PRT 466 Sponsorship Proposal

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1 Tampa Yankees and Beef ‘O’ Brady’s Sponsorship Proposal Presented By: Ira Dogruyol, Jeff Gonza, Kyle Smith and Andy Webb

Transcript of PRT 466 Sponsorship Proposal

Page 1: PRT 466 Sponsorship Proposal

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Tampa Yankees and Beef ‘O’ Brady’s

Sponsorship Proposal

Presented By: Ira Dogruyol, Jeff Gonza, Kyle Smith and Andy Webb

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Contents Letter of Transmittal ................................................................................................................................ 6

Executive Summary ................................................................................................................................. 7

Tampa Yankees ....................................................................................................................................... 8

Description .......................................................................................................................................... 8

Contact Information ............................................................................................................................ 8

League Name....................................................................................................................................... 8

Affiliation............................................................................................................................................. 8

Founded .............................................................................................................................................. 8

General Manager ................................................................................................................................. 8

Location .............................................................................................................................................. 8

Facility uses ......................................................................................................................................... 9

Corporate partners .............................................................................................................................. 9

Timeline of Tampa Yankees ................................................................................................................... 10

Beef ‘O’Brady’s ...................................................................................................................................... 11

Description ........................................................................................................................................ 11

Founder ............................................................................................................................................. 11

C.E.O ................................................................................................................................................. 11

Mission Statement............................................................................................................................. 11

Locations ........................................................................................................................................... 11

Timeline of Beef O’Bradys ..................................................................................................................... 12

Event Information ................................................................................................................................. 13

Venue Location: ................................................................................................................................. 13

Event Dates: ...................................................................................................................................... 13

Staffing .............................................................................................................................................. 13

Inventory Of Event............................................................................................................................. 13

Facility Capabilities ............................................................................................................................ 14

Minor League Baseball Attendance by Age Group .............................................................................. 14

Minor League Baseball Attendance by Gender ................................................................................... 14

Minor League Baseball Attendance by Income Group ........................................................................ 14

Image Compatibility with Beef ‘O’ Brady’s ............................................................................................. 15

Emphasis on Family and Kids ............................................................................................................. 15

Emphasis on Sports Fans.................................................................................................................... 15

Community ........................................................................................................................................ 16

Target Market for Tampa Yankees ......................................................................................................... 17

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Demographic Notes for Tampa Bay:................................................................................................... 17

Psychographic Considerations ........................................................................................................... 17

Table 1-Minor League Baseball Frequency of Games Attended ...................................................... 17

Table 2-Minor League Baseball Attendance by Gender .................................................................. 17

Table 3-Minor League Baseball Attendance by Age Group ............................................................. 18

Table 4-Minor League Baseball Attendance by Income Group ........................................................ 18

Table 5-Tampa Bay Market Population Age Groups........................................................................ 18

Table 6-Tampa Bay Incomes .......................................................................................................... 19

Target Market Summary .................................................................................................................... 19

Target Market for Beef ‘O’ Brady’s ........................................................................................................ 20

Table 1: Preferred Demographics for new Beef ‘O’ Brady’s franchise ............................................. 20

Table 2: Psychographics of Sports Bar customers .............................................................................. 21

Tampa Yankee Media and Promotion Plan ............................................................................................ 22

George M. Steinbrenner Field Print Advertising ................................................................................. 23

Program Advertising ...................................................................................................................... 23

LUCKY NUMBER GIVEAWAYS ......................................................................................................... 23

TICKET BACKS ................................................................................................................................ 24

TICKET ENVELOPES ........................................................................................................................ 24

SEASON TICKET BACKS ................................................................................................................... 24

SEASON TICKET BOOK BACKS ......................................................................................................... 24

POCKET SCHEDULES ....................................................................................................................... 24

ROSTER BACKS (SPRING TRAINING PROGRAM INSERTS) ................................................................. 24

George M. Steinbrenner Field Marquee Advertising .......................................................................... 25

Marquee Advertising ..................................................................................................................... 25

George M. Steinbrenner Field Signage Advertising ............................................................................. 26

Signage Opportunities ................................................................................................................... 26

High-Definition Video Scoreboard Board ........................................................................................ 26

Outfield Wall Signs ......................................................................................................................... 26

Field Box Sign................................................................................................................................. 27

Back Lit Diorama ............................................................................................................................ 27

Tunnel Back Lit Diorama ................................................................................................................ 27

Closed Circuit TV ............................................................................................................................ 27

George M. Steinbrenner Field Hospitality Opportunities .................................................................... 28

Rooms to Go Luxury Suites ............................................................................................................ 28

Plain Group Outings ....................................................................................................................... 28

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Group Picnic Packages ................................................................................................................... 29

Bright House Networking Dugout Club ........................................................................................... 29

Amenities include the following during New York Yankees Spring Training: ................................... 29

Media Outlets .................................................................................................................................... 30

The Tampa Tribune ........................................................................................................................ 30

ESPN 1040/Tampa News 9 ............................................................................................................. 30

Internet Exposure .......................................................................................................................... 31

Promotional Opportunities ................................................................................................................ 31

Promotions and Giveaways ............................................................................................................ 32

Item Giveaways ............................................................................................................................. 32

On Field Promotions ...................................................................................................................... 32

Buyout Nights ................................................................................................................................ 32

Theme Nights ................................................................................................................................ 33

Impact Measurement ............................................................................................................................ 34

Track Media Exposure ....................................................................................................................... 34

Surveys .............................................................................................................................................. 34

Coupon Redemption .......................................................................................................................... 34

Sales Analysis .................................................................................................................................... 34

Sponsorship Package ............................................................................................................................. 35

Print Advertising ................................................................................................................................ 35

Signage .............................................................................................................................................. 35

Hospitality ......................................................................................................................................... 35

Promotions ........................................................................................................................................ 35

Increase Sales Opportunities ............................................................................................................. 36

Product Trial/Sampling Opportunities ................................................................................................ 36

Media Coverage & Exposure .............................................................................................................. 36

On-Site Signage ................................................................................................................................. 36

Hospitality/Promotions...................................................................................................................... 36

Co-Sponsor Opportunities ................................................................................................................. 37

Addendum ............................................................................................................................................ 38

