Practice路Space // PS02
Offworld Arcade
PRACTICE·SPACE / PS02_Offworld Arcade
About Practice·Space
Project Leaders
Practice·Space Team
Practice Space is a platform for gathering and energizing the rebuilders of Detroit. Located in a former auto garage in North Corktown, Practice Space combines two programs. First, the Incubator program helps entrepreneurs reclaim old spaces for new uses. Second, the Residency program is a yearlong vocational training for young creatives looking to gain experience collaborating on place-based projects in Detroit. Practice Space creates the framework for these diverse connections As the city retools, so must we.
Project Leader Don Behm elstratego@gmail.com
Program Director Justin Mast justin.mast@practicespace.org
Residents
Cultural Development Director Austin Kronig
Copyright Practice·Space 2801 14th Street Detroit, Mi 48216 hello@practicespace.org
Copyright © 2013 by Practice·Space Practice Space offers all its contents under the Creative Commons Attribution Non-Commercial No Derivatives license, which means you’re free to redistribute anything in here as long as you don’t change it, don’t charge for it, and do credit us.
Margo Dalal margodalal@gmail.com Allison Kruske akruske@gmail.com R. Philip Lockwood rphiliplockwood@gmail.com
Contributors Special thanks to all the Experts, Guest Critics, and Speakers that contributed to this project: Architectural Salvage Warehouse, Mavis Farr, Michael Forsyth, Cliff Helm, Kyle Hoff, Matt Hubbard, Allison Killing, Jon Koller, Larry Mongo, Alex O’Dell, Lisa Sauve, John Schoeniger, Skip Stackhouse, TechShop Detroit, and Steve Wisinski.
austin.kronig@practicespace.org
Financial Director Donald Hart donald.hart@practicespace.org
Advisors Program Advisor Christian Unverzagt cu@m1dtw.com Legal Advisor Brandon Weiner brandon@creative-rights.org Architectural Advisor Brian Hurttienne brianh@thevillagesofdetroit.com
Real Estate Advisor Ryan Cooley ryan@oconnordetroit.com Community Advisor Virginia Stanard stanarvi@udmercy.edu
Printer / Distributor Lulu Press, Inc. lulu.com
Practice路Space // PS02
Offworld Arcade
6
PS02_OFFWORLD ARCADE
Table of Contents Executive Summary
06–19
Company Overview
20–51
Products & Services
52–65
Design
66–77
Market Analysis
78–87
Brand & Identity
88–95
Management
96–99
Financial Summary
100–109
Appendix A
110–115
PS02_0FFWORLD ARCADE
7
Executive Summary
The arcade first gained popularity in the late 1970s with games such as Ms. Pac Man, Donkey Kong and Galaga that lined the walls of our neighborhood malls. The arcade was a place where we could get away from our parents and spend counltess hours and quarters defending the planet from endless waves of alien invaders. The arcade was the place where our electronic dreams came true.
8
PS02_OFFWORLD ARCADE
Offworld is an arcade tavern that is dedicated to the art and culture of electronic gaming. Offworld focuses on classic arcade games from the late 1970’s until the mid 1990’s. Offworld plans to open in Detroit within the next year and will have multiple platforms of engagement.
PS02_OFFWORLD ARCADE
9
EXECUTIVE SUMMARY / Project Summary
10
PS02_OFFWORLD ARCADE
IS A CLASSIC ARCADE.
PS02_0FFWORLD ARCADE
11
EXECUTIVE SUMMARY / Project Summary
IS ALWAYS A QUARTER PER GAME.
12
PS02_OFFWORLD ARCADE
PROMOTES FRIENDLY COMPETITION & REWARDS HIGH SCORE HOLDERS.
PS02_0FFWORLD ARCADE
13
EXECUTIVE SUMMARY / Project Summary
RESCUES, RESTORES & PRESERVES OUR GAMING HISTORY.
14
PS02_OFFWORLD ARCADE
REGARDS VIDEO GAMES AS WORKS OF ART.
PS02_0FFWORLD ARCADE
15
EXECUTIVE SUMMARY / Project Summary
HOSTS WORKSHOPS & EVENTS TO FOSTER INDEPENDENT GAME DEVELOPMENT.
16
PS02_OFFWORLD ARCADE
SERVES EXCELLENT BEER.
PS02_0FFWORLD ARCADE
17
EXECUTIVE SUMMARY / Project Summary
IS A SPACE TO LEARN, CREATE & COLLABORATE.
18
PS02_OFFWORLD ARCADE
IS A COMMUNITY.
PS02_0FFWORLD ARCADE
19
EXECUTIVE SUMMARY / Current Agenda
We love electronic gaming We hope you do as well! At this moment Offworld has developed a working business plan / model and is actively searching for a permanent location. As we search for our home base we will continue to host pop up arcades around town to grow our brand and get people excited about electronic gaming in Detroit.
In the past two months, we have hosted two successful pop-op arcades, testing the layout of cabinets, the retail aspect, both with beer and music. These pop-ups also allowed us to receive feedback on the business, game preferences, and location preferences. We have a few building prospects and have begun investigating what Offworld could be like in those spaces. We have doubled our game collection in the last four months from 6 to 12, with a goal of 20 by the time we open.
Currently Offworld is in the process of selecting a building in Detroit. We have developed studies for three different neighborhoods in Detroit, Hamtramck, Woodbridge, and Corktown. Currently we are moving forward with the Corktown location, specifically looking at 1830 Michigan Ave. which is currently built out as a bar.
