OAK BROOK POLO CLUB 2016 SEASON PREVIEW & STATUS REPORT SEASON PREVIEW SUMMER, 2016
INTRODUCTION & AGENDA We are excited to share with the Village Board a short presentation outlining Oak Brook Polo’s (OBPC) 2016 Season activities, strategies and progress: AGENDA: • Advisory & Management Teams
• Marketing Activities • Competition & Event Schedule • Ticket Strategy & Pricing • Group Outing Options • Venue Layout • Food & Beverage Strategy & Partners • Confirmed Sponsors & Highlights • Village Partnership Agreement Status & Requests
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MANAGEMENT STRATEGY: OBPC has put together a knowledgeable and talented team who are: • Current and former polo players • Experience business and event marketing professionals • Involved Oak Brook residents and village volunteers • Oak Brook Polo historians and • Village representatives These individuals fall into one or two groups depending on the level of their involvement with the upcoming polo season. Invited and confirmed members, include: ADVISORY COMMITTEE • • • • • •
Michael Butler Beverly & Roger Taylor Sean Creed Rob Wilkinson Polo Community Representative Village Representatives
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MANAGEMENT TEAM: • • • • • •
James Drury – President Daniel O’Leary – Club Manager Angela Baker – Marketing & PR Pamela Snyder – Operations Hollis Onetto – Program Manager Christina Nieman – Hospitality 2
TARGET MARKET & MARKETING PARTNERSHIPS
PUBLIC RELATIONS
SOCIAL MEDIA
Renewed and secured partnerships with leading Chicago lifestyle brands, social groups and media channels to expand Club and event visibility.
Outsourced PR efforts to individuals who are Chicago connected and have the ability to share and communicate OBPC’s nearly century old polo story.
Expanded OBPC’s social media presence beyond Facebook to include Twitter, Instagram and LinkedIn to help reach a more age diverse audience.
CLUBS
MAGAZINE
Partnered with Arranmore PC to create Chicago Polo, which combines resources and amplifies OBPC’s brand voice as the place to watch and experience polo.
Through Chicago Polo, we recreated a publication that promotes all of Chicago Polo, history, players, clubs, teams, sponsors, etc.
DIGITAL PRESENCE
COMMUNICATIONS
BRAND POSITIONING
Rebuilt OBPC’s website to become a visually stunning and informative place where visitors can interact with history, learn about polo and buy tickets.
Enhanced communications efforts so that OBPC can regularly talk to and engage with its sponsors, spectators and subscribers to gain valuable feedback.
OBPC deep history and tradition is what differentiates the club from other polo clubs and Chicago sports properties. We will use this history to our advantage.
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TARGET MARKET & MARKETING MARKETING PARTNERSHIPS: Secured both targeted and organic marketing partnerships with: PARTNER DELIVERABLES:
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Paid Media Integration
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Database Access
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Free Advertising
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Event Enhancements
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In-Kind Products / Services
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Grassroots Marketing
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Editorial Consideration
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Pass-Through Integration
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Cost Efficiencies
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TARGET MARKET & MARKETING MAGAZINE: Our alternative to SCORE Magazine, Chicago Polo Magazine is the official magazine of the Chicago Polo season. PUBLICATION HIGHLIGHTS: •
Quality custom lifestyle publication
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Spotlights the Summer polo season in Chicago
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Enhanced quality design and content
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Focus on Oak Brook and Arranmore Polo Clubs
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Uncovers Chicago’s legendary polo history
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Profiles clubs, players, polo families, past and present
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Increased and controlled distribution
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Only regional, equestrian lifestyle magazine in Chicago
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ADVERTISING RATES: • • •
Half Page: $750 Full Page: $1,200 Two Page Spread: $2,000
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TARGET MARKET & MARKETING WEBSITE: Rebuilt OBPC’s website to include: •
Dominant polo and spectator images
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Less complex and more intuitive
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Upfront call-to-actions and purchase drivers
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Emphasize club and Oak Brook polo history
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Promote season sponsor and marketing partners
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Social media tie-ins / widgets to promote engagement
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Club humanization by introducing visitors to players and organizers
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Polo education and commonly asked questions
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TARGET MARKET & MARKETING ABOUT CATAPULT: •
Athlete analytics company that engineers wearable technology for elite sports
PARTNERSHIP: •
Monitor Oak Brook Polo Team and Athlete performance
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Beta test tracked metrics against the sport of polo to uncover scientific data about how players perform
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Headquartered in Chicago, IL
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Uses technology to assess athlete risk, readiness and return to play
