405project

Santa Margarita Events

Strategic Management Plan

RPTA 405Dr. Bill HendricksDecember 2015

Prepared by:

MacKenzie Brooks, Jayme Bermudez, Sierra Gruss, Tyler Leone, Jessica Morosoli

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Table of Contents

Executive Summary 3Who We Are 4Organizational Chart 5Opportunities 6Critical Issues 6Mission 8Vision 8Core Values 8Purpose 8Questions to Guide Discussions and Responses 9PEST Analysis 12 Political Environment 12 Economic Environment 14 Social Environment 15 Technological Environment 17SWOT Analysis 18 Strengths 20 Weaknesses 21 Opportunities 22 Threats 23 Priorities 25 Goals and Objectives 28Implementation Plan 31Appendices 33 Appendix A: GANTT Chart 34 Appendix B: Interviews 35 Appendix C: Agenda and Meeting Minutes 41 Appendix D: References 47

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Executive Summary

The Santa Margarita Ranch is one of the oldest operating cattle ranches in California. The 14,000 acre

ranch is located in Santa Margarita California and hosts a wide range of ongoing public and private events such as

weddings, fundraisers and festivals. Santa Margarita’s mission is to conduct safe, fun and memorable events that

showcase and help preserve the historic character of the property. The following report details information related

to the development of the head quarters at Santa Margarita Ranch, including a PEST and SWOT analysis as well as

our goals and objectives, which tie into the overall vision of the organization.

One of the greatest strengths for Santa Margarita is the venue, with the amount of room for expansion it

has. The Ranch has a venue unlike any other in the area making it an ideal location for special events. This creates

the opportunity for unique and innovative events to be held at the Ranch. Apart from its competitors, the ranch

wants to experiment with new ideas on the vast amounts of acres it has to offer. Overall, the venue size of the

ranch is the greatest strength they have over the competition.

An external weakness that Santa Margarita Ranch faces is the location of the venue. Santa Margarita is a

small town with not many businesses around. Also, there is only one road to get in and out of the town, which

could cause traffic build ups.

Santa Margarita Ranch Events greatest opportunity is sponsoring events. The ranch possesses many

qualities that it can offer to the community, and by offering its services they can build relations and improve their

image.

Santa Margarita is a small town with a low population that does not have many hospitality resources nearby,

which is the main threat. This may cause the Ranch to be overlooked by consumers and third party companies.

Additionally, because of competitors various resources, they have more to offer to guests. Santa Margarita Ranch

Events will need to focus its efforts into marketing the venue heavily and focusing on the strengths of having an

event in a small town.

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Who We Are

Santa Margarita Ranch was established in the late 1700’s and is one of the oldest continuously operated

cattle Ranches in California. With history dating back to the Mission era, the Ranch aims to preserve the Ranch’s

unique history while celebrating and showcasing the space. At 14,000 acres, the Ranch hosts a wide range of

ongoing public and private events such as weddings, celebrations of life, family reunions, company parties and

picnics, fundraisers, and festivals. The Ranch has had the opportunity to work with reputable, influential brands

such as Sunset Magazine, ABC, The History Channel, The Travel Channel, and Kawasaki. One of the Ranch’s

larger events is Savor The Central Coast presented by Sunset Magazine. The Ranch also hosts an annual Jack’s

Helping Hand fundraiser, From the Barrel, and “Best of the West” antique equipment show (D. Cavalletto, personal

communication, October 30, 2015). Santa Margarit Ranch event goers have the opportunity to experience the

Ranch’s rich history, majestic scenery, and impeccable service at the numerous special events.

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Organizational Chart

Santa Margarita Ranch is a venue that hosts numerous events. Santa Margarita Ranch and it’s staff does

not coordinate or plan the specific events that their venue hosts. Instead, events are planned and organized by the

individual company or people wishing to hold an event. Therefore, this organizational chart does not show these

third party positions.

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Opportunites

With so much space at the Ranch’s disposal, there is huge room for growth for both the town of Santa

Margarita and the Ranch itself. Bringing in mass amounts of people leads to growth in the local economy, heads

in the beds of hotels, and ultimately a better Santa Margarita. The mass variety in types of land that is available in

different parts of the Ranch provides opportunities to have all different kinds of events that are not limited to one

location on the Ranch.

The event industry is anything but static, and the constant dynamic nature is currently pushing toward

events with eco-friendly measures and sustainability (BizBash, 2015). Santa Margarita Ranch has the potential to be

environmentally friendly by purchasing green event materials, enforcing waste reduction strategies, and researching

best practices of green events. According to BizBash, another major trend with events is designing completely

immersive events that engage the attendees five senses throughout the whole event (BizBash, 2015). The Event

Coordinators of Santa Margarita Ranch have the opportunity to focus on the ultimate consumer experience while

planning events create the best possible event.

Critical Issues

One of the biggest issues that the Ranch is constantly dealing with is the backlash from the soundinging

member of the town. With so much space, there is a lot that can be done moving into the future, however the

Ranch must make sure all events can be handled by the town of Santa Margarita. Bringing in massive amounts of

people to such a small town has major impacts on the area such as trash, traffic, noise, pollution and even crime.

Many of the residents may have moved to Santa Margarita to escape such things and may not be too happy with

these events bringing them back. One of the biggest issues that the people of the town have a problem with is

the traffic. One consideration to make events run more smoothly and make the people of the town a little happier

would be building a new entrance to the Ranch from the freeway that redirects traffic around the town.

Another issue could potentially be keeping up with the technology trends in special events. Most of

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the Santa Margarita Ranch’s special events would take place in the outdoors, which is generally an attraction for

individuals seeking a venue. However, outdoor events may not have all the resources necessary to accommodate for

implementing technology into the activities of an event. Keeping up with the current trends is an important aspect

of hosting special events and it is important to find solutions to these critical issues.

Gantt ChartSee Appendix A.

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Mission To conduct safe, fun, memorable events that showcase and help preserve the historic character of the

property.