“The Arcade was where we made our electronic dreams come true� 20
PS02_OFFWORLD ARCADE
PS02_0FFWORLD ARCADE
21
Company Overview
Offworld is a classic arcade that moonlights as a tavern, a gallery and a community workspace for people who love electronic gaming.
22
PS02_OFFWORLD ARCADE
Video arcades first gained their place in U.S. American culture in the late 1970s, with 25 cent coin operated machines that lined the walls of dark rooms, where the focus was on arcade games such as Space Invaders and Pac Man. Detroit’s growing tech industry is faster than that of Silicon Valley’s, and currently tech-related jobs account for 10% of Wayne, Oakland, and Macomb counties. Following the growing culture around technology, entrepreneurship and innovation, Offworld will be Detroit’s first bar dedicated to the art and culture of classic arcade games, and promoting art and design of video games.
Offworld is a modern video arcade, with an emphasis on video game education and culture, and preserving an important facet of U.S. American culture. From newbies to professional gamers, Offworld will be a destination for an entertaining night out, to explore classic arcade games, to meet fellow gamers, and to hone video gaming skills. For the average gamer, simply playing video games while enjoying a local beer might be satisfying enough, however Offworld is excited to take that experience one step further.
a platform to learn about programing and video game design. Offworld is also excited to promote video game related artwork and objects, and partner with local artists to create, display, and sell art and merchandise.
“Offworld will be a destination for an entertaining night out.”
Offworld will not only be provide an entertaining evening, but also serve as PS02_OFFWORLD ARCADE
23
COMPANY OVERVIEW / Project History
Offworld Pop-Ups The Offworld team organized and implemented two pop-up arcades in the spring of 2014. Both pop-ups were hosted in Hamtramck, the first at the future home of HenriettaHaus Coffee Roasters, and the second at Chiipss Skate Shop. The pop-ups simulated the main programming of Offworld, arcade and tavern.
At our first pop-up, we had eight arcade games with a turnout of about 50 people. We used these pop-ups as a chance to receive feedback through comment cards we developed that included questions about gaming levels and location preferences.
At our second pop-up, in addition to the arcade and tavern, we introduced live music and an art gallery, which consisted of video game related pieces donated by community members which were used to raise funds for Offworld.
“We literally can’t wait to open, so we’ve been hosting pop up arcades around town while we search for our homebase.”
24
PS02_OFFWORLD ARCADE
PS02_0FFWORLD ARCADE
25
COMPANY OVERVIEW / Project History and Context
RAM/OK/ROM/OK
A NIGHT OF GAMING BY OFFWORLD time/date:
SATURDAY, FEBRUARY 1ST 7:00PM
what:
POP-UP ARCADE, PROTOTYPE SOFT PRETZELS & A KUHNHENN BREWERY KEG
location:
8609 JOS CAMPAU, HAMTRAMCK
why:
GAMES ARE FUN, BEER IS TOO
TEMPEST
& 26
PS02_OFFWORLD ARCADE
PRACTICE
SPACE
RAM/OK/ROM/OK
AN EVENT BY OFFWORLD
time/date:
SATURDAY, FEB 1ST 7:00PM
location:
8609 JOS CAMPAU HAMTRAMCK
what:
CLASSIC GAMES, CRAFT BEER IN THE FUTURE SITE OF HENRIETTA HAUS COFFEE
why:
GOOD TIMES + ALCOHOL INDUCED FEEDBACK WILL ABOUND
GAUNTLET II
&
PRACTICE
SPACE
PS02_0FFWORLD ARCADE
27
COMPANY OVERVIEW / Project History and Context
28
PS02_OFFWORLD ARCADE
PS02_0FFWORLD ARCADE
29
COMPANY OVERVIEW / Project History and Context
30
PS02_OFFWORLD ARCADE
PS02_0FFWORLD ARCADE
31
COMPANY OVERVIEW / Project History and Context
32
PS02_OFFWORLD ARCADE
PS02_0FFWORLD ARCADE
33
COMPANY OVERVIEW / Project History and Context
34
PS02_OFFWORLD ARCADE
PS02_0FFWORLD ARCADE
35
COMPANY OVERVIEW / Project History and Context
36
PS02_OFFWORLD ARCADE
PS02_0FFWORLD ARCADE
37
COMPANY OVERVIEW / Project History and Context
38
PS02_OFFWORLD ARCADE
PS02_0FFWORLD ARCADE
39
COMPANY OVERVIEW / Project History and Context
40
PS02_OFFWORLD ARCADE
PS02_0FFWORLD ARCADE
41
COMPANY OVERVIEW / Project History and Context
42
PS02_OFFWORLD ARCADE
Hello and welcome to Spritenite! The event is FREE, but please consider making a donation to Offworld to help us cover our expenses, fix up our games and maybe even add another one to our collection!
H T d f t
Here are some suggested donation tiers and the rewards for donating at each level.
H r
$5.00
$
$10.00
$
$25.00
$
$50.00
$
*if all the art is spoken for and you still want to donate at this level you will get an Offworld T-shirt the minute we print one.
* a w
General admission! Freeplay on all games all night!
General admission! Freeplay on all games all night! A chance to win a Sega Nomad!
General admission! Freeplay on all games all night! A chance to win a Sega Nomad! A piece of artwork from tonight’s gallery*!
