Nhl Winter Classic

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This was a factious presentation for my Springfield College Sport Marketing class in November 2008. This presentation was set up with three other group members in my class. The presentation is about having the NHL Winter Classic at Gillette Stadium.

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Nhl Winter Classic

  1. 1. NHL Winter Classic By: Chad Smith
  2. 2. Table Of Contents <ul><li>Mission Statement 3 </li></ul><ul><li>Why the Classic 4 </li></ul><ul><li>Benefits 5 </li></ul><ul><li>The Classic 6 </li></ul><ul><li>Extensions 7 </li></ul><ul><li>Competition 8 </li></ul><ul><li>Situational Analysis 9 </li></ul><ul><li>Rivalry 10 </li></ul><ul><li>5 P’s 11-17 </li></ul><ul><li>SWOT 18-21 </li></ul><ul><li>Demographics 22-23 </li></ul><ul><li>Target Market 24 </li></ul><ul><li>Innovations 25 </li></ul><ul><li>Review and Goal 26-27 </li></ul><ul><li>Distribution Channels 28-29 </li></ul><ul><li>Economics 30 </li></ul><ul><li>Cost 31 </li></ul><ul><li>Income 32 </li></ul><ul><li>Ethics 33 </li></ul><ul><li>Video 34 </li></ul><ul><li>Questions 35 </li></ul>
  3. 3. Mission Statement <ul><li>To provide a fun, entertaining NHL hockey experience for the whole family that will creates hockey memories for years to come. </li></ul>
  4. 4. Why the Winter Classic <ul><li>One of a kind </li></ul><ul><li>Special activity </li></ul><ul><li>For all ages </li></ul><ul><li>New source of entertainment </li></ul>
  5. 5. Benefits <ul><li>Experience </li></ul><ul><ul><li>New </li></ul></ul><ul><ul><li>Memorable </li></ul></ul><ul><li>Change from the ordinary </li></ul><ul><li>Fresh Air </li></ul><ul><li>Fan involvement </li></ul><ul><li>More then just hockey </li></ul>
  6. 6. NHL Winter Classic <ul><li>Played outside </li></ul><ul><li>Boston Bruins vs. Montreal Canadians </li></ul><ul><li>At Gillette Stadium </li></ul><ul><li>January 1 st , 2009 </li></ul><ul><li>Puck drops at noon </li></ul>
  7. 7. Product Extensions <ul><li>Merchandise </li></ul><ul><ul><li>Jerseys </li></ul></ul><ul><ul><li>Jackets </li></ul></ul><ul><ul><li>T-shirts </li></ul></ul><ul><ul><li>Hats & Gloves </li></ul></ul><ul><ul><li>Hand Warmers </li></ul></ul><ul><li>Concessions </li></ul><ul><ul><li>Food & Drink </li></ul></ul><ul><li>Programs </li></ul><ul><li>Intermission show(s) </li></ul><ul><li>Winter Classic website </li></ul>
  8. 8. Competition <ul><li>Bowl Games, a New Years day tradition </li></ul><ul><li>Parades </li></ul><ul><li>TV Marathons </li></ul><ul><li>World Junior Hockey Tournament </li></ul><ul><li>SNOW!!! </li></ul>
  9. 9. Situational Analysis <ul><li>TV Ratings/ Viewers on Jan 1, 2008 </li></ul><ul><li>Fox – 7.4/11 – 11.88 million </li></ul><ul><li>NBC- 6.7/11- 11.07 million </li></ul><ul><li>CBS- 5.5/9 – 8.38 million </li></ul><ul><li>ABC- 4.0/6 – 6.35 million </li></ul><ul><li>Games: </li></ul><ul><li>BCS National Championship game (14.40) </li></ul><ul><li>Rose Bowl (11.11) </li></ul><ul><li>Overall Rating- 9.13 out of 10 </li></ul>
  10. 10. Boston Bruins vs. Montreal Canadiens <ul><li>Original Six Teams </li></ul><ul><li>Canadiens 24-7 against Bruins in Playoff series </li></ul><ul><li>Montreal had 18 playoff winning streak against Boston </li></ul><ul><li>Have Played 30 more time then any other original 6 teams </li></ul>
