, and love and vision for the city of Huntsville and everyone who calls it home. We believe that through our work both nonprofit and for profit, we can change people’s lives. It’s exciting and we feel it the program does it in the best way possible. It empowers people to lead self-sufficient lives and to become the best versions of themselves possible.

"We are saying that we are not only going to hand you fish, but we are going to teach you how to fish.

That is the concept of Hatch.”

The initial temporary venue for teaching the more labor focused skills in the curriculum will be at the former Henry’s Mustang Café located at Woody Anderson

Ford. Since the restaurant won’t be reopening, the dealership gifted the space to Hatch. Iit will serve as the program’s classroom and training kitchen.

In addition to teaching the skills needed, the program will also make sure each participant receives the permits required to work in the industry, such as ServSafe. This will allow the students to participate in externships with partnered restaurants toward the end of the eight-week course.

While the focus on the curriculum is the hospitality industry, many of the participants will benefit from the life skills they will learn and, in turn, will eventually apply those skills to other industries.

“We know it’s not just a job for two or four years,” said Coyne. “It’s them having enough stability for

"They can go into advanced automotive manufacturing at Mazda Toyota. They can go into any of the 25,000 high-paying jobs that are coming into the community.” those two or four years so they are set up on a pathway to then lead an abundant life and give back to the same community by ways of retirement, home ownership and donating.

"They might become be a (restaurant) server for four years.

But then, after that, their whole career or, they can can go obtain a two-year degree or a four-year degree.

"They can go into advanced

automotive manufacturing at Mazda Toyota. They can go into any of the 25,000 high-paying jobs that are coming into the community.”

Coyne and Beth Boyer, the other co-founder, have been working on this idea since June 2019. One of the main hurdles was securing funding for the first round and they hope the program eventually is able to fund itself.

They are finalizing plans to open a restaurant early next year, equipped with a classroom and oversized training kitchen. The proceeds will go back into funding the job training program.

The first full eight-week program will being in early August with 15 participants followed by four more sessions for a yearly total of five programs and 75 participants. For information, visit https://www.hatchhsv.com. n

June 2021

3

SIT DOWN WITH SUCCESS

Mike & Charla Johnson of Terramé Day Spa and Salon Sitdown with Success is a feature of the Huntsville Business Journal on entrepreneurs and their keys to success.

This month’s subject is Mike and Charla Johnson of Terrame Day Spa and Salons. For the complete interview, visit huntsvillebusinessjournal.com.

Terramé actually began as a family business, The Beauty Market, right?

Mike Johnson - In 1990, we started talking about what does a family business look like? How do we build on great family relationships to start a family business? It took a year of talking and planning and the 1990s was a different time in Huntsville than it is today.

It was a risk for us – a calculated risk - but we definitely rolled the dice and opened The Beauty Market in the Stadium Place shopping center next to Joe Davis Stadium.

It had (Mike’s brother) Jeff’s idea of a hair salon in the back and a retail

store upfront. The concept had not made it to the Southeast or even to the East Coast, yet. No one else was doing it at the time, so it was a bold new venture.

And that’s how Terramé Salon and Day Spa was born?

Mike Johnson - We bought a piece of land in Jones Valley. It was still a wilderness out there with a CVS on the corner and our land. Cecil Ashburn wasn’t opened yet, and here we were off the Parkway, away from the hub of everything, but it was all we could afford so we implemented our strategy to offer high-end products and services.

It took everything we had, but with a bit of luck and amazing people, our strategy worked, and it was a hit.

Eighteen years in business, what challenges did you face?

Mike Johnson – There are always nerves involved in starting a new business, but we were never scared.

By Kimberly Ballard / Photo by Justina Simon

We had a plan and we believed in that plan.

Charla Johnson We had a fire at Jones Valley in the salon’s upstairs laundry room. The fire did $50 worth damage and the sprinklers did $5,000 worth Mike and Charla Johnson, owners of Terramé Day Spa and Salon water damage. We were closed for less than a week during that time, but niche was. we still paid our employees while we You can be high-end, or you were closed. It wasn’t their fault what can provide an economy product or happened, so it seemed important to service. But if you get caught in the do so. middle, you get crushed.

What advice do you have for Once you get your financial anyone starting a new business, the team together, lawyers, accountants, spa and hair business aside, just etc., you must know who you are. any business?

What is your niche? How are you Mike Johnson - If I were starting going to take care of customers? a business today, I would make How are you going to take care of 100 percent sure I knew what my your employees? n

4

Huntsville BUSINESS JOURNAL

NON-PROFIT

A “Tail” Worth Telling: Third Time a Charm for Three Tails Resale

By Lori J. Connors / Photos by Steve Babin For Three Tails Resale, the third time is a charm.

The Greater Huntsville Humane Society thrift store held its grand opening on Pratt Avenue in late February, but had to shutter its operations just two days later and was closed the entire month of March.

It reopened in mid-April. But, that opening was also short-lived.

What was believed to have been a simple HVAC repair turned into extensive ductwork replacement throughout the building. The repair work called for the sales floor to be vacated to accommodate the contractors.

However, with a dogged determination, the staff overcame the setbacks and Three Tails is open once again as they reinvent the thrift store concept.

Store manager Jody Liston’s goal is to reduce the “thrift store” vibe by providing Three Tails with a more upscale, department store feel. It was by way of her retail background that Liston cultivated an aesthetic for what brings people out to shop, but more importantly, to buy.

At 10,000 square feet and larger than most thrift stores, Three Tails is an inviting place to seek out gently used merchandise. The sales floor is brightly lit and tidy, with a fresh, clean ambience about it. The interior provides an overall feeling of openness, creating a pleasurable shopping environment.

Subsidiary of EVENT Publishing

President /Publisher................................................................ Todd Stephenson Editor .......................................................................................... Bud McLaughlin Writers.........................................................................................Kimberly Ballard

Alan Clemons

Lori J. Connors

Mike Easterling

Noah Logan Graphic Design ............................................................................. Justina Simon Website................................................................................................ Jim Gharib Photographers...................................................................................Steve Babin

Kimberly Ballard

Justina Simon Director of Sales ................................................................. Carolyn Stephenson Account Executives.....................................................................Michelle Epling

Noah Logan Distribution......................................................................................Glenda Mace Huntsville Business Journal is published monthly by EVENT Publishing,

PO Box 14219, Huntsville, AL 35815.

For advertising information call 256.533.8078, e-mail todd@eventhuntsville.com, or visit us on the web at www.huntsvillebusinessjournal.com For editorial information contact editor@huntsvillebusinessjournal.com Jody Liston, Three Tails Resale store manager

The store is filled with well curated and gently used merchandise.

Liston said she is particular about the type and quality of merchandise that Three Tails will accept – or not.

Liston said she does not accept old encyclopedias, computer monitors, or electronics.

“There’s no way I could really test them,” said Liston. “How could I sell something if I wasn’t sure that it worked?”

Roughly one-third of the society’s annual budget is supported by thrift store-generated revenue, which translates into about $300,000 a year.

Not only does GHHS appreciate when items are donated to the thrift store, more importantly they rely on the income generated when those items are sold.

“When people donate items, it’s just like a cash donation,” said Director of Advancement Lane Clemons. “100 percent of it goes directly to the Humane Society.

Without the revenue, we can’t do the work of helping abused and neglected animals.”

For more information, go to ghhs.org. n

ALL CONTENTS ©2021. ALL RIGHTS RESERVED. REPRODUCTION OR USE IN WHOLE OR IN PART OF THE CONTENTS WITHOUT THE PRIOR WRITTEN PERMISSION OF THE PUBLISHER IS PROHIBITED. HUNTSVILLE BUSINESS JOURNAL IS A REGISTERED TRADEMARK OF EVENT PUBLISHING. ALL RIGHTS RESERVED. UNSOLICITED PHOTOGRAPHS OR ARTICLES ARE SUBMITTED AT THE RISK OF THE PHOTOGRAPHER OR AUTHOR. EVENT PUBLISHING ASSUMES NO LIABILITY FOR THE RETURN OF ANY UNSOLICITED MATERIALS AND MAY USE THEM AT ITS DISCRETION.

June 2021

5

FOOD / DINING

From Fatigues to Chef’s Whites, a Star Shines in L’Etoile Patisserie It’s quite the leap, from career military to French pastry chef and entrepreneur, but 53-year-old Chef Kevin Vermuehlen has jumped in with both feet.

Coming soon to Lincoln Mill, L’Etoile Patisserie and its traditionally prepared French pastries are guaranteed to delight the palate, in all manners of cream-filled, buttery, and flaky indulgence.

L’Etoile, which means “star” in French, will feature a timelessly classic, yet warm and inviting ambience. The interior color theme will consist of light blues, with marble-quartz countertops, and brass accents.

The French bistro concept would not be complete without one of Van Gogh’s iconic paintings “The Café Terrace at Night,” on the wall, thus adding to the charm.

Originally from northeastern Ohio, Vermuehlen began his first career after graduating from West Point. Following 20 years of active duty, Vermuehlen spent an additional 10 years as a Department of Defense civilian. Once he retired from the DoD, Vermuehlen decided to become a pastry chef.

