Media Contact:

Caroline Williams Austin, Texas 254-366-7410 cwilliaq@stedwards.edu

FOR IMMEDIATE RELEASE Hot News Local Musicians Perform Live at Armelias Caf Now Serving Pumpkin Flavored Beverages for the Fall Season AUSTIN, Texas 29 September 2012 This fall season will be made especially flavorful at Armelias Caf. Now announcing our pumpkin coffee and cocktails. A must have to keep your inside feeling warm and cozy. We have also booked many of Austins most talented musicians to use Armelias Caf as their venue of choice. A variety of musical genres include acoustic, rock, indie, jazz, pop, bluegrass and folk to please the taste of all Austin music enthusiasts. Some of the featured acts include Unified Tribe, Manteca Beat, Acoustic Dream and The Casting Couch. The highlight of the season is an exclusive performance by Bob Schneider. Bob Schneiders diverse music style includes a whole lot of bits and pieces of funk, country, rock, and folk. Schneider is coming to perform at Armelias Caf on November 8th, 2012 at 7:30 p.m. with opening act Liquid Stereo Project. Whether you are on a date with your sweetie, studying for the big exam or just want to take in some of the local Austin culture, Armelias Caf invites you to come enjoy our homemade coffee and cocktails. ###

To: dhiott@statesman.com Subject line of e-mail transmittal: Hot news brewed for you Mrs. Debbie Hiott, Editor Austin Statesman 305 S. Congress Ave. Austin, TX 78704 Dear Mrs. Hiott: This fall Armelias Caf is going to feature a live performance from local Austin artist Bob Schneider. I am writing to suggest that Bobs concert would be a great feature article in Austin Statesman, as he is a local favorite. We certainly appreciate your consideration. I look forward to your news. Best wishes, Caroline Williams Public Relations Specialist

Suggested interview questions to ask Clifford Wallace, owner of Armelias Caf What specifically convinced you to open a Caf that serves coffee and cocktails? How does your background as a chemist influence the way you make coffee? Who is Armelia? What channels are used to keep the customers informed of hot, brewing news? What is your key to getting new customers to come back for more? What were the most important steps to open Austins favorite Caf? What led you to choose specific fall flavors like pumpkin spice and nutmeg? Do you have any drinks special to Armelias? What leads you to choose specific entertainers? Are you planning on expanding around Austin? What could we look forward to in the future at Armelias Caf?

Backgrounder of Clifford Wallace Clifford Wallace was a chemist at the University of Colorado at Boulder. When he wasnt mixing chemicals he could be found at his local, student coffee shop, sipping on jo while going over his notes. After twenty years of peering into test tubes Wallace decided that a life of science just wasnt for him. So he left the lab to pursue a different type of chemistry, trading in his microscope for an espresso machine. He moved from Boulder back to his hometown of Austin, Texas to pursue his dream of owning a coffee and cocktail shop. Wallace opened his first location off of South Lamar in the spring of 2008. While it was not much more than a small room with Wallace himself operating all the machinery, word soon spread about the charming shop named Armelias. Many have wondered how Wallace came up with the name, and who exactly Armelia was. In a recent interview he decided to divulge the truth saying, Armelia was my grandmother with whom I grew up. The smell of coffee always reminds me of her and my childhood home. She could always be found with a mug in her hand and a fresh pot on the stove. Now, Armelias is a popular spot for coffee aficionados, students and Austinites. The shop is especially popular for its late night alcoholic drink specials and amazingly brewed coffee. On Fridays you can find some of Austins most hip bands playing center stage, including rapper Zeale, Spoon and most recently Bob Schneider. Next time you are in Austin, make sure to swing by Armelias for a truly personalized drink. Sit back and enjoy the relaxed atmosphere, fantastic music and, of course, a great cup of coffee.

Crisis Communication Plan Situation: Employee involved in dealing illegal narcotics Phase 1 Inception Public Relations Specialist, Caroline Williams: We are currently investigating the legitimacy of these claims. We at Armelias Caf always make our customers and employees our priority. However, safety is most important to us and we will absolutely not stand for illegal of any kind in our establishment. Company Response If any other employee is aware of illegal activity going on in the coffee shop, he is to inform Clifford Wallace through email, phone call or meeting. All information will be kept completely anonymous and confidential. The management will conduct an investigation to establish any legitimacy to claims made. If evidence is found to support the claim, the employee and all who participate will be held responsible. If the accused is found to be guilty of participating in illegal activities, this will result in the immediate termination of the responsible party and all those involved in the corresponding incident. Phase 2 Resolution Solutions to prevent similar crises, Armelias Caf will: 1. Install cameras around coffee shop 2. Increase presence of manager and owner around the shop 3. Employees will go under more detailed screening before being hired 4. Employees will undergo daily bag checks before entering and leaving the shop Armelias would never want to compromise the integrity of the shop, its customers and employees. While we would like to believe that all of the members of our company would never participate in illegal activity, at times mistakes happen. In the future, we will strive to enforce these new rules to prevent any damaging incidents in the future. Phase 3 Reputation Aftermath 1. Sponsor events on college campuses 2. Feature prominent community advocates and speakers for the anti-drug abuse community 3. Bring coffee to homeless shelters, soup kitchens and womens centers 4. Host non-profit concert featuring previous Armelias artist for A Glimmer of Hope Foundation (foundation for at-risk teens to prevent substance abuse)