CHEERS TO 30

YEARS
A Proposal to
Increase Ticket
Sales at
Medieval Times
Dinner in
Celebration of
its 30th
Anniversary
 1

October 6, 2015

Medieval Times Dinner & Tournament

7662 Beach Blvd.
Buena Park, CA 90620

To Whom It May Concern,

In response to your request for proposal, Kaleidoscope Public Relations is submitting a public
relations plan for Medieval Times 30th anniversary. Enclosed you will find an executive summary
that outlines the proposal and highlights the main strategy that will be implemented throughout
the campaign. Included in the proposal is also a detailed explanation of our budget for the
campaign extending from April 2016 - June 2016. Our plan for you is to highlight the full bar
available at Medieval Times Dinner & Tournament by using Cheers to 30 Years, while also tying
into the July release of the new Knights of the Roundtable: King Arthur film throughout all layers
of the campaign.

Enclosed you will also find a contact list that should be helpful in directing any questions you
may have. Please feel free to contact any of us throughout this process.

Your consideration of the proposal is greatly appreciated. Thank you for your time and we look
forward to working with you.

Sincerely,

Sarah Alumbaugh
Executive Director
Kaleidoscope Public Relations

Pitch Letter
 2

TABLE OF CONTENTS
Executive Summary 4

RESEARCH
Introduction.. 5
Problem Statement. 6
PEST Analysis......... 7
SWOT Analysis 9
Target Audience......... 10
Primary Public 10
Secondary Public. 11
Influencers........ 11

PLANNING
Work Statement. 12
Goal........... 13
Objectives. 13
Strategy.. 13

IMPLEMENTATION
Objective 1..................................................................................................................................... 14
Objective 2......................... 15
Objective 3......................... 16
Objective 4......................... 17
Objective 5......................... 17
Timeline.. 18
Calendar 19
Budget 21

EVALUATION
Measurement and Evaluation. 22

QUALIFICATIONS
Our Team... 23
 3

APPENDIX
Appendix A: Pitch Letter... 26
Appendix B: News Release for Beer Festival 27
Appendix C: Photo Media Alert for 30th Anniversary.. 28
Appendix D: News Release for 30th Anniversary... 29
Appendix E: Beer Festival Poster. 30
Appendix F: Buzzfeed Quiz... 31
Appendix G: Buzzfeed Post.. 33
Appendix H: Social Media Samples.. 35
Appendix I: Mock Wristband 37
Appendix J: Media List.. 38
Appendix K: Sample Raffle Form ... 39
Appendix L: Signature Cocktail Menu.. 40
Appendix M: Calculations for Budget and Attendance. 41

References 44
 4

EXECUTIVE SUMMARY
The following is a proposal created by Kaleidoscope Public Relations for Medieval Times with the
overall goal to increase attendance to Medieval Times Dinner & Tournament shows. The span of
our proposal is from December 2015 to July 2015. Our objectives include increasing attendance
to Medieval Times shows by 1 percent in June 2016 using the creative tagline, Cheers to 30
Years, encapsulating the celebration of the nationally acclaimed attraction in Buena Park for
30 Years. In this campaign, our team has devised a unique plan that will highlight Medieval
Times full bar while simultaneously tying in the upcoming release of the 2016 summer
blockbuster Knights of the Roundtable: King Arthur by renaming a four of the Medieval Times
signature mead cocktails after the movie and its main characters. In addition social media has
become a huge platform for the public to engage with one another, highlight businesses, and
raise awareness about important topics by word of mouth. Thus, our aim is to increase social
media traffic by 1,000 mentions in May and June 2016. We plan to increase interaction on social
media and awareness of the full bar by implementing a Twitter campaign that ties in with the
summer film release. Furthermore, in an exciting community engagement tactic, we plan to
have our audience (young adults in Orange County, ages 21-35) vote on their favorite
Medieval drink of choice and voice it on social media while also engaging them on popular
blog sites such as Buzzfeed.

Our overall evaluation will be based on:

Increase in attendance and ticket sales at Medieval Times Dinner & Tournament
Increase in social media traffic and mentions
Number of forms completed at community engagement event
Increase attendee alcohol consumption by at Medieval Times Dinner & Tournament

Kaleidoscope Public Relations desires to see an increase in ticket sales at Medieval Times, and
we believe that our campaign Cheers to 30 Years will spur a definite rise in revenue through:
alcohol sales, social media campaigns, and the summer blockbuster Knights of the Roundtable:
King Arthur. The parallel of the film to Medieval Times could not be more strategic, and our aim is
to take advantage of the release of the film and lure our audience to the 30th anniversary
celebration.
 5

INTRODUCTION
With Southern California being one of the top entertainments stops in the world, the city of
Buena Park rests in the middle of all tourist attractions. With entertainment from coast to coast,
Buena Park generates an average of 6.4 million visits a year. In Orange County alone, visitors
dive into a realm of exciting attractions from Knotts Berry Farm, Soak City Waterpark, Premier
Exhibitions, Pirates Dinner Theatre to Medieval Times.

