2. Who we areWho we are
• An Event Productions CompanyAn Event Productions Company
– Satisfying the entertainment needs, desires and expectationsSatisfying the entertainment needs, desires and expectations
of the diverse social groups who visitof the diverse social groups who visit Playa del CarmenPlaya del Carmen,,
becoming their best entertainment optionbecoming their best entertainment option
• A Development Research and Planning CompanyA Development Research and Planning Company
– An efficient integral marketing tool for product and serviceAn efficient integral marketing tool for product and service
providers, thus building a business circle to generate andproviders, thus building a business circle to generate and
promote social and economic developmentpromote social and economic development
3. Where we areWhere we are
• XUKPI ProductionsXUKPI Productions isis
based in Playa del Carmen,based in Playa del Carmen,
on the Caribbean side of theon the Caribbean side of the
Yucatan Peninsula, MexicoYucatan Peninsula, Mexico
• Playa del Carmen is locatedPlaya del Carmen is located
40 miles(70 km) south of40 miles(70 km) south of
CancunCancun
Cancun
Playa del Carmen
4. Our VisionOur Vision
• To be the leading live entertainment group inTo be the leading live entertainment group in Playa delPlaya del
CarmenCarmen, recognized for its innovation, quality, service,, recognized for its innovation, quality, service,
visibility and human talent, hence promoting cultural andvisibility and human talent, hence promoting cultural and
social developmentsocial development
• To contribute to the progress ofTo contribute to the progress of Playa del CarmenPlaya del Carmen, based, based
on a corporate environment where mutual respect, honesty,on a corporate environment where mutual respect, honesty,
trust and ethics can flourishtrust and ethics can flourish
5. Our ValuesOur Values
• Service:Service: To ensure our personal actions are always reflected in meeting and exceedingTo ensure our personal actions are always reflected in meeting and exceeding
our clients’ needsour clients’ needs
• Quality:Quality: To satisfy and retain our clients’ loyalty, we recognize and achieve the highestTo satisfy and retain our clients’ loyalty, we recognize and achieve the highest
international quality standards in all aspects of our operationsinternational quality standards in all aspects of our operations
• Creativity:Creativity: To enhance and increase our clients’ satisfaction by encouraging changesTo enhance and increase our clients’ satisfaction by encouraging changes
which turn imagination into realitywhich turn imagination into reality
• Profitability:Profitability: Successful results allow us to grow our business, offering greater value toSuccessful results allow us to grow our business, offering greater value to
our customers, associates and sponsorsour customers, associates and sponsors
• Teamwork:Teamwork: The widespread sharing of ideas and knowledge, as well as mutual abilityThe widespread sharing of ideas and knowledge, as well as mutual ability
and performance growth, are essential to achieving personal and corporate goalsand performance growth, are essential to achieving personal and corporate goals
• Responsibility:Responsibility: To be accountable for our own actions and their consequences, as thisTo be accountable for our own actions and their consequences, as this
is a fundamental element of personal and corporate maturityis a fundamental element of personal and corporate maturity
• Perseverance:Perseverance: We instill commitment, consistency and enthusiasm in our workWe instill commitment, consistency and enthusiasm in our work
6. Research &Research &
PlanningPlanningXUKPI Productions offers:XUKPI Productions offers:
• A spotlight thrown on a brand, a category or industry whichA spotlight thrown on a brand, a category or industry which
highlights the current position and which, when viewedhighlights the current position and which, when viewed
against the background of broader trends can revealagainst the background of broader trends can reveal
potential avenues for growth or changepotential avenues for growth or change
• A synthesis of different points of view about a subject;A synthesis of different points of view about a subject;
history, current meaning, effect and a projection of futurehistory, current meaning, effect and a projection of future
developmentsdevelopments
7. The Uses of XUKPIThe Uses of XUKPI
ProductionsProductions
• XUKPI Productions can be used effectively in aXUKPI Productions can be used effectively in a
variety of ways:variety of ways:
– Creative SupportCreative Support
– Client ServiceClient Service
– Planning AidPlanning Aid
– New Business ToolNew Business Tool
– Public RelationsPublic Relations
8. XUKPI Productions:XUKPI Productions:
What it is:What it is:
• XUKPI is more than just aXUKPI is more than just a trend watchtrend watch it is:it is:
– A spotlight thrown on a brand, a category or industry whichA spotlight thrown on a brand, a category or industry which
highlights the current position and which, when viewed against thehighlights the current position and which, when viewed against the
background of broader trends, can reveal potential avenues forbackground of broader trends, can reveal potential avenues for
growth or changegrowth or change
– A synthesis of different points of view about a subject; history,A synthesis of different points of view about a subject; history,
current meaning, effect and a projection of future developmentscurrent meaning, effect and a projection of future developments
– An examination of inexorable social forces described in a humanAn examination of inexorable social forces described in a human
context both recognizable and actionablecontext both recognizable and actionable
9. Research &Research &
PlanningPlanning
• With a modern infrastructure currently in place, Playa del Carmen hasWith a modern infrastructure currently in place, Playa del Carmen has
been able to successfully accommodate the annually increasing influx ofbeen able to successfully accommodate the annually increasing influx of
tourists. The city has made great strides in providing world-class servicetourists. The city has made great strides in providing world-class service
consistent with its vision and ultimate anticipations. Playa del Carmen isconsistent with its vision and ultimate anticipations. Playa del Carmen is
very conscious of its urban planning, enforcing architectural integrationvery conscious of its urban planning, enforcing architectural integration
within the city prevailing nature and ecological themes.within the city prevailing nature and ecological themes.
• The city has put together a system/formula for which it plans toThe city has put together a system/formula for which it plans to
become the heartbeat of the Riviera Maya. Projects are in position tobecome the heartbeat of the Riviera Maya. Projects are in position to
make Playa more accessible along the coast as well as by the rest of themake Playa more accessible along the coast as well as by the rest of the
world.world. XUKPI ProductionsXUKPI Productions stands ready to contribute making thisstands ready to contribute making this
endeavor/ambition a reality.endeavor/ambition a reality.
10. CreativeCreative
SupportSupport– Unique POV about contemporary culture can validate currentUnique POV about contemporary culture can validate current
creative thinking or raise challenges that can lead to new insightscreative thinking or raise challenges that can lead to new insights
– Establish a shared understanding about how the world works thatEstablish a shared understanding about how the world works that
unites creatives, planners, and account teamsunites creatives, planners, and account teams
– Stimulate creative thinking by illustrating the dynamics of currentStimulate creative thinking by illustrating the dynamics of current
trends and how they might play outtrends and how they might play out
– Validate creative executions to clients and the rationale for successValidate creative executions to clients and the rationale for success
11. Client ServiceClient Service
• Show the client a broad, consumer-based understanding ofShow the client a broad, consumer-based understanding of
the social & cultural environment in which his brand exists.the social & cultural environment in which his brand exists.
– Identify pitfalls and opportunities within the current culture.Identify pitfalls and opportunities within the current culture.
– Predict or validate proposed new products, research directions, etc.Predict or validate proposed new products, research directions, etc.
12. Planning AidPlanning Aid
• There’s always been a close, symbioticThere’s always been a close, symbiotic
relationship between the Planning and Socialrelationship between the Planning and Social
Analysis Departments: (SA&F=XUKPI;Analysis Departments: (SA&F=XUKPI;
Planner=Corporation)Planner=Corporation)
– SA&F draw from Planner’s insights and knowledge ofSA&F draw from Planner’s insights and knowledge of
specific customers and clients.specific customers and clients.
– Planners can use SA&F’s more general findings andPlanners can use SA&F’s more general findings and
projections as a stimulating context in which to developprojections as a stimulating context in which to develop
and fine tune their recommendations.and fine tune their recommendations.
13. Planning AidPlanning Aid
• There’s always been a close, symbiotic relationshipThere’s always been a close, symbiotic relationship
between the Planning and Social Analysis Departments:between the Planning and Social Analysis Departments:
– SA&F draw from Planner’s insights and knowledge of specificSA&F draw from Planner’s insights and knowledge of specific
customers and clients.customers and clients.
