Research Project 2014
andrew eddie x taylor tsuji x ben kraft
WHY? The Portland Thunder have a unique opportunity to break into the Portland market and bring Arena Football to the city. Portland is an eccentric city with citizens that are passionate about their sports teams. The diversity of the city shows in the variety of sports teams that call P-Town home. We asked ourselves: What strategies can the Portland Thunder implement to connect with the Portland market and ensure a long, vibrant career in the Rose City?
Sports Culture in portland
Passionate as F*@$.
Sports Culture in PDX
“It’s a winning culture, no doubt about it.”
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Sports Culture in PDX
“A huge part of our comeback had to do with attacking the north end with the Timbers Army sparking us on. They were behind us 100 percent, and they were like a vacuum sucking the ball into the back of the net in the second half.”
-Caleb Porter, Head Coach
“This city is a natural city for MLS…the appetite for soccer here is unbelievable.” -Merritt Paulson, Owner
The Portland Timbers are Portland’s first major league soccer experience. They took a minor league franchise, received an MLS expansion team, and built a whole new stadium and culture around the team. The Timbers have a dedicated fan base in the Timbers Army that attend every home game and are an integral part of the Timbers game-day experience. With constant support, fan interaction, and experiences, the Timbers have become one of the elite franchises in Major League Soccer. Success followed the Timbers from their transition from the USL to the MLS and was highlighted when they reached the Western Conference Finals in 2013.
“It’s One of the most exciting places to play in the country.”
Sports Culture in PDX
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“We’re lucky to enjoy one of the best fan bases in all of hockey, and to reach eight million is a great tribute to the passion hockey fans have shown for this franchise since it arrived in 1976,”
-Doug Piper, President
“Hockey was one thing, but it’s just as important how you carried yourself off the ice. My experience there and the family I lived with molded me into who I am today.” -Randy Heath, Former Player
The Portland Winterhawks are an extremely successful minor league hockey team. The Winterhawks draw in many international athletes and is a attraction for fans due to the fact that it is a proving ground for young athletes on their way to the NHL. Games are commonly sold out and the Hawks are constantly interacting with their fans through promotions. In recent years, the Winterhawks have seen success throughout their seasons, winning the Western Conference every year since 2010. The Winterhawks brought a championship to Portland in 2013 by winning the Western Hockey League. This team is credited with bringing hockey culture into Portland and the Pacific Northwest.
“Basketball is expensive. Soccer has Annoying fans. It’s a great family experience.”
Sports Culture in PDX
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“It felt like that atmosphere we had at the World Cup and at the Olympics. It was an unbelievable atmosphere.”
-Cindy Parlow Cone, Coach
“Portland’s soccer fans — Timbers and now Thorns — are emphatic, passionate, joyful, motivated, supportive, and educated. A huge bouncing, flag waving, chanting pack of allies.” -Sunday White, Rose City Riveter
The Portland Thorns FC began playing in Portland after the NWSL formed in 2012, following the collapse of the WPS. The Thorns fit into the Portland sports culture due to their direct connection to the existing soccer community and support of the LBGTQ community. The Rose City is no stranger to soccer, with having the Timbers being an integral part of sports in the city, so adding a high profile womens team only helped to fuel the passion and push the sport. In their inaugural season, the Thorns won the first ever National Women’s Soccer League Championship. The Thorns are able to fill seats due to popular players that were drawn to Portland due to the unique culture that is offered and their connection to Portland in many ways.
“This city gets that type of crowd.”
Sports Culture in PDX
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“What can be better than fine looking women in mini skirts and fish nets knockin’ each other around on roller skates?”
-Shawna, Dedicated Fan
“I got into it thinking, ‘This will be a good hobby.’ But once you get into it you realize that it isn’t a hobby, it’s a lifestyle. You either do it or you don’t.” -Brutal Beauty Documentary
The Rose City Rollers bring a fast-paced and hard-hitting sport that had never been seen before in the Portland area. The draw to roller derby is the fact that it is out of the ordinary compared to the “normal” sports that fans are used to seeing. Established in 2004, the Rose City Rollers are founding members of the Women’s Flat Track Derby Association, which field 6 separate all-female roller derby teams. Success for the Rose City Rollers has started to build as they reached Round 1 of the championship in 2011. The Rollers have many programs to help bring awareness and growth to their organization. The Rose Buds, a junior program to help bring kids into the sport and teach teamwork and communication; and the Wreckers, a recreational league for those interested in competing in roller derby on a professional level. Fans pour in to watch this unique and action packed sport.
