Hennessey'sPRPortfolio

Hennessey’s Tavern Inc. 

Portfolio by Taylor Brightwell 

JMC 415

Table of Contents 

Office Writing: 

Executive Summary 4 

Memo 5 

Business Letter 6 

Résumé 7 

Background Information: 

Fact Sheet 9 

Research for Hennessey’s Tavern Inc. 10-13 

Bio Sketch 14 

Backgrounder on Service Animal Fraud 15-18 

Online Writing: 

Position Paper on Smoke-Free Zones 20-21 

Feature Story: Stock Trader to Restaurant Mogul 22-27 

Website Evaluation 28-31 

Message Strategy 32-34 

News and Communication Writing: 

Pitch Letter 36 

News Release 37 

Audio News Release 38-39 

Example Speech 40-42 

Design: 

Crisis Presentation 44-47 

PSA 48 

Brochure 49-50

Office Writing 

Hennessey’s Tavern Inc.

1845 S. Elena Ave, #300, 

Redondo Beach, Ca 90277 

Executive Summary 

Within this portfolio is a variety of work for Hennessey’s Tavern Inc. These pages contain 

example documents and design projects for this organization. It is organized into five 

different sections including: office writing, background information, online writing, news 

and communication writing and design. 

The office writing section includes this executive summary, an example of a memo, a 

business letter, and my own personal résumé. This section is mainly written documents 

that would be used for internal communication or to reach out to other outside the 

Hennessey’s corporation. The office writing examples are between pages 4-7. 

The background information section includes a fact sheet, basic research about 

Hennessey’s Tavern Inc., a bio sketch on the chief executive officer of Hennessey’s 

Tavern Inc., and a backgrounder on service animal fraud. These documents represent all 

background and research work compiled for Hennessey’s Tavern Inc. The background 

information section is between pages 9-18. 

The online writing section includes a position paper on the maintaining of smoke-free 

zones, a feature story profiling the Hennessey’s Tavern Inc. CEO, an evaluation of the 

company’s web use, and a message strategy for a possible TV interview. This section 

provides documents that show Hennessey’s Tavern Inc.’s views and values as well as our 

preparation for media coverage. The online writing section is between pages 20-34. 

The news and communication writing includes all news release examples such as a 

pitch letter, news release, audio news release and an example of a speech written for 

our CEO. This section focuses mainly on the use of external communication especially 

with the media. The news and communication writing section is between pages 36-42. 

The design section contains a PowerPoint presentation on crisis management, a PSA, 

and a brochure about our restaurants. All of these documents are focused around 

design and graphic elements. The design section can be found on pages 44-50. 

Phone: (310) 540-2274|Fax: (310) 316-2534|Email: Taylor.Brightwell@asu.edu|Web: www.hennesseystavern.com 

Page|4

MEMO 

1845 S. Elena Ave, #300, 


TO: Dr. Xu Wu 

FROM: Taylor Brightwell, JMC 415 

DATE: Sept. 9, 2015 

RE: Client information and choice 

I have chosen to represent Hennessey’s Tavern Incorporated for the Fall 2015 semester 

of your public relations writing class. 

Hennessey’s Tavern Inc. represents several restaurants, located throughout Southern 

California and Las Vegas, all owned by Paul Hennessy. Paul Hennessy founded the first 

Hennessy’s Tavern, an Irish themed pub, in 1976 in Hermosa Beach, California. Since 

then the former Wall Street stock trader has grown his company to include 18 different 

restaurants; 12 Hennessy’s Tavern and H.T Grill locations, as well as the Lighthouse Café 

jazz club, three “beachy casual” Mickie Finnz & The Fish Bucket operations, a live music 

venue at the Las Vegas Country Saloon, and The Brass the Lounge. 

Fifteen of these restaurants are located in Southern California and three are located in 

downtown Las Vegas. 

Since opening the first Tavern in 1976, Hennessy has been able to add a new restaurant 

location every couple of years. The company itself has no outside investors and expands 

only when “the right opportunity presents itself.” 

I have chosen to represent Hennessy’s Tavern Inc. because I am interested in the 

business model Paul Hennessy has built. My goal is to evaluate how his restaurants have 

become so successful and how he has been able to expand his company beyond just the 

Irish pub themed locations. 

Phone: (310) 540-2274|Fax: (310) 316-2534|Email: Taylor.Brightwell@asu.edu|Web: www.hennesseystavern.com 

Page|5

September 9, 2015 

Taylor Brightwell 

Walter Cronkite School of Journalism and Mass Communication 

922 E Apache Blvd. #706 

Tempe, AZ 85281 

Paul Hennessey 

President, Hennessey’s Tavern Inc. 

1845 S Elena Ave. #300 

Redondo Beach, CA 90277 

Dear Paul Hennessey, 

My name is Taylor Brightwell and I am a journalism student within Arizona State University’s Walter Cronkite School of 

Journalism and Mass Communication. I have decided to use your company, Hennessey’s Tavern Inc., as a model for my 

public relations writing class. Throughout the Fall 2015 semester I will write various public relation documents using 

your company as my focal point. 

I am writing to you today to request an interview with you to discuss my project. I am originally from Redondo Beach 

and have watched your business expand firsthand. I am intrigued by your business model and would like the opportunity 

to learn some more about you and your company. 

I hope that we can arrange a time to talk that fits into your schedule. To arrange a time you can email me at 

Taylor.Brightwell@asu.edu or you can reach me by phone at (310) 940-4393. 

I look forward to speaking with you. 

Sincerely, 



Taylor.Brightwell@asu.edu 

(310) 940-4393 

555 N. Central Avenue, Suite 302, Phoenix, AZ 85004- 1248 

602.496.5555 Fax: 602.496.7041 

cronkiteinfo@asu.edu 

http://cronkite.asu.edu 

Page|6


922 E Apache Blvd. #706 Tempe, AZ 85281 

Phone: (310) 940-4393 E-Mail: brightwelltaylor@gmail.com 

Website: taylorbrightwell.weebly.com Twitter: @TaylorBrightwel 

Facebook & LinkedIn: /brightwelltaylor 

TNB 

Qualifications 

- Knowledge in marketing and public relations management and crisis management. 

- Seven years of journalistic writing experience. 

