TATTOO ARTISTS SPILL THE INK ON THE INDUSTRY PLAYBOOK
ARTISTS BRUSH UP ON ENTREPRENEURSHIP
TIPS OF THE TRADE: STARTING A NEW BUSINESS IN NWFL
Pensacola coworking launches businesses to new heights
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THE GOOD LIFE WON’T WAIT
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↑ Art-repreneurs Taking a blank page or empty canvas and creating something from pure imagination takes a special talent. Turning a love of music into a steady revenue takes a mind for business and a steady resolve to share that passion with the world. Four artist-entrepreneurs in Tallahassee are driven to share their artistic vision with their audiences. The Tallahassee Bach Parley consists of musicians playing Baroque-era music with replica period instruments from 300 years ago. The Mickee Faust Club is a “weird and wacky” theater company, including LGBTQ and the disabled performing political and socio-sexual satire based on Faust. Anderson Brickler Gallery provides space for art in South Tallahassee, featuring works on paper by Modern, Post-War, and Contemporary artists with a focus on African Diasporan artists. Finally, the Blue Tavern offers a venue for folk and blues music. story by MARINA
BROWN
The Art Business
Word of South, an annual festival taking place at Cascades Park, promises a weekend of art, literature, and music and is a perfect venue for authors, artists, and musicians to find their fans. For 11 years, hundreds of attendees have headed to Tallahassee’s city center of Cascades Park for a weekend that celebrates writers and musicians, exploring the special ways in which literature and music merge, attracting thousands of locals, as well as visitors from South Florida and surrounding states. Though publicity won’t immediately pay the bills, for a weekend in April, Word of South puts artists on stages to showcase their talents and helps art-centric businesses display their products and services. For days and years after, this exposure creates a ripple effect of support. story by REBECCA PADGETT FRETT
46
Making it Big with Small Business
Several businesses find success while remaining small. 850 Business Magazine provides a Q&A with the owners of three Tallahassee treasures: Food Glorious Food, Gilliam Brothers Barber Shop, and Lofty Pursuits—businesses that have been serving our community for at least 20 years and have seen the rise and fall of competitors. The pandemic shuttered many businesses across the U.S., but these local favorites are still standing. Here, we look at what has motivated their years of success.
compiled by HANNAH BURKE
ON THE COVER: Entrepreneurs in Pensacola looking for a launchpad without committing to an expensive launch are reaching new heights by initiating their startups at Co:Lab. Approximately 80 percent of startups fail, but according to director of entrepreneurial development Patrick Rooney, entrepreneurs starting in his coworking space are defying the odds. “We’re getting close to our [occupancy] goal, which is 80 percent,” Rooney said. In their 17th year, Rooney estimates between 80 and 100 businesses have started there. PHOTO BY MIKE FENDER
Playbook
17
TALLAHASSEE’S COFFEE CONNECT
Jason McArthur may not yet hold his mythic golden fleece, but he has a real treasure with Argonaut Coffee. McArthur’s space in Cascade’s Park offers a quiet atmosphere for students, lawyers, and authors to indulge in their favorite java while connecting with other patrons. McArthur quit a lucrative career in IT to pursue his dream. The journey has been long but well worth it.
22
NICEVILLE TUTORING Rebecca Beard’s passion for teaching was evident long before she founded Niceville Tutoring LLC. The educator began her career teaching science at a middle school before moving to a high school, where she became known for her ability to simplify complex concepts and connect with her students. Recognizing the need to support struggling learners, she started tutoring on the side, which turned into her new career.
26 TIPS OF THE TRADE
Creating a successful business comes with many challenges. Having a passion is a good start, but it takes more than a labor of love to get a business off the ground. There are tips and tricks aspiring entrepreneurs need to know before venturing forth to share their trade with the world.
Periscope
51 CO:LAB PENSACOLA
Coworking spaces are a great way to get a business started, but few incubators offer the support necessary to launch a start-up. Approximately 80 percent of start-ups fail within the first five years. Co:Lab out of Pensacola aims to change that. The coworking space is currently home to 22 start-ups, which equates to about 70 percent occupancy. Two more are scheduled to start very soon. Businesses entering the space have a high rate of success within five years. 60
56 THE GARDEN Food halls and kiosks are a great testing ground for wouldbe entrepreneurs. Rather than draining savings on a storefront, restaurateurs can test their dishes at The Garden at Palafox and Main in Pensacola. The downtown open-air dining experience features outdoor, uncovered patios for vendors
to operate out of on-site Airstream-style food trucks. With ample foot traffic, this is an ideal location for businesses to get their start.
60
A NEW TATTOOING
ERA There is no higher-stakes art than in the tattoo industry. Artists must be the best at their crafts,
but getting to the top can be very competitive. New pen technology is changing the landscape, forcing many artists to evolve to keep up with their competitors. However, not all change is bad. In the early 2000s, the vast majority of tattoo artists were men, but now women make up nearly 44 percent of the industry. Globabally, the tattoo business is still dominated by men, who make up approximately 75 percent of artists worldwide. Many artists spurned by toxic practices are banding together to support and teach each other tricks and tips to thrive in the competitive industry.
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EDITORIAL
EDITOR David Ekrut, PhD
PUBLISHER MCKENZIE BURLEIGH
SENIOR EDITOR Rebecca Padgett Frett
SENIOR COPY EDITOR Melinda Lanigan
STAFF EDITOR Paige Aigret
CONTRIBUTING WRITERS Hannah Burke, Marina Brown, Mike Fender, Laurie Einstein Koszuta
CREATIVE
PRODUCTION MANAGER Daniel Vitter
DESIGN DIRECTOR Jennifer Ekrut
STAFF ART DIRECTORS Saige Roberts, Sarah Burger
CONTRIBUTING PHOTOGRAPHERS Dave Barfield, Elizabeth E. George Photography, Mike Fender, Molly Hamilton, Tim Jackson, Rebekah Langston, Bob O’Lary, Erich Martin, Sean Murphy, Nicole Myrhe, Jordan Ramos, Saige Roberts
SALES, MARKETING & EVENTS
SALES MANAGER Lori Magee Yeaton
DIRECTOR OF NEW BUSINESS DEVELOPMENT, EASTERN DIVISION Daniel Parisi
Evolution is a necessary aspect of business. With a landscape of ever-changing technological advancements and innovative ways to conduct business, companies must adapt to survive to reach and retain clients and customers. Though this notion is far from new, forecasting change has been complicated by the rise of artificial intelligence, which will force us all to amend our five-year plans to stay competitive.
Magazines are not immune to the changing times. Firmly in the middle of the digital age, you might feel a twinge of irony reading a letter from an editor in a printed magazine, discussing the need to adapt to the times. Life (In Print: 1936-2007), Parents (1926-2022), and The Washington Post Magazine (19862022) have joined the increasing list of magazines ceasing regular print editions in favor of a digital format.
Nonetheless, I posit that there is still a market for print. According to News/ Media Alliance, 87 percent (223.6 million people) of the adult population in the United States reads at least one magazine over a six-month period. The research also showed that print ads often yield a higher ROI (return on investment) than digital media and that people prefer the feel of the pages between their fingers to reading on a screen.
Additionally, a large meta-analysis in Spain published in 2023 involving 469,564 participants over a 22-year period showed lower comprehension and knowledge retention for readers with a digital copy of stories versus those who read printed materials. The study included e-magazines, e-books, and e-comics, as well as blogs, websites, and forums. Continued comprehension is greater across one’s lifespan for those who pick up printed materials.
Competition for writers is fierce. With AI now “writing” up to 5.8 percent of news articles, we are inundated with more literature than we can consume in at least 10 lifetimes. According to a report from University Hospitals, doomscrolling—the act of constant consumption of digital media—worsens the effects of anxiety and depression, reinforces negative thoughts and feelings, can cause sleep problems, and increases stress hormones.
We pick up our phones and tablets, let the internet puke words and images into our minds, then we instantly forget most of what we saw, feeling worse and losing sleep. Why?
Dopamine. This feel-good chemical is a neurotransmitter responsible for reward, motivation, and pleasure, released in our brains when we stare at the pretty lights, but it turns out that constant stimulation can destroy our attention spans and inhibit our ability to focus in the long term. We treat our media like a short-term drug, needing a constant fix to feel good, all the while losing knowledge, mental acuity, and much-needed slumber.
My challenge to those reading these words—written by a Luddite human who refuses to ever give up his pen— especially those seeing it through lights projected on a screen, would be to pick up a printed magazine
or book and unplug. Replace your doomscrolling with leisure reading at least twice per week.
In a month, when you are less anxious and more mentally connected to your life, you will thank me.
In this issue, we take a deeper look at the business of small business in Northwest Florida. We have a section on getting started with tips on how your passion and products can become an entity in Florida. We share stories from some of our local favorites, some with more than two decades of longevity, looking behind the scenes and discussing what made them successful. We finish with words of wisdom from these business owners in our Closing Bell.
As always, thank you for reading.
David Ekrut, PhD dekrut@850businessmagazine.com
→ DO YOU HAVE A STORY OR KNOW SOMEONE WITH AN INTRIGUING BUSINESS MODEL? Please feel to reach out to me anytime at dekrut@850businessmagazine.com.
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Motivated by Hope
Finding the best in people and community
In 1958, a father of five suddenly found himself as a single Dad when his former wife left him for another man. Realizing his children needed a better foundation than he could provide at the time, he was forced to turn his children over for foster care services.
Carol Carlan was three years old when she went into foster care and experienced six di erent households before graduating from high school. With little money and less support, she made her way through college by working at a local bookstore, graduating from Pensacola State College. She also completed the Florida School of Banking program out of the University of Florida and has become one of the most impactful and inspiring women in the region.
A 2015 850 Business Magazine Pinnacle recipient, Carlan serves as this year’s keynote speaker, addressing our 11th Pinnacle Awards Luncheon on March 26, 2025, at Sandestin Golf and Beach Resort. Her inspiring life story and many moments of resilience and hope have shaped who she is today.
As the first female president of Wachovia Bank, her career spanned more than 30 years. Carlan is also a prolific philanthropist, having served on over 35 nonprofit organizations, including as an emeritus member of the Pensacola State Foundation, inaugural chair of the Institute of Human and Machine Cognition (IHMC), and is the longest serving trustee of Pensacola State College Board of Trustees. She is also a founding member of The Pace Center of Girls Escambia/Santa Rosa and 125th chair of the Greater Pensacola Chamber.
I was invited back to participate in the Pensacola Chamber’s AlltogethHER
event again this year, sponsored by Carol Carlan, where she and eight other women shared their stories. The positive reoccurring message throughout the day was to view life as an opportunity. Carlan does not see herself as a victim of circumstance, but instead, she feels lucky and grateful for the journey she has experienced and strives to impart the same hope she feels in others.
As an entrepreneur, leader, and businessperson in our community, I walked away from this event being motivated to share Carlan’s message of hope through positive actions. There are countless sources of negativity in every part of every day, but I choose to be a light for the people I encounter. When my day feels impossible, I think of the incredible people along my journey, and I find the hope I need to carry me forward. My mission is to be the same for the other people in my life.
As leaders, there are small ways we can give hope to others. We can mentor young professionals or connect them with someone in your network. A simple phone call might create opportunities for someone who is just starting out that might take them years to cultivate on their own. I aim to pay it forward as o en as I am able because none of us have gotten to where we are alone. Though connected via Teams calls and social media 24/7, sometimes
we are less connected than ever before, and many of us has forgotten that “it takes a village.” Despite our di erent backgrounds, we are all one community. When one of us is li ed, we are all li ed.
