San Diego County Fair

A marketing plan for MGT 103 at UC San Diego.
For Professor Elise Prosser - Fall 2014.

https://www.youtube.com/watch?v=Nytf9kDwsCc&list=UUuubLJDjQ-HmZ2pwiTBBYzg#t=64

https://www.youtube.com/watch?v=CbROTRysRu8&index=14&list=UUuubLJDjQ-HmZ2pwiTBBYzg

Transcript

2. $60,000,000   in  24  days
3. 1,400,000   guests  in  2014
4. BENJAMIN  INADA  •  CEO TIM  HSU  •  VP  MARKET  RESEARCH ARJUN  IYER  •  VP  ADVERTISING MILAD  IMEN  •  VP  HUMAN  RESOURCES JESSICA  HONG  •  VP  MARKETING YONGGI  HONG  •  VP  SALES TAMMY  HAN  •  VP  COMMUNICATIONS San Diego County Fair
5. SWOT Analysis
6. Strengths & Weaknesses
7. Management Strength   Governor-­‐appointed  and  highly  experienced   Board  of  Directors.   Weakness   A  large  number  of  commercial  vendors  means   a  large  number  of  issues  that  must  be   addressed  efficiently.
8. Offerings Strength   A>rac?ons,  unique  exhibits,  exci?ng  rides   and  games,  popular  animal  shows,  and  an   upscale  dining  experience.   Weakness   Providing  a  large  number  of  fair  features   incurs  high  overhead.
9. Marketing Strength   Many  opportuni?es  to  adver?se  exclusive   deals  and  promo?ons.   Weakness   As  an  already  well-­‐established  event,  it  is   difficult  to  reach  poten?al  new  customers.
10. Personnel Strength   Service-­‐oriented  environment,  fun  &   enthusias?c  staff.   Weakness   Many  young,  inexperienced  temporary   employees.
11. Finance Strength   Self-­‐sufficient  en?ty,  generates  $60  million   in  revenue  annually  using  no  tax  dollars.   Weakness   Self-­‐sufficient  en?ty,  meaning  we  depend   only  on  ourselves  to  remain  existent,  with  no   safety  net  to  fall  back  on.
12. Opportunities & Threats
13. Consumer/Social Opportunity   World-­‐class,  mul?-­‐use  public  assembly   facility  that  provides  educa?on,   entertainment,  and  recrea?on  to  all.   Threat   Nega?ve  reviews  on  online  review  systems   like  Yelp  may  affect  visitor  count  if  problems   aren’t  addressed  quickly.
14. Competitive Opportunity   Largest  annual  event  in  Southern  California   and  the  largest  county  fair  in  the  United   States.   Threat   Compe?tors  can  a>empt  to  duplicate  similar   facili?es,  a>rac?ons,  and  food.
15. Economic Opportunity   Low  ?cket  prices  compared  to  other  large   summer?me  events  in  the  area.   Threat   Compe?tors  may  reduce  prices   compara?vely  as  a  strategy  to  increase   market  share.
16. Legal/Regulatory Opportunity   Rules  and  regula?ons  established  by  the   22nd  District  Agricultural  Associa?on  ensures   a  fun  and  safe  environment  for  everyone.   Threat   Customers  at  the  fair  may  not  appreciate  all   rules  in  place.
17. Industry Trends
18. 0 375,000 750,000 1,125,000 1,500,000 1998 2002 2006 2010 2014 SDCF OC  Fair Fair Attendance
19. Competitors
21. • A  23-­‐day  annual  fair  held  every  summer.   • OC  Fair  &  Event  Center  in  Costa  Mesa,  California.   • 9th  largest  fair  in  the  United  States.   • Started  in  1890.   • Over  1.3  million  a>endants  in  2014.   • $50  million  in  revenue  in  2014. The OC Fair
23. The LA County Fair • A  23  day  annual  fair  held  every  summer.   • Los  Angeles  Fairgrounds  in  Pomona,  California.   • 4th  largest  fair  in  the  United  States.   • Started  in  1922.   • Over  1  million  visitors  annually.
24. Company
26. Started  in  1880  as   an  agricultural  fair.
27. The  fair  moves  to   Del  Mar  in  1946.
28. Today,  it’s  the  largest  county  fair   in  the  United  States  and  the   largest  fair  in  California.   More  than  1.4  million   visitors  annually.   The  Del  Mar  Fairgrounds   hosts  more  than  300  events   every  year.
29. Crea?vity,  friendly  services,   and  solid  facili?es   Deep-­‐fried  goodness,  wild   a>rac?ons,  and  pure   excitement.
30. Customer
31. 21% 12% 14% 18% 19% 16% 17  and  under 18-­‐24 25-­‐34 35-­‐44 45-­‐54 55  and  older Age Groups Source:  delmarfairgrounds.com/pdf/2015_sponsorships/SDCFDemos2015.pdf
32. 6% 1% 6% 9% 34% 44% Caucasian Hispanic African  American Asian  or  Pacific  Islander Na?ve  American Mixed/Other/Declined Ethnic Groups Source:  delmarfairgrounds.com/pdf/2015_sponsorships/SDCFDemos2015.pdf
33. Affordable  <ckets   to  engage   customers  with  low  to  moderate  income.
34. Thrilling  rides  &  intriguing  fair  food   to  engage   teenagers  and  young  adults.
35. Upscale  dining  experiences   to  engage   those  who  enjoy  high-­‐quality  food  and   are  able  to  pay  a  premium.
36. Food  sampling  &  educa<onal  events   to  engage   the  en?re  family.
37. Market-Product Focus
