Driving Revenue Franchise Assignment - NFL Toronto

7/30/2019 Driving Revenue Franchise Assignment - NFL Toronto

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MGT2124: Driving Revenue in Sp

Team ATAC

Toronto St. Patrick

Allie Moore

Tim Hall

Andrew Paxton

Chris Lowe

Curtis Thorne


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Contents

Analyzing the Market ......................................................................................................... 2

Brand Statement and Image ........................................................................................... 3Logo and Uniforms .............................................................................................................. 4

Facility Plan ............................................................................................................................ 5

Pricing Policies and Strategy .......................................................................................... 6

Packages ................................................................................................................................ 10

Group Sales .......................................................................................................................... 10

Renewals ............................................................................................................................... 11

Financing .............................................................................................................................. 12

Walk Up Buyers ................................................................................................................. 13

Sales Team ........................................................................................................................... 14

Marketing & Game Day ................................................................................................... 14

Strategy ................................................................................................................................. 15


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Analyzing the MarketToronto is the largest market in Canada and the 5

thlargest in North America, and is the most obvious

city lacking a professional football franchise aside from Los Angeles. The city of Toronto has a

population of 2,615,060, while the Greater Toronto Area (GTA), which includes surrounding cities

such as Ajax, Brampton and Mississauga, brings the total population of the metropolitan area to

5,583,064. All in all, the population of the entire Southern Ontario region is 12,118,805. (StatisticsCanada, 2012)

Employment in the city has been relatively constant over the last decade. In 2001, there were

1,286,300 full and part-time jobs in the city. In 2011, there were 1,317,300 full and part-time jobs. The

dominant sectors in the Toronto market include manufacturing, health and social care followed by

professional service, finance and insurance. However, there are several other sectors that employ

over 75,000 full-time employees. As a result, Toronto and the GTA has been a very resilient market

that has been able to weather economic downturns of recent years. (City of Toronto, 2011) In 2011,

the average annual income of all employees living in the Greater Toronto Area is $40,704 and the

average annual income for those holding a minimum of a Bachelors degree $57,070. (Statistics

Canada, 2012)

Major sports teams in Toronto have historically had economic success. The city currently supports

professional hockey (Maple Leafs), basketball (Raptors), baseball (Blue Jays), soccer (Toronto FC) and

Canadian football (Argonauts) franchises. On a grassroots level, there are currently 85 organizations

that make up the Ontario Football Alliance. The Ontario Football Conference consists of 2500 players

from the PeeWee (11-12 years) to Junior (


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We also want to establish lasting connections to Canadian football from the grassroots level, all the

way to the professional level and the CFL. It will be important for us to provide programs, services,

and charitable work with grassroots Canadian football programs. It will also be important to make it

known that we are not here to compete with CFL teams such as the Toronto Argonauts and Hamilton

Tiger-Cats, but to co-exist and co-operate with them.

Finally, we want to brand the team itself. Being an expansion franchise it is important to temper

expectations on our team early on, as it will likely be a few years before we have the chance to be

competitive. Because of this, it is important that we temper the expectation for results from the fans

right away, and focus more on the process and the future. Essentially, we brand our team as a very

young, exciting, up and coming football team who is going to give it their all every game. We have lots

of young players and rookies who are developing and are going to turn our team into a Super Bowl

contender in the years to come. If we brand our team as a young, up and coming group of underdogs

who play a hardworking, aggressive, fun and entertaining style of football, people will realize that the

best is yet to come in the years ahead and simply enjoy the on field product regardless of the results.

This obviously is not the case every year as with each passing year, better results will be expected, but

we need to take advantage of the so called honey moon period where fans are simply excited just

to have a team on the field.

Logo and UniformsThe logo of the Toronto St. Patricks, or the St. Pats for short, is a simple clover shield. The clover will

be the principal symbol of the team, drawing on the Irish heritage. The team colours will be green and

old gold, which will differentiate the St. Pats from other professional teams in Toronto who wear blue

the Blue Jays, Maple Leafs, and Argos. The uniform is quite traditional, with a home and away set.


