2015 Candidates for the Board

A little information regarding our board: each year three board members are elected to three-year terms. This is the second election we have held since the Co-op's incorporation in 2013. Directors are elected by online ballot via the single transferable vote method. The voting period is open for 30 days beginning on November 15th. We will email members this link to the online survey intermittently over the election period.

You may rank candidates in order of preference with 1 being the most preferred and 6 the least. However, you don't have to rank them all if you don't want to. The election will close on December 14th and we will announce the winners that week.

Here are your candidates for 2015, listed in alphabetical order by last name.


Frankie Alcala (Favorite beer style: Stout)

1. Why are you interested in serving on the board of directors of the Co-op?

I am excited to be on the ground level opportunity for formation of the Co-op in Amarillo and the surrounding Texas panhandle. Amarillo is growing and the possibility for this Co-op is yet to be discovered.

2. What qualities and past experience do you have for serving on the Co-op Board?

I am Amarillo born and raised in southeast Amarillo. I resided in North Amarillo for 15 years and now reside in Southwest Amarillo. I have a savvy concept of different tastes/ideas in the city and believe there is potential for solid interest and growth in the promotion of the Co-op.

Prior to my current employment of over 12 years with Bell Helicopter, I was employed at Pantex for over 14 years, and was a sole proprietor of a successful business.

I am well recognized by my peers and former co-workers, neighbors, church affiliates, and families; I am prepared to offer a high energy level and dedication to the success of Yellow City Co-op.

3. What goals would you like to see the Co-op achieve in the next year? Five years?

Open on scheduled timeline; become self-supporting organization; develop and commit to permanent business building structure.

4. What do you think the Co-op needs to prioritize in terms of accomplishments or achievements?

Develop ideas and adopt measure ensuring the integrity of the Co-op; educate private and public sectors of advantages of supporting a hometown brewery; approve and adopt construction of permanent business building structure.

5. What is your favorite cooperative principle and why?

That this is a home owned brewery in Amarillo by its members with the opportunity to give back to the community and own a business we can all be proud of.


Lee Hofeldt (Favorite beer style: Stout)

1. Why are you interested in serving on the board of directors of the Co-op?

To engage in something other than what I do at work, share ideas and help expand on others that are given, improve my own communication skills, and give back to the community.

2. What qualities and past experience do you have for serving on the Co-op Board?

I have the ability to learn, and I want to learn more about craft-brewed beers, restaurant and cooperatives. I have never served on a board of any kind and this would be a great experience to do so.

3. What goals would you like to see the Co-op achieve in the next year? Five years?

Year 1 - 1) See the opening of Yellow City Co-op Brewpub downtown. 2) Be affiliated with other local businesses. 3) Help support a solid foundation that makes Yellow City make it more than 5 years.

Year 2 - 1) Yellow City brewed beer in local beer stores, restaurants and cities outside of Texas. 2) National distribution of our beers like that of other craft beers.

4. What do you think the Co-op needs to prioritize in terms of accomplishments or achievements?

1. Get the brewpub open; 2) Have a very successful opening; 3) Be very successful being a no tip restaurant in Amarillo; 4) Achieve a profit at the one year mark; 5) Prioritize recruitment to ensure quality staff will be hired

5. What is your favorite cooperative principle and why?

Education, Training & Information. I believe these are important because without any of the three listed nothing can be accomplished.


Shannon Kuhfuss (Favorite beer style: Saison or Scotch Ale)

1. Why are you interested in serving on the board of directors of the Co-op?

From what I have experienced with attending, working, and helping with YCCB events - YCCB has the potential to really affect Amarillo in the best way possible. It would be an honor to serve on a board that is so community conscious and driven.

2. What qualities and past experience do you have for serving on the Co-op Board?

Well first of all - I really enjoy beer, and second - I'm a planner by nature. Working at KAMR and KCIT has taught me how to plan ahead for events and all the details that go into them. Back to the beer though...did I mention I like beer? I do.

3. What goals would you like to see the Co-op achieve in the next year? Five years?

I think it is extremely important to reach over 250 members in the next year, as well as acquire a physical location. Physical location gives credibility to the vision of YCCB in the eyes of the community. In the next 5 years, I would like to see YCCB as a major staple in Amarillo. The Co-op has much more to offer the community than just beer and I think [the] Craft Amarillo [event] was just a small taste of what can come.

4. What do you think the Co-op needs to prioritize in terms of accomplishments or achievements?

The Co-op needs more exposure for sure, but that has to be strategic and well thought out. Joining the Chamber of Commerce will be very helpful down the road. Establishing a presence in the community will be essential for moving forward.

5. What is your favorite cooperative principle and why?

Concern for community would be my favorite principle because the Co-op is community driven. Like I stated earlier, this Co-op to me is about way more than beer. Amarillo has a chance to grow and develop and I see Yellow City being extremely instrumental in that.


