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SUMMARY email: administration.pac-naz.org@earthlink.net
========================= BUSINESS CONCEPT www.pac-naz.org__________________________________________________ Our goal is to become one of the leading Non-Profit Performing Arts Centers for Youth and Conference/Retreat
Center in Arizona. We intend to accomplish this goal by offering a facility and curriculum that meet client
needs better than any competitor by: Bringing honor to a specific land or overall project "angel donor" and: building an overall "GREEN"-superior
camp setting, through careful hiring and continuous training and development energy savings of renewable energy system implementation closely evaluating our successes
offering programs for the medically fragile and special needs learners offering superior service to
conference attendees utilization of state of the art technology demonstration of respect to the earth and our environment by contributing to the overall
development of the community. We will also create a high level of visibility and awareness for our Performing Arts Camps and Conference/Retreat Center
by a consistent and carefully targeted marketing strategy. Provide community activities and a community center for all in
the surrounding areas to enjoy. meet the needs of families in poverty
CURRENT SITUATION
www.pac-naz.org__________________________________________________
Pac-Naz, Inc, incorporated
in the State of Arizona, has 501 (c) 3, non-profit status granted March 23, 2006, which concluded the 5 year "determination"
period. Pac-Naz is a public charity. The principals are Richard J. Sullivan, whose title is President/CEO;
Shirley L. Sullivan, whose title is Treasurer, Shari Courtnay, whose title is Secretary. Other key Board
Members include Robert Coons, JoAnn Roberts, Alice Klies, Rob Love, Darryl Tingler, Don Rotta who bring special
expertise in the areas of Business Financing and Banking; Education and Administration; Public Relations, Administration; Staff
Training and Administration; Fund Raising and Marketing; Energy and Environmental Issues; Food Service Management
and Culinary Arts; and Facilities and housing issues, plus Fire Department Experience and Youth Ministering. With
this team of experienced and talented individuals, the company is positioned to meet an emerging, underserved need for
providing top quality performing arts experiences for youth. We are currently seeking fianancial support in
order to offer a 501 c 3 tax exempt bond in the amount of $13 million dollars. The major challenges
we face before beginning operations are lack of funding in order to purchase or receive via donation, either the necessary 119
acres of land in Munds Park, Arizona; then completing due-diligence and close of escrow. With the purchase
of the land and qualification for the Bond the funds from the bond will be used to build out and staff the camp.
We plan to put the deposit on the Northern Arizona land by Fall of 2012, closing escrow within
120 days, having satisfied qualifications for the bond. These dates are target dates, adjustments are expected.
We currently have begun the bond creation process.
KEY SUCCESS
FACTORS
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Our major
asset is our highly talented and experienced management team. The team of individuals compliments each
other well, combining backgrounds in a diverse group of important areas. Richard Sullivan brings expertise
in the area of finance and banking. With 40 years in the banking industry his expertise is a valuable
asset. Shirley Sullivan brings expertise in performing arts education. She holds EdD
in Educational Leadership and will insure the highest curriculum content is presented, with highly qualified faculty selected.
Tim Komives brings expertise in the area of project engineering and plant management and trainings. His
years of on-site management skills provide knowledge and expertise to provide and maintain a top-notch facility.
Faye Komives fills the position of property manager. Her previous administrative assistant and office
management background serve as excellent credentials. Rita Folk serves as Director of Special Assignment
Personnel. Her expertise lies with years of successful teaching and ministry. Don Folk serves as the chronologist
and photographer. His background reflects business management and photography, plus ministry. The above-mentioned
are the full time, on site management team. Additional on-site personnel hold the supportive positions as
directed by the Director of Special Assignments. These "special assignment" adults will come via the
training program from Valley of the Sun Habilitation Center in Phx. and other such entities. These "special
assignment"/capable adults will provide the much needed assistance and contribute in a very positive way. The
performing arts faculty will serve as adjunct. Together, these strengths cover many major operational aspects
of the business with solid experience and a proven record of success. VISION========================= VISION STATEMENT
www.pac-naz.org__________________________________________________ We intend to be a market leader in providing Performing Arts Camps and providing a top notch Conference
Center. We want all prospective customers to know that we are the Non-Profit Organization that focuses
exclusively on quality programs for music, drama, art, photography, dance, learning, and maintain quality facilities; and
that we also present it better than any other year-round camp. We know of no other programming of performing arts for Special
Needs Learners of Arizona. A Community Center and Facility for Community Events will be so awesome for the communities
of the Verde Valley and Central AZ. The high poverty level learners and families will benefit greatly by having a place
to gather for community events and activities. MILESTONES
www.pac-naz.org__________________________________________________
Important
milestones for our business in the upcoming year are: Putting the deposit on, or receiving via donation, the acres of land in Northern
Arizona by Fall of 2012 & Due Diligence on the property in preparation for close of escrow:
with due diligence to be completed within 120 days of this date of deposit on the land. Issuance of the 501 c 3 tax exempt bond on
or before Fall of 2012. Launching a new web site:
3/30/04-REACHED Finalizing the decision for the choice of the builder and archetect: on or before Summer of 2012. Utilities and Waste Management
Design confirmed: on or before Summer of 2012. Preparations for Building to begin: Fall of 2012. Generate separate funding support
for MIDI lab for music education and aquatic center: Spring of 2012. Launching Fund Raiser(s) and Advertising Campaign:
Fall of 2012 and ongoing. Approach Federal Grants Programs for possible additional funding: ongoing Continue to approach foundations, corporations, and individuals for funding support: ongoing
Grand Opening:
on or before Fall of 2013. Evaluations:
ongoing Each of the above target dates are subject to change. We realize that change happens. MARKET ANALYSIS========================= THE OVERALL
MARKET
www.pac-naz.org__________________________________________________ Once an area of education provided by every school in the State of Arizona, the curriculum
for Performing Arts is now too expensive for the school districts and, for those schools still providing a portion of the
arts it is likely to decline in future years as more and more schools are forced into budget cuts in the area of the arts.