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Facility PlanRogers Centre (formerly known as the SkyDome) has been home to professional sports since it

opened in June 1989. It seats 50,516 in football configuration, along with 161 luxury suites that bring

the total capacity to 54,000. The stadium has undergone significant renovations since being

purchased by Rogers Communications Inc. in 2005. These improvements have enhanced the fan

experience and include such things as expanded concourse areas, concessions and retail facilities.

There are a number of opportunities for our franchise to take advantage of revenues through the sale

of corporate luxury suites along with advertising around the facility and sales of team merchandise.

Advertising revenue will come in the form of field level and concourse signage. Our plan includes the

sale of 161 corporate suites along with 20 signs visible from field level with an additional 125 signs

found on the concourses and around the venue. Our team also plans to open a 4,000 square foot

team merchandise store next to the current store currently operated by the Toronto Blue Jays.

Corporate Suites

Our corporate sales team will work with the strong base of industries in and around the GTA to sell

luxury suites to ensure that all 161 suites are filled for each and every home game.

In our first year of operation we will introduce competitive pricing to draw companies to our product.

With the success of our franchise as we move forward we will be able to increase prices to go along

with demand to improve our overall revenue.

Field Level Signage

Working with our major corporate partners we will sell 20 signs that are visible at field level. These

signs will be visible to all in attendance at the stadium along with all others who view our games on

television.

It will be important to work with our corporate sales team to engage our potential suite holders to

advertise with our team. The goal of this plan is to create a strong link between the team and our

partners that will become stronger as the franchise grows.

Concourse Signage

We will develop a plan with the concession rights holder at Rogers Centre, Aramark, to engage our

suppliers for sponsorship throughout the concourse levels. Promotion of our food and beverage willhelp to drive revenue and increase sales for fans attending our home games. We also aim to promote

our team merchandise store and other corporate partners to give our brand a positive image through

association.


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Team Store

We will construct a 4,000 square foot team merchandise store on-site at Rogers Centre that will be

open for every team home game and on select days throughout the year. Working with the NFLs

merchandise partners, including Nike and New Era we will allow fans to purchase a wide-range of

team jerseys, hats and other souvenir merchandise.

The goal of this is to increase ancillary revenues for the team on game day and to increase the

visibility of the team in the community.

Pricing Policies and StrategyWith general ticket prices, we feel that we would have to have prices comparable to two nearby NFL

markets Buffalo and Detroit. Fans in southern Ontario, particularly the Windsor area, already have

easy access to Detroit Lions home games at Ford Field, so it is important to try and draw them up to

Toronto for St. Pats home games instead. Similarly, Buffalo is less than two hours from the Greater

Toronto area, so our ticket prices have to be comparable. While there may be added convenience to

staying on the Canadian side of the border to watch NFL football, we have to ensure that the ticket

prices make it not only convenient, but reasonable.

Here are NFL single-game and season ticket prices in the nearest markets, Detroit and Buffalo:

Detroit Lions Ford Field (Capacity: 65,000)

Single Game Ticket Prices

LOWER BOWL PriceSidelines $120

End Zone $81

Corners $89

SECOND LEVEL Price

Sidelines $190

End Zone $75

UPPER LEVEL PriceSidelines $113

End Zone $58


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Buffalo Bills Ralph Wilson Stadium (Capacity: 73,967)

Single Game and Season Ticket Prices

LOWER BOWL PriceSidelines $80 ($675)

End Zone $55 ($450)Corners $68 ($530)

SECOND LEVEL Price

End Zone $55 ($450)

Rock Pile $45 ($225)

Family Corner $43 ($270)

Corners $55 ($450)

UPPER LEVEL PriceSidelines $62 ($490)


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Toronto St. Pats Rogers Centre (Capacity: 54,000)