– Planners can use SA&F’s more general findings and projections asPlanners can use SA&F’s more general findings and projections as
a stimulating context in which to develop and fine tune theira stimulating context in which to develop and fine tune their
recommendations.recommendations.
14. New BusinessNew Business
ToolTool• Appeal to potential sponors who recognize theAppeal to potential sponors who recognize the
value of being up-to-date about current trends:value of being up-to-date about current trends:
– SA&F publications are valuableSA&F publications are valuable
introductory pieces in a New Business kitintroductory pieces in a New Business kit
– Offer an opportunity to initiate dialogueOffer an opportunity to initiate dialogue
– Helping to solidify connections betweenHelping to solidify connections between
individual offices and their prospectsindividual offices and their prospects
15. PublicPublic
RelationsRelations• Much of the work of XUKPI results in interestingMuch of the work of XUKPI results in interesting
new takes on subjects of media interest. Whennew takes on subjects of media interest. When
placed in the media, XUKPI can:placed in the media, XUKPI can:
– Provide publicity that goes beyond campaign-specificProvide publicity that goes beyond campaign-specific
storiesstories
– Promote an image as expert in current popular culturePromote an image as expert in current popular culture
and trendsand trends
16. Visible/ApproachableVisible/Approachable
CultureCulture
• When XUKPI is used completely, there is an interestingWhen XUKPI is used completely, there is an interesting
rub-off effect on for those involved. The “stories,” basedrub-off effect on for those involved. The “stories,” based
on social analysis, often capture the imagination andon social analysis, often capture the imagination and
become topics for conversationbecome topics for conversation
– Sponsor-led thinking gets internalizedSponsor-led thinking gets internalized
– XUKPI stories represent a clear point of view about contemporaryXUKPI stories represent a clear point of view about contemporary
culture that adds texture to the imageculture that adds texture to the image
– The tone and the subject matter eventually create an identifiableThe tone and the subject matter eventually create an identifiable
personality associated with the sponsorpersonality associated with the sponsor
17. The Plan forThe Plan for
20062006• The revitalization of SA&F has begun:The revitalization of SA&F has begun:
– End of June, 2001End of June, 2001
• Deconstructing “Urban” / Youth presentation and paperDeconstructing “Urban” / Youth presentation and paper
• Beyond “Be Yourself”Beyond “Be Yourself”
– End of July, 2001End of July, 2001
• The LoweDown 2001The LoweDown 2001
– End of September, 2001End of September, 2001
• The Impact of a New Generation Gap/ Major new workThe Impact of a New Generation Gap/ Major new work
– The Newsletter will be revived at the end of June:The Newsletter will be revived at the end of June:
• ““Deconstructing Urban”Deconstructing Urban”
• Other topics; “Mom’s a Woman”, “Simplicity ?” etcOther topics; “Mom’s a Woman”, “Simplicity ?” etc
18. LookingLooking
ForwardForward• Consult on matters of culture and trendConsult on matters of culture and trend
whenever requiredwhenever required
• Create presentations for clientsCreate presentations for clients
• Address client conferences, workshops,Address client conferences, workshops,
planning sessionsplanning sessions
• Add a cultural spin to press releasesAdd a cultural spin to press releases
about the sponsor and its brandabout the sponsor and its brand
20. BackgroundBackground
Derrama económica generada por laDerrama económica generada por la
captación de turismo en la Riviera Maya:captación de turismo en la Riviera Maya:
• Cada año la derrama económica generadaCada año la derrama económica generada
por el turismo en la Riviera Maya sepor el turismo en la Riviera Maya se
incrementa considerablemente.incrementa considerablemente.
Source: Ministry of Tourism, Playa del Carmen, 2004
21. Playa delPlaya del
CarmenCarmen
• El Municipio de Solidaridad, Q.Roo seEl Municipio de Solidaridad, Q.Roo se
erigió el 28 de julio de 1993.erigió el 28 de julio de 1993.
• Tiene una superficie de 4,245.67Tiene una superficie de 4,245.67
kilómetros cuadrados y representa elkilómetros cuadrados y representa el
8.35% del Estado de Quintana Roo8.35% del Estado de Quintana Roo
• Playa is growing at 27% a year due to itsPlaya is growing at 27% a year due to its
growing tourism, collective and concertedgrowing tourism, collective and concerted
efforts of the municipality and globalefforts of the municipality and global
corporationscorporations
Source: Ministry of Tourism, Playa del Carmen, 2004
22. Riviera MayaRiviera Maya
• La diversidad de los servicios turísticos que ofreceLa diversidad de los servicios turísticos que ofrece
Solidaridad: Industria hotelera, comercial ySolidaridad: Industria hotelera, comercial y
gastronómica de cinco estrellas y gran turismo..gastronómica de cinco estrellas y gran turismo..
• Entre otros atractivos está la práctica del buceoEntre otros atractivos está la práctica del buceo
espeleológico en cenotes y cavernas.espeleológico en cenotes y cavernas.
• También cuenta con parques temáticos de famaTambién cuenta con parques temáticos de fama
mundial.mundial.
• Asimismo, se practican deportes extremos y deAsimismo, se practican deportes extremos y de
aventura en sitios arqueológicos y zonas aledañas,aventura en sitios arqueológicos y zonas aledañas,
actividades que se han constituido en atractivos deactividades que se han constituido en atractivos de
carácter internacional.carácter internacional.
23. Riviera MayaRiviera Maya
• El municipio de Solidaridad es conocido en losEl municipio de Solidaridad es conocido en los
mercados turísticos nacionales y extranjerosmercados turísticos nacionales y extranjeros
como “Riviera Maya”, corredor que incluyecomo “Riviera Maya”, corredor que incluye
diversos conceptos de servicio que van de lodiversos conceptos de servicio que van de lo
tradicional a los más moderno.tradicional a los más moderno.
• Destaca un litoral de aproximadamente 130Destaca un litoral de aproximadamente 130
Km. que inicia al norte en Punta Brava yKm. que inicia al norte en Punta Brava y
culmina al sur en la biosfera de Sian Ka’an.culmina al sur en la biosfera de Sian Ka’an.
• Cuenta con sitios arqueológicos de granCuenta con sitios arqueológicos de gran
interés como Cobá y Tulúm.interés como Cobá y Tulúm.
Source: Ministry of Tourism, Playa del Carmen, 2004
24. Crecimiento DemográficoCrecimiento Demográfico
• La Dirección de Planeación del HonorableLa Dirección de Planeación del Honorable
Ayuntamiento de Solidaridad tiene elementosAyuntamiento de Solidaridad tiene elementos
para establecer en 151,450 habitantes lapara establecer en 151,450 habitantes la
población del municipio. El 84.47% radica en lapoblación del municipio. El 84.47% radica en la
cabecera municipal, Playa del Carmen; en Tulúmcabecera municipal, Playa del Carmen; en Tulúm
8.44% y el 7.09% restante en 17 localidades8.44% y el 7.09% restante en 17 localidades
rurales en grupos de 325 a 1700 habitantes.rurales en grupos de 325 a 1700 habitantes.
• El alto crecimiento demográfico del MunicipioEl alto crecimiento demográfico del Municipio
dificulta la planeación y dotación de servicios adificulta la planeación y dotación de servicios a
la comunidad.la comunidad.
Source: Ministry of Tourism, Playa del Carmen, 2004
26. Fenómeno de migración en laFenómeno de migración en la
Riviera MayaRiviera Maya
• La migración a la Riviera MayaLa migración a la Riviera Maya
se divide en dos vertientes:se divide en dos vertientes:
• La primera de quienes buscanLa primera de quienes buscan
empleoempleo
Source: Ministry of Tourism, Playa del Carmen, 2004
27. Fenómeno de migración en laFenómeno de migración en la
Riviera Maya.Riviera Maya.
• La segunda es la de microempresariosLa segunda es la de microempresarios
enfocados al ramo turístico, que generanenfocados al ramo turístico, que generan
empleos. Los que en los últimos años hanempleos. Los que en los últimos años han
cobrado suma importancia en la economíacobrado suma importancia en la economía
municipal.municipal.
