rosewater ranch

COMPREHENSIVE PROGRAM PLAN 

RPTS 311 

April 25, 2017 

ROSEWATER RANCH 

ELIZABETH PETERSON 

Section 501

Elizabeth Peterson 

Comprehensive Program Plan 

Rosewater Ranch 

Office Hours: 

Monday – Friday, 8:00 a.m. – 5:00 p.m. 

Phone: 

(512) 441- ROSE (7673) 

Fax: 

(512) 441- 0567 

Rosewater Ranch 

103 FM 1979 

Martindale, TX. 78655 

Elizabeth Peterson, Owner/Director 

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Table of Contents 

Mission Statement ............................................................................................. 4 

Rosewater Values ............................................................................................... 4 

Rosewater Vision ................................................................................................ 5 

Organizing Authority ......................................................................................... 5 

Organizational Chart of the Executive Directors ............................................. 6 

Job Descriptions ................................................................................................ 7 

Venues .............................................................................................................. 10 

Strategic Programming Directions ................................................................. 14 

Market Segments ............................................................................................. 15 

Target Market and Participant Input .............................................................. 16 

Competition ..................................................................................................... 17 

Program Goals and Development .................................................................. 18 

Extended Program Development .................................................................. 21 

Framing ............................................................................................................. 23 

Program Plan of Wilson/Hope Wedding ....................................................... 26 

Special Arrangements ..................................................................................... 28 

Inclusion Plan .................................................................................................... 29 

Equipment, Supplies, and Materials .............................................................. 29 

Promotion ......................................................................................................... 31 

Budget .............................................................................................................. 32 

Registration ...................................................................................................... 33 

Staff Orientation ............................................................................................... 33 

Management Plan ............................................................................................ 35 

Cancellation ...................................................................................................... 37 

Set up ................................................................................................................ 39 

Risk Management ............................................................................................ 40 

Event Timeline .................................................................................................. 41 

Wrap Up ............................................................................................................ 43 

Evaluation ......................................................................................................... 43 

Survey ................................................................................................................ 44 

Future Recommendation ................................................................................ 45 

Exhibit A – Maps .............................................................................................. 46 

References ........................................................................................................ 48 

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Mission Statement 

The mission of Rosewater Ranch is to provide outstanding and memorable experiences 

in the area of hospitality and events to our clients. 

Rosewater Values 

With creativity, reliability, openness and honesty, Rosewater Ranch embraces its 

opportunity to design event experiences for which each client and each employee can 

enjoy the feeling of success through the accumulation of creating a unique experience 

that is truly meaningful to all involved. These values define what Rosewater is, what we 

do, and how we do it. 

Creativity 

We define creativity as integrating originality and imagination into events. While 

working within our client's’ constraints (limited budget, conservative theme, etc.) we like 

to add in a dash of personality. 

Reliability 

We want our client to trust that our team that will guide them through every step of the 

way of planning their special event. Our clients will gain confidence and trust in the 

relationship built through the open exchange of ideas. 

Openness and Honesty 

Rosewater Ranch is a big fan of two-way communication, both with its clients and with 

its employees. We believe an open and honest exchange of expectations and ideas are 

essential to achieving the perfect event. 

Employees 

Rosewater is to treat its staff like family and are hospitality driven. We want our creative 

team and staff to think outside the box, making the company better through teamwork, 

innovation and creativity. We have an open door policy, where every idea and 

communication is encouraged. We want our team to be confident and supportive of 

taking risks to make the most memorable event. 

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Business 

Rosewater Ranch strives to do business with integrity and believes honest 

communication and honest pricing is key. Our goal is also to be a profitable business. 

Our Clients 

We want to exceed our client's expectations by going above and beyond to anticipate 

our clients needs. We want our clients to feel like they are family and we want to follow 

through with every tasks given to us. 

Rosewater Vision 

Our mission is to understand our client's vision for their event and incorporate it with 

our event planning expertise in order to create unique and enjoyable experiences that 

exceeds our client's expectations and provide them with memories for a lifetime. 

Organizing Authority 

Rosewater Ranch is a privately owned commercial company. It is a 300-acre ranch 

located in the heart of Texas where family-raised cattle graze the hills and Texas 

wildflowers flourish. It is the perfect setting for weddings and events. 

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Organizational Chart of Executive Orders 

Captian of Decor 

Captian of Floral Design 

Captian of Photography 

Captian of Videography 

Chief Execuitive Of3icer 

(Owner/Director) 


Assistant Director 

Captian of Catering 

Captian of 

Entertainment 

Captian of Equipment 

Captian of 

Transportation 

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Job Descriptions 



Owner/Director (CEO) 


Reports to: Self and Client 

Job Objective: To oversee the planning of all aspects of events from conception 

through completion, and to manage personnel and financial aspects associated with 

events. 

Qualifications: 

· BS in Event Management or related field 

· Experience with accounting and financial management of an event planning 

company 

· Proven experience as an events planner, minimum 5 years preferred 

· Excellent rapport with clients and good communication skills 

· Ability to build productive business relationships 

· Specialized knowledge of budgets and Microsoft Office programs 

· Proven management experience relating to the event personnel 

· Knowledge of event promotion and marketing 

· Be able to multitask in order to oversee all areas of the event planning process 

Leadership or Supervisory Duties: 

· Oversee hiring of assistant director and event captains 

· Be first point of contact with possible clients 

· Lead creative brainstorming meetings to develop an event plan 

· Oversee all financial and monetary areas of the company 

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Responsibilities: 

· Liaise with clients to identify their needs and vision for event 

· Negotiate contracts with vendors 

· Oversee the assistant director 

· Oversee all financial and monetary areas of the company 

· Design and oversee all events 

· Market the company to clients via multimedia campaigns 

· Ensure compliance with insurance, legal health and safety obligations 

· Research markets, identify event opportunities and generate interest 

Work Location: Rosewater Ranch 

103 FM 1979 

Martindale, TX 78655 

Assistant Director 

Reports to: Director (Elizabeth Peterson) 

Job Objective: To provide support to the director in all aspects of the business. 