  11. 11. Price <ul><li>Tickets </li></ul><ul><ul><li>Sec 1 $169-$117 </li></ul></ul><ul><ul><li>Sec 2 $117 </li></ul></ul><ul><ul><li>Sec 3 $89-65 </li></ul></ul><ul><li>Concession </li></ul><ul><ul><li>Affordable </li></ul></ul><ul><li>Merchandise </li></ul>
  12. 12. Place: Gillette Stadium
  13. 13. Place: Gillette Stadium <ul><li>Parking </li></ul><ul><li>Built 2001 </li></ul><ul><li>Seating 68,756 </li></ul><ul><li>Club House Seating 6,600 </li></ul><ul><li>Suite Seating 2,756 </li></ul><ul><li>Patriot Place </li></ul>
  14. 14. Patriot Place <ul><li>11 eateries </li></ul><ul><ul><ul><li>Include a themed CBS Sports Bar </li></ul></ul></ul><ul><ul><ul><li>Red Robin </li></ul></ul></ul><ul><ul><ul><li>Studio 3 </li></ul></ul></ul><ul><li>24 Retail stores </li></ul><ul><li>Hotel </li></ul>
  15. 15. Proximity <ul><li>40 minutes from Boston, MA </li></ul><ul><li>30 minutes from Providence, RI </li></ul><ul><li>50 minutes from Worchester, MA </li></ul><ul><li>Montreal Canada, 6 hours </li></ul>
  16. 16. Promotions <ul><li>Hockey Hall of Famers </li></ul><ul><ul><li>Ray Bourque </li></ul></ul><ul><ul><li>Bobby Orr </li></ul></ul><ul><ul><li>Larry Robinson </li></ul></ul><ul><ul><li>Wayne Gretzky </li></ul></ul><ul><ul><li>More </li></ul></ul><ul><li>Commercials </li></ul><ul><ul><li>Television </li></ul></ul><ul><ul><li>Radio </li></ul></ul><ul><li>In stadium signage – All NHL </li></ul><ul><li>Internet </li></ul><ul><li>Youth Hockey – College Hockey </li></ul>
  17. 17. Public Relations <ul><li>Want employees to great people with a smile </li></ul><ul><li>Pregame community events with local teams </li></ul><ul><li>Youth pond hockey games </li></ul>
  18. 18. Strengths <ul><li>Played Once a Year </li></ul><ul><li>Different Experience </li></ul><ul><li>Original 6 Teams </li></ul><ul><li>Family Friendly </li></ul><ul><li>Country Rivalry </li></ul><ul><li>Played Outside </li></ul>
  19. 19. Weaknesses <ul><li>Bowl Games on TV </li></ul><ul><li>Traveling </li></ul><ul><li>Family gatherings </li></ul><ul><li>The lockout </li></ul>
  20. 20. Opportunities <ul><li>Reach bigger target markets </li></ul><ul><li>Brings fans back </li></ul><ul><li>Rivalry Game </li></ul><ul><li>Expand international market </li></ul><ul><ul><li>Televise </li></ul></ul>
  21. 21. Threats <ul><li>Lockout </li></ul><ul><li>Weather conditions </li></ul><ul><li>More focused on Caucasians </li></ul><ul><li>Focused on higher income families </li></ul>
  22. 22. Demographics of US Ice Hockey Participation 24.1% 2.0% 22.1% 18-24 20.2% 1.7% 18.5% 12-17 12.2% 2.8% 9.5% 7-11 Total % Female % Male % Age
  23. 23. Youth Hockey Teams in New England, Ontario, and Quebec providences <ul><li>New England </li></ul><ul><ul><li>350 High School </li></ul></ul><ul><ul><li>450 Youth </li></ul></ul><ul><li>Ontario & Quebec </li></ul><ul><ul><li>300 High School </li></ul></ul><ul><ul><li>400 Youth </li></ul></ul>
  24. 24. Target Market <ul><li>Boston Bruin Fans </li></ul><ul><li>Montreal Canadian Fans </li></ul><ul><li>All Ages </li></ul><ul><li>Hockey Lovers </li></ul><ul><li>Families </li></ul><ul><li>Hockey Groups </li></ul><ul><ul><li>Youth </li></ul></ul><ul><ul><li>High School </li></ul></ul><ul><ul><li>College </li></ul></ul>
