I-10 Hospitality, LLC is a Louisiana based hospitality management company specializing in restaurant, hotel and gaming development, management and consulting services. Founded in 2013 by 20-year hospitality and gaming veteran, Geno M. Iafrate, President and Chief Executive Officer, I-10 Hospitality focuses on brand differentiation by deploying marketing, operational and financial expertise.
2. I-10 Hospitality, LLC is a Louisiana-based
hospitality management company specializing
in restaurant, hotel and gaming development,
management and consulting services. Founded
in 2013 by 20-year hospitality and gaming
veteran Geno M. Iafrate, President and Chief
Executive Officer. I-10 Hospitality focuses on
brand differentiation by deploying marketing,
operational and financial expertise. Social
responsibility is a priority. All I-10 Hospitality,
LLC managed restaurants will donate a
minimum of 1% of revenue to charity!
about
4. geno iafrate – dream weaver
aka president & chief executive officer
Geno is an accomplished executive who has served in a variety of gaming and hospitality
management positions across several regional and major gaming markets for more than 20 years
He began his hospitality career in 1992 when he purchased a live music club in Morgantown, WV.
Following a quick turnaround and sale, Geno opened and successfully operated the Bulldog Pub &
Eatery from 1994 until 1998. After selling his restaurant and real estate investments, Geno joined
Caesars Entertainment in Las Vegas, NV.
During his 12 plus years with Caesars, Geno held multiple positions with increasing responsibility,
including Vice President and Assistant General Manager at the Grand Casino Biloxi, the Flamingo
Las Vegas and the Rio Las Vegas. From 2007 to 2010, Geno served as the Senior Vice President
and General Manager of Caesars Entertainment’s NWLA operations, including the Horseshoe
Casino & Hotel and Louisiana Downs, both located in Bossier City, Louisiana.
In May 2010, Geno joined Pinnacle Entertainment as Senior Vice President and General Manager
of L’Auberge Lake Charles, later that year assuming responsibility for Pinnacle’s Louisiana
Boomtown properties. Under Geno’s leadership, the L’Auberge Lake Charles team achieved
record financial and market share results driven by all-time highs in customer satisfaction and
team member engagement. In August 2011, oversight of the $400 million L’Auberge Baton
Rouge development was added, and Geno was promoted to Executive Vice President of Regional
Operations. Following the September 2012 grand opening, the L’Auberge Baton Rouge team grew
the market by more than 50%.
With the addition of Retama Park in Selma, TX to the Pinnacle portfolio, Geno’s oversight expanded
again in early 2013 to include Texas. In all, Geno’s region accounted for more than $700 million in
annual revenue, approximately $200 million in EBITDA, over one billion dollars in invested capital
and 5,000 team members.
Geno is actively involved in the local and regional community as a board member and volunteer for
multiple organizations and causes. Geno holds a bachelor’s degree in business administration from
West Virginia University, and he is a Certified Internal Auditor and a private pilot.
executive bio
5. keith portie – the magician
aka president & chief development officer
Keith is a successful entrepreneur with more than 15 years of experience in commercial
and industrial construction, real estate development, property management and retail
management. He is President and Chief Executive Officer of KAP of Louisiana, Inc., a
commercial construction and development company; KAP Electric, Inc., a commercial
and industrial electrical service company; MapleFork Properties, LLC, a real estate
development and property management company; and Hometown Furniture Center,
Inc, a retail home furnishings company.
Keith takes a “hands-on” approach in managing these businesses. Under his
leadership, all ventures have seen substantial growth in customer base, total revenues
and assets. Since 2003, revenues for KAP Electric, Inc. and KAP of Louisiana, Inc.
have experienced an average annual increase of 30%. Since inception in 2009,
Maple Fork Properties, LLC has developed and owns approximately $10 million of
leasable property. Hometown Furniture, Keith’s latest venture, has averaged 25%
growth in revenue throughout 2013.
