2017

San Diego, CA

Celebrating 50 yearsat Torrey Pines

Connor McCurley | Corey O’DonnellAnthony Pipia| Logan Smalley | Austin Sypersma

Kiki Cunningham | Michael Gray

Target Audience

Taste of Torrey

Recommendations:

Mobile App

RFID Technology

Marketing

ROI

Conclusion

Contacts

Contents

Appendices

1

3

Spotify

7

8

10

13

14

15

16

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Executive SummaryThe Farmers Insurance Open is San Diego’s own PGA Tour event, hosted at the world renowned Torrey Pines course. The event is managed by The Century club, a 501 c3 charitable organization. The Century Club delivered $31 million in economic impact to the San Diego area in 2015 alone, as well as contributing $3.1 million to benefit at risk youth and youth charities in the San Diego Area.

As part of the San Diego Sports Consulting Project, undergraduate students from Ohio University, University of Iowa and Purdue University were managed by postgraduate students from Ohio University and Deakin University (Australia) to consult for The Century Club. The scope of the consulting project was to identify a targetable, in-market demographic to direct the 2017 Farmers Insurance Open marketing campaign towards. The charge also consisted of providing innovative recommendations to attract this new market of non-golf fans to the Farmers Insurance Open Tournament.

In order to attract people to the Farmers Insurance Open at Torrey Pines, the consulting team has identified four key recommendations to appeal to a market that enjoys everything that makes San Diego “America’s finest city:” premium food, craft beer, fine Californian wine, and the arts, while being outdoors under sun-filled skies. All of these aspects of the city are being tied together in the in-house Taste of Torrey event. Another modification that the team involves the live music scene at the FIO. Bringing in a high-profile artist may not have been within the budget before, but we hope to change that with savvy artist and brand conjunctions.

As the festival scene grows around the world, the size of these events has increased tremendously, making the need for electronic data tracking and management more vital than ever. Using radio frequency identification to keep track of attendees will make The Century Club a frontrunner of technology withinin the professional golf industry. With great confidence, we present The Century Club with tools to increase FIO attendance and generate revenue.

the ace“It’s not just golf. It’s Torrey.”

Kris JamieTarget Audience

1

25

$50,000 -$150,000

HHI

62% of people have watched ABC, CBS, and FOX in the past

30 days

1 car per HH

Over 86,000 San Diegans listen to KPBS every year.

80% of people have visited Facebook in the past 30 days.

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the aceThe target audience classifies as non-golf fans in the San Diego and surrounding areas that like to seize new opportunities and have the income to support a night out at Torrey Pines. 2

AGE RANGE-

ofA Taste of Torrey is the perfect addition to the San Diego social calendar. Noticing an opening in the local events schedule during the Farmers Insurance Open, A Taste of Torrey is the perfect opportunity to showcase San Diego’s diverse culture and festival scene within the world of golf.

Enhancing the fan experience beyond watching the world’s finest game in America’s finest city, a destination event within the Torrey Pines course will showcase outstanding food from a number of San Diego’s best restaurants and eateries, unique works from local artisans, as well as refreshing beverages from the best of California’s wine industry and quality craft beer from tournament sponsor Anheuser Busch’s growing microbrewery portfolio. See Appendix A.

Participant Investment

*Or 20% of generated revenue (whichever is higher)

Reco

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tion

#1

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The consulting team has identified Ace Hardware as a targeted partner for the Taste of Torrey event because Ace is already in partnership with the PGA. During a full-scale food festival, assets such as tents, generators, additional tables and chairs are required. Ace Hardware is the company that should be approached with first refusal to partner with the FIO for title rights to Taste of Torrey. In order to maximize profit, the FIO should aim for a $15,000 sponsorship to offset material expenses. Ace will benefit from this deal as the title event sponsor and first rights to signage on the set-up materials, such as tents and platforms. By partnering with the FIO, Ace Hardware has an opportunity to expand brand recognition in the San Diego market.

the ace

“A Taste of Torrey” is a key component of the event experience for the Farmers Insurance Open. By holding an event that is attractive to the identified target demographic, A Taste of Torrey will supplement the Farmers Insurance Open, enabling attendees to sample the best of San Diego, whilst taking in a “taste” of the sport of Golf. It is anticipated that given the quality tournament already taking place, attendees will become more likely to attend yearly, both for the sport and the premier socializing at the Farmers Insurance Open.

