Overview: So what is The Post?

The Post is a tavern style concept that serves local microbrewed draft beers, has local bands playing on weekend evenings, is a place where one can watch the key sporting event on a large screen TV, and where one can play some pool and darts while talking amongst friends. The Post embraces its heritage by representing its roots, while also championing what Pittsburg and the local area have in store for the future. Dcor: What will The Post look like when patrons walk in? One thing it will not be is your typical tavern bar style concept. It will have no neon and not a single mirror or other signage representing a certain beer company. The space will be strategically designed with large pictures of the old original Post Office, will have clean, uncluttered lines, and be illuminated such that patrons will feel warm, but not threatened. Liquid Offering: We have a passion towards local business and this translates into local products. Beers: We love craft beers and it is going to be illustrated in our offering. No national/international brands here, we are going to represent the close to two dozen microbreweries located here in the East Bay. Wines: We dont think many folks know how many great wines are created right here in our backyard; visit us and find out what your neighbors can create with grapes. Spirits: We plan on serving a full array of spirits with a concentration on uniquely named local drinks and whenever possible, locally made spirits. Sporting Events: Though we will not be putting any type of sports paraphernalia on our walls or marketing such events through our POP, we will be playing all the popular sporting events on our many big screen TVs strategically and symmetrically installed around the space. We will be known as the local spot to cheer on your favorite team.

*The above are only examples of East Bay Breweries and may or may not be served at The Post. The Post has not negotiated with these breweries or their distributors at this time.

Bands: We believe that live bands will drive people to our location, be synergistic with EJ Phairs live band scene, and help create a musical hotspot in Downtown Pittsburg. We plan to have bands starting at 9:00pm on Thursdays, Fridays, and Saturdays. Our bands will predominantly be of the following genres: Old Rock, Folk, Alternative, Ragae, and other like kind bands. We want to promote local bands and are not planning to have any DJs or other dance style offerings at this time. Demographic: Here is a study that starts to get to the root of our demographic:
In terms of demographics, 25 percent of Microbrew Drinkers are between 30 and 39 years old. Microbrew Drinkers are 49 percent more likely than all U.S. adults 21+ to be men and also 49 percent more likely to be employed full-time. They are 54 percent more likely than all U.S. adults 21+ to hold white collar employment and 78 percent more likely to have an annual household income of $250K or higher. Half of all Microbrew Drinkers have a college degree or higher and 19 percent have participated in adult continuing education classes in the past 12 months. Microbrews, or craft beers, are a terrific example of how localism has become trendy, says Alisa Joseph, vice president of advertiser services for Scarborough. By marketing the local brew to beer drinkers in their own communities, particularly while theyre immersed in local activities, brands can capitalize on the consumer loyalty that comes with rooting for the home team or visiting the neighborhood hot spots. Microbrew Drinkers can be found engaging in many different kinds of sports activities. Sixty percent of all Microbrew Drinkers attended a professional sports event in the past 12 months and 20 percent have attended a high school sports event in the same time period. In terms of interest, Microbrew Drinkers are 40 percent more likely than all U.S. adults 21+ to say they are very interested (Avid Fans) in college basketball. They are 45 percent more likely to be Avid Fans of college football and 41 percent more likely than all U.S. adults 21+ to be Avid Major League Baseball Fans. This summer in particular is sure to be exciting for Microbrew Drinkers as 30 percent of them are Avid Fans of the Olympics. Theres more to Microbrew Drinkers than their affinity for sports; they also have a softer, artsy side. Microbrew Drinkers are nearly three times more likely than all U.S. adults 21+ to have visited an art museum in the same period of time. Thirty-three percent of Microbrew Drinkers have attended live theater in the past 12 months. More than onequarter (27%) of all Microbrew Drinkers bought a ticket to a music concert in the past year.
This data is from Scarborough USA+, Release 2 2011. Scarborough measures 210,000 adults aged 18+ annually across a wide variety of media, lifestyle, shopping and demographic categories.

We are hoping to draw a crowd that is less concerned about how many international light beers they can drink and more interested in tasting the newest offering of local craft beers and supporting their local bands. We want to differentiate ourselves from the standard tavern, by having a clean uncluttered look and striving to promote Pittsburg and the local East Bay Area through our look and our offering. Though many potential patrons may dislike the fact that we do not offer many other more popular national/international choices, we believe that we can drive considerable traffic through our unique differentiation. Staffing: Ownership has considerable experience in both staffing and general operations. Our plan is to have staff at the entrance door during peek hours to check identifications and to

