COMING SOON:
HEKATE
LOUNGE & READING ROOM
A mystical establishment designed for those who seek the alchemy of herbal elixirs and a communal experience fueled by feminine energy.
HEKATE BUSINESS PLAN
Hekate - Goddess Queen of Witches
ELEVATOR PITCH
Hekate is a mystical lounge and reading room designed for those who seek the alchemy of herbal elixirs and a communal experience fueled by feminine energy.
THE CONCEPT
A bright, sunlit room catering to the increasing number of curious tourists as well as longtime locals and recent arrivals to the neighborhood. A successful, urban professional clientele will enjoy special events aligned with astrology and the phases of the moon. The space will serve as a “reading room” in multiple ways: books available to peruse and purchase; tarot, palm, rune or astrology readings available, offering an interactive experience. Craft beers, upscale cocktails and fortifying tonics created with herbal tinctures and spices will invigorate. Herb-forward “food flights” of unique comfort foods will nourish.
Popular culture has forever embraced the concept of magical powers and influences. Over the decades, “supernatural” products could be found in the hippy-dippy head shops of the 60s and the Tolkien-inspired ethereal boutiques of the 70s. A reawakening of Occultism in the 80s flowed into the New Age-ism of the 90s and had us all humming Enya and smelling essential oils. The more recent fascination with dragons and magic fueled by Harry Potter and Game of Thrones — paired with a resurgence of herbal remedies and holistic health — makes this type of feminine magic top of mind. Suburban housewives are now practicing Wicca and Satanists have gotten into politics. From spooky, musty shops to mainstream acceptance, what were once superstitions are now a part of the current lexicon.
Hekate’s Marketing Archetype, The Magician, wishes to create something special and make dreams a reality. Example brands include Apple, Disney and Absolut.
OUR CUSTOMERS
The different demographics Hekate will appeal to:
• Morning Joans - health-obsessed, post-yoga and occult-curious women will be attracted to the powerful feminine imagery and empowering vibe.
• Curious Tourists - visitors staying in nearby hotels will be lured by the beautiful interior.
• Marauding Millennials - big-spending groups, grazing for a good drink and an unusual experience, won’t be able to resist this jewelbox stage that says “Look at how much fun we’re having!” to their Insta followers.
• Loyal Locals - Long-term Lower Eastsiders will make it a daily ritual to stop in for coffee or after-work cocktail.
• Foraging Foodies - diners waiting for a table at Ivan Ramen will be intrigued by this corner gem.
• Aspiring alchemists and Pagan practitioners - urban witches or casual dabblers will find Hekate irresistible!
MAGIC INGREDIENTS
• Aromatic mixology inspired by feminine sorcery.
• Cocktails created with spice and herb-infused potions and tinctures.
• Healthy mocktails and elixirs.
• Fortifying traditional recipes created with curative spices and herbs.
• Menus and events with astral, astrological, lunar, Wiccan/Pagan and similar themes.
• Herbal and magical merch: cookbooks, spellbooks, magic candles, tinctures, bitters, talismans, potions.
SMART PARTNERSHIPS
• Local coffee purveyor will run the cafe 7am till noon.
• An experienced chef will be in control of the menu and food preparation.
SIZE OF MARKET
The Lower East Side is a HUGE, bustling destination with a high volume of foot traffic looking for exciting nightlife. Hekate will not only be catering to a slice of that excitement-seeking demographic but regular people of all ages looking for a fun, unique environment and, more importantly, in search of something with a distinct personality, as opposed to what now seem to be literally hundreds of extremely similar, generic bars.
Catering to multiple demographics over the course of the day/night is a smart business move because if, at any point, we lose one group, we still have the other three or four. Hekate will be attractive to many different worlds. In a word, the market is MASSIVE.
COMPETITION
Bars with “spooky” themes such as Beetle Bar (Beetlejuice) and Jekyll & Hyde are somewhat similar. Cauldron Bar specializes in “molecular cocktails” where chemical reactions feature prominently. There is a bar with a very similar concept (though less about female empowerment) in Washington, DC. Another is scheduled to open in Boston. However, there are NO New York bars with this concept.
The Lower East Side and the East Village have a high density of bars (both a plus and a minus, depending upon how you look at things). Given the foot traffic in this neighborhood and the total lack of anything interesting or fresh, this “soft pedaled” theme will be extremely popular.
WHY ABBY?
