2014 Facility Development Incentive Program (FDIP) Shell Oil Products US and Motiva Enterprises LLC

Transcription

1 2014 Facility Development Incentive Program (FDIP) Shell Oil Products US and Motiva Enterprises LLC V/1 D 7/2013

2 The Power of Shell Now and Into the Future Shell is the largest single-brand retailer, with over 14,000 service stations spread across 50 of the United States. Worldwide, an amazing 300 cars visit a Shell retail outlet every second of every day. Today, the Shell Pecten emblem is one of the world s best known and most trusted symbols. At Shell, our customers are at the center of everything we do, and our vision is to be the consumers brand of choice. We are passionate about our portfolio of industry-leading programs which differentiate us from our competitors our Fuels and Lubricants, Loyalty Alliances, and Credit Card Portfolio to name a few. This guide covers one of those programs: the Facility Development Incentive Program (FDIP) which is designed to help you build a competitive retail fueling station business. The Face of Shell Retail Visual Identity Evolution (RVIe) The image of Shell is what we call Retail Visual Identity Evolution (RVIe). We strive to provide a dynamic, modern and welcoming retail site to help meet our customers everyday needs. The RVIe design, along with its fixed menu of design elements, continues to evolve and modernize to ensure that we continue to express our fuel leadership. Shell Design Standards Manual Wholesalers US July 2009 Shell RVIe Design Standards Manual is available on shellsource.com RVIe is more than just a paint job. When converting to the Shell brand, there are two levels of the RVIe design offered based on the characteristics of the property (accessibility, visibility, traffic flow and buying area). The Shell RVIe Design Standards Manual is the policy reference guide for these standards. To access the guidelines and specifications please logon to Shell Source ( click on Branding and view the Retail Visual Identity Evolution (RVIe) section. 2

3 Overview 2014 Facility Development Incentive Program (FDIP) The FDIP is designed to help you build a competitive retail fueling outlet, whether through new store development or competitive conversions, and provides financial assistance and payment options to help you construct and modernize your facilities. This program covers the following categories: New to Industry (NTI): Vacant lot or previously a non-fuels business on property New to Shell (NTS): Competitive fuel brand property to be re-imaged as Shell Raze and Rebuild (R&R): Rebuild of an existing Shell retail outlet Incentive Payment Options The following table outlines the incentive payment options available to qualifying New to Industry (NTI), New to Shell (NTS) and Raze and Rebuild (R&R) locations: Base Program Base Program requirements are outlined on pages 5 and 6. TYPE GRANT MONTHLY CPG MONTHLY CPG >90,000 gpm REPAYMENT OBLIGATION OPTION A - BASE $60,000 NA 100% Payback thru 10 YRS OPTION B - BASE $45, cpg YR2 - YR6 OPTION C - BASE NA 1.3 cpg YR1 - YR cpg YR7 100% Payback first 5 YRS, declining balance remaining 5 YRS 100% Payback first 5 YRS, declining balance remaining 5 YRS Supersite Program Supersite requirements are outlined on pages 5 and 6. TYPE GRANT MONTHLY CPG MONTHLY CPG >150,000 gpm REPAYMENT OBLIGATION OPTION A - SUPERSITE $100,000 NA 100% Payback thru 10 YRS OPTION B - SUPERSITE $75, cpg YR2 - YR6 1.5 cpg YR7 100% Payback first 5 YRS, declining balance remaining 5 YRS OPTION C - SUPERSITE NA 1.65 cpg YR1 - YR10 100% Payback first 5 YRS, declining balance remaining 5 YRS 3

4 General Requirements All Sites Below is a list of general requirements necessary for each FDIP-participating Shell-branded retail outlet (Buyer s Outlet): Buyer shall maintain, or cause to be maintained, a sufficient amount of all grades of Shell-branded gasoline and, if applicable, branded diesel fuel and Shell-branded renewable fuel at Buyer s Outlets Brand term is 10-years must complete construction within 24-months of approval minimum volume requirement is 40,000 gallons per month Dispenser controller and Electronic Point of Sale (EPOS) Sourced from Shell-approved suppliers Capable of operating on current Shell EPOS platforms and equipped with the latest Shell-approved software and required functionality Help desk and software support program provided by approved EPOS supplier Retail Outlets meeting the Supersite definition as noted on pages 5 and 6 may qualify for additional incentives; qualification will require validation of annual gasoline volume 24 Hours Car Wash ATM 4