Qualifications: 

· BS in Event Management or related fields 

· Proven experience as an events planner, minimum 3-5 years preferred 

· Excellent rapport with clients 

· Excellent communication skills with employees and clients 

· Specialized knowledge of Microsoft Office programs 

· Proven management experience relating to the event personnel 

· Be able to multitask in order to oversee all areas of the event planning process 

· Excellent time management skills 

Leadership or Supervisory Duties: 

· Assist director in hiring event captains 

· Responsible for direct management of event captains 

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Responsibilities: 

· Makes sure all employees stay on task 

· Oversee all event captains hiring of staff 

· Proved feedback and periodic reports to director 

· Propose ideas to improve provided event services to director 

· Specify staff requirements and coordinate their activities 

· Proactively handle issues and troubleshoot emerging problems on event day 

Work Location: Rosewater Ranch 

103 FM 1979 

Martindale, TX. 78655 

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Venues 



Chapel: The Chapel is the original venue at Rosewater Ranch. This venue features a 

luminous restored French Colonial chapel, majestic Events Hall, an open pavilion made 

of ironwood timbers, a bride’s cottage, a handsome groom’s quarters, a herringbonestyle 

paved courtyard, and lavish lawn. 

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Sacred Oaks: Named Sacred Oaks to honor the space’s remarkable 

setting, this venue is in the enchanting setting of a stone archway 

surrounded by century-old oak trees. The twisted branches of the ancient 

oaks are overlaid with thousands of tiny sparkling lights, which provide a 

radiant glow to all below 

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The Vineyard: Experience the Texas Hill Country wine region with a vineyard 

wedding, birthday or other celebration. Surrounded by the fruit of the vine, a large 

stone patio provides the perfect space to enjoy a wedding or dinner party in the quiet 

evening under a million Texas stars. 

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Cattle Ranch: In the open field covered with emerald green grass and cattle 

grazing in the background, this area of Rosewater Ranch provides unique vistas for the 

backdrop of your event. Perfect for weddings or family gatherings, this setting will 

provide a uniquely Texas flavor for any occasion. 

All venues easily lend themselves to weddings, birthday parties, family 

reunions or other gathering. Formal business meetings will best be suited 

inside the event hall of the Chapel or Sacred Oaks. 

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Strategic Programming Directions 

In 3-5 years, Rosewater Ranch plans to start by planning weddings and birthday parties. 

After each year, we anticipate a 20% growth rate per year. Within 3 years, Rosewater will 

move into the corporate meeting market segment. Within 5 years, we expect 

Rosewater’s event business to be comprised of 50% weddings, 35% other gatherings 

such as birthdays and other parties and 15% corporate events. 

Rosewater Ranch is located 8 miles outside of Martaindale, Tx, just east of San Marcos, 

Tx and the Austin-San Antonio Corridor that runs 74 miles along Interstate 35. The area 

is currently facing explosive growth and is thought to become the next DFW metroplex 

of Texas. Currently the corridor, which is comprised of 13 counties, has a population of 

4.27 million. By the year 2013, the area’s population is expected to grow by almost 34% 

to a population of 5.71 million. 

Rosewater Ranch is ideally located almost directly in between Austin and San Antonio, 

therefor being able to pull in clients from both cities. Additionally, it is only 2 ½ hours 

from Houston, which would add an additional 5.6 million to the population count. 

Therefore, Rosewater Ranch is currently within easy driving distance for 9.87 million 

Texans, or approximately 3.5 million households. It is estimated that 28% of those 

households have an annual income of $150,000 or more. (www.bls.gov) Since 

Rosewater’s events range from medium to high-end luxury events, it is believed that 

potential clients number close to one million within the Austin, San Antonio, and 

Houston triangle. (www.lawnstarter.com) See “Exhibit A” 

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Market Segments 



Rosewater Ranch has identified and will pursue the following three market 

segments: 

• Weddings 

• Birthday Parties / Family Reunions 

• Corporate Events 

Weddings 

With many bridal couples choosing destination weddings these days, Rosewater Ranch 

provides a unique setting in the rural country-side while still being close to major 

airports, making it easy for guests from all over the country to fly in for the special day. 

According to www.valuepenguine.com, the average cost of a wedding in Texas is 

$27,743, making this a very lucrative market segment. The trend of outside weddings 

also makes the beauty of Rosewater Ranch a desirable location. 

Corporate Events 

Many corporations enjoy hosting events for their customers as well as company retreats 

and parties for their own employees. Rosewater Ranch will lend itself well for any kind of 

corporate function and will provide an escape from the hustle and bustle of the city. 

Birthday Parties / Family Reunions 

For those looking for a unique location to hold a special birthday party or family 

reunion, the venues and amenities at Rosewater Ranch make it a perfect location to 

hold such celebrations. We expect this segment to be somewhat smaller than the 

wedding and corporate market segments, but still a segment worth marketing to. 

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Target Market and Participant Input 

Rosewater Ranch is targeting a demographic that ranges in age from 30 to 60 years of 

age and who have an annual income of $150,000 or above. We believe that this is the 

socioeconomic demographic that is most heavily involved in hosting parties and events 

at upscale venues such as ours. 

The age group at the lower age spectrum of our targeted demographic (30-40 year 

olds) are beginning to celebrate big birthdays and have enough money to at that stage 

in life to make it an event. Additionally, people in that age group and higher economic 

level may want to host special and unique birthday parties for their children. 

For the wedding market, we target those couples who are over the age of 30 who are 

well established in their careers and financially sound. Additionally, we target parents of 

younger engaged couples that typically fall into the age range of 50 to 60, since they 

will be paying for the event. 

In the corporate event area, we are targeting companies that have an annual net 

income of over $500,000. Typically those who are responsible for the arrangement of an 

event falls within the age range of 30 to 50. We are also targeting those in the mid to 

upper level economic range--those who make over $150,000 in annual income. The 

types of events we intend to produce will require a client with the financial means to pay 

for a nice and well-planned event. 

In a recent survey that was conducted through The Knot, the majority of people who 

actually pay for weddings are either those who have been in the workforce for a while 

and are settled in the career with an age range of 30-40 years old. Of those who were 

below 30, the survey showed that the wedding was paid for by their parents with a 

median age was 58 years old. For those who wanted a “destination” wedding, or one 

that was held somewhere other than a church, it was suggested by the survey that 75% 

were willing to pay $30,000 or above for their special event. 

In order to assess our target population’s leisure needs, interests, and desire to hold 

events at Rosewater Ranch, we intend to attend bridal shows and trade shows in order 

to get our information out to the public. Through the use of questionnaires and surveys, 

along with the use of analytical use of targeted Facebook ads and market research, we 

believe we will be better able to understand the needs of our target audience so that 

we can market directly to them in a more efficient way. 

