fisher ink fall 2013

SUITSSTRINGS

ANDp.10

INSIDE FISHER ALUMNUS FINDS SUCCESS IN COLUMBUS’ EVER-EVOLVING FOOD INDUSTRY

+ OTHER ENTERTAINMENT BUSINESSES

2 FISHER INK n Volume 9: Issue 1

CHEAT SHEETsolution to sudoku puzzle on page 19

Acknowledgements

Dear Reader,

We know that you’ve been working hard this semester and deserve to enjoy some leisurely distractions – that’s why we’ve put together an issue dedicated to the realm of food & entertainment.

Business is more than just large, shiny corporate offices or small, non-profit

organizations; business lives in the streets of Columbus and on this very campus in the form of music, sports, and your favorite café. We hope that you will enjoy this virtual tour of some of Columbus’ most entertaining businesses, and that you may be inspired to go out and experience them yourselves!

Sincerely,

President

PRESIDENT

AD SALES DIRECTOR

CONTENT EDITORS

DESIGN EDITOR

MARKETING DIRECTOR

NEWSLETTER EDITOR

SECRETARY

TREASURER

AD SALES

DESIGN TEAM

MARKETING TEAM

WRITING TEAM

CAITLIN HWANG

LANE RUDOLPH

MADCHEN PETRIEADAM ZIMMERMAN

DEVIN CASEY

KAILI TAO

MAGGIE WHERI

LAUREN LANDSMAN

GRETCHEN WEBER

JAKE HIRSCH, CHRISTIAN JOHNSON, ZILI LI, TZU-HUNG PAN, XIN WEN, LINRONG ZHOU, CLAYTON WANG

MADDIE COLLINS, ROBERT CRAIG, SYDNEY GLASSMAN, SAM GOLDBERG, RACHEL KORSEN, LAUREN LANDSMAN, MICHELLE LI, JAY MAZZONE

AUDRA DARGIS, AMANDA FRASURE, GREG GAITANOS, GEORGINA PINOU, AMY ROSENBURG, HALLIE SANSBURY, CRYSTAL SQUIRES, JORDAN STRIZAK

CAMILLE BAKER, LAURA DONCASTER, ALEX FIETE, MALIA FUNK, RONA JIANG, RUIDI LU, BRENDAN MAY, REAGAN RAMM, JOEY SELMANTS

This newsmagazine is a product of the Fisher Ink staff. Material does not necessarily reflect the opinions or policies of Fisher College of Business administrators. All printing costs are generated from advertisements, fundraisers and sponsors. Photos used are taken by Fisher Ink staff or labeled for free and commercial reuse.

Please contact [email protected] with suggestions or concerns for Fisher Ink.

FROM THE EDITOR

Caitlin Hwang

fisherink.org.ohio-state.edu 3

Contents

Essentials

19

volume 09 | issue 01

1504 07

12

04 Food Truck RevolutionThese mobile food vans are

hitting the streets of Columbus.12 19Cash Crew

Crew Stadium is looking to promote soccer for all of America.

Cartoon CornerArtistic ommentary on current

events, and a soduku puzzle.

07 Columbus KiwisAn Ohio State student

spends her summer in New Zealand.14 Panera

The bakery-cafe chain is dominating its marketplace.

08 Hollywood CasinoThe controversial Hollywood

Casino opens to the community.16 Short North Gallery Hop

A quaint location supports local artwork and creativity.

10 Music in C-BusOne music entreprenuer

sees Columbus as a niche market.18 De-Bugging the Myths

We solve the perennial Mac vs. PC problem for business majors.

SCAN this QR code with your smartphone to check out Fisher Ink’s page and receive updates on Fisher College of Business events.

FOLLOWINGFISHER

@fisherink | facebook.com/fisherink

10

STAFF PLAYLIST


It seems as if the number of food trucks in large cities across the country has been growing rapidly, and Columbus is no different.

A quick Google search for Columbus food trucks returns a staggering amount of results with trucks offering a variety of cuisine ranging from Mexican, Puerto Rican and even Vietnamese. The city even has their very own food truck festival featuring forty of the top truck businesses in the area. One of these businesses is the successful Mexican food truck, Mojo Tago, founded by Ohio State alum, Brian Reed.

Reed graduated from Ohio State with a degree in Finance and Real Estate in 1992, which he utilized to do third party commercial real estate brokerage work until 2010, when Reed read an article about the successful Korean Barbeque food truck, Kogi in Los Angeles. Kogi served as Reed’s initial inspiration to tie his desire to run a business with his love of food. “I turned 40 in 2010,” says Reed, “so I say

I wanted to celebrate my first mid-life crisis in style.” Keeping true to his Ohio State background, Brian sold his first taco at the 2010 football season opener for the Buckeyes.

