Tr a d i n g C o m p a n y
FLORIDA CRACKER LICENSING ASSETS
The Florida Cracker brand is continually growing and has created a rapid fan base and followers through the restaurants, social media platforms and clothing brand. These customers and fans have reach throughout the entire state with a mass following in the Central Florida area. We call this a “licensing deal”. In reality it’s a marketing platform that allows you to use all of our assets to drive traffic and gain customers. Our biggest focus is that everyone who uses “the boot” and our brand creates one unifed experience for every guest coming to the property and leaving them with a positive lasting impression. We want each customer to come back for repeated business that, in turn, creates a generational experience for both them and their families. The Florida Cracker Brand Partnership will generate the true southern hospitality culture that we express through all of our marketing and branding efforts.
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The Florida Cracker originated in May of 2013 and has created an experience that has tapped into a culture that has been long forgotten in the service industry; a culture of taking care of people like you would if you invited them into your home. Our Culture is based on Southern Hospitality and fresh food. This outlook facilitates an experience that continues to create a rabid customer base that has expanded with us throughout the state.
CREDO The Florida Cracker Credo is how the brand sets its tone for Our Culture. It is the foundation of Southern Hospitality. All team members, within the entirety of the brand, are required to carry this card on them and to enstill these values while they are part of the Florida Cracker Family. This Credo reminds the team members what sets the experience apart for guests and allows them to execute that culture, and its values, on all of our properties.
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FLORIDA CRACKER KITCHEN The growth Florida Cracker has seen since its inception in 2013 can be characterized as exponential controlled growth. The Brand, to date has a total of three Florida Cracker Kitchens open: Brooksville (est 2013), Jacksonville Beach (est 2017), and Keystone Heights (est 2018). Florida Cracker Kitchen plans on opening a minimum of two units per year as its rate of growth. A fouth Kitchen location in San Marco is currently in construction and has an expected opening date of January 2020. Florida Cracker is also expanding to Palatka, on the St. Johns River, with an expected opening date of June 2020.
BROOKSVILLE, FL Customer Base 2019 Average Daily: 332 2019 Average Monthly: 9,966 2019 Yearly Average: 119, 600
JACKSONVILLE, FL Customer Base 2019 Average Daily: 259 2019 Average Monthly: 7,766 2019 Yearly Average: 93, 200
2020 Average Daily: 131 2020 Average Monthly: 3,397 2020 Yearly Average: 33,979
Customer Base 2019 Average Daily: 199 2019 Average Monthly: 5958 2019 Yearly Average: 71, 500
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2020 Average Daily: 210 2020 Average Monthly: 5,424 2020 Yearly Average: 54,244
*Due to Covid 2020 figures have decreased signifigantly. Numbers reflective though October 25th, 2020
KEYSTONE HEIGHTS, FL
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*Due to Covid 2020 figures have decreased signifigantly. Numbers reflective though October 25th, 2020
*Due to Covid 2020 figures have decreased signifigantly. Numbers reflective though October 25th, 2020
2020 Average Daily: 81 2020 Average Monthly: 2,102 2020 Yearly Average: 21,020
SAN MARCO, FL OPENED IN JUNE 2020 Customer Base Growing daily! Average Daily: 61 Average Monthly: 1,550 Average Yearly: 7,752
HOMOSASSA, FL FLORIDA CRACKER MONKEY BAR OPENED MARCH 2020 FLORIDA CRACKER RIVERSIDE RESORT OPENED MARCH 2020 FLORIDA CRACKER ICE CREAM OPENING FEBRUARY 2021 FLORIDA CRACKER KITCHEN OPENING APRIL 2021 Monkey Bar Customer Base Average Daily: 155 Average Monthly: 4,650 Average Yearly: 55,800
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SURF EXPO AND ICAST Florida Cracker attends and displays a booth at both ICast and Surf Expo, every year in Orlando. These are the two largest outdoor retail shows in the US, for Fishing and Watersports. Florida Cracker Trading Company is set up alongside major brands such as Yeti, Costa Del Mar, Billabong, Smith, Okuna, Mossy Oak and others. There are two Surf Expo’s per year and one ICast Expo. These Expo’s are a direct link to retailers, brand buyers and local consumers in the Florida Market and have led to exponential growth for the brand as a whole.
