Las Vegas Mobsters Brand Book Final

It’s Not Personal, It’s Hockey 1

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3

RESEA

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ARCH

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OVERVIEW OF INDUSTRY 6

EAST COAST HOCKEY LEAGUE

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The ECHL is a professional ice hockey league who is the premier developmental league for the American Hockey League and the NHL. Founded in 1988 with 5 teams and expanded through the 1990’s to reach 28 teams by 2000. In 2003 the ECHL expanded again with the addition of Las Vegas and the teams from the defunct WCHL. In 2014-15 the ECHL absorbed the 7 teams from the Central Hockey League.

To date there have been 599 players who have gone on to play in the NHL. 30 in the 2015-16 season.

“He ain’t so tough.”

Tom Powers

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Overview of Team 8

LAS VEGAS WRANGLERS

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The ECHL is looking to expand back into Las Vegas. The now defunct Las Vegas Wrangelrs played in the ECHL for 11 seasons and averaged 4,300 to 4,700 attendance at its peak.

Ultimately their demise was due to dwindling number of fans at the games and losing their lease at the New Orleans Ice Arena.

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Overview of Team 10

A NEW DAY OF HOCKEY IN LAS VEGAS MEET THE MOBSTERS

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It is hard to not notice the Mafia’s mark on Las Vegas. After WWII with the opening of the Flamingo Casino, many credit the influence of the Mob in Las Vegas city development in the 20th Century.

Aside from the ruthless and vicious nature of the Mob they are loyal and dedicated to taking care of their family. Attributes that the Las Vegas Mobsters need in order to win.

A NEW BREED

OF

MOBSTER 11

TARGET AUDIENCE 12

1

Locals and visitors looking for “affordable entertainment” outside the Las Vegas Strip.

The Mobsters would be upholding the ECHL’s mission of “great entertainment value for an ever increasing fan base.

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Families with children under 21 and those who want to play hockey. By targeting this audience the Mobsters can develop a relationship with this group that will establish themselves as a hockey club that cares about the community.

3

“Somebody

messes with me, I’m gonna mess with him.”

Capone

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PERSONAS

1

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Bryan Age 46 Married Business Owner Household Income $100,000

Transplant from Pittsburgh, PA Loves Sports Father of 2 teenage boys who play hockey.

Loves to spend time with his family and is looking for activities outside the walls of the casinos.

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Lindsey Age 24 Single School Teacher Household Income $40,000

Native of Las Vegas Loves Sports First boyfriend took her to her first hockey game and has been hooked ever since Loves to spend time with her friends at games and goes to every meet and greet the team has.

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COMPETITIVE ANALYSIS 16

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The competition is Las Vegas, with it’s bustling nightlife, casinos, arena shows Las Vegas has much to offer visitors and locals alike.

Las Vegas does not presently have any other professional sporting team in the city. However, NHL has approved a franchise to Las Vegas which will debut in the 2017-18 season.

The competition in Las Vegas is

LAS VEGAS

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STRENGTHS

SWOT ANALYSIS

No other professional sports team in Las Vegas.

Ice Hockey already has a strong presence in the West with NHL teams in CA, AZ, CO, and ECHL teams in ID, UT, CO, AK, and SD. Las Vegas has little in the way of family entertainment.

OPPORTUNITIES Provide a family atmosphere to differentiate from the NHL. Take advantage of Media technologies to further promote team.

Provide entertainment for the local fan base.

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WEAKNESSES

Failed team (Las Vegas Wranglers) Las Vegas has so many attractions.

Not many ice rinks in Las Vegas.

Fan base lower compared to other major sports.

THREATS Marketpalce not supporting sport.

NHL expanding into Las Vegas Minor league basketball - Reno Bighorns vying for same viewers.

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BRA

DEVELO

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AND

OPMENT

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STRATEGY

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2

The first strategy is creating awareness and buzz that a professional ice hockey team is back in Las Vegas and the team is dedicated to hockey, the fans, and Las Vegas.

The second strategy for the is to foster the ECHL’s mission of “great entertainment value for an ever increasing fan base.”

NARRATIVE The Las Vegas Mobsters are a premier hockey team with the ECHL. The Mobsters are dedicated to the ECHL’s mission of providing affordable entertainment that all can enjoy.

The Mobsters are serious about hockey, dedicated to their fans and Las Vegas.

“I’ll make him an offer he can’t refuse.”

Don Corleone

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ACTION PLAN

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2 3 4

Create Guerilla Marketing Tactic, posters, and print ads to raise awareness that professional ice hockey is back in Las Vegas and who the Mobsters are Create giveaway merchandise for giveaway nights to increase attendance of games and raise fan loyalty.

Create website and mobile app that allows fans to always stay connected to the Mobsters further increasing fan loyalty.

Create merchandise such as T-shirts and jerseys to foster fan loyalty and pride for their team.

“Ive always wanted to be a Mobster.”

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Des Rese

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sign earch

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LOGO CONCEPTS 28

INITIAL SKETCHES The initial concepts were focused on how to create a design that unifies hockey, Las Vegas, and the Mobsters.

The dog was chosen after researching ECHL logos and finding a vast majority had an animal or mascot incorporated in it.

The background for the design is inspired by the triangle of the Welcome to Las Vegas Sign.

