1. 2017
San Diego, CA
Celebrating 50 years
at Torrey Pines
Connor McCurley | Corey O’Donnell
Anthony Pipia| Logan Smalley | Austin Sypersma
Kiki Cunningham | Michael Gray
2. Target Audience
Taste of Torrey
Recommendations:
Mobile App
RFID Technology
Marketing
ROI
Conclusion
Contacts
Contents
Appendices
1
3
Spotify
7
8
10
13
14
15
16
5
3. Executive Summary
The Farmers Insurance Open is San Diego’s own PGA Tour event,
hosted at the world renowned Torrey Pines course. The event is
managed by The Century club, a 501 c3 charitable organization.
The Century Club delivered $31 million in economic impact to the
San Diego area in 2015 alone, as well as contributing $3.1 million to
benefit at risk youth and youth charities in the San Diego Area.
As part of the San Diego Sports Consulting Project, undergraduate
students from Ohio University, University of Iowa and Purdue
University were managed by postgraduate students from Ohio
University and Deakin University (Australia) to consult for The
Century Club. The scope of the consulting project was to identify
a targetable, in-market demographic to direct the 2017 Farmers
Insurance Open marketing campaign towards. The charge also
consisted of providing innovative recommendations to attract
this new market of non-golf fans to the Farmers Insurance Open
Tournament.
In order to attract people to the Farmers Insurance Open at Torrey
Pines, the consulting team has identified four key recommendations
to appeal to a market that enjoys everything that makes San Diego
“America’s finest city:” premium food, craft beer, fine Californian
wine, and the arts, while being outdoors under sun-filled skies. All
of these aspects of the city are being tied together in the in-house
Taste of Torrey event. Another modification that the team involves
the live music scene at the FIO. Bringing in a high-profile artist may
not have been within the budget before, but we hope to change
that with savvy artist and brand conjunctions.
As the festival scene grows around the world, the size of these
events has increased tremendously, making the need for electronic
data tracking and management more vital than ever. Using radio
frequency identification to keep track of attendees will make The
Century Club a frontrunner of technology withinin the professional
golf industry. With great confidence, we present The Century Club
with tools to increase FIO attendance and generate revenue.
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“It’s not just golf. It’s Torrey.”
5. 25
$50,000 -
$150,000
HHI
62% of people
have watched
ABC, CBS, and
FOX in the past
30 days
1 car per HH
Over 86,000 San Diegans listen to KPBS every year.
80% of people have visited Facebook in the past 30 days.
49
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The target audience classifies as non-golf fans in the San Diego
and surrounding areas that like to seize new opportunities and
have the income to support a night out at Torrey Pines.
2
AGE RANGE
-
6. of
A Taste of Torrey is the perfect addition to the San Diego social calendar.
Noticing an opening in the local events schedule during the Farmers
Insurance Open, A Taste of Torrey is the perfect opportunity to showcase
San Diego’s diverse culture and festival scene within the world of golf.
Enhancing the fan experience beyond watching the world’s finest
game in America’s finest city, a destination event within the Torrey Pines
course will showcase outstanding food from a number of San Diego’s
best restaurants and eateries, unique works from local artisans, as well
as refreshing beverages from the best of California’s wine industry and
quality craft beer from tournament sponsor Anheuser Busch’s growing
microbrewery portfolio. See Appendix A.
Participant Investment
*Or 20% of generated revenue (whichever is higher)
Recommendation#1
3
7. The consulting team has identified Ace Hardware as a targeted partner
for the Taste of Torrey event because Ace is already in partnership with
the PGA. During a full-scale food festival, assets such as tents, generators,
additional tables and chairs are required. Ace Hardware is the company
that should be approached with first refusal to partner with the FIO for
title rights to Taste of Torrey. In order to maximize profit, the FIO should aim
for a $15,000 sponsorship to offset material expenses. Ace will benefit from
this deal as the title event sponsor and first rights to signage on the set-up
materials, such as tents and platforms. By partnering with the FIO, Ace
Hardware has an opportunity to expand brand recognition in the San
Diego market.
