OPTIMUM​MINDS

Mission Statement: Redefining the art of branding, marketing, media globally with fresh
vision, inclusivity, and diversity.

​ THE MINDS:

Abigail Carrillo Diego Bobadilla Rebecca Nieto

Emanuel Enciso Otilia Marquez Nigel Key

Walter Fajardo Brian Flynn Jamie Skeie

 Table of Contents

Agency Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Client Memo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Background Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4-11

SWOT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12-13

Strategy One . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14-16

Strategie Two . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17-20

Budget . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

Calendar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

Summary Finding Survey . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

Summary Face to Face Interviews . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

Interview Questions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Work Cited . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

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 Agency Introduction

Optimum Minds is thrilled to be given the chance to collaborate with Modal to create a
professional and meaningful relationship with this unique company. When working with
Optimum Minds, you are getting the care and attention from all of our friendly team. We look
forward to rising to the challenge with our creativity and providing you with our best solutions to
help maximize the full potential of expanding the luxury day travel industry. When collaborating
with us, we strive to fulfill your needs and offer additional solutions that we think will enhance
your business goals. This could be met with our exceptional listening and communication skills.

Modal is a one day luxury travel experience that indulges you with the best wineries in Napa
Valley by private jet. With our creative minds behind this company, it won’t be long before it
becomes one of the best experiences that money can buy; living up to the impossible. As this
business becomes more known over time, expanding its business to other popular destinations
would be a great option. With our creative minds, we can help create more luxury experiences
while traveling.

Our mission for you is to create the most luxurious memories for those who want to experience
something that doesn’t happen often. We want to create happy memories for every special
celebration. However, our ultimate goal is to spread awareness through digital platforms and
word of mouth. We want Modal to be remembered through the unique advertisements we can
provide and the services Modal has to offer. We want to attract more audiences with an
exceptional opportunity of Living the Impossible.

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 Client Memo

TO: Gaye Tomlinson

FROM: Optimum Minds

DATE: December 2, 2019

Subject: Modal Live The Impossible

On behalf of Optimum Minds, we would like to thank you for allowing us the
opportunity to present our proposal to you. We have been looking forward to sharing our ideas
with you. Our team has thoroughly been researching and brainstorming for your company. With
the information we have gathered, we understand your product and the objectives to make Modal
successful. Our plan is to make the audience familiar with all options Modal has to offer during
their trip and focus on strategies that will be effective towards the goals of your company. By
expanding knowledge of your product, we are determined to reach as many consumers
worldwide.

Sincerely,

Optimum Minds

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 Background Research
Industry and Client

Modal​ is a high luxury experience in Napa Valley which caters to Los Angeles, San Diego,
Long Beach, and Sun Valley residents. Modal is a world class one-day experience that provides
the opportunity for clients to go to gorgeous vineyards and live the impossible. During the
experience, selections of top wines with hand picked berries will be available from the most
awarded wineries in the Napa Valley country. Guests will have the chance to experience a
unique blend of wine selections and delicious dishes while creating memories with family and
friends. As well as touching the richness of the soil, smelling the grape vines, and maybe even
see how wines are made.

Before booking, you will have an opportunity to select a list of wineries you can visit. Modal
will have different packages ranging in different prices. The memorable luxury experience
begins from the moment you book your itinerary. A limousine will pick you up from your
destination to drop you off at a private location to take flight . From there, a private jet will take
you on a journey you will never forget. The private jet will take you to the first winery.
This trip is an ideal gift to give for a loved one, especially if it is for a special occasion. Special
occasions ideas to consider choosing Modal include birthdays, engagement proposal,
anniversary, or a spontaneous getaway with your friends. Imagine walking through an amazing
range of vineyards in celebration. With the help of exclusive hosts, you and your guests will
experience a different sort of life. Hosts will cater to your needs.

But wait! Does it have to be only for special occasions? Of course not. Different occasions for
this experience can also be booked for sales meetings, recognition of employment (employee of
the month, anniversaries/ long term employee celebration), incentive trips, and corporate
celebrations. Modal’s focus is to provide a luxurious experience you will never forget, whether it
is for personal desire or for meeting business needs.

