For a sports marketing class, we were challenged with relocating a professional sports team. My partner and I chose to move the Detroit Lions to San Antonio and change their name to the San Antonio Stallions. Through a marketing plan on powerpoint, we had to justify why they were moved, and why we wanted to change their name if we did.

1. Relocating The Detroit Lions
Welcome to San Antonio Stallions
By Hector Rodriguez and Taylor Pickering

2. Mission Statement
• Our Mission is to regenerate the Detroit Lions
by introducing them into a new setting within
the NFL as the San Antonio Stallions, where
they will be able to reach a broader audience,
challenge themselves, and thrive as a team.

3. Detroit Lion’s History
• Owner- William Clay Ford Sr.
• Portsmouth Spartans of Portsmouth, Ohio
(1929-1933)
– Independent Professional Team
• 1930- Joined NFL
• 1934- Detroit Lions
• National Football Conference- North Team

4. Detroit Lion’s History
• Name
– Lion the Monarch of the Jungle
– Hoped to be Monarch of the League
• 15 Playoff Appearances
• 4 National Championship Titles
• No Super Bowls Appearances

5. Background
• Last Championship Title in 1957
• ¼ Teams Npo Super Bowl Qualifications
• 2nd Longest NFL Drought Behind Cardinals
• Only Team To Go 0-16 (2008)

6. Current State of Team
• Losing record since 1993
– 2012 Season (4-12)
• Average Attendance- 64,903, 22/32
– More Attendance When Playing Away Games
• Current Value- $855 Million, 27/32
• Revenue- $231 Million
http://espn.go.com/nfl/attendance/_/year/2012
http://espn.go.com/travel/stadium/_/s/nfl/id/8/ford-field
http://www.forbes.com/nfl-valuations/list/

7. Lion’s Marketing Mix
• Product
• Price
• Place
• Promotion

8. Lion’s Product
• Core Product
– Bad Team in Recent Years
– Good Players Leave, No Star Power
– High Draft Picks
– Good Young Talent
• Peripheral Product
– Poor Attendance
– Aging Facility

9. Ford Field Stadium

10. Ford Field Stadium
• Capacity- 64,500
• Opened- 2002
• Cost- $440 Million
• Space- Two-Million Square Feet FieldTurf
• Club Level- 8,600
• Suites- 132
http://www.forbes.com/nfl-valuathttp://espn.go.com/travel/stadium/_/s/nfl/id/8/ford-fieldions/list/

11. Lion’s Attendance
• 2009- 49,395
– 31st Rank in NFL
• 2010- 56,285
– 29th Rank in NFL
• 2011- 63,742
– 21st Rank in NFL
• 2012- 63,769
– 22nd Rank in NFL
http://espn.go.com/nfl/attendance/_/year/2012

12. Lion’s Price
• Lion’s Average Ticket- $68
– NFL Average Ticket- $78
• Lion’s Fan Cost Index- $403
– NFL Fan Cost Index- $444
• Average Household Income- $27,862
– Average Family Income- $61,044
– Average Per Capita Income- $15,261
http://www.neighborhoodscout.com/mi/detroit/crime/#data

13. Ticket Pricing Layout Lions

14. Club Level Ticket Pricing Layout Lions

15. Lion’s Place
• Stadium
– Location- Wayne County, Michigan
– Downtown Detroit
– Central Business District
– Great Access

16. Lion’s Promotion
• Minimal Promotions
– NFL Pick ‘Em, Live Event Offers , Social Media
• Venue Naming Rights
– Ford Motor Company- 20 Years, $20 Million
• Major Sponsors
– Ford, Pepsi Co, Ticketmaster, Anheuser-Busch
InBev, Belle Tire, Comerica

17. Demographics of Detroit
• Population- 706,585
– 82.69% Black or African American
– 10.61% White
– 6.82% Hispanic
– 1.06% Asian
– 0.37% American Indian
http://www.neighborhoodscout.com/mi/detroit/crime/#data

18. Economy of Detroit
• Education
– High School Graduates- 77.09%
– College Graduates - 12.20%
• Work Force
– Unemployment Rate- 9%
– Poverty Rate- 36.16%
– Average Hourly Wage- $22.91
http://www.neighborhoodscout.com/mi/detroit/crime/#data
http://www.bls.gov/ro5/blssummary_detroit.pdf

