Vegas Silver Miners

By: Cory Wahl, Neal Turner, & Dexter Washington

The Vegas Silver Miners are an organization in the National Basketball Association devoted to winning NBA Championships, developing new basketball fans, and providing entertainment, value and service to people of all ages.

Mission Statement

Uniform Design

ALL IN

Team Name: Vegas Silver Miners

Team Colors: Navy, Silver, & White

Location: Las Vegas, Nevada

Who?

The Vegas Silver Miners are a National Basketball Association team.

They are the 31st addition to the NBA, along with the also newly added San Diego Cure.

What?

This team will be for the people living in the city of Las Vegas, the state of Nevada, and the people around the world starving for a new, successful team to root for once the Lakers, Celtics, and Heat become irrelevant.

For Whom?

The city of Las Vegas and state of Nevada not only WANT a professional team in their state, but NEED one to help please the 583,756 people who live in Las Vegas and the 2 million plus who live in Nevada. This is giving them a chance to root for an in-state team and allowing them to take pride in where they are from. It also gains even more exposure/attractiveness to come to visit and/or live.

What Need/Want?

In-State Competition: Las Vegas Wranglers, 51S, Frozen Fury, Locomotives, Legends.

Out of State Competition: Los Angeles Lakers/Clippers, Utah Jazz, Phoenix Suns, Dallas Mavericks, San Antonio Spurs, Houston Spurs, Golden State Warriors, Portland Trail Blazers, San Diego Cure

Competition

This will be a professional NBA team. The state has never had a team that is associated with one of the Big 4 major professional sports. This is also a huge commodity that will attract tons of fans and even more tourists. Which will ultimately bring a lot of revenue to the city of Las Vegas and state of Nevada.

What’s Different?

Should this even be a question? Every person in the state of Nevada and the newly attracted bandwagons' are going to care because we are going to be the next BIG thing. This is going to be a team that helps to promote the state in such a classy way, but also going to have the successful, high character team/players that are going to be the face of the NBA for many years to come.

Who Cares?

Create and sustain a winning culture not only on the court, but also off the court. Bring in players with high morals/character that reflects the nature of the city.

Be an attractive and active business partner for sponsors, media, and other business affiliates.

Become one of the most popular teams in not only the west over teams like the Lakers, Suns, Clippers, Blazers, but all over the world. We want to be thought of like the Dallas Cowboys, “America's Team.”

Organizational Goals

Increase consumer awareness in all the ethnic groups, especially in the Hispanic community where they are the second largest ethnic group in Las Vegas.

Increase Brand Awareness by the use of newspaper ads, commercials, and social media (Twitter, Facebook, etc.)

Give back to the fans so they can have more of a fan experience and feel apart of the team.

Marketing Objectives

First Free Throw (Every Night)

Free In-N-Out Double-Double for Overall #1 Pick getting a double-double

Student Appreciation/Discounted Nights

Free T-Shirt/Hats Night

Bobble Head Night

Autograph Night

Promotions

Sponsors

Great Revenue Streams (ticket sales, merchandise, advertising, television)

Immense Popularity (very strong in Vegas, and relatively strong nationwide and internationally)

New Stadium

Competitive On-Court Team

Strengths

Limited Stadium Parking

Customer Service

Weaknesses

Sign Television Contract

Expand merchandise and ticket sales revenue by increasing advertisements and reach other markets.

Bring All-Star Weekend to Las Vegas

Vegas is a huge tourist destination

Opportunities

Direct In-Area competition- (Phoenix Suns, Los Angeles Lakers, Los Angeles Clippers)

Indirect In-Area competition- (L.A. Dodgers, L.A. Angels, Arizona Diamondbacks, Arizona Cardinals)

Direct Out-of-Area completion- (other NBA teams)

Lockout

Security Risks/Threats

Threats

Gauging Customer Interest • Market Survey • Database Analysis • Areas of data:

• Age• Gender• Education• Location• Income• Basketball Interest

Segmentation

Money Location Lack of Time

Lack of Interest

Other0

102030405060708090

100

What Keeps You From Attending Games?

%

What is your household income per year?

Under 50,000

50,000-70,000

70,001-100,000

100,001-125,000

125,001+0

102030405060708090

100

Series 1

Series 1%

Money cited as #1 reason for not attending a game

Fans are the most important factor in professional sports team

Focus must be on making games affordable in services such as:◦Ticket sales, parking, concessions, merchandise

sales, and fan experiences

Customer Analysis & Market Segmentation

Majority of results in middle class-upper middle class

Average Annual household income less than $50k-70k. 2nd income range $100k-125k

Upper Level Tickets, possible season tickets or game packages

Customer Analysis & Market Segmentation

Focus on Families

Positive Experience leads to Positive Image

Customer Analysis & Market Segmentation

Las Vegas major tourist destination

Little to no focus on tourists

Competing with endless activities and entertainment

Customer Analysis & Market Segmentation

We can segment our customers into many different groups starting with age. The data suggests our main age groups are ages thirty six to sixty followed by nineteen to thirty five and sixty years and up. The chart below outlines the main age groups the Silver Miners intend to target

.

