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Alaska Business; Architect News
The Whisky & Ramen co-owners fell in love with a historic three-story, 6,000-square-foot building
Top Shelf: Craft and Design at Whisky & Ramen
BY Venessa Orr
Published: Feb 6, 2023
https://www.akbizmag.com/magazine/whisky-ramen
The Whisky & Ramen co-owners fell in love with a historic three-story, 6,000-square-foot building downtown that provided more than enough room for a growing restaurant, as well as design challenges to match the space.
When Jon McNeil and Nicole Cusack decided to bring a ramen restaurant to Anchorage, they pictured a small, cozy place where they could share their love of phenomenal food and high-level craft cocktails. Instead, they fell in love with a historic three-story, 6,000-square-foot building downtown that provided more than enough room for a growing restaurant—but also enough design challenges to match the space.
Now one of Anchorage’s hot spots with a two-month or more waiting list, Whisky & Ramen was a labor of love that McNeil, a dentist, and Cusack, a lawyer, can look back on with pride. But renovating the space took a lot of effort as well as innovative design solutions.
“We had no idea how big it was when we first saw it; it was just a great old concrete building that had a ton of history, including surviving the 1964 earthquake,” says McNeil. “Instead of seeing it destroyed like a lot of old buildings are, we decided to buy it so it didn’t get wasted.”
Once they started exploring their new purchase, the couple realized that much of its unique architecture had been hidden by older finishes. While the front part of the building had been built more than a century ago, the back part of the building had been added in the ‘60s. In its many iterations, it has served as a photo studio for famed Alaska painter Sydney Laurence, the home of Stoltz Electric Co., an antique store, and later a mercantile.
Up to Code
The back part of the building was made of board formed concrete, which the couple were able to preserve in the modern renovation. “There aren’t a lot of concrete buildings like this anymore,” says McNeil, noting that it can be cost-prohibitive to use this type of construction method in modern facilities.
It took them a couple of years to strip the building, in part because the entire façade had to be seismically upgraded to meet modern earthquake codes. Steel beams were installed behind the brick façade, which was reattached to the original concrete back of the building that was already up to code.
“While most historical buildings are grandfathered in, because we went from mercantile use to restaurant use, our project fell under current codes, which made the renovation even more difficult,” says McNeil, adding that, in addition to meeting municipal codes, the entire building is now ADA-compliant.
Because a lot of the building is below grade, the renovation had to utilize the existing sewer line and plumbing lines, incorporating their path into the design of the restaurant. McNeil and Cusack were also able to maintain the original elevator shaft and expand it, though at one point that meant hand-digging to get it to the right depth.
“One of the biggest challenges in the renovation is that every inch counted. For example, when we worked on the bathrooms downstairs, it was originally framed three inches in the wrong direction, which threw off the entire layout,” says Cusack. “We ended up flip-flopping the men’s and women’s rooms.”
Upstairs also was a squeeze. “In order to meet codes in the bar, we had to custom-build the faucets into the vertical columns of the bar to make them fit,” she continues. “The tolerances were within inches.”
In addition to keeping the concrete shell, the couple was also able to reuse the brick in the building. However, that commitment to sustainability involved spending an entire summer cleaning the concrete. “It was definitely a labor of love,” says McNeil.
Because the original building had not been designed to house a restaurant, the renovation involved more specific issues to comply with health standards and increased efficiency.
“One of the hardest challenges was figuring out how to get the food out; we use custom-made carts with huge rubber wheels, and these had to be able to roll over the transition at the elevator without jostling the food,” says Cusack. “We also had to get the bar and bar seating to work so that servers could get the carts out of the elevator and through the bar into the dining room. What we’ve got is quirky, but it works.”
The carts are a key part of the restaurant’s operations. “Keeping the elevator was a good pivot for us. It’s not only more efficient but adds to the safety factor because servers are able to roll bowls of soup to the tables instead of carrying them,” she adds.
