Launch Party Celebrating Margaritaville’s New … · Web viewCalypso Creations has designed a unique and fun event proposal for a new product at Jimmy Buffet’s Margaritaville

Launch Party Celebrating

Margaritaville’s

Devora GarzonKayla Hughes

Christine McGreadyBrianna McLeanOludare Nelson

Panama City Beach Margaritaville 16230 Front Beach Rd.

Panama City Beach, FL 32413(850) 235-7870

Saturday May 30th, 2015 from 5pm-12am

Table of ContentsI. Introduction..........................................................................2II. Timeline of the Event...........................................................3III. Guest List..............................................................................4IV. Launch Party Menu..............................................................5V. Layout of Room/Venue..........................................................6VI. Decorations and Amenities...................................................8VII. Required Equipment...........................................................10VIII. Employee Time Chart/Staffing Needs.................................11IX. Marketing...........................................................................12X. Conclusion..........................................................................16XI. Appendix.............................................................................17XII. Bibliography.......................................................................20

IntroductionCalypso Creations has designed a unique and fun event proposal

for a new product at Jimmy Buffet’s Margaritaville Company. The product that will be

showcased is the FlavoritaPak “Bring the Islands Home”

Inside this portfolio, you will find exciting ideas on how the event is going to

unfold in May 2015. Our services of interior design, space organization, sound,

venue, catering and more are well known for giving that special touch that makes the

tropical theme come alive. We have taken care of each detail in an exclusive and personalized way. Every aspect of the event has

been created based on the customer’s needs, and, thus, accomplishing an unforgettable launch party. We invite you to

take a look, relax and enjoy the ride.

FlavoritaPak Rough PrototypeWatermelon Margarita Mix:

A refreshing watermelon flavored mix that you can enjoy on the rocks or blend with

ice and add your favorite tequila to create a refreshing beverage. Salt the rim o

f your glass and you're practically sitting beach-side!

Cilantro-Lime Rub:The perfect blend of cilantro, lime, sea salt, and black pepper that you can a

dd to

LAUNCH PARTY CELEBRATING MARGARITAVILLE’S NEW FLAVORITAPAK! – MAY 2015 2

anything. Spice up your cooking with a touch of paradise!Citrus-Mango Dressing:

An 'anything' dressing composed of a creamy blend of orange, lemon, and mangos.Use

this as a dipping sauce, maranade, or dressing for a pop of flavor to any meal!

Timeline of the EventKey

Calypso Creations TeamStaffGuestsEveryone (not including Guests)

06:00:00 AM Pre-Site Inspection07:00:00 AM Setup/Food Prep Starts08:00:00 AM09:00:00 AM10:00:00 AM11:00:00 AM Lunch Break12:00:00 PM01:00:00 PM02:00:00 PM03:00:00 PM04:00:00 PM Dinner Break05:00:00 PM Guests Arrive, Cocktail Hour Starts06:00:00 PM Dinner and Presnet FlavoritaPak07:00:00 PM President and CEO Speech07:30:00 PM Jimmy Buffet Speech08:00:00 PM Jimmy Buffet Concert09:00:00 PM Alan Jackson Concert10:00:00 PM DJ Starts10:30:00 PM Hula Dancing Contest (Margaritaville Basket Prize)11:00:00 PM11:45:00 PM Last Call for Alcohol12:00:00 AM Event Ends, Start Cleanup01:00:00 AM02:00:00 AM Post-Event Inspection


Guest List

GUESTS GET A +1 - NO KIDS - 350 TOTAL-Margaritaville Owner, CEO, CFO, COO, etc. -Jimmy Buffet-Dan Leonard (President of Margaritaville) -John Cohlan (CEO of Margaritaville) -Owners of Mohegan Sun Casino (Margaritaville Restaurant located inside casino) -Jules Carnerio (National Sales Manager for Margaritaville) -Managers, Head Bartenders & Head Chefs of all Margaritaville restaurant locations -Alan Jackson, Singer -Coral Reefer Band (10 band members) -Publix President, CEO, CFO, COO, etc. (15 reps total) -Walmart President, CEO, CFO, COO, etc. (15 reps total) -Costco President, CEO, CFO, COO, etc. (15 reps total) -Trader Joe’s President, CEO, CFO, COO, etc. (15 reps total) -Target President, CEO, CFO, COO, etc. (15 reps total) -Bobby Flay, Food Network Chef -Guy Fiere, Food Network Chef-Aaron Sanchez, Food Network Chef -Melissa d’Arabian from the Food Network Show, “$10 Dinners” -Rachel Ray from the Food Network Show, “30 Minute Meals”-Sandra Lee from the Food Network Show, “Restaurant Remakes”