Keith is a licensed commercial pilot, electrician and contractor.
executive bio
6. ryan simmons – ops ninja
aka vp & chief operating officer
Ryan is a career-driven executive with experience in a variety of gaming and
hospitality management positions over the course of the past six years. He joined
Pinnacle Entertainment in February of 2012 as the Operational Excellence Leader
for the opening of L’Auberge Baton Rouge. Under his leadership, L’Auberge Baton
Rouge has held the number one ranking enterprise-wide in customer service for nine
consecutive months. Ryan is responsible for a monthly budget of $1.2 million in salaries
and wages and the centralized scheduling of over 800 Team Members. Through
Lean Six Sigma practices, he has identified approximately $700,000 in annual labor
savings in 2013. Most recently, Ryan has implemented a Lean Six Sigma Yellow Belt
certification program for high-potential Team Members.
Prior to joining Pinnacle Entertainment, Ryan worked in marketing as the Total
Rewards Manager for Caesars Entertainment’s Las Vegas region, which included
Caesars Palace, Rio All-Suite Hotel & Casino, Planet Hollywood, Bally’s and Paris.
Previous positions included Entertainment Marketing and Guest Services. While in the
Entertainment Marketing role, Ryan was able to increase revenues by nearly $1 million
by utilizing Lean Six Sigma methodologies.
Ryan holds a bachelor’s degree in education from Bethany College, a master’s in
business administration from the University of Phoenix and a Lean Six Sigma Black
Belt certification from Villanova University. While at Bethany College, Ryan was a
four-year starter on the baseball team, and he represented the team on the Sports
Administrative Council for two years.
executive bio
7. tyler conover – idea guy
aka vp & chief marketing officer
Tyler comes to i-10 Hospitality with nearly 10 years of experience in the gaming and
hospitality industry. As Chief Marketing Officer, he oversees all aspects of promotions,
events, advertising and direct marketing.
Tyler currently is Assistant Director of Marketing for L’Auberge Casino & Hotel, a
$368 million facility which opened in Baton Rouge, Louisiana in September 2012.
His responsibilities included the set-up and execution of the pre-opening marketing
strategy for all gaming and non-gaming areas. Additionally, he maintains oversight of
direct marketing, promotions, events, entertainment and loyalty rewards. The property
through the first full year captured 51% market share and grew the Baton Rouge
market by $96M or 49%.
From October 2010 to November 2011, Tyler was Director of Marketing for Majestic
Star Casino & Hotel, a $210 million privately held property in Gary, Indiana. The
facility featured over 1,900 slot machines, 70 table games, 4 food outlets and 300
hotel rooms. The marketing budget for these areas was approximately $55 million
annually. From May 2009 to October 2010, he held the position of Promotions and
Events Manager for Majestic Star.
Prior to his Majestic Star tenure, Tyler held various positions within Database
Marketing and Loyalty Rewards Marketing at Belterra Casino Resort & Spa. The
resort featured over 1,600 slot machines, 40 table games, 600 hotel rooms, 6 food
outlets, a 1,600-seat entertainment venue, an 18-hole golf course, and a full-service
spa and salon.
executive bio
8. kathleen “kat” simon – numbers guru
aka director of finance
Kat comes to i-10 Hospitality with nearly 12 years of experience as an Accounts
Payable Professional. As the Director of Finance, she will oversee all aspects of
accounts payable, purchasing and various other finance-related areas.
In 2007, Kat started at L’ Auberge Casino & Resort in Lake Charles, LA as Accounts
Payable Manager. In 2010, she was promoted to Shared Services Accounts Payable
Manager for Pinnacle Entertainment. During her time in those positions, she
developed and implemented many AP automation and centralization initiatives for
Pinnacle’s SSAP department.
From 1985 through 2001, Kat was a military wife who worked various government
positions, from facilities and maintenance to child development as a preschool
teacher. She owned/operated Kat’s Kids child development center from 1990 until
1993. In 2002, she went to work for Global Industries in disbursements and eventually
transferred to Accounts Payable where she fell in love with a new career. She quickly
moved into a supervisory position.
Kat is APS certified by the Accounts Payable Network.
Kat is active in various activities around the city. She is the lead singer for a Market
Blue Bluegrass Band, which performs every week at the Lake Charles farmer’s market.