The couple also decided to put heat in the floors, which meant upgrading a boiler from the ‘70s that was working at about 50 percent efficiency.
“We use a lot of electrical appliances and equipment because we make everything from scratch,” says McNeil. “So we decided to go with a turbine-based system that uses natural gas to produce all of our electricity and also puts off heat that is recycled back into the floors and to heat water.”
The 65-kW microturbine CHP system (combined heat and power), which cost $237,000, runs at 80 percent efficiency and will pay for itself in roughly four years. Edwards Construction Group of Ridgefield, Washington installed the microturbine on the restaurant’s roof with equipment distributor Arctic Energy overseeing the technical aspects.
Vintage Brick
The couple hired Daniel Clift of Determine Design, who originally met them on site when the building was still being used as a clothing outlet.
“In addition to figuring out a way to work with the existing concrete structure, we needed to find a way to make the building accessible, to get it to flow, and to create a restaurant in there,” says Clift. The design puts kitchens on the middle and lower levels, as well as office and employee space on the third floor.
DCI Engineers was brought in to analyze the building and come up with shoring solutions, which included creating new beams and supports to reinforce existing openings and the elevator shaft. Finding space for the sprinkler system, as well as designing ways to fit air ducts into the walls discreetly, were added concerns in the design.
Inside a Fourth Avenue storefront that painter Sydney Laurence once used as a photo studio, Jon McNeil and Nicole Cusack spent years stripping the interior to its concrete shell.
“I’ve worked on restaurant remodels before, but this one was uniquely challenging,” says Clift, who was involved with the project for six years. “It had such extensive remodeling requirements teamed with high design priorities, added to the technical challenges of working within the concrete structure. It was the longest project I’ve worked on to date and it’s also the one I’m most proud of.”
The couple’s goal to add contemporary finishes meant sourcing unique high-end materials, including clear birch wood, specially designed wallpaper, and historic brick.
“All of the brick is from an early 1900s Portland firehouse that was torn down that we had shipped up,” says Cusack.
One of the more fun elements is the tree in the middle of the floor that not only serves as a focal point but symbolizes the Alaska/Japanese/Nordic style that the couple envisioned.
“The tree is from Alaska, but we used a traditional Japanese technique to burn it with oil to harden it,” says Cusack. “We did it in the yard and brought it through before the doors were on the front; our contractors were super annoyed with us because then they had to build around the tree.”
Local artisans like Lugo Upholstery, which supplied the Scottish-inspired seat fabrics, and Tasha Jeffries, owner of Labrador Tea who designed some of the wallpapers, added their expertise to Whisky & Ramen’s interior design.
In addition to the airy, elegant restaurant area, guests can wander into the whisky bar, which sports a darker, warmer, more traditional look. The wallpaper was designed by Alaskan artist Tasha Jeffries, owner of Labrador Tea, and features Alaska topography and the floatplane that Nicole grew up in, flying with her father. Alaska wildflower wallpaper, also by Jeffries, adorns the women’s restroom.
Ben Campbell of Campbell Painting & Drywall installed the wallpaper after finishing the drywall work and priming and painting the exposed brick. He spent about six months on the project, working on different phases as the design came to fruition.
“Some of the wallpaper was custom-designed and some was imported from overseas, so we took our sweet, sweet time. If you mess up, it’s hard to get extra,” he says with a laugh.
Cusack and McNeil designed all the bar seating themselves, and Gasser Chair Co. of Youngstown, Ohio made the custom chair frames. Anchorage-based Lugo’s Upholstery did all of the upholstery and spent months creating the bar and bench seating using leather imported from Italy.
“The leather was very thick and hard to work with, and I spent nights awake thinking, ‘How are we going to do this?” says owner Hermilo Lugo. “We had to keep playing with the leather and soak it at night to soften it up so we could create the beautiful diamond patterns that Nicole wanted.”
