2012 Men’s Tennis Marketing Plan

2

Table of Contents

SWOT Analysis ……………………………………………………………………………

3

Situational Analysis …………………………………………………………………….

4

Tennis in the Community …………………………………………………………….

5-6

2012 Men’s Home Schedule ……………………….……………………………….

7

Marquee Budget Breakdown ………………………………………………………

7

2012 Marketing Schedule ……………………………………………………………

8-9

Pack Prowl ………………………………………………………………………………….

10

Potential Groups/Themes …………………………………………………………..

11

Potential Giveaways/Promotions ……………………………………………….

11

State Smasher’s Fan Club ……………………………………………………………

11

Game-Week Promotions …………………………………………………………….

12

Game-Day Promotions ………………………………………………………………..

12

Other ………………………………………………………………………………………….

12

Digital/Social Media Overview ……………………………………………………

13

Poster/Schedule Card Distribution ………………………………………………

13-16

3

SWOT Analysis

Strengths On campus venue

Updated Facilities (Curtis and Jacqueline Dail Outdoor Tennis Stadium)

Should have a competitive team in the ACC, one of the premier college conferences in the country

Increased budget from previous years with additional money for designated “marquee events”

Weaknesses Popularity of Tennis is low for NC State students relative to other sports

Due to no pre-sale of tickets, we have no demographic/other consumer information on our fan base

Due to a lack of support from sponsorship, athletic department must purchase incentive prizes for halftime games/contests and other giveaways

Opportunities 30 different Tennis Court locations listed in the city of Raleigh and the town of Cary as well as over 15

area clubs to solicit There are a number of youth/adult teams, leagues, and tournaments in the Triangle to reach out to Much more potential for fan involvement during matches with new facilities Build on success of last year’s Pack Prowl in order to promote the Tennis Fan Club (State Smasher’s)

Threats Cold weather at the beginning of the year might scare some people away

Lack of evening matches

Reliance on the Student Wolfpack Club for Student Attendance

Nationally televised Men’s Basketball games on 1/14 and 1/22 during first two matches of the season

2/5 matches fall on the same day as the Super Bowl

3/10 match vs. Binghamton/Campbell during Spring Break. Dorms are closed

BC and Maryland during spring holiday which might limit student attendance and the Maryland match falls on the same day as Easter

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Situational Analysis

Entering his ninth season at the helm of the NC State men's tennis program, head coach Jon Choboy has positioned his tennis team for success. Using the advantages of the elite 30,000 square foot J.W. Isenhour Tennis Center, coupled with his drive and determination to succeed, Choboy has helped the Wolfpack turn the corner in the Atlantic Coast Conference and become a national contender. As head coach he guided the Pack to back-to-back NCAA appearances in 2006 and 2007, with the Pack reaching the Elite Eight in 2007, and he will look to do the same in 2012. After posting a disappointing 10-14 record last year (2-9 in the ACC), the team looks to bounce back strongly this season and it seems as if all the pieces are in place for a potential NCAA tournament run. With a mix of senior leadership and a trio of young talented freshman, the Pack should have what it takes on the court to be a competitive force in the ACC.

The team will be led by senior Spaniard, Jaime Pulgar, a two-time All-ACC performer for the Wolfpack. Pulgar has been playing in the International Tennis Federation Futures Tour this fall, a year-round tour for young players with tournaments around the world. He will be looking forward to taking the court this spring with fellow senior standouts Dominic Hodgson and Julian Sullivan and will surely play a role in grooming the likes of Austin Powell, Robbie Mudge, and Beck Bond, three freshman who have all had strong debuts in their first collegiate tournaments this fall.

In addition to being competitive on the court, the Wolfpack can now compete with some of the best facilities in the country as well. It’s already been a great advantage to have the J.W. Isenhour Indoor Tennis Center and with the refurbishing of Curtis and Jacqueline Dail Outdoor Tennis Stadium, the program continues to make positive strides towards being a nationally recognized program year in and year out.

Most notably, the new complex will feature a beautiful grandstand seating area on the opposite side for over 1,000 fans with brand new outdoor courts in order to make room for the new seating. The court lighting will also be updated, along with a new scoreboard being installed. These upgrades are essential to signing top recruits and should prove to be extremely beneficial in increasing attendance and providing a much more interactive, fan friendly environment.

