Executive Summary: Bringing Gabes Place to Rancho Cucamonga

Rancho Cucamonga is a suburban city in San Bernardino County, California. The city is in the
process of improving and beautifying. Part of this had been what to do with a large field of space
in the corner of Baseline and Milliken, knowing as Central Park. To satisfy the mission of the
city, we, members of the Rancho Cucamonga City Council Planning Commission, want to
propose bringing Gabes Place to the city.
Rancho Cucamonga city has a long history from the time the Kucamongans appeared and formed
a colony to the time when small cities was formed in Southern California. Because of the
increase in population, three small cities decided to become one, known as the name of Rancho
Cucamonga.
Rancho Cucamonga city has a large number of people who are living within the citys
boundaries, with diversified ethnicities and nationalities. This is a city of children and young
families; it is rated the fourth safest city in all of the California Inland Empire.
The citizens who are living in Rancho Cucamonga also have a great education system. Most of
them are graduated from high school and the number of citizens who have the bachelors degree
is also increasing. This reflects that most of the people of the city have a high income which can
help them have a comfortably living.
Although Rancho Cucamonga is a small city, there are a large number of schools, restaurants,
parks and other attractions. With the advantage of mountain views, the city specially has
plentiful parks and trails for people who love outdoors such as hiking, camping, and biking.
Because of the advantage in the position of the city, we are proposing to open a unique, local
cafe that compliments the demographics and specific personalities of the citizens within the city.
This cafe will be known as Gabes Place. At Gabes Place, the customer can enjoy fresh cups of
coffee every day while listening to songs of local artists. Moreover, with the architecture and the
decoration match up with the mountain views and citys demographics, Gabes Place will definitely
be a perfect place for young families.
There will be significant costs to build Gabes Place; however, these costs will be compensated
for by local investors. These costs will include hiring and training new employees, equipments,
and construction. To have the best beginning, we need the help of venture capitalists and
investors to loan us money.
Marketing strategy plays a vital role for the success of Gabes Place. In this part, we will show
details of marketing strategy of Gabes Place. We will point out the potential target customers
and ways to introduce Gabes Place to not only the citizens of the city but also visitors from
other cities.
There are three possible outcomes that Gabes Place can bring to Rancho Cucamongas
community. First, Gabes Place will strive to operate as an environmentally friendly business.
Second, Gabes Place will be the positive effects on the local economy. Third, Gabes Place can
effectively bring the community of Rancho Cucamonga closer together.