19. Economy of Detroit
• Cost of Living
– Average Home Price- $66,369
– State Income Tax- 4.35%
• GDP- 2.6%
http://www.detroitmi.gov/DepartmentsandAgencies/Finance/IncomeTaxDivision/FAQs.aspx

20. SWOT Summary
• Strengths
• Weaknesses
• Opportunities
• Threats

21. Strengths
• Texas Loves it’s Football
• Strong Attendance to Games in Texas
• Large Population
• Greater Incomes
• Great Defensive Line
• Power Players

22. Weaknesses
• Detroit Declaration of Municipal Bankruptcy
• Detroit has Abundant Crime
• Loss of Fan Loyalty and Attendance

23. Opportunities
• 2nd Largest City in US Without NFL Team
• New Stadium Generates Service Jobs
• New Sponsors
• New Ownership
• Large Area to Gain Fans
• Internal and External Growth

24. Threats
• Economic Deterioration from Loss of Lions
• San Antonio Smaller Metropolitan Population
• Detroit Fan Base Loss
• Competition and Substitutes

25. Competition
• NFL Teams (Cowboys and Texans)
• College Football (Long Horns, A&M Aggies,
Houston Cougars, Baylor Bears)
• Differing schedule to avoid cannibalization

28. Competition
• Dallas Cowboys
• Cowboys Stadium
• Average Attendance- 80,645, 1/32
– More Attendance When Playing Home Games
• Current Value- $2,100 Million, 1/32
• Revenue- $500 Million
http://espn.go.com/nfl/attendance/_/year/2012
http://www.forbes.com/teams/dallas-cowboys/

29. Competition
• Houston Texans
• Reliant Stadium
• Average Attendance- 70,248, 8/32
– More Attendance When Playing Home Games
• Current Value- $1,305 Million, 5/32
• Revenue- $305 Million
http://espn.go.com/nfl/attendance/_/year/2012
http://www.forbes.com/teams/houston-texans/

30. Substitutes
• NBA- San Antonio Spurs
• NBA- Dallas Mavericks
• NBA- Huston Rockets
• MLB- Texas Rangers
• MLB- Houston Astros
• Participation Sports

31. Substitutes
• San Antonio Spurs
• AT&T Center
• Average Attendance- 17,693, 12/30
– More Attendance When Playing Home Games
• Current Value- $527 Million, 10/30
• Revenue- $135 Million
• 4 League Championships
http://espn.go.com/nba/attendance/_/year/2012
http://www.forbes.com/nba-valuations/

32. Substitutes
• Dallas Mavericks
• American Airlines Center
• Average Attendance- 19,023, 3/30
– More Attendance When Playing Home Games
• Current Value- $685 Million, 5/30
• Revenue- $137 Million
http://espn.go.com/nba/attendance/_/year/2012
http://www.forbes.com/nba-valuations/

33. Demographics of San Antonio
• Population- 1,359,758
– 72.58% White
– 63.20% Hispanic
– 6.88% Black or African American
– 2.43% Asian
– 0.89% American Indian
http://www.neighborhoodscout.com/tx/san-antonio/#data

34. Economy of San Antonio
• Education
– High School Graduates- 79.75%
– College Graduates- 23.85%
• Work Force
– Unemployment Rate- 6.2%
– Poverty Rate- 19.19%
– Average Hourly Wage- $19.59
http://www.neighborhoodscout.com/tx/san-antonio/#data
http://www.bls.gov/ro6/fax/blssummary_san_antonio.pdf

35. Economy of San Antonio
• Cost of Living
– Average Home Price- $107,522
– State Income Tax- None
• GDP- 9.0%
http://www.neighborhoodscout.com/tx/san-antonio/#data

36. San Antonio Benefits
• Football Lovers
• 9th Most Populated City
• Fan Sharing from Competitors
• Tourist Destination
• Rebranding

37. San Antonio

38. Tourism Attraction
• Alamo
• Alamodome
• River Walk
• Tower of The Americas
• Convention Center
• Missions

39. Home of the Alamo

40. Stallion’s Marketing Mix
• Product
• Price
• Place
• Promotion

41. Stallion’s Product
• Detroit Lion’s Team
• San Antonio Stallion’s Team
• Clear Channel Communications and Stadium
• Club 1800
• Hilton Hotel Suites

42. Clear Channel Communications
• L Lowry- CEO and Chairman
• Value- $1.5 Billion
• Clear Channel Communications
– Media Conglomerate in Radio and Television
– Outdoor Displays and Live Entertainment Venues
– Largest Owner/ Operator of Radio Stations in US
• 1,200 Stations