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“A Taste of Torrey” is a key component of the event experience for the
Farmers Insurance Open. By holding an event that is attractive to the
identified target demographic, A Taste of Torrey will supplement the
Farmers Insurance Open, enabling attendees to sample the best of
San Diego, whilst taking in a “taste” of the sport of Golf. It is anticipated
that given the quality tournament already taking place, attendees will
become more likely to attend yearly, both for the sport and the premier
socializing at the Farmers Insurance Open.
Taste of Torrey will be the focal point of marketing the FIO to
the target audience by providing them with a worthwhile
experience outside of the game of golf.
4
8. As shown in the graphic above, Spotify controls the San Diego market in
terms of promoting Farmers Insurance Open through a commercial music
channel. This is why a partnership with Spotify provides The Century Club
with the most value.
The Farmers Insurance Open has previously supported the arts by
featuring local artists after tournament play has ended. The consulting
team proposes to increase the profile of the concert by partnering
with a leader in music streaming, Spotify. The premise behind this
recommendation is that Spotify will provide the FIO with a highly-grossing
artist to perform on Friday night. In return, Spotify will be the presenting
sponsor of the concert.
The goal is to bring Jason Mraz to Torrey Pines for a performance.
Between Spotify’s connections in the music industry and Mraz’s San
Diegan background and philanthropic efforts, this situation will bring the
most value to all parties involved.
Other, 4.1%
Sirius XM
Radio, 16.1%
TV Music
Channels, 2.2%
Broadcast Radio,
25.7%
Spotify, 51.6%
Other 4.1%
Sirius XM 16.1%
TV Music Channels 2.2%
Broadcast Radio 25.7%
Spotify 51.6%
Music Consumption in San Diego
Spotify
Recommendation#2
5 Adult/Senior Adult/Senior Adult/Senior
9. the ace
2016 Friday
Attendance
26,883
28.3% of Spotify
Free users
upgrade to
Premium
= approximately
$53,250 in
additional
revenue for
Spotify
Because Jason Mraz concerts are selling out at close by venues, the
team believes that advance ticket sales will experience an increase.
The team suggests that Spotiify should run one of their standard free
1-month Spotify Premium campaigns to FIO/concert ticket buyers. These
promotions have previously experienced excellent results, recording
a 28.3% conversion rate of users who upgrade from free to premium
service.
Spotify will also have the opportunity to utilize the profile of PGA Tour stars
through the promotion of personal player playlists. High-profile players,
like Rickie Fowler, will compile a list of favorite songs that will be placed
on a public Spotify playlist. This creates a cross promotion opportunity
between the FIO attendees and Spotify. This will also turn golf fans that do
not currently use Spotify into first-time users.
The concert offers fans a unique golf tournament
experience unlike any other in its peer group. The
partnership creates value for both FIO and Spotify. 6
10. Other PGA Tour events in the peer group of the Farmers Insurance
Open have successfully implemented a tournament smartphone
application (app), available through Apple and Android platforms. It is
recommended by the consulting team that the Farmers Insurance Open
invest in the development of a tournament app in order to capture a
more engaged fan base and create an opportunity to capture user data
to better understand market behavior.
The SportsLabs Farmers Insurance Open app will provide many features:
• Course Maps
• Leaderboard
• Links to official PGA Tour website for Player & Score Updates
• Weather information
• Push Notifications and Alerts
• Event details such as Conveniences and Taste of Torrey information
• Value additions for event sponsors
Cost:
At $15,000 annually, we recommend approaching the current
tournament sponsor, Farmers Insurance, with a naming rights deal.
Farmers Insurance will be able to increase their market share by
promoting their brand and add value to existing and future partners.
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Keep up with competitors and increase value for consumers
and sponsors alike with the creation of a Farmers Insurance
Open app.
Recommendation#3
FIO Mobile App
7
11. The team recommends implementation of Radio Frequency
Identification (RFID) wristbands in order to improve data collection from
attendees. RFID bands are becoming a commonplace in other areas
of the entertainment market and will allow the tournament to refine their
marketing plan. RFID technology uses a small Radio Frequency transmitter
and receiver in the wristband, which is able to securely store and send
information automatically by computer, without the need for physical
contact.