Product
Wine tasting is one of the main attractions for Modal. The Fermentation process to produce a
stellar glass of wine​ has been mastered by award winning wineries in Napa. Modal gives the
guest a chance to ​experience the impossible​ with a 4 star luxury service, history and culture. In
addition, the guest will get to experience a unique all in one day opportunity to step foot on an
extraordinary place. “The soils in Napa Valley are extremely diverse, with 100+ types of
soil—about half of the soil types that exist on earth. Half of the world’s 12 recognized soil
orders and ​33 different soils​ are found in the region.” Results are important for Napa, only a
50% yield is completed with the grapes in order to create the best wine and the farmers must

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choose the best grapes. When thinking of the process of a great wine product ​climate, geology
and soil​ must be taken into consideration. Warmth by day and cold by night gives the best
climate to produce mixtures of sugars and acids that the grapes need in order to prevail and
create the unique taste. The ​mediterranean climate​ incorporates a well balanced atmosphere,
which is essential in the process of harvesting grape vines. Rain is very seldom in Napa which
gives the crop a chance to live without being destroyed by mold after the rain. Also, the soil is
very distinctive due to the ​volcanic soil​ which is some of the most fertile soil on the face of the
earth. The fluctuation of the weather in Napa varies depending on which area of the vineyard
the guests are visiting. The weather can be 15 degrees different from another Napa vineyard
across town. Besides the amazing wine Napa offers, there is also a 3 star Michelin restaurant,
entertainment and more.

History of Napa Valley

Plate tectonics​, volcano activity, and erosion are the main causes of what created Napa Valley.
A portion of the valley was once underwater before the transformation of subduction plates and
the creation of valleys which dates back millions of years. Government areas of the United
States are considered nested ​AVA’s American Viticultural Areas​ and Napa is a wine region
for viticultural mediterranean climate, volcanic soil, and profound production of grape
harvesting.

Luxury-Travel, Wellness & The Wine Industry

Here at ​Optimum Minds​ it is essential for us to complete the on-going thorough research on
luxury travel and wine. to keep up dates on trajectory and outlooks for our client.
According to “That growth is expected to accelerate to 7.5% annually through 2022, compared to
the 6.4% growth forecast for overall tourism. By 2022, wellness tourism spend will hit $919
billion, with 1.2 billion wellness trips taken annually, according to the report, which is the fifth
annual measurement of the global wellness tourism economy.”

This is a great way to raise awareness of ​Modal luxury Trips​ to execute some of our focus
groups and surveys to get more feedback from the public in order to excel in the growing field of
tourism. Red wine is considered ​healthy for the human heart ​and is an alternative choice to
hard liquor which is proven to be dangerous to the body.

We recognize and compare the strengths, weaknesses, opportunities and threats of the industry.
Optimum Minds can lead a campaign to ​strengthen the R.O.I ​and leverage the iconic location
of Napa by educating prospects with the geographic history that many are unaware of. The
industry is challenging so we must write up contracts and press releases or media kits for
wineries in California to lower the risk of being outnumbered by big corporations. Lack of

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contracts is the ​weakness​ and we will strengthen them. Modal will be the first in its class to
provide the impossible one luxury trip but big companies will come and expand before we get all
of the big contracts in the United States. We have an ​opportunity​ to make history in this field. It
is essential to continuously survey participants and focus leaders to ensure we do not miss out on
annual updates do to the ​threats​ of mother nature destroying the crops of Napa with fires but
here at Optimum Minds we understand that being proactive and prepared is the effective way to
satisfy the client and to meet the overall objectives for the consumer. “This report’s preparation
was disrupted by the California wine fires of 2017, resulting in a cancellation of its annual fall
survey. In its place, the report has expanded on other research data in order to better predict
trends for 2018.”

Wine:
A fine glass of wine a day can help reduce stress for adults who are legal of age (21+). Wine can
be enjoyed through wine tasting at vineyards. During wine tastings, you can learn about the
different flavors since they differ on colors and percentage of alcohol consumption. It can also be
enjoyed within the comfort of one's home.
The wine industry has had a promising growth period since 1994. According to our research,
statistics show that the industry has taken a downward descent. The ​State Of The Wine Industry
2018 Highlights Key Trends​ that can be found on Forbes.com, states, “Predicts that
circumstances facilitating the wine Industry’s 20-year growth trajectory cannot be repeated,’ and
that ‘Successful wineries 10 years from now will be those that adapted to a different consumer
with different values—a customer who uses the internet in increasingly complex and interactive
ways, is frugal and has less discretionary income than their predecessors.” It also states, “The
report also tells how ‘gateway wines,’ heralding young adults into their first wine drinking
experiences, have generally switched from being domestic to foreign—French rosé, Italian Pinot
Grigio and New Zealand Sauvignon Blanc, for example.” Those who are 21 years of age or older
are always seeking new experiences and spontaneous adventures. “Within the past dozen years,
both Millennials and Gen Xers have tended to increase their wine purchases each year, while for
Boomers and Matures this trend is somewhat on the decline. The report predicts that Millennials
will surpass Gen Xers to become ‘the largest fine wine consuming generation’ by the year 2026.”
This industry still has a future; it must be catered and revamped to attract all generations.