Source: Ministry of Tourism, Playa del Carmen, 2004
28. HotelHotel
IndustryIndustry
• En el año 2000 el total de hoteles en la Riviera Maya eraEn el año 2000 el total de hoteles en la Riviera Maya era
de 241 con 15 mil 297 cuartos disponibles.de 241 con 15 mil 297 cuartos disponibles.
• Para 2001 aumentaron 284 hoteles y 18,731 cuartos.Para 2001 aumentaron 284 hoteles y 18,731 cuartos.
• El 2002 ascendieron a 21,014 cuartos en 291 hoteles.El 2002 ascendieron a 21,014 cuartos en 291 hoteles.
• 2003 cerró con el funcionamiento de 22 mil 624 cuartos2003 cerró con el funcionamiento de 22 mil 624 cuartos
disponibles.disponibles. (Talk about tourists consistency; not only a(Talk about tourists consistency; not only a
booming tourist industry but the town is growing, too)booming tourist industry but the town is growing, too)
YEARYEAR ROOMSROOMS VISITORSVISITORS %%
OCCUPANCOCCUPANC
YY
20002000 15,29715,297 1,215,7271,215,727 82.08%82.08%
20012001 18,73118,731 1,504,0521,504,052 73.15%73.15%
20022002 21,01421,014 1,793,8641,793,864 72.09%72.09%
20032003 22,62422,624 2,021,9892,021,989 77.04%77.04%
Source: Ministry of Tourism, Playa del Carmen, 2004
29. TourismTourism
• Tourism hasTourism has
doubleddoubled in fivein five
years:years:
2 million 2002 million 200
visitors !!!visitors !!!
Afluenciaanual
1,793,864
390,588 434,635
595,050
801,521
1,215,727
1,504,052
2,021,989 2,049,089
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
199619971998199920002001200220032004
Turistas
Source: Ministry of Tourism, Playa del Carmen, 2004
33. Fear FactorFear Factor
• Elements that will contribute to the growth ofElements that will contribute to the growth of
tourism in Mexico, and particularly Playa deltourism in Mexico, and particularly Playa del
Carmen is that in the United States, because of risingCarmen is that in the United States, because of rising
terrorist alerts and intensified insecurity amongterrorist alerts and intensified insecurity among
Americans to travel too far from home, its citizensAmericans to travel too far from home, its citizens
are going to be taking their vacations closer to home.are going to be taking their vacations closer to home.
Americans will be less likely to travel far due toAmericans will be less likely to travel far due to
heightened awareness for their safety and becauseheightened awareness for their safety and because
they are not given many vacation days (USA Today,they are not given many vacation days (USA Today,
Dec ’03).Dec ’03).
34. • Euro is highEuro is high
• CAFTA is beginningCAFTA is beginning
35. The Next StepThe Next Step
• Xukpi ProduccionesXukpi Producciones envisions Playa del Carmen to be the beacon of light thatenvisions Playa del Carmen to be the beacon of light that
projects its energy and enthusiasm throughout the rest of the Yucatan andprojects its energy and enthusiasm throughout the rest of the Yucatan and
eventually all of Mexico in organizing these events. According to theeventually all of Mexico in organizing these events. According to the
Associacion Hotelera de la Riviera MayaAssociacion Hotelera de la Riviera Maya, free events such as parades and, free events such as parades and
music festivals are a real value for the tourists. With the current infrastructuremusic festivals are a real value for the tourists. With the current infrastructure
and the city’s vast aspirations,and the city’s vast aspirations, Xukpi ProduccionesXukpi Producciones plans to complement Playaplans to complement Playa
del Carmen’s vision by delivering cultural activities consistent with their world-del Carmen’s vision by delivering cultural activities consistent with their world-
class image.class image. XukpiXukpi will position Playa del Carmen as a necessary destination forwill position Playa del Carmen as a necessary destination for
all active vacationers. Through a cohesion of corporate sponsors, nationalall active vacationers. Through a cohesion of corporate sponsors, national
broadcasts, international audiences, charming residents and collectivebroadcasts, international audiences, charming residents and collective
reasoning, Playa del Carmen will be acknowledged worldwide, first, as thereasoning, Playa del Carmen will be acknowledged worldwide, first, as the
preeminent tourist destination, and second, as a global leader in masspreeminent tourist destination, and second, as a global leader in mass
entertainment.entertainment.
37. Playa’s GrowthPlaya’s Growth
• HotelHotel
– Over the next five years 5,000 hotel rooms will be addedOver the next five years 5,000 hotel rooms will be added
• Real estateReal estate
– Value has quadrupled over the last five yearsValue has quadrupled over the last five years
• TransportationTransportation
– Playa has 25-year “Master Plan” called the POET Plan where theyPlaya has 25-year “Master Plan” called the POET Plan where they
envision aenvision a monorailmonorail from Cancun to Chetumalfrom Cancun to Chetumal
– A larger airport in Pt. Aventura is to replace the small one located in theA larger airport in Pt. Aventura is to replace the small one located in the
middle of Playamiddle of Playa
38. Playa’s commercialPlaya’s commercial
expansionsexpansions
• CommerceCommerce
– Sam’s Club has penetrated the marketSam’s Club has penetrated the market
– JC Penny, Home Depot, Sears and Wal-MartJC Penny, Home Depot, Sears and Wal-Mart
– La Gran Plaza Mall featuring 110 stores will open in 2005La Gran Plaza Mall featuring 110 stores will open in 2005
39. Plan for thePlan for the
FutureFuture
Acciones de la administración 2002-2005Acciones de la administración 2002-2005
• La necesidad de mejorar la calidad de vida de losLa necesidad de mejorar la calidad de vida de los
habitantes de Solidaridad es una prioridad para lahabitantes de Solidaridad es una prioridad para la
actual administraciónactual administración
• PROYECTO DEPROYECTO DE
MEJORAMIENTO DE LAMEJORAMIENTO DE LA
IMAGEN URBANA YIMAGEN URBANA Y
TURÍSTICATURÍSTICA
40. Acciones de la administraciónAcciones de la administración
2002-20052002-2005
• El Gobierno Municipal tieneEl Gobierno Municipal tiene
previsto diversificar las alternativasprevisto diversificar las alternativas
generadoras de recursosgeneradoras de recursos
económicos propios, con el objetoeconómicos propios, con el objeto
de lograr una mayor autonomía y elde lograr una mayor autonomía y el
desarrollo equitativo de ladesarrollo equitativo de la
comunidad.comunidad.
41. Acciones de la administraciónAcciones de la administración
2002-20052002-2005
• Promover la colaboración delPromover la colaboración del
sector empresarial para dotar desector empresarial para dotar de
servicios básicos a susservicios básicos a sus
trabajadores y a la comunidad entrabajadores y a la comunidad en
general.general.
42. Acciones de la AdministraciónAcciones de la Administración
2002-20052002-2005
1.1. Construcción deConstrucción de
parques públicos.parques públicos.
2.2. Adoquinamiento deAdoquinamiento de
calles.calles.
3.3. Construcción deConstrucción de
guarniciones yguarniciones y
banquetas.banquetas.
43. Acciones de la AdministraciónAcciones de la Administración
2002-20052002-2005
• Pavimentación dePavimentación de
calles.calles.
• Alumbrado PúblicoAlumbrado Público
44. Acciones de la AdministraciónAcciones de la Administración
2002-20052002-2005
• Dotación deDotación de
desayunos escolares adesayunos escolares a
infantes.infantes.
• Rehabilitación yRehabilitación y
construcción deconstrucción de
canchas deportivas.canchas deportivas.
45. NEEDNEED
Escasez PresupuestalEscasez Presupuestal
• FACTORES QUE ORIGINAN LA DESIGUALDADFACTORES QUE ORIGINAN LA DESIGUALDAD
SOCIAL Y ECONÓMICA EN SOLIDARIDAD.SOCIAL Y ECONÓMICA EN SOLIDARIDAD.
• Las reducidas participaciones federales contribuyen al rezagoLas reducidas participaciones federales contribuyen al rezago
económico-social en Solidaridad, además de que, como ya seeconómico-social en Solidaridad, además de que, como ya se
estableció, en los últimos dos años han sido recortadas.estableció, en los últimos dos años han sido recortadas.