Seating Chart: George M. Steinbrenner Field ..................................................................................... 38

2011 Potential Tampa Yankee Cosponsors ......................................................................................... 39

Promotional Nights/ Daily Specials .................................................................................................... 40

Daily Promotions ............................................................................................................................... 40

2011 Tampa Yankees Schedule .......................................................................................................... 41

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Tampa Yankees Survey ...................................................................................................................... 42

Credible Websites.............................................................................................................................. 43

Sample Ticket-Back Coupons ............................................................................................................. 44

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Letter of Transmittal

Tampa Yankees Tampa, Florida

www.tybaseball.com

Chris Elliot Beef ‘O’ Brady’s 5510 W. LaSalle Street Suite 200 Tampa, FL 33607

Dear Mr. Elliot:

This is a proposal requesting the partnership of Beef ‘O’ Brady’s with the Tampa Yankees. Beef ‘O’ Brady’s values of promoting affordable family friendly environment are the same values the Tampa Yankees hold. Beef ‘O’ Brady’s provides excellent service and quality as do the Yankees. We believe that these overlapping goals that both organizations share make this potential deal a great match.

The Tampa Yankees are a minor league affiliate of one of the most historic sport franchises in history. In our 17 year history we have won a total of 5 league titles, including the past 2 years. The Tampa Yankees pride themselves on community involvement. We host the WHO RAH Reading Club, Blue’s Crew Kid’s Club, and Field of Dreams. The Yankees produce excellent service on the field for our fans and believe that kids will be future fans and that we need to get them interested and involved.

In these trying economic times we know that you are looking for the best opportunity to invest in and we believe we are that opportunity. We have a lot of the same values and are affordable as well. The fact that we are local to the Tampa area as well we believe can be a huge benefit as well. Thank you for your time and hopefully in the near future we can be partners.

Sincerely,

C. Vance Smith Tampa Yankees Director of Florida Operations/General Manager 1 Steinbrenner Drive Tampa, Florida 33614

Ph: (813) 875-7753 Fax: (813) 673-3174 E-mail: [email protected]

Enclosed: Sponsorship Proposal

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Executive Summary Our research has been designed to trace the history and find the key aspects as to how the

Tampa Yankees and Beef ‘O’ Brady’s organizations will best complement each other in a sponsorship contract. We have dissected the target market as well as organizational goals and used this information to find strong points as to why this sponsorship agreement is such a great business idea. The impact measurement fine points the financial and community benefits that will be driven from this deal. Location being a key component of the partnership, we found Beef ‘o’ Brady’s will have a great chance to expand awareness from the exposure gained from the Yankee’s organization. From there, we have highlighted the most beneficial aspects that the Tampa Yankees can provide Beef ‘O’ Brady’s and clearly stated, with numbers, in a sponsorship package. These findings have been thoroughly researched and evaluated to develop the best Tampa Yankees product to be offered to Beef ‘O’ Brady’s.

Compatibility

Both Beef ‘o’ Brady’s and the Tampa Yankees make their strides as an organization towards

supporting the community, providing family friendly environment, and providing a product for

sports fans in general. Further, research shows that the target markets are overlapping which

makes this sponsorship opportunity even stronger.

Impact Measurement

Sponsorship impact will be measured in four ways: coupon redemption, tracking media

exposure, survey completion, and sales analysis. The coupons will be offered in the package as a

ticket-back, and as they are redeemed you will see a direct correlation with our events and

business at Beef ‘o’ Brady’s. PA Announcements, video advertisements and other media outlets

will be counted throughout the season then compared to the surveys as to which of these

exposures had the greatest impact on fans. Finally, we will track Beef ‘O’ Brady’s sales to find

sales trends as our season carries on and evaluate results following the season.

Sponsorship Package

We have carefully pieced together the most reasonably priced and valued package that we feel

is appropriate for Beef ‘O’ Brady’s. Our package is aimed to increase awareness and sales of

Beef ‘o’ Brady’s through social media, print, radio/television, signage, and other in game

advertisements. We will organize and carryout specific promotional nights throughout the

season to remind our fans how we value our partners as well as how our partner has allowed

this event to be possible, through their sponsorship.

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Tampa Yankees

Description The Tampa Yankees play their regular season games at George M. Steinbrenner Field. This field was constructed in the mid 1990’s and opened for the inaugural season in 1996. The field sits on a 31 acre complex. Has a monument park honoring Yankee legends. Holds 11,000 seats and 13 luxury suites for fans and partners. The stadium holds games for the spring training of the historic New York Yankees, some of

which are nationally televised. The complex also hosts concerts, high school and college games, preliminary Olympic

baseball games, and other seasonal events. Mascot “Blue” roams the stands during games. 5 time Florida State League Champions 2 time defending champion

Contact Information 1 Steinbrenner Drive, Tampa, Florida 33614 Phone- (813) 875-7753 Fax- (813) 673-3174 Tybaseball.com

League Name Minor League Baseball

Florida State League

Affiliation Advanced Class-A

New York Yankees

Founded 1994

General Manager C. Vance Smith

Location Tampa, Florida

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Facility uses

corporate events

conferences

business meetings

parties

fundraisers

bar and bat mitzvahs

weddings

Dugout club

Rooms To Go luxury suites

New York Yankee spring training games

Olympic baseball games

Corporate partners

Fuzzie Buddies

The New Barker

Sheraton Suites of Tampa Airport

Rooms To Go

Enterprise

Tampa Tribune

Bill Currie Ford

Hess Corporation

Bay News 9

Humana

Westshore Pizza

Pepsi

ESPN 1040am

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Timeline of Tampa Yankees

1994: Founded in Tampa, FL.

1994: Inaugural season. Features future stars such as Derek Jeter and Mariano Rivera.

1994: Florida State League Title and North Division Title.

1996: Legends Field opens and holds 10,300 people *(Annual Host to New York Yankees spring training since inaugural year).

2001: Florida State League Title and North Division Title led by Orlando “El Duque” Hernandez.

2004: Florida State League Title and North Division Title led by players like Jason Giambi, Melky Cabrera, and Kenny Lofton.

2007: Right Field Addition added to extend capacity of Legends Field to 11,000.

2008: On opening day of spring training, stadium is re-named to George M. Steinbrenner Field after Yankees owner.