The 2012 season has the potential to be a turning point for the NC State tennis program. With some on court success and the addition of an exciting new venue, this season looks to be a promising one and hopefully one the team is able to build on for years to come.

5

Tennis in the Community

The City of Raleigh offers 25 court locations with 112 courts, 108 with lights, and 14 locations with backboards. Of these locations, the Milbrook Exchange Tennis Center is the only city recreation center built specifically for tennis. It houses 23 lit hard courts, backboards, ball machines, a conference room, a pro shop, locker rooms and a covered observation deck.

The town of Cary maintains 58 courts at five different locations. The Town’s main tennis facility is the Cary Tennis Park, which is the state’s largest public outdoor tennis facility. The park is a full service facility on approximately 24 acres in western Cary. Amenities include locker rooms with showers, meeting room, snack bar and clubhouse. The park provides a comprehensive array of tennis programs, events and services for beginner through advanced players.

Raleigh Court Locations

Biltmore Hills (2615 Fitzgerald Dr) Method Road Park (514 Method Rd) Brentwood (3315 Vinson Place) Milbrook Exchange (1905 Spring Forest Rd)

Carolina Pines (2305 Lake Wheeler Rd) North Hills (100 Chowan St) Cedar Hills (5600 Sweetbriar Ct) Optimist (5900 Whittier Rd)

Chavis (505 Martin Luther King Blvd) Powell Drive (704 Powell Dr) Eastgate (4200 Quail Hollow Dr) Pullen (Pullen Rd)

Fletcher (805 Washington St) Roberts (1400 E. Martin St) Glen Eden Pilot Park (Blue Ridge Rd) Sanderford Rd (2623 Sanderford Rd)

Green Road (4201 Green Rd) Spring Forest Rd (4203 Spring Forest Rd) Jaycee (2405 Wade Ave) Tarboro Rd (121 Tarboro Rd)

Kentwood (4531 Kaplan Dr) Williams Park (6601 Leadmine Rd) Lake Lynn (7921 Ray Rd) Worthdale (1001 Cooper Rd) Lions (1800 Watkins St)

Raleigh Area Clubs

Brier Creek CC (10404 Lumley Rd) NCSU Club (4900 Hillsborough St) Carolina CC (2500 Glenwood Ave) Raleigh Racquet Club (5516 Falls of Neuse Rd)

Lakemont Swim/Tennis Club (409 Harvard St) Seven Oaks Tennis Club (2500 Howard Rd) North Hills Club (4824 Yadkin Dr) TPC/Wakefield (2201 Wakefield Plantation Dr)

Northridge CC (6612 Falls of the Neuse Rd) Northbrook Swim/Tennis Club (6612 Falls of the Neuse Rd)

Quail Hollow Swim/Tennis Club (800 Orleans Place)

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Cary Court Locations Cary Area Clubs

Annie Jones Park (1414 Tarbert Drive) Dunham Park (519 Walnut St)

Godbold Park (2050 Northwest Maynard Road) Middle Creek School Park (Optimist Farm Road)

Cary Tennis Park (2727 Louis Stephens Rd)

Kildaire Farm Racquet/Swim Club (162 Pebble Creek Dr) Lochmere Swim/Tennis Club (502 East Lochmere Drive)

MacGregor Downs CC (430 Saint Andrews Lane) Prestonwood CC (300A Prestonwood Parkway)

RTA Board of Advisors Capital City League

Brian Rosenthal President* Dorian Holowicki League Commissioner David Baird Immediate Past President* Brenda Coules League Rep./North Ridge Beth Beam Vice-President* Elisabeth Ann Stylski League Rep./Prestonwood Ed Farley Treasurer* Isabelle Homes League Rep. North Hills Greg Byrd Secretary* Betsy Terjesen Lochmere Club Representative

Jack Blankenhorn At-Large Director*

Kathy Burke At-Large Director* Cary Tennis Park Susan Flanagan Community Coordinator Sean Ferreira Tennis Supervisor Beth Gargan Marketing/Media Coordinator Susan Bradley Sr, Administrative Assistant ADVISORY COUNCIL Mat Cloer Head Tennis Professional