• Recursos insuficientes para el desarrollo municipal que tieneRecursos insuficientes para el desarrollo municipal que tiene
un crecimiento demográfico del 24% anual. Superior a la mediaun crecimiento demográfico del 24% anual. Superior a la media
nacional.nacional.
• Baja capacidad recaudatoria del municipio, factor que laBaja capacidad recaudatoria del municipio, factor que la
actual administración busca mejorar.actual administración busca mejorar.
46. Aspectos socioeconómicos enAspectos socioeconómicos en
SolidaridadSolidaridad
• El aceleradoEl acelerado
crecimiento de lacrecimiento de la
infraestructurainfraestructura
turística comparadoturística comparado
con el desarrollo de lacon el desarrollo de la
obra pública, generaobra pública, genera
una gran desigualdaduna gran desigualdad
en la prestación deen la prestación de
servicios a laservicios a la
comunidad decomunidad de
Solidaridad.Solidaridad.
47. Aspectos socioeconómicos enAspectos socioeconómicos en
SolidaridadSolidaridad
• Las deficiencias superan los 3 mil millones deLas deficiencias superan los 3 mil millones de
pesos. Más de diez veces el presupuestopesos. Más de diez veces el presupuesto
municipal y la mitad del presupuesto de todo elmunicipal y la mitad del presupuesto de todo el
Estado de Quintana Roo para el 2003.Estado de Quintana Roo para el 2003.
• Y se incrementan vertiginosamente ya que laY se incrementan vertiginosamente ya que la
población de Solidaridad crece 24% al año,población de Solidaridad crece 24% al año,
factor que dificulta la dotación de bienes yfactor que dificulta la dotación de bienes y
servicios en el Municipio.servicios en el Municipio.
• Lo anterior ocasiona que convivan la opulenciaLo anterior ocasiona que convivan la opulencia
de los grandes hoteles y la miseria de las zonasde los grandes hoteles y la miseria de las zonas
marginales.marginales.
48. Aspectos socioeconómicos enAspectos socioeconómicos en
SolidaridadSolidaridad
• El 75% de las viviendas no cuentan con drenaje públicoEl 75% de las viviendas no cuentan con drenaje público
sanitario.sanitario.
• El déficit de vivienda se estima en 25 mil.El déficit de vivienda se estima en 25 mil.
• Algunas de las comunidades de la Zona Maya aún noAlgunas de las comunidades de la Zona Maya aún no
cuentan con la cobertura total de los servicios decuentan con la cobertura total de los servicios de
electricidad y agua potable públicos.electricidad y agua potable públicos.
49. Aspectos socioeconómicos enAspectos socioeconómicos en
SolidaridadSolidaridad
• Cálculos de la Administración MunicipalCálculos de la Administración Municipal
establecen que el rezago social y deestablecen que el rezago social y de
infraestructura urbana en Solidaridadinfraestructura urbana en Solidaridad
asciende a un promedio de 3 mil millonesasciende a un promedio de 3 mil millones
de pesos, lo que hace indispensable quede pesos, lo que hace indispensable que
la Federación regrese, por lo menos ella Federación regrese, por lo menos el
19% de la recaudación.19% de la recaudación.
• Actualmente sólo retribuye alrededorActualmente sólo retribuye alrededor
del 1% de los ingresos generados.del 1% de los ingresos generados.
50. CONCLUSIONESCONCLUSIONES
• El potencial económico y social de la RivieraEl potencial económico y social de la Riviera
Maya la convierte en uno de los destinos másMaya la convierte en uno de los destinos más
prósperos de México y de El Caribe. Una granprósperos de México y de El Caribe. Una gran
oportunidad para Quintana Roo y todo el país.oportunidad para Quintana Roo y todo el país.
• Para desarrollar sus grandes expectativas, laPara desarrollar sus grandes expectativas, la
Riviera Maya requiere prioritariamente reducirRiviera Maya requiere prioritariamente reducir
sus grandes contrastes sociales. Lo contrariosus grandes contrastes sociales. Lo contrario
dañaría sus grandes posibilidades de desarrollodañaría sus grandes posibilidades de desarrollo
económico y social.económico y social.
• La planeación de largo plazo es el instrumentoLa planeación de largo plazo es el instrumento
idóneo para consolidar a la Riviera Maya.idóneo para consolidar a la Riviera Maya.
• Sólo la participación comprometida de laSólo la participación comprometida de la
Federación y el estado y mejores índices en laFederación y el estado y mejores índices en la
recaudación municipal pueden lograr unarecaudación municipal pueden lograr una
equitativa distribución del ingreso que se generaequitativa distribución del ingreso que se genera
53. EventsEvents
• Currently, there are two distinct types of free entertainment in Playa delCurrently, there are two distinct types of free entertainment in Playa del
Carmen. The city organizes several public functions based on national andCarmen. The city organizes several public functions based on national and
cultural holidays, which take place throughout the city, mostly in closecultural holidays, which take place throughout the city, mostly in close
proximity to the densely populated tourist-areas. They appeal more to theproximity to the densely populated tourist-areas. They appeal more to the
general population, as opposed to the local population. The other kind ofgeneral population, as opposed to the local population. The other kind of
entertainment available takes shape through private or individualentertainment available takes shape through private or individual
sponsorship of music festivals, fashion shows and bikini contests. Thesesponsorship of music festivals, fashion shows and bikini contests. These
events are clearly and resolutely targeted at the tourist population. Neitherevents are clearly and resolutely targeted at the tourist population. Neither
organizer takes into consideration the timing of their events in relation toorganizer takes into consideration the timing of their events in relation to
the high tourist seasons. Nor do they happen on a regular basis. Althoughthe high tourist seasons. Nor do they happen on a regular basis. Although
most events draw a large crowd, a lack of an effective promotionalmost events draw a large crowd, a lack of an effective promotional
campaign along with its irregular scheduling make it feel haphazard andcampaign along with its irregular scheduling make it feel haphazard and
unexpected.unexpected. Xukpi ProduccionesXukpi Producciones intends rectify this problem byintends rectify this problem by
formulating a diverse calendar of events for the entire year, whichformulating a diverse calendar of events for the entire year, which
includes programs for the entire Playa del Carmen community.includes programs for the entire Playa del Carmen community.
54. City-sponsoredCity-sponsored
EventsEvents
• There are a variety of happenings in Playa peppered throughout the year.There are a variety of happenings in Playa peppered throughout the year.
These events are selected and sponsored by a “Special Committee,” whichThese events are selected and sponsored by a “Special Committee,” which
is comprised of theis comprised of the Fideicomiso para la Promocion Turistica de laFideicomiso para la Promocion Turistica de la
Riviera MayaRiviera Maya (FPTRM), otherwise known as Riviera Maya Tourist(FPTRM), otherwise known as Riviera Maya Tourist
Promotion Board, the Associacion Hotelera de la Riviera Maya (AHRM),Promotion Board, the Associacion Hotelera de la Riviera Maya (AHRM),
and City Hall.and City Hall.
• Playa del Carmen has organized benefit events assistingPlaya del Carmen has organized benefit events assisting Angel NotionAngel Notion andand
La Casa de Gozo un Hogar con AmorLa Casa de Gozo un Hogar con Amor – both assisting children of lesser– both assisting children of lesser
means. Last year, the Committee designed a few one-time special eventsmeans. Last year, the Committee designed a few one-time special events
such as a photographic exhibition, featuring local works, and a televisedsuch as a photographic exhibition, featuring local works, and a televised
Pepsi ChartPepsi Chart program. The city is also initiating regular annual events thisprogram. The city is also initiating regular annual events this
year like the1year like the1stst
Annual Latin Jazz Festival, the 1st Annual Reggae FestivalAnnual Latin Jazz Festival, the 1st Annual Reggae Festival
and the 3and the 3rdrd
Annual Ferragosto (an Italian gastronomical event).Annual Ferragosto (an Italian gastronomical event).
55. Private EventsPrivate Events
• Held at the host’s discretion, these privatelyHeld at the host’s discretion, these privately
funded events are a supplemental tool used tofunded events are a supplemental tool used to
enhance their local business.enhance their local business.