Kristy Knutson, business manager for Lugo’s Upholstery, says of Cusack, “She definitely had a vision in her mind, and everything in the restaurant shows her specific touch, from the artist-designed wallpaper to the seats made of green tufted leather and Scottish wool.”
The upholsterers had to work around the brick columns and concrete structure to make everything fit, and Lugo says that they poured their heart and soul into creating a stunning space.
“We worked on it day and night, seven days a week, twelve hours a day,” says Lugo, “and it turned out beautifully. We’re really proud of our work.”
Those who took part in the remodel are not the only ones who have been impressed by the couple’s commitment and vision. Both the chef and the head bartender heard the buzz about the remodel and approached the couple about working there, as they wanted to be a part of the final product. Customers have consistently given rave reviews not just about the food and craft cocktails but the space as well.
“People have been very responsive and kind about Whisky & Ramen; there’s a real excitement and energy about it,” says Cusack. “That’s been super rewarding for us. When you build something, you hope people appreciate it, but they really get it. They see every detail, every inch that we were painstakingly focused on.”
“We were burnt out at the finish line, so it’s wonderful that the response has been so overwhelmingly positive,” McNeil adds, noting that the restaurant grew from zero to forty employees within two months. “You don’t realize how hard it is to get a restaurant and bar with high-level craft cocktails up and running. Restaurants in general have a lot of demands, and then add to this the cost of renovating a historic building in Anchorage.”
McNeil laughs as he reflects on the scope of the project. “We’re very happy with the final product,” he says, “but starting from our original idea of just creating a small ramen shop—it kind of snowballed.”
Daniel and his partner James at Whisky Ramen
Alaska Business; Architect News
Avoid Amateur Advertising: Consult with the Experts
Marketing options for startups
BY TRACY BARBOUR
Published: August 7, 2018
If you’re on a health kick or simply enjoy drinking a refreshing glass of tea, Jesse Janes is hoping you’ll reach for his product: kombucha. Janes creates kombucha—a fermented tea thought to have originated in China—at his brewery in Anchorage. Janes’ brand of kombucha is crafted with a high-antioxidant blend of black teas, fresh fruit, herbs, and vegetables. The lightly-effervescent, probiotic drink boasts beneficial compounds and a balance of sweet and tart.
Janes’ business, called Zip Kombucha, is actually in the process of regenerating itself. The company, which originally began distributing tea in May of 2016, is emerging from a brief production hiatus. Now Zip Kombucha is refocusing its efforts on developing products based on local flavors and local interests. And soon the business will open a new Anchorage location near Arctic Boulevard and 36th Avenue and begin selling its kombucha in a can. “I’m purchasing a canning line because people are very active in Alaska, and cans are good for an active lifestyle,” Janes says.
However, the successful reboot of Zip Kombucha depends on effective marketing. And Janes is busy using different tactics to get people to notice his product, which goes by creative names like Blueberry Mary, Ginger Rogers, Mandy Mint, and Plain Jane. His marketing plan employs everything from social media to cross marketing to free media publicity. “I rely heavily on social media because it’s inexpensive and cross marketing because it’s free and it benefits both parties,” he says.
Marketing for new or regenerating companies requires different techniques than for established businesses or even companies operating in a different market like the Pacific Northwest. Professional marketers can help new businesses successfully get out of the starting gate and navigate the marketing landscape during their initial years of getting established.
For instance, Brilliant Media Strategies has worked with a number of startup and regenerating companies and has broad expertise to meet their marketing needs. When assisting clients, the agency first takes a look at the company’s objectives and what it is trying to accomplish, according to President and CEO Debbie Reinwand. “Sometimes we have to help them with those,” she says. “We find a lot of the time that their business goals are being intertwined closely with their marketing objective.”
Brilliant Media Strategies shows clients how they can put together a cost-effective marketing program to get the exposure they need for a successful start. A chief goal of any company is to generate revenue and that means different strategies for different business types. “For tourism, it’s butts in seats; for breweries, it’s more beer bottles off the shelves,” Reinwand says.
