Download - Fox Sports Presentation Final
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GOLF THE CITY YEN PHUNG | TYLER RONISH | SUPO TECHAGUM | nap POSHYANANDA | CORAL LEE
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DRIVING MILLENIALS’ INTERESTS IN GOLF BY APPEALING TO OUR INTERESTS, GENERATING CONVERSATIONS WITHIN OUR COMMUNICATION CHANNELS, AND REPOSITION GOLF – LITERALLY – TO BECOME seattle’s MAIN CHOICE OF SPORT.
EXECUTIVE SUMMARY
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SITUATION OVERVIEW
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SITUATION OVERVIEW
1.76% revenue since 2013
0.80% # of establishments
0.95% employment
2.47% CONSUMER SPENDING
SOURCE: IBISWORLD
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SITUATION OVERVIEW
SOURCE: IBISWORLD
<18 YO 17%
18-29 YO 19%
30-49 YO 38%
> 50 YO 26%
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SITUATION OVERVIEW
FAN MARKET (62,860,000 TOTAL)
VIEWED ON TV
VIEWED ON ONLINE DEVICE
PARTICIPATED IN PAST YEARS
ATTENDED 1+ EVENT
SOURCE: SBRNET
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PROBLEM
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MILLENIALS INVOLVEMENTS
PROBLEM
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MILLENIALS INVOLVEMENTS CAPTURE NEW MARKETS
PROBLEM
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MILLENIALS INVOLVEMENTS CAPTURE NEW MARKETS DECREASE IN PLAYERS
PROBLEM
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MILLENIALS INVOLVEMENTS CAPTURE NEW MARKETS DECREASE IN PLAYERS PERCEPTION OF GOLF
PROBLEM
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STRATEGY
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STRATEGY
INCREASING AWARENESS
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STRATEGY
INCREASING AWARENESS
INCREASING ACCESSIBILITY
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UTILIZE LOCAL RESOURCES
STRATEGY
INCREASING AWARENESS
INCREASING ACCESSIBILITY
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PLAN OF ACTION
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GOLF THE CITY
SPACE NEEDLE
ALKI BEACH
CAL ANDERSON PARK
RED SQUARE
WEST LAKE
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PUBLIC ART
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PUBLIC ART
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PROMOTION
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PROMOTION
USE LOCAL INFLUENCERS DRIVE ENGAGEMENT START CONVERSATIONS
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DRIVE ENGAGEMENT START CONVERSATIONS
PROMOTION
#golfthecity
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VIEWING PARTY VIEWING PARTY
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VIEWING PARTY
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VIEWING PARTY
CENTURYLINK EVENT CENTER
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VIEWING PARTY
SPACE NEEDLE
ALKI BEACH
CAL ANDERSON PARK
RED SQUARE
WEST LAKE CENTURYLINK CENTER
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SOUNDERS MARINERS
VIEWING PARTY
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VIEWING PARTY
COST TO BOOK VENUE
SEATTLE’S MILLENIALS POPULATION
SEATTLE’S RANKING AS BEST PLACE FOR MILLENIALS
527K #9 $14K
SOURCE: FORBES
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VIEWING PARTY ACTIVITIES
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SWING ANALYZER
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PHOTO BOOTH
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Father’s day QUIZ
What is your Dad’s favorite sport?
#golfthecity
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Father’s day QUIZ
What is your son’s/daughter’s
favorite food to eat?
#golfthecity
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Otieno Terry (R&B) Allen Stone (folk/ indie) Fly Moon Royalty (jazz)
la luz (surf) Mary Lambert (pop)
MUSIC & FOOD
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MUSIC & FOOD
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MUSIC & FOOD
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MUSIC & FOOD
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MUSIC & FOOD
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SATISFACTION RATE
METRICS
SOCIAL MEDIA STATISTICS
EVENT VISITORS
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DRIVING MILLENIALS’ INTERESTS IN GOLF BY APPEALING TO OUR INTERESTS, GENERATING CONVERSATIONS WITHIN OUR COMMUNICATION CHANNELS, AND REPOSITION GOLF – LITERALLY – TO BECOME OUR MAIN CHOICE OF SPORT.
CLOSING
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QUESTIONS
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APPENDIX SLIDES INTRODUCTION
SITUATION
PROBLEM
STRATEGY
PLAN OF ACTION
ACTIVITIES
METRICS
FOOD TRUCKS
HASHTAGS
VENUE COST
SWING COST
GOLF THE CITY
TO-DO TIMELINE
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DRIVE ENGAGEMENT START CONVERSATIONS
HASHTAGS
#FathersDayUSGA #ChambersBay2015
#GolfSeattle #USGAXSEATTLE
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TIMELINE
3 4
1 WEEK 1 SET UP GOLF-THE-CITY RESERVE VENUE CONTACT SPONSORS/MADAM TUSSAUDS MUSEUM HIRE VOLUNTEERS FOR EVENT CONTACT INFLUENCERS SET UP PUBLIC ART
2 WEEK 2 GOLF-THE-CITY IN RED SQUARE, CAL ANDERSON PARK & ALKI BEACH PROMOTE GOLF-THE-CITY, PUBLIC ART & VIEWING PARTY
WEEK 3 GOLF-THE-CITY AT SPACE NEEDLE & WESTLAKE CONTINUE PROMOTING ALL EVENTS SET UP VIEWING PARTY VENUE
WEEK 4 PROMOTE VIEWING PARTY INTEGRATE METRICS CLOSE EVENT EVALUATE
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VENUE COSTS
CenturyLink Events Center: • Base rental fee/day: $14,000/day x 5 = $70,000 • Move in/out days: $7000 x 2 = $14,000 • Labor/Utilities $7,000-$10,000/day= $35,000-$50,000/day • A/V: $15,000-$20,000 Total for the five days: $134,000-$154,000
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SWING ANALYZER COST
• Cheaper models: $8,000 • More professional models: $35,000+
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GOLF-THE-CITY
Cal Anderson Park (Capitol Hill) Space Needle Alki Beach
Westlake Park (Downtown) UW Red Square
MAY 4 MAY 11 MAY 18 MAY 25 JUNE 1
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GENERAL TIMELINE
3 4
1 WEEK 1 SET UP GOLF-THE-CITY RESERVE VENUE CONTACT SPONSORS/MADAM TUSSAUDS MUSEUM HIRE VOLUNTEERS FOR EVENT CONTACT INFLUENCERS SET UP PUBLIC ART
2 WEEK 2 GOLF-THE-CITY BEGINS PROMOTE GOLF-THE-CITY, PUBLIC ART & VIEWING PARTY
WEEK 3 GOLF-THE-CITY CONTINUES CONTINUE PROMOTING ALL EVENTS SET UP VIEWING PARTY VENUE
WEEK 4 PROMOTE VIEWING PARTY INTEGRATE METRICS CLOSE EVENT EVALUATE