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SELVA MIAMI NUEVO

THE

LATINO

EVOLUTION

OF

S E LVA


THE

EVOLUTION

OF

S E LVA


Table of Contents •

Executive

Summar y

S E LVA :

The

Proven

Success

Miami

Potential

Pablo

Castro

Brand

SELVA MIAMI NUEVO

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Executive Summary SELVA Miami offers the rare opportunity to invest into a proven brand, looking to expand in 2012 into one of the most exciting markets in the US, Miami FL.

As the economy in the US continues to recover (Kiplinger forecasts US 2012 growth of 2 -2.3%) the restaurant industry recovery outpaces the rest of the economy with growth in Table Service Restaurants forecast at 2.9% (2012 Restaurant Industry Forecast by the National Restaurant Association) making this the perfect time to capitalize on the economic rebound.

Investing in new restaurants can be high risk, but the proven brand concept and strong historical financial performance of SELVA make this the ideal investment opportunity. The concept, brand, image, menu, marketing and management are all already in place, ensuring an unrivalled speed to market, immediate operating efficiency and quick cash flow generation.

SELVA Miami, with the addition of a Lunch time menu service and a larger lounge is predicted to quickly deliver a solid return on investment through consistent highly profitable sales.

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The Selva Brand The Feel

SELVA began in 2002 as a small local restaurant in South Sarasota called Selva Grill. In 2004 Pablo Castro became joint owner/proprietor and was instrumental in the relocation of the restaurant to it’s current Downtown Sarasota location which opened in December of that year. The successful search for the perfect location and the subsequent negotiation of lucrative lease terms established a solid foundation for successful growth. The new Selva location fast became the center of a growing Sarasota scene. The menu established the restaurant’s reputation for exquisite Latino flavors and the attention to detail brought by Pablo’s management created unsurpassed service in a city that demands the best. The tasteful ambience and successful market positioning of the lounge bar created the new nightspot; the place for the in-crowd to be seen. The lounge allowed for extended business hours and a highly profitable late night weekend business. The success of the brand lies in it’s unique marriage of Latino influence with a sophisticated Restaurant and Bar ambience. The Florida market wants to feel the influence of it’s exotic and sexy Latino neighbors without losing the edge of class and sophistication that is modern Florida. SELVA’s brand identify and subtle execution has proven highly attractive to both Sarasota’s residents and visitors alike and is perfect for the larger and growing Miami market.

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The Selva Brand Menu SELVA’s “Nuevo Latino” cuisine represents the marriage of exotic flavors from Latin America and the United States and recognizes the contribution of Asian immigrants to Peru, who deliciously fused their cuisine and techniques with that of the locals. All of these influences combine to create an exciting new palate of choices for Floridian diners. SELVA offers innovative, intricately prepared dishes, plated and presented as works of art. We’ve earned rave reviews from all over the world, including from the New York Times, which said Selva is “serving possibly the best food in Sarasota,” and that “everything on the menu is worth trying.” SELVA is famous for ceviches de la casa, each with its own distinct character and flavor profile. A rich selection of appetizer entradas and saladas pique the palate. The entrees range from the finest frutas del mar to such favoritos de la tierra, as lamb, pork, beef and veal, are prepared with exotic salsas, herbs, fruits and vegetables, all presented exquisitely. Three menu selections Happy Hour, Dinner and Late Night, with the planned addition of a Lunch menu for Miami, ensure that costs are controlled by pairing selections, portions, prices and staffing requirements to the different clients demands at different times of day. Focused menu management assists cost control and increases profits.

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(Logo and Printed Collateral Images)

(Photos of patrons)


The Selva Brand Logo

SELVA means jungle which is why the stylized large leaf design was created as the trademarked logo. SELVA’s image evokes so much more however. The idea of contrasts with the fresh green against the black or white ground; emulates the fresh tastes you experience. The idea of the Jungle creates thoughts of contrast, sun and shade, layers of sound and light, intense atmospheres, a place to hide, be lost and to find new experiences. All of these emotions are part of the SELVA experience. A contrast of flavors, a fusion of cultures, a place to immerse yourself in the experience. A drink with friends, a sophisticated dinner or a late night of sounds from funk to nu jazz. SELVA is escapism, a new feel, a fresh exposure, truly “Nuevo Latino”. SELVA is escapism, a new feel, a fresh exposure, truly “Nuevo Latino”.

