2. Mission Statement
Our Team Mission is to be an elite sports team – with the most
interactive fan experience of all professional franchises.
Our Economic Mission is to become a highly valued franchise through
low risk decisions – benefitting the team and city.
Our Community Mission compels us to elevate the neighborhoods
within the surrounding areas – improving Portland each and every day.
3. Objectives
Performance Goals
Average attendance of 30,500 in the first season and maintaining
this capacity through the first five seasons.
o This is based upon an 80% utilization of a 38,000 seat
ballpark. Comparable with Milwaukee Brewers who have a
smaller metro population than Portland, yet still average
34,000 (82%) each game.
o For comparison, the Portland Trail Blazers have a 95%
capacity utilization average, showing Portland has the
capability for large seasonal support.
15,200 Season Ticket holders (40%), rising 2,000 holders for the first
three seasons to 22,800 season ticket holders (60%) in 2017
o League average is 40%, but NBA franchise, Portland
Trailblazer, boast a 60% season ticket to single game ticket
ratio, providing rationale for an above average ratio in Portland.
Renewal rate of 85% for season ticket holders, 90% by 2019
o With a focus on opportunities for fan involvement, we
anticipate a league average renewal rate regardless of team
performance in our establishing years
Penetration Index of 50% or lower
o 15,000 season ticket holders leaves 15,000 new fans for each
game to reach our target attendance.
o Current PI metric is 53% based on 81 game schedule and
current population of the Portland Metro area
Sales Goals
Make a total Team Revenue of $225 million for the opening season,
growing by 10% annually.
o We anticipate meeting MLB average Team Revenues from
inaugural season hype.
Generate $65 million in ticket revenues, growing to $100 million by
2019.
4. o We need to average $812.5 thousand per game, $406
thousand from premium ticket sales and $406 thousand from
general seating.
o 20% of our 38,000 seats (7,600) will be premium seats with an
average ticket price of $63. The other 80% of our seats
(30,400) will have an average ticket price of $18.
o 6,000 seats are in club seating and 1,600 seats are in suites
(40 people per suite=40 suites)
o We expect 85% utilization of the Premium seats and 75%
utilization of the general seating, averaging to 80% total.
o Average ticket price of $18, premium ticket price of $80 and
suite cost of $4,000 per game
Acquire 60 team sponsors to generate $25 million in revenue, with a
renewal rate of 90% for our sponsors.
o We plan to offer 8 $1 million sponsorships, 8 $750 thousand
sponsorships, 10 $500 thousand sponsorships and 24 $250
thousand sponsorships.
Generate $60 million per season from Media Rights.
o Create a Regional Sports Network within our first 5 seasons to
increase revenue.
Produce $50 million from Food and Beverage sales
o With an average attendance of 30,500 a game and 80 home
games, we estimate having 2.44 million fans per season.
o Estimating $15 per person for food and $5 for per person for
beverage, in line with league average
Sell $5 million worth of merchandise in the inaugural season,
maintaining this revenue until 2017.
o With an average of $5 per person in merchandise sales for
every home game, we would raise $3 million from game sales
and an additional $2 million from off season inaugural
memorabilia sales.
Make $10 million through parking, concerts, and other special
events.
o Charging $8 per parking spot with 8,000 vacancies, parking
revenue is $5 million per season ($64,000 per game).
5. o Hire an event manager in charge of booking concerts and
events in the ballpark when not in use. Ticket sales,
concession sales and parking sales generate remaining $5
million in revenue.
Financial Goals
Generate at least 60% of ballpark funding from public sources
o Through upgrading an existing minor league park, the city has
an opportunity for improved public transportation stations, retail
stores and concert venues.
o The cost of ballpark upgrades will be less than modeling a
brand new park, requiring less funding than average.