Josh Moody (Favorite beer style: Belgian Tripel)

1. Why are you interested in serving on the board of directors of the Co-op?

Having served on the board for the past two years, I am very much looking forward to seeing all of the planning come to fruition. I believe that my skills as an architect and designer as well as my experience in restaurant design and construction management give me a uniquely valuable position on the board as we transition from concept and planning to construction and finally opening the facility.

2. What qualities and past experience do you have for serving on the Co-op Board?

Two years prior experience on the Co-op board; working relationship with current board members and experience working events and get-togethers; served as president of Student Services at the Amarillo Area Center for Advanced Learning (AACAL); Vice President of Robotics Booster Club at AACAL

3. What goals would you like to see the Co-op achieve in the next year? Five years?

I believe that having the doors open within the next year is a fully obtainable goal. I would also like to see 500 member owners by next November. Within five years, I would like to see the Co-op become a major player in the philanthropic activities in Amarillo. I see us becoming a lynch pin in the community and being involved in festivals, events and activities in the Amarillo area. I want to see the Co-op breeding its own competitions by promoting craft brewing and sharing our combined knowledge and skills with others.

4. What do you think the Co-op needs to prioritize in terms of accomplishments or achievements?

Financial solvency, opening the facility, attracting talent.

5. What is your favorite cooperative principle and why?

Education. I believe one of the greatest failings of our society is the lack of one-on-one transfer of knowledge. Many classical trades are approaching extinction because new generations are not being apprenticed or trained before the elders pass away. From stone masonry and woodworking to farming, brewing, pickling and preserving, we must develop new ways of promoting this transfer of knowledge, and I think that cooperatives are uniquely positioned to provide and support that opportunity.


Tracy Shea (Favorite beer style: Oatmeal Stout)

1. Why are you interested in serving on the board of directors of the Co-op?

I enjoy contributing my time, treasure and talents to the communities I am a part of to do my part to make them a little better; whether it is the Amarillo community, the WTAMU community or the Yellow City Co-op Brewpub community.

Serving on the YCCB board is an opportunity to do my part to not only help bring great beer and creative pub food to Amarillo, but also help set the expectation in the community that the brewpub is THE place to be downtown. I want the brewpub to be so successful and such a community icon that when someone in Amarillo says they are going out to get a bite to eat and a couple beers, all their friends know where they are going without asking

When I find a cause or project to get behind, I don't mind being a cheerleader for its success because I believe in it. I am a brewpub cheerleader because I believe in it, but by serving on the board I think i can help guide the brewpub to a greater degree of success and bring enthusiasm for excellence to our leadership process beyond what I could if I were not on the board.

The startup phase of a business is a critical time where decisions have long lasting impacts and management mistakes can be difficult to recover from; I would like to be able to help steer the brewpub towards the most successful start possible and avoid the common mistakes early stage businesses often make. Every business and every board makes mistakes but experience can help minimize them; I would like to do my part to help this board open the doors of the brewpub with the smoothest start possible.

2. What qualities and past experience do you have for serving on the Co-op Board?

I have owned, started, operated, bought and sold business in Amarillo; I love doing business in Amarillo and know lots of people in the Amarillo business community. I am a consultant at the WT Small Business Development Center and I am plugged into the Amarillo economic development network which lets me hear and see information about a lot of partnership and/or investment opportunities, this will help the YCCB board be in a position to be included in and take advantage of projects and programs that will benefit the Co-op before the projects fill up or budgets are spent. I know how to read business financials and what trends to look for to help analyze a business's strengths and weaknesses to help guide a business towards strength and stability.

I have prior board experience with the Westgate Friends Community Pre-school and Day Care, where I helped provide oversight and guidance for a 6500 square foot facility serving 120 community children with a staff of ten. I am familiar with the demands of balancing budgets, complying with city and state regulations, planning for growth and deciding when to cut back, all while maintaining focus on the organization's mission and the owners' demands to be profitable.

I have filled a vacant position on the YCCB Board since August and in that time I ahve served on the Craft Amarillo event planning committee, facilitated a deeper relationship between the Co-op and the Amarillo Area Foundation, recruited new members and found new investors to strengthen our financial position. My skill-set as a business planner compliments the skills of the other board members without being redundant and we work well as a team.

3. What goals would you like to see the Co-op achieve in the next year? Five years?

In the next year: increase community awareness and understanding of the brewpub, our ownership model, the quality of our products and the depth of our community connections; determine the specifics of the member benefits to be received once the brewpub is open and communicate them to the members; raise enough money through investments that we won't need debt financing for opening; develop the internal production and management policies/procedures needed to run a brewery and restaurant; target and begin recruiting the best talent available to manage the restaurant and brewery to ensure a successful opening.

