For now, the windows of the former Taco Bus location on Kentucky Avenue are papered over, but in about a month, Frescos owner Tina Calhoun, 54, hopes to open a curated community market where up to 20 local vendors can sell their artisanal foods.
She and her husband, Tim Calhoun, 62, bought the Taco Bus property and assumed the lease last month, and they envision a co-op-style market that could serve as a launchpad for local food entrepreneurs — a big step up from selling at weekend farmers’ markets but more casual than starting a brick-and-mortar business.
A work in progress: Like most things in the couple’s entrepreneurial journey since opening Frescos in 2009, there are no formal written plans or renderings that show exactly what the new 2,700-square-foot space will look like. The couple is working with a designer, but many details are changing in real time.
What we know
Name: The new store will be called “Market On Kentucky.”
The back half of the former Taco Bus will be used as a catering kitchen. The front half will be an artisanal food market where local entrepreneurs will sell their wares. | Cindy Glover, LkldNow
Amenities: The back half of the space, connected by a hallway to the Frescos restaurant and event room, will be a commercial kitchen to serve the Calhouns’ busy catering operation. The kitchen flooring is scheduled to be installed next week.
The market will occupy 1,200 square feet of the frontage facing Kentucky Avenue. At least two “anchor” kiosks will be installed — one for Frescos products and one operated by a yet-to-be-selected stable partner — and the remaining space will be filled with flexible shelving, tables, glass-enclosed freezers, deli cases and/or bakery display counters that can be arranged to meet the needs of various customers.
“It’s all conditional because everyone we’ve spoken to needs something else,” Tina said.
Merchandise: Merchandise will be carefully curated and will include frozen meats, desserts, spice mixes, pasta sauces, gourmet pickles, tea leaves, locally roasted coffee, and other food items. Decorative items such as candles are not included in the plans.
Tim said he walked around the downtown Farmers Curb Market for several consecutive Saturdays, talking to select vendors, and also reached out to businesses that might be interested in opening a second storefront.
Cost: There is currently no fee schedule for potential vendors. As a general guide, the Calhouns plan to charge about $5 per square foot per month, although variables such as space, equipment and sales support will affect the total.
For now, each contract is negotiated individually. Vendors of shelf-stable goods like spices might only need to set up shelves in the market; the Calhouns might buy them wholesale and be responsible for selling them. Others might have to reserve time in the kitchen or have fresh goods delivered daily.
Some entrepreneurs will want to be there every day selling their wares. Those who have day jobs might only come on weekends or when there are events. Your market will have at least two full-time staff, expanding to up to six if needed.
Tina said that while Frescos expects to make a profit on its products, the Calhouns would be happy to break even on the space they provide to emerging entrepreneurs, but added that Tim, who manages the business’s finances, didn’t want to be responsible for lost product.
Events: In addition to offering vendors the opportunity to display and sell their wares throughout the week, Tina plans to host special events such as pop-up events with tables for area vendors, fundraisers and even chef’s dinners using her kitchen.
Tim and Tina Calhoun stand outside Frescos, a restaurant they opened downtown in 2009. Cindy Glover, LkldNow
Impact on Downtown
While the Calhouns didn’t reveal specific plans on social media last month, one thing was clear: Closing the two Kentucky Avenue stores to expand was never an option.
“Julie Townsend is going to cut us off,” they joked, referring to the executive director of the Lakeland Downtown Development Authority.
The need for retail: As longtime downtown business owners and members of the Lakeland Economic Development Council, the Calhouns understand the factors that lead to the revitalization or decline of business districts.
There are already several vacant buildings downtown whose owners have blocked redevelopment, and the couple said many businesses and city planners have said Lakeland’s downtown has plenty of restaurants but needs more retail, which has partially guided their plans.
PEDESTRIAN: Tim said there was a time when downtown Lakeland was quiet on weekends. Frescos was one of the first restaurants to open on Sundays. Now, there can be a 45-minute wait on Saturdays and Sundays.
“If people want to go elsewhere, that’s totally fine, but if people want to wait, they can just go to the market next door and check it out,” Tim said.
Entrepreneurial Ecosystem
Lakeland has many resources for aspiring entrepreneurs, including Catapult, which has a restaurant incubator program and a large commercial kitchen.
The Calhouns have had numerous discussions with Catapult President Christine Strawbridge, who they say is very enthusiastic about their plans.
“She was ecstatic,” Tina said, explaining that Catapult has a waiting list for new restaurant entrants and that Frescos’ plan could be a valuable transitional step for some of its current members.
Frescos owners Tina and Tim Calhoon are passionate about mentoring local food entrepreneurs who are ready to take the next step. | Cindy Glover, LkldNow
Giving back: The Calhouns said they look forward to supporting the next generation of restaurateurs. Many Lakeland residents don’t know that Frescos is a local, family-owned business because it has grown so much over the years.
“We opened Frescos with $5,000 in the bank account, and that’s all we had when we started. We’ve been through hard times,” Tina says. “We have the ability to mentor and help along the way.”
Local entrepreneurs interested in selling their products at “Market on Kentucky” can email Market@frescoslakeland.com.
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