2013 TW&Co Marketing Strategy.

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Posted by: Tony
Date: January 6, 2013
To: TW&Co Staff
Subject: 2013 Marketing Strategy

Over the years, I have been very specific about our advertising strategy.  At its very core it starts with word-of-mouth promotion.  We have always depended on our customers to be our enthusiastic and sincere advocates.  As a practical matter, however, I recognize that additional promotional activities could be advantageous if executed effectively and efficiently.  With that in mind, here is a quick breakdown of our marketing activities for 2013 [in their order of significance]:

  1. Word-of-mouth promotion.  While it is easy to dismiss this as simply a by-product of better satisfying the customer, to do so would not only miss the point, but rob us of our most productive and least expensive form of promotion.  For starters, we have to actually ask for our customer to promote us.  It is a necessary call-to-action.  To simply expect them to promote us because they had an enjoyable, or even remarkable experience is not going to get the job done.  We need specific and easy to deliver, administer, and track promotions.
    1. I would like to start with our Cento Club members by giving them a $100 Gift Certificate to someone they know who hasn’t shopped at TW&Co.  It will be a good start, and it will lead to similar inducements.
    2. Another program could possibly be for all customers that spend over $300.  They would be able to send a friend of theirs a Gift Certificate for 10% of their total purchase.  These are two specific programs that would encourage our customers to promote us.  We would be even more advantageous if we gave them the opportunity to say something nice about TW&Co in the email that we send to their friend with the Gift Certificate offer.  Nothing beats a sincere testimonial from a friend.  The possibilities are endless.
  2. Fliers.  While I recognize that they are a nuisance for everyone, I remain convinced that there is absolutely no better form of promotion.  Period.  The customer is in the store, now what better target audience for a promotion is there than someone who is already in the store?  It is our way of alerting them to What’s New and What’s Going On.  Of course, if we do not include incentives and a specific call-to-action, it will remain just a useless waste of paper, ink, time, and effort.  We can promote in a the newspaper or on billboards or in emails or in direct mail or in magazines, etc, but we will always struggle to hit our target audience with a bulls-eye [except with Janet Snyder].  However, a flier never misses its mark.  It’s something that can be personally, enthusiastically, and directly delivered to our customer who is already in the store.  Just as a focused, attentive, and engaging manager can increase sales dramatically; so can an effective mailer and in-store promotion program.  Our fliers need to be more creative, timely, and effective.  AIDA is the cornerstone on which our flier program must be built.
  3. In-store merchandising and POP.  It’s remarkable how much a simple ‘new’ tag can have on a customer’s impression of a product.  Imagine if we actually had a story to go along with it?
    1. Our merchandise lacks a story.  It is all presented in a dry and lifeless setting.  We need to ad a story and character to every brand and every collection.  There is a patient and curious customer that will read, enjoy, and, more importantly, repeat the tale.  We have an incredible selection of brands,  product, and services – it’s a shame we don’t tell their story.
    2. While our wall display posters have dramatically enlivened the store, they have done little to illuminate or promote the product they serve.
    3. Our complete lack of effective video presentation in the store belies our developing expertise and savvy in video production.  We need strategically placed TV’s throughout the retail space that deliver our promotions, programs, and identity.  It’s in-store entertainment.
    4. At least hand out the catalog.  It is by far our best effort ever and most customers can’t believe it’s free [and even though it cost us $4 per copy to publish, it is free to our customers].
  4. Programs, Events, and Promotions.  While we had a hit and miss affair with our programs, events, and promotions in 2012, nothing was as debilitating as the demise of our Fashion Board and Fashion Shows.  Nothing spreads the word to an appreciative customer better than the Fashion Shows, and it gives us a great foundation for our community and charitable activities.
    1. I expect to have a Fashion Show every week in 2013.  Yes, we are off to an atrocious start, but with the proper leadership, I think we can embark on a successful program of community events that will enhance our standing in the community while effectively promoting our product, services, and cache.  I believe we should include Gift Certificates and other incentives and charitable contributions in all of our shows, and we should track them as part of our ongoing effort to recognize and improve our offerings.
    2. Having our customers more involved in Runway Wednesday, Fashion First Friday, Gift Giving Registry, Web Wardrobe, Travel Club, What’s Mackenzie Wearing Today?, Monday Morning Madness, Two Girls One Deal, Corporate Shopping Nights, Courtesy Program, Cento Club, Trade-Ins, Private Shopping Parties, Birthday Club, In-Home Consultation, Tent Sale, etc. is essential to our connection with our customer.  So, before you start worrying about our radio ads, billboards, tv, magazines, etc., pay particular attention to our everyday promotional activities and we won’t need any other form of marketing to increase our business dramatically beyond what I have already detailed so far.
    3. Of particular concern is our complete lack of enthusiasm for my Modern Luxuri Guarantees.  In 2013, I want to build an entire brand, RiOT, around such guarantees.
    4. We need some instant promotions at the time of purchase.  I tried to jump start this with Derek, but I was completely dismissed.  Of course, my dessert tray is just one of the many initiatives that has fallen on hard times.  So it goes.
  5. Emails, blogs, websites, and social media.  Where do we begin?  Well, for starters, we need a schedule.  This constant blasting of ill-conceived gibberish that we unload on our customers at random is simply not effective.  All of our emails, blogs, websites, and social media must be coordinated with our events, promotions, and agenda.  I’ll spare you the usual AIDA rap, but I can not spare you the necessity to get organized.
  6. Traditional Media.  Radio, TV, newspaper, billboards, magazines, and bumper stickers all have their place.  To me, however, they are a last resort.  I believe they would be superfluous and unnecessary if we focused on the more cost effective marketing tools I’ve detailed above.  However, there is no denying that in certain instances they can all prove effective, especially with Janet.  Nevertheless, our buckshot approach that is further compromised by little or no association with our other marketing activities is an expensive distraction.  Once again, we need an organized and well-coordinated program that runs seamlessly throughout all of our marketing activities.
  7. Direct Marketing.  Last, but not least.  While you have no intention in participating in anything that even remotely approaches a direct marketing program, I am committed to developing an effective direct marketing program for all of our merchant activities in 2013.  In this regard, I will have to go outside the company to hire someone who is not predisposed to ignore this opportunity.  I’ll keep you apprised of my progress.