General admission! Freeplay on all games all night! A chance to win a Sega Nomad! A piece of artwork from tonight’s gallery*! Free beer all night!
PS02_0FFWORLD ARCADE
43
COMPANY OVERVIEW / Project History and Context
44
PS02_OFFWORLD ARCADE
PS02_0FFWORLD ARCADE
45
COMPANY OVERVIEW / Project History and Context
46
PS02_OFFWORLD ARCADE
PS02_0FFWORLD ARCADE
47
COMPANY OVERVIEW / Project History and Context
48
PS02_OFFWORLD ARCADE
PS02_0FFWORLD ARCADE
49
COMPANY OVERVIEW / Project History and Context
50
PS02_OFFWORLD ARCADE
PS02_0FFWORLD ARCADE
51
COMPANY OVERVIEW / Project History
Finding a Building After comparing the neighborhoods of Woodbridge, Corktown, and Hamtramck as options for the location of Offworld, we chose a building in Corktown, on Michigan Ave. as our first choice spot. Within close proximity to other bars and restaurants, Corktown is a successful location for a future bar and arcade. Offworld will benefit from this relationship, walking distance from other locations, on the main businesses corridor on Michigan Ave.
52
PS02_OFFWORLD ARCADE
PS02_0FFWORLD ARCADE
53
Products & Services
trimmed out
Complete with a bar, a gallery, and workspace, Offworld will be a destination for families, young professionals, and experienced gamers.
54
PS02_OFFWORLD ARCADE
THE ANATOMY OF OFFWORLD
GALLERY TAVERN ARCADE WORKSPACE
PS02_OFFWORLD ARCADE
55
PRODUCTS & SERVICES / Value Proposition & Offer
THE ARCADE Offworld will feature classic games from the late 1970s until mid 1990s and will showcase independant games from throughout the history of gaming. In addition, all our games are meant to be played, meaning we don’t purchase collector condition machines that cost five times the amount of ones that really just need someone to care about them again. Each game will cost 25 cents, staying true to the original affordability of the games, allowing players to easily play a round or two, or five.
56
PS02_OFFWORLD ARCADE
PS02_0FFWORLD ARCADE
57
PRODUCTS & SERVICES / Value Proposition & Offer
58
PS02_OFFWORLD ARCADE
THE TAVERN Offworld will develop a meticulously curated menu of craft beers, with a goal of 15 taps in addition to a full bar. There will be custom arcade themed cocktails, and beer nights highlighting different breweries. The tavern will not sell food with the possible exception of homemade soft pretzels.
PS02_0FFWORLD ARCADE
59
PRODUCTS & SERVICES / Value Proposition & Offer
THE WORKSPACE The workspace is a unique feature to Offworld which will serve as a platform to educate the community about video game development and design. Classes will be offered for kids, ages 8-13 to learn how to design video games. Workshops will be held for youth and adults, ages 14 + for video game design and to learn how to repair and restore vintage cabinet games.
60
PS02_OFFWORLD ARCADE
PS02_0FFWORLD ARCADE
61
PRODUCTS & SERVICES / Value Proposition & Offer
62
PS02_OFFWORLD ARCADE
THE GALLERY The gallery will be integrated into the bar and arcade. The gallery will help highlight video game art & culture and classic reproductions. The gallery will consist of artwork from local artists. The gallery will be on a rotation, with an option for artists openings at the beginning of each season. *The gallery will be a feature of Offworld that is implemented after the arcade and bar are established.
PS02_0FFWORLD ARCADE
63
PRODUCTS & SERVICES / Business/Cultural Programming
A month in the life of Offworld Arcade Sun
Mon
Tue
Wed
1
Closed
5
6
7
8
12
13
14
15
19
20
21
22
26
27
28
29
Hours 12PM - 6PM Family Friendly until 6PM Game development class
Hours 12PM - 6PM Family Friendly until 6PM Cabinet restoration class
Hours 12PM - 6PM Family Friendly until 6PM Game development class
Hours 12PM - 6PM Family Friendly until 6PM Game design class
64
PS02_OFFWORLD ARCADE
Hours 4PM - 2AM Happy Hour 4M - 8PM Industry Night
Hours 4PM - 2AM Happy Hour 4M - 8PM Industry Night Console Night (TurboGrafx)
Hours 4PM - 2AM Happy Hour 4M - 8PM Industry Night
Hours 4PM - 2AM Happy Hour 4M - 8PM Industry Night Game Tounament
Closed
Closed
Closed
Closed
Closed
Closed
Closed
Closed
Thu
Fri
Sat
2
3
4
9
10
11
16
17
18
23
24
25
30
31
Hours 4PM - 2AM Happy Hour 4M - 8PM Console Night (NES) Obscure New Wave
Hours 4PM - 2AM Happy Hour 4PM - 8PM Experimental electronic New game reveal!