43. Home Game Jerseys

44. Away Game Jerseys

45. Stallion’s Price
• Dallas Cowboy’s Average Ticket- $110
• Houston Texan’s Average Ticket Price- $73
• Average Household Income- $43,961
– Average Family Income- $53,100
– Average Per Capita Income- $22,333
vhttp://www.neighborhoodscout.com/tx/san-antonio/#data
http://www.forbes.com/teams/

46. Stallion’s Tickets
Level and Area Individual Game
Price
Season Ticket Price
Per Individual Seat
Lower Sideline $100 $90
Lower End Zone $100 $90
Zone A-D Club $95 $85
Lodge $85 $70
Upper Level $75 $65
Suites $300 $275

47. Stallion’s Place
• New Stadium
• Downtown San Antonio
• Business District
• Near Boardwalk
• Public Transportation

48. Clear Channel Stadium
• Brand New Facility
– Downtown San Antonio
• Lodging
– Hilton Hotels Suites
• Club, Dining, and Bars
– Club 1800
• Retractable Dome and AstroTurf
– Climate

49. Clear Channel Stadium Suites

50. Clear Channel Stadium Suites

51. Promotional Goals
• Evoke Positive Brand Awareness
• Generate Revenue
• Maintain Current Market Share

52. Promotional Objectives
• Market Effectively to Demographics
• Market Research and Development
• Offer Promotional Incentives to Detroit Fans

53. Broadcast
• Radio
– KZDC 1250 AM ESPN San Antonio
– 760 AM Ticket 760
• Television
– Fox Sports, ESPN, KTSA 12, KSAH 720 AM, KENS 5
• Internet
– SanAntonioStallions.com

54. Advertising
• TV
– ESPN, CBS, NBC, ABS, KABB Fox
• Radio
– KZDC 1250 AM ESPN San Antonio
– 760 AM Ticket 760
• Print
– San Antonio Express, San Antonio Current, La Prensa
• Outdoor Signage
– Billboards, Busses, Public Transporation

55. Personal Selling
• Group Sales
• Stadium Event Hosting
• Lodging Accommodations
• Company Boxes and Suites
– Cater to Business District

56. Public Relations
• Youth Football Leagues
• Youth Camps
• Scholarships
• School Donations
• Senior Appreciation
• Military Appreciation

57. Public Relations Goals
• Establish Positive Image in Community
• Maintain Positive Image in Media
• Community Interaction
• Increase Fan Participation
• Goodwill in San Antonio

58. Public Relations Objectives
• Community Outreach Events
– Health, Fitness and Safety Programs
• Team Involvement in Community
• Use Social Media for Fan Participation
• Continue Involvement in Detroit/ San Antonio

59. Sales Promotion
• Group Sales Incentives
• Coupons
• Giveaways
• Raffles
• Lodging and Club Discounts
• Dining and Beverage Specials

60. Direct Marketing
• Telemarketing
• Direct Mail to Locals
• Media Outlets
• Social Media
– Applications
– SanAntonioStallions.com

62. Ticket Packages
• 1 Ticket + 1 Night Hotel= $300
• 1 Ticket + 1 Night Hotel + Bottle Service and Free
Cover= $400
• 2 Ticket + 2 Night Hotel + Bottle Service and Free
Cover + Flight + Rental Car= $850

63. Sponsorship Options
• Exclusivity
• Cumulative Tiers
– Red- $1 Million
– Black- $5 Million
– Gold- $10 Million

64. Red
• Two Season Tickets
• Advertisements on Arena Banners
• Logo Rights
• Web Advertising Space
• Option of 1st Refusal

65. Black
• Two Season Club Level Tickets
– Access to and Discounted Lodging
• On-Site Signage
• Discounts on Group Tickets
• Advertisements Shown on Scoreboard
• Web Presence

66. Gold
• Hospitality Opportunities and Corporate Suite
• Distribution Rights for Dining and Beverages
• Permanent Advertisement on Scoreboard
• Advertising and Incentives on Tickets
• Broadcasting
• Access to Database

67. Club 1800
• 1800 Tequila Night Club on Club Level
• Prolonged Entertainment
• Off Season Revenue
• On-Site Signage

68. Sponsors
Food and Beverage
Communications
Car Company
Accommodations
Sporting Goods
Financial

69. Help Has Arrived