Luxury Travel/Vacation
Luxurious vacations are a rising hot trend. “The luxury travel market is predicted to grow at a
Compound Annual Growth Rate of 6.83% globally.” Most people gravitate to a luxury vacation
because it offers a unique experience that creates unforgettable memories. Offering unique and
authentic experiences are what travelers look for in luxury travel. “I think authenticity is
becoming a rare commodity around the world, so having authentic experiences is the essence of
luxury travel. It's important to support local communities and sustainable tourism” stated

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Christine Gray, Editor-in-Chief at Luxury Travel Magazine. Authentic experiences are food,
sight, and culture which also can be local for people to immerse themselves in. Travels also look
for a balance of good old fashioned customer service but also technology that reduces the
amount of interaction with travel/hotel staff. “In the case of luxury travel, simply having the
opportunity to check-in via mobile, help yourself to an in-room glass of wine (without the room
service) and turn on Netflix can be the stand-out, key differentiators.” Micro Travel is a favorite
amongst luxury travelers. People are looking to vacation for fewer days and the less, the better.
“Longer duration trips can be tough to schedule with careers and families and, as such, an influx
of modern travelers are hoping to take more weekend trips this year.” Food focused travels are
important to create because that is what people base a majority of their travel around.

History of Luxury Flight

Large planes were used for transferring mail and was the main issue when it came to flight
revenue. When planes were built larger than the demand for mail, flight companies started to put
people on flights since smaller open cockpit planes were extremely dangerous and
uncomfortable.

As flight first became commercially viable in the 1930s, only the extremely wealthy could afford
to fly and only 6,000 passengers flew in 1930 itself. In four years, this number had been
multiplied 75 times to 450,000 and by 1938 it reached 1.2 million. During this growth period,
every flight was considered luxury as there was heavy competition to fill up the unused space.
Whole bunk beds were a normal occurrence with lavish meals and ticket prices from coast to
coast were $260 in 1930 which is $3,797 after inflation.

In the 1940’s, flights were now being split into cheaper options which helped create what we
have now. Today a flight from Los Angeles to New York can cost as low as $197. The first
private LEAR JET took flight in 1963 which marked the beginning of the private jet. Only three
years later in 1966, the Gulfstream II had its first flights and set a standard for large-cabin private
jets. Gulfstream has allowed for the continued commercialization for jets and set the standard for
other jet companies to sell commercial ready jets. Most people do not purchase jets brand new
because they cost as much as 3 million dollar so the need to rent jets still exists.

Now with the increase of wealth and the decreased cost of flight, it is now possible to book a jet
with others for only a few thousand dollars. As compared to the price of slow normal planes in
1930, the price of a shared private flight to Atlanta from Los Angeles is $4,585. Prices can range
widely when compared with sharing the jet and if the jet airline needs to fill in any last minute
spots. Prices continue to drop with better jets that are created to save both time and fuel.

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Today there are jets like the Falcon 7x which fly completely automatic and the Gulfstream G65
which has the longest range of flight and around the world speed record of 41 hours and 7
minutes. Today the future of jets seem to be able to reach supersonic speeds and become all
electric. This will help to further savings to both the airline and consumer and possibly become
more affordable to the general public. This is beneficial for the future of Modal because the
decreasing price will allow for a wider audience to participate in the modal experience. The
increasing audience along with cheaper prices will guarantee growth in the future.

Publics
Our primary audience are both males and females that range in age from 21-65 that live in the
Orange County area and also Los Angeles County. These can be from various racial
backgrounds but we will primarily focus on an increased socioeconomic range between
$250,000 and $10,000,000 annually. Since a day trip for Modal would cost an estimated $2,500,
we would want our target audience’s making at least $250,000 a year.

Our secondary audience would be millennials making over $250,000 annually or people that are
older than millennials that make a similar income. A recent study found that millennials aren’t
accustomed to making that much money which will give them urges to overspend on items.
Since Modal is located in Orange County, we would focus on these groups of people that also
live in Orange and Los Angeles County.

It is also important to note that we would see if the person has a partner or is married since
Modal is a day trip in which you can spend the whole day enjoying amenities and tasting
different wines. We also decided that if we found someone that is working for a certain
company, we would also mention that Modal also offers Corporate trips that can serve those
interests as well.

Competitors:
For a company like Modal, the idea of private jet charters has some competition among
other brands in the industry. The main competitors would be evoJets and Stratos Jets. Both
of these two companies would serve as competition for Modal. They both offer the private
jet charter flights to Napa Valley. Since both evoJets and Stratos Jets have been established,
the likelihood of a consumer loyalty base is very likely. Those who are loyal to either
company would have to become more aware of all of what Modal has to offer to its
consumers. Other competitors to Modal include Scott Dunn Exceptional Travel and
Schubach Aviation. Even though these companies have differences, they also display
similarities. Comparing prices, the costs for these trips are typically more expensive than a
trip with Modal.