From a business stand point, food trucks offer consumers some benefits that the traditional “brick and mortar” restaurants cannot. “Trucks can fill the void in areas where there are not many food choices or just provide an additional option for the consumer,” Reed says. “Not to mention, it is a great way for an entrepreneurial person or chef to get into the food service biz without the rather large investment that a brick and mortar could command.”

That’s not to say that food trucks do not face their own challenges. “[Food trucks are] less risky, but just as difficult,” Reed says. “The failure for trucks is probably greater than a brick and mortar, depending on the market. I have heard as high as 70% fail rate.”

To ensure any business’s success, promotion, differentiation, position and a great product are crucial to customer satisfaction and retention. Brian understands this as well as anyone. Mojo Tago has been able to differentiate itself from other food trucks, by doing a great deal of corporate and private catering in addition to the traditional hot spot stops. Brian has also invested

heavily in his trucks and the branding for his business. However, the best promotion and branding in the world won’t matter, if the product falls short.

This certainly isn’t the case at Mojo Tago. “All of what we do is all fresh, made from scratch and made to order,” says Reed. “I spent an amazing amount of time just messing around with 4 taco recipes. My wife would say ‘enough already, these are great,’ but I can’t help but try and improve on the food. At the end of the day, people stop by for the food and that is what keeps them coming back.”

Brian offered the following advice for students who are considering starting their own business someday; “Try it before you buy it. Do your research. Talk to as many smart people and/or experienced small business owners as possible before making the leap. If you think you can make it work, give it a try. You don’t want to be old and gray wondering, ‘what if?’”

FOOD TRUCK REVOLUTION

Food trucks are hitting streets across the globe, and Columbus is feeling the early effects of this tasty surgence.

story by joey selmants

Left: Mojo Tago is a successful Mexican food truck founded by OSU alum. Brian Reed.

Brian Reed’s Mojo Tago Road1992 Graduated OSU2010 Reads about Korean Barbeque food truck and is inspired to tie his entrepreneurial desire with his love of foodSept. 2, 2010 Sells his first taco at OSU football’s home opener against Marshall

CURRENT EVENTS

ALUMNI SUCCESS


THE RESULTS ARE IN

FISHER SURVEY

CURRENT EVENTS

Jim Tressel (above) lost his head coaching job at OSU after a scandal involving player compensation.

PAYING$TUDENTATHLETE$

Players have been clamoring, and fans have been bickering. When news broke that Johnny Manziel had allegedly violated NCAA rules by signing hundreds of autographs in exchange for cash, the debate was sparked: should student athletes get paid to play?

College athletics (especially football and basketball) generate an incredible amount of revenue. We all know about the big-time coaches who have multi-million dollar contracts. These coaches wouldn’t earn such substantial payment if they weren’t worth it, and they certainly are. Teams that are more successful make more money for their respective programs. Conferences receive millions from the NCAA when teams appear in BCS bowl games or advance deep into the NCAA “March Madness” tournament. TV networks also make millions, as advertisers jockey to get their ads to air during the games. Companies like Nike and Adidas sign substantial contracts with schools to ensure certain teams only wear their brand. Let us also not forget about all of the money that is made off merchandise and apparel. The only people who aren’t getting paid are the people who actually play.

Former University of Tennessee running back, Arian Foster, recently made headlines after he admitted to accepting “money on the side” in order to pay for food. In an interview for an upcoming documentary, “Schooled: The Price of College Sports” Foster said, “I called my coach and I said, ‘Coach, we don’t have no food. We don’t have no money. We’re hungry. Either you give us some food, or I’m gonna go do something stupid.’ He came down and he brought like 50 tacos for like four or five of us. Which is an NCAA violation. [laughs] But then, I walk

up to the facility and I see my coach pull up in a brand new Lexus.”

How can it be right for players to go hungry when everyone around them is capitalizing on their hard work and talent? As Foster elaborates, “I’m a firm believer that an employee should get paid for his work. And, 100 percent, I see student athletes as employees. Hiding from it is just cowardly.” As business majors, I believe we can all understand where Arian Foster is coming from. With all of the money made off of athletics, I don’t think anyone can argue that college sports are not a business, and a lucrative one at that.

However, players already are being compensated, in more ways than one. Division I and II institutions are able to provide athletic scholarships. Indeed, every division I athlete receives an athletic scholarship to play football or basketball (unless they are a walk-on). According to the NCAA’s website, college athletes have their, “tuition and fees, room, board and required course-related books,” paid for. College athletes don’t have to pay for any of this; they receive free schooling when a college education is becoming increasingly expensive. Feeling a little less sympathetic now? This is not all student athletes receive.

It’s a privilege to be able to play a sport at Division I institution. As Big Ten commissioner Jim Delaney pointed out, the NCAA serves as a free training ground for the NFL and NBA. College athletics is the stepping stone that allows athletes to eventually make millions professionally. Additionally, playing sports in college also opens up many

opportunities later on in life, whether they are commercial deals, coaching, or getting a job interview.