This tasty new career direction is a path that Vermuehlen would never have predicted nor anticipated during his years in the Army or as a military civilian.

“This is so much fun,” said Vermuehlen. “God gave us an opportunity.”

For 18 months, Vermuehlen studied at the world-renowned Auguste Escoffier School of Culinary Arts in Boulder, Colorado. It was there, he learned the nuances of French pastry making and perfected his craft.

The love of food and travel are what led Vermuehlen and his family to the create their own French bakery.

Throughout their time overseas during Vermuehlen’s military career, the family traveled whenever they had the opportunity. In every country they visited, they sampled a wide assortment of culinary delights.

French cuisine, especially pastries, carry fond memories.

L’Etoile offers the kind of pastries that one would expect from an authentic French pastry shop.

One of the most popular items is the Pain au Raisin, which is a flaky, buttery croissant with its layers filled with vanilla cremé pâtisserié and sugar-soaked raisins. There is also Brioche Feuilletee, which is like a

cinnamon roll, along with other delights such as Profiteroles and Choux a la Crème.

L’Etoile is also a family affair.

Son Kyle oversees business operations and daughter Katy is the sous chef.

Once L’Etoile officially opens, Vermuehlen’s wife Kristen will work the front end of the bakery.

By Lori J. Connors / Photos provided by L'Etoile Patisserie

Although each day brings L’Etoile closer to its official opening date, there have been a few snags along the way.

“COVID has played havoc with the construction industry and supply chains, to say the least,” said Vermuelen. “It has made construction planning and execution rather difficult.”

Despite the logistical setbacks, L’Etoile has been operating from the Vermuehlen’s own home kitchen.

Through word of mouth and social media, the online orders have been coming in since last June.

The response has been overwhelming, and the family kitchen has been “held hostage” for nearly a year. According to Vermuehlen, his wife is looking forward to reclaiming her kitchen once L’Etoile is officially open for business.

Although the build out is close at hand, the opening date has yet to be confirmed.

“We are still waiting on construction completion,” said Vermuehlen. “We are about 30 days out from getting in the kitchen; an early-June opening is very likely at this point.”

Visit www.letoilehsv.com n

6

Huntsville BUSINESS JOURNAL

FOOD / DINING

The Melting Pot Plans Return Dip in Huntsville Market Fondue is back in the Rocket City, as the popular The Melting Pot restaurant is returning to Huntsville as part of its national expansion plans this year.

Patrons will have the chance to enjoy cheesy and chocolatey delights at the restaurant, which began in 1975 in Florida. Shak Turner, senior director of Franchise Development with Front Burner Brands in Florida, did not have a specific location to announce, saying the company is looking at several sites.

The Melting Pot previously had a 10-year run at Bridge Street Towne Center. Turner said the prior franchisees decided not to renew the franchise agreement and to become missionaries. With no immediate investor, the restaurant closed.

Turner said the company would not rule out a return to Bridge Street but is considering several options thanks to the multiple project developments in the area.

The Melting Pot has 97 locations in 31 states and Canada. It began in 1975 in Maitland, Fla. Menu items range from entrees, salads and the popular fondue options to a variety of desserts.

New markets in Alabama, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee and Texas have been identified for expansion.

Turner said the myriad COVID-19 regulations have been a challenge to navigate with the myriad restrictions, closures, percentage of customers allowed and other factors. She said sales have been strong in states in which The Melting Pot was able to remain open or shift to increased takeout and thirdparty delivery options.

The expansion plans, which include what the company calls “The Melting Pot Evolution” as part of a modernization overhaul, are focused in southern states.

“Where our franchisees have been able to be open they’ve been outperforming the rest of the segment of high-end casual dining even with limited capacity in some stores,” Turner said. “Our franchisees are providing our guests with great customer service and great experiences. Customers still wanted to celebrate special occasions, even if there were limitations.

“We committed quickly” to a shift in takeout, she said. “That’s one advantage to having a smaller brand, and also privately owned. Some of those decisions could literally be made in minutes or seconds, and not have to go through layers that a bigger organization has to go through. We’re really able to be nimble and be there to help our franchisees through each situation, and each one had unique situations where they were at.

“In Florida, it was almost an anomaly because it was almost business-as-normal for a while but other (states) are just starting to reopen more. All this goes back to our communication with our franchisees, which was strong even before COVID (began).

Turner said the communication and collaboration with franchisees always “has had a trust and comfort level of being supported.”

The Melting Pot’s evolution began in late 2018, with a focus on keeping some popular aspects of the restaurant’s atmosphere while modernizing others, including streamlining production efficiency and creating a smaller footprint in some situations.

Part of The Melting Pot’s evolution includes “more brighter colors, being more modern and being relative to trends,” Turner said. Diners will begin seeing more casual areas, a social bar, outdoor dining and patio bars at locations.

Shifting to more takeout and third-party delivery options “became a priority for us overnight,” Turner said. Menu changes in 2020 for takeout and delivery increased perperson average sales. In August 2020, The Melting Pot created a Thursdate promotion, which extended the weekend and increased sales in areas where restrictions had shut down or

severely cut into traditional weekend dining.

“This probably the biggest thing for us,” she said. “It’s kind of like with the The Melting Pot, people think of the old steakhouse with dark walls and being very segmented. The new The Melting Pot is not the old The Melting Pot. Trying to be more contemporary while keeping some things customers enjoy. We’re looking forward to the continued expansion in the Southeast and bringing The Melting Pot back to markets where we can help people

By Alan Clemons

celebrate all different occasions around the pot.”

Front Burner Brands Bob Johnston is part of the family team that owns the brand and the architect of its evolution.

He has been involved with The Melting Pot for more than 40 years, starting as a dishwasher when he was a teenager.

“The innovations from this past year have set us up for this strong start in 2021. We anticipate that this will resonate with our loyal and longtime fans for the balan1```ce of the year, while also bridging us to a new set of guests,” Johnston said. “In addition to endearing us with our guests, the momentum behind our brand puts us in the right spot to attract high quality restaurant franchise investors.

“We are in a strategic expansion mode and looking to bring on talented owner/operators that have the experience and infrastructure to grow with us.” n

June 2021

7

FOOD / DINING

Tasia Malakasis Taking ‘The Jump’ from Belle Chevre More than 20 years ago, Tasia Malakasis rekindled her roots in the cheese section of an upscale purveyor in New York City.

Her surprise at discovering goat cheese — then still a novelty in much of the United States — made in a tiny Alabama town was nothing like revelation she experienced shortly after.

Malakasis was, at the time, attending the Culinary Institute of America in Hyde Park to pursue a passion for food.

It was misplaced.

She discovered at the Culinary Institute she did not want to be a chef, work in a kitchen or follow that route on the food highway. After 15 successful years in the tech industry in Silicon Valley and Philadelphia, she had dreams of white chef’s jackets and knives, creating exciting food and more.

But the institute wasn’t all that.

And then everything changed, thanks to the display of Fromagerie Belle Chevre goat cheese she found in a Manhattan Dean & DeLuca.

“Dean & DeLuca was the gourmet place back then,” Malakasis said. “Here I was in New York City, the good ol’ Alabama girl who always wanted to leave Alabama, with cheese made in Elkmont.”

Within the next six years she decided to ditch the successful tech career, her chef’s dream and make

some other life changes including moving to Alabama, a divorce, working six months for free at Belle Chevre and then purchasing the company.

“The one thing about coming home to Alabama is it made me an advocate for what I thought I wanted to leave behind,” Malakasis said. “Alabama was home and is a lot of the beauty of the business for me. Fortune, Forbes, Oprah’s O magazine, Country Living … they were interested in that home story, the revival or reinvention. We even had an event called Southern Reinvention at Belle Chevre with (clothier) Billy Reid of Florence and the Swampers to celebrate the South.

“We wanted to build the business and be able to say with pride, ‘Here is something great for Alabama.’ That was 2007 and now here we are in 2021, and we did that.”

Time for a Change Now, it’s time for Act III for Malakasis.

She has sold Belle Chevre and is transitioning into a new project, which has not been publicly announced.

Malakasis was coy when asked whether it would involve food, but ruled out a restaurant. Her son is going to university in autumn and she jokes that “I’m taking his gap year.” She indicated the project will be related to her GreekAmerican heritage.

“Food is what makes me happy and that has not changed,” she said. “People who were super important to me many years ago taught me early on in life that food is love. I feel like the next thing might be embracing my Greek culture and bringing that home.

“Maybe it could be a collaboration with food from that beautiful country and introducing it to my home here.”

Malakasis is winding down her time at Belle Chevre, offering some insight to the new owners and slowly moving out personal items.

The negotiations and final closing began this year. She hasn’t been in a big rush to close out this chapter in her life, either.

By Alan Clemons / Photos provided by Tasia Malakasis More than two decades between finding Alabama goat cheese in New York City and signing on the dotted line to sell her company can’t be let go by leaving the keys on desk.

Belle Chevre “will continue to grow and thrive, and they’ll continue to do tours and do well,” she said.