2008: Barrack Obama holds campaign rally in stadium.

2009: Florida State League Title and North Division Title led by prospects Jesus Montero and Sergio Mitre.

2010: Florida State League Title and North Division Title led by manager Luis Sojo.

2011: Opening Day is April 8th against Lakeland Flying Tigers.

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Beef ‘O’ Brady’s

Description

Founded in 1985 in Brandon, Florida.

Corporate office located in Tampa, Florida.

Beef 'O' Brady's is a fast-growing national chain of family sports pubs that achieves its success by building relationships in each and every Beef 'O' Brady's neighborhood market.

o with the local schools o youth sports leagues o and other community organization

The “kid appeal” of this unique concept is reinforced by a very moderately priced kids menu and video games.

Ironically, despite what the name implies, Beef 'O' Brady's is actually best known for its Buffalo-style chicken wings.

Founder

Jim Mellody

C.E.O

Chris Elliot

Mission Statement

“Beef O’ Brady’s strives to be the best choice for every family and sports casual dining occasion. Beef's Way of Life is the combination of Family, Community, Business, and Values for every partner. Making a difference – changing lives – the backbone of the community! That is what Beef 'O' Brady's is all about.”

Locations 225 nation-wide in 20 states

Majority in Florida

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Timeline of Beef 'O’ Bradys 1971: Jim Mellody moves from Pennsylvania to Florida after numerous attempts in starting a

restaurant. He has decides to take on a family themed Irish Pub leaving the “hard liquor” theme behind.

1985: Beef ‘O’ Bradys is founded by Jim Mellody in Brandon, Florida

1998: Mellody sold most of his interest to Family Sports Concepts Inc., headed by Chuck Winship, but retained an interest in 13 locations.

2000: There were 40 locations

2002: Jim Mellody dies, 88 locations in seven Southeastern states

2005: 183 locations in 19 states

2009: Beef ‘O’ Bradys becomes first chain restaurant to open on a golf course, Brooker Creek Golf Club.

2009: Beef ‘O’ Brady’s partners with Ad partners to raise awareness specifically through TV commercials and websites.

2009-2010: Beef ‘O’ Bradys takes strong lead in giving back: Donations to charities and specific restaurant donations of $35,000 to families of Tampa Police Officers.

2010: Franchisees aim to increase hospitality with hotels through the (CHIPP) program by installing locations in local hotels.

2010: CEO Chuck Winship retired and replaced by Chris Elliot

2010: Beef ‘O’ Bradys sponsors first bowl game at Tropicana Field (Southern Mississippi vs. Louisville).

2011: Currently have 225 Southeast locations

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Event Information

Venue Location: Tampa Yankees

George M. Steinbrenner Field 1 Steinbrenner Drive Tampa, FL 33614

Event Dates: February 15-Setptember 15

Time: Game Days and Stadium events (5:00-11:00pm)

Staffing C. Vance Smith (General Manager) AmySue Manzione (Community Relations)

Matt Gess (Assistant GM) Ritchie Anderson (Head Groundskeeper)

Howard Grosswirth (VP/Marketing Director) Eric Baio (Game Production Coordinator)

Jessica Lack (Account Executive/Entertainment Coordinator)

Jeremy Ventura (Account Executive/Merchandise)

Brian Valdez (Ticket Director) Allison Ennis (Marketing Coordinator)

Jennifer Magliocchetti (Assistant Ticket Director)

Inventory of Event

Product / Service Category Exclusivity

Title or Co-Sponsorship of Events

Game Program Ads

Pocket Schedule and or Workout Roster Ad

Spots on New York Radio Broadcast

Spots on New York Televised Broadcast

Ads on George M. Steinbrenner Field's Web Site (w/links)

30-second spot on Stadium Video Boards

Logo I.D. on Stadium Video Boards

P.A. announcements at game

In-stadium banner signage

Sampling opportunities

Opportunity to distribute information and/or premium items at game

Mentions in local radio advertising

Logos tagged in local newspaper advertising

Luxury Suite Seats to game

Corporate Outing (incl. food & refreshments

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Facility Capabilities Minor League Baseball Games

Spring Training Games (Major League Baseball)

Olympic League Baseball

High School State Championship Baseball

College Baseball Games/Tournaments

Music/Performance Concerts

The George M. Steinbrenner field has held events alike the above since the inaugural season. Other events include speeches by the President and meetings of corporation executives. The following is the typical age demographic that attends minor league baseball games.

Minor League Baseball Attendance by Age Group

Age Group 2005 2006 2009

18-34 37.2% 32.2% 34.9%

35-49 37.4% 35.6% 35%

50-64 17.2% 23.6% 21.1%

65+ 8.2% 8.6% 9%

Minor League Baseball Attendance by Gender

Gender 2005 2006 2009

Male 60.1% 62.5% 56.4%

Female 39.9% 37.5% 43.6%

Minor League Baseball Attendance by Income Group Income Group 2005 2006 2009

Under $25,000 14.7% 11.8% 11.4%

$25,000 - $49,999 28.2% 23.8% 25%

$50,000 - $99,999 39.5% 44.1% 39.5%

$100,000+ 17.5% 20.2% 24.2%

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Image Compatibility with Beef ‘O’ Brady’s Image compatibility is important between any potential sponsor and organization in order to promote the same values and morals to consumers of both entities. There are a few key things that should be pointed out when considering the compatibility between the Tampa Yankees and Beef ‘O’ Brady’s:

Emphasis on Family and Kids

Jim Mellody created Beef ‘O” Brady’s on the sentiments of a family friendly atmosphere which focuses on the before mentioned “kid appeal”.

All restaurants have a moderately priced kids menu as well as game rooms.

A huge part of deciding where to eat for families is if it is appropriate for their children and Beef ‘O’ Brady’s takes pride in providing this kind of atmosphere.

Minor League Baseball and the Tampa Yankees are all about creating affordable, family friendly entertainment especially for kids, just like Beef ‘O’ Brady’s does.

Some things the Tampa Yankees do specifically include: Blue’s Crew Kid’s Club Field of Dreams Birthday Parties Summer Baseball Camps WHO RAH Reading Club

Emphasis on Sports Fans

Beef ‘O’ Brady’s and Tampa Yankees make sense because being a sports organization ties perfectly into the sports pubs atmosphere.

