LEVERAGING MLB BASEBALL TO CREATE ALS AWARENESS AND GENERATE REVENUE

DIANA DOVENSPIKE | ALEXANDRA KENYON | MICHAEL PARRELLA | SHELBY WALKER

ADAM CHEYNE | KALI KRISIK

EXECUTIVE SUMMARY

The mission of the National ALS Association is to help treat and eventually cure ALS while providing those affected and their families with care and support. More specifically, the ALS Association Greater San Diego Chapter is a non-profit organization that assists local people with ALS (PALS). The San Diego Chapter is faced with four main challenges: - Enhancing their brand image - Increasing brand awareness - Increasing outreach and care services to PALS - Increasing ALS Walk participation and support In 2016, Petco Park will host the Major League Baseball (MLB) All-Star Game. This event will attract an anticipated 160,000 fans to the city of San Diego. Based on our research, we have developed three recommendations to leverage this event and address the ALS Association Greater San Diego Chapter’s four challenges. The first recommendation entails an event titled #Party4PALS to be hosted at Park in the Park near Petco. In congruence with Global ALS/MND Day, #Party4PALS will be held on or around June 21st, 2016. The party will include activation zones that allow people to learn more about ALS and the San Diego Chapter. Activities such as an ice water dunk tank, ALS Awareness Zone, live music and partnerships with baseball advocates will be available. #Party4Pals will introduce the public to the remaining activations and create a platform for the following weeks. The second recommendation capitalizes on the influx of people in to San Diego during MLB All-Star Week by implementing awareness advertising at different locations throughout the city. For example, we will create a plastic model ice cube with an ALS logo designed to peak the curiosity of individuals passing by. Around the Gaslamp Quarter, footprint decals will be printed with facts about ALS and Lou Gehrig’s life. These decals will lead to a designated ALS Awareness Zone where volunteers will accept donations as well as registration forms for the Walk to Defeat ALS. Pedestrians who approach the area will be encouraged to post pictures on Facebook, Twitter, and Instagram with the #ASG4ALS hashtag. The combination of photos will be made into a mosaic forming the ALS hand logo. The final recommendation will consist of a fundraising event, specifically involving Phi Delta Theta and Quad Alehouse. The event entitled #Brews4LousDisease and the subsequent partnership between ALS Association Greater San Diego Chapter and Quad Alehouse will mutually benefit both parties and raise significant funds for the San Diego Chapter. Through the above recommendations and involvement in and around MLB All-Star week, the ALS Greater San Diego Chapter will reach new heights. These recommendations are designed to improve the San Diego Chapter’s brand image, ALS brand awareness, outreach and care services to PALS, and the amount of people participating in the annual ALS Walk in 2016.

TABLE OF CONTENTS

INTRODUCTION 1 PURPOSE OF THE REPORT 2 RESEARCH RATIONALE 3 DEMOGRAPHIC RESEARCH 4 MLB RESEARCH 5 RECOMMENDATION #1 6 RECOMMENDATION #2 9 RECOMMENDATION #3 11 CONCLUSION 14 APPENDICES 15

INTRODUCTION Amyotrophic Lateral Sclerosis (ALS) Amyotrophic Lateral Sclerosis (ALS) is a progressive neuromuscular illness that affects muscle function. Often referred to as Lou Gehrig’s disease, ALS exists when motor nerve cells in the brain and spinal cord begin to degenerate and atrophy. This leads to weakness and paralysis of the muscles that control arms, legs, speech, and breathing. Although treatments for ALS exist, it is currently incurable and the average lifespan is two to five years after diagnosis. As many as 30,000 Americans are living with ALS and about 5,600 Americans are diagnosed each year. Since it affects a low percentage of the population, the National Institute of Health classifies ALS as an orphan disease. ALS research receives little government funding because of this classification. This is why the ALS Association is essential to the fight against ALS. ALS Association The ALS Association, established in 1985, is the preeminent ALS organization for research, care services, public education, and public policy. The Association is headquartered in Washington, D.C., and has a nationwide network of chapters and certified medical facilities to provide care and services to people with PALS. Since its founding, the ALS Association has funded over $99 million in research and raised $115 million for research from the 2014 social media campaign, the Ice Bucket Challenge. ALS Association Greater San Diego Chapter The ALS Association Greater San Diego Chapter is one of the 39 chapters within the ALS Association. The ALS Association is the only national not-for-profit voluntary health organization dedicated solely to the fight against ALS. The mission of The ALS Association is to find a cure and improve quality of life for those living with ALS. The purpose of the ALS Association Greater San Diego Chapter is to provide PALS and their families with patient support, advocacy efforts, public awareness, and education. The ALS Association Greater San Diego Chapter is dedicated to 150 patients in the following counties: San Diego, Southern Riverside, and Imperial.