Vision To develop an event model that shares the Ranch with our guests in a safe, sustainable way, while

maintaining a positive and authentic brand image. We strive to do this with unique experiences in a setting with

character while providing excellent customer service. We want to extend “Early California Rancho Hospitality.” (D.

Cavalletto, personal communication, October 30, 2015).

Core Values

Values By application of principles such as communication, integrity and diligence we can provide exemplary

service and value for our customers.

Purpose The primary purpose of events at the Ranch is to be financially viable without compromising the character

of the property.

History

Relationships

LoyaltySustainability

Quality of Service

Experiences

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Questions to Guide Discussion & Responses:

Why do we exist:

The Ranch exists as a piece of early California history, dating back to the Mission era. The goal as an

operational business is to preserve that unique history with a financially viable business entity. Celebrate and

showcase the space as a way to preserve it.

What is unique about us?

• We have a very unique, historic space that is conveniently located and well appointed to host a variety of special

events.

• We are privately owned (with no on-site liquor license) which affords us a flexibility that many venues do not

enjoy.

• We have an innovative and involved property owner that encourages and invites a variety of events.

• We are able to host events of up to 3,000 people without any additional conditional use permits.

• We’ve had the opportunity to work with reputable, influential brands as part of our portfolio: Sunset

Magazine, ABC, The History Channel, The Travel Channel, Kawasaki, etc.

What are your challenges and opportunities?

Challenges:

• Proximity to town makes noise and traffic a nuisance for neighbors.

• Preserving the history of the space (without doing damage).

• Finding and training qualified staff.

• Developing innovative and profitable events or other uses of the space that are compatible with our brand image.

• Maximizing all components of the space (airstrip, train, cattle grazing land, etc.) in ways that don’t conflict with

each other.

• Finding a way to capitalize on “smaller” opportunities (corporate events, birthday parties, etc.) when most of our

dates are booked with all-day weddings.

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Opportunities:

• Lots of land to utilize in in unique ways.

• An innovative and flexible property owner that embraces new ideas.

• One-of-a-kind offerings: train, paved private airstrip, zipline on the property, etc. that aren’t available at other

venues.

• The Ranch does not carry a liquor license, so event goers are welcome to bring their own alcohol.

What is your unique role in your community (or market)?

• Our unique role in the community is that we have a very historic and one-of-a kind space including a stone walled

barn, garden, abundant parking, and close proximity to 101. We also are one of the very few privately owned

mission-era facilities. Additionally, we have the space and ability to host very large (3,000 people or more!) events.

What value do you add to your community (or market)?

• Bringing large events to the area brings tourist dollars to the small town of Santa Margarita and SLO County. The

weddings bring guests who stay in hotels, eat in restaurants, purchase fuel, etc. Weddings also bring guests who

“discover” San Luis Obispo and will hopefully return again.

• The quantity of weddings we host brings business to the local wedding industry (caterers, Djs, florists,

coordinators, transportation, equipment rental, etc.). The size of the space and unique terrain have an appeal

that brings events and activities to the Central Coast. Preserving the beautiful land in Santa Margarita Ranch with

maintenance and regulations keeps the area beautiful and environmentally friendly.

What are your goals?

• Our goals are to preserve and share Santa Margarita Ranch. We believe that holding events on Santa Margarita

Ranch can boost the economy and give the public an incredible location for hosting special occasions.

Goals:

• To conduct safe, fun and memorable events.

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• To increase revenue in ways compatible with our brand and our community.

• To preserve and restore the historic structures and character of the property.

• To gain recognition as a venue for weddings, public events, filming projects, etc. throughout the state and country.

• To develop signature events that have a positive reputation, have a charitable component and are profitable.

• To expand our infrastructure in unique and useful ways.

What do you hope to accomplish in the future?

• For the future, we want to expand the different types of special events we host of the community. We also want to

expand on and accomplish all of our previously stated goals.

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PEST Analysis

A PEST Analysis was conducted for Santa Margarita Ranch Events to provide detailed information on the

current political, economical, social, and technological environments of San Luis Obispo County. The political

environment analysis overviews the permits and regulations needed in order to be compliant with California law.

The economic environment analysis highlights the growth, jobs and trends of special events on the Central Coast.

The social environment analysis outlines the demographic trends, population statistics and travel and tourism trends.

The technological environment analysis examines the current use of technology in society and the trends with social

media that will assist Santa Margarita Ranch in its strategic planning.

The Political Environment

A main concern of Santa Margarita Ranch are the required permits, regulations, and provisions that are

necessary for events to be held in San Luis Obispo County. In addition, the Ranch will need to acquire a variety of

licenses and approvals from local, state, and federal officials. The Ranch plans on abiding by the San Luis Obispo

Code of Conduct, which highlights proper conduct for employees’ personal and professional relations for both

inside and outside the workplace. The code also includes regulations, policies, and municipal codes for appropriate

employee behavior and responsibilities (SLO County, 2015). The Ranch also plans on holding itself to the highest

standard in order to be successful in order to have a positive impact on the Santa Margarita community and events

industry.

To ensure the compliance with the San Luis Obispo county regulations, the Ranch must first apply for

a Special Event Permit Application (SLO County, 2015). County ordinances require a Special Event Permit

Application to be submitted at least three months prior to an event. The county will review the application within

two weeks, and all completed submittals must then be submitted back to the county at least six weeks prior to the

event. The application consists of event information, an event location and route map, and a traffic control plan. In

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order to receive permit approval, the Ranch must pay an application fee, sign a checking and inspection agreement,

submit a traffic control plan, enter into agreement with the CHP, provide proof of insurance, create a participant

waiver, have a damage bond, and provide public outreach through letters to residents and business, pre-event

signage, and press releases. In order to ensure a successful application, the Ranch will need to be diligent in their

application, paying close attention to detail and permit requirements.

If the Ranch plans on holding an event with more than 3,000 attendees, a separate application is required

to secure the necessary permits. In this case, the Ranch must obtain a Temporary Commercial Outdoor

Entertainment License (TCOEL) from the county (SLO County).