Reinwand—named 2018 Marketer of the Year by the Alaska Chapter of the Marketing Association (AMA)—has been working in marketing for more than twenty years. She understands that the money clients are trying to spend on marketing is very near and dear to them and that they are often torn over where to put their money. So her agency tailors a marketing program specifically for their needs and budget. “We analyze not just what will get them the best bang for their buck but what they are going to be comfortable with spending,” she says.
Marketing for new versus established businesses
Professional marketers tend to use slightly different techniques for startup companies than for established businesses. The budget is often the starting point for making marketing decisions for startups. In Reinwand’s view, a soft introduction of any startup generally has to be through social, digital, and online channels. “You can generate so much interest and establish your differentiation in cost-effective fashion,” she says.
Reinwand also tries to repurpose client material whenever possible, and this often involves recycling video. She explains: “Video is king on social media and any place we want to get the video in front of eyeballs. We look for ways we can multipurpose what we can do for the foundational program for them. For example, if we do three social media videos for them, we need to keep an eye on having additional footage so they can use it on TV.”
Whether companies are just starting out or are fully established, Reinwand looks for ways to differentiate the business. All clients deserve the same type of critical thinking when it comes to determining how their services are going to be marketed. “We help them establish their place in the market, differentiate, and determine how to maximize their budget,” she says. “This is especially important with Alaska’s economy.”
It’s also important for startups to know that there are different types of agencies and that each one has a different area of expertise, Fagnani says. They may need a full-service firm, but may be able to only afford a graphics or digital-only firm. “There’s a lot of hand holding that goes along with a startup because you have to explain the industry,” she says. “Making sure they have the right relationship in place is the first step.”
Helping clients understand the reality of the cost involved is another crucial component, Fagnani says. And this varies for every client and every type of product and every marketplace.
At Mammoth Marketing, the services used for startups are virtually the same as those for other business entities. But it’s the scale of the marketing and the amount of research involved with startups that differs, according to Tyler Williams, who owns the Fairbanks agency.
There’s always more research with new businesses, and Mammoth Marketing helps startups prioritize what elements to use so their marketing can be done more efficiently. “Most startups already have their digital done, but if they don’t, we help them prioritize that,” Williams says. “It’s necessary—when today’s contact is largely through a digital medium—that you make sure that’s strong before you jump into broadcast and other advertising media.”
Areas often overlooked
When it comes to marketing, there are some key areas that new business owners often overlook. For instance, sometimes they underestimate the amount of time and effort required to market their business. “New business owners tend to think they’re going to hit the ground running and a little bit of advertising or marketing will roll people to their doors immediately,” Williams says.
But that’s rarely the case. “For your audience to place trust in you, it can require time,” Williams says. “As time goes on, people will start seeking you out because you’ve been there.”
It can take five to ten interactions over a long period of time before people will trust a company, Williams says. And this is especially true for businesses that sell a service, as opposed to a product.
Fagnani says startups should not be afraid to measure results, and they should tie their advertising dollars to their sales. They should also consider capitalizing on media publicity. “Many startups inherently have a new product or service that improves on an existing product or service, and sometimes those products are newsworthy,” she says. “So using a PR to pitch stories can be an effective strategy in some cases.”
An area that Reinwand typically sees overlooked by new businesses is not starting their marketing soon enough. Business owners need to be looking at how they’re going to be marketing from the beginning—when they’re choosing their logo. “You should have a growth plan in place when you start the business,” she says. “If you have an in-house marketing person in place, it needs to be someone who has an established track record of success. One of the most critical roles with a startup is to get that message out there and to drive the traffic.”
Entrepreneurs can also consult with outside resources if they need marketing ideas. Reinwand says: “It doesn’t cost anything to talk to an agency. You can meet with three or four people in the industry and pick their brains.”