If athletes don’t want to go to college, then they don’t have to. As Jim Delaney suggested, players who want to “professionalize themselves” by getting paid to play, shouldn’t attend NCAA schools. There are other avenues athletes should pursue instead, whether they be minor leagues (like in baseball or the NBA’s D-League) or training programs funded by agents.

story by reagan ramm

Should student athletes receive a cut of their respective school’s sports revenue?

26%

39%35%

Yes No Yes, but only a percentage of memorabilia

related to their namesake

Results are from an anonymous online survey of Fisher students.


SUSTAINABLE

GROWINGTREND TOWARDA

FUTUREFrom Ohio to New Zealand, businesses are shifting their gameplan to put more emphasis on sustainability and sustainable resources. Matching society’s perception of environmental-friendliness, students are traveling the world to see how other nations respond to this trend.

Many may not realize, but there is one key problem that is hurting businesses on Lake Erie and on Grand Lakes St. Mary’s nearly every summer: blue-green algae. Ohio is taking the lead on developing safe environmental practices to combat changing conditions in our lakes. The harmful side effects of these stinky green filaments are low oxygen levels in the water, wildlife mortality, loss of tourism, and poor water quality. Fishermen, boaters, and lakefront property owners face this issue in summer and autumn when water recreation and fishing are in season; it indirectly hurts a myriad of other enterprises associated with tourism. State government officials, land owners, and businesses need to act to resuscitate Lake Erie before the pollution into our waters becomes irreversible.

The damage is continuing to build, as these toxin producing colonies of single celled organisms are coating Lake Erie and inland lakes with increasing frequency, harming ecosystems and businesses alike. This adjoining

connection between the ecological health of our surroundings, our own well-being, and security of our economy was a crucial point of the discussion at a recent summit on the issue at the Ohio State University.

The Environmental Professionals Network (EPN) is an organization of professionals from across the state that meets monthly for breakfast at the 4-H Center on Fyffe Avenue. One issue is highlighted at each gathering, discussed by representatives from government, private, and non-profit organizations. Over 130 individuals participated in the October breakfast. As implied by the name, the focus of the meeting is to network. Students and professionals have ample time to mingle and sip on a cup of coffee before a hot gourmet breakfast at tables, where mixtures of students and professionals can talk extensively. The seminar portion of the October event featured a panel of speakers made up of the directors of three state agencies: Ohio Department of Agriculture, Ohio Environmental Protection Agency, and Ohio Department of Natural Resources, and was moderated by Dr. Bruce McPheron,

Dean of the College of Food, Agricultural, and Environmental Sciences at OSU.

Organizations like the EPN are vital in increasing awareness and action regarding environmental issues. Our personal futures, and the futures of our businesses, are all bound to our environment and natural resources more than any generation before. Overpopulation and skyrocketing resource demands are stretching our planet thin and creating massive problems. “The private sector business community, for better or worse, does a lot with resources and the environment, but there are a lot of efforts now to make it for the better”, says natural resource manager and EPN organizer David Hanselmann, who sees businesses as having huge potential as innovators in sustainability practices.

Learning about an issue of interest is reason enough for a student from any major to sign up for the next EPN. The monthly breakfast is Ohio’s premier forum on today’s most important environment and natural resources topics. This multi-disciplinary group can help propel our state toward innovation and success.

JP Belanger

NETWORK PROS

COMMUNITY

ENTERTAINMENT


MAJOR CHANGE

With a growing population and limited resources, the need for sustainable solutions is higher in demand than ever. Recognizing this need, Ohio State introduced the Environment, Economy, Development and Sustainability (EEDS) major, which is a multidisciplinary degree program that focuses on the human dimensions of sustainability.

This particular field requires expertise on both human and natural systems that involve balancing the environment, economy, and society. EEDS leads students in their passion and purpose by providing the core knowledge and skills students are required to launch a career in sustainability.

Students that pursue sustainability are preparing themselves to be agents of change. Therefore, the business world values sustainability as more than just a specialization but rather a competent skill that many companies look for in their future employees.

EEDS majors are required to take an integrated set of course work that combines foundations from other OSU colleges including environmental economics, business management, environmental sociology, community and international development, ecological engineering and environment sciences.

Fisher College of Business and other partners encourage their students to discover and recognize why this field is not only important but an essential component to a student’s background. Therefore, the EEDS program developed The Environment, Economy, Development, and Sustainability Minor to enable all OSU students to incorporate an element of sustainability into their education.

Fisher’s very own Neil Drobny, Lecturer of Management and Human Resources, played an integral part in the development of both the EEDS major and minor.

Drobny states, “The EEDS major, and the recently launched EEDS minor, enable all OSU students to equip themselves with knowledge that will be essential to be leaders and problem solvers in the physically and politically complex world that lies ahead. There is hardly a job in any organization that

will not be done more effectively with some knowledge and understanding of sustainability issues and solutions.”