Medieval Times, Buena Park, Calif., is one of nine castle homes in the United States. All locations
are designed to entertain and amaze guests with a dinner attraction. It is a two-hour medieval
tournament with a four-course feast. Never closing its castle doors, especially not on holidays,
Medieval Times offers a European-style tower, decorated Hall of Arms, the Knight Club, an
outdoor courtyard, an extensive gift shop, the must see Museum of Torture and an indoor stable
area where guest can view the horses before the show.

Over the years Medieval Times has managed to bring in crowds of children, adults and tourists
from around the world. Kaleidoscope Public Relations is making a proposal to Medieval Times to
help raise attendance by 1 percent. At Kaleidoscope PR our mission is to provide our clients with
a new and innovative way of seeing the world. Kaleidoscope achieves the highest possible
standards in all that we do by providing strategic communication services that help our clients
build strong relationships with their publics.

There are a few identified problems that limit the organizations success. The first difficulty is
guests believe that Medieval Times is overpriced. The second is competing with the Disneyland
Resort which is currently celebrating its 60th anniversary. Southern California is a common stop
for tourists however believing that Medieval Times is their preferred stop spot is questionable.
Kaleidoscope PR wants to ensure that Medieval Times becomes a must-see attraction for local
OC residents. Some potential tactics that can increase attendance and guest participation are
outlined in our public relations plan.

Kaleidoscope PR has created a detailed public relations plan that will assist Medieval Times in
solving the identified problems of the organization. This plan has research and an analysis that
will contribute to a strategic plan of action.
 6

PROBLEM STATEMENT
Medieval Times Dinner & Tournament, Buena Park is celebrating its 30th anniversary in June 2016.
The dinner theater has used the Knights of the Roundtable: King Arthur film as a theme to
captivate minds for years and has been a large part of the Entertainment Zone of Buena Park
ever since. The Medieval Times main location in Florida celebrated its 30th anniversary in 2013
and it gained coverage in Orange County, Calif., while also launching a new show for the timely
occasion. Unfortunately, the fact that Florida promoted the 30th anniversary out here in Orange
County may have confused residents into thinking that the Buena Park locations 30th
anniversary has already passed. In addition, the fact that the Buena Park location implemented
a new show to celebrate the Florida locations milestone means that Buena Park will not be
making a new show for their own anniversary. A new show would be newsworthy and interesting
enough to gain attention and raise awareness about the anniversary, but because it takes
about a year-and-a-half to create a new show, Kaleidoscope PR has come up with other ideas
to get the Buena Park locations 30th anniversary into the news to the proper audiences. Based
on online reviews, families and young adults are Medieval Times largest audiences. Medieval
Times, Buena Park is interested in gaining a larger audience for the 30th anniversary by selling
more tickets, so Kaleidoscope PR decided to focus on outreach to young adults and by
increasing revenue from what those patrons spend inside the theater at the full bar.
 7

PEST ANALYSIS

Medieval Times Dinner & Tournament employs

more than 2,000 full- and part-time
professionals in nine cities. Employment
opportunities include knights, squires, show POLITICAL FACTORS
narrators, food & beverage clerks,
merchandise, retail and photographers.

Business in the month of June is driven by

discounted tickets in honor of Fathers Day,
Graduation and end-of-the-year specials.
Medieval Times hope is to maintain full fare
charge to make up for the cost of the 30th
anniversary campaign. Previous ticket buyers
had the opportunity of subscription to the
Royaltys newsletters which allow them to
receive discounts and offers. Medieval Times
offers discounts to military and allows guest in
for free on their birthday. Weekday sales are
made up of students visiting from elementary
schools thus taking advantage of student
discounts. Adults tickets can be purchased
ECONOMIC FACTORS at $61.95 (+tax & processing fee). Children 12
and under can purchase a ticket for $36.95
plus taxes and processing fees and all
children under three are free.

Research shows that American consumers

are spending what little extra money they do
have into eating out with friends and family.
Spending at restaurants and bars has jumped
more than 9 percent in 2015. In the past year,
the restaurant industry has seen an increase
of 3.8 percent in sales. According to market
research, young adults represent 23 percent
of total restaurant spending.
 8

Guest eat most meals with fork at this

establishment it is prohibited to use utensils as
they date back to the 11th century. Guests
have the option of choosing a meal fit for
their diet including Garlic Bread, Tomato
Bisque Soup, Roasted Chicken, Spare Rib,
Herb-Basted Potato, Pastry and Beverages. A
vegetarian meal is available upon a guests
request.

Over the past few years, there has been a

growing body of scientific studies that appear
to show that experiences, not objects, bring
people the most happiness. The internet has
begun to be impacted with Buy
Experiences, Not Things types of stories. SOCIAL FACTORS
Younger millennials, especially between the
ages of 18 to 28 are going out more often
and restaurants are increasingly catering to
their likes and dislikes.