Hours 4PM - 2AM Happy Hour 4PM - 8PM Developer Night Chip Tune Hour 9PM - 10PM
Hours 4PM - 2AM Happy Hour 4PM - 8PM Synth Opus music Game Tounament
Hours 4PM - 2AM Happy Hour 4PM - 8PM Developer Night Sci Fi Soundtrack
Hours 4PM - 2AM Happy Hour 4PM - 8PM Synth Opus Game Tounament
Hours 4PM - 2AM Happy Hour 4PM - 8PM Console Night (Sega Genesis) Live electronic music
Hours 4PM - 2AM Happy Hour 4PM - 8PM Freeplay Friday Sci Fi Soundtrack
Hours 4PM - 2AM Happy Hour 4PM - 8PM Live electronic music Suburbanite Specials
Hours 12PM - 2AM Family Friendly until 6PM Live electronic music Solo Art Show
Hours 12PM - 2AM Game Jam 12PM - 6PM Rented out for private party 7PM - 2AM
Hours 12PM - 2AM Family Friendly until 6PM Live electronic music Indie game release party
Hours 12PM - 2AM Game Jam 12PM - 6PM Family Friendly until 6PM Obscure New Wave
Hours 4PM - 2AM Happy Hour 4PM - 8PM Experimental electronic Art Opening 8PM - 2AM
PS02_0FFWORLD ARCADE
65
PRODUCTS & SERVICES / Value Proposition & Offer
66
PS02_OFFWORLD ARCADE
Offworld Arcade is more than an exciting place to meet with friends, go on a date, or grab a quick beer. During weekend afternoons, Offworld is a family-friendly affair, open to children & their families. Certain nights are dedicated to different groups of people. The following drink specials will be offered to encourage patronage: Detroit service industry, 313 area codes, developers, suburbanites, and arcade clubs. Offworld will also host workshops inclusive to new gamers & experienced developers. The workshop space will facilitate collaboration for video game development and serve as a platform for Detroit’s video game development. Offworld will also host one curated art opening per month, focusing on electronic gaming.
“Offworld will serve as a platform for Detroit’s video game development.”
PS02_0FFWORLD ARCADE
67
Design
Good design need not be complicated or superfluous, it only needs to accomplish a goal. At Offworld, we’re all about gaming, and wanted our designs to reflect that passion. We thoroughly investigated cabinet and material combinations in order to best showcase the cabs and all their glorious graphics, to honor the games, and create a unique spatial experience.
68
PS02_OFFWORLD ARCADE
PS02_OFFWORLD ARCADE
69
DESIGN / Game Configuration
The Cab The majority of the materials for the space will have classic materials such as wood and brick, with touches of metal. The games will add color and graphic, standing out against the bare brick or wood walls. These walls will also serve as the background for the gallery.
70
PS02_OFFWORLD ARCADE
Throughout the space there will be metal undertones, such as a quarter lines bar top and metal light fixtures. Reflection will be kept to a minimum to not catch the light from the games.
The lighting during the day will be mostly natural lighting, keeping a darkened interior for players to see the light from the games. At night, lighting will be minimal, primarily around the bar and entrance. Lighting will also spotlight the art on the walls.
Game Art Side A: classic gaming graphics begging to be displayed
Gamer Space: a roughly 2’x2’ space, ample room for a single gamer, just enough for two
Game Art Side B: more rad visual electronic greatness to be had
The Back: not much to see here, mostly outlets and other unsightly stuff, best to cover up
PS02_0FFWORLD ARCADE
71
PRODUCTS & SERVICES /
Schematic Design The Basic Layout
Side by Side: This is the standard configuration based on space efficiency but there are draw-backs. The cabinet graphics are hidden and it requires a wall or more games to cover the back.
Back to Side: This is an important move as it works along the diagonal, and also frees up gamer space and most hidden cabinet art work.
Back to Back: In an ideal world all games would sit in pairs, back to back. With all of the cabinet’s art on display, unsightly backs hidden, and ample extra gamer space the situation is nearly ideal. The issue is the move can’t be replicated without employing another move in conjunction.
72
PS02_OFFWORLD ARCADE
The Duo As a Line: this is the most standard approach to game configuration. Simply put them side to side against a wall. While very space efficient, the games seem secondary, and the experience isn’t very engaging or dynamic.
As an Object: this configuration engages the idea of the line as an object. The resultant scheme greatly frees up gamer space, but at the cost of space efficency and the exposure of the backs of the cabinets.
PS02_0FFWORLD ARCADE
73
PRODUCTS & SERVICES /
Schematic Design The Line
Symmetrical: the simplest, most space efficient application of the object, but does so at the cost of showcasing the cabinets and gamer space.
Diagonal: by applying the mass along the diagonal everyone has ample gamer space and a reasonable amount of side art is visible. The only draw back is it requires an odd footprint.
Hybrid: by merging the two ends of the spectrum we can highlight certain games, while retaining some sense of rational space efficiency.
74
PS02_OFFWORLD ARCADE
The Object Pinwheel: this approach allows for ample gamer space, and side panel art while directing occupants in a circular fashion. Conversely it requires a large footprint.
Chopped: by chopping the object in half and pulling it apart, we create a central circulation corridor through the games, while also putting more cabinet art on display.
Chopped & Shuffled: this approach begins by splitting the mass then rearranging the two sections. The technique works great in a U shaped space, and creates a unique spatial gaming experience between the two masses.
PS02_0FFWORLD ARCADE
75
DESIGN / Design Concept
MEN’S RESTROOM
DISC JOCKEY
TO 2ND FLOOR
BAR
WOMEN’S RESTROOM
ENTRANCE
MICHIGAN AVENUE 76
PS02_OFFWORLD ARCADE
WORKSPACE MODULE
OPEN TO BELOW
PS02_0FFWORLD ARCADE
77
DESIGN / Design Concept
The Material Palette
78
PS02_OFFWORLD ARCADE
Offworld will have a modern, relaxed feel with natural materials and metallic highlights. The interior design of the bar will stay true to arcade game inspiration, and will stay neutral as to highlight the cabinets as the focus of the space.