Is this her final act? Doubtful, but Malakasis isn’t sure. She is excited about what is coming, though, even if it’s still a bit unknown.

“You know the Point Mallard Olympic pool platform, the threelevel platform, over in Decatur?” she said. “I guess the analogy is that for a while I’ve been climbing the ladder to that top platform. Once you reach the top, you don’t go back down to the middle or lower level.

“You jump, right? You get some new perspective up there and can see new things from that top level. It’s scary, but you jump.” n

8

Huntsville BUSINESS JOURNAL

FOOD / DINING

Bivalves and Brews: Huntsville’s Newest is Sea Salt, An Urban Oyster Bar If you like oysters, beer and the beach, downtown Huntsville is about to have two of those things within easy reach.

Sea Salt, An Urban Oyster Bar will be the newest restaurant from Stephanie Kennedy-Mell and Matthew Mell. It is replacing Corner Pour, which is located downtown at the corner of Clinton Avenue and Washington Street.

Kennedy-Mell said Sea Salt will serve a variety of oysters from across the country, more than two dozen beers on tap, an extensive wine offering and special seasonal foods.

“We loved the name Sea Salt,” Kennedy-Mell said. “It was a collective decision for the name between my husband Matthew, myself and our Executive Chef Kannon Swaris. Sea salt doesn’t always have to scream seafood, but we wanted the aspect of sea because we’re a raw bar, along with having other things such as miso soup or gyoza (dumplings) in fall.

“We want to be able to be the corner bar downtown, where people can wander in, grab a purple cup, enjoy some oysters and a beer or wine, and have a good time. We’re looking for a casual feel with upscale service.”

The Mells are looking at June 17 for the hard opening, with a couple of soft opening events prior. Sea Salt will not be taking reservations, she said.

Tables and a bar area will provide seating, as will an outdoor courtyard behind the bar. The front of Corner Pour is being removed and replaced with a roll-up door, for a casual walkin atmosphere.

Ten televisions will offer sports coverage. Among the two dozen beers on tap will be “unique beers you can’t get anywhere else here,” KennedyMell said, “along with some we’re collaborating on with local brewers.”

She said special events will be held for wine and beer pairings with oysters, which offer different tastes due to size and location in the country. Some are sweeter, some are more briny, some are bigger and others smaller.

“I thought we would need to educate people about oysters, to be honest, but the more we talk with people around here they clearly are knowledgeable and express preferences for what they like and want,” Kennedy-Mell said. “Some prefer the Pacific Northwest. Others have mentioned specific oysters from Massachusetts and the Northeast. So I think we have a pretty educated group of people. But we know others will want to learn more about oysters and where they’re from and what they taste

By Alan Clemons Photo by Alan Clemons

like, so we’ll be prepared for that, too.”

Swaris was hired from his position as Sous Chef at Nobu in Miami. He also covered two other luxury restaurants there at the Conrad Hilton and Ritz Carlton. Swaris enjoyed a food truck in Miami with a similar vibe to Sea Salt and believed it would go overe here.

“We talk a lot with different people and our customers to try to figure out what is working, what is missing, what niches are unexplored and untapped,” Kennedy-Mell said. “We try to learn what the needs are here in Huntsville and believe this is one niche that will work. That our chef has some experience with this concept, too, is another reason to believe it will work.’

Along with the renovation for Sea Salt and its opening in three weeks, the Mells are opening an updated Church Street Wine Shoppe. Kennedy-Mell said “it will be completely new, with tapas and Italian.” n

June 2021

9

FOOD / DINING

Just Love Coffee Serves Up More Than a Cup in Hughes Plaza MADISON -- It’s all about love, coffee, and the community.

When Travis and Dawn Duehring opened their first Just Love Coffee in Huntsville’s Times Plaza last year, it was a labor of love with a dash of sweat equity. The couple put considerable effort into creating a unique, inviting place – a place where guests could settle in for a tasty meal, topped off with great cup of coffee.

Their newest location in Madison is no exception. Located in the completely upgraded Hughes Plaza, the newest Just Love Coffee is even bigger, featuring outdoor patio seating, a kid-friendly area, and a semi-private meeting room that serves double duty as a community library.

“We wanted to be really inviting for families” Travis, an avid runner, said he’s excited about being a part of the newly renovated plaza that is quickly becoming a fitness mecca, home to Bicycle Cove and Fleet Feet. Dawn, an equally avid lover of books, brings her literary passion to the Hughes Plaza location.

The library is lined with shelves and stacked with books for guests to peruse while enjoying their cup of coffee. The room will also be available for reservations where

community groups can have a place to meet and relax over lunch.

It also has its very own Children’s Corner. Being kidfriendly is key to bringing in parents.

The Duehrings have four girls of their own, ranging in age from 7-15.

“We wanted to be really inviting for families,” said Dawn.

“You don’t usually think of kids when you think of coffee houses.”

The Duerhings embrace a “green” hiring policy and their new employees are mostly new to the world of service.

New hires are brought on board, based on character traits, such as empathy, a high level of customer service, and the willingness to assist their teammates. The couple believes the serving and barista skills can be taught, and Travis has painstakingly trained the new crew at Hughes Plaza, giving the team a test run before the new location officially opened.

For years, the couple had thought about owning their own business when Just Love appeared on their radar – just at the right time. The

company’s mission deeply resonated with the pair.

“Our goal is to uplift the city in any way we can.”

“It took us a long time to get here, it’s the story of love,” said Travis.

“We knew we’d be working with a newer franchise and it took a lot of flexibility to make it work.”

The Just Love Coffee Café franchise grew out of a need to do positive things in the world.

Inspired by their adoption journey in 2009, Rob Webb and his wife Emily started Just Love Coffee Café as a small business enterprise, with a mission of helping families to offset the expensive costs of adopting children.

What began as a handroasted coffee business has grown by leaps and bounds in the effort of helping others whose passion is to simply just love.

For the Duehrings, Just Love Coffee represents a vehicle for positive change at a local level. Whether

By Lori J. Connors / Photos by Steve Babin

it’s serving up custom blends for Autism awareness or helping out the Downtown Rescue Mission, the team wants to use every resource to give back to the community.

“Huntsville has really embraced our concept and what we are doing for the community,” said Travis. “We’ve been able to work with several local groups and serve as a valuable and helpful resource.

“Our goal is to uplift the city in any way we can.” n

10

Huntsville BUSINESS JOURNAL

BIOTECHNOLOGY

HudsonAlpha Breaks New Ground with Campus Expansion

By Lori Connors / Photos by Steve Babin, HudsonAlpha

The HudsonAlpha Institute for Biotechnology is the epicenter of ground-breaking work in biotechnology and genomics.

In keeping with that image, it hosted a rather unique groundbreaking ceremony for the expansion of its campus. Not only was it masked and socially distant, but it also took place inside the Propst Center with the participants each donning hard hats and grabbing a shovel.

To create the full effect, the future site was projected on a screen behind the group and there was a row of potted foliage positioned directly in front of them.

A masked crowd of 50 - including HudsonAlpha staff, elected officials and the local business and nonprofit community, joined with more than 100 more virtual attendees on Facebook Live and Zoom in the event.

The audience was treated to images of the architectural renderings

by Fuqua and Partners who, with contractors Brasfield and Gorrie, will bring the vision to life. The expansion will consist of two facilities: the global headquarters for Discovery Life Sciences and a new state-of-theart laboratory and greenhouse space for HudsonAlpha’s Center for Plant Science and Sustainable Agriculture.

“This is a significant milestone not only for HudsonAlpha, but the entire state as well,” said Carter Wells, vice president for economic

overall productivity. In the new facility, teams will be able to advance genomics-enabled breeding pipelines for new varieties of crops, continue to maximize fuel production from plant biomass, reduce fertilizer use, and reduce or eliminate fungicides to increase grower yields.

“HudsonAlpha is one of the world’s largest genomics institutes in plant science and we collaborate with research groups everywhere to discover and then apply the discoveries to crop improvement," said Jeremy Schmutz, co-director of HudsonAlpha's Genome Sequence Center with Dr. Jane Grimwood.

"We also will work closely with HudsonAlpha’s Educational Outreach team to attract the next generation of plant science students.

These students need to be trained and inspired to go further to make an even greater impact in improving agriculture."

Although unable to attend in person, Gov. Kay Ivey added her words of congratulations, with the assurance that she would most certainly be present for the ribbon cutting.

“Alabama has a new accolade: global headquarters to a renowned and respected biosciences company,” said Ivey. “This will undoubtedly strengthen Alabama’s biosciences recruitment efforts and increase the economic impact to the city, state and region.” n

development.

“Through this expansion, HudsonAlpha further solidifies its leadership position and expertise in plant genomics.

Additionally, Discovery Life Sciences’ choice of Huntsville for their global headquarters highlights the quality of our bioscience workforce and business environment.”

Discovery Life Sciences, an international market leader in biospecimen analysis, procurement, and distribution for the pharmaceutical, biotechnology, and diagnostics industries, employs more than 400 people worldwide. When complete, their 90,000 square-foot global hub will bring together all DLS’s research and development, laboratory, and business operations

under one roof.