1

PURPOSE OF THE REPORT

Steve Becvar, Executive Director of the ALS Association Greater San Diego Chapter, provided SDSCP with a project brief to inform the requested strategic recommendations that are outlined in this report. Based on the provided project brief, we identified a once in 30 year opportunity – the 2016 MLB All-Star Game in San Diego – as an ideal opportunity for the ALS Association Greater San Diego Chapter to raise brand awareness and increase revenue. Objective Our goal is to provide recommendations for the ALS Association Greater San Diego Chapter to implement surrounding the 2016 MLB All-Star Game. Through our recommendations, we strive to increase ALS awareness and funds for research and service to PALS. Through the recommendations discussed within this report, we will target various demographics appealing to all age groups. We will raise awareness by engaging locals and visitors in the Greater San Diego area during and around the 2016 MLB All-Star via social media and a number of activations. To increase outreach and care services to PALS, we plan to activate awareness for ALS in San Diego. To ensure we responded to the project brief, we sought to address all four key challenges raised by the ALS Association of Greater San Diego.

CHALLENGES

INCREASE BRAND AWARENESS

INCREASE ALS WALK PARTICIPATION AND

SUPPORT

INCREASE OUTREACH AND CARE SERVICES

TO PALS

ENHANCE BRAND IMAGE

2

RESEARCH RATIONALE

To identify the appropriate time frame to implement our recommendations, we conducted research on key historical figures and events involving ALS. Through this research, we found essential information relating to Lou Gehrig and Global ALS/MND Day. Background of Lou Gehrig As this report focuses its recommendations around the 2016 MLB All-Star Week in San Diego, it is important to link the ties with baseball and ALS. Born June 19, 1903, Lou Gehrig’s baseball career made him an American hero and his tragic death made him a legend. Drafted by the New York Yankees in 1923, Gehrig completed 16 seasons and played 2,130 consecutive games. The ironman streak ended in 1939 when he was diagnosed with ALS, hence the title Lou Gehrig’s disease. He would never play baseball again. On July 4, 1939, a game was scheduled to recognize and honor Gehrig in which he gave one of the most memorable and emotional speeches in American sports history. On June 2, 1941, at the age of 37, Gehrig surrendered to this awful disease, leaving his family and country in mourning. Even after the 75th anniversary of Gehrig’s speech, scientists have yet to discover a cure. Gehrig is one of the most prolific ALS casualties and his permanent ties to baseball make him a recognizable link to the Greater San Diego Chapter. Global ALS/MND Day The International Alliance of ALS/MND has dedicated June 21 as global day of recognition of ALS and Motor Neuron Disease (MND). June 21 is a solstice – a turning point – and each year the ALS/MND community undertakes a range of activities to express their hope that this day will be another turning point in the search for cause, treatment, and cure of ALS/MND.

June 19 Lou

Gehrig’s Birthday

June 21 Global

ALS/MND Day

July 4 Anniversary of Gehrig’s

Speech

July 10-12 MLB All-Star

Week

Key Activation Dates

3

DEMOGRAPHIC RESEARCH

To identify potential markets that this report will target, we have conducted baseline demographic research to support our recommendations. Breakdown of Household Income within San Diego As we are seeking potential charitable donations, it is important to understand the demographic background of San Diegans. We researched San Diegans who have attended a San Diego Padres game in the last 30 days to find target age groups and household incomes to ensure the success and credibility of our recommendations. San Diegans who have attended a San Diego Padres game is an indicator of the people who will either attend the MLB All-Star game or view at pubs/bar within the San Diego region. Our research shows that the top three age groups who attended San Diego Padres games in the last 30 days are aged from 25-29, 40-44 to 50-54, providing potential donor bases. In regard to household income, 23.1% of San Diegans ages 25-29 make over $100,000 a year while 23.5% of people ages 40-44 and 29.5% of people ages 50-54 make over $100,000. This information indicates that there is a substantial donor potential within these demographics of the Greater San Diego Chapter.

