-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 du Chocolat, a separate gourmet food and chocolate exhibition that brings together chefs, restaurants, individuals in the hospitality industry and food and beverage purveyors to unite and share ideas.

-Showcase Sedona’s internationally recognized art scene through art exhibitions, fashion shows and art shows in collaboration with established art groups in Sedona.

-Bring a wine competition to Sedona that ultimately highlights Arizona wine internationally.

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

-Raise funds for local charities.