1. Jared Crabtree Rodney Cruse Ching-Hui Kuan Ryan Michaud Kim Mishkind Shannon Oastler

2. “To provide a luxury shopping, dining, and entertainment experience for all patrons who visit this retail oasis.”

3. 12 3 4 7 8 5 6 910 1.Restaurant (Café Med) 2.White House/Black Market 3.Art Gallery 4.Tiffany 5.Spa 6.Ann Taylor 7.Tangerine 8.Coach 9.Hugo Boss 10.Prada

4.  Married  Suburban  College Educated  Women  Age range: 35-54  Annual household income: $80,000+  Zip codes: 93311 and 93312

5. LowHigh Low High The Marketplace Stockdale Fashion Plaza East Hills Mall Valley Plaza Mall River Walk San Marco

8.  DBA - Street Faire  Arts Council of Kern - 1 st Fridays  Historic Preservation Commission

9. ProductNeedFeaturesBenefits San Marco (the actual property) Type : Tangible (item processing-shopping/eating & people processing- massage (spa) & Intangible(mental processing- art & architecture) Shopping Art Personal Care Food Upscale retailers Central location Mediterranean Architecture High end Image/status Uniqueness High Quality Retailers Excellent Customer Service Spa Type : Tangible (people processing) Personal Care Massages Manicures Hair Styling Relaxation Enhanced Self-Image Personal Attention Excellent Customer Service Art Gallery Type : Tangible (item processing) & Intangible (mental processing) Aesthetics Paintings Sculptures Uniqueness Excellent Customer Service Entertainment Image/Status Upscale Women’s Boutique Type : Tangible (item processing) High end Clothing & Accessories Dresses Shirts Pants Shoes Belts Purses High Style High Quality Image/Status Uniqueness Excellent Customer Services Restaurant Type : Tangible (item processing) FoodMediterranean cuisine Top chef in Bakersfield High Quality Image/Status Excellent Customer Service

10. Pull Strategy Demanding Luxury Shops San Marco IMC Plan San Marco Café Med, Hugo Boss, Art Gallery, Spa Bakersfield Residents Demanding Retail Plaza

11. Promotion Tools To UseProposed Programs Advertising  Ad in Bakersfield Life (City) Magazine- targets educated, affluent consumers in area (75,000 subscriptions- reach)- published every other month (frequency).  Install sign on in front of property to advertise brand and also install new signage for stores. Sales Promotion  Direct mail to target segment to promote “Girlfriends Day” campaign in which customers who bring at least one friend to San Marco and purchase at least one item or service receive a free gift bag (sample spa and makeup products).  Offer loyalty program for repeat customers. Track purchases on San Marco card and offer free gifts once a certain amount of points are earned. Public Relations  Hold events featuring local artists and musicians in the court yard.  Become a member of the Arts Council and Downtown Business Association. Participate in First Fridays.  Become a member of the Historic Society and get the property on the map for walking tours of the downtown area.  Contact local media and offer to be interviewed about San Marco and how it is contributing to the revitalization of downtown.

12.  Retail features: Art Gallery, Boutiques, Spa & Restaurant  High quality  Excellent customer service  Unique products with limited availability in Bakersfield  Image/Status  Unique Architecture  Central location  No debt on original buildings  Renovation & Maintenance  Financing costs to purchase bank building and parking lot