Hoffmann family buys local businesses, creates new marketing company

The Hoffmann family has snatched up two more local businesses as it continues to expand its presence in Naples.

The family, through its private office Osprey Capital LLC, has purchased Merdeli Marketing and Erik Kellar Photography, melding them together to launch a new company — the Hoffmann Creative Agency. 

The new marketing company, launched Friday, will oversee all aspects of branding and advertising for Osprey Capital’s holdings as part of the Hoffmann Family Group, as well as serving other local and national clients.

The decision to acquire the companies came after their owners made a joint pitch to handle marketing for the growing family of Hoffmann enterprises in Naples.

David Hoffmann, chairman of Hoffmann Commercial Real Estate and the founder of Osprey Capital, a private equity company based in Illinois, said the presentation so impressed him that he decided to acquire both businesses — and expand upon them.

"We are going to try to grow it and add people here in Naples to our creative marketing agency and make it a national offering," he said.

Hoffmann expects the new company to hire at least one employee a month for the "foreseeable future," adding 15 to 20 people over the next year or so.

"It's nice to add people to Naples," he said. "We will probably bring some people in from Chicago and New York in different roles. We will relocate them here to enjoy the nice weather." 

He points out the weather should be an especially good selling point nowadays thanks to the brutal polar vortex that has set all-time record lows up north.

The Hoffmann Creative Agency will be headed up by Erik Kellar and Sylvia Krivickova.

Krivickova, the founder of Merdeli Marketing, has an extensive background in digital marketing for e-commerce and technology companies. Kellar, who owned Erik Kellar Photography for nine years, formerly worked as a managing editor for visuals at the Naples Daily News.

In a press release, Krivickova, said she was "excited to increase each client’s growth with innovative marketing strategies locally and beyond."

Kellar said he saw the need for more cohesiveness in the marketing for the Hoffmanns' family of companies in Naples, while still preserving the individual identities of the businesses. 

After meeting with David Hoffmann, Kellar said the decision to join forces came pretty easily because he's so genuine — and "genuine in his ideas."

"I appreciate the investment in my community," Kellar said. "This town is real personal to me." 

The new agency will fold in the former clients of both businesses, including Publix, City Mattress and Mary Smallwood Design, while leading the marketing for all of the Hoffmann family's holdings in Florida.

Hoffmann said he could see the potential to grow the new enterprise like he did his executive search firm, DHR International. Started from scratch in 1989, it now has 65 offices around the world, he said. 

Locally the Hoffmann family's portfolio of companies includes: Sunmaster of Naples, Inc., Adelheidi’s Organics, NT&T, GlobalWorks Events & Destination Management; EventLux Social Celebration Planning & Design, WeddingLux Planning & Design, Signs & Things, Naples Princess Cruises and The Bevy, a popular eatery off Third Street South in downtown Naples.

The Hoffmanns have acquired all of the local companies with an eye on expanding them.

In May 2018:Hoffmann family plans another purchase: Signcraft Signs & Things

And:Hoffmanns continue expansion in Naples by buying event planning businesses

While the businesses are all bringing in more revenue since they were acquired, hiring remains a challenge in Naples, Hoffmann said. 

"There seems to be an employee shortage down here," he said. "We have a lot of openings, but it's difficult to find good employees to be honest because the country is doing so well and Naples is doing so well."

Hoffmann said he's concerned, but not "panicking yet."

"We haven't lost any people," he said. "We just continue to grow down here." 

The family is still on the hunt for opportunities to expand its footprint in Naples.

"I've got another one right now in front of me," Hoffmann said. "I've got an offer out right here for a company with 180 employees. I hope he takes it."

He said it's a "pretty well-known company down here," which has once again impressed him. 

The family also wants to acquire more real estate, including more buildings on Fifth Avenue South in downtown Naples. 

The Hoffmanns have invested millions in real estate that make them the largest owner of commercial properties in the city. 

More:Hoffmanns have grand plans for downtown Naples; vision includes theater, bowling alley