Wedding Competitive Sales Analysis 2011 TPC Sawgrass Michelle M. Mallari

Wedding Competitive Sales Analysis 2011

TPC Sawgrass Michelle M. Mallari

Introduction

• This analysis consists of comparing TPC Sawgrass with other venues as its highest competitors in the First Coast area.

• There were 87 comparable categories and 10 comparable venues.

Sawgrass Marriott• Nine venues available for events• Spa available onsite• Hotel Accommodations• Offers a Bubbles Bar - $14/pp• Offers a Sweet Tea Vodka Bar - $14/pp• Charge for Bamboo Chairs - $8/pp• Charge for Chivari Chairs - $12/pp• Unimpressive wedding packet • No significant online presence on Facebook or

website about weddings

Ponte Vedra Inn & Club• Charge a Wedding Event Services Fee aside from

Ceremony Package Fee - $1000• Spa services available on site• 13 venues available for events• Offer PVIC Private Label for Wine Service• Super Premium Brands for bar Packages• Bananas Foster Station, Shortcake Station, Popsicle

Station• Offers three Lunch Reception Menus ($55-70/pp)• Three full pages of photo gallery in wedding packet. • Elegant, organized website also includes praising

comments from previous clients.

The Lodge & Club• Charge a Wedding Event Services Fee aside

from Ceremony Package Fee - $1000• Hotel accommodations available• Eight venues available for events• Offer a special Brunch Buffet Package -

$90• Offer Super Premium Bar Package• Offer three varieties of Heavy Hor's d’Oeuvres

Reception menus• Impressive & visually appealing wedding

packet which begins with a letter from sales manager.

The White Room• Off-Site catering available• Complimentary one night stay at Bella Bay for Bride & Groom• Brunch Reception Package with Unlimited Mimosas, Wine,

and Beer - $53• Luncheon Reception Package ending by 4 p.m. – Stations &

Plated $35-$38• Action Station: Tea Sandwiches – Assortment• Glazed Donut Station• Offer Super Premium Bar Package• Champagne or Punch Fountain for rental• Does not provide parking; client books trolley service• Least expensive venue

Jacksonville Golf & Country Club

• Ceremonies & Wedding Reception combination ONLY• Ceremony Fee - $10 per guest• Reception Fee - $995• Separate Facebook page for Weddings & Events

Sawgrass Country Club• 17 venues available for events• Valet parking required for all events• 90 day Preview Social Membership• Overnight Deluxe Hotel Room Accommodations at

Sawgrass Marriott

Casa Monica Hotel• Hotel accommodations for Bride & Groom• Alternate space not provided should weather not permit• Five venues available for events• Professional wedding coordinator MUST be hired• Offers Super Premium Bar Packages• Martini Bar ($11/drink) with Martini Chef

($100/hour)• Elegant and professional magazine style brochure makes

up for extensive but boring wedding packet.

One Ocean Spa & Resort• Elegant and impressive wedding packet• Four venues available for events• Spa, private suite and salon available on site• Organic Juice Bar available• Wedding cake made in-house• Flambe or Bananas Foster Station• Extended Event Option - $20 per guest per hour

Omni’s Amelia Island Plantation• Hotel accommodations for two nights• 10% off spa & salon services, salon on site• 20% off golf greens fees• Nine venues available for events• Beach Fire Packages (2 hours, 4 tiki torches, 20 beach chairs, S’mores)• Offer Wedding Lunch Buffet & Plated Menus• Signature Omni Amelia Island Plantation Wedding Cake (White

Chocolate Mousse Cake: Layers of Vanilla Sponge Cake, White Chocolate Mousse infused with Grand Marnier and Raspberry Preserves)

• Blended Bar – Frozen Margaritas, Pina Coladas and Daiquiris - $16/per person per hour

• Martini Bar – Assorted Martinis with garnishes - $16/per person per hour

Ritz Carlton, Amelia Island• Most impressive wedding packet• Most expensive wedding venue• 13 venues available for events• Floral Studio, The Pastry Shop, Destination Services, Spa & Salon Services

– In-House• Hotel accommodations• Spring & Summer Menus, Fall & Winter Menus – Pricing difference• Tapas Station - $23/per person per hour• Themed Receptions & Menus• Crepes Station - $19 per person• The Ritz-Carlton Honeymoon Concierge – Assists in selection of honey

moon destination.

Sales Analysis Matrix

Locate Matrix here: S:\Food & Beverage\Catering Sales\Competitive Analysis Project\Weddings 2011 Competitive Analysis Matrix

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5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

Venues

TP C S awgrass

S awgrass Marriott

P onte Vedra Inn & C lub

The L odge & C lub

The White R oom

J acksonville G olf &C ountry C lubC asa Monica Hotel

O ne O cean S pa &R esortO mni's Amelia Is landP lantationR itz C arlton, AmeliaIs landS awgrass C ountry C lub

Venue Percentages of L owes t Priced Items

Percentages

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5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

Venues

TP C S awg rass

S awgrass Marriott

P onte Vedra Inn &C lubThe L odg e & C lub

The White R oom

J acksonville G olf &C ountry C lubC asa Monica Hotel

O ne O cean S pa &R esortO mni's Amelia Is landP lantationR itz C arlton, AmeliaIs landS awgrass C ountryC lub

Venue Percentages for Mos t Priced Items

Percentage

Recommendations for TPC Sawgrass• Increase Sales in Creative Action Stations

– Bananas Foster or Flambe Station– Shortcake Station– Popsicle Station– Crepes Station– Tapas Station

• Increase Sales in Creative Bars – Sweet Tea Vodka Bar – Bubbles Bar– Martini Bar with Martini Chef ($100/hour)– Blended Bar – Frozen Margaritas, Pina Coladas and Daiquiris

• Serve in mini cocktail shooters offering a variety to guests

Recommendations for TPC Sawgrass

• Implement Spring & Summer Menus and Fall & Winter Menus – Seasonal pricing difference

• Offer Lunch Reception Menus• Luncheon Reception Package ending by 4 p.m. – Stations & Plated $35-

$38• Offer Brunch Buffet Package - $90

• Brunch Reception Package with Unlimited Mimosas, Wine, and Beer - $53• Offer Super Premium Bar Package

– Increase Premium & Deluxe Bar Packages• Implement “TPC Sawgrass Signatures” – Drinks, Cakes, H’O, Action Stations,

Bars• Implement PGA Tour Wines in packages• Partner with Sawgrass Marriott for Overnight Deluxe Hotel Room

Accommodations

THANK YOU!University of North Florida

Fall Internship 2011Michelle M. Mallari