- Skilled in SEO, InDesign, Photoshop, Illustrator, Word and Excel. 

- Organized, innovative, reliable and conscious of deadlines. 

Experience 

Kappa Delta Sorority 

VP Public Relations Assistant- Beta Psi Chapter 

Tempe, Arizona 

Nov. 2015 – Present 

- Created a detailed public relations and crisis management plan for the Beta Psi Chapter at Arizona State University. 

- Assists the VP Public Relations with all internal and external public relation affairs. 

- Helps manage the ASU Kappa Delta website and successfully runs Twitter, Instagram, Facebook and Pinterest accounts. 

Arizona State University 

Technology Consultant 


Mar. 2015 – Present 

- Assists faculty and students with all technology based problems on the Tempe campus. 

- Developed a strong relationship with University Technology Office Supervisors by working patiently with professors and 

students. 

- Oversees 17 classrooms within Barrett, The Honors College. 

Lucid Agency 


Copywriter Mar. 2014 – Nov. 2014 

- Created various forms of content and blogs for 10+ Arizona and California based companies. 

- Focused on SEO and keyword optimization. 

- Certified in Google Analytics and completed 25 hours of marketing and branding training. 

Education 


Phoenix, Arizona 


Bachelor’s degree in Journalism and Mass Communication Expected in 2017 

Emphasis: Public Relations GPA: 3.47 


W.P. Carey School of Business 

Sales and Marketing Essentials Certificate Expected in 2017 



Barrett, The Honors College 

Phoenix, Arizona 

Skills 

- Proofreading 

- Copy editing 

- AP Style 

- Blog writing 

- Adobe creative programs 

- PowerPoint 

- Prezi 

- Excel 

- Google Analytics 

- Microsoft Word 

- SEO 

- Social Media 

Page|7

Background 

Information 


FACT SHEET 

1845 S. Elena Ave, #300, 


NUMBERS AT A GLANCE 

17 

Locations throughout Southern 

Calif ornia and Las Vegas 

39 

Years of company history and 

tradition 

800+ 

Thoroughly trained employees 

35 million 

Dollars in annual revenue 

WHO WE ARE 

Paul Hennessy founded Hennessy’s Tavern Inc. in 1976. His company is 

made up of 17 different restaurants located throughout Southern 

California and Las Vegas. The first restaurant Hennessy opened was an 

Irish themed tavern, in Hermosa Beach, California. 

Since 1976 Hennessy’s Tavern Inc. has added a new restaurant location 

every couple years. There are 10 Irish themed Hennessy’s Tavern 

locations, three Mickie Finnz Fish House & Bar locations, The 

Lighthouse Café, H.T Grill, The Wine Bistro and the Las Vegas Country 

Saloon and Brass Lounge music venue. 

WHAT WE STAND FOR 

The Hennessy brand is all about serving “Irish Hospitality.” Paul 

Hennessy believes in treating his staff and guests as part of an 

extended family. 

OUR SUCCESS 

Paul Hennessy credits his success to finding a market niche and not 

deviating from it. For 39 years Hennessy has worked to build relaxing 

environments for locals and tourists. He says it will always be about 

serving the people, not the trendy gimmicks. 

With no outside investors the Hennessy’s Tavern Inc. business remains 

closely controlled by Hennessy himself. The company has continued to 

expand to a new location every couple years but only when the “right 

opportunity” arises. 

GIVING BACK 

Some of the Hennessy’s Tavern Inc. locations remain local hot spots, 

especially in the beach cities. Paul Hennessy really admires the small 

beach communities and continues to support local schools and Little 

Company of Mary Hospital. Hennessy’s also sponsors a paddleboard 

racing organization and many other community events. 

Page|9

1845 S. Elena Ave, #300, 


Summary 

Paul Hennessy was born in New Jersey. He attended the New York Business College of 

Finance and later became a Wall Street stock trader. After visiting his sister in San 

Francisco one summer he left New York for California where he took a busboy job. 

Hennessey soon moved into a management position and when that business began to 

expand he decided to leave and start one of his own. 1 

Hennessy opened Hennessy’s Tavern in 1976 in Hermosa Beach, California. Over the 

past 39 years he has grown his company to 18 different restaurant locations throughout 

Southern California and Las Vegas, Nevada. 2 

Strengths 

1. Friendly Staff- Hennessy’s Tavern Inc. has more than 800 employees, each of 

them considered family. 1 When hiring Hennessy says he looks for enthusiasm 

before he looks for experience. 1 Each regional manager is thoroughly trained 

allowing for less direct control over each of Hennessy’s restaurants. The 

Hennessy’s Tavern brand is centered on serving “Irish hospitality” and creating a 

relaxed neighborhood-meeting place; this is especially true in the beach city 

locations. 2 

2. Multiple Locations- Hennessy’s Tavern Inc. has 17 different locations spanning 

from Manhattan Beach to San Diego and four locations in Las Vegas, Nevada. 

The beach city locations attract both tourists and locals and the Las Vegas 

locations are in the heart of downtown Las Vegas. 2, 3 

3. Multiple Restaurant Venues- Hennessy’s Tavern Inc. has 10 Irish pub themed 

locations but Paul Hennessy has also expanded his brand to several other 

restaurant themes including, the “beachy” themed Mickie Finnz, the country 

1 Lowrie, Katharine Blossom. "Paul Hennessey: From Busboy to Mogul." Redondo Beach, California Patch. 

N.p., 20 Dec. 2012. Web. 10 Sept. 2015. . 

2 "Hennessey's Taverns - About Us." Hennessey's Taverns - About Us. N.p., n.d. Web. 10 Sept. 2015. 

. 

3 "Los Angeles, California." (CA) Profile: Population, Maps, Real Estate, Averages, Homes, Statistics, 

Relocation, Travel, Jobs, Hospitals, Schools, Crime, Moving, Houses, News, Sex Offenders. N.p., n.d. Web. 

10 Sept. 2015. . 

Page|10

saloon in Las Vegas that doubles as a live music venue, and two upscale Napastyle 

restaurants at H.T Grill and The Wine Bistro. The expansion beyond just 

Irish pubs has helped reach new demographics. Hennessy saw a need for 

gathering places with relaxing environments and has been very successful in this 

niche. 1, 2 

4. Social media- The Hennessy’s Tavern Inc. locations all do a great job of 

maintaining a social media presence on Facebook. They use the site to let 

customers know about daily promotions and upcoming events. They also have a 

large presence on Yelp. The average rating on Yelp is about four out of five stars. 

