Razo

By : Gracie Razo
Jake Cyran

Market Research-City
 Target Market: The target market is going to be ages 20 and
up. Our target market is mainly males and anybody in the area.
Our income is going to range from 40,000 – 90,000. Our
geographic location is mainly regional. We want the whole
family to come and cheer on their team and win the
championship. The stadium will bring more jobs as well as
opportunities to be a “big fan”. The purposes of the events are
to make it a fun experience for both kids and elders. All beliefs
and religions are targeted, no discriminations. Bringing in this
NFL team would benefit the area greatly. The events and
services we offer bring in more money, people, and
entertainment. Our secondary market would be women and
children. Women don‟t usually choose football as their first
choice of entertainment; but if their husbands or boyfriends
went, they would most likely tag along. It will not just benefit us,
but it will also benefit the customers as well. This will also be a
great opportunity for the fathers to bring their kids.

 Albuquerque:
 City Population: 552,804(Males:
48.71%, Females: 51.29%)

 Average Income: Median for all workers:
24,783; Median for all full-time men:
39,530; Median for all full-time females:
30,500
 Average Age: 30-35 years
 Primary Professions: management
occupations, sales workers, construction
workers, electrical mechanics, and
computer specialists.

 Primary Professions: management
occupations, sales workers, construction
workers, electrical mechanics, and
computer specialists.
 Primary Industries: Construction,
professional, scientific, and technical
services, accommodation and food
services, public administration, and
health care.

 Local Media:
 AM Radio: KKIM (1000 AM; 10 kW;
ALBUQUERQUE, NM; Owner: AGM-NEVADA,
LLC)
 FM Radio: KLYT (88.3 FM; ALBUQUERQUE,
NM; Owner: CONNECTION
COMMUNICATIONS ASSOCIATION, INC.)
 Television: KTFQ (Channel 14;
ALBUQUERQUE, NM; Owner: TELEFUTURA
TELEVISION GROUP, INC.)

 Crime Statistics: (per 100,000)
 Murder: 7.7
 Rape: 62.0
 Robberies: 172.4
 Assaults: 544.7
 Burglaries: 1002.0
 Thefts: 3325.0
 Auto Thefts: 508.4

 Historical sites: Old Town Albuquerque, Trinity Site, Petroglyph
National Monument.
 Amusement Parks: Hinkle Family Fun Center, Cliff‟s Amusement Park,
iT‟Z Albuquerque.
 Arenas: Isotopes Park, „The Pit‟ University Arena, University Stadium,
Tingley Coliseum.
 Parks: Monroe Green Park, McDuffie Park, San Gabriel State Park,
Bataan Park, Ross Park, Inez Park, Bear Canyon Open Space,
Hermosa Green, Rio Grande Park.
 Museums: Albuquerque Museum of Art and History, New Mexico
Museum of Natural History and Science, The National Museum of
Nuclear Science and History, National Hispanic Cultural Center, La
Fonda Del Bosque, Explora.
 Annual Events: Founders Day Fiesta, Fall Fiesta of Flowers, Freedom
Fourth, Cosmic Carnival, River of Lights, Twinkle Light Parade.
 Hotels: Comfort Inn Midtown, Econo Lodge Midtown, Hilton
Albuquerque, Albuquerque Marriott Hotel, Clarion Hotel.
 Restaurants: Los Cuates, Sandia Resort and Casino, Tucanos
Brazillian Grill, The Artichoke Café.

 Corporations:
 Sponsors: Target, Blue Portal, Larry‟s
Barber Shop, La Posada.
 Isotopes Sponsors: American Airlines,
Angel Fire Resort, Super Cuts, Cricket
 New Mexico Mustangs: Santa Ana Star
Casino, Santa Ana Star Center

 Rationale for City Choice:

Marketing Research-
Players
 Aaron Rodgers:
 Position- Quarterback
 Team- Green Bay Packers
 Salary- 8 million
 Years of Contract-6 years

 Chris Johnson
 Position- Running Back
 Team- Tennessee Titans
 Years of Contract-4 years

 Victor Cruz
 Position- WR
 Team- New York Giants
 Salary- 490,000
 Years of Contract- 3 years

