Surfdog Action Sports


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Surfdog Action Sports

  1. 1. Surfdog Entertainment Services
  2. 2. <ul><li>Action Sports are considered by many marketers to be the next significant lifestyle movement in North America with specific appeal to Gen Y and Gen X, especially to the age 10 - 28 male consumers. (Advertising Age) </li></ul><ul><li>Action sports include Skateboarding , Snowboarding , Surfing , Motocross, BMX , Freeskiing , Wakeboarding and Mountain biking . These emerging youth sports are also called “extreme” sports, “alternative” sports, “core” sports and “gravity” sports. </li></ul><ul><li>More youth in US participate in skateboarding than in baseball, and skateboarding is the fastest growing sport in the U.S. (American Sports Data) </li></ul><ul><li>23.5 million people with an estimated spending power of over $91 Billion actively participate in Action Sports . (Sporting Good Manufacturers Association and Rand Youth Poll) </li></ul>Surfdog Entertainment Services ACTION SPORTS
  3. 3. <ul><li>By the year 2001 it was estimated that 45% of all males aged 10 - 24 made clothing, athletic shoe and equipment purchase decisions based on Action Sports. </li></ul>Skate Snowboard Surf BMX Mountain Bike Wakeboard Source: Vans Surfdog Entertainment Services Active Participants Periodic Participants Emulators ACTION SPORTS
  4. 4. <ul><li>Among 12 - 24 year olds, Action Sports athletes have approached or surpassed the recognition level of Michael Jordan and Tiger Woods. (Advertising Age) </li></ul><ul><li>Skateboard professional Tony Hawk was the winner of the Favorite Male Athlete category at the 2001 Nickelodeon Kids Choice Awards. Kids picked Tony Hawk over Tiger Woods, Kobe Bryant and Shaquille O’Neal. </li></ul><ul><li>Tony Hawk is a top-three favorite athlete to male trendsetters aged 14 - 18, as well as male trendsetters aged 25 - 30. (Cassandra Report) </li></ul><ul><li>Males aged 10 - 24 identify themselves by the lifestyle sport they immerse themselves in. This is reflected in their choice of clothing and music they listen to. (Transworld Teen Group) </li></ul><ul><li>Skateboarding, snowboarding and surfing are the top three favorite sports among all trendsetters aged 14 - 18, 19 - 24 and 25 - 30. (Cassandra Report) </li></ul><ul><li>Best Buy, Mountain Dew, Doritos, Snickers, Circuit City, Sony, Motorola, AT&T, Chevrolet, the U.S. Marines and others have spent up to $1.5 million EACH for top-tier multimedia sponsorship of Action Sports events. </li></ul><ul><li>Television rating of the 1999 Summer Gravity Games was a 1.9 with a 4 share. </li></ul>Surfdog Entertainment Services ACTION SPORTS
  5. 5. <ul><li>The 70 million Generation “Y” (aged 10 - 24) demographic is growing 19.5% faster than the overall U.S. population. (Alloy Online Inc.) </li></ul><ul><li>44 million males aged 12 - 34 possess an aggregate income of over $650 billion. (Advertising Age) </li></ul><ul><li>22 million teenage males have an estimated spending power of $350 billion. (Reagan Group) </li></ul><ul><li>The 20 - 35 demographic tends to purchase products with which they identify . (Advertising Age) </li></ul>Surfdog Entertainment Services ACTION SPORTS
  6. 6. <ul><li>Icon brands (Best Buy, Musicland, Sam Goody, Media Play, Coca-cola, Pepsi, Mountain Dew, Sony, Adidas, Chicago Bulls, etc.) have a challenge and imperative to reconnect with each new generation as it enters the marketplace. </li></ul><ul><li>Icon status has to be earned and won with each new generation. </li></ul><ul><li>Sports give youth positive heroes. Action sports give youth new kinds of positive heroes that closely embody their generations’ values, images and identity. </li></ul><ul><li>Tony Hawk is a top three favorite athlete of male trendsetters aged 14-18, and 25-30 (source: Cassandra Report). </li></ul><ul><li>Skateboarding, snowboarding and surfing are top three favorite sports among male and female trendsetters aged 14-18, 19-24, and 25-30 (source: Cassandra Report). </li></ul><ul><li>Tony Hawk Pro Skater video game by Activision has sold over 10 million copies since October, 1999. Over 8 million fingerboards/bikes have been sold since 1999. (source: Tony Hawk Inc. and X-Concepts) </li></ul>Surfdog Entertainment Services ACTION SPORTS
  7. 7. Surfdog Entertainment Services Influence of Young Male Lifestyles on Purchase Preferences ACTION SPORTS
  8. 8. Surfdog Entertainment Services ACTION SPORTS