5. Community Outreach and Support- Having been around almost 40 years, the 

Hennessy’s Tavern Inc. locations located in the beach cities have become local 

hang out spots. Paul Hennessy really admires the small beach communities and 

continues to support local schools and Little Company of Mary Hospital. 1 

Hennessy’s also sponsors a paddleboard racing organization and many other 

community events. 

Weaknesses 

1. Competitors- There are 68,144 places to eat and drink in California and 5,165 in 

Nevada. 4 Hennessy’s Tavern Inc.’s variety or venues helps them against 

competitors, however there is still a very large restaurant industry in California. 

The niche the company has found in the beach cities is the main reason for their 

success. 

2. Social Media- Almost all restaurant locations remain very active of Facebook, but 

the company could benefit from more social media exposure. In general, many 

restaurants have begun using Instagram to reach younger demographics and 

promote events and Hennessy’s could benefit from incorporating this. 

3. Too Pricey- Food prices vary by restaurant but most dishes are between $11 and 

$30. A few of Hennessy’s Tavern Inc.’s more high-end restaurants like H.T Grill 

serve more expensive dishes but they also appeal to a different demographic of 

people. It is likely that a customer that might find one restaurant too pricey 

could find another perfectly reasonable. 

4 "Infographics." National Restaurant Association. N.p., n.d. Web. 10 Sept. 2015. 

. 

Page|11

Demographic 

21-65 year olds 

• 21-45 year olds for bar nightlife. 

• Most Hennessy Tavern Inc. restaurants cater to every age. 

• Households whose heads are in their peak earning years (35-54) spend 

more in restaurants than younger and older adults. 5 

CAUCASIAN 

• As of 2013 73.5% of California’s population is White. In the smaller beach 

cities like Hermosa Beach the population of white people is 86.8%. 6 

• A majority of Hennessy’s Tavern Inc. customers are over the age if 21. 

• 95% of the time at least one person per household eats out at least once a 

month. 4 

• 

Psychographic 

MIDDLE/UPPERCLASS 

• The amount spent on food away from home in one week by the average 

household is $32. 4 

• All dishes at Hennessy’s restaurants range from $11-$30. 

• On average an American will eat out at least 25 times per year. 4 

• In 2015, California restaurants are expected to have $72.3 billion in sales. 5 

• The No. 1 driver of restaurant spending is a household with annual incomes 

of $70,000+. They account for 1/3 of all US households and ½ of total 

restaurant spending. 4 

• The Estimated household income in Los Angeles County is $48,466. The 

estimated household income in California is $60,190. 3 

5 "State Statistics." National Restaurant Association. N.p., n.d. Web. 10 Sept. 2015. 

. 

6 "United States Census Bureau." California QuickFacts from the US Census Bureau. N.p., n.d. Web. 10 

Sept. 2015. . 

Page|12

Geographic 

Hennessy’s Tavern Inc. has restaurants in these areas. 2 

Hennessey’s Tavern: 

• Carlsbad, CA 

• Dana Point, CA 

• Hermosa Beach, CA- 

• Laguna Beach, CA 

• La Jolla, CA 

• Las Vegas, NV 

• Manhattan Beach, CA 

• Redondo Beach, CA 

• San Juan Capistrano, CA 

• Seal Beach, CA 

H.T Grill: 


Lighthouse Café: 

• Hermosa Beach, CA 

Mickie Finnz Fish House & Bar: 




The Wine Bistro: 


Las Vegas Country Saloon 


Brass the Lounge: 


Page|13

CEO, Paul Hennessey 

1845 S. Elena Ave, #300, 


1 

THE RESTAURANT MOGUL 

Paul Hennessey, founder and owner of Hennessey’s 

Tavern Inc., began his journey to restaurant success 

after leaving behind a career on Wall Street. 

Hennessey was born in New Jersey in 1947. He 

studied at the New York Business College of Finance 

and later became a Wall Street stock trader. 

While visiting his sister in the summer on 1971 in 

San Francisco, he took a job as a busboy at a 

restaurant chain called Victoria’s Station. He was 

soon offered a management position and decided 

to leave his New York life behind. In his 

management training he learned everything from 

serving to bartending. When he was asked to open a new Victoria’s Station location in Torrance, California he 

decided it was time he branched out on his own. 1 

In 1976 Paul Hennessey opened the first Hennessey’s Tavern in Hermosa Beach, California. It was a small 1,500 

square feet space that consisted of deli sandwiches and a bar. Hennessey acted as bartender, chef, busboy and 

waiter until he could afford to hire some help. 1 

Just two years after Hennessey opened his second Tavern location in Redondo Beach, California. Since then he has 

continued to expand his restaurant empire which now includes 17 different restaurants located throughout 

Southern California and Las Vegas, Nevada. 

He says he owes his success to the niche market he found in Southern California for “relaxing gathering places.” 

"We have consciously shunned trends and gimmicks, and I think that is a large part of why we are still around, while 

so many of my competitors have come and gone. Our restaurants are about our people,” he said. “We ensure that 

our staff are more than just order takers or food deliverers. They offer true Irish Hospitality. Our staff have become 

our extended family, along with our guests." 1 

The Hennessey’s Tavern Inc. brand was built off of this man’s simple, Irish charm and ambition and it continues to 

help him expand his company further each year. 

1 

Lowrie, Katharine Blossom. "Paul Hennessey: From Busboy to Mogul." Redondo Beach, California Patch. N.p., 20 Dec. 2012. Web. 

10 Sept. 2015. . 

Page|14

BACKGROUNDER 

PREVENTION OF SERVICE ANIMAL FRAUD 

Only about 1 percent of persons with disabilities are given service dogs. California laws 

only allow service dogs where food is sold and served because of the concern for 

allergies and potential diseases. 1 

The public’s need to take their canines with them everywhere they go has resulted in 

the increase of service dog fraud. Many people think it is OK to strap a “service animal” 

vest on their pet and take advantage of the same benefits given to those with 

disabilities and an actual need for a service animal’s guidance or support. 