Business owners who view marketing as a means to an end—as a way to drive traffic—and who pay attention to the strength of their own services or products will be more successful, Reinwand says. “Marketing is not a one-size-fits-all situation,” she says. “It should be a priority of management to do it right. That means both sides need to be involved in the marketing program to ensure it’s going in the direction they want it to, whether it’s done in house or by an outside agency. It should be a team approach.”
Cost-effective, DIY tactics
There are a plethora of cost-effective strategies that startups can implement on their own to promote their business. Reinwand says every company can have a strong social media presence—and not just on Facebook, but also on Instagram, Twitter, and LinkedIn. However, social media can be time-consuming. And once a company’s presence is established, the business needs to keep it active or people will forget it.
Traditional radio advertising is another cost-effective tool for startups. “If they’re having an anniversary, sale, or launching a new service, it doesn’t hurt to call a local radio station to have them come out and do a live remote,” Reinwand says. “It’s not as utilized as it should be, but it can produce bang-up results.”
Fagnani also recommends social media as a feasible marketing tactic for new businesses. Everyone can learn social media, she says. Startups should audit their online presence, compare it with their competitors, and build a social media plan around where customers are likely to shop. “You want your ad to find your competitors online and force the consumer to make a decision between your product and theirs,” she says.
In addition, Fagnani says, business startups should, at the very least, make sure their search engine optimization plan is in place. They also need to ensure their Google presence is accurate and up to date.
For Williams, one of the easiest and least expensive techniques new business owners can implement involves using a smartphone to leverage social networks. He explains: “If I were a start up, I would be utilizing my cell phone camera every chance I got to develop and talk to my potential audiences. People connect with video, faces, and passion, and that’s something that startups usually have. If you can put that on display for your potential audience, it can really build into momentum if you give it a chance.”
However, Williams generally advises startups to avoid going too broad with their marketing. They should try not to do everything and be consistent with whatever they choose to do. He says: “If I were starting out, I would focus on a website, Google, Facebook, or Instagram. And even that is a big load. They should focus on doing a few things well.”
But before business owners start marketing, they should first conduct market research to determine if they even have a viable product, Williams says. If they don’t, it can lead to frustration down the road. If they do research ahead of time, they can better foretell what the market will bear. This research doesn’t necessarily have to involve creating a full-blown, formal marketing plan. “There’s value in both anecdotal and formal research, but they need to be pulling whatever data they can get and looking long and hard at the expectations before they start putting money into their company,” he says.
Fagnani shared these marketing tips that can help new businesses: build an annual marketing plan, purchase media quarterly, and audit results monthly. And that’s what MSI Communications does for all of its clients.
Reinwand says entrepreneurs should make sure marketing is not an afterthought. She urges new business owners to consult with an independent marketing practitioner or an agency to get their thoughts at least on a limited scope. “Bring people in early, people who can help you,” she says. “Then as you grow, if you don’t have the budget for internal counsel, you can use resources like the AMA.”
The AMA Alaska Chapter offers seminars on a range of topics, and the discussions are not just for marketing professionals, says Reinwand, who is president-elect of the chapter. The seminars, which are open to the public, can be helpful for business people who want to enhance their knowledge.
Another unique resource for new business owners is the Where to Startup video series available on the Alaska Economic Development Corporation’s website. The videos feature experts sharing insight on topics such as branding and marketing, online marketing and social media, and web development. The branding and marketing video, for example, discusses strategy, tactics, choosing a name and brand, and other helpful advice for entrepreneurs.
In addition, the Alaska SBDC, along with its network of programs, provides low-cost business resources and services to entrepreneurs in Alaska.
Tracy Barbour has been an Alaska Business contributor since 1999. As a former Alaskan, she is uniquely positioned to offer in-depth insight and enjoys writing about a variety of topics.
