Relocating The Detroit Lions
Welcome to San Antonio Stallions
By Hector Rodriguez and Taylor Pickering
Mission Statement
• Our Mission is to regenerate the Detroit Lions
by introducing them into a new setting within
the NFL a...
Detroit Lion’s History
• Owner- William Clay Ford Sr.
• Portsmouth Spartans of Portsmouth, Ohio
(1929-1933)
– Independent ...
Detroit Lion’s History
• Name
– Lion the Monarch of the Jungle
– Hoped to be Monarch of the League
• 15 Playoff Appearance...
Background
• Last Championship Title in 1957
• ¼ Teams Npo Super Bowl Qualifications
• 2nd Longest NFL Drought Behind Card...
Current State of Team
• Losing record since 1993
– 2012 Season (4-12)
• Average Attendance- 64,903, 22/32
– More Attendanc...
Lion’s Marketing Mix
• Product
• Price
• Place
• Promotion
Lion’s Product
• Core Product
– Bad Team in Recent Years
– Good Players Leave, No Star Power
– High Draft Picks
– Good You...
Ford Field Stadium
Ford Field Stadium
• Capacity- 64,500
• Opened- 2002
• Cost- $440 Million
• Space- Two-Million Square Feet FieldTurf
• Clu...
Lion’s Attendance
• 2009- 49,395
– 31st Rank in NFL
• 2010- 56,285
– 29th Rank in NFL
• 2011- 63,742
– 21st Rank in NFL
• ...
Lion’s Price
• Lion’s Average Ticket- $68
– NFL Average Ticket- $78
• Lion’s Fan Cost Index- $403
– NFL Fan Cost Index- $4...
Ticket Pricing Layout Lions
Club Level Ticket Pricing Layout Lions
Lion’s Place
• Stadium
– Location- Wayne County, Michigan
– Downtown Detroit
– Central Business District
– Great Access
Lion’s Promotion
• Minimal Promotions
– NFL Pick ‘Em, Live Event Offers , Social Media
• Venue Naming Rights
– Ford Motor ...
Demographics of Detroit
• Population- 706,585
– 82.69% Black or African American
– 10.61% White
– 6.82% Hispanic
– 1.06% A...
Economy of Detroit
• Education
– High School Graduates- 77.09%
– College Graduates - 12.20%
• Work Force
– Unemployment Ra...
Economy of Detroit
• Cost of Living
– Average Home Price- $66,369
– State Income Tax- 4.35%
• GDP- 2.6%
http://www.detroit...
SWOT Summary
• Strengths
• Weaknesses
• Opportunities
• Threats
Strengths
• Texas Loves it’s Football
• Strong Attendance to Games in Texas
• Large Population
• Greater Incomes
• Great D...
Weaknesses
• Detroit Declaration of Municipal Bankruptcy
• Detroit has Abundant Crime
• Loss of Fan Loyalty and Attendance
Opportunities
• 2nd Largest City in US Without NFL Team
• New Stadium Generates Service Jobs
• New Sponsors
• New Ownershi...
Threats
• Economic Deterioration from Loss of Lions
• San Antonio Smaller Metropolitan Population
• Detroit Fan Base Loss
...
Competition
• NFL Teams (Cowboys and Texans)
• College Football (Long Horns, A&M Aggies,
Houston Cougars, Baylor Bears)
• ...
Competition
• Dallas Cowboys
• Cowboys Stadium
• Average Attendance- 80,645, 1/32
– More Attendance When Playing Home Game...
Competition
• Houston Texans
• Reliant Stadium
• Average Attendance- 70,248, 8/32
– More Attendance When Playing Home Game...
Substitutes
• NBA- San Antonio Spurs
• NBA- Dallas Mavericks
• NBA- Huston Rockets
• MLB- Texas Rangers
• MLB- Houston Ast...
Substitutes
• San Antonio Spurs
• AT&T Center
• Average Attendance- 17,693, 12/30
– More Attendance When Playing Home Game...
Substitutes
• Dallas Mavericks
• American Airlines Center
• Average Attendance- 19,023, 3/30
– More Attendance When Playin...
Demographics of San Antonio
• Population- 1,359,758
– 72.58% White
– 63.20% Hispanic
– 6.88% Black or African American
– 2...
Economy of San Antonio
• Education
– High School Graduates- 79.75%
– College Graduates- 23.85%
• Work Force
– Unemployment...