Service dogs require many years of expert training to follow specific commands, provide 

calm and reliable assistance, and help people with disabilities become more 

independent. 2 

The increase in the use of fraudulent service dog tags and vests angers many disabled 

people who keep getting accused of using fake service dogs. 3 It has become increasingly 

difficult for restaurants and other businesses to identify the real from the fake. As a 

result many disabled customers may feel victimized or discriminated against for bringing 

their service dogs into businesses. 

LAW AND POLICY 

The increase in service dog fraud has made it difficult for many businesses to properly 

enforce federal and state laws. 

CALIFORNIA LAW: 

California law states, “every individual with a disability has the right to be accompanied 

by a guide dog, signal dog, or service dog in any public place without being required to 

1 Maiman, Bruce. "Bruce Maiman: Frustrations of Service Dog Fraud." Sacbee. Sacramento Bee, 5 Aug. 

2014. Web. 24 Sept. 2015. . 

2 Canine Companions for Independence. CCI, n.d. Web. 24 Sept. 2015. 

. 

3 Click2Houston. Click 2 Houston, 19 Oct. 2014. Web. 24 Sept. 2015. 

. 

Page|15

pay an extra charge.” 4 

The law also says, “any person who intentionally interferes with the use of a guide, 

signal, or service dog or mobility aid by harassing or obstructing is guilty of a 

misdemeanor, punishable by imprisonment in a county jail up to 6 months, or fine of 

not less than $1,500 nor more than $2,500, or both.” 3 

For a valid service dog license a person must sign an affidavit stating that the dog is a 

trained assistance dog. A person who makes a false affidavit faces 6 months in jail 

and/or a $1,000 fine. 3 

The consequences for fraudulent representation including “any person who wrongfully 

represents himself or herself, through verbal or written notice, to be the owner or 

trainer of any canine licensed/qualified/identified as a guide, signal, or service dog is 

guilty of a misdemeanor punishable by imprisonment in the county jail not exceeding 6 

months, by a fine not exceeding $1,000, or by both fine and imprisonment.” 3 

NEVADA LAW: 

Nevada law states, “It is unlawful for a place of public accommodation to refuse 

admittance or service to a person with a disability because he or she is accompanied by 

a service animal, refuse admittance or service to a person training a service animal, or 

refuse to permit an employee of the place of public accommodation who is training a 

service animal to bring the service animal.” 3 

The law also states that a place of public accommodation cannot charge additional fees 

or require the proof that an animal is a service animal or service animal in training. 

The interference with a service dog can result in a misdemeanor and the fraudulent 

representation of a service animal can result in a person being jailed for 6 months, fined 

for $100-$500, or both fined and imprisoned. 3 

4 Wisch, Rebecca F. "Table of State Assistance Animal Laws." Table of State Assistance Animal Laws. 

Michigan State University, 2014. Web. 24 Sept. 2015. . 

Page|16

THE ISSUE TODAY 

The use of fraudulent service dogs has made it increasingly difficult for business owners 

to express suspicion for fear that they may be punished or fined for interfering with a 

service dog. 

Enforcement is difficult because not all service dogs are registered like many with 

disability placards. Another additional issue are the people who call their pets therapy, 

comfort, and emotional distress dogs, none of which the law considers a service dog. 

Businesses and especially restaurants want to focus on providing guests with excellent 

service, delicious food and a comfortable dining environment. The use of fraudulent 

service dogs hinders these goals. 

While legitimate service dogs are trained to perform tasks like opening doors, picking up 

items, providing guidance to the visually impaired, to sniffing out allergens and alerting 

to oncoming seizures, or calming a person with stress or panic disorder down, regular 

pets are not. 5 

It is estimated that there are roughly 20,000 legal service dog teams in the United 

States, yet hundreds of thousands of fraudulent vests, certificates, and ID cards are sold 

every year. 4 

The non-profit Canine Companions for independence continues to work hard to petition 

the use of fraudulent service animals and is committed to strengthening laws to help 

prevent this issue in the future. 

The organization has a petition of nearly 30,000 signatures, urging the US department of 

justice to crack down on the sale of fake service dog products. 6 

The purchases of these items continue to diminish a disabled person’s credibility and 

leave business and restaurant owners suspicious of lawbreakers. Breaking the law to 

bring your pet with you can create an unfavorable atmosphere for those around you. 

While licensed service dogs are well trained and committed to helping their owner your 

pet may not be as well trained. 

5 The Dogington Post. The Dogington Post, 15 Feb. 2015. Web. 24 Sept. 2015. 

. 

6 Bowes, Peter. "Advocates Fight against Fake Service Dogs - BBC News." BBC News. BBC News, 26 Mar. 

2015. Web. 24 Sept. 2015. . 

Page|17

OUR POLICY 

At Hennessey’s it is our goal to cater to our guest’s needs the best we can. We pride 

ourselves in serving “Irish hospitality.” We are committed to not discriminating against 

any of our guests. 

We want to preserve the welcoming environment we have created in each of our 

restaurants and the use of fraudulent service dogs makes it more difficult for us to 

maintain our high standards of service. 

Service dogs are allowed to accompany our disabled customers into any of our 

establishments but we reserve the right to ask to see the official service dog license. 

### 

Page|18

Online Writing 


1845 S. Elena Ave, #300, 


MAINTAINING A SMOKE-FREE ZONE 

Our goal at each of our Hennessey’s Tavern Inc. restaurants is for our guests to 

thoroughly enjoy their experience. We make a conscious effort to cater to each of our 

customers dining needs, but we must remain firm on the smoke-free laws established 

by our state and local governments. 

Both California and Nevada have passed smoke-free laws pertaining to restaurants and 

bars. 

California’s smoke-free law, AB 13, has protected thousands from secondhand smoke 

exposure since 1995. 1 Although this law was passed in 1995 it wasn’t until 1998 that 

bars and restaurants became 100 percent smoke free. Since then the loopholes in this 

piece of legislation have been diminished by several local smoke-free laws that now 

include many other public meeting places beyond bars and restaurants. 