2012 150,000

2013 176,239

2014 160,000

Average 162,080

Average Attendance of MLB All-Star Games

4

MLB RESEARCH

On average, 162,080 people have attended the MLB All-Star game since 2012; however during All-Star Week, the Major League Baseball organization has control of the partnerships, sponsorships, and advertisements presented in Petco Park. In 2016, the upcoming MLB All-Star Fan Fest will be held at the San Diego Convention Center, providing a great opportunity to spread awareness for ALS to a potential audience of over 160,000 persons. With support from our research and calculations, we designed several activations that will help raise awareness in the San Diego area and ultimately, increase revenue. The foot traffic between the Convention Center and Petco Park will present incomparable exposure for the ALS San Diego Chapter to the following awareness activations. With an increase in pedestrian and visitor traffic within the Greater San Diego area and no access to Petco Park, we developed a recommendation to reach potential donors, whilst spreading further awareness through marketing outside of Petco Park.

San Diegans are very interested in MLB

San Diegans are somewhat interested in MLB

San Diegans that attended a Padres game have a household income of $100,000 or more

San Diegans that watched the 2014 MLB All-Star Game have a household income of $100,000 or more

22.9%

30.6%

37%

15.5%

5

RECOMMENDATION #1 Recommendation #1 is based around activating ALS awareness during a San Diego Padres regular season game, prior to MLB All-Star Week 2016. #PARTY4PALS To raise awareness for ALS, we recommend that the ALS Association Greater San Diego Chapter creates a presence within Petco Park at a San Diego Padres game prior to MLB All-Star Week. The concept seeks to integrate ALS awareness within a fun, family-friendly environment. The following provides a summary of key aspects of the concept. The recommended date for this to occur is between June 17, 2016, and June 21, 2016 (Global ALS Day). These dates will depend on the San Diego Padres 2016 schedule, which is released at the conclusion of the 2015 season. Of note, Lou Gehrig’s birthday is June 17, two days before Global ALS/MND Day. The timing of this event is ideal as it is centered around both Lou Gehrig’s birthday and global awareness day for ALS. The proposed date range for this event is approximately two weeks before the 2016 MLB All-Star Game, hosted at Petco Park. This “once in a 30 year occurrence” provides a great opportunity to leverage the awareness of the ALS cause at a time when the national spotlight will be on San Diego. It is proposed that the activation for awareness start during the pre-game of a San Diego Padres home game and stay open throughout the game. In Petco Park, it will take place beyond the outfield fence in the Park at the Park area located behind center field. The Park at the Park is an ideal location for this event due to its size and proximity to various key places in San Diego.

3,000 Capacity

2.7 acres of grass

Proximity to Petco Park

Proximity to Gaslamp Quarter

Why Park at the Park?

6

RECOMMENDATION #1

ALS Engagement Zone This ALS Engagement Zone will be run by ALS employees/volunteers, and will be advertised within the existing ALS network. It is recommended that the Zone be located behind the right field fence of the children’s field in Park at the Park. The Zone will be a pivotal role in promoting the ALS San Diego Walk; it will provide an opportunity for fundraising for the ALS Association Greater San Diego Chapter. The Zone will encourage fan participation from all ages, advertise brand awareness and exposure, raise funds, and increase walk participation. Ice Water Dunk Tank Following the success of the Ice Bucket Challenge in August 2014, an Ice Water Dunk Tank will be situated in the Park, providing an additional fundraising opportunity. Fans at the game will be able to donate a specified amount of money at the ALS zone, providing an opportunity to dunk willing participants by throwing a ball at the tank’s target. This is a way to bring attention to the zone while also raising funds for the ALS Association Greater San Diego area. Live Music Complimenting all activations within the Zone will be inclusion of live music, providing greater fan participation and entertainment prior to the commencement of the game. The music will be played by a band native to San Diego (or other suitably identified). The live music will be in the vicinity of the ALS Zone behind the center field wall within Park at the Park.