"We look forward to DLS growing its presence on HudsonAlpha’s campus,” said Jim Hudson, co-founder and chairman of the HudsonAlpha board.

The HudsonAlpha Center for Plant Science and Sustainable Agriculture will add 13,000 square feet of lab and greenhouse space.

This will allow the center to better propagate and grow research plants, with the goal of improving existing crops and to develop new uses for plants.

This will also help to strengthen the existing partnerships that HudsonAlpha has with Auburn University and Alabama A&M University, as well as enhance

June 2021

11

BIOTECHNOLOGY

HudsonAlpha Partners with Auburn University for Genomic Health Program Knowledge is power.

Imagine having access to genomic testing, specifically designed to determine what would be the most effective medication. Then, imagine being able to confidently take that prescription drug without worrying about the possibility of untoward side effects.

Pharmacogenomics, the prescribing of medication based on genetics, is quickly becoming the way of the future. Genomic testing is key that unlocks the door.

For more than a decade, the scientists, geneticists, and physicians at HudsonAlpha have been working with genomics in the interest of improving the human condition.

To that end, the HudsonAlpha Health Alliance and Auburn University have formed a collaboration to provide genomic health screening to Auburn employees through the Auburn Pharmaceutical Care Center.

The program came about out of Auburn’s need for HudsonAlpha’s expertise and resources.

“This researched-based collaboration grew out of genomic health initiatives, particularly HudsonAlpha’s genomic expertise,” said Dr. Devin Absher, director of Genomic Health at HudsonAlpha.

“Organizations often have an interest but don’t have the lab or educational resources.”

Working closely with AUPCC, the HudsonAlpha Health Alliance will provide genetic testing to hundreds of Auburn University employees enrolled in Auburn’s health insurance program. Participation in the program is completely voluntary.

“TigerMed Personalized Prescriptions” is the new initiative.

As part of this part of this program, AUPCC pharmacists will collect saliva from university employees. The saliva, in turn, will then be analyzed to identify genetic markers.

“The process with Auburn is funded by a grant from the state of Alabama, using DECA funds, working with the primary care physician (PCP) or clinician,” said Absher. “We don’t provide direct to consumer. The test results go back to

the PCP. Ultimately, they make the decisions. Our job at HudsonAlpha is to provide educational resources to both the patient and clinicians.”

Genetic markers hold the key to valuable information on how certain medications metabolize in the body.

As a part of pharmacogenomic testing, the data gleaned can help guide health care professionals in selecting the ideal personalized prescription for a patient.

Prescribing the right drug at the right dose to improve medication efficacy and to minimize, or to eliminate, the possibility of unfavorable side effects.

The HudsonAlpha Health Alliance provides opportunities for groups, such as academic institutions, health systems, physician networks, and self-insured employers to access the genomics expertise at the HudsonAlpha Institute for Biotechnology to help develop customized genomic health screening programs for their patients and employees.

Collaboration with academic institutions, such as Auburn, creates opportunities to help clinicians and their patients learn valuable genomic information that will lead to better informed healthcare decisions.

Integrated healthcare solutions include patient engagement and genetic education, physician education, genetic testing results interpretation, as well as access to a medical geneticist and genetic counselors.

Pharmacogenomics has many advantages for employees as well as being a valuable educational tool.

“We are excited to conduct this pilot project for beneficiaries of our own health care plan,” said Dr. Kimberly

Braxton Lloyd, associate dean of Clinical Affairs and Outreach with Harrison School of Pharmacy. “This innovative service not only enhances the health care benefit that we offer to our employees, but also allows us to provide pharmacogenomics training for health care students.

“This prepares our students to integrate this science into the care of

By Lori J. Connors

their patients upon graduation.”

The Ideal future involves genetic testing before ever prescribing. By testing earlier in life, clinicians could possibly identify what medications will be more effective, long before the patient comes to an age where they will need a particular medication. This could result in healthier patients who take fewer days off from work, due to illness. This also translates into lower costs for insurance and prescription co-payments.

“HudsonAlpha makes the process easier for Auburn University, it’s a project that really benefits their employees,” said Absher. “Genetic health screenings offered to employees through their wellness program saves money for the employees, the college, as well as the insurance companies.”

To learn more about the HudsonAlpha Health Alliance, visit https://hudsonalpha.org/alliance. n

12

Huntsville BUSINESS JOURNAL

COVER COVER S

Double-Edged Sword of Em to Fill Anticipated 25,0

By Kimber Huntsville’s unemployment rate is 2.5 percent. Alabama’s unemployment rate is 3.8 percent.

When we hear there is a labor shortage and a lot of people without jobs, those numbers don’t leave a lot of people on the unemployment rolls.

A percentage of those 2.6 percent don’t meet the needs of employers for some reason or another and quite realistically, it is the beauty of living and working in North Alabama right now.

Between the efforts of the cities of Huntsville and Madison, the Huntsville-Madison Chamber of Commerce, the Madison Chamber of Commerce, Redstone Arsenal, and Huntsville’s vibrant, problem-solving small businesses, we are holding our own on the hiring and retention of workers, attracting industry, and bringing people into the community.

According to Lucia Cape, senior vice president of Economic Development at the Chamber, workforce is a priority to meet the needs of the new and expanding businesses.

“While demand has fluctuated and required skills have changed over the years, the Chamber has provided recruitment services and coordination among workforce development partners to make sure employers have the talent they need,” said Cape.

In 2019 stakeholders in Madison, Morgan and Limestone counties commissioned a labor study by Deloitte that looked forward through interviews with nearly 100 employers across all industries about their hiring plans for the coming years.

“The projection was 25,000 new direct or induced jobs by the end of 2022,” said Cape. “While COVID negatively impacted some sectors and slowed growth in others, financial experts at Moody’s predict that Huntsville metro employment will return to pre-COVID levels by the end of 2021.

“That will restart the clock for

recruiting those 25,000 new workers, plus other talent to support ongoing growth.”

Also, the Chamber offers sponsorship opportunities to enhance corporate recruitment, and some industries are working to build their own pipeline such as Homebuilders boot camp, Hatch for the hospitality industry, and SPUR for gig jobs at local restaurants.

Furthermore, the Chamber partnered with the U.S. Chamber of Commerce Foundation and Hiring Our Heroes recently in a nationwide hiring effort to connect the military community with businesses as they transition out of the military and into civilian life.

Huntsville is projecting an estimated 25,000 more jobs in aerospace, defense, manufacturing, construction, logistics, and technology over the next 18 months.

“Workforce attraction and retention have been key components of the Chamber’s programming for 15 years,” said Cape who was previously vice president for workforce. “We work to anticipate the requirements of our employers through studies, data analysis and focus groups, and we plan ahead for growth through career awareness for students and continuous marketing of Huntsville/ Madison County as a smart place to

live, work and play.”

According to Michael Chalmers, owner of Spherion Staffing in Huntsville, what we are seeing are growing pangs. While the workforce may be limited, it just may be the answer in North Alabama is to bring the workforce in.

“I believe we are seeing wage compression,” said Chalmers. “For example, if I am a business that pays $16 to $17 an hour and it has been tight to find people that meet the job qualifications, traditionally I have dug deeper down into the candidate pool to those $11 to $12 an hour candidates, and I’m bringing them up to that $17 rate.

“If I can get a good quality person with good work ethic, good skills, and is able to communicate well as a team player – that is they have the soft skills needed - I’ll teach them the hard skills.”

Chalmers said it continues on down the wage scale.

“Now those workers once hired at $11 to $12 an hour aren’t there anymore so now companies have to dig deeper down to get people working for $8 an hour and paying them a little more per hour,” he said.

“So businessowners who have traditionally paid between minimum wage at $7.25 to $10 an hour who are saying no one wants to come work for

me, it’s because they’re all going to work at businesses now paying $12 to $17 an hour because of the workplace shortage.”

Ashley Gibson, business development manager at Job Impulse, said there is unquestionably a pervasive labor shortage across many industries that includes entry level production positions, the hospitality industry, all the way up to engineers and system analysts.

She said we are in a people’s market now more than ever before, meaning people know there are more jobs than people, so they can be pickier about their choices; but companies more than ever before are promoting the fact you don’t need any experience to do the jobs, and they will train you.

“Most companies have always provided training, but it has never been advertised,” said Gibson. “As we experience the labor shortage, they are making sure you understand that just because you have always been a housekeeper or manufacturing production worker, does not mean you have to go back into that industry.

“People are realizing they have more options than they did initially, and they can move from a $10 an hour housekeeping or a food service job into a production job that starts at $17 hour.

“So, it is not a change in how things have always been so much as everything has been magnified – options that have always been there are more obvious and noticeable.”

Terramé Day Spa and Salon put job training at the center of their business and always has.

“We position ourselves as a highend experience business, so we want to deliver a high-end service,” said Mike Johnson. He and wife Charla own three Terramé locations in Huntsville and Madison. “We prefer our hair stylists come to us without any training so we can train them ourselves. Our training involves an apprenticeship as well and takes about

June 2021

13

STORY STORY

mployment: Finding Talent 000 Jobs Coming Here

rly Ballard a year, but it is so worth it because that is kind of our sandbox. And employees benefit from it too because now they can compete against anybody.”