Taste of Torrey will be the focal point of marketing the FIO to the target audience by providing them with a worthwhile experience outside of the game of golf. 4

As shown in the graphic above, Spotify controls the San Diego market in terms of promoting Farmers Insurance Open through a commercial music channel. This is why a partnership with Spotify provides The Century Club with the most value.

The Farmers Insurance Open has previously supported the arts by featuring local artists after tournament play has ended. The consulting team proposes to increase the profile of the concert by partnering with a leader in music streaming, Spotify. The premise behind this recommendation is that Spotify will provide the FIO with a highly-grossing artist to perform on Friday night. In return, Spotify will be the presenting sponsor of the concert.

The goal is to bring Jason Mraz to Torrey Pines for a performance. Between Spotify’s connections in the music industry and Mraz’s San Diegan background and philanthropic efforts, this situation will bring the most value to all parties involved.

Other, 4.1%

Sirius XM Radio, 16.1%

TV Music Channels, 2.2%

Broadcast Radio, 25.7%

Spotify, 51.6%

Other 4.1%

Sirius XM 16.1%

TV Music Channels 2.2%

Broadcast Radio 25.7%

Spotify 51.6%

Music Consumption in San Diego

SpotifyRe

com

men

datio

n #2

5 Adult/Senior Adult/Senior Adult/Senior

the ace

2016 Friday Attendance

26,883

28.3% of Spotify Free users upgrade to Premium

= approximately $53,250 in additional

revenue for Spotify

Because Jason Mraz concerts are selling out at close by venues, the team believes that advance ticket sales will experience an increase.

The team suggests that Spotiify should run one of their standard free 1-month Spotify Premium campaigns to FIO/concert ticket buyers. These promotions have previously experienced excellent results, recording a 28.3% conversion rate of users who upgrade from free to premium service.

Spotify will also have the opportunity to utilize the profile of PGA Tour stars through the promotion of personal player playlists. High-profile players, like Rickie Fowler, will compile a list of favorite songs that will be placed on a public Spotify playlist. This creates a cross promotion opportunity between the FIO attendees and Spotify. This will also turn golf fans that do not currently use Spotify into first-time users.

The concert offers fans a unique golf tournament experience unlike any other in its peer group. The partnership creates value for both FIO and Spotify. 6

Other PGA Tour events in the peer group of the Farmers Insurance Open have successfully implemented a tournament smartphone application (app), available through Apple and Android platforms. It is recommended by the consulting team that the Farmers Insurance Open invest in the development of a tournament app in order to capture a more engaged fan base and create an opportunity to capture user data to better understand market behavior.

The SportsLabs Farmers Insurance Open app will provide many features:• Course Maps• Leaderboard• Links to offcial PGA Tour website for Player & Score Updates• Weather information• Push Notifications and Alerts• Event details such as Conveniences and Taste of Torrey information• Value additions for event sponsors

Cost:

At $15,000 annually, we recommend approaching the current tournament sponsor, Farmers Insurance, with a naming rights deal. Farmers Insurance will be able to increase their market share by promoting their brand and add value to existing and future partners.

the aceKeep up with competitors and increase value for consumers and sponsors alike with the creation of a Farmers Insurance Open app.

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FIO Mobile App

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The team recommends implementation of Radio Frequency Identification (RFID) wristbands in order to improve data collection from attendees. RFID bands are becoming a commonplace in other areas of the entertainment market and will allow the tournament to refine their marketing plan. RFID technology uses a small Radio Frequency transmitter and receiver in the wristband, which is able to securely store and send information automatically by computer, without the need for physical contact.

Research into the provision of RFID technology suggests that the Farmers Insurance Open partners with Intellitix, who are seen as a market leader in the implementation of technology based solutions for festivals and live events. Intellitix are able to also collect and organize data on behalf of the Farmers Insurance Open. ID &C are recommended by the consulting team and Intellitix to undertake the design and distribution of the wristband.