Excelling at the triple bottom line of People, Planet, and Profit, Ohio State challenges students to take advantage of the many opportunities provided by the new programs in sustainability. Offering students outside the classroom campus-based sustainability initiatives, including the Zero Waste Stadium initiative and Fisher’s Net Impact Sustainability Certificate Program.

Maggie Wehri

College is a pivotal point in life; students are realizing just how many paths their lives can go down and trying eagerly to find their best fit. One way the Max M. Fisher College of Business helps to expose its students to the multitude of opportunities available to them is through their Summer Internship Abroad Program. This program places students with companies in other countries where they can work for a summer and get a unique, global experience that differs from the typical study abroad. One such student is Kathryn Snow, a marketing major, who interned for an environmental advising and consulting company in Auckland, New Zealand this summer. The company, The Greenhouse, houses four New Zealand companies that all strive toward the same common goal, promoting green growth in New Zealand businesses.

Snow was able to work on overlapping projects with each of these companies through the parent over the summer. Snow was always interested in

COLUMBUS KIWIS

working for an environmental company, and was impressed by The Greenhouse because “sustainability was not just part of their Corporate Social Responsibility efforts, it was part of their mission,” says Snow. The company is small- to mid-sized, and Snow was their only intern. This allowed her to take on projects with a high level of responsibility and to work directly with the CEO. She could see her efforts being used by and impacting the company. She developed a database for competitive analysis, an online marketing program and helped develop their new website.

On top of her enriching work experience, she was able to learn about another culture and working abroad. “I always knew that I wanted to travel,” says Snow, “but after this internship I considered for the first time the possibility of actually working abroad.” Snow was impressed by the laid-back culture in New Zealand and felt a strong fit with the company. The informal and open culture allowed her to actively participate in the firm’s progress. “There was an emphasis on self-expression and creativity and being you,” said Snow, “We wouldn’t give presentations in a big conference room with a projector but down the street at a coffee shop or bar. The emphasis was on learning and collaboration.”

With this experience, Snow now has a perspective on what it is like to work abroad and has a basis of comparison for work here. She also was able to see how she can pursue her passions in the business world, just as the CEO of The Greenhouse was led into entrepreneurship after his studies in environmental science. He saw a way to promote sustainability through business and technology.

Madchen Petrie

Kathryn Snow interned summer 2013 in Auckland, New Zealand.


ust over a year old, the Hollywood Casino Columbus has spurred the creation of 2,000 jobs in Columbus, and that’s only counting the jobs within the casino. Located on the West Side of Columbus, the casino has attracted new business in the

surrounding area that for the past decade has experienced economic stagnation. But as bright and shiny as it may seem, the decision to bring a casino to Columbus was met with plenty of opposition.

Why is the building of something widely known to stimulate tourism and increase the city’s tax revenues so controversial? This is the question I sought to find the answer to when I took an educational trip to the Hollywood Casino Columbus.

In November of 2009, Ohio residents had the opportunity to vote

it was the latter. Thankfully, the money I lost was the complimentary $10 given to new gamblers.

You can’t claim to have made it through Terry Paul’s Principles of Marketing class if you don’t recall the 80-20 principle illustrated with the casino example. According to this rule, roughly 80% of the revenue the casino brings in is from 20% of their customers. This lesson echoed in my head as I made my way around the casino, observing the general population. Most customers’ ages ranged from middle-aged to elderly. Very few people appeared to be college-aged.

Although many college students wisely avoid the casino for recreational purposes, they may be drawn to it for other reasons. The Hollywood Casino Columbus has teamed up with three Columbus colleges (not including OSU) to create career-focused educational programs that train

on the building of casinos in four Ohio cities: Columbus, Cincinnati, Cleveland, and Toledo. Most Ohioans voted yes and Issue 3 was approved, but the move did not get much approval from Columbus voters. This meant Columbus residents were stuck with a casino they didn’t particularly want. The casino was first slated to be located in the Arena District, but residents voted to relocate it to the West Side.

With my visit, the casino succeeded in bringing me to a part of Columbus I had never been before. The radiantly lit building, complete with a fountain and a huge screen of flashing casino images, gives you the impression that it was cut out of the Las Vegas Strip and pasted into this previously distressed community. The goal of the game is always the same: defy the odds and strike a winning match…or play until you run out of money, whichever comes first. For me,

J

HOLLYWOODCOMMUNITY

ENTERTAINMENT


students in a variety of casino related positions, thus generating a a highly-qualified workforce.

One step inside its doors and it’s easy to see how the casino has already raked in $143 million from the first eight months of 2013. The more revenue it makes, the more benefits are reciprocated onto the city of Columbus, in the form of tax revenue. At this point, the arguments against the casino are futile. The Hollywood Casino Columbus is here to stay.