Most of Nevada’s workplaces and indoor public places are 100 percent smoke-free by 

the Nevada Clean Air Indoor Act, however some stand-alone bars and casinos are 

exempt. This November 2006 state smoke-free law took effect on December 8, 2006. 2 

The law also allows for local governments to strengthen smoke-free policy further, but 

so far no local laws have been passed. 

Our two more family friendly restaurants in Nevada, Hennessey’s Tavern and Mickie 

Finnz, are smoke-free zones because they allow persons under the age of 21 inside. 

Some may argue that creating a smoke-free environment is none of the government’s 

concern and that they should play no role in the restriction of smoke-free areas and 

secondhand smoke. Whether people believe they should be allowed to smoke 

anywhere or that each establishment should make their own non-smoking decision the 

government has the right to create legislation to protect people from secondhand 

smoke. 

Laws like the Family Smoking Prevention and Tobacco Control Act are passed by 

Congress and signed by the president and effect everyone on a national level. Laws like 

1 Americans for Nonsmokers' Rights, California. Americans for Nonsmoker's Rights, 12 Sept. 2014. Web. 

17 Sept. 2015. . 

2 Americans for Nonsmokers' Rights, Nevada. Americans for Nonsmokers' Rights, n.d. Web. 17 Sept. 2015. 

. 

Page|20

this one are designed to enforce stricter labeling on tobacco products. However, it is up 

to individual states to choose to create and enforce stricter smoke-free laws that pertain 

to individual places. 3 

California and Nevada have chosen this right to enforce non-smoking and clean air 

legislation and we, as a company, must abide by the law. We cannot stop our customers 

from smoking on their own time but we will enforce no smoking in each of our 

restaurants, bars and outdoor patios. 

Hennessey’s Tavern Inc. is committed to providing our guests with great service and a 

relaxing environment. This includes keeping secondhand smoke away from our diners. 

We appreciate all of our customers’ business but we must enforce these state and local 

clean air laws. Our smoking customers are free to take smoke breaks during their meals 

and our hospitable staff can recommend a legal smoking location for them that is a safe 

distance form our restaurant. 

3 Tobacco Laws and Policies. N.p., n.d. Web. 17 Sept. 2015. 

. 

Page|21

1845 S. Elena Ave, #300, 


Media Contact: 


PR Director, Hennessey’s Tavern Inc. 

brightwelltaylor@gmail.com 

(310) 940-4393 

Stock Trader Turned Entrepreneur Becomes Restaurant Mogul 

Hermosa Beach, Calif., Oct. 15 – He left New York hoping to relax in California after the 

stock market took a turn but ended up starting a journey that led him to build his 

restaurant empire. 

Page|22

1845 S. Elena Ave, #300, 


Nearly 40 years since opening his first Hennessey’s Tavern in Hermosa Beach California 

Paul Hennessey now has expanded his company to 18 different restaurants throughout 

Southern California and Las Vegas. 

Hennessey was born in New Jersey and studied at the New York Business College of 

Finance to trade stocks. He took a job on Wall Street but when the market dipped in 

1971 he decided to take a break and visit his sister in San Francisco. 

“I thought I would take a year or a year and a half off. I came out to California not to 

have a career, but to relax and I wound up getting a job at a restaurant,” he said. 

Hennessey took a job at Victoria’s Station working as a busboy. As Victoria’s Station 

began to grow and establish more locations, they offered him a management position 

but he declined and went back to New York. 

After interviewing with several companies and receiving job offers back in New York 

Hennessey said he could no longer living in New York after spending time in California. 

He then took Victoria’s Station up on their management offer. 

Page|23

1845 S. Elena Ave, #300, 


“I opened four or five of their restaurants up in San Francisco and then wound up in 

Torrance opening a Victoria’s Station in Torrance and they became a big company and 

got very corporate,” Hennessey said. 

Victoria’s Station had 

established about 90 

locations and in 1976 

Hennessey decided he 

wanted a restaurant of his 

own. 

Hennessey stands with the original 1976 menu. 

“I had always wanted my own business so I was looking around and I just found this 

little place in Hermosa Beach,” he said. 

It was only 1,500 square feet and very underfunded but it was the beginning of his 

restaurant empire. 

“There was certainly not enough money and I was pretty much the only employee for 

nine months so I just worked day and night seven days a week,” He said. 

Page|24

1845 S. Elena Ave, #300, 


A TIMELINE OF HIS EXPANSION 

1977 1985 1989 1990 2001 2006 2008 2010 2015 

1976 1982 1987 1989 2000 2005 2006 2010 2012 

Hennessey’s Tavern 

Hermosa Beach, CA 


Manhattan Beach, CA 

H.T Grill 

Redondo Beach, CA 

The Light House Café 

Hermosa Beach, CA 

The Wine Bistro 

Dana Point, CA 

Mickie Finnz Fish House & Bar 



Las Vegas, NV 

Las Vegas Country Saloon 

Las Vegas, NV 






Seal Beach, CA 


Carlsbad, CA 


Laguna Beach, CA 




Las Vegas, NV 

The Brass Lounge 

Las Vegas, NV 


La Jolla, CA 


San Juan Capistrano, CA 

Since 1976 he has seen his business flourish and he has established restaurants 

throughout Sothern California and even Las Vegas. He owns a variety of restaurants, but 

he has established more Irish themed Taverns than any of his other concepts. 

“I kind of wanted a concept like we would see in San Francisco where we’d have open 

windows no one had that down here in Sothern California. I just wanted a nice English 

American Irish pub look,” He said. 

Page|25

1845 S. Elena Ave, #300, 


He keeps his concepts consistent throughout each of the Taverns but he says each one 

still has its own “flavor and feel.” 

“We basically use the same décor in all the places except it’s not like a TGI Friday’s or a 

Chili’s, each one has its own flavor and its own feel. It’s not a cookie cutter type of 

restaurant.” 

He has stayed true to his original relaxed pub concept over the years and he thinks it has 

greatly contributed to his success. He also attributes his success to his friendly staff that 

has committed to his idea of “Irish hospitality.” 

“I have excellent managers. We devote a lot of time and effort into training each one of 

the managers. They all have great work ethics and they become the owners of the 

restaurant,” Hennessey said. “I go in there, I don’t even care if anyone knows who I am. 

It is their restaurant. It is a matter of hiring real great people and letting them be the 

best they can be.” 