Economy of San Antonio
• Cost of Living
– Average Home Price- $107,522
– State Income Tax- None
• GDP- 9.0%
http://www.nei...
San Antonio Benefits
• Football Lovers
• 9th Most Populated City
• Fan Sharing from Competitors
• Tourist Destination
• Re...
San Antonio
Tourism Attraction
• Alamo
• Alamodome
• River Walk
• Tower of The Americas
• Convention Center
• Missions
Home of the Alamo
Stallion’s Marketing Mix
• Product
• Price
• Place
• Promotion
Stallion’s Product
• Detroit Lion’s Team
• San Antonio Stallion’s Team
• Clear Channel Communications and Stadium
• Club 1...
Clear Channel Communications
• L Lowry- CEO and Chairman
• Value- $1.5 Billion
• Clear Channel Communications
– Media Cong...
Home Game Jerseys
Away Game Jerseys
Stallion’s Price
• Dallas Cowboy’s Average Ticket- $110
• Houston Texan’s Average Ticket Price- $73
• Average Household In...
Stallion’s Tickets
Level and Area Individual Game
Price
Season Ticket Price
Per Individual Seat
Lower Sideline $100 $90
Lo...
Stallion’s Place
• New Stadium
• Downtown San Antonio
• Business District
• Near Boardwalk
• Public Transportation
Clear Channel Stadium
• Brand New Facility
– Downtown San Antonio
• Lodging
– Hilton Hotels Suites
• Club, Dining, and Bar...
Clear Channel Stadium Suites
Clear Channel Stadium Suites
Promotional Goals
• Evoke Positive Brand Awareness
• Generate Revenue
• Maintain Current Market Share
Promotional Objectives
• Market Effectively to Demographics
• Market Research and Development
• Offer Promotional Incentiv...
Broadcast
• Radio
– KZDC 1250 AM ESPN San Antonio
– 760 AM Ticket 760
• Television
– Fox Sports, ESPN, KTSA 12, KSAH 720 A...
Advertising
• TV
– ESPN, CBS, NBC, ABS, KABB Fox
• Radio
– KZDC 1250 AM ESPN San Antonio
– 760 AM Ticket 760
• Print
– San...
Personal Selling
• Group Sales
• Stadium Event Hosting
• Lodging Accommodations
• Company Boxes and Suites
– Cater to Busi...
Public Relations
• Youth Football Leagues
• Youth Camps
• Scholarships
• School Donations
• Senior Appreciation
• Military...
Public Relations Goals
• Establish Positive Image in Community
• Maintain Positive Image in Media
• Community Interaction
...
Public Relations Objectives
• Community Outreach Events
– Health, Fitness and Safety Programs
• Team Involvement in Commun...
Sales Promotion
• Group Sales Incentives
• Coupons
• Giveaways
• Raffles
• Lodging and Club Discounts
• Dining and Beverag...
Direct Marketing
• Telemarketing
• Direct Mail to Locals
• Media Outlets
• Social Media
– Applications
– SanAntonioStallio...
Ticket Packages
• 1 Ticket + 1 Night Hotel= $300
• 1 Ticket + 1 Night Hotel + Bottle Service and Free
Cover= $400
• 2 Tick...
Sponsorship Options
• Exclusivity
• Cumulative Tiers
– Red- $1 Million
– Black- $5 Million
– Gold- $10 Million
Red
• Two Season Tickets
• Advertisements on Arena Banners
• Logo Rights
• Web Advertising Space
• Option of 1st Refusal
Black
• Two Season Club Level Tickets
– Access to and Discounted Lodging
• On-Site Signage
• Discounts on Group Tickets
• ...
Gold
• Hospitality Opportunities and Corporate Suite
• Distribution Rights for Dining and Beverages
• Permanent Advertisem...
Club 1800
• 1800 Tequila Night Club on Club Level
• Prolonged Entertainment
• Off Season Revenue
• On-Site Signage
Sponsors
Food and Beverage
Communications
Car Company
Accommodations
Sporting Goods
Financial
Help Has Arrived
Detroit lions
Detroit lions
Detroit lions
Detroit lions
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Detroit lions

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For a sports marketing class, we were challenged with relocating a professional sports team. My partner and I chose to move the Detroit Lions to San Antonio and change their name to the San Antonio Stallions. Through a marketing plan on powerpoint, we had to justify why they were moved, and why we wanted to change their name if we did.

