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W21 Mission Statement
Warehouse 21 is a hub for youth directed development in the arts through mentorship and entrepreneurial opportunities.
YES! Program Overview
Warehouse 21's Youth Entrepreneurial Services (YES!) Program provides Santa Fe area youth (ages 16-24) a workforce development center featuring a formal training and internship curriculum centered on developing core business and trade skills. Trained youth interns operate mentored, revenue generating enterprises at Warehouse 21.
YES! Program Goals
- Redirect at-risk youth to productive futures
Identify, recruit, train, mentor and employ as interns promising youth from at-risk segments of the community, converting the potential downstream societal costs associated with underemployed youth into productive benefits to the community, while improving skilled workforce retention
- Establish a workforce development center for area youth
Evolve W21's YES! Program into a sustainable one-stop workforce development center for area youth (ages 16-24) to serve area youth, Santa Fe's economic development goals, and to fulfill the goals of investments made to-date in Warehouse 21's new facilities
- Nurture revenue generating, youth operated in-house business enterprises
Cultivate in-house YES! Program enterprises into efficient, fully accountable, profit-oriented micro-businesses, earning revenues that help support program sustainability and operations
- Track long-term program outcomes
Develop and manage data collection and reporting processes to track long-term outcomes for participating YES! Program youth
- Strengthen and extend the network of partnerships
Collate and engage local expertise, institutions and resources to improve the YES! Program network of strategic partnerships, mentors, instructors, advisers and supporters. Identify and recruit YES! Program graduates as peer mentors and instructors.
YES! Program Enterprises
- Fashion and Apparel Design and Production Services
- Screen Printing Services
- Retail Storefront & Internet Cafe'
- Marketing Design Services
- Event Management Services
- Web and Data Services for Small Business
- Video Production Services
- Audio Production Services
- Radio Broadcasting and Engineering
- Audio and Print Publishing
- Business Administration Services
Details -- YES! Program Enterprises
W21 Fashion and Apparel Design Studio
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Training:
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Participants learn design, production, packaging and delivery of fashion, apparel, accessories and custom textile products; includes fashion studio operations, crew management, inventory management, budgeting, reporting, and marketing planning and implementation
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Facilities:
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W21's 1,200 sq ft Fashion and Apparel Production Studio
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Product to Market:
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W21-branded product lines are sold wholesale to retail and internet resellers, including W21's Merchandise Program, and to contracted clients
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Competition:
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Unique, eclectic youth-made products address an unfilled niche in the local market and promote Santa Fe-branded youth culture to the national marketplace
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W21 Screen Printing Services
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Training:
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Participants learn the craft of screen printing on textiles and other materials, from concept to computer to printing to delivery; includes studio operations, budgeting, reporting, and marketing of services
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Facilities:
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W21's 1,200 sq ft Screen Printing Studio
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Product to Market:
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Regional and national clients are acquired through marketing and advertising; W21's Fashion and Apparel Program is an in-house client.
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Competition:
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W21's Screen Printing service has operated in Santa Fe for over twelve years as a niche service provider in which revenues are utilized for youth training and program development. Due to significant differences in production capacity and economy of scale, W21 Screen Printing prices do not compete directly with other local screen printing vendors.
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W21 Retail Storefront & Internet Cafe'
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Training:
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Participants help with the planning and roll-out of the W21 storefront retail space (name yet to be determined), learning to development and evolve a product marketing and merchandising business and cafe'. Topics include product selection strategies, inventory management, staff management, customer service, facility operations, food safety practices, city ordinance compliance, budgeting, reporting, and marketing
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Facilities:
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W21's 750 sq ft storefront space facing Paseo de Peralta and the Railrunner train tracks
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Product to Market:
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Products from W21's Fashion, Music, and other programs, as well as select 3rd party products, are sold in W21's store front retail shop, through local retail consignment agreements, and through internet and direct mail marketing. The Internet Cafe' is marketed as an eclectic destination for area youth and community, offering simple food and beverage items.
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Competition:
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The sale of youth-made textile and craft products and music products from area bands make W21's Retail Storefront unique in the local marketplace. The W21 Internet Cafe' uniquely complements the Santa Fe Railyard business mix by virtue of its youth-centric profile and serves mostly as a packaged food and simple beverages concession. As such the W21 Internet Cafe' enables youth to remain within the Warehouse 21 environment for training, work and entertainment without needing to go elsewhere for sustenance.