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We believe there is a large segment of the population that enjoys attending special 

events such as weddings, corporate meetings/fundraisers, and birthday parties in a 

unique space that is creatively designed, and are willing to pay for that experience. In 

that regard, we work hard to execute our mission of providing outstanding and 

memorable experiences in the area of hospitality and events to our clients. 

Competition 

We at Rosewater Ranch consider our venue and services to be on the mid- to highluxury 

end of the scale when considering area event venues. We view our closest 

competitor in the San Antonio area be Scenic Springs in Helotes, Texas, while our 

closest competitor in the Austin Area is Cedar Creek Wedding Venue in Cedar Creek, 

Texas. These two venues are extremely close to their respective large cities and provide 

less travel time for clients and guests in Austin or San Antonio. Additionally, there are 

many other wedding venues around the I35 Corridor, but few others can offer such 

high-end events or such varied styles of various venues in one location as Rosewater 

Ranch does, and we view as our competitive advantage. Due to the proximity of the 

venues on our grounds, our clients can mix and match the venues for a single event to 

provide a truly unique experience for them and their guests. 

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Program Goals and Program Development 


in the area of hospitality and events to our clients. 

Rosewater Ranch has set three program goals to utilize as we grow our business. Those 

program goals include producing weddings, birthday parties (or general parties), and 

corporate events. Below are three programs which we have either submitted proposals 

for or have been contracted to do: 

Weddings -- The Wedding of Sheri Wilson and 

Jonathan Hope 

About: Sheri Wilson and Jonathan Hope have contracted Rosewater Ranch to host 

their wedding on April 7, 2018 at our Sacred Oaks venue. They would like to have a 

wedding ceremony followed by a three-course dinner and dancing. 

Statement of Need: Sheri and Jonathan were looking for a unique wedding 

venue to host 200 of their friends and family members to help them celebrate their 

union as husband and wife. They were looking for a venue that would feel like a highend 

“destination wedding” but was not too far from their home in Austin, Tx. They both 

enjoy the outdoors and wanted to incorporate nature into their event. 

Target Population: Sheri and Jonathan’s family and friends 

Strategic Planning Goal: This program is aligned with our goal of producing 

weddings that meet or exceed our client’s desires for their event. In order to achieve 

that goal, we must: 

· understand exactly what the client is looking for in regard to the event 

· introduce creative ideas to the client which they may not have considered 

· work with the client to stay within their budget of $50,000 to $60,000 while still 

providing a unique and memorable wedding just for them. 

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Objectives: Our objectives for this event include working with our vendors and 

staffing requirements to stay within the couple’s budget; incorporating the natural 

beauty of the ranch along with flora and decor to achieve the feeling of being outdoors, 

even when the event is moved inside for the dinner; to plan the timing of the different 

events of the evening and coordinate staff so that the event is flawless. However, our 

biggest objective is to receive the praise and recommendation of our clients and their 

guests so that they will provide additional advertising of Rosewater Ranch through word 

of mouth, therefore helping us grow our business. 

Program Format: Wedding ceremony, dinner/banquet, dance 

Corporate Meetings -- Dell Technologies’ Annual 

Executive Picnic 

About: Rosewater Ranch has submitted a proposal to Dell Technologies to host its 

Dell’s Austin headquarters’ annual executive picnic. This event would take place at our 

Cattle Ranch venue from 11a.m. until 2p.m. on Saturday, July 23, 2017. Approximately 

350 employees and family members would attend. 

Statement of Need: Businesses are always looking for unique spaces in which to 

hold events for clients or employee enrichment meetings and teambuilding events. Dell 

likes to hold an annual picnic for its executive employees and their families as a means 

of employee bonding and team building while also incorporating a family atmosphere. 

The natural beauty of Rosewater Ranch allows our guests to take a break from the 

business world and provides them with the opportunity to enjoy the many activities we 

have to offer. 

Target Population: Dell executive-level employees and their families 

Strategic Planning Goal: This event aligns with our goal of providing a place 

for companies to gather outside of the usual place of work in order to initiate bonding 

among employees. 

• Provide games/events for the participants that foster team building. Some events 

are for employees only, some incorporate their families. 

• Provide a barbeque dinner with live country music entertainment 

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Objectives: Our objective for this event is to provide a fun family atmosphere that 

will encourage interaction among the Dell executives and their families. Employees 

from different departments will be able to network and become more familiar with each 

other on a more personal level. Event satisfaction of the Dell special events staff and 

upper management is our main objective. 

Program Format: Outdoor venue (open field) with tents and shade trees 

Birthday Parties / Family Reunions / General Parties -- 

Rosewater Ranch’s Annual Texas Independence Day 

Celebration 

About: Every year, Rosewater Ranch hosts an annual community appreciation party. 

The event is held the Saturday before March 2nd every year from 11a.m. until 4p.m. in 

order to coincide with the anniversary of Texas Independence Day. This event is open 

to the public. 

Statement of Need: Rosewater Ranch recognizes the need to market itself 

among potential customers. It also recognizes the good will that can be created with a 

“community party” and wants to get its name out there as being a good neighbor. Any 

proceeds raised from the event will be donated to a local charity. 

Target Population: Community members from Martindale and San Marcos, as 

well as people from Austin and San Antonio who are looking for a fun weekend event; 

Couples who intend to marry within the next two years and their parents; Corporate 

managers who are in charge of their company’s special events. 

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Strategic Planning Goal: This event will help achieve the goal of increasing 

Rosewater Ranch’s business by allowing the public to view the grounds and participate 

in an event prior to contracting with us for their own event. 

• Involve selected wedding/party vendors that Rosewater Ranch likes to work with 

who can provide samples of their products in return for free advertising for future 

paid events at Rosewater Ranch 

• Provide games that were popular during the 1800’s 

• Include historical and educational events regarding Texas Independence Day 

Objectives: This event will help spotlight Rosewater Ranch’s unique venue spaces 

and plant the seed in the minds of the participants that it is a fun and exceptional venue 

in which to have an event. In other words, this event is a form of advertising which we 

felt will help grow our business in the long run. Additionally, raising funds for a local 

charity will show that Rosewater Ranch is interested in the local area. 