PS02_0FFWORLD ARCADE
79
Market Analysis
trimmed out
We researched different neighborhoods and customer segments to cater to a diverse range of people. We hope that Offworld will revive an important part of U.S. American cultural history, and inspire people to learn more about electronic gaming.
80
PS02_OFFWORLD ARCADE
Our customer relationships extend from local, neighborhood regulars to committed gamers who make Offworld a destination. In a city bustling with artists, designers, tech professionals, entrepreneurs, families, and students, Offworld will be a popular spot for all types of people. Through multiple
platforms for interaction, we will engage all types of customers. We hope to create and facilitate a community around arcade game culture, and create an environment where families, new gamers, and experienced gamers can congregate to play and learn about these games.
“Offworld will engage a wide variety of customers.�
PS02_OFFWORLD ARCADE
81
MARKET ANALYSIS / Market Research
17%
33%
Professionals
Locals
82
PS02_OFFWORLD ARCADE
26%
24%
Gamers
Post Grads
PS02_0FFWORLD ARCADE
83
MARKET ANALYSIS / Market Research
THE PROFESSIONAL
As Detroit’s tech industry increases, more people living in suburban areas will commute to downtown Detroit. These customers will use Offworld as a place to frequent after work, on their way home.
84
PS02_OFFWORLD ARCADE
Bar
Arcade
Workspace
Gallery
Projected Spending Model
THE LOCAL
Bar
Arcade
Workspace
Gallery
Local residents who frequent Offworld due to proximity and relationship to the neighborhood. These people will help create a sense of community within Offworld, will act as regulars and make Offworld a frequent stop in their cycle of bars.
PS02_0FFWORLD ARCADE
85
MARKET ANALYSIS / Market Research
THE GAMER
Across the midwest, these customers will make Offworld a destination for playing and engaging with vintage arcade games. These customers will come less often, but will be loyal customers throughout the years.
86
PS02_OFFWORLD ARCADE
Bar
Arcade
Workspace
Gallery
Projected Spending Model
THE POST GRAD
Bar
Arcade
Workspace
Gallery
There are currently 2,600 people between the ages of 25-36 in the Greater Downtown Detroit area that have graduated college. These grads are active in the social scene of Detroit, appreciate art and culture, and are well connected with social media.
PS02_0FFWORLD ARCADE
87
MARKET ANALYSIS / Community Research
88
PS02_OFFWORLD ARCADE
The United States has the world’s largest video gaming industry, with over 165 million players. Just like the 80s are coming back in the clothing we wear, and the music we listen to, a new interest in arcade games is emerging across the country. As the technology scene is exploding, as is a new respect and appreciation for vintage gaming.
Although the classic arcades that sprinkled the nation in the 1980s are few and far between these days, arcade bars are beginning to emerge. The most well-known of which is Barcade, which has several locations in New York City and New Jersey. These bar-arcades vary in size and number of games.
Offworld will fall somewhere in the middle, with a full bar and a minimum of 15 games. Other bar-arcades offer a gallery component, however Offworld is currently the only bar in our studies that has a community workspace component.
PS02_0FFWORLD ARCADE
89
Brand & Identity
Our team has been developing a unique visual style for the project that draws heavily from classic science fiction and early experimental computer graphics. CGA color palettes, chunky 8-bit sprites, repurposed film posters and primative three dimensional objects are key elements of our design aestetic.
90
PS02_OFFWORLD ARCADE
PS02_OFFWORLD ARCADE
91
BRAND & IDENTITY / Branding
The Offworld wordmark is a one of a kind, hand drawn vector illustration inspired by the futuristic sporting activities of the late 1970’s such as Jai Alai and Rollerball. Helvetica Neue will be used as a secondary font in the identy package. The clean, simple lines of this typeface will keep things legible, without drawing attention away from the main wordmark. We also began developing social media and our online presence as a way to keep in touch with the community and continue to build excitement around the brand. The Facebook account, Offworld Arcade, has continued to grow over the past four months. Likewise, our website offworldarcade.com, and Twitter account, @OffworldArcade, have continued to update and inform people of our progress and upcoming events.
92
PS02_OFFWORLD ARCADE
Helvetica Neue: Light ABCDEFGHIJK LMNOPQRSTU VWXYZ Regular ABCDEFGHIJK LMNOPQRSTU VWXYZ Bold ABCDEFGHIJK LMNOPQRSTU VWXYZ
PS02_0FFWORLD ARCADE
93
BRAND & IDENTITY / Identity Package
Business Cards
DON BEHM Owner 313.318.3214 elstratego@gmail.com offworldarcade.com
DON BEHM OWNER 313.318.3214 ELSTRATEGO@GMAIL.COM OFFWORLDARCADE.COM
1830 Michigan Ave. Detroit, MI 48216 offworldarcade.com
Stationary
94
PS02_OFFWORLD ARCADE
GAMES
Menu’s
MS. PAC MAN MIDWAY 1982
MAPPY
NAMCO 1983
BAD DUDES DATA EAST 1988
NEO GEO MVS
161 IN 1/BUST A MOVE
GAUNTLET II ATARI 1986
*
BURGERTIME MIDWAY 1982
ARCADE
CANABALT
ADAM SALTSMAN 2009
Mugs
ARCADE
T-Shirts
PS02_0FFWORLD ARCADE
95
BRAND & IDENTITY / Branding Explorations
*
96
PS02_OFFWORLD ARCADE
We took some time to explore the dot aspect of the Offworld logo and how that could change to reflect various aspects of the business.