The pub-type design brings to life the atmosphere of European soccer and the passion they share for the sport.

Beef ‘O’ Brady’s shares a similar passion in delivering sporting events while satisfying the hunger of every customer that comes in.

The Yankees Organization prides itself on success from the Tampa Yankees all the way up to the New York Yankees.

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Being associated with such a historic franchise that has such a large following throughout the entire country would greatly benefit the chain.

Beef ‘O’ Brady’s has already taken an active role in associating itself with sport events and organizations including: Beef ‘O’ Brady’s Bowl where Louisville defeated Southern Miss Opened up the first chain restaurant on Brooker Creek Golf Course Associate Sponsor for Kurt Busch Miller Lite Car

Community

Community support and involvement is an area that both organizations strive to tend to. This is clearly shown in efforts by both organizations.

In July of 2010 the Beef ‘o’ Brady’s franchise donated $35,000 towards two Tampa police officers, and their families, who were killed in the line of duty. This was a voluntary act and shows true commitment by giving back to the force that protects the community in which the franchises operate. The donation was done on July 19th and of 58 restaurants a percentage of the days proceeds were donated to support the families.

The Tampa Yankees also reach out to the community through their promotional nights as in: Armed Forces Night, Pink Out Night, and discounted tickets for friends and families. These nights support the nations’ troops who serve our country as well as raise awareness and support for those suffering, suffered, and affected by breast cancer.

However, the efforts do not stop there. Knowing that youth is the future of the community and fan base the team supports Blue’s Crew Reading Club which rewards local students for their efforts inside the class room.

The effort put forth towards the community is another compatibility aspect of the two organizations towards a success sponsorship agreement.

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Target Market for Tampa Yankees A variety of people attend minor league baseball games for various reasons. Here are some statistics gathered from Minor League Baseball and the Tampa Bay area to gain a better idea of who is attending games. Tables 1, 2, 3 and 4 show Minor League baseball attendance statistics, while tables 5 and 6 show demographics for the Tampa Bay area. Both tables show that there is close to 60% overlap of minor league baseball attendance and the Tampa Bay area.

**According to Minor League Baseball, 50% of Minor League Baseball Fans have children. There is an especially strong emphasis on affordable, family fun. With that being said, a large target market blue collar, middle class families.

Table 1-Minor League Baseball Frequency of Games Attended Times Per Year 2005 2006 2009

1 42.4% 40.2% 48.8%

2-5 45.8% 42.6% 34.3%

6 11.8% 17.2% 16.%

Table 2-Minor League Baseball Attendance by Gender

Gender 2005 2006 2009

Male 60.1% 62.5% 56.4%

Female 39.9% 37.5% 43.6%

Demographic Notes for Tampa Bay:

Median age was 41.53 years

Median income was $47,484

Average income was $64,287

Area gets over 15 million tourists

Psychographic Considerations

Baseball/sports fans

Social event and opportunity to spend time with friends

Chance to spend time with the family

Business events

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Table 3-Minor League Baseball Attendance by Age Group

Age Group 2005 2006 2009

18-34 37.2% 32.2% 34.9%

35-49 37.4% 35.6% 35%

50-64 17.2% 23.6% 21.1%

65+ 8.2% 8.6% 9%

Table 4-Minor League Baseball Attendance by Income Group

Income Group 2005 2006 2009

Under $25,000 14.7% 11.8% 11.4%

$25,000 - $49,999 28.2% 23.8% 25%

$50,000 - $99,999 39.5% 44.1% 39.5%

$100,000+ 17.5% 20.2% 24.2%

Table 5-Tampa Bay Market Population Age Groups

Age Population Percentage

0-17 884,423 21.6%

18-34 1,214,963 20.08%

35-54 1,102,640 26.93%

55-64 501,265 12.24%

65+ 784,040 19.15%

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Table 6-Tampa Bay Incomes

Income Households with Income

Percentage

Less than $24,999 396,244 23.22%

$25,000 - $49,999 505,809 29.64%

$50,000 - $99,999 536,484 31.43%

$100,000 - $249,999 234,281 13.73%

$250,000+ 33,890 1.99%

Target Market Summary

With a fan demographic of nearly the same percentage of women (43.6%) as men (54.6%), minor league baseball seems to be an enjoyable experience for both genders.

70% of those that attend minor league games are within the age range of 18-49 which includes young adults as well as middle aged people most likely with families.

o Nearly 50% of Tampa’s population falls within a similar range making Tampa a perfect town for minor league baseball.

The majority (39.5%) of minor league attendees are within the income range of $50,000- $99,000. This is favorable to Tampa’s average income of approximately $64,000.

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Target Market for Beef ‘O’ Brady’s Beef ‘O’ Brady’s satisfies the hunger and entertainment needs of most every demographic. Everyone has to eat, and anyone that enjoys a fun, family friendly sports environment will enjoy Beef ‘O’ Brady’s emphasizes reaching out to the community so each franchise will cater to the needs of its location while still holding true to the values Beef ‘O’ Brady’s exhibits.

With that being said, we focus our attention less on demographics and more towards psychographics. These are the typical consumers that you would find on any given day or night at Beef ‘O’ Brady’s.

Table 1 will show the psychographics of customers who attend sports bars such as Beef ‘O’ Brady’s, while Table 2 will show the preferred demographics of potential new franchise locations for Beef ‘O’ Brady’s.

Table 1: Preferred Demographics for new Beef ‘O’ Brady’s franchise Demographic

Residential Population

(3 mile radius)

35,000 people

Median Household Income $50,000

Average Age 35 years

Household Size 2.2 people+

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Table 2: Psychographics of Sports Bar customers

People Group Psychographics Services

Sports Fans

Want to watch sports and eat at the same time

Have TVs in the restaurant with sports on; have sports decorations

College Students Want a place to socialize and watch a game

Have locations near college campuses

Families Want a family friendly place to take children for a meal

Strive to have a family-friendly sports environment; Have kids menus; want kids to come enjoy the fun; sponsor Little League teams; advertise that Beef’s is where game time meets family time

Dinner Crowd Want a place to grab a good meal

Have good food; invite everyone to come as they are; have specials

Social Crowd

Want a place to spend time with friends

Can have parties at the restaurants; conducive to social gatherings during a meal

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Tampa Yankee Media and Promotion Plan Since 1994, the Tampa Yankees Baseball Team has established itself as a main staple in

Tampa Bay sports market. They are the Advanced Class-A minor league team of the New York Yankees, and can offer Beef ‘O’ Brady’s affordable advertising and marketing opportunities that will draw attention to your product and business. There is no better way to impress customers then by partnering with a baseball team that is associated with an organization like the New York Yankees, the most successful, prestigious franchise professional sports has ever seen. By teaming up with the Tampa Yankees, you'll increase organizational awareness and enhance Beef ‘O’ Brady’s image at a reasonable price.