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Malibu Discovery​:
The company offers luxury experimental tours by land and air. They own all of their
vehicles including top class helicopters. In addition, the tour guides are licensed and highly
experienced. For $795 guests can enjoy a custom upscale day tour with a duration of 6
hours. For example, per person the guest a 45 minute scenic helicopter ride, V.I.P wine
tasting with charcuterie board, a delicious gourmet lunch, and a goody bag all for $795 per
adult. Furthermore, Malibu Discovery is regarded as one of Los Angeles premier tour
excursions with plenty of unique venues and exclusive locations. Also they are well
established with over 10,000 tours hosted since they opened up in April of 2010. Malibu
Discovery is owned by Ken Fasola and Mike Dwyer and they are heavily affiliated with LA
Discovery Tours, which is their sister brand. In conclusion, Malibu Discovery offers
uniqueness and beauty for travelers and locals with entertaining, educational and inspiring
experimental tours.

Good Times Travel

This is a company that is located in Fountain Valley, California. They provide day trips mostly
in Orange County, San Diego County, and LA County. These day trips can cost anywhere from
$50-$300 and there are also several hundred different options that you can choose from;
primarily in California.. These trips can include up to two meals a day, drinks and snacks, travel
gifts, and audio assistance to better hear your travel guides. These packages are all inclusive that
include ​hotels, many meals, local guides, trains, sightseeing, entertainment, taxes, and gratuities.
For restaurants, they decline to eat at chain restaurants and choose a well liked establishment in
the area you are in. ​Transportation includes coach buses as well as airfare. They also serve trips
that will be longer than a day in which you can choose destinations other than California and also
parts of North America.

EvoJets
These were founded in 2006 in Aspen, Colorado. The creative minds behind this company
wanted to improve on private jet travel. Fast forward to 2010 and evoJets has established
itself into a respected and reliable organization in the industry. Each year hundreds of new
clients are introduced to the private aviation services. The values are Aircraft Charter for all.
Private jet charter should be transparent and an attainable service for everyone who is
interested. The executives of the company pay close attention to the details to each of their
clients. The main focus is to provide valuable service to each client on every trip. They look
forward to giving their clients the best experience by earning their trust first and your
business second. Being in business for over a decade, the success for this company is the
contribution of professionalism and value. They are able to create a lasting partnership with
their clientele. At evoJets aviation, professionals are hired and trained to be knowledgeable.
The philosophy of the company is ‘informed clients make happy clients, and happy clients

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become repeated clients’. The top charted cities in the US are New York, Los Angeles,
Miami, Houston, Las Vegas, Aspen, San Francisco, Chicago, Dallas, and Denver.

Stratos Jets
The goal for Stratos Jets is to provide continued service when planning private jet services.
When you contact Stratos, you will be connected with an air charter agent who will help you
plan your jet charter flight. After you are booked, the Trip Support Team will work with you by
coordinating other aspects of your flight including scheduling, inflight catering, and ground
transfers. Having a dedicated support department gives value for the service that you paid for.
Being able to have the support team during the trip ensures you with answering any questions
you have and any last minute changes to your itinerary. Having a reliable technology platform
ensures that you are identified with their ideal private jet rental. Being upfront on your itinerary
and building trust with the client and the services they expect is all included. The value of Stratos
is to ensure proper coordination to match the clients flight related details. Stratos is an ARGUS
Certified Broker meaning they believe in the safety of aviation. All of the operators in their
network have experience and a track record to perform flight safety. When things do not go as
planned, a solid relationship with a network of partners gives you the trust of repeated business.
If something does not go as planned and the service is a failure, the company will ensure that you
will receive a fair solution. Stratos is backed with a liability worth 25 million for added
protection and peace of mind. “The best insurance is through a proactive approach to safety and
we take every precaution possible to ensure a safe flight every time our clients fly,” said Joel
Thomas, President and CEO, Stratos Jet Charters Inc.

Modal services could definitely give these companies some good competition once all is said and
done. Most new businesses look to provide the best services to compete with its competitors.
Having options to be able to plan your trip or book a planned trip gives options for those who
desire some extraordinary services.

Scott Dunn Exceptional Travel:

For this company, the cost for a trip ranges from $6,500-$7,100 depending on the season you
travel. Here the getaway is quite longer than Modal in which it is 13 days and 12 nights. There
is not a private jet available for travel but you have a trip that includes Ubud and Seminyak
which is located in Indonesia.

Schubach Aviation:
This company is located in Carlsbad, California and was started in 1992. This company has a
high reputation which reflects on its flawless safety record. Flying out of Palomar Airport and
Lindbergh Field, you can travel anywhere and anytime and you have a variety of jets to choose
from. Good for business and or leisure.