Parents and students are forced to turn to private education to satisfy the needs of students interested in performing arts.
Students will be able to attend the Performing Arts Center of Northern Arizona, Inc., spending a portion of their summers,
and/or year-around attendance, according to the scheduled sessions, learning and developing their special talents.
The teacher training market is expected to reflect a shortage of qualified music, art, drama, and dance teachers, as
college students turn away from majoring in music education due to the lack of jobs in the schools, further limiting the classes
offered within the school districts. With more and more schools being interested in year round
scheduling, The Performing Arts Center of Northern Arizona, Inc. has received interest from Charter schools and District schools
searching for possible ways to provide performing arts education through an outside source such as this endeavor. This
opens the possibility of year round performing arts camps being offered. This endeavor also includes sessions geared
to the disabled learner, and medically fragile student. With respect to the conference/retreat
center aspect of this endeavor, with the increase of population in Arizona too few new camps have been opened.
There are waiting lists for groups wanting to book camps in the existing camps in Arizona. Recent fires in Northern
Arizona have forced closures, ever deepening the need for additional camps in Arizona. In any case this market is not going to disappear. As research, The Performing
Arts Center of Northern Arizona has requested and received many letters from groups, schools, churches, and companies committing
to book the center for training and activities throughout the year.
The rural area of AZ near the 119
acres deemed for this endeavor will realize a huge positive impact in the area of jobs. Also, community events and gatherings
will provide residents and tourists with community strengthening activities and opportunities. Rural businesses
in the Verde Valley will love participating in the development of Pac-naz. Due to the decline in the USA economy
small rural businesses have felt the impact in a huge way. This worthwhile endeavor will provide businwess relations between
rural businesses, the communities and families of the Verde Valley and Central Az. The number of jobs created by this
project is awesome. The poverty level is high. Jobs are needed.
CHANGES IN THE MARKET
www.pac-naz.org__________________________________________________
The growth
in demand for this service in the local market, as well as in most other markets, outstrips the population growth.
Last year growth in the major metropolis areas of Arizona was at record-breaking levels, with increased growth in outlaying
areas increasing, as well. Square footage in District Schools is at a premium and space once deemed for
Band, Choir, Art, Drama, or Dance is now dedicated to much needed classroom space. Beyond population
growth, demand for this service is being fueled by the following factors of: more people in the target age group, due to increase
in overall population of families with school age students at home; higher disposable incomes creating families more willing
to spend money for outside interests and activities; more awareness of the general availability of the service due to solid
marketing, advertising and Web activity; and recent fires that have forced closings of camps. Because
of the continued presence of these factors, we expect growth in demand for this top-quality camp/conference center to continue
at a steady pace. This endeavor provides a year-round facility, opening the booking possibilities for outside
groups to be able to schedule a training site throughout the year. Community use of the facility will encourage
gatherings and the overall sense of community will be strengthened.
MARKET SEGMENTS
www.pac-naz.org__________________________________________________ The market can be broken into basically three segments: the high performance segment
for consumers that are more interested in higher quality or the most features and are less concerned with price; the standard segment for consumers
who want to strike a balance between quality, features and price; and
3.the economy segment for consumers who are
most concerned with price. While some camps are on the borderline between these groupings,
this segmentation applies to most offerings and most potential consumers are generally likely to only consider options within
one segment at any one time. The Performing Arts Center of Northern Arizona, Inc. offers such a unique camp experience that price does
not become the major focus. With the expertise of the faculty and high quality of programming, all in a
top-notch facility, the camper receives instruction from artists not available as a private-hire. With regard to the conference/retreat center bookings, a company, group, etc.,
will realize a better facility, easily accessed, available, new and up to date, with a wide range of options for booking the
exact facility needs for their group. For consumers wanting to strike a balance between quality, features
and price this conference/retreat center will be extremely desirable. It is our commitment to create a "GREEN",
as possible, facility. The surrounding community will
be able to see "signs" of Pac-Naz presence from I 17. Most of the facilities are obscured by the beautiful
pine trees.