Program Format: Festival format where participants travel to different stations to 

participate -- both indoor and outdoor venues are used 

Extended Program Development 

One program that we plan on developing is a general party staged as an annual 

community appreciation event that incorporates some type of social aspect. The theme 

of this event would be called Rosewater Ranch’s Annual Texas Independence Day 

Celebration. 

Community Appreciation with a Social Aspect 

About: At least once a year, Rosewater Ranch will open to the public for a community 

appreciation event. The event will be held the Saturday before March 2nd every year to 

coincide with the anniversary of Texas Independence Day. 

Statement of Need: Rather than being available to only those who can afford to 

pay for an event, Rosewater Ranch would like to host the community to its beautiful 

facilities while also helping to raise funds for a local project. 

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Target Population: While the local community of Martindale is the guest of honor, 

the event will be marketed and open to everyone in the Austin, San Antonio, and 

Houston area. 

Strategic Goals: This event will allow Rosewater Ranch to do good for the local 

community, but will also serve as an “open house” so that those who are considering 

holding an event at Rosewater Ranch to experience an event here first hand. 

Additionally, by incorporating a cause into the event, we will be able to help the local 

community and give back. 

Objectives: Our objective for the event is to bring in a minimum of 300 individuals to 

enjoy a day of fun and games as well as good barbeque. We intend to work with vendors to 

donate their items (such as food and drink) so that we do not have to charge for the event. We 

also plan to have a large prize for which we will sell raffle tickets, with proceeds going toward 

the stated charity. 

Planning Objectives: 

• Decorations as well as the activities and games will be designed with a Texas 

flare. 

• Some of the games will be based on games from the time period that Texas 

gained her independence, 1836. 

• Historical reenactments from important events in Texas’ history will be staged 

• Country music will be played and dancing will be encouraged. 

Performance Objectives: 

• Introduce the local community to our venues at Rosewater Ranch in a fun, 

entertaining, and free way 

• Introduce those from Austin, San Antonio, Houston to our ranch in hopes that 

they will want to utilize it in the future for their party/wedding needs 

• Demonstrate the flexibility of our venues for different occasions 

Program Format: 

• Outdoor venues and indoor amenities will be utilized for the event 

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Framing -- Rosewater Ranch’s annual 

Texas Independence Day Celebration 

Time Frame Action Emotion 

10:00am 

Travel to 

Rosewater 

Ranch 

Drive with family from 

Austin to Rosewater Ranch 

(45 min - 1 hr) 

Enjoyed spending family time in the car, 

anticipating the event. 

11:05am Admission Admission was free. Saw 

the exterior of the entry 

gate. 

11:05am Greeting We were greeted with a 

“Howdy” just inside the 

gate by welcoming staff 

members dressed in Texas 

attire who gave us a map 

of the Ranch. 

The entrance was easily 

recognizable and was 

fairly large which made it 

easy for family to move 

through easily. 

11:10am Photograph We were approached by a 

photographer who offered 

to take our family's photo. 

Texas themed and props 

were provided. 

Liked that it was a free event, was excited to see 

the rest of the Ranch. 

Immediately felt well tended to. The drive was 

worth it. I loved the decorations, I thought it was 

very well thought out and the ranch was a 

beautiful representation of Texas. Schedule of 

events were posted around the property and 

activities were well marked. I liked how were 

were able to roam the ranch freely to explore the 

various venues and choose which events we 

wanted to do. 

Family had fun posing. Loved how the photo 

would be easily available to us. 

11:15 Band A takes 

the stage 

The photos would be sent 

to us via text 

Staff members informed 

us of a local Texas band 

would be performing soon 

near the Event Hall of the 

Sacred Oaks venue. 

We were excited to hear some local music, 

headed over to where the stage was. Band was 

playing fun country/western band. 

11:00am- 

4:00pm 

Stations are 

open and 

available to the 

Stations include games 

that were played during 

the 1800s; vendor tastings 

Activities were set up all around the grounds. We 

enjoyed playing some of the games that kids 

would have played in 1836 including Spear the 

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public in all 

venues 

and exhibits in the Event 

Hall; old-timey 

photography booth; arts 

and crafts stations for kids 

Hoop and Annie Over. We also played dominos 

and pickup sticks, and made corncob dolls. 

There was a small fee for each activity but we did 

not mind paying it because the money was going 

to a local charity. We also enjoyed going through 

the party vendor stations and sampling their 

wares and seeing what they had to offer if hired 

for an actual party. This was a good way to see 

what all is available. 

Noon- 

2:00pm 

Dinner is served 

Guests can begin eating 

the barbeque 

We ate an authentic chuck wagon barbeque that 

was cooked by a chuck wagon gang dressed in 

authentic 1836 attire. The cost was $12 per plate, 

but again did not mind the cost because 

proceeds were going to a local charity. 

Noon 

Band B takes 

the stage 

Band B takes the stage at 

Sacred Oaks Venue 

We sat close to the stage as we ate and enjoyed 

listening to a bluegrass band play. 

12:30pm 

Historical 

reenactment at 

the Cattle Ranch 

Staging of the Battle of 

the Alamo 

After we ate, we went to the historical 

reenactment. It was very authentic with everyone 

in period costume and very educational. 

1:00pm- 

1:50pm 

Band C takes 

the stage 

Band C takes the stage at 


After doing more activities, we came back to 

hear another band, which was another country 

band. People were starting to dance so we 

joined in. Enjoyed that everyone was having fun 

and participating. 

1:30pm- 

1:40pm 

Historical 



Staging of the Golliad 

Massacre 

Went back to watch another reenactment. Loved 

that it was true to fact and that we were all 

learning something about our state. 

2:00pm- 

2:50pm 

Band D takes 

the stage 

Band D takes the stage at 


Went back over to the stage area to listen to a 

band that was playing music that would have 

been played around 1836. There were dance 

instructors there showing us how the people of 

that time danced, and they also explained some 

of the history of the songs they sang. Very 

entertaining and educational. 

2:30pm- 

2:40pm 

Historical 



Staging of the Battle of 

San Jacinto 

After getting some snacks, we went back to see 

another reenactment. This one was especially 

exciting because the Texans won the battle very 

decidedly. This made us feel very proud of our 

state. 

3:00pm- Band E takes Band E takes the stage at Went back over to the stage to hear the band. 

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4:00pm the stage Sacred Oaks Venue This time the band played only songs about 

Texas. We enjoyed dancing and singing along to 

the songs we knew. Made us feel very proud to 

be Texans. 

