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“The complete fan experience, uniting the loon army”
Presentation By: Mark Zucchiatti, Brendan Rorke, Ross Wallen, & Alan Russel
Agenda
• Purpose
• Target Markets
• The Complete Fan Experience
• Takeaways
Purpose
• Increasing attendance from the Twin Cities
Challenges
• Lack of efficient public transportation • Competition for entertainment dollars• ‘Psychological Barrier’• Distance and Location
Target Markets
Target Markets
Young Children
Males 21-30
Adults With
Children
Shifting Focus
• Early MLS: Targeting “Soccer Moms”• Later 2000s: Targeting Young Males• Rise in attendance numbers after
transitional period
“The soccer mom or dad… they’re going to come to special promotions… But they’re not coming for 18 season-
ticket games”
- Gary Wright, Seattle Sounders FC Senior Vice President of Business Operations
Young Downtown
Millennials
• Downtown sports fan
• Rarely travels outside the city
• Needs a way to travel to games
Drive-Less Dan Social Sally Lazy Larry• Goes with the
crowd• Consumes
sports events as a social experience
• He is happy with other downtown sporting events
• Consumes through television
• Influenced by friends
Getting to the Game
Recommendation Part 1:
Partnering With Uber
“Loons wouldn’t fly if they could Uber”
Uber in Sports• Uber has been eager to partner with pro sports
teams• Texans (NFL), Kings (NBA), Rockies (MLB) all
partnered in 2014• More recently, the Timberwolves
“Our partnership with Uber is a win-win for Sacramento Kings fans. Not only are we utilizing technology to provide an enhanced and more frictionless experience, but we’re also increasing safety for our fans, arena neighbors and the region. The Kings support of new ride-sharing platforms like Uber are a key factor in making Sacramento and the Capitol region a more vibrant and viable place to live”
- Chris Granger, Sacramento Kings President
Uber Testimony
Why Partner?
• Inexpensive way to get to Blaine• Tackles physical barrier of getting to the
game • Uber is in the news
• Team gains awareness
“Loons wouldn’t fly if they could Uber”
VIP EXPERIENCESAVING FANS
MONEY
UBER BASH WITH SOME
BUDS
Partnership Benefits
• 15% Uber discount on game days • Surge pricing protection• Low prices for fans • Uber sponsored contests and promotions
Uber Price Points
$25
$40
$18
$17$8
$21
$35
$26
“Loons wouldn’t fly if they could Uber”
National Sports Center
The VIP Experience
Every Game
• Free Program• Shout out during the game• Draw for a Minnesota United FC Jersey
Every Game
• Chance to win season tickets for the next season• Entrance to special post game parties in our
Budweiser Beer Garden
When Minnesota
Wins
• 1 free appetizer at Clive’s Roadhouse redeemable the next day after the game until Minnesota’s next home game
Implementation1. Press release announcing the partnership 2. Promote Uber on team’s social media page 3. Create Uber drop off zone at the stadium 4. “Minnesota United FC Uber Share Board”
“Loons wouldn’t fly if they could
Uber”
Future Opportunities
• #UberShareSelfie• Players promoting Uber• Uber sponsored section of the stadium
Sacramento Kings player Ray McCallum
Drive-Less Dan
Has an inexpensive and convenient way to get to the game!
Enhanced Tailgate
The TailgateCurrent Practice:• Team is not actively involved
• Hosted by “Dark Clouds”• Food trucks
Opportunities:• Capitalize on growing popularity• Team exposure• Uniting fans
DARK CLOUDS
Tailgate Location
• Prime location• Directly next
to the stadium
• Plenty of room for a stage
Enhanced Tailgate NASL
Enhanced Basic/None
Carolina Railhawks
• Special Events• Pig Picking ($15)• Soktoberfest ($10)• Taste of Triangle
Includes:• Live music• Beer Sampling• Face Painting
San Antonio Scorpions
• Live DJ• Face Painting• Beer sales
• Party Atmosphere
• Fans Unite!
Enhanced Tailgate MLS
Enhanced Basic/None
Seattle Sounders
• Highest attendance in MLS – Avg. 43,734
“Celebration of Soccer”• Live Music• Large interactive kids area • Face Painting• Inflatable games• Food
Recommendation Part 2:
Live Music
Live Music
• Plethora of young musical talent• Adds to the atmosphere• Use different genres
Targets Millennials!
Locating Bands
• Many local concerts in the area during NASL season
• Seek out popular bands• Invite festival favourites to play tailgate
Soundcloud.com
• Website built for sharing music• Ability to filter bands by location• Bands will bring their own fans• Fans can vote for bands using
• Recognizes pre-game band• Chooses us for the social atmosphere
Social Sally
Recommendation Part 3:
The Post Game Experience
Uber Bash with some Buds
Uber Bash with some Buds
• Discounted Beer• Guests Include:
• Bud Girls• DJ
• Takes place after every Minnesota United FC home game
• Located in the Budweiser Beer Garden
Completes the VIP experience!
Promote MADD and fight drinking and driving!
Underage fans: Special meet and greet with players after the game!
Why Exclusivity?• Completes the VIP experience• Further promotion of Uber use• Create brand awareness • Respecting existing partnership with Clive’s
Roadhouse
Lazy Larry
• Lazy Larry will attend because of friends• Convenient way to get there
Takeaways
SOLUTIONS
Drive-Less Dan Social Sally Lazy Larry
UBER
• Has way to get to game
• Can share ride to lessen cost
• Gains team Awareness through Uber and social media
• Convenient, inexpensive way to get to game
• All his friends are going already
Enhanced Tailgate
• More reason to come to game
• Outgoing, loves having fun
• Heard the live band at a local festival
• Voted for band on the MN United FC Facebook page
• Free Concert
• Good time with friends
VIP Experience
• Doesn't have to worry about ride home
• Has great time with friends
• First to tweet about party
• Brags to her friends about the VIP experience
• Easy and affordable night on the town
• Saw friends he hasn’t seen in awhile
Contact Information
Mark Zucchiattimzucchiatti@laurentian.ca
Ross Wallenr
f_wallen@laurentian.ca
Brendan Rorkeb
x_rorke@laurentian.ca
Alan Russelarussel@laurentian.ca
Thank you for your time!
Questions?
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