Jared CrabtreeRodney Cruse

Ching-Hui KuanRyan MichaudKim Mishkind

Shannon Oastler

“To provide a luxury shopping, dining, and entertainment experience for all patrons

who visit this retail oasis.”

11

22

33

44

77

88

55

66

99

10

10

1. Restaurant (Café Med)2. White House/Black Market3. Art Gallery4. Tiffany5. Spa

6. Ann Taylor7. Tangerine8. Coach9. Hugo Boss10.Prada

Married Suburban College Educated Women Age range: 35-54 Annual household

income: $80,000+ Zip codes: 93311 and

93312

Low High

Low

Hig

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The The MarketplaMarketpla

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Stockdale Stockdale Fashion Fashion

PlazaPlaza

East East Hills Hills MallMall

Valley Valley Plaza Plaza MallMall

River River WalkWalk

San San MarcoMarco

DBA - Street Faire Arts Council of Kern - 1st Fridays Historic Preservation Commission

Product Need Features BenefitsSan Marco (the actual property)Type: Tangible (item processing-shopping/eating & people processing- massage (spa) & Intangible(mental processing- art & architecture)

ShoppingArtPersonal CareFood

Upscale retailersCentral locationMediterranean Architecture

High end Image/statusUniquenessHigh Quality RetailersExcellent Customer Service

SpaType: Tangible (people processing)

Personal Care MassagesManicuresHair Styling

RelaxationEnhanced Self-Image Personal AttentionExcellent Customer Service

Art GalleryType: Tangible (item processing) & Intangible (mental processing)

Aesthetics PaintingsSculptures

UniquenessExcellent Customer ServiceEntertainmentImage/Status

Upscale Women’s BoutiqueType: Tangible (item processing)

High end Clothing &Accessories

DressesShirtsPantsShoesBeltsPurses

High StyleHigh QualityImage/Status UniquenessExcellent Customer Services

RestaurantType: Tangible (item processing)

Food Mediterranean cuisineTop chef in Bakersfield

High QualityImage/StatusExcellent Customer Service

Pull Strategy

Demanding Luxury ShopsDemanding Luxury Shops

San Marco IMC Plan

San MarcoSan Marco Café Med, Hugo Boss, Art Gallery, SpaCafé Med, Hugo Boss, Art Gallery, Spa

Bakersfield ResidentsBakersfield ResidentsDemanding Retail PlazaDemanding Retail Plaza

Promotion Tools To Use Proposed ProgramsAdvertising Ad in Bakersfield Life (City) Magazine- targets educated, affluent

consumers in area (75,000 subscriptions- reach)- published every other month (frequency).

Install sign on in front of property to advertise brand and also install new signage for stores.

Sales Promotion Direct mail to target segment to promote “Girlfriends Day” campaign in which customers who bring at least one friend to San Marco and purchase at least one item or service receive a free gift bag (sample spa and makeup products).

Offer loyalty program for repeat customers. Track purchases on San Marco card and offer free gifts once a certain amount of points are earned.

Public Relations Hold events featuring local artists and musicians in the court yard. Become a member of the Arts Council and Downtown Business

Association. Participate in First Fridays. Become a member of the Historic Society and get the property on

the map for walking tours of the downtown area. Contact local media and offer to be interviewed about San Marco

and how it is contributing to the revitalization of downtown.

Retail features: Art Gallery, Boutiques, Spa & Restaurant

High quality Excellent customer

service Unique products with

limited availability in Bakersfield

Image/Status Unique Architecture Central location

No debt on original buildings

Renovation & Maintenance

Financing costs to purchase bank building and parking lot