DALLAS MAVERICKSPaul Monroe

CMO of Greengrass Studios (Dallas Animation

House)

Former Vice President Marketing & Comm. (2008 –

2014)

NATIONAL BASKETBALL ASSOCIATION

• NBA Comprises of 30 franchised member clubs, of which 29 are located in the USA and in Canada.

• A typical NBA season consists of 82 game (41 Home) followed by the playoffs.

• Season starts in early October and the NBA Finals play through mid-April.• Its head offices are located in New York City and NBA TV studios are

directed out of Atlanta, GA.• The NBA logo is a is a silhouette of Jerry West. West is a Hall of Famer point

guard.• NBA formed the Woman’s National Basketball Association (WNBA) in 1996

with 8 teams. Today, the WNBA has 12 teams across the United States.• The NBA’s minor league organization is called the NBA D (Developmental)

League. For the 2013-14 season, the League consists of 16 teams and the Frisco’s Texas Legends are affiliated with the Dallas Mavericks.

MAVS MKT. & COMM. TOUCHPOINTS

The life of a sports marketing executive can feel like you’re the performer in the circus spinning plates or in a shark tank.

Constantly spinning, balancing and keeping things under control.

NBA BRAND POSITIONING

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Seat Location

Playoff Priority

Games areEntertaining

Discounts overSingle Game Price

Direction of Team

What Matters Most to the

Season Ticket Holder

AREAS OF FOCUS BLUEPRINT TO CREATE A

GREAT FAN EXPERIENCE

GAME NIGHT VIDEOS

GROUPS / CAMPS

FAN ENGAGEMENT

EVENTS

COMMUNITY RELATIONS

PROMOTIONS / PREMIUMS

ENTERTAINMENT GROUPS

PLAYER RELATIONS

MUSIC

COMPLIMENTSOCIAL MEDIA

KIDS CLUBFOCUS

COMMUNITY PARTNERSHIPS

MAVS GEAR

POST-GAME EVENTS

IN-GAME PLAYERCOMMENTARY

IN-GAME HOST

ENGAGE FEMALE, LATINO, AFRICAN AMERICAN FAN BASES

CULTURAL OUTREACH

AREAS OF FOCUS BLUEPRINT TO CREATE A

GREAT FAN EXPERIENCE

FAN EVENTS

Increased fan interaction and

new sponsorship opportunities

FAN JAMS

Activities for families, adults, athletes, and fans

DEMOGRAPHIC APPEAL

Enhanced plaza party, concourse activation, fun-run, live music

Festival de los Mavs – March ‘13

FESTIVAL ATMOSPHERE

EVENTS – FAN ENGAGEMENT

PLAYERSEach player must, upon request, participate in at least 4 fan connectionactivities each season and make a minimum of 12 appearances onbehalf of the Team and/or NBA (a minimum of 7 individual and 5 groupappearances), with a minimum of two of those appearances targeted toSeason Ticket Holders.

Theatrical moment that begins after anthem and continues until tip off…We throw 45 of the Biggest & Best parties in the DFW Metroplex

throughout the Pre & Regular Season…Fun & Excitement!

Key Components:• Timing: Seamless transition & flow of each element to create and

sustain emotional momentum• Music/Audio• Lighting: Appropriate lighting for each element• Video Open: Quality of production as well as effectiveness of the

video (i.e. is it impactful, dynamic, emotional)• PA Announcer & Emcees: In sync with the energy of other elements• Live Components & Entertainment groups: Choreography and staging• Video Direction: Clearly capturing the elements that make up the

event

GAME PRESENTAION

Fan Interaction Definition: All elements designed to invite participation and/or interaction with the fans.

Key Components:• On-Court Opportunities (i.e. contests, skits, high

five lines)• Video Board Opportunities (i.e. dance cam, fan

cam)• Upper Bowl Activation – Mavs Rowdy Crowd• In-Arena Giveaways• Highlighting of all of the above (i.e. video board

recognition, PA announcement, spot lighting)• Fan ritual/tradition – RPL, MFFL, Eminence Front

FAN INTERACTION

MAVS MEDIA

Permanent green screen located

inside AAC

GREEN SCREENS

WIRELESS CAMERAS

ARENA LIGHTINGDramatic light show to enhance

atmosphere during introductions

and halftime

•Fan perspective with GoPro Cameras

•Roaming wireless camera

FAN ENGAGEMENT

PREMIUMS TO THE NEXT LEVEL

AR SLAPBANDSFAN ENGAGEMENT - PROMOTIONS

• Augmented reality (AR) is cutting-edge technology that allows for a digitally enhanced view of the real world, connecting you with more meaningful content in your everyday life. With the camera and sensors in a smartphone or tablet, AR adds layers of digital information – videos, photos, sounds – directly on top of items in the world around us.

• Last season we produced 12 different slap bands like you have each with a player number and signature along with a unique Mavs logo.

• The slap bands are given out at home games and are accompanied by in game promotion instructing them to get the app as well as instructions on the back as you see.

• Object is to get the fans to collect them and keep them on so people see them outside the game and want one or want to collect them all.

• Its cool because this slap band comes alive by scanning it with your phone and plays videos of the players and new content as we go. Special videos and even games if we want.

• In the App it has icons for messages, for player scores and for the leader board.