Customer Analysis & Market Segmentation

By analyzing and describing our customer base we will be best prepared to meet their needs and wants.

Recognizing different age groups and realizing this dictates what we must offer in terms of ticket packages, concessions, merchandise, and parking.

The Vegas Silver Miners will utilize the cities diverse population and demographics in order to provide the best possible entertainment for an NBA franchise.

Tailor to the 36-60 year old demographic

Customer Analysis & Market Segmentation

Tactical Marketing Plan Vegas Silver Miners Team Store Pricing List

ITEM

Price($)

Men’s/Women’s Authentic Jersey:Men’s/Women’s Replica Jersey: Men’s/Women’s Hoody:Men’s/Women’s Shorts:Men’s/Women’s Sweatpants:Snapback Hat:Fitted Hat:Men’s/Women’s Team Jacket:Men’s/Women T-Shirt:Men’s/Women Player Jersey T-Shirt:Team Polo:Men’s/Women’s Tanks:Pennant:Mini-Basketball:Full-Size Basketball:Bubblehead:Team Flag:Lanyard: License Plate Frame:Cookie 2-Pack Team Mug: Team Decal Team Lunchbox: Basketball Rug Team Clock: Team Blanket:

120.0080.0060.0040.0030.0030.0035.0080.0020.0025.0030.0020.0012.008.0020.0015.0030.007.0012.0010.0015.0010.0010.0020.0015.0020.00

Tactical Marketing Plan

ITEM Price($)

WaterLemonade Soda(Pepsi Products) PepsiDiet PepsiMountain DewDr. PepperDiet Dr. PepperSierra MistBeerBud LightBud Light LimeBudweiserBud Platinum Margarita *Multiple Bar locations throughout arena for specialty orders

3.504.00 4.504.504.504.504.504.50 7.257.258.258.258.50

ITEM Price($)

*Cheeseburger*BBQ Sandwich w/chips

*Pork Chop Sandwich*Pizza (slice)

*Pizza (whole)*Hot Dog (regular)*Hot Dog (jumbo)

*Bratwurst Curly Fries

Onion Rings Deep Fried Pickles

Deep Fried JalapenosPopcorn

Nachos (regular) Nachos (deluxe)

Peanuts Jumbo Pretzel w/cheese

Snow Cones Cotton Candy

Ice Cream Vanilla

Chocolate Twist

6.25 6.25 6.505.50

12.004.005.256.504.504.505.505.503.254.506.00

4.004.50

5.505.00

3.003.003.00

*Add $5 Make it a silver platter meal. Fries/Chips and Large Drink

ITEM Price($) Premium Games Single Game Ticket Sales Courtside/Floor100 Level Lower Bowl100 Level 200 Level 200 Level Suite 300 Level 12 Game *Silver* Package Choose from any games on schedule. Premium games excluded (Miami, Chicago, LAL, OKC, NYCCourtside/Floor100 Level Lower Bowl100 Level 200 Level 200 Level Suite 300 Level

1,685.00 2,150.00150.00 170.00130.00 150.00 110.00 130.00220.00 265.0065.00 75.00 19,500.001,650.001,450.0011,00.002,900.00615.00

½ Season Ticket Plans (22 Games)Courtside/Floor Seats 100 Level Lower Bowl100 Level 200 Level 200 Level Suite 300 Level Full Season Ticket PlansCourtside/Floor Seats 100 Level Lower Bowl100 Level 200 Level 200 Level Suite 300 Level Parking Passes

33,000.003,000.002,700.002,300.004,680.001,250.00 64,000.005,975.005,150.004,250.008,885.002,225.00

Single GameSeason Pass

20.00710.00

Ticket Prices

Food and Ticket Prices based on league average

Customers save money in long run through ticket packages

We have negotiated contracts with major companies such as Anheuser-Busch, Pepsi, and Pizza Hut.

Tactical Marketing Plan

Giveaways and promotions through Facebook, Twitter, Radio, and Television

Advertising campaign featuring players and coaches

Sparking youth interest

School and community outreach programs

Tactical Marketing Plan

Our organization’s mission is to create and sustain a winning culture not only on the court but off the court as well as bring in players with high morals/character that reflects the nature of the city.

Are You All In?

Conclusion

http://www.lasvegassun.com/news/2008/nov/11/no-11-nba-all-star-game-full-glitz-glamour-and-gri/

www.nba.com/bulls

www.nba.com/blazers

Works Cited