-Create a world-class fine food and wine festival in the majestic town of Sedona that brings international attention to Arizona’s blossoming wine industry and culinary scene;

-Develop La Fleur de Chocolat, an exhibition of chocolate and gourmet food that brings together chefs, restaurants, individuals in the hospitality industry and food and beverage purveyors to unite, share ideas and find treasures.

-To showcase Sedona’s internationally recognized art scene through floral and art exhibitions and fashion shows in collaboration with established art groups in Sedona and other parts of Arizona.

-Create the Sedona Wine Competition that highlights Arizona wine internationally and awards glorious coins in precious metals.

-Increase Sedona’s tourism during the typically slower month of June; and

-Raise funds for local charities.