Of course, as we all know, nothing is more effective than a simple attentive smile.  A smile that says I am here for you and I look forward to making this a truly remarkable experience.  It’s cheap and effective, but, at times, very elusive and in short supply.  We need to teach it, promote it, encourage it, and demand it.  Start with yourself.  Nothing is better than a great example.  Try it, and I guarantee you sales will increase dramatically if we have everyone faithfully participating.

So, that’s a quick look at our marketing plan for 2013.  While our sales increase in 2012 was surprising considering all the renovation and expansion we undertook throughout the year, I can’t help but believe that we will put that unexpected increase to shame in 2013.

Be big, be a builder [and a great marketer].

What’s new for 2013?

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As always, this year will once again be a time of renovation, expansion, and renewal.  The 30 business units of the Advantage Co are all poised for a great 2013.

Front and center will be several new projects, programs, and businesses that we expect to launch in 2013.  Here’s a brief look at what’s new for the coming year:

  1. The Cento Club.  The Cento Club will be for our top 100 TW&Co customers based on their total TW&Co and Giancarlo’s purchases in 2012 and additional select customers who will be invited to join for an annual fee of $1,000.  Additionally, we will have day passes for special customers and out of town guests.  All Cento Club members will automatically be enrolled in all TW&Co programs and receive an additional 10% off all of their regular purchases.  There will also be a private Cento Club Concierge and three private Cento Club rooms available by appointment only:
    1. The Cento Private Club Room.  Construction is nearly complete on the private club room which will include a 400 sq’ private dining and dressing/showroom/lounge, along with a private spa treatment room and bath.  Cento Club members will be able to enter the Cento Private Club Room directly from TW B+B, the outside, or Giancarlo’s Cento Banquet Room.  There will also be a private patio right outside of the club room for summertime dining.
    2. The Cento Banquet Room.  Although there are several finishing touches still underway, Christina Karl hosted our grand opening of the Cento Banquet Room last night.  By all accounts, it was a very good time.  The new room is considerably larger than the Vantaggio Room, and it will accommodate all types of parties, meetings, shows, and banquets for our Cento Club members.  Cento Club members will also be able to eat lunch and dinner in the privacy of the Cento Banquet Room when no events are taking place.  With the addition of the Cento Banquet Room, Giancarlo’s can now comfortably accommodate parties of up to 160 guests.
    3. The Cento Bazaar.  Our new private back-room store will be for our Cento Club members only, and it will open at the end of January.  The Cento Bazaar will feature transition product from the previous season’s lineup from all of the TW&Co shops.  All product in the Cento Room will be exclusively for Cento Club members at 30% off.
  2. The TW&Co Gift Center.  I always feel better when we actually get to build a new concept, so, in 2013, we are finally going to build our long awaited TW&Co Gift Center.  The Gift Center will be home to our Corporate Gift Concierge, Gift Giving Registry, Gift Registry, Gift Wrapping, Ship It Free, Gift Cards, Gift Certificates, and video conferenced gift solutions.
  3. The Smart Center.  Yes, some day soon we will speak as fondly of the old Stereo Advantage as we do the Sneaker Advantage.  Just as the Sneaker Advantage morphed into the Tony Walker & Co array of premium shops, so will the Stereo Advantage transform itself into the Smart Center.
    1. The Smart Center will offer consumers, businesses, schools, institutions, and the government complete technology integration and entertainment solutions, providing the finest brands, Lifetime Service, and system architecture professionally designed, programmed, and installed by The Smart Squad and Advantage TI.
    2. Computer/Internet Technology.  It is up to us to integrate computer/internet technology with entertainment and business solutions.  Furthermore, we have to make it universally accessible.  Whether it’s in our customer’s living room, office, business, or online – it’s up to us to seamlessly integrate our customer’s access to all of their information and entertainment resources.  No one is better equipped to provide the myriad of expertise necessary to deliver the whole package.  We are the future.  From System Architecture to Technology Integration to Lifetime Service – we are the vanguard of our industry.
  4. The Resource Center.  Since 1981, the Advantage Co has embraced my Root Philosophy.  At the core of this business philosophy is the desire to always develop new opportunities for everyone involved in the Advantage experience.  Accordingly, The Resource Center will identify and enable the utilization of all our resources, products, and professional service offerings to expand current business operations and to, more importantly  launch new business opportunities.
  5. Advantage Brands.  We are fortunate to nationally represent Sumbody, Bogavia, Piece Apparel, Modern Luxuri, and, soon to be launched, RiOT clothing and accessories.  The representation, sale, distribution, and fulfillment of these brands to accounts nationally [and online direct to the consumer] will provide TW&Co with unlimited access to customers worldwide.
  6. The Advantage Sales Group.  Once we are finished with all of the above, we will be able to turn our attention to renovating and expanding our second floor operations at the Walker Center.  Fortunately, we currently have space for our iFul and Advantage Brands’ sales operations, but the full promise of the Advantage Nation Sales Program will not be realized until we have everyone under one roof.  By the end of the summer, we will have the Advantage Sales Group, iFul, Advantage Global Management, and Smart Squad Design all in one contiguous space.
  7. IaaS.  It’s official as of yesterday.  Our Autonomic Resources partnership is the first to receive an authority to operate from FedRamp.  This is a remarkable achievement.  Yes, the Advantage Co is much more than meets the eye in Williamsville.  Please read the entire announcement: http://ca.finance.yahoo.com/news/autonomic-resources-arc-p-cloud-173500926.html