City History
Some three thousand years ago, a large variety of Native Americans inhabited a vast
portion of what is now Southern California. One of these Native American groups was known as
the Kucamongans. Around the time of 1200 A.D., the Kucamongans formed a colony in an area
we now know today as Rancho Cucamonga. However, after a long period of peace, in 1769,
Captain Gaspar de Portola, from Spain, seized much of Southern California by developing and
establishing a Mission System, where the Native Americans in the area were forced to abide by a
strict and primitive social structure. Later in 1833, Mexico had won its independence from Spain.
As a result, all of Southern California became the official property of Mexico. On March 3, 1839,
13,000 acres of land was given to Tubercio Tapia, a renowned soldier and politician at the time.
The Mexican governor, Juan Bautista Alvarado, gave this land its official name: Cucamonga.
In 1850, America seized California from Mexico and declared it a state within the Unites
States of America. Further on in the 1880s, a viable water source had been established that
could provide water to the desert lands of Southern California by way of tunnels and an effective
pipe system. Once water was no longer a serious issue, the small towns in Southern California
began flourishing. In the 1970s, as Los Angeles and Orange County were growing rapidly
within the business sector, the families who thrived off of this growth established themselves
within the Cucamonga community. Due to this sudden increase in population, the impacted and
interconnected small towns of Alta Loma, Etiwanda, and Cucamonga, proposed to come together
as a completely new city. They believed that their convergence would allow for a more
successful growth period. Finally, in 1977, a 56 majority citizen vote approved the formation of a
new city known as Rancho Cucamonga.
Overview of Demographics
When the city of Rancho Cucamonga was established in 1977, the population was merely
44,600. However, as the city grew and adapted over the years, the more recent population count
as of 2011 showed a much more substantial quantity of 168,181 citizens living within the citys
boundaries. This populous community is currently comprised of unique citizens with a wide
range of ethnicities and nationalities. The most predominant ethnic group in the city is Caucasian,
making up about 42.7% of the population. The second largest ethnic group is Hispanic,
accumulating 34.9% of the population. However, one of the least prevalent groups is Native
American with only 0.2% of the population. This is ironic because less than 200 years ago, the
location where Rancho Cucamonga currently resides was inhabited by only Native Americans,
and no other known minority groups.
Although the age range within the population of this city is very broad, the majority
consists of children under the age of 18 (about 25.7%) and adults between the ages of 25 to 44
(about 29.4%). Rancho Cucamonga is largely made up of recent parents and younger children.
Therefore, the median age for the entire city is 34.5 years old. The city caters to these families by
maintaining highly regulated safety standards. The crime rate within the city has been decreasing
with every passing year, and the U.S. Department of Justice named Rancho Cucamonga the
fourth safest city in all of the California Inland Empire.
Economic Background
Rancho Cucamonga maintains pride in the fact that their citizens are highly educated and
very skilled workers. About 93.4% of the population has graduated high school, and the city has
recently recorded its amount of citizens with bachelors degrees to be a 52% increase from the
year 2000 to 2008. This increased education has definitely proved to be a success for citizens
within the business sector as the city employment grew significantly from 43,621 to 70,275 from
years 2000 to 2008. This success is also reflected in the current household income figures. The
average household income in the year 2011 was about $99,641 with about 33.4% of the 56,618
houses in the city having maintained a household income of over $100,000.
Rancho Cucamonga, however, has some of the more expensive housing prices due to
their location at the foothills of the San Gabriel Mountains, in comparison to the other cities in
the Inland Empire. Although this can be contrasted with the comparison by price per square foot
next to the other popular locations to live in Southern California, such as Los Angeles County,
Orange County, and San Diego County. The Rancho Cucamonga housing options display a
significantly lower price per square foot. This becomes very attractive for families who want to
move near Los Angeles, but do not want to pay the extreme costs of living. These high
household income figures, coupled with low living costs implies that the majority of residents
who reside in Rancho Cucamonga are very wealthy and are living comfortably within the city.

Business Distribution
Even though Rancho Cucamonga is a smaller city in comparison to many others in
Southern California, the community takes pride in its abundance of parks, schools, restaurants,
and retailers for the citizens and visitors to enjoy. One of the most successful attractions within
Rancho Cucamonga is the Victoria Gardens Town Center. This large outdoor shopping mall
attracts visitors from all over the Inland Empire to its more than 150 retail stores, restaurants, and
entertainment venues.
Another important and recognizable business in Rancho Cucamonga is Bass Pro Shops
Outdoor World. This one location occupying an area of about 180,000 square feet, is ranked as
one of the top 25 most profitable businesses within Rancho Cucamonga. The success of this
company in Rancho Cucamonga directly implies that many of the residents living in the city
enjoy the outdoors and spend a lot of their time with nature. Another supporting fact that applies
to this implication lies in the vast and plentiful parks, open spaces, and trails in Rancho
Cucamonga. There are 31 parks that make up about 420 acres of land all together, and over 150
miles of hiking and biking trails within the city for citizens to utilize.
Also, the many reputable educational facilities in Rancho Cucamonga include 24
elementary schools, 7 middle schools, 4 high schools, and 2 university satellite campuses. To
coincide with these educational facilities, Rancho Cucamonga also caters to the young
community by supplying multiple after school programs for children including the YMCA,
Kindercare, and numerous tutoring centers. With these facilities put in place all over the city, it
allows for many businesses to direct their attention and marketing strategies toward the many
young, and fruitful families within the city. The overall makeup of Rancho Cucamonga indicates
a large, community-driven city that shares a common passion for knowledge, outdoors, and
family.

