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Member Organization Usage Needs ............................................................... ............................... 12 <br />Other Art / Cultural Organizations .................................................................. ............................... 12 <br />PotentialFuture Users ........................................................................................ .............................12 <br />Funders............................................................................................................ ............................... 13 <br />COMPETITIVE ANALYSIS ................................................................................ .............................13 <br />General Overview of the Competitive Environment ....................................... ............................... 13 <br />Competitorsthat offer Space ............................................................................. .............................14 <br />Competitorsfor Fundraising ............................................................................ ............................... 18 <br />MARKETING AND SALES PLAN ....................................................................... ............................... 18 <br />MARKETING STRATEGY ................................................................................. .............................18 <br />BrandStatement ............................................................................................... ............................... 18 <br />MarketingMessage ............................................................................................ .............................18 <br />Strategy.............................................................................................................. .............................19 <br />MARKETING COMMUNICATIONS PLAN ...................................................... .............................19 <br />Marketing Communications Vehicles ............................................................. ............................... 19 <br />SALESPLAN ........................................................................................................ .............................21 <br />OPERATIONS, PERSONNEL, AND MANAGEMENT ......................................... .............................21 <br />MANAGEMENT................................................................................................ ............................... 21 <br />PERSONNELPLANNING ................................................................................. ............................... 22 <br />Part-time Coordinator ...................................................................................... ............................... 22 <br />Part-time Custodian ......................................................................................... ............................... 23 <br />RISKMANAGEMENT ...................................................................................... ............................... 24 <br />HOURSOF OPERATION .................................................................................. ............................... 24 <br />REGULATIONS, COMPLIANCE & REPORTING .......................................... ............................... 24 <br />LICENSES, PERMITS, REGULATIONS & TAXES ........................................ ............................... 24 <br />Orange County Cultural Center Confidential Page 2 of 30 <br />Strategic Business Plan (v.1.0) 9/8/2011 <br />