Autonomic Resources ARC-P Cloud Receives FedRAMP’s First Issued Authority to Operate  CARY, N.C., Dec. 27, 2012 (GLOBE NEWSWIRE) — Autonomic Resources, a Government Cloud Service Provider (CSP), has received a Federal Risk Authorization and Management Program (FedRAMP) provisional Authority to Operate (ATO) from the FedRAMP Joint Authorization Board (JAB) for their ARC-P cloud solution. The FedRAMP program supports the U.S. government’s objective to enable U.S. federal agencies to use managed service providers that enable cloud computing capabilities. 

Of course, there are several other projects, programs, and new business waiting to sprout in 2013, but this is enough for a first glimpse.  I can’t wait to see how it all turns out.  The future’s so bright, I gotta wear shades.

JNormanPost.com

My good friend, JNorman Kreuz, has a great daily blog on men’s fashion, fitness, sports, and life.  It’s called JNormanPost.com.  You should check it out.

From time to time, I reply to his posts, and today I sent along a little reply to an innocuos posting of his that he put up yesterday.  It was just a little something about when it is appropriate to untie your tie.  I started out with my usual wise-ass reply [the type I’ve been giving him since he was in high school], but it got me wondering about when other things are appropriate [or not].  His post really did get me thinking.  And as I was pondering what is or is not appropriate, my thoughts eventually turned to Sandy Hook.

This recent tragedy that has ruled the news lately has made all of us sick inside.  I’m not shaken by much, but this one really got to me.  And what has made it worse, if that is possible, are all the parasites that are pimping this heinous event.  The entire media, hack psychologists, anti-gun lobbyists, politicians, sociologists, lawyers, publishers, criminologists, you name it – they are all there to make a buck or advance their agenda.  We truly have become a country of pimps – and the fawning public keeps asking for more.

I have not watched one newsreel or read one dissection of this tragedy other than the initial report.  I’ll pass on contributing to the morbid curiosity that is already spawning a cottage industry over this tragedy.  I know deep down inside, as we all do instinctively, that these poor people just need to be left alone.  Unless you are resident of the town or a qualified aid-giver, you should be banned from coming anywhere close to Sandy Hook.

So, thanks to JNorman for getting me thinking this morning about what is or is not appropriate.  Here’s his posting, along with my comments, and a link to his blog at JNormanPost.com

http://jnormanpost.com/

When is It Appropriate to Unbutton Your Top Button?

Posted on December 18, 2012 by 

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Throughout my entire grammar school, high school, and collegiate experiences, I probably buttoned my top button 3 times a year I’d say.  The only reason I ever did such is because my teachers threatened to give me detention or the ever-so-awful JUG, when they would catch me with it unbuttoned.  I just hated having that top button snug up to my neck feeling like Randy Savage had me in a chokehold.  

I know that many men feel similar in this regard.  I feel like it can sort of be an age thing, though.  As a youngster, you couldn’t pay me to keep my top button buttoned or my shirt neatly tucked in.  I feel like no one enjoyed it.  However, as I have grown older and wiser, I have realized the importance of appearance.  No one likes to see the guy at work who rolls in with his tie all loose around his neck and his collar looking discombobulated.  It’s just not how things work.

If you are above the age of 18, you will find yourself being invited to parties, important events, weddings, and more in which you will be asked to dress up.  When events require you to wear a tie, my advice is to button that top button and tighten your tie to the top.  Or at least tighten your tie to the top so it looks like your top button is fastened (even if it’s not).