Cy King Tennis Service Representative/North Carolina USTA Southern Section

Patrick Henson Reid Kinlaw Jacob Lester

Junior Tennis Coordinator Tennis Programs Coordinator

Tennis Professional David Bell Director of Tennis, City of Raleigh Maria Mood-Brown Tennis Professional Ken Glanville Asst. Director of Tennis, City of Raleigh Andy Skakle Tennis Professional Mark Byrd Tennis Director, North Ridge CC Gregg Weisman Tennis Professional III Chris Edwards Raleigh Racquet Club Legare Woods Customer Service

Shane Wells Tennis Director, North Hills Club Josh Franceschina Tennis Director, Brier Creek CC David Marquina Tennis Director, Raleigh Racquet Club Butch Young Tennis Director, TPC Wakefield Jay White Tennis Director, University Club USTA ADULT LEAGUES

Lynn Goldberg Spring Adult League, Mixed, Combo, Sr. League Coordinator

Vickie Baird Local League Coordinator

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2012 Men’s Tennis Home Schedule

DATE OPPONENT TIME GROUP/THEME

Saturday, 1/14 Gardner Webb UNC-Asheville

The Citadel

10:00 am 2:00 pm 6:00 pm

Sunday, 1/22 Penn State East Carolina

10:00 am 4:00 pm

Sunday, 2/5 Cornell Charlotte

10:00 am 4:00 pm

Saturday, 2/11 South Carolina 12:00 pm Campus Kids Day

Sunday, 2/12 William & Mary UNC-Greensboro

10:00 am 4:00 pm

WCPS Appreciation Day Y-Guides & Princesses Day

Wednesday, 2/29 VCU 2:30 pm

Saturday, 3/10 Binghamton Campbell

12:00 pm 5:00 pm

Grand Opening of C & JD Outdoor Stadium

Friday, 3/16 Duke 4:00 pm Greek Night

Friday, 4/6 Boston College 2:30 pm

Sat 4/7 Maryland 2:00 pm Jr. SWPC Event/ Easter Activities

Fri 4/13 Georgia Tech 3:00 pm

Sun 4/15 Clemson 12:00 pm Senior Day/ Alumni Reunion/ Student Appreciation Day

Marquee Event Budget Breakdown *2012 Marquee Event Budget: $3600 over 3 games

Date/Opponent Promotion Advertising Giveaway Decoration $ Spent

Sat 2/11 South Carolina

Campus Kids Day N&0 Ad ($200) Flyers

Food ($300) Clinic (free)

$500

Fri 3/16 Duke

Greek Night Flyers Emails

Face-to-Face

Grand Prize ($500) Food ($300)

$800

Sat 4/7 Maryland

Easter Egg Hunt Emails to Junior Tennis

leagues

Tennis Camp ($375)

$375

Fri 4/13 Georgia Tech

ALUMNI/STUDENT APPRECIATION

Emails Flyers

T-shirts ($700) Food ($700)

$1600

*Subject to change if $ is needed for Pack Prowl

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2012 Marketing Schedule

Date Type Details

Mon 1/9 Flyers Flyers Distributed across campus promoting that week’s match

Mon 1/9 Flyers Student athletes provided w/ flyers to promote week’s match

Mon 1/9 Social Media Reminders posted on FB/Twitter with match info

Mon 1/9 E-News Weekly Athletic Newsletter

Th 1/12 Social Media Reminders posted on FB/Twitter with match info

Th 1/12 Sandwich Boards Game info placed strategically around campus

Th 1/12 EVENT PACK PROWL

Sat 1/14 Social Media Reminders posted on FB/Twitter with match info

Sat 1/14 Sandwich Boards Game info placed strategically around campus

Sat 1/14 EVENT GARDNER WEBB (10am), UNC-A (2pm), THE CITADEL (6pm)

Mon 1/16 Flyers Flyers Distributed across campus promoting that week’s match

Mon 1/16 Flyers Student athletes provided w/ flyers to promote week’s match

Mon 1/16 Social Media Reminders posted on FB/Twitter with match info

Mon 1/16 E-News Weekly Athletic Newsletter

Sun 1/22 Social Media Reminders posted on FB/Twitter with match info

Sun 1/22 Sandwich Boards Game info placed strategically around campus

Sun 1/22 EVENT PENN STATE (10am), ECU (4pm)

