Bruce Musick

1998 ENTREPRENEUR IN RESIDENCE

Bruce Musick, 39, is founder and Managing Director of Skyline Concepts Sdn Bhd and its various subsidiaries. Mr. Musick is based in Kuala Lumpur, Malaysia. Skyline Concepts is an international foodservice (primarily restaurants) licensor operating in the Asia Pacific region. It is housed in its new two-story stand alone corporate office complex two hundred yards from the famed Petronas Towers, the tallest buildings in the world. Skyline develops, owns and licenses its own concepts, including western restaurant brands Mississippi Slim's Real American BBQ, Smokey Ranch Rotisserie Chicken, Miami Spice Tropical Bar & Grill, Coconut Grove BeachClub, Pistol Pete's Steakhouse & Saloon, West Coast Coffee Company and Baker Brothers Gourmet Deli & Bakery. By the end of 1999, Skyline will have licensed restaurants in China, Taiwan, Philippines, Malaysia, Singapore, and Australia. Skyline Concepts also is majority shareholder in a new restaurant chain for US rollout based in Dallas, Texas, USA.

Mr. Musick is a native of Chowchilla, California, USA. He was reared on his family's farm and attended local schools. Musick attended California State lJniversity, Fresno and graduated in 1981 with a Bachelor of Science degree. His family still resides in the San Joaquin Valley.

Mr. Musick's first professional position after university was with Western Agricultural Publishing Company as an advertising sales representative. Within 12 months, he was promoted to the position of Advertising Sales Manager for two of the company's leading publications.

In 1984, Mr. Musick became Vice President, Account Group Director for MarketAide Inc., a leading midwestern marketing services firm. It was during this time that Mr. Musick became involved in the food industry through his company's involvement with Wendy's Hamburgers corporate marketing programs and direct supervision over franchisees' marketing activities in four Midwestern states.

In 1986, Mr. Musick accepted a position with Anderson Rothstein, Inc. a leading foodservice consulting company in San Francisco. It was there that his involvement in the foodservice industry was cemented. Working closely with large corporate clients and commodity marketing organizations, Musick quickly moved up to Vice President, Client Services and effectively supervised all consulting activity with the firm's many clients. Among his manufacturing clients were Castle & Cook (Dole Processing Foods), Clorox Foodservice (Hidden Valley Ranch Salad Dressings, KC Masterpiece BBQ Sauces, etc.), Coca-Cola Foods (Minute Maid Orange Juice, Hi-C, etc.), Heublein (Smirnoff Vodka, Inglenook Wine, etc.) and Farmland Foods (processed meats). Among his commodity board clients were Almond Board of California, Idaho Potato Commission, Alaska Seafood Marketing Institute and the California Iceberg Lettuce Commission. His operator clients included Hilton Hotels Franchise Inc., Morrison Cafeteria's, Omni Hotels, Bakers Square Restaurants and Round Table Pizza Restaurants.

In 1990, Mr. Musick, while recovering from a near fatal auto accident, chose to leave the corporate world and enter restaurant operations directly. He moved to London to join PPR Entertainment's and opened his first restaurant with partners in the fashionable West London enclave of Richmond. The restaurant was a success. He then worked with his associates consulting on several other restaurants openings around the United Kingdom over the next twelve months.

In 1991, Mr. Musick agreed to join his associates in their first venture outside of Europe; the opening of a large American style restaurant in Honk Kong named The China lump. The venture exceeded all of their expectations. Having only planned to spend six months or so in Asia, Mr . Musick now decided to explore opportunities throughout the region. He spent the next six months traveling to all urban gateway markets in Asia to explore the region from which to determine where opportunities existed for western style restaurants. Excited about what he learned, Mr. Musick sold his interests and formed International Restaurant Concepts Ltd. (IRCL) based in Hong Kong. IRCL specialized in restaurant development and Mr. Musick quickly became a sought after consultant in markets such as I akarta, Seoul, Manila, Kuala Lumpur and Singapore.

In 1995, Mr. Musick merged IRCL wit the Asian operation so My Kinda Town, Europe's leading restaurant franchiser, a public company traded in London, England, to form a new company My Kinda Town Asia Ltd. Mr. Musick retained the Managing Director's role in the new venture. During his tenure, the company more than doubled its outlets, including opening Henry I. Bean's in Beijing, among the largest American restaurants in the People's Republic of China. In 1997, growing restless and anxious to build new restaurant brands, at Mr. Musick's urging My Kinda Town Asia was sold to Capital Radio PLC, a large conglomerate also based in London.

Free to pursue new ventures, Mr. Musick formed Skyline Concepts Sdn Bhd in partnership with a Malaysian public conglomerate and moved to his favorite Asian city of Kuala Lumpur. Since the forming of the venture, Musick has assembled what he believes is the best foodservice management and franchising staff in Asia to pursue the company's aggressive mission to become the leading foodservice developer in Southeast Asia by 2002. A grand experiment of an Asian company competing against the large US and European restaurant companies. So far, so good. The company has entered into several licensing agreements throughout the region and has established joint venture companies in the Philippines and Australia. Mr. Musick and Skyline Concepts has also been asked by the Minister of Entrepreneurial Development for the Government of Malaysia to develop and manage its first Malaysian Franchise Training Centre, aimed at promoting entrepreneurial development in the country. Skyline's goal is to have a minimum of 250 franchise units operating in Asia by 2002.

Of a personal nature, Mr. Musick, single, is an avid traveler (43 countries at last count) and lists among his diversions chess, scuba diving, tennis and a barely passable golf game.