Maintain payroll of $130 million or less per season
Maintain team expenses at or below league average annually
Operations Goals
Achieve above average service times for all ballpark operations
o Entry time into ballpark of 10 seconds or less
o Wait time for food and beverage less than 90 seconds
o Roof opening and closing to 10 minutes or less
o Raking of field in between innings to 2 minutes or less
Marketing Goals
Generate and advertise through all popular social media platforms
o 500,000 FaceBook fans within first season, increase by 5%
each consecutive season
o 100,000 Twitter followers within first season, increase by 5%
each consecutive season
o 100,000 Instagram followers within first season, increase by
5% each consecutive season
Community Goals
Donate 5% of team profits to community baseball programs and local
charities
Provide opportunities for local restaurants and breweries to vend
within the ballpark
6. Market Assessment
Portland Seattle San Francisco Denver
Who Lives Here?
Population 2,314,554 3,610,105 4,516,276 2,697,476
Under 18 497,629 657,039 700,023 647,394
20-24 171,277 324,909 338,721 213,101
25-34 453,653 750,902 939,385 552,983
35-49 523,089 833,934 1,074,874 569,167
Primary Baseball Target Market (25 - 49) 42.2% 43.9% 44.6% 41.6%
Number in Target Market 976,742 1,584,836 2,014,259 1,122,150
50-64 430,507 657,039 844,544 439,689
65 and over 243,028 386,281 614,214 277,840
Secondary Baseball Target Market (55+) 22.4% 22.4% 25.6% 20.6%
Number in Secondary Market 518,460 808,663 1,156,166 555,680
Number of Family Households 1,168,850 1,548,735 1,973,613 1,281,301
Median Age 35.8 36.1 38.5 33.7
Gender
Male 1,145,704 1,805,053 2,289,752 1,348,738
Female 1,168,850 1,805,053 2,226,524 1,348,738
Ethnic Background
Caucasian 1,856,272 2,667,868 2,362,012 1,950,275
African-American 180,535 342,960 325,172 315,605
Hispanic 217,568 238,267 681,958 857,797
Asian 205,995 595,667 1,616,827 118,689
Other 115,728 108,303 352,270 361,462
Education
LT HS Diploma 249,972 301,083 711,765 475,565
HS Diploma 526,098 555,595 658,021 568,628
Some College, No Degree 557,345 695,306 728,927 511,711
Associate Degree 160,167 265,343 292,203 158,612
Bachelor Degree 534,199 1,140,793 1,360,302 635,795
Graduate or Professional Degree 286,773 651,985 765,057 347,165
Marital Status
Never Married 929,988 1,140,432 2,132,134 1,115,137
Now Married 942,486 1,825,630 1,710,765 1,058,220
Separated 41,431 58,484 73,615 61,772
Widow ed 107,627 161,372 232,137 125,972
Divorced 292,791 424,548 367,173 336,375
Household Income
Mean HH Income $50,203 $60,843 $70,770 $49,693
Below $19,999 462,911 552,346 776,799 531,403
$ 20,000 - $ 29,999 238,399 324,909 338,721 283,235
$ 30,000 - $ 49,999 449,023 635,378 560,018 544,890
$ 50,000 - $ 74,999 451,338 617,328 677,441 463,966
$ 75,000 - $ 99,999 268,488 465,704 564,535 283,235
$100,000 - $149,999 270,803 530,685 654,860 272,445
$150,000 - $200,000 74,066 227,437 401,949 134,874
7. $200,000 or more 97,211 256,317 537,437 156,454
Unemployment Rate 6% 4% 4.4% 5.8%
Employment Rate 94% 96% 95.6% 94.2%
Occupation
Management 138,873 194,946 338,721 121,386
Business and Finance 122,671 267,148 379,367 213,101
Computer and Mathematical 78,695 288,808 298,074 124,084
Architecture and Engineering 69,437 126,354 85,809 64,739
Life, Physical and Social Science 23,146 43,321 90,326 29,672
Community and Social Service 43,977 46,931 67,744 29,672
Legal 16,202 32,491 63,228 32,370
Education 150,446 184,115 225,814 142,966
Arts, Design, Entertainment, Sports 34,718 68,592 112,907 45,857
Healthcare Practitioner 115,728 169,675 176,135 137,571
Healthcare Support 50,920 79,422 81,293 64,739
Protective Service 37,033 64,982 108,391 64,739
Food Prep 203,681 285,198 442,595 237,378
Cleaning and Maintenance 64,808 86,643 171,618 86,319
Personal Care and Service 78,695 108,303 117,423 80,924
Sales 233,770 371,841 460,660 310,210
Office and Administrative 370,329 487,364 722,604 445,084
Farming, Fishing, Forestry 6,944 3,610 4,516 2,697
Construction 87,953 133,574 130,972 110,597
Installation, Maintenance and Repair 81,009 119,133 108,391 99,807
Production 150,446 220,216 108,391 102,504
Transportation 157,390 227,437 225,814 151,059
Portland Charlotte
Population 2,314,554 2,335,358
Primary Target Market (25-49) 42.2% 40.4%
Primary Target Market (25-49) 976,742 943,485