Launch Party MenuCocktail Hour

~Homemade Tortilla Chips served with Mango Salsa (using our citrus-mango dressing) and cilantro lime salsa (using our cilantro-lime rub)~Fruit Trays with cubed melons, pineapples, grapes, mangoes, oranges, and apples~Cheese Trays with a selection of cheddar, swiss, and pepper jack cheese~Bacon-Wrapped Shrimp~Flat Bread Bites topped with tomatoes, onions, bell peppers, and tomato basil feta~Caprese Bites of tomato, mozzarella, basil and balsamic vinegar

Entrée Options: ~Grilled Shrimp - Jumbo gulf shrimp grilled with our signature

cilantro-lime rub ~Coconut Encrusted Shrimp - Jumbo gulf shrimp coated with fresh coconut and served with a side of our citrus-mango dressing ~Filet Minion - Prime cut filet minion grilled with our signature

cilantro-lime rub ~Grilled Chicken Breast - Premium chicken breast grilled with our signature cilantro-lime rub ~Mahi Tacos - Fresh mahi fillets wrapped inside warm flour tortillas with lettuce, diced tomato, fresh cilantro, and guacamole, topped with our citrus-mango dressing ~Stuffed Bella Caps - 3 portabella mushroom caps stuffed with bell peppers, rice, and onions seasoned with our cilantro-lime rub

Side Options: ~Veggie Skewers - Grilled yellow bell peppers, grape tomatoes, onions, zucchini, and potatoes ~Stuffed Bella Caps- One portabella mushroom cap stuffed with bell peppers, rice, and onions seasoned with our cilantro-lime rub

~Smashed Potatoes - Homemade with garlic, onions, and cheddar cheese

~Rice with Black Beans - Topped with onions, fresh cilantro, and a lime wedge Dessert:


~Key Lime Pie - Using fresh key limes and topped with a homemade whipped cream

~Coconut Cream Pie - Topped with fresh shaved coconut ~Chocolate Cake - Five layers of homemade chocolate cake with a buttercream icing ~Vanilla, Chocolate, or Strawberry Ice Cream –

Served with your choice of toppings: chocolate sauce, whipped cream, walnuts, caramel sauce, fresh berries, or sliced bananas

Beverages:+*Soft Drinks – Choice of Coca-Cola, Diet Coke, Sprite, or Seagram’s

Ginger Ale*Citrus-Infused Water – Flavored with orange, lemon, and lime*Berry-Infused Water – Flavored with strawberry, blueberry, and

raspberry*Spring Water+*Island Juice – A mix of pineapple, orange, and mango juices+Watermelon Margarita – Our signature Watermelon Margarita Mix, served on the rocks or blended as a frozen drink+Top-Shelf Liquors – Choice of vodka, rum, gin, tequila, and whiskey (can be mixed with any soft drink or juice)

* = non-alcoholic+ = alcoholic

Layout of Room/Venue


Stage for Jimmy Buffet, Alan Jackson, Coral Reefer Band, and where the FlavoritaPak Presentation will take place. The Hula Contest will also take place here. There are round and square tables as well as booth seating. See Appendix 1.

During cocktail hour, buffet tables will be placed here as well as extra seating during the event. Even though this area is detached, the


presentation and concerts will be broadcasted over the PA system. This area also provides beach access for guests. See Appendix 2.

Location of DJ, where he will be taking requests all night when the concerts aren’t going on. There is more seating located here, however it will be closed until Cocktail Hour is over to encourage a sociable environment. See Appendix 3.Decorations and Amenities-Decorations

The best part of this venue is the overwhelming amount of permanent décor which not only coincides with our tropical theme, but also allows for light decoration on our part. We decided to concentrate our designs on the table settings and incorporate that with the overall ambiance of your event.


Table Setting for Indoor and Outdoor Seating. Tables are a mixture of rounds and squares which will seat 4-5 people. See Appendix 4.

-Gift Pails: To be presented to each couple as they leave the event.

Contents of Pails (See Appendix 5)-Gift shop (located at Panama City Margaritaville) Gift Card -It’s Always 5:00 Arrow Wood Sign-Sample size Flavorita Pak -Sample size Margaritaville Margarita Rimming Salt


-Tie Dye Sign Logo Tervis Tumbler - With Lid -5 O’Clock Hurricane Keychain

-Margaritaville Basket: Prize to be presented to the winner of the Hula Dance Contest.

-Full Size FlavoritaPak-Margaritaville 100% Natural Tortilla Chips-Margaritaville Salsa-Margaritaville Mango Margarita Mix-Margaritaville Sweet & Salty Lime Margarita Salt-Margaritaville Calypso Rub-Hard Copy of The Margaritaville Cookbook

-HotelsGuests have the option to stay at the Legacy By The Sea hotel. They

will be offered the luxury suites, which have a breathtaking view, and all guests will get discounted rates on their stay. The hotel is right on Panama City Beach, so guests will have direct access to the beach, and there is also a pool that the guests can use. We will provide a shuttle service going to and from the hotel and restaurant so that guests won't have to worry about transportation. See Appendix 6.

