The Fifth Resource, Inc.: New Project News

Ed Sohl's former partner, Mike Palmer, Architect of M.Palmer & Company will be teaming up with Jim Ford of The Fifth Resource to provide the Friedman's with the desing, entitlements and project management to create a new yard T-Shed of 136 x 255 feet along with a 10,000 square foot addition to the main store while providing all with the new Friedman Image while staying OPEN!

Friedman's shows locals can survive against chains

No matter what locally owned business one is in, be it coffee, department store, clothing, books, retail or furniture, the specter of competition from multibillion-dollar, publicly held corporations is a fact of life.

But there can be life after the big box, as 60-year-old Friedman's Home Improvement has demonstrated.

Probably no other business has faced the kind of intense competition from the likes of Home Depot and Lowe's as has Friedman's.

Friedman's is nearly surrounded by these big national chains. And yet it has survived and is charting its future under the family's next generation.

This did not happen by accident, something that was clear at an exploration of the Friedman's story last month sponsored by the BUSINESS JOURNAL. (A story on Friedman's and the conference is on Page 17.)

The change began with the leadership of Bill Friedman, a classic local businessman and community leader who always seems to have a smile on his face and something kind to say.

His charge: Put heart into the company.

With that at its center, Friedman's embarked on an aggressive, multifaceted strategy around its brand, measurable customer service, pricing and internal operations, all aimed at defining its place in the home improvement market.

Modest to the core, Mr. Friedman would never say they have won the competition with the nationals. Rather, it's a day-to-day contest that requires constant vigilance and the ability to adapt.

Now, if only the broader North Bay better understood how important a local store like Friedman's is to the community.

Friedman's is deeply committed to supporting local nonprofits, something the national chains simply have not done.

Because local companies are headquartered here, decisions are made locally with local accountants, legal advisers and bankers.

The reality is, of course, that competition from major chains will continue, if not increase.

But Friedman's has proven that locally owned businesses – the heart of a community – cannot just survive, but thrive.

NEW GEYSERVILLE WINERY FOR TRIONE FAMILY

TRIONES RETURN TO WINE
SR family who raised Geyser Peak to prominence plans new winery near Geyserville
May 18, 2006
By KEVIN McCALLUM
THE PRESS DEMOCRAT

Eight years after selling Geyser Peak Winery for $101 million, the prominent Santa Rosa family is planning a new winery in the historic Geyserville building that once housed Nervo Winery.

"We missed it very much," Mark Trione said of owning a winery. "It's a really fun business."

Financier Henry Trione, one of the county's wealthiest residents, and sons Victor and Mark sold Geyser Peak Winery to Fortune Brands Inc. in 1998. The sale included the award-winning winery's inexpensive sister brand, Canyon Road, but not the property just south of Geyserville where Canyon Road had its tasting room.

The family kept the stone winery building Frank Nervo built in 1908, as well as a second building housing Canyon Road's tasting room, a cinderblock production building, and two bocce courts. They also retained almost 200 acres of vineyards adjoining the winery.

Fortune's wine division, Beam Wine Estates, had been leasing the complex just east of Highway 101 since 1998, but closed the Canyon Road tasting room at the end of April after the Triones outlined their own plans for the site, according to Beam Wine Estates spokeswoman Mary Burnham.

The handful of Canyon Road tasting room employees were offered positions at nearby Geyser Peak, Burnham said. The company has no immediate plans to open another tasting room for the brand, which sells for about $7 a bottle, Burnham said.

Even though they got out of the winemaking business in 1998, the Triones remained one of the largest grape growers in the county.

Mark Trione, 57, and his brother Victor Trione, 59, are partners in Vimark, the family's vineyard management and real estate development firm. Victor is also chairman of the board of Luther Burbank Savings Bank, while Mark manages the family's 750 acres of vineyards. Henry Trione, 86, is retired.

The family continues to sell the majority of its grapes to Geyser Peak, Mark Trione said.

The new venture with be a far cry from their previous foray in the wine business.

