In what geographic area does Steele Smiley currently serve in his capacities for Crisp & Green?
Crisp_Green Franchise · 2024 FDDAnswer from 2024 FDD Document
Steele Smiley, Executive Chairman of the Board & Founder. Steele Smiley developed the CRISP & GREEN® concept and has been our Executive Chairman of the Board since November 2022. He has also served as the Executive Chairman of the Board for our Parent since March 2017, for PURALIMA LLC since May 2021, and for Stalk & Spade LLC from December 2020 to November 2023. Mr. Smiley has also been the Executive Chairman of the Board for PURALIMA Cantina and SBM since November 2022, and for Stalk & Spade from November 2022 to November 2023. Previously, Mr. Smiley served as the Chief Executive Officer for our Parent from March 2017 to November 2022, for us from February 2018 to November 2022, for Stalk & Spade LLC from December 2020 to November 2022, for Stalk & Spade from February 2021 to November 2022, for PURALIMA Cantina and PURALIMA LLC from September 2021 to November 2022, and for SBM from January 2022 to November 2022. From September 2013 until he became employed as the Chief Executive Officer of our Parent in March 2017, Mr. Smiley held the roles of Chief Development Officer and Chief Marketing Officer with Lift Brands, Inc., one of the nation's largest international wellness franchise organizations, where he was responsible for leading all brand facing initiatives, new concepts (from design to sale), global marketing, partnerships and franchise development globally for the entire portfolio of wellness companies which spanned nearly 3,000 locations either built or under development in 22 countries. Mr. Smiley serves in his present capacities in the Minneapolis, Minnesota area.
Source: Item 2 — BUSINESS EXPERIENCE (FDD pages 13–14)
What This Means (2024 FDD)
According to Crisp & Green's 2024 Franchise Disclosure Document, Steele Smiley, the Executive Chairman of the Board & Founder, serves in his present capacities in the Minneapolis, Minnesota area. This means that the primary business operations and strategic decision-making for Crisp & Green, along with other related entities like PURALIMA Cantina, PURALIMA LLC, SBM, and previously Stalk & Spade LLC, are based in the Minneapolis region.
For a prospective Crisp & Green franchisee, this indicates that the leadership and support teams are geographically centered in Minneapolis. Franchisees can likely expect that training, ongoing support, and communication will be heavily influenced by this regional focus. It may also mean that initial pilot programs or new initiatives are tested and refined within the Minneapolis market before being rolled out to other franchise locations.
It's worth noting that while Mr. Smiley and several other key executives are based in Minneapolis, not all leadership roles are. For example, Ben Miller, the Chief Marketing Officer, is based in Nashville, Tennessee. This suggests that while the core leadership is in Minneapolis, Crisp & Green is open to having key personnel located in different areas, potentially to tap into specific regional expertise or talent pools. Franchisees might want to inquire about the implications of this distributed leadership model on day-to-day support and communication.