Single Game and Season Ticket Prices

LOWER BOWL Price

Sidelines $85 ($640)

End Zone $55 ($415)

Corners $70 ($525)

SECOND LEVEL Price

End Zone/Corners $50 ($375)

Sidelines $60 ($450)

UPPER LEVEL Price

General $40 ($300)Student Corner $35 ($265)

Family Corner $150 (1 game pack - 4 tickets, 4 hot dogs, 4 drinks)

As a multi-purpose stadium, the Rogers Centre does not have a perfectly ideal configuration for

football there are five levels, but only three are for open spectator seating. The best seats would be

in the 100 level near midfield. The second level goes about three-quarters of the way around the field,

as does the fifth level. Finally, the third and fourth levels are strictly corporate boxes. We project that

the capacity of Rogers Centre for NFL games would be approximately 54,000, which is quite a bitsmaller than the next smallest NFL stadium, Chicagos Soldier Field (61,500). However, we would hope

to make this small stadium a positive, claiming that it provides a more intimate atmosphere than

most NFL stadiums. Another positive aspect to having a smaller stadium is the fact that there will be

an artificially high demand for tickets because of the lower seating capacity. The lower capacity

should cause tickets to sell out quickly and consistently, which would also allow the St. Pats to avoid

the NFLs blackout rules regarding television broadcasting. With consistent sellouts, the games will

consistently be on television, meaning that an even larger audience will be able to watch St. Pats

games from home, therefore growing the fan base.

The luxury suites and boxes on the third and fourth levels would be sold to businesses with

headquarters based in Toronto. With 161 luxury boxes and nearly all of Canadas major businesses

having offices in the Bay Street area, mere blocks from Rogers Centre, we believe that the luxury

suites and boxes would easily sell out.


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PackagesPackages offered would be fairly traditional. An NFL team usually only has eight home games, so our

offers would be of a full season ticket package with 8 games, and a half season package with four

games. We would also offer a two game flex pack, where buyers could choose what two games they

would like to see and pay a slightly better price than buying the tickets individually. Those who buy

season tickets would be given a preferential rate over buying tickets to eight games individually. Forexample, for first level End Zone season tickets, the cost would be $415, whereas buying eight

tickets individually would cost $440. Therefore, buying season tickets results in a savings of

approximately $6. This is a much better rate than Buffalos season tickets there, individual tickets in

the first level end zone section cost $55, and a season ticket is $450 - $10 more than buying each

ticket individually.

Because there is such a high student population in Toronto (York, Ryerson, OCAD University, and the

University of Toronto, and large colleges such as Humber, Seneca, George Brown, and Centennial) and

the surrounding area (including schools such as UOIT and McMaster) we would like to offer a student

price package similar to the Ottawa Senators Sens Student Union deals. Ideally, the package would

include fifth-level seats and a food item such as pizza or a hotdog for $35. Students would also be able

to buy season tickets at a discounted rate of $265.

Finally, in order to attract families, we plan on having a Family Friendly Zone, similar to both the

Ottawa Senators Coke Zero Zone and the Buffalo Bills Family Corner. These sections of the

stadium would be alcohol free, offering a more family-friendly environment for people with younger

children. In the Rogers Centre, the Family Corner would be on the fifth level opposite the Student

Section, on the other side of the large video scoreboard. A family package would be made

available, where two adults and two children could attend a game for $150, which included the fourtickets, four hot dogs or pizza slices, and four drinks.

Group SalesSince this is a new franchise in a large sports market, there are many opportunities for the sales team

of the Toronto St. Pats to analyze and target group sales towards. There are four possible streams,

which will be analyzed and discussed in further detail: Creating a Student Union program, Football

teams in the GTA, Current CFL teams (Toronto/Hamilton), and Corporations.