When the Triones purchased Geyser Peak in 1982 from the Schlitz Brewing Co. for $20 million, it was a lackluster bulk wine producer. Over the next 16 years, the family invested millions into the operation and turned it into one of the most successful wineries in the country.

The family is now in the process of submitting plans for a 10,000-case winery, minuscule compared to the 500,000 cases of premium wine Geyser Peak was producing when it was sold.

"We want this to be an extremely small, high-end winery," Mark Trione said. "It's going to have our names on it."

The brothers began to seriously consider opening another winery two years ago, hiring winemaker Scot Covington and tinkering with small batches of wine. Last year, they produced about 1,200 cases of pinot noir, chardonnay and cabernet at Moshin Vineyards in Healdsburg.

They also began retrofitting the two-story Nervo building, with its steep roof and distinctive hop tower. The first story of the building contains eight 10,000-gallon redwood wine storage tanks, while the second story is empty. The structure is framed with massive old-growth redwood timbers that will remain.

"This building has so much potential, so much history," Mark Trione said Wednesday during a tour.

The Fifth Resource, Inc team of Ed Sohl, architect and Jim Ford have developed plans that call for a complete renovation of the stone building, with barrel storage and open-top fermenters on the first floor and a private event room on the second, Trione said.

The tasting room and cinderblock buildings will both be torn down, and replaced with a new tasting room and production facility in separate buildings just north of the winery. The three buildings will be tied together with large decks that overlook hundreds of acres of Alexander Valley vineyards, as well as the River Rock Casino tent and parking structure on the eastern slope of the valley.

The renovation and construction costs with be in the "several millions" of dollars, and the wines will likely sell for at least $50 per bottle, Trione said.

Vineyard manager John Tankersley is helping the family develop some new vineyard land in the mountainous Rockpile region near the Sonoma-Mendocino county line, with the fruit to be dedicated to new wines.

If all goes well with the county review process, Trione said he hopes to open the winery for the 2007 crush, and the tasting room by 2008.

You can reach The Press Democrat Staff Writer Kevin McCallum at 521-5207 or kmccallum@pressdemocrat.com.

M.A. SILVA CORK

The Fifth Resource, Inc. has supported MA Silva Corks USA with taking their business plan and developed a long range facility. After sizing the 25,000 square foot requirement, teaming with Keegan and Coppin Real Estate facilitated the site search, developer request for proposal process and selected Building Q within the Westwind Business Park (the proposed building just west of La Tortilla Factory. Working with DES Architects, The Fifth Resource, Inc., is currently preparing the Design Review Package for a December 2006 occupancy.

NEILMED PHARMACEUTICALS

NeilMed Pharmaceuticals of Santa Rosa is under contract to purchase: 373 Blodgett, Cotati, California (APN 046-111-048). This building was originally designed for P&L Specialties and The Fifth Resource, Inc has re-designed it into 69,540 square feet of office, manufacturing and warehouse to become the Corporate Headquarters for NeilMed Products, founded by Ketan C Menta, M.D., President who is currently located at 1221 Farmers Lane, Suite 500, Santa Rosa, CA 95405 (707-525-3784). We have received preliminary Design Review Approval and are scheduled for September Planning Commission review. This will be one of the first industrial building meeting the new GREEN STANDARDS in Cotati.

WATER STREET NORTH MIXED USE CONDO PROJECT

Water Street North Mixed Use Condo Project APPROVED with a 3-0 SPARC vote). The Design Team lead by The Fifth Resource Inc, on August 11th obtained Petaluma SPARC approval for the 107 unit Mixed Use Project north of Washington Street East on the west side of the Petaluma River. Improvements will include Water Street North from Washington through the project, an adjoining Riverwalk and relocation of the rail to be able to support future trolley traffic.

CONGREGATION BETH AMI

Congregation Beth Ami had it's re-zoning approved by the Santa Rosa City Council on Tuesday 8/9 (6-0 vote). This allows the CBA Teen Center to proceed, followed by the renovation of the sanctuary and expansion of class-rooms.

