GOLF IN THE CITY YEN PHUNG | TYLER RONISH | SUPO TECHAGUM | nap POSHYANANDA | CORAL LEE

DRIVING MILLENIALS’ INTERESTS IN GOLF BY APPEALING TO OUR INTERESTS, GENERATING CONVERSATIONS WITHIN OUR COMMUNICATION CHANNELS, AND REPOSITION GOLF – LITERALLY – TO BECOME OUR MAIN CHOICE OF SPORT.

EXECUTIVE SUMMARY

SITUATION OVERVIEW

SITUATION OVERVIEW

SITUATION OVERVIEW

102,000+ FOLLOWERS

122,000+ LIKES

HUBSPOT SCORE

59

SITUATION OVERVIEW

$23.00

$24.00

$25.00

$26.00

$27.00

$28.00

$29.00

$30.00

$31.00

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

DOLLARS (MILLIONS)

SITUATION OVERVIEW

1.76% revenue since 2013

0.80% # of establishments

0.95% employment

2.47% CONSUMER SPENDING

20% 30 – 39 YO

19% 18 – 29 YO

18% 40-49 YO

17% < 18 YO

14% > 60 YO

12% 50-59 YO

SITUATION OVERVIEW

SITUATION OVERVIEW

FAN MARKET (62,860,000 TOTAL)

VIEWED ON TV

VIEWED ON ONLINE DEVICE

PARTICIPATED IN PAST YEARS

ATTENDED 1+ EVENT

SOUNDERS MARINERS

SITUATION OVERVIEW

PROBLEM

MILLENIALS INVOLVEMENTS

PROBLEM

MILLENIALS INVOLVEMENTS CAPTURE NEW MARKETS

PROBLEM

MILLENIALS INVOLVEMENTS CAPTURE NEW MARKETS DECREASE IN PLAYERS

PROBLEM

MILLENIALS INVOLVEMENTS CAPTURE NEW MARKETS DECREASE IN PLAYERS PERCEPTION OF GOLF

PROBLEM

STRATEGY

STRATEGY

INCREASING AWARENESS

STRATEGY

INCREASING AWARENESS

INCREASING ACCESSIBILITY

UTILIZE LOCAL RESOURCES

STRATEGY

INCREASING AWARENESS

INCREASING ACCESSIBILITY

PLAN OF ACTION

GOLF THE CITY

SPACE NEEDLE

ALKI BEACH

CAL ANDERSON PARK

RED SQUARE

WEST LAKE

PROMOTION

PROMOTION

USE LOCAL INFLUENCERS DRIVE ENGAGEMENT START CONVERSATIONS

PUBLIC ART

PUBLIC ART

PUBLIC ART

DRIVE ENGAGEMENT START CONVERSATIONS

PROMOTION

#USGAxSEA #golfthecity

VIEWING PARTY

VIEWING PARTY

CENTURYLINK EVENT CENTER

VIEWING PARTY

SPACE NEEDLE

ALKI BEACH

CAL ANDERSON PARK

RED SQUARE

WEST LAKE

VIEWING PARTY

SPACE NEEDLE

ALKI BEACH

CAL ANDERSON PARK

RED SQUARE

WEST LAKE CENTURYLINK CENTER

VIEWING PARTY

COST TO BOOK VENUE

SEATTLE’S MILLENIALS POPULATION

SEATTLE’S RANKING AS BEST PLACE FOR MILLENIALS

527K #9 $14K

VIEWING PARTY VIEWING PARTY

BEYOND THE VIEWING PARTY

SWING ANALYZER

PHOTO BOOTH

Father’s day QUIZ

What is your Dad’s favorite sport?

Father’s day QUIZ

What is your son’s/daughter’s

favorite food to eat?

Otieno Terry (R&B) Allen Stone (folk/ indie) Fly Moon Royalty (jazz)

la luz (surf) Mary Lambert (pop)

MUSIC & FOOD

MUSIC & FOOD

MUSIC & FOOD

SATISFACTION RATE

METRICS

SOCIAL MEDIA STATISTICS

EVENT VISITORS

DRIVING MILLENIALS’ INTERESTS IN GOLF BY APPEALING TO OUR INTERESTS, GENERATING CONVERSATIONS WITHIN OUR COMMUNICATION CHANNELS, AND REPOSITION GOLF – LITERALLY – TO BECOME OUR MAIN CHOICE OF SPORT.

CLOSING

QUESTIONS?