RETAIL + MERCHANDISING CREATING SALES WITH THE WOLFPACK
FOR LICENSEES AND RETAILERS
1
Front cover photo courtesy of Alumni Hall, Crabtree Valley Mall, Raleigh. 2
COLLEGE BRANDS SELL Why? Because they breed loyalty beyond one sport. Unlike the NBA, MLB, or even the NFL, collegiate brands are 365 days-of-the-year brands that extend beyond sports. They include the students and alumni whose careers started with an educational experience as well as the pride and rivalries associated with our state universities.
BUT WHICH BRANDS SHOULD I CARRY?
While there is a tremendous demand for “college” merchandise, it can be a difficult task to create retail assortments on a regional and national basis. Which brands to carry and where should they be placed are key decisions both licensees and retailers need to make. Zeroing in on the right college brand assortments takes information, not perceptions and assumptions, or simply drawing concentric circles around a campus location. You want your retail locations to connect with customers and not to turn away sales because your assortment doesn’t match the customer’s expectations.
LET DATA BE YOUR GUIDE
We’ve done the research, and we’re glad to share some insight into the North Carolina market — especially the opportunities that NC State and the Wolfpack have to offer — so that your assortments at retail can maximize your opportunity. In this guide we will share ·· Demographics ·· Sales trending ·· Wolfpack sporting events and attendance
·· Alumni and booster numbers ·· Vintage and anniversary opportunities ·· The expanding Raleigh market ·· Campus activities
We’ll share the demographics, trends, growth of Raleigh and NC State, and how the Wolfpack stack up nationally. We’ll also introduce you to the 50th Anniversary of Carter-Finley stadium, the Wolfpack Almanac Program, and other exciting assets that can add to your sales. 1
% CHANGE MARKET GROWTH
NC STATE’S COLLEGIATE LICENSING OUTPACES THE MARKET 50%
46.4% 39.5%
40% 33.17%
30% 20%
16.09%
10%
6.45%
6.45%
2011
2012
NC State Licensing Market
9.48%
9.7%
2013
2014
Collegiate Licensing Market
According to a December 2015 SportsFan Retailer magazine article, collegiate licensing grew 9.7 percent between 2010 and 2014, growing from $3.1 billion to $3.4 billion in sales.* During that same period, NC State’s licensed product sales grew 46.4 percent.* SportsFan Retailer, is a B2B publication focusing on sports, licensing and tailgating is published for an audience of retail professionals. For more info: www.sportstailgateshow.com/sfr. 2
* Figures are from The Licensing Letter
NC STATE CONNECTS WITH FANS OF ALL TYPES NC State’s vintage trademark program – Wolfpack Almanac – was created in 2012 to reintroduce marks from NC State’s past through select licensees with products that complement these retro brands. Wolfpack Almanac Shirt, Red & White Shop
These classic marks have proven to resonate with alumni and youth alike.
PACK PUPS™ YOUTH MARKS
Introduced in Fall 2011, the Pack Pups are youth marks created by NC State College of Design students Jordan Deva, Joe Lawson, and Justin Phillips as copyrights of NC State University.
Wolfpack Pup Shirt, Red & White Shop
These mini-mascots can be posed and showcase a variety of activities suitable for children.
OFFICIAL TARTAN PLAID OF NC STATE
Continuing with the “Think and Do” attitude the Official Tartan Plaid of NC STATE was created by College of Textiles student Kathleen Kelly and selected from dozens of plaids by a panel of apparel industry judges. The pattern is an officially registered tartan with the Scottish Register of Tartans in Edinburgh Scotland. Licenses are available in textiles, apparel and hard goods.
Tartan Plaid
Wolfpack Outfitters
NC State University has utilized Learfield Licensing Partners as its trademark licensing agency since 2005. 3
GO WOLFPACK! MOVING UP IN THE RANKS
In 2015 -16, NC State Wolfpack ranks 32nd in the nation (out of 295) in the Learfield Director’s Cup. Nine of NC State’s teams were in the NCAA top 25 this year. Five of the top 10 finishes in school history have come over the last five years as the program is experiencing unprecedented growth and consistency.
NC STATE FIELDS THE FOLLOWING 23 NCAA TEAMS: MEN’S
Baseball Basketball Cross Country Football Golf Rifle (coed)
A Soccer Swimming & Diving Tennis Indoor Track & Field Outdoor Track & Field Wrestling
WOMEN’S Basketball Cross Country Golf Gymnastics Rifle (coed) Soccer
A Softball Swimming & Diving Tennis Indoor Track & Field Outdoor Track & Field Volleyball
WINTER, SPRING, SUMMER, FALL
WOLFPACK SPORTS SPAN THEM ALL 4
PEDIGREE OF THE ACC
NC State was one of the original seven founding members of the ACC in 1953.
