Vegas House - Final Presentation Draft 3 by Sara Tinnick

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y a w e h t s k

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INDUSTRY RESEARCH

DESIGN

Industry Overview 8 Competitive Analysis 10 SWOT 12

BRAND DEVELOPMENT Industry Overview 8 Competitive Analysis 10 SWOT 12

Industry Overview 8 Competitive Analysis 10 SWOT 12

LOGO DEVELOPEMENT Industry Overview 8 Competitive Analysis 10 SWOT 12

18 18

CREATIVE DEVELOPMENT

MERCHANDISE

CONCLUSION

Industry Overview 8 Competitive Analysis 10 SWOT 12

FUTURE Industry Overview 8 Competitive Analysis 10 SWOT 12

Industry Overview 8 Competitive Analysis 10 SWOT 12

Industry overview

28 Seasons The ECHL was founded in 1988 with 5 teams in 4 states.

Currently 28 teams in 24 states

Began in 1988 3rd longest tenured professional league behind the NHL and AHL

Began in 1988 527 players have moved to the NHL 26 affliations with 30 NHL teams 26 affliations with 30 AHL teams

Ninety percent of hockey is mental and the other half is physical.

The direct competition in this case is not another hockey team, as would be expected.

The competition in Vegas is Vegas itself. The city is teaming with things to see and do:

♦ Shark reef (in the desert) ♦ Red Rock Canyon ♦ Countless casinos ♦ Britney Spears ♦ Blue Man Group ♦ Penn & Teller ♦ 2,374 restaurants

competitive analysis

♦ Magicians ♦ Light shows ♦ Shooting ranges ♦ Botanical gardens ♦ Zip lining down Fremont Street ♦ Fountains shows with erupting volcanoes ♦ Circque du Soliel

competitive analysis

The franchise will have to overcome its history and reputation in the heart and minds of the locals. In order to return to Vegas, hockey needs to dedicate some time to the people who make up the Las Vegas community. Las Vegas residents have cited local governments are failing to foster a sense of community, providing an opportunity to create.

competitive analysis Although they are separated by a great physical difference, the Alaska Aces are the perceived rivals for any hockey team in Vegas. During the 2005-2006 season, the Wranglers fell one point behind the Aces for the Western Division.

The rivalary became the biggest for each team, and the ECHL itself. Game were shceduled across a four day span, allowing fans from either city to attend. These hockey weekends were popular at home, as Alaskans enjoyed the long stay in Vegas.

In previous ye the Las Veg & the Alska

winninge

On March 25, 2009, Alaska’s Matt Stefanishion hit Las Vegas’ Chris Ferraro in the second period.

This hit broke Ferraro’s leg, ending his season and his career.

2009: the rivalary became violent

ears, gas Wranglers a Aces were the

est teams

in the league.

Ferraro’s twin brother, Paul, retaliated and instigated a brawl that would involve nine players. While the Wranglers team is now defunct, the bad blood between each team exists. The Ace’s are competitors as they are in the same team, but also because they could conceviably pack their fans into the arena, tipping the atmosphere in their favor.

Hockey in Las Vegas has encoutnered a number of stumbling blocks. In 1999, the WCHL announced its entention rights to Las Vegas. The Wranglers name and logo were created in advance of the inuaragal season in 2000. Howver, the team had to suspend enterance into the WCHL for three season due to lack of facilities. The Wrangelers were a successful team, until they failed to secure a venue location. Team owner Gary Jones addressed the

folding of the team: “We worked hard to try and keep it going, but at the end of the day, you need a piece of ice to play hockey...I thought it was time to pull the plug. I’m sorry it didn’t work out.”

Wranglers

Citizens feel they are transient, the inconsistent history of hockey in the city only adds to this feeling.

strengths

• Gaming revenue in 2014 was $9.6 Billion •Only 19% of visitors are first time visitors

• Current population of Clark County: 2,102,238

• Return Visitors to frequent hockey games

• 43% of the workforce is supported by tourism

• Market is ready for a team

• Will supply more stable jobs

• Civic pride

• In 2014, 41,126,512 people visited Vegas

• Hockey is in demand

• $375 million TMobile arena is complete

• Dual target market focus:

• 17,500 hockey seats

Locals and Tourists

• 35,000 full season ticket deposits

• Two groups of tourists:

•100% of luxury suites sold

• Road trip fans • Long-distance travelers

OPportunities

• Of the 47% target visiting for pleasure, 68% of them were for vacation of pleasure, with only 12% being there only to gamble.

• Las Vegans have cited local governments are failing to foster a sense of community

• High-end luxury box for hotel guests. A promotional suite can be create for specific hotels with an all-inclusive, all-you-can-eatdrink special

• Outreach programs for youth: it costs $195,406 to incarcerate a youth in Nevada per year, a juvenile delinquency program tied in with a teen hockey league may help reduce this cost.

