The customer already arrives. The dwell time already exists. What's missing is a business model designed to monetize it — and nobody has built one from the ground up with charging as the anchor service.
Site 01 is the first live test of whether a retail-hospitality-led charging hub produces stronger economics than charging alone. This round is about proving the model in operation, not signaling finished scale.
The behavior is documented across every major study. The infrastructure designed to capture it is not.
Across every major charging network in the J.D. Power 2025 study, “things to do while charging” is the lowest-scoring factor in driver satisfaction. The market is telling every operator what to build. Most are not building it.
Central Florida is one of the highest-utilization charging regions in the country. High-demand Orlando sites regularly reach capacity during peak hours, with wait times of 1.0–2.0% vs. less than 0.5% nationally. Tesla is building megasites in the region to address this bottleneck. The demand exists. The infrastructure to serve it with a retail-hospitality-first model does not.
| Stream | Year 1 Est. | Share | Assumption |
|---|---|---|---|
| Hospitality | ~$569K | 60% | 130 tx/day × $12.12 |
| Charging (net) | ~$183K | 19% | 12.9 sessions/stall/day |
| Membership | ~$147K | 16% | 250 members × $49/mo |
| Advertising | ~$50K | 5% | Two-tier screen network |
| Phase | Objective | Output |
|---|---|---|
| Phase 1 | Prove the first site | Live operating data from Site 01 |
| Phase 2 | Replicate selectively in Florida after Site 01 validation | Additional sites pursued only after Site 01 operating results validate the model |
| Phase 3 | Expand more broadly only after repeatability is demonstrated | Broader expansion only after repeatability is demonstrated in live operation |
The expansion strategy depends on proof from Site 01. The first location is what makes every later location more credible and every later location easier to underwrite.