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 Competitors list

Number of Tours Traveling Cities Price Range

Daily

Scott Dunn Varies from day to day with Africa, Central America, Prices vary , custom itinerary, ex. Napa
hundreds of new clients yearly. Europe, the Far East, Indian Valley 7 nights is listed for​ $1000​ for hotel
Exceptional Ability to customize each trip to Ocean, Indian Subcontinents, only. Jets, accommodations, experience
clients desire. Potential to travel South America, The Alps, etc. not included.
across the globe. The daily tours Across The Globe.
vary.

Schubach Aviation 5 to 6 trips per day Capacity to travel the globe, Prices range from ​$2500​ per hour to ​$5500
but the top destinations are per hour depending on jet type. Jets scale
Las Vegas, Aspen, Montere, from light: 5 to 6 passengers 1200 miles,
Scottsdale, Santa Barbara, Midsize : 6 passengers 2100miles, Super
Mammoth Lakes, Napa Valley, midsize: 8 passengers 2700 - 3200 miles,
Tahoe/Truckee, Sun Valley, & Heavy: 12 passengers 3600 - 3900 miles.
Vail. No accommodations included

Stratos Jets 1 to 3 flights nationwide Anywhere you want to go in Prices range from​ $2000 to $11,250​ per
just a few hours is one of their hour depending on jet size. Turboprop
slogans. Domestic and Charter would be the least expensive and
International travel is available. Heavy private jet would be most
In addition, last minute flights expensive. Instant quote calculator
are also available. available online for customer convenience.
Accommodations not included.

EvoJets Information not available. Spoke Local and international options Very light jets cost​ $6500 to $8000​ for a
with representatives and the available. Jets will travel trip from Los Angeles to Napa. One day
information couldn’t be reached anywhere in the world with a round trip takes about 1 hour and 18
because they do not own any of proper and legal landing minutes. On the contrary, heavy private
their jets the flights our contracted station. jets for the same trip will cost ​$16000 to
out. $20000 ​and​ ​it will take 57 minutes
roughly. Charter flight cost calculator also
available online. No other accommodations
available.

Modal Not available yet but a great goal ​1 to 2 hour radius from Price range for daily turn around trips
would be as many safe daily trips totaling roughly​ $2500.​ Luxurious and
Southern California. Featured
as possible. unique accommodations included. Call
Destination is Napa Valley.
customer service for details.

Good Times Travel Several hundred to choose from. Counties include Orange, Los Prices can be anywhere from ​$50​ up to
Angeles, and San Diego. $300​. This is just for day trips. If you
choose to do a multi day/week trip, it can
cost anywhere from ​$500-$3,000.

Malibu Discovery Over 10,000 tours. Los Angeles area. Prices are about ​$795​ per adult.

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 SWOT Analysis

Strengths: Weaknesses:
● First of its kind ● Expensive
● Luxurious services ● Less inclusive
● Wine Tasting ● Misleading information
● Website is informative ● Website errors

Opportunities: Threats:
● Expanding our target audience ● Self-exploration
● Additional ​getaway​ options ● Transportation
● Advertising on social media ● Alternative vacation options
● Cost
● Other local cities
● Similar services

Modal is a starting company that promotes its brand through a luxurious experiential one-day
getaway; a wine tasting and culinary day to Napa and Sonoma in a private jet. Modal offers a
White Glove Service from the moment you book your day trip. This service includes a host
accompanying you throughout the trip to ensure your day is going by smoothly as planned. You
can always find more information online about the services provided.

However, there are a few grammar errors and misleading information online that needs to be
corrected such as a “weekend” getaway. The weekend consists of two to three days and Modal
doesn’t offer that. For the price of Modal services, people rather invest $2 thousand for a
weekend rather than just several restaurants.

Based on our survey results, it is best to proactively expand our target audience and offer
additional activities to explore more of the views in Napa and Sonoma. When there are more
options to choose from, it seems to attract more of our target audience and our potential

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audience. An idea to support a luxury desire is to advertise our campaigns on social media
platforms. A few examples are Facebook to attract the wiser age that range from 45-54;
Instagram for millennials from ages 21-34; LinkedIn to network with professionals and build our
new audience.

Though it seems as if most of our audiences prefer to plan their own ideal getaway for a better
experience as well as providing their own transportation. Transportation will be one of our
biggest issues for different reasons. Considering that there will be alcohol involved, people
prefer to call an Uber or Lyft driver and stay as local as possible to enjoy the moment and not
limit themselves for a good time.