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Detroit lions

  1. 1. Relocating The Detroit Lions Welcome to San Antonio Stallions By Hector Rodriguez and Taylor Pickering
  2. 2. Mission Statement • Our Mission is to regenerate the Detroit Lions by introducing them into a new setting within the NFL as the San Antonio Stallions, where they will be able to reach a broader audience, challenge themselves, and thrive as a team.
  3. 3. Detroit Lion’s History • Owner- William Clay Ford Sr. • Portsmouth Spartans of Portsmouth, Ohio (1929-1933) – Independent Professional Team • 1930- Joined NFL • 1934- Detroit Lions • National Football Conference- North Team
  4. 4. Detroit Lion’s History • Name – Lion the Monarch of the Jungle – Hoped to be Monarch of the League • 15 Playoff Appearances • 4 National Championship Titles • No Super Bowls Appearances
  5. 5. Background • Last Championship Title in 1957 • ¼ Teams Npo Super Bowl Qualifications • 2nd Longest NFL Drought Behind Cardinals • Only Team To Go 0-16 (2008)
  6. 6. Current State of Team • Losing record since 1993 – 2012 Season (4-12) • Average Attendance- 64,903, 22/32 – More Attendance When Playing Away Games • Current Value- $855 Million, 27/32 • Revenue- $231 Million http://espn.go.com/nfl/attendance/_/year/2012 http://espn.go.com/travel/stadium/_/s/nfl/id/8/ford-field http://www.forbes.com/nfl-valuations/list/
  7. 7. Lion’s Marketing Mix • Product • Price • Place • Promotion
  8. 8. Lion’s Product • Core Product – Bad Team in Recent Years – Good Players Leave, No Star Power – High Draft Picks – Good Young Talent • Peripheral Product – Poor Attendance – Aging Facility
  9. 9. Ford Field Stadium
  10. 10. Ford Field Stadium • Capacity- 64,500 • Opened- 2002 • Cost- $440 Million • Space- Two-Million Square Feet FieldTurf • Club Level- 8,600 • Suites- 132 http://www.forbes.com/nfl-valuathttp://espn.go.com/travel/stadium/_/s/nfl/id/8/ford-fieldions/list/
  11. 11. Lion’s Attendance • 2009- 49,395 – 31st Rank in NFL • 2010- 56,285 – 29th Rank in NFL • 2011- 63,742 – 21st Rank in NFL • 2012- 63,769 – 22nd Rank in NFL http://espn.go.com/nfl/attendance/_/year/2012
  12. 12. Lion’s Price • Lion’s Average Ticket- $68 – NFL Average Ticket- $78 • Lion’s Fan Cost Index- $403 – NFL Fan Cost Index- $444 • Average Household Income- $27,862 – Average Family Income- $61,044 – Average Per Capita Income- $15,261 http://www.neighborhoodscout.com/mi/detroit/crime/#data
  13. 13. Ticket Pricing Layout Lions
  14. 14. Club Level Ticket Pricing Layout Lions
  15. 15. Lion’s Place • Stadium – Location- Wayne County, Michigan – Downtown Detroit – Central Business District – Great Access
  16. 16. Lion’s Promotion • Minimal Promotions – NFL Pick ‘Em, Live Event Offers , Social Media • Venue Naming Rights – Ford Motor Company- 20 Years, $20 Million • Major Sponsors – Ford, Pepsi Co, Ticketmaster, Anheuser-Busch InBev, Belle Tire, Comerica
  17. 17. Demographics of Detroit • Population- 706,585 – 82.69% Black or African American – 10.61% White – 6.82% Hispanic – 1.06% Asian – 0.37% American Indian http://www.neighborhoodscout.com/mi/detroit/crime/#data
  18. 18. Economy of Detroit • Education – High School Graduates- 77.09% – College Graduates - 12.20% • Work Force – Unemployment Rate- 9% – Poverty Rate- 36.16% – Average Hourly Wage- $22.91 http://www.neighborhoodscout.com/mi/detroit/crime/#data http://www.bls.gov/ro5/blssummary_detroit.pdf
  19. 19. Economy of Detroit • Cost of Living – Average Home Price- $66,369 – State Income Tax- 4.35% • GDP- 2.6% http://www.detroitmi.gov/DepartmentsandAgencies/Finance/IncomeTaxDivision/FAQs.aspx
  20. 20. SWOT Summary • Strengths • Weaknesses • Opportunities • Threats