The alcoholic beverage, mead, is believed to

be the oldest alcoholic beverage in the
world. It was widely drank in the Medieval
ages along with beer, ale, cider and wine. In
the last three years, the number of meaderies
in the United States has more than doubled,
making mead one of the fastest growing
alcoholic beverage categories in the country.

Medieval Times is a live horse show in an

enclosed arena. Persons sensitive to horses or
with respiratory conditions, allergies or asthma
attend at their own risk. Medieval Times uses
stroboscopic effects which may be a factor
in triggering epileptic seizures.

TECHNOLOGICAL ANALYSIS According to data from the Census Bureau,

50 percent of adults in Orange County own a
smartphone and 55 percent use the internet
for social networking. 56 percent of all users of
the Buzzfeed blog website are between the
ages of 18 and 34 years old.
 9

SWOT ANALYSIS
STRENGTHS

S
Number one dinner attraction in North America
Castle is celebrating its special 30th anniversary
Attendance in June is projected to increase by 1,000
attendees
Entertains more than 400,000 people each year
Strong Social Media following with 75,263 Facebook likes,
18.4K Twitter Followers, 2,583 Instagram Followers
Research shows that people are spending more money on
experiences and dining
Sales at restaurants are up
Strong presence at community events

W
WEAKNESSES
Minimal Budget, costs of the campaign must be offset by
increase in ticket revenue
People may perceive ticket prices as too expensive
People are not aware of the vegetarian option, perceive
feast as unhealthy and gluttonous
People may perceive the establishment as outdated
Adults may not be aware of the full bar and may think it is
more for children and families
People arent aware that shows continually change

OPPORTUNITIES
Fathers Day and Graduations also take place in June, tie-ins

O
Silent Publicity in the form of product placements and
mentions on hit television shows
Can take a look back on the last 30 years, include highlights
and facts
Attendance in June has historically been driven by discounts
Vegetarian meals are offered at the castle which can be
promoted to more health conscious guests
Employees give back to the community through volunteer
work
A To-Do List must for SoCal residents
Full bar
Partnership with hotel company

T
THRE ATS
Neighboring Pirate Show that provides same type of dining
with a show experience
Disneyland and Knotts Berry Farm are neighboring attractions
Disneyland celebrating its 60th anniversary with a Diamond
Celebration with no set end date
Already spending disposable income on graduation parties
and Fathers Day celebrations in June
Lack of community awareness of the 30th Anniversary
Other restaurants and bars that serve alcohol
 10

TARGET AUDIENCE
According to articles from business journals and online review sites, Medieval Times attracts two
main audiences, families with children ages 7-14 and young adults between the ages of 18-35.
Due to the fact that children in these age groups do not have disposable income of their own
and can only be influencers to their parents, we have chosen to focus specifically on the
audience of young adults. We have also chosen to exclude young adults between the ages of
18-20 because they are under the legal drinking age.

PRIMARY PUBLIC

Our primary public for this campaign is young adults living in Orange County, both males and
females, between the ages of 21-35. There are currently an estimated 800,000 young adults
living in Orange County.

DEMOGRAPHICS:

Comprise 24 percent of Orange Countys total population

Medium income is $37,392
50 percent own a smartphone
79 percent have internet access

PSYCHOGRAPHICS:

55 percent use the internet for social networking

64 percent of adults say they find an occasion to drink alcohol
50 percent of adults had 1-7 drinks in the last week
Represent 23 percent of total restaurant spending
Value time with their friends in group settings
 11

SECONDARY PUBLIC

Our secondary public is primarily online media which includes blog pages, news pages and
social media sites. Research shows that young adults get much of their information from online
sites. Social media statistics conclude that 87 percent of young adults use Facebook, 23 percent
use Twitter, 26 percent use Instagram and 34 percent use Pinterest. Beyond social media pages,
young adults frequent blog and news pages including Buzzfeed, Elite Daily, food and beverage
blogs and entertainment blogs that are written by private parties in order to keep up to date on
the latest trends. By targeting these online bloggers and pages, we will be able to influence our
primary public to attend Medieval Times 30th anniversary celebration in June 2016.

INFLUENCERS

In order to accomplish the goal of increasing full price ticket sales for Medieval Times, a key
element to this campaign utilizes the power of influencers in the secondary publics. The most
obvious influencer is the movie Knights of the Roundtable: King Arthur, which is a tremendous
platform to use as leverage in order to entice the primary audience: young adults in Orange
County, ages 21-35. The media - specifically online media, encompassing blogs, news pages,
and social media sites (Facebook, Twitter, Instagram) - is another major influencer. Popular blogs
such as Buzzfeed, Elite Daily, and indie food, beverage, and entertainment blogs also
revolutionize the ways in which our target audience engages on social media and access
information, today. Thus, by penetrating these social media sites, the primary public has a high
chance of becoming aware of the 30th anniversary celebration and subsequently attend
Medieval Times.
 12

PLANNING
WORK STATEMENT

Kaleidoscope Public Relations has created a unique campaign, Cheers to 30 Years to raise
awareness for Medieval Times 30th anniversary. The campaign highlights the full bar in order to
target young adults in Orange County, ages 21-35. The strategy of the campaign ties the full bar
together with the upcoming release of the 2016 summer blockbuster Knights of the Roundtable:
King Arthur by renaming a number of the Medieval Times signature drinks after the movie and its
characters.