TARGET MARKET AND
CUSTOMERS
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We focus on threetarget markets, the first being the
market of Performing Arts Education, and the second being the Hospitality industry, specific to groups. The third being
a top-notch Community Center. There currently is no community place in which to gather folks from Munds Park, RimRock,
McGuireVille, Beaver Creek, Stoneman Lake, Camp Verde. Each of these markets shows good promise and
can be well served by the same business because of their highly similar facility needs. By establishing
a facility conducive to music, dance, drama, and art use, specialty groups will discover a user-friendly facility for rehearsing,
training, teaching, events, etc. The Performing Arts Center of Northern Arizona, Inc. will have not only conference areas
for facilitating the large group, but also, break out areas, for cells within the larger groups to meet.
CUSTOMER
CHARACTERISTICS
www.pac-naz.org__________________________________________________
Of particular interest are
the customers/students with previous exposure and/or training or interest in the area of the arts because they compose a highly
identifiable group with specific needs, yet they are not being well served by any program or teaching currently offered.
This is especially true with respect to providing programming and education for the disabled and/or medically fragile
learners. The above mentioned is focused to the performing arts aspect of this endeavor. Of additional particular interest are the customers with needs of a place in
which they may gather, conduct training, present their own activities, etc. These customers need a wide
variety of activity spaces in which to conduct business training, gather for family reunions or rehearse their choirs, sports
clinics, etc. Locals who may be at the poverty level will welcome the scholarship program and/or community
events.
CUSTOMER NEEDS
www.pac-naz.org__________________________________________________ Historically parents of students interested in the performing arts have been overwhelmingly concerned with
the need of how to provide quality experiences. Even though a parent may provide private piano lessons
to an interested student, what is a parent to do when the student's interests lie in dance, drama, band or choir? The
choices of ways to satisfy these areas are so very limited. Recently however, because of the following
changes in the school curriculum, parents are seeking quality outside sources for their students. This
need is not being adequately addressed by current solutions that are available. But our company intends
to directly address this need and use it as leverage to quickly build market share. The conference/retreat
center customer has a broad range of wants including food services. Many of the various camps in Arizona
are currently in disrepair and users find themselves "roughing it" in a very rustic environment, not really conducive
to conducting business. By addressing the needs of the conference attendee we will provide a complete,
safe, up to date facility in which to conduct business, hold family reunions, retreat groups and/or community affairs of
any kind. With such
a top-notch facility our company intends to directly address the needs and use it as leverage to quickly build market share.
We are committed to respect of the outdoors and overall environment. Please visit the MUSIC BRIDGES portion of this website for more information specific to special needs
learners and the mediclly fragile opportunities.
CUSTOMER
BUYING DECISIONS
www.pac-naz.org__________________________________________________
When we sell the performing arts camp experience to parents
both the husband and the wife play a role in the decision-making. Of course the student attending camp must have an important
say in the choice of camps. Usually the student plays the key decision-making role, but the parents must
at least acquiesce for the purchase decision to move ahead. Information received from previous campers,
friends, teachers of the arts, and other materials will play a role in the student's decision. Nonetheless, we have found
it is highly desirable to be able to make the sales presentation when both parents and the student camper are home.
Parents tend to put much weight on the company and the people behind it. A scholarship program is
in place. The literature and web site reflect a warm, caring environment, yet professional, safe, and educational.
COMPETITIVE
ANALYSIS=========================
INDUSTRY
OVERVIEW
www.pac-naz.org__________________________________________________ Competition in the performing arts education industry is rather mild. There
are only a few direct competitors. With the aspect of providing performing arts education for the disabled
and/or medically fraile learner, there is no AZ camp that we know of. At this time there are few
choices for students interested in performing arts. A "sleep-away" performing arts camp will
be a welcomed item in Arizona. Market shares tend to be relatively stable. It would be uncharacteristic
of people of the arts to make aggressive marketing moves such as running predatory or negative advertising campaigns against
a non-profit organization. There is little competition on price, and price incentives or promotions are rare.
The strength of the relationship between student and faculty plays just as important a role as any other factor such
as features, pricing, etc. For the conference/retreat center aspect of this endeavor
there exists several different kinds of competitors. The
Performing Arts Center of Northern Arizona is to be located in Northern AZ, with viable access. The
major determining difference in this industry is location, design and upkeep of quarters, safety, food, facilities for all
seasons, recreation, and numbers of campers that can be accommodated. Few camps in Arizona accommodate
more than 300 campers. Market shares tend to be relatively stable.
NATURE OF COMPETITION
www.pac-naz.org__________________________________________________ In this industry location is a major competitive factor. Arizona students
want to stay within Arizona for the summer, year around schools need AZ locations in order to minimize travel time. Students
from nearby states will also enjoy the beauty of Northern Arizona with elevation of approximately 7,000' and cool summer
temperatures. With the nearness to Northern Arizona Universities we look forward to establishing a working
relationships with interns or practicum students earning experience at the camp. At the conclusion
of each performing arts camp the students will present a performance for parents, friends and nearby residents to enjoy.
