IAAP 2013 Attractions Expo Jonathan Griffith Executive Vice President Pensacola Blue Wahoos
Beginning of the Wahoos Sold the independent team the Pensacola Pelicans, part of the American Association Purchased the Carolina Mudcats for $18 Million from Zebulon, NC Name the team contest Uniform unveiling Name the Mascot contest 2012 First season as the Pensacola Blue Wahoos Attendance 238,243 Led the league in attendance Received stadium of the year Southern League Organization of the year
Blue Wahoos Background Located in Pensacola, FL population 52,000 The Blue Wahoos Stadium Capacity 5,038 Cost of stadium $16 Million The stadium is a multi-use facility Located on Pensacola Bay and in Downtown Pensacola The Double-A Affiliate of the Cincinnati Reds Member of the Southern League
The Southern League Pensacola- REDS Chattanooga Lookouts- DODGERS Huntsville Stars- BREWERS Jackson Generals- MARINERS Tennessee Smokies- CUBS Birmingham Baron- WHITE SOX Jacksonville Suns- MARLINS Mississippi Braves- BRAVES Mobile BayBears- DIAMONDBACKS Montgomery Biscuits- RAYS
Fan Demographics Gender Male Children 1 2 Female 3 4 Miles Traveled Income under 10 11 to 20 20 to 50 51 to 100 20k or less 20 to 50 51-99 100 plus
Fan Demographics Marital Status Married Single Age 18 to 22 23 to 30 31 to 45 46 to 55 56 over Military Background Yes No
2013 Organizational Highlights 2 nd in Southern League attendance with 307,094 fans. 2 nd in Southern League in average attendance per game with 4,653. 31 sellouts (5,038 capacity) out of 66 home openings (4 rainouts). The Blue Wahoos Organization has a 9.3 out of 10 score on Fan Satisfaction Surveys. Ranked in the 99 th percentile in all companies surveyed for employee engagement, making the Blue Wahoos one of the best places in the nation to work. Named Best of the Bay winners for Family Entertainment and Local Event and finalists for Best Chef and Best Hotdog.
2013 On-Field Highlights 8 players who played in Pensacola made it to the majors: Tony Cingrani, Logan Ondrusek, Didi Gregorius, Curtis Partch, Henry Rodriguez, Donald Lutz, Pedro Villarreal, and Billy Hamilton. 2 Major League rehabs played in Pensacola: Chris Heisey and Manny Parra. NL Rookie of the Year candidate Yasiel Puig (Dodgers) played for Chattanooga in the May 12 th 16 th series in Pensacola. 8 players on the 2013 Pensacola roster were chosen to play in the Arizona Fall League.
2013 Media Highlights 25 games broadcast on local ABC TV station WEAR TV 3. 2 games broadcast regionally on Cox Sports Network, ranging as far North as Maryland, as far West as Dallas, TX, and as far South as Key West. The Cincinnati Enquirer came to Pensacola and wrote about the team and the city. Ballpark food features on WEAR TV 3, BLAB TV, PNJ, MiLB.com.
Team Partners Over 100 partners for the Blue Wahoos Partners range from large companies like Cox Communications to small companies like Panhandle Alarm. Every partnership is different. Each is customized to fit company budget and marketing goal. The partnership is a combination of the company s needs and our needs
Basics of Sales Research the company before approaching The Wahoos first step is to find out the needs of the partner Must have a positive attitude Be a great listener Be persistent Aim at multi-year deal Make it special
Provide the partner with: Unique areas Directionals Ability to hand out information Ability to host a hospitality event Signage Create a Place
Programs to Attract Partners Make every partnership unique Have the staples to keep fans coming back Host networking events for potential and current partners Create unique experiences for fans and the partner Learn partner charities and what is important to the partner Know the potential partner business Do not say NO to anything. There is always a way
Level of Partners Partners get to be unique in the market place They receive ROI and exposure based on package The partners get exposure to over 300,000 fans in the ballpark for an average of 2 hours The partners are affiliated with our brand and our service Make sure every partner gets what they want out of the relationship Value for their dollars
Create Events Make it unique Target their demographic Know the outcome you and your partner need
Use the facility Take advantage of a unique facility Maximize your facility Have the partner come in for a visit before you close Hold after hours for your local chambers Invite the groups in to get a behind the scenes experience
Keep Them Coming Back Monthly meeting with partner to reassure results Use the partner in business for personal or organizational needs Show the results Keep attendance high Let partners be unique Give extra value Allow for partners to network with other partners Do not over promise and always over deliver
Partners Stay with Crowd When people come, the partners follow The Wahoos value customer service Survey after each event to get results The Wahoos scored a 9.3 out of 10 in customer satisfaction Survey employees and get engagement - happy employees = happy fans The EAS for the Wahoos rank in the 99 percentile of places to work Partners see positive results and get the service they want and need The Wahoos minimum wage is $9 hour We give profit share to all full and part-time employees
STAY AWAY Do not over promise Risqué is not worth the risk Don t assume you know better Avoid making too many partners Don t undervalue your venue Avoid talking price to start a meeting Refrain from multiple partners in same industry with the same package
Make it FUN!
Hill Kelly Dodge of Pensacola Elements Hill Kelly Hill Dodge Pick-up Window Program Ad Kids Club Field of Dreams Con course signage Give away Day Test Drives Mascot Entrance Website Group Tickets Example of Deal
Applied Attraction Industry We are all in the entertainment industry If guests have fun, they come back and sponsors come Create your shows to fit your partner Involve non-profits and benefits for them Give partners a unique experience Make sure you find out what they want out of their partnership Do not say NO Make sure you are memorable Customer service is most important Over deliver
Thank You Jonathan Griffith Executive Vice President jgriffith@bluewahoos.com 850-934-8444 ext 113