Secondary Target Market (55+) 22.4% 17.9%
Secondary Target Market (55+) 518,461 418,029
Female Population 50.5% 51.7%
Female Population 1,168,850 1,207,380
Family Households 50.5% 60.5%
Family Households 1,168,850 1,412,892
Rank Company Sports Ad Spending
1 Verizon $345,438,719
2 Anheuser-Busch $299,721,969
3 AT&T $296,940,250
4 Ford $263,507,645
5 Chevrolet $249,866,151
6 Toyota $218,603,317
7 Miller Coors $203,025,062
8 Sprint $171,090,500
9 Southw est Airlines $165,499,688
10 Geico $163,494,641
11 Nissan $153,167,485
8. 12 DirecTV $137,980,780
13 McDonald’s $127,131,258
14 State Farm $125,383,266
15 Warner Bros $123,810,031
16 Lexus $120,587,471
17 Mercedes-Benz $101,405,853
18 Chrysler $96,888,814
19 Subw ay $96,174,164
20 Apple $95,068,961
Although Portland has smaller numbers across the board in comparison to
surrounding cities, the population demographics resemble that of an ideal market to
introduce a MLB franchise into. With almost all large metropolitan areas already having
an MLB team, the Portland Metro area is the second largest unused market only behind
Charlotte, NC. Portland has a high percentage of the population that falls into the
primary and secondary target markets, as well as over half of the population being
female and in a family household. The comparison cities used all boast similar numbers
within their demographics, but that is to be expected of a city already hosting a MLB
franchise. When compared to other candidate cities for a new team, Portland repeatedly
proves itself to be the best option for introducing that new team.
The primary target market for Portland, OR is individuals between the ages of 25-
44 years old. Looking solely at the primary market size of Portland versus the three
other MLB cities, Portland only comes to close to Denver in size, yet is still 200,000
people smaller than Denver. However, Portland is extremely similar when comparing
percentages of the population across the four cities. In fact, Portland actually has a
larger percentage of the target market than Denver does, and is only one or two percent
behind Seattle and San Francisco. If the demographics of Portland continue to grow as
they have thus far, when the population size of Portland reaches that of Seattle or San
Francisco, it will be an equally lucrative city for a MLB franchise. The only unused Metro
area that is larger, Charlotte, NC, has a lower percentage of the primary target market
than Portland does. For all of these reasons, Portland has the best available primary
target market for a MLB franchise to be started in.
The secondary target market for Portland, OR is individuals over the age of 55
years old. Discounting the market size of Seattle and San Francisco again because
their population is much larger, Portland has a nearly identical secondary market size as
Denver. In fact, the percentage of the population that is 55 years and older is far larger
in Portland than Denver, and as the population size of Portland grows, it will grow close
to Seattle and San Francisco and continue to leave Denver in the dust. As it stands,
Portland and Seattle have the exact same percentage of the population that is in the
secondary target market, giving strong signs for a successful MLB franchise in the
Portland Metro area. Charlotte’s secondary target market is significantly smaller than
9. Portland’s, coming in at 5% less of the population (100,000 people). With Portland
having the smaller population as it is, Charlotte does not appear to be as promising of a
market as they both continue to grow.
Female population and family households are two demographics that Portland’s
value is most prevalent. Portland has a higher percentage of the previously mentioned
categories than all three of the comparison cities used! Portland is a city that is known
for fostering families. Unlike San Francisco, Portland is a city that has a large population
of young married couples having multiple children. San Francisco also has lots of young
individuals, but the majority are there for work reasons and are not married. With
legislature regarding gay marriage constantly changing, the percentage of married
couples in San Francisco is on the rise, but a gay couple’s inability to reproduce gives
an added value to the family household percentage Portland has.