Information that can be collated by the registration/ use of RFID bands:

• Personal Details (Name, Email, Age range, Gender, Zip Code)• Credit Card Information (For cashless payments)• Ability to link wristband to Facebook and Twitter profiles• Live Click check-ins, tracking movement of attendees around the course

Radio Frequency Identification (RFID)

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Opportunity

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RFID Logistics

the aceThis recommendation will make FIO a front runner in data collection and organization in the PGA Tour. FIO will be the first annual golf tournament to implement this technology.9

See Appendix B for further details.

$11,000

$9,000

$90,000

Marketing Plan

Taste of Torrey

Put creatives at each participating

restaurant and artisan booths

Table at local sporting events

and festivals

Integrate food/drink

partners in posts on socials

Spotify Target local free

service users with 15-30 second

advertising spots

Promote app through same advertisments

AGN Sports App

Provide link on all social media

accounts

Purchase ad space through related apps, such as

GolfNow

RFID Create hype video to post on social media platforms and FIO website

Add informational RFID tab to

website

Showcase technology at tabling events

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The Farmers Insurance Open seeks to initiate a marketing plan to increase attendees from the previously established target demographic. The following pieces of the marketing mix supplement the recommendations to get “Kris” and “Jamie” to the Farmers Insurance Open.

Thank You Baskets:• Provided to sponsors and donors• Include thank you cards, exclusive merchandise and memorabilia.

Fan Experience Survey:• In addition to the information gathered through RFID, a traditional survey will be distributed to all email contacts.

Social Media Campaign:• Targeted social media campaigns to support the implementation of the marketing mix and paid advertising. Utilize Snapchat geofilters o promote fan engagement during the event as well. See Appendix C.

Festival Booths:• Marketing the Farmers Insurance Open at other events such as other local food, wine and beer festivals in the San Diego community

Early Birdie Sale:• Opening campaign structured to encourage early sales of a select number of tickets in each category.• Exclusive benefits for early birdie customers structured to create earlier ticket demand

Spotify Advertisements:• Incorporating advertising slots on the free version of Spotify in between songs in order to promote early birdie, VIP tickets, Spotify concert, Taste of Torrey and other events

50 Years.12 Charities.1 Winner.

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Restaurant Advertisements:• Restaurants participating in the Taste of Torrey to be given exclusive promotional material advertising to diners of their participation in the event, giving cross promotional opportunities within their businesses.

Social Media Videos:• Fifteen to thirty second advertisements hosted on social media channels promoting the tournament, Taste of Torrey, Spotify concert and associated events or announcements.• Behind the scenes interviews of chefs, brewers, and vignerons will provide fans with exclusive content before the “Taste of Torrey” event takes place.

Holiday Sales:• Promotional marketing leading into the holiday season and traditional sales periods such as Black Friday and Cyber Monday.

Spotify Playlists:• Playlists compiled by players to create a cross promotion between the Farmers Insurance Open and the concert sponsor, Spotify.

Traditional Radio and Print Advertisements:• Maintain standing marketing strategy by targeting consumers through the recommended channels.

Traditional Television Advertisements:• Continue with traditional television marketing plan, targeting the programs most watched by key demographic segments.

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Return On InvestmentAfter analyzing the attendance of the past three Farmers Insurance Open Tournaments, the team can respectively project the attendance increase of the 2017 FIO. Within our target market of 602,000 people, we found that 170,300 of that population have attended or regularly attend local festivals and concerts. Based on these findings, the assumption can be made that the Friday night Jason Mraz concert presented by Spotify and the “Taste of Torrey” event will attract a significant percentage of those 170,300 individuals.

In projecting this increase in attendance, our team provided three levels of attendance increase:

Conservative (5%) Moderate (7%) Aggressive (10%)

The projected increase in attendance along with the additional revenue generated from the increase is displayed above.

the ace

ConclusionThe San Diego Sports Consulting Project team have provided four key recommendations that represent a strong business strategy to increase attendance at the Farmers Insurance Open. An increase in attendance will provide an increase in revenue for The Century Club to continue to improve the lives of at risk youth and youth charities in the San Diego area, as well as providing ongoing increased economic impact to the people of San Diego.