Since wine and beer will be served at Santa Margarita Ranch Events, the Ranch will also need to obtain a

liquor license. In California, liquor licensing is handled by the California Department of Alcoholic Beverage Control

(Department of Alcoholic Beverage Control, 2015). Once completed, the application is filed at the district office,

local officials are notified, an investigation is conducted, the applicant posts the Public Notice of Application for

thirty days, the division office reviews it, a final review is conducted, and the license is then issued. This process

takes 55-65 days, so it is imperative that the Ranch plans accordingly as to not delay any expected timelines.

The Ranch must also consider liability with events hosted. Special event general liability insurance must be

purchased prior to all events. This insurance policy will provide coverage for third-party bodily injury and property

damage that may arise out of an event (Special Event Insurance). Policies begin at $1 million, with additional

coverage available for purchase.

An environmental concern of the Ranch is water usage. Since California is facing a large drought, water

usage is a sensitive subject. Santa Margarita Ranch has an abundance of water due to their reservoirs and rich wells,

however the rest of the state is in a shortage. Due to this, the Ranch will have enough water to fund events, but

will need to be sensitive to the rest of the community (D. Cavalletto, personal communication, October 12, 2015).

Additionally, today’s events have placed a vast importance on green meetings. Event planners should aim to plan a

special event with minimal or zero waste (E. Obukowicz, personal communication, November 19, 2015).

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The Economic Environment

In order to determine the economic factors impacting the Santa Margarita Ranch, the local economy

and current trends on the Central Coast must be examined. Many residents of the Central Coast and tourists are

attracted to Santa Margarita Ranch for its beautiful landscape and sense of solitude.

The growth of the special event industry on the Central Coast provides a strong sense of community,

cultural identity, and pride. Large events like Savor the Central Coast and BeerFest bring thousands of tourists into

the area. Savor the Central Coast attracts nearly 12,000 attendees each year and has a growth rate of 11% (Savor,

2015). The California Festival of Beers, also known as Beer Fest, brings in over 4,000 attendees, mainly from the

residents on the Central Coast (California Festival of Beers, 2015) . This festival sells out every year with numbers

of attendees expanding and breweries that want to be involved. These festivals bring in thousands of tourists, which

overall assists the economic impact on the Central Coast.

The expansion of special events at the Santa Margarita Ranch will provide more jobs for the local residents.

Overall, the employment countywide jumped an average 3.1 percent from 2013 to 2014 and adding 2,000 jobs

(Central Coast Economy, 2015). Since 2010, the county has added nearly 17,000 jobs, outpacing other Central Coast

counties and putting the county “right at the top of the pack with Silicon Valley in terms of growth (Lambert,

2015).

A significant portion of jobs added to the county is from the expansion of the hospitality and tourism

industry, along with the growing events on the Central Coast. In 2015, the average daily rate for hotel stays across

the county increased, to as much as $171.63 in Pismo Beach, with the risin occupancy rate for hotels in Paso Robles

and San Luis Obispo rose (Lambert, 2015).

According to the Central Coast Economic Forecast, “from September 2011 to September 2012, the Leisure

and Hospitality sector added 1,100 jobs on a seasonally adjusted basis, a 7.3% increase and one third of nonfarm

job growth” (Central Coast Economic Forecast, 2012).

The IBIS World Business Environmental reports, from 2012-2015 the overall U.S. compound growth

was 1.3%. From 2015-2020 the compound growth is expected to be 2.5% (IBIS World, 2015). Displayed below

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is the U.S. Bureau of Economic Analysis of the disposable income on the Central Coast. This chart shows that

the disposable income from 2011-2012 starts to increase rapidly starting in December (Central Coast Economic

Forecast, 2012).

After after a few years of global economic crisis in the event industry, event professionals are working to

follow new trends. Event planners are looking to focus on the importance of sustainability and minimal footprint.

There is a rise for more experiential, hands on learning environments that are assisting in improving the economic

factors in special events (Clark, 2015). Renoda Campbell suggests there is room for economic growth on the Central

Coast. The issue being the needing for more “indoor” locations (e.g. luxury hotels or conference centers) to help

grow the interest nationwide. Right now, we are stifled to maintain our event size to approx. 300 or less. Building

larger indoor venues will provide an increase in job opportunities for the event, hospitality and leisure industries (R.

Campbell, personal communication, November 21, 2015).

The Social Environment

Santa Margarita’s unique social makeup directly affects Santa Margarita Ranch operations and its interactions

with the local community. Santa Margarita is located in San Luis Obispo County and became an established town

in 1889 (Visit Santa Margarita). It is a quiet village with artisan people and close knit families that enjoy the best of

what California’s Central Coast offers. Warm spring and summer days are cooled by coastal evening breezes, which

makes Santa Margarita a place to truly enjoy California’s outdoor life.

According to the 2010 United States Census Bureau, the population of Santa Margarita is 1,259. This is less

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than 1% of San Luis Obispo County’s population. With such a low population, Santa Margarita Ranch must take

this into consideration when thinking about hosting special events. The Ranch cannot rely solely on the existing

population to fill their events.

The racial makeup of Santa Margarita in 2010 was 1,077 (85.5%) White, 8 (0.6%) African American, 28

(2.2%) Native American, 34 (2.7%) Asian, 0 (0.0%) Pacific Islander, 42 (3.3%) from other races and 70 (5.6%) from

two or more races. Hispanic or Latino of any race were 206 persons (16.4%). The 2010 Census also reported that

the entire population lives in households (507). Of these 507 households, it important to note that 151 (29.8%)

have children under the age of 18 living in them and 124 (24.5%) were made up of individuals and 306 (60.4%)

were made up of couples. Considering these two factors, it is important that when tailoring to the residents, Santa

Margarita Ranch attracts both households with children and households without, and provides a variety of events

that caters to all races.

Since Santa Margarita Ranch is located in a town with such a small population, the Ranch must attract

patrons from the rest of San Luis Obispo County. According to the United States Census Bureau, the population

of San Luis Obispo was 269,637 in 2010. With such a large population nearby, it is important for Santa Margarita

Ranch to exploit this opportunity. Therefore, it is important to look at the social demographics of San Luis Obispo

County as well.