If we can look outside of screens, our problems, and our “self” for long enough, we can make our city, region, and state shine, one person at a time.
That is the message of Carol Carlan, which is evident in her life and her legacy. I walk each day, aiming to following in her footsteps, obliged to share her wisdom and grace with those in my path.
McKenzie Burleigh mburleigh@palmbeachmedia.com
BY
PHOTO
TIM JACKSON
850businessmagazine.com
ULTIMATE HILTON SANDESTIN BEACH RESORT GETAWAY
Our work lives can be very rewarding but also challenging, and it’s important to achieve a healthy work-life balance. There’s no better way to unplug, relax, and unwind than by experiencing an amazing Ultimate Hilton Sandestin Beach Resort Getaway. Enter to win the escape you’ve been longing for!
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GIVEAWAY
UNDERWATER MUSEUM GETAWAY ADVENTURE
We are giving away two tickets to the sixth annual Dine + Dive Fundraiser event, held on Wednesday, April 30, 2025 from 6-9 p.m. at Grand Boulevard Town Center. This fine art, food, and wine event igniting all of the senses will benefit the nation’s Underwater Museum of Art (UMA). Expanding the former Under the Sea event, this night will feature tasting stations from popular area restaurants, incredible wines to sample, the Art Month Silent Auction, and continuous live music! For more information, visit 850BusinessMagazine.com/ underwater-museum-getaway-adventure.
JOIN US
MARCH 26, 2025 FOR THE 11TH ANNUAL PINNACLE AWARDS
Thank you for your nominations. Now, it’s time to save the date and plan to gather with keynote speaker Carol Carlan, on Wednesday, March 26, from 11 a.m.-2 p.m. at Hotel Effie located within Sandestin Golf and Beach Resort in Miramar Beach as we honor 12 outstanding women from across Northwest Florida. For more information, visit 850BusinessMagazine.com/ pinnacle-awards.
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EMERALD COAST // LOCAL HONORS
CHELSEA O’SHIELDS WILL HELP LEAD HHM AS THE FIRM EXPANDS
HHM CPAs is excited to announce the relocation of Chelsea O’Shields, CPA, to the firm’s Pensacola office. O’Shields, who has been with HHM for nine years, will help lead the firm’s efforts as it continues to grow and expand in the Pensacola area. With almost a decade of experience at HHM CPAs, O’Shields has built a strong reputation for her expertise in tax strategy and client service. She specializes in creating tax solutions and planning that help business owners save on taxes through a variety of strategies. O’Shields’ focus includes identifying and consulting on state and federal tax credits, leveraging accelerated depreciation opportunities, structuring mergers and acquisitions (M&A) transactions to maximize tax savings, and more. O’Shields’ journey at HHM began in 2015 when she was hired as a tax season intern. Her passion for learning and dedication to client success led her to transition into a full-time role with the firm’s accounting and tax teams, where she quickly became a key player. Over the years, she has honed her skills under the guidance of HHM’s leadership, earning the trust of clients through her strategic approach and attention to detail. As a leader in the Pensacola office, O’Shields will continue to lead tax and assurance engagements.
CAPITAL
LOCAL HONORS
The Board of Directors of the Florida Housing Finance Corporation (FHFC) has unanimously elected Sandra Veszi Einhorn as chair of its board of directors. With over two decades of leadership in the housing and nonprofit sectors, Veszi Einhorn has become one of Florida’s foremost advocates for promoting bipartisan solutions to address housing affordability issues. Her wealth of experience and commitment to economic mobility through housing stability will continue to support legislative efforts and bring together stakeholders in a collaborative way. Veszi Einhorn has served on the board since being appointed by Governor Ron DeSantis in 2019 and most recently served as the corporation’s vice chair and chair of its audit committee. As the executive director of the Coordinating Council of Broward since 2016, Veszi Einhorn has been at the forefront of housing advocacy in Broward County and across Florida. She was instrumental in the 2018 referendum that created the Broward County Affordable Housing Trust Fund, providing a critical revenue stream to support development and preservation. Under her leadership, the Coordinating Council
also published Housing Broward: An Inclusive Plan, the county’s first comprehensive housing strategy. Additionally, she has led successful efforts to raise awareness and combat the stigmas surrounding housing affordability. She played a key role in developing marketing strategies that fostered broader community support for affordable housing initiatives, helping reduce resistance to new projects and foster partnerships across sectors.
A renowned Florida State University particle physicist has earned a major award from one of the country’s preeminent physics organizations, recognizing her career achievements that have helped drive the field of physics forward for decades. Laura Reina, FSU Distinguished Research Professor and Joseph F. Owens Endowed Professor in the Department of Physics, is the recipient of the 2024 Jesse W. Beams Award from the Southeastern Section of the American Physical Society (SESAPS), a scientific organization committed to advancing physics and creating a professional community for physicists. Reina, who earned her doctoral degree in elementary particle physics from
the International School for Advanced Studies in Trieste, Italy in 1992, joined FSU’s faculty in 1998. Since coming to FSU, Reina has earned awards including the FSU First Year Assistant Professor Award, the FSU Dirac-Hellmann Award, the FSU Developing Scholar Award, a Graduate Teaching Award, and the FSU PAI Award for Excellence in Teaching and Research. She was elected as an APS fellow in 2005, and in 2013, she earned the Fellowship of the American Association for the Advancement of Science. In 2024, Reina was elected to the Academy of Science, Engineering and Medicine of Florida.
Florida State University Associate Professor of Special Education Jenny Root has been selected as one of about 400 scientists and engineers to receive the Presidential Early Career Award for Scientists and Engineers (PECASE), announced in January by the White House. The PECASE award is the highest honor bestowed by the U.S. government on outstanding scientists and engineers early in their careers. Root is one of 10 U.S. Department of Education recipients selected by President Joe Biden and only the third faculty member from FSU to ever receive
the award. Root, a faculty member in the School of Teacher Education at the Anne Spencer Daves College of Education, Health, and Human Sciences, focuses her research on instructional methods to promote academic learning for students with autism and intellectual disability. She began as an assistant professor at FSU in 2016 and has received several honors, including the FSU Graduate Teaching Award in 2023. She has taught nearly 30 courses and helped write more than 60 journal articles and books.
NEW & NOTABLE Blueprint Intergovernmental
Agency, Leon County Government, and the City of Tallahassee celebrated the groundbreaking of the Northeast Park project located adjacent to Roberts Elementary and Montford Middle School on Centerville Road. Construction of the park is slated to be completed by late 2026 and will introduce a new array of recreational opportunities to Northeast TallahasseeLeon County and include a diverse mix of active and passive recreational facilities designed to meet the community’s needs. Planned amenities include two full-sized, lighted baseball/softball fields, one lighted multiuse field, four pickleball courts, a basketball court, three sand volleyball courts, walking trails, a playground, open green space, a restroom
and community center, concession stand, and paved parking with electric vehicle charging stations.
EMERALD
COAST
LOCAL HONORS
Ascension Sacred Heart Emerald Coast has been recognized as a Maternal Levels of Care verified hospital by The Joint Commission through its collaboration with the American College of Obstetricians and Gynecologists (ACOG) and support from the Florida Perinatal Quality Collaborative. U.S. News & World Report has also named Ascension Sacred Heart Emerald Coast as a 2025 High Performing Hospital for Maternity Care. This
prestigious designation is the highest recognition a hospital can earn in the Best Hospitals for Maternity Care annual ratings. Additionally, U.S. News recognized Sacred Heart Emerald Coast as a Maternity Care Access Hospital, for its essential role in serving underserved communities at risk of becoming maternity care deserts. Only 118 hospitals— representing just 14 percent of all evaluated hospitals—earned this distinction for their critical contributions to maternity care access.
Ascension Sacred Heart announced that two of the system’s hospitals, Sacred Heart Pensacola and Sacred Heart Emerald Coast, have been named to Newsweek’s prestigious
2025 list of America’s Best-In-State Hospitals, placing the Sacred Heart facilities alongside just 25 other hospitals in Florida. The Sacred Heart hospitals were the only two in the Panhandle to be featured on the list. Newsweek and Statista highlighted 700 hospitals across the United States to help consumers find trusted medical facilities. This year, the rankings were compiled using quality metrics from the Centers for Medicare & Medicaid Services and the American Hospital Association Annual Survey of Hospitals Database, a nationwide online survey among medical professionals, results from Hospital Consumer Assessment of Healthcare Providers Systems patient experience surveys
LEON COUNTY APPOINTS NEW FOREST PATROL DEPUTY TO COVER REGION
The Leon County Sheri ’s O ce (LCSO) and Leon County Government introduced a newly activated Forestry Patrol Deputy, further strengthening public safety and expanding law enforcement coverage in western Leon County including the Apalachicola National Forest. This newly activated Forestry Patrol Deputy will provide dedicated law enforcement coverage across the region, including the expansive Apalachicola National Forest.
and a voluntary Patient-Reported Outcome Measures implementation survey.
Quest Hospitality is pleased to announce Tory McPhail as its new director of culinary for the hospitality group and as executive chef for The Citizen and Fonville Press, leading the kitchens at both restaurant concepts. Originally from Ferndale, Washington, McPhail followed his passion for cooking and attended culinary school at South Seattle College, where he graduated top of his class. McPhail brings to Quest Hospitality team extensive experience from working at multiple renowned establishments, including Commander’s Palace in New Orleans, Louisiana; The Breakers Hotel in Palm Beach, Florida; L’Escargo and The Picasso room in London, England, and The Mongoose in St. John, U.S. Virgin Islands. In addition, he played a key role in opening two additional locations of Commander’s Palace in Las Vegas, Nevada, and Destin, Florida. In 2013, McPhail received the James Beard Foundation Award for Best Chef: South. Shortly after, the U.S. State Department selected him as a Culinary Ambassador, traveling the world to explore the impact of various cultures and cuisines. Most recently, he worked at the Crazy Mountain Ranch in Montana as the executive chef and
director of food and beverage. McPhail will focus on continuing to build upon the positive and collaborative team environment at both of the Alys Beach restaurants while also elevating beloved dishes and bringing new creativity to the menus, prioritizing locally sourced ingredients and refined techniques.
ATOR Labs and RSAE Labs, two tenant companies at the TechFarms business incubator in Panama City Beach, finished first and second in a pitch competition held at the Institute for Human & Machine Cognition in Pensacola in December. Space Florida, the state’s aerospace finance and development authority, sponsored The Takeoff: Northwest Florida Pitch Day, along with event partners TechFarms Capital and Saltmarsh accounting services. ATOR Labs, a leader in the development of respiratory protective device testing devices, earned this inaugural event’s top prize of $20,000. RSAE Labs, a provider of systems used to track assets across the global intermodal transportation network, earned $7,500 with its presentation. The competition served to connect startups with investors and to accelerate the scaling up of business models.
NEW & NOTABLE
Sandestin Golf and Beach Resort, the premier destination
resort on Florida’s Emerald Coast, is thrilled to announce the comprehensive renovation of its acclaimed Burnt Pine Country Club, an exclusive social club within Sandestin’s private golf community of luxury residences. This investment highlights the resort’s commitment to world-class golf and dining for guests and members. The 10,000-square-foot country club’s updates include new amenities and design, and it now hosts group events and weddings for up to 120 guests. In partnership with Sara Becnel of Sandestin Investments LLC, Design Continuum enhanced the country club’s aesthetics and functionality, enriching members’ experiences. The new design merges modern luxury with coastal charm, creating an inviting space for lunches, events, gatherings, and weddings.