In addition, this campaign seeks to increase interaction on social media by implementing a

Twitter campaign that connects Medieval Times Dinner & Tournament with the upcoming
release of the film. Cheers to 30 Years will aim to create 1,000 social media mentions in the
span of May to June 2016 as well as engage at least 200 attendees at the community event to
vote for their Medieval drink of choice, which will entice our audience to go to Medieval
Times full bar. Cheers to 30 Years is an exciting campaign aimed to excite and engage our
target audience and therefore persuade them to attend Medieval Times for the 30th
anniversary.
 13

GOAL:
Increase attendance to Medieval Times Dinner & Tournament shows

OBJECTIVES:
1. Increase attendance to Medieval Times Dinner & Tournament shows by 1

percent in June 2016

2. Increase attendee alcohol consumption by 1 percent at Medieval Times Dinner

& Tournament
3. Garner 1,000 social media mentions from May to June 2016

4. Engage 200 attendees at a community event to vote for their Medieval drink of

choice
5. Garner two print media and four online media mentions between May to June

2016

OVERARCHING STRATEGY:
Cheers to 30 Years

Use the Cheers to 30 Years tagline across all campaign content and messages
to highlight Medieval Times full bar. In addition, tie the full bar together with the
upcoming release of the summer blockbuster Knights of the Roundtable: King
Arthur by renaming some of the Medieval Times signature drinks after the movie
and its characters
Increase interaction on social media by implementing a Twitter campaign that
connects Medieval Times Dinner & Tournament with the upcoming release of the
film Knights of the Roundtable: King Arthur, in addition create interactive articles
/ quizzes relating to the film to engage followers and use other social media
channels to increase awareness about the 30th anniversary
Bring awareness to Medieval Times 30th anniversary by reaching out to
traditional media and food and travel bloggers based in Orange County
 14

IMPLEMENTATION

OBJECTIVE 1
STRATEGIES

Use the Cheers to 30 Years tagline

Increase attendance to
Medieval Times Dinner &
Tournament shows by 1
across all campaign content and
messages
Partner with Knights of the
Roundtable: King Arthur to promote
full bar

percent in June 2016 TACTICS

Create new limited 30th anniversary mead

cocktail menu and tie it to the film by
naming the drinks after the film and its
characters, send press releases to the
online and traditional media outlets, also
offer 30 percent off discount on all
alcoholic beverages during the month of
June to all attendees who check-in to
the venue on Yelp and post to their social
media page

TOOLS

New mead cocktails, social media, Yelp

 15

OBJECTIVE 2
STRATEGIES

Partner with the film Knights of the

Increase attendee alcohol
consumption by 1 percent
at Medieval Times Dinner
and Tournament
Roundtable: King Arthur
Increase awareness of the new drink
menu and full bar with social media
campaign using the hashtags
#whatsyourmedievaldrink and
#drinksoftheroundtable, and tie it
together with the new names of the
mead cocktails named after the film
Knights of the Roundtable: King Arthur
Promote partnership with film and its
relation to our new drink menu, also
bringing to attention Medieval Times
full bar

TACTICS

Digital media, social media, traditional

media, community outreach /
engagement event, promote new 30th
anniversary drink menu at a community
event, 30 percent off discount offered to all
attendees who check in on Yelp

TOOLS

Use Facebook to post information about

the anniversary event, use
#whatsyourmedievaldrink and
#drinksoftheroundtable hashtags,
encourage Yelp check-ins to redeem a 30
percent discount on featured mead
cocktails, pitch to food blogs and websites
such as Fast Food Maven and more. (See
Appendix K)
 16

OBJECTIVE 3
STRATEGIES

Increase interaction on social media

channels by partnering with film Knights
Garner 1,000 social media of the Roundtable: King Arthur to
mentions from May to June engage our followers using the
hashtags #whatsyourmedievaldrink
2016 and #drinksoftheroundtable
Position social media channels as an
information hub to increase awareness
among followers about 30th anniversary
and campaign

TACTICS

Social Media, leverage film partnership,

highlight the new mead cocktail options
named after the film and its characters

TOOLS

Twitter campaign linking Knights of the

Round Table: King Arthur to Medieval
Times 30th anniversary, Facebook and
Instagram for informational purposes, Yelp
check-in to redeem 30 percent discount at
the bar.
 17

OBJECTIVE 4
STRATEGIES

Host a contest and a raffle that will

Engage 200 attendees at
a community event to fill
out a raffle form or
engage event attendees to participate
and vote for their favorite drink
Increase awareness of Medieval Times
partnership with the film and of the 30th
anniversary celebration

participate in a beer TACTICS

goblet holding contest.
Give out information about 30th
anniversary, showcase new drink menu
with names from the film Knights of the
Roundtable: King Arthur, encourage social
media participation, give out a prize that
ties in the film to the contest-winner like two
tickets to the Los Angeles premiere of the
film

TOOLS

Flyers, posters, raffle forms, social media.