 Antonio Gates
 Position- Tight end
 Team- San Diego Chargers

 Trent Richardson
 Position- RB
 Team- Cleveland brown
 Salary-390,000

 Pierre Garcon
 Position- WR
 Team-Washington Redskins
 Salary-2.1 million

 Jay Cutler
 Position- QB
 Team-Chicago Bears

 Santonio Holmes
 Position- WR
 Team-NY Jets
 Years of Contract- 5 year

 Matt Bryant
 Position-
 Team-
 Salary-
 Years of Contract-

 Kenny Britt
 Position- WR
 Team-Tennessee Titans
 Salary-707,800

 Dustin Keller
 Position- TE
 Team-NY Jets
 Salary-3.052 miollion

 Isaac Redman
 Position- RB
 Team-Pittsburgh Steelers
 Salary-540,000
 Years of Contract- 1 year

Product Planning-Branding

 Franchise Name:
a) Our franchise name would be the Albuquerque
Armadillos.
b) We chose this franchise because the alliteration and
originality of the animal is very easy to remember.
Armadillos are also common in Albuquerque.
Throughout the whole NFL, there is no other team
with the same mascot. The mascot and logo is
simple and would be proudly worn. There would be
no embarrassment in the logo, but it wouldn‟t be too
intimidating.

 Team Colors:
 We chose these colors because they are
very appealing to everyone. These colors
are going to represent the Albuquerque
Armadillos. These colors are not just going
to be appealing we want the players to be
noticeable.

 Our logo is the armadillo since our team name is the
Albuquerque Armadillos. The gray color of the armadillo catches
the attention of viewers because it is the only grey to be found
on the players that are in uniform. It is also simple, not too
complex at all.


 Mascot:
 Our Mascot‟s name would be “Alvin the Armadillo.”
 Our mascot‟s name is very easy to remember because of its
simplicity. The name also uses alliteration; therefore, making it very
catchy and memorable. Alvin would attend all of our games. He
would represent our team very well due to the fact that he has our
colors on him. The armadillo doesn‟t set off an intimidating vibe,
instead it sets off a good vibe. Our mascot would be put on all of our
sportswear which would help bring in money.



 Team Uniforms: We picked these
uniforms and color because they are really
noticeable and appealing. The numbers
are displayed on the front, side, and on the
back.

 Helmet: We picked this helmet because
it symbolizes out team and has our team
colors.

We picked this flag because it has
our team name on it.

 Product Planning & Financing –
Chattanooga Cavaliers
 1. Stadium
 a. Stadium Design: The stadium design
would resemble what the Superdome in
New Orleans looks like. It would be multi-
purpose because it is such a big arena & it
would attract more tourists.

 1. Capacity of stadium: 69,703 people.
 2. Location of amenities:
 a. Restrooms: 50 men‟s & women‟s restrooms, 6 family restrooms.
They are located throughout the stadium.
 b. Security Offices: They have an in-house security service that is
open 24 hours per day.
 c. Concessions: Located by entrances to the stands/seats in the
arena.
 d. Exits & Entries: They vary by event.
 3. Environmental Impact & Zoning: To build the stadium a block of
the city would be chosen where no trees are, this way even though pollution
will be temporarily increased, we will not get rid of trees.

 4. The stadium would be almost identical to the New Orleans
Superdome, other than the fact that “Cavaliers” would be placed on
the outside and the team colors would replace the Saints colors.
We chose the Superdome for our inspiration because it not only
holds a lot of people, but it can also accommodate a concert,
charity dinners, motocross, etc.
 iii. Upkeep of stadium: The stadium would be kept clean and
in good condition with the help of cleaning crews that would be
hired after the stadium is completed. We would also hire companies
that could repaint the lines when necessary.
 1. Placement of concessions: The concessions are located
near the entries to the seats in the stadium because it is practical
for all of the people and it prevents them from missing anything in
the event they‟re attending.

 iv. Location: the location is going to be in
Isotopes Park because it has enough
room to put a super dome and it will
attract more people.