  9. 9. <ul><li>Surfdog Entertainment is an Action Sports and entertainment consulting, marketing, and promotional company that has specialized in facilitating the intersection of action/extreme sports and youth culture based on fifteen years experience in the Action Sports industries. Surfdog Entertainment is part of Surfdog, Inc., which also includes Surfdog Records, artist management and music publishing. </li></ul><ul><li>Surfdog Entertainment provides consulting, supervision, and management of liaisons and opportunities with Action Sports athletes, filmmakers, core industries and companies, event producers, core Action Sports, music and youth culture media and non-profit charities involving surfing, skateboarding, snowboarding, freestyle motocross, Supercross, BMX, extreme skiing, wakeboarding and other new youth culture Action Sports. </li></ul><ul><li>Surfdog is a company that understands what is credible in the Action Sports and youth lifestyle cultures. Located in Encinitas, a Southern California surf and skate center, we are trusted and significant members of the high-growth, non-traditional sports and entertainment cultures that are setting the new trends for the youth of the world. </li></ul><ul><li>Surfdog is a leading source for credible expertise for companies targeting the alternative sports and youth cultures, especially the hip and savvy 10-24 age group of active culture consumers. More than 23.5 million youth actively participate in the Action Sports, and discretionary spending by these young consumers is over $91 billion annually according to the Sporting Goods Manufacturers’ Association and a Rand Youth Poll, respectively. Surfdog Entertainment provides you with a credible bridge to these cool young lifestyles. </li></ul>Surfdog Entertainment Services SERVICES
  10. 10. <ul><li>PIERCE FLYNN </li></ul><ul><li>SURFDOG ENTERTAINMENT </li></ul><ul><li>Pierce Flynn has fifteen years experience in the Action Sports industry. He avidly surfs, skateboards and snowboards and has a passion for music and youth culture. Pierce has worked in Action Sports advertising, marketing, editorial, and media communications for Transworld Skateboarding and Snowboarding Magazines, Transworld Skateboarding Business and Snowboarding Business journals, was national media communications director for Burton Snowboards, was a strategic marketing and advertising consultant for Tracker Trucks, Blockhead Skateboards, Skate Rags, and Etnies, among others. He is the former National Executive Director of the Surfrider Foundation, where he developed synergistic marketing strategies with many corporate partners and Action Sports athletes, executive produced (with Surfdog’s Dave Kaplan) the three MOM: Music for Our Mother Ocean benefit album campaigns working with over sixty artists ranging from Pearl Jam to Paul McCartney, produced television, radio, and internet specials and public service announcements, and created international “edutainment” campaigns involving the ocean environment and popular youth culture. Pierce has a doctorate from the University of California, San Diego, Department of Sociology (ethnomethodology, semiotics, sociology of knowledge, cultural studies, ethnographic film), has published several articles, a book on interpreting popular culture, and is working on an Action Sports and youth culture strategy book. He now directs Surfdog Entertainment, a corporate consulting firm specializing in the Action Sports and youth lifestyle cultures whose clients have spanned Best Buy/Redline Entertainment, 1-800 Collect, EA Sports, Tech Deck, and Universal Music Group. </li></ul><ul><li>Pierce Flynn </li></ul><ul><li>Surfdog Entertainment </li></ul><ul><li>760-944-7873 phone </li></ul><ul><li>760-944-7808 fax </li></ul><ul><li>[email_address] </li></ul><ul><li>1126 South Coast Highway 101 </li></ul><ul><li>Encinitas, CA 92024 </li></ul>Surfdog Entertainment Services SERVICES
  11. 11. <ul><li>Action Sports Consultation </li></ul><ul><li>Credible Brand Marketing through Action Sports </li></ul><ul><li>Business Partnership Opportunities in the Action Sports </li></ul><ul><li>Action Sports Market Research </li></ul><ul><li>Action Sports Athlete Endorsements </li></ul><ul><li>Film Content and Development </li></ul><ul><li>Sponsorships </li></ul><ul><li>Event Consultation & Management </li></ul><ul><li>Music and Action Sports </li></ul><ul><li>Non-Profit Charities in the Action Sports </li></ul>Surfdog Entertainment Services SERVICES
  12. 12. <ul><li>BEST BUY </li></ul><ul><ul><li>Redline Entertainment Action Sports Program </li></ul></ul><ul><ul><li>Consultant </li></ul></ul><ul><li>EA SPORTS </li></ul><ul><ul><li>Action Sports Video Game </li></ul></ul><ul><ul><li>Marketing and Music Soundtrack </li></ul></ul><ul><ul><li>Consultation </li></ul></ul><ul><li>TECH DECK/X-CONCEPTS </li></ul><ul><ul><li>Action Sports and Music </li></ul></ul><ul><ul><li>Culture Consultation </li></ul></ul><ul><li>1-800 COLLECT </li></ul><ul><ul><li>Directed comprehensive Action Sports marketing campaign </li></ul></ul><ul><li>MERVYN’S CALIFORNIA </li></ul><ul><ul><li>Managed Action Sports media and retail campaign </li></ul></ul><ul><li>UNIVERSAL MUSIC GROUP </li></ul><ul><ul><li>Consulted and managed Action Sports television, event and music marketing program </li></ul></ul><ul><li>SURFRIDER FOUNDATION </li></ul><ul><ul><li>Created the MOM: Music for Our Mother Ocean benefit program involving athletes, music artists, corporate partners and MTV. </li></ul></ul>Case Studies Surfdog Entertainment Services CASE STUDIES
