TMI

Too much information?  I have always been an open book.

Last week, I had the chance to meet Mark Biondi and hear him speak about the marketing efforts of the School of Rock.  He talked about everything from his background as a (very accomplished) musician, to how SoR is using social media, to one of my favorite tactics, blending marketing campaigns with charitable giving - a magical combination!

As he spoke, my wheels were spinning.  At one point, he stopped and looked over at me, where he must have seen the real-time the ticker tape of ideas running across my forehead.  I can't remember exactly what he said, but it was something along the lines of, "I think Amy has  some ideas around this..."

I had not spoken a word.

I can't help it.  It is a given.  I could change it as easily as I could the color of my eyes.

Along those lines, not only does my face give away exactly what is on my mind, I tend to be very open.  As you may have picked up here, I am trying to build a virtual team.  I truly want the Oak Park School of Rock to be a integral part of the community.  I believe that this starts at the beginning.  It starts with the planning and the ideation.  And it requires a certain level of openness and transparency.

I want the kids and families who come there to feel that it is their school, not some corporate franchise that just popped up in the neighborhood.  I want the leaders of Oak Park to feel that this is an asset and that it provides real value to the residents and other businesses here.  I want people who are looking to raise their families here to feel lucky (and cool) because they can walk their kids to the School of Rock.  I even want to have a positive and mutually supportive relationship with the competition.

There is an inherent risk in being so open.  This is a risk of which I have always been well aware and willing to deal with the consequences.  At this point however, I do realize that there are some things I won't be able to share here - at least not until "the deal is inked."  (How do you like that new term I picked up?)

I am attempting to balance my desire to share, to build a network and a virtual team, and to hopefully, help others who follow; with smart business sense.  I worry about things like competition, location, start-up costs, and our likelihood to succeed.  I will address all of these at some level here.  I will also do everything I can to make sure that the timing is right and that I don't offer too much information too soon.

Hurdle Busters and Other Friends: Part Two

I have been putting off this post, mostly because the list of friends and family members who are helping, providing guidance, listening to every minute detail about this journey on our runs through Oak Park, is simply to long and too important to cover in one short entry.

There is one person in particular who stands out.  I am only recently getting to know him and I am pretty sure that I can count him among my friends.

Several weeks ago, I received a call from John Schiess, an architect and developer in Oak Park.  He was referred to me from a friend of a friend of a friend.  I knew of of his work here and had met him about 15 years ago when he worked on a project at the end of our block (demolished a casket factory and built luxury town homes in its place).

Little did I know how important that phone call would be.  He has become a trusted advisor, a mentor and an advocate for helping to find the perfect location within Oak Park.  He is making connections to people who want to help.  He knows the ropes, the pitfalls and the land mines.  Even more importantly, he has creative vision.

Yesterday, I hit a bit of a speed bump.  I spoke with John who lifted my spirits, helped me refocus and offered a solution that is better than I could have imagined (let alone create on my own), almost too good to be true.

When I hung up the phone, I asked my Dad, who is visiting (saving our lives) this week, "Why am I so lucky?"

My dad's response to me is that we create our own good fortune.

I agree and would add that there is some element of just plain good luck.

Two Tuscan Farms  by William Renzulli

Real Rockers of New Jersey

Bob and I just returned from a whirlwind tour of two New Jersey Schools of Rock where we met several people from the executive team and learned more about the company, it's values and their plans for continued growth and success.

You could sum up our visit in three words, "It was affirming."

One of the highlights of our visit was a tour of the Waldwick School of Rock and meeting the General Manager, Sam Lombardi.

Sam, I hope you don't mind that I was snapping photos of you when we were talking.  I was already formulating this post in my mind.

Sam should be cloned.

Interestingly, Sam came into his role almost by accident.  A couple of years ago, he was laid off from his job and found himself with a lot of free time on his hands.  His  friend, a GM another location, asked him to come down to the school and fix a computer.  Sam fixed the computer.  Then his friend asked him to fix a door.  He fixed the door.  Soon, Sam found himself serving as a permanent volunteer there.  He enjoyed the kids and the environment and spending his days there was better than sitting at home.  When the owners decided to open another school, they approached Sam and asked him if he wanted to run a School of Rock.  It was meant to be.

He is passionate, funny, smart, sales-y, energetic, technologically savvy and business whiz.  He has the complete set of skills needed to operate the ninth most successful school in the School of Rock system.  Not only that, he has been incredibly generous with his willingness to share his experiences and knowledge with us so that we can be equally successful.

So, thank you again, Sam!  I hope to see you here in Chicago for our grand opening next year.  Oh, and I hope to find someone just like you so that we can mirror your success.