Mon 1/30 Flyers Flyers Distributed across campus promoting that week’s match

Mon 1/30 Flyers Student athletes provided w/ flyers to promote week’s match

Mon 1/30 Social Media Reminders posted on FB/Twitter with match info

Mon 1/30 E-News Weekly Athletic Newsletter

Sun 2/5 Social Media Reminders posted on FB/Twitter with match info

Sun 2/5 Sandwich Boards Game info placed strategically around campus

Sun 2/5 EVENT CORNELL (10am), CHARLOTTE (4pm)

Mon 2/6 Flyers Flyers Distributed across campus promoting that week’s match

Mon 2/6 Flyers Student athletes provided w/ flyers to promote week’s match

Mon 2/6 Social Media Reminders posted on FB/Twitter with match info

Mon 2/6 E-News Weekly Athletic Newsletter

Sat 2/11 Face-to-Face Promote @ WWTA Polar Doubles Tourney (Cary Tennis Park)

Sat 2/11 Social Media Reminders posted on FB/Twitter with match info

Sat 2/11 Sandwich Boards Game info placed strategically around campus

Sat 2/11 EVENT SOUTH CAROLINA (12pm)

Sun 2/12 Social Media Reminders posted on FB/Twitter with match info

Sun 2/12 Sandwich Boards Game info placed strategically around campus

Sun 2/12 EVENT WILLIAM & MARY (10am), UNC-G (4pm)

Mon 2/27 Flyers Flyers Distributed across campus promoting that week’s match

Mon 2/27 Flyers Student athletes provided w/ flyers to promote week’s match

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Mon 2/27 Social Media Reminders posted on FB/Twitter with match info

Mon 2/27 E-News Weekly Athletic Newsletter

Wed 2/29 Social Media Reminders posted on FB/Twitter with match info

Wed 2/29 Sandwich Boards Game info placed strategically around campus

Wed 2/29 EVENT VCU (230pm)

Sun 3/4 Face-to-Face Promote @ Cary Jr. Championships (Cary Tennis Park)

Mon 3/5 Flyers Flyers Distributed across campus promoting that week’s match

Mon 3/5 Flyers Student athletes provided w/ flyers to promote week’s match

Mon 3/5 Social Media Reminders posted on FB/Twitter with match info

Mon 3/5 E-News Weekly Athletic Newsletter

Sat 3/10 Social Media Reminders posted on FB/Twitter with match info

Sat 3/10 Sandwich Boards Game info placed strategically around campus

Sat 3/10 EVENT BINGHAMTON (12pm), CAMPBELL (5pm)

Mon 3/12 Flyers Flyers Distributed across campus promoting that week’s match

Mon 3/12 Flyers Student athletes provided w/ flyers to promote week’s match

Mon 3/12 Social Media Reminders posted on FB/Twitter with match info

Mon 3/12 E-News Weekly Athletic Newsletter

Fri 3/16 Social Media Reminders posted on FB/Twitter with match info

Fri 3/16 Sandwich Boards Game info placed strategically around campus

Fri 3/16 EVENT DUKE (4pm)

Mon 4/2 Flyers Flyers Distributed across campus promoting that week’s match

Mon 4/2 Flyers Student athletes provided w/ flyers to promote week’s match

Mon 4/2 Social Media Reminders posted on FB/Twitter with match info

Mon 4/2 E-News Weekly Athletic Newsletter

Fri 4/6 Social Media Reminders posted on FB/Twitter with match info

Fri 4/6 Sandwich Boards Game info placed strategically around campus

Fri 4/6 EVENT BOSTON COLLEGE (230pm)

Sun 4/8 Social Media Reminders posted on FB/Twitter with match info

Sun 4/8 Sandwich Boards Game info placed strategically around campus

Sun 4/8 EVENT MARYLAND (12pm)