OBJECTIVE 5
STRATEGIES

Reach out to traditional and digital

Garner two print media
and four online media
mentions between May to
June 2016
media
Use Cheers for 30 Years tagline to
highlight Medieval Times full bar.
Discuss Medieval Times partnership with
the film Knights of the Roundtable: King
Arthur
TACTICS

Pitch letters, press releases, media

advisories.

TOOLS

Contacts from media list.

 18

TIMELINE
Activity December April May June July
Take initial social
media
measurements

Compile media list

Compile traditional
media deadlines for
publication

Publish Buzzfeed quiz

Publish Buzzfeed story

Beer festival

Send out news

release and media
alert

Launch Twitter
campaign

Compile traditional
media occurrences

Compile social
media interactions
 19

CALENDAR
December 2015 July 2016

Initial social media measurements

- Take initial measurements of all social
media engagements and
occurrences
o Facebook likes, shares and
tags
o Facebook status updates and
DECEMBER 2015
posts
o Twitter followers, likes, shares
and mentions
o Twitter tweets
o Yelp ratings and reviews
Traditional media
- Compile media lists
- Compile publications deadlines

Buzzfeed
- Buzzfeed quiz published (Appendix F)
- Buzzfeed 30th anniversary post
published (Appendix G) APRIL 2016
Pitch letter
- Send out pitch letters for magazines
(Appendix A)

Beer Festival
- Organize and execute a booth at the
OC Beer Festival 2016
News release & fact sheet
MAY 2016
- Send out the news release and media
alert to traditional media outlets
(Appendix B - D)
o Magazine articles
o Blog posts

Twitter Campaign
- Launch Twitter campaign with the
JUNE 2016
movie Knights of the Round Table:
King Arthur (Appendix H)
 20

Twitter Campaign
- End Twitter campaign with the movie
Knights of the Round Table: King Arthur
Social media measurements
- Compile ending measurements of all
digital media from December 2015
June 2016
o Facebook likes, shares, tags,
JULY 2016 status updates and posts
o Twitter followers, likes, shares,
mentions and tweets
o Yelp rating and reviews
Traditional media measurements
- Compile all traditional media
occurrences
o Newspaper articles
o Magazine articles
o Blog posts
 21

BUDGET
Event (Beer Festival) Description
Venue Booking $ 400.00
Tables 2 tables (rent) @ $9.75 each $ 19.50
Alcohol 84 bottles (24 oz) @ $15 each $ 1,260.00
Cups 1,000 2 oz. cups @ $2.98 a box $ 29.80
Napkins $ 7.00
Raffle Form 300 half-page forms @ $0.32 each $ 96.00
Raffle Box $ 6.46
Flyers 500 quarter-page flyers @ $0.16 each $ 80.00
Standalone Posters 3 @ $37.99 each $ 113.97
Raffle Prize 2 movie premiere tickets @ $3,500 each $ 7,000.00
Logo tablecloths 2 @ $90.79 each $ 181.58
Tent (Rental) $ 75.00
Plastic goblets 5 @ $6.99 each $ 34.95
Event Total $ 9,304.26

General
Wristband Printing 750 wristbands at $0.05 each + $35 plate $ 72.50

Total Cost $ 9,376.76

Return on Investment (ROI) 15%

 22

EVALUATION
The successfulness of our campaign and the tools utilized throughout the plan will be measured
and evaluated in several different ways.
Attendance in June will be measured after the month commences to see if it has been
increased by 1 percent.
Purchase of alcoholic beverages in June 2016 will be measured to see if it has been
increased by 1 percent more than the average.
Number of tickets purchased in the month of June 2016 will be calculated
Number of 30 percent off Yelp Check-ins total in June will be calculated.
Buzzfeed Quizzes/Posts readership and interaction will be measured.
Media Impressions for the following will be measured:
o Online magazine articles
o OC Register mention
o Pitch letters translated into posts or stories
o Number of views for online magazine stories
Social Media sites including Facebook and Twitter will be measured for the following:
o Number of page views
o Number of mentions
o Number of page likes
o Number of retweets and tweets with campaign hashtag
o Number of comments
Number of raffle forms and contestants at booth at the Beer Festival will be calculated.
 23

The mission of Kaleidoscope Public Relations is to provide our clients with a new and innovative
way of seeing the world. Kaleidoscope achieves the highest possible standards in all that we do
by providing strategic communication services that help our clients build strong relationships with
their publics. Kaleidoscope is also committed to creating a professional work environment that
encourages creativity, honesty, expression, and teamwork.