In this day of age, personally driving to a desired location, especially when it’s a couple hours
long, is more of an ideal experience. For the cost of the trip, money can be invested elsewhere. It
can go towards bigger and better options for food, different types of drinks, spontaneous
activities, and souvenirs. For example: There is a better chance of investing on an adventure to
San Diego, which is the same amount of time being spent going to Napa. With this being said,
there are similar services one can do throughout the day and spend more time as desired for a
luxurious getaway.

Modal offers to live the impossible however, in the results of our survey, people prioritize their
impossibilities and convert them to possibilities. Redefine their own luxurious events that can be
spent with more time without feeling under pressure.

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 Strategy One
The Riviera Country Club Experience Pop Up Shop - Overview

Tactic 1​: Event announcement will be on a newsletter of Riviera Country Club. Letters will
inform members of the event. Announcement will talk about Modal, silent auctions, and
giveaway baskets.

Tactic 2:​ Pop up shop is an experience that takes members on an adventure that will introduce
the luxurious getaway. This experience will have hosts at the booths to inform and persuade
people to sign up for trips while simultaneously using their social media and there will be two
participating restaurants.

Tactic 3​ :We will have a silent auction that includes a paid trip and three participating winery
baskets.

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 Strategy One
The Riviera Country Club Experience

Tactic #1​ - A way to inform members of the Riviera Country Club of the events is to make an
announcement that will be attached to the club’s newsletter. The announcement will consist of
the following information: A silent auction event taking place later in the month (April) and a
few giveaway baskets to go with the auction; all gathered contributions will be donated to a
specific charity or foundation. Our team believes that club members are willing to partake in
these activities because they are current members of the club. Participants of that club expect the
events, silent auctions and pop-up’s to be hosted by the country club. Additionally, knowing that
the events are being hosted by their own encourages club members to attend and invite others.
This is good for both businesses: attracting more potential audiences. These are typical things
that we can implement into a country club's annual calendar that will provide Modal with a
decent amount of exposure and benefit both Modal and The Riviera Country Club.

Tactic #2​- Our team will be setting up a pop up shop that will be discussing the getaway itself
for Modal. Here you can find everything you need to know for the trip including white glove
experience, the private jet, and your destinations. There will be hosts hired on site to
accommodate any needs. There will also be social media photo opportunities for Facebook and
Instagram that will be posted. Appetizers will be included as well from two popular restaurants
that guests can enjoy. Guests will get to eat top of the line appetizers while finding out more
information about Modal and gives them a pleasant and relaxing experience to set up a once in a
lifetime experience.

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Tactic#3​- Our team wants to host a silent auction at the Riviera Country Club. We want
members of the club to join us for an evening to participate in our auction to raise money for The
Reach Out Foundation. Highest bidder will receive a paid trip through Modal. The next top three
bidders will receive a participating wineries gift basket. One gift basket will include wine from
Napa. Napa basket will include Diamond Creek’s finest wine Volcanic Hill Cabernet Sauvignon
(2015) ($225.00) as well as Swiss Gruyere cheese with organic cracker assortment (crackers
$3.99 and cheese $6.39) The other two baskets will contain a 25% credit off a bottle of wine at
Robert Mondavi winery (Napa) and DeLoach winery (Sonoma) as well as an assortment of
crackers and cheese (cracker assortment $3.99 and $10.99) Our team feels that the silent auction
is a fun and competitive way to bring our audience together and raise money for a good cause.
Also a smart way to bring awareness and exposure to Modal. With offering a free trip and credit
off bottles of wine from participating wineries will give incentive for those to book trips.

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 Strategy Two
The Kentucky Derby Experience at Santa Anita Race Track- Overview

Tactic #1-​ An experience called ​How do you Modal?​ We will hire a team that will wear Modal
shirts. We will have a total of 3 booths, one at each gate of the venue.

Tactic #2- ​The Blimp would create brand awareness during the event to display the logo to
expand promotion of Modal.

Tactic#3 -​ How do you Modal Trackside “Mint Julip” Package and custom paper straws, a CSR
tactic that will greatly benefit the race track and restaurant.

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 Strategy Two
The Kentucky Derby Experience at Santa Anita Race Track

Tactic #1:-How Do You Modal Booth

The Santa Anita Race Track is amazingly huge and has multiple entrances where thousands of
people pass through during large races. For that reason, Modal has set up multiple booths around
to maximize the chance of a sale. Modal branded tents will be there and there will be
refreshments to those who want to learn about Modal. Each booth will have a photo opportunity
with a real white horse in a Modal vest($300 a day). Booth will have a spin the wheel game that
guests can participate in. Prizes will be pens, key chains, wine openers, and wallets. ($500)
Along the table will be information and pictures of the wineries, restaurants, and luxury jets that
exist to show the luxury of Modals experience. There will be a small area where you can have
photo opportunities with signs that have the slogans “How do you Modal” and “This is how I
Modal”. This will be connected to a sweepstakes where a person can potentially win a free
Modal Trip if you follow Modal and post your pictures on Instagram with the hashtags of the
two slogans. This by itself will not only entice others to participate with the booth which would
bring in more participants but also help inform the general public about the existence of Modal.
This will create a following in the general population. If allowed, there will also be a Modal
booth set up around the betting booths which will bring in a large amount of people who have
time to wait for the horse race which will happen about every thirty minutes. This would allow

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for consumers information to be gathered and pictures be taken to spread the experience about
Modal.

