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Elizabeth Peterson<br />
Comprehensive Program Plan<br />
Target Market and Participant Input<br />
Rosewater Ranch is targeting a demographic that ranges in age from 30 to 60 years of<br />
age and who have an annual income of $150,000 or above. We believe that this is the<br />
socioeconomic demographic that is most heavily involved in hosting parties and events<br />
at upscale venues such as ours.<br />
The age group at the lower age spectrum of our targeted demographic (30-40 year<br />
olds) are beginning to celebrate big birthdays and have enough money to at that stage<br />
in life to make it an event. Additionally, people in that age group and higher economic<br />
level may want to host special and unique birthday parties for their children.<br />
For the wedding market, we target those couples who are over the age of 30 who are<br />
well established in their careers and financially sound. Additionally, we target parents of<br />
younger engaged couples that typically fall into the age range of 50 to 60, since they<br />
will be paying for the event.<br />
In the corporate event area, we are targeting companies that have an annual net<br />
income of over $500,000. Typically those who are responsible for the arrangement of an<br />
event falls within the age range of 30 to 50. We are also targeting those in the mid to<br />
upper level economic range--those who make over $150,000 in annual income. The<br />
types of events we intend to produce will require a client with the financial means to pay<br />
for a nice and well-planned event.<br />
In a recent survey that was conducted through The Knot, the majority of people who<br />
actually pay for weddings are either those who have been in the workforce for a while<br />
and are settled in the career with an age range of 30-40 years old. Of those who were<br />
below 30, the survey showed that the wedding was paid for by their parents with a<br />
median age was 58 years old. For those who wanted a “destination” wedding, or one<br />
that was held somewhere other than a church, it was suggested by the survey that 75%<br />
were willing to pay $30,000 or above for their special event.<br />
In order to assess our target population’s leisure needs, interests, and desire to hold<br />
events at Rosewater Ranch, we intend to attend bridal shows and trade shows in order<br />
to get our information out to the public. Through the use of questionnaires and surveys,<br />
along with the use of analytical use of targeted Facebook ads and market research, we<br />
believe we will be better able to understand the needs of our target audience so that<br />
we can market directly to them in a more efficient way.<br />
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