7

RECOMMENDATION #1

Integration of Social Media To publicize this activation, social media will play a major role to raise awareness for this event. Social media is a critical tool that must be utilized for this event to reach more people in real time, keeping them informed with upcoming promotions and events. If used efficiently, social media will allow for more funds to be raised, greater fan engagement, and an increased awareness of the disease. To ensure social media captures all age segments it is recommended that hashtags are utilized for this event. The hashtag #Party4PALS will be used on social media outlets such as Facebook, Twitter, and Instagram in order to raise awareness for this event.

Past MLB Champion It is recommended that a well known MLB past champion is invited to attend and promote this activation. Our research suggests that Tommy John be present at the ALS Fan Zone as he is a former Major League pitcher and better known for the elbow surgery that is named after him. John’s ex-teammate and good friend, Jim ‘Catfish” Hunter, passed away from ALS in 1999. Due to his strong relationship to Hunter and his notable support to spread awareness for ALS, we believe John will be willing to attend #Party4PALS. John’s presence will draw attention to the the ALS Fan Zone, help spread awareness of ALS, and generate donations. Partnership with the San Diego Padres To enable the abovementioned activations to occur, it is recommended that the ALS Association Greater San Diego Chapter seek a formal partnership with the San Diego Padres community partnerships and events team to determine if this event can take place in June 2016.

8

RECOMMENDATION #2

Recommendation #2 is based around activating ALS awareness during the 2016 MLB All-Star Week. Ice Cubes in the Fountain of Children’s Park This recommendation seeks to create the largest ice bucket in San Diego. The Children’s Park along Martin Luther King Promenade is conveniently located between the Convention Center and Petco Park, providing optimal exposure to promote ALS awareness. The Children’s Park has been identified as a prime location for an ALS activation as it is a main pedestrian gateway to Petco Park and the Convention Centre where Fan Fest is located. This public space already gathers thousands of pedestrians every day, providing significant exposure. To activate this space and make it relevant to our awareness campaign, we suggest using large, plastic ice cubes that will float in the fountain to remind the community of the ALS Ice Bucket Challenge. The ALS ice cube activation is designed to peak the public and media curiosity and encourage them to learn more about ALS.

Footprint Decals To activate awareness for pedestrians utilizing the promenade, we propose that footprint decals be designed and placed on the sidewalk, providing a unique visual medium of awareness for the ALS cause. The footprint decals will lead from the San Diego Convention Center (Fan Fest location) to an ALS Awareness Zone outside of Petco Park, which we recommend is located in proximity to the Gaslamp Quarter Station. The suggested location for the footprint decals takes into account the pedestrian movement of fans leaving the Convention Center or hotels within this area. It is anticipated that fans leaving the Convention Center will enter Martin Luther King Promenade. Fans will pass the ice cubes in the Children’s Park fountain and then encounter the footprints, initiating further awareness. These footprints can provide key facts about ALS and Lou Gehrig to ignite fan’s interest while maintaining relevance to the MLB All-Star Weekend.

9

RECOMMENDATION #2 ALS Awareness Zone The footprint decals mentioned will lead to an ALS Awareness Zone, which is proposed to be located outside of the Gaslamp Trolley station. The Awareness Zone would provide information about ALS to interested commuters. In this zone, individuals will be able to sign up for the upcoming ALS Walk and donate to the ALS Greater San Diego Chapter, altogether providing an increase in revenue and walk registrations. Pedestrians who approach the designated area will be encouraged to post pictures on Facebook, Twitter, or Instagram and hashtag #ASG4ALS to have their picture made into a mosaic forming the ALS hand logo. When the participants prove that they post a photo or comment on social media, they will be able to receive a complimentary snow cone in an ALS cup. It is recommended that ALS Association Greater San Diego Chapter consult and plan this initiative with the City of San Diego to ensure all required authorizations are obtained. Night Awareness A key aspect of this awareness campaign is to activate areas of the city at night. This will be proposed via the following mediums. Children’s Park Fountain As red is the official color of the ALS Association Greater San Diego Chapter, we propose that the fountain lamps are changed to red to reflect the branding of the organization. Temporarily adjusting the fountain lamps to red will provide a unique opportunity to promote the ice cube activations into the night hours and draw media attention. This will initiate pedestrian curiosity to notice not only the floating ice cubes, but also the red color of the ALS brand, ultimately spreading awareness. Light Projections Light projection marketing is an underutilized, low-cost medium that allows a brand, or in this case a non-profit organization, to spread brand awareness. Because it is a unique marketing tactic, people are more likely to react to this technique. We propose that the ALS Association Greater San Diego Chapter utilize the open space in the Gaslamp Quarter Trolley Station located in downtown San Diego on 5th Avenue to use projection images of the ALS logo on the ground. These projections will be innovative and seek to present key messages about ALS that expands general public awareness.