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W21 Event Management Services
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Training:
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Event promotion, contracting, planning, logistics, materials & equipment sourcing, technical lighting and sound, staff management, accounting, and client services; includes marketing of services, budgeting and reporting
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Facilities:
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W21's 2,496 sq ft black-box performance venue, W21's 2,520 sq ft concert hall, W21's 850 sq ft exhibition gallery, and W21's 10-station computer and media arts lab
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Product to Market:
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Venue rentals and services for Santa Fe businesses and organizations, schools and clubs; Santa Fe tourism and convention clients; film production location
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W21 Marketing Design Services
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Training:
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Graphic design, advertising and promotional materials design and production, direct marketing and internet marketing; includes enterprise operations management, staff management, accounting, customer service, budgeting and reporting
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Facilities:
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W21's Digital Media Arts Lab and Visual Arts Studios
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Product to Market:
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Marketing design agency services to local businesses and organizations, including W21's internal marketing needs, and to a national market via internet promotion
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W21 Web and Data Services for Small Business
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Training:
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Development, marketing and operation of an internet services business, including website design and production, online data management services and Google Apps Help Desk services; includes enterprise operations management, staff management, accounting, customer service, budgeting and reporting
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Facilities:
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W21's Digital Media Arts Lab
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Product to Market:
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Internet services to local businesses and organizations, including W21's internal internet needs, and to a national market via internet promotion
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W21 Video Production Services
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Training:
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Video production services marketing, client contracting, client relations, project planning and design, city ordinance compliance, crew management, equipment and materials management, location planning, sound and lighting, shooting and production, post-production, editing, delivery and screening; includes enterprise operations management, accounting, budgeting and reporting
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Facilities:
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W21's Digital Media Arts Lab, W21's video production and editing equipment and software
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Product to Market:
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Promotion of video production services to local and regional businesses, organizations, public and private events, family events and other niche markets; also to contracted "film" projects on case-by-case basis
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W21 Audio Production Services
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Training:
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Audio production services marketing, client contracting, client relations, project planning and design, crew management, equipment and materials management, performance studio management, recording and production, post-production, editing and mixing, delivery; includes enterprise operations management, accounting, budgeting and reporting
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Facilities:
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W21's Audio Recording and Production Studio
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Product to Market:
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Promotion of audio production services to local and regional musicians, bands and entertainers for CD/internet distribution, to businesses and organizations for radio PSAs and advertising, and other niche markets; also to contracted "film" projects needing post-production audio mixing and editing services
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W21 Radio Broadcasting and Engineering
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Training:
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Design, engineer and produce Warehouse 21's bi-weekly two-hour radio program "Warehouse 21 presents Ground Zero Radio" on KSFR FM radio.
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Facilities:
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W21's Radio Production Studio linked to KSFR FM public radio for live broadcast.
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Product to Market:
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W21's Ground Zero Radio program serves to market W21 and its YES! program offerings and events, and, earns revenue from paid or in-kind traded 3rd-party advertising
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W21 Audio Publishing
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Training:
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Develop, promote and grow an audio publishing business featuring products generated in W21's audio recording studio and products from select 3rd-party providers
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Facilities:
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W21's Audio Recording and Production Studio, W21's Digital Media Arts Lab
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Product to Market:
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Publishing channels include both CDs and internet publishing media (including iTunes publishing) featuring music, spoken word and performance audio
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W21 Printed Word Publishing
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Training:
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Develop and grow a print publishing enterprise featuring W21's monthly news magazine and select writings, poetry, comic books and graphic novels produced by W21 young authors. Learn how to Learn the print publishing business from editing to printing to marketing.
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Facilities:
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W21's Digital Media Arts Lab
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Product to Market:
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Local and national distribution of published products addressing unique market niche
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W21 Business Administration Services (new to W21)
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Training:
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Organize, manage and promote a menu of cost-effective business administration services to the local business community. Youth will offer themselves for service roles as temporary office help, couriers, typing and data entry specialists, special projects helpers, and administrative assistants.
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Facilities:
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W21 and client locations
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Product to Market:
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Local advertising and promotion of trained youth services
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