always have enough staff at the bar and floor to control and serve customer traffic flow. One of the most important aspects that the ownership wants to promote is a clean and safe environment. A zero tolerance policy for any verbal or physical altercations will strongly be enforced and The Post will promote and cultivate a close relationship with the Pittsburg Police Department. The Post will have written procedures in how to deal with any potential situations and ensure that 100% of its staff is properly trained both at time of hire and ongoing. Ownership/Management: Yaniv Benaroya Born in Israel and raised in Castro Valley CA, Yaniv Benaroya received his Bachelor's degree in Business Administration with an emphasis in finance from Cal Poly State University in San Luis Obispo CA. Yaniv is a serial entrepreneur who has vast experience in startup ventures. From the age of eighteen, Yaniv began his first business venture "Pita King" a whole sale pita bread bakery which was located in Walnut Creek CA. Since then, Yaniv opened two property management companies. "CRM" which was opened in Honolulu HI in 2001 and "Property Upsurge Inc" which was opened in Antioch CA in 2007. Yaniv has a proven successful business track record. Yaniv will ensure that the post is well capitalized and positioned to meet the demands of the market place. Yaniv will take care of all the business administration and finance needs and will work closely with Eric Huber who will be the operation director for this new venture. Eric Huber - Originally from Walnut Creek, CA, Eric Huber received his Bachelors degree in Business Administration with an emphasis in Management from Humboldt State University in Northern CA. Early in his career, Erics main emphasis had to do with children. Erics first occupation after graduation was working for Discovery Zone. Discovery Zone was a national chain of childrens fun centers that offered a large soft play zone area, parties, redemption games, and a caf. For Discovery Zone, Eric was an Assistant Manager in Everett, WA, he was promoted to Store Manager in two months, promoted to the busiest Store in the Company in Hawaii in a year and a half, promoted to Area Manager of Colorado in two more years, and then promoted to District Manager of Iowa, Missouri, Kansas, Oklahoma, and a portion of Texas five short months later. After his tenor with Discover Zone, Eric teamed up with high-level executives to help create a start-up venture in Pleasant Hill, CA called Artmosphere. Artmosphere was a family concept with a base of art for all ages. Serving as Director of Operations and being one of its founders, Eric led initial teams in total facility start up, including facility set up of all offerings (large art studio, caf, retail, party lofts, and childrens play area), training agenda and schedule, and implementation of all procedures. He also developed all party systems and procedures, caf

procedures, human resource tools (job descriptions, job expectations, upward and downward communication tools, and hiring procedures), and management systems and tools. Furthermore, Eric researched, developed, and implemented art-based programming to enhance core offering, including summer art camp, workshops, fantasy parties, and corporate events and parties. Deciding to prove himself in another industry, Eric took on the position of Vice President of Operations for CM Retail Management, Inc, a financial services business. In this capacity Eric transformed the organization from a Mom and Pop type of business to one positioned to scale. He introduced written procedures, monthly developmental meetings, weekly informational memo, a new hire workbook, weekly ranking numbers, and bonus programs for all levels of the organization. During his career with CM Retail, he increased sales by over four times, built/opened locations in five new markets and two additional states, centralized collections operations from regional departments to one office, developed entire collections system to streamline operation and optimize profitability, and created an in house construction team and cabinet shop which reduced build times from three to six months to two weeks and reduced costs by well over 50%. Eric managed over 40 facility build out/major remodels in his 5 years with CM Retail. Globally speaking, he oversaw the field operations in four states, the construction department, the centralized collections department, the internet loan business, and portions of the centralized admin function. Wanting to start his own business, Eric left CM Retail and created a restaurant concept with a business partner in Reno, NV called the Green Onion. The concept was mimicked after similar offerings of Sweet Tomatoes and Fresh Choice and the partners goal was to open a chain of such restaurants. Eric led the team in the planning, constructing, and opening of the initial restaurant. Furthermore, Eric created all the human resource materials including scheduling, operational daily checklists, handbooks, training material, etc. Eric hired all the initial staff, created the initial and ongoing marketing campaign, and ensured that the day to day operation ran smoothly. Due to a sluggish economy, his partner wanting to start a new restaurant concept, and Erics family wanting to move back to their home of Walnut Creek, Eric sold his rights to the business and moved his family back to the Bay. This is when Yaniv called Eric and the two friends decided to become partners with Property Upsurge. Yaniv and Eric have created key relationships with investors, vendors, and those influencing the local markets through real estate. Yaniv and Eric have been proud on what they have accomplished because they have always ensured that everyone wins: the neighborhood or complex with a top notch updated property, the City with properties in their neighborhoods that have been updated and have great residents living in them, the new resident who has a new home that they are proud to have their friends and family visit, and the investor who is getting a far better return than their other options out there. Eric has always had a passion towards live bands and micro-brews and has the operational experience and know how to ensure that The Post and the property at 501 Railroad perform financially and add value to the City of Pittsburg.