Tactic#1b:-How Do You Modal Blimp

The Blimp would be used to create brand awareness during the peak times of the event from
11:00 am until 3:00 pm to display the logo to expand promotion of Modal. To rent, you contact
bandago.com and you have plenty of options for the size and it would cost $6,000. On the blimp
it would give the website for those interested in gaining further details about the company
Modal. It would hover around the entire race track throughout the designated times. It would
serve its purpose of staying in more areas where people would be generally. It would also be
large enough for people who are not attending the event but are in the surrounding area to learn
more about what Modal is. Which would give more opportunity to expand the company to more
people.

Tactic#1​:-​ How Do You Modal Trackside Package & Custom Straws CSR benefit:
The Partnership we will focus on is a fundraising ​CSR​ tactic to put Santa Anita Race Track in a
good light to redeem their positive image while also raising effective awareness of Modal
Luxury Trips. We will also draw attention to Modal ​Pop Up Shop​ and ​Blimp ​that are part of the
first two tactics. How do you Modal Trackside “Mint Julip” Package and custom paper straws, a
CSR tactic that will greatly benefit the race track and restaurant. We will partner with the high
end restaurant “Turf Terrace” at Santa Anita Race Track. The custom Modal straws will be
funded by a portion of the $2 profits from the sales of the trackside packages that will be heavily
promoted. In addition, the upfront cost for the straws will be $1600 for 20,000 straws. All the
proceeds from straws will be given to Santa Anita Track to help horses have a healthier life.

Santa Anita Race Track was recently in the headlines Oct 2019 for concerns of ​36 horse deaths
since December of 2018. Many protesters have been peacefully protesting for ​animal rights ​and
to confirm better care to the race horses. Our tactic will be to partner with the ​high end
restaurant “Turf Terrace”​ at the Santa Anita Race Track.

Together we will promote the ​famous Trackside package,​ as they usually do, which includes
the customers all time favorite, the signature cocktail, ​“Mint Julep”,​ The only difference is
every $2 per Trackside package sold will go towards Animal Rights ​to ensure great care to
race horses and assist to maintain the new synthetic track that is underway at the Santa Anita
Race Track. The new track which will be funded by Santa Anita Race Track, will prevent the
horses from fracture injuries due to the outdated dirt track. In addition, we will provide custom
Modal paper straws instead of plastic straws ​for all “Mint Julep’s” sold. This will benefit the

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Santa Anita Race Track and prove to the public, not only are they concerned with ​animal
rights​, but they are also concerned with ​environmental issues​.

The Santa Anita Race Track will promote the Trackside package as usual via intermission
announcements, table side monitors, wager tickets, cash vouchers, daily racing programs , alerts
on revolving television screens, interviews and filmed testimonies from regular everyday
influencers, like ​Bob Baffert.​ The promo and ​testimonies​ will be played throughout the day
including intermission. Custom made Modal straws will also be placed with all adult drinks.
Earned media coverage ​of the fundraiser partnership will be provided by local and ​national
media coverage​. ​Press releases ​and ​press conferences​ will be set up to promote the idea.
Furthermore, ​the custom Modal straws will be funded by a portion of the $2 profits from the
sales of the Trackside packages​ that will be heavily promoted. In addition, ​the upfront cost
for the straws will be $1600 for 20,000 straws.​ The profits will heavily exceed $1600 as they
do every year. We estimate that half of the amount of guests from 2019 who attended the derby
will purchase track side packages “SANTA ANITA DERBY DAY A HUGE HIT ON ALL
FRONTS AS 39,023 ON-TRACK FANS CONTRIBUTE TO ROBUST OVERALL HANDLE
OF $24,170,879, A 16 PERCENT INCREASE OVER LAST YEAR”(Santa Anita).