With the camp in Arizona, parents and friends will be able to easily attend the big performance.
Advertising statements will show how much importance is placed on closeness to the community. Relationships
will be built between campers, faculty, and the strong volunteerism program. Competition is focused on
the quality of programming. With outstanding faculty and faculty assistants the learner has every opportunity
to realize enormous success while at camp. Each and every faculty member and associate will have fingerprint clearance and represent
the highest in professionalism. The
MIDI computer lab exposes the learner to new levels of music competency. This lab will make the Performing
Arts Center of Northern Arizona unique among any music education program available at a camp. With a scholarship program in
place, and the Performing Arts Center of Northern Arizona being a non-profit, other non-profits will recommend and/or use
the facility. For the aspect of the conference/retreat center we will go out of our way to respond to serving the unique requests and
desires of individual groups. We expect a strong amount of loyalty with the customers we serve.
Competitive effort largely focuses on the features of the facility and good food. These
features are highly trumpeted in press releases, advertising, and brochures. Quality is also conveyed to potential groups by conducting open house tours
through the facility, information on the Web site, endorsements from previous groups, etc.
CHANGES
IN THE INDUSTRY
www.pac-naz.org__________________________________________________
As this industry continues
to grow and becomes increasingly complex, companies are forming strategic alliances. Common strategic alliances
are between firms that are churches, schools, other non-profits, businesses, and individuals. This trend means that services
once provided by in-house means or systems no longer can provide for the needs of their members. Schools
no longer have the funding or space or personnel to provide adequate learning experiences in the area of performing arts.
Business groups seek training locations
complete with state of the art equipment in which to meet their needs of training. More and more businesses
are looking for one single source in which to train, house, feed, and participate in recreation during the training times.
We are attempting to raise the bar with regard to offering equal opportunities to the Special Needs Learners via the Music
Bridges program. Also, with the Hires from Valley of the Sun Habilitation Center in Phoenix and/or other such training
centers, Pac-Naz is demonstrating a model for other businesses to open their doors to hiring specially trained disabled
individuals who bring great skills and positive contribution to businesses.
PRIMARY
COMPETITORS
www.pac-naz.org__________________________________________________
Our number one music competitor is the summer program
at NAU. They compete largely by reputation. Their major competitive strength is that
they have returning students and that they operate their program at the University. They have succeeded
in the market because there is such a need for summer activities in the area of the arts. They fill to capacity quickly and
may have to turn away students. A difference between the two programs is the length of time students attend.
The NAU program is lengthy. The Performing Arts Program of Northern Arizona, Inc. is a two or three
week program, allowing the students to do other things during the summer, or allowing the students to do an additional camp
with a different performance presented. The Performing Arts Program of Northern Arizona, Inc.
camp has more of an emphasis on theatre and drama and stage production. For the conference/retreat
center, there is no other camp in Northern Arizona with the capacity or the top-notch quality of facility. There
are resorts in Flagstaff with top-notch facility that are not in a camp like setting. The new Young Life
camp in Williams, Arizona has high capacity, with upgraded facilities, but their main focus is on providing their facility
for their own Young Life programs and groups. They are the newest and nicest camp in Arizona. There
is no Community Center for the surrounding area. Pac-Naz is a welcomed endeavor.
COMPETITIVE PRODUCTS/SERVICES
www.pac-naz.org__________________________________________________
The Valley
Youth Theater competes with us but the differences are that they are in Phoenix, and put on a stage production with students
via audition. Moon Valley Productions offers more of a drama class and theater instruction.
It is positioned as having outstanding quality, and leadership. Their reputation for presenting
age-appropriate productions at a professional level is strong. Their students are taught respect and develop
good skills with regard to drama and theater. They have loyal, returning students and continue to grow.
They offer after school or summer, day, programs. Its major weakness is location. Phoenix
is so very hot. They often rent a church to use. The students must be transported daily.
OPPORTUNITIES
www.pac-naz.org__________________________________________________ Based upon an evaluation of what courses have, historically, been offered in schools and
what classes are traditionally offered as "private instruction" classes, students and parents are most interested
in courses in which multiple arenas are involved, such as music, (vocal and instrumental), dance, drama, costuming, make-up
techniques, lighting and sound technology, set design and construction, photography and film-making, all as a part of a stage
production. We are certain that by filling this need students will realize and further talents in
established and new areas of interest. Besides offering a complete theater production experience,
the students will experience visual arts, graphic design, creative writing, MIDI (musical instruments digitally interfaced)
computer lab training, and, as courses are added the curriculum will expand into other arenas, thereby offering even more
options for an exciting, varied, full camp experience. A sophisticated, professional quality-recording
studio will provide students with opportunities beyond basic technology. Instrumentalists will enjoy learning
under the direction of guest conductors. A band and orchestra library will be created and expanded, along
with acquisition of additional and better musical instruments, including percussion, harps, MIDI keyboards and more.