So, when is it appropriate to unbutton your top button if you have followed the rules and buttoned it in the first place?  Well, I don’t like to do it and I want to say, NEVER, but I understand some people just can’t do it.  I still like the way a tightened tie looks throughout the night rather than an loosened one but here ya go:

1. A Wedding – When you arrive to a wedding, don’t be the cool guy with his shades on as he walks into the church or reception with his tie undone.  Take your sunglasses off before entering either and be sure your tie is secure!  As the night goes on and the party starts at the reception, it is then alright to loosen the tie.  I still like to leave it snug throughout all the dancing and what not, but some people simply can’t do it.  Understandable.  You’re hot, sweaty, and having fun.  It’s okay to loosen up.

2. End of the Night – When a party is nearing its end, and you have left your tie tightened the entire night, wait until you get in your car or exit the party area to loosen.

Just remember that when entering a party, it is important to look proper when you are first greeting people.  As the night goes on, you may then engage in making yourself more comfortable, but just remember which way you think looks better, and then you be the judge.

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This can be the start of a whole new series of blogs called “When is it appropriate?”  Maybe you can start with “When is it appropriate to unzip your fly?”

Fortunately, there is an endless supply of questions about when it is appropriate, and we all need the right answer from time to time.  Right now, I need to know when it is appropriate to stop giving gifts to someone you really don’t want to give a gift to anymore.

Of course, the number one question that has plagued philosophers and moralists for centuries is “When is it appropriate to lie?”  To avoid hurting someone’s feelings?  To save a life?  To protect your family?  To protect your country?

In an interview recently, that little Hollywood weasel, David Geffen, was boasting about how he landed his first job in Hollywood by lying about his college degree from UCLA [which he never received].  He even went so far as to alter the letter from UCLA to his boss to perpetuate the fraud – and he was proud of this deception.  Just sitting there all smug and smirking at his cunning and deceit.  Of course, now that he is a billionaire and a real mover and shake in Hollywood, all sins are forgiven – at least in Hollywood and with a fawning public.

We have become a country of pimps, and in this day and age it is appropriate to pimp anything.  From the most gut-wrenching tragedy to the birth of a starlet/whore’s baby, it’s all fair game, and it’s all a money-maker.

Vendor Panic.

It appears the panic has already set in.  The difference is that this time around most retailers and manufacturers built the 30% off into their pricing strategy.  However, if this is what’s going on on November 15th, imagine what after Christmas is going to look like.

I have recently received 30-40% off offers on everything from Brooks Brothers, Ralph Lauren, JCrew, Cole Haan, Coach, and Banana Republic.  These aren’t exactly the lightweights of the industry.  Word is that Nike, The North Face, and a host of other vendors are already dumping excess Christmas inventory in China.  It’s not like the factories are going to let them out of their orders, and the goods have to go somewhere.

For the vendors that own their own stores, the excess inventory is going to cause a real threat to their cash flow as we head into Q1.  In the past, their factory orders were placed on the seasonal orders from their accounts: The goods came in, got shipped, and the invoices went to the factor for immediate payment.  It was quite a risk free boon to both profit and cash flow; but now many of the vendors own their own inventory for their online and brick and mortar stores, and it is a whole new game.  Both profit and cash flow will be challenged.  Then, as these vendors offer deep discounts direct to the retail customer [in order to move their rotting in-house inventories], they will further compromise the core accounts that provide them with the base of their profitability.  The risks are overwhelming, and several major brands won’t make it through another downturn.

On the other hand, retailers that are their own brand: GAP, Zara, JCrew, etc. should be in a better position to compete with the online and big box nemeses that plague our industry. They will not be compromised by the online onslaught led by Amazon, nor will they be undermined by the Groupon’s of the world.

For a retailer like TW&Co, a downturn works to our advantage.  The supply pipeline starts to back up and hemorrhage, and we not only have a better choice of product, but premium vendors are more anxious to sell us.

Joseph E. Macmanus, United States Representative to the Vienna Office of the United Nations

One of my best friends in high school was Joe Macmanus.  We stayed friends through college [even though he was a Golden Domer], but after I got married and he went into foreign service for the United States, we lost touch.

I still remember Joe calling and asking me to meet him for breakfast – he had something he wanted to tell me.  We met at HoJo’s across from his parents’ apartment at The Westbrook on Delaware Ave.  As usual, Joe’s nose was sweating.  It was a peculiar physical quirk of his amongst many intellectual eccentricities.  With most of my friends, I could have narrowed down the possibilities to a couple of scenarios, but with Joe, I had not a clue.  When he told me he was joining the CIA and embarking on a life of government service, I had no idea he would end up running the State Department 30 years later.

About 4 years ago, I looked Joe up and called him at his home in Arlington, Va.  The first thing he said to me was, “How did you get this number?”  Yah, I missed him too.  He was just preparing to leave for a diplomatic mission overseas, so I didn’t get much more than the rudimentary catch-up.  Regardless, he was still Joseph Estey; and watching his swearing-in ceremony on the link below only confirms that he is still the same guy, just more-so.

When Joe got married, he sent me a very thoughtful note explaining to me that Carol and he were only inviting one guest each [and that if they were to have two, he would certainly have included me], but, as it was, I was not invited.  It was the most eloquent dismissal I’ve ever received – but that’s Joe.