The Agency has opened its newest office at Sandestin Golf and Beach Resort in Miramar Beach. Known as The Agency Sandestin, this marks the global real estate brokerage’s sixth location in Florida, joining its offices in Miami, Fort Lauderdale, Naples, Orlando, and Palm Beach. This expansion solidifies Sandestin’s reputation as a premier destination for luxury living and real estate. The Agency
Sandestin offers clients unmatched access to cutting-edge marketing, public relations, and technology resources. For buyers and sellers seeking world-class real estate services, The Agency Sandestin is the premier choice for those looking to invest in the Emerald Coast’s unparalleled lifestyle. Leading The Agency Sandestin is managing partner Sara Becnel, a seasoned professional with decades of experience in the real estate industry. Becnel’s deep understanding of the local market and passion for excellence will guide the office as it serves the greater Miramar Beach area, including Sandestin Golf and Beach Resort.
Additionally, The Agency announced Glen Stegemann as the new broker and executive director. Stegemann brings over 30 years of experience in sales management and operations to his new role. Having led high-performing teams and established successful real estate ventures across Florida, Stegemann’s track record speaks for itself. Before joining The Agency, he served as managing broker for Royal Shell Real Estate in South Florida and co-founded Summit Real Estate Group and
Barclays Real Estate Group. Stegemann’s career also includes serving as vice president of sales for stock development, where he honed his expertise in luxury residential real estate.
I-10
LOCAL HONORS
Sea Tow Big Bend, servicing Dekle Beach to Carrabelle, Florida, including the St. George Island State Park, is proud to announce it was recognized as the 2024 Franchise of the Year. During Sea Tow International’s annual meeting in Orlando, Florida, franchise owners and their team members are celebrated for their outstanding service, sales, marketing achievements, community support, and more. The Franchise of the Year award exemplifies Sea Tow’s high standards of service and operation. Sea Tow Big Bend franchise owners Joel and Tracie Singletary were honored with this achievement as they have shown excellence by embracing and participating in all aspects of the Sea Tow system. They remain focused on both current and future membership opportunities while providing outstanding on-water assistance and seeking additional revenue opportunities. Sea Tow Big Bend is committed to its local community and is seen as a valuable resource to others while always striving for exemplary customer experience.
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Violent Femmes and Tallahassee Symphony Orchestra
Danny Bedrosian featuring George Clinton and members of P-Funk
BJ the Chicago Kid • Chris Bohjalian • Oliver Hazard • Jeff VanderMeer
American Aquarium • Madeleine Peyroux • The Hails • Tommy Prine
Mollie Hemingway/Jess Bravin/Del Suggs • The Cactus Blossoms
M.O. Walsh • Delfeayo Marsalis/Herlin Riley• Jami Attenberg/Kristen Arnett
Jacqueline Trimble/Ashley Jones • The Shindellas • TJ Norris and the Wednesday Night Revival
Blake Dowling/Charlie Mars • The Rough and Tumble • Diane Roberts/Mark Hinson
Mark Mustian • Robert W. Fieseler/Kim MacQueen • Jett Holden • Justin St. Clair
Annie B. Jones/Craig Pittman/Frank Douglas • Dalia Colon/Fred Wheatt • Larry Mitchell
Leon Anderson Quartet • Kristy Lee • Secret Army • Bathe Alone • David Kirby
Pharaohs of Funk • Sean Pittman • Jimmy Kimbrell/Rafael Gamero • Ann Camp
Pat MacEnulty/Madeline Martin • Danny Goddard • BadDog Mama
Maddy Walsh • Maurice Mangum • Rachel Hillman • The Eyrie The Rickards High School Marching Raider Band
photography by DAVE BARFIELD
In the business world, the co ee shop is the great connector.
On our way to work, we stop by our favorite shop to fuel up for the day. We schedule new client meetings at a cafe that’s the midpoint for both parties. For those who work remotely or own a business, a co ee shop o en serves as an o ce space.
This setting, this place of pause and connection brimming with the aroma of freshly brewed co ee beans, has always appealed to Jason McArthur, owner of Argonaut Co ee in Tallahassee.
While McArthur was pursuing an IT degree at Florida State University, he got a part-time job as a barista at
← Jason McArthur, owner of Argonaut Coffee, at his bar. As a brand, Argonaut is known for roasting Panther Coffee based out of Miami and making their own syrups in-house. →↘ The larger space allows McArthur to partner with and promote other local businesses such as Tasty Pastry, Three Sons Bakery, and Tally Kombucha.
the bustling midtown Tallahassee location of RedEye Co ee. Upon graduation, a er spending a year working in the IT sector, he concluded the field wasn’t for him.
As he was going back to school, this time for exercise physiology, McArthur was presented with the opportunity to advance in the co ee industry, becoming assistant manager and then manager of RedEye.
In the years it took to gain his degree, to his surprise, McArthur found that not only did he enjoy managing a co ee shop, but he was also good at it.
“The sta at RedEye, particularly the manager who trained me at the time, the late Helen Michael, taught me how to be a good manager and all the intricacies of running a very busy co ee shop,” says McArthur. “I realized I was able to use my IT-oriented brain to problem solve while also using the part of me that seeks connection with people.”
Although he decided not to go into practice, his journey with physical therapy wasn’t over.
In the median of deciding his life’s path, he recalled a conversation he had a few years earlier with Dr. Aaron Guyer of Tallahassee Orthopedic Clinic who expressed his interest in one day opening a co ee kiosk inside of TOC.
McArthur realized he already had a name for his own co ee shop. In another life, where he possessed musical talent, he dreamed of naming a band Jason and the Argonauts. Knowing he made a better businessman than band frontman, he ventured forward with the name based in Greek mythology.
by
In late 2019, McArthur launched Argonaut Co ee, serving co ee, espresso, tea, and a variety of pastries in partnership with local bakers, inside of TOC’s main clinic.
“I’m a Tallahassee native, and I used to be a competitive cyclist; therefore, I spent a good amount of time at TOC throughout my life,” says McArthur. “It felt like fate or good karma that years later, I am able to make other people’s wait times more enjoyable.”
McArthur began Argonaut at the end of 2019, not knowing what 2020 had in store. He credits the survival of his small business through the pandemic to a few factors: quality sta , his connections as a Tallahassee native, and the fact that people still visited medical o ces during the time, and o en that cup of joe made their day during bleak times.
photography
DAVE BARFIELD
↑ Argonaut Coffee opened its Cascades location in November 2023. The shop had garnered enough business to secure a $101,813 grant for improvements from the Downtown Redevelopment Commission. Additions included an interior brick accent wall to align with the aesthetic of downtown and an enhanced outdoor seating area (far right).
On the other side of 2020, Argonaut enjoyed locations in both Midtown and on the campus of Goodwood Museum & Gardens. For various and o en unavoidable reasons, neither location worked out, although he credits the Midtown location for bringing the brand substantial community awareness.
In November of 2023, a coveted spot in Cascades Park opened up. A scenic and popular destination for locals and visitors, McArthur is more than content with the influx of business at his second location.
By May of 2024, the shop had garnered enough business to secure a $101,813 grant for improvements from the Downtown Redevelopment Commission. Additions included an interior brick accent wall to align with the aesthetic of downtown and an enhanced outdoor seating area.
The larger space allows McArthur to partner with and promote other local businesses such as Tasty Pastry, Three Sons Bakery, and Tally Kombucha. As a brand, Argonaut is known for roasting Panther Co ee based out of Miami and making their own syrups in-house.
McArthur believes it’s these personal, localized touches that di erentiate his co ee.
“It’s really important to me that what we sell in store is Florida made and of the highest quality,”
says McArthur. “The importance of quality products and a quality sta is something I learned at RedEye and keep with me today.” McArthur credits his staff more than himself for Argonaut’s continued success. While he still can be found flexing his barista muscles here and there, he’s largely put the day-to-day operations in the hands of his trusted staff, particularly his general manager, Maggie Amato . Being able to focus on the big picture of his company, McArthur looks forward to a future of furthered community connection. He envisions a stacked events calendar of trivia nights, wine tastings, and
possibly a writing group meet, as an aspiring novelist himself.
“I want people to come into Argonaut and feel at home in this community, that it’s reflective of the spirit of Tallahassee,” explains McArthur. “I once had a customer tell me when he had just moved to town, I made him feel welcome, like an ambassador of Tallahassee. That was probably one of the best compliments I’ve ever received.”
McArthur can o en be found suggesting his favorite local restaurants and haunts to any customer willing to listen. When not sipping a chai (an underrated menu favorite) while overseeing the shops, McArthur and his partner can be found on
Argonaut General Manager Maggie Amato
It’s really important to me that what we sell in store is Florida made and of the highest quality The importance of quality products and a quality staff is something I learned at RedEye and keep with me today.”
—JASON
MCARTHUR, OWNER OF ARGONAUT COFFEE IN TALLAHASSEE
Northwest Florida trails, particularly St. Marks Nature Preserve.
When asked about the future, McArthur smiles with the contentment of being happy with the now. Business is steady, the product is at its best, and the sta is his point of pride.
“What I want for Argonaut more than anything is to keep being a place of connection,” says McArthur. “I love the smell, the ambience, the
feeling of a co ee shop, but what really makes that all the better are the people in the shop enjoying that together. It’s always been about the people for me.”
If you find yourself in Argonaut, look to the table next to you. You just might find McArthur working on his sci-fi novel. Don’t feel bad interrupting to ask him what to do this weekend in Tallahassee. He’s happy to help. ▪
Beyond the Books
Niceville Tutoring LLC turns education into opportunity
story by LAURIE EINSTEIN KOSZUTA
Tutoring is a lucrative profession and is o en used to supplement a teacher’s salary. Beginners can charge as low as $15 per hour, while those with more experience can receive as much as $80 per hour for high-demand subjects such as math, science, and preparation for ACT/SAT and other standardized tests.
However, it takes more than an understanding of a subject to succeed and grow a tutoring business. There can be sti competition in metropolitan areas, and most tutors get started via word of mouth. Success requires more than expertise in a subject.
Rebecca Beard’s passion for teaching was evident long before she founded Niceville Tutoring LLC. The 32-year-old educator began her career teaching science at a middle school before moving to a high school, where she became known for her ability to simplify complex concepts and connect with her students. Recognizing the need to support struggling learners, she started tutoring on the side.
Beard le that position and moved to North Carolina with her husband, where she says, “I collaborated with schools to support the educational needs of in-patient high school students in a psychiatric hospital. I also continued tutoring and realized I loved it more than traditional classroom teaching.”
A er five years, she returned to Niceville to be closer to family, and Beard was determined to turn her side hustle into a full-time business. Beard started small by advertising her services on local Facebook groups and relying on her positive reputation.
“My growth was fast,” Beard notes. “Parents, high schoolers, and college students contacted me for help, particularly in math and for test prep. So many of my students struggle with learning di culties like ADHD and need support to catch up academically.”
Initially, Beard met students in public spaces such as co ee shops and libraries. “Before long,” she recalls, “my schedule was fully booked, and I had a waiting list.”
← Founder of Niceville Tutoring, Rebecca Beard began tutoring as a side hustle. ↗ Her business has expanded to include over 20 tutors, mentoring students on all academic subjects, as well as preparing pupils for college entrance exams.