Chala Johnson said the business looks at employees for the long-term.

“We’re looking at three-, five-, 10year plans for everybody that works here,” she said. “It’s different from the salon industry overall because all of ours are W2 employees.”

Gibson said there are also downsides to the workforce crisis and candidates having so much say-so in the hiring process.

“No-call, no-shows are at an alltime high across the board, and the amount of people we talk to compared to what we get coming in to the office is astronomical,” she said. “Out of 30 people scheduled to come in for an interview, only 12 to 14 show up, and only four or five of them will go to work.”

She believes there are a number of reasons for it, but fear is still one of them.

“People are still afraid to go back to work, concerned about exposure to the virus and vaccines have not eased that,” Gibson said. “They are not just afraid of getting the virus themselves, but they are afraid of being exposed to the virus and then coming home and giving it to a grandparent or a child.”

“Their attitude is such that we

know what I am doing to prevent exposure to the virus, but what are others around you are doing to stay safe.”

Her business clients in the meantime, are in a panic because they have contracts with their customers, and they have to deliver after missing a year’s worth of production already.

“Even in our industry there is pressure because my job is to get people to work at a time when people don’t have to, or don’t want to,” said Gibson.

Spherion commissions an Emerging Workforce Study to track the socioeconomic trends shaping the U.S. workforce over the past 22 years. the study paints a distinctive, multidimensional portrait of the workforce as seen through the eyes of employees and employers.

“Surveying 250,000 people, the Emerging Workforce Study says that while it may seem like people don’t care about the dollar rate they are paid every day, the surveys always show the dollar is one of the most important things to a worker and I think it will continue to be,” said Chalmers.

The truth is, he said, people today, do not view work in the same perspective our dads did 30 and 40 years ago.

“My father started working at a company and as long as that company paid him a fair wage, gave his family

benefits, and provided him with a retirement plan, he would stay at that company for the rest of his life,” Chalmers said.

“But the younger workforce is not that motivated to stay. They don’t say, ‘I’m going to work for this company because I want security I want to stay there forever.’ They want to add the value they know they can bring to your company but when they don’t feel they are adding that value, they are going to move on when a better opportunity arises.”

He said a company has to say, how important are the benefits like vacation if they are only going to be there for two to three years and then move on to the next thing?

While there is no doubt about labor shortages, the U.S. Space & Rocket Center just onboarded 220 employees with more than 100 waiting for orientation. At first, it looked easy but Chris Maynard, manager of Talent Acquisition said it was anything but easy.

“We were able to bring back our recruiter, Niki Kelly, who pulled 200 rabbits out of a hat,” said Maynard.

“Normally we start hiring for summer during the previous summer. Due to the pandemic, we wanted to catch up by starting last fall, but we couldn’t because we weren’t sure whether we would have a summer this year either.

Thanks to the generosity of so many people committed to the Space Camp campaign, we were able to keep going and we began hiring in earnest in January.”

Maynard said as a 501(c)(3) organization, the USS&RC laid off 90 percent of their employees during the early days of the COVID pandemic, so they started by bringing back as many former employees as they could.

“Nearly 40 percent of those former employees returned and 36 transferred internally,” he said.

Chalmers and Gibson are looking on the bright side.

“At this point we are in a candidate short market, but that also puts us in a candidate-driven market,” said Chalmers.

“As businesses in general, I have to make sure we are adjusting our operations and our culture and acknowledging what drives the desires of people to join our organizations,” he said. “And we have to drive those to really meet the needs of those individuals.

“For instance, if a client says, ‘We have two 12-hour shifts that run 7 days a week and this is what we have to have because that’s the way it has always been done’, then I say back to them, ‘Let’s look at something different.’” n

14

Huntsville BUSINESS JOURNAL

GRAPHIC ARTS

Design Week Huntsville Strives to Create an Outlet and Network for Designers North Alabama is not just rocket science and engineers; there is also a richly woven community of creatives in town, too.

Design Week Huntsville is a multifaceted series of presentations, developed in the interest of showcasing and promoting the wealth of design, creativity, and talent that resides here in the Rocket City. The organizers of Design Week endeavor to put designers in the limelight through this annual event.

“We have so much rich talent here, both from an organization and a learning capacity,” said co-founder Lauren Gowins. “Local students aren’t aware of the opportunities and the design community in our own backyard and sometimes feel the need to look elsewhere when looking for employment.

“This event introduces them to the design community here in Huntsville with the intent of developing a resourceful network they can become

part of.”

Now in its second year, creative professionals, interior designers, architects, agencies, and print shops, along with students and the public participated in five days of thoughtprovoking presentations and valuable networking opportunities.

The five-day event was filled with engaging presentations on all things creative, such as website and graphic design, animation, mural art, and interior design.

This year’s event featured an engaging assortment of Alabamabased presenters, including Brian Walker of SAIC; Derrick Ramey Jr., CEO of Dapper Dude; animator Brett

Mogivaro; mural artist Jessie Andrews, and Madeleine Hansen from Matheny Goldmon. The headlining speaker was illustrator/designer Jordan Kobalka.

Design Week 2021 was hosted at several venues - Straight to Ale, Gold Sprint Coffee, Sanctuary Makers Space, Rippleworx, and the Camp.

Presentations were also live-streamed on Facebook.

Gowins, owner of Bold Agency, and Amber Cornett co-founded DWH in 2019. The onset of the pandemic canceled last year’s event. In addition to the enthusiastic turnout, participants could take advantage of the livestreaming option. To ensure safety and provide peace of mind, social distancing

By Lori J. Connors

and masking precautions were also in place.

To build awareness of the North Alabama thriving design community is one of the primary objectives of DWH, in addition to encouraging local area students following a creative career path, whether it be in website design, animation, graphic arts, or interior design.

Design Week helps provide support and networking opportunities and has partnered with the University of Alabama in Huntsville, Athens State University, Calhoun Community College and Oakwood University.

The third year might be the charm for the event and planning is already in the works.

“2022 will definitely be bigger, with even more opportunities to participate,” said Cornett. “There will be more ways for making it easy to go to, with a focus on students where they can easily navigate opportunities.”

Visit designweekhuntsville.com. n

June 2021

15

RETAIL

Beyond the Cart: Instacart Recognizes Local Shopper for Her Essential Role Samantha Coots was looking for something fulfilling in her life a couple years ago. She wanted a more meaningful vocation than medical billing.

“The medical office just got unfulfilling for me,” said Coots.

“It was a lot of routine, behindthe-scenes work.”

Little did she know where fate was going to lead her.

Needing a change of scenery and wanting a way to make a difference, a TV ad for Instacart grabbed Coots’ attention. The ad was encouraging people to apply, so Coots took a leap of faith.

“I thought, that would be kind of fun, so I took it as a sign,” said Coots.

She found fulfillment for herself while fulfilling orders – especially during the pandemic.

And, for that, she is being honored by the online grocery platform in Instacart’s “Beyond the Cart: A Year of Essential Stories” campaign designed to honor and recognize the shoppers’ essential roles during the COVID-19 pandemic.

Some 59 shoppers, representing every state and Canadian provinces where Instacart is available are being honored. In appreciation for their efforts, Instacart presented these shoppers with a full year of free groceries.

Two years ago, the world was a very different place. When Coots first started her role as a shopper, her workload was laid-back and consistent; she was mainly serving the needs of routine customers.

“It was about the same every week,” said Coots. “Orders would come in later in the week; getting weekend orders was very normal.”

Little did she know how drastically things would change in eight months. Once the pandemic hit and lockdown became the new normal, customers clamored to Instacart in droves for their grocery deliveries.

“The grocery stores opened early, the orders would come in,

one right after another. I had Costco orders coming in at 6am,” said Coots. “It was non-stop, I was working 10–12-hour days, seven days a week, from sunup until 10pm, as long as the stores were open. My goal was to serve as many as possible. There were days where I forgot to eat.”

For Coots, having a sense of humor was key – especially during a time when there wasn’t much to laugh about. There was the persistent issue of grocery stock outs, situations where reasonable substitutions weren’t even available. Once there was stock, it was usually not the best quality replacements.

The humor often worked both ways.

Coots related a situation involving toilet paper. She texted the customer, telling her that the only paper in stock was single ply. The customer quickly replied, “thank you, but we’re not at that level of desperation, yet.”

Since joining Instacart, Coots has made nearly 2,000 deliveries. She has enjoyed getting to know many of her repeat customers.

To be a top-notch shopper, Coots said, “Take time to learn the grocery store, keep an open mind, ask questions, don’t make assumptions, make sure they (the customers) are getting what they

want.”

Now that the pace has settled down a little, Coots cherishes the flexibility in her work schedule.

There is the convenience of picking up work as it fits her schedule.

She also appreciates the freedom to be at home with her three kids. Instacart has also become a family affair for Coots; her love of her work as a shopper inspired her husband to also sign up.

