Thoughtful Managing Style Behind Raven Café Success

Originally Published April 2010

Quad Cities Business News

The Raven Cafe is more than food and coffee.  It is a uniquely popular establishment in downtown Prescott.  This cafe serves up specialty beers, fine wines, art, independent musicians, and movies.  Designed by owner, Ty Fitzmorris, as an environmentally sustainable business, it is frequented by just about everyone in town.

A familiar face at the restaurant is Tone Passarelli, the general manager.  He looks over the Tuesday afternoon crowd of mothers with young children, college students, and a few older couples. 

“There is no typical Raven customer.”  Says Tone Passarelli, the Raven Café’s general manager.  “I really love that about us.”

He has been the general manager at the Raven Cafe for the past 2 years.  While Mr. Passarelli says he didn't seek out a “green” business, he now speaks of it with passion.

“I really enjoy helping [Ty] facilitate his vision, taking that on as my own.”  He says.

A tour of the Raven Cafe reveals that sustainability is built in.   The remodeling of the storefront space and construction of both the downstairs and rooftop bar has all been done with a particular goal in mind; leaving the smallest environmental footprint possible.  The wood was harvested from a barn at a nearby Chino Valley farm and the original metal tile roofing has been used to decorate the bar fronts.

The daily grind at the Raven Cafe is fueled by sustainable practices as well.  The cafe has its own garden less than a mile from downtown.  The food is all grown locally in their own garden or other local community gardens.  Leftover food is composted and given back to the same farms that grow the food they serve.

Mr. Passarelli discusses with enthusiasm engaging and supporting the local community.  The Raven Cafe acts as the hub for the Prescott social community. Charitable fundraisers and other community events are held in the cafe throughout the year. One of the establishment’s busiest times of year is the week prior to Tsunami on the Square, an annual performing arts event held on the Courthouse Square.  Mr. Passarelli notes that preview performances are scheduled at the Raven Café all week long.

Mr. Passarelli takes a direct approach in managing the restaurant and its employees including his daughters Rachel, 17 and Samantha, 21.  He focuses on teaching his employees to work in a way that is “all about the business.”

“It’s like creating a culture.” He says.  When problems arise, he puts the success of the business and the vision of sustainability at the center of the discussion.  He believes that problems among the employees are usually a result of someone not feeling valued as part of the company.  Acknowledging the value of his employees guides his approach to management.

The Raven Cafe's general manager has a little-known passion for music that he says is more important than he lets on at work. Mr. Passarelli loves to sing and says that he doesn't spend enough time doing so.   He’s a fan of Tony Bennett and Frank Sinatra.  If he didn’t love his current job, he might be pursuing a career in entertainment.

He met his wife 5 years ago over karaoke at Matt’s Saloon, where he was working at the time.  However, he hasn’t been singing much these days. Mr. Passarelli hopes to focus more energy on singing now that he’s settled into his responsibilities at the café.

“I really have no excuse,” he says, referencing his access to a performance stage, sound equipment and a steady audience. It seems as though this is something that he's hoping to change in the future.  Perhaps, we’ll soon be hearing his rendition of “I Left My Heart in San Francisco” from the stage at the Raven Café.