TRAINING CENTRAL OHIOThe Hollywood Casino Columbus is teaming up with three Central Ohio colleges and the Central Ohio Workforce Investment Corporation (COWIC) to train 1,200 of its estimated 2,000 employees in various fields.

Columbus StateCommunity College

Culinary training for its food service operations

Train prospective table-game dealers

Train prospective employees for a variety of non-gaming positions, including technicians, casino cage employees, safety personnel, first responders, et al.

Hondros CollegeCentral OhioTechnical College

HOLLYWOODCASINOFresh off its one-year anniversary, the controversial Hollywood Casino in Columbus has opened its doors to thousands of new jobs, millions of dollars in revenue and countless hapless customers.

story by camille baker

PLUS:Learn more about Columbus’controversial casino and read moreabout the ongoing issue online athollywoodcolumbus.com orfbook.com/hollywoodcasinocolumbus


MUSIC IN

COMMUNITY

ENTERTAINMENT


C BUS

o one can deny the popularity or the presence of the music industry in everyone’s lives, but Columbus is not typically the place that comes to mind when people think about the music business. Although the city does have

a strong reputation for supporting the arts, the number of successful musicians who live in Columbus is negligible when compared to cities such as Chicago, New York, Nashville, or Los Angeles. That being said, however, the owner of Oranjudio studio, Brandon MacLean, offers some insight as to how a career in music for Columbus residents can still be a reality.

“Columbus is a niche market,” MacLean points out, and you have to

look for “what the people are missing right now.” Since there are many young musicians living in Columbus looking to begin their careers and record their talents, the music studio business is growing in popularity and success.

Many studios in the area do everything “in house”, so to speak, where the studio owners and managers perform the recording and engineering tasks on their own. In contrast, Oranjudio runs off of a slightly different business model. The studio contracts freelance producers that specialize in a particular musical genre and partners them with budding new artists. This provides producers and engineers with a venue to exhibit and enhance their skills while also providing local artists a wider variety of specialized producers from which to choose. This creates a “win-win” situation for both parties, and a profitable enterprise for the managing studio.

Zach Graves, the founder of Oranjudio studio, recognized this niche market while he was an economics student at Ohio State. Graves initially ran the studio as a side project for fun; however, after applying his unique business model, the hobby quickly expanded and developed into a successful business venture.. “Columbus doesn’t run off traditional business models,” MacLean stressed, and if you discover what people are missing or find a niche market “you can start a business pretty easily in Columbus.”

Thanks to studios like Oranjudio, the music industry is alive and well here in Columbus. Musicians, producers, engineers, and entrepreneurs can connect in a mutually beneficial way and jumpstart their musical careers in the capital city.

N

story by alex fiete

“Columbus doesn’t run off traditional business models. You can start a business pretty easily in Columbus.”


CASH CREW

4,000

10,000

6,00011,405

Season Ticket Holders

Average Attendance

(2013)

2013

Goal

2014

Columbus Crew Attendance Woes

Total Capacity: 20,455

For American soccer fans, Columbus Crew Stadium, in addition to being the home of the Columbus Crew, is a house of sentiments -- the United States’s first soccer specific stadium, the site of the national team’s first 2-0 win over Mexico, the venue where Jurgen Klinsmann qualified for his first World Cup as US Men’s National Team manager. For music followers, the stadium hosts events such as Kenny Chesney concerts, the prominent rock concert “Rock on the Range”, and the Breakaway music festival. For the Crew employees and new owner Anthony Precourt, the stadium is a place of business where they answer questions such as, “How does one promote the fifth most popular sport in the United States?” and “How does a sports team based in a city of approximately 800,000 turn profit when a team in the same league based in New York City is bleeding cash?”

The Columbus Crew’s current organizational goal is the procurement of more season ticket holders, providing a larger revenue base for the club and improving the Crew’s attractiveness for sponsors. During the September of 2011, the Columbus Crew started Goal10k, an initiative seeking to increase the amount of season ticket holders to 10,000 by 2015. The Crew had under 4,000 season ticket holders and ranked last in attendance, averaging 11,405 attendees per game, when the initiative began. Both the season ticket count and average attendance have improved drastically after two seasons under the Goal10k initiative. During the 2012 MLS season, the Crew sold approximately over 6,000 season tickets, jumped in attendance from last to 14th out of 18 teams, and boasted the second largest increase in attendance at 18.2%. To put this growth in perspective, the Columbus Crew netted an average attendance of 14,397, approximately as many attendees as NBA’s Detroit Pistons.

