There’s paper covering the windows of the former Taco Bus location on Kentucky Avenue right now. But in about a month, Frescos owner Tina Calhoon, 54, hopes to unveil a curated community market where up to 20 local purveyors can sell artisan food products.
She and her husband Tim Calhoon, 62, bought the Taco Bus’ assets and took over its lease last month. They envision a co-op style market that can be a launchpad for local food entrepreneurs — a meaningful step up from selling at weekend farmer’s markets, but less daunting than opening a brick-and-mortar business.
Work in progress: Like most things in the couple’s entrepreneurial journey since opening Frescos in 2009, there is no formal written plan or rendering of exactly what the new 2,700-square-foot space will look like. The couple is working with a designer, but many details are evolving in real time.
What we know
The name: The new storefront will be called “Market On Kentucky.”
The setup: The back half of the space, which is connected by a hallway to Frescos’ restaurant and event rooms, will be a commercial kitchen that’s much-needed for the Calhoons’ busy catering operation. The kitchen flooring is due to be installed next week.
The market will occupy the front 1,200 square feet facing Kentucky Avenue. It will have at least two “anchor” kiosks: one for Frescos goods and one operated by a stable, yet-to-be-chosen partner. The rest of the space will have flexible shelves, tables, glass-fronted freezers, deli cases and/or bakery display counters that can be arranged as needed for different clients.
“All of it is contingent. Because every person we’ve spoken to needs something else,” Tina said.
The goods: Goods will be carefully curated and are likely to include frozen meats, baked items, spice blends, pasta sauces, gourmet pickles, loose-leaf teas, locally roasted coffee and other food products. Decor items like candles are not part of the plan.
Tim said they walked up and down the Downtown Farmer’s Curb Market on several consecutive Saturdays, talking with select vendors. They’ve also reached out to businesses that might be interested in having a second location.
Dollars and cents: There is no rate card for prospective vendors at this point. As a general guide, the Calhoons expect to charge about $5 per square foot per month. But variables like space, equipment and sales support will influence the total.
For now, each contract will be negotiated individually. Vendors with nonperishable products like coffee or spices may only need a shelf within the market. The Calhoons might buy those types of goods wholesale and take responsibility for sales. Other businesses might need to book time in the kitchen or make fresh deliveries each day.
Some entrepreneurs may want to be present daily, selling their own products. Those with day jobs might only come on weekends or when there are events. The market will have at least two full-time staff members, with up to six more as needed.
Tina said while Frescos expects to profit from its own goods, the Calhoons are happy to break even on the space they offer to burgeoning entrepreneurs. However, Tim, who manages the business finances, added that they do not want to take liability for lost product.
Events: In addition to giving vendors the opportunity to showcase and sell their goods all week long, Tina also plans to host special events including popup markets with tables for community vendors, fundraisers and even chef’s dinners using the kitchen.
Impact on downtown
The Calhoons teased their plans on social media last month without giving specifics. However, they were clear about one thing: closing two storefronts on Kentucky Avenue for their expansion was never an option.
“Julie Townsend would disown us,” they joked, referring to the executive director of the Lakeland Downtown Development Authority.
Need for retail: As longtime downtown merchants and members of the Lakeland Economic Development Council, the Calhoons are well aware of factors that can lift up or drag down a commercial area.
There are already some vacant buildings downtown whose owners have stymied redevelopment. The couple said many businesses and planners have noted that Lakeland’s downtown has plenty of restaurants, but it needs more retail. That partially guided their plans.
Foot traffic: Tim said there was a time when Lakeland’s downtown was dead on the weekends. Frescos was among the first restaurants to open on Sundays. Now, on Saturdays and Sundays, there can be a 45-minute wait.
“If people want to go elsewhere, that’s totally fine. But if they want to wait, they can go next door and check out the market,” Tim said.
Entrepreneur ecosystem
Lakeland has many resources for aspiring entrepreneurs including Catapult, which has a restaurant incubator program and large commercial kitchen.
The Calhoons said they’ve had many conversations with Catapult President Christin Strawbridge, who is very enthusiastic about their plan.
“She was thrilled,” Tina said, explaining that Catapult has a wait list for restaurant startups and the Market on Kentucky could provide a valuable transition step for some of the existing members.
Paying it forward: The Calhoons said they are looking forward to helping the next generation of restauranteurs. Many Lakelanders don’t realize that Frescos is a locally owned Mom-and-Pop business because it has grown so much over the years.
“We opened up Frescos with $5,000 in the bank. That was all we had when we did it. We’ve gone through the struggles,” Tina said. “We’ve got the ability to mentor and help along the way.”
Local entrepreneurs interested in selling goods at the “Market on Kentucky” can email Market@frescoslakeland.com.
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