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HomeMy WebLinkAbout0003_3_PCN 2021-03 - Exhibit B PCN Justification NarrativeJUSTIFICATION STATEMENT PUBLIC CONVENIENCE OR NECESSITY (PCN) 7 ELEVEN INC, RIVERSIDE DR. & LINCOLN ST., LAKE ELSINORE 7 Eleven Inc requests a PCN to allow for beer and wine sales at a proposed 7 Eleven food store and gasoline station at Riverside Drive and Lincoln Street in Lake Elsinore. 7 Eleven desires to sell beer and wine in the new facility as an ancillary part of its total products and service offering. 7 ELEVEN BACKGROUND INFORMATION 7 Eleven is a global company that operates neighborhood convenience food stores. The stores provide convenience for everyone in the trade area with a wide variety of products and services. 7 Eleven’s new format showcases fresh foods (salads, fruits, sandwiches, pastries and prepared foods) delivered daily. Dairy products are delivered to the store on the day they are packaged ensuring that 7 Eleven dairy products are fresher than even the best grocery stores. 7 Eleven is a pioneer in services, offering prepaid phone and internet cards, gift cards, Green Dot (prepaid debit cards), ATM/wire transfer, on‐location bill pay, and Red Box Video Rental. In 1962, 7 Eleven was the first retailer to start franchising with a local operator system. The store will be operated by a member of the local community. The franchise system provides the benefits of a global brand operated by a local business person. 7 Eleven stores are undergoing changes. New and remodeled stores are “green” to the extent possible with building materials and lighting. The electrical systems and HVAC are more efficient. 7 Eleven’s RIS (Retailer Information System) documents all purchases, transactions, orders and events within a store and uploads the data to a server. This up‐to‐the‐minute information provides 7 Eleven with the ability to provide the customer with what it needs THAT day. 7 Eleven is often first “to the street” with its introduction of new products in the marketplace. The product assortment within a 7 Eleven store is tailored to the needs of the local community. Detailed studies are completed indicating buying preferences of the local trade area. 7 Eleven’s commitment to responsible retailing is a core business principle and part of what makes 7 Eleven a welcome and respected neighbor. More than 25 years ago, 7 Eleven set the standard for responsible retailing in the convenience industry by being the first retailer to develop and implement a comprehensive training program for the safe and legal sale of age‐ restricted products. 7 Eleven considers it a privilege to sell age‐restricted products, such as beer and wine, and ensures that they are sold in a legal and responsible manner. 7 Eleven’s proprietary Come of Age™ “awareness and personnel‐training program” was originally designed to prevent the sale of alcoholic beverages to minors or intoxicated persons and to prevent on‐premises consumption. This U.S. acclaimed initiative was expanded to include all age‐restricted products. 7 Eleven has a very rigorous and detailed system for controlling the sale of age‐restricted merchandise. 7‐Eleven requires an extensive training and orientation program for all employees including:  “Operation Alert” and” Come of Age Training” begin on the first day of work  Clerk Affidavit ‐ Franchisees, Managers and Sales Associates acknowledge that they understand the law and their responsibilities (required by law)  A 7 Eleven Field Consultant: o Verifies use of Computer Based Training (CBT) “Come of Age” training (Monitors certification of all employees (corporate and franchisee) and requires re‐ certification every 12 months; enforced in the 7‐Eleven agreement) o Visits each store twice per week (Business consultants that review and advise Franchisees on operation/training issues and responsibilities)  7‐Eleven stores’ cash registers automatically prompt sales associates to check identification when an age‐restricted product is scanned for sale and will not complete the transaction until identification is presented and age verified through the register. 7 Eleven is recognized in the convenience store industry and by many law enforcement agencies as the first major retailer to institute a formal crime‐deterrence program nationwide. Store managers, their staff and franchisees receive extensive training in maintaining store security and deterring potential crimes and violence through a proprietary program called "Operation Alert." Training includes security procedures, proper store maintenance, violence‐ avoidance and steps to take in the event of a robbery. Research indicates that keeping less than $50 in the cash register deters 80 percent of potential robbers. 7 Eleven stores keep less than $50 ($30 at night) in the cash register. Signs in the stores reinforce this policy. All 7 Eleven stores use a time‐delay cash‐control system, which dispenses cash in small amounts in two‐ to 10‐minute intervals. 7 Eleven has invested millions of dollars in a high‐resolution, surveillance‐camera system, including 24‐hour, closed‐circuit video cameras with audio capabilities; color monitors mounted in view of customers; black‐and‐white monitors in the back rooms; and alarm systems equipped with fixed‐ and remote‐activator devices. PUBLIC CONVENIENCE OR NECESSITY JUSTIFICATION 7 Eleven is a neighborhood convenience food store that sells a variety of products. The merchandising of a 7 Eleven store is based on the demographics of the nearby residents resulting in products that meet the needs of the local consumer. Customers of 7 Eleven stores appreciate the ability to shop 24 hours a day, 7 days a week for the wide variety of products sold by 7 Eleven. 7‐Eleven is not a liquor store. The beer and wine sales at a 7 Eleven store average approximately 12‐16% of total sales. The beer and wine is an ancillary, but integral, part of the primary business. Customers wanting a bottle of wine for a family dinner or beer for a weekend football game, prefer buying beer and wine in a store that meets all their shopping needs for day or event. This new 7 Eleven food store and gasoline station will include numerous features that provide connectivity to the Lake Elsinore community: Sidewalks and frontage improvements will be installed on both Riverside Drive and Lincoln Street to enhance walkability for residents and shoppers, and new substantial landscaping will be added to the sides of both streets. The plaza will include a low‐level monument sign signifying the retail location. Additionally, the store and its entrance have been oriented to the intersection corner to enhance pedestrian access (via a separate walkway). 7 Eleven will be a convenience 24 hours a day due to the numerous neighborhood services provided, such as internet and gift cards, the sale of popular convenience items such as milk, bread, and over the counter medications; and fuel and automotive products. To deter and prevent criminal activity, the following equipment will be installed:  Wall‐mounted DVR (digital video recorder with hard drive for storage) in back office.  Front door camera mounted in the entry door‐frame.  Sales floor public view monitor mounted on ceiling.  Ceiling mounted cameras with view of front door area.  Two dome cameras with view of sales counter area.  Alarm feature with hard wire button at sales counter with two remote devices.  Audio recording kit.  Back‐up battery for power interruption. Thank you for consideration of this PCN application for a new 7 Eleven food store and gasoline station. 7 Eleven looks forward to expanding its successful partnering with the County of Riverside in the community of Lake Elsinore.