A student mentoring program will
address the very popular issue of mentoring, providing an excellent scenario in which students develop skills of demonstration,
leadership, planning, presenting, encouraging, evaluating, and reporting. Students will be able to take back to their learning
environments much more than musical, acting, stage and production skills.
THREATS
AND RISKS
www.pacnaz.org__________________________________________________
Threats that
pose significant risks to our business include needing income through philanthropic avenues and the risk of potential
fire danger. The implications of these threats include having to incorporate additional fund raising tactics;
having to install adequate hydrants, sprinkler systems in buildings and complete water storage for the hydrant system, which
is designed to utilize "gray" water; water storage tanks for potable water or deeper drilling of the well, respectively.
The likelihood of these threats materializing is slim due to the fact that lasting relationships will be built between
philanthropic organizations and The Performing Arts Center of Northern Arizona, Inc.; proper design and operation of the fire
control system will be installed and constantly maintained to insure efficiency; and the planned well is to be a deep water
well, thereby providing plentifulness of water. We could respond to such threats by increasing our data
banks of compatible philanthropic organizations and establishing new relationships for future funding and support; and for
fire danger, by establishing a neighborhood watch system for fire control, and by having the most up to date fire sensor system
and alarm connection to the local fire department, and for water shortage we would establish a water conservation program
and purchase, transport and store potable water for an emergency.
STRATEGY========================= KEY COMPETITIVE CAPABILITIES
www.pac-naz.org__________________________________________________
We are fortunate to have
several highly experienced and talented people in key positions. The expertise and experience that they
bring to us really sets us apart from the competition. Of particular note is their background in education
of the arts. This gives us the capability to offer a complete curriculum, at a very professional level.
Bonnie Shimko represents the special needs learners of the Verde Valley and serves as the "connector"
between the Performing Arts Center of Northern Arizona and the learners with special needs wanting to attend performing
arts camp and experience the best time of their lives. Bill Lewis, friend of Pac-Naz, retired from his private
practice in Family Counseling may be able to provide students experiencing abuse or dysfunctional family situations
with a perfect experience of positive expression through the arts. Jeanne Schofield is our contact at The Valley of
the Sun School and Habilitation Center. We look forward to providing healthy, encouraging, positive experiences for
the residents of "Valley". Mailings will be sent to schools and districts to keep Admin/teachers/counselors/coaches
in the loop with awareness of the schedules and registrations. Professional publications will receive notice and
ads will be placed to advertise camp sessions. With regard to the conference/retreat center aspect,
the facilities, being new, clean, spacious, and with a better ratio of restrooms to users than other camps, will present themselves
well. The log siding of the cabins and structures nestled among the tall pine trees of Northern
Arizona create such a pleasant visual experience. The meeting rooms, equipped with state of the art needs,
offer the best of both worlds--conducting business and getting- away- from- it- all. An outdoor amphitheater
will provide a top-notch performing area that includes high-tech needs and clear, crisp, mountain air. A
main performing auditorium and theatre center, fully equipped with sound and lighting, orchestra pit, full backstage facility,
and comfortable seats will become known as a theatre center like no other fine arts center. Meals will be
carefully planned and prepared to be nutritious and appealing. Chef Darryl Tingler is a part of the Pac-Naz team.
An "All-Faiths" Chapel will become a favorite place for students to spend some quiet time. The
chapel will be available for rent for weddings or other special services. Recreation areas include places for
volleyball, football, gymnasium for basketball,aquatic center, plus soccer, and other field sports. Playground
equipment, accessible for handicapped students, and ramadas offer an exceptional outdoor experience. We have a
very high respect for the outdoors. Future plans include an Aquatic Center for therapy needs. KEY COMPETITIVE
WEAKNESSES
www.pac-naz.org__________________________________________________
We have a competitive weakness in that our competitors
for the conference/retreat center have much more established reputations. In addition to being recognized
as established camps, other camps are each recognized for their own special reason. These include recognition
as pertaining to location. To further establish our reputation we intend to publicize and advertise with
a good marketing strategy. We have interviewed many camps in Northern Arizona and have repeatedly been
told that camps are working with a "waiting list" for booking groups. With a shortage of
available camps in Arizona we expect the first year to pick up, not only our own clients, but the "waiting list"
groups from other camps. Our financial position is a relative weakness. The first year
of construction we will not realize income. During phase 2 income will begin. The $13 million dollar Tax
Exempt/Non Profit Bond will build the facilities. For the past years we have been run by tireless volunteers.
We are now at a point of having to put on paid staff. Pac-Naz needs angels. Angels for the down payment
on the land, and operating expenses during the development/building era.
STRATEGY
www.pac-naz.org__________________________________________________ Our strategy is to be the premier educational provider and service provider in every way
possible. We intend to deliver premium quality performing arts and visual arts education and services and
to run our business in a first class manner throughout. Absolutely everything about our business will be
top notch, and our marketing strategy will be to communicate our premium quality to all possible customers. We feel it is
important for every customer to realize that we are a non-profit corporation. Customers are invited
to participate in gifting this endeavor, over and above receiving services, while realizing a tax-deductible gift. Pac-Naz
is a public charity. Participation with the 501 c 3 tax exempt bond is encouraged.