Student Un ion Pr ogr am

Since the Greater Toronto Area (GTA) contains a very large population of post-secondary institutions,

the Toronto St. Pats need to create a Student Union program designated in bringing large groups of

students to different games throughout the year. The NFL is a sport very popular within the student

age group and would greatly benefit from these groups at the games. This program would identify

games to which these students should attend at a discounted rate. By purchasing tickets through the


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Student Union program, the students will also receive transportation to and from Rogers Center, a T-

Shirt and a food item available at the game. The Student Union would promote games against teams

of a lesser caliber, in order to ensure a full stadium every week. The age of the majority of students

who would be attending games via Student Union program, are also the age which uses social media

the most. By having a Student Union program, the Toronto St. Pats expect lots of awareness to be

raised via social media websites; Twitter especially.

Connecting with Football teams throughout the GTA

Football is a sport continuously growing in Canada, especially in the Greater Toronto Area. There is

currently over 20,000 people playing football in amateur teams, high school teams and at the

university level in the GTA. The Toronto St. Pats have a great opportunity to connect with all of the

teams in the GTA. By getting involved in the community and by helping support local teams, the

Toronto St. Pats will help establish themselves as a brand and as Canadas NFL team. In group sales,

there are plenty of opportunities to reach out to these teams and attract them to coming to a game.

By having constant connection with these teams and providing them with exclusive offers (such as

purchase 70 tickets as a team and in return, your team will get to play at the Rogers Center for a

game, as well as meet a few players. Having promotions directed at local teams and having incentives

to come to the games in big groups (such as playing on the field) will continue to allow for strong sales

growth, but also show the football community in the GTA what they mean to the NFL and the Toronto

St. Pats.

Work with the Toronto and Hamilton CFL teams

Since the Toronto St. Pats are moving into Toronto and Southern Ontario, where 2 CFL (Canadian

Football League) teams play, the St. Pats will need to work and support both organizations. By

creating group packages where if you purchase a certain amount of tickets to the CFL

Toronto/Hamilton teams, you will receive a ticket to the Toronto St. Pats at a discounted rate. Or vice

versa, where purchasing Toronto St. Pats tickets can get you discounted tickets to a CFL game in

Toronto/Hamilton.

Corporations

Corporations are always looking for new ways of offering exciting client appreciation. With a new NFL

team in Canada, the Toronto St. Pats will target many large corporations for tickets in one of the many

Rogers Center suites. The St. Pats will be a hot ticket and targeting corporations in a large business

city, there is great opportunity to build many strong business relationships.

RenewalsThe Toronto St. Pats believes strongly in maintaining excellent customer service levels by

communicating with their fans and season ticket holders on a regular basis. With their CRM

(Customer Relationship Management), the St. Pats will send out informative e-mails to current season


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ticket holders periodically during the year, especially nearing the end of the season. Once the season

finishes, the Toronto St. Pats will personally call their season ticket holders from the previous year and

get feedback regarding their experience during the year, what could be enhanced, etc. After this,

approximately 2 months later (off season is 6-7 months in duration), the Toronto St. Pats will launch a

season ticket campaign for the upcoming year, contacting once again, season ticket holders of the

previous year. In terms of season ticket holders for the first year of existence, there is an NFL rule thatrequires you to have X amount of season tickets sold ahead of time for the next X amount of years.

Some incentives the St. Pats will offer for season ticket purchase is a banquet dinner with the team

itself, allowing for a meet and great with players before the season begins, as well as another banquet

in the middle of the season to stay connected and remain part of the team. Also, season ticket holders

will receive discounts off merchandise and free entrance into the stadium, meaning no lines! Also,

season ticket holders will receive a discount on any event that occurs in the Rogers Center during the

NFL season (concert, CFL tickets, etc.).

Other than season ticket holders, the Toronto St. Pats will send out e-mails/phone calls to individualswho have gone to a game. Sending out e-mails and phone calls discussing how their experience was,

offering discounts on their next purchase, following up with them in person at the next game, etc. The

Toronto St. Pats strongly believes in customer service, so creating at least 3 touch points for an

individual during a ticket purchase will strengthen relationships and allow for a strong return rate.