10

RECOMMENDATION #3

Recommendation #3 is based around revenue generation through the creation of an event during MLB All-Star Week. #Brews4LousDisease #Brews4LousDisease will be a gathering of Phi Delta Theta Fraternity members during the 2016 MLB All-Star Week to meet and reunite with brothers from across the nation as well as celebrate the legacy of their deceased brother, Lou Gehrig. Not only will Phi Delts be able to attend the #Brews4LousDisease event, but they will be given the option to buy packages for additional events at Torrey Pines and the 2016 MLB All-Star Game.

11

RECOMMENDATION #3

#Brews4LousDisease #Brews4LousDisease will take place at Quad Alehouse in the Gaslamp Quarter. Quad Alehouse will donate their upstairs room. as well as all the beer for the evening. The upstairs room holds 224 people, allowing for just over 200 Phi Delts to participate in this unique opportunity. The Quad Alehouse already has personal ties to ALS; therefore, working with the ALS Association Greater San Diego Chapter is a logical decision. An artist will create an artistic rendering of Gehrig that will be auctioned off to one of the Phi Delts. A potential artist for this commission is Shaun Kinley from Cleveland, OH. Torrey Pines Golf Course Torrey Pines is the premiere course to play golf in San Diego because of its scenic oceanside views and significance in the PGA tour. The Phi Delts will be able to enjoy a round of golf while creating lasting memories their brothers. All-Star Game The 2016 MLB All-Star Game in San Diego will entice visitors from the San Diego area and from across the country. Phi Delta Theta has many ties to the sports industry and its members’ passion for sports will drive their desire to attend the game while interacting with other members. Packages Members of the Phi Delta Theta Fraternity will have the option to create an MLB All-Star Weekend package that best fits their interests. The Grand Slam Package provides the member with one ticket to each event. The Double Play packages provide one ticket to the #Brews4LousDisease event and either a round of golf at Torrey Pines or a ticket to the All-Star Game. The Single Play package gives the member one ticket to the #Brews4LousDisease event.

12

RECOMMEDATION #3

Partnership with Quad Alehouse As mentioned, Quad Alehouse already has connections to ALS. For this reason, we recommend the ALS Association Greater San Diego Chapter create a formal partnership with Quad Alehouse. The partnership will provide the Greater San Diego Chapter a location to hold events – including the #Brews4LousDisease event – and will provide Quad Alehouse with additional marketing, revenue from food sales, and an avenue for corporate social responsibility. Phi Delta Theta Involvement The Phi Delta Theta alumni groups will publish a story in The Scroll, their alumni newsletter, presenting the opportunity to work with the ALS Association Greater San Diego Chapter in developing the #Brews4LousDisease event. In addition to this collaboration, the alumni groups will be a source of communication between the active collegiate chapters and the San Diego ALS Chapter. Phi Delta Theta students at San Diego State University and the University of California San Diego will have the opportunity to complete their required community service hours by volunteering at the various ALS Zones hosted throughout MLB All-Star Week.