OUR TEAM

Sarah is the executive director of Kaleidoscope Public Relations,

with which she collaborates with her team to plan, strategize and
execute public relations campaigns. She believes in the
importance of teamwork and H.E. Luccocks words that No one
can whistle a symphony. It takes a whole orchestra to play it.

Sarah is a marketing and public relations coordinator at La Voz

Marketing, where she supports her team on multiple accounts
with activities including research, social media content creation,
media/social media monitoring, creation of public relations
materials, community outreach and event coordination /
assistance and more. Her other experiences include creating
social media content in English and Spanish, helping to conduct
primary and secondary research, strategizing and creating
campaigns and more through her past internships at the Orange
Sarah Alumbaugh County Transportation Authority, The American Heart Association,
Executive Director The Axis Agency, Music Unity Sports Entertainment (MUSE) and
through her role as Account Coordinator then Firm Director of
Titan Public Relations, a student-run public relations firm.
 24

Kim is the Marketing Director for Kaleidoscope PR in which she

collaborates with a team on planning, strategizing, and executing
campaigns and special events. Her past experience includes
marketing internships at non-profit organization, Project Access in
Newport Beach as well as Susan G. Komen in Costa Mesa. At her
latest internship at The Building Industry Association of Southern
California, she was in charge of social media, news releases,
event planning, and administration. In future endeavors, Kim
hopeful to become a PR professional in either the non-profit
sector or the music industry.

Kim Chan
Marketing Director

Olivia Mitton acts as the Logistics Director for Kaleidoscope Public

Relations. Olivia oversees all aspects of planning, manages
scheduling and records meetings along with event logistics and
coordination. Aside from these responsibilities, Olivia also
contributes to several aspects of the campaign including
strategic planning and verbal and written communication.

Olivia is currently interning at Avatar Property Services, Inc based

out of Aliso Viejo. She is in charge of all social media platforms,
researching current and potential client behavior, attending
promotional trade shows, writing new website content and
managing communication between management and clients.
She has experience in creating international public relations
proposals through her classes at Cal State University Fullerton.
Olivia is also currently working as an Office Manager and
Olivia Mitton Accountant for Four O Nine, a property management company.
Logistics Director Her job responsibilities include client correspondence, scheduling,
budgeting, invoicing, accounts receivable, customer service and
the management and training of employees.

Maria Paz develops the graphic designs and artwork for the
marketing and promotional materials. She also contributes to the
various marketing and public relations strategies and tactics.
Maria Paz has experience in writing, design, and web control
fields.

She currently interns for Ginsberg Libby Entertainment PR and as a

communications intern with Make-A-Wish. She is the lead
marketing representative for Disney Visa in Downtown Disney and
is actively involved with Cal State Fullertons PRSSA chapter. These
positions utilize her skills in organization, time management,
graphic design, communications, sales and developing
professional relationships. Maria keeps in constant
communication with clients, volunteers, sponsors and
representatives that are involved with media, sales and product
promotion. Maria Paz
Creative Director
 25

Urshita Bhagat manages the finances of Kaleidoscope PR and

ensures the agency, as wells as all clients, have a pleasant, stress-
free experience. She tracks all present and future outflows and
inflows of cash and ensures the agency stays within the budget
provided by the client. She compiles all financial documents and
statements for viewing and analysis. She also aids in the planning
and execution of public relations campaigns.

Her past includes information technology and development for

governmental healthcare and public relations for California State
University, Fullertons Indian Student Association and the Newport
Beach Film Festival. She is currently working with a private
wedding company, and hopes to run her own wedding planning
business in the future.

Urshita Bhagat
Finance Director
Appendix A 26

April 1, 2016

Jonathon Gold
Food columnist
Los Angeles Times

Dear Jonathon Gold:

Your recent article New Mixologist Combining Heirloom Vegetables & Craft Cocktails was a
refreshing story of innovative mixology taking place right here in Orange County. The way you
depicted these new specialty beverages enticed the reader to want to try the cocktails for
themselves.

Continuing with the theme of specialty drinks in Orange County, Medieval Times Dinner &
Tournament Buena Park will be introducing new mead cocktails in celebration of its 30th
anniversary taking place in June, which would make an interesting subject for your next story in
Food Enthusiast Magazine. Mead is said to be one of the worlds oldest forms of alcohol, and
Medieval Times is putting a new spin on the ancient brew. The number of meaderies in the U.S.
has more than doubled in the last three years, making mead one of the fastest growing
alcoholic beverage categories. Not only is Medieval Times debuting these cocktails for their 30th
Anniversary celebration, but its also offering a 30 percent off coupon for all alcoholic beverages
to all adult guests who visit the castle during the month of June.