The specific recommendations outlined in this report outline how the implementation of an innovative approach to transforming the Farmers Insurance Open into a tech savvy event. The Taste of Torrey and Jason Mraz concert made possible by Spotify will ensure that the residents of San Diego will see the tournament as the place to be seen each January in San Diego.

Importantly, the recommended changes have been planned in a way that will compliment, rather than compete, with the traditional golf fan. By increasing the customer base for the Farmers Insurance Open through the implementation of these recommendations, the Farmers Insurance Open and The Century Club will be in the best possible position to grow the in-market fan base for golf in San Diego, which will allow The Century Club to capitalize on the upcoming U.S. Open Championship in 2021.

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Consultants:

Connor McCurleycm792213@ohio.edu

Corey O’Donnellcodonnel@purdue.edu

Anthony Pipiaanthonypipia22@gmail.com

Logan Smalleyls427312@ohio.edu

Austin Sypersmaaustin-sypersma@uiowa.edu

Managers:

Kiki Cunninghamkikicunningham17@gmail.com

Michael Graygraymichael81@gmail.com

Please contact the team with any questions, comments, or concerns.

APPENDIX ATop 5 Wineries in

La Jolla Contacts Top 5 Wineries in

San Diego County Contacts

Blue Door Urban Winery

(858) 274-4292 Matucci Winery (760) 305-8435

LJ Crafted Wines (858) 551-8890 San Diego Cellars (619) 269-9463 Forgotten Barrel

Tasting Room (888) 620-8466 The Wine Lover (619) 294-9200

Négociant Winery (619) 535-1747 Wine A Bit (619) 365-4953 Gianni Buonomo

Vintners (619) 991-9911 Vinavanti Urban

Winery (877) 484-6282

Potential Participating Artisans Link to website Diamond Valley Gourmet diamondvalleygourmet.com

ALL TIED UP "TIED DYES" facebook.com/AllTiedUpDyes

Worn But Not Forgotten wornbutnotforgottensportsart.com

Set in Stone Designs setinstonejewelry.com

Pretty Fancy prettyfancy.com

Sweet Silhouette sweet-silhouette.com

I.M. Puzzled impuzzled.atwebpages.com

Songhorse's Treasures etsy.com/shop/SonghorsesTreasures

The Dragon Flame Shop thedragonflameshop.com

Anheuser- Busch Microbreweries

Location Contact Information

Four Peaks Brewing Co. Tempe, AZ (480) 303-9967 Goose Island Beer Co. Chicago, IL (800) 466-7363 Blue Point Brewing Co. Patchogue, NY (844) 272-2739 10 Barrel Brewing Portland, OR (503) 224-1700 Elysian Brewing Company Seattle, WA (206) 860-1920 Golden Road Brewing Los Angeles, CA (844) 452-2337 Breckenridge Brewing Littleton, CO (303) 623-2739 Devil's Backbone Brewing Lexington, VA (540) 462-6200 Type of vendor Size Price Artisans 5x5 $300* Brewery/Winery 5x5 $500* Restaurants 10x10 $1000* *or 20% of revenue

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APPENDIX BAttendee ActivationsCheck-in Stations10 Live Click Stations will be positioned around the course that attendees can check in, post status updates, and enter contests at.• The Fringe – 15th• Michelob Ultra 19th Hole• Expo• Grey Goose Lounge• Michelob Ultra Oasis• Vantage Point• NEW – Hyundai Car Display• 3 Social Media Stations

Entrance PortalsEntrance portals will be used for attendees to enter the tournament in-stead of the traditional gates and ticket takers.Cashless Payment/IntellipayVendors in the Taste of Torrey will not take any payments themselves. Attendees will pay at a payment booth in the event that has 5 Intellipay systems. At the end of the event, the 20% minimum payout will be taken out for the tournament, and profits will then be distributed to the vendors. Cashless payment options will also be installed in the 6 concession stands and the merchandise booth on the course.

