FEATURED AFFILIATES
Sketchworks Architecture
PepsiCo
Fulfilling a goal to run his own company, Steve Shulfer founded his first architecture firm in 2004. Later, he joined forces with Brad Koning to create what is today known as Sketchworks Architecture. The firm tailors its design approach to fit the unique needs of each individual client by gaining a full understanding of the owner’s needs and concerns. “We evaluate existing conditions and look for areas of improvement,” says Shulfer, partner and CEO. “We don’t make changes for the sake of change, but with an eye toward enhancing the brand and improving the operations.”
In the early 1900s, young entrepreneur AJ Greenkorn franchised a Pepsi bottling facility in Oshkosh and called it A.J. Greenkorn, Manufacturer of Carbonated Drinks. The company expanded its distribution centers throughout Wisconsin, with a new production and distribution facility added in Oshkosh in 1984.
Sketchworks Architecture designers are especially well-versed in the food and beverage service industry, and take pride in helping owners create the environment that fits their identity. “Michelle Schildgen, our director of interior design and branding, has the ability to capture and enhance a business’ brand through interior design, furniture and equipment, lighting, signage and décor,” explains Shulfer. But in addition to beautifying a space, Sketchworks can improve it for operational flow, staff movement and facility maintenance to ultimately reduce a business’ bottom line. “Enhancing building aesthetics — inside and out — is a component of what we do, but we also pride ourselves in understanding operations,” Shulfer emphasizes. The TLW supports numerous small businesses, many of which were also founded by entrepreneurs like Shulfer and Koning. “Joining the TLW allows us to interact with likeminded people in an organization with tons of creative opportunities,” says Shulfer. “We have seen firsthand the advocacy and support that the TLW provides to its members, and it’s clear there is much to be thankful for.” The TLW affords Sketchworks an opportunity to participate in networking events to not only share its experience, but also gain perspective. The team enjoys visiting member establishments, and talking to members who add to the firm’s expertise in designing breweries, distilleries and restaurants. “At Sketchworks, we truly love what we do,” says Shulfer. “As a small business ourselves, we take pride in our attentiveness and responsiveness, and our ability to jump in quickly to respond to any challenge with confidence.” SKETCHWORKS ARCHITECTURE 7780 Elmwood Ave., Ste. 208, Middleton, WI 53562 (608) 836-7570 | info@sketchworksarch.com sketchworksarch.com
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In 1988, Greenkorn’s great-grandson sold the family-owned franchise. The new owners, General Bottlers, had acquired several Wisconsin locations and eventually became the second largest Pepsi franchisee. After buying the third largest franchisee in 2000, General Bottlers became PepsiAmericas. In 2010, PepsiCo bought PepsiAmericas and Pepsi Bottling Group, merging them into Pepsi Beverages Company, now a wholly owned subsidiary. Throughout its rich history, the Oshkosh production facility has maintained one of Pepsi’s highest standards in the country. It produces most of the plastic bottles for carbonated beverages, and the syrup that is used by most restaurants and bars. The family of Richard Pennau of Oshkosh, who joined the business in 1955 and eventually became owner, continues to maintain a philanthropic presence in the community. “The Pennau family was very involved in the local community and, because of this, Pepsi became the mainstay of beverage choices for many events in the Oshkosh market,” mentions Tim Michels, senior sales manager, PepsiCo. “The biggest event for us is the Experimental Aircraft Association’s (EAA) AirVenture. Pepsi has had a relationship with the EAA for over 20 years. And it’s an exciting time for us because this event attracts over a million people and Tavern League members in the Fox Valley see a huge increase in customer traffic during the event.” Pepsi joined the Tavern League after a local sales representative heard about the organization from many of his clients. As part of the league, the company is able to work more closely with its customers and better able to address any feedback. This includes supplying the Midwest region’s favorite soft drink, Mountain Dew. The Midwest leads the country in Mountain Dew sales and a lot of that is driven by Wisconsin. In fact, the recent release of Mountain Dew Major Melon and the addition of an energy drink lineup called Mountain Dew Rise Energy has businesses clamoring to try the new flavors. PEPSICO (800) 433-2652 pepsico.com
www.tlw.org