Average Attendance Surf Expo: 28k per show ICast: 15k
2020 Expo was canclled due to Covid-19 we will be resuming participation this even in 2021 if available.
Annual Investment for setting up and attending these expos is about $35k, per year.
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FESTIVAL PROGRAM Florida Cracker is setting up a 52 week schedule program for the calendar year of 2021. Each festival consists of setting up Florida Cracker’s custom Merchandise Trailer, stocked full of Florida Cracker Trading Company products and spreading knowledge of the brand. These branded trailers will be touring the state, selling merchandise and promoting all of The Florida Cracker Kitchens and Properties, to everyone in attendance. Florida Cracker will also be promoting The Florida Cracker Riverside Resort and Monkey Island throughout all the Festivals. Florida Cracker rolled out this initiative in 2019 and has already sent the Merchandise Trailer out to multiple festivals and events, with great success in customer acquisition, brand recognition and growth of sales.
Current Participating Festivals County Line Fall Festival
Leesburg Bike Fest
Brooksville Blueberry Festival Springing the Blues Florida Cowboy Challenge
Silver Spurs Rodeo
Pasco County Fair
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WHOLESALE With the Growth and expansion that we have experienced in the past 6 years, the Brand has generated a major following with its Merchandise and Gourmet Food Line. On our wholesale side, we have grown to over 35 different retailers carrying our products in their stores. One of the Florida Cracker accounts is Russells Western Wear including all seven store locations. They carry our line on the I-75 Corridor and from Lake City to Sarasota. Down in South Florida, Eli’s Western Wear, has three locations that carry our Product. In the Pan Handle, Florida Cracker is in, what we call, Fancy Mini Mall Gas Stations: Rocky’s and Busy Bee. These businesses have locations that are on all the tourist routes within the Pan Handle. In 2021, Florida Cracker will grow wholesale accounts from 35+ to 75+ different retailers that distribute our line of products. Retailers will become easily identified as an extension of the brand. Florida Cracker is currently in negotiations with a Florida based rep group who represents Sun Bum and Pura Vida. If this relationship is carried out, a distribution of Florida Cracker throughout the Sunshine State will grow exponentially.
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CHENEY BROTHERS INC (CBI) AND SYSCO Florida Cracker has set up distribution of all of our Bloody Mary Mixes, Hot Sauces and BBQ sauces through major food houses: CBI and Sysco. We have a total of six different products that they distribute. CBI carries the entire line up, in all three of their warehouses: Ocala, Punta Gorda and Rivera Beach. These warehouses reach and distribute throughout the entire state. Sysco also carries the entire lineup in their Jacksonville warehouse; distributing throughout Northern Florida. Florida Cracker is already in approx 45 different restaurants, in the state that are using our products displayed on their tables and bars; which directly builds the brand. All six Products are Fresh From Florida and support the local market. Venues include, but are not limited to: The Peabody Resort in Orlando, AC hotel and Wyndham Garden Inn in Gainesville, Steamers, 2nd Street CafĂŠ and Dunkins in Cedar Key, Florida State University Food Courts and forty more locations in the state and growing. Florida Cracker attends all of the Food shows that CBI puts on to promote the edible line. The main food show, in Orlando, sees 15k Restaurant Operators, primarily within Florida and others coming from South Georgia and Mississippi.
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Concert Series
Florida Cracker Christmas featuring The Bellamy Brothers Last year, December 21st Florida Cracker Kitchen is teamed up with Operation Heart F.E.L.T. and Florida Natives, The Bellamy Brothers, for the inaugural Florida Cracker Christmas! With a full lineup of country music and headliners, The Bellamy Brothers, it is sure to be a great night supporting a great cause. There will be a production crew filming the event to be featured in The Bellamy brother’s TV Show Honky Tonk Ranch which is featured on The Cowboy Channel. All ticket sales and net profits were donated to Operation Heart F.E.L.T. We had an amazing turn out and it has lead to our Annual Bellamy Brothers Christmas Concert event. This year it will be held on December 11th with special guest Darryl Worley.