• Several bars and clubs along the beach ascribe toSeveral bars and clubs along the beach ascribe to
this view in which they include fire dancing, bikinithis view in which they include fire dancing, bikini
contests or volleyball tournaments to theircontests or volleyball tournaments to their
nocturnal repertoire.nocturnal repertoire.
• These approaches are small in scale and cater to aThese approaches are small in scale and cater to a
particular crowd, their clientele.particular crowd, their clientele.
56. Private EventsPrivate Events
• The other approach generates a more diverse crowd and is intended toThe other approach generates a more diverse crowd and is intended to
benefit the surrounding community.benefit the surrounding community. AlltournativeAlltournative, a company dedicated to, a company dedicated to
nature and the indigenous groups of Mexico, offers an ecologicalnature and the indigenous groups of Mexico, offers an ecological
appreciation combined with an adventure experience along with highappreciation combined with an adventure experience along with high
culture content. Communities in Pac Chen, Tres Reyes, and Chikin Haculture content. Communities in Pac Chen, Tres Reyes, and Chikin Ha
have benefited from these expeditions as the members of thesehave benefited from these expeditions as the members of these
communities now have well-paid jobs on home ground, which has helpedcommunities now have well-paid jobs on home ground, which has helped
to strengthen family ties and to reaffirm the indigenous traditions.to strengthen family ties and to reaffirm the indigenous traditions.
Recognized in London, England,Recognized in London, England, AlltournativeAlltournative received the Prize inreceived the Prize in
Excellence in “Compromise with the Environment,” awarded by theExcellence in “Compromise with the Environment,” awarded by the
Thompson Agency at the end of 2003 (Thompson Agency at the end of 2003 (La QuintaLa Quinta, Dec ’03), Dec ’03)
57. Events sponsored byEvents sponsored by
businessesbusinesses
• In January 2005, the General Manager ofIn January 2005, the General Manager of
Playa Maya NewsPlaya Maya News is hosting a benefit concertis hosting a benefit concert
for the foundation,for the foundation, Angel NotionAngel Notion. Angel. Angel
Notion is a not-for-profit foundation aimed atNotion is a not-for-profit foundation aimed at
helping the local community of Playa delhelping the local community of Playa del
Carmen.Carmen.
58. Lack ofLack of
PlanningPlanning
• However, according toHowever, according to La QuintaLa Quinta, the events all have, the events all have
something in common: they seem to unexpectedlysomething in common: they seem to unexpectedly
sprout, surprising the general population because thesprout, surprising the general population because the
events are not publicized effectively. For example,events are not publicized effectively. For example,
the Day of the Kings is celebrated annually withthe Day of the Kings is celebrated annually with
anticipated community interaction, but receives aanticipated community interaction, but receives a
modest response because the schedule of events ismodest response because the schedule of events is
not well known. As Playa del Carmen continues tonot well known. As Playa del Carmen continues to
organize more events, momentum will build asorganize more events, momentum will build as
events happen on a more regular basis.events happen on a more regular basis.
59. XUKPI EventsXUKPI Events
• Playa del Carmen does show promise in this regard. The city boasts itsPlaya del Carmen does show promise in this regard. The city boasts its
enormous potential as a new world-class vacation destination, but isenormous potential as a new world-class vacation destination, but is
lacking the crucial element of world-class entertainment. The abovelacking the crucial element of world-class entertainment. The above
concerted efforts, overall, show that there is an increasing amount ofconcerted efforts, overall, show that there is an increasing amount of
solidarity among the people of Playa. On the other hand, the generalsolidarity among the people of Playa. On the other hand, the general
population will soon be deterred because of the banality and predictabilitypopulation will soon be deterred because of the banality and predictability
of these events. The will and ability to include alternative activities areof these events. The will and ability to include alternative activities are
strong and present. According to industry and local sources, thestrong and present. According to industry and local sources, the
sentiments are growing. Currently, Playa del Carmen has no fully-funded,sentiments are growing. Currently, Playa del Carmen has no fully-funded,
fully-dedicated organization/company focused on delivering massfully-dedicated organization/company focused on delivering mass
entertainment/appeal to people of varied socio-economic levels.entertainment/appeal to people of varied socio-economic levels. XukpiXukpi
ProduccionesProducciones is ready to work with the existing markets to provide moreis ready to work with the existing markets to provide more
of an impact to what is already in place and to create new concerns forof an impact to what is already in place and to create new concerns for
excitement. Another goal is to shorten the socio-economic gap byexcitement. Another goal is to shorten the socio-economic gap by
integrating activities for the entire community, tourists and locals alike,integrating activities for the entire community, tourists and locals alike,
moving from predictability to eagerness and anticipation.moving from predictability to eagerness and anticipation.
64. ObjectivesObjectives
• The main goal forThe main goal for Xukpi ProduccionesXukpi Producciones is to provide an entertainment thatis to provide an entertainment that
will attract and unite the four elements of Playa society. Through marketwill attract and unite the four elements of Playa society. Through market
research, the company has identified four social structures in Playa delresearch, the company has identified four social structures in Playa del
Carmen. These structures cohabitate jointly, however, there are varyingCarmen. These structures cohabitate jointly, however, there are varying
degrees of interaction among each other. Each plays a distinctive role indegrees of interaction among each other. Each plays a distinctive role in
Playa society, but all are responsible for Playa’s growth and success. OnPlaya society, but all are responsible for Playa’s growth and success. On
one extreme there are the local nationals who work in the city’sone extreme there are the local nationals who work in the city’s
infrastructure maintaining Playa’s daily continuance. To the other extremeinfrastructure maintaining Playa’s daily continuance. To the other extreme
are the tourists who benefit from the local nationals’ hard work. Playa notare the tourists who benefit from the local nationals’ hard work. Playa not
only gets its charm from its people but also the foreigners who haveonly gets its charm from its people but also the foreigners who have
chosen to integrate themselves into its society. These four social structureschosen to integrate themselves into its society. These four social structures
are (1) the local nationals, which we’ll termare (1) the local nationals, which we’ll term Children and their familiesChildren and their families,,
(2)(2) Teens and Young AdultsTeens and Young Adults, (3) the, (3) the Local EliteLocal Elite, (4) and the, (4) and the TouristsTourists..
65. Children and theirChildren and their
familiesfamilies
• Rising middle classRising middle class
• Small business ownersSmall business owners
• Over half of the population in Playa is under 25 years of age. Half of theOver half of the population in Playa is under 25 years of age. Half of the
population is employed in a trade, a labor-intensive, low-skilled job orpopulation is employed in a trade, a labor-intensive, low-skilled job or
owns a small neighborhood shop. They are very closely tied to the family.owns a small neighborhood shop. They are very closely tied to the family.
They do not have direct contact with tourists. They identify with theirThey do not have direct contact with tourists. They identify with their
Mayan heritage and are very Catholic. They don’t speak English, but theyMayan heritage and are very Catholic. They don’t speak English, but they
do speak Mayan! They are a tight-knit family unit with a large extendeddo speak Mayan! They are a tight-knit family unit with a large extended
family. They stick together and fill in each other’s voids or gaps within thefamily. They stick together and fill in each other’s voids or gaps within the
family structure. These are very honest hard-working people who don’t tryfamily structure. These are very honest hard-working people who don’t try
to live outside their means. Their only mission in life is the safeguard andto live outside their means. Their only mission in life is the safeguard and
prosperity of their children. What do they want for their kids? What wouldprosperity of their children. What do they want for their kids? What would
be an ideal world for them? Are they currently happy or sad, and why?be an ideal world for them? Are they currently happy or sad, and why?
66. Likes &Likes &
DislikesDislikes
• They buy their products at neighborhood stores, they don’t goThey buy their products at neighborhood stores, they don’t go
inside the big chain stores, nor even know what those storesinside the big chain stores, nor even know what those stores
offer. Do they watch sports, who do they aspire to, look upoffer. Do they watch sports, who do they aspire to, look up
to? How do they feel towards Americans or Americanto? How do they feel towards Americans or American
products? What kind of music do they listen to? Their favoriteproducts? What kind of music do they listen to? Their favorite
music is ranchero music. These people buy local productsmusic is ranchero music. These people buy local products
from neighborhood stores.from neighborhood stores. Not sure if they watch TV orNot sure if they watch TV or
listen to the radio or are even literate.listen to the radio or are even literate.