5 RVIe Requirements New To Industry (NTI) and Raze and Rebuild (R&R) Sites New to Industry (NTI): Vacant lot or previously a non-fuels business on property Raze and Rebuild (R&R): Rebuild of an existing Shell Retail Outlet BASE PROGRAM & QUALIFICATIONS Canopy: Minimum RVIe Level 1 C-Store, Car Wash and Other Ancillary Businesses: Canopy Perfect Approved Wholesalers with their own professional convenience retailing (CR) branding may use their store brand at their Shell-branded facility RVIe Branding Must comply with all RVIe standards requirements Dispensers: A minimum of four multi-product dispensers with 4 x 5 display screens or larger approved screen Prime Sign: Sourced from Shell-approved suppliers. The prime sign s price zone utilizes a 2X single product pricing format utilizing LED PCUs. A combination 2X Regular and 1X Diesel pricing format may be used when Shell branded diesel is available and priced at the site. Unbranded diesel may be priced on sign when Shell branded diesel is unavailable. Where local codes require all products to be posted, the 1X pricing format may be utilized to display up to four prices to comply with the local code. Restrooms Accessible from the interior of the store; commercial-type restrooms men Two urinals, one stall and two sinks Women Two stalls, two sinks Supersite Program & Qualifications meets the above requirements minimum 1.5 mgals Annual minimum 6 multi-product dispensers minimum C-Store Size 3,000 sq ft 1 APC (includes Car Wash, National or Private Food Service, Lube or Bank) 5

6 RVIe Requirements New to Shell (NTS) Sites New to Shell (NTS): Competitive fuel brand property to be re-imaged as a Shell Base Program & Qualifications Canopy: Minimum RVIe Level 1 (RVIe Level 2 by exception only) C-Store, Car Wash and Other Ancillary Businesses: Canopy Perfect Approved Wholesalers with their own professional convenience retailing (CR) branding may use their store brand at their Shell-branded facility RVIe Branding Must comply with all RVIe standards requirements Dispensers: A minimum of four multi-product dispensers with 4 x 5 display screens or larger approved screen Prime Sign: New RVIe compliant prime signs or existing prime sign structures refaced to RVIe standards are to be ordered from Shell approved suppliers. The price zone utilizes a 2X single product pricing format utilizing LED PCUs. A combination 2X Regular and 1X Diesel pricing format may be used when Shell branded diesel is available and priced at the site. Unbranded diesel may be priced on sign when Shell branded diesel is unavailable. Where local codes require all products to be posted, the 1X pricing format may be utilized to display up to four prices to comply with the local code. Restrooms: Accessible from the interior of the store; commercial-type restrooms men Two urinals, one stall, two sinks Women Two stalls, two sinks Supersite Program & Qualifications meets the above requirements minimum 1.5 mgals Annual minimum C-Store Size 1,500 sq ft 24 Hours Car Wash 1 APC (includes Carwash, National or Private Food Service, Lube or Bank) Restroom Upgrades ATM 6

7 Frequently Asked Questions Who is my contact for the Facility Development Incentive Program? Please contact your local Territory Manager. What is needed from me to indicate the Program/Option I am selecting? Please notify your Territory Manager via and indicate the Program/ Option selection and site address. If I elect to take a Grant payment is there any additional documentation required? If you select an Option with a grant payment and Company approves, you will be asked to complete an Electronic Payments Agreement and W-9. Is there a minimum volume required to receive an incentive? There is a minimum volume requirement of 1.5 mgals annually to qualify as a Supersite. In addition, Retail Outlets are required to sell 40,000 gallons of branded gasoline on a monthly basis to receive a monthly incentive. Is there a True-Up component under this program? No. If my Retail Outlet exceeds the projected annual volume am I eligible for additional money? Monthly incentive payments are based on actual reported volume, not projected. What proof is required to validate a Retail Outlet s volume to qualify for higher incentives? Prior 12months volume report if the Retail Outlet is a New-to-Shell location or a Site Volume Survey. Is Branded Diesel volume eligible to receive incentives? No. When do I receive my first payment (either grant or incentive)? The Retail Outlet will be eligible to receive its first payment upon receipt and approval of the RVIe checklist. 7

8 Shell Oil Products and Motiva Enterprises, LLC Shell Oil Products US and Motiva Enterprises LLC (collectively the Company ) use reasonable efforts to ensure the information in this guide is current and accurate. The information contained in this guide is not intended to alter written agreements between the Company and its Wholesalers. If there is a conflict between those written agreements and the information contained in this guide, the written agreements control. Not all programs are available in all areas. The Company reserves the right to make changes in any standards, programs or policies described in this guide and to terminate the same at any time, for any reason and without notice. V.1F 10/2013