MILLER SOCIAL // Food Hall • Brewery • Entertainment Venue
EAT - DRINK - PLAY - CONNECT

DRAFT BUSINESS PLAN. (For internal use and early-stage investor discussion)
TABLE OF CONTENTS

1. Executive Summary

2. Market Positioning

3. Facility Overview

4. Program & Layout

5. Infrastructure Requirements

6. Occupancy & Code Considerations

7. Restroom Requirements

8. Revenue Model

9. Operating Expenses

10. Profitability

11. Development Budget

12. Phased Development Strategy

13. Risk Factors

14. Strategic Advantages

15. Concept Identity

16. Building History: Miller Furniture

17. Current Status & Next Steps

18. Ownership Structure Overview

19. Organizational Structure

20. Compensation & Payroll

21. Vendor & Precedent Strategy
     

1. Executive Summary
MILLER SOCIAL is a 10,000 sq ft adaptive reuse project in Gunnison, Colorado (Formerly "Miller Furniture"), transforming a historic commercial building into a multi-use social venue combining:

• Brewery and central bar (anchor)

• Curated food hall vendors

• Indoor entertainment (pool, arcade, simulators)

• Convertible pickleball court / live music venue

• Loft-level gathering and gaming space

The goal is to create Gunnison’s default gathering place—a venue that operates daily, across seasons, and across demographics.

2. Market Positioning
Gunnison presents a unique opportunity:

• Strong local base with limited indoor entertainment

• University-driven population (Western Colorado University)

• Long winters + shoulder seasons requiring indoor activity

• Underserved mid-market hospitality segment

Positioning:
MILLER SOCIAL is not a destination—it is infrastructure for social life.

3. Facility Overview

• Total Size: ~9,800 sq ft

• Main Floor: 8,000 sq ft

• Loft: 1,800 sq ft

• Ceiling Height: 18 ft

Design Intent:
Large, open, flexible space capable of transforming throughout the day.

4. Program & Layout
Main Floor:

• Brewery + central bar (primary revenue driver)

• 4–5 food vendor stalls ( rented individually )

• High-density shared seating

• 3 pool tables (edge-positioned)

• Convertible pickleball court

• Integrated live music zone

Loft:

• Arcade / casual gaming

• Offices and admin

• Balcony seating overlooking main space

• ADA restroom

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5. Infrastructure Requirements
The building requires full hospitality conversion:

• Fire sprinkler system

• 4 commercial kitchen hoods with suppression

• 4 rooftop HVAC units

• Large-diameter ceiling fans

• Full plumbing and electrical upgrades

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6. Occupancy & Code Considerations

• Target occupancy: ~350 people

• Layout intentionally designed to enforce cap

• Zoned circulation and seating to avoid overcrowding

• Code compliance drives layout decisions

• ​

7. Restroom Requirements

• Women’s: 5–6 stalls, 3 sinks

• Men’s: 2 stalls, 2 urinals, 3 sinks

• ADA-compliant design

• Additional loft restroom recommended

• ​

8. Revenue Model
Brewery (Primary Engine)

• $50K – $90K/month

Vendor Rent + %

• $10K – $18K/month

Entertainment

• $25K – $60K/month

Total Revenue:
👉 $85K – $165K/month

9. Operating Expenses

• Rent + NNN: $13K – $16K

• Payroll: $25K – $45K

• Utilities: $10K – $18K

• Insurance + maintenance: $6K – $10K

Total OPEX:
👉 $55K – $90K/month

10. Profitability

• Stabilized monthly net: $20K – $40K

• Annual: $250K – $500K
   

11. Development Budget
Estimated total project cost:
👉 $2.3M – $3.1M
Primary cost drivers:

• Mechanical, electrical, plumbing

• Kitchen infrastructure

• Brewery buildout

• HVAC and life safety systems
   

12. Phased Development Strategy
Phase 1:

• Core infrastructure

• Brewery + bar

• 2 vendors

• Basic entertainment

Phase 2:

• Full vendor buildout

• Simulators and expanded arcade

• Enhanced finishes
   

13. Risk Factors

• Seasonality fluctuations

• Vendor turnover

• Construction overruns

• Noise / community considerations

• Overbuilding before demand is proven
   

14. Strategic Advantages

• No direct comparable venue in Gunnison

• Year-round indoor activation

• Multiple revenue streams

• Flexible, convertible space

• Strong local repeat potential
   

15. Concept Identity
MILLER SOCIAL is designed to be:

• Accessible, not exclusive

• Social, not transactional

• Active, not passive

• Local-first, not tourist-dependent
   

16. Building History: Miller Furniture
The building that will house MILLER SOCIAL was historically operated as Miller Furniture, a long-standing retail presence in Gunnison dating back to the mid-20th century.
For decades, the space functioned as a large-format furniture showroom, serving as a consistent commercial anchor in the community.
Strategic Importance of This History:

• Name Continuity: Retaining “Miller” in MILLER SOCIAL preserves local recognition and legacy

• Community Familiarity: The building is already known and remembered by residents

• Authentic Adaptive Reuse: Transitioning from retail to social space reflects the evolution of Gunnison’s economy

• Brand Narrative Opportunity: The project can celebrate its past while introducing a new chapter

Rather than erasing the building’s identity, MILLER SOCIAL builds on it—transforming a legacy commercial space into a modern community hub.

17. Current Status & Next Steps
Current Status:

• Concept fully defined

• Site identified

• Preliminary financial model completed

Next Steps:

• Architectural layout

• Contractor pricing

• Capital raise

• Permitting and approvals
   

18. Ownership Structure Overview
Layered structure:

• Building ownership entity

• MILLER SOCIAL operating company

• Independent food vendor tenants

• Potential in-house brewery ownership

19. Organizational Structure

Core team:

• General Manager

• Bar/Brewery Manager

• Operations Manager

• Events Manager

• Administrative support
   

20. Compensation & Payroll
Salaries:

• GM: $70K – $90K

• Bar Manager: $55K – $75K

• Operations: $50K – $70K

Hourly:

• Bartenders + tips

• Support staff $15–$20/hr

Total Payroll:
👉 $25K – $45K/month

21. Vendor & Precedent Strategy
Vendor Mix:

• Pizza

• Burgers

• Tacos

• Asian bowls

• Fried chicken
   

Comparable Concepts:

• Avanti Food & Beverage

• Punch Bowl Social

• The Pad Silverthorne

• PlayGarten
   

Strategy:
Combine proven elements into a format scaled specifically for Gunnison.

DISCLAIMER
This document is a DRAFT BUSINESS PLAN.
All projections, costs, and assumptions are preliminary and subject to change.