For the future Hennessey has plans to redesign one of his restaurants in Redondo Beach 

with a completely new concept but other than that he has no concrete plan for future 

locations but he is always looking for new opportunities. 

Page|26

1845 S. Elena Ave, #300, 


“I’ve been invited to look at a place in Miami which would be fun but I don’t have this 

grand plan of opening x number of restaurants by a certain time, like a lot of big chains 

do,” He said. “The main thing is that I have to make sure the restaurants that we 

currently have are running to maximum capability.” 

### 

Page|27

WEB EVALUATION: HENNESSEY’S TAVERN INC. 

With 18 different restaurants throughout Southern California and Las Vegas, Nevada it is 

very important for Hennessey’s Tavern Inc. to establish their brand and continuously 

interact with their costumers, especially online. 

The Hennessey’s Tavern website is very user friendly. It has clearly labeled tabs and the 

website follows the ‘three click rule.’ The brand information on the site and ‘about us’ 

page is full of great information that really gives visitors a sense of the company as a 

whole. 

The website sticks to the Irish theme that is present in all of the company’s tavern 

restaurants. It provides users with quick access to each location’s hours, contact 

information and even provides the full menu. 

Page|28

The website also allows guests to quickly gain access to social media accounts for both 

the company as a whole, and each individual location. 

By providing customers with links to each individual location’s social media pages the 

company allows guests to conveniently interact with the places they visit the most. 

The Hennessey’s Tavern Inc. Facebook Page has 405 likes and the Twitter Account has 

670 followers. Each of the different restaurant locations also has their own individual 

social media accounts as well. 

The current issue with Hennessey’s Tavern Inc.’s use of social media is inconsistency. 

Some locations post more than others, some only post for events and some don’t 

interact enough with followers. 

To be able to maximize social media strength it is important to constantly update 

followers. Many of the Hennessey Facebook and Twitter accounts will go months 

without a new post. 

Many of the restaurant’s accounts contain outdated photos and generic posts. In order 

to appeal better to followers photos should be updated and posts should me fresh and 

interactive as well as different on each platform. 

The best way to generate an online presence is to be more active on these platforms 

and continuously reach out to followers. 

Page|29

A typical Tweet or Facebook Post usually is for promoting a daily special. These accounts 

could be enhanced with better content, like photos of dinners enjoying their experience 

or photos of employees promoting the restaurants. 

Page|30

While informing visitors about upcoming daily deals and promotions is a great way to 

generate business using the social media accounts in a more personable way would be 

more beneficial. 

Overall, Hennessey’s Tavern Inc. has all the components to being very successful on 

social media they just have to revamp their content and maintain a constant presence 

on each platform if they want to establish a relationship with their current and future 

followers. 

### 

Page|31

1845 S. Elena Ave, #300, 


TV INTERVIEW MESSAGE STRATEGY 

NEWS STATION BACKGROUND 

KTLA Los Angeles News for Southern California was the first TV Station licensed west of 

the Mississippi. KTLA has been keeping Southern Californians informed since 1947. The 

morning news broadcast airs from 4 a.m. to 10 a.m. From the hours of 4 a.m. to 7 a.m. 

the news focuses on breaking stories, weather and traffic. From 7 a.m. to 10 a.m. the 

news shifts to include entertainment news and lighthearted stories along with breaking 

news, weather and traffic. The main anchors are Jessica Holmes, Megan Henderson, 

Mark Kriski and Sam Rubin. 

Jessica Holmes is the weekday co-anchor for the final three hours of the morning 

broadcast. Holmes has been with KTLA since 2005. Before becoming co-anchor she was 

weathercaster and a helicopter-based traffic reporter for the show. 

Megan Henderson is the weekday co-anchor for the first three hours of the morning 

broadcast. Henderson has been with KTLA since 2009. Before joining the KTLA team she 

worked on the Fox News Channel. She has a broadcast journalism degree from Arizona 

State University. 

Mark Kriski is the weekday weather anchor for the last three hours of the morning 

broadcast. Kriski has been wit KTLA since its’ debut in 1991. Kriski has won eight Emmy 

Awards and is considered the funniest weatherman in Los Angeles. 

Sam Rubin is the weekday entertainment reporter and has been with KTLA 5 since its’ 

1991 debut. Rubin has reported on the industry for over twenty years and has 

interviewed many Hollywood stars including Tom Hanks, Mel Gibson, Halle Berry, and 

Larry King. 

OBJECTIVES FOR THE INTERVIEW 

The objective of this interview is to publicize the new Hennessey’s Tavern Location in 

San Jan Capistrano California. Other objectives include highlighting the Hennessey’s 

brand, discussing the company’s unique history and early years, and talking about future 

plans for expansion. Our main objective of the interview is to connect with the KTLA’s 

Southern California audience and give them a face to the Hennessey name. 

Page|32

KEY MESSAGES AND TALKING POINTS 

-The opening of the new Hennessey’s Tavern is San Juan Capistrano California. 

The new location in San Juan Capistrano is the tenth established tavern location. We are 

excited to establish a new location in this area and hope the locals will enjoy our relaxed 

atmosphere. This location is located just 4.5 miles from our Dana Point location. 

-The Hennessey’s Tavern Inc. brand or Irish Hospitality. 

The Hennessey’s brand was built off the idea of serving Irish Hospitality. Paul Hennessey 

believes in treating his staff like his extended family. All of our restaurants aim to 

provide our customers with the best service possible. 

-The history of Hennessey’s Tavern Inc. How we started and expanded. 

The first Hennessy’s Tavern opened in 1976 in Hermosa Beach California. The Tavern 

was owned and operated by Paul Hennessey who left his Wall Street job for a career in 

the restaurant industry. Now 40 years later Paul Hennessy owns 18 restaurants 

throughout Sothern California and Las Vegas Nevada. Hennessey establishes a new 

restaurant location about every two years. 

-The future of our company. Highlight where we might expand in the near future or 

any other upcoming projects or renovations. 

Discuss plans and concept ideas for the renovation of the Redondo Beach Mickie Finnz. 

Talk about the success of the Las Vegas locations and the possibility of more 

establishments beyond Sothern California. 

POSSIBLE QUESTIONS AND ANSWERS 

Why did you decide to leave your Wall Street career behind? 