Joe was never political, so it comes as no surprise that he maintained his seamless rise at the State Department through the messy transition from the Bush to the Obama administration.  I was Joe’s campaign manager for Student Council President in high school, and he was the most reluctant candidate ever.  He thought my back-room machinations were comical and mostly ignored the campaign as he prepped for his role in the Pirates of Penzance.  I told him not to worry, that since he would be in full costume and make-up during the play, we could always muster a plausible denial.

Joe had a great family.  I remember taking his twin sister, Mary, to see Judy Collins.  His older brother, Chris, was ahead of us at Canisius, and the three of them made quite the team.  My favorite, however, was Joe’s mom.  She kept little beer splits in the fridge – and a wry comment at the ready.

Looking back to over 40 years ago is more of a challenge than I expected when I started writing this.  I’m not going to do a fact check, so take it all in as simply a fond remembrance of a great time with a great friend.

Today, Joe is an Ambassador for the United States in Vienna, and he will be working hard to encourage the non-proliferation of nuclear armaments that vex our very existence on planet earth; while I am working hard to encourage the proliferation of women’s fashion in WNY.  We all have our calling.

http://video.state.gov/en/top-stories/video/1959010569001/swearing-in-ceremony-for-joe-macmanus/s~creationDate/p~1/?p

Joseph E. Macmanus, United States Representative to the Vienna Office of the United Nations, with the rank of Ambassador and United States Representative to the International Atomic Energy Agency, with the rank of Ambassador.

Joseph E. Macmanus is a career member of the Senior Foreign Service and recently served as the Principal Deputy Assistant Secretary of State for Legislative Affairs.  Previously, he served as the Executive Assistant to Secretary of State Hillary Rodham Clinton and Secretary of State Condoleezza Rice.  From 2005 to 2008, Mr. Macmanus was Deputy Assistant Secretary for Legislative Affairs.  Previous Department of State assignments in Washington include: Office Director for Global Affairs and Office Director for Regional Affairs in the Bureau of Legislative Affairs.

Mr. Macmanus began his Foreign Service career in 1986 at the United States Information Agency, where he served as Executive Assistant to the Director and Deputy Director, and as the Russia Desk Officer.  Overseas posts have included: Counselor for Public Affairs in Brussels, Belgium; Public Affairs Officer in Krakow, Poland, Press Attaché/ Information Officer in San Salvador, El Salvador; and Junior Officer in Mexico.  Mr. Macmanus holds a B.A. from the University of Notre Dame and an M.L.S. from State University at Buffalo.

The Buffalo News Reviews Giancarlo’s

Giancarlo’s serves multiple crowds in unique storefront.

http://www.buffalonews.com/apps/pbcs.dll/article?AID=/20121109/GUSTO/121109257/1031

I read Andrew Galarneau’s review of Giancarlo’s this morning in the Gusto section of the News.  Of course, it’s hard to not go down memory lane when reading anything in the Gusto.  We certainly spent enough time in there over the first 30 years of the Advantage Co.

I read the article once, quickly.  I wanted to get the feeling that the regular reader of the News would get.  Pouring over ever line and nuance would only serve to disturb my initial impression.  All in all, it sounded positive.  Andrew certainly pointed out a couple of the problems that we are working on already.  The two that I think he pointed out rather gently are the lack of seating room up front and the confusion over the exclusion from the dining room in back.

As Andrew pointed out, Giancarlo’s is many things.  However, what Giancarlo’s is meant to be was not realized by Andrew, and that is disturbing.  Suffice it to say that we have not done a good job of marketing our concept.  If you see Giancarlo’s as a dinner restaurant, you will not only be misled, but you will be disappointed as well.

While Anthony was learning to be a chef in Florence, he had the idea to create a fine dining experience for events, parties, banquets, and all types of professional occasions.  He recognized that most banquet facilities were either the red-headed stepchild of a restaurant or a kitchen attached to a big hall.  Giancarlo’s is the manifestation of his vision – and it is a work in progress.

The Cafe’ and Corporate Catering are both Gabriela’s take on the culinary experience, and she is doing a remarkable job.

The Vantaggio Room is a collaborative effort that was first experimented with at the old Stereo Advantage [which will soon be Carl Paladino’s new hotel].  Several years ago, we built a state-of-the-art conference room and hosted breakfast, lunch, and dinner for various clients and associates.  It was a resounding success, and we decided to incorporate that into the Giancarlo’s experience.

Anthony and Gabriela are enjoying the entire experience of building this new concept from scratch.  They are fortunate to have Pat Powers building with them.  I am encouraged and delighted by what they have accomplished in one short year.  As I told them from the outset: what WNY didn’t need was another Italian Restaurant or Pizza Shop.  They certainly took my advice to heart.

So, at its core, Giancarlo’s is a private dining experience for events and social occasions.  With our state-of-the-art Vantaggio Room, we also specialize in private business meetings.  And with our Corporate Catering service, we are able to provide our professional customers with the culinary elegance and effectiveness they rely on for a successful event [even if that event is merely lunch].

Additionally, Giancarlo’s provides a take-out service for our entire menu, especially our pizzas.  The cafe and bar are meant to be the introduction to the Giancarlo’s experience.  While our outdoor patio service enriches WNY’s summers.

