The Flavor of SLO is a non-profit food and wine tasting event benefitting The United Way and Alpha Pregnancy Counseling. This event was created as a Senior Project with the purpose of stimulating interest in local restaurants and wineries of San Luis Obispo County with an enjoyable and affordable experience for all residents of San Luis Obispo.

The FlavorOf SLO

Primary Business Challenge

•Get restaurants and wineries to participate in event•Differentiate The Flavor of SLO from other tasting events•Successfully promote the event and sell tickets!

Specific Objectives

•Get at least 15 Restaurants and 10 wineries or breweries to participate in event•Have customer base of 500-1500 people•Stimulate business for participants through this non-profit marketing event•Turn a profit for our non-profit organizations

Survey Data: Population

San Luis Population: 43,000 (29,973 potential)

15-29: 16,234 = approx 54% of population30-39: 4,265 = approx 14% of population40-49: 3,990 = approx 13% of population50-59: 2,276 = approx 8% of population60+: 3,172 = approx 10% of population

Actual population data very accurately mirrors survey data sample of 157 residents

US Censushttp://factfinder.census.gov/servlet/QTTable?_bm=y&-geo_id=86000US93405&-qr_name=DEC_2000_SF1_U_QTP1&-ds_name=DEC_2000_SF1_U

Survey Data: Event InterestMajority prefer an event that offers selection from restaurants and wineries

Almost half of the respondents are 80% sure they’ll attend.

Survey Data: Vendors ExpectedRestaurants Wineries

Breweries At this event the majority of people expect to have:• 10-30 restaurants •5-20 wineries•5-10 breweries

Competition Analysis•Wine Maker’s Dinner •Roll out the Barrels Wine Festival •Paso Wine Festival•Wine Tasting and Gourmet Good•SLO Wine and Grill•Partnership for Children

Although there is a lot of competition during this time of the year, these events cost between $80-$100. This is much more expensive than The Flavor of SLO and higher than my target market is willing to pay.

Target market is willing to pay between $10-$30

4 P’s: Product•A family-friendly festival that provides something for all ages! •Affordable opportunity to taste the best food and drink in San Luis Obispo County•Social and fun atmosphere with music, children’s entertainment, food, and drink•Food and wine tasting festival at a lower cost than competition

4 P’s: Price•3 ticket prices•$15 Simple Sampler•$22 Eat Your Heart Out•$22 Drink Up•$28 Full Flavor•$65 Family Pack

•Purchasing at the event is an extra $5•These prices are less than half the cost of competition.

4 P’s: PlaceMitchell Park

•Large location can accommodate several activities at once.•Easy and convenient to get to although parking may be a problem.•Will not likely create awareness or last minute ticket sales.•Will not bring in extra business for downtown shops

4 P’s: Promotion•Sponsorships: radio, newspaper, Winery Advisor online•Posters at grocery store and Chamber of Commerce •Online newsletters with non-profit organizations •Email Blast and direct mailers•Online social networking•Facebook•University club cotacts•Tribune online•Linkedin•Twitter

•Announcements to clubs on campus•PR articles in Tribune and Mustang Daily•Fliers: downtown, Cal Poly, participating vendors

Sample Print Materials

•Ticket•Customer Pamphlets•Fliers•Vendor Informational document

Ticket Sample

Back of PamphletFront of Pamphlet

Generous community sponsors of this event include: ABCO Print and Design, Radio Station, California Wienry Advisor, etc

May 31st 2009Mitchell Park

12-4pm

Customer Pamphlet (inside)

This will help customers find where different booths are located and what they will be serving there.

Mitchell Map (back of pamphlet)

Email Blast

Sales Forecast: PessimisticAverage ticket cost= $15

Target Market: 40% of population is aged 21-35(40%* 29,973 )= approx 12,000(25% interest in event – survey estimates higher interest)=12,000(.15) = 1,800(Assume 20% awareness)=1,800(.20)=360 customers(360 customers*$15)

Expected revenue = $5,400

Sales Forecast: Most LikelyAverage ticket cost=(15+22+28+20+27+33)/6= $24

Target Market: 40% of population is aged 21-35(40%* 29,973 )= approx 12,000(40% interest in event – survey estimates higher interest)=12,000(.40) = 4,800(Assume 30% awareness)=5,520(.30)=1,440 customers(1,440 customers*$24)

Expected revenue = $34,560

Sales Forecast: OptimisticAverage ticket cost=(15+22+28+20+27+33)/6= $24

Target Market: 40% of population is aged 21-35(40%* 29,973 )= approx 12,000(46% interest in event according to sample)=12,000(.46) = 5,520(Assume 45% awareness)=5,520(.45)=2,484 customers(2,484 customers*$24)

Average revenue = $59,616

Costs Associated With Event•Permit and insurance $528•ABC License $25•Printing

•2500 Tickets Donated•Brochure map/pamphlet (2000) $270•Post card Fliers $20•Posters (5) $100

•Portable Restrooms $130•Security Guards (2) $100•Mailed notice to nearby residents $100•Fencing (200 feet) $500•Costs with participants

•Ice for wine and beer $100

•Wine glasses Sponsorship•10x10 Tents? donation

Expected ProfitsPessimistic:

Sales total $5,400High Estimated Costs $5,000Revenue $600

Most Likely:Sales Total $40,320High Estimated Costs $5,000Revenue $35,320

Optimistic:Sales Total $59,616High Estimated Costs $5,000Revenue $54,616

Conclusion•Getting restaurants and wineries for the event is the determining factor to its success in this short period of time.•Average expected revenues greatly outnumber the costs. •This could be a great opportunity to continue with in following years.