B U S I N E S S D E V E L O P M E N T

believes in focus.

• PATINA FOCUS• BUSINESS DEVELOPMENT PHILOSOPHY• HOW

Immediate: focus what’s there.Near-term/future: expand what’s good.

• WHEREStay with what works.Systematize and expand: Airports, Universities, Sports Venues and B&IConsider future opportunities within brand identify.

• WHYPatina should be the first thought when a venue wants to improve their reputation.

• WHY I FIT• Experience• Examples

believes that culinary excellence is an art form.

Patina Restaurant Group was founded on the belief that culinary excellence is an art form. And museums, cultural centers and art-filled landmark locations provide the ideal environments for experiencing this level of quality and service. With Patina Restaurant Group, famed restaurateur Nick Valenti and master Chef Joachim Splichal realized their shared vision for a truly bicoastal boutique restaurant and food service company. Boasting approximately 60 restaurants and food service operations in performing arts centers, Patina Restaurant Group also offers world-class dining and service for weddings, elegant catered affairs and corporate events. The union of these two legendary culinary innovators has introduced the world to a whole new echelon of personalized service and unrivaled culinary artistry.

atina’s Roots.

“We are entirely dedicated to providing our guests with the very finest quality cuisine, exceptional service and genuine hospitality at our extraordinary landmark locations and award-winning restaurants.”

MISSION STATEMENT

believes in simple but certain.

MISSIONI believe in partnering with inspiring venues that will only enrich the integrity of the brand.

VISIONI see a company who is renowned throughout the non-traditional world as the trusted culinary expert in food service management, and whose aesthetic, hospitality, quality and premium service is famous for elevating the reputation of every venue it serves.

VALUESSymbiotic Relationships – Don’t sell things, build things.

Profitable and Responsible Growth – Grow carefully; be selective, not desperate.

Always Be Concerned (ABC) – Listen to your clients and work to improve their business.

Innovate Everything – Challenging problems are solved by creative solutions.

Think Long Term – Partnerships founded in trust, transparency and collaboration remain for life.

Engineer Positive Change – Facilitate evolution of every kind.

IMMEDIATE: FOCUS WHAT’S THERE• Pursue immediate opportunities:

- Personal connections.- Healthy deals still in pipeline.- Open RFPs.

• Continue what works: Strategy for “Top-5” Metropolitan Areas.

• Create 1-year Business Development Operating Plan for systematized approach.

• Cultivate current venue/partner relationships- Assess/sustain health and relationship with clients and internal departments.

• Develop/Refine Business to Business Patina “Brand Identity”- Collaborate with Patina marketing to develop/refine clear brand identity.- Develop outfacing BtoB for attraction/retention: i.e. presentations, discovery process materials, etc.- Recruit outside PR Trade Consultant: develop brand story and future in trades (subtle and approved by all).- Develop business development online request page through Patina website.- Always grow within brand identity: “Is this right for Patina?”

believes in satisfying needs.

NEAR-TERM/FUTURE: EXPAND WHAT’S GOOD

• Develop two or three new concepts that are easy to replicate, systematized and positioned for growth:

Intention: premium quality, convenience, process oriented for expansion: high-gross revenues with high net margins.

• Grow into new platforms and new modes of delivery:- Business schools and some elite universities.- Transportations hubs.- Boutique hotel chain.

• Be open to any idea within the Brand Identity:- Premiere Airline: Virgin Atlantic?- Sponsor Large Scale Events.- International Growth.

believes in introducing a whole new echelon of personalized service.

C&M THE MARKET CAFÉ PETITE MARCHÉ

IMMEDIATE

• Personal Contacts, Fast Opportunities- Dulles/National: fine dining concept with ACDBE Partner; upcoming RFPs.- Airports/Arenas:

Open conversations with contacts from Larger Airport Concessionaires: Is there any mutual benefit? Open conversations with Boutique Airport Concessionaire contacts: What do they know is available?

- Consider Universities if appropriate: University of Southern California, University of Arizona, University of Alabama.

- Open lines of communication with known opportunities in B&I: i.e. Capital Factory in Austin.

• Current Platforms in “Top-5” Metropolitan Areas:- Performance Art Centers, Museums – Patina-By-Design- Sports Venues/Events – Consider Partnering - Local Top B&I, Corporate Lobbies – Great story, great connections.

• New Platforms:- Airport Strategy: Assess all open RFPs- B-School/University?

believes in supporting landmark locations.

THE LAB GASTROPUB/USC

NEAR-TERM/POTENTIAL FUTURE• Domestic Business Plan/Strategy:

Develop 1 Year Business Plan, 5 Year Business Plan: Where does Patina want to be in 15 years?

• Airports across the Country- National strategy with Large Concessionaires?- National approach with Boutique Airport Concessionaires?

• Stadiums across the Country- National strategy with Large Concessionaires to take over only the finer dining elements?- National approach with Boutique Airport Concessionaires? i.e. Centerplate.

• International Strategy- Tate Museum in London- International Downtown Disneys.

• Boutique Hotel Chains

• Start speaking with high-profile Airlines- British Airways?- Any Middle-East Based Airlines?

believes in being dedicated.

There is no officially established premium dining concept in the non-traditional category. It should be Patina.

SYSTEMATIZED APPROUCH• Ready, aim, introduce:

- Develop compelling story from history of company.- Take proven case studies to potential venues.- Open with a process.

CURRENT PLATFORMS• “Top-5” Metropolitan Area Cultural Centers:

- Patina has a proven model that works to show-off.- Expands footprint within current obvious brand identity.

AIRPORTS/UNIVERSITIES• Patina Airport or University Specific Concepts:

- Identify needs of consumers and create a specific innovative solution- Easy to replicate concept improves revenues and reputation with airport operators and schools- Flexible Footprint concepts grow quickly- Intention is high gross revenues, high net-margin while still retaining a halo of premium-quality, culinary

focus, innovation and design.• Provides consistent traffic• Venues come with expectation to pay a premium for quality• My Specialty: Personal Contacts and experience

believes it is entirely unique.

believes in talent .

Patina is a unique solution to a non-traditional opportunity. I am a non-traditional solution to a unique opportunity.

• I clearly communicate my passion (80% closing rate).

• Energy: responsible for over 65% of domestic growth of an international premium brand.

• Profitable returns: responsible for $4.5M/year.

• Connections in non-traditional food-operations with an understanding of how to quickly create platforms in unfamiliar fields:• Singlehandedly developed international brand university platform from scratch.• Aided in the development of Pinkberry’s airport division.• Refined its airport RFP and new store opening process.• Added 17 non-trad stores in 18 months.

• My contacts exist in at every level, in every city.

• I only represent premium brands.

believes in passion.

This is not about a job.This is about helping Patina grow.