“I fell in love with it,” said Coots. “It filled that empty spot.”

Fueled largely in part by

By Lori J. Connors / Photos by Instacart

the pandemic, Instacart has experienced tremendous growth.

Since March 2020, the number of active shoppers grew from 200,000 to 500,000, resulting in Instacart recording more than $4.2 billion in earnings. Additionally, Instacart has spent more than $30 million in providing more than 750,000 health and safety kits to its shopper community.

The Instacart shoppers have served as a lifeline to millions of people. From finding new earning opportunities, to saving up to buy a house, or simply looking for a way to give back to the community, each shopper has enriched their own lives and the lives of others through their role at Instacart.

“This past year, hundreds of thousands of shoppers played an essential role in communities across North America, helping millions of people safely and seamlessly get the groceries and goods they need delivered to their home,” said Apoorva Mehta, Founder and CEO of Instacart.

“From college students and retirees to busy moms and dads, Instacart shoppers make up a diverse and inspiring community of individuals who stepped up and served as household heroes in the midst of the COVID-19 pandemic.”

For more information: www. instacart.com. n

16

Huntsville BUSINESS JOURNAL

TOURISM

Relaunch! U.S. Space & Rocket Center, Space Camp Open; Plan New Exhibits, New Facilities Sometimes we forget the wonders that exist just down the street or conveniently located around the corner from home.

The U.S. Space & Rocket Center and Space Camp are truly exceptional features known worldwide, and there is a lot new happening there worth seeing, according to Dr. Kimberly Robinson, the new executive director and CEO. “We needed $1.5 million just to keep the lights on while COVID was happening at its worst,” she said. “To date, we have raised $3.4 million, which is great and has definitely helped us to get back to operating at least at a 50 percent capacity.”

Last year and throughout COVID, the main entrance to the center's main lobby was closed as they contracted their footprint to better handle CDC guidelines. Now, there is a new entrance in the place of their old one and the center is again open.

“For any of you coming now, you'll see the orange cones are gone from our driveway and we're open for business as we used to be,” said Robinson. “We had to redo and open up the entrance because we only had three ticket desks at the Davidson Center we could utilize, resulting in really long lines out into the parking lot.

“We thought, if we don’t fix this for summer, people are going to pass out in the July heat trying to get in the building and that is certainly not the welcome we want to have for our city. Now we have seven ticket locations at the main lobby, and it will all be indoors so they can at least wait indoors in comfortable conditions.”

While staying in lockstep with other businesses in the Rocket City, Space Camp is opening May 23.

The facility has hired 220 employees to help run it and the museum this summer. They are still hiring and training more staff in hopes of eing back to full employment capacity by summer.

“We are only operating Space Camp at 50 percent capacity this summer due to our continued strive to maintain social distancing and other measures,” said Robinson. “We are continuing to evolve what that means as national and local guidelines change, and I will tell you it's always an interesting field trying to decide where the right line is.

“But at this point in time, we're still requiring masks, so be aware of that, but we're continuing to watch all the news to see how all that plays out in the future. That's where we are now."

She said even at 50 percent capacity this summer, they are for the most part, sold out for all their programs with a long waiting list.

Robinson also announced they will be breaking ground this fall on a Space Camp operations building, made possible through a $10 million economic development grant from the state of Alabama in 2017.

“It's been delayed of course with COVID and other things, so we're super excited to open this,” she said.

“We are in dire need of the classroom space and the other space that this will give us here on the campus.

“It's going to be a beautiful new attraction you can see from the road and it will have giant video screens so we can put out up-todate information and pictures and graphics for those that are interested.”

The Rocket Center museum has numerous new exhibits that, if not already arrived, will be arriving soon.

“The newest exhibit currently being installed is called 'Drones: Is the Sky the limit?',” said Robinson.

“It's a wonderful exhibit and we are also adding on a feature where we

actually have a netted space inside the main atrium lobby to fly drones and do demonstrations.

“We have a portion of the SLS Pathfinder arriving in July. It was used in the SLS program test stand down in Stennis (John C. Stennis Space Center) and also at the VAB (Vehicle Assembly Building) down at Kennedy Space Center. It was used to understand and practice how to handle the very large core stage of the rocket. They have donated it to the Space & Rocket Center, and we are currently preparing a pad for its arrival.

“As you know, the space shuttle just celebrated the anniversary of its first launch, and we prepared a shuttle exhibit for display to commemorate that event. It is currently an interim display, but we hope to continue to grow it.”

She said the museum also has an Astro One artifact, the first payload to fly out of Huntsville.

“It means a lot to a lot of us that worked at Marshall Space Flight Center, especially those that were around payload integration and crew training and other things like that,” said Robinson. “Teledyne Brown is helping us restore that, and we're

By Kimberly Ballard / Photos provded by U.S. Space & Rocket Center

also requesting the actual science instruments from the Smithsonian to outfit that payload to make it look like it did originally.”

Blue Origin donated its Mannequin Skywalker test kit from January's launch of its new Shepard rocket.

“We hope to make it part of our display that we're starting on New Space so we can make sure everyone is leaving the museum not only with the history of the past, but also with an understanding of the future,” Robinson said.

In addition to those, the museum is hosting the traveling science of Guinness World Records, which will be coming this summer.

“It ties in well with our first Guinness World Record accomplishment set in July 2019 for the most number of model rockets launched simultaneously,” said Robinson, “Also, we can create an add-on to the world record so we're actually thinking about what that might be, should we choose to do that.”

She said they have some great hands-on activities for the kids this summer, they are doing in partnership with the National Space

June 2021

17

TOURISM

Club, and funded by Lockheed Martin.

"You'll see diver experiences and virtual reality, and one of the crowd favorites, bus tours out to our Aviation Challenge area," Robinson said. “Aviation Challenge is a camp we run here but it's normally offcampus and offsite to most of the people that come here to visit the Space & Rocket Center.

“We are going to get back to having those tours for anyone who wants to go over and take a look at the campus, which includes a beautiful large lake and many aircraft and other aviation challenge artifacts."

Robinson also said attendance at the museum since they reopened has been great.

“We had a wonderful month in March because we had spring break that happens all over the country and so many people are anxious to get out, anxious to travel again, and to come out and be entertained," she said. "I think we had visitors from all

50 states during the month of March that we were tracking.

“We’re getting back where we need to be.”

Finally, there are plans to resume tours of Redstone Arsenal that were popular before COVID but they prefer all NASA personnel to be back onsite when they do that.

“Most of our stops on the tour have places where you can see personnel at work and it's just not as nice to see the empty spaces,” Robinson said. “But I believe we have an MOU (Memorandum of Understanding) already been signed by NASA, and I believe by the garrison, if not yet signed, close to being signed, and then it will come to us."

Robinson said that after Blue Origin announced an auction for seats on their July launch, her husband asked if she wanted a seat for Mother’s Day. “This is what space exploration is all about,” she said laughing. “The opening up of space exploration so

everyday Joes like me might actually have a possibility of flying in space.

"If we can't make it in the astronaut ranks officially, I think it's great that we are seeing an expansion of the entire space exploration genre, and I’m excited to see it.” n

18

Huntsville BUSINESS JOURNAL

FINANCE

Understanding Volatility When Investing in Cryptocurrency The cryptocurrency market has soared over the past few months, not only in market cap but also in mainstream popularity. Bitcoin and its alternatives have been featured in headlines across the world and as a result, it is easy to feel left out if you do not already own some.

Alabama’s first cryptocurrency ATMs were even installed across the city of Huntsville in early May. But are you really missing out; or is cryptocurrency the most recent version of the dot-com bubble? It’s nearly impossible to answer that question for sure as the market for each cryptocurrency changes from hour to hour. It comes down to your investing strategy and, more importantly, your appetite for risk.

There are thousands of cryptocurrencies, but the most popular ones right now are Bitcoin, Dogecoin and Ethereum. They all share the same core components of cryptocurrency in that they are secured on a decentralized network of computers free from government interference and manipulation.

When first developed, cryptocurrencies were supposed be an alternative to physical cash.

And while you can use them for purchases in some instances, people now view cryptocurrency mainly as an investment tool. In the first five months of 2021, traders have bought and sold more in digital currencies than what Americans spend annually on housing.

In the past year, the price of Bitcoin has risen from around $4,000 per coin in March 2020 to more than $62,000 in April 2021.

Financial experts still mostly agree on the positive long-term outlook for bitcoin. The major downside for someone looking to make quick money on their investment is the extreme volatility.

Double digit swings are not uncommon and because of this, it is just as easy to lose large sums of money very quickly.

On May 12, Tesla CEO Elon Musk sent out a tweet stating that

Tesla would no longer be accepting Bitcoin as a form of payment for their electronic cars. This prompted massive selloffs and the price of Bitcoin dropped as much as 17% and now sits at $49,500 at the time of writing.

Aside from Bitcoin, the conversation regarding cryptocurrency in 2021 has largely revolved around various altcoins - any cryptocurrency that is not a bitcoin.

Many people see these altcoins as an opportunity to get in on “the next Bitcoin” early.

