Palace Market is a small family owned business located in Point Reyes, CA. The original store owner, Mary, and her daughter Camille, tasked our team with finding a way to adapt to their continued growth that has resulted from an increase in tourism in the area. However, they wanted to stay true to the unique and special vision Mary’s mother, Dorothy, had for Palace Market. She had a love for both the people and community. As a result, they hoped to gain a better understanding of what customers value, want, and need in order to better serve them. In addition, sustainability was something they were interested in incorporating into their product choices and operations. Our recommended business model addresses both the community’s desires and values, while taking into account the preservation of the land and natural setting of Point Reyes. Since there is an existing dichotomy between the local residents and tourists, it was important to take into account the desire to keep the small-town feel, but also help build up the resiliency of the business. We are proposing to do so through three key activities: loyalty rewards program, pay-it-forward program, and sustainability challenges.