Team 11

Grant Robison

Alex Steiner

Parker Simmons

Taylor Gowdy

John Im

Marco Santucci
Marketing Plan

Proposal:

Market Private Hunts
and Wine Tours


Hunters (15,000 Acres
Private)
Wine Enthusiasts

Diversify incomes so we can Feed the World and
rage
Why Are We Here?

GOP

Increase income by accessing resources and
and services provided through R&R Farms

Compatibility with Farm Life

Networking

Lifestyle
Key To Success

Take advantage of the famous ‘Walla Walla’
name

Capitalize on fresh air and open spaces

No current hunting competition in the Walla
Walla area

Target the Young and Wealthy

Protecting yourself
Industry Trends

Agri-Tourism is growing and is becoming a viable source of
diversified income for farmers

Recreational Tourism Industry

People from cities are looking for recreation areas with clean
air and open spaces

People are taking shorter vacations closer to home

‘Feel Free to Hunt’ lands are decreasing

Guided hunts on private land are growing in popularity

Walla Walla is a growing tourist destination
Buyer Profile

Hunters



age 21+ with
household income $150,000 +
Wine Enthusiasts


age 21+
household income $150,000 +
Buyer Behavior

Due to rising fuel costs, people are looking for shorter distances
to vacation

Urban people searching for a country escape

Corporations: purchasing the hunting rights for their employees
Research for Analysis

Five Surveys






Interest
Pricing
Name
Accommodations
Hunting Guide Service
Professional Research

Walla Walla Tourism, Port of Walla Walla Economic
Development, Walla Walla Chamber of Commerce, Pasco Ag
Show, Tri-Cities Sportsman’s Show
Original Research Results
(Interest Survey)

Hunters






95% Surveys indicate hunters prefer a wide range of
game
82% Prefer to take advantage of provided
accommodations
74% People are willing to pay for hunting privileges
68% People didn’t want food prepared by staff
48% Interest in guided hunts
46% Preferred wine tours/planned activities in
evenings
Original Research Results
(Name Survey)

67% Walla Walla Hunting & Wine Tours

13% Walla Walla Hunting Club

11% Shooter Ridge of Walla Walla

9% Walla Walla Hunts
Original Research Results
(Pricing/Length of Hunt Survey)

Length of Hunt




53% Prefer weekend hunting
39% Prefer mid-week hunts of 2-3 days
8% prefer day hunts
Pricing: Whitetail or Mule Deer

$2,900-$3,100 Average person for weekends

$1,950-$2,050 Average per person for weekdays (3 ds 2 ns)

$800-$1,000 Average per person for day hunt
Original Research Results
(Accommodation Survey)

Hunters





14% prefer 2 Star
30% prefer 3 Star
39% prefer 4 Star
17% prefer 5 Star
Wine Enthusiasts

65% prefer 4 star

35% prefer 5 star
Original Research Results
(Hunting Guide Service Survey)

$3,000 average weekend fee

$2,000 average mid-week fee

64% average occupancy rate

85% stated the internet is the most effective
means of advertisement followed by brochures
Competition

Strengths



Established name
recognition
Established clientele
Experience

Weaknesses






Location
Most offer limited
hunting
Combination of public
and private lands
Lack planted wildlife
food-plots
Lack public airport
access
Lack entertainment
options
Walla Walla Hunting and Wine Tours
Strengths

Private land (15,000 Acres)

Two locations, diverse terrain & game range

Enhanced hunting (food plots)

Inside access to top wineries

Increased antler size due to QDM

Ranch stocked with pheasants

Sleeping and cooking accommodations

15 miles from Walla Walla

Airport acres/car rental service
Hunter Accountability

References


Ask hunters for references from other landowners,
conservative officers or community leaders.
Background checks

Paid prior to visiting by the hunter
Start Up Cost
(Leftover College Funds)

Trademark Registration $180

Rent
$12

Business License
$15

Internet
$2,800

Chamber of Commerce
$195

Brochures
$250

(LLC)
$8,000 
Public Relations
$500
Tradeshows
$4,000


Total $15,952
Alex’s Duties

Handle Bookings

See through Arrival’s and Departures

Inform guests of guidelines advise hunters on game
movement

Clean Lodging arrangements
Resources
Provided by R&R Farms

Lodging

Up to 10

Equipment

Bar


Horse Corals


Utilities





Air Card
Gas Card
Wildlife Feed


Farming Vehicles
Guns
GPS
Spotlights
Trail Cameras
Spotting Scope
Services
Provided by R&R Farms

QDM


Quality Deer Management
Shop



Mechanic
Welder
Carpenter
Scouting

Trail Cameras
 Spotting Scopes

Field Time Farming

NRCS AOI Program
Property Access
two priorities:

Making access easy for legitimate users

Denying it to everyone else
Posting Private Property

Steps:


1st post the land
2nd contact the sheriff and game warden to help
spread the word of the land posting

Use words such as: Patrolled and Prosecute, to
send a strong message

Include the law’s maximum trespassing fine
Mission Statement

The mission of Walla Walla Hunting and Wine Tours is to
provide visitors to the Walla Walla Valley a relaxing
experience while promoting recreational activity in a very
unique way
Target Market

Consumers who
utilize the internet
to search for
vacation ideas and
word of mouth

Hunters and wine
enthusiasts within 4
½ hour drive of
Walla Walla
Product Attributes