In order to provide you with all the necessary information to complete your story, I can arrange
an interview with David Manuel, Marketing Manager at Medieval Times, Buena Park. A detailed
list and ingredients of all of the new mead cocktails offered will be provided along with photos
of the drinks.

I will call next week to see if you have any questions or if I may be of any further assistance for a
possible story on Medieval Times release of its 30th anniversary mead cocktails. In the
meantime, you may reach me directly at (714) 396-3995. Thank you for your time.

Sincerely,

David Manuel
Appendix B 27

NEWS RELEASE

CONTACT:

David Manuel FOR IMMEDIATE RELEASE

Medieval Times

April 24, 2016

MEDIEVAL TIMES TAKES COMPETITION TO THE OC BEER FESTIVAL

ANAHEIM On April 9, 2016 from 2 p.m. to 6 p.m. at the OC Beer Festival at The Phoenix Club in
Anaheim, Calif. Guests will receive the royal honor of voting for their favorite new Medieval
Times mead cocktail. These four new mead cocktails will be presented as the signature
cocktails for the Cheers to 30 Years celebration at Medieval Times, Buena Park in June.

Medieval Times has hosted over 53 million visitors across nine locations. Each event
features staged tournament games, including sword-fighting and jousting, performed by a cast
of 75 actors and 20 horses. This June 2016, Buena Park celebrates its 30th anniversary and in
correlation with their new theme, Medieval Times has decided to add new drinks for guests
attending the shows.

The event will feature some of OCs favorite knights and four new mead cocktails that will
be the next signature drinks celebrating Cheers to 30 Years at the dinner attraction. After
tasting from the various selections Medieval has to offer, guests can fill out a ballot that allows
them to vote for their favorite cocktail. Along with a vote, guest who fill out a short survey are
entered into a raffle for the opportunity to win two tickets to the premier of Knights of the
Roundtable: King Arthur in July. The signature cocktails are named after four of the characters in
the film. Medieval Times will also host a beer stein holding contest at the event where
contenders will compete for the crown and title.

The event is scheduled to last three hours allowing guests to explore from the different
selections that will be served. This event is for ages 21 and over. Tickets can be purchased online
for $50 and tickets purchased at the door on the day of the event will be $60 (cash only). Tickets
include unlimited beer tastings, Club House admission, racing program, tip sheet and trackside
seating. The event will feature dozens of international and domestic beers, food trucks and live
entertainment.
####
The 7th annual OC Beer Festival last year was a sold out event, and this year's promises to be
even bigger and better. The event will feature dozens of international and domestic beers, a
handful of food trucks and performances. In 2015, The OC Beer Festival's proceeds benefited
Noah's B-ark, Inc. (tax ID 95-4677862) whose aim is to rescue dogs from shelters and find
permanent homes for rescued pets. Proceeds from the event went towards funding food,
shelter, and veterinary bills for rescued pets.
Appendix C 28

PHOTO MEDIA ALERT

David Manuel
Medieval Times
FOR IMMEDIATE RELEASE

April 24, 2015

BEER LOVERS TO FENCE FOR MEDIEVAL TIMES NEW MEAD

WHAT: The 8th annual OC Beer Festival is the party of the year for
beer lovers. Over 300 guests including. The evening
culminates with live performances, food trucks and lots of
beer! Take part in voting for your favorite Medieval Times
new mead cocktails in celebration of their 30th anniversary
at The Phoenix Clubs 9th annual Beer Festival.

WHERE: The Phoenix Club

1340 S Sanderson Ave,
Anaheim, CA 92806
WHEN: May 9, 2016 from 2 p.m. to 6 p.m.
VIP admission begins at 2 p.m. followed by general
admission at 3 p.m.
VISUAL: Hundreds of OC locals drinking beer, enjoying a Saturday
evening, with friends, family and Medieval Knights.

QUOTE: Beer fest is a must do if you want to try some new beers and
to have a good time with your friends and fellow beer
lovers. - Peter Hsieh.

###

The 7th annual OC Beer Festival last year was a sold out event, and this year's promises
to be even bigger and better. The event will feature dozens of international and
domestic beers, a handful of food trucks and performances. In 2015, The OC Beer
Festival's proceeds benefited Noah's B-ark, Inc (tax ID 95-4677862) whose aim is to
rescue dogs from shelters and find permanent homes for rescued pets. Proceeds from
the event went towards funding food, shelter, and veterinary bills for rescued pets.
Appendix D 29

News Release

David Manuel
Medieval Times
FOR IMMEDIATE RELEASE

May 25, 2015

MEDIEVAL TIMES CELEBRATES WITH CHEERS TO 30 YEARS!

BUENA PARK - In the month of June, Medieval Times will celebrate its 30th anniversary by offering
show attendees the opportunity to receive a 30 percent off discount on all alcoholic beverages
if they check-in to the dinner theater upon arrival by using the Yelp app on their mobile
device. Those who check in will receive a special wristband that will enable them to receive the
discount all night.

