TALIGATING EVENTS | FAN EXPERIENCE | PRODUCT LAUNCH | WASHINGTON HOME GAMES

Tailgating Sports Marketing Boasts One Solution with Multiple BenefitsTailgating Sports Marketing (TGSM) brings Premium Luxury Tailgating Experience to increase Fan Experience and Overall Ticket Sales to RedZone Tailgate Lot

FACTS

CHALLENGES

The Washington NFL football team was looking to improve the overall Fan Experience and wanted to expand the RedZone lot for the 2015 season. The vision was to create the Ultimate Fan Experience by turning the overflow lot into a revenue generator by expanding the parking spaces for a better tailgating experience with room for grills, tables and invited guests. Increasing the length of stay for fans was a top priority. To enhance the tailgating atmosphere, entertainment was provided with a full size stage and local bands during the height of the tailgating event. A variety of food trucks participated, offering food and beverages to fans each game. The team also commissioned The Tailgating Sports Marketing (TGSM) digital interactive restroom trailer to increase the Fan Experience and create a fun environment.

The Client’s Vision…

• Overall Fan Experience was poor• Length of stay was short• Poor attendance• Social media presence was obsolete

regarding RedZone Tailgate Lot• Female attendance was down due to

restroom options

• 8 Home games (6 hour events)• RedZone Tailgate Lot • Tailgate parking lot expansion • 22 Touchpoints gathered data

Increase in ticket sales, merchandise, and participation as a result of climate controlled full flushing restroom facilities. Female attendance increased by 159%.

Going Viral…Prior to the NFL season, the Washington football team sent inner-office email messages to fans to secure tailgating spaces. The messages also included the team’s tailgating Twitter handles and social media accounts to get the community acquainted. After preseason openers, the original tailgating fans, most in the baby boomer demographic, set up their spots with branded canopies and coolers. At this time only two rows of fans were parked and ready to tailgate. The social media chatter began about the TGSM digital interactive restroom trailer, and top executives from the front office came over to see what was going on. Attendance dramatically increased, and soon nearby tailgating fans came to the RedZone lot due to the food trucks and the TGSM digital interactive restroom trailer. The RedZone lot became the Millennials weekend campout, and shared it on social media. By the middle of the season, couples came to tailgate in groups and families brought their friends.

FINDINGS• Increase in female attendance by 159%• Increase in ticket sales • Merchandise sales proportionately

increased to the overall attendance• 220% Increase in Tailgating Attendance• Length of stay increased by 33.3%• Social media impressions increased by

92%• Portable toilets reduced by 87%

The Results…

Our findings were remarkable in the areas of revenue, participation, attendance, and overall fan experience. Revenue was increased by the sell of tailgating spots, merchandise, and food and beverages. Also, the need for port-a-potties was reduced by 87%, thereby reducing the hard costs of external restroom facilities. Participation grew on social media and in tailgating area. 12-20 women every game made comments on social media, “Why I tailgate – I come first for the restrooms, #2 for the food, #3 for the team.” And, “This is the only reason I come, this is my first game.” See Instagram Reference

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TALIGATING EVENTS | FAN EXPERIENCE | PRODUCT LAUNCH | WASHINGTON HOME GAMES