  13. 13. <ul><li>BEST BUY </li></ul><ul><li>Redline Entertainment Action Sports </li></ul><ul><li>Objectives </li></ul><ul><li>Create a mass retail market for leading Action Sports entertainment products through aggregating the best content under a central retail category. </li></ul><ul><li>Surfdog Entertainment Consultation </li></ul><ul><li>Help Redline Entertainment identify, establish and maintain creative and credible business relationships with leading athletes, companies, and media in the Action Sports industries through utilization of consultant’s established contact networks and experience. </li></ul><ul><li>Help strategize and implement creation of an on-going authentic flow of content by the best film producers and athletes in each action sport. </li></ul><ul><li>Help strategize and create credible integrated marketing, advertising and cross-promotional campaigns through identifying opportunities for the client with endemic and non-endemic partners. </li></ul><ul><li>Help Redline Entertainment brand itself as a credible and respected youth entertainment company. </li></ul><ul><li>Results </li></ul><ul><li>Client achieved two Billboard Recreational Sports Video #1 Sales. </li></ul><ul><li>Tony Hawk Trick Tips Volume 1 was #2 Billboard sales in 2001. </li></ul><ul><li>Redline Entertainment is #4 on Producer Chart (ahead of Sony) </li></ul><ul><li>Client has successfully released 20 independent Action Sports films. </li></ul>Surfdog Entertainment Services CASE STUDIES
  14. 14. <ul><li>EA SPORTS </li></ul><ul><li>Objective </li></ul><ul><li>Create an Action Sports culture-credible video game music soundtrack and integrated marketing campaign with EA Sports that appeals to the mass global youth market . </li></ul><ul><li>Surfdog Entertainment Consultation </li></ul><ul><li>Helped client prepare an overall athlete and music plan for the game based on target demographic research. </li></ul><ul><li>Consulted EA on procuring an “A-level” music artist highly relevant to Action Sports youth culture for the purpose of recording an exclusive single and producing an accompanying MTV-style video including guest appearances by top Action Sports athletes to be used in promotion of the game. </li></ul><ul><li>Consulted on all efforts to stage a major Action Sports and music concert around the release of the game. </li></ul><ul><li>Consult EA on how to best incorporate Action Sports and music marketing (credible concepts, images, and execution) into the structure of the overall campaign. </li></ul><ul><li>Results </li></ul><ul><li>Work in Progress </li></ul>Surfdog Entertainment Services CASE STUDIES
  15. 15. <ul><li>TECH DECK/X-CONCEPTS </li></ul><ul><li>Objective </li></ul><ul><li>Help expand the successful Tech Deck authentic miniature Action Sports products with the X-Concepts Modifiers line of hot new collectible cars and trucks to involve another significant lifestyle element central to Action Sports and youth lifestyles. </li></ul><ul><li>Surfdog Entertainment Consultation </li></ul><ul><li>Help Tech Deck strategize, identify, establish and maintain credible and targeted long-term business relationships with leading Action Sports athletes and music artists for the purpose of creating signature lines of endorsed cars and products. </li></ul><ul><li>Consult X-Concepts on action sport and music marketing and cross-promotional partnerships. </li></ul><ul><li>Consult client on cause-related marketing opportunities with various youth-focused charities. </li></ul><ul><li>Results </li></ul><ul><li>Work in Progress </li></ul>Surfdog Entertainment Services CASE STUDIES
  16. 16. <ul><li>1-800-COLLECT </li></ul><ul><li>Objective </li></ul><ul><li>Build awareness of 1-800-COLLECT among youth ages 16-30. </li></ul><ul><li>Create a program involving Action Sports, music and cause-related marketing. </li></ul><ul><li>Surfdog Entertainment Consultation </li></ul><ul><li>Developed and coordinated with client a comprehensive campaign fusing the Surfrider Foundation’s MOM 2: Music for Our Mother Ocean environment benefit album project with 1-800-COLLECT grassroots support. </li></ul><ul><li>Executive-produced a 30 minute MTV special MOM program sponsored by 1-800 COLLECT featuring Ben Harper, Perry Farrell, No Doubt, Jewel, Pennywise, Pamela Anderson, professional surfing athletes, among others. </li></ul><ul><li>Coordinated artist and athlete participation in 30-second radio spots for MOM/Surfrider/1-800COLLECT donation of $4.44 for each album sold in 50 major markets. </li></ul><ul><li>Consulted on credible imaging and copy for media campaign in SPIN, Rolling Stone, SKATEBOARDING, SURFER, and Top 100 college papers and for the Internet. </li></ul><ul><li>Results </li></ul><ul><li>1-800 COLLECT received top core Action Sports athlete and artist endorsement impressions in 50 major radio markets and in approximately 25 million MTV households. </li></ul><ul><li>Surfrider Foundation received over $3.3 million in cash and in-kind contributions from the MOM Album Campaign. </li></ul>Surfdog Entertainment Services CASE STUDIES