Clientele

An evening out is about the emotion the experience creates; that emotion is evoked by the all elements of the visit, not just the food and drinks on offer. The ambience created by the unique decoration, music and service at SELVA ensures that customers become regulars and also the brands greatest ambassadors. Customers become friends who bring their friends and thus the crowd grows. Residents, seasonal visitors and tourists alike hear about SELVA and the Restaurant and Lounge become destinations of choice for those wanting to experience the best and to be seen doing it. Exclusive private dining areas ensure that celebrity guests can also experience SELVA with the seclusion they desire.

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(Images of Promotional Collateral)


The Selva Brand Marketing Creating a sense of community and of being seen as an active part of that community is vital to the halo of the brand. Social media, collaborative marketing, community events and the resultant name recognition are the most important elements of growth. Customers do not want to be sold they want to be informed and advised on the local scene. Creating customer ambassadors and working with concierge services and obtaining media reviews ensures that new customers come to SELVA: Those new customers come as they feel they have been let in on the secret of the local scene not presented with an advertisement.

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Proven Success Numbers

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Miami Market Potential Sarasota was the perfect market to develop the brand but Miami has much greater potential for sales and profits. The Miami market is much larger than Sarasota and already has an established taste for the Latino flavor. In addition the younger demographic and the less seasonal trade makes the potential for the lounge/nightlife significantly larger. Given this potential and the addition of a lunch menu, the sales for the same footprint are expected to be $4.5m in Miami vs. the $2.5m in Sarasota.

Numbers Sales Population Aged over 65 Latino

Sarasota $2.5m 380k 31.2% 7.9%

Miami $4.5m 2.5m 14.1% 65%

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Press

The New York Times “Selva serves possibly the best food in town.” “Ceviche that tastes like the first day of summer.” “Friendly patrons who wave to each other as they come and go.” Florida Trend 2011 Golden Spoon Award. Flashiest dining on Main Street comes from South America: A dozen ceviches, tropical seafood, cusco corn, Andean lamb and uptown lomo saltado. With mixology late into the night worthy of South Beach. Open Table “Diner’s Choice Winner: 4.4 stars out of 5” “Fit for Foodies” “Best Food Hot Spot” "The food at this upscale Peruvian restaurant was not only good, it was actually exciting. It has been a while since I have had that reaction to a restaurant.” SARASOTA/ SRQ MAGAZINE HOT LIST 2010 2010/11 Best Cocktail TICKET (Sarasota Herald Tribune) BEST OF THE SUNCOAST 2010 Voted "Best Cocktails" - Food and Drink Readers’ Poll Winners Zagat Survey Excellent! If this restaurant was in Manhattan, it would be one of the best there!!! They do a wonderful job with everything they make! —Richard R., Lakewood Ranch, FL

Sarasota Client List William Shatner Al Gore Marco Rubio Dick Vitale Bryan Johnson Robert Plant John Paxon Richard Dreyfuss Paul Reubens (Pee-Wee Herman) Ronde Barber Plaxico Burress Mikhail Baryshnikov

Monica Seles Mary Pierce Katherine Harris Nick Bolletieri Tommy Haas Deion Sanders Tim McCarver Charlie Crist Vern Buchanan Raul De Molina Kenneth Starr

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Community Involvement Developing strong community relationships is key to the mission and positioning of the Selva Brand. Working with local charitable events, business organizations and arts foundations Selva has created a strong community presence and is known for giving back.

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Pablo Castro Born in Argentina, with an education in Journalism and a thirst to experience life, Pablo moved to the US in 1995. He quickly established himself in the Sarasota restaurant scene working in the area’s finest establishments; he worked at The Colony on Longboat Key and at Le Colonne, before opening the first restaurant of his own Uva Rara in 2000. the restaurant was instrumental in revitalization of the historic Burns Court district in Sarasota.

In 2004 he sold his interest in Uva Rara to become joint owner/manager of Selva. He recognized not only the potential of the cuisine but more importantly he knew that the market was ready for a sophisticated interpretation of South American flavors. Having successfully established the restaurant in downtown Sarasota with a profitable full year, he sold his interest in that location in 2006 and went on to establish yet another successful restaurant and a became managing partner in a high tech import company.

In 2010 the new owners of Selva persuaded Pablo back. In his absence the restau rant had lost focus. Operational standards and mismanagement had led to decreased sales and profits. Pablo re took management control in 2010 and immediately started to turn the restaurant around. 2011 was the most successful year in the restaurants history with sales of $2.4m, a Golden Spoon Award and rave reviews in the press. This success has reignited

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SELVA MIAMI NUEVO

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