• Products they buy: They like brands like Bimbo, Tia Rosa,Products they buy: They like brands like Bimbo, Tia Rosa,
Herdez, and Sedal. How do they feel towards the tourists andHerdez, and Sedal. How do they feel towards the tourists and
the growing city? Do they see a niche for themselves? Dothe growing city? Do they see a niche for themselves? Do
they see the opportunity in a new Playa?they see the opportunity in a new Playa?
67. Teens and Young AdultsTeens and Young Adults
• This group is an extension of the former. They have left the confines ofThis group is an extension of the former. They have left the confines of
the household and are most likely in school. Their social surroundingsthe household and are most likely in school. Their social surroundings
involve people of the same age. They are susceptible and vulnerable likeinvolve people of the same age. They are susceptible and vulnerable like
all the kids their age. Looking to be accepted in a social circle, which one?all the kids their age. Looking to be accepted in a social circle, which one?
Some are considering working in the tourist industry, if they have the rightSome are considering working in the tourist industry, if they have the right
education and can speak some English. Very few kids, not many, speakeducation and can speak some English. Very few kids, not many, speak
English. Maybe they want to work with their family. Maybe they want toEnglish. Maybe they want to work with their family. Maybe they want to
get away from the family. Not sure how closely tied they are to the family.get away from the family. Not sure how closely tied they are to the family.
Do they want to leave the family circle? They aspire to be better than theirDo they want to leave the family circle? They aspire to be better than their
parents. Do they like Playa? Are they happy in Playa? Are they prone toparents. Do they like Playa? Are they happy in Playa? Are they prone to
crime? Are they honest? Do they want a family? Do they want to work?crime? Are they honest? Do they want a family? Do they want to work?
What would be an ideal world for them?What would be an ideal world for them?
68. Likes &Likes &
DislikesDislikes
• They watch TV and cable; listen to the radio and CDs. They are moreThey watch TV and cable; listen to the radio and CDs. They are more
aware of Pop culture and emulate it. These teens wear baggy pants,aware of Pop culture and emulate it. These teens wear baggy pants,
oversized shirts and baseball caps. They like brands such as Nike, Reebok,oversized shirts and baseball caps. They like brands such as Nike, Reebok,
and Adidas. They like soccer jerseys from all over the globe. Most ofand Adidas. They like soccer jerseys from all over the globe. Most of
these kids like Hip-Hop culture, Latin rock and Latin rap. What do theythese kids like Hip-Hop culture, Latin rock and Latin rap. What do they
think is cool? Do designer clothes and foreign commercials make themthink is cool? Do designer clothes and foreign commercials make them
want to leave Playa? They like America and American products, but can’twant to leave Playa? They like America and American products, but can’t
afford them. How do they feel towards the tourists and the growing city?afford them. How do they feel towards the tourists and the growing city?
Do they see a niche for themselves? Do they see the opportunity in a newDo they see a niche for themselves? Do they see the opportunity in a new
Playa? Are they currently happy or sad and why?Playa? Are they currently happy or sad and why?
(add Pictures)(add Pictures)
69. Local EliteLocal Elite
• These people are nationals, mostly. Either they came from Mexico City, Merida, orThese people are nationals, mostly. Either they came from Mexico City, Merida, or
Cancun and chose a quality of life that they have found in Playa. They are businessCancun and chose a quality of life that they have found in Playa. They are business
owners who cater to the tourists, mostly. They are the real entrepreneurs of Playa.owners who cater to the tourists, mostly. They are the real entrepreneurs of Playa.
Without them, Playa would still be a small town of no consequence. They bringWithout them, Playa would still be a small town of no consequence. They bring
life, contemporary ideas and innovations to Playa. They are most likelylife, contemporary ideas and innovations to Playa. They are most likely
homeowners and have invested time and money in the hopes that Playa grows.homeowners and have invested time and money in the hopes that Playa grows.
They own bars, restaurants, clubs, Internet cafes, and small boutiques. The localThey own bars, restaurants, clubs, Internet cafes, and small boutiques. The local
elite are non-threatening. On the contrary they are very accepting and tolerantelite are non-threatening. On the contrary they are very accepting and tolerant
• They like the diversity of culture, but, more importantly, they like the influx of theThey like the diversity of culture, but, more importantly, they like the influx of the
tourists, tourists with a different attitude, a non-Cancun attitude.tourists, tourists with a different attitude, a non-Cancun attitude.
• They shop at the big chain stores. They like designer fashions, brand names, andThey shop at the big chain stores. They like designer fashions, brand names, and
products that are expensive. They all watch cable. I don’t think they listen to theproducts that are expensive. They all watch cable. I don’t think they listen to the
radio. They travel outside of Mexico at least once a year. They are educated andradio. They travel outside of Mexico at least once a year. They are educated and
have an idea about world events. They are also raising a family in Playa. Theirhave an idea about world events. They are also raising a family in Playa. Their
children go to school, private school. They are cosmopolitan. They comportchildren go to school, private school. They are cosmopolitan. They comport
themselves with a sense of pride in who they are and what they do.themselves with a sense of pride in who they are and what they do.
70. Foreign EliteForeign Elite
• The foreign nationals have the same attitude andThe foreign nationals have the same attitude and
social and economic status in Playa society as thesocial and economic status in Playa society as the
nationals. They probably knowingly pay more fornationals. They probably knowingly pay more for
some services and products, but are essentially thesome services and products, but are essentially the
same. The foreign nationals bring flavor form aroundsame. The foreign nationals bring flavor form around
the world. They introduce new concepts from theirthe world. They introduce new concepts from their
own countries, whether its food, fashion, music,own countries, whether its food, fashion, music,
alcohol, or simply personalities. This creates aalcohol, or simply personalities. This creates a
wonderful mixture and synergy to Playa. Thewonderful mixture and synergy to Playa. The
foreign/local elite are the life-force of Playa. Theyforeign/local elite are the life-force of Playa. They
make the tourists comfortable because they weremake the tourists comfortable because they were
once tourists themselves.once tourists themselves.
71. TouristsTourists
• These people are special for the fact that they simply found Playa del Carmen andThese people are special for the fact that they simply found Playa del Carmen and
were able to resist the temptation, draw and ease of Cancun. These people arewere able to resist the temptation, draw and ease of Cancun. These people are
adventurous and curious. These people know what they want and what they like,adventurous and curious. These people know what they want and what they like,
search for it and find it. “Des bons vivants.” They are backpackers, singles groups,search for it and find it. “Des bons vivants.” They are backpackers, singles groups,
couples, honeymooners, family groups, divers, golfers; all are enthusiasts. Manycouples, honeymooners, family groups, divers, golfers; all are enthusiasts. Many
are reoccurring tourists who cannot get enough of Playa. These people come fromare reoccurring tourists who cannot get enough of Playa. These people come from
all over the world. Every major country is represented in Playa. This adds to theall over the world. Every major country is represented in Playa. This adds to the
diversity and flavor of the city. The tourists also feel more comfortable and securediversity and flavor of the city. The tourists also feel more comfortable and secure
when they see a compatriot running a business. It gives them more impetus to trywhen they see a compatriot running a business. It gives them more impetus to try
out new things, knowing that it’s been recommended. All the tourists have oneout new things, knowing that it’s been recommended. All the tourists have one
main goal in mind, to feel special. They want to feel that they have found a uniquemain goal in mind, to feel special. They want to feel that they have found a unique
place in Playa. To them, Playa is a secret you want to tell everybody. Being inplace in Playa. To them, Playa is a secret you want to tell everybody. Being in
Playa makes you feel cool. The stresses and worries of the outside world dissolvePlaya makes you feel cool. The stresses and worries of the outside world dissolve
once they reach Playa. Playa offers many activities during the day, like ATVonce they reach Playa. Playa offers many activities during the day, like ATV
riding, scuba diving, snorkeling, tanning, visiting ruins, water parks, cenotes,riding, scuba diving, snorkeling, tanning, visiting ruins, water parks, cenotes,
learning about Mayan culture, golfing, and water sports. These tourists takelearning about Mayan culture, golfing, and water sports. These tourists take
advantage of everything, consuming it all and wanting more. Playa is family-advantage of everything, consuming it all and wanting more. Playa is family-
oriented as well as a place for singles.oriented as well as a place for singles.