3:30pm- 

3:40 

Historical 


the Cattle 

Ranch. 

Staging of the Signing of 

the Treaties of Velasco 

Watched the reenactment and Thought it was 

well staged and well preformed 

3:50pm 

Check 

presented to 

local charity 

Funds raised during the 

day are calculated and 

large check is presented 

to the local charity 

Event organizers took the stage and presented a 

large check to San Marcos Area CASA 

Foundation. We were all excited to see that 

$8,543 had been raised for such a worthwhile 

charity. 

3:55pm- 

4:00pm 

Historical 


the main stage 

at Sacred Oaks 

venue 

Historical reenactment of 

the signing of the Texas 

Declaration of 

Independence 

This time we stayed at the main stage where the 

reenactment took place -- they wanted everyone 

to see this one so it was at the most central 

location on the ranch. Very educational, looked 

back at all the battles that were fought and lives 

lost so that Texas could claim independence 

from Mexico. This segment ended with the 

crowd singing “Texas Our Texas” together, 

which was a great finale for the day. 

4:00 Event ends Guests leave the property Was very satisfied with the event. Felt that we 

had had some great food, heard some good 

music, and had been re-educated about our 

Texas history and the hard road our state had to 

take in order to gain its independence. Was very 

excited that so much money was collected for 

CASA and made us feel like we were part of 

something very worthy while still having fun. 

Enjoyed seeing Rosewater Ranch. Was very 

impressed with its venues and its vendors that 

are available for parties. Will definitely consider 

holding an event at this Ranch. This was a great 

day with the family! 

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Program Plan 



The Wedding of Sheri Wilson and Jonathan Hope 

Agency Mission and Programming Strategy 


in the area of hospitality and events to our clients. In this particular case, we will strive to 

exceed the vision and expectations for the upcoming wedding of Ms. Wilson and Mr. 

Hope in order to create memories to last a lifetime. 

Need for the Program 

Ms. Wilson and Mr. Hope wish to host their family and friends at a beautiful ceremony 

and celebration of their marriage. The couple would like to hold their wedding in a 

stunning outdoor setting and incorporate their love of nature with a traditional Christian 

ceremony. 

Terminal Performance Outcomes 

The outcome of the event is intended to celebrate the couple is a way that is pleasing 

to them and their parents as well as to provide an evening of fun and camaraderie for 

their wedding guests. The setting, decorations, food, and musical entertainment will all 

determine the overall success of the event. 

Strategic Planning/ Design Goals 

Upon discussing the wedding plans with the bride and groom, it was determined that 

they would like a very natural and organic feel for the wedding with a slight Texas flare 

for the theme while utilizing the colors of the Texas landscape during wildflower season. 

It is critical that we at Rosewater Ranch understand exactly what the client is looking for 

in regard to the event. We intend to do the following when discussing the design of the 

event: 

1. Work with the client to stay within their budget while still providing a unique and 

memorable wedding just for them. 

2. Introduce creative ideas to the client which they may not have considered 

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Must consider and decide upon: 

a. Types of floral arrangements and bouquets 

b. Music for ceremony 

c. Menu for the dinner following the ceremony 

d. Champagne toasts 

e. Dinner music 

f. Band for the dance 

g. Bride’s and Groom’s cakes 

h. Other hor d'oeuvres served during the dance portion of the evening 

i. Determine bride and groom departure – sparklers, rice, flower petals, and 

transportation 

Venue – Sacred Oaks 

• Wedding Ceremony 

The vows will be exchanged in the Sacred Oaks area of the ranch, which is an 

outdoor venue. The venue is named Sacred Oaks to honor the space’s 

remarkable setting; century-old oak trees in the enchanting setting of a stone 

archway surround this venue. The twisted branches of the ancient oaks are 

overlaid with thousands of tiny sparkling lights, which provide a radiant glow to 

all below. 

• Dinner 

Following the ceremony, the wedding party will move inside the Rosewater Great 

Hall for a seated dinner. Round tables will be placed around a wooden parquet 

dance floor. 

27



• Dancing and Cake 

Following the dinner and champagne toasts to the couple, the band will take the 

stage at the front of the hall. Separate areas will be dedicated for the bride and 

groom’s cakes. The lighting will be dimmed and special lighting used to create 

an atmosphere for dancing. 

Special Arrangements 

Rosewater Ranch is a full service event center. We provide wedding consultation and 

planning services to provide the couple with everything needed to create their special 

event. 

Rosewater Ranch is pleased to offer the overall management of the event from start to 

finish. We proudly provide our own floral design department and provide an ultratalented 

design and support team to bring the event to life. We only subcontract with 

vendors that provide the highest level of professionalism and creativity. 

Subcontracted Vendors hired by Rosewater: 

1. Catering/Bar Vendors will be hired to prepare and serve all food, drinks, and 

alcohol for the evening. They also will provide their own serving staff. 

2. Security Firm - officers to be stationed at the entrance as well as at the venues. 

3. Photographer 

4. Videographer 

5. Musicians -- for ceremony and for dance 

6. Technician -- to run projector and troubleshoot technical problems 

7. Printer - for save the date cards, invitations, wedding programs, seating chart, 

place cards 

Additional staff hired by Rosewater: 

1. Minister - if couple does not have their own 

2. Parking attendants 

3. Dish washers 

4. Janitorial and cleanup crew 

5. Set-up and take-down labor 

Liability insurance for the event is covered through Rosewater Ranch’s blanket insurance 

policy. 

28

Inclusion Plan 



We strive to be an inclusive community that does not judge against anyone on the basis 

of gender, sexual orientation, race, national origin, or physical or mental disability. We 

will try to offer as many accommodations as possible to guarantee the inclusion of our 

clients and guests. 

For clients and guests with dietary restrictions, we will be more than happy to 

accommodate those needs by informing the chef so he can make alternative meals that 

are prepared. 

Equipment, Supplies, and Material Needs 

Equipment 

a. Equipment owned by Rosewater Ranch 

1. Chairs 

2. Round tables for dinner 

3. Long tables for serving hor dourves 

4. Miscellaneous tables for bride and grooms cakes, guest registration, picture 

displays, etc. 

