Sports and Entertainment Promotion Plan

Harper Creek High School

Madison Schulz, Nicolas Grillo and Valeria Guerrero

Company Description
Latitude 42 Brewing Company is located in
Portage, Michigan
Founded in 2013 by Scott Freitas, Joe
Stoddard and Todd Nuemann
Adam Stacey is the executive chef who
formerly worked at Bravo! in downtown
Kalamazoo
The restaurant contains a menu that has
food from every continent and also
serves about 20 different types of beers
Latitude 42 is also kids friendly and has a

Objectives
Our goal is make our brewing company the most successful in the US by have a
three-step promotional plan:
Establish Presence in beer market
To expand our company, we are planning to open up two breweries in Detroit and in Traverse City

Creating Large Variety

We create many new flavors a year than most of our competitors do in their entire existence, Each year, our
brewery produces a total of 18 different brews.

Be Unique

at Latitude 42, we have a former executive chef from Bravo!, Adam Stacey cook many foods from all over the
world.

Special Events
We are going to host one of the largest beer tastings in Michigan.
Not only Latitude 42 beer but beer from all over Michigan.
We are releasing new beers on St. Patrick's, and New years.
We are discussing with the organizers of Electric Forest to see if they are interested on teaming up
with us to serve beer at their alternative music festival.

Advertising
The only advertising Latitude 42 will
have is Facebook, Twitter and
Instagram
All the social media pages will be ran by
our general manager, Brad Bishop.
He will post pictures and any deals/
holiday specials we have going on.
Advertising will also be done through
word of mouth

Display
is located on a 1.2 acres of land
The main building includes a granitetopped bar, surrounded by
handcrafted, tulip-wood tables and
booths
The main building is 11,000 square feet
and has a capacity of 243, there is
also an outdoor patio that seats 90
There is a private room for parties and a
children's play area
The whole building contains a rustic look

Publicity
For every house brewed beer we sell we will donate $0.25 to a local charity
When the name Latitude 42 comes up in a conversation , we picture a caring
company who gives back to people.
We are discussing to add a scholarship opportunity for local portage youth to
help with their college funding

Responsibility Sheet
1. Scott
Freitas, Joe
Stoddard and
Todd
Nuemann

Founders of the
company, Scott
is a head
brewer. They
are all
responsible for
making most
decisions.

2. Madison
Schulz,
Nicolas
Grillo,
Valeria
Guerrero

In charge of all
promotional
planning

Budget
Purchase

Quantity

A.
Advertisin
g
Social
Media

Cost
0

Twitter,
Facebook,
and
Instagram

B.
Display/Bu
ilding

Light and
Gas Bill

27,500

600

Building

$20,000

Menus
(laminatin

300

150

Budget Part 2
Tables

30

2,500

Mug Club

maximum
500
members

15,000

C.
Catering

2,200

Weddings

around 5

1000

Graduatio
n Parties

around 8

800

Charitable around 4
events

400

D. Special
Events and
Parties

20,500

Lounge

10

3,000

Private

10

3,500

Statement of Benefits to the Company

Plan Unique from other breweries
Chef Adam Stacey

Large variety
Different flavors

Electric Forest
Thousands of customers

Bibliography
"Latitude 42 Brewing Company |." Latitude 42 Brewing Company. N.p., n.d. Web. 17 Dec. 2015.
Uzerilli@mlive.com, Ursula Zerilli |. "Latitude 42 Brewing Co. Head Brewer Leaves Hawaii to Help Open Portage's First
Microbrewery." N.p., n.d. Web. 17 Dec. 2015
"Latitude 42 Hops Forward with Portage First Microbrewery." Southwest Michigan's Second Wave. N.p., n.d. Web. 17
Dec. 2015.
"Latitude 42 Brewing Company Photos." Yelp. N.p., n.d. Web. 18 Dec. 2015.
"Latitude 42 Hops Forward with Portage's First Microbrewery." Southwest Michigan's Second Wave. N.p., n.d. Web. 03
Jan. 2016.
Uzerilli@mlive.com, Ursula Zerilli |. "Latitude 42 Brewing Co. Head Brewer Leaves Hawaii to Help
Open Portage's First Microbrewery." N.p., n.d. Web. 03 Jan. 2016.
"101 Photos for Latitude 42 Brewing Company Add Photos Latitude 42 Brewing Company - Portage, MI, United States.
Outstanding Place to Enjoy Nice Dinner and Beer after a Long Day at Work." N.p., n.d. Web.
"Electric Forest." Twitter.com. N.p., n.d. Web.