Here we did a study using various shapes and arcade images to show how the dot could be part of the logo that is as dynamic as Offworld itself.
PS02_0FFWORLD ARCADE
97
Management
Offworld will function primarily under the management of founder and owner, Don Behm.
98
PS02_OFFWORLD ARCADE
There will be two managers for Offworld. Initially, Don Behm, the owner, will be the primary manager as the bar and arcade open for the first year. When the gallery and workspace open, a second manager will be brought on to run the bar and arcade, and Don will oversee the gallery, workspace, and cultural programming of Offworld.
PS02_OFFWORLD ARCADE
99
MANAGEMENT / Profiles & Resumes
Don Behm MOTION / DESIGN / DEVELOPMENT / DIRECTION
I am an experienced multi-disciplinary, creative professional with a great work ethic and an even greater attention to detail. I love making things, and I love making things move. I don’t know the definition of the words easy or impossible. I like video games and science fiction soundtracks. I don’t have a cable bill. I mow my lawn weekly. I once ditched school to meet Claudia Schiffer at the mall and still have the Polaroid to prove it.
100
PS02_OFFWORLD ARCADE
MRM//McCANN Senior Interactive Developer / Animation Lead GM, Chevy, Cadillac, GMC, Buick, Maybelline, General Mills, Pure Michigan, Cannon
DONOR Interactive Developer / Animation Lead PNC Bank, Serta, UPS, Mazda, Minute Maid, Expedia.com, Polartec, Pennzoil
M1/DTW Senior Designer / Developer
EQUILIBRIA Creative Director / Animation Lead
WEB ELITE Creative Director / Animation Lead Carhartt, Hachette Filipacchi, GM, Car & Driver Magazine, Fitch, Expedia.com, Bell & Howell, J. Walter Thompson
COLLEGE FOR CREATIVE STUDIES Bachelor of Fine Arts Animation and Digital Media w/ high honors
PS02_0FFWORLD ARCADE
101
Financial Summary
Offworld plans to fundraise for a startup budget, and has developed a profit and loss statement based on being open five days a week.
102
PS02_OFFWORLD ARCADE
In order to cover costs for the Spritenite pop up we asked people to donate whatever they could afford from from $5.00 to $50.00. We offered rewards for donating at the higher levels including original video game themed artwork and a chance to win a classic Sega portable gaming system. We also asked for a beer donation at around $2.00 a beer. Over the course of 5 hours we estimated over 200 guests and took in around $700.00 for the night.
PS02_OFFWORLD ARCADE
103
FINANCIAL SUMMARY / Summarized Profit/Loss Proforma
ESTIMATED YEARLY REVENUE PER COMPONENT
GALLERY TAVERN ARCADE WORKSPACE
104
PS02_OFFWORLD ARCADE
This is an estimation of profit and loss for the first year. We believe that most of our revenue will come from the tavern, with the second largest income generator being the games themselves.
$9,700.00 $315,000.00 $132,000.00 $9,600.00
PS02_0FFWORLD ARCADE
105
FINANCIAL SUMMARY / Summarized Profit/Loss Proforma
ESTIMATED YEARLY PROFIT & LOSS
REVENUE*
$392,550.00
EXPENSES**
$237,940.00
NET
$136,610.00
TAX
$35,583.00
PROFIT
$101,027.00
106
PS02_OFFWORLD ARCADE
*REVENUE ASSUMPTIONS 1
Corktown Location
2
Open 5 Days
3
100 Patrons Per Day
**EXPENSE CONSIDERATIONS 1
Owner Salary
2
Bar Manager Salary
3
Two Employees Wages
4
Monthly Utilities
5
Maintenance
6
Entertainment Budget
7
Marketing
PS02_0FFWORLD ARCADE
107
FINANCIAL SUMMARY / Summarized Startup Budget
PROJECT BUDGET
Offworld is currently looking for a building in the Corktown, Hamtramck, or Woodbridge neighborhoods, with primary focus on the Corktown neighborhood. We plan to have a building and begin renovation by the end of September, 2014. As renovations can be extremely tricky to plan for, we hope that Offworld will open within the next year.