2019 Whistle Pig Bonfire Concert Series In 2020-2021 Florida Cracker is partnering with Whistle Pig Whiskey to present our Bonfire Concert Series. A small VIP concert on property with limited seating promoting a private concert experience for 150 of our closest friends. 12
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JJ Grey is world renown for his smooth Swamp Jazz and as a Floridian his fans helped sell out his VIP Acoustic Concert in 6 seconds. We added an encore performance and it sold out in less than a minute.
Florida Cracker Watering Hole- Tap Room Our Brooksville Tap Room host dozens of events and concerts per month. We are expanding our events for 2021 to include Bourbon Club Dinners and more live entertainment.
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COMMUNITY OUTREACH High School Football Pregame Meal Program Community and family is the root of the Florida Cracker Brand. Every Thursday night, during football season, each restaurant location feeds their local high school football team. Their weekly pre-game meal includes: a meat, a vegetable and a starch. Each night the team gets a pep talk, followed by prayer. Keeping the tradition alive is important to our brand.
FFA Sponsorships The Florida Cracker has partnered with many FFA and 4H programs helping to support the roots and heritage of a true Florida Cracker. We have been involved with these programs
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FCR Partnerships & Program Florida Cracker believes in local initiatives and supporting our state as much as possible. The brand has joined forces with Florida Cattle Ranchers and Cheney Brothers INC, for a statewide promotion of the Pasture to Plate Program and setting up a Florida Conservation Program, in order to save Agricultural Lands within the State. Florida Cracker partnered with FCR and CBI, to create a short documentary on these programs. This video will be promoted on social media outlets, shown at all FCR functions and be the main Introduction piece of CBI’s Company Wide Conference, in late October.
Hosted by
Florida Lineman The Lineman Series that Florida Cracker put together is part of our Community Outreach in the Central Florida and Jacksonville Markets. Florida Cracker and our partnered production team is releasing a video, Turning on the Lights in Florida; this short film features Lineman Partners, WREC and Clay Cooperative and focuses on their culture and lifestyle. Florida Cracker Trading Company is accompanying the video with a limited edition lineman silhouette boot shirt. 20% of all proceeds will benefit the Lineman Education Fund. This is an annually recurring program that targets a specific
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Florida Cracker Goes Pink In the month of October, we have each location participate in a Florida Cracker Goes Pink campaign to support Breast Cancer Awareness Month. We provide our staff with speciality Pink Florida Cracker shirts to wear for the duration of the month. We also sell the specialty shirt where all profits benefit a Breast Cancer Awareness Non-Profit, local to each unit location. We set one day of the month for all locations to wear shirts together for a boosted promotion of the event and the cause.
Engine 15 and Florida Cracker Fun Run Series Engine 15 Brewery and Florida Cracker Kitchen are teaming up together to support local causes with four runs per year. This 3.1 mile Cinnamon Roll Fun Run starts at the Engine 15 brewery in Jacksonville Beach; runners, joggers and walkers will start their trek over the bridge, reach the turnaround then run back over the bridge to the finish line - where they are welcomed back at Engine 15 brewery with a delicious Florida Cracker Cinnamon Roll and an Engine 15 Draft Beer! Proceeds of ticket sales and donations made benefit the charity
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Florida Cracker Invitational Catch and Release Tournament In an effort to bring attention to Old Homosassa River and conservation efforts we partnered with Homosassa Guides Association and CCA Florida, on October 24th, we started our very first annual catch, photo and release fishing tournament. With 114 entries and over $25K in cash and prizes, we had 1st ,2nd ,3rd place winners for Grouper, Snook, Red Fish and Trout. As well as Master Angler and Top Angler winners. The competition started at 6:30 AM and was over by 3:00 PM.
