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loo
y a w e h t s k
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lo
. t h g i n t a s k o
24 32
06
INDUSTRY RESEARCH Industry Overview 8 Competitive Analysis 10 SWOT 18
BRAND DEVELOPMENT Strategy 26 Narrative 28 Target Audience 30
DESIGN RESEARCH Logo Development 34 Voice & Tone 36 Typography 38 Colors 40 Imagery 42 Zag 44
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CREATIVE DEVELOPMENT Out of Home Advertising 50 Print and Social Media 52 Merchandising 55
62
68
FUTURE
REFERENCES
Future 62 Conclusion 63
Reference 68
5
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
Affiliations 527 players have moved to the NHL 26 affiliations with 30 NHL teams 26 affiliations with 30 AHL teams
I went to a fight the other night, and a hockey game broke out.
9
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
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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.
13
competitive analysis Although they are separated by a great physical distance, the Alaska Aces are the perceived rivals for any hockey team in Vegas. During the 2005season, the Wranglers fell a point behind the Aces for the Western Division.
The rivalry became the biggest for each team, and the ECHL itself. Game were scheduled 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 Alask
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 rivalry became violent
ears, gas Wranglers ka 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 conceivably pack their fans into the arena, tipping the atmosphere in their favor.
Hockey in Las Vegas has encountered a number of stumbling blocks. In 1999, the WCHL announced its intention rights to Las Vegas. The Wranglers name and logo were created in advance of the inaugural season in 2000. However, the team had to suspend entrance into the WCHL for three season due to lack of facilities. The Wranglers 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.
17
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
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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
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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
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STRATEGY
We cannot replace the Wrang The team has to offer L another
26
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. 27
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
k
Jack saw the players as
superheroes only better
they were Real.
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Target Audience
TOURISTS By offering hotel packages, last minute rush tickets, and meal deals, the House can capitalize on the tourist market.
Road Trip Warriors Part locals, part tourist, these fans can provide income from ticket sales and merchandising, as well as hotel and restaurant income.
Locals
The
Since they
locals are the heart of the Vegas House.
e many locals feel ignored in the Vegas lifestyle, can take pride in a franchise that focuses on them, not tourists.
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1
2
3
Early concepts focused on vintage Las Vegas, capturing the iconic symbols of Vegas History. The focus was then shifted to include recognizable hockey symbols.
Survey results indicated the combination of strong typography and Vegas symbols were the most memorable.
34
4 final
V
A A A
5
6
Voice & Tone Commitment
Dedication
PRIDE
Hometown
Financial Growth
tourism
RoadTrip
Role Models
Invest Locals Fans charity Athletic mentoring
HOME
proud Development entertainment Community
Focus should always be placed on dedication, pride, and fostering a positive relationship with the citizens of Las Vega
36
as.
Emphasis on
our
and the inclusive “
,
,
.”
37
Vegas
Acryl e Scri p t Main logo typeface.
Aring Typeface - Måns Grebäck - 2014
Chosen for it’s stylized script, reminiscent of vintage Vegas neon signs
Billy Argel Fonts
Jersey FOnts
Drone Ranger - Vintage Type Co
Header and jersey fonts Drone Ranger is a variation of the classic sport’s jersey capitals.
Stay Gold- Decade Type Foundry
Throwback
Header and throwback jersey font. A classic script font that harkens back to Vegas’ glory days with hotels signs like the Sands or Castaway.
Body Copy: Helvetica Neue LT STD 77 Bold Condensed Helvetica LT STD 47 Light Condensed Linotype Design Studio, Max Miedinger
Helvetica’s clarity and recognizable letter forms function well at various sizes.
Typography
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40
Colors
Nevada Navy
RGB: 29, 41, 86 CMYK: 89, 71, 0, 61 PANTONE: 2119 C 281U 8783C
Nevada Navy is an homage to Nevada’s
A stable, reassuring hue,
state colors.
it represents the strength of our team.
Vegas Gold
RGB: 199, 180, 118 CMYK: 0, 10, 41, 22 PANTONE: 4525C 617 U 8363C
The Vegas Gold tone is reminiscent of the gold hue that drew people to the West.
It’s not a flashy, yellow fool’s gold, but a toned down version representing mature Vegas.
41
Imagery must show the dynamic action and speed of a hockey game.
Interaction between fans and players should be 42
emphasized, relating back to community based goals.
Imagery
43
Zag
Any city can have a hockey team, but not every city has a hockey team that cares.
Creating an organization that will recognize the
importance of members of community,
from pee-wee aged skaters to their parents, from people rooting at home with their furry friends, to all the local businesses and schools,
Vegas House hockey will add mo
ore light to an already bright city.
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The biggest thing we get out of it is seeing the kids smile.
And hopefully we will also see that the lessons we’re teaching - not only the
fundamentals of hockey,
but also the
life values -
are sinking in.
47
Out of Home Advertising
Target: Locals and Tourists
7.5 Million
Visitors use I-15 Annually
51
52
Print and Social Media
Road Trip Warriors Internet visitors spent an average of
$49
29
on Entertainment
Road Trip Warriors
TOURISTS
Booking website partnerships
Booking website partnerships
Internet user visitors that lodge a hotel:
95%
Visitors that use the internet to book a room:
57%
Mercha
54
andising
55
Merchandising 56
57
Time Features
Time of day, military time, and alarm features
Alert Features
Set up game alerts, scoring alerts, and injured or traded player updates
Digital Wallet
Leave your wallet at home with DOM Digital Wallet. Secure payment at
Messaging Center
Text and call features. Sync with Facebook, Twitter, or your favorite socia
Location Services
Easily find your seats, the nearest concession, or even a bathroom. You
Update Center
Easily check weather, news, or any other streaming information source
58
s
the door and for all concessions
al media and messaging applications. Keep in touch all day.
u’ll never be lost with DOM and it’s location services. Link with your friends for easy meetups!
throughout the day or during game play. No need for a cell phone, iPad, tablet or any other device: DOM is all you need!
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House Craft Beer
Hard Cider
Available in60
Pale Cider
Blonde Ale
Extra Stout
at all concessions,
enjoy one on the
Ale
!
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By focusing on the core values of entertainment, financial growth,
athletic development, teamwork, and community
outreach,
the ECHL and the city of Vegas can prosper With a strong relationship rooted in the community
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the city of Vegas and the
can always win.
r.
Key research has been completed to ensure that we truly understand the needs of Vegas and the ECHL.
Our choices represent strength,
stability, passion, and a commitment to the fans.
64
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Sara Elizabeth Tinnick • Master of Fine Arts Thesis • Full Sail University May 2016 • stinnick@gmail.com • www.tinnick.com • www.behance.net/SaraElizabeth1