Adopt-A-Team KEVIN JOYCE COLORADO ROCKIES Table of Contents Brief History 2 Sponsorships 3 SWOT Analysis 7 Marketing Research/Demographics 8 Market Segments 10 Sport Product 11 Pricing 14 Promotions 16 Employee Positions 17 Articles 22 Place 31 Community and Public Relations 32 Media Coverage 33 Overall Marketing Efforts 35 1 A Brief History The Colorado Rockies were part of an MLB deal to expand the national league by two teams. In 1991 the MLB approved Denver and South Florida as the two new cities to start teams. 1993 was the Rockies first baseball season, making it as a wild card team to the playoffs. Since ’93 the Rockies didn’t make another playoff appearance until 2007 when they made their first World Series appearance and lost to the Boston Red Sox. The Rockies played their first MLB season at Mile High Stadium, which was the Denver Broncos facility at the time. From 1995 to now they play at Coors Field. When the ground was broke for Coors Field they found a triceratops skull buried in the ground. This almost changed the name of the park to Jurassic Park, but obviously they decided against it. However this skull does explain the Rockies mascot, Dinger. The logo has never changed, it is still the same fly ball lost in the mountains that was released in 1993. 2 Sponsorships The Colorado Rockies have a ton of sponsors however it is the major ones who get the recognition inside the stadium. Among these sponsors are Coors Brewing Company, Wells Fargo, Coca-Cola, Toyota Motor and the Denver Newspaper Agency. Other smaller sponsorships include Taco Bell, Geico, and Familia Camarena Tequila. Familio Camarena Tequila is the newest sponsor of the Colorado Rockies, it is actually a dual sponsorship. The Rockies agreed, and assisted, in the FCT building a bar in the outfield area, which they will pay for, however they are receiving the exposure from the new bar area. Coors has the naming rights to the stadium, with no intent to change the name seeing how in 1995, the first year of Coors Field, Coors Brewing Company paid $15 Million for the naming rights. However, there was no set time period when the deal was made, so as of right now the naming rights are indefinite. As for opportunities, there are 15 places is in the park where potential clients can put their advertisements. These are listed below with pictures of the areas: 3 SERVICE TUNNEL SIGNAGE Located in left field 4’8” high x 17’ wide Limited television exposure during plays in left field 2) OUTFIELD WALL SIGNAGE Located on outfield wall pads 5’ high x 16’ wide Strong television exposure during key plays and homeruns 3) SCOREBOARD SIGNAGE Located in left-center field above the main concourse 14’11” high x 32’9” wide 15’9” high x 32’8’’ wide 35’5” high x 20’7” wide Television exposure during key outfield plays and homeruns 4) BULLPEN SIGNAGE Located in center field above the home and visitor’s bullpens 11’4.5” high x 27’8” wide Strong television exposure during key plays and homeruns 5) SPEED/PITCH SIGNAGE Located on third level façade, adjacent to pitch speed/count light boards 3’6” high x 20’ wide This signage is backlit 6) TRI-VISION SIGNAGE Rotational signage located on the Club level façade in front of the Mountain Ranch Bar & Grille 3’6” high x 38’ 11.75” wide Sign is shown for 1/3 of every Rockies home game Matrix board located directly underneath accompanies rotational sign Sponsor may display a changeable product message on matrix throughout game 7) MANUAL SCOREBOARD SIGNAGE Located on either side of the manual scoreboard in right field 5’10” high x 7’6”wide Strong television exposure 8) AUXILIARY SIGNAGE 4 Located on the Club level façade adjacent to the LED Boards 3’6” high x 20’ wide Occasional television exposure This signage is backlit 9) LED SIGNAGE Located along the first and third base lines and the front of the Rockpile in center field 3’6” high x 219’ wide (First and third base lines) 6’ high x 60’ wide (Rockpile) Sold by the ½ inning Includes 15 second sweep followed by static message during play Sweep signage incorporates movement and may be used to convey separate product message from static Graphics can be easily changed throughout the season 10) LOWER PRESS SIGNAGE Located on the Club level façade under the Press Box 3’ high x 24’ wide Occasional television exposure 11) HOMEPLATE SIGNAGE Rotational sign located behind homeplate 3’4” high x 9’2.5” wide Sold by the ½ inning Strong Television exposure