“It’s a game of brutal beauty.”
Sports Culture in PDX
“You couldn’t start the game until Shonz says his famous quote..”Good Evening Blazer Fans, Wherever you may be”..and closed it out with..”Goodnight Evvvvvverybody!”..as a kid would listen to most all games alone in my room.. He is part of the family for sure..”
-Dave Schedin, Long-time Fan
“We played well. We play off the crowd here at home. We’re going to have to get that energy and that enthusiasm when we go on the road, but it was a good showing for our home fans and for us tonight.”
-Wesley Matthews, Player
The Portland Trail Blazers were Portland’s first major sport franchise in any of the four major sports divisions. With the introduction of the Blazers to Portland, the city rallied around the team and crafted them into what they are today. The Trail Blazers were the only professional sports team in Portland for 40 years until the addition of the Portland Timbers in 2009. With a span like that of only having one pro sports team, fans are going to be deeply rooted in the organization. Sell out after sell out. Dunk after dunk. Win or lose. The city of Portland is united around their team. Fans flock from different states and even different countries to experience a Trail Blazers basketball game. The energy is electric and the fans are dedicated and supportive no matter the outcome of the game.
“It’s always one of the best crowds in all of basketball.”
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Sports Culture in PDX
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“I wouldn’t want to be the away team.”
Case Studies
teams
These teams were studied because each went through a recent re-branding, franchise launch, or have shown success in fan interaction.
recommendations
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Recommendations
Through our research of the Rose City, fellow organizations that have gone through rebrands, and teams that have successfully connected with their city and fans, we have some recommendations that the Portland Thunder should utilize in order to make their organization successful in connecting with the Portland sports atmosphere. The Portland Thunder are impactful and powerful and these ideas can help them connect with the city.
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Recommendations
Thunder struck Thunder Rolls Rolling Thunder Loud and Proud Rollin’ Through
Taglines
feel the quake Play loud Hit loud Wall to Wall Be the hammer. not the nail
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in-game promotions It all starts with the coin toss. By bringing out local celebrities and key people from Portland to do the coin toss, the Thunder will be able to connect to the community. Key people could include: the mayor of Portland, police chiefs, local business owners, veterans, professional athletes, philanthropists, artists, etc.
Each time a PDX Thunder Players has a huge hit, let the thunder noise ring throughout the Moda Center by using the Thunder button. During replays, invite the crowd to vote on the biggest hit of the game or have a fan hit the button.
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Recommendations
Football Toss/Hammer Toss Sell mini branded foam footballs or hammers at the start of each game as fans come into the Moda Center. These footballs will be numbered and have the Thunder logo on the side. At halftime, fans will have the option to throw their football into a series of trashcans or banners placed on the field. Each trashcan or banner will be associated with a prize that fans can win. Prizes will range from free tickets to Thunder games, autographs, free meals, invitations to practices, dinner with the team, jerseys, shirts, a supply of Voodoo donuts, vouchers for tours of Portland, and tickets to other Portland sporting events. Part of the money made from the sale of the mini footballs can be donated to local charities, kids organizations in Portland, sports skills camps, athletic programs around the city, concussion and athlete health research programs, etc.
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Recommendations
The Thunder need a mascot that pumps up the crowd during game day, makes public appearances at schools or community events, and attends other sporting events to spread awareness about the hard-hitting action that the Thunder bring to the Rose City. Who better to represent the team than Thor, the God of Thunder. Wielding a hammer, he represents what the team is all about. Packing a punch that frightens all other competitors, Thor could strike his hammer after every touchdown that the team scores intiating the thunder noise that booms throughout the stadium.