While the most popular altcoins, Ethereum and Dogecoin, share the same core characteristics of Bitcoin, they all have different uses.

Dogecoin started as a joke based on the “doge” meme of the Shibu Inu dog but is now used as a tipping system for social media platforms such as Twitch. In a wild turn of events, Dogecoin has seen a 6,000% gain in value during 2021, going from a fraction of a penny in January and spiking at $0.72 in early May. The price of Dogecoin will by design never reach the heights of Bitcoin because there are 129 billion coins

in circulation, compared to Bitcoin’s market which is forever set at 21 million coins.

The astronomical gains and relatively low price make Dogecoin an attractive opportunity for those who felt left out of the initial Bitcoin craze. But it has experienced the same massive price fluctuations recently.

When Elon Musk was set to host “Saturday Night Live” in the second week of May, the expectations were that Dogecoin would see a considerable increase in price. Musk had become the most prominent support of Dogecoin and announced himself as “The Dogefather” on Twitter before his appearance.

For whatever reason, the price of the meme coin dropped over 40% during the last hour of the show as investors sold off their coins in mass. And while the price has seen a bit of a bounce back in the week since the “SNL” dip, the whole experience reconfirmed the fact that even though cryptocurrencies have been good long-term investments this year, their reliance on hype and conversation can lose money in the short term.

By Noah Logan

Ben Weiss is the CEO of CoinFlip, which recently installed Huntsville’s first crypto ATMs and is the largest provider of crypto ATMs in the world. The Huntsville ATMs are at The Open Bottle on U.S. 72 and Liquor Express at 1812 University Drive.

“The main point when it comes to investing is only investing what you’re willing to lose,” he said.

“Cryptocurrency operates a lot like stock prices and investors should only risk what they can afford. These days, there are several ways to invest in cryptocurrency by using just a few dollars to gradually build your portfolio with Bitcoin and other altcoins as they get more comfortable.

“CoinFlip offers plenty of options like Ethereum, Dogecoin, Dash, Litecoin, and Bitcoin to meet investors’ needs.”

He also said investors need to use common sense and avoid using Dogecoin or any cryptocurrency as a way to make an easy profit.

“Never invest anything you aren’t willing to lose,” said Weiss. “If any part of your brain goes ‘this is a great way to make a quick buck,’

June 2021

FINANCE

that’s when you should think twice.”

Some coins such Safemoon, which just started trading in March, have attempted to counter this with practices that reward those who hold onto their investment while others sell.

Safemoon works by charging a 10% fee every time someone trades away their coins. 5% of the total transaction is reabsorbed to ensure liquidity and the other 5% is distributed back to those who still hold onto their coins.

So even if the price of Safemoon doesn’t skyrocket like Bitcoin and Dogecoin, investors can still profit as they gain more coins from those who sell. The new coin recently surpassed Dogecoin as the most Googled cryptocurrency.

Weiss attributed Safemoon’s recent spike in popularity to a large marketing push.

“Social media has caused it to rally, and people are buying into the hype without much knowledge

of Safemoon utility because they don’t want to miss out on the next Dogecoin,” Weiss said. “Our opinion on Safemoon is that it is an interesting social experiment. A cryptocurrency that’s only real use case is the potential for you to sell it at a higher price. This is exemplified by many of its features such as the 10% fee people must pay when selling and its massive circulating supply of 585,536,366,402,812 Safemoon.

“This supply may play into the fact that many people see a low token price and assume there is plenty of room to go up, rather than looking at the market cap as an indicator of value, or the supply multiplied by the token price.”

The opinions expressed in the article are not intended to provide specific advice or recommendations for any individual or on any specific security or investment product. It is only intended to provide education about the financial industry. n

19

20

Huntsville BUSINESS JOURNAL

SMALL BUSINESS

Defined by Crisis, Local Small Businesses Survive and Thrive It has been said something good comes out of every crisis.

Most Madison County small businesses have at one time or another, seen their share of crises from fires to tornadoes, power outages, road closings, financial crashes and even the sudden death of a company’s principal CEO or president.

But most North Alabama business owners will name the COVID pandemic the most egregious and pervasive crisis they have ever faced, many of them in a lifetime.

In March 2020, as orders began filtering down from state and local government that many small businesses – those called non-essential – must shut down to “slow the spread” of the coronavirus, some took that as an afront to their very existence.

What is essential to one person may not be essential to another, but the demand was complete.

The hospitality industry was hit the hardest followed by personal care services. And while many businesses were rocked to their knees, for those who survived – even thrived or came back stronger than ever, it is a testament to their grit, their confidence, their resilience, determination, their problemsolving mindsets, and love for their work and their employees that brought them through it.

“I have a wife and child and a business with my name on it,” said Mario Maitland of Maitland Conservatory. “I had no choice but to make it work.”

“It was scary, it really was,” said Charla Johnson. She and her husband Mike had just poured the concrete slab to a third location of their Terrame Spa when COVID hit.

The talking heads were saying people may never go back to hair and nail salons and massage therapy spas and if they do, how will customers ever feel safe and confident?

“But we decided our word of the day, every day for the year 2020 and 2021 would be ‘resilience’,” said Johnson. “And that has kept us focused and moving forward.”

Everyday it seemed the news was telling people not to go out to restaurants. How then did

Jonathan’s Grille, which was not even opened in Madison during COVID, manage to keep not only the existing restaurants open, but growth on track?

“We knew we were going to get through it. Small businesses face bumps in the road all the time and we are just that type of company,” said Jonathan’s co-owner Curt Revelette. “We rediscovered the popularity of outdoor patio space and we were happy to oblige, incorporating more front patio space at both new locations, and a back patio off the bar side that will be for ages 21 and over.”

National restaurant chains such as Outback and Moe’s Original Bar B Que accepted the fact people will need to be spread out more in the future. And local restauranteurs such as Taco Mama quickly adjusted to the

By Kimberly Ballard

idea of take out and mobile apps for pick-up and delivery.

“COVID was tough with everyone telling the public not to go to restaurants, but I guess the crisis in Jones Valley where they closed down Cecil Ashburn to widen it, prepared us for anything,” said Mike Ellis, coowner of Moe’s. “We have also seen our to-go business explode highlighted by people being at home, so they are using mobile apps more than they ever did before and they are great. We will continue to partner with (delivery) services to provide that.

“But overall, we will continue to stick with the basics that has helped us get to where we are now - provide great service and fresh, high quality food at a reasonable price.”

Other businesses quickly adapted to a changing world and even thrived during the pandemic.

Frank Williams, executive manager and managing partner of Landers McLarty Automotive Group, said he saw COVID as an opportunity to focus more on being a community leader.

“It was an adjustment, but it makes you think about priorities which brings you closer to your employees, closer to your family, and it makes you look instead at the positives while forcing you to prioritize,” he said. “If we do that, we will come out on the right side of this.”

June 2021

SMALL BUSINESS

Photo by Steve Babin

Furthermore, his car dealership discovered a new way of selling cars that is much more customer-friendly than preCOVID. “I never looked at COVID from a profit and loss perspective,” he said. “Technology lets us create platforms that provide what the customers want, as opposed to what we want, and that is a plus.

We used the situation to look for ways to do business better for our consumers, and technology allowed us to do that.”

Customers no longer have to come into the dealership. Landers McLarty and Ray Pearman Lincoln set up a tent and did all applications online, as well as start a car pick-up and delivery service to support it.

Many businesses felt a little guilty about their success as many people suffered, but Electronics Express, Lily Flagg Furniture and TriGreen Equipment flourished selling sofas and recliners, tillers, lawn mowers, large screen TVs

and computers.

“There is nothing like a pandemic to make people start thinking about the food supply and food shortages,” said Randy Cobbler of TriGreen. “Farmgrown food would be essential in that case and a lot of people started planting vegetable gardens, some for the first time.

A tiller is essential to planting vegetables and we have a lot of people, especially ladies, calling us because they discovered they need one.”

“In the early days of the pandemic, people were worried about food shortages, so they were buying up a lot of meat and frozen foods and needing freezers in which to store it,” said Priestley Thomas, manager of Electronic Express.

“We sold freezers to people who never had a freezer before.”

Huntsville small businesses showed throughout this past year, that they are nothing if not persistent, resourceful, self-reliant, and creative! n Photo by Steve Babin

21

22

Huntsville BUSINESS JOURNAL

BRIEFCASE

Adtran Helps Rural Communities in the UK Gain Broadband Access Adtran, the Huntsville-based provider of next-generation multigigabit fiber and fiber extension broadband access solutions, announced that England’s Talk Straight has contracted for the ADTRAN MetNet 60G solution to create a path to Gigabit broadband connectivity in rural regions of the United Kingdom.

“Students are going back to the classroom and offices are reopening, but at-home connectivity demands continue to increase. We still need to get rural residents and students on a level broadband playing field,” said David Tindall, CEO at Talk Straight.

“The Adtran MetNet 60G solution is very easy to install and offered speed and ease of deployment. Additionally, Adtran is extremely helpful and committed to our success.