FinancingIn terms of ticket financing for the Toronto St. Pats, there are a variety of financing and payment

options that provide convenience for all consumers. Whether it be tickets for a single game, 25-50%

of the season or the entire season, there is an option for everyone.

Season Ticke ts

Season ticket holders are provided with three financing options.

1. Pay in full on June 1st, 20XX, for the entire 20XX season.

This financing option allows for the entire season to be paid for at once so that the season ticket

holder only has to worry about one payment.

2. Pay in 2 installments - Half on June 1st, 20XX and half on September 1st, 20XX.

This financing option allows for half of the purchase to be paid for prior to the start of the season,

while allowing the season ticket holder to pay for the remaining half of their tickets in week one of

the season.

3. Pay in 8 installments - Payments on the 1st

of June to November and the 15th

of September and

October.


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This financing option allows for each home game to be paid for individually, so that payments are

more reasonable for season ticket holders. Half of their purchase will be paid for prior to the season,

while the second half of their tickets will be paid for in the first few weeks of the season.

Methods of payment for season tickets include personal cheque, EFT, credit card and cash.

Ticket Packages

2 and 4 games

The purchase of two or four game packages of tickets allows for two methods of financing.

1. Pay in full on June 1st, 20XX, for the entire package.

This financing option allows for the entire package to be paid for at once so that the ticket holder only

has to worry about one payment.

2. Pay in 2 installments - Half on June 1st, 20XX and half on September 1

st, 20XX.

This financing option allows for half of the purchase to be paid for prior to the start of the season,while allowing the ticket holder to pay for the remaining half of their tickets in week one of the

season.

Methods of payment for season tickets include personal cheque, EFT, credit card and cash.

Single Ga me Ti ck ets

Single game tickets must be paid for in full at the time of purchase. Methods of payment include

credit card and cash.

Walk Up BuyersThe Toronto St. Pats expect a sellout crowd at every game due to marketing research and demand

from the market. However, since it is not logical to rely on a sell-out, there must be a contingency

plan. The Toronto St. Pats will have available tickets on-line via Ticketmaster, as well as through their

personal website:www.torontostpats.com. On the website, there will be a seating chart which shows

where available seats are located. Also, on game day, there will be available booths at the box office

to purchase any available seats, as well as booths for picking up tickets ordered online. The Toronto

St. Pats are really going to be promoting advanced ticket purchasing and will provide incentives for

those who do. For example, after purchasing their first ticket online, the St. Pats will send out a thank

you e-mail, containing a promotion for 25% off their next ticket. Providing incentives to purchase

online is really important as the St. Pats want to increase customer convenience for the game day

experience, so by minimizing customer wait time in lineups this goal can be reached.
http://www.torontostpats.com/http://www.torontostpats.com/http://www.torontostpats.com/http://www.torontostpats.com/


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Sales TeamOur sales team would be trained to hit the strengths of the Toronto St. Pats brand. As per Chapter 4 in

the textbook Sport Promotion and Sales Management(Irwin, Sutton, and McCarthy, 2008), Sport

Ticket Sales Staff Training, staff would be trained on product knowledge (including stadium

information and ticket plans/pricing), phone and face-to-face selling, the computer system and sales

tracking, and game-day responsibilities such as having a sales presence in the stadium (p. 71). Ideally,there would be sales targets at the end of each month, and we would like to have a large-scale selling

campaign at the beginning of the first season to kick off the St. Pats legacy in Toronto.

Marketing & Game DayIt is very important to choose wisely when developing a marketing strategy for the Toronto St. Pats

NFL franchise. It is essential that we develop a strong season ticket base as well as solid corporate

representation in our luxury suites and corporate boxes. Our marketing strategy is also very important

because Toronto St. Pats is an expansion franchise in the NFL, and we are not expecting to be anoverly competitive team right away. We must find a way to grab peoples interest and attention

regarding our football club, and make them want to come and buy tickets to games, regardless of the

success the team is having on the field. In order to accomplish this, we believe it is essential to focus

and emphasize a few keys points and make them the core of our marketing strategy.