IMPLEMENTING
STRATEGY
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Being a new
firm, and also a non-profit, we have a big advantage in implementing strategy in that we started with a clean slate.
We can be sure that every associate is keenly aware of our strategy, from their first job interview, and knows how
it should affect their work. We must present ourselves as professionals and as community leaders.
Our image as leaders and educators is important. Our facility must be maintained at the highest
standard. Hospitality and Public Relations are critical issues that must be strengths. A
strong commitment to excellence must be all-inclusive. PRODUCTS/SERVICES========================= PRODUCT/SERVICE DESCRIPTION
www.pac-naz.org__________________________________________________
Our underlying philosophy
in delivering education to children and young people in the area of musical performance, to contribute to students' overall
development as individuals and as a group, and to enhance Arizona's cultural reputation nationally has been implemented
through a complete design of the non-profit educational endeavor of the Performing Arts Center of Northern Arizona, Inc.
Important objectives are to develop character, discipline, leadership, and love of the arts and theatre as well as
a strong commitment to excellence. We insure that we achieve these objectives through careful planning,
constant evaluation, effective selection of associates, solid legal counsel, an active board, and committed supporters.
POSITIONING
OF PRODUCTS/SERVICES
www.pac-naz.org__________________________________________________
We will position ourselves as providing highly customized
solutions for students with particularly demanding or specific requirements. We will be highly flexible
and responsive in adapting our educational experiences and/or services to the needs of these students or groups. The types
of students most likely to benefit from our approach will be students with prior experiences in the arts, or with interest
in the arts, or with disabilities. Our commitment to the surrounding communities is strong. We look
forward to hosting many, many community events.
COMPETITIVE EVALUATION OF PRODUCTS/SERVICES
www.pac-naz.org__________________________________________________ Customers appear to accept and agree with how we are trying to position our programs/service.
Because many of the groups we have interviewed have had to go on a waiting list for booking a camp facility we have
repeatedly been told that there are many groups anxious to book our facility for their needs. With regard
to the performing arts camps, we have received many requests from students wanting to reserve an enrollment spot for the first
year we are in operation. Teachers in the areas of Music, Art, Dance, Theatre, technology, etc frequently contact
us in search of employment. We receive constant encouragement to pursue financing in order to open this muchly
needed non-profit facitlity. We know that we must immediately continue to the phase of land acquisition and development
due to current market conditions. Available land in AZ is becoming harder and harder to come by. Developers and
speculators are acquiring parcels in which to build and develop housing communities. We must pursue Northern AZ land
now in order to provide the necessary location for this worthwhile endeavor. With the stress of the condition of
the US economy, land owners may be more willing to donate land to such a worthwhile project, realizing a very valuable tax
deduction. It may be possible for our board to consider name recognition as a result of land donation. This
will be managed on an individual basis. 119 acres of tree-covered land has been chosen for Pac-Naz. FUTURE PRODUCTS/SERVICES
www.pac-naz.org__________________________________________________
In the future
we are going to add additional cabins, classrooms, and facilities. This feature will be unique to
our service because it will allow us to become the largest camp in Arizona and will help further distinguish us from the competition.
What are particularly unique with this feature are its up to date cabins and new facilities. This
is important to customers because rustic camps can be uncomfortable and lacking in modern design. We are committed
to maintaining the "Woodsy" look, yet presenting accomodations in good repair and maintained with excellence.
We respect the outdoors. Future expansion
of curriculum may include piano, ballet, American Sign Language classes, pottery, clowning, mime, weavings, smithing, glass
works, etc. The Acquatic Center and All-Faiths Chapel are not in the budget. We look toward corporate
sponsors and private sponsors in order to provide these two entities.
SALES AND MARKETING========================= MARKETING STRATEGY www.pac-naz.org__________________________________________________ A major goal of our marketing is to position our performing arts camp sessions as an educational environment
providing the very best of performing arts education in a quality setting. We want to convince our potential
customers to think of us as having a safe, clean, accessible, overnight accommodating camp with emphasis on the needs of performing
arts, such as instrument storage lockers, acoustical panels, risers, sound equipment, music stands, proper chairs for rehearsal
and performances, art studio with natural light, back stage design, lighting, dance mirrors, space and floor for a variety
of dance styles, recreation equipment, food service, infirmary, computer lab-MIDI equipped, solid curriculum and faculty.
We aim to accomplish this by distributing information brochures, announcements and flyers to schools, churches, community
groups, other camps, professional periodicals of the arts/music/drama, media announcements, testimonials of satisfied campers
made available through letters, annual fund raising campaign, ongoing appeals for gifts and donations, recognition of supporters,
web pages, word of mouth, individualized responses to e-mail requests, newsletter to previous campers and/or convention bookings,
open house and tours of the campground facilities, incentives to campers to book other campers, posters, and registration
with non-profit organizations, with a complete volunteerism program.
