san diego tmd proposal. overview infamous events trends and opportunities new 2013 event marketing...

San Diego TMD Proposal

OVERVIEW

• Infamous Events• Trends and Opportunities• New 2013 Event• Marketing Plan• Budget • ROI

So what event is missing in San Diego?

BOARDS on

the BAY

San Diego

3-Day Festival

Second weekend of November

Mission Bay: Fiesta Island & Crown Point

Event Overvie

wExtreme

Water Ski & Wakeboard

Competition

Why would we do that?

Source: Bureau of Labor Statistics

Source: Bureau of Labor Statistics

Source: Physical Activity Council Report, US

San Diego Travel Motivators

33%

Source: San Diego Convention of Visitors Bureau

Originally called a “scurfer”

Wakeboarding invented by Tony Finn in San Diego, CA (1985)

Source: USA Wakeboard Association

(November) Average: 70°F & 75% Sunshine

The largest man-made aquatic park in the country!Mission Bay

San Diego, CA

Source: San Diego Convention of Visitors Bureau

Similar Events

Orlando, FL

Pine Mt., GA8,000

Phoenix, AZ4,000

Silver Lake, WA3,000

Pleasant Prairie, WI8,000

Fort Worth, TX8,250

Acworth, GA8,000

Branson, MO8,000

25,000

Monroe, WA4,000

Knoxville, TN8,000

Colorado Springs, CO8,000

8,000

10,000

BOARDS on

the BAY

San Diego

Event Line-Up

Private Kick-Off Event

Clinics

Expo

Awards Ceremony

Freestyle Wakeboarding

PreliminariesSemi-finals

Finals

Benefit Concert: Surfrider

Foundation

Live Web

Stream

Extreme Jumps

Slalom Water Skiing

Goals

2. Promote San Diego as an Extreme Water Sports Destination

3. Raise $15,000 for San Diego Surfrider Foundation

1. Increase ‘Heads in Beds’  in Mission Bay TMD Hotels from XX% to XX% in November

Water Skiing:

4.6 million US participants

$180,000 Average Household

DEMOGRAPHICSTarget Market

Target Market16-35

Age Range

68% between 25-64

49%/51%Male/Female

Source: Sports Marketing Survey, US (2012)

Wakeboarding :

3.5 million US participants

$140,000 Average Household

Target States:

CA, AZ, WA, TX, FL, CO, NC

PRINT ADVERTISEMENTS

MAGAZINES• Transworld Wakeboarding • Water Ski • The Water Skier, USA Water Ski

Marketing Plan

Orlando, FLMadison, WICharlotte, NCPine Mountain, GAGlenwood Springs, COEmpire Landing, AZParker, AZBoulder City, NV

NEWSPAPERSSacramento, CAShasta Lake City, CALake Havasu City, AZSan Diego, CASeattle, WAWest Palm Beach, FLAustin, TXGrand Rapids, MI

Marketing Plan

MEDIA CAMPAIGN

EVENT WEBSITE & SOCIAL MEDIA

RADIO STATIONSTop 40 & Alternative Rock Stations in target market regions:

AZ: KQST-FM 102.9 (Top 40), KZON-FM 101.5 (Alternative) FL: WRMF-FM 97.9 (Top 40), WXXL-FM 106.7 (Alternative)

PERSONAL MAILERSBrochures sent to USA Water Ski’s mailing list

ASSOCIATIONS• USA Water Ski & 8 affiliates• World Wakeboard Association (WWA)• Surfrider Foundation

Trade ShowsSurf Expo: Global Watersports and Beach Lifestyle Tradeshow

Wisconsin Water Ski Convention and ExpoCalifornia Water Sports Expo

Marketing Plan

PARTICIPATION

PR FIRM

SAN DIEGO CONVIS: • Crew Classic• Bayfair• California State Games• San Diego Sports Commission

Marketing Plan

COLLABORATION

Potential Sponsors

Expenses:

Advertising 80,000.00 $ 80,000.00 $

Public Relations 80,000.00 $ 10,000.00 $ 90,000.00 $

Research 10,000.00 $ 10,000.00 $

Events, Travel & Entertainment 10,000.00 $ 10,000.00 $

Web & Technology 20,000.00 $ 20,000.00 $ 60,000.00 $ 100,000.00 $

Printing & Distribution 75,000.00 $ 75,000.00 $ 30,000.00 $ 180,000.00 $

Dues & Subscriptions 5,000.00 $ 5,000.00 $

Office Supplies 5,000.00 $ 5,000.00 $ 5,000.00 $ 15,000.00 $

Facility & Equipment Rental 25,000.00 $ 205,000.00 $ 111,000.00 $ 341,000.00 $

Personnel - Salaries & Wages 40,000.00 $ 40,000.00 $ 80,000.00 $

Personnel - Commissions 10,000.00 $ 10,000.00 $

Personnel - Taxes & Benefits 6,000.00 $ 6,000.00 $ 12,000.00 $

Professional Fees & Services 50,000.00 $ 30,000.00 $ 80,000.00 $ 160,000.00 $

Utilities 10,000.00$ 10,000.00 $ Other 10,000.00 $ 10,000.00 $ 20,000.00 $

Total Expenses: 360,000.00 $ 411,000.00 $ 352,000.00 $ 1,123,000.00 $

Marketing Sales Operations Total Budget

Event Budget

Year 1:

Expenses:

Advertising 60,000.00$ 60,000.00 $

Public Relations 60,000.00$ 5,000.00$ 65,000.00 $

Research 8,000.00$ 8,000.00 $

Events, Travel & Entertainment 8,000.00$ 8,000.00 $

Web & Technology 15,000.00$ 15,000.00$ 50,000.00$ 80,000.00 $

Printing & Distribution 60,000.00$ 60,000.00$ 20,000.00$ 140,000.00 $

Dues & Subscriptions 3,000.00$ 3,000.00 $

Office Supplies 3,000.00$ 3,000.00$ 3,000.00$ 9,000.00 $

Facility & Equipment Rental 14,000.00$ 153,000.00$ 88,000.00$ 255,000.00 $

Personnel - Salaries & Wages 30,000.00$ 30,000.00$ 60,000.00 $

Personnel - Commissions 5,000.00$ 5,000.00 $

Personnel - Taxes & Benefits 4,500.00$ 4,500.00$ 9,000.00 $

Professional Fees & Services 40,000.00$ 20,000.00$ 60,000.00$ 120,000.00 $

Utilities 5,000.00$ 5,000.00 $ Other 5,000.00$ 5,000.00$ 10,000.00 $

Total Expenses: 265,000.00 $ 303,500.00 $ 268,500.00 $ 837,000.00 $

Marketing Sales Operations Total Budget

Event Budget

Projected Year 3:

Non-local guests: 2,400Room Nights: 3,789

$439,048.00 for TMD funded hotels

Event ROI &

RequestYear 1:

TOTAL TMD FUNDS requested: $115,000

4:1ROI

• Knee Boarding Competition• Wake Skating Competition• Amateur/Youth Competitions • Show Ski Demonstration• International Market Expansion

– Australia, Canada, UK • Increase music scene • Beachwear Fashion Show

Event Growth

*ADR for TMD hotels, Mission Bay, November= $115.84

Event Growth

ROI

YEAR ROI Attendees Hotel Revenue

1 4:1 2,400 $435,789.00

2 5:1 3,000 $544,737.00

3 7:1 3,900 $708,158.00

The 5 day weather forecast for San Diego looks a little more like you would expect for July than

for the beginning of November. Rather than grabbing your sled and snowboard, grab a

wakeboard or water skis and take advantage of the great conditions we are lucky to have so

late in the season.

Extend your summer season! Come to Mission Bay!

BOARDS on

the BAY

San Diego