San Luis Obispo County comprises the majority of event attendees for Santa Margarita Ranch’s events.

The racial makeup of San Luis Obispo in 2011 was 224,800 (83.9%) White, 5,882 (2.2%) African American, 2,625

(1.0%) Native American, 8,693 (3.2%) Asian, 280 (0.1%) Pacific Islander, 16,666 (6.2%) from other races and 8,925

(3.3%) from two or more races. Hispanic or Latino of any race were 54,537 persons (20.4%). The average per capita

income was $30,204. The median household income was $58,630 and the median family income was $74,841.

Looking at these social demographics, it is important that Santa Margarita Ranch events focus on attracting all

demographics and aim to provide reasonable prices for events as the median income is not substantially high.

Additionally, the San Luis Obispo County attracts a lot of tourism as it has a lot to offer. The Central Coast

is region where guests can enjoy the beach, vineyards, the cultural community and much more. There are hundreds

of activities that include anything from golfing, fishing, swimming, biking, kayaking, hiking and surfing. There is

always something exciting going on in San Luis Obispo County such as plays, concerts, fairs, festivals, sporting

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events, holiday celebrations, special museum exhibitions and more. Along with the crown jewel of the Central

Coast, Hearst Castle, to see world class art and antiques (Visit San Luis, 2015). All of the aforementioned attractions

entice tourists to visit San Luis Obispo County and can create a direct economic impact on the community. Santa

Margarita Ranch can capitalize on attracting tourists to their Ranch as well.

The Technological Environment In today’s world, technology is becoming increasingly important to the modern society. The Generation X

has grown up with technology integrated in their everyday lives, and today people of all ages depend on technology

for business, school, leisure, and general life purposes. The older population is also becoming more dependent on

the benefits technology has to offer. With the rising popularity of technology, it is important for the company to

stay on top of the trends and utilize technology in several aspects of the event sector.

Santa Margarita Ranch must understand how to best reach their target audience. Research has shown that

nearly two-thirds of Americans own a smartphone (Smith, 2015). Nineteen percent of these people rely on their

phone for their online services and the ability to stay connected to the people around them. When conducting

business with clients and the public, Santa Margarita Ranch must take these facts into consideration and consider

the most convenient and efficient way to employ marketing, promotions, analytics, and social networking. It is

Santa Margarita’s goal that their business plan is as accommodating as possible to all parties involved. In this case

it would be of importance for them to create applications that are accessible to all smartphone owners and utilize

communication channels that are available to this population.

One way technology can be implemented in the events at Santa Margarita Ranch is through the marketing

of the venue. A study analyzed the use of the top five social media platforms: Facebook, Pinterest, Instagram,

LinkedIn, and Twitter (Duggan, 2015). Research found that Facebook and Instagram users check their respective

social media sites the most frequently, with 70% of Facebook users checking on a daily basis and 59% of Instagram

users doing the same. Also, 72% of adult Internet users use Facebook, which is a total of 62% of the entire adult

population. This statistic has remained the same for over a year, which shows that Facebook usage is not decreasing.

In fact, the inventor of Facebook Mark Zuckerberg’s recent plans to reinvigorate Facebook have the public excited

for the future of Facebook (McCracken, 2015). This information gives event coordinators a good idea about

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which social media tools to use and how often to post about events depending on their target audience. Utilizing

Facebook and Instagram to promote special events at Santa Margarita Ranch will be effective tools for reaching

the general public, allowing easy mass communication and marketing. According to Search Engine Journal’s 71%

of online users also use their mobile devices for social media, which shows that almost 3 out of 4 Internet users

are connected to their mobile phones with their social media accounts (Jones, 2013). Many people are constantly

connected to their phone, so these statistics show that using social media as a communication channel will likely be

an effective channel to reach the target audience whether it be via mobile device or computer.

It is important to implement cutting edge technology within the event to add convenience for event

attendees and remain on top of the current trends. Technology companies have been changing the landscape of

events with their creation of digital technology to aid the implementation of events. Connect&Go is one example

of a technology company that has created a new way to apply access control, social media, brand activations and

cashless payments (Connect&Go, 2015). The innovative designs that companies like Connect&Go have created

for events are currently a luxury for the event world, but the future is moving toward these current technological

advancements being a necessity for all events. Inviter.com and wideo.co are popular websites for incorporating

video into an invitation or save the date. PhotoTap.com brings back the idea of old-school event photographers,

but with a technological twist. To help eliminate photo booth lines and congestion, guests are given N.F.C.-enabled

wristbands or lanyards, which the company’s roaming photographer scans after capturing a shot. The photos

are then instantaneously delivered to the guests’ Facebook, Twitter, and email accounts (R. Campbell, personal

communication, November 21, 2015).

Technology is an integral part of today’s society, as well as in the event industry. As an event planner it

is extremely important to be tech savvy and to be able to figure out whatever technology needs an event may

need. Technology can be used in the planning phase, on site, and in analytical reporting (E. Obukowicz, personal

communication, November 19, 2015).

SWOT Analysis Below is an in depth look at the strengths, weaknesses, opportunities, and threats for the current special

events department of the Santa Margarita Ranch. The vast Santa Margarita Ranch has several internal strengths

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that open up numerous of external opportunities, but like any company these positive aspects come with a handful

of weaknesses and threats. It was found that the biggest internal strength was the beautifully unique venue that

has a huge amount of space for various events. On the other hand a significant internal weakness is the location.

While the venue offers several opportunities, the location is not the most ideal for the central coast. Many of the

competitors can offer events with an oceanfront view and lodging.

Creating partnerships and sponsorships has often lead to successful events in the past. The Ranch should

continue to grow relationships and continue to look for opportunities for new partners. Santa Margarita Ranches

biggest external threat is the surrounding community. Both large and small scale events affect the community with

traffic, noise, and trash. In order to keep hosting successful events Santa Margarita Ranch must mitigate the affects

their events have on the community. One way to increase community support for special events is to include the

community in the public events hosted at Santa Margarita Ranch. Including the residents in the planning process

and the implementation will give the community a chance to have their voice be heard and be more excited about

the upcoming events. Also the residents that choose to participate in the event process will see firsthand the efforts

the special event coordinators are making to decrease traffic, noise, and trash.