CODDING AGILENT SITE DESIGN DEVELOPMENT

Codding Agilent Site Design Development proceeds under the lead of Ed Sohl, AIA of The Fifth Resource Inc. Codding's team this week developed a TOWN CENTER PLAN: Sonoma Mountain Village at Rohnert Park. Sonoma County get ready for development that meets your needs of being affordable, accessible and a fun place to live!

MMM INDUSTRIAL CONDO

MMM Industrial Condo opens in the Petaluma Oakmead Business Park This 29.500 square foot industrial condo was conceived by owner / contractor Willie McDevitt and executed by The Fifth Resource, Inc. As of Monday it will be the new home of McDevitt & McDevitt Construction.

STRATIGIC FACILITY PLANNING AND FAST TRACK SCHEDULING KEY TO LA TORTILLA FACTORY ON-TIME MOVE-IN

Sixteen months ago, La Tortilla Factory was poised for expansion. To achieve their goal, La Tortilla Factory chose The Fifth Resource, Inc. to locate and design their build to suit corporate headquarters manufacturing facility, consolidating out of six buildings.

How was La Tortilla Factory's expansion process distinct from that of any other Sonoma County Corporation?

La Tortilla Factory wanted a quality facility, customized to their needs, in record time. Sounds like a logical goal. So how did La Tortilla Factory achieve a positive end result when so often expansions are fraught with headaches? By choosing to engage The Fifth Resource, Inc., La Tortilla factory also chose to embrace a cutting edge "Facility Program" for design to build facilities developed by The Fifth Resource, Inc.

The Fifth Resource, Inc. is the genesis of a unique approach to applying "new management" concepts in project management, design, and corporate real estate consulting. As a full service organization, The Fifth Resource, Inc. provides client consultation for transactions, development, facilities services, and asset disposition. The Fifth Resource Inc.'s Facility Program offers coordinated project implementation and provides the client with the benefit of one-point contact. The results are enhanced integration of capital, people, technology, and information in corporate real estate activities.

How did the Fifth Resource Inc. integrate the Facility Program to achieve La Tortilla Factory's goals?

By melding industrial parameters with La Tortilla Factory's customized requirements and working with Keegan & Coppin Company, The Fifth Resource, Inc. generated a superior "Request for Proposal" (RPF) resulting in a sound real estate decision. This RPF was the basis for The Site Search.

The Site Search and Facility Investment Strategy: Why are real estate strategies important to tortillas or any other company's product? As published in the Harvard Business Review, 25% of a corporation's assets are facilities. Recognizing a company's facilities as an asset mandates a viable return on the investment strategy of facilities management. The Fifth Resource Inc. is committed to integrating facilities design and management with a company's primary business mission.

Why is this integration so vital for a company's success? While some estimates report that a quarter of all U.S. corporations now manage their real estate investments for profit, many still do not recognize the relationship between their facilities and their financial performance. Even fewer balance their long-term and immediate needs to maximize returns.

How to address this dilemma?
The Fifth Resource, Inc. applies the Strategic Facility Plan (SFP) as a cornerstone to the Facility Program that it customizes to a company's unique needs. The SFP is a flexible framework that identifies facilities' needs and incorporates alternatives to maximize productivity and profit. The result of the SFP is a wide angle snapshot of a facility for an objective and time-saving planning process.

Flexibility is created in the SFP by two key factors: The SFP works in tandem with a business plan that is proactive will financial modeling and costing, and anticipates at least three scenarios: expansion, maintenance at the status quo, and downsizing. The framework of the SFP must be computerized by tailor-made databases that are reviewed and updated on a frequency needed by the business, to support changing market conditions.

Jim Ford of The Fifth Resource, focuses the SFP on four components that identify and analyze business needs relative to:
1) Long-range facilities planning;
2) Real asset management and policies (acquisition / disposal and location /consolidation);
3) Space-management / best -use analysis (requirements and standards); and
4) Management of the design and construction procurement process.

