Executive Summary

            The City of Santa Monica requires the perfect, most qualified consultant they can find to promote and market private event rentals and increase the volume of rentals, the profitability of private rentals, and raise the public profile of the new Annenberg Community Beach House at Santa Monica State Beach. This professional must design and implement a plan of growth for The Beach House, specifically spreading awareness and growing revenue from private events, all the while promoting and educating others about the sustainable design of the Beach House itself. The consultant must be a team player who thinks outside the box, has extensive networking skills and a large local network of professional contacts in order to be most effective, as quickly as possible. Strong tangible results must be produced quickly, as there is one year to surpass the city's goals for the Beach House if another year is to be tenured at the position. In a nutshell, the City needs someone driven to succeed, an educated self starter with hands on experience who knows how to market, who understands public relations and how to maximize press effectiveness, and yet who understands the importance of meeting deadlines and budgets. This paper explains why I am the consultant that the City of Santa Monica seeks if they wish to attain and even surpass their goals for the Beach House. It breaks down my plans for marketing the Beach House, from targeting key audiences like Non-Profit Organizations to utilizing my local contacts to find new avenues of growth, such as green friendly organizations. This document explains why my decade of experience and my higher education makes me the ideal candidate for this job. I have been training for this position my whole life.

            Starting with a Bachelors in public relations  that I received from Texas Tech University, I completed my MBA at Pepperdine University. From there I went on to build a successful ten year career producing live events and handling media relations for Fortune 500 clients the likes of Nike, General Mills, Lowe’s Home Improvement, Siemens, Hewlett-Packard and Time Warner Cable. I also have done extensive work in this area, from Santa Monica to Los Angeles and have tremendous network of resources I can tap into on my own. As the paper describes, I have unique ideas to promote and cross promote the Beach house, both to build rentals and to brand the Beach House as the premier private event rental spot on the entire West Coast, let alone Santa Monica and California. The paper then goes on to completely outline the strategy I wish to implement, integrating the plan with input from the team at the Annenberg Community Beach House (a director, manager and two event coordinators), as well as other key players at the Annenberg Foundation and the City of Santa Monica. I have experience in working with various community members in a number of communities as I organized and managed all the Grand Openings for Loews Nationwide for a period of time, working with local politicians, dignitaries and business people. As this paper will explain, not only are my experiences ideally suited for this position, my drive and desire is strong, and I have a strategy in place that will be effective.