Ka Wai Ola - Office of Hawaiian Affairs, Volume 18, Number 9, 1 September 2001 — PĀʻ OIHANA [ARTICLE+ILLUSTRATION]

PĀʻ OIHANA

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Start-up loan fortifies financial strength of Kaua'i restaurant

By Caitriona Kearns Emerson Keahi has an efficiency in his style of management that comes from years of cooking and attending food and beverage meetings at the Princeville Resort, Hanalei Bay Resort as well as at leading hotels in Honolulu and L.A.

In February, he opened Emerson's Seafood Restaurant in Kapa'a, his own restaurant, breaking a 20-year cycle as an employee. "Life is not so stressful doing my own business," he said. Planning for this new venture started in 1998 when Keahi obtained the

support of his landlord at the Kaua'i Village Shopping Center. They negotiated a favorable lease agreement that allowed him to eonvert two existing spaces into a kitchen and main seating area. This process took considerable time in the design and construction phase. Demolition began in 1999 and

Keahi commenced his lease payments October 2000. Cleverly, in turn, he succeeded in obtaining a monetary contribution for the project from the owner. Keahi applied for a $60,000 startup loan with Lōkahi Pacific in Maui, a non-profit business development group, whieh had financed similar restaurant opera-

tions in the past. They suggested he also apply for a loan with the Office of Hawaiian Affairs. He received $24,000 in a business loan from the Native Hawaiian Revolving Loan Fund and the balance from Lōkahi Pacific. While he did apply to other banks

for his loans, he was not impressed by the reception they gave him. "I don't think they look at experience, just money," Keahi said. Some of the best business advice Keahi got eame from Randy Guiras of the Small Business Development Center at Kaua'i Community

College. "Better to do a good job on one restaurant than to expand," offered Guiras. Guiras told him that if he had a big restaurant he would have extra tables to fill up and it would be best to keep the restaurant small and focus on generating revenue. "I want to increase revenue. That's the key right now," he explained Emerson. Keahi 's luneh trade is at projected levels, however, dinner is less predictable. In an effort to draw customers to his restaurant Keahi is now investing in marketing efforts though his budget is tight. A wise move, for a new business. Emerson buys space for rack cards at the airport baggage elaim area, advertises in Menu Magazine, and is close to finalizing a deal with Hanalei Bay Resort timeshares for a $75 gift certificate program that will bring diners to the restaurant. For an additional $100 a month, Keahi plans to purchase space with The Concierge Recommends, whieh is a portfolio of information for dining at all 16 concierge desks on Kaua'i.

Business training on Kaua'i anel O'ahu OHA's Native Hawaiian Revolving Loan Fund An O'ahu business entrepreneurial course, Oct. 2 is conducting a six-week SmartStart Business through Dec. 13, is being sponsored by the Sāmoan Readiness Training Program on Kaua'i, Oct. Service Providers' Association, located at 1208 North 20 through Nōv. 24. Orientation will be Oct. 6 at the King St. Fee is $50. To register or for information, Līhu'e Public Library, 9-11 a.m. Class site to be eall 842-0218. determined. Course fee is $50, and orientation fee is Both courses will be repeated several times through $5. To register, eall 808-241-3390. mid-2002. ■

An experienced staff of nine plus Keahi 's own expertise in eooking and managing has made light work of the arduous task of getting a new business up and running. Keahi has worked with all of his staff in previous jobs at loeal hotels, whieh has ensured a professional operation and allowed him to focus on areas that need his attention, such as marketing and finance. Overall, Keahi is in charge of his daily business affairs, and from 210 p.m. is free to practice his eulinary skills. "Sole owner is the best way for me. I ean move faster on decisions when there is no one else to consult," said Keahi. "I am used to making quick decisions, however, sometimes there are times I carefully think about them." For more information about OHA's loan fund, eall 594-1924. For Emerson's Seafood Restaurant, eall 808-822-3662. ■

Emerson Keahi

Keahi and staff outside ot his seatood establishment in the Wailua-Kapa'a area Of Kaua'i. Photos: Caitriona Kearns.