Mon 4/9 Flyers Flyers Distributed across campus promoting that week’s match

Mon 4/9 Flyers Student athletes provided w/ flyers to promote week’s match

Mon 4/9 Social Media Reminders posted on FB/Twitter with match info

Mon 4/9 E-News Weekly Athletic Newsletter

Fri 4/13 Social Media Reminders posted on FB/Twitter with match info

Fri 4/13 Sandwich Boards Game info placed strategically around campus

Fri 4/13 EVENT GEORGIA TECH (3pm)

Sun 4/15 Social Media Reminders posted on FB/Twitter with match info

Sun 4/15 Sandwich Boards Game info placed strategically around campus

Sun 4/15 EVENT CLEMSON (12pm)

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2012 Pack Prowl Thursday, January 12th 6:30

Isenhour Tennis Facility

With the initiation of last year’s pack prowl, the Men’s Tennis program looks to further build on the

success of their annual kick off event for the 2012 season. This year’s event will be a tremendous opportunity

to showcase the programs newly renovated Curtis and Jacqueline Dail Outdoor Tennis Stadium as well as

introduce the idea of the State Smasher’s Fan club.

TIMELINE OF EVENTS

6:30-6:45 – Tour of facilities

6:45-7:00 – Introduction

(Script coming soon)

7:00-7:30 – Team Scrimmages/Demonstrations

7:30-8:00 – Interactive games/contests

BUDGET

T-Shirts - $0

Pizza - $360

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Potential Groups/Themes

Greek Community

Campers/Academy members

Club Team

SWPC/Jr. SWPC

Student/Faculty Appreciation Days

Area Clubs/Leagues (youth, adult, and senior days)

Day that we invite all clubs (Tennis in the Triangle day?)

Boys and Girls club

Wake County Public schools

Pink game (Serve up some hope)

Y Guides and Princesses

Tennis for Health awareness Day

Alumni Reunion

Campus Recreation (IM participants, PE classes)

Potential Giveaways/Promotions

Food

T-shirts

Posters

Free lesson(s) from coach

Clinics

Tennis Prize Pack (racquet, bag, any gear that might be available)

Hold a tournament (pro-am type where players involved or not)

Open league play to Curtis and Jacqueline Dail stadium(area leagues, IM’s)

After school outreach program

Team experience (attend a couple practices? Get some gear? )

Music during dual matches (with approval of visiting coaches)

Meet and greet with team (cookout with team, opportunity to play/hit the ball around with various players after

match, photo ops, autograph session)

State Smasher’s Fan Club

12th man idea, need to make them feel like a part of the team

T-shirt with logo and schedule on back

Food for them at all the games?

Leadership opportunities/community outreach opportunities

Attend certain # matches to get to prize levels

o Website recognition

o Page in media guide with members

o Party/cookout towards end of the year for everyone

o Chance to attend practice(s), hold special clinic for them

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In-Season Promotional Efforts

Game-Week Promotions Flyers

Flyers should be distributed across campus/surrounding businesses promoting that weeks matches

Student Athletes provided with flyers promoting that weeks matches Digital/Social Media

Facebook/Twitter posts will be made promoting that week’s matches

Weekly athletic newsletter promoting that week’s matches

Preview articles written on gopack.com promoting upcoming matches Print Advertising

Articles will be run in the Technician and News and Observer promoting certain marquee matches

Game-Day Promotions On Campus Marketing

Campus Sandwich boards will indicate time of event on a given day

Digital/Social Media

Facebook/Twitter posts will be made promoting that day’s match Marketing & Promotions Table

A table will be set up at every home game

Promotional items (posters, schedule cards, other giveaways) will be placed on the table while supplies last

In-Game Promotions

Contests/scrimmages during intermissions

Starter ball toss

Various theme nights

Facebook Check-ins

Other Club Tennis/Tournaments

Attend club tennis matches/tournaments to promote upcoming matches. o February 11-13 WWTA Polar Doubles Tournament (Adult NTRP) o March 4-6 Cary Junior Championships (NC Level 4) o March 26-28 Cary Tennis Park Junior Classic (NC Level 3)

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Digital & Social Media Overview Gopack.com

Ability to implement headers, interactive videos and pop-ups to promote upcoming events

Email to all e-news subscribers with upcoming event information

All promotions listed on promotions page linked from soccer page Facebook.com/ncstateathletics

Ability to send out reminders about upcoming events and to interact with nearly 30,000 “fans” with online contests and polls

Ability to offer special deals and discounts to fans through Facebook Check-Ins. We can add “loyalty” benefits to our events, so if someone attends multiple events they will receive a prize or discount

When a person checks into “Curtis and Jacqueline Dail Outdoor Tennis Stadium” on game day it will show that they are at a men’s tennis event encouraging their friends to attend as well

Facebook ads offer a cheap source of advertisement that allow you to effectively target certain consumer groups based on demographics and other social interests that they indicate on their facebook page.