  25. 25. Innovations <ul><li>Game can be played up 50 degrees </li></ul><ul><li>Heated Skates </li></ul><ul><li>Laser Puck </li></ul><ul><li>http://www.youtube.com/watch?v=yjEAqMDLkbQ&feature=related </li></ul>
  26. 26. Last Year <ul><li>2.6 overnight rating </li></ul><ul><li>Buffalo Market 38.2 </li></ul><ul><li>Pittsburg Market 17.7 </li></ul><ul><li>Sold Out </li></ul><ul><ul><li>71,217 people </li></ul></ul>
  27. 27. Goals for this year <ul><li>3.0 overnight rating </li></ul><ul><li>Boston Market 50.0 overnight rating </li></ul><ul><li>Montreal Market 50.0 overnight rating </li></ul><ul><li>Sell Out </li></ul><ul><ul><li>75,000 plus people </li></ul></ul><ul><ul><ul><li>Record Breaking (74,554) </li></ul></ul></ul><ul><li>Air on NBC, CBC, RDS </li></ul><ul><li>$8 million plus in ticket revenue </li></ul><ul><li>80% of Bruins season ticket holders to attend </li></ul><ul><li>40% of Canadians season ticket holders to attend </li></ul>
  28. 28. Distribution Channels <ul><li>NBC </li></ul><ul><li>CBC </li></ul><ul><li>RDS </li></ul><ul><li>International ESPN </li></ul>
  29. 29. T.V. Ratings <ul><li>NHL- 15.4% of frequent viewers </li></ul><ul><ul><li>Northeast 28.6% -highest region </li></ul></ul><ul><li>Minor League Hockey- 38.1% </li></ul><ul><ul><li>Northeast 37.8%- highest region </li></ul></ul><ul><li>Winter Classic 2008 2.6/5% </li></ul><ul><ul><li>Highest in Buffalo NY – 38.2 out of 58 share </li></ul></ul><ul><ul><li>Pittsburgh -17.7 out of 30 share </li></ul></ul>
  30. 30. Economics <ul><li>Recession </li></ul><ul><li>Optimistic – New President in Jan </li></ul><ul><li>Economy #1 Priority </li></ul><ul><li>Gas prices lowering- $1.99/ oil $65 barrel </li></ul><ul><li>Stocks are low, easy to buy </li></ul><ul><li>Credit crisis </li></ul><ul><li>Rising unemployment levels </li></ul><ul><li>Weak economic output </li></ul><ul><li>Global financial system </li></ul>
  31. 31. Costs <ul><li>Ice Rink - $675,000 </li></ul><ul><li>Stadium Rent - $1,500,000 </li></ul><ul><ul><li>Includes all Gillette Personal and Equipment </li></ul></ul><ul><li>Travel Expenses - $250,000 </li></ul><ul><li>NHL Personnel Hospitality - $15,000 </li></ul><ul><li>Total - $2,440,000 </li></ul><ul><li>Money comes from NHL shared revenue </li></ul>
  32. 32. Income <ul><li>Tickets </li></ul><ul><li>Sponsors </li></ul><ul><li>Concessions </li></ul><ul><li>Merchandise </li></ul><ul><li>Television Rights </li></ul>
  33. 33. Ethics <ul><li>Family Sections </li></ul><ul><ul><li>No Beer </li></ul></ul><ul><ul><li>Warming Tents </li></ul></ul><ul><li>Medical Personnel </li></ul><ul><li>Handicap Accessible </li></ul>
  34. 34. HOCKEY <ul><li>http://www.youtube.com/watch?v=oVpQO5z7QXg </li></ul>
  35. 35. Questions? 2009 WINTER CLASSIC
  36. 36. <ul><li>This was a factious presentation for my Springfield College Sport Marketing class in November 2008. This presentation was set up with three other group members in my class. The presentation is about having the NHL Winter Classic at Gillette Stadium. </li></ul>

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