A successful MLB franchise in Denver is actually quite startling with such a large
percentage of the population making $50,000 or less annually. Portland has 300,000
less people than Denver and 240,000 less people in the >$50,000 income bracket. The
two numbers are not a direct correlation, but average income is certainly affected in
Denver because of the low income of many individuals, resulting in Portland having a
higher average income. Charlotte and Portland have identical average incomes, giving
neither city an advantage in that demographic.
With the population size of Portland constantly growing, the available market it
has to offer to a new MLB franchise is unrivaled. Charlotte doesn’t have as attractive of
demographics as Portland, and as both cities grow, Portland appears to remain the front
runner of candidate cities. If the market size were to ever reach the magnitude of a
Seattle or Denver, Portland would have the best demographics of all surrounding cities
and easily foster one of the league’s most successful franchises.
Competitive Analysis
Major Entertainment Competitors
Portland Trail Blazers (NBA)
Portland Winterhawks (Western Hockey League)
Portland Timbers (MLS)
University of Portland Athletics
10. Music Festivals
Movie Theatres
Luxury Restaurants
The above group of entertainment competitors poses the greatest all around
threat to the success of the Portland Beavers. With organizations like the Portland
Trail Blazers who have season ticket holders and large corporate sponsors, the
availability of fan and sponsor money is already decreased. However, it is by no
means a reason for the Portland Beavers to be unsuccessful. The majority of the
Portland demographic does not attend Trail Blazer games and would be potential
season ticket holders for the Beavers. As far as the individuals that are Trail Blazer
season ticket holders, the basketball and baseball season conveniently only overlap
for roughly two months, providing ample opportunity for fans to be loyal to both
franchises. In fact, if the Beavers are able to sell out the Season Ticket seats, all of
the Trail Blazer ticket holders would be eligible to purchase individual game tickets
and help fill up the ballpark, game after game. The Portland Trail Blazers are also
the only other existing venue in Portland capable of hosting large concerts or events
that come to the area. With an outdoor or 10,000+ capacity venue occasionally
being needed, the Beavers are in a prime position to secure those events in their
ballpark.
The rest of the entertainment competitors are relatively irrelevant. Luxury
restaurants and music festivals will be present in Portland, but neither of these
competitors target the same primary market the Beavers will. They both occupy a
portion of the total disposable income the citizens of Portland have, but there is
plenty left to be spent on baseball tickets and concessions in the stands. The college
sports programs and minor league teams have small, if not inexistent, fan bases that
are the definition of niche marketing. Alumni and parents attend the students events
at University of Portland, and displaced fans make up the majority of the support for
the local soccer and hockey teams. With baseball being one of the three most
popular sports in America, two predominantly international sports like soccer and
hockey do not stand a chance of disrupting the market potential for the Portland
Beavers.
Major Arts Competitors
Portland Art Museum
Rose Garden
Portland Center Stage
Oregon Zoo
11. None of these competitors pose a huge concern for the Portland Beavers. All of
these venues are relatively small and draw a much different crowd than that of a
Major League Baseball franchise. Season ticket buyers would most likely be
unaffected by these establishments and visit them on days when there is no home
game on the schedule. These sites don’t draw sponsors, so they are also not a
financial threat in that regard. The only potential competition they would provide
would be for individual game ticket buyers when these places have special events.
Whether it is free access to the museum for a day, or a large actor coming to the
Center Stage Theatre, there is a small potential to lure some fans away from the
Portland Beavers for a day. This threat is extremely small though and not likely to
cause any recurring issue.