Hurdle Busters and Other Friends: Part One

Today, Bob and I had coffee at the Eastgate Cafe with Ray Johnson and Bob Tucker, two Village of Oak Park Trustees.  We have been communicating via email for a couple of months and it was apparent from early on, that they "get" the concept of the School of Rock and want to help us make it a reality hear in Oak Park.

Eastgate Cafe on Harrison Street - wonderful, live music every Saturday morning!

I would describe our meeting as adding fuel to the enthusiasm tank.  We just talked, got to know each other and discussed the project and possible locations.  They provided some good direction and insight and gave us some important contacts that I will start tracking down right away.

At the end of the meeting, Ray said "Think of us as hurdle busters.  When you encounter a hurdle, we will help you knock it down."  Ray and Bob, you made my day.  Thank you.

I think everyone should have a couple of hurdle busters on their team.

A big week lies ahead!

I will be touring a building in Forest Park (OP is still the first choice!) that used to be a tech company office, meeting with some people from the Village of Oak Park and the Oak Park Development Corporation, and then heading to Tenafly, NJ with Bob, for the Opening Act, where we will tour a couple of schools and meet the executive team.  So exciting!

The issue is, what does a hip, rocker mom wear?  I can't help but get excited about the new wardrobe possibilities.  Don't mistake this statement of a lack of focus or ability to execute!

More updates to come as these meetings take place.

Things To Do (a practical post)

The purpose of this blog was to keep friends, family and School of Rock colleagues informed of our progress, as well as to create a record for future potential franchisees to refer to as they go through a similar process.  Below is a high level timeline of the work that lies ahead.  In looking at this, it seems quite aggressive, but not impossible to achieve.

The current hurdle in front of us is the location.  Once we secure the location, the rest of the steps will fall into place.

March Open Timeline

Late October - Attend Opening Act (Bob and I are headed to Tenefly, NJ later this month)

Beg-Mid November - Continue real estate search, send franchise agreement to attorney for review

Late November - Finalize site for school / execute franchise agreement

December - Begin pre-opening marketing efforts (The fun begins!)

January - Pre-opening marketing and school development / online training

February - Pre-opening marketing and school development / OTJ training (I hope I get to spend time with the very cool, Amy Mareing in Chicago)

March - Pre-opening marketing and school development / GRAND OPENING!

Seeking Joy

The word "Joy" has a great deal of significance for our family.

When I was pregnant with Abigail, I worried that after she was born, I would slip into sadness and depression.  I asked a friend, who had just had a baby, if she ever suffered from post-partum depression.  I clearly remember her response, "Amy, since Amanda was born, I have felt nothing but complete and utter joy."

Several months later, Abigail Joy Miller (on the right with her awesome, guitar playing friend, Leah) came into the world and I was overwhelmed with joy.

Just the other day, John Schiess, our soon-to-be Oak Park School of Rock architect, asked me a question...  "Amy, what is it that you hope to achieve with this business?"

I replied without hesitation, "unbridled joy."

Making Lemonade

The beauty of growing up in the Renzulli family is the absolute belief that nothing is impossible.  Not only that, if you come up with a crazy, far out idea and you tell everyone you know and then some, and then your idea fizzles into nothing, you don't miss a beat.  In fact, you aren't even embarrassed!

There.  Now I will share the news that it is highly unlikely that the Oak Park School of Rock will be located in the Westgate building.

But Westgate gave us lemons and sugar and a secret ingredient.

In dreaming about the Westgate location, we landed on a Good Idea.  And that idea may very well be a market differentiator.

Note:  This concept needs a name, an identity, so read on and please let me know if you have any suggestions.

The Good Idea

(Located next door, to the left of Trattoria 225 - will work on posting a photo of the actual location)



The Good Idea is to create an indoor / outdoor stage with big door(s) that would enable us to provide a street fair stage, simply by opening up the front door.  The location will not only serve as the music school, but in most cases, the venue as well.  And... even better, we will have option to open the stage to the street, to blend seamlessly with the community outside of the school's four walls.

We are pretty sure that this concept is unique and will give the community something that is not available elsewhere, making it a valuable Oak Park and School of Rock asset.

What if we could keep the performances here in Oak Park?  What if we could help to drive a captive audience to the local restaurants and also rely on those establishments provide the food and beverages for the events?

With performances that can draw anywhere from 75 to well over 300 people, in addition to the daily coming and going of the students and parents (many of which commute from other suburbs), this would be a boost to an area known for its festivals and street fairs.

With that said, we are still keenly focused on early spring as our target opening date.  We are aware that this property also comes with some challenges, but feel strongly that it would be a great location, both for the success of our business, but also for the Harrison Street Arts community.  We will continue to research other options so that we have a "Plan B" (or is it "C" at this point?).

What do you think?  Reactions?