As for the crunch up front, we will resolve that with our expansion that will begin the first of the year.  I included a first draft of the sketch for our possible new layout in a previous posting.  It certainly has us all excited.  Anthony and Pat are finishing up the new kitchen layout this week.

Now it’s time to read over Andrew’s review again and start parsing out every line.

Year-end tax strategy.

As everyone who knows me realizes, I am not political.  And while I am not an anarchist, I am not enamored with the political process, politicians, and their enablers.  I still look to President Eisenhower’s Farewell Address to the Nation [which I have included below] for our last bit of reasonable oratory.  It is my favorite political speech of all time [although, for impact, I have to give Winston Churchill his due for summoning the courage of England in WWII in the face of the overwhelming and seemingly invincible Nazi onslaught].

Eisenhower’s reflective moment certainly trumps the pablum Kennedy’s Harvard boys fostered on us in his oft-recited inaugural address that shortly followed: “Ask not what your country can do for you, ask what your country can do for the Kennedy family and their rabid supporters.”   From there it has been a series of fools and their folly.  Whether it was Nixon as Pepsi’s lackey in the Soviet Union or Carter as Coke’s promoter in China, it has been an ongoing rush to satisfy the supporters who bought and paid for their candidates.

Nevertheless, the change in the political climate often heralds the re-setting of the shell game that passes as our tax law.  While it’s a pain in the ass for just about everyone, it is a boon for tax-accountants.  Actually, before I started the Stereo Advantage, my ambition was to be a tax consultant [now I just rely on Charlie Chiampou].  Year’s later I dabbled with Transfer Pricing.  I even tried to launch a business with it as I taught my one and only class in the MBA Program at UB.  I still think it is the most interesting aspect of the tax conundrum [in that it is always contentious].  Since one country is going to get screwed, there never is a correct and satisfying answer to how much tax is to be levied.  But I digress…

This year I have three tax issues on my mind:

  1. The Capital Gains Tax.  At the end of the year, the 15% long term rate will revert to 20%, and Obama’s Health Care surtax of 3.8% will be added to the rate.  Along with some other adjustments, the effective long-term capital gains tax might actually leap to 25%.  So, make certain you sell some those long-term assets that you want to get rid of before the end of the year.
  2. The Gift Tax.  Due to expire at the end of this year is the one-time $5.12M transfer of assets to descendants tax-free.  Other than this exception, you are only allowed to transfer $13k annually to your descendants tax-free.  It might be a good time to transfer your house to your kids tax free before the end of the year.
  3. The 529 Plan.  You can have a total of $250k to $350k per beneficiary in most 529 estate-planning plans.  Also, you can have several beneficiaries, including grandchildren, and you can retain control of the money.  If you haven’t started a 529 plan, you should.  Every little bit counts toward the future.

As promised, President Eisenhower’s Farewell Address on January 17, 1961:

My fellow Americans:

Three days from now, after half a century in the service of our country, I shall lay down the responsibilities of office as, in traditional and solemn ceremony, the authority of the Presidency is vested in my successor.

This evening I come to you with a message of leave-taking and farewell, and to share a few final thoughts with you, my countrymen.

Like every other citizen, I wish the new President, and all who will labor with him, Godspeed. I pray that the coming years will be blessed with peace and prosperity for all.

* * * * * * * * *

Our people expect their President and the Congress to find essential agreement on issues of great moment, the wise resolution of which will better shape the future of the Nation.

My own relations with the Congress, which began on a remote and tenuous basis when, long ago, a member of the Senate appointed me to West Point, have since ranged to the intimate during the war and immediate post-war period, and, finally, to the mutually interdependent during these past eight years.

In this final relationship, the Congress and the Administration have, on most vital issues, cooperated well, to serve the national good rather than mere partisanship, and so have assured that the business of the Nation should go forward. So, my official relationship with the Congress ends in a feeling, on my part, of gratitude that we have been able to do so much together.

II

We now stand ten years past the midpoint of a century that has witnessed four major wars among great nations. Three of these involved our own country. Despite these holocausts America is today the strongest, the most influential and most productive nation in the world. Understandably proud of this pre-eminence, we yet realize that America’s leadership and prestige depend, not merely upon our unmatched material progress, riches and military strength, but on how we use our power in the interests of world peace and human betterment.

III

Throughout America’s adventure in free government, our basic purposes have been to keep the peace; to foster progress in human achievement, and to enhance liberty, dignity and integrity among people and among nations. To strive for less would be unworthy of a free and religious people. Any failure traceable to arrogance, or our lack of comprehension or readiness to sacrifice would inflict upon us grievous hurt both at home and abroad.

Progress toward these noble goals is persistently threatened by the conflict now engulfing the world. It commands our whole attention, absorbs our very beings. We face a hostile ideology — global in scope, atheistic in character, ruthless in purpose, and insidious in method. Unhappily the danger it poses promises to be of indefinite duration. To meet it successfully, there is called for, not so much the emotional and transitory sacrifices of crisis, but rather those which enable us to carry forward steadily, surely, and without complaint the burdens of a prolonged and complex struggle — with liberty the stake. Only thus shall we remain, despite every provocation, on our charted course toward permanent peace and human betterment.