Her group has also made several appearances at special events requested by the
Mayor, including the July 4th celebration and the Mayor’s convention, which was
hosted by the City of Lake Charles.
executive bio
9. alyssa simmons – people person
aka training & development manager
Alyssa most recently worked for Ohio Valley Medical Center’s mental and behavioral
health department. She was responsible for treating patients with mental illness, drug
addiction and dual diagnoses. Prior to joining Ohio Valley Medical Center, she worked
in the admissions and counseling office at Bethany College. She also assisted in the
financial aid department from time to time. At Bethany, Alyssa was responsible for the
recruiting process for the college’s East Coast territories.
Alyssa graduated from Bethany College with a degree in Psychology and Pre-Physical
Therapy. She is currently pursuing her master’s in Industrial/Organizational Psychology
at Northcentral University. Through this program, she will specialize in the areas
of recruitment and training, consulting, statistical analysis, and any and all human
resource functions.
executive bio
10. General Contractor
KAP of Louisiana, Inc.
Architecture & Design
Montgomery Roth Architecture & Interior Design
PONTIA Architecture
General Counsel
Rick Norman – Norman Business Law Center
Investment Counsel
Giordano, Halleran & Ciesla, P.C. – Attorneys at Law
Accounting / Finance
Gragson, Casiday & Guillory, L.L.P
Wegmann Dazet & Company
Real Estate / Site Selection
Mike D. Bono & Co. – Century 21
Marketing
Gremillion & Pou Marketing
Human Resources
Paychex
Charitable Organization
No Kid Hungry
Professional Services
11. Ownership Obligation
Gain consent from the other owners before acting on behalf of the company.
Disclose to the other owners any and all actions you take on behalf of the company.
Not compete directly or indirectly with the company or its owners.
Fiduciary Responsibility
Hold all company assets in trust.
Maintain good financial discipline.
Achieve superior financial results.
Leadership Commitment
Work hard and demonstrate long-term engagement and commitment.
Develop self and others by always teaching, coaching, listening and learning.
Use power and authority appropriately and understand the danger of the
inappropriate use.
Business Development
Build and nurture our portfolio with a focus on our brands and reputation.
Fulfill the on-going requirement to deliver excellent internal and external service.
Achieve sustained value by originating and executing strategies,
which are long-term and compelling.
Core Values
12. Branding
Be Unique, Valuable and Different from the Competition
Stand out in the crowd, while appealing to a large audience.
Create Loyalty
Have Fun and the Customers will Follow Your Lead
Create a fun and comfortable experience for all customers.
The word will spread.
Always Be Top of Mind
Capture accurate customer information and execute marketing
strategies that keep the customer thinking about their next visit.
Location, Location, Location
Fish Where the Fish Are
Build near high-volume, stable businesses that share the same customer
segment (Lifestyle Centers, Big Box Retailers, Malls, Strip Centers,
Casinos and Entertainment Complexes).
Easy Access from the Interstate
Focus on populated areas near interstate exits.
Get a Bang for Your Buck
Select areas where advertising dollars go a long way.
Cost of Media – Ranking by city in the United States
Beaumont/Port Arthur – 141st
Lake Charles – 176th
Lafayette – 123rd
Baton Rouge – 95th
Marketing Philosophy
New Orleans – 53rd
Biloxi/Gulfport – 163rd
Mobile/Pensacola – 60th
13. lean six sigma
Lean Six Sigma is a set of tools and techniques utilized for process
improvements. Through these process improvements, a business
can eliminate and remove defects, ultimately minimizing variability in
operational and non-operational aspects of the business. This creates a
high-quality work environment, enhanced guest service, loyalty and profit.
Define – Based on the voice of customer,
opportunity is realized.
Measure – Current process is observed.
Analyze – Data is compiled and relationship
correlations are considered.
Improve – Based on the analysis, non-value added
waste is removed from the process.
Control – Measurement systems are designed to
continuously monitor all KVIs.
Operating philosophy
14. dine out for a cause
No child should grow up hungry in America, but one in five children in the
U.S. struggles with hunger. Share Our Strength’s No Kid Hungry campaign
is ending childhood hunger in this nation by ensuring all children get the
healthy food they need, every day.
The money raised will benefit the No Kid Hungry campaign and its work
connecting kids at risk of hunger with nutritious food and teaching their
families how to cook healthy, affordable meals.
i-10 Hospitality Contribution
10% of Revenue, during the opening week, at
each i-10 Hospitality managed Quaker Steak
Lube location.