38. Marketing & Event Objectives
39. Primarily,  parents  of  age  24-­‐49  raising  children   under  18.   • Con?nue  to  offer  low  ?cket  prices.   • Introduce  new  themes  annually  e.g.  50th  Year   Bri,sh  Invasion,  JFK  Experience.   • Improve  customer  experience  with  respect  to   quality  in  a>rac?ons,  exhibits,  food  &  drink,   and  events. Current Markets
40. Adults  of  age  18-­‐24.   • Capture  by  amassing  shareable  deals  on   Groupon  and  similar  services.   • Engage  by  running  social  media  campaigns  on   Facebook,  Twi>er,  Instagram,  Yelp,  and   Pinterest. New Markets
41. Target Market
42. • Families   • Adults  of  age  18-­‐24 Primary Target Markets 14%  of  CA’s  adult  popula>on.   VALS  Influencers  in  majority. 60%  of  CA’s  total  popula>on.
43. Then   Discounts  &  package  deals  in  supermarkets  &   pharmacies.   Now   Rela?vely  untapped  student  popula?on.   29,500  UCSD  students  -­‐  15  mins  from  Del  Mar.   Digital  deals  and  online  marke?ng  campaigns. Primary Target Markets
44. Points of Difference
45. • SDCF  is  the  oldest  county  fair  in  California.   • Deep  sense  of  tradi?on  that’s  been  cul?vated   at  SDCF  since  1880. History
46. • The  closest  fair  of  its  size  to  San  Diego  locals.   • 20  universi?es  and  colleges  in  SDCF’s  region.   • A>ract  young  consumers  finishing  high  school   and  college  terms. Location
47. • Larger  than  all  other  fairs  in  the  immediate   area  and  state,   • 1,457,130  visitors  in  2014.   • 1,517,508  visitors  in  2012. Size
48. • The  OC  Fair  and  the  LA  County  Fair  both   occur  aier  SDCF.   • Early  summer  months  comprise  the  perfect   ?me  to  be  outside.   • Reach  consumers  in  other  coun?es  who  don’t   want  to  wait  for  their  own  county  fair  to  begin. Time
49. • The  pleasant  climate  is  perfect  for  a  large   outdoor  event.   • LACF:  decreasing  a>endance  due  to  the  rising   temperatures  and  heat  waves.   • Market  SDCF  as  a  pleasant  way  to  beat  the   heat  and  enjoy  the  summer  at  the  same  ?me. Weather
50. Positioning
51. • A  San  Diego  staple  for  over  100  years.   • The  largest  county  fair  in  the  United  States   and  the  largest  fair  in  California.   • Annual  a>endance  record  set  in  2012,  non-­‐ increasing  trend  since. Background
52. • Drive  social  media  marke?ng  efforts  toward   VALS  Influencers.   • Focus  on  encouraging  the  younger   demographic  to  share  experiences  at  SDCF.   • A>ract  college  and  high  school  students  with   low  entry  rates,  unconven?onal  foods,  and   wild  rides. Goals
53. Marketing Program
54. Product
55. Attractions • “Kiddie”  to  “Super”  carnival  rides  to  sa?sfy   visitors  of  all  ages.   • Photo  booths  to  capture  memories  made  with   family  and  friends.   • Games  to  win  prizes  for  your  significant  other   (or  yourself).   • Concerts,  contests,  and  educa?onal  events.
56. Food & Beverage A  wide  variety  vendors.   Usual  expecta<ons
 Hot  dogs,  burgers,  funnel  cakes  and  turkey  legs   Unexpected  crea<ons
 Fried  cookie  dough,  chocolate  dipped  corn  dogs,   bacon  co>on  candy,  and  much  more.
57. Price
58. Admissions Adults:   Adults  age  62  and  above:   Children  age  6-­‐12:   Children  age  5  and  younger: $14   $8   $8   FREE
59. Rides 1  coupon:   25  coupons: $0.75   $15 3-­‐4  coupons   4-­‐6   7-­‐10 Kiddie:   Major:   Super:
60. Promotion
61. Admission  and  ride  packs  sold  online.   Best  Pass  Ever!   $24  pass  for  all  24  days  of  admission  to  SDCF.   Passport  to  Savings   $5  booklet  with  over  $1,000  in  promo?onal  savings. Packages
62. • Free  admission  for  children  6-­‐12  on  Tuesdays.   • Free  souvenir  with  Yelp  check-­‐in  at  ?cket  booth.   • $2  adult  admission  ?ckets  at  Albertsons  and   Sav-­‐on  stores.   • Group  admission  discount  on  Groupon.   • Ticket  giveaways  on  San  Diego  radio  sta?ons.   • Military  discounts. General Deals
63. Place
64. • Purchase  ?ckets  at  the  fairgrounds  or  at  San  Diego   County  Albertsons  and  Sav-­‐on  stores.   • Save  money  by  buying  the  ?ckets  in  bulk.   • Targe?ng  older  demographics,  who  are  generally  not   technically  savvy. Traditional Strategy
65. Strategy Additions • Place  fair  info  and  ?cket  sales  online  for  easy  access.   • Op?mize  website  for  mobile.   • Desktop  site’s  page  views  in  2014:  7,229,676   • This  was  a  7%  decrease  in  page  views  from  last  year.   • Compensated  by  the  60%  increase  in  page  views  on   mobile  page  views.   • Targe?ng  technically  savvy  young  demographics.