Capstone Event Jessica Smith
EVENT GOALS & OBJECTIVES Objective: Wingtip will be hosting a collaborative event with the JAQK Cellars wine company. The invitation only event is for the elite club members of Wingtip. Purpose: The purpose of the event is to celebrate the loyal club members with a night of entertainment, food, cigars, wine, liquor, and games. By collaborating with the JAQK Cellars wine company, Wingtip will be providing them exposure to a new market of men. Goals: The goal of the event is to bring awareness to JAQK Cellars and expand their market reach with a higher clientele of sophisticated men. As well as to provide the Wingtip club members a memorable evening to show appreciation of their loyalty to the Wingtip store and keep them coming back. Vision: The event brings a sophisticated casino environment to the club of Wingtip. Tables will be set up with several different card games for the members to play, embracing the JAQK cellars tag line “play a little.� The night also includes unlimited glasses of JAQK wine, a full bar, hour-devours, cigars, and a live band. Ultimately, the result of the event is to increase future sales for both companies, all while having a good time.
COMPANY PROFILES
Wingtip is a “one-stop shop” for the modern gentleman. Housed in 22,000 square feet in San Francisco’s Financial District, the store features a custom clothing department, professional & casual clothing, cufflinks, pens, leather goods, bar ware, cigar accessories, a barbershop, and shoe shine stand. And that’s just the store. A private club for our best customers houses a bar & lounge, private parlor rooms, a boardroom, golf simulator, and a wine cave.
JAQK Cellars’ limited-production wines offer the uniquely delicious aroma of Napa Valley wines at an affordable price. Established in 2007 from acclaimed Napa Valley wine maker Craig MacLean, comes this wine brand dedicated to making distinctive wines that don’t take themselves too snootily. With a name based on a deck of cards, they encourage their partakers to “play a little.”
THE WINGTIP MAN
The Modern Gentleman - Fashionable - Sophisticated - Classy - Polished Professional - Confident - Wealthy • Elite social status, exclusive social club seeker, net-worker, Ivy League educated, athletic, health conscious, successful businessman, travels, drinks fine wine and Bourbon, smokes cigars, enjoys the finer things in life. • Mid 30s-60s
MOOD & INSPIRATION BOARD
This mood board represents the theme for the event. Showcasing the target customer, the Wingtip brand, invitation inspiration, JAQK Cellars wine, inspiration of party attire from the runway, and games that will be played.
LOCATION Wingtip 500 Montgomery Street, San Francisco, California
Storefront
WINGTIP CLUB & DECOR Wingtip club a contemporary clubhouse steeped in history; the 2 story pent house is part social space, part restaurant, part bar, and part shopping experience. We know of nothing else like it on the planet. The club includes, the main bar, lounge, rooftop, boardroom, wine cave, whiskey corner, private parlor rooms, & game rooms. The ultimate man cave. The space is decorated beautifully as is, the only added decor for the event will be some extra game tables and food stations.
MENU The main bar area will house 3 food stations with the items below. Hour-devours Bacon wrapped jalapeĂąo peppers, Potato skins, & BBQ meatballs
Mini EntrĂŠes Burger sliders, Baked spaghetti and meatball cup, & Chicken skewers
Desserts Mini Kahlua cheesecake bites, Almond covered cake pop, & Candied pecans
ENTERTAINMENT Throughout the club there will be many different forms of entertainment. Including: • A live band • Several poker and game tables • Full bar • JAQK Cellars wine station • Cigar lounge
INVITATION
GIVE-A-WAYS Each member will receive a JAQK Cellars wine package, poker chip and playing cards.
CHECK LIST Set a Date: Determine time and location Determine event concept, theme, etc. Establish a budget Send members a save the date teaser announcement for event Outline logistics: rentals, furniture, parking, security, housekeeping, staff, entertainment
2 -3 Months Out: Set menu, decorations, musicians and A/V needs – book all vendors and services Performer needs: microphone, podium, stage, props, lights Design invitations/ announcements / emails Invitation list RSVP database Draft a production schedule Decorations/theme development Entertainment Rain plan Sponsorship/ collaboration details Members check in Track expenses and update budget
Four Weeks Out: Photographer Mail invitations Track RSVPs Walk through venue -
Three Weeks Out: Schedule briefings with VIPs Call all vendors to confirm Staff the event/Solicit volunteers
One Week Out: Finalize production schedule. Include all telephone numbers Create and distribute staff/volunteer assignments Walk through every step of the event
Three Days Out: Give caterer final guarantee. Confirm delivery and set-up times Walk through every step of the event
Day Before: Prepare space Reconfirm: catering, valet, musicians, florist, A/V Walk through every step of the event
Day of Event: Check venue: temperature, cleanliness, furniture arrangement, signage, restrooms, sound check Confirm arrival of flowers, musicians and photographer Get feedback
Day after Event: Send appropriate thank-yous; include photos Final budget review
SWOT
Weaknesses
Strengths • Wingtip man is a great new target
• Exclusive event for members, not
customer for JAQK Cellars
reaching many people outside of Wing-
• The club is a perfect space for an
tip and their guests.
event
• There is a full bar which could take
• Potentially increase sales for each
away from JAQK’s wine enticement
company as a result of event
Opportunities
Threats
• Exposure, Expands reach for higher clientele for JAQK
• JAQK sells a limited amount of wine • The giveaways are a financial risk
• Wingtip club has all the amenities
for JAQK
needed for the event, saves on cost.
• Any event brings a risk of potential
• Possible future sales increase for
damage to the space and/or products of store.
each company
PERCEPTUAL MAP OF COMPETITORS
Price - High
Quality - high Quality - low
Price - low
TIME & ACTION CALENDAR
Play A Little