When Abby finally realized her life-long dream of opening a bar, she had never even managed one. She had no idea who would become her customers. Lucky has turned out to be 100% true to the “dive bar for grown-ups vision.”
Abby’s accomplishments include:
• Creating a true “community” of rabidly loyal regulars.
• Being profitable since day one.
• Attracting out-of-town visitors who consider Lucky to be a very specific destination.
Abby’s sprawling and extensive social network, including makers and musicians, Wiccans and witches, herbalists and healers, Burning Man and the Manhattan underground, in addition to extensive contacts within the media, fuels the caché and appeal of this eclectic scene.
OPERATIONS
• Abby will manage and oversee the operations, monitoring staff, purchasing and customer service.
• Lucky’s accountant/bookkeeper/lawyers will be utilized.
• Bartenders who have their own following of customers will be hired.
• Waitstaff and kitchen staff will be hired.
• A professional porter will be hired for daily morning cleanings.
• Bouncers will be on duty during weekend evening hours.
• Palm/tarot/tea leaf readers will be available. Ideally our bartenders will be readers themselves.
Hours of Operation: Thursday, Friday & Saturday: 7am till 2am
Sunday through Wednesday: 7am till midnight
In response to questions about how I’ll be able to manage both businesses: My superlative staff is well-trained, and after three years they are largely in charge of the day-to-day operation. This leaves me free to immerse in the details of starting up Hekate, and ensuring its success.
START UP COSTS
Commerical Lease Legal Fees: $5,000
Liquor License Legal Fees: $9,000
Fixtures/Decor: $10,000 Paint/Shelving/Minor Reno: $8,000
First Month’s Rent + Security: $48,000 TOTAL: $80,000
ONGOING MONTHLY EXPENSES
Rent: $12,000
Exterminator: $250
Workers’ Comp/Unemployment: $375
Linens: $400
ConEd: $1,600
Water: $400
Trash Removal: $750
Cable/WiFi: $175
Payroll: $25,000
Insurance: $3,000
TOTAL: $43,650
PROJECTED MONTLY INCOME
Alcohol: $45,000
Food: $25,000
TOTAL: $70,000
Based on Abby’s success with Lucky, which relies on a specific clientele in 500 sq ft, Hekate should see 20%-50% additional gross alcohol sales in 1000 sq ft. With the addition of food sales, plus a location with FAR more foot traffic, it is a safe speculation that Hecate will have a much higher income.
Estimated Income within 3 years:
$100k - $150k per month
HOW YOU CAN HELP!
Lucky is a solid success but in order to make Hekate a reality, I need to raise funds. If you are in the position to loan me the cash for this venture, I offer a reasonable repayment schedule.
I received a business loan for Lucky and have been paying that back monthly. I also held an IndieGoGo Campaign that raised an additional $20k. I plan on holding a similar campaign for Hekate but, as I did with the Lucky fundraiser, I believe it‘s smarter to do it after I’ve secured the base funds. Aside from whatever moneys raised through IndieGogo that goes towards buying the “perks” (patches, hoodies, etc.), the campaign will give me access to cash to start paying people back even before the business opens.
I plan on paying interest to investors:
$1,000 LOAN
1-3 months: $300
3-6 months: $400
6-12 months: $500
TOTAL: $1,200
$5,000 LOAN
3 months: $200
6 months: $400
9 months: $600
12 months: $800
15 months: $1000
18 months: $1200
24 months: $1800
TOTAL: $6000
$10,000 LOAN
3 months: $200
6 months: $400
9 months: $600
1 year: $800
15 months: $1000
18 months: $1200
2 years: $1800
27 months: $2000
30 months: $2000
33 months: $3000
TOTAL: $12000
ARTICLES SUPPORTING THIS CONCEPT
The Atlantic: Why Witchcraft Is On the Rise
The New Yorker: Astrology In the Age of Uncertainty
Quartz: The US Witch Population Has Seen An Astronomical Rise
CBS News: Millennials Turning to Astrology to Combat Stress
Los Angeles Times: How Millennials Replaced Religion with Astrology and Crystals
Trip Advisor: 2020 Traveler Trends
WHO IS HEKATE?
In Greece, Hekate was a Moon Goddess, one of the original trinity who were connected with the moon’s three phases and ruled heaven, earth and the underworld. During the Middle Ages, Hekate became known as Queen of the Witches. As the Crone, she blends with the Maiden and Mother as they blend with her.