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Elizabeth Peterson Comprehensive Program Plan 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” 14
Market Segments Elizabeth Peterson Comprehensive Program Plan 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. 15
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Page 9 and 10: Job Descriptions Elizabeth Peterson
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Page 31 and 32: Inclusion Plan Elizabeth Peterson C
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