• Sled hockey initiatives for handicapped individuals • Charities programs • In-house job opportunities Staff for games Production staff Food and drink services Security Uber-type game transit

• Pairing with other local hockey teams: WSHL Nevada Storm High Schools Colleges Pee-Wee Sled Hockey • Economic boost: income generated by fans Ticket sales Food and drink revenue Merchandising

Weaknesses

• This is the 2nd time they have not secured an arena, the 1st being their inaugural season in 2000 • Three seasons were missed due to lack of venue • Teams/owners against league expansion • Player expansions and salary cap • Northern/Eastern coast association with hockey • People do not necessarily think “Vegas” when you think hockey

Threats

• 47% of guests present for vacation or pleasure • No home arena • Competitive/league balance • Biggest rivalry: Alaska Aces • No time table for NHL professional bid • Transient nature of Las Vegas lifestyle • 80% of Las Vegas Valley homeowners are behind on their mortgage, leaving little for leisure items

emma

Narrative When Emma was eight years old, she was diagnosed with leukemia. She also became a big sister. Jack adores his sister, but all he’s even seen is Emma’s suffering. She has good days, but most of them are bad. In his young life, he’s spent holidays and birthdays in the hospital, all underpinned with subtle sadness, though no one would discuss it. Recently, the Arizona Coyotes paid a visit to Children’s Hospital of Nevada at UMC.

When they found out it was Emma’s fourteenth birthday. Several players went out of their way to celebrate: they brought in pizza, cake, and Coyote-themed gifts. Seeing his sister smile and really enjoy herself was amazing to Jack. He started to be come enthralled with hockey and he and he decided he wanted to be in the Pee-Wee hockey league. His parents are more than accommodating, as they helped Emma and impacted their family so positively.

Jack

Jack saw the players as

superheroes only better

they were Real.

STRATEGY

We cannot replace the Wrang The team has to offer L another

The team will community, foster with youth, veterans, an

glers.

Las Vegas more than

sports team or tourist trap.

be active in the ring relationships nd even animal shelters.

A A A

Geographic Location: Cedar City, Utah Age: 26 Gender: Female Education Level: Associates Degree Marketing Income: $26,000 Occupation: Secretary/Social Media Specialist Family (Single? Married? Children? Pets?): Single, 1 dog named Kelly (after the Kelly Cup) Social Life (Hobbies? Dining Out? Outdoor Activities? etc.): Music: plays saxophone and is active in church choir Physical Fitness: Avid gym member (Planet Fitness); P90X home workout; avid skater; YETI member and volunteer; hikes regularly Foodie: Although very active, she indulges in junk food; cooks at home for twin sister Nikki and her mom and dad

Willing to Travel over Four Hours to support her team.

The Road Warriors Hockey Extraordinaire: Loves the sport and all that goes with it; willing to travel 4+ hours by packed vehicle to see minor league teams; has spent $250+ for tickets, room, board, and food to see games; volunteers with YETI; referees local hockey games; Spent 21st birthday at the 2010 NHL Draft at the Staples Center in LA Social Media (Facebook user? Twitter? Other?): Facebook, SnapChat, Instagram Cultural (Book reader? Music lover? Art lover? etc.): likes â&#x20AC;&#x153;oldâ&#x20AC;? 80s music: Journey is her go-to; modern pop: 1D, SWAAY, the 1975, Imagine Dragons, Bruno Mars, Lady Gaga, Walk the Moon

A A A

James is a diehard fan. You know the type- when watching away games on tv, he is screaming at the tv as if the team can hear and it would help. When the team is on a winning streak, he will wear the same clothes, eat the same food, travel the same route, as if his daily habits impact Vegas hockey. As a season ticket holder and a fanatic, price was of little consequence to him. Each year he budgeted for his tickets and he had no plans to give them up. He was very bitter about the delay of the inaugural season in 1999, and the recent suspension of play. He feels itâ&#x20AC;&#x2122;s another typical â&#x20AC;&#x153;Vegas moveâ&#x20AC;?: who cares about what the residents want or think, as long as there are facilities for the tourists!

Not a die-hard fan;

he is a die-never fan.

This will be the third time Vegas residents are expected to give up their hard earned money to support an organization that did not have enough forethought to secure a long term home.

THE DIE-HARD

The locals are the ones supporting the team: they are the ticket-takers, the janitors, the ushers, and the people in the seats. If the franchise wants success, in Jamesâ&#x20AC;&#x2122; opinion they better do something to prove they value their fans.

Target Audience

TOURISTS

Road Trip Warriors

Locals

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4 final

A A A

Voice & Tone Word Cloud

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SubheAd

Billy Argel

VIDIZ Pro - JIW

Logotype Stay Golden - Decade Type Foundry

Header Header Drone Ranger - Vintage Type Co

Acryle Script

Aring Typeface

Body Copy: Helvetica Neue LT STD 77 Bold Condensed Helvetica LT STD 47 Light Condensed Linotype Design Studio, Max Miedinger

NevAdA NAvy RGB: 29, 41, 86 CMYK: 89, 71, 0, 61

VegAs GolD RGB: 199, 180, 118 CMYK: 0, 10, 41, 22

PANTONE: 2119 C 281U 8783C

PANTONE: 4525C 617 U 8363C

SLApSHot Silver RGB: 29, 29, 27 CMYK: 0, 0, 0, 75

PANTONE: 419 C 8603C

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Imagery & Texture

egas is everything thatâ&#x20AC;&#x2122;s right with America. You can do whatever you want, 24 hours a day.

Zag

Media Mix

TOURISTS

Road Trip Warriors

Locals

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Out of home

Print Media social Media website

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Merchand

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Merchandis

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Fully functional digital watch with OLED touchscreen display Gametime reminders with schedule customized alerts. SecureScan allows connectivity with credit cards to eliminate carrying cash, credit cards, or wallet. Paring with Bluetooth, answer call and texts by touch. Caller ID and Text ID. GPS-Enabled location services help you find your seats, concessions, or help. Customizable application display and easy of use allows for personalization.

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Future and Conclusion

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Every day is a great day for hockey.