Allocation
$0.0M
V6 Floor Y1
$0K
V6 Floor Y5
$0.00M
V4 Ceiling Y5
$0M
TAM
$0.0B
About THE OP
THE OP is a coffee shop, merch counter, and tourist stop on the Grow Campus in Custer, South Dakota. Located on the route to Custer State Park, it captures tourist traffic with coffee, local beer, BHC-branded merchandise, and local artisan goods. It is the casual front door of the BHC ecosystem — the place where visitors first encounter the campus.
The Opportunity
The US cafe market is $10.2B, and Black Hills tourism draws 14.9M+ visitors annually. THE OP captures both the daily local market and tourist traffic with a unique community-hub-meets-mountain-town concept that does not exist anywhere in the region.
Market Opportunity
$10.2B
Total addressable market
Competitive Advantages
Black Hills tourism corridor — 14.9M+ annual visitors drive past
Zero rent on owned campus — 15-20% margin advantage
Tourist stop captures drive-by traffic to Custer State Park
GrowWise POS live demo for visiting investors
Simple operation — low risk, cash-flow-positive by Month 8-10
Comparable Companies
Market validation from industry peers
Dutch Bros
$5B+ market cap
Sturgis tourism
$800M annual rally impact
Deadwood gaming
$143M annual revenue
Flywheel Connection
THE OP is the casual front door — the tourist stop where visitors first encounter BHC. Every coffee sold is a conversation starter about GrowWise, Settle the West, or Auric Labs. Merch turns tourists into walking billboards.
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