SALES TACTICS www.pac-naz.org
__________________________________________________ An important part
of our sales process is uncovering the key concerns and needs of the student, which often differ from one student to the next.
Because of this, it is important to have faculty willing and able to individualize the learning experience for the
students. We will hire and maintain the best, fully qualified faculty and faculty assistants in order to
maintain the very highest level of accomplishment. For the conference center/retreat bookings our sales process is
uncovering the key concerns and needs of the groups, which will book the facility. We will offer a wide
variety of equipment in order for our clients to conduct successful conferences. We will keep the facilities maintained, clean, and in good repair at all times.
Our food services will meet the needs of special dietetic circumstances. Pac-Naz is in ADA compliance.
ADVERTISING
www.pac-naz.org__________________________________________________
Our advertising
will be focused at schools, churches, youth groups, clubs, after school programs, private and professional music studios,
private and professional dance studios, private and professional art studios, private and professional drama clubs, etc.
We particularly want to reach potential students who have interest in the performing arts, have attended summer camps,
have participated in private instruction in the area of the arts, enjoy youth activities. The message we
want to be sure to communicate to these students is The Performing Arts Center of Northern Arizona, Inc. offers the highest
quality programming in an up to date facility. For the conference/retreat center our advertising will be focused at schools, churches, youth groups, clubs, other organizations
offering training, workshop presenters, companies, corporations, families needing a place for family reunions, high school
reunion companies, community civic clubs, extension class locators, sports groups, etc.
PROMOTIONS/INCENTIVES
www.pac-naz.org__________________________________________________
To create
awareness for our new business we will have a grand opening celebration. The celebration will last
for a weekend, followed by several weeks of "open house" tours. During the celebration we will
hand out flyers, brochures, conduct tours of the facility and serve coffee and desserts. The
grand opening will be promoted by signs, mailings, press releases, media interviews, newspaper advertising, radio advertising,
direct mail, handouts, etc. We will do a special mailing to financial supporters and introduce the Grand Opening on the Web
site. A "season ticket" program
will offer family age discounts for seniors or children for the box office. Elected officials will receive
comp tickets to attend the performances. Professional sports groups and arts groups will be approached
for an endorsing statement. Companies and individuals will be contacted to offer scholarship support.
Professional performers will be asked to make a statement for print. We will establish a positive
relationship with sister city schools, churches and organizations, dance theater and choral groups. We
will establish a positive relationship with local social service agencies. Special perks such as reserved
seating, etc. will be offered to promote support. Please visit the pages "Special Needs Learners"
for additional information. PUBLICITY
www.pac-naz.org__________________________________________________ We will produce and send a newsletter every quarter to promote our camp and the progress
toward the grand opening, plus an opportunity for the recipient to participate as a financial supporter. We
will send a minimum 100 copies to current supporters and prospects, potential students, past students, schools, churches,
businesses, corporations, etc. In the newsletter we will highlight the progress toward the grand opening,
pre-booking opportunities, faculty bios, and calendar of events and registration times. Money in the Mail publication
will reach 40,000 homes for a 3 month mailing campaign. Media announcement will be made at grand opening time.
Local flyers and posters will be circulated throughout Flagstaff and communities nearby.
TRADE SHOWS,
ET. AL.
www.pac-naz.org__________________________________________________
Our objective
of attending these shows is to get names of possible leads, build relationships with current customers, launch our business,
emphasize our unique camp curriculum and facility. We also want to portray our firm as a major player in the conference center/retreat
grounds industry. We will rent space
at the AMEA, (Arizona Music Educator's Association), Conference, which is held annually, the first weekend in February,
at ASU. We will seek music groups needing a place in which to bring their groups to rehearse, such as high
school bands, choirs, etc. and we will get brochures and information into the hands of teachers of the arts so that students
will know about the performing arts camps and want to enroll. We plan to also gather additional resumes
of potential faculty members.
OPERATIONS=========================KEY PERSONNEL
www.pac-naz.org__________________________________________________
Our management
team includes four individuals whose combined backgrounds represent many years of professional experience in management.
The President/CEO, Richard Sullivan, has an excellent reputation in the field of finance, and is particularly well known for
community action. He will be directly involved in all aspects of the business on a daily basis, including
management of the finances. The Project Engineer, Tim Komives, will work closely with the President and
will concentrate primarily on the facility operation. He was chosen for this position due to his demonstrated
expertise in serving as project engineer and facilities manager for many years. A third key manager, Shirley
Sullivan, will serve as Camp Director and have primary responsibility for curriculum, faculty selection and training, staff
development and evaluations of programs/staff. A fourth key manager, Faye Komives, will serve as Property
Manager/Booking Manager and have the primary responsibility for guest registrations, accommodations, equipment needs, bookings,
etc. With the Performing Arts Center
of Northern Arizona, Inc. being a non-profit corporation, it is of importance that Richard Sullivan and Shirley Sullivan have
extensive experience serving with various non-profit organizations. Each member of the Leadership Team is
committed to "Community Connection".