Hunters




Quality of game
Private land
Lodging
Evening entertainment activities
Product Attributes

Wine Enthusiasts


Provide family, small group lodging
Tourist activities






Art, theatre, summer musical
105 Wineries
Antique shops
Museums
Golfing
Walla Walla is rated as the #1 Wine Destination in the
U.S.
Key Planning Assumptions

With Walla Walla’s name recognition and
reputation, it is an attractive tourist option,
producing a viable market for guided hunts,
lodging, and wine tours.
* Information sources: Walla Walla Tourism, Port of Walla Walla
Economic Development, Walla Walla Chamber of Commerce, Pasco Ag Show
, Tri-Cities Sportsman’s Show
* Surveys: Interest, Pricing, Name, Accommodation, Hunting Guide Service
How will you promote the
products?
A sales promotion theme targeted at hunters and
tourists will be developed around the
prestigious Walla Walla name. The internet and
brochures will be the primary means of
advertisement along with word of mouth .
Product Promotion
Mass Media

Internet



Develop business
website
Links on Google
Utilize free links



wallawalla.com
Wall Walla Chamber
of Commerce
wallawalla.org
Tourism Walla Walla

Brochure


Walla Walla Chamber
of Commerce
Tourism Walla Walla
Product Promotion

Public Relations



Sponsor gun safety
workshops
Contribute towards
Walla Walla Wine
Alliance Annual
Dinner
Charities (disabled
hunters)
Product Promotion
Predicting Competitors Reaction
Since we are the only local guide service we do
not anticipate any negative reactions in Walla
Walla. Local Bed and Breakfasts are booked
nearly 100% and will not be affected by our wine
enthusiast getaway.
Latitude 46 Degrees

The valley straddles the line between the
Burgundy and Bordeaux regions of France.

Climates along this line are perfect for producing a balance of
sugars and acidity in the grapes.
Key Planning Assumptions

Hunters



Lodging, guided hunts, and wide range of game
Survey- Hunting Lodges average 64% occupancy rate
Wine Tourists



400,000+ tour Walla Walla every year
220,000+ stay over night
Bed and Breakfasts are near 100% occupancy
Measurable and Obtainable Goals
Sales Break Down by Year
(# of Deer Hunters of Archery, Muzzleloader, and Modern Rifle)

Year 1



Year 2



Weekends 14
Mid-Week 10
Weekends 14
Mid-Week 10
Year 3


Weekends 14
Mid-Week 10
Measurable and Obtainable Goals Cont.
Sales Break Down by Year
(Wine Enthusiast)

Year 1



Year 2



Weekends 20
Mid-Week 12
Weekends 20
Mid-Week 12
Year 3


Weekends 20
Mid-Week 12
Price Structure

Hunting Weekends


Hunting Mid-Week


$2,000 per person
Wine Tours Weekends


$3,000 per person
$300 (per couple) per night
Wine Tours Mid-Week

$250 (per couple) per night
Measurable and Obtainable Goals
Sales

1st Year Hunting Revenue
Weekends $42,000
+ Mid-Week $20,000
=
$62,000

Sales projections based on Consumer & Outfitting Surveys
Measurable and Obtainable Goals
Sales

2nd Year Revenue
Weekends $42,000
+
Mid-Week $20,000
=
$62,000

Sales projections based on Consumer & Outfitting Surveys
Measurable and Obtainable Goals
Sales

3rd Year Revenue
Weekends $42,000
+Mid-Week $20,000
=
$62,000

Sales projections based on Consumer & Outfitting Surveys
Measurable and Obtainable Goals
Sales
1st,2nd and 3rd years revenue

Wine Enthusiasts
Weekends $6,000
+Midweek $3,000
=
$9,000
1-3 Year Total

$27,000
Sales projections based on Consumer & Outfitting Surveys
Projected Budget
“How much will it cost to get there?”

What will the strategies cost?

Highlights of budget

Return on investment (ROI)
Return on Investment

Net income of $21,564.98 divided by
expense of $191,435.02 equals 11.27%
Evaluation
“Did we get there?”

Achievements

Contingency plan
Achievements

Tools for Measuring Achievements:


Financial Records
Marketing plan provides:




Additional income for Alex

Year 1 $43,150

Total incomes $129,450
Option for annual improvements ‘
Net profit $3001.66st year
Total net profit of $21,564.98 (3 years)
Contingency Plan

Expand Range of Game

CSP- Paid research

Windmills

Host families to experience the farm life

Continue Farming
Work Cited

1st source for background check: Source: https://www.privacyrights.org/fs/FS16cFAQ-BkgChk-060928.htm

Alsheimer, Charles J. Quality Deer Management. New York: Krause Publications, 2002.
Print.

Dougherty, Neil & Craig. Grow 'Em Right. Newark, NY: NorthCountry Whitetails LLC,
2006. Print.

Fox, Jeffrey J. How To Become A Rainmaker. New York: Hyperion, 2000. Print.

Kiyosaki, Robert T. Rich Dad, Poor Dad. New York: Warner Business Books, 1997. Print.

O'Neil, William J. 24 Essential Lessons for Investment Success. New York: McGraw Hill,
2000. Print.

Magazine: "April 1, 2011 - March 31, 2012." Washington's 2011 Big Game Hunting Seasons
& Regulations 1 Mar. (2011). Print.

Source for back ground check: http://www.criminalbackgroundcheck.org/index.php