108
PS02_OFFWORLD ARCADE
BUILDING
$200,000.00
RENOVATION
$100,000.00
START UP
$25,000.00
TOTAL
$325,000.00
PS02_0FFWORLD ARCADE
109
FINANCIAL SUMMARY / Summarized Profit/Loss Proforma
FUNDING PLAN PROFIT & LOSS
FUNDING PLAN
110
SELF
$32,500
CROWD
$81,250
INVESTOR
$81,250
BANK
$130,000
PS02_OFFWORLD ARCADE
PS02_0FFWORLD ARCADE
111
Appendix A Financial Details
112
PS02_OFFWORLD ARCADE
Operating Pro Forma
Operating Pro Forma
Monthly
Annual
%
INCOME Net Operating Income
$136,610 100%
Debt Service Replacement Reserves Operating Reserves Cash Flow Before Debt Service
$0 $0
1.2 10 7%
Required Debt Service Ratio Loan Amortization Period (yrs.) Interest Rate Debt Service (see terms above) Cash Flow After Debt Service
$0
Supportable Debt (on terms above)
Total Funding Needed Owner Contribution Free Money (Grants, Kickstarter) Investors (Crowdfunding, Traditional) Total Owner Contribution Remaing Debt Required
$0 0% $0 0% $136,610 100%
$113,842 $22,768
83% 17%
$817,064
>>>>
$325,000 $30,000 $5,000 $10,000 $45,000 $280,000 yes
PS02_OFFWORLD ARCADE
113
APPENDIX A / Financial Details INCOME SALES Bar Sales Pretzel Sales Rent from Events Games Art Sales Retail Workspace TOTAL INCOME
$22,000 $2,750 $1,500 $11,000 $350 $500 $800 $38,900
$22,000 $2,750 $1,500 $11,000 $350 $500 $800 $38,900
$22,000 $2,750 $1,500 $11,000 $350 $500 $800 $38,900
$22,000 $2,750 $1,500 $11,000 $350 $500 $800 $38,900
$22,000 $2,750 $1,500 $11,000 $350 $500 $800 $38,900
$22,000 $2,750 $1,500 $11,000 $350 $500 $800 $38,900
$5,500 $688 $6,188
$5,500 $688 $6,188
$5,500 $688 $6,188
$5,500 $688 $6,188
$5,500 $688 $6,188
$5,500 $688 $6,188
$32,713
$32,713
$32,713
$32,713
$32,713
$32,713
$5,500 $7,500 $1,000 $1,250 $1,150 $850 $1,170 $500 $150 $150 $25 $500 $25 $50 $300 $83
$5,500 $7,500 $1,000 $1,250 $1,150 $850 $1,170 $500 $150 $150 $25 $500 $25 $50 $300 $83
$5,500 $7,500 $1,000 $1,250 $1,150 $850 $1,170 $500 $150 $150 $25 $500 $25 $50 $300 $83
$5,500 $7,500 $1,000 $1,000 $1,150 $850 $1,170 $500 $150 $150 $25 $500 $25 $50 $300 $83
$5,500 $7,500 $1,000 $1,000 $1,150 $850 $1,170 $500 $150 $150 $25 $500 $25 $50 $300 $83
$5,500 $7,500 $1,000 $1,000 $1,150 $850 $1,170 $500 $150 $150 $25 $500 $25 $50 $300 $83
$20,203
$20,203
$20,203
$19,953
$19,953
$19,953
OTHER INCOME/EXPENSE - Other Income - Other Expense
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
Net Other Income
$0
$0
$0
$0
$0
$0
$11,009
$11,009
$11,009
$11,259
$11,259
$11,259
$1,500
$1,500
$1,500
$1,500
$1,500
$1,500
COGS Bar Sales Food Sales TOTAL COGS
25% 25%
Gross Income EXPENSE - Payroll - Owner Salary - Instructor Fees - Marketing/Promotion - Utilities - Insurance - Payroll Taxes - Building Maintenance - Office Supplies - Trash Removal - Landscape - Entertainment - Bank Fees - Permits & Licenses (One-Time) - Parking Lot Fee - Property Taxes
9%
Total Expense
NET INCOME - Debt Payment (Mortgage) INCOME AFTER DEBT INCOME TAXES INCOME AFTER TAXES
114
PS02_OFFWORLD ARCADE
30.00%
$22,000 $2,750 $1,500 $11,000 $350 $500 $800 $38,900
$22,000 $2,750 $1,500 $11,000 $350 $500 $800 $38,900
$22,000 $2,750 $1,500 $11,000 $350 $500 $800 $38,900
$22,000 $2,750 $1,500 $11,000 $350 $500 $800 $38,900
$22,000 $2,750 $1,500 $11,000 $350 $500 $800 $38,900
$22,000 $2,750 $1,500 $11,000 $350 $500 $800 $38,900
$22,000 $2,750 $1,500 $11,000 $350 $500 $800 $38,900
$22,000 $2,750 $1,500 $11,000 $350 $500 $800 $38,900
$264,000 $33,000 $18,000 $132,000 $4,200 $5,500 $9,600 $466,800
57% 7% 4% 28% 1% 1% 2% 100%
$5,500 $688 $6,188
$5,500 $688 $6,188
$5,500 $688 $6,188
$5,500 $688 $6,188
$5,500 $688 $6,188
$5,500 $688 $6,188
$5,500 $688 $6,188
$5,500 $688 $6,188
$66,000 $8,250 $74,250
$32,713
