This document provides templates and guidelines for planning events at Malibu Wines over the course of a year. It outlines different types of events including signature events, private events, and member events. It also provides details on summer and winter programming, including event schedules, music, and special dates. Templates are included for event planning proposals, cancellation forms, and evaluation forms to aid the planning process.

1. TEMPLATES & GUIDELINES
A full year overview of events at Malibu Wines
As a lifestyle brand which aims to
curate events for wine club
members and the general public, it
is important that we have a system
in place which aids in the planning
process of both traditional MFW
events and innovative events to
come. This event kit serves as a
form of communication between
management teams and event
production teams providing any
information needed prior to,
during, and after the planning
process.
Author: Gabrielle Miller
MALIBU WINES
EVENT
MANGAMENT
Fall 2015 Intern

2. 1
TABLE OF CONTENT
Types of MFW Events………………………………………………………………………………………………………………………………2
Summer Programming (May- October)……………………………………………………………………………………………………3
Winter Programming (November- April)………………………………………………………………………………………………….4
Marketing & Advertising………………………………………………………………………………………………………………………….5
Templates/Forms:…………………………………………..………………………………………………………………………………….6-10
- Event Planning and Proposals(6-7)
- Event Cancellation Template Form (8)
- Event Extension form (9)
- Evaluation forms (10)
Closing Remarks…………………………………………………………………………………………………………………………………….11

3. 2
Types of MFW Events:
Signature MFW Events: Events MFW has executed successfully in the past and continue to be on
rotation throughout the year. These events are typically scheduled Thursday-Sunday during the week.
The current list of signature events is provided below with a breakdown of cost, price, and profit:
Signature Event Cost for MFW Ticket sale price Profit for MFW
Sips and Giggles $500.00 $5.00 100% of ticket sales
Yoga and Mimosas $0.00 $20.00 70% of each ticket
Trivia Night $150.00 Free to guest No profit
Movie Night $100.00 Free to guest No profit
Pop-up events $0.00 Free to guest 10-25% of vendor
sales
Private events: Events which are closed to the public and are coordinated by the hospitality team for a
specific client. These types of events are not added to the google calendar but can be seen on Rezdy.
Special events: occur occasionally and are typically done on a large scale. This includes car shows on the
ranch, festivals, celebrity events, etc.
Member only events: Events designed for wine club members. There are 2 large member events per
year for MFW wine club members, and 4 UCLA alumni wine club member events per year. The MFW
wine club also aims to host 1 small event per month for members at one of the tasting rooms.
Other types of events: not regularly done but can be incorporated into the calendar
- Safari Events (Corporate events)
- Charity Events: Events where some portion of the profits are being donated to a designated
charity fund.
- Kick-off events: Events done on a large scale to promote the opening of a new MFW branch or
project (i.e.: UCLA wine club kick-off)
- Extended MFW events: Events that were prescheduled before the season began and are desired
to be extended beyond their original end date (see extension section for more information)

4. 3
Summer Programming (May-October)
The summer hours are scheduled from Memorial Day weekend through Halloween weekend. During the
summer Malibu Wines will be open 7 days a week and due to better weather and more daylight hours
will be extended. In 2015 summer hours began on May 22. For 2016 the hours will change in mid-May as
well. Summer hours are defined as following:
Monday - Thursday 11am to 7pm
Friday and Saturdays 10am to 9pm
Sundays 10:00 AM – 7:00 PM
Basic event scheduling during summer months includes:
 Weekly Signature events
 Live music:
o Fridays 1 band (6:00 PM-9:00 PM),
o Saturdays (12:00-2:00, 3:00-5:00, 6:00-9:00)
o Sundays 2 bands (12:00-2:00 & 3:00-6:00).
 Food Truck Fridays: 4:00-8:00 pm where MFW receives 20% commission from food trucks
Reoccurring special events specific to the summer season including dates/Holidays for the upcoming
year:
o LA MAG food and wine festival (Though this doesn’t occur at Malibu Wines it requires the use of
MW staff and bartenders. This event occurs mid-September)
o MFW Member party (Venue: Saddle rock, typically scheduled in May)
o Memorial Day (Monday 5/30/2016)
o Fourth of July (Monday 7/4/2016)
o Labor day (Monday 9/5/2016)
o Halloween Weekend (Friday 10/28/2016- Monday 10/31/2016)