Here’s what others are saying:

Perfect evening, perfect baseball, perfect customer relations, perfect benefactor and perfect

venue. When working with the Tampa Yankees you expect the best. Our experience exceeded

expectations. They are truly an organization who not only wants to succeed, but they want you

to succeed as well. From the management staff right down to the worker bees - they are all

professional and personable. They are all willing to help in any way possible. As a major sponsor

for Bark in The Ballpark held at Steinbrenner Field, it has been a joy and pleasure being involved.

Edie Marie Wilhoit - President Fuzzie Buddies

Team up with the Yankees and you are guaranteed to be a winner

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George M. Steinbrenner Field Print Advertising

Keep Beef ‘O’ Brady’s name in front of the Yankees loyal fan base throughout the season. Your company will gain positive exposure that extends from Major League Spring Training, Florida State League games and beyond to special events. We customize programs to better target your business

objectives. As we like to say at the Yankees, "We are limited only by our imagination".

Program Advertising Program’s are every fans essential souvenir and extends Beef ‘O’ Brady’s advertising message throughout the season and beyond when it goes home with your customer. Fans hold on to programs and reference long after the season ends! A Yankees' program is sure to be a collector's item for generations of baseball fans.

LUCKY NUMBER GIVEAWAYS Lucky Number Giveaways are a hit with fans and a competitive commodity for sponsor because it is the best way to enhance your program ad! During Tampa Yankee games, the scoreboard will light up with Beef ‘O’ Brady’s Logo and the PA announcer instructs fans to your ad to see if they are that evening's Lucky Number Winner. You can give away prizes and coupons to enhance service and store traffic.

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TICKET BACKS

Place Beef ‘O’ Brady’s logo and coupons in the hands of more than 250,000 fans. Your logo and coupons will appear on the back of all tickets sold through the Ticket Office and will increase awareness and sales opportunities through increased store traffic. You can also periodically change your coupons to match company objectives and initiatives.

TICKET ENVELOPES

Tickets sold through the George M. Steinbrenner Field Ticket Office are placed into envelopes for safekeeping. A safe way for Beef ‘O’ Brady’s to advertise with the Yankees is on the George M. Steinbrenner Field Ticket envelopes. Beef ‘O’ Brady’s logo and message will be placed into the hands of more than 250,000 fans.

SEASON TICKET BACKS

Similar to normal ticket backs, this is a great way for Beef ‘O’ Brady’s to target the affluent, avid sports fan. Season ticket holder’s make-up over 50% of all seats sold at George M. Steinbrenner Field during the New York Yankees Spring Training season.

SEASON TICKET BOOK BACKS

This is a great option to reach the most affluent fans in Tampa. Season tickets are mailed to season ticket holders in souvenir booklets. The Beef ‘O’ Brady’s logo and message will appear in full color on the back of the souvenir ticket booklet.

POCKET SCHEDULES

Put Beef ‘O’ Brady’s logo and message in the pockets and on the refrigerators of potential customers. The New York Yankees and Tampa Yankees print more than 200,000 pocket schedules and disperse them throughout the community. Place Beef ‘O’ Brady’s advertising message on a pocket schedule panel and you will gain a multitude of exposure.

ROSTER BACKS (SPRING TRAINING PROGRAM INSERTS)

Place Beef ‘O’ Brady’s logo on the back of the 2001 season Spring Training rosters. During each game the New York Yankees Roster and opposing team roster are inserted into the program. The roster page is a keepsake and a big hit with fans.

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George M. Steinbrenner Field Marquee Advertising

Marquee Advertising

Three free-standing marquees indicate the location and entry for George M. Steinbrenner Field. The main marquee is three sided and sits on one of Tampa's busiest intersections on Dale Mabry Highway and Dr. Martin Luther King, Jr. Blvd. Two other marquees sit on Dale Mabry Highway and Dr. Martin Luther King, Jr. Blvd just south and just east of the corner. With over 130,000 vehicles passing through daily, Beef ‘O’ Brady’s message will reach thousands of potential customers increasing awareness and sales opportunities for the company.

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George M. Steinbrenner Field Signage Advertising

Signage Opportunities Beef ‘O’ Brady’s can take advantage of in-stadium signage which is an extremely effective means to exhibit your logo and message to a captive audience for three to four hours at all Major League Spring Training games, Tampa Yankee games and all special events! Local, regional and national broadcast media will pick up many in-stadium signs.

High-Definition Video Scoreboard Board

George M. Steinbrenner Field offers interactive games and commercial air time on the 18' x 24' high-

definition video board. There are also 2 permanent ad panels and 6 tri-vision rotating panels. Hundreds of thousands of fans will be watching replays and highlights on the scoreboard which represents a great opportunity for Beef ‘O’ Brady’s to capture the fan’s attention.

Outfield Wall Signs

Outfield wall signs at George M. Steinbrenner Field are visible to a three or four hour captive audience. In one year, more than 300,000 fans during all Spring Training games, the Florida High School Championships as well as special events will see your Beef ‘O’ Brady’s logo and message. The outfield wall signs are 8' x 16', made of heavy gauge vinyl and are full color.

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Field Box Sign

The use of in stadium signage is an extremely effective

means by which Beef ‘O’ Brady’s can exhibit their logo and a message to fans. Field box signs are located behind first and third base, perfect for coverage by local, regional and national print and broadcast media.

Back Lit Diorama

Beef ‘O’ Brady’s logo and message lit up! Beef ‘O’ Brady’s logo and message can be on an illuminated sign that will be centrally located on the George M. Steinbrenner Field concourse. This 4' x 6' sign will be visible by all spectators. Beef ‘O’ Brady’s message will receive bright exposure during all events at George M. Steinbrenner Field.

