NOTE: (SLIDES 1-23 )

NOTE: (SLIDES 1-23)

Movember Mo’Bilized

Slide with the video

What is Movember?• Month-long event• Growing of the moustache• Movement to raise awareness

• (facebook,annual report, pictures)

Movember’s Exposure

Movember in the USA

Movember & Sons Established Events

How does it fit in San Diego?

Why SD will be successful at owning it

• First major men’s health awareness event• Health consciousness• Weather• Microbrewery capital• Combination with hotel slow season and

existing events (beer week)

Top Health Related Events in SD

25,000 Attendees, Balboa Park10,000 Attendees, Carlsbad

12,000 Attendees, Balboa Park 25,000 Attendees, Downtown

Microbreweries

• Pictures of brewries

Owning the Event

• Combine all the single events, small cities do• Create one huge event with multiple events in

one• Emphasize our strength of a run• Make it SD specific using our qualities

Statistics about slow times for TMD

Oct 2-8

Oc 16 -22

Oct 23-29

Oct 30-Nov

5

Nov 6-12

Nov 13-19

Nov 20-26

Nov 27 - Dec 3

Dec 4-10

Dec 11 - 17

Dec 18-24

Dec 25-31

Jan 1-7

Jan 8-14

Jan 15-21

Jan 22-28

Jan 29 - Feb 4

Feb 5 - 11

0

10

20

30

40

50

60

70

80

90

San Digo, CADowntownMission ValleyLa JollaSouth & EastNE/EscondidoCarlsbad/OceansideSea World/Oldtown/Airport

What is the event:

(use the website to describe the event, costs, ect)

Possibly delete this slide

Heads in Beds

• Reference similar events and their success• Projected attendance• Projected revenue• Marketing efforts• Projected growth• Budget

Projected Attendance

• Other walks as benchmark• 8,000 attendees for first year• 12,000 attendees for second year• 14,000 attendees for third year

Revenue

• 5,351 hotel nights (80% out of town, 75% of 80% staying in hotel. Average length of stay 1.8 days)

• $684,928 room revenue at ADR of $128• Expected event revenue $758,000

Marketing Strategies

• Reposition San Diego• Target males ages 18-35 as PRIMARY market• Highlighting San Diego’s attractions• Focus on areas within driving distance to

create a “snowball” effect

Promoting the Extra Night

• Sell packages with discounts/deals for local attractions valid after event. (explain example)

• Promote tours of local breweries • (pitch to our team) SLIGHTLY lower room rate

after third night’s stay, if they depart early, they pay higher rate.

• Include information about things to do, in registration packets.

Where SD visitors originate

Three year plan

• WHERE IS THE THREE YEAR VERSION?• Year 1: Target West Coast states within driving

distance of event.• Year 2: Expand to states a little further. • Year 3: Expand to Midwest States • Year 4: southeast coast states (Florida)• Year 5: Expand to East Coast States; Establish

event as Nation Wide

Budget

• San Diego’s revenue contribution of tourism towards its economy demonstrates its formidability within its competitive set.

• It has been shown that the majority of its visitors derive primary through domestic markets.

• San Diego has an opportunity to create outdoor activities during off peak season due to the growth in active life style trends.

Stache

Text

Oct 2-8

Oc 16 -22

Oct 23-29

Oct 30-Nov

5

Nov 6-12

Nov 13-19

Nov 20-26

Nov 27 - Dec 3

Dec 4-10

Dec 11 - 17

Dec 18-24

Dec 25-31

Jan 1-7

Jan 8-14

Jan 15-21

Jan 22-28

Jan 29 - Feb 4

Feb 5 - 11

0

10

20

30

40

50

60

70

80

90

San Digo, CADowntownMission ValleyLa JollaSouth & EastNE/EscondidoCarlsbad/OceansideSea World/Oldtown/Airport

Average San Diego Weather

• Prostate cancer accounts for about 30% of all new cases of cancer diagnosed in males (excluding non-melanoma skin cancers), and is the most common cancer in men worldwide. Around 910, 000 cases of prostate cancer were recorded in 2008, accounting for around 14 % of all new cancercases in men. It is predicted that the number of cases will almost double (1.7 million) by 2030. There’s no doubt, prostate cancer is a major public health concern

• The older you are, the more likely you are to be diagnosed with prostate cancer. Although only 1 in 10,000 men under age 40 will be diagnosed, the rate shoots up to 1 in 38 for ages 40 to 59, and 1 in 15 for ages 60 to 69

• Global health consciousness spread through medias: Globally in 2010, there were over 12,000 media hits from the Wall Street Journal, to The Sunday Times to The Globe and Mail to The Guardian, educating millions on the importance of men’s health. In addition, approximately 17.3% of the global online population had the opportunity to be exposed to last year’s Movember campaign during the month of November

• Each year, Movember is supported by well-known personalities who agree to come on board in an ambassadorial role. The awareness they generate for the cause is pivotal to the campaign’s success. Ambassadors include politicians, sports stars, TV personalities, comedians, entertainers, musicians and high profit le businessmen example with Snoop Dogg

• This movement influences nearly 855,000 individuals around the world.• It centers around the most impactive occurrence in people's lives, cancer.

Movember has inspired a global movement and has gained the attention of celebrities, professional athletes, musicians, philanthropist, colleges, politicians, neighborhoods, colleagues, families and friends.

As individuals we seek a sense of belonging this event creates and satisfies that sense of belonging and has prompted the increasing numbers of those it influences

to Remember:their community, friends, families and loved onesto Learn: about themselves and the world around them

• and to Change: the future. To ensure that hope persists and that no man dies from prostate or testicular cancer.