The principal objective of this phase will be to analyze the present concepts for dining, entertainment and banquet / function business at the Facility. More specifically, we will assess whether existing concepts are appropriate to ensure long-term success for the better interest of the client base. Answers to the following questions will be sought.

• Do existing concepts ensure long-term patronage?
• Is the sustained revenue growth probable?
• Can the market capture rate continue to grow?
• Are the existing concepts flexible enough to adapt to changing market conditions?

The initial step in this phase will be to define the food service program from the standpoint of concept, services and facilities. To be most effective and to conserve on the amount of time required, we will adopt a team approach to this part of our work. We would like to take full advantage of the resources you have in your staff. We propose to work closely with your Marketing Relations person to define how the current or future food service is to be positioned in the public’s eye.

A definition of the existing facility includes a profile of its patronage. We will conduct interviews with your service personnel and supervisors to understand what their views are and what attracts clients. We will also organize and coordinate a focus group which should involve select students. These groups should represent the general mix of who currently patronage your facilities. We will develop the questions and program for discussion for these focus groups. Upon their conclusion, we will assemble all input provided and document a summary of conclusions. The results of this research will define the perceived image of the current situation currently, based on both a patron and employee perspectives.

The other aspect of defining the existing facilities, and critical to determining the Facilities’ market position, is to define the image that the Owner intends to project to the public. This should result from meetings with your advertising / public relations staff members and other pertinent persons.

Once the existing concepts, services and facilities are defined, we will proceed with a study of competitive facilities in the geographic trading area. This will involve field research to: 1) review existing operations which may be deemed competitive or cross competitive; 2) profile the market area’s population; thereby their needs for food, drink and entertainment. Questions to be answered include:

• What gaps exist in the market for food, beverage
  and entertainment?
• What is the food service image?
• What additional avenues of revenue may be achieved from the existing infrastructure?

In conducting field work, we expect to visit all current food facilities and local competitive facilities within a designated geographic area, interview management personnel at these locations, identify sources of demand and customer traffic, and project changes in the marketplace that may impact on the Facilities’ goals and objectives.

We will conclude our Phase II activity by presenting our recommendations and analysis of the existing concepts
and alternative concepts. Our written recommendations
will focus on:

• Menu pricing
• Service Style
• Entertainment format
• Ambience / décor
• Merchandising techniques
• Marketing / promotion
• Reuse of physical space
• Employee / operator profile

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Next: Phase III – Review of Financial Performance