Crises there will continue to be. In meeting them, whether foreign or domestic, great or small, there is a recurring temptation to feel that some spectacular and costly action could become the miraculous solution to all current difficulties. A huge increase in newer elements of our defense; development of unrealistic programs to cure every ill in agriculture; a dramatic expansion in basic and applied research — these and many other possibilities, each possibly promising in itself, may be suggested as the only way to the road we wish to travel.

But each proposal must be weighed in the light of a broader consideration: The need to maintain balance in and among national programs — balance between the private and the public economy, balance between cost and hoped for advantage — balance between the clearly necessary and the comfortably desirable; balance between our essential requirements as a nation and the duties imposed by the nation upon the individual; balance between actions of the moment and the national welfare of the future. Good judgment seeks balance and progress; lack of it eventually finds imbalance and frustration.

The record of many decades stands as proof that our people and their government have, in the main, understood these truths and have responded to them well, in the face of stress and threat. But threats, new in kind or degree, constantly arise. I mention two only.

IV.

A vital element in keeping the peace is our military establishment. Our arms must be mighty, ready for instant action, so that no potential aggressor may be tempted to risk his own destruction.

Our military organization today bears little resemblance to that known by any of my predecessors in peacetime, or indeed by the fighting men of World War II or Korea.

Until the latest of our world conflicts, the United States had no armaments industry. American makers of plowshares could, with time and as required, make swords as well. But now we can no longer risk emergency improvisation of national defense; we have been compelled to create a permanent armaments industry of vast proportions. Added to this, three and a half million men and women are directly engaged in the defense establishment. We annually spend on military security more than the net income of all United States corporations.

This conjunction of an immense military establishment and a large arms industry is new in the American experience. The total influence — economic, political, even spiritual — is felt in every city, every State house, every office of the Federal government. We recognize the imperative need for this development. Yet we must not fail to comprehend its grave implications. Our toil, resources and livelihood are all involved; so is the very structure of our society.

In the councils of government, we must guard against the acquisition of unwarranted influence, whether sought or unsought, by the military-industrial complex. The potential for the disastrous rise of misplaced power exists and will persist.

We must never let the weight of this combination endanger our liberties or democratic processes. We should take nothing for granted. Only an alert and knowledgeable citizenry can compel the proper meshing of the huge industrial and military machinery of defense with our peaceful methods and goals, so that security and liberty may prosper together.

Akin to, and largely responsible for the sweeping changes in our industrial-military posture, has been the technological revolution during recent decades.

In this revolution, research has become central; it also becomes more formalized, complex, and costly. A steadily increasing share is conducted for, by, or at the direction of, the Federal government.

Today, the solitary inventor, tinkering in his shop, has been overshadowed by task forces of scientists in laboratories and testing fields. In the same fashion, the free university, historically the fountainhead of free ideas and scientific discovery, has experienced a revolution in the conduct of research. Partly because of the huge costs involved, a government contract becomes virtually a substitute for intellectual curiosity. For every old blackboard there are now hundreds of new electronic computers.

The prospect of domination of the nation’s scholars by Federal employment, project allocations, and the power of money is ever present — and is gravely to be regarded.

Yet, in holding scientific research and discovery in respect, as we should, we must also be alert to the equal and opposite danger that public policy could itself become the captive of a scientific-technological elite.

It is the task of statesmanship to mold, to balance, and to integrate these and other forces, new and old, within the principles of our democratic system — ever aiming toward the supreme goals of our free society.

V.

Another factor in maintaining balance involves the element of time. As we peer into society’s future, we — you and I, and our government — must avoid the impulse to live only for today, plundering, for our ease and convenience, the precious resources of tomorrow. We cannot mortgage the material assets of our grandchildren without risking the loss also of their political and spiritual heritage. We want democracy to survive for all generations to come, not to become the insolvent phantom of tomorrow.

VI.

Down the long lane of the history yet to be written America knows that this world of ours, ever growing smaller, must avoid becoming a community of dreadful fear and hate, and be, instead, a proud confederation of mutual trust and respect.

Such a confederation must be one of equals. The weakest must come to the conference table with the same confidence as do we, protected as we are by our moral, economic, and military strength. That table, though scarred by many past frustrations, cannot be abandoned for the certain agony of the battlefield.

Disarmament, with mutual honor and confidence, is a continuing imperative. Together we must learn how to compose differences, not with arms, but with intellect and decent purpose. Because this need is so sharp and apparent I confess that I lay down my official responsibilities in this field with a definite sense of disappointment. As one who has witnessed the horror and the lingering sadness of war — as one who knows that another war could utterly destroy this civilization which has been so slowly and painfully built over thousands of years — I wish I could say tonight that a lasting peace is in sight.

Happily, I can say that war has been avoided. Steady progress toward our ultimate goal has been made. But, so much remains to be done. As a private citizen, I shall never cease to do what little I can to help the world advance along that road.

VII.

So — in my last good night to you as your President — I thank you for the many opportunities you have given me for public service in war and peace. I trust that in that service you find some things worthy; as for the rest of it, I know you will find ways to improve performance in the future.

You and I — my fellow citizens — need to be strong in our faith that all nations, under God, will reach the goal of peace with justice. May we be ever unswerving in devotion to principle, confident but humble with power, diligent in pursuit of the Nation’s great goals.