5. Glassware, dinnerware, and utensils 

6. ATV’s and trailers with seats to transport guests from parking area to venue 

7. Sound equipment for band (verify equipment needed by the specific band 

hired) 

8. Microphone equipment for band and for champagne toasts 

9. Ice Machines for bars 

10. Fully equipped catering kitchen 

11. Video screen and projection equipment to show video of couple (if provided) 

12. Easels and frames for displaying photographs 

13. Atmosphere lighting (twinkle lights, spotlight, pathway lighting, etc.) 

14. Stage 

15. Wooden dance floor 

16. Electric generator incase of power outages 

29



b. Equipment needing to rent 

1. Additional sound equipment needed by band 

2. Specialty earns or flower containers requested by clients 

3. Linens (tablecloths, napkins, chair coverings) 

4. Limousine for couple’s departure 

5. Photo booth 

Supplies and Materials 

a. Paper napkins with couple’s names 

b. Flower girl basket and ring bearer pillow 

c. Candles for ceremony and dinner venue 

d. Flowers and associated items to create bouquets, boutonnieres, floral 

arrangements(for bride and attendants; groomsmen; front of alter; eating tables; 

registration table; cake tables; parents of the couple) 

e. Kitchen supplies such as garbage bags, paper towels, lighters for candles 

f. wood/chalk boards to create personalized signs (directions, welcome signs, etc.) 

g. Paint/ chalk 

30

Promotion 



The “promotion” of a wedding is fairly simple. The target market is the friends and 

family of the couple. Determining the number of people to invite depends of the 

couple’s wedding budget. Once a guest list has been formulated, A “Save the Date” 

card will be sent to prospective guests several months in advance of the wedding to 

allow guest to put the wedding date on their calendar and to make travel plans if 

needed. Approximately 6 to 8 weeks prior to the wedding, invitations and RSVP cards 

will be sent to the guests. 

The bride may also want to create her own website via an online wedding community 

such as The Knot (theknot.com). This will allow the couple to expand upon the 

upcoming wedding providing even more details than what are available on the actual 

invitation. 

31

Budget 



32

Registration 



Reply cards will allow us to know exactly how many guests will be attending the 

wedding so that we can plan accordingly. 

Staff Orientation 

As the Rosewater Ranch program coordinator, I (Elizabeth Peterson), will personally 

oversee all operations prior to our client’s wedding day. We have a excellent staff 

training program in place to make sure that your wedding day runs smoothly. Each 

vendor used is professionally qualified and is given a specific itinerary to follow during 

the day. If a tent is being used, video on how to set up the tents will be provided to 

make things run faster. However, tents will not be utilized for the Wilson-Hope wedding. 

The photographer and videographer will be given a shot list AND a deadline on when 

proofs should be ready for the clients to view. 

33



Specific Directions for staff hired by Rosewater Ranch 

1. Minister 

a. Visit with the couple at least 2 weeks prior to wedding to discuss the couple's 

desires for the ceremony plan 

b. Arrive at ranch by 4:15pm on day before event for wedding rehearsal 

c. Arrive at ranch by 3:30pm on wedding day to be available for photos 

d. perform prayer at dinner after wedding 

2. Parking attendants (6 hired: 4 will be parking, 2 will be driving the shuttles to the 

event) 

a .Arrive at ranch by 4pm to begin parking wedding party and guests and to be 

briefed on the parking arrangements 

b. A parking map will be provided to them so they know where to park the cars 

c. Attendants should plan to be working until 11pm or whenever the last car 

leaves. 

3. Dish washers (4 hired; 2 are dedicated for glassware if needed, otherwise all can wash 

dinnerware) 

a. Arrive at ranch by 4pm 

b. Keep glass supplies available for caterers 

c. Wash dinnerware after dinner and put away in appropriate storage cabinets 

d. Map provided for storage cabinet location 

4. Set-up and takedown labor (6 hired) 

a. A Rosewater Ranch employee will be designated to provide direction for all 

aspects of the setup/takedown portions of the event and to advise as to where 

decorations/tables/chairs go 

b. Arrive at ranch by 8am on the wedding day to set up 

chairs/tables/decorations. This is expected to last until noon. 

c. Return to ranch by 10pm. After guests have left, take down chair/tables and 

return to proper storage facilities on the ranch 

d. Return permanent decorations to storage sheds located on the property 

e. Throw away temporary decorations such as flowers, candles, etc. in trash 

containers 

5. Janitorial and cleanup crew (4 hired) 

a. Arrive at ranch by 10pm 

b. Discard trash 

c. Clean and mop kitchen 

d. Pick up any trash left in and around venue 

34

Management Plan 



Below is the suggested timeline utilized to manage the event planning of the 

Wilson/Hope Wedding that will take place on April 7, 2018. 

Date 

April – August, 2017 

(sometime during this 

period) 

August 7, 2017 

August 14, 2017 

August 21-30, 2017 

October 7, 2017 

October 18, 2017 

November 7, 2017 

During the month of 

November 2017 

December 7, 2017 


December 14-30, 2017 

Management Plan Task 

Couple books the venue at Rosewater Ranch and 

pays $5,000 booking fee 

Rosewater Ranch CEO has planning meeting with 

couple to determine budget, theme, design of 

wedding 

Meet with Rosewater design team to discuss couples 

budget, ideas, and wishes for the wedding. 

Brainstorm to come up with a plan to present to the 

couple 

Meet with couple to present design ideas for 

wedding and get their approval. Sign Wedding 

Package contract and collect 20% of the total cost 

from the couple. 

Collect payment from couple totaling 40% of total 

cost 

Couple takes “Save the Date” photos 

Couple chooses photos for “Save the Date” Card 

and orders cards 

--Provide couple with prospective bands 

--Provide couple with prospective ceremony 

musicians 

--Provide couple with sample menus and tastings 

--Provide couple cake tastings for brides and grooms 

cakes 

“Save the Date” cards are mailed to guest list 

Meet with couple to finalize band, musicians, menus, 

cake flavors. Collect payment totaling 30% of total 

cost from couple 

Sign contracts for band 

35




January 7, 2018 

February 7, 2018 

February 28, 2018 

6 weeks out 

March 1, 2018 

March 7, 2018 

March 16, 2018 

March 23, 2018 

March 27, 2018 

March 28, 2018 

April 5, 2018 

April 6, 2018 

April 6, 2018 

Sign contract for string quartet 

Sing contract for limo service 

Sign contract for security firm 

Sign contract for photographer 

Sign contract for videographer 

Sign contract for linens 

Sign contract for photo booth 

Reserve any additional equipment needed by band 

Invitations are ordered 

Determine flower needs according to design plan 

and place order for flowers to be delivered to 

Rosewater Ranch on April 6, 2018 

Invitations are mailed to guests 

Contact Viceroy Staffing to hire additional staff and 

sign contract stating that they will provide needed 

staff at specified price/hr at specified times on April 

7, 2018 

Deadline for couple to provide photos they want 

displayed at the wedding/reception area. 