For Strategic Facility Planning to work, it is essential for top management to be part of the SFP team, because top management knows the long- and short-term goals of the business. Department managers, facility support staff, and production managers then provide the more specific information. In addition, a long-range marketing plans may need considered as they will affect the growth of the company.

Fast Track Design and Construction -
The Fifth Resource, Inc used the Facility Program to coordinate the site design and shell layout, as well as preparing the construction documents for the interiors. Ed Sohl, Architect, coordinate the La Tortilla Factory interior design that promotes integration of manufacturing and supervision with the Tamayo Family organization. By partnering with Westwind Business Park, DES Architects and Midstate Construction, the team was able to take the Facility Plan to complete the project in less than a year from contract signing. "Fast Track" design and construction were critical in reaching the target completion date.

The Fifth Resource, Inc. is very proud to be part of a team that met La Tortilla Factory Goals of retaining their community presence while providing them with an on time move-in.

'ROMANCING THE VINE' PROJECT WINS TATE AWARD

STRATEGIC MANAGEMENT
"RJM Enterprises, Inc. - Romancing the Vine"
Armand Gilinsky, Jr.and Nancy A. Campbell, Sonoma State University

SSU Wine Business Program director Armand Gilinsky and SSU alum Nancy Campbell have been named winners of a national award for their case study "RJM Enterprises, Inc.: Romancing the Vine." This case study was a collaborative effort between Gilinsky and Campbell and outlined the diversification scenarios for a Ripon, California grape grower who wanted to provide grape juice services to north coast buyers.

The 1999 Curtis E. Tate Award for best business case study is awarded by the North American Case Research Association (NACRA). This award is given annually by the NACRA to the best case presented at the previous year's conference. Romancing The Vine is currently in its second review for publication in the Case Research Journal.

Gilinsky was named Sonoma State University Wine Business Program director earlier this year and feels that his case study research will ultimately be beneficial to the program. "It is a double honor to win this award as it not only validates our attempt to build a world class Wine Business Program, but also rewards the efforts of many people who have been involved to make our program a reality."

LEADING SONOMA COUNTY ARCHITECTURE / PROJECT MANAGEMENT FIRM REORGANIZES TO SUPPORT GROWTH!

THE FIFTH RESOURCE, Inc building environments for success with integrated project solutions .... uniting the stake holders!

The board of directors of The Fifth Resource, Inc. have requested that I inform you of the merger of The Fifth Resource Group, LLC., into THE FIFTH RESOURCE, Inc. While our core business is unchanged, we find that we are supporting more corporate clients with same the scope and services.

However, we have clearly out grown the organizational form of the "LLC". We are most excited to offer the same hands on service of principals to our clients while providing our expanded organizational framework of THE FIFTH RESOURCE Inc.

The Fifth Resource Group (name) will continue to be used by THE FIFTH RESOURCE, Inc., during this transition to The Fifth Resource, Inc. as needed and there after for marketing.

Who else has designed four COOPERAGES? .....Seguin-Moreau, Demptos, Radoux, and Beringer Wine Estates.

Who else has taken on the challenges of historical renovations like? The Sebastiani Theater (for the F.H.Allen Offices), The Seghesio Family Winery (with tasting room) and Fountain Grove Round Barn.

The Fifth Resource, Inc. will continue the tradition of The Fifth Resource Group, LLC.

Some of our current projects include: WorkRite Ergonomics World Headquarters Tenant Improvements, Petaluma; the relocation of IGC Polycold from San Rafael to Petaluma; Deposition Sciences Inc relocation to 3300 Coffey Lane in Santa Rosa; Stonegate Winery Expansion, William Hill Winery Master plan and expansion in Napa; The New Mayo Family Winery in Glen Ellen: and the Petaluma; Water Street Redevelopment Project.

New Project News

NEW 3,000-SEAT OUTDOOR VENUE FOR B.R. COHN WINERY

TOP PROJECTS 2007

THE FIFTH RESOURCE, INC IS FEATURED IN TRENDS IDEAS

THE FIFTH RESOURCE, INC PROCEEDS WITH THE FRIEDMAN SONOMA STORE RENOVATION AND EXPANSION