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Elizabeth Peterson Comprehensive Program Plan 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. 16
Elizabeth Peterson Comprehensive Program Plan 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. 17
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Page 9 and 10: Job Descriptions Elizabeth Peterson
Page 17: Market Segments Elizabeth Peterson
Page 31 and 32: Inclusion Plan Elizabeth Peterson C
Page 33 and 34: Promotion Elizabeth Peterson Compre
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Page 37 and 38: Management Plan Elizabeth Peterson
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Page 47 and 48: Future Recommendation To: Rosewater
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