rosewater ranch

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.
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