Florida Cracker Invitational Catch & Release Tournament
FloridaCrackerFishing.com
Captain's Meeting
FRIDAY, OCTOBER 23, 2020 5:00PM - 6:30 PM Captains Meeting at Florida Cracker Monkey Bar
Registration & angler goodie bag pick up at Florida Cracker Monkey Bar 7:00 PM
Tournament:
SATURDAY, OCTOBER 24, 2020 6:30 AM - LINES IN 3:00 PM - LINES OUT Grouper, Snook, Red, Trout
All photos must be submitted NO later than 3:30PM Must be back at dock by 4:30PM Awards Ceremony - 6PM
(MUST BE PRESENT TO RECEIVE AWARD)
$10,000* in Cash & Prizes! The longest Snook, Redfish, Trout & Grouper
Entry is $125 per person Additional $25 for Master Angler Competition 1st, 2nd & 3rd in each division with Overall Winner and Master Angler Winner *based on 150 entries and winners must be present at awards ceremony to earn their prizes.
Thank You Sponsors!
Proceeds benefiting the CCA Florida STAR Program and the Homosassa Guide Association’s Take A Kid Fishing scholarship program.
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SOCIAL MEDIA GROWTH Florida Cracker Kitchen Facebook
23.9k Likes
7k Followers
24.5k Followers
4% Average Growth per Month
3.9% Average Growth per Month
Florida Cracker Trading Company Facebook
8.5k Likes 9.2K Followers
7.7k Followers
3.5% Average Growth per Month
6-10% Growth per Month
Email Campaigns
Florida Cracker started collecting email addresses, phone numbers and birth dates in all of our
markets and properties. The brand currently has over 40K email addresses, that are organic in nature, subscribed to this platform. Our Email Campaigns have over a 12% open and click through rate, double the national average.
As the brand grows and builds a data base of over 50k- 100K emails of customers, the reach
and email marketing will be astronomical. When we want to drive traffic and promote certain aspects of the Brand to consumers, we can target markets and see return and growth in customer bases. Florida Cracker has teamed with Zenreach, the company has a high-powered free WiFi program that enlists an email gathering platform. Each location gains new email addresses with every WiFi sign on.
Website
Adding the Florida Cracker Riverside Resort and Monkey Island to the Florida Cracker web-
site will give the current, and future, customer base a direct access link to the main landing page of the Resort. This link will become a part of our SEO and SEM marketing campaign, that Florida Cracker currently has in place.
Website Traffic Online Store Average: 50k per year Kitchen Page Average: 100k per year
# FLORIDACRACKERSTYLE 18
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NOTABLE PERSONALITIES REPRESENTING THE BRAND Flip Pallot – Florida Fishing Legend JJ Grey - Florida Local Musician Kyle Ryan – MLB Cubs Pitcher Clint Daniels – 3 time #1 song writer in 2019 Laura Beverlin – Social Media Influencer Dustin Lynch – American Country Musician and Songwriter Dustin Lynch - 1M Followers
Laura Beverlin - 642k Followers
Flip Pallot - 26.8k Followers
JJ Grey - 20.7k Followers
Kyle Ryan - 3.3k Followers
Clint Daniels - 2.4k Followers
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CURRENT PROJECTS IN THE WORKS
• 2nd Annual Florida Cracker Christmas Featuring
The Bellamy Brothers & Darryl Worley • Bellamy Brothers Co Branding Line of T-shirts • Whistle Pig Bonfire Concert Series • Florida Cracker Catering & Events • Old Homosassa Catch and Release Fishing Tournament • Bourbon Dinners- Watering Hole Event • Fly Tie Nights- Watering Hole Event • Florida Cracker Song Writers Music Festival • Partnership with Captain C.A. Richardson • Florida Cracker Kitchen - Palatka • Florida Cracker Kitchen - Plant City • Florida Cracker Cookbook • Florida Cracker Kids Book Series • Zenreach and Email Campaigns Video Productions and Assets 2020 Florida Cracker Tales Bourbon Tales Plexus Short Films and Features • Website Growth • Brand Ambassador Program 2020 Celebs and Influencers Major Sponsor of the Great Florida Cracker Cattle Drive There are only 7 Major Sponsor’s of this Event. We have invested $20,000 in Monies
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