1% of Revenue, ongoing at each i-10 Hospitality
managed Quaker Steak Lube location.
Select No Kid Hungry Merchandise will be sold in
each store with 100% of the profit going to
No Kid Hungry.
Half of the money donated by i-10 Hospitality will be
utilized by No Kid Hungry in the states that have an
i-10 Hospitality managed Quaker Steak Lube. The
other half is used throughout the remainder of the
United States.
Making A Difference
15. development
I-10 Hospitality, LLC has rights to develop Quaker Steak
Lube Restaurants from Beaumont, TX to Destin, FL, plus
the option to develop three additional Louisiana markets
in Shreveport/Alexandria/Monroe.
“Cheers to a bright future”
“Making it official by signing on the
dotted line”
“Celebrating with Quaker Steak
Lube Founders”
area development
agreement
16. Total Views: 2,164
Key Publications Posts:
Yahoo! Finance, New York Business Journal Houston Business Journal
Obscure Publications Posts:
TravelWeekly Asia (Singapore), Finanz Nachrichten.de (ABC New Media) (Germany)
Web Lens (Canada)
Gaming Exec Inks Deal to Bring “Best Wings USA” to the Gulf Coast
With an award-winning menu and over one billion wings sold, Quaker Steak Lube® is
racing to the Texas, Louisiana, Mississippi, Alabama, and Florida Gulf Coast
BEAUMONT, TX, LAKE CHARLES, LA, LAFAYETTE, LA, BATON ROUGE, LA, NEW ORLEANS, LA, BILOXI,
MS, and MOBILE, AL — Louisiana based I-10 Hospitality, LLC, a restaurant, hotel and gaming management company
founded by former Pinnacle Entertainment, Inc. and Caesars Entertainment, Inc. executive, Geno M. Iafrate, inked a deal with
Quaker Steak Lube® to develop branded restaurants along the I-10 Corridor from Beaumont, TX to Destin, FL. “We are so
excited to expand our brand presence throughout the I-10 Corridor and introduce more guests to our unique motorsports-themed
dining experience,” said John Longstreet, President and Chief Executive Officer, Quaker Steak Lube®. “Our continued strong
growth would not be possible without our dedicated area developers at I-10 Hospitality who are committed to the company’s
success.”
The seven markets include Beaumont, Lake Charles, Lafayette, Baton Rouge, New Orleans, Gulfport/Biloxi, and
Mobile/Pensacola/Fort Walton with an option to develop additional locations in the Shreveport/Bossier, Alexandria and Monroe
markets. “We are thrilled to bring The Lube® concept to the coast,” said I-10 Hospitality President and Chief Executive Officer,
Geno M. Iafrate. “With its fun family vibe, great service, delicious menu, and uniquely branded restaurants, Quaker Steak
Lube® will surely stand out.” Stay tuned to Get Your Lube On!
I-10 Hospitality, LLC is partnering with Sulphur, LA, based KAP of Louisiana to oversee construction projects. Other key
partners include Montgomery Roth Architecture Interior Design from Houston, Texas and Shreveport, Louisiana based
Gremillion Pou Marketing.
Quaker Steak Lube Signs Seven-Restaurant Deal with I-10
Hospitality, LLC
Award-Winning Casual Dining Franchise to Open Locations Across Tx, La., Miss., Ala. and Fla.
SHARON, PA. – November 6, 2013 – The Award-Winning casual-dining franchise Quaker Steak Lube® known for its
Best Wings USA and more than 25 sauces, announced today it signed an area development agreement with I-10
Hospitality, LLC. to develop seven restaurants across the Interstate-10 corridor. Based in Louisiana, the I-10 Hospitality,
LLC. group plans to open Quaker Steak Lube® locations in the areas of Beaumont-Port Arthur, Texas, Lake Charles,
Lafayette, Baton Rouge and New Orleans, La., Biloxi-Gulfport, Miss., Mobile, Ala. and Pensacola, Fla. over the next five
years.
“Lube Nation is about to get a whole lot bigger! We are thrilled to be kicking off the fourth quarter with the signing of our
largest development agreement of the year,” said John Longstreet, president and chief executive officer, Quaker Steak
Lube®. “Our growth this year is a true testament to our area developers, like the I-10 Hospitality group, and we look
forward to continued success with them on board.”