Tunnel Back Lit Diorama

Take your back lit diorama in the stadium bowl. Beef ‘O’ Brady’s logo and message will be placed inside

the stadium bowl for fans, media and players to view. Concourse diorama's are 19"x 80" each and include two signs per tunnel.

Closed Circuit TV

The televisions at George M. Steinbrenner Field are located on the concourse level at our concession

stands as well as in the Legends Room and merchandise shops. This signage opportunity will have thousands of spectators watching Beef ‘O’ Brady’s message while waiting in line to purchase New York Yankee merchandise and food. Beef ‘O’ Brady’s logo and message will be attached to each television.

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George M. Steinbrenner Field Hospitality Opportunities

Along with opportunities for advertisement and further promoting Beef ‘O’ Brady’s to the public, George M. Steinbrenner Field offers various hospitality opportunities to offer employees and prospective business partners. Some of these include luxury suites, group outings/picnics, and renting out the illustrious Bright House Networking Dugout Club.

Rooms to Go Luxury Suites Beef ‘O’ Brady’s sponsorship options could potentially include a suite at Steinbrenner Field, where you will find that the spaciousness and privacy of our luxury suites are perfect for business or pleasure. This is a great way to reward employees of Beef ‘O’ Brady’s or to show potential business partners a great time in a professional atmosphere.

Steinbrenner Field luxury suites are located on the club level of the ballpark and Beef ‘O’ Brady’s and employees will be able to watch the game in style. They have an exclusive entrance with semi-private restrooms; it’s fully carpeted, furnished with heating and air conditioning, a mini-refrigerator, flat screen TVs, leather furniture, and

high top tables overlooking the field. There are plenty of catering options ranging from ballpark hot dogs to more fine dining options. Chef Brian can cater your outing to meet your every need.

Plain Group Outings Group outings are a great way to reward and boost morale of Beef ‘O’ Brady’s employees. They also provide a great setting to bring business partners and potential business partners whether you want to talk business or show your appreciation for them

Great seat locations. Your group will be given our best reserved seating.

Easy planning. This is the reason we provide each group with their own group coordinator. Every member of your group will have a ticket to the game, along with a hat and program upon arrival.

Your group name in lights. Your group will have their name on the video board and a special welcome message aired over the public address system during the game.

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Group Picnic Packages Want more than just a plan group outing? Beef ‘O’ Brady’s can choose from various picnic packages offered. All the same benefits as a group outing plus a catered meal. And while these are the designated menus, we can help plan an upgraded menu by working directly with our in-house chef.

SINGLE: Party Includes: Fresh grilled hot dogs, chips, popcorn, Pepsi products, an exclusive Tampa Yankees cap, and reserved ticket to the game.

TURN TWO: Party Includes: Fresh gilled hot dogs, hamburgers, and cheeseburgers, chips, baked beans, Pepsi products, an exclusive Tampa Yankees cap and reserved ticket to the game.

TRIPLE PLAY: Party Includes: Fresh gilled hot dogs, hamburgers, and cheeseburgers, chicken sandwiches, cole slaw, potato salad, Pepsi products, an exclusive Tampa Yankees cap, reserved ticket to the game, and food attendant.

GRAND SLAM - ALL YOU CAN EAT BAR-B-QUE (two hour party) Party includes: Fried chicken, fresh gilled hot dogs, hamburgers, and cheeseburgers, pulled pork sandwiches, baked beans, cole slaw, potato salad, chips, Pepsi products, bottled water, an exclusive Tampa Yankees cap, reserved ticket to the game, and food attendant.

Bright House Networking Dugout Club

The Bright House Networks Dugout Club is a lavish upscale area nestled beneath George M. Steinbrenner Field and a great hospitality opportunity for Beef ‘O’ Brady’s. The Bright House Networks Dugout Club is a perfect setting for luncheons, meetings and any other special event. The Bright House is capable of accommodating 100 guests, offering a full-service bar, a catered buffet, and audio/visual capabilities.

Amenities include the following during New York Yankees Spring Training:

Immaculate dining and lounge area

Wait staff service at your seat

Participating companies/person name identifying seat location

Theater style seating 50 feet from home plate-10 feet closer than the pitcher

Private restrooms

VIP entrance

All-Inclusive buffet featuring entrée and ball park food – Beer, wine & soda

Exclusive seating with a great game view

Full access to private club

Complimentary VIP parking (2 spots per box)

Complimentary Program

Guaranteed giveaways

Complimentary New York Yankees yearbook

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Media Outlets

The Tampa Tribune The Tampa Tribune, dating back to 1895, has been a newspaper in the Tampa community for over 115 years. It is our pleasure to be able to call them the official newspaper of the Tampa Yankees. With a circulation of over 258,000; exposure from this partnership can be very successful in raising awareness of not only your business’s specials or sales, but of your business in general. We would be able to include advertisements along with our game schedule and upcoming events following the Tribune’s sport section.

ESPN 1040/Tampa News 9 The Tampa Yankees games are broadcasted live on ESPN 1040AM radio station. Our organization hosts 71 home games as well as 71 away games. With our broadcasting team traveling with our team on the field, this gives your business the opportunity to be represented over a third of the days in a calendar year. Advertising from ESPN is sure to bring positive exposure to your organization while increasing awareness to community members!

Our partnership with Tampa’s Bay News 9 will open the door to new marketing and advertising opportunities as well. Bay News 9 is involved in reporting sports and community news daily in the Tampa area. Commercial air time on either network is a great way for you to remind potential customers about your business during even the busiest days of their lives!

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Internet Exposure With the exponential growth of technology, availability to access the internet in particular, social media and online advertising is an essential when advertising your business. Social media in particular is aimed to provide quick and to the point information about events all over the world. There are an estimated 190 million Twitter users tweeting 65 million times a day and an estimated 500 million people on Facebook. These staggering statistics along with the availability of advertising space on our organizational website should be an option unable to refuse. Social media exposure through partnership could include:

Frequent Twitter updates of specials and events with over 2,300 followers.

Link: http://twitter.com/#!/TampaYankees

Facebook page updates and event creation by our Public Relation employee. Team has over 4,700 friends that view and get updates of the team.