Major Recreation Competitors
Rock Climbing
Skiing and Snowboarding at Mount Hood and Timberline
Auto Racing at Portland International Raceway
Portland Marathon, Hood to Coast Relay
Horse Racing at the Portland Meadows
Alpenrose Velodrome
The recreation competitors create additional opportunities for fans to attend other
events than the Portland Beavers baseball game. With the exception of Skiing and
Snowboarding, majority of the activities are annual events or happen very sparingly
throughout the year. Meaning, most of these events would predominantly affect
individual game ticket buyers the most when these occasions are going on in
Portland. Snowboarding and Skiing poses the greatest threat to season ticket
holders because of the cost to buy lift passes. For the avid skiers and snowboarders
that go out every weekend it may be very difficult for them to budget in the time and
money for both season tickets and season lift passes. Luckily, the skiing
demographic isn’t the primary market of the Portland Beavers, nor is it the
secondary market, showing a strong sign of success regardless of this potential
threat.
12. Marketing Strategies
ProductStrategies
Services Offered
o During Beavers Game
Box, Club, Social and General Seating
Luxury Restaurants and Catering
VIP Night Club for select sponsors and Donors
Concession Delivery Program for General Seating
Beavers retail stores
Swimming “Dam” Pool in left field for “True Beavers Fans”
Baseball Pitching Tunnels and Batting Cages for fans to
compare their skills to the pros
Arcade
o Times without Beavers Game
Stadium Tours
Business meeting space for Corporations
Concert Venue space for ballpark concerts and private
showings in meeting rooms
Pep Rallies at Park to begin season and before big games
with team rivals
Products Offered
o In Stadium
Nike Memorabilia Store focusing on Beaver and Oregon
merchandise. Including Phil Knight references
Local Luxury restaurants satellite locations in box and club
seating areas
i.e. El Gaucho
Popular local restaurants with concession stands for general
seating
i.e. Fat Ass Sandwiches
o Outside Stadium
Large Nike Store that can serve as North West hub for the
brand (Regular and Outlet Merchandise Sales)
Over 100,000 sq. ft. of developed retail space outside of
stadium restaurants and companies to occupy
Ski Slope
Smoke Shop
Entertainment Offered
13. o In Stadium
Beaver Dam in center field for kids and fans to see real
Beavers firsthand
Kids playground behind right field seating with
complimentary babysitting staff for parents “Beaverland”
Woodland Creature Race during 5th inning stretch (Beaver
always wins)
Log Sawing Contest during 3rd Inning stretch
o Outside Stadium
Carnival Space with Go Karts, Bumper Cars, Mini Roller
Coasters and Ferris Wheel
Bar/Entertainment zone named after the largest beverage
company bid
i.e. Bud Light Zone, Coca Cola Place
2,000 person capacity outdoor amphitheater for concerts
and spirit events
Rose Garden
Art Museum
Permanent Tailgate Parking Spaces
Uniforms
o Sponsor
Nike Sponsor on all Uniforms and Merchandise because of
Oregon ties to company foundation
o Team Colors
Black, Orange, White and Gray
o Jerseys
Home Uniforms will be white with black and orange
lettering/pin stripes
Away Uniforms will be grey with black and orange
lettering/pin stripes
With fifty percent of the Portland demographic being family households,
incorporating products, services and entertainment geared towards both, kids and
adults, is key to the success of the Portland Beavers franchise. Portland is a tight-knit
community of creative, free spirited individuals who have the disposable income needed
to attend events at the Ballpark. Whether coming alone, with a spouse, or even a family,
we as an organization need to be sure there are ample entertainment options for all
types of fans. For that reason, the ballpark and surrounding infrastructure need to
include a variety of options from an arcade to luxury dining options. Entertainment
during the game, such as a log sawing contest and woodland creature race, enables us
to entertain children during the middle of the inning. Having luxury seating and childcare
14. services also allows for parents to have a temporary getaway for a night, but still bring
the kids along. With the number of woman attending games on the rise, providing
opportunities for shopping is a must inside and outside of the stadium. When baseball is
out of season, or for days with away games, an alternate use for the facilities is crucial
to maximize revenue potential. For that reason, hosting concerts, restaurants and tours
can be a great opportunity for the Beavers to maximize the use of the ballpark.
In order to attract portions of the demographic that don’t usually attend baseball
games, we have included a ski slope, smoke shop and rose garden into the facilities.