In the next five years: be the reason people from across the state and around the region come to visit Amarillo; have consistently excellent beer distributed to select retailer and restaurants across the region; have a profitable brewpub that pays patronage dividends and investor dividends and still has good cash flow.

4. What do you think the Co-op needs to prioritize in terms of accomplishments or achievements?

1) We need to prioritize the continual promotion and exposure of the Co-op so that we are able to attract investment; and as we begin recruiting and hiring, the best people want to work for the brewpub

2) Raise enough money from investors to open the brewpub without debt financing.

3) Finalize the floor plans and architectural drawings so the builders build what we need.

4) Work out the day-to-day operational details of running the brewpub, it may not be exciting but it is critical having a successful launch.

5. What is your favorite cooperative principle and why?

Independence. As an independent Co-op / business we don't have to follow the dictates of commercial breweries or franchisees to determine what kinds of beer or food we make; nor do we have to sacrifice quality to hit their profitability targets or support their business objectives. As an independent Co-op we answer to our members and our community and have the freedom to be excellent with a flavor unique to Amarillo.


Kenny Steward (Favorite beer style: IPA)

1. Why are you interested in serving on the board of directors of the Co-op?

I am fascinated with several primary thoughts: 1) Getting in on the ground floor of a new venture is exciting.  The idea of building a business and new relationships to enjoy craft beer is motivating. 2) I am excited about learning more about the process of brewing beer.  I have helped a friend with home brewing before, but I have not brewed any at all. 3) I feel like with my experience and contacts I can help this young business grow and flourish.

2. What qualities and past experience do you have for serving on the Co-op Board?

I owned my own business – a retail golf franchise – for a short amount of time.  I learned a tremendous amount during that time.  I learned how to build a business.  I learned to use guerilla marketing to reach new clients that other stores could not reach.  I also rated very high on customer service, something that translates to every position I have held.

I am the Director of Pantex Quality Operations.  I have an appreciable amount of business acumen from my 23+ years of experience there.  I also have a large number of contacts who appreciate a good craft beer, contacts who are potential investors in something as exciting as a cooperative such as this.

I have served as a project manager and program manager even holding a Project Management Professional certification in the past.  I have experience in establishing and meeting regulatory requirements and managing large budgets.  I also am accustomed to preparing and discussing issues with customers.  I am accustomed to being in front of senior management and reaching consensus on a variety of difficult issues.

Finally, I am not easily swayed and develop my own opinion.  I stand up for my opinion, but I also understand that consensus is more important that any one person getting his or her way.  I am a strong leader, but I am also a good team player.  I also have a strong ability to build teamwork and provide leadership.

3. What goals would you like to see the Co-op achieve in the next year? Five years?

First and foremost I would like to see the Co-op open a storefront.  I see huge potential for growth in a micro-brewery setting – something that is missing in Amarillo.  I envision a downtown location where people can sit out in the summer evening and enjoy a small sampling of various craft beers.

A longer term goal is growth and expansion.  I envision a place downtown and in the growing Southwest part of Amarillo.  Imagine an outdoor, café style brewhouse in the Town Square residences and shopping center.  I think this would be an extraordinary draw for the residents of Amarillo.

4. What do you think the Co-op needs to prioritize in terms of accomplishments or achievements?

First a solid investor base is required.  A significant amount of working capital is required to sustain a new business.  Due to its popularity, the Co-op should most likely see a profit within the first year of opening.  However, winter leads to leaner business profits.  Working capital can sustain a new business during the leaner, winter season.

Secondly, the Co-op should utilize guerilla marketing.  This Co-op should take advantage of inexpensive marketing techniques that are not available to more established businesses.  For instance, the Co-op should not be focused on television advertising.  Rather, it should focus on cooperative agreements and bartering where possible.  This reduces the overall startup costs and poises the Co-op for success by demonstrating successful partnering within the community.

5. What is your favorite cooperative principle and why?

Honestly, I would say that my knowledge of cooperatives is limited.  However, the fact that a small board of managers helps focus the direction of the business with its members having a significant voice is interesting.


Neil Veggeberg (Favorite beer style: Blonde Ale)

1. Why are you interested in serving on the board of directors of the Co-op?

I would like to see craft beer developed in the Amarillo area.

2. What qualities and past experience do you have for serving on the Co-op Board?

Director of Department of BSA.

3. What goals would you like to see the Co-op achieve in the next year? Five years?

Develop a means of producing and distributing craft beer.

4. What do you think the Co-op needs to prioritize in terms of accomplishments or achievements?

Develop a microbrewery where beer can be produced and sold.

5. What is your favorite cooperative principle and why?

Everyone working together toward one goal. Utilizing the unique expertise and ability of each individual in the Co-op.