By February 2024, Beard o cially launched Niceville Tutoring LLC.
“As demand grew, it became obvious I needed a dedicated space. I’d been eyeing a vacated church o ce building for over a month, crunching numbers and building the courage to make it happen. The space was ideal, with rooms for individual tutoring, a group area, and personal space I could use.”
Beard vetted independent contract tutors and hired tutors whose teaching styles and experience aligned with her mission for student success.
“We’ve turned down candidates who didn’t meet our standards.” Many of the more than two dozen tutors are current teachers or retired educators specializing in elementary education, while others assist college students with advanced subjects like calculus and science
The length of each session varies based on age and need. Primary
←↓ Primary students typically have 30-to-45-minute sessions, while middle schoolers and college students have up to two hours in a single session.
students typically have 30-to-45minute sessions, while middle schoolers have hour-long sessions. Older students generally are longer at 90 minutes to two hours. Beard also o ers separate pricing for homeschoolers, which requires more extensive lesson planning. Beard and another tutor take on SAT and ACT preparation sessions due to the intensity of preplanning.
Starting the business did come with challenges. “I know the material, the state standards, and how to teach, but the business side was entirely new to me,” she explains. “I did a lot of research to find tools and so ware to help streamline operations and improve e ciency.”
Beard’s husband, who has a background in computer science, is assisting by developing custom so ware to further streamline operations.
In just a year, Beard saw her monthly sessions double as she added new tutors. By the end of her first year, the business has already shown a profit.
Today, Niceville Tutoring serves students across Santa Rosa Beach, Niceville, Fort Walton Beach, Crestview, Milton, and Freeport. Scaling the business has involved balancing a growing client base with administrative responsibilities. A customer service associate manages sales calls, matches students with tutors based on location and need, and handles onboarding.
“We also partner with school choice programs to support private and public school students with failing test scores. Those programs help families access funds that pay for tutoring. For me, Niceville Tutoring is more than a business,” Beard emphasizes. “I want to make a lasting impact on student education.” ▪
As demand grew, it became obvious I needed dedicated space. I’d been eyeing a vacated church office building for over a month, crunching numbers and building the courage to make it happen. The space was ideal, with rooms for individual tutoring, a group area, and personal space I could use.”
—REBECCA BEARD, FOUNDER OF NICEVILLE TUTORING LLC
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A Start Guide for Aspiring Entrepreneurs
Protect your business—and yourself—from the outset
story by DAVID EKRUT, PHD
There is an old adage by Confucius that says, “Choose a job you love, and you will never work a day in your life.”
Arguably one of the most brilliant Eastern philosophers of all time, he lived during simpler times. In the modern market, love is not enough to create a successful enterprise. Passion alone will not keep the doors to a business open or help build the foundation necessary to succeed. More importantly, in this economy, love of one’s work does not keep the lights on, put food on the table, and all the other necessary activities required to perpetuate a business.
Starting a business is not for the faint of heart. According to the U.S. Bureau of Labor Statistics, nearly one quarter (23.2 percent) of businesses will fail within the first year. By year 10, 65.3 percent of businesses shutter their doors and close shop. That leaves roughly 3 in 10 businesses that will endure. Many budding entrepreneurs would say they are married to their business, but like any good relationship, sometimes love, sweat, and tears are not enough.
Speaking to countless businesses, big and small, will reveal one indelible factor: Commitment, resilience, and constant planning are also requirements for building a successful business. Also, one cannot forget about the luck factor.
The best planning and optimal launch of a well-constructed business model can be derailed
by a natural disaster, pandemic, or other unforeseeable events. Unpredictable changes to legislation can render a person’s business idea untenable or even illegal, which is why the first step to any venture should be incorporation.
Starting a home catering business? Great. What happens when a client gets food poisoning and blames the products?
As a sole proprietor, the cook can be held liable for any and all business liabilities.
Every business carries risks, but there are ways of mitigating risks and protecting personal assets. Before running a credit check for
a loan for a storefront or taking a batch of pastries to the food market, the business must be born as its own entity.
For example, as a singlemember LLC (Limited Liability Company), Patrick’s Perfect Pastries, LLC is a separate legal entity from Patrick. While Patrick may run the business and operations, the LLC has its own federal identification number, pays taxes, has a bank account, and is held responsible for damages in the case of misfortune.
In other words, if Patrick’s client does not know to refrigerate their white-chocolate raspberry cheesecake, leaves it
out for three days, then wants to blame Patrick for becoming ill, the LLC takes the financial hit in the case of damages, rather than Patrick.
There are fees associated with starting an LLC, and the business must stay in compliance, cannot be recognized globally, and might be taxed in other countries. However, the major benefits are that a board of directors is not required, and personal property/ assets are protected from any business liability.
Businesses can also become an S Corporation (S Corp), which allows up to a maximum of
100 shareholders that all have common stock in the company, which essentially means that all shareholders have voting rights and receive dividends based on their number of shares. S Corps are required to have board members and hold meetings with strict rules on keeping records of the minutes. C Corps are similar to S Corps but are recognized internationally, and owners may get preferred stock in the company, which comes with priority to receive dividends.
Choosing the entity type depends on the business model and preferences of the owner. While a tech company
specializing in global mitigation of cyber threats might prefer international recognition that comes from a C Corp, a landlord trying to lease a single recently purchased townhome would likely benefit more from an LLC, as would an artisan selling arts and cra s at a farmers market or starting a home cottage.
In Florida, sunbiz.org is a great resource for establishing an LLC, but law o ces also specialize in helping with Articles of Organization and registering. Additionally, legal teams carry the added benefit of o ering legal advice during the formation of the business entity, as well as annual filing.
A er forming the entity, there are ways to generate funding beyond grinding away at the day job, such as taking advantage of Florida’s Small Business Loan Support Program, a state incentive to help new businesses. Tallahassee also has the O ce of Economic Vitality with resources available to help new and developing businesses. Local municipalities also o er grants when trying to develop businesses in new or gentrified areas.
Newly formed entities might face challenges trying to build the credit necessary to qualify for a loan. One trick is to get a credit card from a retailer, such as a home goods store, home improvement store, or a larger bank. Even if there is an annual fee for the first card, using it each month will establish credit for the business and help with future loans.
There are also cost-saving measures and incubators (See Domi Station in Tallahassee or Co:Lab in Pensacola) that o er cheaper rent for certain types of businesses, as well as shared working space and other intangible resources. Rather than going all-in and pouring savings into a dream, it could be worthwhile to rent a kiosk in a strip mall for a retail business—see The Garden in Pensacola (page 56) that also o ers a launch pad for retailers. Other options are opening a kiosk inside a hospital or college, which will help to generate revenue and a customer base with minimal overhead before trying to open a permanent storefront.
While having a passion is a good start, successful entrepreneurs need to understand their markets and demographics, which requires research and planning before the launch ▪
The life of a tree, with each unique grain and texture, brings its majestic beauty to every home bearing the E. F. San Juan fingerprint. Since 1976, this third-generation family business has evolved from modest facilities and equipment to a state-of-the-art facility featuring the world’s finest woodworking equipment. Coupled with a highly-skilled and dedicated workforce, the company continues to set the standard for quality architectural millwork, mouldings, stair parts, trim, paneling, cabinetry, and more in the Southeastern Coastal US and beyond.
INVESTING IN EXPERIENCE
Estate
THE ECOSYSTEM OF A DEAL: A SYMPHONY OF COLLABORATION
Investment real estate deals involve a network of stakeholders, creating what Stewart Proctor, CCIM, co-managing director of Ciminelli Real Estate Services, calls “the ecosystem of a deal.” From brokers and property managers to the principals, attorneys, contractors, and developers, collaboration is key. “Every transaction requires a team,” Proctor says. “We operate as the quarterback in these situations, ensuring every piece of the puzzle ts together smoothly.”
PHOTOS BY ERICH MARTIN
For instance, Ciminelli recently worked on a quick-serve restaurant project involving franchisee, franchisor, developer, and investors. “ e developer, with the broker’s help, identi es the property, enters lease negotiations, executes a lease, acquires the property, and builds it. is is what we call a turnkey build-to-suit,” says J.R. Long, CCIM, co-managing director and Proctor’s business partner for 20 years. “Later, the developer o en sells the property to a third-party investor, creating opportunities for the entire ecosystem and widespread economic bene ts.”
METRICS OF ROI: MORE THAN JUST NUMBERS
For investors, understanding return on investment (ROI) is essential. “ ere’s no one-size- ts-all approach to measuring ROI,” Long explains. Metrics like capitalization (CAP) rate, cash-on-cash return, and internal rate of return (IRR) vary depending on investor goals.
“Institutional investors, like pension funds, o en accept lower returns for safer investments, while private investors may take higher risks for greater returns,” Proctor adds. “It’s about aligning the investor’s goals with the structure of the deal.”
OWNER-OCCUPANT VS. THIRD-PARTY INVESTORS: DIVERGING PRIORITIES
e priorities of an owner-occupant di er from those of third-party investors. Owner occupants focus on location and functionality to support business operations. “For them, the property is not just an investment—it’s a foundation for their business,” Long notes.
ird-party investors, however, prioritize income streams, tenant creditworthiness, and property appreciation. “ ey’re buying the revenue stream and the underlying real estate,” Proctor explains, highlighting how lease terms and property selection in uence investment value.
COMPLEXITY VS. SIMPLICITY: STRUCTURING DEALS
e complexity of a deal depends on the parties involved. “A sophisticated buyer may keep things simple, while a less experienced party might unintentionally overcomplicate the process,” Proctor explains.
Ciminelli’s expertise lies in managing these dynamics. “We balance the needs and expectations of buyers and sellers to ensure a successful transaction,” Long says.
THE ROLE OF BROKERS AND PROPERTY MANAGERS
Brokers and property managers play crucial roles in investment real estate. “Brokers bring market knowledge, negotiate deals, and align interests,” Proctor explains. Property managers act as stewards of the asset, ensuring tenant compliance with lease terms and maintaining property value.
“Property management is essential for long-term success,” Long adds. “A good property manager protects the value of the investment.”
CIMINELLI’S EDGE: EXPERIENCE MEETS LOCAL EXPERTISE
Ciminelli Real Estate Services is an industry-leading rm with over 23 million square feet of management and leasing assignments nationwide and over $500 million in capital markets transactions. With o ces in Florida, New York,
Pennsylvania, and Massachusetts, the company delivers tailored solutions for clients’ needs.
In Northwest Florida, Ciminelli operates under the leadership of Long and Proctor. e duo, who launched Proctor & Long Commercial Real Estate in 2004, brought their local expertise to a regional stage by partnering with Ciminelli in 2020. is partnership combines corporate resources with a deep understanding of the Northwest Florida market.
“Our partnership with Ciminelli has given us the support to focus on what we do best—helping our clients succeed,” Proctor says. e rm tackles challenges like zoning regulations, market volatility, and strategic growth with con dence.
PARTNERING FOR SUCCESS
Investment real estate is both an art and a science. By understanding the ecosystem of a deal, employing e ective ROI metrics, and addressing the unique needs of owner occupants and investors, Ciminelli Real Estate Services positions itself as a trusted industry leader.
“We don’t just close deals—we build relationships and deliver results. at’s the Ciminelli di erence,” Long says.
With a blend of local expertise and regional reach, Ciminelli continues to guide clients through the complexities of investment real estate in Florida’s Panhandle and beyond.