“As a result, we have the confidence we need to build a business case for expanding this deployment to more residents and businesses that need a better option for high-speed broadband.” n

Hollie Beaver Named Partner of Ad4! Group Hollie Beaver has been named a partner of Ad4! Group, a local advertising and marketing agency. She was previously the firm’s director of content.

“From the moment I met Hollie I was blown away by her dedication and commitment to excellence,” said company owner Felica Sparks. “Her innate understanding of social media has been invaluable to our clients who look to us to tell their stories, and I look forward to working alongside her to continue to grow Ad4! Group well into the future.”

A Florence native, Beaver worked in the local news media market before

joining Ad4! Group in 2017.

“I believe my career working in the media and with the public has enabled me to develop a unique skill set,” said Beaver. “… I can’t wait to see what is in store for me, and the entire Ad4! Group team.” n

Technica Awarded $38M IT Contract from FBI Technica has been awarded a $38 million Network Services and Engineering Support contract for the FBI. The contract will provide support for the FBI’s data, optical and communications networks.

According to a news release, the services will be provided in the FBI headquarters in Washington and the agency’s new facilities in Huntsville.

Technica provides high-end systems engineering and operations for mission-critical networks and applications. If all options are exercised, the contract is worth up to $38 million over four and a half years. the release said.

“Technica has supported the FBI for more than 15 years in various critical engineering and network architecture roles, delivering essential innovation,” said Technica President and CEO Miguel Collado. “This award reinforces our commitment to the FBI’s intelligence-driven organization through low-risk, high quality, and innovative information services to establish efficient retrieval, sharing, and use of information, securely enabling the FBI to protect America from criminal and terrorist threats.” n

Hexagon to Help Huntsville Utilities Transform Emergency Response Hexagon’s Safety & Infrastructure division announced Huntsville Utilities has chosen Hexagon’s advanced

distribution management system to optimize the utility’s emergency response.

HxGN InService will enable Huntsville Utilities to respond more quickly to outages and provide realtime status information to customers.

"When we deploy the Hexagon solution, we will be able to identify outages more quickly and reduce the time our customers are without power,” said Wes Kelley, CEO of Huntsville Utilities. “Providing realtime communications to our customers is a tangible value that directly speaks to Huntsville Utilities’ best-in-class service."

Field users will use Hexagon’s new browser-based mobile client to review, edit and complete work orders on smart tablets, and analytics will be used to optimize future grid performance.

“This marks another significant milestone in our partnership with Huntsville Utilities,” said Steven Cost, president of Hexagon’s Safety & Infrastructure and Geospatial divisions.

“When this project is complete, the residents and businesses in our local community will see immediate benefits in overall grid reliability.” n

Kimberly Lewis Nominated by Biden to Serve on TVA Board Kimberly Caudle Lewis of Huntsville has been nominated by President Biden to serve on the Board of Directors of the Tennessee Valley Authority.

Lewis, CEO of ProjectXYZ, was the first black woman elected to serve as Board Chair of the Huntsville/ Madison County Chamber of Commerce.

Most recently, Lewis also became the first minority owner of North Alabama’s only locally owned broadcast television station, WTZTTV. She is a lifelong resident of Madison County. n

Torch Awarded $722M Aviation and Missile Systems Task Order Torch Technologies has been awarded a $722 million task order to develop models and simulations for the Army.

The award was by the Army’s Combat Capabilities Development Command Aviation and Missile Center Systems Simulation Software and Integration Directorate for Modeling and Simulation Aviation and Missile Systems. The task order has a five-year period of performance and will be performed primarily in Huntsville.

According to a news release, the Huntsville-based company will develop and apply models and simulations to aviation and missile system analysis. Torch will supply cost-effective solutions that facilitate readiness and technological dominance of the Army’s current and future force.

“Torch is pleased to continue our long-standing relationship with the DEVCOM AvMC S3I M&S customers,” said Torch President and CEO John Watson. “We are proud to be a part of their important mission to provide weapons development and modernization support to our warfighters.” n

Schmitt Named Executive Director of Advanced Manufacturing Innovation and Integration Center The National Center for Defense Manufacturing and Machining has appointed John Schmitt as the executive director of the Huntsvillebased Advanced Manufacturing

June 2021

23

BRIEFCASE RECOGNITION

RECOGNITION

Lauren Battle Lankford and Battle The Lankford & Battle Allstate Insurance Agency has been recognized as the number one ranked Allstate agency in the southeast and the seventh ranked agency nationally.

Allstate awarded the mother-daughter duo of Carolyn Lankford and Lauren Battle the Agency Achievement Gold Award for 2020.

This award comes after Lauren Battle’s first full year as owner of the agency but she is quick to point out everything she learned from her mom along the way. “My mom won rookie of the year in 1989 and has now been an agent over 30 years. It has been fun to follow in her footsteps.”

Lauren Battle purchased Lankford & Battle from her mom in November of 2019 but started working there as an agent in April of 2011, before the deadly tornado outbreak that affected millions across the southeast. She saw how her mom helped those who had lost everything and now aims to help people in the same way.

Lauren says one of the most important aspects for her agency is getting to know her clients personally. “My favorite part of my job is talking with our customers who have been with us for twenty years or even longer. The more I know about our customers, the easier it is to look out for their long-term interests.”

Lauren currently serves as a board member for The Land Trust of North Alabama and the Huntsville Hospital Foundation Planned Giving Committee.

Lankford & Battle is located at 900 Bob Wallace Avenue. More information about their services can be found at https://agents.allstate.com/lauren-battle-huntsvilleal.html.

Innovation and Integration Center.

“The NCDMM team has had the privilege of working with John throughout his career as a U.S. Army Acquisition Corps Officer and afterwards,” said Gary Fleegle, NCDMM President and CEO. “John is a high-caliber professional with advanced manufacturing expertise, the strategic vision, and natural leadership abilities necessary to carry out AMIIC’s mission and establish it as an advanced manufacturing center of excellence in Northern Alabama.

“He is a dynamic individual, who is committed to and engaged in the community of Huntsville. We are proud to welcome John to our leadership team.”

AMIIC represents a collaboration among government, industry, academia, and the defense community to bridge Alabama’s workforce gap.

AMIIC seeks to provide students and workers with more opportunities for training, certifications, and apprenticeships to positions within the Army and the Army Combat Capabilities Development Command Aviation & Missile Center on Redstone Arsenal.

“It’s an honor to be named the executive director of AMIIC,” said Schmitt. “I am excited to collaborate with our strategic partners on our

mission of leveraging innovative technologies and promoting education and workforce development opportunities to empower Alabamians with the skills needed to compete and succeed in tomorrow’s highly skilled workforce.”

Prior to his AMIIC appointment, Mr. Schmitt contracted with the NCDMM through his consulting firm, Schmitt Consulting Group LLC, working closely with personnel in the NCDMM Huntsville office. n

Warren Averett's Crouse Earns Certified Financial Planner Certification Evan B. Crouse has obtained his Certified Financial Planner certification with the Certified Financial Planner Board of Standards, Warren Averett Asset Management announced.

Crouse is a financial planning associate in the firm’s Huntsville office.

“It is extremely rewarding to be certified as a CFP® professional,” said Crouse. “Helping people meet their financial goals and needs is very important to me, and with this certification, I’m able to do that and more to ensure that their best interests are being put first.”

For more than 30 years, the Certified Financial Planner certification has been the standard of excellence for financial planners. CFP professionals have met extensive training and experience requirements, and they commit to the CFP Board’s ethical standards.

disposition, tenant services, valuation consulting, consulting service and client representation in Huntsville and surrounding markets.

“We’re excited about Dave joining our team and broadening the level of services offered to our clients,” said Douglas A. McCullough, executive vice president of NAI Chase Commercial. “His vast experience work with city leaders and his appraisal background will certainly enable NAI Chase Commercial to reach new levels”, Roberts was director of the property negotiations, acquisitions, sales, property relocation, tenant services and leasing administration for the City of Los Angeles. n

Roberts Named Associate Broker for NAI Chase Commercial Real Estate

Victory Solutions Awarded $169M NASA Contract

NAI Chase Commercial announced David L. Roberts has accepted a position as associate broker with the Huntsville office. He will be responsible for investment analysis, sales, acquisition and

Huntsville-based Victory Solutions has been awarded a Consolidated Program Support Services Configuration and Data Management contract to provide CDM services at 10 NASA centers

including Huntsville's Marshall Space Flight Center.

A Service-Disabled VeteranOwned and Woman-Owned Small Business, Victory Solutions specializes in building relationships with defense and commercial customers to develop, analyze, and integrate advanced aerospace systems. With this contract's award, the potential mission services value is $96.5 million and a maximum potential IDIQ value of $169 million over eight years.

"Victory Solutions is pleased to receive this latest contract as we work to provide solutions to the complex, and ever-changing, problems across the aerospace, defense, and technical engineering industries," said Kris McGuire, founder and CEO of Victory Solutions. "This award is not only a reflection of the capabilities of our advanced teams, but also a reflection of our commitment to developing the skills of our employees, building effective teams, and forging partnerships with our customers to identify and solve their problems." n

24

Huntsville BUSINESS JOURNAL