Lots of the Portland residents self-identify themselves as a hipster, commonly linked to
art and smoking. For that reason, incorporating a smoke shop, rose garden and art
museum, will ensure utilization of our facilities by that portion of the population even if
they do not choose to attend baseball games. The adventurist crowd of Portland can be
treated similarly. With the popularity of skiing and snowboarding in the area, bringing a
ski slope to the industrialized city would certainly drive traffic year round seeing as the
closest natural slope is over an hour away.
Pricing Strategies
Type of Pricing
o Dynamic Pricing
Price Levels
o 10 pricing levels
1. Box Seats
2. VIP Club House
3. VIP Night Club
4. Press Box Experience
5. Club Seats
6. Social Space
7. Home Plate Experience
8. Dugout View
9. Outfield
10.Nose Bleed Seats
Payment Options
o Single Game Tickets
Cash, Credit and Debit Payments at Stadium Box Office
Online Ticket Sales through team website
4-Pack Family Ticket package
o Season Tickets
Same payment system as above
Outfield and Nose Bleed seats ineligible for Season Tickets
(4-Pack Family Pack and Single Game Tickets only)
15. o Multi Game Packages
Voucher Program
Selling voucher books in sets of 50, 100 and 200
vouchers
Dynamic system for game voucher value
Alternating between one and five vouchers per game
(Excluding Post Season)
Discounts
o Senior Citizen Discount (10%)
o Student Discount (25%)
Requiring active student ID from a State of Oregon
University
o Military Discount (10%)
o Multi Ticket packages (4-Pack Family Pack, Season Tickets)
Parking
o 4 Parking Choices
1. VIP Lot
2. Permanent Tailgate Spaces
3. Charity Lot
4. General Parking Garage
Some MLB franchises have begun to take the shift from flexible to dynamic
pricing. Striving to be a team on the edge of innovation, the Portland Beavers can adopt
the dynamic pricing model to better manage ticket demand and revenues. The more
pricing levels we can offer, the better the chance someone spends more money than
they originally intended when coming to the ballpark. Rather than making the jump from
general seating to club seating for a ~$70 increase, a fan can improve their seats from
home plate to a social space for only ~$30. Our voucher program will be intended to
create long term relationships with fans, but not force them to commit to season tickets.
Whether someone wants to buy twenty tickets for one game through vouchers, or one
seat for twenty games, having them purchase additional tickets at one time maximizes
the fan involvement with team long term.
Place Strategies
Facilities
o Gates
Two Main Entrance Gates in Left and Right Field
VIP Gate behind home plate
o Structure
Two tier seating system around stadium
Bottom Tier 50 rows high
16. Top Tier 30 rows high
o Seating
Cushioned Seats behind home plate
General seats through rest of stadium
Open floor space with cabana styled seating in center field
for Social Space
o Bathrooms
Men and Women’s bathroom in between each stadium
section entrance
o Bullpens
Home bullpen in Left Field in front of Swimming Pool
Visitor Bull Pen in Right Field
o Dimensions
Left Field: 348 ft.
Center Field: 420 ft.
Right Field: 330 ft.
Ballpark Sponsor
o 5 year Ballpark Name Agreement to largest bidder to start
Franchise
o Followed by 20-30 year ballpark sponsorship with largest bidder
after proving stadium value
Location
o Renovate existing Portland Timbers (MLS) stadium, former Minor
League ballpark, to become new home for The Portland Beavers
$400-600 million estimate for project
o Rebuild surrounding areas with new parking and entertainment
zones
Amenities
o Concessions
Pre-loaded ticket with money for use at concession stands
Concession stands located between each section entrance
Typical Concession food (Hamburger, Hot Dog,
Popcorn) as well as sponsored stands (In N Out,
Chipotle, Zatarans)
Soft Drinks provided by company that bids lowest
expense to the team (Coke or Pepsi)
Avg. Wait Time of 90 seconds or less
o RFID Technology at Gate Entrance
12 ticket stalls per entrance gate
Scannable tickets to expedite entrance process
17. Avg. wait time of 10 seconds
o Wi-Fi Technology
High speed network able to sustain 35,000 users at once
Free access with 10 second paid advertisements
every 30 minutes when connected to network
o ATM
Over 100 conveniently located ATM’s from the 5 major
banks in Portland to be used by fans
Bank of America, Wells Fargo, U.S. Bank, JP Morgan,
Kay Bank
o Video Boards
125 foot video board in right field to display player
information, other games scores and between inning
advertisements from our sponsors
Atmosphere
o Acoustically designed stadium to create additional reverberation
when fans are cheering
o HD sound system
We want to have one of the best ballparks in the MLB with regards to wait time
and accessibility. For that reason, we have included multiple entrance gates located
next to the parking lots, as well as, RFID technology to expedite the process. Inside of
the ballpark will be two separate tiers of seating to allocate the fans of the ballpark to
two different sets of restrooms, concession stands, ATM’s and team stores. The ATM’s
will be among the five largest banks in Portland to ensure the fans don’t have to spend
an additional transaction fee when using an ATM that doesn’t belong to their personal
bank. The concessions will use pre-loaded tickets to ensure sales to the fans, in
addition to credit cards and cash. Wi-Fi will be available throughout the stadium for free
as long as the user watches a paid sponsorship segment every 30 minutes of use.