To all the peoples of the world, I once more give expression to America’s prayerful and continuing aspiration:

We pray that peoples of all faiths, all races, all nations, may have their great human needs satisfied; that those now denied opportunity shall come to enjoy it to the full; that all who yearn for freedom may experience its spiritual blessings; that those who have freedom will understand, also, its heavy responsibilities; that all who are insensitive to the needs of others will learn charity; that the scourges of poverty, disease and ignorance will be made to disappear from the earth, and that, in the goodness of time, all peoples will come to live together in a peace guaranteed by the binding force of mutual respect and love.

Tony’s Catalog Introduction 2013 [Draft 2]

I have spent more of my life building the Advantage than not.  For some, there is work; for others, there is play; but, for us, there is building.  Fortunately, building has, for me, meant a full life of rewarding work and play.

As the Advantage turns 35 [and I turn 60], we find ourselves doing what we always do: taking down walls, building stores, designing websites, starting new businesses, and creating chaos and disorder at every turn.  I’m pretty sure they’re not teaching that approach at Wharton, but there’s no denying it has worked wonders for us.

2012 proved to be our most remarkable year of building ever.  There is only one reason for such success: we have had our most efficacious group of leaders ever.  They’ve made it both prosperous and enjoyable.   This year’s catalog promises to not only illuminate the 30 thriving business enterprises of the Advantage Co, but to introduce you to the leadership which provides the energy and vision necessary to bring it all to fruition.

This past year we have been busy building an Infrastructure As A Service [IaaS] for the Federal Government’s new cloud initiative.  Now, how unexpected is that?  We actually won the GSA’s IaaS award, as well the authorization to operate, while competing against some of the more notable giants of the tech world [who failed to win one of the 12 coveted awards].  We are now a teaming partner with Microsoft, Red Hat, and Autonomy – to name just a few – providing coveted access to the internet for all Federal agencies.  We are an integral part of the Federal Government’s Cloud First mandate.

And, of course, there was the usual building going on at the Walker Center: the new Nantucket Shop, the long-awaited kid’s store – Tiny Walker, and the introduction of Gift Giving Registry.  Along with the new shops, we also expanded Body + Beauty, our Jewelry store, and our Vera Bradley shop [while I spent most of my time at Giancarlo’s].  Speaking of Giancarlo’s, we also hosted Ariana and Sam’s wedding there in October.  It’s seems like only yesterday that Ariana was a newborn baby fast asleep in our apartment behind the original shop on Main Street.

As with any year, there were the various pitfalls, failures, and disappointments.  This past year was particularly painful as I lost my best friend of 50 years to heart failure.  Some things come too soon, while others never come at all.

The circle of life, however, did provide me with the anticipation of my second grandchild.  I’m looking forward to a grandson to go along with his cousin, my beautiful granddaughter, Francesca.  Every newborn is a piece of magic [and, sometimes, like Coach and Kelly, you get to double up on the magic].  At the Advantage, we have been on a baby boom for 35 years.  Building families has always been more than a part of our journey, it has been the essence of it – and what a journey it has been….

And, throughout it all, Western New York has been both our home and foundation.

As I turn the corner at 60 and head for home, I’m banking on at least 20 more good years before they put me out to pasture.  I’d like to think the next 20 years are going to be as great as the past 20 years, but that might be asking for a little too much.  Regardless, I can’t help but believe the next 20 years are going to be even better – and I’m counting on you being there every step of the way.

See you at Giancarlo’s.

Tony

http://www.TonyWalkerPost.com

Ariana and Sam’s Wedding.

We had a beautiful wedding Saturday night at Giancarlo’s [along with a wonderful wedding brunch Sunday afternoon].  Ariana and Sam are off to a great start.  Other than forgetting Sam’s ring [which was quickly retrieved from the car], the ceremony was whimsical and deftly handled by Judge Carney and Sam’s best man, Paul.

Anthony and Gabriela did a superb job hosting the event, while Alison provided an entertaining and heartfelt toast as Maid of Honor.  I am proud of all my children, and last night Ariana elegantly demonstrated what it means to be the older sister.  She was as poised as she was beautiful, and her happiness radiated throughout the room.  Sam matched Ariana’s elegance with a charm and strength that will hold them in good stead for a life of growth and sharing.

Ariana and I danced to the song that was her special song growing up.  She truly was the magical older sister, and Carly Simon captures it all in this delightful tune.   http://www.youtube.com/watch?v=YnSNEZddh0U

It is the circle of life, and no one enjoys it more than me.  I’ve been fortunate to have had a wonderful childhood, a remarkable career, lasting friendships, and, most of all, a beautiful energetic family [and even more fortunate to have my granddaughter Francesca].   With a grandson on the way, I got the world on a string.

I’ve Got the World On a String  http://www.youtube.com/watch?v=xPb_wDRIvrI

One morning when Ariana was a little more wild than she is today [it’s hard to believe it’s the same girl] we woke her up to what became her unauthorized and unappreciated theme song:  I Love the Nightlife.  http://www.youtube.com/watch?v=DN2qImB0sT0

For father and daughter, there’s no better time than the moments before the walk down the aisle.