(Category: Architecture, Architect News, Anchorage)
Zip Kombucha-
Determine Design
CANNAPress
Catalyst for Change
BY AIMEE ALTMAN
Published: March 1, 2018
South Anchorage has a new player in the Cannabis game. Catalyst Cannabis Company opened its doors for a soft opening on Friday Feb. 16, with a grand opening celebration the following Friday. The store was packed full of new customers, enjoying the beats provided by local artist DJ Gre and a performance held in the parking lot by the Alaska Fire Circus.
It’s clear upon entering the store that owner Will Schneider has put energy into creating an inviting, friendly space. The entryway is open, a different approach than other local store owners have taken. Will says he did that intentionally, hoping to provide a welcoming experience.
With a prime location, Catalyst is located at 9900 Old Seward Highway, which currently makes them the southern most store in Anchorage and also the last one before Girdwood. But bedsides the modern store front and the alluring southside location, Catalyst is standing out in one major way — its packaging.
If you’ve been buying weed on the legal market for the last year than you’ve likely noticed one slight issue with the new industry: what do we do with all those plastic pill bottle-style containers? Personally, I feel terrible when I buy a small quantity, such as a gram, and it comes in a plastic bottle that I likely can’t recycle.
Enter Catalyst.
Rather than contributing to the industry’s plastic problem, Catalyst has implemented a Jar Program. Think a Growler system for bud. The customer pays a $2 deposit for a gram jar or a $5 deposit for an eighth. They then receive a $2 to $5 discount on their subsequent visits, upon returning with a clean jar. Not only is this a fabulous solution to a potentially large problem, it’s also esthetically pleasing. The smaller sized gram jars are absolutely adorable. I would much rather prefer to see those in my medicine cabinet than those pesky plastic bottles. Besides that, every old-school stoner knows weed belongs in glass.
Catalyst is absolutely committed to creating positive change. It’s not just the packaging and the casual entry; they utilize earth friendly practices whenever possible, down to sourcing childproof cardboard boxes for packaging their jars or pre-rolls.
“We have a huge ability to make a big impact, even if it’s just a small thing like our packaging, or using organic Cotton and recycled plastic bottles in our t-shirts and hoodies, those things all add up. We want people to recognize that, and hopefully subscribe to that, more importantly,” Will explained.
Not only does Catalyst Cannabis Co. have a beautiful store, they also have their own cultivation company. At a separate location, Catalyst is currently growing 30 different strains in a 4,500 square-foot space with 54,00 watts in their flower room and another 10,000 watts in their veg room. They have five flowering rooms, perpetually being harvested and refilled. They’re using a simple, living soil that they hand mix themselves, consisting of a mix of peat moss, earth worm castings, beneficial bacteria and fungus.
Originally from Washington, DC, Will moved to Alaska in 2001 because Alaska was the first state to put recreational adult use on the ballot. It didn’t pass at that time, but Will stayed, committed to seeing the day come when he would be able to grow in a legal market.
Although the day has finally arrived, it hasn’t been without hard work and Will hasn’t done it alone. Building a business of this magnitude from the ground up has required a considerable amount of resources, which Will has been able to generate through private funding and silent partners. It’s clear that Catalyst has spared no expense, their attention to detail evident in everything they’re doing.
The paper menus detailing the stores offering are similar to what one would find at Rustic Goat, only with various strain names and descriptions in place of microbrews, and subsections with titles like Flower, Concentrates, and Edibles. I particularly appreciated the guide to edibles and their dosages, something that’s sure to be handy for those new to the edibles game.
Beyond the eco-friendly packaging, the swanky storefront, and the polished, urban vibe that Catalyst offers is just one last thing to be noted, they also happen to be cultivating some wonderful weed. Large glass jars of their various strain offerings are beautifully displayed in their case, with knowledgeable bud-tenders ready to help you find the perfect selection.
Catalyst Cannabis Co. is sure to change the game with their innovative approach to creating a sustainable, conscious, eco-friendly Cannabis experience. Stop by and check out their offerings. You’re sure to be impressed.
(Category: Architecture, Architect News, Anchorage)