72. Likes &Likes &
DislikesDislikes
• These people have money and are willing to spend it. There isThese people have money and are willing to spend it. There is
a vibrant nightlife that is fully appreciated and explored.a vibrant nightlife that is fully appreciated and explored.
These people recognize foreign products; buy, wear, andThese people recognize foreign products; buy, wear, and
identify with them. Foreign products make them feel secure,identify with them. Foreign products make them feel secure,
not so far from home. They re-discover their identity withnot so far from home. They re-discover their identity with
products that they have bought or seen in their home country.products that they have bought or seen in their home country.
These foreign products give them a sense of security andThese foreign products give them a sense of security and
familiarity. Playa is a do-it-yourself town and the touristsfamiliarity. Playa is a do-it-yourself town and the tourists
know it. Although that group is present, these tourists are notknow it. Although that group is present, these tourists are not
the all-inclusive type. They are willing to get lost, to ask forthe all-inclusive type. They are willing to get lost, to ask for
directions, to shop at the supermarket, to meet Mexicans, todirections, to shop at the supermarket, to meet Mexicans, to
get the most out of their vacation. And they are likely to comeget the most out of their vacation. And they are likely to come
back!back!
74. FestivalsFestivals
• Industry marketing personnel identify four key factors in determining theIndustry marketing personnel identify four key factors in determining the
likelihood of achieving large volume crowds. Accessibility, or freelikelihood of achieving large volume crowds. Accessibility, or free
admission, is the most critical factor for attracting all the people of theadmission, is the most critical factor for attracting all the people of the
town. Band selection and marketing/promotions are important, however,town. Band selection and marketing/promotions are important, however,
having it broadcasted by television and radio is also essential.having it broadcasted by television and radio is also essential.
• We plan to produce three (3) events per year. The format below will beWe plan to produce three (3) events per year. The format below will be
used for the first show but we are not limited by it. Theme of events isused for the first show but we are not limited by it. Theme of events is
subject to change given the time of year and targeted audience. The moresubject to change given the time of year and targeted audience. The more
important the cause and the more renown the artist will create moreimportant the cause and the more renown the artist will create more
VALUE and a greater RESPONSE vis-à-vis Playa, the advertisers, andVALUE and a greater RESPONSE vis-à-vis Playa, the advertisers, and
the community. We will cater the activities to the entire community ofthe community. We will cater the activities to the entire community of
Playa and try and use different venues throughout the town generating anPlaya and try and use different venues throughout the town generating an
“entertainment circuit.”“entertainment circuit.”
75. An Event forAn Event for
EveryoneEveryone
• Children and their familiesChildren and their families. The event will begin. The event will begin
with a family-oriented show. The intention is towith a family-oriented show. The intention is to
attract the local population that would normally notattract the local population that would normally not
have an opportunity to bring their children.have an opportunity to bring their children.
Performances such as but not limited to:Performances such as but not limited to:
– Performance such as a circus, theater, or playPerformance such as a circus, theater, or play
– Arts and crafts show by childrenArts and crafts show by children
– Fair, including rides and games, haunted house, etc.Fair, including rides and games, haunted house, etc.
– School competitions – theater or singing groups, etc.School competitions – theater or singing groups, etc.
– Spiderman show or cartoon-themed eventsSpiderman show or cartoon-themed events
– Bring in a telenovela cast to do somethingBring in a telenovela cast to do something
• Towards the end have a ranchero group for parentsTowards the end have a ranchero group for parents
76. Teens and Young AdultsTeens and Young Adults
• The next stage of the event will be comprised of aThe next stage of the event will be comprised of a
music group tailored more to them. This is for themusic group tailored more to them. This is for the
older kids in high school or who are not yetolder kids in high school or who are not yet
professionals.professionals.
– Rock – La Ley, Mana, Los Fabulous Cadillacs, JaguaresRock – La Ley, Mana, Los Fabulous Cadillacs, Jaguares
– Hip-Hop – Orishas, Molotov, Control MacheteHip-Hop – Orishas, Molotov, Control Machete
– Salsa – Los Optimas, Illy Kuryaki and the ValderramasSalsa – Los Optimas, Illy Kuryaki and the Valderramas
– Regional (Mariachi, Ranchero, Banda)Regional (Mariachi, Ranchero, Banda)
77. Local EliteLocal Elite
• We will then elevate the program, catering to a moreWe will then elevate the program, catering to a more
sophisticated audience and numerous, thesophisticated audience and numerous, the LocalLocal
EliteElite. The music of choice will be more. The music of choice will be more
cosmopolitan, but not necessarily international. Thiscosmopolitan, but not necessarily international. This
will attract the foreign locals and the educatedwill attract the foreign locals and the educated
tourist.tourist.
– Rock – Maroon 5, Hives, No DoubtRock – Maroon 5, Hives, No Doubt
– Hip-Hop – Black Eyed Peas, Jurassic 5, Mos DefHip-Hop – Black Eyed Peas, Jurassic 5, Mos Def
– Salsa – Los Huracanes del Norte, Sonia DadaSalsa – Los Huracanes del Norte, Sonia Dada
– Folk – Left Over SalmonFolk – Left Over Salmon
– Reggae – Reggae Cowboys, Beenie Man, Sean PaulReggae – Reggae Cowboys, Beenie Man, Sean Paul
– Electronic – Thievery Corp, DJ Feadz, DJ KunElectronic – Thievery Corp, DJ Feadz, DJ Kun
78. TouristsTourists
• The final act of the program will cater to theThe final act of the program will cater to the TouristsTourists consisting of a big-consisting of a big-
ticket artist, the Headliner. The entire show rests & on this group’sticket artist, the Headliner. The entire show rests & on this group’s
shoulders. This is where we can fully express ourselves and where weshoulders. This is where we can fully express ourselves and where we
will show the awesome potential of our cause. The chosen artist or groupwill show the awesome potential of our cause. The chosen artist or group
will most likely be international and globally recognized. This will drawwill most likely be international and globally recognized. This will draw
all of Playa’s residents and its tourists along with the mobilization of theall of Playa’s residents and its tourists along with the mobilization of the
entire country of Mexico. Here, we want to create a national buzz withentire country of Mexico. Here, we want to create a national buzz with
international appeal!!!international appeal!!!
– Rock – Santana, Tool, ColdPlayRock – Santana, Tool, ColdPlay
– Pop – Ricky Martin, Gloria EstefanPop – Ricky Martin, Gloria Estefan
– Jazz & Blues – Tom Grant, BB King, Eric ClaptonJazz & Blues – Tom Grant, BB King, Eric Clapton
– Hip-Hop – Eminem, Jay-ZHip-Hop – Eminem, Jay-Z
– Salsa – Los Van Van, Barbarito Torres, Buena Vista Social ClubSalsa – Los Van Van, Barbarito Torres, Buena Vista Social Club
– Electronic – Danny Tenaglia, Carl CoxElectronic – Danny Tenaglia, Carl Cox
– Fusion – Manu ChaoFusion – Manu Chao
80. CurrentCurrent
OpportunitiesOpportunities
• Exploit the potential of our sponsors and their brandExploit the potential of our sponsors and their brand
• Add a new dimension through new relevant projectsAdd a new dimension through new relevant projects
• Allow theAllow the XUKPIXUKPI voice to become another expression ofvoice to become another expression of
brand personality and the emerging culture ofbrand personality and the emerging culture of Playa delPlaya del
CarmenCarmen
• Bring meaning to the brand in a Mexican/cultural contextBring meaning to the brand in a Mexican/cultural context
In an age of information overload, the
ultimate luxury is meaning and context.
81. Making aMaking a
ConnectionConnection
• For our sponsors, return on investment will be realized through tacticalFor our sponsors, return on investment will be realized through tactical
market integration through a financially indirect but psychologicallymarket integration through a financially indirect but psychologically
poignant route - building the company image in the eyes of the consumers.poignant route - building the company image in the eyes of the consumers.