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700 team clients worldwide, including 17 NFL, 13 NBA, and over 30 NCAA teams
Compare data to other sports to see where polo players rank against athletic performance indicators
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Recognized as one of the fastest growing sports science companies in the world
Will use GPS wearable technology to also track the duration and distance player and ponies play
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The data collected will be a first for polo and have a significant impact in the sport
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COMPETITON
STRATEGY: • • • • • •
Emphasize and promote tournaments, trophies & match-Ups Focus on OBPC’s tradition and history to re-engage fan and player interest Create events endemic to polo – armed forces, youth, women, visiting clubs, etc. Restore rivalries and tournaments from OBPC’s glory years Coordinate with surrounding clubs to co-promote seasons, tournaments, etc. USPA sanctioning to authenticate and increase club and event visibility
SEASON SCHEDULE: JUNE 26th
JULY 10th
JULY 17th
AUGUST 7th
AUGUST 21st
Chicago Polo Club
The Commander’s Cup
Horses & Horsepower
USPA Drake Gold Cup
USPA International Cup
Rain Dates: Sunday, September 18th and 25th
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COMPETITON
EVENT DAY SCHEDULE: Thursday – Saturday: Tent installation and drop-off of other event-related items, including restrooms, sinks, tables, chairs, etc. Sunday: 6:00 - 8:00 AM 10:00 AM 6-8:00 AM – 12:00 PM 12:00 or 1:00 PM 1:00 PM 2:00 PM 3:00 PM 5:00 PM 5:30 PM
Management Team Arrival Champagne Brunch Begins Event Setup Gates Open First Match Roll-In Polo Activities Begin Featured Match Roll-In Event Concludes & Drake Hotel Entertainment Begins Event Dismantle & Clean Up
Monday Morning:
Event Dismantle Continues
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TICKETING STRATEGY: OBPC took both a top-down and bottom-up approach to determine the best course of action for developing ticket options and pricing: HIGHLIGHTS:
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Polo Industry Averages & Options
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Accumulated Ticket Related Costs & Expenses
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1,000 Spectator Capacity
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Variable Opposed to Fixed Overhead
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500 Spectator Goal (50%)
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Established Achievable and Realistic Goals
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40% Breakeven Presently
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Create Affordability and Accessibility
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Costs Determined by Demand
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Price Against Competition
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In-Kind Drives Down Costs
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Incentivize Spectators
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Diversified Event Experiences
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Rebuild Demand
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Reward Large Groups
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Lower Purchase Fees
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TICKET OPTIONS
LAWN
CLUB
BRUNCH
PRICE: $10.00 LOCATION: Northwest Corner
PRICE: $40.00 LOCATION: Southwest Corner
PRICE: $80.00 LOCATION: Drake Hotel & Southwest Corner
• Picnic’s allowed • Alcohol not permitted • Blankets and chairs permitted • No bleachers present • Children ages 12 and under are free
• Nearly 40% less • Indoor and outdoor private area • Fieldside seating, tables, bar, umbrellas, entertainment, etc. • Season pass available
• Five-star brunch at The Drake Hotel • Free Champagne • Fieldside outdoor and shaded seating • Private bar access • Entertainment
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TAILGATING PRICE: $65.00 East Fieldside • • • • • • • •
Non-reserved spots Popular polo tradition Picnic's allowed Alcohol not permitted Beverage cart available No grills Limited availability Season pass available
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GROUP OUTING OPTIONS
CLUB BOXES
CLUB PAVILION
PRICE: $750 per event LOCATION: Wet Sideline
PRICE: $3,000 per event LOCATION: Northwest Corner
• • • • • • • •
• 2,000 square ft. private shaded and outdoor event space • Can accommodate up to 100 guests comfortably • Includes linen high-top cocktail and round table • Padded garden chairs for 100 guests • Pavilion can be made smaller to entertain different size groups under or over 100 guests. • Limited availability
10’x10’ Private shaded space Premium fieldside seating Seating for 16 guests Buffet table and linen Complimentary bottle of Veuve Clicquot Identifying signage Season long boxes available Limited availability
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VENUE LAYOUT & ENVIRONMENT
Venue & field environment subject to change. SEASON PREVIEW SUMMER, 2016
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FOOD & BEVERAGE
STRATEGY: •
Remove purchase barriers (e.g., food tickets)
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Consolidate F&B operations
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Diversify and enhance food and beverage quality
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Enhance quality of F&B service
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Allow select attendees to bring their own food (e.g., Lawn & Tailgate)
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Focus on beverage revenue potential
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Include ticket purchase incentives
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Secure in-kind beverage sponsors
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Negotiate revenue sharing opportunities for exceeding sales goals
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FOOD & BEVERAGE
PARTNERS: OBPC has secured the following F&B providers for this year’s season.