The first point we want to emphasize when marketing our team is that the NFL has finally come to

Canada and Toronto St. Pats is Canadas team. The NFL is the most famous and lucrative of North

Americas four big sports leagues, and having a franchise in Toronto is very exciting. Buying tickets to

see St. Pats gives you the opportunity to be a part of all this excitement. St. Pats first season in

Toronto sees us play host to many of the NFLs premier teams and players, such as the New England

Patriots and Tom Brady, the Denver Broncos and Peyton Manning, the Houston Texans and Arian

Foster, and many more. We also want to focus on building up rivalries with teams such as the Buffalo

Bills and New England Patriots. Essentially, we want to appeal to fans of the NFL and emphasize that

the opportunity to see all the great teams and stars of football is now in Toronto, and is available with

the purchase of a ticket.

Secondly, we want to stress to corporations and people the importance of getting in on the ground

floor so to speak. The opportunity to be a season ticket holder of an NFL franchise is a very unique

opportunity, especially to be an original season ticket holder. In many NFL cities such as Green Bayand Philadelphia, seasons tickets are nearly impossible to get, with waiting lists that can extend into

the hundreds and thousands of years. By taking advantage of this opportunity, people will be able to

ensure their place as a season ticket holder with Toronto St. Pats and enjoy all the benefits that go

along with that, without being placed on a waiting list. In short, we want to stress the importance of

taking advantage of the opportunity to be an NFL season ticket holder while the opportunity to easily

do so still exists. Although the team may have a few tough years to start, being a season ticket holder


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and grinding it out with the team through the lean years means you will be rewarded when the team

becomes a contender.

The team likely is not going to be a contender right away, and may even struggle to compete for a few

seasons. From a marketing standpoint, it is important that we temper expectations on our young

team and focus on selling hope. We focus on the fact that we have a very young core group of players

that will grow together in Toronto. We emphasize the fact that we have several high draft picks,

including our number one overall pick in the NFL draft quarterback Kris Reed. We want people to

know and buy into the fact that while we may not be competitive right away, our collection of draft

picks and nucleus of young players will grow into a contender within a few seasons.

We also want to establish a connection between the fan or consumer and the franchise. We want to

emphasize that this is Toronto and Canadas team and franchise. The team is named Toronto St. Pats,

which is a nod to the history of Toronto and athletics in the city. The St. Patricks Church is a famous

landmark in Toronto, and the Toronto Maple Leafs hockey team was known as the Toronto St.

Patricks from 1919 to 1927. We feel it is important to make fans feel as though this NFL franchise isengrained in and part of the history and fabric of Toronto, and have all Canadian football fans know

that Toronto St. Pats is Canadas football team.

It is also important to market to fans that they are not just purchasing tickets for the game itself, but

for the entire game day experience. An NFL game day experience is unlike any other sport. The

tailgating, parties, and celebrations that go on around the city and stadium on a St. Pats game day will

be something very special and fun to be a part of. Because of Canadian laws, tailgating parties will be

slightly restricted in comparison to that of the American teams, but fans can still expect several

designated areas around the stadium where they can congregate before the game to enjoy a cold

beverage or two and some fantastic food. Our cheerleading squad will be out and about around the

stadium, and several concerts and musical acts will be performing before game time. There will be

clowns, face painting, juggling and other acts available for the kids, as well as a test your NFL skills

section where fans can test their throwing and passing skills as well as other football related games

and activities. Essentially, the Toronto St. Pats game day experience will be unlike any that the city of

Toronto has to offer, and will be an event unto itself.

Strategy

The Toronto St. Pats strategy to increase average attendance and create sustained sell-outs is acombination of everything previously discussed.