Marketing for Goal10k occurs not only via television and radio ads but

How does one promote the fifth most popular sport in the United States? The Columbus Crew of Major League

Soccer is trying to find the answer.


story by ruidi lu


CASH CREWalso in databases and e-mail lists. The Crew were one of the initial sporting entities to embrace big data and use results from the data to customize their marketing efforts when they adopted a Ticketmaster program called Archtics two seasons ago. Twenty North American sports teams in the professional and college ranks use Archtics to track and analyze patterns within their current fan bases and project traits in future fan bases. This software graphically presents traits shared by season ticket holders and seeks to discover the traits that cause fans to come to the games. The analytic activity sets a target base for email distribution programs that send customized advertisements to audiences based on specific consumption patterns.

In addition to customizing marketing, Archtics maximizes revenue by using past ticket purchasing patterns to suggest various ticket prices and create packages ranging from single-game to full season with other multiple game packages in between. Price flexibility complements intelligent marketing

to spur attendance growth. Archtics analyzes surveys and consumer purchasing habits to come up with prices that match consumers’ willingness to pay and projects popular ticket packages. These prices strike the delicate balance between luring consumers in and taking advantage of the consumers’ demand while the creative ticket packaging allows customers to conveniently buy a group of games.

Not all Columbus Crew business is conducted via databases and technology; much of the human resources and logistics work is done by hand. The Crew have three in-season interns and multiple managers who devise creative ways to streamline ticket distribution and check-in. Including the 17 home games, Columbus Crew stadium was home to 80 events in 2012. The scale and size of Columbus Crew operations are revealed on those 80 event days. On the day of the USA-Mexico game earlier this year, the work day ran from early afternoon through the night and during home games and

concerts, a crew intern says, “many upper level managers

literally sleep in the stadium. They make sure everyone

does their job and make note of possible improvements for future

events.” In soccer, all eleven players on

an effective team complement one another; the goalkeeper, defense, midfield, and attackers work in

tandem to move the ball, penetrate the opposing defense, and stonewall opposition attacks. To create a

positive, visible result, every pass must be crisp, every off-ball run made, every

opponent marked. Similarly in the office, the marketing, operations, technology and financial departments must join to create a sustainable and profitable entity.

The Crew’s rise creates economics benefits, including approximately 80 new jobs and 15 internships last year, for the Columbus area. Additionally, the Crew’s mere presence since 1996 has strengthened central Ohio’s economy by causing $384 million dollars of general spending since 1996 and over $22 million dollars of tax revenue for Columbus, Franklin County, and the State of Ohio. 70% of the spending and tax revenue can be directly attributed to the Crew. Selling the stadium’s naming rights and fulfilling Goal10k will, in the words of retired Ohio State University economics professor Stephen Buser, “make the numbers even more impressive over the next 15 years.” With efficient marketing, prudent fiscal practice, and precise logistics, the Crew management and employees hope to transform Columbus Crew stadium into an even greater factory of economic growth in central Ohio for years to come.


“We offer great food for all occasions large or small: business meetings, office parties, training sessions, social occasions, holiday gatherings, family get-togethers, and many more.”

PANERAanera Bread has been a successful company for years, and has become even more popular in recent years. As a result of its growth,

Panera has recently added a catering sector to its company. The catering portion of its business has contributed to its continual success and has even brought more customers outside of its original market.

Panera Bread began in 1981 as Au Bon Pain Co., Inc. and later changed its name to Panera Bread. It has excelled as a company and is best known for it’s made from scratch bread and tasty food made from high quality ingredients. Panera Bread bakes more bread each day than any bakery-café in the country.

Covelli Enterprises, which owns both Panera Bread franchises on Ohio State’s campus, is owned and operated by entrepreneur Sam Covelli. The Gateway Panera opened in September of 2005, and more recently, the Lane Ave. location opened in October of 2011. Covelli Enterprise is headquartered in Warren, OH and provides jobs for over 30,000 people.

According to Felicia McNichols, Regional Catering Sales Manager for Panera Bread, the company is the single largest franchisee of Panera Bread and O’Charley’s Restaurants and was recently named the fourth largest restaurant franchisee in the nation. McNichols states, “In May 2012, Covelli was the first Panera Bread franchisee to take the concept internationally with a record-breaking opening in Toronto, Canada.” In addition, Covelli Enterprises currently operates more than 240 Panera Breads.

The catering portion of Panera was developed due to a high demand from

customers in 2003. Panera’s catering has a strong focus on the packaging and visual appeal of its products; giving customers options including buffet style individually packaged products. Buffet style gives the food a nice visual appeal, while the individually packaged meals gives additional convenience. Many professionals prefer to have lunch meetings in offices, and Panera can now meet these requests.

Because the catering sector of Panera is such an important aspect to their business, each Panera Bread hires a catering coordinator and takes steps to make their catering services professional

story by laura doncaster

PPP

Felicia McNichols

COMMUNITY

ENTERTAINMENT


and convenient, according to catering1.panera.com/FAQ.aspx. “Shae Patterson, our Catering Coordinator at 300 W. Lane Ave, has been with the company for six years. Megan Dennett, our Catering Coordinator at our South Campus Gateway location has been with the company for eight years,” said McNichols.