Dates: Jun 26 & Jul 10
Dates: Jul 17 & Aug 7
Date: Aug 21
Date: Season-long
Date: Season-long
Date: Season-long
Grill Chasers serves up flamegrilled chicken and other BBQthemed menu items and styles.
Serves-up German Imbiss which draws from various food cultures in Europe.
Jerk serves-up authentic Jamaican BBQ with a modern twist. Perfect this polo match-up.
Pop-a-Harry’s serves-up gourmet popcorn in a variety of fun and classic flavors to munch on.
Heritage’s RV brews Chicago’s own Intelligentsia coffee as well as cold, tricycle delivered treats.
Drake Hotel will provide walk-up and catered beverage service and work with secured sponsors.
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SPONSORSHIP
STRATEGY: •
Reflect other polo club sponsorship assets, offerings and activation ideas
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Provide more value-based assets and benefits to justify packages pricing
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Lower cost of entry / over deliver on value
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Sponsor package flexibility and customization
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Associate with brands endemic to polo’s lifestyle and activation history
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Account for sponsor activation costs
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Secure revenue equivalent or higher than what was achieved during OBPC’s best year
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Chicago Polo partnership to increase outreach and season and property value
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SPONSORSHIP
PARTNERS: OBPC has secured the following 2016 sponsors:
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SPONSORSHIP
SPONSOR ACTIVATION: Activation highlights from OBPC’s 2016 Season Sponsors:
Designation: Official Luxury Hotel
Designation: Official Champagne
Designation Official Landscaping
• • • • •
• • • • • •
• Portable Vegetation Décor – Trees, Shrubs, Plants, etc. • Replaces Rental and Décor Costs – Fencing, Barriers, Centerpieces, etc. • Use of Vegetation and Plants Native to Oak Brook
Spectator Parking & Shuttle Service Champagne Brunch Ticket Package Post Match Entertainment Event Beverage Service Polo Promotion in Paid Media and Throughout Hotel • Accommodations for Visiting Teams • 630 Polo Season Kickoff Party
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Endemic to Polo Globally Champagne Garden Sponsorship Special Cocktail Menu Champagne Picnic Baskets In-Kind Product & Branded Decor Complimentary Cocktails
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VILLAGE PARTNERSHIP STATUS & NEXT STEPS AGREEMENT STATUS: • Completed and presented FINAL partnership agreement on April 11th • Schedule agreement review meeting the week of April 11th (Pending) • Finalize agreement by the week of April 11th or 18th (Pending) • Village Board approval before or on April 24th (Pending) IMPORTANT OBPC DATES • 2016 Season Announcement week of April 18th • Sponsorship and Partner Announcement week of April 18th • Website Launch & Social Media Activation week of April 18th • 2016 Season Tickets go on sale on April 22nd
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THANK YOU
QUESTIONS? DANIEL O’LEARY Pineoak Partners, LLC / Oak Brook Polo Club Executive Director E:
[email protected] P: 312.448.4693
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