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 Budget

Giveaway Baskets $225.00

Popup Shop $1,500.00

Supplies for Pop-up Shop $400.00

Hosts/Chefs 700.00

Appetizers 1,000.00

Paid Trip $2,500.00

Wine and Cheese Baskets $500.00

3 Booths $300.00

White Horse $300.00

Pens, Key Chains, Wine Openers, Wallets $500.00

Blimp $6000.00

Coasters $50.00

Paper Straws $1600.00

Rental For Ipads (3) $60.00

Taxes $1,485.33

Total $17,120.33

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 Calendar

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 Appendix

Graphics

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 Summary of Survey Findings
Our survey had 161 responses and these were the results.
- The majority of responses received were females in the age range of 25-34, living in the Los
Angeles area.
- We asked what their getway preference consisted of and ​60% selected spa, but 45% selected
a winery​.
- ​94% of our survey takers prefered to take their significant others to a special getaway,
however, 98% prefer to drive on their own.
-About ​71% of respondents reported that they enjoy traveling in the summer.
- 2.13% that would not hire a host and 97.87% who would want to plan their own
getaways.

Summary of Face-to-Face Interviews

We conducted at least five individual interviews regarding their personal preferences for an ideal
getaway using the detailed explanations of Modal.

● Ages range from 35-55 years old which are​ the Generation X and Baby boomers.
● The main complaints on this trip were that it was too expensive for a ​one day trip​. Most
of the interviewees prefer a longer stay in the vineyards with additional activities. They
explained how one day is not enough, for they would feel pressured during their trip.
● Most of the interviewees liked the idea of​ Modal offering a host during the trip
experience​ and some believe having a host would only make them feel even more pressured.
● They do want to know more of the​ history of the farming wine​.
● 2-3​ felt that they​ could drive to Napa Valley​ for a lot less.
● 4-1​ mentioned they wouldn’t give this to a friend, they would rather take the trip with a
significant other and include a family member to experience this luxurious one-day life for the
price of the trip.
● All five​ interviewees prefer to select their own choice of food if they’re investing so
much for a Michelin Star Restaurant.
● All five​ would like to receive a gift after each trip from each winery.
● All five​ had a significant attachment to their Instagram, Facebook, and LinkedIn. They
suggested creating an online business account to get a better idea of what Modal has to offer.
● They questioned if there is a limit to how many bottles are provided and a limit of how
much alcohol they are allowed to consume.
● 4-1​ interviewees would prefer a low cost trip since it’s a starting business.

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 Interview Questions
1. What type of wine you consume when you travel?
2. When consuming wine, What type of food do you like to have it with? (steak, seafood,
vegetables)
3. Would you like to receive a gift after you visit with winery or book with Modal?
4. Would you gift this trip to significant other, family or friends?
5. Do you like the idea of a private jet? Would you like a different type of transportation?
6. During the trip would you like to choose another location to go beside the winners?
7. What other activities would you like to do while attending the wineries?
8. Would you be more adamant to purchase a trip if Modal had a social media account with
pictures of real people enjoying the trip?
9. Do you like the idea of a Host for you trip explaining everything from day one?
10. Do you like the history of winners?
11. How do feel about the price of the trip?
12. Would you like to be limited on the amount of wine you can consume?
13. Do you like the idea there is different package deals?

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 Works Cited

● AARDVARK:​ custom paper straw price list.

https://static1.squarespace.com/static/5488af22e4b0eae0eaee7886/t/58b08e4fbeba
fb55774a118e/1487965777331/Promotional+Products+Pricing+-+2017.pdf
● CheatSheet
https://www.cheatsheet.com/money-career/heres-what-people-who-earn-100000-a
-year-really-spend-their-money-on.html/
● Forbes
https://www.forbes.com/sites/tmullen/2018/02/15/state-of-the-wine-industry-2018
-highlights-key-trends/#6a784cef2de9
● Napa Valley Rocks
https://youtu.be/vOjIDz_CcBk
● Theorem Vineyard: ​What makes napa ideal for world class wine?
September 7th 2018
https://www.theoremvineyards.com/blog/2018/september/what-makes-napa-ideal-
for-world-class-wine-/
● Travel Weekly
https://www.travelweekly.com/Luxury-Travel/Insights/Wellness-travel-continues-
its-upward-trajectory
● Santa Anita Park.
https://www.santaanita.com/press-releases/59940/#.XeHP9-jYrnE
● Wired: ​Napa fermentation your wine with submarine technology
https://www.wired.com/2016/01/how-to-make-wine/
● Visit Napa Valley: Legendary napa valley,
https://www.visitnapavalley.com/wineries/
● Work cited Forthe Research on Industry
https://www.forbes.com/sites/tmullen/2018/02/15/state-of-the-wine-industry-2018-highlights-ke
y-trends/#189a2bf52de9

https://www.hospitalitynet.org/opinion/4092472.html
http://www.goodtimestravel.com/GTT/Enter1.aspx
https://www.bandago.com/blimp/blimpFAQ.php
https://www.scottdunn.com/us

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