Business Recommendation
Rancho Cucamonga cherishes a very unique feature that many cities in Southern
California do not have the privilege of enjoying. Rancho Cucamonga lies peacefully within the
foothills of the San Gabriel Mountain Range. This attribute allows for the citizens of Rancho
Cucamonga to have quick and easy access to the beautiful mountains right in their own back
yard. Naturally, residents of Rancho Cucamonga must intrinsically enjoy the outdoor, woodsy
feelings that the mountains provide. Therefore, we are proposing to open a unique, local cafe that
compliments the demographics and specific personalities of the citizens within the city. This cafe
will be known as Gabes Place.
The name Gabe is a tribute to the San Gabriel Mountain Range that the city of Rancho
Cucamonga already knows so well. Gabes Place will be located at the cross section of Base
Line Road and Milliken Avenue. What makes this cafe unique and different from a typical cafe,
is the cabin-like, mountainous theme implemented throughout the decor. The entire building will
be constructed out of large, red oak trees, similar to a true log cabin. This architecture will
provide for a visually stunning and eye-catching appearance when citizens pass by. As customers
walk through the large, oak doors, they will be greeted with the warm aroma of hot coffee and
freshly baked pastries. Inside, there will be plentiful seating arrangements with large,
comfortable couches that allow for customers to relax and socialize in a completely stress-free
environment to enjoy their coffee and desserts. In the back of the cafe will be a sizeable outdoor
patio that exudes the same ambiance as the inside decor. The focal point, however, will be a
large fire pit located directly in the center of the patio area. The fire will provide warmth and
comfort to those sitting around it.
One of the most important and attractive aspects of Gabes Place will be the menu.
Gabes Place will make fresh coffee every day from only the best suppliers in the world.
Specialized coffee drinks will also be available, including cappuccinos, espressos, and iced
blends. In addition to coffee, Gabes Place will provide customers with succulent baked goods
made with only the finest ingredients and prepared fresh every day. Lastly, Gabes Place will
welcome local artists from around the city to play easy listening music for the customers. This
will also act as a marketing strategy for the artists, as it will allow for their music to become
more popularized. Gabes Place will become a cafe that is truly unlike any other coffee shop, as
it will embrace all aspects of the community and greatly flourish within the city of Rancho
Cucamonga.
Rancho Cucamonga is the quintessential location to open a cafe such as Gabes Place
because it will cater perfectly to the citys demographics. Since there are many families with
young children in Rancho Cucamonga, Gabes Place will provide a perfect getaway for parents
to go out on a date, or even just indulge themselves in a rare craving of coffee and pastries.
However, children will still be more than welcome to enjoy the comforts of Gabes Place as well.

Action Steps
There is a specific plot of land on the corner of Base Line Road and Milliken Avenue
allotted for the construction of Gabes Place. Since the cafe will be constructed almost entirely
out of red oak wood and will integrate many different architectural techniques, this construction
project will unfortunately accumulate significant costs. These costs, however, will be
compensated for immediately after the grand opening of Gabes Place. There will be very little
costs after the cafe is opened since the unique environment itself will attract numerous customers
and supply immediate revenue.
The next step after construction will be the process of hiring and training new employees.
Since there will only need to be three to four employees working at one time in the store
depending on the time of day, the amount of total employees that need to be hired will be kept to
about fifteen. This will allow for the company salary wage costs to be at a minimum amount.
The prospective candidates that are qualified for employment should first and foremost have
previous cash handling experience. This is a vital necessity as the daily business operations
within the store will include a great amount of cash transactions. Another important aspect that
should identify a qualified employee is if the person has already had experience working in a
cafe or a cafe-like environment. This will prove to be a great quality because these employees
wont need to be trained as extensively, as they will already be familiar with the necessary skills
of a food server. These attributes of employees will allow for successful and professional
business operations.
The last step before opening the doors to Gabes Place will be to gain the assets that are
essential for the business to operate. These assets would include a reliable oven for baking
pastries, a coffee maker with the ability to prepare specialized coffee drinks, and a vast inventory
of supplies. Much of the inventory costs will be for the food products needed to prepare the
customized items that will be served to our customers. These costs will be specifically
maintained and organized to allow the business to achieve sufficient profits. After these three
steps are completed, Gabes Place will be ready to open and operate successfully.
The steps needed to open any business will require the input of a lot of time and money.
As a small business, Gabes Place will attract venture capitalists and other investors to loan
money in return for a promised return of investment. These investments will cover almost all of
the costs attributed to the initial startup of Gabes Place and put the cafe in a good position
within the marketplace to establish itself as an extremely profitable company. If the investors
loan Gabes Place enough money, they will even be able to have an opinion in how the cafe
operates. These investors can serve as friends and mentors to the business owners and managers.
Investing is a vital need for small businesses to thrive in the long run, and local investors in
Gabes Place will allow it to skyrocket to the top of the market.

