san diego tmd proposal. overview infamous events trends and opportunities new 2013 event marketing...
TRANSCRIPT
San Diego TMD Proposal
OVERVIEW
• Infamous Events• Trends and Opportunities• New 2013 Event• Marketing Plan• Budget • ROI
So what event is missing in San Diego?
BOARDS on
the BAY
San Diego
3-Day Festival
Second weekend of November
Mission Bay: Fiesta Island & Crown Point
Event Overvie
wExtreme
Water Ski & Wakeboard
Competition
Why would we do that?
Source: Bureau of Labor Statistics
Source: Bureau of Labor Statistics
Source: Physical Activity Council Report, US
San Diego Travel Motivators
33%
Source: San Diego Convention of Visitors Bureau
Originally called a “scurfer”
Wakeboarding invented by Tony Finn in San Diego, CA (1985)
Source: USA Wakeboard Association
(November) Average: 70°F & 75% Sunshine
The largest man-made aquatic park in the country!Mission Bay
San Diego, CA
Source: San Diego Convention of Visitors Bureau
Similar Events
Orlando, FL
Pine Mt., GA8,000
Phoenix, AZ4,000
Silver Lake, WA3,000
Pleasant Prairie, WI8,000
Fort Worth, TX8,250
Acworth, GA8,000
Branson, MO8,000
25,000
Monroe, WA4,000
Knoxville, TN8,000
Colorado Springs, CO8,000
8,000
10,000
BOARDS on
the BAY
San Diego
Event Line-Up
Private Kick-Off Event
Clinics
Expo
Awards Ceremony
Freestyle Wakeboarding
PreliminariesSemi-finals
Finals
Benefit Concert: Surfrider
Foundation
Live Web
Stream
Extreme Jumps
Slalom Water Skiing
Goals
2. Promote San Diego as an Extreme Water Sports Destination
3. Raise $15,000 for San Diego Surfrider Foundation
1. Increase ‘Heads in Beds’ in Mission Bay TMD Hotels from XX% to XX% in November
Water Skiing:
4.6 million US participants
$180,000 Average Household
DEMOGRAPHICSTarget Market
Target Market16-35
Age Range
68% between 25-64
49%/51%Male/Female
Source: Sports Marketing Survey, US (2012)
Wakeboarding :
3.5 million US participants
$140,000 Average Household
Target States:
CA, AZ, WA, TX, FL, CO, NC
PRINT ADVERTISEMENTS
MAGAZINES• Transworld Wakeboarding • Water Ski • The Water Skier, USA Water Ski
Marketing Plan
Orlando, FLMadison, WICharlotte, NCPine Mountain, GAGlenwood Springs, COEmpire Landing, AZParker, AZBoulder City, NV
NEWSPAPERSSacramento, CAShasta Lake City, CALake Havasu City, AZSan Diego, CASeattle, WAWest Palm Beach, FLAustin, TXGrand Rapids, MI
Marketing Plan
MEDIA CAMPAIGN
EVENT WEBSITE & SOCIAL MEDIA
RADIO STATIONSTop 40 & Alternative Rock Stations in target market regions:
AZ: KQST-FM 102.9 (Top 40), KZON-FM 101.5 (Alternative) FL: WRMF-FM 97.9 (Top 40), WXXL-FM 106.7 (Alternative)
PERSONAL MAILERSBrochures sent to USA Water Ski’s mailing list
ASSOCIATIONS• USA Water Ski & 8 affiliates• World Wakeboard Association (WWA)• Surfrider Foundation
Trade ShowsSurf Expo: Global Watersports and Beach Lifestyle Tradeshow
Wisconsin Water Ski Convention and ExpoCalifornia Water Sports Expo
Marketing Plan
PARTICIPATION
PR FIRM