Research into the provision of RFID technology suggests that the Farmers
Insurance Open partners with Intellitix, who are seen as a market leader
in the implementation of technology based solutions for festivals and live
events. Intellitix are able to also collect and organize data on behalf of
the Farmers Insurance Open. ID&C are recommended by the consulting
team and Intellitix to undertake the design and distribution of the
wristband.
Information that can be collated by the registration/ use of RFID bands:
• Personal Details (Name, Email, Age range, Gender, Zip Code)
• Credit Card Information (For cashless payments)
• Ability to link wristband to Facebook and Twitter profiles
• Live Click check-ins, tracking movement of attendees around the
course
Radio Frequency
Identification (RFID)
Recommendation#4
Opportunity
8
12. RFID Logistics
the ace
This recommendation will make FIO a front runner in data
collection and organization in the PGA Tour. FIO will be the
first annual golf tournament to implement this technology.
9
See Appendix B for further details.
$11,000
$9,000
$90,000
13. Marketing Plan
Taste of
Torrey
Put creatives at
each participating
restaurant and
artisan booths
Table at local
sporting events
and festivals
Integrate
food/drink
partners in posts
on socials
Spotify
Target local free
service users with
15-30 second
advertising spots
Promote app
through same
advertisments
AGN
Sports App
Provide link on all
social media
accounts
Purchase ad space
through related
apps, such as
GolfNow
RFID
Create hype video
to post on social
media platforms
and FIO website
Add informational
RFID tab to
website
Showcase
technology at
tabling events
10
14. The Farmers Insurance Open seeks to initiate a marketing plan to increase
attendees from the previously established target demographic. The following
pieces of the marketing mix supplement the recommendations to get “Kris” and
“Jamie” to the Farmers Insurance Open.
Thank You Baskets:
• Provided to sponsors and donors
• Include thank you cards, exclusive merchandise and memorabilia.
Fan Experience Survey:
• In addition to the information gathered through RFID, a traditional survey
will be distributed to all email contacts.
Social Media Campaign:
• Targeted social media campaigns to support the implementation of
the marketing mix and paid advertising. Utilize Snapchat geofilters o
promote fan engagement during the event as well. See Appendix C.
Festival Booths:
• Marketing the Farmers Insurance Open at other events such as other
local food, wine and beer festivals in the San Diego community
Early Birdie Sale:
• Opening campaign structured to encourage early sales of a select
number of tickets in each category.
• Exclusive benefits for early birdie customers structured to create earlier
ticket demand
Spotify Advertisements:
• Incorporating advertising slots on the free version of Spotify in between
songs in order to promote early birdie, VIP tickets, Spotify concert, Taste of
Torrey and other events
50 Years.
12 Charities.
1 Winner.
11
15. Restaurant Advertisements:
• Restaurants participating in the Taste of Torrey to be given exclusive
promotional material advertising to diners of their participation in the
event, giving cross promotional opportunities within their businesses.
Social Media Videos:
• Fifteen to thirty second advertisements hosted on social media channels
promoting the tournament, Taste of Torrey, Spotify concert
and associated events or announcements.
• Behind the scenes interviews of chefs, brewers, and vignerons will provide
fans with exclusive content before the “Taste of Torrey” event takes place.
Holiday Sales:
• Promotional marketing leading into the holiday season and traditional
sales periods such as Black Friday and Cyber Monday.
Spotify Playlists:
• Playlists compiled by players to create a cross promotion between the
Farmers Insurance Open and the concert sponsor, Spotify.
Traditional Radio and Print Advertisements:
• Maintain standing marketing strategy by targeting consumers through
the recommended channels.
Traditional Television Advertisements:
• Continue with traditional television marketing plan, targeting the
programs most watched by key demographic segments.
12
16. 13
Return On Investment
After analyzing the attendance of the past three Farmers Insurance
Open Tournaments, the team can respectively project the attendance
increase of the 2017 FIO. Within our target market of 602,000 people, we
found that 170,300 of that population have attended or regularly attend
local festivals and concerts. Based on these findings, the assumption can
be made that the Friday night Jason Mraz concert presented by Spotify
and the “Taste of Torrey” event will attract a significant percentage of
those 170,300 individuals.