- After seeing how beautiful California was I couldn’t go back to New York. I wanted to 

see what opportunities would come about if I moved to California. 

What made you want to leave your job at Victoria’s Station and open your own place? 

Page|33

- I had always wanted to own my own business. The entrepreneur in me always wanted 

to start my own business. 

What was the first Hennessey’s Tavern like? 

-It was very underfunded and understaffed. For the first nine months I was the only 

employee but it was all worth it. 

What do you think has allowed Hennessey’s to be so successful in Southern California? 

- I saw the need for nice gathering places with relaxing environments. We have 

consciously shunned trends and gimmicks, and I think that is a large part of why we are 

still around, while so many of my competitors have come and gone. Our restaurants are 

about our people. We ensure that our staff are more than just order takers or food 

deliverers. They offer true Irish Hospitality. Our staff have become our extended family, 

along with our guests. 

What can you tell me about the new San Juan Capistrano location? 

- The San Juan Capistrano location is a great new addition to our tavern restaurants. It is 

located just 4.5 miles from the Dana Point Hennessey’s and I think the locals will really 

enjoy it. 

What are your hopes for the future of your company? 

- We will expand again when the time is right. A lot of people come to me with different 

proposals but I am very particular with where I decide to place my restaurants. I may be 

going out to Miami to look at a location. 

Closing Statement: 

- I have been lucky enough to do what I love for so many years and I can only hope that 

my customers enjoy my restaurants as much as I do. It’s been quite the journey and I 

hope that I will be able to serve my customers for many years to come. 

### 

Page|34

News and 

Communication 

Writing 


1845 S. Elena Ave, #300, 


PITCH LETTER 

FROM: 


Director of PR 

1845 S. Elena Ave, #300 


TO: 

Mariecar Mendoza 

Features Digital Director 

Daily Breeze 

South Bay Tower 

21250 Hawthorne Blvd., Suite 170 

Torrance, CA 90503 

Dear Ms. Mendoza, 

From stock trader, to busboy, to a growing restaurant mogul, Paul Hennessey’s story of 

success is far from ordinary. I am reaching out to you to see if you’d be interested in an in-depth 

profile on the man behind your reader’s favorite restaurants. 

After five decades in the restaurant industry Hennessey sees great new possibilities for 

his company. He left his Wall Street career behind for a restaurant job and dreamed of one day 

owning his own place. That dream came true when he opened Hennessey’s Tavern in Hermosa 

Beach in 1976. 

Despite a rocky start, in which he was the only employee for nine months, he was able 

to succeed, and just two years later open a second location. Now nearly 40 years later he owns 

18 restaurants throughout Sothern California and Las Vegas and continues to expand his brand 

wherever he sees fit. 

I will follow up with you in a few days to discuss your interest. In the meantime don’t 

hesitate to call me at (310) 940-4393 or email me at brightwelltaylor@gmail.com regarding any 

questions you might have. 

I look forward to speaking with you soon, 


Director of PR 


Page|36

1845 S. Elena Ave, #300, 


FOR IMMEDIATE RELEASE 





(310) 940-4393 

Hennessey’s Tavern Opens New Location in San Juan Capistrano 

San Juan Capistrano, Calif., Sept. 24 -- Hennessey’s Tavern’s new location has found its 

groove after opening its doors just under a month ago. 

The new location becomes the ninth Hennessey’s Tavern established in Southern 

California and tenth overall tavern opened by restaurant mogul, Paul Hennessey. 

“We are very excited to welcome San Jan Capistrano to the Hennessey’s family,” 

Hennessey said. “It was a work in progress but I am glad we were finally able to open.” 

The San Jan Capistrano location is located just over four miles from the Hennessey’s 

Tavern in Dana Point. This new location is the eighteenth restaurant established by 

Hennessey’s Tavern Inc., which steadily expands every couple years since 1976. 

Hennessey says he owes his success to Irish hospitality and the niche market he has 

found in the beach cities across Southern California. 

"I saw the need for nice gathering places with relaxing environments," he said. "Our 

restaurants are about our people. We ensure that our staff are more than just order 

takers or food deliverers. They offer true Irish Hospitality.” 

About Hennessey’s Tavern Inc. 

Paul Hennessey founded Hennessey’s Tavern Inc. in 1976 with the opening of his first 

restaurant in Hermosa Beach, California. Hennessey now owns eighteen different 

restaurants throughout Southern California and Las Vegas, Nevada. For more 

information about our business and our restaurants please visit hennesseystavern.com. 

### 

Page|37

RADIO PRESS RELEASE 

1845 S. Elena Ave, #300, 






(310) 940-4393 

Hennessey’s Tavern Opens New Location in San Juan Capistrano 

Announcer: 

Start your weekend off right by visiting 

the new Hennessey’s Tavern in San Juan 

Capistrano. 

SFX: Sounds of glasses clinking and 

celebratory cheers. (Establish, then 

fade) 

Announcer: 

Come in and experience true Irish 

hospitality at Paul Hennessey’s newest 

tavern location. Here is the CEO of 

Hennessey’s Tavern Inc. to tell you 

about this new location. 

VO: 

Announcer: 

Announcer continued: 

“We are very excited to welcome San 

Jan Capistrano to the Hennessey’s 

family. It was a work in progress but I 

am glad we were finally able to open.” 

After opening just a month ago the San 

Juan Capistrano Hennessey’s has found 

its’ stride and is located just over 4 miles 

from the Dana Point Tavern. 

This is the 18 th restaurant established by 

Mr. Hennessey and the 10 th Tavern 

location. He says he owes his success to 

Page|38

the niche market he has found in 

Southern California beach cities. 

VO: 

"I saw the need for nice gathering 

places with relaxing environments. Our 

restaurants are about our people. We 

ensure that our staff are more than just 

order takers or food deliverers. They 

offer true Irish Hospitality.” 

Announcer: 

Mr. Hennessey considers his staff and 

customers part of his extended family. It 

is a place everyone is welcome. 

### 

Page|39

1845 S. Elena Ave, #300, 


SPEECH FOR PAUL HENNESSEY 

Passion Over Experience 

Firstly I’d like to thank everyone here at Arizona State University for inviting me 

to speak to all of you today. I’d also like to thank President Michael Crow and all the ASU 

faculty and students here in attendance. 

