“Imagine this… a music venue owned and operated by a musician. What a concept! This is my dream.”   Eric Stone, singer/songwriter

Dockside was once a waterfront venue in the heart of the Florida Keys on Boot Key Harbor in Marathon, but recently closed. Historically this is a favorite hot spot of locals and cruisers, a place where the Chamber of Commerce met for happy hour next to the 'pirates' from the harbor; a place that filled with sunkissed tourists watching the sunset after spending a day on the water or exploring the Keys. Dockside is a landmark - we want to bring it back to life.

Dockside Tropical Café is poised for rapid growth in the restaurant/bar/music venue industry with the top three ingredients going for it: location, location, location! We are thrilled to be able to take advantage of a window of opportunity for introducing a “new and improved” Dockside, a tradition in Marathon for many years. Dockside Tropical Café has the potential to dominate the South Florida market as a destination for good music and good times.

Eric Stone is a singer/songwriter with 13 CDs to his name, with the last being Time To Fly, released just last fall, with rave reviews. And it is… his “time to fly”.  Picking up his first guitar when he was just 10 years old, he has played worldwide ever since, with influences ranging from AC/DC to Willie Nelson to Jimmy Buffett, his ultra talented songwriting and unique voice has led to an international fan base. His fans tend to feel more like friends as he invites people into his personal life through his songwriting and answers all emails and comments personally. Because of this, this group of people will make special travel arrangements just to hear him play and raise a glass with him.  www.IslandEric.com

Prior to creating a full time career within the music industry, Eric worked in the customer service arena with Northwest Airlines; this and working with various venues/bars/restaurants from the stage view, has given him the opportunity to experience from the inside just how important customer service is. He also served as a hands-on consultant for Bahama Breeze Restaurants in developing their music offerings nationwide.

Kim Hess-Stone, Eric’s wife is a business owner, yoga instructor & author. She uses her yoga teachings and practice to connect with others, inspiring them to trust in themselves and to find the passion and commitment that is their nature, not only on the mat, but also in the world. She is a self published author and creator of Yoga OnboardTM  book and DVD, writer/artist of Yoga Nidra~waves of change CD, and creator of the Pirate YogiTM  clothing line. www.TropicYoga.com

Kim began working in the service industry when she was twelve years old, beginning as a dishwasher and working her way thru the ranks as state labor laws permitted. She has used this knowledge and experience throughout her years during transitional periods of her life. The birth of a new restaurant is not a new concept for Kim as she worked closely with a friend of hers in her hometown of McCall, Idaho, conceptualizing an idea for a wine bar and gourmet deli and taking it to fruition, before relocating to Miami Beach. Bistro 45 is now one of the most popular restaurants for tourists and locals in McCall.

Eric & Kim, both being of the creative entrepreneurial mind, are the perfect combination to fulfill the necessary steps needed to create, implement and maintain a healthy, successful business. Having seen businesses thrive or go under in tourist locations, they both understand the importance of exceptional and consistent products and service. Together they have a vision to restore Dockside to its glory. Their vision includes adding a tiki hut, built exclusively by the Seminoles, adding tiki and island décor, a tasteful blend of every tropical location ever dreamt about including the Florida Keys.

Dockside Tropical Café - a Keys dock bar with a mix of tiki themes and island dreams - maintaining the community experience while upgrading its appearance, product and service.            

Our Vision of the Dockside Tropical Café

It is our mission to offer the Marathon's locals, tourists and community of cruisers a music venue that offers quality entertainment seven nights a week. As a foundation for this venue, we will offer a simple yet complete lunch and dinner menu featuring Key’s favorites and healthy alternatives. Our full service bar will include specialty drinks straight from the islands as well as a tasteful beer and wine list. The gift shop will offer signature logo apparel and gear as well as other top selling items. Through our commitment to quality service, food and music, this establishment will soon become a “must" for anyone visiting The Florida Keys.

We will carry on the long standing tradition of Sunday Jam nights, as well as other weekly events (i.e. Movie Mondays), complementing the line up of talented local and regional singer/songwriters we will be bringing to our stage in addition to our house band, The Eric Stone Band.

The gift shop, Harley & Marley’s Treasure Chest, will offer signature logo apparel and gear along with Eric Stone MusicTM, Pirate YogiTM, Cruising OutpostTM, Living Like a PirateTM and Chix FishTM apparel and gear, as well as other offerings. The gift shop will also be a part time home to Harley and Marley, the couple’s two macaws. Harley and Marley will also have their own signature apparel and gear and there will be opportunity to take photos with the birds, a significant attraction to families and tourists visiting The Keys.

• Remove current roof canopy and replace with tiki hut roofing
• Relocate & upgrade kitchen with herb garden
• Upgrade stage and sound system to attract quality musicians
• Add gift store (Harley & Marley’s Treasure Chest)
• Paint/redecorate with island, tiki theme
• Redesign dining/bar areas
• Solid marketing campaigns
• Training & ongoing support for staff to insure quality service & consistency in menu selections
• Free Wifi for customers
• Live webcast of music performances on internet and in-house tvs
• Special events:

         o Cruising Outpost seminar weekends
         o Weekend/Week long music festivals
         o Morning community health classes: yoga, fitness, tai chi etc.
         o Other community events

• New dinghy docks to accommodate mooring field
• Offer water sports rentals (kayaks, stand-up paddleboards)

There are three main target markets for Dockside Tropical Café:

1. The cruising community. Dockside is the only waterfront full service bar/restaurant offering music on Boot Key Harbor, with over 200 mooring balls (and more on the way), and approximately 200-300 slips. Boot Key Harbor is a major “jumping off point” for cruisers headed to the islands for the season or as a final destination.
2. Tourists. Located in Marathon, Florida, the heart of the Florida Keys, tourism is what keeps the Keys alive.
3. Locals. Realistically the local residents should be the bread & butter for a year round consistency in sales. Specials and events specifically for local residents will be offered.

With three specific target markets, three marketing strategies will be implemented:

1. Cruising community:  A significant and well known presence in the boating/cruising community will continue for both Eric Stone & Kim Hess. This will happen through national boat shows and marketing with popular cruising magazine(s).  Side note: Eric is the official entertainer and Kim writes the Healthy Cruising column for Cruising Outpost magazine (formerly Latitudes & Attitudes)
2. Tourism: National marketing campaigns through the travel industry, in addition to billboards along US1 promoting venue and directing traffic to location. Discounts offered through local and South Florida hotels. Ads on tourist channel tv
3. Local Residents: Local radio and appropriate print media. Involvement in the community. Special events geared to local involvement. Bring back a “new & improved” Dockside, which has been a landmark in Marathon for years. Focusing on name recognition with new reputation.

We have identified the following avenues of marketing to increase our brand awareness:

1. Distribute postcards and advertising to all Keys businesses that promote to tourism (i.e. tourist destinations, hotels/motels, gas stations etc.)
2. Billboards on both sides of town
3. Press releases to industry publications and local newspapers
4. Magazine ads
5. Local radio/television ads
6. Large internet social media presence
7. Posting flyers about special events and weekly schedule/specials
8. Line of signature logo apparel and gear (self promotion)
9. Song written & recorded by Eric Stone (think Margaritaville)
10. Word of mouth: by offering exceptional and consistent products and service, new and old customers will not only continue to frequent the venue, but spread the word