WOLFPACK CLUB ATHLETIC DONORS GUILFORD COUNTY
WAKE COUNTY
BUNCOMBE COUNTY
MECKLENBURG COUNTY
NEW HANOVER COUNTY
100
10,000
NC STATE IS BASED IN RALEIGH, BUT OUR FANS AND ALUMNI SPAN THE ENTIRE STATE
NC STATE HAS 223,000 LIVING ALUMNI. WITH MORE THAN 20,000 ACTIVE MEMBERS, THE WOLFPACK CLUB IS RANKED #5 BOOSTER CLUB IN THE NATION.
NC STATE ALUMNI GUILFORD COUNTY
WAKE COUNTY
FORSYTH COUNTY
MECKLENBURG COUNTY
NEW HANOVER COUNTY
100
54,000
5
CELEBRATING FOOTBALL AT NC STATE
2016: 50 YEARS AT HISTORIC CARTER-FINLEY STADIUM 2017: 125 YEARS OF WOLFPACK FOOTBALL 57,583
PASSIONATE FANS
+ 13,000 PARKING SPOTS + 5 FULL HOURS OF PREGAME TAILGATE ACTIVITIES
=A 50th Anniversary Merchandise, Red & White Shop
6
GREAT MARKET FOR FAN GEAR
CARTER-FINLEY: #1 TAILGATING STADIUM IN NORTH CAROLINA 2015 ATTENDANCE AVERAGE
2016: ALL-TIME HIGH IN SEASON TICKET SALES
56,988
60,000 49,643
50,000
43,274
40,000 30,000
26,427
20,000
While college football attendance nationally has dropped slightly (-1%), NC State’s rose 5 percent in 2015. In fact, NC State’s attendance has grown consecutively over the last three seasons and 2016 will top last years. We’re on a roll.
26,674
14,618
ST AT E NC
LL AP CH
CUN
CA ST
EL
RO
LI
HI
NA
ST RE FO EA
UN
C-
W AK
CH
E
AR
LO
DU
TT
KE
E
10,000
HOME OF TWO NFL STARTING QUARTERBACKS
Russell Wilson
Philip Rivers
Seattle Seahawks
San Diego Chargers
Mike Glennon, Tampa Bay Bucanneers and Jacoby Brissett, New England Patriots round out the four former NC State QB’s in the NFL. * Figures from NCAA
7
MEN’S BASKETBALL NC STATE WAS RANKED #8 IN THE NATION IN BASKETBALL ATTENDANCE FOR 2015-2016 SEASON. Attendance has grown the last three years from 12,641 in 2013‐14 to 15,436 in 2014‐15.
8
School
Avg Game Attendance
Total Attendance
National Attendance Rank
UNC-CH
18,326
293,219
4
NC STATE
16,758*
301,646
8
WAKE FOREST
9,314
142,807
46
DUKE
9,520
167,652
48
HISTORIC REYNOLDS COLISEUM GRAND RE-OPENING AFTER MAJOR RENOVATIONS
JIMMY VALVANO’S 1983 NCAA CHAMPIONSHIP
KAY YOW’S 34 SEASONS & ACC CHAMPIONSHIPS
1974 NCAA BASKETBALL CHAMPIONSHIP
With its location next to the new Talley Student Union, the new Reynolds Coliseum renovation brings more excitement to NC State. Built in 1949, Reynolds Coliseum will be fully renovated in August 2016, with air conditioning, seating and a reconfiguration to make the space more intimate. The new Walk of Fame & History will prominently and appropriately recognize the rich history and tradition of the Wolfpack. Members of the NC State Athletics Hall of Fame (est. 2012) will be permanently enshrined and all current and heritage varsity sports will be recognized. The reconfigured seating bowl for approximately 5,500 fans will create great sightlines and a tremendous home court advantage for Wolfpack women’s basketball, volleyball, wrestling and gymnastics. For other events such as concerts, graduations and keynote speeches, festival seating will expand the capacity to 6,000. New and enhanced fan amenities including expanded and new points-of-sale for concessions, merchandising and hospitality. Extensive new branding and graphics will flow throughout the new Walk of Fame, arena concourses and seating bowl. 9
NC STATE: THE LARGEST UNIVERSITY IN THE CAROLINAS 2015 FALL ENROLLMENT AMONG UNIVERSITIES
10
School
Undergrad
Grad
Total
NC STATE
24,111
9,904
34,015
UNIV. SC
25,254
8,518
33,772
UNC-CH
18,421
8,191
26,612
ECU
23,039
4,731
27,770
CLEMSON
17,360
4,597
21,957
2015 NC STATE FRESHMEN ENROLLMENTS The university has 11 colleges heavily focused on the practical application of science, technology, engineering and math (STEM).