For those of you that don’t know me, my name is Paul Hennessey and I am the 

CEO of Hennessey’s Tavern Incorporated. I am also the proud owner of 18 restaurants 

located throughout Southern California and Las Vegas. 

Now you might be wondering why a bar owner is speaking to 1,000 people about 

the importance of higher education. Well I am here to tell you my story about how I got 

started and my path of becoming an entrepreneur. 

Believe it or not, I studied at the New York Business College of Finance and later 

became a Wall Street Stock trader. 

I left my career on Wall Street in the summer of 1971 to visit my sister in San 

Francisco. I took a job as a busboy at a restaurant chain called Victoria’s Station. I was 

probably more than qualified for this position and was also probably the only applicant 

that ever interviewed in a 3-piece suit. 

At the end of the summer Victoria’s station offered me a management position 

but I declined and told them I was returning to New York. After interviews with several 

Page|40

firms in the city it became clear to me that I wanted to be back in California. I took the 

management position with Victoria’s Station and worked for them for a few years, 

moving around California and helping them establish various new restaurant locations. 

When I was asked to open a new Victoria’s Station in Torrance, California I 

decided it might be time to branch out on my own. At this point Victoria’s Station had 

become very corporate and I had always wanted to own my own place so I began 

looking for the right spot. 

I opened the first Hennessey’s Tavern in Hermosa Beach, California in 1976. It 

was only 1500 square feet and consisted of deli sandwiches and a bar. I was also the 

only employee for 9 months. I worked 7 days a week as bartender, chef, busboy and 

waiter until I could afford to hire help. 

My first restaurant was very underfunded but it had charm and eventually 

became a success with the locals and the tourists and just two years later I opened my 

second restaurant in Redondo Beach, California. Since then I have established a new 

restaurant every couple years. 

I built the Hennessey’s brand from nothing, and today it still has the same 

characteristics and values of Irish hospitality that it did in 1976. I saw the need for nice 

gathering places with relaxing environments and that is still what I aim to create. I treat 

my staff and guests like an extended family and believe that keeping my restaurants in 

these local communities has allowed me to be so successful. 

Page|41

Now I can’t say that higher education helped me learn how to own and operate 

restaurants but it did help me find my path to entrepreneurship. It provided me with 

skills that helped me start my business and now 40 years later, it is a successful 

company. 

Michael Crow’s vision for the New American University is one that focuses on 

inclusion rather than exclusion. This new way of thinking is what has given ASU its’ new 

title as the most innovative public institution in the country. He has inspired other 

universities to look at higher education differently and he has created an environment 

that allows great thinkers to accomplish their goals. 

It is my honor to donate money to a university that is so committed to 

innovation and student achievement. I have always said that when I look for employees 

the first thing I look for is passion, not experience, because anyone can learn. It is more 

important to have the dedication and determination to want to learn. Thank you. 

Page|42

Design 


11/30/15 


Crisis Management Plan 

Crisis 1 

Severe Food Poisoning 

Preventa

11/30/15 

Crisis 1 

Steps once crisis has occurred: 

• Conduct tests on any and all of the food in ques9on. 

• Issue a personal apology to the customer and press 

release sta9ng our plan of ac9on. 

• Offer promo9ons to get customers back in aKer 

crisis has been solved. 

Crisis 2 

Internal Employee Problem 

Preventa

11/30/15 

Crisis 2 


• Conduct mee9ng with employee in ques9on. 

• Take preventa9ve measures to ensure this won’t 

affect public’s view of the company and our brand. 

• If the public must be alerted to the issue make sure to 

personally break the news via press release. 

Crisis 3 

Alcohol Related Death 

Crisis 3 

Preventa

11/30/15 

to do with it 


Crisis 3 

• Inves9gate the situa9on 

internally, locate the restaurant 

responsible. 

• Issue press release to control 

media coverage. 

• Issue apology to the public and 

family of the vic9m. 

• Express future plans of preven9on 

publicly. 

drink responsibly. 

Conclusion & Brand Impact 

• Installing preventa9ve ac9on plans is vital in 

managing any crisis. 

• Food and Safety checks are necessary to our 

company’s success. 

• Most employee issues can be prevented 

through regular mee9ngs and performance 

reviews. 

• Applying all of these ac9ons will ensure posi9ve 

brand image. 


Thank You 

4

LUCK 

shouldn’t 

have anything 

to do with it 

drink responsibly. 

Hennessey’s 

T av e r n I n c .


Our History 

The first Hennessey’s Tavern opened in 1976 in Hermosa 

Beach California by Paul Hennessey. The first 

location was underfunded only 1500 square feet. For 

nine months Hennessey was the only employee he 

acted as chef, bartender, waiter and busboy until he 

could afford to hire some help. 

Hennessey opened his second location just two years 

later in Redondo Beach California. Now nearly 40 years 

later he owns 18 restaurants throughout Southern 

California and Las Vegas, ten of which are taverns. 

The Local Spot 

Located feet from the sand on Hermosa Beach’s Pier 

Avenue Hennessey’s has become the go-to spot for 

both locals and South Bay tourists. 


1845 S. Elena Ave,. #300 


Located In 

Carlsbad • Dana Point • Hermosa Beach • 

Laguna Beach • La Jolla • Las Vegas • 

Manhattan Beach • Redondo Beach • 

San Juan Capistrano • Seal Beach

“We have consciously shunned trends and gimmicks, and I think that is a large part of why we are still 

around, while so many of my competitors have come and gone. Our restaurants are about our people. We 

ensure that our staff are more than just order takers or food deliverers. They offer true Irish Hospitality. 

Our staff have become our extended family, along with our guests.” - Paul Hennessey 

Serving Irish Hospitality 

Since 1976 

Mr. Hennessey credits the company’s success to the fact that it has found a market niche and not deviated 

from it, even as Hennessey’s Tavern, Inc. has continued to expand. He said he believes his dining and drinking 

establishments emphasize good food and ambience, but shun the flash-in-the-pan trends and gimmicks 

that are common among his competitors. The final product, Mr Hennessey believes, is the traditional cozy 

or clubby feel indigenous to Irish or English pubs.

Hennessey'sPRPortfolio

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