Stand-up SummerCreative AssignmentLucas WalkowskiProductions Marketing

Agenda

The Idea

Current Situation

Objectives/Plan

Benefits/Summary

The Idea

• Stand-up Summer Comedy Series

• Bimonthly summer shows (Jun - Aug)

• Friday or Saturday nights (6 total)

• NYC/local comedians

Current Situation

• Theater at MSG in the summer

• MSG and the comedy scene

• Comedy and NYC

o Comedy clubs

o Comedians themselvesEvent Date Sell-through

Emmanuel & Mijares May 30 49%

Pokemon Symphonic Evolutions

June 6 60%

Lee Seung-Chul June 12 89%

Chayanne August 20 60%

Objectives

To keep the Theater at MSG consistently engaged during

the summer months

To create an exclusive platform for local comedians

to grow their brand

To establish MSGE in the comedy sector

To grow our brand and increase revenues

Our Target Market

Male & Female18 - 54

Educated & WorkingNo kids/older kids

“Experiencers”

HardworkingLikes having a night out

Accepting/openConnected/informed

Birthday/bachelor parties

SWOT Analysis

Opportunities:

-Comedy scene

-Revenue

-Sponsors/Partners

Weaknesses:

-“Theater” space

-Unbooked

-Not relevant in comedy

Strengths:

-Strong MSG brand

-Facilities/production

-Ease of commute

Threats:

-Established comedy scene

-Broadway/baseball

-Fleeing locals

Competitive Analysis

1. Caroline’s ($63.08)a. Priced higherb. Caliber of comedians

2. Gotham Comedy Club ($57.50)a. Priced lower

3. National Comedy Theater ($50.00)a. “Theater” seating

4. New York Comedy Club ($25.00)a. Priced lowerb. Small name comedians

PositioningExpensive

Cheap

Am

ateu

rH

igh Caliber

Market Strategy

November - December

January - February

April - May

June - August

March

Lock in artistsAnnounce the

series

Ticket presaleFinalize

contracts

In-seasonCampaign kicks off

Tickets go on sale

Finalize set/ production

PR stunt

Budget/Costs

Budget: $1,144,000 (for all 6 shows)

Cost breakdown• Artist expenses: $36,000• Production: $8,000• Venue: $200,000• Marketing: $900,000

o 70% - media

Pricing• Competitive yet affordable• Package deal

Seat Cost # of seats Gross revenue

VIP 125.00 120 $15,000

Premium 119.00 607 $72,233

Prime 95.00 495 $47,025

Lower Level Ctr 80.00 1132 $90,560

Lower Level 60.00 578 $34,680

Upper Level Ctr 50.00 1340 $67,000

Upper Level 39.00 1018 $39,702

5290 $366,200

$2,197,200

Sell-through Revenue

60% $1,318,320

80% $1,757,760

ScheduleJune

Sun Mon Tues Wed Thur Fri Sat

1 2 3 4

5 6 7 8 9 10 11

12 13 14 15 16 17 18

19 20 21 22 23 24 25

26 27 28 29 30

July

Sun Mon Tues Wed Thur Fri Sat

1 2

3 4 5 6 7 8 9

10 11 12 13 14 15 16

17 18 19 20 21 22 23

24 25 26 27 28 29 30

31

August

Sun Mon Tues Wed Thur Fri Sat

1 2 3 4 5 6

7 8 9 10 11 12 13

14 15 16 17 18 19 20

21 22 23 24 25 26 27

28 29 30 31

Key

Show

Full load-in/out

Event prep

Date Act

June 10 Daniel Tosh

June 24 Colin Quinn

July 8 Sabrina Jalees

July 22 Chris Gethard

August 5 Nikki Glaser

August 19 SNL Group

Marketing Strategy● Media

○ TV (TBS, Comedy Central, NBC)○ OOH (billboards)○ Print - comedian spotlights (Time Out NY)○ Direct (postcards)○ Digital (website takeovers)○ Social

● Branding○ Slogan: “Sit down for a Stand-Up Summer”

● PR○ Contest for opening acts

● Promotions○ Dining partners: Casa Nonna, Desmond’s Steakhouse, etc.

● Sponsorship○ Coca Cola, Anheuser-Bush

Design of Show

• Simple stage, with seat & mic

• Logo via projector

• Steps (audience interaction)

• Tables in place of first section

• Encourages food/bev

Comedian Examples

• Big opener• SNL regulars

• Michael Che• Vanessa Bayer• Kate McKinnon

• NYC Locals• Sabrina Jalees• Chris Gethard• Nikki Glaser

Summary

• Comparatively inexpensive, potentially major ROI• Make up potentially lost revenue• Expanded MSGE brand• Raise awareness about TMSG• Mutually beneficial to MSG and comedy scene

– New audiences/buyers in database

Questions?