April 6, 2005

Volume 4, Issue 5

Round Rock Sees "Silver" Lining

Round Rock Express targets older demographic & creates new sponsorship inventory

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Contact: Henry Green, Director of Group Sales, (512) 238-2211, [email protected]
 

Team: Round Rock Express (AAA)                         

Program Title: The Silver Sluggers Club

Objectives:  The Round Rock Express has three main objectives for this program:

1) Broaden their fan base by offering an affordable opportunity to a growing population of fans over the age of 50.

2) Increase revenues by targeting a non-traditional group of fans.

3) Generate incremental sponsorship revenue from an existing partner.

Program Description: Like fine wine, some things just get better with age... and with the Round Rock Express' new "Silver Sluggers Club", fans over the age of 50 definitely agree. The Express decided to create the "Silver Sluggers Club" to tap into an ever-growing baby-boomer generation who typically have large amounts of discretionary income.

For just a modest fee, a member of the "Silver Sluggers" receives:   

   - Two tickets to five selected home games

   - A "Silver Sluggers" t-shirt and fanny pack

   - A membership card good for 10% off merchandise

     in the Railyard, the Round Rock Express retail store

   - Discounts at participating businesses 

All told this club has a perceived value of $100, but only costs $20 to join! And as the club grows, the Round Rock Express will add more benefits to the "Silver Sluggers" providing even more value for their older fans.

Media: There will be promotion of the program on the Round Rock Express website as well as email updates sent to over 30,000 subscribers and P.A. announcements at the game.  Additionally, through the club sponsor, A+ Federal Credit Union, the program will be advertised via newsletter to over 8500 members in the Credit Union's own senior program.

Sponsor: As mentioned above, the Round Rock Express have teamed up with A+ Federal Credit Union, a regional lending institution with 8 area locations, whose members comprise mainly of current/retired teachers, school faculty & staff, pta members, and families with school aged children. "The Silver Sluggers Club" was one component of an overall team sponsorship with the Express.

Results: While the program has only been around for three weeks the response has been phenomenal so far, with close to 100 people signing up already.

Looking Ahead: The ultimate goal for the "Silver Sluggers" program is to keep it going far into the future with hopes of reaching 3,000 to 4,000 members, which would result in over $80,000 dollars in non-traditional revenue!

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