• The fan gets the app and gets the introductory video by scanning. Then the fan gets a couple of messages with instructions and explaining that they need to keep the band on because they will get Push notifications with prizes and you don’t know when those are coming.

ENTERTAINMENT GROUPS

Expand prep classes and youth

dance camps

DANCER CAMP

Generate fan excitement pregame

on plaza and concourse

PUMP UP THE FANS

More Dancer/ManiAAC combo

routines

DANCE MASHUP

GAME PRESENTATION

ENTERTAINMENT GROUPS

Don’t reinvent the NBA’s best dunker…just reinvent his presentation. Show more depth and style to his show.

MAVS MAN

Create a new character that dances, interacts and brings fans eyes to the floor.

A NEW COSTUME

Refresh our repertoire of props, signs and stunts to give a new look that fans can’t look away from.

PROPS & STUNTS

GAME PRESENTATION

MUSIC OF THE MAVS

Eminence Front refreshed with the addition of orchestral elements or

a live band, lighting – Chris Kuroda-Phish, sound, effects.

REVAMPING A CLASSIC

Brass section integration

Mavs Entertainment Camp

Band In The Stands

DRUMLINE 2.0

GAME BEATS•Mashups and turntable mixing

•Celebrity DJs

•Player playlists

• Sponsors – Guitar Center / Budweiser

GAME PRESENTATION

AREA OF FOCUS BLUEPRINT TO CREATE A

GREAT 360 DEGREE GUEST EXPERIENCE

SECURITY

FOOD & BEVERAGE

CONCOURSE

PARKING

EXIT

ENTRY

RETAIL

USHERS

SMARTPHONE/WI-FI

• Throughout the regular season the NBA works with each team to conduct Flight Surveys to STH and Individual buyers. Last year the League conducted 2 secret shops per team.

• Some of the criteria that the secret shopper looked at:

1. Price2. Length of wait3. Quality 4. Warmth of interactions5. Courtesy & knowledge 6. Upselling

• Some of the results (F&B):

• STH were most satisfied with the team’s ushers and least satisfied with F&B• F&B – wait in line, Avg. price of a beer, bottle water, hot dog & pretzel, order was correct, hot food

was served hot, variety of food items and of high quality, cleanliness, name tags visible, etc.• Avg. length in line 3.25 minutes – high was over 8 minutes and low was less than 2 minutes• Avg. cost of a beer, H2O, Hot Dog and Pretzel was $21. High - $26 and Low - $18• Take a fresh look at menu• Ensure monitors are visible from afar• Create a speed line for pre-packaged items• Turn line sideways

CUSTOMER SATISFACTION:

Great Service leads to increases in

Customer Referrals and Renewals

• New procedures in place for directing cash guests to available AAC facilities including electronic displays, street level signage, and parking concierge position.

• Large print name tags distributed to box office staff and required for all events.• AAC guest services ambassador program expanded to facilitate both entry and exit

process.• New standards for elevator attendants in elevators.• Entrance lobby supervisors are now clearly identifiable by new name tag design.• Additional signage in place for guest services locations.• ATT WIFI upgrade completed.• Pre-game briefing emphasizes specific guest interaction requirements. All games.• Meet with DPD Police Major to discuss police officer behavior and corrective action.• Provide Mavericks team members AAC Dispatch phone number and call in protocol. • Complete installation of new way finding signage on suite levels.• Hire third-party secret shopper service to test progress of corrective steps. • Mid-season training program and pep rally for all service related employees. Training

will emphasize common guest protocol and NBA standards.

Management Call To Action for

Customer Service Initiatives

• This season, starting to including a game day F&B coupon in our nightly Tip-off magazine. Examples - $1.00 off a burger, $1.00 off chicken finger, Buy a burger and get $2.00 off a soft drink, so on and so forth. Will spur additional business and add value to the experience.

• Develop rewards incentive program for game day staff who go above and beyond to serve our guests.• Development of new comprehensive, building wide training program addressing NBA experience

standards across all event operating departments.• Levy F&B – Adding in “A la minute” Fresh Food Stations, new menu items i.e. BIG BBQ Sandwich

Management Call To Action for

Customer Service Initiatives

Customer Service Initiatives

Mobile Compatible, a Must

STAY RELEVANT

Own the Summer in off-season

Connect Deep Ellum and the Mavericks in the subconscious of North Texans.

GROW the neighborhood.

MAVS DEEP ELLUM

A community court, open to the public and available for clinics and community outreach.

OUR OWN RUCKER PARK

Create a place for our fans to come and watch, celebrate, and be a part of the Maverick family.

WATCH PARTY / MOVIE NIGHTS

EVENTS – SPONSORSHIPS - CAMPS

pPut art on live art exhibit for season ticket holders at Fair Park

Next – open to the general public

to build excitement

MAVS IN THE PAINT

In-season competition exclusively for Hoop Campers at AAC to deepen their involvement in the program. Downtown competition with Mavs themes basketball tourney.

SKILLS CHALLENGE / HOOP IT UP

THANK YOU

Paul Monroe - CMOGreengrass Studios

E-mail: pmonroe@greengrassstudios.comPhone: 214-880-0101

Twitter: @nole93LinkedIn: Paul Monroe