Wally Hayward - Chicago Cubs

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Presented at Chicago AMA's BrandSmart 2010, June 24 at the UIC Forum.

Presented at Chicago AMA's BrandSmart 2010, June 24 at the UIC Forum.

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Transcript

  • 1. Family Ownership The Ricketts Family 1
  • 2. Ricketts Family Mission The Ricketts Family has a three-part mission for its ownership of the Cubs: 2
  • 3. Cubs: 125 Year Start-Up 3
  • 4. Cubs Brand 4
  • 5. Our Team 5
  • 6. Player Development Trends Are Encouraging Cubs Organizational Rankings 2009: 26th 2010: 8th 2009: 27th 2010: 14th 2009: 27th 2010: 7th Prospects in Baseball America’s Top 100 ( N umb er o f Pr o sp ect s) 8 7 6 5 4 4 3 2 2 1 0 Rays Cub s & Ind ia ns 10 MLB 11 MLB 4 MLB 2 MLB Org a niza tio ns Org a niza tio ns Org a niza tio ns Org a niza tio ns 6
  • 7. Cubs Rookies 7
  • 8. Wrigley Field Experience 8
  • 9. Fan Attendance Top Chicago Tourist Attractions (1) (Vis ito rs In Millio ns ) 9.00 8.05 6.00 4.00 3.17 3.00 2.88 3.00 0.00 N a v y Pie r Mille nnium Pa rk Chic a g o Cub s Linc o ln Pa rk Zo o Chic a g o T ro lle y Sources: Crain’s Chicago Business & ESPN.com 9
  • 10. Economic Impact Study Methodology of Conventions Sports & Leisure Economic Impact Study ● Fan intercept surveys conducted over two home stands in August and September (survey dates included both weekday and weekend games) ● 1,262 surveys of randomly selected fans to ensure simple random sample ● Surveys addressed the following topics:  General demographic traits (Age, Income, Place of Residence, etc.)  Number of tickets purchased  Primary reason for visiting Chicago  Average number of visits to Chicago to attend Cubs’ games  Duration of stay in Chicago  Type of overnight accommodations  Daily out-of-ballpark spending levels on various categories 10
  • 11. Driving Tourism Cubs Fans From Across the US First Intercept Study: Second Intercept Study: Notes: Based on the zip of all respondents. Excludes all respondents that do not reside within the U.S. 11
  • 12. Our Fan Economic Impact Study Findings Average Age: 38 Average Household Income: $77,600 Fan Gender Cubs Fans Place of Residence Chic a g o 27% Fe ma le 41% Ma le 59% N o n-Chic a g o 73% Cubs Fans Place of Residence Non-Local Fans Visiting Solely to Attend Cubs Game Outs id e Illino is 37% No 44% Ye s 56% Illino is 63% 12
  • 13. Impact on Chicago Business Cubs Contribution to the Economics of Chicago Annual Total Net New Direct Spending: $375 million Lodging Other 21% 24% $90 $78 million million $48 Non-Cubs million $111 Entertainment million 13% $48 Restaurants million 29% Retail 13% 13
  • 14. Economics of Community: Fiscal Impact is Significant ● Wrigley Field is one of four privately held baseball stadiums ● Cubs contribute through several taxes ● Sales Tax (City, County, State) ● Amusement Tax (City, County) ● Hotel Tax (City, State) ● Property Tax (City, County) ● Restaurant Tax (City) ● Income Tax (State) ● Total Net New Tax Revenue is approximately $59 million ● Stadium renovation and development of Triangle Parcel would dramatically increase economic impact and generate significantly more net new taxes 14
  • 15. 2010 Improvements: Fan Experiences Before After 15
  • 16. 2010 Improvements: Fan Experiences Before After 16
  • 17. 2010 Improvements: Fan Experiences Before After 17
  • 18. 2010 Improvements: Fan Experiences Before After 18
  • 19. 2010 Improvements: Fan Experiences Before After 19
  • 20. 2010 Improvements: Fan Experiences Before After 20
  • 21. 2010 Improvements: Family-Focused Play Ball Pic Kids Coral Run the Bases 21
  • 22. It’s a Way of Life 22
  • 23. It’s a Way of Life: Winner 23
  • 24. Brand Activation 24
  • 25. Brand Activation 25