ART The
BUSINESS
TALLAHASSEE’S WORD OF SOUTH FESTIVAL CREATES VISIBILITY FOR VENDORS
story by REBECCA PADGETT FRETT
ith its temperate weather, flora and fauna erupting into bloom, and the city waking from winter with a stacked calendar of events, spring in Tallahassee is a business in itself. On the roster of headlining events, Word of South, a festival of literature and music, takes a top spot.
For 11 years, hundreds of attendees have headed to Tallahassee’s city center of Cascades Park for a weekend that celebrates writers and musicians, exploring the special ways in which these two disciplines merge and mingle through the festival’s signature “mu-aushups.”
Word of South was created by founder and president, Mark Mustian. An author himself, Mustian attended literary festivals throughout the United States and abroad. Inspired and realizing the Northwest Florida region had nothing comparable, he set out to bring a literary and music festival to the Capital City.
Throughout the weekend, everyone from notable to little-known writers
and musicians takes to stages to share their stories and songs. Others, as vendors, sell their merchandise while making meaningful connections with and people that are sure to become new fans.
↑ Mark Mustian created Word of South to give Tallahassee the blend of literature and music he experienced at other festivals across the nation.
PHOTOS BY SAIGE ROBERTS AND DAVE BARFIELD (MUSTIAN)
Ask any artist why they create art, and it can almost be guaranteed they don’t say it’s for the money. Where a paycheck may not be the muse, artists deserve to be paid for the products and services they provide to the public through their art.
Word of South is uniquely situated as a festival that provides the opportunity for both artist promotion and artist payment. In turn, the community is stimulated by art while the local economy is stimulated by each visitor who stays in Tallahassee and then purchases a band’s merchandise or an author’s self-published novel.
“Word of South is heavy on foot tra c, which provides the opportunity for that face-to-face connection that’s missing with a writer or musician when you shop online or even in a
store,” says Sara Marchessault, director of Word of South. “This not only generates sales for the artist but o en results in a new following, which is also highly valuable.”
The meet method is particularly beneficial for self-published authors who may not have the backing or funding of a marketing team to promote their work. The same goes for local musicians who may not have the platform to sell their merchandise, but a connection leads to a purchased T-shirt and a follow on a music streaming platform.
Aside from the artist or performer themselves, Marchessault states that the main criterion for vendors is that they pertain to books, music, or the promotion of community arts culture.
Repeat vendors that consistently generate sizable crowds at their booths include: My Favorite Books, Midtown Reader, Olde Fields Clothing, University Press of Florida, and Florida Humanities. Unlike some festivals, Word of South withholds no portion of the profit of a vendor’s sales. Only a small fee for the rental of the tent, table, chairs, and setup is asked.
On average, there are over 30 spots available to vendors each year. A handful are granted to sponsors. From there, Marchessault provides spaces to repeat vendors while mixing in new applicants.
↖ Local author Jeff VanderMeer signing books.
← Local bookstore My Favorite Books setting up its tent to share space with local authors, who rotated for book signings throughout the event.
Word of South is heavy on foot traffic, which provides the opportunity for that face-to-face connection that’s missing with a writer or musician when you shop online or even in a store. This not only generates sales for the artist but often results in a new following, which is also highly valuable.”
— SARA MARCHESSAULT, DIRECTOR OF WORD OF SOUTH
“There’s stability to it, with vendors who attend every year that we are happy to reunite with again, and there’s also excitement to the newness—seeing what kind of interest new vendors generate,” says Marchessault.
Midtown Reader, Tallahassee’s only New York Times reporting bookstore, has been a sponsor of and the festival’s bookseller for five years. Their tent is centrally located, selling the books of every author in attendance at the festival. Additionally, they host a stage where Florida authors have a panel conversation.
“Being [one of] the only bookstore at the festival, it does generate a lot of commerce for us over the two-day span,” says Sally Bradshaw, owner of Midtown Reader. “But, even more valuable, this is how many people discover us, especially those who come to the festival from out of town. It o en creates new loyal patrons to our store.”
Marchessault noted that what began as a local festival, in recent years has become an event, attracting
attendees throughout Northwest Florida as well as travelers from South Florida. With this popularity, Word of South has brought in authors and musicians such as Lauren Gro , The Flaming Lips, Joy Harjo, Allison Russell, and Tommy Prine.
Much of the success can be attributed to the Word of South board who strive to continuously build on the festival. In the early years, it was recognized that the festival gravitated toward Americana music and nonfiction and children’s authors. Realizing this, the board has worked to incorporate hip-hop, pop, rap, and country acts alongside various subgenres.
Marchessault and Bradshaw commented on the opportunities the festival brings, especially for aspiring authors with the presence of published authors, Florida State University’s creative writing program, Florida A&M University’s journalism program, and organizations like Florida Humanities.
Where commerce is valuable, to many businesses or organizations, making connections with attendees
is invaluable. This is how many get their names out, their purposes shared, and their missions recognized.
Repeat vendors, such as Olde Fields Clothing and Sangha Press, o en have items for sale that promote both an appreciation for the arts and for Tallahassee. Additionally, all food and beverage vendors are locally sourced.
The prime location at Cascades Park makes the festival walkable from most downtown hotels, restaurants, and businesses without the worry of crossing busy streets. During an already bustling spring season, Word of South furthers the city’s tourism for Tallahassee.
For a weekend in April, Word of South puts artists on stages to showcase their talents and helps art-centric businesses display their products and services. For days and years a er, this exposure creates a ripple e ect of support. ▪
The prime location at Cascades Park makes the festival walkable from most downtown hotels, restaurants, and businesses without the worry of crossing busy streets. During an already bustling spring season, Word of South rthers the city’s tourism for Tallahassee.
←↓ Midtown Reader tent; Sangha Press tent below; Word of South has been able to bring in musicians such as The Flaming Lips (left) attracting attendees throughout Florida.
REPRENEURS ART-
story by MARINA BROWN // photography by DAVE BARFIELD
any parents use the phrase “starving artist” to warn their children away from the arts. The corner of every major city houses a singer-songwriter, trying to make it big. Street performers earn an average of $21.70/hour in the United States, but that figure can vary greatly based on the artist’s skill and location.
The trades business can be even more challenging, since art can take hundreds of hours to craft a single item. Booths at trade shows and farmers markets are filled with people of passion trying to find their fan base. After paying the fee to attend, the average haul at an event is approximately
TURNING PASSION INTO BUSINESS
$350. At that rate, one event per week would earn $18,200 per year, barely above the poverty line.
However, success stories prevail on social media feeds across the globe. These platforms have created a larger stage for artists, but the market is still saturated and it can be expensive to advertise. Marketing on them requires substantial investment and significant time. Creativity can be lucrative, but the statistics are clear that generating a successful business in the arts requires dedication beyond one’s craft.
For four artist-entrepreneurs in Tallahassee, success is far more than earning a living. Their drive to succeed comes down to one crucial factor: passion.
→ DR. VALERIE ARSENAULT AND THE BACH PARLEY
The sanctuary of St. John’s Episcopal Church is packed on a Sunday a ernoon, but instead of priests and acolytes on the altar, there are musicians—a cellist, violinists and violists, a bassist, a pianist, each of them to play a replica period instrument from nearly 300 years ago. This is the Tallahassee Bach Parley, an ensemble committed to Baroque-era music, newly animated and accessible to modern listeners.
Violinist Valerie Arsenault, a Tallahassee Symphony member, “rebirthed” the group in 2008 from its original choral beginnings. “I had absolutely no business plan,” she says honestly. Presenting St. John’s Church with her instrumental musical concept, she only hoped to provide musicians with an honorarium, which might one day become commiserate with what the symphony paid. Support was swift. Concerts were standing room only. Memberships were offered at $250, $500, and $1,000, and with donations and grant funding from the State of Florida and the Council on Culture & Arts, soon, Arsenault was presenting three to four standing room only concerts a year, often with national guest artists, and dozens of “luncheon concerts.” As her vision grew, the community seemed to want more.
With a steady source of funding, Arsenault has developed the Bach Parley String Academy, separate from the instrumental group, which has provided musical scholarships to hundreds of committed students from the public schools.
The dynamic and voluble Arsenault, performer and teacher, engages her audiences with Baroque tidbits and insights before each concert and says she is delighted that her own love of ancient music has resonated so deeply with Tallahassee.
→ Valerie Arsenault, a Tallahassee Symphony member, developed Tallahassee Bach Parley, an ensemble committed to Baroque-era music.
→ Terry Galloway cofounded The Mickee Faust Club, the 25-yearold “weird and wacky” theater company.
↑ TERRY GALLOWAY OF MICKEE FAUST CLUB
Terry Galloway is the cofounder of The Mickee Faust Club, the 25-year-old “weird and wacky” theater company whose arms are open to persons of all ages, including LGBTQ and the disabled, who love to act, write, and simply perform “over the top” theater.
Galloway, its prime mover, promotes volunteer actors and writers to engage in Faust’s mix of political and socio-sexual satire, literary and cinematic parodies, original songs, and some fully staged bad jokes.
Galloway, who was hearinghandicapped prior to a cochlear implant, has seen the thrill of
We
collaborate actively with other arts and cultural organizations in the city to reinforce the sense of the city as a place where art thrives. By offering works by nationally recognized as well as emerging artists, we can offer the community original art
that fits most
budgets.”
—DR. CELESTE HART, THE ANDERSON BRICKLER GALLERY
performers who “never thought they could perform” and audiences who filled the o beat Railroad Square theater in Tallahassee year a er year, all financed through donations and grants from the National Endowment for the Arts, COCA, the City of Tallahassee, and the Christopher and Dana Reeves Foundation. “The monies we receive go into the equipment, lighting, and working components of the theater,” she says. Volunteers handle the costumes, sets, writing, directing, and acting.
Following a devastating tornado that tore apart the theater in May 2024, The Mickee Faust Club has been o ered temporary space for their productions at Tallahassee’s House of Music. The ever-positive Galloway says, “For now, we’re a ‘mobile’ company, but our supporters have signed five- and 10-year pledges to find us a new permanent home and grow Faust again!”
→ DR. CELESTE HART AND THE ANDERSON BRICKLER GALLERY
“It was in the ’70s when I was at Howard University that I first fell in love with art,” says Dr. Celeste Hart, a Tallahassee endocrinologist. Born into a famous African American medical family, she says Washington, D.C. galleries and museums provided her with an “arts education” that led to her passionate avocation—owning an
art gallery of her own. “I had frank discussions with two gallery owners in New York City and in Washington, D.C. They urged caution about the prospects of a small gallery, but one of them, Lewis Hudnell, was both a mentor and a pathfinder in the early years,” Hart explains. Hudnell had introduced her to important contacts and provided invaluable advice, paving a way for her to be successful.
Hart was optimistic that Tallahassee could support her art. In 2016, when her gallery opened, Tallahassee was named the No. 1 art-buying city in the U.S. by Artfinder magazine.
“The city boasts a robust community of artists a liated with our three universities or that working independently,” Hart says. “We collaborate actively with other arts and cultural organizations in the city to reinforce the sense of the city as a place where art thrives. By o ering works by nationally recognized as well as emerging artists, we can o er the community original art that fits most budgets.”
Hart supplements art sales by o ering gallery memberships and by sales of smaller items through on-site and online stores. Hart’s unrealized goal is to package some of their
Dr. Celeste Hart, a Tallahassee endocrinologist, opened The Anderson Brickler Gallery, sharing her love of art with Tallahassee.