84% IN STATE
12%
OUT OF STATE
12% EXPLORATORY STUDIES
10% MANAGEMENT 2% DESIGN
12% AG & LIFE SCIENCES
5% EDUCATION
1% VETERINARY MEDICINE
28% ENGINEERING
4%
4% TEXTILES
INTERNATIONAL 12% HUMANITIES & SOCIAL SCIENCES
52% MALE 11% SCIENCES
48% FEMALE
5% NATURAL RESOURCES
oirp.ncsu.edu/students/enrollment/headcount-enrollment
NC STATE GRADS EARN MORE AND HAVE MORE DISCRETIONARY INCOME
NC State graduates earn more on average after graduation and mid-career than any of the 17 universities in the UNC System. $100,000
$80,000
$60,000
$40,000
$77,700 $65,000
$40,100
$79,400
$87,800 $76,900
$41,700
$66,700
$45,200
$46,200
$50,100
$50,600
NC A&T
NC STATE
$20,000
APPALACHIAN
MID-CAREER PAY
EAST CAROLINA
UNC CHARLOTTE
EARLY CAREER PAY
UNC CHAPEL HILL
11
RALEIGH
AMERICA’S NEXT BOOM TOWN #
1 US GROWTH STATE IN 2015 U-Haul
“We have great universities here, and that’s fueling an energetic, innovative community and economy. You couple that with great restaurants, great nightlife, wonderful live music,” says Adrienne Cole, executive director of Wake County Economic Development, a program of the Greater Raleigh Chamber of Commerce. “We’ve got great employment opportunities coupled with this incredible quality of life.”
#
3 BEST CITIES FOR YOUNG FAMILIES Value Penguin
The area is a hub for world-class universities: NC State in Raleigh, UNC-Chapel Hill and Duke University in Durham plus many other public and private institutions. It’s also a major job center. With its proximity to the Research Triangle Park where more than 170 companies are headquartered or have regional footholds, many grads choose to stay, creating a perpetually educated workforce. Today, 43 percent of the population 25 or older has a bachelor’s degree.
#
5 TOP MOVING DESTINATIONS 2015 National Movers Study by United Van Lines.
Retailers want growth. The Southeast has a number of ascendant cities led by number 5 Raleigh, which—like Austin, Texas—has emerged as a tech hot spot. Roughly 49 percent of all Raleigh residents aged 25 to 44 have a four-year degree, higher than any other metro area in the South. The national average is 33.6 percent. 12
RETAILERS
RALEIGH IS RIGHT IN THE CENTER OF NORTH CAROLINA’S GROWTH There are eight major shopping centers within 20 minutes of NC State’s campus.
GROWTH
Waverly Place Cary Towne Center Crossroads Plaza Ridgeway Shopping Center
Crabtree Valley Mall North Hills Cameron Village Triangle Town Center
TWO HOURS TO THE BEACH, THREE HOURS TO THE MOUNTAINS Our Fans love the outdoors, which is great for licensees and retailers alike. (It’s just not Game Day). Being an outdoor-friendly state extends the season for a lot of collegiate branded product categories. The same college tailgating tents, chairs, coolers, and tableware that are sold for the fall season can be sold in summer for the beach, camping in the mountains, or for youth sports. Many retailers are missing out if they just think college-branded products should be stocked in August and sold out by the holiday season. Camouflage has become fashion, but in North Carolina there’s also the functional and lifestyle aspect for sportsman and sportswomen. With 300 Miles of North Carolina coastline there are plenty of opportunities for NC State branded boating, swimming, fishing, or beach-related products. Our state is also ranked high when it comes to spending time on the links, with Golf.com ranking the state number six for its “golfiness.”
13
WOLFPACK PRIDE AND PASSION IS CONVINCING, BUT SO ARE THE NUMBERS: As a merchant you are judged on your return-on-investment. What drives your business is having the right product and promotion at the right time and place. That takes knowing the market. Does your product assortment and offerings reflect that? ·· The largest university in the Carolinas with over 34,000 students ·· Ranked #33 in NCAA football attendance in 2015; #1 in tailgaiting in North Carolina; 50th anniversry of Carter-Finley Stadium in 2016, 125th anniversary of NC State football in 2017. Season ticket sales at all-time high in 2016 ·· Ranked #8 in basketball attendance ·· Both Wolfpack basketball and football have increased attendance each of the last three years - bucking a national attendance trend ·· #5 Athletic Club (Wolfpack Club) membership in the nation ·· Raleigh is the Southeast’s boomtown, bringing more people, more fans and more retail opportunities ·· Youth, vintage and anniversary marks round out a portfolio of trademarks for every NC State fan
For more information visit go.ncsu.edu/trademarks
Gregg Zarnstorff Director, Trademark Licensing 919.515.2146 gregg_zarnstorff@ncsu.edu
John Dutton Director, Retail and Merchandising Learfield Licensing Partners 336.896.7907 ext. 209 john_dutton@ncsu.edu