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/
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
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
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
21. Strengths
• Texas Loves it’s Football
• Strong Attendance to Games in Texas
• Large Population
• Greater Incomes
• Great Defensive Line
• Power Players
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
26.
27.
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/
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
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
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
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
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
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