← Carrie Hamby, owner of The Blue Tavern, keeps her favorite music alive each night, offering food, fun, and great times to her patrons.
exhibits for lease to other regional galleries. The Anderson Brickler’s three spacious rooms feature exhibitions of national and local artists whose work focuses on African themes. “Working with collectors and businesses,” Hart says, “I’ve developed a loyal cadre of art lovers and find the gallery space expanding to include other arts—like jazz groups or Cuban drummers, and arts discussion groups and workshops as well.”
Hart says that prospering solely on sales of paintings is not always easy, but she loves sharing the joy with college students, families, and those new to art. “I show work I love, and I want others to experience it, too!”
← CARRIE HAMBY (HEPZIBAH JONES) OF THE BLUE TAVERN
Carrie Hamby, also known by her “nom de choix,” Hepzibah Jones, has been a musical fixture at Florida folk and blues venues for years. With Belmont and Jones, she sings and plays a dizzying number of folk and homemade instruments. She also became busy with booking and promotion at a popular music spot, the Blue Tavern. Three years ago, Hamby got her chance to buy the business and bring the café/bar/ music venue to the next level.
Expanding the vision of the original owner, Maggie McKeown, who ran the club as a café and bar, Hamby wanted to keep her favorite music alive for her patrons.
“People wanted and needed a ‘third space’ to go, to be with friends, to hear music they loved,” Hamby says, so she aims to book two or three musical groups each night. She notes that unlike many venues, the Blue Tavern o ers a guaranteed fee rather than 80% of the house, which may be only $30.
Interspersed are jam sessions, poetry readings, or old-time movie nights. She expanded the menu, o ering vegan specialties, saying, “That’s our key— food, atmosphere, and music. There’s a whole tribe of people who’ve found their home here and keep on coming back.”
From a business standpoint, Hamby adds that she needs every seat filled each night and that many of the patrons are friends with the performers.
Recently, a music/ performance space, the Req Room, opened next door. Hamby and its owner Chris Seepersaud will collaborate on the expanded space potential, while aiming to keep the intimacy and artist-to-audience contact that is so treasured at the Blue Tavern.
“Everything in business is a risk,” she says. “But keeping the music flowing is worth it!” ▪
with Small Business Making it Big
THREE TALLAHASSEE TREASURES
story
850 Business Magazine provides a Q&A with the owners of three Tallahassee treasures—businesses that have been serving their community for at least 20 years. They have seen the rise and fall of competitors over the years. The pandemic shuttered many businesses across the U.S., but these local favorites are still standing. Here, we look at what has motivated their years of success.
by HANNAH BURKE // photo by DAVE BARFIELD
KEVIN STOUT
OWNER, CHEF OF FOOD GLORIOUS FOOD
850 BUSINESS MAGAZINE: YOU’RE KNOWN FOR FRESH CUISINE AND AN EVER-CHANGING MENU. WHAT GOT YOU INTO COOKING AND INSPIRED YOU TO OPERATE YOUR OWN RESTAURANT?
STOUT: I started cooking when I was 13, when I lied about my age to get a job at McDonald’s. I just loved it. I was the kid making grilled cheeses for everyone in the neighborhood. I got my degree in criminology and was a search and rescue swimmer in the U.S. Navy, but I always maintained my passion for cooking and have been doing it for about 40 years now. I’ve owned Food Glorious Food for about 22 years with my wife, who does our desserts. And the original owner, Susan Turner, is still a partner. It’s something I’m very proud of.
850: AS YOUR RESTAURANT HAS EVOLVED, HAS YOUR MISSION AND VISION FOR THE EXPERIENCE YOU AIM TO CREATE CHANGED?
STOUT: We started with about 40 seats and now have around 250. It’s a busy restaurant with two bars and two kitchens, and we still cater and do other things. My thing has always been to just do a good job and see people leave happy; the money will come later. We have an open kitchen, so it’s nice to see a plate go down in front of someone and watch them take a bite, nodding their head. That’s the universal sign of approval.
850: WHAT HAS BEEN THE KEY TO Y OUR ESTABLISHMENT’S LONGEVITY?
STOUT: It’s hard work and perseverance. You’ve got to stick with it, and you’ve got to keep evolving. Right now, I’m customizing a lunch menu. I’m considering doing more renovations, possibly opening our upstairs space with a deck and open-air bar. Again, it’s just making sure you’re doing all you can. I’ve cooked for almost every governor going back to Lawton Chiles. You get the mayor in here and just everyday people that make it worth it. It’s nice to think we’re a part of Tallahassee.
MELVIN GILLIAM
OWNER OF GILLIAM BROTHERS BARBER SHOP
850 BUSINESS MAGAZINE: YOUR FATHER OPENED THIS BUSINESS IN 1966. WHAT INSPIRED HIM TO START HIS OWN BARBERSHOP?
GILLIAM: My father started this with the intention of never working for anybody again. He was formerly a foreman in a tobacco field, and he was tired of his boss wanting him to work on days nobody should be working. He asked him to work
the Fourth of July and said he’d be taking his kids to the beach. My father said, “That’s nice. I’ll be taking my kids to the beach, too!” He never worked another day in that field and went on to make his own thing.
850: DID YOU ALWAYS PLAN ON TAKING OVER OWNERSHIP?
GILLIAM: I was teaching school at the time when my father called me and said he was getting tired and wanted me to take over. Well, I had been cutting hair since I was 12, I just wasn’t licensed. I left my teaching job down south and came back home to Tallahassee, got another teaching job, and began attending night school to get my barber’s license. I’ve been doing this ever since.
850: WHAT EXPERIENCE DO YOU AIM TO CREATE AT YOUR BARBERSHOP, AND HOW HAS THAT CONTRIBUTED TO YOUR PROLONGED SUCCESS?
GILLIAM: It’s a family-type business, you know? I keep the same thing going my father started a long time ago. I worked with my brother here until his passing, and I’m at the point now where I’ve got a good group of people working for me who can basically run the place without me. Now, I’m almost 70 and intend on passing along the business to my nephew and his wife, who are also barbers. For us, we’re all about putting the customer first. Treat people right, treat people like they’re at home, and they’ll come back.
PHOTO BY SAIGE ROBERTS (GILLIAM) AND DAVE BARFIELD (COHEN)
GREG COHEN
OWNER OF LOFTY PURSUITS
850 BUSINESS MAGAZINE: FROM DOZENS OF FLAVORS OF ICE CREAM, SODA, AND HANDMADE CANDIES TO TOYS AND BOARD GAMES, LOFTY PURSUITS OFFERS A VARIETY OF COMMODITIES. WHAT INSPIRED THE CONCEPT OF YOUR STORE?
COHEN: I originally opened my retail store which primarily sold skill toys: juggling equipment, darts, and yo-yos. I consider 1993 to be my founding date, and part of transforming my business was to deal with the internet and the movement of online shopping. I had an epiphany that I could be competitive with brick and mortar if I gave people a compelling reason to shop retail. I thought back to my childhood when I grew up in New York City near a soda pop and candy store. So, I have a 1940s-soda fountain in the middle of my store now that gives people a reason to come back. I spent two years apprenticing to an employee of mine to master hard candy making. We began growing a popular YouTube channel and now have 35 employees working here.
850: WHAT HAS BEEN THE SECRET TO YOUR SUCCESS?
COHEN: Acknowledging that I don’t own the business, the customers do, and that you’re just the caretaker who serves them. You have to keep them engaged. One publication described Lofty Pursuits as a performance art project that happens to turn a profit. You can find everything from funny acrylic paintings I’ve done on the walls to a haiku vending machine I built. There are interactive devices everywhere that make you think or laugh. We have poetry for a quarter and a Lactaid vending machine for those who come for the ice cream. I like to think of a new theme every year, and right now, it’s “Wonder.”
850: PERSONALLY, WHAT HAS BEEN MOST REWARDING ABOUT OPERATING LOFTY PURSUITS?
COHEN: Today was a good example. We get people who come off the interstate all the time, and we had a guy who remembered we were here and came to visit. He said he’s been watching my videos since he was 15, and he’s now in his mid-20s. Every day, I see carloads of people come in from different cities, and the beautiful thing here is bringing in money from out of town actually helps increase the local economy. What makes me proud is the people who come in and tell me I was an important part of their childhood— seeing the three generations of visitors brought here by their grandmother and have now grown up and are bringing their own kids in. It goes back to the wonder, the joy. People can always experience something new whether it be a flavor or a device.
GRAND BOULEVARD FARMERS’ MARKET
Every Saturday in Grand Park from 9am–1pm
30A SONGWRITERS FESTIVAL
January 16–20
Benefiting The Cultural Arts Alliance of Walton County
UNDER THE BIG TOP CVHN BENEFIT CONCERT
February 7 from 5:30pm–8:30pm
Family-friendly festivities and dance party
benefiting Children’s Volunteer Health Network
SHOPABOUT: SPRING FLING
February 8 from 12pm–5pm
Shopping fun for the whole family along the Boulevard
SPRING LAWN GAMES
Fridays & Saturdays in Grand Park
March–April from 5pm–8:30pm
LA LUNA’S 3RD ANNUAL SPRING FASHION SHOW
April 12 from 3pm–5pm
Benefiting Caring & Sharing of South Walton
DOGGIE EGGSTRAVAGANZA
April 18 from 5:30pm–7:30pm
Benefiting Dog-Harmony
SOUTH WALTON BEACHES
WINE & FOOD FESTIVAL
April 24–27
Benefiting Destin Charity Wine Auction Foundation
UNDERWATER MUSEUM OF ART
DINE + DIVE
April 30 from 6pm–9pm
Cultural Arts Alliance’s fundraising event
benefiting the Underwater Museum of Art
2025 CALENDAR OF EVENTS
ARTSQUEST FINE ARTS FESTIVAL
May 3–4
An official South Walton Art Week event benefiting The Cultural Arts Alliance of Walton County
SUMMER LAWN GAMES
Every day in Grand Park
May 23–August 9 from 5pm–8:30pm
SOUNDS OF THE SUMMER! LIVE!
Every Thursday Night in Grand Park
May 29–August 7 at 7:30pm
Presented by Emerald Coast Theatre Company
SHOPABOUT: FALL FLING
August 9 from 12pm–5pm
Shopping fun for the whole family along the Boulevard
FALL LAWN GAMES
Fridays & Saturdays in Grand Park
August 15–October 25 from 5pm–8:30pm
BEST OF THE EMERALD COAST WINNER’S SOIRÉE
FESTIVAL OF TREES
December 2 | National Day of Giving from 4pm–6:30pm 18 local non-profits competing in a festive tree decorating contest, with the trees remaining on display throughout the holiday season
HOLIDAY OPEN HOUSE & SHOPABOUT
December 6 from 12pm–5pm Shopping fun for the whole family along the Boulevard
COASTAL WHITE CHRISTMAS IN GRAND PARK
December 12, 13, 19, 20, 21, 22, & 23 from 5pm–8pm Complimentary photos with Santa Claus, Horse-Drawn Carriage Rides, and a Holiday Musical Revue by Emerald Coast Theatre Company
October 9 from 6pm–9pm
Benefiting the Reader’s Choice Charity 2025
BARKTOBERFEST
October 30 from 4:30pm–6:30pm
Benefiting Dog-Harmony
HALLOWEEN ON THE BOOLEVARD
October 31 from 4pm–6pm
Stroll the Boulevard for complimentary treats from stores and restaurants!
