GOLF THE CITY YEN PHUNG | TYLER RONISH | SUPO TECHAGUM | nap POSHYANANDA | CORAL LEE

DRIVING MILLENIALS’ INTERESTS IN GOLF BY APPEALING TO OUR INTERESTS, GENERATING CONVERSATIONS WITHIN OUR COMMUNICATION CHANNELS, AND REPOSITION GOLF – LITERALLY – TO BECOME seattle’s MAIN CHOICE OF SPORT.

EXECUTIVE SUMMARY

SITUATION OVERVIEW

SITUATION OVERVIEW

1.76% revenue since 2013

0.80% # of establishments

0.95% employment

2.47% CONSUMER SPENDING

SOURCE: IBISWORLD

SITUATION OVERVIEW

SOURCE: IBISWORLD

<18 YO 17%

18-29 YO 19%

30-49 YO 38%

> 50 YO 26%

SITUATION OVERVIEW

FAN MARKET (62,860,000 TOTAL)

VIEWED ON TV

VIEWED ON ONLINE DEVICE

PARTICIPATED IN PAST YEARS

ATTENDED 1+ EVENT

SOURCE: SBRNET

PROBLEM

MILLENIALS INVOLVEMENTS

PROBLEM

MILLENIALS INVOLVEMENTS CAPTURE NEW MARKETS

PROBLEM

MILLENIALS INVOLVEMENTS CAPTURE NEW MARKETS DECREASE IN PLAYERS

PROBLEM

MILLENIALS INVOLVEMENTS CAPTURE NEW MARKETS DECREASE IN PLAYERS PERCEPTION OF GOLF

PROBLEM

STRATEGY

STRATEGY

INCREASING AWARENESS

STRATEGY

INCREASING AWARENESS

INCREASING ACCESSIBILITY

UTILIZE LOCAL RESOURCES

STRATEGY

INCREASING AWARENESS

INCREASING ACCESSIBILITY

PLAN OF ACTION

GOLF THE CITY

SPACE NEEDLE

ALKI BEACH

CAL ANDERSON PARK

RED SQUARE

WEST LAKE

PUBLIC ART

PUBLIC ART

PROMOTION

PROMOTION

USE LOCAL INFLUENCERS DRIVE ENGAGEMENT START CONVERSATIONS

DRIVE ENGAGEMENT START CONVERSATIONS

PROMOTION

#golfthecity

VIEWING PARTY VIEWING PARTY

VIEWING PARTY

VIEWING PARTY

CENTURYLINK EVENT CENTER

VIEWING PARTY

SPACE NEEDLE

ALKI BEACH

CAL ANDERSON PARK

RED SQUARE

WEST LAKE CENTURYLINK CENTER

SOUNDERS MARINERS

VIEWING PARTY

VIEWING PARTY

COST TO BOOK VENUE

SEATTLE’S MILLENIALS POPULATION

SEATTLE’S RANKING AS BEST PLACE FOR MILLENIALS

527K #9 $14K

SOURCE: FORBES

VIEWING PARTY ACTIVITIES

SWING ANALYZER

PHOTO BOOTH

Father’s day QUIZ

What is your Dad’s favorite sport?

#golfthecity

Father’s day QUIZ

What is your son’s/daughter’s

favorite food to eat?

#golfthecity

Otieno Terry (R&B) Allen Stone (folk/ indie) Fly Moon Royalty (jazz)

la luz (surf) Mary Lambert (pop)

MUSIC & FOOD

MUSIC & FOOD

MUSIC & FOOD

MUSIC & FOOD

MUSIC & FOOD

SATISFACTION RATE

METRICS

SOCIAL MEDIA STATISTICS

EVENT VISITORS

DRIVING MILLENIALS’ INTERESTS IN GOLF BY APPEALING TO OUR INTERESTS, GENERATING CONVERSATIONS WITHIN OUR COMMUNICATION CHANNELS, AND REPOSITION GOLF – LITERALLY – TO BECOME OUR MAIN CHOICE OF SPORT.

CLOSING

QUESTIONS

APPENDIX SLIDES INTRODUCTION

SITUATION

PROBLEM

STRATEGY

PLAN OF ACTION

ACTIVITIES

METRICS

FOOD TRUCKS

HASHTAGS

VENUE COST

SWING COST

GOLF THE CITY

TO-DO TIMELINE

DRIVE ENGAGEMENT START CONVERSATIONS

HASHTAGS

#FathersDayUSGA #ChambersBay2015

#GolfSeattle #USGAXSEATTLE

TIMELINE

3 4

1 WEEK 1 SET UP GOLF-THE-CITY RESERVE VENUE CONTACT SPONSORS/MADAM TUSSAUDS MUSEUM HIRE VOLUNTEERS FOR EVENT CONTACT INFLUENCERS SET UP PUBLIC ART

2 WEEK 2 GOLF-THE-CITY IN RED SQUARE, CAL ANDERSON PARK & ALKI BEACH PROMOTE GOLF-THE-CITY, PUBLIC ART & VIEWING PARTY

WEEK 3 GOLF-THE-CITY AT SPACE NEEDLE & WESTLAKE CONTINUE PROMOTING ALL EVENTS SET UP VIEWING PARTY VENUE

WEEK 4 PROMOTE VIEWING PARTY INTEGRATE METRICS CLOSE EVENT EVALUATE

VENUE COSTS

CenturyLink Events Center: •  Base rental fee/day: $14,000/day x 5 = $70,000 •  Move in/out days: $7000 x 2 = $14,000 •  Labor/Utilities $7,000-$10,000/day= $35,000-$50,000/day •  A/V: $15,000-$20,000 Total for the five days: $134,000-$154,000

SWING ANALYZER COST

•  Cheaper models: $8,000 •  More professional models: $35,000+

GOLF-THE-CITY

Cal Anderson Park (Capitol Hill) Space Needle Alki Beach

Westlake Park (Downtown) UW Red Square

MAY 4 MAY 11 MAY 18 MAY 25 JUNE 1

GENERAL TIMELINE

3 4

1 WEEK 1 SET UP GOLF-THE-CITY RESERVE VENUE CONTACT SPONSORS/MADAM TUSSAUDS MUSEUM HIRE VOLUNTEERS FOR EVENT CONTACT INFLUENCERS SET UP PUBLIC ART

2 WEEK 2 GOLF-THE-CITY BEGINS PROMOTE GOLF-THE-CITY, PUBLIC ART & VIEWING PARTY

WEEK 3 GOLF-THE-CITY CONTINUES CONTINUE PROMOTING ALL EVENTS SET UP VIEWING PARTY VENUE

WEEK 4 PROMOTE VIEWING PARTY INTEGRATE METRICS CLOSE EVENT EVALUATE