1. Cost:
a.Around $140 Million
b.Financed:
i. Private Investment Money: 20%
ii.Owners: 20%
iii.City: 60%
i. Name of Stadium: Armadillos Dome
1. The stadium is located near the Isotopes park in
Albuquerque, and it is a recognizable landmark so it
would be easily noticed.

1. Security:
a. There would be metal detectors so that no weapons or harmful objects would be
brought into the stadium. It would be a safer environment for fans.
b. Concerts, Charity Events, Motocross, Car Shows, and retail shows.
c. Indoor security would include ticket checks, metal detectors, and security offices.
The outdoor security would include metal detectors and bag checks.
d. Business Plan:
i. Employees: At football games the number of employees working could range from
1,500-2,000 people, per game, this would cost around $10 an hour for each
employee; or up to $100,000.00 per game.
ii. Evacuation plans for disasters:
1. The stadium was made to withstand a lot, since it is modeled after the Superdome, which
withstood Hurricane Katrina it will be able to provide protection. In case of a fire, all exits would
light up, and the people would file out of the stadium.
iii. We will hire around 30 security guards (10 would be placed in parking lots) that would
get paid around $20/hour. Or, $3000 per game (20 games in the whole season) and
around $60,000.00 for the whole NFL season.
iv. Depending on the specific employees job in the stadium their pay could be above or
below the average pay. And promotions would be very rare since stadiums have no
“career growth” room.

i. stadiums have no “career growth” room.
1. Concessions:
a. Food and Beverages:
i. McDonalds, Subway, Chili‟s, Hard Rock Café and Coca Cola.
 Coca-Cola would be the provider of all beverages within the stadium; we
chose this because it has a wide variety of choices.
 Hard Rock Café would be a sit down restaurant inside the stadium; this was
chosen because it gives the fans more interactive experiences.
 Chilis would be the “to-go” version of the restaurant, with all the same menu
items. It adds variety to the choices.
 Subway would be a healthier alternative to the fans.
 McDonalds is a very well-known and liked franchise that many people enjoy
eating at.






1.
2.

1. All of our concessions would sponsor our stadium
because we will keep the loyalty to these 5 companies.
i. Consider Vendor Relationships.
ii. 2 Unique Concessions:
1. Albuquerque Armadillos would be the stadium‟s vendor
of team memorabilia. Drinking Dome would be the
stadium‟s bar where they would have a window view
onto the field. Both would have average pricing.
iii. Stadium employees would operate all concession.
Part of the profits from the sponsored vendors
would be given to that specific vendor.
iv. Since none of the vendors are owned by the state
there would be no fees from them. Beverage
licenses would be given to Coca-Cola and all
taxes would be Tennessee‟s normal percentage of
7%.

i. would be 7%.
1. Product Licensing:
a. Product Line:
 Team Jerseys, mini mascots, key chains,
and hats, t-shirts, sweatshirts, flags,
tailgating items, team posters & license
plates

 Licensing Partner: Our partner would be
Nike for the players‟ and cheerleaders‟
uniforms & equipment. We would display the
brand name and logo around the stadium to
show our appreciation for their loyalty.
 b. Retail Store/Gift Shop:
 i. Visual Representation: The store would
have the team name on it, and it would
have an open front so that people could
see what is inside before they go in.

 The store interior would be decorated
with the team colors, and the
merchandise would be arranged around
the store in an organized way so that the
products are easy to find.

 The interior would resemble this, except
the colors would be red and black
And In the back
the jerseys will
be held. The
racks are
simple so
nothing is
taken away
from the

 Distribution-ticket sales
 1. There will be no refunds on your tickets.
 2. If there is inclement weather or anything happens we will allow you to
redeem that ticket for another ticket but we will not give you your money back.
 3. If there is a complaint we will take it to the manager of the stadium and do
what he thinks we should do about it. If a customer is dissatisfied we will listen
patiently, then we will give them a copy of our policy and explain that there is
nothing we can do about it. If they have a valid complaint, then we will give them a
parking pass or a concessions coupon for their next visit.
 4. We will accept cash and all major credit cards like Visa, MasterCard
and American Express.
 5. We our going to sell our tickets on major websites like Ticketmaster
and we will also sell the tickets at the gate.