13

SUMMARY

Given the financial and human capital restrictions facing the ALS Association Greater San Diego Chapter, our recommendations are designed to be cost effective while still leveraging the excitement surrounding the 2016 MLB All-Star Game. Our first recommendation, #Party4PALS, which takes place at Petco Park before MLB All-Star Week, focuses on activation awareness with the San Diego Padres. Engaging fans who are already amped up for the MLB All-Star Game with the ALS zone will increase awareness. Our second recommendation, #ASG4ALS, concentrates on increasing awareness outside Petco Park. The MLB has complete control over Fan Fest at the San Diego Convention Center and everything at Petco Park for the week; however, utilizing public spaces around the main events will capture attention from fans and media alike, increasing awareness. Our final recommendation, #Brews4LousDisease, capitalizes on Lou Gehrig’s fraternity ties to the Phi Delta Theta Fraternity. By creating an event and selling ticket packages involving legendary sporting events, we will raise funds for the ALS Association Greater San Diego Chapter. Our recommendations can benefit the ALS Association Greater San Diego Chapter in both the short and long term with the purpose of increasing services to PALS and research to find a cure.

14

APPENDIX A

Recommendation #1: #Party4Pals It is difficult to find quantifiable numbers on how many people will donate to a charity after visiting a stand. However, data is available for the click through rates for emails. Emails are similar to advertisements in real life: they are constant and easy to delete. Just like it is easy to delete an email without looking at it, people can pass advertisements without comprehension. It is for this reason that we argue that click through rates for advocacy emails are the equivalent of stopping and donating at an advocacy booth, like the one we will have surrounding All-Star Week. Fundraising opportunity = Average donation x Numb𝑒𝑒r of donors Average donation = Total Population Monetary donation 4,528,697 / $597,587 = $8 Number of donors= Average Padres game attendance x Click through rate 31,294 x .033 = 1,033 donors Fundraising opportunity = $8 x 1,033 = $8,264 Recommendation #2: #ASG4ALS The fundraising opportunity of this campaign is $42,792. Fundraising opportunity = Average donation x Number of donors Average donation = Total Population Monetary donation 4,528,697 / $597,587 = $8 Number of donors = Average attendance of ASG over past three years x Click through rate 162,080 x .033 = 5,349 donors Fundraising opportunity = $8 x 5,349 = $42,792

15

APPENDIX B Recommendation #3: #Brews4LousDisease The Fundraising opportunity of Recommendation #3 is $129,480. Grand Slam Package = Price of ASG ticket + Price of Torrey Pines round + Price of #Brews4Lous + Price of ASG ticket + Price of Torrey Pines round + Price of #Brews4Lous x 2 Grand Slam Package (minimum)=650+150+100+650+150+100 x.2=$1,080 Grand Slam Package (maximum)=800+150+100+800+150+100 x.2=$1,260 Double Play ASG Package = Price of ASG ticket + Price of #Brews4Lous + Price of ASG ticket + Price of #Brews4Lous x 2 Double Play ASG Package (minimum) = 650 + 100 + 650 + 100 x 2 = $900 Double Play ASG Package (maximum) = 800 + 100 + 800 + 100 x 2 = $1,080 Double Play Torrey Pines Package = Price of Torrey Pines round + Price of #Brews4Lous + Price of Torrey Pines round + Price of #Brews4Lous x 2 Double Play Torrey Pines Package = 150 + 100 + 150 + 100 x 2 = $300 Single Play Package = P𝑟𝑟ice of #Brews4Lous + Price of #Brews4Lous x 2 Single Play Package = 100 + 100 x 2 = $120 Revenue from Grand Slam Package = Number of packages bought x Price of packages Revenue from Grand Slam Package = 23 x $1,260 = $28,980 Revenue from Double Play ASG Package = Number of packages bought x Price of packages Revenue from Double Play ASG Package = 67 x $1,080 = $72,360 Revenue from Double Play Torrey Pines Package = Number of packages bought x Price of packages Revenue from Double Play Torrey Pines Package = 67 x $300 = $20,100 Revenue from Single Play Package = Number of packages bought x Price of packages Revenue from Single Play Package = 67 x $120 = $8,040 Revenue from Packages = $28,980 + $72,360 + $20,100 + $8,040 = $129,480 Total Cost = Revenue from packages-Cost of packages Total Cost = $129,480 - $85,500 = $43,980 *Note: Numbers are based on the assumption that all packages involving the All-Star Game sell for the highest price

16

842 1,392

2,490 552 57

4,071 2,184 353

2,370 1,169 67

1,552 3,966

N/A

525 Likes

65 Followers

47 Followers

Figures as of June 24, 2015

N/A

Facebook Twitter Instagram

340,000 24,086

32

1,710 285 103

APPENDIX C

17