In projecting this increase in attendance, our team provided three levels
of attendance increase:
Conservative (5%) Moderate (7%) Aggressive (10%)
The projected increase in attendance along with the
additional revenue generated from the increase is
displayed above.
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17. Conclusion
The San Diego Sports Consulting Project team have provided four key
recommendations that represent a strong business strategy to increase
attendance at the Farmers Insurance Open. An increase in attendance
will provide an increase in revenue for The Century Club to continue to
improve the lives of at risk youth and youth charities in the San Diego
area, as well as providing ongoing increased economic impact to the
people of San Diego.
The specific recommendations outlined in this report outline how the
implementation of an innovative approach to transforming the Farmers
Insurance Open into a tech savvy event. The Taste of Torrey and Jason
Mraz concert made possible by Spotify will ensure that the residents of
San Diego will see the tournament as the place to be seen each January
in San Diego.
Importantly, the recommended changes have been planned in a way
that will compliment, rather than compete, with the traditional golf fan.
By increasing the customer base for the Farmers Insurance Open through
the implementation of these recommendations, the Farmers Insurance
Open and The Century Club will be in the best possible position to grow
the in-market fan base for golf in San Diego, which will allow The Century
Club to capitalize on the upcoming U.S. Open Championship in 2021.
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19. APPENDIX A
Top 5 Wineries in
La Jolla
Contacts Top 5 Wineries in
San Diego County
Contacts
Blue Door Urban
Winery
(858) 274-4292 Matucci Winery (760) 305-8435
LJ Crafted Wines (858) 551-8890 San Diego Cellars (619) 269-9463
Forgotten Barrel
Tasting Room
(888) 620-8466 The Wine Lover (619) 294-9200
Négociant Winery (619) 535-1747 Wine A Bit (619) 365-4953
Gianni Buonomo
Vintners
(619) 991-9911 Vinavanti Urban
Winery
(877) 484-6282
Potential Participating Artisans Link to website
Diamond Valley Gourmet diamondvalleygourmet.com
ALL TIED UP "TIED DYES" facebook.com/AllTiedUpDyes
Worn But Not Forgotten wornbutnotforgottensportsart.com
Set in Stone Designs setinstonejewelry.com
Pretty Fancy prettyfancy.com
Sweet Silhouette sweet-silhouette.com
I.M. Puzzled impuzzled.atwebpages.com
Songhorse's Treasures etsy.com/shop/SonghorsesTreasures
The Dragon Flame Shop thedragonflameshop.com
Anheuser- Busch
Microbreweries
Location Contact Information
Four Peaks Brewing Co. Tempe, AZ (480) 303-9967
Goose Island Beer Co. Chicago, IL (800) 466-7363
Blue Point Brewing Co. Patchogue, NY (844) 272-2739
10 Barrel Brewing Portland, OR (503) 224-1700
Elysian Brewing Company Seattle, WA (206) 860-1920
Golden Road Brewing Los Angeles, CA (844) 452-2337
Breckenridge Brewing Littleton, CO (303) 623-2739
Devil's Backbone Brewing Lexington, VA (540) 462-6200
Type of vendor Size Price
Artisans 5x5 $300*
Brewery/Winery 5x5 $500*
Restaurants 10x10 $1000*
*or 20% of revenue
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20. APPENDIX B
Attendee Activations
Check-in Stations
10 Live Click Stations will be positioned around the course that attendees
can check in, post status updates, and enter contests at.
• The Fringe – 15th
• Michelob Ultra 19th Hole
• Expo
• Grey Goose Lounge
• Michelob Ultra Oasis
• Vantage Point
• NEW – Hyundai Car Display
• 3 Social Media Stations
Entrance Portals
Entrance portals will be used for attendees to enter the tournament in-
stead of the traditional gates and ticket takers.
Cashless Payment/Intellipay
Vendors in the Taste of Torrey will not take any payments themselves.
Attendees will pay at a payment booth in the event that has 5 Intellipay
systems. At the end of the event, the 20% minimum payout will be taken
out for the tournament, and profits will then be distributed to the vendors.
Cashless payment options will also be installed in the 6 concession stands
and the merchandise booth on the course.