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StrengthsVenue:

The venue attracts potential third party companies to hold special events at Santa Margarita Ranch due to the

beautiful open land and stunning natural elements.

Amount of available space:

The Ranch’s 14,000 acres offers an abundance of opportunities for potential clients looking to hold events on the

land. There has been enough space to accommodate the needs of all special events that have been desired by clients

historically.

Amount of activities available:

Santa Margarita Ranch has various activities for the event sector to take advantage of including but not limited to:

the zipline, train, winery, airstrip, rich historical features like the mission, barn, and Ranch house.

Rich history:

Santa Margarita Ranch was established in 1774 and over the years has established a rich history. As one of the

oldest, continuously operated cattle Ranches in California, the Ranch has held true to the traditions and has several

landmarks for the public to appreciate, like the Wells Fargo Building.

Room for expansion:

The current special event sector of Santa Margarita Ranch is thriving, but there is much room for expansion. With

14,000 acres the venue is capable of building more infrastructure to host larger indoor events and create facilities

that elevate the brand of Santa Margarita Ranch. The venue is large enough to host multiple special events at once

without disrupting each other. Also there is opportunity for the ranch to create an independent special events

company that hosts signature events that represent Santa Margarita Ranch and the rich culture and history.

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Innovative and entrepreneurial ownership:

As mentioned before, the Ranch consists of 14,000 acres, most of which is undeveloped and in an alluring, secluded

location to build on. With this amount of free land there are endless opportunities for growth and expansion to

special events of all kinds. With the visionary of Rob Rossi and the financial support of other ownership, there is a

large opportunity for innovative creativity and pioneering ideas to transform to reality. The plans that Mr. Rossi has

for the Ranch will open up a whole new world of possibilities for events all over the property.

WeaknessesLack of indoor ability:

Most all of the space designated for special events are outdoors, so Santa Margarita Ranch may not be able to

accommodate events that require indoor resources. The barn is capable of hosting events, but it can only hold a

maximum of 300 people. Special events with many technological features may turn to a venue with a larger indoor

space.

Location:

The remote location can be a drawback for hosting special events at Santa Margarita Ranch. It is out of the way for

most people and is not very accessible. There are little to no opportunities for transportation other than driving.

Lack of Lodging:

Absence of accommodations is a drawback because many people prefer to have events at locations where they can

stay over night. There are no hotels in Santa Margarita, so the attendees would have to travel at least 10 miles to find

accommodations.

Traffic:

Traffic could potentially be a problem with hosting large special events at this location. There is only one main road

to and from the venue and if many people are coming and leaving the event at the same time it could definitely get

backed up and be an issue getting to and from the event. The special events coordinator has explored options for

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putting in traffic stops throughout Santa Margarita, but that would be a long, expensive process and would likely

upset the community. Creating a new entrance from the freeway directly the the Ranch may be a logical solution, but

regardless of this there will still be more cars in Santa Margarita.

Permits / Alcohol License:

Santa Margarita Ranch does not currently have a liquor license. This limits both the potential income at events, as

well as the amount of customers reached.

Lack of social media usage:

While Santa Margarita Ranch does have a facebook page, they could do a much better job of utilizing it for events.

Their page only has 1,300 likes, and they do not have an instagram. Technology is sweeping the event industry and

becoming not only a key component in marketing, but also reviews and reputations.

Opportunities

Create more partnerships:

Creating more and stronger partnerships with other organizations is an opportunity. For example, partnering with

the Cal Poly Recreation, Parks, and Tourism Administration could benefit the school with a venue, internship

opportunities, and incorporating learn by doing, while Santa Margarita Ranch is provided with young driven

students looking for experience in their field. Hosting events for low prices or even for free for a client would give

Santa Margarita Ranch much exposure to the community. There are so many ways partners can benefit the Ranch

and expand the current services offered. While their current partnerships include Margarita Adventures, Ancient

Peaks Winery, and Apple Farm they could continue to cut the cost and improve the efficiency of their events

by expanding their partnerships. Examples of mutually-beneficial partnerships include Danae Grace Events for

wedding packages and a consistent partnership with a company such as Central Coast Security Services to ensure

all of our bigger events are safe. These partnerships would increase the company’s exposure through marketing

opportunities and provide them with first priority to the Ranches venue.

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Sponsor events:

Sponsoring events is another option for Santa Margarita Ranch to grow. The legacy of the Ranch depends on

having a positive impact in the community and it is a main goal to help other San Luis Obispo organizations. With

an emphasis on helping nonprofits fundraise, Santa Margarita Ranch can continue to donate its venue to Jack’s

Helping Hand and should focus on creating a new event utilizing the Cal Poly Recreation, Parks, and Tourism

Administration partnership that donates 20% of the events revenue to the Future Mustang Fund.

Increase sustainability:

Sustainability is a concern for special events. It is important to follow trends and practice sustainability in all special

events. This includes increasing amount of trash cans and recycle bins and preserving parts of the land for wildlife.

Going green should be a primary focus of hosting events at the Ranch. Thoroughly written and well defined

expectations of waste disposal, water usage, and overall sustainability measures should be incorporated in every

contract while planning events with third party clients.

Attract tourists:

There is an opportunity to attract tourists to each special event. San Luis Obispo is a popular tourist destination, so

during the planning process energy can be focused on getting Santa Margarita Ranch on the map and bringing in

tourists for events. The location is very central in California and San Luis Obispo is a great vacation destination.

Increase disposable spending:

With a 1.3% compound increase in disposable income across the US from 2010-2015, there are more people with

money to spend on events. Focus needs to be on marketing to this population.

Central Coast’s growing wine industry:

With San Luis Obispo county being the third largest wine producer in California, it is important to market future

events to these potential new customers. Mr. Rossi also has a vision of opening 9 wineries which will add a

significant amount of events.