Thor the mascot
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thunder bolts Kids and youth clubs could have great adventures at Portland Thunder games. The Thunder Bolts would be a special group focused on tickets sales to youth organizations and also offer local skills camps during the season. By connecting with local youth clubs like the YMCA, Big Brother/Big Sister program, local area schoosl, and the Boy Scouts/Girl Scouts of America, the Thunder would build a relationship with these organizations by giving them perks for attending Thunder home games. Schools and organizations could nominate kids to run out with players during introductions, or participate in warm-ups with the team. During halftime, youth football teams could hold mini-games during halftime and be recognized for their outstanding performance on the field and in the classroom.
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Recommendations
To connect with the city, the Thunder should utilize items around the city to spread the word about their team. Teaming up with public transportation would allow for the crashing thunder sound to replace crosswalk noises, the sound of the MAX arriving to the platform, and other common sounds you hear around the city of Portland. The Thunder should also go and put the hammer to good use by working on community rebuilding projects that benefit the city and local residents. During the season, commission a local PDX artist to create a metal hammer trophy to give away at silent actions to benefit the community or as awards players at the end of the season.
Community involvement
Recommendations
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The best way to connect with people is through ambassadors that love the sport and will tell their family, friends, and colleagues about what Portland Thunder football is all about. The Rolling Thunder could help this team immensely by feeding off the atmosphere that other local team supporters bring to Portland sporting events, like the Timbers Army. Behind every team is a dedicated section of fans that provide in-game hype, team motivation, create tifos, rattle the opposing team, and act as community ambassadors. We recommend that the Rolling Thunder claim a certain section in the arena. Naming the first three rows along the edge of the arena, “The Sound Barrier,� would increase hype and excitement for fans wanting to cheer on the Thunder.
Atmosphere
Recommendations
Tips to succeed learn from the past and adapt It is key to tell a story around players, the team, and the city. Highlight the things that players bring to the team that add to the overall value of the team. This gives a connection point to the fans and supporters.
Timing is everything You need to provide the right message at the right time. Fans and media are most involved with the team around the time that games are scheduled so content needs to be pushed at that time through various methods, including social media and fan sites.
leverage technology Connect with the one-of-a-kind city that Portland is and give an inside look at day-to-day and game-time operations inside the Thunder organization. Connecting with fans every day allows a relationship to be formed. Allow for fans to have their activity highlighted through the Thunder social media channels.
Staff = Best brand champions Bring news, player acquisitions, marketing materials, and all team information to every staff member in order to allow them to be able to talk authentically and enthusiastically about the team.
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Recommendations
Relationships are key You need to show that you care. Connecting with your fans and the community will allow for your team to grow and connect with the city.
understand PDX Culture Portland has an underdog mentality. The people of Portland love to have choices and opinions, so be consistent in your engagement with fans. The Portland community is driven by the do it yourself mindset where everyone is involved with a personally significant interest. The city is defined by humble leaders.
be real Allow for players to be as accessible as possible. Fans want to be able to feel like they are connected on a personal level to the players. By creating this environment, the players and fans can form a long lasting relationship.
Tell Stories By telling the stories of individual players and their experiences and aspirations, the connection to fans is on a personal basis rather than a brand to consumer basis.
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Recommendations
We believe that the Thunder organization will be successful in Portland if they are able to connect and build a lasting relationship with the Rose City. In their inaguaral season, the Thunder should build a story around the team that exemplifies what Portland represents. Portland is a unique market for the Thunder to break into and they need to deliver on the powerful and impactful nature that their name implies.
Thank you!
attributions Portland Thunder Logo http://rosequarter.s3.amazonaws.com/ img/thunderlogo_spotlight.jpg Portland Skyline http://upload.wikimedia.org/wikipedia/ commons/5/50/ Rose City Soccer http://media.oregonlive.com/mls/ photo/rose-city-scarf-timbers-armyjpg3bb15d01806375 Downtown Portland http://stmedia.startribune.com/ Portland Skyline http://www.25eighty.com/wp-content/ uploads/ Moda Center http://www.csnnw.com/sites/csnnw/ files/styles/scale_282px_wide/public/ modacenter_3.jpg
Thank you Portland Trail Blazers Portland Thorns Portland WinterHawks Rose City Rollers Portland Timbers Spokane Shock New Orleans Pelicans Oklahoma City Thunder Seattle Sounders University of Oregon Deborah Morrison Family & Friends