McNichols says the target market for Panera’s catering includes business professionals as well as birthday parties and family gatherings, “We offer great food for all occasions large or small: business meetings, office parties, training sessions, social occasions, holiday gatherings, family get-togethers, and many more.”

The catering services offer breakfast, lunch, and snacks. McNichols says customers enjoy learning that they can have large orders delivered.

According to McNichols, the catering services at Panera are going great at this point, and continue to expand year after year. Covelli Enterprises, is continuing to expand and open new cafes.

“Catering is a huge part for this

franchise,” says McNichols, “People are really now just learning that everything they love is available in catering as well.”

Panera Bread advertises their catering services by radio, but a large amount of their advertising is done by word of mouth. Catering coordinators specifically reach out to customers; when customers place large carryout orders, the catering coordinators inform them about Panera’s catering services and delivery options.

“We are a proud partner of The Ohio State University. We offer special catering pricing through OSU’s eStores website,” says McNichols. In addition to these special offers, Panera Bread has three

new locations inside the Shoe, one on each 50 yard line on A-deck and one on C-deck, allowing students to purchase Panera products while at football games. Football games are an important part of Ohio State’s tradition and Panera Bread, specifically Covelli Enterprises, has been able to use this information to boost sales by reaching their target market.

McNichols describes the products sold in the Shoe as “a selection of our most popular sandwiches, soups, and treats including the official Ohio State Buckeye Football Cookie.” Panera Bread also partners with Ohio State in events including Buckeyethon and Fisher 5k.

MONEY MATTERSBelow is a section of rankings based on U.S. systemwide foodservice sales*, for the latest full fiscal years ended closest to Dec. 2011. Panera Bread is the only chain from the bakery-cafe market in the top 50 with nearly half the marketshare.

3,990

3,6803,580

3,560

3,440

3,200

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*all results are in $ millions

Panera currently dominates half of the roughly $7 billion U.S. bakery-cafe markeplace, with 2012 sales of nearly $3.9 billion.

Morningstar


Every first Saturday of the month, curious visitors stroll through the streets of Short North, absorbing the decorative lights, vivid window displays, and the welcoming glow of eager artists. From 4 pm to 10 pm, the Short North Gallery Hop provides artists and shopkeepers the opportunity to convert these droves of visitors into customers, making this cultural event into a prime business opportunity. But the Short North hasn’t always been a picturesque venue.

Characterized by brick buildings from the early 20th century and seventeen

lighted metal archways, the Short North area has evolved from rags to riches. The nickname “Short North” originates from how the district “fell short” of the aesthetics and economics of the central business center. Beginning as a squatters neighborhood in the 1980s, the opening of galleries and rising land prices slowly evolved the region to what we see today. Nestled amongst quaint boutiques and avant-garde studio spaces, visitors can now find restaurants of globally diverse tastes.

The first Gallery Hop was introduced

in 1984, when Art Reach and pm gallery opened new exhibits on the first Saturday of every month The Gallery Hop provides highly beneficial exposure for freelance artists, especially those who are just emerging into the business world. Rachel Ramm, an artist who participated in the Grandview Hop (which is similar to the Short North Gallery Hop, but on Grandview Ave.), recounts that as her first independent display, the exhibition allowed her to “step outside my comfort zone and integrate with a larger art

SHORTGALLERY

NORTHHOP

story by rona jiang

Columbus’ Short North has always been a major market for free lance

artists, and its Gallery Hop has grown into the Super Bowl of exhibitions.


community.”The new environment also inspired her with ideas for changing her portfolio. Jonas Laughlin runs Laughlin’s Distinguished Baked Goods as a side profession and set up a sampling of his creations in a store for the first time this past month. For him, Gallery Hop has led to a mention on a local news segment, a request from another store for a stand next month, and more “likes” on Facebook. The effects on local businesses are self-evident; the masses of people flowing through the stores and restaurants provide an increase in sales.

The excitement that Gallery Hop has generated has not only improved the economics of the area, but it has also developed the whole community. Gallery Hop allows artists and storeowners, customers and sellers, and visitors and residents, to network and connect to one another. Ramm describes it as “a way for businesses to come together in a fun way.” Her own start in the Columbus community came through a networking connection she had made, showing that sometimes “it’s not what you know but who you know.” Short

North’s cultivation of the arts have transformed it into a place where all types of people join for a common purpose, to explore the whimsical, the extravagant, and the innovative.

The impacts of Gallery Hop on the Short North district is summarized by Sandy Wood, an early Short North entrepreneur, “One thing I think the Short North has done is make art accessible to a broader area of the public. It seems that in a little way that’s what is important in life, that we try to make it beautiful for each other.”