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ThreatsUnhappy surrounding community:

The surrounding community has to put up with a number of annoyances when Santa Margarita Ranch hosts an

event. Each event comes with the side effects of trash, traffic and noise which are all factors that can turn the

community against offering these events. events on the Ranch. Also, many residents are drawn to Santa Margarita

because it is secluded and has a small town feel, so many of these people do not support the masses of people

entering their hometown so frequently (D. Cavalletto, personal communication, October 12, 2015). It is important

to keep these people happy to continue the legacy of Santa Margarita Ranch in the long run.

Competition’s creative use of technology:

San Luis Obispo County is known for having great event venues and hosting many special events. Having so many

well-known event venues in the area could be a threat to Santa Margarita Ranch because clients may choose to take

their event elsewhere within the county. Each venue has its own set of strengths and weaknesses, so it is important

to emphasize the benefits of having events at the Ranch and not at other locations.

Lack of social diversity in the surrounding community:

The city of Santa Margarita, along with San Luis Obispo County, lack social diversity poses a potential threat to

our events. The racial makeup of San Luis Obispo county is more than 83% white. This lack of diversity may be

dangerous when planning and hosting events as it is a fine line when pleasing all racial groups. Santa Margarita

Ranch may struggle with trying to attract the majority, but making sure to not upset the minority. This weakness

may affect the likeability of the Ranch if they upset the minority.

Drought:

The drought that California is in definitely threatens the special event industry at Santa Margarita Ranch. Large

events require massive amounts of water. It is important to remain sustainable, but also functional.

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Lack of third party resources on central coast:

Third party resources on the Central Coast include; catering, event rentals, and security. In the on season for special

events many companies could run out of resources to supply the demand for events. It is important to book far in

advance third party supplies to guarantee nothing is missing from the event. Lack of resources could potentially be

a threat and make clients choose another venue closer to vendors.

Competition’s accessibility of venues and hospitality resources:

Many of the competitions events are held in hotels that have accessibility to conference and hotel rooms on site.

This could be a threat to Santa Margarita Ranch, with an event coordinator choosing a hotel because of the easy

accommodations. It is important for the Ranch to market a shuttle system that could transport outside visitors to

the venue.

SWOT Priorities

Scoring Method:

A SWOT analysis priority tool was used to highlight areas in Santa Margarita’s strengths, weaknesses,

opportunities, and threats where efforts need to be focused. Strength, weakness, and opportunity topics were rated

on two levels: “Level vs. Competitors” and “Impact on Organization”. Threat topics were rated on “Possibility of

Occurring” and “Impact on Organization.” Factors were rated on a score of 1 to 5. For the first column, a score

of one was given for similarity to competitors to five for being much stronger than competitors. For threats, a score

of one was given for a low possibility of occurring to five for a high possibility. The second column was rated one

for the factor having a low impact on the organization to five for having a high impact on the organization. The

third column “Score” was calculated by multiplying the two previous scores together to see which areas were the

strongest and which areas we need to focus.

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Strengths:

Santa Margarita Ranch Events greatest strength is the venue, followed by the amount of space and room

for expansion. With 14,000 acres, the Ranch has a venue unlike any other in the area making it an ideal location

for events. With a large amount of space currently not utilized, the Ranch has the opportunity to expand creating

events unique to the Ranch and setting itself apart from competitors. The innovative ownership team also allows

the Ranch to experiment with new ideas that competitors will not. Additionally, the Ranch’s rich history and

numerous activities are unlike others in the area, offering room for growth. SM Ranch Events should focus its

efforts into its venue and utilize the land to set themselves apart from the competition.

Weaknesses:

Santa Margarita Ranch Events greatest weakness is its location. While the Ranch is the company’s biggest

strength, it is also it’s biggest weakness. Since the Ranch is located in a low populated, remote town, it is not easily

accessible for visitors. There is little transportation available to the area and can be out of the way for many guests.

Along with this, there are no hotels currently in Santa Margarita, which can be a drawback and could dispute

customers to other locations. Lastly, with little social media presence, Santa Margarita can be overlooked by possible

guests who have little knowledge of the area and are attracted to competitors based on their marketing presence.

SM Ranch Events should focus its efforts into marketing the unique venue, and focusing on how to use the location

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to their advantage.

Opportunities:

Santa Margarita Ranch Events greatest opportunity is sponsoring events. The Ranch has so much to offer

to the community, and by offering its services they can build relations and improve their image. There is also

opportunities in creating partnerships and attracting tourists. By creating partnerships and attracting tourists, the

Ranch will be able to offer more events, getting their name out there, and overall becoming more successful and

popular with guests. SM Ranch Events should focus its efforts into marketing to other sponsors and partners,

allowing them to increase the number of events and tourists.

Threats:

Santa Margarita Ranch Events greatest threat is in the Ranch’s and other competitors accessibility of venues

hospitality resources. Since Santa Margarita is a small town, it may be unknown to many. This may cause the Ranch

to be overlooked by consumers. Additionally, because of competitors various resources, they have more to offer to

guests. SM Ranch Events will need to focus its efforts into marketing the venue heavily, focusing on the strengths

of having an event in a small town.

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Goals & Objectives

The goals and objectives listed below detail what Santa Margarita Ranch Event should plan to achieve.

Included are both short and long-term goals and objectives that reflect the mission, vision and values of Santa

Margarita Ranch. For a detailed matrix of these goals and objectives, please reference the Implementation Plan on

pages 30-31.

1. Increase brand awareness through Social Media.

a. Increase Facebook Page likes by 100% within a year.

i. Encourage guests to like the Facebook after visiting.

ii. Offer discount incentives if their event incorporates utilizing Santa Margarita

Ranch’s Facebook page.

b. Create a Instagram Page and obtain 2,000 followers within a year.

i. Encourage guests to follow Instagram page after visiting.


Ranch’s Instagram page.

c. Create a Twitter Page and obtain 3,000 followers within a year.

i. Encourage guests to follow Twitter page after visiting.


Ranch’s Twitter page.

d. Develop a unique ‘hashtag’ to be utilized for all events on all social media platforms.

i. Encourage guests to post photos and tweets using this hashtag.

ii. Inform guests that they have an opportunity to get their photo featured on the

website or social media pages if they use the hashtag.