Collect payment of remaining 10% of total cost from 

couple. 

Turn in final head count to caterer 

Deadline for couple to turn in video that will be 

played during the dinner and toasts. 

Give video to technician to confirm the video will 

play on our equipment 

Place photos in frames to make sure have the proper 

sizes; put framed photos in storage room with other 

supplies for Wilson/Hope wedding 

Have lawn area around venues and parking areas 

manicured 

Flowers are delivered and placed in refrigerated 

room at ranch. Supplies are gathered to produce 

floral arrangements, bouquets, etc. Arrangements 

that can be put together in advance will be done and 

saved in the refrigerated room 

Linens delivered to venue so they are ready to be 

36



April 7, 2018 

placed on tables the next day 

Extra band equipment delivered 

WEDDING DAY – follow the suggest timeline 

Cancellation 

Rosewater Ranch ‘s cancellation policy is the following: 

a. Upon booking, couple pays a booking fee of $5,000. 

Venue booking Fee (due at time of booking) -- $5,000 flat rate 

A refund of 50% will be returned if cancelled 6 months prior to event date; 

no refund if event is cancelled after 6 months prior to event date. 

b. The couple will have a planning meeting with Rosewater Ranch to determine the 

size and scope of their desired wedding After 2 weeks of initial meeting with the 

couple, Rosewater Ranch will provide an estimate of the entire wedding package. The 

couple can suggest any changes to the wedding design in order to adhere with their 

wedding budget. After two weeks, the design will be finalized and the couple will be 

required to pay according to he following pay schedule: 

At wedding package contract signing -- 20% of wedding cost due 

6 months prior to wedding -- 40% of wedding cost due 

4 months prior to wedding -- 30% of wedding cost due 

1 month prior to wedding -- 10% of wedding cost due 

A refund of 50% will be returned if cancelled 6 months prior to event date 

A refund of 30% of the total paid will be refunded if cancelled 4 months prior to event 

date 

No refunds if cancelled less than 4 months prior to event date. 

RSVP policy -- the couple must submit total number of guests to Rosewater Ranch at 

least 3 weeks prior to the event. After that guest number is submitted, it cannot be 

changed. 

37



In case of inclement weather, the ceremony will be moved to The Chapel, which is an 

indoor facility. 

Should there be an unforeseen Illness or accident of the bride or groom, Rosewater 

Ranch will work with the couple to the best of their ability to find an alternative date. 

38

Set up 



Rosewater Ranch has done a huge amount of advance planning in order to make the 

setup of the venues go as quickly and seamlessly as possible. In addition to written 

instructions, below is a pictorial of the layout of the venues on the wedding day. 

39



Risk Management 

At Rosewater Ranch we not only want our clients and guest to enjoy the special day, but 

we also want everything to be done safely. A video concerning Risk Management is 

shown and practiced with every staff member so they know all the precautions and 

know how to anticipate to every situation. I will have the final decision on all risk related 

situations. 

Weather 

Weather is unpredictable. If the wedding is being held outdoors and it rains or weather 

is severe, we will move the ceremony into the Chapel. The Chapel will comfortably fit all 

guests up to 300. 

Power Failure 

Rosewater Ranch is equipped with a large generator that will allow anything associated 

with electricity to continue to operate normally until power is restored. 

Alcohol 

If a guest has consumed too much alcohol and is a danger to himself or the other 

guests, then they will be escorted out of the venue by police. A taxi will be hired at the 

expense of the couple to take the guest home safely. 

Accidents 

We have a paramedic on staff, so if in the unlikely event an accident should occur, a 

trained medical professional will be available to assist. 

Food 

Please ask your guests to inform us if they have any food allergies and need to adhere 

to a specific diet. However, if a guest should have an allergic reaction, our staff 

paramedic will be available to help. 

It is important that you realize that these are risks. We cannot guarantee your safety. 

The risk of injury at a wedding is highly unlikely, but it we are ready for every situation 

that might occur. 

40



Cold Feet 

Although it is EXTREMELY rare, occasionally a bride or groom decides to back out of 

their wedding and does not show up to the event. This is also considered a risk. Should 

this highly unlikely situation arise, the staff at Rosewater Ranch is prepared with a set of 

plans that will minimize the confusion. 

Event Timeline 

Wedding Rehearsal-(day before wedding) 

4:15 pm - the wedding party and minister starts to arrive at the venue 

4:30 pm - Go over what the wedding day will look like 

• Answer any questions that wedding party might have 

5-6 pm - Practice the events of the ceremony (entrance, ceremony, exit) 

6-6:30 pm - Depart venue and go to rehearsal dinner venue (located in San Marcos, TX) 

Wedding Day 

The wedding will take place April 7, 2018 at 5:30 pm at Rosewater Ranch’s Sacred Oaks 

venue 

8 am - Rosewater Ranch staff and hired setup staff arrive ready to set up 

• They will receive a detailed outline of the day and will each be given a specific 

job. Certain Rosewater Ranch staff will be given designated management jobs so 

they can direct the hired staff. 

8:15 am - begin to set up chairs outside and decorate the aisles 

• Tie ribbons around the back 

9 am - set up tables and chairs in the Rosewater Great Hall according to table chart 

• Put on chair-toppers, put linens on the tables, set the tables with table numbers, 

set up seating chart poster 

11:30 am - Caterer arrives 

-set up the bars/ stock alcohol 

12:30 - 1pm - lunch break 

1:00 pm - bride and bridesmaids arrives to the bridal suite 

1:30 - hairdresser arrives 

• Hair and makeup begins in the bridal suite 

41



2 pm - Cakes arrive; transport flowers from Rosewater’s design room to Great Hall and 

Sacred Oaks venues 

• Start setting up the flowers inside first - place floral arrangements on the every 

table 

2 pm - groom and groomsmen arrive to the groom's suite 

2:45 pm - photographers arrive and set up 

3:00 pm - string quartet arrives 

3:30 pm - pre ceremony photos (bride and groom separate) 

