rosewater ranch

elizabeth.peterson

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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Elizabeth Peterson

Comprehensive Program Plan

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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Comprehensive Program Plan

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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Elizabeth Peterson

Comprehensive Program Plan

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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Comprehensive Program Plan

Organizational Chart of Executive Orders

Captian of Decor

Captian of Floral Design

Captian of Photography

Captian of Videography

Chief Execuitive Of3icer

(Owner/Director)

Elizabeth Peterson

Assistant Director

Captian of Catering

Captian of

Entertainment

Captian of Equipment

Captian of

Transportation

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Job Descriptions

Elizabeth Peterson

Comprehensive Program Plan

Owner/Director (CEO)

Elizabeth Peterson

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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Elizabeth Peterson

Comprehensive Program Plan

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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Comprehensive Program Plan

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

Elizabeth Peterson

Comprehensive Program Plan

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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Elizabeth Peterson

Comprehensive Program Plan

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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Elizabeth Peterson

Comprehensive Program Plan

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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Elizabeth Peterson

Comprehensive Program Plan

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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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”

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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.

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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.

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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.

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Elizabeth Peterson

Comprehensive Program Plan

Program Goals and Program Development

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

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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Comprehensive Program Plan

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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Comprehensive Program Plan

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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Comprehensive Program Plan

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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Comprehensive Program Plan

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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Comprehensive Program Plan

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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Comprehensive Program Plan

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

Sacred Oaks Venue

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

reenactment at

the Cattle Ranch

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

Sacred Oaks Venue

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

reenactment at

the Cattle Ranch

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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Comprehensive Program Plan

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

reenactment at

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

reenactment at

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

Elizabeth Peterson

Comprehensive Program Plan

The Wedding of Sheri Wilson and Jonathan Hope

Agency Mission and Programming Strategy

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

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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Elizabeth Peterson

Comprehensive Program Plan

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.

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Elizabeth Peterson

Comprehensive Program Plan

• 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.

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Inclusion Plan

Elizabeth Peterson

Comprehensive Program 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

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Elizabeth Peterson

Comprehensive Program Plan

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

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Promotion

Elizabeth Peterson

Comprehensive Program Plan

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.

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Budget

Elizabeth Peterson

Comprehensive Program Plan

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Registration

Elizabeth Peterson

Comprehensive Program Plan

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.

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Elizabeth Peterson

Comprehensive Program Plan

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

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Management Plan

Elizabeth Peterson

Comprehensive Program 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 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

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Elizabeth Peterson

Comprehensive Program Plan

December 30, 2017

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

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Elizabeth Peterson

Comprehensive Program Plan

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.

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Elizabeth Peterson

Comprehensive Program Plan

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.

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Set up

Elizabeth Peterson

Comprehensive Program Plan

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


Elizabeth Peterson

Comprehensive Program Plan

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.

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Elizabeth Peterson

Comprehensive Program Plan

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

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Elizabeth Peterson

Comprehensive Program Plan

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

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Elizabeth Peterson

Comprehensive Program Plan

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,

Elizabeth Peterson

Rosewater Ranch Owner and CEO

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Survey

Elizabeth Peterson

Comprehensive Program Plan

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

Elizabeth Peterson

Comprehensive Program Plan

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!

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Elizabeth Peterson

Comprehensive Program Plan

Exhibit A

Reference Maps

Houston to Rosewater Ranch

San Antonio to Rosewater Ranch

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Elizabeth Peterson

Comprehensive Program Plan

“Exhibit A”

Continued

Austin to Rosewater Ranch

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Elizabeth Peterson

Comprehensive Program Plan

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.

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