Cashless Payment/Intellipay
Vendors in the Taste of Torrey will not take any payments themselves.
Attendees will pay at a payment booth in the event that has 5 Intellipay
systems. At the end of the event, the 20% minimum payout will be taken
out for the tournament, and profits will then be distributed to the vendors.
Cashless payment options will also be installed in the 6 concession stands
and the merchandise booth on the course.
17
21. Cost
While coming up with an exact cost to implement this technology is
not possible without contacting Intellitix with an inquiry, our team has
evaluated comparable products and come up with a rough estimate of
the cost for the Farmers Insurance Open’s needs.
Based off previous attendance numbers and the projected increase in
attendance due to our recommendations, it is suggested that Farmers
Insurance Open supply themselves with 125,000 fabric barrel lock
wristbands, which can be designed and ordered through ID&C for $0.34
per wristband. Intellitix will add the RFID chip for $0.10 per wristband,
bringing the total to $55,000 for the wristbands.
The tournament will need 10 Live Click stations throughout the course.
Based off numbers from rfidjournal.com, these stations will cost an
average of $1,500 each. The course will also need 16 entrance portals at
the main gate, as well as 6 at the VIP gate. These portals will cost $500
each.
The last thing the course needs is a total of 18 Intellipay systems to be
used at concessions, merchandise shops, and the Taste of Torrey for
cashless payments. Based on prices for iPad POS systems and pricing
for comparable cashless reader devices, this will cost $500 per unit. This
brings the total implementation cost of the RFID system to $90,000.
Partnership
To offset the cost of implementation, it is highly recommended to partner
with a company that can mutually benefit. The team recommends
partnering with Samsung, who is an Official Patron of the PGA of
America. Samsung is already a major player in festival promotion and has
paired with Intellitix before. In exchange for helping to pay the cost of the
RFID system, Samsung would get its name and logo on each wristband,
making sure that every person who attends the Farmers Insurance Open
sees their brand. In addition, Samsung would have access to all of the
audience data collected by the RFID technology in order to assist their
future marketing plans.
Benefits
The benefits of RFID solutions significantly outweigh the cost to implement
the technology, and in many ways can help save costs for the event
organizer and increase revenue opportunities.
Access Control
The tournament will gain proven, secure and dynamic ways to manage
access control. Intellitix custom-made entrance portals and handheld
readers provide quick entry into the course and venues, dramatically
cutting down lines. RFID also eliminates the problem of fake tickets,
with each person’s ticket being on their respective wristband. Event
coordinators will receive real-time reports of the people entering the
tournament, giving them unprecedented control.
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22. RFID
-Live Click Stations
-Entrance Portals
-Intellipay System
Taste of Torrey
Guest Engagement
Tournament attendees can check in at different locations around the
course and those who have set up their Facebook and Twitter accounts
can instantly post status updates and even photos at Live Click stations.
Attendees will also be entered to win prizes for checking in at all 10
stations around the course. This creates a more fun and interactive
environment at while also generating more online traffic to the
tournament website and about the tournament in general.
Cashless Payment
Cashless payment systems offer a faster, more convenient and secure
way to transact at the tournament. By loading credit onto the wristband,
lines are radically reduced, allowing guests less time waiting and more
time enjoying. Intellipay cashless payment system also accepts payment
with multiple currencies, appealing to the high number of international
golf fans. The system also creates complete transparency on every
transaction with vendors, drastically reducing the risk of theft and
ensuring proper declaration of profits. According to Intellitix, their cashless
payment system has proven to increase on-site guest spending by 15 –
30% compared to traditional methods of payment due to the speed of
the transaction and advanced top-ups, among many other reasons.
Audience Profiling
Intellitix allows the Farmers Insurance Open to know more about their
customer. Intellitix audience profiling tools allow organizers and brand
partners alike to gain revolutionary insight into event-goers, enhancing
the experience for all. Tournament leaders can know who every guest
is, where they’re from, who likes a particular event or booth, who prefers
beer over wine, who prefers Twitter to Facebook, who left early... the
possibilities are as endless as the benefits. RFID creates data to be
leveraged to drive return on investment and understand the impact of
experiential marketing.19