ORGANIZATIONAL STRUCTURE
www.pac-naz.org__________________________________________________
The company is divided into
areas of focus. These are the key areas and their respective responsibilities: Building/Renovation/Facilities
Development: Richard Sullivan and Tim Komives will steer the builder, utility providers, insurance coverage,
overall development during this phase of building the camp. Shirley Sullivan and Faye Komives will play a part in creating the administration offices, purchases, food service needs,
staff, marketing, etc.There is much to be done with this
next phase of the operation. Each and every member of the team is committed to pitch in and help out with
any job that needs to be done. Community
connection will be on going. We are, every one, committed to safety, respect for the environment, and
cooperation-- especially during the building phase.
HUMAN RESOURCES PLAN
www.pacnaz.org__________________________________________________
Building a sense
of teamwork among all personnel is an essential component for the success of the business. By allocating
significant time and resources to staff training, we expect to increase every employee's ability to create positive happening
in the workplace and to help everyone feel that he or she is an important, contributing part of the organization.
Responsibility for training will come under Human Resources, but key managers from every department will take part
in developing or reviewing training materials or in actually delivering training sessions as appropriate. A
dance instructor may feel quite at home assisting an art class. Also included in the budget projections
are funds for bringing in outside consultants for staff training purposes as needed. We have visited with
a potential funding source for providing music training for working with the mentally handicapped learner. A
qualified music instructor would then, receive additional training in order to be successful working with the handicapped
learner. As specific faculty is hired expertise will be added to provide the highest quality instruction
possible. Teacher's assistants will receive training specific to the course being presented.
With AZ universities so near our camp we plan to utilize the Practicum and Internship students needing "hours"
for their college work. All workers will be required to receive fingerprint clearance. All workers will
be trained with regard to appropriateness when working with youth and special needs learners.
PRODUCT/SERVICE
DELIVERY
www.pac-naz.org__________________________________________________
In order
to deliver high quality, personalized service we will carefully select all employees, put each employee through a careful
training process, make sure each employee understands our way of delivering quality education to each student, have immediate
back-up support available for more difficult curriculum, give employees enough latitude so that they can respond immediately
to meeting individual learning styles, base employee compensation largely on demonstration of skill and transfer of knowledge
to the learner and relationships between the student and faculty member. Every person on our staff must
be committed to being an encourager. Employees from Valley of the Sun Habilitation Center, and /or other such
entities, (Special Assignment employees) will be under the supervision of Rita Folk. Their training will be very
specific to the task.
CUSTOMER SERVICE/SUPPORT
www.pac-naz.org__________________________________________________
An important part of our
operating plan is to make contact with customers after the services are rendered. We believe that new sources
of revenue can be developed through additional communication after campers have returned to their homes and/or places of business.
Our client base can be more effectively retained through this approach and expanded via word of mouth recommendations.
We believe that by providing our customers with what they want, be it quality education, or an up to date meeting facility,
we must monitor our clients' level of satisfaction through surveys and other convenient feedback opportunities. We plan on using the World Wide Web for some of our information gathering. We
plan to have a list of frequently asked questions and answers and the ability to e-mail for specific questions.
E-mails will receive a response.
FACILITIES
www.pac-naz.org__________________________________________________
As a camp, the location
of our facility and the professional image it presents are essential parts of our marketing strategy. Since
our target market is not only youth, but also seniors, handicapped, and couples, we feel that our camp needs to be located
in Northern Arizona, with good access. The Northern Arizona location makes this camp desirable
because of weather, natural beauty, and easy access year around. With approximately 119 acres dedicated
to camp use, campers will feel the sense of community; yet have the unique opportunity to "get away".
With the design focusing on specific needs of large groups, smaller groups, families, handicapped, businesses/corporations,
and also the performing arts, professional design and equipment is a must. The facilities are designed
to offer space for more than one group at once, with a variety of places for food serving, BBQ's, indoor or outdoor settings,
receptions--formal or casual. Sleeping facilities include choices for bunkhouse type accommodations to
private rooms or cabins with kitchens. For meeting rooms for large groups, breakout rooms are also
available. The camp will grow to accommodations for approximately 300-400 campers.
email: administration.pac-naz.org@earthlink.net or sfacntr@earthlink.net The mission
of the Performing Arts Center of Northern Arizona, Inc. is to educate children and young people in the art of musical performance,
to contribute to students overall development as individuals and as a group, and to enhance Arizona's cultural reputation
nationally. The Performing Arts Center of Northern Arizona, Inc. develops character, discipline, leadership,
and love of the arts and theatre as well as a strong commitment to excellence.
DISCRIMINATION OF ANY
KIND IS NOT TOLERATED.
Contact: Mr. Richard Sullivan
Dr. Shirley Sullivan
PO Box 2902 928-567-9181 or 602-799-7513
sfacntr@earthlink.net
Camp Verde, AZ 86322
928-567-9181
phone or FAX 602-799-7513 cell Richard
602-799-0093 cell Shirley sfacntr@earthlink.net
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