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LOGO CONCEPTS 30

REFINED SKETCHES Survey results concluded that # 3 and #5 were the strongest iterations. After careful consideration #5 was chosen as the most memorable. The dog was refined to look more aggressive and the tie was altered to appear like it was flying to create more movement.

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LOGO DESIGNS 32

FULL COLOR LOGO

BLACK AND WHITE LOGO

TRANSPARENT WORDMARK ICON

WORDMARK 33

TYPOGRAPHY

Used in the title of logo for it’s strong lines reflecting the strong personality of the Mobsters and echoes the lines in the ECHL logo.

SPORT JERSEY _

Every hockey team needs a block letter font that can be seen from the nose bleed seats.

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ARIAL REGULAR

Chosen for it’s timeless appeal, clean lines, and readability. Arial also provides contrast with its curved lines against the sharp corners of Quadrangle and Sport Jersey.

ARIAL BLACK

Chosen for added contrast without adding another font family to the mix.

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PRIMARY COLOR SCHEME 36

The color scheme is inspired by the Las Vegas City flag. A strong and lively color scheme that commands attention.

It also reflects the qualities of the mob which the Mobsters want to possess.

R0 G0 B0 C 75 M 68 Y 67 K 90

When one think mob one thinks they look like. B men in black su hockey players

ks about the s of what Big, burley uits. Just like s.

R 11 G 69 B 161

R 199 G 15 B 46

C 100 M 84 Y1 K0

C 15 M 100 Y 91 K5

Black needed a strong counterpart and the blue from the flag was a perfect fit.

When you talk about mobsters its hard not to think of blood. Blood happens in hockey too!

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SECONDARY COLOR SCHEME 38

The Secondary Color Scheme acts as accents and provides contrast to the dark primary colors.

R 239 G 214 B 41 C8 M 10 Y 94 K0

The brightness yellow provide color and visu the color sche

s of the es a pop of ual interest to eme.

R 192 G 192 B 192

R 255 G 255 B 255

C 25 M 20 Y 20 K0

C0 M0 Y0 K0

Gray is a great neutralizer to a strong color scheme.

A Mobster wouldn’t be a Mobster without a crisp white shirt.

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TEXTURES 40

Textures are used to add character, distinction and an extra element of style and consistency to a brand.

Ice - You can’t have ice hockey without ice!

Blood - The blood droplets offer a unifying element between the mob and hockey.

Bullet holes - An extra element that provides distinction.

“ You wanna play rough? Okay. Say hello to my little friend.”

Tony Montana

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ONLY STATEMENT 42

The are the only professional sports team in Las Vegas that provide “great entertainment value� to everyone who lives in and visits Las Vegas.

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A NEW BREED

TO

TO

TONE

TO

OF

MOBSTER

& 44

&

“I’m not a gangster, just a businessman. And my commodity happens to be hockey.”

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Crea Develo

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ative opment

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ADVERTISING

Poster Design

Posters created to advertise ticket sales for single games and season tickets.

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Print Design

What better way to advertise that hockey is back in Las Vegas then being featured on cover of fans favorite hockey magazine.

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MEDIA MIX

Website

The purpose of the website is to connect to fans online and provide them with every aspect of their favorite team as well as the ECHL. 50

Mobile App

In the era of cell phones it is imperative for fans to connect to their favorite team while on the go. The Mobile App provides every detail that fans don’t want to miss and also has special content not shared on social media.

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MEDIA MIX

Guerilla Marketing Tactic

The GMT was created to increase awareness the hockey is back in Las Vegas and to have fans sign up for the Mobile App. The 3 clues are to provide fun clues as to who the Mobsters really are.

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They aren’t the Mobsters of yesterday, but a new breed that are dedicated to hockey, the fans, and Las Vegas.

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GIVEAWAYS

Water Bottle

Giveaway nights are an important marketing tactic to any sporting team. It brings fans to the game as well as give a sense the team appreciates the fans 54

Hockey Puck

thereby increasing fan loyalty and game attendance. Water bottle was chosen for it’s practicality in the hot desert sun. The hockey puck is something every hockey fan collects and one can never have enough.

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TSHIRTS

TShirt with Logo

Any diehard fan can appreciate a t-shirt with his or her favorite teams logo proudly displayed on the front. A practical gift for those who live in the hot 56

TShirt with Icon and Wordmark

climate of Las Vegas. Another option incoporates “Don� the dog with the wordmark.

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JERSEYS

Home Jersey

The goal of the jersey design was to create a way to unify the Mobsters with hockey in a fun and distinctive way.

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Away Jersey

The styling is that of a crisp white shirt and a mobsters suit jacket with his tie flying in the wind as he speeds around the ice.

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VISION OF THE FUTURE 60

1

Create a Kids Club for the young fans of the mobsters with special Meet and Greets and other activities before games.

Outreach in the community by creating hockey camps for young and old in Las Vegas.

2

Expand Mobile App and Website with live streaming of away games with a subscription so that fans can always be a part of the action!

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Summation 62

In order for the Las Vegas Mobsters to succeed in Tinsel Town they must stick to their beliefs of providing affordable entertainment and remain dedicated to hockey, the fans, and Las Vegas.

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Kim Boken kimbokendesigns@gmail.com

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