Ballparks are just now beginning to incorporate Wi-Fi, and using this as a marketing
advantage and sponsorship opportunity is a win-win for the organization.
The stadium will be located at the current Portland Timbers MLS stadium in
southwest Portland. We want the ballpark to be a hitter’s park, so the right field fence is
comparatively short to the rest of the field. There will be a giant video board in right field
as well for replays and additional sponsor opportunities. A HD sound system and
padded seating will further enhance the fan experience, and make the Portland Beavers
ballpark one of the best in the league. The ballpark name will be determined by sponsor
bids.
18. Promotion Strategies
Advertising
o Radio
Advertisements run daily for home games on the top 5 most
popular radio stations in Portland, OR
K103FM
Z100
Wild 107.5
Live 95.5
99.5 The Wolf
o TV
Season Ticket and Post Season package ads on local ABC,
NBC, CBS and Fox networks
o Newspaper
Daily Ads and promotions run in the Portland Tribune
o Metro
Team advertisements inside Metro trains and on outside of
buses in the metro area
o Billboards
Ticket package advertisements on billboards throughout the
city
o Cyber
Computer Ads on sports websites such as:
ESPN
Bleacher Report
MLB.com
Video Ads for team on video sites:
YouTube
Vimeo
ESPN
Public Relations
o Beaver protection program in the Northwest area
o Volunteer with Adopt A Road program
o Start Youth baseball program in Portland
Sales Promotion
o Free Game Ticket with every $75 spent in Merchandise stores
o Dollar Dog Mondays
o Choose-A-Brew Thursdays
o Bobble Head, T Shirt, Poster and Baseball Card giveaways
o Half Price tickets every Tuesday
o All you can eat concession seats every Thursday ($20 extra)
o Baseball Park birthday specials
19. Social Media
o Facebook
o Instagram
o Twitter
o Vine
Social Media promotions for active followers
Content to include:
Photos/Videos of stadium and surrounding
architecture
Photos/Videos of Portland
Photos of Players with stats and updates
Photos/Videos taken by players reposted on the
Beaver’s account
Stat/Season Updates
Weather updates for upcoming games
For advertising of the Portland Beavers, we have established an innovative
approach focusing on media sources and upcoming technology. Utilizing older methods
like radio and TV are geared towards the secondary target market, 55 years and older,
whereas the social media and internet ads are targeting the primary market of 25-49
years old. Some overlap is destined to occur, resulting in additional reinforcement of
ticket sales in the Portland area. The radio stations and TV channels running the
Beaver’s advertisements will be the most popular stations in the area because the
demographic of listeners are very similar to that of the team’s target markets. For social
media, we will utilize the latest platforms emerging in the market. These platforms
include: Facebook, Instagram, Twitter, Vine and other emerging media networks as they
become more relevant in modern culture. These social media platforms will serve as an
outlet for promotions, ads, and updates for the younger portions of our fan base. The
younger generations are more plugged into their cell phones than ever before, making
them ideal targets for additional marketing through social media without them even
realizing it.