throughout game (except where restricted by MLB) 12) TARP COVER SIGNAGE Located on field level along the third base line 3’ high x 45” wide Strong television exposure 13) CONCOURSE SIGNAGE Located above the main concourse 5’ high x 8’ wide 14) DIRECTIONAL SIGNAGE Located throughout main concourse adjacent to stadium maps 2’ high x 3’ wide 15) DIGITAL SPEED PITCH Located on the third level façade in right centerfield and along the third baseline 5 Both locations sold as package and by the 1/2 inning Signage is for company branding only and remains static at all times Graphics may be changed throughout the season 6 SWOT Analysis STRENGTHS -As a ballpark that ranks top five in capacity, they have potential to make a lot of money off ticketing. - The reputation of being a losing team stopped in 2007 and they have had all but one winning season since -A small market team means cheaper ticket prices and more available seats on short notice -Light Rail pulls to within a half mile of the stadium, makes for easy access without having to drive to the game -One of the newest stadiums in baseball makes it a fun experience to attend a game -Stadium located in downtown so there is plenty to do before and after games WEAKNESSES -Too young of a franchise to establish a winning tradition -Only two playoff appearances, so usually a low hope for playoff games -Being a small market team the Rockies cannot afford too many high profile players with their payroll -Not many merchandise sales are made outside of Colorado because of the lack of brand awareness -No team history yet -Very few games if any are broadcast on national television, like the New York Yankees, or Boston Red Sox OPPORTUNITIES -With more winning seasons the better fan base they have -Increasing star power on the team (Troy Tulowitzki and Carlos Gonzalez) the higher the chance of selling merchandise -Expanding to national broadcasting -Working out more television contracts to increase awareness -Just recently got a commercial with Rockies players on national television, need to have more than one THREATS -Denver Broncos, when seasons overlap -Denver Nuggets, when seasons overlap -6 Flags Elich Gardens theme park -Water World, water park All of these are in the Denver area and compete for attendance 7 Market Research/Demographics The Colorado Rockies reach out to their customers in many different ways. One way is through internet purchases. When the customer buys a product, whether it is tickets or merchandise, their information is sent to a database. This database holds informa- tion about purchasers, to learn what else they could be interested in. Another way the Rockies do market research is in-game surveys. There are tables set up and representatives located around the stadium having fans fill out surveys so they can get feedback of how they are doing. These surveys are the easiest way of attain- ing customer’s information and opinions, since they are direct contact with consumers and the easiest to perform. The city of Denver’s main demographics: SOCIAL DEMOGRAPHICS EDUCATIONAL Less than 9th grade 1.3% 9th – 12th grade (non-graduate) 6% High School graduate 25% Some college 30% Associate degree 9.4% Bachelors degree 21.6% Graduate/Professional 6.6% OVERALL High School or higher 92.7% Bachelors or higher 28.2% MARITAL STATUS Never married 23.8% Married 63.9% Separated 1.2% Widowed 1.7% Divorced 9.4% ECONOMIC DEMOGRAPHICS HOUSEHOLD INCOME <$10,000 1.4% $10,000-$14,999 0.5% $15,000-$24,999 3.6% $25,000-$34,999 7.9% $35,000-$49,999 17.5% $50,000-$74,999 34.8% $75,000-$99,999 17% $100,000-$149,999 15.7% $150,000-$199,999 0.9% $200,000+ 0.7% OCCUPATION Mgt./Professional 34.4% Service 18.3% Sales/Office 26.5% Farm/Fishing/Forestry 0% 8 RACE Hispanic/Latino 15% White 44.9% Black 31.1% Native American 1% Asian 4.1% Hawaiian/Pacific Islander 0.4% Other 0.2% Multicultural 3.6% AGE MALES % of Males % of All 0-9 years 21.3% 10.6% 10-19 years 13.5% 6.8% 20-29 years 13.5% 6.8% 30-39 years 24.5% 12.2% 40-49 years 16.5% 8.2% 50-59 years 7.8% 3.9% 60-69 years 2.2% 1.1% 70-79 years 0.5% 0.2% 80+ years 0.2% 0.1% ALL AGES MALE 49.9% FEMALES % of Feales % of All 0-9 years 20.4% 10.4% 10-19 years 12.7% 6.4% 20-29 years 16.6% 8.3% 30-39 years 23.6% 11.8% 40-49 years 15.8% 7.9% 50-59 years 7.4% 3.7% 60-69 years 2.3% 1.1% 70-79 years 0.6% 0.3% 80+ years 0.3% 0.3% ALL AGES FEMALE 50.1% 9 Market Segments The Colorado Rockies segment mostly by location.