Poster & Schedule Card Distributions

Poster and schedule cards will be distributed to all clubs in the area as well as any local courts that we

may be able to hang up a poster or leave schedule cards at. In addition posters and schedule cards will be

distributed to all our designated locations that are listed below :

Mission Valley Electric Beach Brueggers

Dalat Oriental Restaurant Cloos Coney Island 6-12 Convenience Store Quizno's

Ruckus Pizza Sammy's N-Style Pack Backers

Burger King Cup a Joe Champions Pizza Ba Da Wings

ABC Store El Cerro Kerr Drug Baja Burrito Nur Deli

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Hillsborough Street Sub Conscious The Record Exchange

East Village Pantana's Pool Hall Time-Out Gumby's

Left Right Wings Zaxby's Burger King Pita Pit

Pack Backers Brickhouse Hills. Street Textbooks Marco's Pizza

I Love NY Pizza Subway Farmhouse Freshberry

College Music and Pawn Amore's Pizza Melvins Two Guy's

Hannah's Subs Jimmy Johns Bell Tower Mart Hot Box Pizza

Zippy Mart Player's Retreat Western Lanes Planet Smoothie

Wolfmart

Campus/Dorms Avents Ferry Becton

Berry Watauga Wood U.Towers

Bragaw/Cstore Lee College Inn Syme

Bagwell/C-Store Tucker North Metcalf

Sullivan Alumni Assn Case Athletics Center Bookstore NC State Ticket Office WB Student Health Center Atrium/Cstore

Visitors Center Talley/Cstore Dining Halls

Western Boulevard Wendy's Pizza Hut

Kim Dry Cleaners Subway Jiffy Lube Circle 76

KFC Food Lion McDonalds Bojangles Amedeo's

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Avent Ferry/Gorman Shopping Center Cameron Village Gorman Street Pub Athlete's Foot

Subway Wolf Camera Cueva de Lobos Medlin Davis Cleaners

Pearl Chinese Food K&W Kangaroo Gas Station Café Carolina

Food Lion

Glenwood Ave (Mall) Wake Forest Rd Champ's Denny's

Food Action Hooters Foot Locker Carolina Ale House

Chili's Bojangles Texaco TGI Friday's

Wendy's Burger King Fat Daddy's

Crossroads (Cary) Best Steaks & Subs

Chik-fil-a China King

Coffee & Crepes Coldstone

Dickey’s BBQ Pit Greek Fiesta

Honeybaked Ham Jason’s Deli

Kashin Restaurant

Noodles and Co. Olive Garden Red Lobster

Remington Grill Ruby Tuesday

Salsarita’s Starbucks Subway Yopop

Briar Creek Aladdin’s Eatery

Applebees Azitra Indian Fare

Bob Evans Brixx Pizza Brueggers

Caribou Coffee Chili’s

Dairy Queen Greek Fiesta

Jason’s Deli Maggie Moo’s

McDonalds Noodles and Co.

O’Charley’s Qdoba

Quiznos Slice of NY

Which Wich

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Triangle Town Center Baba Ghannouji

Chik-fil-a Dairy Queen

Great Steak & Potato McDonalds

Sakura Villa Fresh Italian Kitchen California Pizza Kitchen

Chili’s Sweet N Yummy

Moe’s Romano’s

Twisted Fork Auntie Anne’s Pretzels

Caribou Coffee Cinnabon

Great American Cookies Pretzelmaker

Starbucks Teavana

North Hills Five Guys

Sport Clips Which Wich

Fox and the Hound Chick-fil-a

Cinellas

The Shack Omega Sports

Starbucks Firebirds

Moe’s Mcallister’s