An artist puts the finishing touches on her piece, Portrait of a Little Cowboy, during Short North’s Gallery Hop

SHORT NORTH

COMMUNITY


to everyday academic tasks, such as taking notes, writing papers, and doing research, this extra power is not utilized. A larger screen may make text slightly easier to read, and graphics look larger and more realistic, but screen size largely contributes to the weight of a laptop. These editions add on a few extra pounds, as well as a few extra hundred dollars to the price. Furthermore, many of the lecture halls within Schoenbaum Hall have limited desk space, so students need something compact and portable.

Is it possible that a business student could have a tablet in lieu of a laptop? In Zach’s opinion, this would be difficult because many business classes require students to work with spreadsheets or write extensive papers. However, students can take advantage of tablet note taking apps, like Evernote and Notability, to type and take pictures, which can be embedded in the text. You can even record the actual lecture while taking notes, just to be sure you don’t miss anything. Tablets can also

College is expensive! With tuition, rent, textbooks, and other necessities (Buckeye Donuts),

there are not always funds to spare on fancy electronics. Therefore, if a student does decide to invest in new technology, it is crucial that he or she picks the most efficient and advantageous products.

A common myth is that college students should purchase a computer with the maximum amount of power, screen space, and memory. However, after meeting with Zach Herr, a graduating senior studying Marketing, I learned that this notion is false. Zach has been working at WiredOut, the Tech store here at Ohio State, for about a year and a half. During his time at WiredOut, he has encountered many business students seeking the appropriate laptop. His advice is always “Don’t get something super powered,” and “Get something light weight.” A student may choose to purchase a laptop with the fastest, most powerful microprocessors or a wider screen. However, when it comes

3NEWTECHNOLOGIESTHAT WILL SHAPE 2014

$500 $229 $650Spring-Summer

A consumer-friendly version of Google Glass’ headset computer is expected to be released next year, instigating the movement towearable technology across the globe

* prices are estimated

Hot on the heels of Kickstarter legend Pebble, Apple is rumored to be releasing the most intuitive smartwatch, alongside the Samsung Galaxy Gear and Sony Smartwatch 2

After a manual for the Lenovo A10 was leaked, the China-based tech hardware giant announced the 10.1-inch notebook with 300-degree screen rotation would be available early 2014

Summer Spring

GOOGLE GLASS iWATCH ANDROID LAPTOP

be used to read electronic textbooks, a growing alternative to the expensive traditional textbooks. From what Zach has seen, more and more students are supplementing their laptops with tablets.

Now what about the most controversial debate of all: Mac vs. PC? Business students who purchase PCs most often do so based on the notion that they need certain programs for school that are only available on a PC. This is not true. Simply buying a laptop, Mac or PC, will not provide many of the desired academic applications. Most software programs are available for both operating systems and can even be purchased at a dramatically reduced cost at WiredOut. For example, students can get Microsoft Office for just $50, compared to $100-$200 at most retail stores. Whether you have a Mac or PC, this is a great deal. In terms of applications and programs, therefore, there may not be a clear advantage to having a PC over a Mac. It may come down merely to personal preference.

DE-BUGGING THE MYTHS story bymalia funk


J MSstory bymalia funk FISHER

Several FIsher Ink edtiors reveal their workout music and study tunes

All the Small Things l Blink 182Throw back! Blink 182, has always been an epic band. Their song, All the Small Things, is a catchy and angsty song that reaches back for that nostalgia feel, plus it’s constantly reminding me to do things for people.Lane Rudolph

FEATURED PICK Lauren Landsman, secretaryAlive l Krewella

Adam Zimmerman, content editorSafe and Sound l Capital Cities

Gretchen Weber, treasurerBarton Hollow l The Civil Wars

Kaili Tao, marketing directorLeaving on a Jet Plane l C. Kreviazuk

Devin Casey, design editorI Don’t Feel Like Dancin’ l Scissor Sisters

Maggie Wehri, UAN editorTighten Up l Black Keys

Caitlin Hwang, presidentalt-j l Taro

cartooncorner cartoons bysydney glassman

FUN PAGES

FISHER INK

MUSIC NEWSThe first ever Youtube Music Awards, with winners decided entirely by fans, allowed internet sensations like DeStorm to compete with music stars.

sudokuDifficulty Rating0.41 (easy)

solution on page 2

Fisher Ink.

For the Students, b

y the Students

Fisher College of Business

Student Run Magazine

Teams:

Marketing, Writin

g, Ad Sales, Design

Also Opportunities in:

Finance, Logistics, P

hotography, W

eb

Design and more

All Majors W

elcome

Meetings:

Thursdays, 7:30 p.m.

Schoenbaum Hall Room 200

210 W. Woodruff Ave

Columbus, OH 43210

Free Pizza Joint provided

Come Join Us!

Questions?

Contact Caitlin

Hwang

fisherink

magazin

e@gma

il.com

fisher ink fall 2013

Documents

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