The first restaurant is projected to open in early 2014 with the remainder opening through 2018. I-10 Hospitality, LLC was
formed by business partners Geno Iafrate and Keith Portie. Portie brings more than 15 years of commercial construction
experience to the partnership and Iafrate brings his extensive operations and development expertise.
“This seven-restaurant agreement represents our long-term commitment to the Quaker Steak Lube® brand,” said Geno
Iafrate, I-10 Hospitality’s president and chief executive officer. “We are thrilled to be expanding and growing into new
markets with The Lube®.”
The compelling décor, including race cars suspended from the ceilings, motorcycles, Corvettes and gas station
memorabilia, combined with its craveable food and SuperCharged events, has created a cult-like following for The Lube®
for more than 39 years. The company experienced significant growth in 2012 with 11 restaurant openings, a 22 percent
increase from the previous year and a 13 percent increase in system wide revenues. The company has more than 60
locations across 18 states and Canada.
Most recently, Quaker Steak Lube® was awarded the festival favorite for the second straight year at the National Buffalo Wing
Festival in Buffalo, N.Y, winning the last three out of four. In addition, it was also recognized for its Triple Atomic wing sauce,
winning first place in the Traditional Extra-Hot sauce category.
press release
17. brand overview
* As of December 1, 2013.
I-10 Hospitality, LLC
Area Development Agreement
Quaker Steak Lube
18. potential restaurant locations*
Lake Charles, Louisiana
Baton Rouge, Louisiana**
New Orleans, Louisiana**
Lafayette, Louisiana
Beaumont, Texas / Gulfport-Biloxi, Mississippi
Mobile-Pensacola-Ft. Walton, Alabama / Florida**
Shreveport-Alexandria-Monroe, Louisiana***
* Locations are in various phases of development and subject to change
** Markets that can support multiple restaurants
*** Option exists to develop these three markets per Area Development Agreement
markets
20. Proven Concept
Operational Excellence
Brand Established 1974
Lean Six Sigma
High Unit Sales
Service Profit Chain
Risk Mitigation
Marketing Strategy
Franchise Model
Robust Site Selection Model
Multiple Units
Industry Leading Analytics
Geographic Diversity
Modest MSA Costs
Synergies
Management Experience
Shared Services
Complimenting Experience
Volume Leverage
Combined 50+ Years In Hospitality
Higher Caliber Talent
Entrepreneurial Success
Fee Reduction
Royalty Fee From 5% to 4.5% After 3 Stores
Franchise Fee From $40K to $20K After 3 Stores
HR Services From $20K to $12K Per Store
strategic Summary
21. I-10 Hospitality, LLC
4210 E. Fairview Avenue, Sulphur, LA 70663
i-10Hospitality.com
Office: 337.313.3105
Email: info@i-10Hospitality.com
Facebook: www.facebook.com/i10Hospitality
Geno Iafrate
Ryan Simmons
Linda Laswell
Dream Weaver
Ops Ninja
Air Traffic Controller
aka President Chief Executive Officer
aka Vice President Chief Operating Officer
aka Executive Assistant
Cell: 337.499.6628
Cell: 702.306.3782
Email: AirTrafficController@i-10Hospitality.com
Email: DreamWeaver@i-10Hospitality.com
Email: OpsNinja@i-10Hospitality.com
Twitter: @i10DreamWeaver
Twitter: @i10OpsNinja
Keith Portie
Tyler Conover
The Magician
Idea Guy
aka President Chief Development Officer
aka Vice President Chief Marketing Officer
Cell: 337.912.3447
Cell: 812.350.2401
Email: TheMagician@i-10Hospitality.com
Email: IdeaGuy@i-10Hospitality.com
Twitter: @i10TheMagician
Twitter: @i10IdeaGuy
Alyssa Simmons
Kat Simon
People Person
Numbers Guru
aka Training Development Manager
aka Director of Finance
Cell: 304.312.9330
Cell: 337.513.2934
Email: PeoplePerson@i10Hospitality.com
Email: NumbersGuru@i-10Hospitality.com
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