$32,713
$32,713
$32,713
$32,713
$32,713
$32,713
$32,713
$392,550
$5,500 $7,500 $1,000 $1,000 $1,150 $850 $1,170 $500 $150 $150 $25 $500 $25 $50 $300 $83
$5,500 $7,500 $1,000 $1,000 $1,150 $850 $1,170 $500 $150 $150 $25 $500 $25 $50 $300 $83
$5,500 $7,500 $1,000 $750 $1,150 $850 $1,170 $500 $150 $150 $25 $500 $25 $50 $300 $83
$5,500 $7,500 $1,000 $750 $1,150 $850 $1,170 $500 $150 $150 $25 $500 $25 $50 $300 $83
$5,500 $7,500 $1,000 $750 $1,150 $850 $1,170 $500 $150 $150 $25 $500 $25 $50 $300 $83
$5,500 $7,500 $1,000 $500 $1,150 $850 $1,170 $500 $150 $150 $25 $500 $25 $50 $300 $83
$5,500 $7,500 $1,000 $500 $1,150 $850 $1,170 $500 $150 $150 $25 $500 $25 $50 $300 $83
$5,500 $7,500 $1,000 $500 $1,150 $850 $1,170 $500 $150 $150 $25 $500 $25 $50 $300 $83
$66,000 $90,000 $12,000 $10,500 $13,800 $10,200 $14,040 $6,000 $1,800 $1,800 $300 $6,000 $300 $600 $3,600 $1,000
28% 38% 5% 4% 6% 4% 6% 3% 1% 1% 0% 3% 0% 0% 2% 0%
$19,953
$19,953
$19,703
$19,703
$19,703
$19,453
$19,453
$19,453
$237,940
61%
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0 $0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$11,259
$11,259
$11,509
$11,509
$11,509
$11,759
$11,759
$11,759
$136,610
$1,500
$1,500
$1,500
$1,500
$1,500
$1,500
$1,500
$1,500
$18,000 $118,610
29%
$35,583 $101,027
PS02_0FFWORLD ARCADE
115
APPENDIX A / Financial Details
Monthly Income Estimates NIGHTS OPERATING/MONTH
NIGHTS OPERATING/MONTH
22 22 22
22 22 22
RENTAL NIGHTS/MONTH
NIGHTS OPERATING/MONTH
# OF PATRONS
# OF PATRONS
22 22 22
5 10 15
PRETZ/NIGHT
100 200 400
12.5 25 50
AVG DRINK PRICE $5.00 $5.00 $5.00
NIGHTLY BAR REVENUE
PRICE OF PRETZ
NIGHTLY PRETZ REVENUE MONTHLY REVENUE $62.5 $1,375.00 $125 $2,750.00 $250 $5,500.00
$5.00 $5.00 $5.00
$500 $1,000 $2,000
COST OF RENTAL $1,500.00 $1,500.00 $1,500.00 # OF PATRONS
AVERAGE PRICE
RETAIL PIECES SOLD/MONTH AVERAGE PRICE 20
116
50 100 200
DRINKS/NIGHT
0 1 2
PIECES OF ART SOLD/MONTH
WORKSPACE
50 100 200
COST/CLASS
50 100 200
$100.00 $100.00 $100.00
GAMEPLAY/PERSON PRICE OF GAMEPLAY # OF GAMES 20 $0.25 20 $0.25 20 $0.25 % COMMISSION 35.00% 35.00% 35.00%
PS02_OFFWORLD ARCADE
MONTHLY REVENUE
$0.00 $1,500.00 $3,000.00
20 20 20
GAMING REVENUE
$250 $500 $1000
MONTHLY REVENUE $5,500.00 $11,000.00 $22,000.00 ART REVENUE
$175.00 $350.00 $525.00
MONTHL RETAIL REV $500.00
$25.00
$10.00
MONTHLY REVENUE $11,000.00 $22,000.00 $44,000.00
SEATS/CLASS
20
CLASSES/MONTH
4
WORKSPACE REV/MONTH $800
Monthly Expense Considerations NUMBER OF EMPLOYEES (Tipped)
NUMBER OF EMPLOYEES (Manager)
2
HOURS PER/NIGHT
1
10
NIGHTS/MONTH
10
22
PAY RATE
22
MONTHLY PAYROLL COST
$5.00
$15.00
$2200
$3300 TOTAL
$5500
OWNER SALARY
TOTAL
$7,500.00
INSTRUCTOR FEE
PER CLASS
$250
MARKETING/PROMOTING (Variable) $500.00 $750.00 $1,000.00 $1,250.00 MORTGAGE
Amount
UTILITIES
WATER/SEWER
MAINTENANCE
BUILDING/MONTH
OFFICE SUPPLIES & INTERNET
SUPPLIES COST/MONTH INTERNET COST/MONTH $100.00 $50.00
$100000
$100.00
$250.00
Length
ELECTRICAL
GAMES/MONTH
10 Yr Fixed
$750.00
$250.00
Intrest Rate
GAS
7%
$300.00
$1161.08 $3947.69
MONTHLY PAYMENT
MONTHLY UTILITIES COST $1,150.00 TOTAL MAINTENANCE COST $500.00 COST/MONTH
TRASH REMOVAL
COST/MONTH
LANDSCAPE
COST/MONTH
ENTERTAINMENT
COST/MONTH
BANK FEES
COST/MONTH BAR CLASS C LICENSE YEARLY COST $600.00
PERMITS - ONE TIME PROPERTY TAX
SUPPLY COSTS (Variable)
$1,500.00
$150
$150.00 $25.00 $500.00 $25.00
COST/MONTH
$50
MONTHLY TAXES
$1,000.00 % FOOD COST
20.00%
% BEER COST
20.00%
$83
MONTHLY FOOD/DRINK COST
INSURANCE
MONTHLY INSURANCE COST $850.00
PARKING LOT
MONTHLY COST
PS02_0FFWORLD ARCADE
$300
117
118
PS02_OFFWORLD ARCADE
PS02_0FFWORLD ARCADE
119
120
PS02_OFFWORLD ARCADE
PS02_0FFWORLD ARCADE
121
PS02