Cashless Payment/IntellipayVendors in the Taste of Torrey will not take any payments themselves. Attendees will pay at a payment booth in the event that has 5 Intellipay systems. At the end of the event, the 20% minimum payout will be taken out for the tournament, and profits will then be distributed to the vendors. Cashless payment options will also be installed in the 6 concession stands and the merchandise booth on the course.

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CostWhile coming up with an exact cost to implement this technology is not possible without contacting Intellitix with an inquiry, our team has evaluated comparable products and come up with a rough estimate of the cost for the Farmers Insurance Open’s needs.

Based off previous attendance numbers and the projected increase in attendance due to our recommendations, it is suggested that Farmers Insurance Open supply themselves with 125,000 fabric barrel lock wristbands, which can be designed and ordered through ID &C for $0.34 per wristband. Intellitix will add the RFID chip for $0.10 per wristband, bringing the total to $55,000 for the wristbands.

The tournament will need 10 Live Click stations throughout the course. Based off numbers from rfidjournal.com, these stations will cost an average of $1,500 each. The course will also need 16 entrance portals at the main gate, as well as 6 at the VIP gate. These portals will cost $500 each.

The last thing the course needs is a total of 18 Intellipay systems to be used at concessions, merchandise shops, and the Taste of Torrey for cashless payments. Based on prices for iPad POS systems and pricing for comparable cashless reader devices, this will cost $500 per unit. This brings the total implementation cost of the RFID system to $90,000.

PartnershipTo offset the cost of implementation, it is highly recommended to partner with a company that can mutually benefit. The team recommends partnering with Samsung, who is an Offcial Patron of the PGA of America. Samsung is already a major player in festival promotion and has paired with Intellitix before. In exchange for helping to pay the cost of the RFID system, Samsung would get its name and logo on each wristband, making sure that every person who attends the Farmers Insurance Open sees their brand. In addition, Samsung would have access to all of the audience data collected by the RFID technology in order to assist their future marketing plans.

BenefitsThe benefits of RFID solutions significantly outweigh the cost to implement the technology, and in many ways can help save costs for the event organizer and increase revenue opportunities.

Access ControlThe tournament will gain proven, secure and dynamic ways to manage access control. Intellitix custom-made entrance portals and handheld readers provide quick entry into the course and venues, dramatically cutting down lines. RFID also eliminates the problem of fake tickets, with each person’s ticket being on their respective wristband. Event coordinators will receive real-time reports of the people entering the tournament, giving them unprecedented control.

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RFID

-Live Click Stations

-Entrance Portals -Intellipay System

Taste of Torrey

Guest EngagementTournament attendees can check in at different locations around the course and those who have set up their Facebook and Twitter accounts can instantly post status updates and even photos at Live Click stations. Attendees will also be entered to win prizes for checking in at all 10 stations around the course. This creates a more fun and interactive environment at while also generating more online traffc to the tournament website and about the tournament in general.

Cashless PaymentCashless payment systems offer a faster, more convenient and secure way to transact at the tournament. By loading credit onto the wristband, lines are radically reduced, allowing guests less time waiting and more time enjoying. Intellipay cashless payment system also accepts payment with multiple currencies, appealing to the high number of international golf fans. The system also creates complete transparency on every transaction with vendors, drastically reducing the risk of theft and ensuring proper declaration of profits. According to Intellitix, their cashless payment system has proven to increase on-site guest spending by 15 – 30% compared to traditional methods of payment due to the speed of the transaction and advanced top-ups, among many other reasons.Audience ProfilingIntellitix allows the Farmers Insurance Open to know more about their customer. Intellitix audience profiling tools allow organizers and brand partners alike to gain revolutionary insight into event-goers, enhancing the experience for all. Tournament leaders can know who every guest is, where they’re from, who likes a particular event or booth, who prefers beer over wine, who prefers Twitter to Facebook, who left early... the possibilities are as endless as the benefits. RFID creates data to be leveraged to drive return on investment and understand the impact of experiential marketing.19

Snapchat Geofilters

TorreyPines

2017FarmersInsurance

Tasteof

1. DESIGN

Ensure your designs meet the guidelines and update your artwork.

2. MAP

Pick a time and set a Geofence for your filter.

3. BUY

Submit your Geofilter and have it reviewed within one business day.

A

APPENDIX C

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