5. 4
Winter programming (November-April)
Tasting room hours for the winter season are adjusted after Halloween weekend. Winter hours are
defined as followed:
Monday-Sunday 11:00 AM – 7:00 PM
It is important to note that daylights saving times brings challenges for our outdoor tasting rooms during
the winter season due to the fact that it gets darker and colder quicker. In 2016 daylights saving times is
scheduled for November 6, 2016.
Other changes to the weekly summer schedule include the live music rotation, which for the winter will
not include a Friday session and will only be done on Saturday’s and Sunday’s at 12:00 pm- 2:00 pm and
3:00-6:00 pm. Also food truck Friday’s is discontinued during this season.
Special Holidays/dates for the upcoming winter:
o Black Friday Sale ( Friday 11/25/2016)
o New Year’s Celebration (Sunday 1/1/2017)
o Valentine’s day (Tuesday 2/14/2017)
o Martin Luther King Weekend (Monday 1/16/2017) - Live music & food truck
o Presidents Day Weekend (Monday 2/20/2017)- Live music & food truck
o St Patrick Day (Friday 3/17/2017) - Green wine all weekend & specials
To compensate for shortened hours, less holidays, and discontinued weekly events we need to come up
with innovative programming for this time of year. For more information on developing innovative
programming please go to the event planning and proposal section.

6. 5
Marketing/Advertising Events:
The marketing team at MFW is in charge of all marketing for events. There are two main improvements
we can make concerning our marketing plan throughout the year. These 2 things are:
- Scheduling: Event dates and details should be solidified at least 6 weeks before execution giving
the marketing team enough time to strategize.
- Capitalizing on Special events: There is a large audience during special events and although our
main goal is to push wine club membership, we can also provide people with information about
upcoming events. A simple events calendars can be part of the brochure attendees receive upon
arrival.

7. 6
Example Event Planning & Proposals
Planning process: The most optimal time for planning the upcoming season’s events calendar is
between the months of February-March. Previous data has shown that these months tend to have the
least amount of sales and events compared to other months in the year. It is important that we use this
time to coordinate with the marketing team as well, so even if we are doing the same events, we have a
different approach which attracts more customers.
The event planning process should include:
1. A schedule of signature events for at least the first 2 months of the upcoming season (list of
movies you want to approve for movie night, coordination with color me vino and their schedule
for paint night, comedian appearances for sips and giggles, etc.)
2. Review of evaluations of events from the year prior
a. If no reviews are available then a simple overview of the previous year’s google calendar
addressing the issues of what worked, what didn’t work, and what we would like to
improve will do.
3. Review of new event proposals
4. An overview of the desired budget for events for the upcoming season.
Proposals: An example proposal has been drawn up on the next page. Please note that this is not how
your proposals need to look but these are the basic components that need to be considered when
creating an event proposal. Anyone can submit a proposal. For my example I chose a very unlikely event
for the purposes of showing how planning should progress from a vague concept all the way through
completion. The basis of my event idea is to have a Rose sale during certain dates in October, Breast
cancer awareness month, in order to raise awareness and funds for the Breast Cancer Research. Some
events this visual aid will be helpful for are the planning of:
- Anticipated 2016 events that are large and haven’t been done by our team yet like the Malibu
Sails kick-off event
- New signature events which have been suggested like Karaoke Night, wine classes with a
certified sommelier, etc.
The basic components needed for a proposal are:
1. An outline of the idea: The name of the event, season it will be executed in, purpose, and the
type of event it would identify as.
2. Budgeting: determine if the event is for profit or not and confirming a budget with the GM
3. Coordination: Determine which department heads and teams you need to coordinate with in
order to have the event.
4. Scheduling and Implementation: Communicating with the hospitality team and determining a
schedule for the day of the event.

