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e n i g a m i u’d
loo
y a w e h t s k
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. t h g i n t a s k o
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INDUSTRY RESEARCH
DESIGN
Industry Overview 8 Competitive Analysis 10 SWOT 12
BRAND DEVELOPMENT Industry Overview 8 Competitive Analysis 10 SWOT 12
Industry Overview 8 Competitive Analysis 10 SWOT 12
LOGO DEVELOPEMENT Industry Overview 8 Competitive Analysis 10 SWOT 12
18 18
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CREATIVE DEVELOPMENT
MERCHANDISE
CONCLUSION
Industry Overview 8 Competitive Analysis 10 SWOT 12
Industry Overview 8 Competitive Analysis 10 SWOT 12
FUTURE Industry Overview 8 Competitive Analysis 10 SWOT 12
Industry Overview 8 Competitive Analysis 10 SWOT 12
Industry overview
28 Seasons The ECHL was founded in 1988 with 5 teams in 4 states.
Currently 28 teams in 24 states
Began in 1988 3rd longest tenured professional league behind the NHL and AHL
Began in 1988 527 players have moved to the NHL 26 affliations with 30 NHL teams 26 affliations with 30 AHL teams
Ninety percent of hockey is mental and the other half is physical.
The direct competition in this case is not another hockey team, as would be expected.
The competition in Vegas is Vegas itself. The city is teaming with things to see and do:
♦ Shark reef (in the desert) ♦ Red Rock Canyon ♦ Countless casinos ♦ Britney Spears ♦ Blue Man Group ♦ Penn & Teller
♦ 2,374 restaurants ♦ Magicians ♦ Light shows ♦ Shooting ranges ♦ Botanical gardens ♦ Zip lining down Fremont Street
competitive analysis
When targeting to the local population, the history of the Vegas franchise is a large threat, as is the current economic situation of Las Vegas. While tourism provides a rather stable job market, over 80% of Las Vegas residents are behind on their mortgages, leaving little extra for season tickets. In order to return to Vegas, hockey needs to The franchise will have to dedicate some time to the people who make up overcome its history and the Las Vegas community. Las Vegans have cited reputation in the heart local governments are failing to foster a sense of and minds of the locals. community, providing an opportunity to create.
competitive analysis Although they are separated by a great physical difference, the Alaska Aces are the perceived rivals for any hockey team in Vegas. In previous years, the Las Vegas Wranglers and the Alska Aces were the winningeest teams in the league. During the 2005-2006 season, the Wranglers fell one point behind the Aces for the Western Division. The rivalary became the biggest for each team, and the ECHL itself. Game were shceduled across a four day span, allowing fans from either city to attend. These hockey vweekends were particularly popular for home Vegas, as Alaskans enjoyed the long stay in Vegas.
Hockey in Las Vegas has encoutnered a number of stumbling blocks. In 1999, the WCHL announced its entention rights to Las Vegas. The Wranglers name and logo were created in advance of the inuaragal season in 2000. Howver, the team had to suspend enterance into
Wranglers
On March 25, 2009, Alaska’s Matt Stefanishion hit Las Vegas’ Chris Ferraro in the second period.
This hit broke Ferraro’s leg, ending his season, possibly his career.
2009: the rivalary became violent Ferraro’s twin brother, Paul, retaliated and instigated a brawl that would involve nine players While the Wranglers team is now defunct, the bad blood between each team exists. The Ace’s are competitors as they are in the same team, but also because they could conceviably pack their fans into the arena, tipping the atmosphere in their favor.
the WCHL for three season due to lack of facilities. The Wrangelers were a successful team, until they failed to secure a venue location. Team owner Gary Jones addressed the folding of the team: “We worked hard to try and keep it going, but at the end of the day, you need a piece of ice to play hockey...I thought it was time to pull the plug. I’m sorry it didn’t work out.” Citizens feel they
are transient, and this only adds to that feeling.
OPportunities • Of the 47% target visiting for pleasure, 68% of them were for vacation of pleasure, with only 12% being there only to gamble. • High-end luxury box for hotel guests. A promotional suite can be create for specific hotels with an all-inclusive, all-you-can-eat-drink special (Tim Hortons?)
• Las Vegans have cited local governments are failing to foster a sense of community • Outreach programs for youth: it costs $195,406
to incarcerate a youth in Nevada per year, a juvenile delinquency program tied in with a teen hockey league may help reduce this cost.
• Sled hockey initiatives for handicapped individuals
• Charities programs • In-house job opportunities • Staff for games • Production staff • Food and drink services • Security • Uber-type game transit • Pairing with other local hockey teams: • WSHL Nevada Storm • High Schools • Colleges • Pee-Wee • Sled Hockey • Economic boost: income generated by fans: • Ticket sales • Food and drink revenue • Merchandising • Camps and training
STRENGTHS
• Current population of Clark County: 2,102,238 • 43% of the workforce is supported by tourism • Will supply more stable jobs • In 2014, 41,126,512 people visited Vegas • Gaming revenue in 2014 was $9.6 Billion •Only 19% of visitors are first time visitors • Return Visitors may return to frequent hockey games • Market is ready for a team • Civic pride • Hockey is in demand
• $375 million TMobile arena is complete • 17,500 hockey seats • 35,000 full season ticket deposits •100% of luxury suites sold • Dual target market focus: Locals and Tourists • Two groups of tourists: • Road trip fans • Long-distance travelers
Weaknesses
• This is the 2nd time they have not secured an arena, the 1st being their inaugural season in 2000 • Three seasons were missed due to lack of venue • Teams/owners against league expansion • Player expansions and salary cap • Northern/Eastern coast association with hockey • People do not necessarily think “Vegas” when you think hockey
Threats
• 47% of guests present for vacation or pleasure • No home arena • Competitive/league balance • Biggest rivalry: Alaska Aces • No time table for NHL professional bid • Transient nature of Las Vegas lifestyle • 80% of Las Vegas Valley homeowners are behind on their mortgage, leaving little for leisure items