2. Expand the headquarters to establish an all-inclusive facility.

a. Purchase equipment to be used for both third party events and own events

i. Set aside room in the budget for these expenses.

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ii. Items will need to be kept in quality condition to maintain a long life span.

b. Build an onsite kitchen for event catering.

i. Ensure the kitchen is big enough to handle large-scale cooking.

ii. Train staff to provide quality food and service.

c. Build on site restrooms.

i. Create multiple locations to decrease crowding and lines.

ii. Ensure they are large enough for our big events.

iii. Utilize new hires to serve as janitorial staff.

3. Increase Santa Margarita Ranch Events staff.

a. Hire a marketing manager.

i. Budget for a new full time position.

ii. Post a job listing on Mustang Jobs.

b. Develop an internship program.

i. Establish a hiring process that will find the best candidate.

ii. Create an organized layout of expectations and duties for interns.

iii. Maintain the program to allow for continued growth and improvement.

c. Create a partnership with Cal Poly Recreation, Parks, Tourism, Administration department.

i. Attend Cal Poly RPTA Career Fair to recruit Cal Poly interns.

ii. Work with RPTA faculty to increase on campus presence.

iii. Schedule classroom visits in order to market internship opportunities available.

4. Become less of a venue and more of an independent event company.

a. Aim to host at least 7 independent events per year.

i. Host one event that focuses on preserving and restoring the rich history of the Ranch.

ii. Create a variety of the types of special events hosted.

iii. Survey the public and conduct research to analyze what types of events are popular today to

ensure attendance at new events.

b. Utilize the new event staff hires to make these extra events possible.

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i. The event planning interns can assist in hosting and planning this increase of events.

ii. Utilize the new marketing manager to increase event awareness and publicity.

5. Develop a signature event that has a positive reputation and a charitable component.

a. Create a ‘Mustang Event’.

i. Incorporate the Cal Poly Mustang community with the featured charity .

ii. Integrate the Ford Mustang with a car show.

iii. Feature the Ranch’s historic air strip while encompassing the Mustang Fighter plane.

b. Donate 20% of proceeds to a “Future Mustang Fund” that will provide scholarships to future Cal

Poly students in low income families.

i. Obtain all permits necessary for legal action in donating funds.

ii. Ensure funds are being donated to in-need families.

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Implementation Plan

Below is an implementation plan that will guide Santa Margarita Ranch in achieving its goals and objectives.

This timeline delegates who will oversee each goal, its start date, its deadline, and its priority. Each team member

will assist with multiple goals and the objectives and tactics that are required to complete it. This plan and timeline is

fluid and dynamic, and may need to be altered due to unforeseen circumstances.

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Appendices

Appendix A: GANTT Chart

Appendix B: Interviews

Appendix C: Agenda and Meeting Minutes

Appendix D: References

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Appendix A: GANTT Chart

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Appendix B: Interviews

Interview with Emily Obukowicz, Event Coordinator at Cal Poly Conference and Event Planning, November 19, 2015

1. Are there any current trends in the event industry that have affected your job regarding

implementing technology in special events?

As an Event Planner it is extremely important to be tech savvy and be able to figure out whatever technology needs

an event may need. Technology is used in the planning phase, on site, and in analytical reporting. In Emily’s job she

has used technology to acquire leads for potential clients.

2. Are there any environmental factors that could affect the special events industry?

Today’s events have placed a vast importance on green meetings. It is the goal of event planners to plan a special

event with minimal/ zero waste. In her events she strived to recycle everything and ensure the venues she used

could accommodate those needs. For outdoor events, environmental factors could range from wildfires, smoke,

rain, or basically anything. It is important to be aware of the possible dangers and prepare for anything.

3. Is there room for economic growth in the event industry in San Luis Obispo or does the competition in

the community create challenges for special event agencies?

Emily views her competition in the special events industry as a good thing. San Luis Obispo is a small town, so

it is easier to engulf a brand into the town and become integrated into the city’s activities. However, there are not

as many opportunities for growth in this small town. Unless there are changes in the economy like increases in

businesses, tourism, or the population then there are only so many people interested in special events.

4. Are there specific laws, regulations, and policies you must follow in regards to your events?

There are too many to count! There are laws, regulations, and policies on permitting, background checks for

working with minors, food safety, fire marshall, etc. One of the biggest concerns is liability.

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5. What types of permits are needed for various special events?

Permits really depend on what land and who it will impact. There are permits for putting signs on roads, using tents,

blocking roads, food, alcohol. Consider what the event is, where it will take place, and how many people and then

look into the permits needed.

6. What are the threats and opportunities that you see in your job as a special event planner?

As an event planner for Cal Poly some threats are there may not be enough facilities to accommodate all the clients

needs. In general for all event planners, the economy is a huge threat and determines how many events can be done

and the quality of each event. Opportunities for event planners exist when the economy is doing well and include

increasing tourism as well as countless other things.

7. Do you believe that there is a large opportunity to increase tourism through events in San Luis Obispo

County?

Most definitely yes. Increasing events would lead to increased tourism and vice versa. Many opportunities in this

area.

8. How do you incorporate social (demographic, population, market) trends into planning your events?

Planning event is all about the audience and attendees. It is important to focus on the guests attending the event and

who they are and why they are there. As an event planner you must know who you want attending the event and see

if this group matches up with reality. Considering the experience you want the attendees to have is the foundation

of event planning and each event must be catered to achieving this goal.

Interview with Bobby Harwood, Activities Department Supervisor at Squaw Valley, November 20, 2015

1. Are there any current trends in the event industry that have affected your job regarding

implementing technology in special events?

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The use of social media, specifically Facebook and Instagram along with e-mailing, allows for easy mass

communication and marketing. There is a larger social reach with the increase in technology. We have the ability to

incorporate our “Squaw Valley” app into our events so that guests have a closer connection with the event.


In Tahoe, as well as California in general, we have been experiencing a lack of snowfall which is leading to a

decrease in revenue for the snow season since not as many as guests are coming. With a decrease in the sales of lift

tickets, hosting events helps our company offset these deficits. Additionally, this has led to an increase in need for us

to host events during the summer season.

