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GOLF THE CITY YEN PHUNG | TYLER RONISH | SUPO TECHAGUM | nap POSHYANANDA | CORAL LEE
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
SITUATION OVERVIEW
SITUATION OVERVIEW
1.76% revenue since 2013
0.80% # of establishments
0.95% employment
2.47% CONSUMER SPENDING
SOURCE: IBISWORLD
SITUATION OVERVIEW
SOURCE: IBISWORLD
<18 YO 17%
18-29 YO 19%
30-49 YO 38%
> 50 YO 26%
SITUATION OVERVIEW
FAN MARKET (62,860,000 TOTAL)
VIEWED ON TV
VIEWED ON ONLINE DEVICE
PARTICIPATED IN PAST YEARS
ATTENDED 1+ EVENT
SOURCE: SBRNET
PROBLEM
MILLENIALS INVOLVEMENTS
PROBLEM
MILLENIALS INVOLVEMENTS CAPTURE NEW MARKETS
PROBLEM
MILLENIALS INVOLVEMENTS CAPTURE NEW MARKETS DECREASE IN PLAYERS
PROBLEM
MILLENIALS INVOLVEMENTS CAPTURE NEW MARKETS DECREASE IN PLAYERS PERCEPTION OF GOLF
PROBLEM
STRATEGY
STRATEGY
INCREASING AWARENESS
STRATEGY
INCREASING AWARENESS
INCREASING ACCESSIBILITY
UTILIZE LOCAL RESOURCES
STRATEGY
INCREASING AWARENESS
INCREASING ACCESSIBILITY
PLAN OF ACTION
GOLF THE CITY
SPACE NEEDLE
ALKI BEACH
CAL ANDERSON PARK
RED SQUARE
WEST LAKE
PUBLIC ART
PUBLIC ART
PROMOTION
PROMOTION
USE LOCAL INFLUENCERS DRIVE ENGAGEMENT START CONVERSATIONS
DRIVE ENGAGEMENT START CONVERSATIONS
PROMOTION
#golfthecity
VIEWING PARTY VIEWING PARTY
VIEWING PARTY
VIEWING PARTY
CENTURYLINK EVENT CENTER
VIEWING PARTY
SPACE NEEDLE
ALKI BEACH
CAL ANDERSON PARK
RED SQUARE
WEST LAKE CENTURYLINK CENTER
SOUNDERS MARINERS
VIEWING PARTY
VIEWING PARTY
COST TO BOOK VENUE
SEATTLE’S MILLENIALS POPULATION
SEATTLE’S RANKING AS BEST PLACE FOR MILLENIALS
527K #9 $14K
SOURCE: FORBES
VIEWING PARTY ACTIVITIES
SWING ANALYZER
PHOTO BOOTH
Father’s day QUIZ
What is your Dad’s favorite sport?
#golfthecity
Father’s day QUIZ
What is your son’s/daughter’s
favorite food to eat?
#golfthecity
Otieno Terry (R&B) Allen Stone (folk/ indie) Fly Moon Royalty (jazz)
la luz (surf) Mary Lambert (pop)
MUSIC & FOOD
MUSIC & FOOD
MUSIC & FOOD
MUSIC & FOOD
MUSIC & FOOD
SATISFACTION RATE
METRICS
SOCIAL MEDIA STATISTICS
EVENT VISITORS
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
QUESTIONS
APPENDIX SLIDES INTRODUCTION
SITUATION
PROBLEM
STRATEGY
PLAN OF ACTION
ACTIVITIES
METRICS
FOOD TRUCKS
HASHTAGS
VENUE COST
SWING COST
GOLF THE CITY
TO-DO TIMELINE
DRIVE ENGAGEMENT START CONVERSATIONS
HASHTAGS
#FathersDayUSGA #ChambersBay2015
#GolfSeattle #USGAXSEATTLE
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
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
SWING ANALYZER COST
• Cheaper models: $8,000 • More professional models: $35,000+
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
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
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