Link: http://www.facebook.com/home.php#!/profile.php?id=1030056118

Team website advertising space, as well as Twitter and Facebook reminders.

Link: http://www.minorleaguebaseball.com/index.jsp?sid=t587

Promotional Opportunities

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Promotions and Giveaways

We take great pride in not only providing entertainment to our fans but our sponsors as well. During the season we hold various promotion nights including: firework nights, bark in the park, themed nights, and giveaways. By engaging in a partnership with our organization we will be glad to implement requests for in game activities and recognition along with the guarantee of gifts and merchandise giveaways for your business.

Item Giveaways Sponsors of the Tampa Yankees will be included on the items that we complimentary give our fans for the duration of the season. These items will be presented for approval during the season and are a valued option in our sponsorship packages, these items include:

Hats/Visors

Tampa Yankee Logo Baseballs

T-Shirts

Seat Cushions

Blow-up Items (Bats and Noise Sticks)

On Field Promotions On field sponsors are interactive fan games that take place between and before innings during home games. Our sponsors will be introduced, thanked, and broadcasted as the official sponsor of the particular event. These games are crowd engagers and a great moral booster for your organization.

Games include: Dizzy-Bat, Base Races, Mascot Races, Balloon Tosses, Sack Races, Field of Dreams (Children homerun contest), Pie eating contest, and many more!

Buyout Nights Buyout nights are one of the more special offers for our sponsorship corporations. These nights allow your company to buy out the park and will receive 10,000 tickets to disperse among your employees, friends, family, and their friends and families (Tickets can be donated to charitable organizations or the military). The most important thing is that this is YOUR company’s night and all sponsorship and benefits will be accredited to the support of you and your company!

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Theme Nights For years we have offered theme nights that were suggested by our staff and sponsors and kept most as well as continued in being creative to come up with more ideas. A sponsorship with our organization allows you the opportunity to sponsor one or multiple theme nights at our stadium or even come up with your own innovative idea! We have done everything from bark in the park to Christmas in July and we are looking forward to taking in and carrying out the planning of your new ideas! The nights will be advertised prior to the game to raise awareness of the theme night your organization is putting on.

Past themed nights: Bark in the Park, Christmas In July, Jimmy Buffett Night, Cancer Awareness, Military Appreciation, Super Hero Night, Firework nights, and many more

Think of the possibilities: “The Tampa Yankees and (Your Company Here) are proud to present Tampa Area Little League Baseball and Softball Night at George M. Steinbrenner Field!”

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Impact Measurement To ensure that Beef ‘O’ Brady’s gets the most out of their sponsorship, The Tampa

Yankees will conduct several methods of impact measurement. We take pride in forming positive relationships that will benefit both Beef ‘O’ Brady’s and ourselves, and we will take the proper steps to provide as much value as possible.

Track Media Exposure

Throughout the course of the season the Tampa Yankees will track:

PA announcements

Video board announcements

Radio and Television airtime

Number of internet hits to website

Number of pocket schedules, programs, and other print materials distributed

Surveys

The Tampa Yankees will ask fans to participate in surveys to measure the impact of the exposure Beef ‘O’ Brady’s gets during games and if the sponsorships is successful in increasing awareness and encouraging fans to eat at local Beef ‘O’ Brady’s restaurants. Sample questions may include:

What sponsors were you able to recognize throughout the game?

How many times did you notice Beef ‘O’ Brady’s signage or other advertisements during the course of the game?

Which Beef ‘O’ Brady’s advertisement stood out to you the most?

How much more likely are you to eat at Beef ‘O’ Brady’s with a coupon or without one?

How likely are you to go to Beef ‘O’ Brady’s after attending a Tampa Yankees game?

Coupon Redemption

A great way to measure the impact of the sponsorship is to record the amount of coupons that are being redeemed from the back of tickets. The coupons should encourage people to eat at Beef ‘O’ Brady’s and you will know exactly how many customers are there as a result of attending Tampa Yankees games.

Sales Analysis

Evaluate sales before season, during season, and after season to analyze trends and to see if restaurant traffic has increased as a result of sponsorship.

During the season, evaluate sales on game days to see if there is an increase in store traffic that might correlate to attending Tampa Yankees games.

Promote and track sales for specific menu items advertised through PA announcements, coupons, and prizes to determine success of impact

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Sponsorship Package There are a number of opportunities and potential sponsorship packages the Tampa Yankees

has to offer. We have strategically put together a package that we feel is most appropriate for Beef ‘O’ Brady’s and that will result in a maximum return on investment. Please contact us if you’d like to adjust the package as there are several other opportunities for Beef ‘O’ Brady’s.

Print Advertising Program Advertising Full Page (8.5” x 11”)………………………………………..……………………………………………… $750

Lucky Number Giveaways (20 games)….………………………..…………………………………………………………………. $500

Ticket Backs…………………………………………………..……………………………………………………………………………. $4,000

Pocket Schedules……………………….…………………………………………………………………………………………………. $2,500

Signage Marquee Advertising……………………………………………………………………................................................... $1,000

Outfield Sign (8x16)………………………………………………………………………………………………………….…………… $3,000

Back Lit Diorama (4x6)……………………………………………………………………………………………………………………... $700

Hospitality Luxury Suite (5 Games)………………………………….………………………………………………………………………………. $1250

1 Group Picnic (Grand Slam Package)…………………………….………………………………………………………………… $300

Dugout Club (1 Game)……………………………………………………………………..…………………………………………….... $500

Promotions Item Giveaway (Logo Baseball)…………………………………………………………………………..…………………………. $1,500

In Game Promotion (Beef ‘O’ Brady’s Base Race)……………………………………………………………….…………. $2,000

Main Event (two Fireworks nights)………………………………………………………………………………………………. $1,750

Total Cost: $19,750

Total Value: $38,250

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Increase Sales Opportunities Beef ‘O’ Brady’s is going to gain a multitude of exposure through print advertising, marquee

advertising, signage, and promotional opportunities that will increase fan awareness and in turn, increase sales.

Beef ‘O’ Brady’s will see an increase in sales when prizes and coupons that are given away through lucky number giveaways, ticket backs, and Beef ‘O’ Brady’s Base Race are redeemed in local restaurants.