  21. 21. Strengths • Texas Loves it’s Football • Strong Attendance to Games in Texas • Large Population • Greater Incomes • Great Defensive Line • Power Players
  22. 22. Weaknesses • Detroit Declaration of Municipal Bankruptcy • Detroit has Abundant Crime • Loss of Fan Loyalty and Attendance
  23. 23. Opportunities • 2nd Largest City in US Without NFL Team • New Stadium Generates Service Jobs • New Sponsors • New Ownership • Large Area to Gain Fans • Internal and External Growth
  24. 24. Threats • Economic Deterioration from Loss of Lions • San Antonio Smaller Metropolitan Population • Detroit Fan Base Loss • Competition and Substitutes
  25. 25. Competition • NFL Teams (Cowboys and Texans) • College Football (Long Horns, A&M Aggies, Houston Cougars, Baylor Bears) • Differing schedule to avoid cannibalization
  26. 26. Competition • Dallas Cowboys • Cowboys Stadium • Average Attendance- 80,645, 1/32 – More Attendance When Playing Home Games • Current Value- $2,100 Million, 1/32 • Revenue- $500 Million http://espn.go.com/nfl/attendance/_/year/2012 http://www.forbes.com/teams/dallas-cowboys/
  27. 27. Competition • Houston Texans • Reliant Stadium • Average Attendance- 70,248, 8/32 – More Attendance When Playing Home Games • Current Value- $1,305 Million, 5/32 • Revenue- $305 Million http://espn.go.com/nfl/attendance/_/year/2012 http://www.forbes.com/teams/houston-texans/
  28. 28. Substitutes • NBA- San Antonio Spurs • NBA- Dallas Mavericks • NBA- Huston Rockets • MLB- Texas Rangers • MLB- Houston Astros • Participation Sports
  29. 29. Substitutes • San Antonio Spurs • AT&T Center • Average Attendance- 17,693, 12/30 – More Attendance When Playing Home Games • Current Value- $527 Million, 10/30 • Revenue- $135 Million • 4 League Championships http://espn.go.com/nba/attendance/_/year/2012 http://www.forbes.com/nba-valuations/
  30. 30. Substitutes • Dallas Mavericks • American Airlines Center • Average Attendance- 19,023, 3/30 – More Attendance When Playing Home Games • Current Value- $685 Million, 5/30 • Revenue- $137 Million http://espn.go.com/nba/attendance/_/year/2012 http://www.forbes.com/nba-valuations/
  31. 31. Demographics of San Antonio • Population- 1,359,758 – 72.58% White – 63.20% Hispanic – 6.88% Black or African American – 2.43% Asian – 0.89% American Indian http://www.neighborhoodscout.com/tx/san-antonio/#data
  32. 32. Economy of San Antonio • Education – High School Graduates- 79.75% – College Graduates- 23.85% • Work Force – Unemployment Rate- 6.2% – Poverty Rate- 19.19% – Average Hourly Wage- $19.59 http://www.neighborhoodscout.com/tx/san-antonio/#data http://www.bls.gov/ro6/fax/blssummary_san_antonio.pdf
  33. 33. Economy of San Antonio • Cost of Living – Average Home Price- $107,522 – State Income Tax- None • GDP- 9.0% http://www.neighborhoodscout.com/tx/san-antonio/#data
  34. 34. San Antonio Benefits • Football Lovers • 9th Most Populated City • Fan Sharing from Competitors • Tourist Destination • Rebranding
  35. 35. San Antonio
  36. 36. Tourism Attraction • Alamo • Alamodome • River Walk • Tower of The Americas • Convention Center • Missions
  37. 37. Home of the Alamo
  38. 38. Stallion’s Marketing Mix • Product • Price • Place • Promotion
  39. 39. Stallion’s Product • Detroit Lion’s Team • San Antonio Stallion’s Team • Clear Channel Communications and Stadium • Club 1800 • Hilton Hotel Suites
  40. 40. Clear Channel Communications • L Lowry- CEO and Chairman • Value- $1.5 Billion • Clear Channel Communications – Media Conglomerate in Radio and Television – Outdoor Displays and Live Entertainment Venues – Largest Owner/ Operator of Radio Stations in US • 1,200 Stations
  41. 41. Home Game Jerseys
  42. 42. Away Game Jerseys