• Minister arrives 

4:00 pm - band arrive 

• Sets up, sound check 

• Parking attendants arrive 

• Dishwashers arrive 

4:30 pm -string quartet begins to play; guests start to arrive at ceremony location 

• Enjoy refreshers, find seating 

5:30 pm - begin seating for reserved rows 

• Grandmothers 

• Groom's parents 

• Brides parents 

5:45 pm - Bridal procession begins 

6: 30 pm - Ceremony ends 

6:45- Formal photos of the bride and groom 

• Cocktail hour begins 

7:30 pm - Bride and Groom enter reception area 

• First dance 

7:40 pm - Minister leads dinner prayer 

7:45- pm dinner begins; video of couple as children through current begins showing in 

background on screen 

Salad, main course, and dessert all served by our caterers 

8:45- dinner concludes 

8:50 pm - Toasts and Thank you’s 

9:00 pm - Reception Music begins for dancing 

10:00 pm - limo arrives 

• Take down, janitorial and clean up crew arrive 

10:30 pm - send off-- guests move from the venue to the couple’s departure site 

• Clean up begins 

10:45 pm - shuttle busses will begin and guests begin leaving the ranch 

Midnight - everyone gone 

42



Wrap up 

All tents and decor will be taken down and properly stowed away. Any extra decor will 

be gathered up and returned to their vendors. Staff will meet with the head coordinator 

to debrief about the wedding and what is to be done next. 

We will send thank you notes to the newlywed couple along with their parents for 

choosing Rosewater Ranch to host their wedding. 

Post photographs of the event to our social media accounts for advertising purposes as 

well as for a thank you to the couple. 

Evaluation 

Post wedding evaluation - Surveys will be sent out via email to both the bride and 

groom as well as their parents 2 weeks after the event. We ask that they return the 

evaluation email in a timely matter. Once the survey is emailed back to us, we will 

collect the data and combine it as a whole. 

Wilson/Hope Wedding 

Our evaluation process consists of writing to the bride and groom as well as to their 

parents to thank them for allowing us to share in such an important day in their lives and 

to also ask them for feedback of how we did and if we met their wedding mines and 

expectations. See the attached survey. 

Dear Mrs. Wilson, 

We at Rosewater Ranch are so very honored that you allowed us to play a role in Sheri and Jonathan’s wedding. The 

day proved to be extra special and we truly loved working with all of you to create such a meaningful and special day. 

If you would, kindly answer the following questions and return your answers to us along with any other comments or 

suggestions so that we can continue to make even more improvements on helping to make special memories for 

other couples. 

Sincerely, 


Rosewater Ranch Owner and CEO 

43

Survey 



1. How well did our event meet your needs? 

• Extremely well 

• Very well 

• Somewhat well 

• Not so well 

• Not at all well 

2. How would you rate the quality of your event? 

• Very high quality 

• High quality 

• Neither high or low quality 

• Low quality 

• Very low quality 

3. How responsive have we been to your questions or concerns about your event? 

• Extremely responsive 

• Very responsive 

• Moderately responsive 

• Not so responsive 

• Not at all responsive 

• Not applicable 

4. How well do you feel that our company understood your needs? 

• Extremely well 

• Very well 

• Moderately well 

• Slightly well 

• Not at all well 

5. How professional was Rosewater Ranch Wedding and Events? 

• Extremely professional 

• Very professional 

• Moderately professional 

• Slightly professional 

• Not at all professional 

6. How would you rate the various services provided by us? 

Hospitality: Excellent, good, average, poor 

Catering: Excellent, good, average, poor 

Transportation: Excellent, good, average, poor 

Management staff behavior: Excellent, good, average, poor 

Management staff services: Excellent, good, average, poor 

7. What did you like most about our service? 

8. What did you like least about our service? 

9. How likely is it that you would recommend Rosewater Ranch to a friend or colleague? 

Not likely 

Likely 

0 1 2 3 4 5 6 7 8 9 10 

10. Please place any other comments, questions, suggestions or concerns in the below. 

44

Future Recommendation 

To: Rosewater Ranch Staff 



From: Elizabeth Peterson, CEO 

CC: 

Date: 5/8/2018 

Subject: Survey Results of the Wilson/Hope Wedding 

Dear Staff, 

First of all, let me start by telling you what valued members of the Rosewater Ranch family you all are. I 

am continually impressed with your hard work and creativity that goes into each and every one of our 

events. 

I have compiled the results of the surveys that I sent to Sheri and Jonathan Hope as well as to their 

parents and would like to share with you their responses below. 

We consistently had the highest marks when it came to the quality of their event. They were extremely 

pleased with our creativity and professionalism and felt the day went very well overall. 

The did have just a few suggestions that I feel would benefit us in implementing. They are as follows: 

1. More signage on the way to the event. Since we are located in a very rural location, we could put 

additional signs leading guests to our ranch after the guest turn off of I-35 onto Hwy 80, just to 

assure them that they are heading in the right direction. 

2. Provide a “play area or craft area” for the children who attend the event and have a staff member 

responsible for entertaining the children while the adults visit and dance. I highly doubt that we 

would ever host an event where there are a lot of children in attendance, but this would be a nice 

service to offer to children who are over 4 years old. 

3. Install additional lighting leading to the exit of the ranch. Although we all know the lay of the 

land, I agree that additional lighting would be an asset to our guest to help guide them out of 

the ranch gates. 

Overall, the Wilsons and the Hopes could not say enough nice things about our staff and our services, 

and that is a direct reflection of you. Thank you for being such a great staff! 

45



Exhibit A 

Reference Maps 

Houston to Rosewater Ranch 

San Antonio to Rosewater Ranch 

46



“Exhibit A” 

Continued 

Austin to Rosewater Ranch 

47



References 

Event Planner job description, Workable.(2016, December 08). Retrieved March, 08, 

2017, from https://resources.workable,com/event-planner-job-description 

Rossman, J.R. (2015). Recreation Programing: Designing and Staging Leisure 

Experiences (7 th ed.) Urbana, IL. 

“The Knot- Your Personal Wedding Planner”. Theknot.com. N.p.,2017.Web.9 Mar.2017. 

"What Will The Austin-San Antonio Corridor Look Like In 2030? - 

Lawnstarter". Lawnstarter.com. N.p., 2017. Web. 9 Mar. 2017. 

“U.S. Bureau Of Labor Statistics”. Bls.gov. N.p.,2017.Web.9 mar.2017. 

48

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