It begins with the Toronto market. As the 5th

largest market in North America, a city that did well

withstanding the recent economic recession and a history of economic success for Toronto sport

franchises, we believe that we have a strong fundamental basis for high attendance numbers.


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To rely solely on our market for success would be foolish, so to help appeal to the masses the Toronto

St. Pats will be branded as Canadas Team. As the only NFL franchise in Canada, the Toronto St. Pats

will garner attention from coast to coast and both attendance and merchandise sales should reflect

that. Our newly built team store at Rogers Centre will also promote the sales of merchandise and

thus the visibility of our product.

As Canadas team, the St. Pats have a team name focused on the history of Toronto sports. By

promoting the team through part of our nations history, the St. Pats will appeal to the traditional

football fanatics.

Some traditionalists will not be easily won over however, seeing as an NFL franchise in Toronto will be

viewed as direct competition for the CFL franchises of Toronto and Hamilton. This is not the goal of

the Toronto St. Pats. In fact the St. Pats are looking to cooperate and co-exist with the two CFL teams.

By offering ticket discounts to NFL games through the purchase of CFL tickets (and vice versa) the St.

Pats hope to promote all forms of professional football in the Toronto region. Creating a symbiotic

environment is a key element in reaching out to Toronto football fans.

To help promote the teams commitment to the city of Toronto, the organization will reach out to

youth football programs in the GTA. By partnering with these grassroots organizations, the team will

not only earn the respect of Toronto fans, but they will increase the visibility of the team and

ultimately attract more support from the citys youth. In hopes of drawing in young fans, the use of a

Family Zone within the Rogers Centre will provide a family friendly atmosphere for young fans to

enjoy the NFL game.

Other key sales strategies include student programs, with discounted prices to games, and lower than

average general seating prices for the inaugural season. This strategy is two-fold. First, the reducedseating costs will help fill the seats and develop a fan base from day one. Second, the team may not

be successful for its first couple of seasons, so cheaper tickets will keep fans coming out to the game

(increase our retention rate) by utilizing the teams honey moon phase as a new team in a new city.

Sales goals for season one include selling out all 8 home games. To ensure we meet this goal, the St.

Pats offer a variety of ticketing packages (2, 4 and 8 games) and financing options to provide

convenience to our fan base. We plan to reach out to the large corporate base in the GTA, detailing

all of the recent renovations to Rogers Centre and its corporate luxury boxes. We plan to not only

market the team, but also the experience that an NFL game offers. By providing an exciting and

entertaining fan experience and a quality product on the field, we hope to fill the seats any given

game.

To reduce our reliance on game-day sales long-term, our organization plans to utilize the prestige of

being an NFL season ticket holder to increase our season ticket sales. Over time as fan bases develop,

NFL franchises are known for having extremely long wait times to become a season ticket holder. In

knowing this, we plan to promote the sales of season tickets in our first season as a means of getting


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in on the ground floor and ensuring your ability to purchase season tickets the following season. We

will also hold annual team banquets that season ticket holders will have the opportunity to attend.

In the long-term, marketing research will continue to be utilized to tap into new markets. Our sales

teams will continually assess our current and future opportunities for ticket sales and customer

feedback emails will be circulated on a regular basis.

Ultimately our sales success will come down to our teams success on the field. In the short-term we

hope to leverage every possibility we can to increase ticket sales and we believe that the plan we

have outlined above will allow us to do so. Continuing to develop strong relationships within the

Toronto community will be the key to our long-term success, so reaching out to all facets of the public

is the focus for today.

The Toronto St. Pats will hold their fans above all else. We will strive to provide an outstanding fan

experience and a winning product on the field. We will do everything in our power to help the city of

Toronto and just like the St. Pats of old, we hope to become a part of each and every person living in

this wonderful city. We may be new, but we are here to stay. We will not take the title ofCanadas

Team lightly and we will do everything in our power to make this great nation proud.

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Driving Revenue Franchise Assignment - NFL Toronto

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