  43. 43. Stallion’s Price • Dallas Cowboy’s Average Ticket- $110 • Houston Texan’s Average Ticket Price- $73 • Average Household Income- $43,961 – Average Family Income- $53,100 – Average Per Capita Income- $22,333 vhttp://www.neighborhoodscout.com/tx/san-antonio/#data http://www.forbes.com/teams/
  44. 44. Stallion’s Tickets Level and Area Individual Game Price Season Ticket Price Per Individual Seat Lower Sideline $100 $90 Lower End Zone $100 $90 Zone A-D Club $95 $85 Lodge $85 $70 Upper Level $75 $65 Suites $300 $275
  45. 45. Stallion’s Place • New Stadium • Downtown San Antonio • Business District • Near Boardwalk • Public Transportation
  46. 46. Clear Channel Stadium • Brand New Facility – Downtown San Antonio • Lodging – Hilton Hotels Suites • Club, Dining, and Bars – Club 1800 • Retractable Dome and AstroTurf – Climate
  47. 47. Clear Channel Stadium Suites
  48. 48. Clear Channel Stadium Suites
  49. 49. Promotional Goals • Evoke Positive Brand Awareness • Generate Revenue • Maintain Current Market Share
  50. 50. Promotional Objectives • Market Effectively to Demographics • Market Research and Development • Offer Promotional Incentives to Detroit Fans
  51. 51. Broadcast • Radio – KZDC 1250 AM ESPN San Antonio – 760 AM Ticket 760 • Television – Fox Sports, ESPN, KTSA 12, KSAH 720 AM, KENS 5 • Internet – SanAntonioStallions.com
  52. 52. Advertising • TV – ESPN, CBS, NBC, ABS, KABB Fox • Radio – KZDC 1250 AM ESPN San Antonio – 760 AM Ticket 760 • Print – San Antonio Express, San Antonio Current, La Prensa • Outdoor Signage – Billboards, Busses, Public Transporation
  53. 53. Personal Selling • Group Sales • Stadium Event Hosting • Lodging Accommodations • Company Boxes and Suites – Cater to Business District
  54. 54. Public Relations • Youth Football Leagues • Youth Camps • Scholarships • School Donations • Senior Appreciation • Military Appreciation
  55. 55. Public Relations Goals • Establish Positive Image in Community • Maintain Positive Image in Media • Community Interaction • Increase Fan Participation • Goodwill in San Antonio
  56. 56. Public Relations Objectives • Community Outreach Events – Health, Fitness and Safety Programs • Team Involvement in Community • Use Social Media for Fan Participation • Continue Involvement in Detroit/ San Antonio
  57. 57. Sales Promotion • Group Sales Incentives • Coupons • Giveaways • Raffles • Lodging and Club Discounts • Dining and Beverage Specials
  58. 58. Direct Marketing • Telemarketing • Direct Mail to Locals • Media Outlets • Social Media – Applications – SanAntonioStallions.com
  59. 59. Ticket Packages • 1 Ticket + 1 Night Hotel= $300 • 1 Ticket + 1 Night Hotel + Bottle Service and Free Cover= $400 • 2 Ticket + 2 Night Hotel + Bottle Service and Free Cover + Flight + Rental Car= $850
  60. 60. Sponsorship Options • Exclusivity • Cumulative Tiers – Red- $1 Million – Black- $5 Million – Gold- $10 Million
  61. 61. Red • Two Season Tickets • Advertisements on Arena Banners • Logo Rights • Web Advertising Space • Option of 1st Refusal
  62. 62. Black • Two Season Club Level Tickets – Access to and Discounted Lodging • On-Site Signage • Discounts on Group Tickets • Advertisements Shown on Scoreboard • Web Presence
  63. 63. Gold • Hospitality Opportunities and Corporate Suite • Distribution Rights for Dining and Beverages • Permanent Advertisement on Scoreboard • Advertising and Incentives on Tickets • Broadcasting • Access to Database
  64. 64. Club 1800 • 1800 Tequila Night Club on Club Level • Prolonged Entertainment • Off Season Revenue • On-Site Signage
  65. 65. Sponsors Food and Beverage Communications Car Company Accommodations Sporting Goods Financial
  66. 66. Help Has Arrived

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