8. 7
Rosé for BCA STEP 1
Outline the idea: determine what kind of event it would be and
what season this event would take place in. The event I created
would be defined as a charity event and would need the
approval of Dakota and Amy. Since BCA month is in October,
this would be a “summer” event which should be planned for
by the end of March.
Budgeting
STEP 2
STEP 3
Coordinating For this event you would need to contact Heather
Neely about availability and sale options for the
Rosé, the Marketing department about creating a
sale promotion calendar specific to this event, a
contact from BCA organization and the tasting
room Hospitality Coordinators to check venue
availability.
For a charity event I would need the general
manager, Amy Lawrence, to determine the budget
and profit breakdown. MFW makes less than 500k
on events and event sales which is less than 20% of
our yearly profit. With an event like this the main
goal will be community building and outreach. The
budgeting step is to ensure that we are not losing
money while pursuing that goal.
Scheduling +
Implementation
STEP 4
A hospitality meeting occurs each week
in order to expand on details of events.
For an event of this scale, it would need
to be brought up in the hospitality report
at least 3 weeks prior to implementation.
Execution & EVENT EVALUATIONS!

9. 8
Cancellation Template:
For precautionary purposes, this will be the template we use in case we need to cancel events in the
future. Our main goal with this template is to maintain positive communication with our customers
despite the interruption in our schedules. An example of an event where this could have been applied is
Queen Mary’s 2015 kickoff event (originally scheduled for April 12, 2015 and was postponed until further
noticed), where people showed up on the scheduled day of the event even though many were not
notified that our opening was postponed. In order to avoid this here is a cancellation template that can
be sent as an email and/or posted to social media accounts (to post simply screenshot, crop so only the
message is available, save, and upload the .png file as a photo):
This message should be posted as soon as we know we are cancelling an event, hopefully giving the
customer at least 72 hour notice and the marketing team enough time to post updates.
Dear valued customer,
We are sorry to inform you that due to unforeseen circumstances we will not be holding our upcoming
event as scheduled. If you RSVP’d for this particular event please note that your reservation will be
honored if we reschedule for a future date. All updates regarding future events will be available in our
weekly events email which you can subscribe to on our website at www.malibuwines.com . You can
also subscribe to the events section on our Malibu Wines Facebook page and check our calendar of
events on Malibuwines.com/calendar-of-events. If you have any further questions, email us or give us
a call at (818)865-0605. We look forward to seeing you at future events.
Our apologies,
bookings@malibufamilywine.com

10. 9
Extensions:
Extensions do not guarantee approval nor do they deny it. The extension request form is simply a way of
tracking extended events so that we know and have record of what works and what doesn’t. The sales
report actively tracks event sales but for more in depth data we will need to identify events which have
received extensions differently from those that were prescheduled:
 Extensions in season: If you started a new event in a season, found it to be successful and want
to reschedule it, submit an extension request so we can keep track of the success of the event
and consider it as an official signature MFW in the future (Depending on the success/feedback it
would be installed as a signature event in the upcoming season). We also need this information
as soon as possible in order to determine marketing strategies, social media updates, staffing
needs, hospitality coordination, and other paperwork that may need to be submitted.
 Extensions during transitions: If you would like to extend a signature event from the end of
winter to beginning of summer or vice versa you will also need to fill out an extension request.
Events that were successful in one season may or may not carry over that success during the
transition period. Due to the hour changes and slowing down or increasing of traffic that comes
with transitioning seasons, we would like to keep track of how successful any event executed
during these periods would be for future analysis.
Extension Request Form
Name: Event name:
Original End date: Type of extension:
Purpose for extension?
Marketing plan for extension (note: you cannot just update the calendar as members are notified
immediately when changes in the calendar are made)
Does the extension of this event interfere with any preset dates with the hospitality team?
Please be sure to fill out an evaluation form post event and note that this was an extended event under
the “type of event” question by filling out the option “other”

11. 10
Event Evaluations:
Evaluation forms will be administered to staff post events in order to assess the success of the events
executed by MFW. Due to the evaluation documents size, it is kept as a separate document in the MFW
events folder. Please be sure to review it prior to events as well to make sure you are taking all the
necessary steps to have successful event.

12. 11
Closing remarks:
This is all the information you will need so for the planning of upcoming events for the 2016-2017
seasons. On a personal note, it has been amazing to witness the growth of MFW while here as an intern
and I only expect that MFW will continue to use their unique atmosphere to serve the communities
around them. Best wishes in your event planning MFW!