Required EquipmentAudio Visual -Provided at VenueLAUNCH PARTY CELEBRATING MARGARITAVILLE’S NEW FLAVORITAPAK! – MAY 2015 10

-Projector and Screen -DJ Booth-Stage Lighting-PA system to broadcast concerts and FlavoritaPak presentation over entire restaurant

-Provided by Band-Microphones -Speakers-Cords-Mic Stands

-Provided by Us-Extension Cords-Extra Microphones -Extra Mic Stands-Extra Speakers

-Provided by DJ-Speakers-Mixing Equipment


Employee Time Chart/Staffing NeedsEmployee Name: Hancock, JohnEvent Date: 5/30/2015Report Time: 7:00 AMSupervisor Name: Manager of Panama City LocationJob Title: Server

Date Day of the Week Time Details5/29/2015 Friday 12pm-2pm Event Briefing Meeting5/30/2015 Saturday 7am-2am Event Setup and Execution

Example Individual Time Chart for Each Staff Member

Day Before Event EVENTFriday SaturdayMay 29th May 30th

7:00:00 AM Shift 18:00:00 AM9:00:00 AM Key

10:00:00 AM Everyone11:00:00 AM Lunch Break Shift 112:00:00 PM Event Briefing Meeting Shift 2 Shift 2

1:00:00 PM Shift 32:00:00 PM Shift 43:00:00 PM Shift 54:00:00 PM Dinner Break Breaks5:00:00 PM Shift 36:00:00 PM7:00:00 PM8:00:00 PM Shift 49:00:00 PM

10:00:00 PM11:00:00 PM Shift 511:59:59 PM12:59:59 AM

Staff Member Time Chart

-We will be utilizing the staff from the Panama City Beach Margaritaville location for our event.

-Total Number Staff: 200-Total Number of Staff per Shift: 40


MarketingTarget market

Male and Females over 21 years old, middle class, who follow a trendy and exciting lifestyle. Travel lovers who enjoy the nightlife.

Marketing Tactics 1) Invitation: A well-designed postcard will be made with a tropical

theme. The postcard would be the first impression of the event and we want it to be as enthusiastic as possible. On the front, we would use a beach image with tiki men, and in the back the actual invitation would be there. The purpose of this design is to build excitement towards the launch party. The invitation will be send via post mail and e-mail (just in case) on Thursday, May 1 of 2014.

FRONT

BACK


2) Social Networks: We would use a combination of social networks, such as: Instagram, Twitter and Facebook.

a. We will tweet every 4th week of the month before the actual launch party with an exciting phrase and add you and the rest of the guests so you can check it out.


b. We will post a picture related to the event every week with clues so guests can use their imagination on how the party will be. We will post the event on Margaritaville’s Instagram & Facebook pages.

3) Reminders: We will send an electronic reminder (via e-mail) two months before the event in order to refresh the memory of the guests.4) Follow up: Thank you notes will be send two days after the event with new information about the product.



ConclusionWe expect the “It's 5 O'Clock Somewhere” Launch Party of the FlavoritaPak to be a great success. With all of the Food Network stars that attend the event, we expect the FlavoritaPak to be used by many people around the country that watch the Food Network shows $10 Dinners, Restaurant Remakes, and 30 Minute Meals. Since all the head bartenders and head chefs of all the Margaritavilles will attended the launch party, they will be aware of the products which will be used in the new menu at all of the Margaritaville restaurants. The representatives from Publix, Walmart, Costco, Trader Joe's and Target will also have a great impact of the success of Margaritaville's FlavoritaPak. They will have the knowledge of a fantastic new product that will be offered to their clients. We expect the event itself to be an enjoyable time for everyone that attends. We want to accent Jimmy Buffet's laid back and fun-loving spirit, so attire is casual (Hawaiian shirts encouraged!) and we have incorporated a Hula Dancing Contest. The Jimmy Buffet and Alan Jackson concert should have the whole restaurant singing along. It will definitely be a memorable experience for everyone, especially the Margaritaville team members, who will be extremely excited about the new FlavoritaPak!


AppendixAppendix 1

This is the Marina Floor, which was created to portray the scene of a boating dock. The stage is located here as well the projection screen.

Appendix 2This is located on the Main Floor, but it is located outside with a view of the Gulf Coast.

Appendix 3This is on the Second Level, which has bamboo embellishments, tiki heads and torches. Also, it is home to the A.V. Room and the DJ Booth.

Appendix 4

Appendix 5


Appendix 6

Appendix 7 – Additional Images


View from Marina Floor looking at DJ Booth

View from Main Floor looking at Tiki Dining area


Front view of restaurant

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Launch Party Celebrating Margaritaville’s New … · Web viewCalypso Creations has designed a unique and fun event proposal for a new product at Jimmy Buffet’s Margaritaville