In addition to advertising, the Portland Beavers will focus on public relations with
equal importance. We highly value remaining involved in the community and giving back
to the fans that support out ball club. Creating a Beaver protection program for the
Portland Beavers only makes sense with the number of beavers declining by 90% in the
last 50 years and many species going extinct recently. A youth baseball program in the
local communities and becoming involved in the Adopt A Road program will be of high
importance for the organization to become involved with.
20. People Strategies
Staffing
o CMO
Staffed by a former CMO of a MLB franchise that isn’t
currently working for a team
Serves as Chief Marketing director and advisor for team,
implementing successful MLB strategies from throughout the
league
o Marketing Team
Staff serving under CMO to brainstorm and implement
marketing strategies
Consisting of local and national marketing experts
o Sales Team
Consisting of phone sales representatives and in person
representatives
Mobile support for online ticket customers
Sales representatives for corporations to purchase company
packages from
Policy Needs
o Unused season tickets are exchangeable for “Beaver Bucks” that
can be used on concessions, merchandise and additional tickets in
the ballpark
o Re-Entry is available after 5th inning of ballgame
o In the event of a canceled game because of rain or tragedy, a rain
check will be issued for admission to make-up game (if any) or a
comparable value ticket to a future game
o Season Ticket Privileges are reserved for previous year leaser for
up to 3 months after final ballgame of regular season. Thereafter,
the seat becomes available to the public.
o Season Ticket leasers have priority with purchasing of post-season
tickets for all Portland Beaver games
The people strategy for the Portland Beavers is simple: hire executives with
reputable experience and allow them to shift the current marketing plans as needed
when data of current strategies becomes available. To begin, a former Chief Marketing
Officer from a past MLB franchise will be hired to lead the marketing department of the
organization. The CMO will then go on to assist in hiring additional staff that he can
utilize to brainstorm, analyze and implement market data. The last piece of the puzzle
will be the sales team that focuses on selling season tickets and sponsorships to
various individuals and businesses.
21. Income Statement
Income Statement High Low Expected
Gate
Ticket Receipts-Home 22,000,000 18,000,000 20,855,579
Ticket Receipts - Away 32,000,000 25,000,000 28,957,824
Luxury Suite Rental 14,000,000 10,000,000 12,960,000
Club Seat Revenue 29,000,000 23,000,000 26,438,400
National Media
Broadcast 40,000,000 40,000,000 40,000,000
Internet 5,000,000 3,000,000 4,000,000
Local Media
Television 55,000,000 35,000,000 45,000,000
Radio 4,000,000 2,000,000 3,000,000
Facility Revenues
Naming Rights 4,000,000 3,000,000 3,500,000
Sponsorships 30,000,000 20,000,000 25,000,000
Food & Beverage 17,000,000 12,000,000 14,640,000
Merchandise 6,000,000 4,000,000 5,050,000
Other Revenues
Licensing 5,200,000 2,800,000 4,000,000
Restaurant Revenues 150,000 75,000 100,000
Parking/Concerts 8,000,000 12,000,000 10,000,000
Total Revenue $271,350,000 $209,875,000 $245,321,803
Operating Expenses
Team Salaries 130,000,000 100,000,000 115,000,000
Development Costs 30,000,000 20,000,000 25,000,000
Team Expenses 15,000,000 9,000,000 12,000,000
Facility Operations 30,000,000 25,000,000 27,500,000
Marketing 20,000,000 10,000,000 15,000,000
Capital Expenditures 12,000,000 8,000,000 10,000,000
General and Adm. 40,000,000 20,000,000 30,000,000
Fixed Expenses
Facility Capitalization 20,000,000 13,000,000 16,000,000
Total Costs $297,000,000 $205,000,000 $250,143,606
Income -$25,650,000 $4,875,000 $-4,821,803
22. Concluding Statement
The success of the Portland Beavers is contingent upon a few factors that are
achievable and to be met by few roadblocks. As the mission statement says, the
Beavers strive to be a highly interactive team, prioritizing the fan experience among all
other team values. Between sales promotions, entertainment around the stadium and
advanced technology within the stadium, the fan experience will be
References
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http://www.bestplaces.net/people/city/oregon/portland
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http://www.bestplaces.net/people/city/colorado/denver