The consumer needs to feel that an intuitive bond is formed between himThe consumer needs to feel that an intuitive bond is formed between him
and the sponsor.and the sponsor.
– establishing aestablishing a community presencecommunity presence
– events will beevents will be family-friendlyfamily-friendly
– associating the brand withassociating the brand with star powerstar power
– future-orientedfuture-oriented ,, enabling the brand to build anenabling the brand to build an
association with the community through annual eventsassociation with the community through annual events
82. Expanding BrandExpanding Brand
ImageImage
• AA new marketing campaignnew marketing campaign , boosting, boosting
visibility and exposure to the rest of thevisibility and exposure to the rest of the
countrycountry
• Sponsors will actually beSponsors will actually be contributingcontributing
directlydirectly to the medical and homeopathicto the medical and homeopathic
needs of a child in the communityneeds of a child in the community
• All contributions areAll contributions are tax-deductibletax-deductible
83. ExecutionExecution
• Recognizing that these events strictly assure free admission,Recognizing that these events strictly assure free admission,
corporate benefits will be dependent on event-goer turnoutcorporate benefits will be dependent on event-goer turnout
• Accurate band selection is paramount to ensure high volumeAccurate band selection is paramount to ensure high volume
attendanceattendance
• Along with the traditional forms of advertising, aggressiveAlong with the traditional forms of advertising, aggressive
and strategic means of promotions and marketing will beand strategic means of promotions and marketing will be
implemented to secure targeted turnout.implemented to secure targeted turnout.
84. ExecutionExecution
• Three (3) months before eventThree (3) months before event
– Billboard spots along the highway at the entrance of townBillboard spots along the highway at the entrance of town
– Placing posters and flyers in strategic locationsPlacing posters and flyers in strategic locations
• Two (2) months before eventTwo (2) months before event
– Broadcast one radio spot and one TV spotBroadcast one radio spot and one TV spot
– If financially possible or once we’ve made arrangements with a media broadcaster, weIf financially possible or once we’ve made arrangements with a media broadcaster, we
would like to transmit those spots on regional and national stations to attract thewould like to transmit those spots on regional and national stations to attract the
Merida and Cancun crowd as well as the Mexico City contingentMerida and Cancun crowd as well as the Mexico City contingent
• One month before eventOne month before event
– UseUse street teamsstreet teams to infiltrate the general population using word-of-mouth tacticsto infiltrate the general population using word-of-mouth tactics
– The company will strategically engage employees from restaurants, bars and hotels toThe company will strategically engage employees from restaurants, bars and hotels to
“secretly” tell tourists of the event happening in Playa“secretly” tell tourists of the event happening in Playa
– This will arouse a sense/air ofThis will arouse a sense/air of coolnesscoolness from the messenger to the listenerfrom the messenger to the listener
87. ExclusiveExclusive
SponsorSponsor
US$ 500,000US$ 500,000
• Media AdvertisementMedia Advertisement
– Identified as the exclusive sponsor on radio(specify)Identified as the exclusive sponsor on radio(specify)
• (36) commercial spots for one month, 10x daily, 30 seconds, on primetime listening hours:(36) commercial spots for one month, 10x daily, 30 seconds, on primetime listening hours:
Monday through Sunday(give time slots)Monday through Sunday(give time slots)
– Identified as the exclusive sponsor on television(specify)Identified as the exclusive sponsor on television(specify)
• (36) commercial spots for one month, 10x daily, 30 seconds, on primetime viewing hours:(36) commercial spots for one month, 10x daily, 30 seconds, on primetime viewing hours:
Monday through Sunday (give time slots)Monday through Sunday (give time slots)
– Identified as the exclusive sponsor in all newspaper and magazine print adsIdentified as the exclusive sponsor in all newspaper and magazine print ads
• One month full page adsOne month full page ads
– Identified as the exclusive sponsor in our 25,000 flyers and 25,000 poster StreetIdentified as the exclusive sponsor in our 25,000 flyers and 25,000 poster Street
campaign and store front placementcampaign and store front placement
– Identified as the exclusive sponsor in our 50,000 consumer database mailing listIdentified as the exclusive sponsor in our 50,000 consumer database mailing list
88. ExclusiveExclusive
SponsorSponsor
On-site Exposure:On-site Exposure:
• Banner, flag or inflatable or company vehicle placement on siteBanner, flag or inflatable or company vehicle placement on site
• Company name/logo on stage banner, or stage backdropCompany name/logo on stage banner, or stage backdrop
• VIP tent passes (Food & Beverage)VIP tent passes (Food & Beverage)
• Backstage passes (Photo opportunity with various Artists andBackstage passes (Photo opportunity with various Artists and
Celebrities)Celebrities)
• (4) 10x10 Exhibition booth in prime location(4) 10x10 Exhibition booth in prime location
• Live stage mentions throughout the showLive stage mentions throughout the show
89. Gold SponsorGold Sponsor
US$ 250,000US$ 250,000
• Media Advertisements:Media Advertisements:
– Sponsor’s name mentioned on Radio StationSponsor’s name mentioned on Radio Station
– Sponsor’s logo in all newspaper & magazine print adsSponsor’s logo in all newspaper & magazine print ads
• Two (2) weeks, full page adsTwo (2) weeks, full page ads
– Sponsor logo included in our 25,000 flyers & 25,000Sponsor logo included in our 25,000 flyers & 25,000
poster Street campaign and store front placementposter Street campaign and store front placement
– Sponsor logo included in our 50,000 consumerSponsor logo included in our 50,000 consumer
database mailing listdatabase mailing list
90. Gold SponsorGold Sponsor
On-site Exposure:On-site Exposure:
• Banner placement on stageBanner placement on stage
• (2) 10x10 Exhibition booth in prime location(2) 10x10 Exhibition booth in prime location
• VIP tent passes (Food & Beverage)VIP tent passes (Food & Beverage)
• Backstage passes (Photo opportunity with variousBackstage passes (Photo opportunity with various
Artists and Celebrities)Artists and Celebrities)
• Live stage mentions throughout the showLive stage mentions throughout the show
91. Silver SponsorSilver Sponsor
US$ 100,000US$ 100,000
• Media Advertisement:Media Advertisement:
– Company name/logo displayed in newspaper &Company name/logo displayed in newspaper &
magazine print adsmagazine print ads
– Company name/logo on 25,000 flyers & postersCompany name/logo on 25,000 flyers & posters
• On-site Exposure:On-site Exposure:
– One 10x10 boothOne 10x10 booth
– Company name mentioned by Master of CeremonyCompany name mentioned by Master of Ceremony
92. Bronze SponsorBronze Sponsor
• US$ 75,000US$ 75,000
• Media Advertisements:Media Advertisements:
– Company name/logo included in event advertisementsCompany name/logo included in event advertisements
in newspaper & magazine print adsin newspaper & magazine print ads
– Company name/logo included in 25,000 flyers &Company name/logo included in 25,000 flyers &
25,000 posters25,000 posters
• On-site Exposure:On-site Exposure:
– One boothOne booth
93. Media SponsorMedia Sponsor
• US$ XX,XXXUS$ XX,XXX
• Television: Telemundo, Azteca, Univision, FuzionTelevision: Telemundo, Azteca, Univision, Fuzion
TV(Miami), MTV Latin, VH1 Latin, PepsiTV(Miami), MTV Latin, VH1 Latin, Pepsi
Chart (find programmer), Much Music, Puma,Chart (find programmer), Much Music, Puma,
• Radio: (get name of radio stations)Radio: (get name of radio stations)
• Print: La Quinta, Playa Maya News, El Dario,Print: La Quinta, Playa Maya News, El Dario,
(find more local/national publications)(find more local/national publications)
94. MerchandisingMerchandising
VendorsVendors
• US$ X,XXXUS$ X,XXX
• 10x10 Exhibition booth tent in prime location10x10 Exhibition booth tent in prime location
– Chairs and Tables included?Chairs and Tables included?
• Must have Food vendors permits for participationMust have Food vendors permits for participation
• Limited quantities of space availableLimited quantities of space available
• Electricity and clean-up/breakdown suppliedElectricity and clean-up/breakdown supplied