 Advance ticket sales:
 1. Since the season starts in September we are
going to sell the tickets in April so that we give the fans
plenty of time to see which games they can go to.
 2. There will be 15$ off for early purchase in the
month of April and May.
 3. Season ticket holders will be the first ones to buy
their tickets and choose their seats

 Sales Strategies:
 1. If large school groups/clubs are interested in coming to a game, we will offer 10% off
the total ticket price.
 2. In order to for us to get corporations to buy suites and tickets, we will give them 20
free tickets for regular seats to give to their employees for each game that they purchase a
$15,000 per game suite. The suite includes 24 great seats, unlimited free food, and free
drinks. We will give corporations who are interested in purchasing over 30 tickets to a game
a 5% discount off the total ticket price.
 3. By purchasing a season ticket, you would be saving about 20% more than if you just
bought tickets to every game. Also, fans can show their season pass and get 10% off of all
concessions, memorabilia, and team apparel.
 4. Our tickets will be for sale starting in April and all pre-season tickets will be 25% off
the normal price.
 5. We will have 2 luxury boxes on the 50 yard line. These will have 24 seats and free
unlimited food and drinks like the suites, but they will also be able to order off a menu
that offers gourmet meals cooked by a professional chef. Each box will also have a hot
tub where you can see the game. For priority seating,

 Ticket Pricing: Here is the seating arrangement with
the general ticket prices for different sections of
Armadillo Stadium. Ticket prices will vary a little for
specific sections but it will be around the general
ticket price of that part of the stadium. They will vary
on view of the field and how close they are to the
field. The target market will be able to buy these
tickets to at least half the games during the season.
Dads will want to take their sons to the games and
will be able to afford to as right now these are not the
most expensive in the league. These prices will
change as the years go on and the team becomes
more popular in Albuquerque.

 Print Media:
Newspaper- Our advertisements will appear in the Albuquerque Newspaper. The
newspaper is looked at by numerous people; therefore, many people would see our
advertisements and become familiar with our team. The paper is also handed out and
viewed daily, so our ads would be looked at frequently. We will run our ads Mondays
and Wednesdays. We chose Monday because it gives our customers time to decide
whether they want to purchase a ticket or not; and we chose Saturday because it‟s a
day before the games and gives our customers the opportunity to purchase tickets last
minute. The cost of a full page ad would cost 15,000; therefore, we‟d only purchase full
page ads for our more important games. All the other games would be featured in
smaller ads.
Outdoor- As an outdoor ad, we chose a billboard. The billboard would be seen by a
wide range of people. It could also attract new customers/fans. The billboard would
cost 1,500 per month and we would only keep it up during the season.
Magazine- We would advertise the armadillos in magazines. We would pick the top 3
looked at magazines to advertise in. The cost of advertising in a magazine would be
around 2,000 dollars.

 Online:
We would place our online ad on our
website and on the websites of all of our
sponsors. Our advertisements on the
websites of our sponsors would only be
350 dollars since they are supporters of
our team.

Albuquerque@Tennessee- Oct. 25th
 The first 100 people that purchase tickets
to the game will receive free spirit wear.
Enough spirit wear will be given to provide
to a family of 4. We have hopes that
people will line up outside to be able to be
the first 100. We will have our cheerleaders
and famous armadillo walking around
available for pictures.

Indiana@Albuquerque- Nov. 4th
 This is our first home game for the
month of November, so we‟ll have
fireworks and a cookout. The fireworks
will be after the game and the cookout
will be after the game. We hope that
this‟ll draw in many fans and it‟ll be a
good time for all.

Albuquerque@Washington- Nov. 11th
 For this game, we‟ll have sales on all of
our concessions for kids. The drinks will
be served in our special Armadillo cup.
The food will be served on a platter with
our team colors.

New York@Albuquerque- Nov. 18th
 After the game, all fans will be allowed
to walk on the field. Special activities
such as races will be held on the field
for the kids.

Albuquerque@Chicago- Nov. 25th
 For this game, we‟ll have a special half-
time show to show our fans how much
we appreciate them. The half-time show
will include our armadillo, band,
cheerleaders, and color guard dancers.

 Endorsements:
 Pizza Hut
 State Farm

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