Marketing Strategies
After Gabes Place is fully equipped with all of the necessary amenities and supplies it
will need to operate the business, the next step would be to come up with an effective marketing
strategy. The target market of Gabes Place will be the students or young adults, and young
parents. These groups are targeted because we believe they will truly enjoy the relaxing, stress-
free environment that Gabes Place provides. Students may need a comfortable place to study or
read for school, and young parents may need a place to escape the relentless duties of parenting
for an hour or two. Gabes Place will most definitely be able to satisfy the needs of both of these
groups.
The next step would be to effectively market toward these specific groups of people.
Since Gabes Place is a local community cafe, we would first make sure to market the cafe in the
local newspaper. The advertisement will utilize about half of a page and consist of a brief
summary of what Gabes Place is and how the cafe will benefit the city of Rancho Cucamonga.
There will also be a quality pictured displayed at the bottom of the article. The residents who
read the newspaper often and read this article will become motivated and eager to visit Gabes
Place.
A more recent method of business marketing has been to advertise on the internet and
through social networks. A business page will be designed for Gabes Place on Facebook so
people can read detailed information about what the cafe is, how it will benefit Rancho
Cucamonga, and where it is located. The younger market that we target will already feel
comfortable using Facebook, and will be more likely to view the page and like the content.
Viewers of the Facebook page will also be able to receive up to date information on changes
being made at Gabes Place. These updates would include a schedule of upcoming performances,
new promotions and offers in the store, and recent additions and alterations to the menu. Another
benefit social media would provide is the ability for Gabes Place to receive direct feedback from
its customers. There will be options for viewers to comment on the Facebook page and tell us
what they like about Gabes Place and even what they think we might need to improve. This will
prove to be a great benefit to Gabes Place as well as for the potential customers.
Another common way of advertising will be to hand out flyers around the city promoting
different events we may be holding. A flyer would be sent out before the grand opening of
Gabes Place, and also before every musical performance. Along with the numerous flyers will
come the natural process of word-of-mouth advertising. Since Gabes Place will be seen as a
socializing atmosphere, people will probably being somebody else with them to the cafe. So
when somebody receives a flyer or stumbles up the Facebook page, they will invite their friend
to come with them to visit the cafe. And later, that friend will invite another friend to Gabes
Cafe, and so on. This will prove to be the most common and effective way to market the cafe,
however, we just have to instigate the process by making Gabes Place a common name
throughout the community.

Possible Results
The incorporation of Gabes Place into the Rancho Cucamonga will serve to provide
numerous benefits to the city. First, Gabes Place will strive to operate as an environmentally
friendly business. Achieving this goal will require using electric appliances instead of gas
powered appliances and also using as much recycled materials as possible all throughout the cafe.
Also, since Gabes Place will be constructed almost entirely out of natural materials provided by
the earth, we want to give back to the surrounding local environment to compensate for our
deductions. An environmental program will be developed and managed by Gabes Place in order
to give back to the community. This program will enlist volunteers to grow and plant trees
throughout the city of Rancho Cucamonga to maintain a natural and green ambiance all
throughout the community. Gabes Place wants to adopt a progressive business model that
supports the growing need for environmental awareness.
Another benefit of opening Gabes Place in Rancho Cucamonga will be the positive
effects on the local economy. Gabes Place will have a strong motive to maintain a small
business mentality and avoid branching out into franchises to keep the cafe setting intimate and
personable. Since Gabes Place will primarily market towards the local community of Rancho
Cucamonga, the generated revenues will be given directly back to the community by way of
providing a better service and experience to the local customers of the cafe. We want our cafe to
be a safe haven for the locals while creating a peaceful and inviting atmosphere without the
negative effects that a large, multi-franchise business may generate.
The last important benefit that Gabes Place will provide is effectively bringing the
community of Rancho Cucamonga closer together. Gabes Place will act as a truly local treasure
within the city that all of the residents of Rancho Cucamonga can relate with on a personal level.
As the environment within the cafe will be welcoming to many different people with contrasting
personalities and interests, most of the customers will come directly from within Rancho
Cucamonga. One aspect of the restaurant that will create a more tightly-knit community is the
incorporation and promotion of local bands. Many of these artists will be from Rancho
Cucamonga and therefore, many of the guests who visit Gabes Place to watch the performances
will be from within the city as well. This allows for the community to come together on the basis
of similar interests in music. Another function of Gabes Place that will unite the residents within
Rancho Cucamonga is the volunteer program that the cafe will promote. Volunteering is a
perfect way to bring citizens together with a common drive to give back to the community.
Lastly, the simple experience of enjoying a delicious cup of coffee coupled with a comfortable
couch and a warm fire will prove to be the most effect way to bring together individuals from
many different backgrounds and create numerous relationships that will last a lifetime.