1. Tumbleweed Entertainment, Inc.

2. Tumbleweed Entertainment, Inc. Alexandra Bellerose, CEO Andrew Smith, Senior Account Executive Peter Jusseaume, Senior Marketing Director Angelica Perrone, Director of Research & Development Nick St. Jean, Art Director Tim ORourke, Consumer Behavior Analyst 3. Agenda Objectives Restaurant Concept Competition Country Music Statistics & Trends Target Segments & Influences Promotional Materials 4. ObjectivesCreate a restaurant that makes $150,000 in the first 6 months 500 seats, 25,000 square feet Three months after launch full seats, waits on the weekends, over capacityHave the restaurant be 80% full every nightOpen two more locations within the Northeast within two years 5. Basic Restaurant ConceptKenny Chesneys: The Good StuffLocated in FoxwoodsCountry themedLaidback atmosphereHorseshoe barSpecialty drinksLive entertainmentApparel 6. Mission Statement At Kenny Chesneys: The Good Stuff we are committed to serving delicious food and drink with exceptional service, ensuring that you can always relax and have a great time! 7. Foxwoods 8. Why Foxwoods?Foxwoods is the largest casino complex in theworld, covering over one million square feetOpen to the public 24 hours a day, 365 days a yearAttracts 12 million customers every yearOffer a family atmosphere Ex. Tree House Arcade Connecticut Employment Law Blog 9. TheNielsenCompany,2011 10. Kenny Chesney Has recorded 15 albums and produced more than 30 Top 10 singles on the Billboard Country chart Most fruitful country artist of the millennium Since 2000, Kenny Chesney has had the most listened-to song on country radio nearly 10% of the time. Throughout his amazingly successful 17 year career, the singer has recorded 15 albums, 14 of which have reached gold or platinum-selling status.Biography.com, 2011 11. Foxwoods Competition (Casual Dining) California Pizza Kitchen El Pollo Loco Fifth Street Cafe Fuddruckers Golden Dragon Hard Rock Caf High Rollers 12. More Casual Dining Matches Tavern Panera Bread Pequot Cafe The Grill at Two Trees The Scorpion Bar Veranda Caf Juniors 13. Kenny Chesney VS.Toby KeithEntertainer of the Year by Album How do you like meCountry Music Associationnow?! won two Academy of2004 Country Music awards in 2000Entertainer of the Year byAcademy of Country Music Entertainer of the Year byAwards 2006 & 2007 Academy of Country Music Awards 2002 & 20032008 presented with fourthEntertainer of the Year award. 2005 inducted into theTied with Garth Brooks for the Oklahoma Hall of Famemost wins of the CMAs topaward September 2011 Chart Position: Made in America #5You and Tequila #4 14. Kenny Chesney vs. Toby Keith Groovecount, 2010 15. Kenny Chesneys: The Good Stuff VS.Toby Keiths IThis Bar & GrillHorseshoe-shaped bar Mason jar glassesHorseshoe pit85 Ft. guitar shaped barSlot machines & Keno Mechanical bull Bullethorse racingGood for groups & kidsTexas Hold Emtournaments Wild Shot MezcalNamed #1 premiumGood for young adults &mescal in U.S. market byfamiliesBeverage MediamagazineTequila & YouFeatured Tequila shot 16. Country Fan StatisticsAverage country fan 45 years old, female, average income of $75,00090% of country fans enjoy spending time with their family and desire moretime than they have to do soCountry fans are very likely to go out on the town and go dancing Spend about $16 billion dining out annuallyBillboard.com, 2010 17. Country Fan EntertainmentCountry Music Association, 2008 18. Current Country Music TrendsCountry music fans have been buying more albums,with 31.9 million country albums sold thus far thisyear, according to Nielsen SoundScan. Thats up 5.6 percent from the 30.2 million albums sold in theJanuary-through- October period last year.Helping drive sales trends this year are digital albumdownloads. Digital sales constitute one-third of all album purchases, upfrom 28 percent last year.Arizonacentral.com, 2011 19. Percentage of Country LoversType of Music Like Like BestBluegrass15.2% 1.0%Blues/R&B 27.0%4.5%Broadway19.7%2.7%musicals/show tunesClassic rock48.1%26.6%Classical/chamber 25.7%8.0%musicContemporary rock 29.0%10.4%Country 36.0%17.1%Folk music15.4%1.1%Hymns/gospel music24.5%8.3%Jazz24.2%6.0%Latin/Spanish/salsa 17.5%3.6%Opera 8.3% 0.7%Rap/hip-hop 16.9%5.7% Billboard.com, 2010 4.3% 20. Target Segments Country Casuals Generation WiFi 21. Target Segment:Country Casuals 45-64 Homeowners College graduate Upscale income Watches Great America Country Channel Drives Ford F-Series Diesel Enjoy traveling and going out to eatPrism 22. External Influences:Country CasualsInfluentials Family Decision Full Nest II Making Process Demographics CulturalRegional Sub- Sub-Cultural Culture 23. Reference Groups : Country Casuals Immediate familyWorkChildren friends IndividualCollegeNeighbors friendsClose friends 24. Target Segment:Generation Wi-Fi < 35 Tech-savvy Music fans who watch MTV and VH1 Like to go out Have enough income to spend money dining out orgamblingPrism 25. External Influences:Generation Wi-Fi InfluentialsSingle ICulturalSubDemographicsculturalRegional 26. Reference Groups: Generation Wi-Fi Classmates Professors Teammates IndividualWork/college Familyfriends Friends from home 27. Interview with Kenny Chesney Grammy Interview 28. Background music VariablesSlow Music Fast MusicService Time 29 min27minCustomer time at table 56min 45minCustomer groups leaving 10.5%12.0%before seatingAmount of food$55.81 $55.12purchasedAmount of bar purchases$30.47$21.62Estimated Gross Margin $55.82$48.62Consumer Behavior: Building Marketing Strategy, Table 13-1 29. How Color Influences BehaviorColourlovers.com,2009 30. Kenny Chesneys:The GoodStuffCountry style family restaurant Great atmosphere Country music always! Wide variety of menu options Enjoyment for all agesLocated in:FOXWOODS350 Trolley Line Boulevard Mashantucket, CT 31. Kenny Chesneys:The Good StuffTop Country style Bar Wide assortment of drinks andspecialty drinks Live entertainment! 21+ after 10:30pm Dance and unwind Famous Horseshoe barLocated in:FOXWOODS350 Trolley Line Boulevard Mashantucket, CT 32. Facebook Page 33. Final Thoughts Restaurant in Foxwoods to compete with other country themeddining options Targeting families and young adults in and around the CT areaPromoting through launch party, advertisements and social mediaLooking to expand to NY and other areas within two years 34. Questions or Comments?