Your Task: You are required to design a portfolio of activities and events for the Pomfret Arms venue in Far Cotton, Northampton.
To this end, you will need to do the following:
• Present an understanding of the overall assignment task
• Provide an analysis of the environment for the venue (PESTLE and SWOT analyses)
• Identify any relevant policies, regulations and/or guidelines by the central and local government which impact on the venue
• Outline between 3-4 key objectives for the venue around which you will focus your business development plan
• Define the characteristics of the target audiences for the venue
• Provide a detailed annual plan of activities and events (of varying nature, scale and complexity) for the venue, taking into account the seasonal characteristics of the town and its people, as well as the profile of Northamptonshire as a tourist destination. For each event you propose, you must include the following information:
o Event type
o Scale of event (target number of attendees)
o Profile of the target audience o Specific legal and/or health and safety requirements
• Provide a brief outline of the key marketing channels you would use to promote your suggested events and a rough timeline for the execution of your planned marketing activities