30A BBQ FESTIVAL
November 7 from 5pm–8pm
Benefiting The Sonder Project
HOMETOWN HOLIDAY PARADE
November 21 at 5pm
A holiday kick-off celebration on the Boulevard
These events are presented as part of the Coastal Culture Calendar of Events made possible by the Grand Boulevard Arts & Entertainment Program. For a full listing of events and additional details, please scan the QR code or visit GRANDBOULEVARD.COM/EVENTS
DETAILED LOOKS AT NORTHWEST FLORIDA COMMUNITIES
photography by MIKE FENDER
story by MIKE FENDER
↖↗ Holly Benson, CEO of Screen Corps. and StatCheck, two LLC startups at Co:Lab, works with team member Ross Overstreet in their office in Pensacola. The pair are seen collaborating with Jim Rogers, CEO of ARGO Cyber Systems, another startup business at Co:Lab.
photography by MIKE FENDER
It’s a dream for many: Come up with an idea in this internet-driven world, and launch a business that will lead them to success and financial freedom.
But for 80 percent of those dreamers, reality turns that dream into a nightmare. That’s the percentage of start-ups that Patrick Rooney says usually fail within the first five years. But at a program in Pensacola, the percentage of successful start-ups is doing much better and far outpacing the norm, according to Rooney.
Rooney is the director of entrepreneurial development at Co:Lab Pensacola, a growth accelerator and business incubator created with a partnership between the Florida West Economic Development Alliance and Pensacola State College.
Co:Lab is currently home to 22 startups, which equates to about 70 percent occupancy. Two more are scheduled to start very soon. “We’re getting close to our goal, which is 80 percent,” Rooney said. In their 17th year, Rooney estimates between 80 and 100 businesses have started there. But he doesn’t want to take all the credit for the success stories.
“I am very grateful that we played some part in it,” he says. “I don’t blow the trumpet and say it’s all because of what we do, but we do contribute.”
Besides cheaper rent, one of the big benefits of starting your business at Co:Lab is what Rooney calls the “water cooler concept” where start-ups come in regular contact with each other daily and can share successes, contacts, and even resources.
I am very grateful that we played some part in it. I don’t blow the trumpet and say it’s all because of what we do, but we do contribute.”
— PATRICK ROONEY, DIRECTOR OF ENTREPRENEURIAL DEVELOPMENT AT CO:LAB PENSACOL A
We love being here. On those days when it’s going really well, you have people to celebrate with. And on the days when you run into stumbling blocks, you have people to commiserate with.”
“It’s just a fun environment,” says Holly Benson. “There are other smart people working here, people doing similar things.” Benson, 53, a former Florida State Senator, has two businesses she started at Co:Lab a er moving them from her home in Pensacola. Screen Corps is a background screening business, and StatCheck is a service that prescreens licensed healthcare professionals and serves them up on a job board to make the hiring process faster for employers.
“We love being here,” Benson says. She especially welcomes the camaraderie. “On those days when it’s going really well, you have people to celebrate with. And on the days when you run into stumbling blocks, you have people to commiserate with,” she says with a laugh.
According to Benson, another big benefit at Co:Lab is Rooney himself. “It’s great to be with other entrepreneur founders,” she adds. “And Pat Rooney is an incredible gi .” Benson says any time she needs to find somebody with a particular skill set, somehow Pat knows how to find those people. Benson has two full-time employees, and it was Rooney who led her to both of them.
Scott Harvey is the chief revenue o cer for Swi Works Technology, a startup entering its second year at Co:Lab. Harvey started the business with partners out of a shed in Pensacola. “We installed Sheetrock in the shed and put our servers in there,” he says with a smile. When they outgrew the shed a er one year, they moved into Co:Lab.
Swi Works bills itself as a professional services firm specializing in network engineering, data center architecture, and business consulting. They currently have six full-time employees and big dreams.
“We have some pretty he y goals, and we’re not small-minded,” Harvey says, explaining their plans as a managed service provider for large enterprises. He, too, appreciates the community aspect at Co:Lab— especially the Taco Thursday events. Rooney and Co:Lab sponsor a weekly taco lunch for the building.
“We get to go around the room and talk about di erent items,” he says, “whether it’s a win or a challenge we are having, and everybody’s kind of openly discussing it.” Rooney also regularly brings in specialists to talk about di erent areas of business, which Harvey says adds to the value of Co:Lab as well.
HOLLY B ENSON , FORMER FLORIDA STATE SENATOR AND CEO OF SCREEN CORPS AND STATCHECK
Jim Rogers is CEO of ARGO Cyber Systems, LLC
↑ Holly Benson, CEO of Screen Corps and StatCheck, finds working at Co:Lab with Pat Rooney himself to be a huge benefit. Rooney is well-connected and has led her to both of her full-time employees. Benson is pictured here with team member Ross Overstreet.
photography by MIKE FENDER
“And with the Chamber of Commerce being on the fourth floor, we have easy access to a bunch of other resources in the building as well,” Harvey adds.
“I can tell you, for businesses that qualify, I can’t see a better way to start out if the space fits,” Harvey notes. “The program gives you every bit of the ability to succeed and all the tools you need.”
If five years is the measure of success, then Jim Rogers and ARGO Cyber Systems are at the finish line. Rogers is CEO of the company, which he started by himself in 2018, moving into Co:Lab a year later.
His company has grown from Rogers being the only employee to now employing 43 people. They specialize in security operations and security assessment, working with both commercial and government entities. Rogers says they do a lot of security
operations with 24/7 monitoring and assessment for cyber threats.
Rogers reiterates his appreciation for the community at Co:Lab. He is currently working with Holly Benson and her Swi Works company on a project.
In his fi h year in the building, Rogers and his company are set to “graduate” as Co:Lab calls it. When companies complete five years in the program, they transition out into the commercial world.
Rogers has started looking beyond Co:Lab and figures he will need upwards of 5,000 square feet of space, and he knows it will be expensive. “We have to build a big operational center, but I am going to do a test lab here first.” He is also eyeing new hires in the future.
Like many others, Rogers sings the praises of Co:Lab and especially Rooney for the big part they have
played in getting his dream of starting his own business into reality.
“I do give talks from time to time to young entrepreneurs starting out, and I tell them it’s not easy,” he says. “It takes a very thick skin, working through struggles with finance, barriers of entry, making relationships with new clients, and maybe showcasing something new to them in a di erent way.”
Rogers says he has benefitted from a host of mentors from the Co:Lab facility just by being around it for five years. Many of his mentors have also “graduated” and moved on.
Rogers is quick to sum up his experience at Co:Lab as something special and unique—a reason they have been successful.
“I mean, look at us, year five,” Rogers says, “and we are still here and looking at moving into a bigger space.” ▪
→ Scott Harvey is Chief Revenue Officer for SwiftWorks Technology LLC, a startup business working out of Co:Lab in Pensacola.
The Garden
Downtown Pensacola food hall ranks popular for local consumers and entrepreneurs
story by PAIGE AIGRET
Aclose cousin to the cafeteria and inspired by the nearly bygone era of the mall food court, the dining hall boom has carved out space for communities to gather and for local entrepreneurs to thrive.
“You really get the gamut in the food hall environment,” says Michael Carro, managing partner at The Garden at Palafox + Main in Pensacola. “A place like The Garden has a natural draw of people. So, once they get there, they get exposure to all businesses, even if they went there for somebody else’s product.”
Food halls were noted as one of the fastest-growing food and beverage trends in the U.S. even before the COVID-19 pandemic.
A 2020 study by Cushman & Wakefield identified 223 food halls in operation and more than 165 in development.
Carro conceptualized the downtown Pensacola open-air dining experience, originally named Al Fresco, in 2010.
The space o ered an outdoor, uncovered patio featuring vendors operating out of on-site Airstreamstyle food trucks. Al Fresco closed
for eight months in 2020 and reopened with a fresh face and name that July.
“We were able to take everything o the property and completely reimagine it into what you see today as The Garden,” says Carro.
The makeover and expansion added more vendor spaces, an enhanced flow, and a covered roof. Today, The Garden is home to 11 vendor spaces across five kiosks, four Airstreams, the bar, and an interior restaurant.
“At any given time, there’s always going to be one or two tenants rotating in and out,” says Carro, “That’s by design. It allows tenants to try out concepts.”
Carro points to George and Luba Lazi, owners of Pensacola’s George Bistro. Before opening their second restaurant venture, Pearl & Horn in 2024, they brought the concept to The Garden.
“It was such a success that they went from a very small space to a 7,000-square-foot building where they’re having phenomenal success,” Carro says.
The spectrum of experience across business owners at The Garden has created a community for entrepreneurial feedback.
↖ The Garden’s food court and kiosks offer a variety of businesses a place to launch.
Food halls were noted as one of the fastest-growing food and beverage trends in the U.S. even before the COVID-19 pandemic.
“Your neighbors are in the same business line as you,” Carro says. “And I have found that most restaurant owners are really open to assisting their brothers. They really want to see each other succeed.”
Some, like the Lazis, have used The Garden as a test kitchen, some treat the food hall as a stepping stone to establish a customer base before moving onto a food truck or brick-and-mortar location, while others enjoy the stability of the rental space and its low barriers to entry.
Bluefin Poke owner Bom Barnard has thrived in the food hall setting for six years.
He first opened his business at a dining hall in Spanish Fort, Alabama in 2019. As his lease neared an end, he sought a more coastal location for his traditionally Hawaiian poke bowl business.
At The Garden, Barnard says he’s got everything he needs. Small but mighty, his 100 square feet of kiosk space is su cient for his create-your-own-bowl menu style.
“The cost is matched perfectly with the sales, labor, and the rent and everything, for the small kiosk,” he says.
While the Airstreams are capable of producing a wider variety of food options with their full kitchens, The Garden provides kiosk vendors
with optional communal kitchen space with ice machines, refrigerators, and cooktops.
“You have a lot of flexibility,” notes The Garden’s Carro. “And you can also stay focused on really perfecting a narrow product line. As opposed to how some restaurants have a book as a menu, you can really stay focused in that specific lane.”
Barnard says, in Pensacola, he’s homed in on his demographic—the young professionals lunch crowd. The combination of fresh, quality food, fast service, and a casual atmosphere make Bluefin a popular weekday pit stop.
“They like to go to one spot where they can drink, get food, or have a snack,” Bernard says.
While the pre-established customer base has been a top benefit for Barnard, he also appreciates the marketing e orts that come with being a Garden tenant. A marketing fund pools money across the 11 businesses to cover event
PHOTO
↑ Bo Hamilton from Ox Kitchen discusses the benefits of The Garden: “You’re not maintaining a dining room; you’re just handing food out a window. It’s a much simpler operation.”
←↑ Pensacola’s only outdoor food hall, The Garden, is comprised of four food Airstreams, five kiosks, one bar, and one restaurant in an outdoor covered setting. Hungry patrons can tantalize their tastebuds at Perennial Patio Bar, Ox Kitchen, Downtown Dessert Bar, Buzzed Brewed Coffee, and Bluefin Poke to name a few. Pearl & Horn expanded to a new location late 2023.
expenses and advertising initiatives like live music, trivia nights, weekend DJ sets, and social media coverage.
Bo Hamilton, owner of Ox Kitchen, appreciates the responsibilities owned by The Garden.
“That’s the biggest benefit,” Hamilton says. “You’re not maintaining a dining room; you’re just handing food out a window. It’s a much simpler operation.”
