Iowa Wild Summer Practicum Theme Night

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UISRM Summer Practicum 2016

Sam Brincks I Chase Cane I Hayley Dodge

Introduction

As consultants for the Iowa Wild, our mission is to generate new ideas designed to develop initiatives and stimulate new business. A challenge that the Iowa Wild has faced in the past is the lack of awareness of hockey throughout the greater Des Moines area, as well as in the state of Iowa. Compared to other Midwest states, Iowans have not grown into the sport of hockey. However, the Iowa Wild have had tremendous success in regards to ticket sales and attendance since their move from Houston to Des Moines.

In order to increase the awareness of the Iowa Wild throughout Iowa, we plan to put on two unforgettable events that is sure to create new hockey fans due to the excitement of hosting a Patriotic themed night, a concert, and especially, bringing the NHL to Des Moines.  

Event #1: “Wild for the Night”

Preseason Showcase in which we will invite the Minnesota Wild, Chicago Blackhawks, and their AHL affiliate, the Rockford Ice Hogs, to play a double header at Wells Fargo Arena.

Event #2: “Red, Wild, and Blue”

Patriotic themed night, followed by a performance by arena band, Hairball.

Conclusion

The goal of these events is to attract consumers that would normally not attend Iowa Wild hockey games. By hosting two separate events that appeal to not only Iowa Wild fans, but those from St. Paul, Rockford and Chicago, as well as Veterans, military families,

EXECUTIVE SUMMARYEXECUTIVE SUMMARY

and those who have lost loved ones in the line of duty, we are sure to reach a wide range of spectators, with the ultimate goal of filling Wells Fargo Arena.

  EVENT EVENT

Wild For The Night Iowa is known for having very scattered fan affiliations in the sport of

hockey, which are headlined by the Minnesota Wild and Chicago Blackhawks.

We are looking to capitalize on this fact by hosting these two teams in an exhibition game at Wells Fargo Arena, which has the capacity to hold such an event. In order to entice the Blackhawks to come to Des Moines, we are proposing a bi-annual, Home and Home series in which each organization will trade off hosting the event in Chicago, Rockford, St. Paul, and Des Moines.

WELLS FARGO ARENA CAPACITY = 16,100

The event will take place on Saturday, September 17th, which is the weekend before the NHL preseason begins, giving the Blackhawks and Wild enough time to return home and prepare for the upcoming season. The first game will start at 3:00 PM, in which the Iowa Wild will play the Rockford Ice Hogs. Afterwards, the Chicago Blackhawks will play the Minnesota Wild around 7:00 PM, which will give fans and each team enough time to prepare for the game.

THE EVENT

Game 1 - 3:00 PM

Game 2 - 7:00 PM

VS

VS

THE EVENT

  

The most prominent challenge we face in bringing the NHL to Des Moines is attracting those from the St. Paul and Chicagoland areas to attend the event, therefore we will look to acquire sponsors that have strong ties in these locations.

Bud Light is far and away the best selling beer in the country, with over 2 BILLION dollars in sales in 2015, they sold nearly twice the amount as their leading competitor, Coors Light.

Bud Light currently sponsors all 3 of the organizations involved, in addition to the Bud Light sponsored bar located in Wells Fargo Arena. In regards to the Blackhawks, Bud Light has a printed on-ice logo, as well as a “Bud Light Legends Lounge”. For the Ice Hogs, Bud Light sponsors their weekly radio show, “Hog Talk”. Furthermore, like the

SPONSORS

Blackhawks, the Minnesota Wild also have a Bud Light sponsored lounge titled, the “Bud Light Top Shelf Lounge”.

HyVee will also be a primary sponsor for this events due to their headquarters being located in West Des Moines, as well as their recent expansion into the Twin Cities.

With over 240 stores throughout the Midwest, and more than $9 Billion in annual sales, HyVee recently made their move to Minnesota, in which they opened 17 stores in Southern Minnesota.

This past year, HyVee became an official partner of the Minnesota Wild, as well as becoming a Founding Partner of the Minnesota Vikings newly built, U.S. Bank Stadium.

These sponsorship deals include prominent signage in their arenas, branded concessions, as well as additional advertising on the Minnesota Wild’s mobile application.

We will look for HyVee to help us promote the event within their stores and their products in Minnesota, as well as Iowa.

SPONSORS

The ultimate goal of these sponsorship deals is to gain access in areas the Iowa Wild cannot reach, as well as becoming partners with well-respected brands in the Midwest.