Medieval Times has hosted over 53 million visitors across nine locations. Each event
features staged tournament games, including sword-fighting and jousting, performed by a cast
of 75 actors and 20 horses.

This June 2016, Buena Park celebrates its 30th anniversary and in correlation with the
month-long event, Medieval Times will debut four new signature cocktails names for four of the
characters from the upcoming film Knights of the Round Table: King Arthur, which will be
released in July. The cocktails will all include mead, which is the third largest beverage category
in the United States. Mead was invented in the medieval ages and has been deemed the oldest
alcohol in the world.

The four new cocktails will be The King Arthur, The Uther Pendragon, The King Vortigern,
and The Guinevere

####

ABOUT MEDIEVAL TIMES:

Medieval Times, Buena Park, Calif., is one of nine castle homes in the United States. All locations
are designed to entertain and amaze guests with a dinner attraction. It is a two-hour medieval
tournament with a four-course feast. Never closing its castle doors, especially not on holidays,
Medieval Times offers a European-style tower, decorated Hall of Arms, the Knight Club, an
outdoor courtyard, an extensive gift shop, the must see Museum of Torture and an indoor stable
area where guest can view the horses before the show.
Appendix E 30

BEER FESTIVAL POSTER

Appendix F 31

BUZZFEED QUIZ
32
Appendix G 33

BUZZFEED POST
34
Appendix H 35

SAMPLE SOCIAL MEDIA POSTS

36
Appendix I 37

MOCK WRISTBAND
Appendix J 38

MEDIA LIST
BLOGS

MAGAZINES & NEWSPAPERS

FILM CAST
Appendix K 39

SAMPLE RAFFLE FORM

Appendix L 40

SIGNATURE COCKTAIL MENU

Appendix M 41

CALCULATIONS
June 2016 Attendees1
Maximum number of Shows per Total
Occupancy (%)
attendees month Attendees
Full Capacity 100% 1,100 64 70,400
Anticipated Capacity
72.40% 1,100 64 50,970
(Medieval Times)
Projected Capacity 1%
increase (Kaleidoscope 73.40% 1,100 64 51,674
PR)

Projected Increase in Attendees 704

Average Ticket Pricing

Ticket Pricing2
Adult Ticket Child Ticket
Full Price $ 61.95 $ 36.95
Discounted Average $ 43.71 $ 19.84

3
Average of Discounted Tickets
Adult Child
BOGO Free $ 30.98 $ 18.48
Adult, Child Free $ 61.95 $ -
So Cal Special $ 39.95 $ 29.95
Summer Knights Special $ 41.95 $ 30.95
Average $ 43.71 $ 19.84

Given statistics:
70% Adults to 30% Child
70% Discounted Tickets to 30% Full Price Tickets

1
Figures taken from given Attendance Statistics
2
Figures taken from website (http://www.medievaltimes.com/buenapark/purchasetickets.aspx)
3
Ticket specials taken from given Attendance Statistics, calculated against pricing on website
 42

Total Ticket Revenue

December 2015 - July 2016
Anticipated Revenue (Medieval Times) 1
Tickets Revenue
Full Price Adult 10,704 x $61.95 $ 663,094.22
Full Price Child 4,587 x $36.95 $ 169,500.74
Total Full Price 15,291 $ 832,594.95

Discounted Adult Tickets 24,975 x $43.71 $ 1,091,576.71

Discounted Child Tickets 10,704 x $19.84 $ 212,401.55
Total Discounted Tickets 35,679 $ 1,303,978.25
Total Anticipated Revenue $ 2,136,573.20

Projected Revenue with 1% Attendence Increase

Tickets Revenue
Full Price Adult 10,851 x $61.95 $ 672,244.23
Full Price Child 4,651 x $36.95 $ 171,839.67
Total Full Price 15,502 $ 844,083.90

Discounted Adult Tickets 25,320 x $43.71 $ 1,106,659.73

Discounted Child Tickets 10,852 x $19.84 $ 215,336.44
Total Discounted Tickets 36,172 $ 1,321,996.17
Total Projected Revenue $ 2,166,080.07

Projected Revenue - Anticipated Revenue = $ 29,506.87

1
Figures taken from given Attendance Statistics
 43

Increase in Alcohol Consumption per Attendee

Average June Alcohol Consumption
Adults who
Average Average Adult
Occupancy Total Purchase
Adult (21+) Alcohol
(%) Attendees One Drink
Attendees Consumption1
Minimum
Anticipated
72.40% 50,970 35,679 66% 23,548
(Medieval Times)
Projected
73.40% 51,674 36,172 67% 24,235
(Kaleidoscope PR)

Increase in Attendees who Purchase Alcoholic Beverages in June:

687 more people will purchase alcoholic beverages

Increase per Show: 11 more alcoholic beverages per show

1
Based on Gallup poll, listed in References
 44

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 45

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