1. Golden 1 Center
Problem Solved Public Relations
(P.S.P.R.)
“You have a problem, we have the solution”
Savanna R. Jessica G. Brooke W.
Marion S. Maryna K.

2. Dont trip, Park your whip

3. Introduction
Current Issue: Sacramento new multi-purpose indoor arena
requires large masses of people into a crowded
metropolitan area with limited parking.
Significance: Multi-million dollar arena brings revenue to
Sacramento.
Phase 1- Issues

4. Historical Background
● Kings used to be at the Arco (Sleep Train) Arena 1985-2016
● Golden 1 Center was built in order to keep the Kings in Sacramento
● It was originally proposed in 2012
● Construction began in October of 2014
● Planned to open in October 2016
Phase 1- Issues

5. Media Interpretation
Overall the Media doesn’t seem worried about the new stadium, even though
the general public is concerned, Just plan ahead with the city’s new parking
app (SacPARK) or a ride share app.
The city of Sacramento said there are 16,000 spaces in downtown within the
same perimeter as Sleep Train Arena.
City leaders added that there will be 27,000 spots within one mile of the Golden
1 Center
Phase 1- Issues

6. Past Campaigns, Related Campaigns, Public Image
Past campaigns:
Midtown (Sacramento) Parking Issue
Limited supply of spots, high demand for parking spots
Solution: Eliminate free parking
Related campaigns:
Sac State Parking Issue
More students than parking
Solution: Open more student lots
Brooklyn Nets Basketball Stadium (Barclays Center)
More foot than car traffic. People parking far away from stadium
Solution: Create several public transportation options (to discourage fans from parking)
Phase 1- Issues

7. Why Action
Short Term: Worried about a congested downtown, during peak drive time of
5pm-7pm
Long Term: Efficient downtown experience for tourist and residents who live
near the arena or visiting a game or event at the venue.
Phase 1- Issues

8. Public Prioritized
People this problem affects:
Sacramento Residents
People who frequent downtown/midtown
Tourists
Sports fans
Concert-goers
Businesses
Public transportation users
Phase 2- Strategies
http://downtownsac.org/wp-content/uploads/2015/01/img1.png

9. Campaign Goals
● Communicate to the locals of the new parking laws (i. e. Ticketing times)
● Communicate to the attendees of the center of the transportation/parking
options available
● Communicate to all public in the region of the new changes and
transportation/parking available
Phase 2- Strategies

10. Media to Employ
● Note instead of ticket
○ Already being employed
● Social media via Kings and Golden One Center (Instagram, Twitter, Facebook)
● Television commercials, Special Segment on News, and Posters around city.
○ SacPark (new app) commercial
● Include the information about parking on the ticket info.
Phase 2- Strategies

11. Message
● We have plenty of parking here in Sacramento and we only have a need for about 7,000 cars at
maximum at a full arena
● The other thing that should help traffic flow is the King’s plan on starting the majority of their 41
home games a half-hour later than in the past, at 7:30 p.m. That way, there will be an extra 30
minutes for those who work downtown to exit the area, or for those coming to the game to arrive
downtown a bit later than usual.
● There will be 27,000 spots within one mile of the Golden 1 Center.
● With the technology being put into our parking, you'll be able to reserve your space way ahead of
the event
● Parking can be cheaper in downtown Sacramento due to the vast array of choices
Phase 2- Strategies

12. Outcomes of Campaign
● We hope to effectively communicate the parking solutions to the public
through various channels, so that no one is confused.
● With the various forms of communication we will have, parking shouldn’t be
any issue if people are properly educated
● Make sure that the parking problems don't affect attendance to events.
Phase 3- Outcomes

13. Timetable of Strategies
● City officials said they will offer a one-month grace period before they issue citations for meter nonpayment
after 6 p.m. During December, city code enforcement officers will place information sheets on windshields
explaining the new rules and pricing around the event center. Ticketing starts Jan. 1.
● Every week on the Golden1center website we have updates and photos about what is going on at the
stadium.
● Creating social media channels: Snapchat, Facebook, Twitter, and sending updates to SacBee.
● Social media updates every day about parking, transportation, and upcoming event and how to better
prepare for your trip into the city.
● News updates from local channels and regional channels about the event center and how to prepare.
● Advertising 3 months prior to the grand opening handing out flyers at events and around the area before
and during events.
Phase 3- Outcomes

14. Evaluation of Outcomes
● Inputs – Overviewing Golden 1 Center’s parking resources, program activities, or processes, to serve clients,
equipment, staff, volunteers, facilities, money, etc. Seeing that all resources are happy with the outcome of the
stadium. ( Seeing what to the PUBLIC have to say.)
● Activities – Looking at the centers parking program undertakings with/to the publics in order to meet the publics'
needs, for example, outreach, transportation, sales revenue of tickets, sales revenue of parking tickets sold,social
media, etc. Note that when identifying the activities in a program, the focus is still pretty much on the organization or
program itself, and still is not so much on actual changes in the client.
● Outputs – Gathering information on the number of clients served, parking ticket sales, etc.,
Example seeing the number of clients served: the numerical number of clients who went to our event center/parked.
Phase 3- Outcomes

15. Evaluation of Outcomes
Outcomes – Viewing the stadiums parking impacts/benefits/changes for participants during or after an
event for example, the number of people who parked using Sacpark and its reviews
Outcome targets – Calculating the number and percent of participants helped us achieve our outcome,
for example, an outcome goal of 27,000 parking spots and how many people parked in those spots.
Outcome indicators – These are observable and measurable “milestones” toward our outcome target.
What are people seeing, hearing, reading, etc., that would indicate whether we are making any
progress toward our outcome target or not, for example, the number and percent of people parking
using Sacpark and our transportations methods.

16. Thank You!