3. Is there room for economic growth in the event industry or does competition in the community create

challenges for special event agencies?

I would say that there is always room for growth, especially with the season we are expecting this year. However, we

are always competing with the other ski resorts, but I believe this is a healthy competition.


There are a large amount of laws, regulations and policies that go hand in hand with hosting events. Here at Squaw

Valley, you pretty much have to sign a liability release form when you do anything. One of the biggest concerns

we have is liability and risk management. We are incredibly concerned with our guests safety, so when it comes to

hosting events here, there is a lot of paperwork required to ensure their safety as well as protecting ourselves against

lawsuits if something were to happen.


At Squaw Valley, we are owned by KSL, and therefore our permits must correspond with their regulations as well as

city regulations just to simply operate. With hosting events, these various permits are still needed.


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Hosting events at Squaw Valley, we are threatened by other nearby ski resorts that offer similar amenities. However,

one opportunity for us is the history of our resort as we hosted the Olympics in 1960 and therefore established a

name for ourselves. We rally a lot of our events around this as we believe it is sort of our foundation.

7. Do you believe that there is a large opportunity to increase tourism through events?

Definitely! Tahoe relies largely on tourism as the majority of our revenues and sales are from tourists. With a large

flow of tourism in and out of the city, we have the opportunity to capitalize on giving these tourists a memorable

experience that will leave them wanting to come back. Since we rely on tourism, it is important that we make this

connection in order to continue to survive as a business.


When planning an event, it is important that we consider our audience. At Squaw Valley, we make it a priority

to focus our attention on the expected guests and cater to their needs. In order to do so, we must anticipate the

demographic that will be attending our event (age, race, etc.). The success of our events rely on us tailoring to the

demographics at our events.

Interview with Renoda Campbell, Independent Special Event Coordinator, November 21, 2015

1. Are there any current trends in the event industry that have affected your job regarding implementing

technology in special events?

inviter.com, wideo.co -- incorporating video into an invitation or save the date

PhotoTap.com --Photo booth- Dubbed the “anti-photo booth,” brings back the idea of old-school event

photographers, but with a technological twist. To help eliminate photo booth lines and congestion, guests are

given N.F.C.-enabled wristbands or lanyards, which the company’s roaming photographer scans after capturing a

shot. The photos are then instantaneously delivered to the guests’ Facebook, Twitter, and email accounts. Also,

correspondence should be compatible for mobile phones.

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With the California drought, and wanting to keep an event “lush” there are ways a planner needs to be careful with

outside events. Environmental supplies and decor have not been brought as “up to speed” as I would hope it would.

Some things we need to think about doing are diverting waste from landfills and forgoing electricity.

3. Is there room for economic growth in the event industry in San Luis Obispo or does the competition in

the community create challenges for special event agencies?

There is room for economic growth. The issue for me is needing more “indoor” locations (e.g. luxury hotels or

conference centers) to help grow the interest nationwide. Right now, we are stifled to maintain our event size to

approx. 300 or less.


The laws, regulations and policies that must be followed include; ABC regulations, Noise regulations/policies, and

Parking regulations/policies.


Permits that are needed for my special events include, ABC, noise, and city event permits. Proof of insurance/

certificate of insurance must be present at every event.


Threats

· Lack of space for large indoor events (music, wedding, etc)

· Community members not liking events in their area

· Traffic (small roads)

· Parking

· Lack of infrastructure (community/government)

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Opportunities

· Creative outdoor locations

· Positive press about our county

· Destination location

7. Do you believe that there is a large opportunity to increase tourism through events in San Luis Obispo

County?

Definitely. It is up to the city and county governments to approve increasing tourism


I try to use local vendors (caterers, sound, lighting, linens, rental cars) whenever possible. Encouraging people

to utilize local airline carriers, hotels/restaurants before and after the events. Utilize local volunteers, university

students studying RPTA to learn about events and have the help.

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Appendix C: Agenda & Meeting Minutes

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44

45

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Appendix D: References

BizBash. (2015). Event marketing trends. Retrieved from http://www.bizbash.com/

California Festival of Beers. (n.d.). Home page. Retrieved from: http://www.californiafestivalofbeers.com

Central Coast Economy Expanding. (2015). Pacific coast business times. Retrieved from http://www.pacbiztimes.

com

Central Coast Economic Forecast. (2012). Home page. Retrieved from http://www.prcity.com

Clark, Adam. (2015). Home page. Retrieved from: http://www.specialevents.com

Connect&Go. (2015). Home page. Retrieved from http://www.connectngo.com

Department of Alcoholic Beverage Control. (2015). License application, protest, and disciplinary processes.

Retrieved from https://www.abc.ca.gov

Duggan, M. (2015). The demographics of social media users. Retrieved from http://www.pewinternet.org

IBIS World Business Environment Report. (2015). IBIS world. Retrieved from https://www.ibisworld.com

Jones, K. (Ed.). (2013). Growth of social media infographic. Retrieved from http://www.searchenginejournal.com

Lambert, Cynthia. (2015). Home page. Retrieved from: http://www.sanluisobispo.com

San Luis Obispo County. (2015). Encroachment, special event, and transportation permits. Retrieved from: http://

www.slocounty.ca.gov

San Luis Obispo County. (2015). San Luis Obispo code of conduct. Retrieved from: http://www.slocounty.ca.gov

Savor the Central Coast. (n.d.). Home page. Retrieved from: http://savorcentralcoast.com

Smith, A. (2015 ). U.S. smartphone use in 2015. Retrieved from http://www.pewinternet.org

Special Event Insurance. (2015). Special event insurance - FAQ’s. Retrieved from: http://www.

specialeventinsurances.com

United States Census Bureau. (2015). Home page. Retrieved from: http://www.census.gov

Visit San Luis Obispo County. (2015) Home page. Retrieved from: http://www.visitsanluisobispocounty.com

Visit Santa Margarita. (2015). Home page. Retrieved from: http://www.visitsantamargarita.com/

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