SAN DIEGO CONVIS: • Crew Classic• Bayfair• California State Games• San Diego Sports Commission
Marketing Plan
COLLABORATION
Potential Sponsors
Expenses:
Advertising 80,000.00 $ 80,000.00 $
Public Relations 80,000.00 $ 10,000.00 $ 90,000.00 $
Research 10,000.00 $ 10,000.00 $
Events, Travel & Entertainment 10,000.00 $ 10,000.00 $
Web & Technology 20,000.00 $ 20,000.00 $ 60,000.00 $ 100,000.00 $
Printing & Distribution 75,000.00 $ 75,000.00 $ 30,000.00 $ 180,000.00 $
Dues & Subscriptions 5,000.00 $ 5,000.00 $
Office Supplies 5,000.00 $ 5,000.00 $ 5,000.00 $ 15,000.00 $
Facility & Equipment Rental 25,000.00 $ 205,000.00 $ 111,000.00 $ 341,000.00 $
Personnel - Salaries & Wages 40,000.00 $ 40,000.00 $ 80,000.00 $
Personnel - Commissions 10,000.00 $ 10,000.00 $
Personnel - Taxes & Benefits 6,000.00 $ 6,000.00 $ 12,000.00 $
Professional Fees & Services 50,000.00 $ 30,000.00 $ 80,000.00 $ 160,000.00 $
Utilities 10,000.00$ 10,000.00 $ Other 10,000.00 $ 10,000.00 $ 20,000.00 $
Total Expenses: 360,000.00 $ 411,000.00 $ 352,000.00 $ 1,123,000.00 $
Marketing Sales Operations Total Budget
Event Budget
Year 1:
Expenses:
Advertising 60,000.00$ 60,000.00 $
Public Relations 60,000.00$ 5,000.00$ 65,000.00 $
Research 8,000.00$ 8,000.00 $
Events, Travel & Entertainment 8,000.00$ 8,000.00 $
Web & Technology 15,000.00$ 15,000.00$ 50,000.00$ 80,000.00 $
Printing & Distribution 60,000.00$ 60,000.00$ 20,000.00$ 140,000.00 $
Dues & Subscriptions 3,000.00$ 3,000.00 $
Office Supplies 3,000.00$ 3,000.00$ 3,000.00$ 9,000.00 $
Facility & Equipment Rental 14,000.00$ 153,000.00$ 88,000.00$ 255,000.00 $
Personnel - Salaries & Wages 30,000.00$ 30,000.00$ 60,000.00 $
Personnel - Commissions 5,000.00$ 5,000.00 $
Personnel - Taxes & Benefits 4,500.00$ 4,500.00$ 9,000.00 $
Professional Fees & Services 40,000.00$ 20,000.00$ 60,000.00$ 120,000.00 $
Utilities 5,000.00$ 5,000.00 $ Other 5,000.00$ 5,000.00$ 10,000.00 $
Total Expenses: 265,000.00 $ 303,500.00 $ 268,500.00 $ 837,000.00 $
Marketing Sales Operations Total Budget
Event Budget
Projected Year 3:
Non-local guests: 2,400Room Nights: 3,789
$439,048.00 for TMD funded hotels
Event ROI &
RequestYear 1:
TOTAL TMD FUNDS requested: $115,000
4:1ROI
• Knee Boarding Competition• Wake Skating Competition• Amateur/Youth Competitions • Show Ski Demonstration• International Market Expansion
– Australia, Canada, UK • Increase music scene • Beachwear Fashion Show
Event Growth
*ADR for TMD hotels, Mission Bay, November= $115.84
Event Growth
ROI
YEAR ROI Attendees Hotel Revenue
1 4:1 2,400 $435,789.00
2 5:1 3,000 $544,737.00
3 7:1 3,900 $708,158.00
The 5 day weather forecast for San Diego looks a little more like you would expect for July than
for the beginning of November. Rather than grabbing your sled and snowboard, grab a
wakeboard or water skis and take advantage of the great conditions we are lucky to have so
late in the season.
Extend your summer season! Come to Mission Bay!
BOARDS on
the BAY
San Diego