Along with the sponsorship comes the opportunity for Beef ‘O’ Brady’s to have a game day table where they can interact with fans, hand out coupons, and encourage fans to come eat at their restaurant.

Product Trial/Sampling Opportunities Beef ‘O’ Brady’s will be able to periodically change prizes and coupons in order to promote

marketing initiatives that could include introducing new menu items.

While concession exclusivity restricts us from allowing Beef ‘O’ Brady’s to offer samples during games, you will be able to provide sample exits of food for scheduled games.

Media Coverage & Exposure Beef ‘O’ Brady’s will be seen in the Tampa Tribune, the Tampa Yankees official newspaper where

you will receive additional advertising and exposure.

All games are broadcasted on ESPN Radio 1040am and Beef ‘O’ Brady’s will receive multiple spots and commercials throughout the game.

Beef ‘O’ Brady’s will receive commercial air time and will also be mentioned during highlights on local news station Bay News 9.

The Tampa Yankees Website, Facebook, and Twitter provide another medium for advertisement and exposure.

On-Site Signage Beef ‘O’ Brady’s will be highly visible across the ball park with an 8x16 outfield sign as well as

4x6 back lit diorama’s that are across the concourse. Other signage options are available at Beef ‘O’ Brady’s request.

Hospitality/Promotions You will be able to reward employees and show prospective business partners a good time in

your luxury suite, catered picnics, and dugout club night that has been assigned for Beef ‘O’ Brady’s.

Beef ‘O’ Brady’s will also be given discounted tickets for special Beef ‘O’ Brady’s nights.

Being a part of giveaways, on field promotions, and sponsoring two fireworks nights are a great way to link Beef ‘O’ Brady’s image with a family friendly organization like the Tampa Yankees. It is a great way to positively reinforce your brand.

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Co-Sponsor Opportunities

You will receive discounted rates from select Sheraton Hotels.

Enterprise will offer you discounted car rental rates on any trips you may take.

West Shore Pizza will offer pizzas for half the price to fellow sponsors of the Tampa Yankees.

Tampa’s Lowry Zoo will hold special days throughout the season where sponsors are able to visit at discounted rates.

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Addendum

Seating Chart: George M. Steinbrenner Field

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2011 Potential Tampa Yankee Cosponsors

Fuzzie Buddies The New Barker

Mister Hot Shine Village Health Market

St. Joeseph’s Hospital Federal Credit Union SerenBe Day Spa

Moffit Cancer Center Tampa’s Lowry Park Zoo

Bright House Network Tampa Theatre

Frankies Pin Chasers

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Teamwork Imprinted Sportswear

Promotional Nights/ Daily Specials The following nights will be presented one/multiple times during the season…

Facebook Friday

Yankees Hat Giveaway (First 250 fans receive a free Yankees hat)

Postgame firework Nights

Humana Silver Slugger Nights*

Pepsi Little Leaguer Night (First 250 fans get collectors pepsi pen/Little leaguers enter gates free in uniform)

KRAFT Singles Tuesday Nights*

BoGo Night( Buyone get one program, and select concession items)

Kids Night*

Blue’s Crew Kids Club*

Pink Out Night (Players and Fans are encouraged to pink out the stadium in honor of breat cancer awareness)

Thirsty Thursday*

Easter Egg Hunt

Yankees Gold Replica World Series Ring (First 250 fans receive a replica ring)

Family and Friends Night* ($38 for 4 tickets, 4 drinks, 4 chips, 4 hats, and a Zoo pass)

Armed Forces Night (Honor of men and women serving Military)

2011 Card Set Giveaway

Water bottle giveaway

Fan Appreciation Night

Jimmy Buffet Tribute Night

(* =Weekly Promotion Nights)

Daily Promotions Monday: Fans over the age of 55 get a free hot dog, drink and chips with purchase of $5

reserved ticket thanks to our Humana Silver Sluggers Night.

Tuesday: KRAFT Singles Tuesday by presenting a Kraft Singles wrapper tickets are buy one get one free, this deal also goes for programs, speed pitch, and select concession items.

Wednesday: Kids 14 years and younger will eat for free (hotdog, chips, and drink) with purchase of $5 reserved ticket, Kids Night!

Thursday: Beer Bottles are $2 and dodas and draft beers are $1 for our Thirsty Thursdays from 6-8pm.

Friday: Tickets are $2 and so are sodas and draft beers for our Facebook Friday, this also includes $10 for all you can eat wings from 6-8pm.

Saturday: For just $38 dollars we include 4 tickets, 4 hats, 4 drinks, 4 chips, and a Tampa’s Lowry Park Zoo pass for our Family and Friends Night

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2011 Tampa Yankees Schedule

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Tampa Yankees Survey

Please answer the following questions with the answer that you feel is most appropriate.

1. Who are the sponsors for the Tampa Yankees? ___________________________________________

2. Which advertisement stood out the most to you while you were at the game? __________________

3. About how many times did you notice the Beef ‘O’ Brady’s advertisements? ____________________

4. Have you ever been to a Beef ‘O’ Brady’s? _______________________________________________

5. Do you know where the closest Beef ‘O’ Brady’s location is to your house? _____________________

6. Do you pass a Beef ‘O’ Brady’s location on your way to Steinbrenner Field? _____________________

Strongly Disagree

Somewhat Disagree

Neutral Somewhat

Agree Strongly

Agree

I go out to eat often. 1 2 3 4 5 I am more likely to go to Beef ‘O’ Brady’s after attending a Tampa Yankees Game

1 2 3 4 5

The family friendly environments of Steinbrenner Field and Beef ‘O’ Brady’s are similar.

1 2 3 4 5

I would be more likely to go to Beef ‘O’ Brady’s if I had a coupon.

1 2 3 4 5

Thank you for completing this survey. We appreciate your feedback and hope to see you again at Steinbrenner Field.

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Credible Websites http://sbrnet.com/

http://tampa.yankees.milb.com/index.jsp?sid=t587

http://www.steinbrennerfield.com/

http://www.beefobradys.com/default.aspx

http://web.minorleaguebaseball.com/index.jsp

http://www.baseball-almanac.com/minor-league/minor0.shtml

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Sample Ticket-Back Coupons