Executive Team

Steve Carlin

Founder & CEO

Steve Carlin is a retail marketplace developer and specialty food consultant. He is the founder and CEO of Oxbow Public Market and the Carlin Company and has been directly involved in three benchmark projects over the last ten years: the Ferry Building Marketplace in San Francisco, the Oxbow Public Market in the Napa valley, and Napa Farms Market at San Francisco International Airport.

His background includes 20 years as managing partner of the Oakville Grocery, a leading Northern California specialty foods retailer. He is an active and sought-after consultant in the specialty food industry and a strong supporter of the “Buy Fresh, Buy Local” farm movement. He served on the Board of Directors for Joseph Phelps Vineyards in St. Helena, CA and Oakville Grocery in Oakville, CA. He was president of the Board of Directors for the popular St. Helena Farmer’s Market in the Napa Valley, and currently serves on the Board of Directors for Visit Napa Valley and Last Trust of Napa County.

Lloyd Llewelyn

COO & General Counsel

Lloyd Llewelyn is an attorney and operations executive with extensive experience in strategic vision & planning, teambuilding & leadership, business process development and optimization, and risk analysis and mitigation.

His background includes 15 years’ experience as an attorney practicing in the areas of finance, real property acquisition and sale, leasing, land use, and alcohol regulatory compliance. He has represented restaurant and specialty food vendor tenants throughout Northern California, including several in the Oxbow Public Market. In addition to this legal background, Lloyd served as COO for a family of companies engaged in restaurant, winery, vineyard, distillery, and brewery operations. Lloyd has invaluable experience in complex project management in the areas of new business development and launch, new product development and launch, construction, regulatory audit, and litigation, as well as experience designing, organizing, developing, staffing, and maintaining complex administrative systems.

Consulting Overview

Over the past several years, The Carlin Company has been hired by real estate development clients who are interested in adding a marketplace component to their mixed-use project.

These marketplace concepts vary in size and scope, and are located throughout the United States. As consultants, The Carlin Company provides the guidance and expertise necessary to successfully implement the market concept. These services are fee based and include ongoing support if desired. A list of references is available upon request.

Initial Objectives

  • Substantiate that the market use makes sense for the site and trading area.
  • Help define the size, layout, and scope of the concept.
  • Identify prospective tenants and determine their size and economic needs.
  • Verify the economics make sense for the development.
  • Determine a strategy for positioning the new market in the area.

Study & Research

  • Evaluate existing drawings and review the local history of the project.
  • Meet with prominent local restaurant and retail operators.
  • Assemble a list of potential tenants.
  • Learn about local farmers’ markets and regional food advocate groups.
  • Develop a preliminary merchandising plan and sales forecast.
  • Conduct appropriate research on competitive food stores in the area.


  • Work with the project architect to create a detailed layout of the market.
  • Provide projected base rents, operating charges (specific to the market), and estimated tenant improvement construction costs.
  • Provide a 5-year operating proforma and cashflow analysis.
  • Advise the general contractor and development team on a realistic construction budget and project timeline for opening.