Hamilton opened his restaurant’s first location at a food hall in Fairhope, Alabama in 2017, which he upgraded to a brick-and-mortar location in 2021. Having experienced a good start in food halls, Hamilton expanded his business to Florida, opening in an Airstream at The Garden.
The dining hall demographic di ered in Pensacola from Fairhope, carrying an expanded tra c clientele with locals, tourists, military personnel, and college students.
But being close to the beach comes at a cost.
“Fairhope was a whole lot cheaper but also did not have a very established customer base,” Hamilton says. “We really had to build that customer base on our own. Whereas Pensacola has a more established customer base, but it’s very expensive.”
But he notes, location remains king in attracting business. “The more foot tra c, the better.” ▪
STEPHANIA CRISAFULLI
Nautilus Title & Escrow A Gulf Coast Warren Averett client
Contact us today to see how we can help you.
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A New Tattooing Era
Pensacola tattoo artists experience industry shifts as technology advances and culture evolves
story by PAIGE AIGRET
The tattoo industry has long thrived in Pensacola where a perfect combination of military members, locals, and tourists have kept books full at shops throughout town for decades.
“I think it’s just a really good, supportive community,” says Carrie Daniels, Fortune Tattoo shop owner. “Not only for tattooers but just artists in general.”
But the industry has seen much change since the days when the sounds of coil machines drowned out drunken walk-in requests and Sailor Jerry and Ed Hardy designs flooded the walls of every shop in town.
“The days are gone of picking something o the wall,” says Gabe Smith, better known in Pensacola
as Famous Gabe, owner of Electric Robot tattoo shop.
“Tattooing had this family tree,” he says. “And then the internet came out, and now the industry is diluted. People don’t know their lineage anymore; they don’t respect that lineage.”
Smith has been tattooing in Pensacola for 30 years. His long gray beard, shaved head, and fully tatted arms tell the story of an old-school tattooer. But even he has been forced to accept the change and pivot.
“You have to embrace the technology,” he says. “You can do that and still adhere to tradition.”
Too, he says, the internet has provided a more level playing field as trends, innovations, and technological advancements are
shared instantly via online articles and social media platforms.
“It used to be you had to look at a magazine for something, and that’s your reference,” says Carrie Daniels, owner of Fortune Tattoo. “Now, you can just pull it up on your phone and automatically find whatever you want.”
New tattoo pen technology has taken over for many tattooers. At Fortune, Daniels says she’s the last artist yet to make the switch. Like Smith, she holds onto aspects of simpler tattooing times.
“You still have people who stay tried and true to original equipment,” she says, “and that’s pretty cool.”
Still, Daniels notes, there are plenty of industry norms worth leaving in the past.
→ Fortune Tattoo owner Carrie Daniels has little intention of leaving tradition behind. In creating unique art, she honors old-school techniques while implementing her
“When I apprenticed, it seemed like no one wanted to give me any information,” she recalls of her time as a young mentee in Jacksonville. “You had to figure it out on your own. But you had to put in all the physical work just to be there.”
A woman entering the industry in the early 2000s and working in all-male shops, Daniels ran into challenges.
“At the time, it was not welcoming for women; it was very hard to get into,” she says. “You definitely had to find your place. You put your head down and grind.”
Today she owns a shop with a majority of women tattooers.
“I just wanted a comfortable and fun place for artists and clientele,” she says of opening Fortune Tattoo. “Because I think, a lot of times, people are intimidated and scared to come into a tattoo shop.”
The Western Rose tattoo shop entered the scene in 2021 with similar intentions of breaking cycles.
“We avoid a lot of the negative side, the toxic side of tattooing, because of this space that we’ve built together,” says Victoria Higgins, one of four Western Rose artists.
The shop is run as a cooperative, made up of Higgins, Ali Roudabush, Reagan Mauldin, and Dave Ham. The
four artists split costs evenly based on occupied square footage.
“As opposed to someone else being in charge of everyone else’s artwork and making a profit o of other artists, no artist is profiting o of another one here,” Ham explains.
A growing industry shi , the cooperative approach helps prevent an imbalance in power structures and overhead expenses.
“I think the toxicity of tattoo culture is changing, which is awesome,” Mauldin says.
Mauldin, Higgins, Ham, and Roudabush found each other at a time
when they were all ready for change within the industry a er working at other shops and in other career fields that proved unhealthy environments.
“When I first started, it was very male-dominated with very toxic male egos, and you were just kind of told what to do,” says Mauldin, who’s been tattooing for over seven years. “You were supposed to be seen and not heard, and you work your a-- o for a percentage that you deserved more of. And now, I work in a co-op with my best friends, where they respect me and they listen to me, and with clients that are the same.”
Tattooing had this family tree And then the internet came out, and now the industry is diluted. People don’t know their lineage anymore; they don’t respect that lineage. You have to embrace the technology. You can do that and still adhere to tradition.”
— GABE SMITH, OWNER OF ELECTRIC ROBOT TATTOO SHOP
own bold style.
The Western Rose team has curated a safe, welcoming environment for clients.
“It’s completely shi ed into the healthiest work environment I’ve ever been in,” Mauldin says.
The unassuming cottage on South De Villiers Street greets patrons with its plant-filled porch, and inclusive signage welcomes with phrases like “The future is queer.” Inside, beyond the equipment, tools, and safety features, there’s nothing medical or transactional about the space.
The air is calm, the music is chill, the greenery is abundant, and the walls and shelves are adorned with eclectic decor.
Despite negative past experiences, the group says Pensacola has given them a space they belong in as creatives.
“The creative scene here is very community based,” Higgins says.
“Pensacola is a good place to be a tattooer just because of the military base, and the downtown crowd is very ‘locals support locals,’” Ham says.
The local market scene thrives in Pensacola where creatives of all walks come out in droves. In August 2024, The Western Rose hosted a vendor market and tattooing convention called Mystic Rodeo.
The event was organized as a fundraiser for Roudabush who was diagnosed with cervical cancer in 2023. With 20 vendors and 10 tattoo artists, the market welcomed the community
to enjoy a day of art, live music, and flash tattooing in an e ort to support Roudabush on her treatment journey.
“It was just a really good example of Pensacola showing up for a local person,” says Ham. “Also, the art there was really incredible.”
Mystic Rodeo raised $11,000 for Roudabush. The group hopes to make Mystic Rodeo an annual fundraiser event to benefit area organizations and nonprofits.
While many are shi ing industry culture to focus on community, decades of bad habits still linger for some. And apprenticeships, as Daniels and Mauldin noted, can prove di cult for new tattooers entering the scene.
“Because there is no curriculum or system, you can get abused real quick, and you can be taken advantage of,” says Mauldin. “And I think that happens more o en than not until the mentor
decides, ‘Okay, you’re worth your salt; now I’ll give you real information.’”
“There’s a responsibility for someone who wants to get in the tattoo industry to find the mentor who they think is going to teach them correctly and not abuse their time or them,” says Ham. “It’s really important to have a good relationship with your mentor.”
“And nobody should ever pay for their apprenticeship,” Higgins adds.
The group at The Western Rose hopes to instill a new era of tattoo culture in the community.
“We all came from kind of messed up situations,” Mauldin says, “and now we’re in this environment that is healthy, and we’re open to learning, growing, and communicating.” ▪
↑ From left to right: Reagan Mauldin, Ali Roudabush, Dave Ham, and Victoria Higgins. The Western Rose shop runs as a cooperative on the basis of equality. The shop’s four artists split costs evenly based on occupied square footage. The creative space was once home to the original Joe Patti’s seafood storefront and was most recently used as a recording studio before The Western Rose entered the scene. However, the team of four is currently looking for a new space to call home, with plans to stay close to their current location and the downtown area.
The Tough Love of Entrepreneurship
Some entrepreneurs would describe starting their business like giving birth, while others see it like entering a marriage with an uncompromising tyrant. One business owner looks at his business as wrestling with a grizzly, happy at the end of each day that he did not get devoured. Regardless of the metaphor, all agree that it’s tough out there for small businesses, and no one survives on their own.
→ WHAT ADVICE WOULD YOU GIVE TO SOMEONE LOOKING TO START THEIR OWN BUSINESS?
Love it enough to go through hell with it. —Terry Galloway, Mickee Faust Club, Tallahassee
I would strongly recommend finding a strong mentor with business experience. Having two mentors myself has been invaluable. —Rebecca Beard, Niceville Tutoring, Niceville
Research the industry you desire to enter. Each one has unique opportunities to mine nuggets of gold outside the primary sales driver. Be prepared to invest in the countless hours needed to get you past the tipping point. And absolutely leave the excuses out of your vocabulary. There are only solutions that you haven’t found yet. —Michael Carro, SVN, Southland Commercial, Pensacola
Hope for the best but plan for the worst. Sometimes it will feel easy, but many times it will feel so frustratingly hard. Stick with it, believe in yourself, and believe in the passion you have for your business. —Jason McArthur, Argonaut Coffee, Tallahassee
Do your homework, and ask a lot of questions. Talk to other people who are or have been in the business, and learn from them. Also, don’t be afraid to ask for and accept help. If people believe in what you’re doing, they will offer it! —Carrie Hamby, Blue Tavern, Tallahassee
Work hard, don’t give up, and give it your all. —Chef George Lazi, Pearl & Horn, Pensacola
→ WHAT ARE YOU MOST LOOKING FORWARD TO IN YOUR BUSINESS?
I’m most looking forward to seeing where we go from here. Our business is relatively young, and if the next five years are anything like the first, then we are in for an exciting ride.
—Jason McArthur
Creating a new future for ourselves now that Faust no longer has a permanent home. Instead of bemoaning or throwing in the towel after the twin tornados blew the roof off our Clubhouse, the 37 current members of Mickee Faust started looking for fun, new ways to make our kind of original, sometimes scandalous community theater in different places around Tallahassee.
—Terry Galloway
I absolutely love what I do. I advise others in buying, selling, or leasing commercial real estate. Some are investment opportunities, other clients are growing or shrinking their businesses, and some are selling their businesses after a lifetime of achievement. Each has a story of opportunity and success.
—Michael Carro
I’m most looking forward to hearing more success stories from children who have achieved academic growth or earned top scholarships with our help. —Rebecca Beard
Staying consistent with our quality and service, and to keep growing.
—Chef George Lazi
→ WHAT IS THE MOST MEMORABLE MOMENT FROM STARTING YOUR BUSINESS?
It had to be when we got our first T-shirts, and I would see not just my friends and family wearing them but also regular customers. It meant a lot to me that someone would wear something with our logo on it for no other reason than they liked what we did.
—Jason McArthur
I started my first business in high school selling seat covers on street corners in Arizona. Some people (usually in very beat-up cars) would honk and yell, “Get a real job.” I always laughed at what others consider real work. I was fortunate to own that company for seven years. We imported containers of seat covers from overseas, and I grew to nine locations with many fraternity brothers working corners as well.
—Michael Carro
The most memorable moment was when I billed a school for the first time to teach a series of classes. It was a thrilling and new experience.
—Rebecca Beard
It was the night 36 years ago when Mickee Faust made its debut on Gaines, and the place sold out within 10 minutes of opening its doors. We loved that audience just as much as they loved us.
—Terry Galloway
The most memorable moment was when my wife and I first put up a banner with zip ties for George Artisan Bakery & Bistro on Garden Street. It was a special moment because everyone was now going to see my name, and I remember feeling excited, scared, and butterflies all at the same time.