Wild for the night

Package valued at $788 2 Windstar charter buses

sponsored by Bud Light departs from Rochelle, IL Holiday Inn location at 12:00pm on Friday, September 16th

Attack Preferred section $20 voucher from Catch

Des Moines to spend during visit

2-night stay at Embassy Suites in Des Moines

Buses depart Des Moines Sunday at 12:00pm from

BUS

Highway

Package valued at $788 2 Windstar charter buses

sponsored by HyVee departs from Oakdale, MN HyVee location at 12:00pm on Friday, September 16th

Attack Preferred section $20 voucher from Catch

Des Moines to spend during visit

2-night stay at Embassy Suites in Des Moines

Buses depart Des Moines Sunday at 12:00pm from Embassy SuitesDiscount Price $499

HighwayBU

S

TICKET PRICINGTICKET PRICING

SECTION PRICE

GLASS $343

CLUB $138

CENTER $135

ATTACK PREFERRED $115

ATTACK END $104

DEFENSE PREFERRED $95

DEFENSE END $76

ATTACK MEZZANINE $36

Prices were developed through Iowa Wild ticket prices and Minnesota Wild Season Ticket Prices

 

EVENT REVENUE

ESTIMATED REVENUE = $940,499

Wild for the Night Ticket Revenue

EVENT REVENUE

 

The event will take place in addition to the Wild’s Veterans Appreciation Weekend, which is on Friday, November 11th.

“Red, Wild, and Blue” is a Patriotic themed night with the goal of raising additional awareness for our Veterans, as well as attracting new fans to Wells Fargo Arena.

As of 2015, the state of Iowa is home to over 225,000 Veterans, as well as over 25,000 Veteran owned businesses.

We are looking to further capitalize on this large Veteran affection by inviting those with military affiliations to come out and support the Wild.

*7,124 Seats Unaccounted for* x $36 = $363,324 in possible additional revenue

RED, WILD, & BLUE

231,655 Veterans

26,119 Veteran Owned Businesses

RED, WILD, & BLUE

231,655 Veterans

Pre-Game

Those who present their Military ID upon entering will receive free admission, an Iowa Wild hat, as well as being entered into a raffle with the opportunity to participate in our intermission events.

Ceremonial puck drop with the longest living military professional in attendance. (Must arrive at least one hour before game time)

First Intermission

Winners of the raffle will be invited to participate in our “Shoot for G’s” puck shot, in which contestants will attempt to accurately shoot the puck from center ice.

Those who score will receive a piece of Wild merchandise, and Young G’s will make a donation to the ALS Association of Iowa Chapter.

Second Intermission

We will conduct an arranged homecoming for a soldier and their family.

It will be executed by announcing the family’s seats as the “winner” of the raffle, giving them the opportunity to “Shoot for G”.

Upon entering the rink, the family will be greeted by the mascot “Crash”.

Once taken to center ice, the soldier will unveil themselves to his or her family.

After the hockey game, we invite fans to stick around and enjoy the concert put on by the rock and roll band based out of Minneapolis, Hairball. The description of the band, which is off of their website, is as follows...

o "Hairball is a Rock & Roll experience you won’t forget. A band puts on a concert – Hairball puts on an event! The lights, sound, video screens, smoke, fire, blood, bombs, confetti, spiders, snakes & monsters (oh my) and the screaming hoards of rabid Hairball fans create an event – an event that hits you so hard, it’ll take a few days to recover! Rock & Roll will NEVER die!!! Don’t confuse Hairball with the countless “’80s Tribute” bands across the country. Hairball is an event; an attitude and expression of music and showmanship that isn’t a retro-flashback. It’s a way of life…and it’s not going

away! Hairball plays music by artists such as ACDC, Bon

Costs roughly $30,000 to perform.

Hairball has a history of working with the Brainerd Area Hockey Association (BAHA), which helps families who cannot afford to pay for their children to play hockey.

Music in the 1980’s reflected the hardcore patriotism throughout the country, and no other band emphasizes this relationship quite like Hairball.

Prices were developed through Iowa Wild ticket prices and Hairball Concert Prices

SECTION PRICE

GLASS $60

CLUB $37

CENTER $34

ATTACK PREFERRED $28

ATTACK END $23

DEFENSE PREFERRED $30

DEFENSE END $27

ATTACK MEZZANINE $15

ESTIMATED REVENUE = $243,165

*7,124 Seats Unaccounted for* x $15 = $106,860 in possible additional revenue