EDINA ESKIMOS By: Gaven Bickford and Bryce Fraser
EDINA ESKIMOS
By: Gaven Bickford and Bryce Fraser
Overview● Mission Statement● About the USHL● Why Minnesota? Why Edina?● Objectives● SWOT Analysis● Marketing Mix● Target Market● Research Results● Marketing Strategy ● Expenses and Funding
Mission StatementThe mission of the Edina Eskimos USHL hockey team is to keep eligibility of all
players, allow them to get into great schools, allow players to become the best
hockey players they can be, and allow individuals to maximize their potential on
and off the ice.
About the USHL● Top level of junior hockey in the
United States.● 95% of USHL players receive
Division 1 scholarships.● Currently has 17 teams most
across the midwest● Players ages are 16-20
Why Minnesota? ● Minnesota is the State of
Hockey○ 5 Division one programs (Current
all in the top 20 in the NCAA
rankings)
○ Minnesota Wild have have been
top 5 in NHL attendance ever
since since they have existed
○ High School hockey tournament
bring in over 135,000 people in a
4 day period
● Currently missing a USHL team○ 4 teams in Iowa, 2 in the Dakotas,
2 in Wisconsin
Why Edina?● Edina Demographics
○ Edina a town of 50,000 people has 12,918
families residing in the city.
○ Edina has a median family income of $114,673,
proving it is an upper-middle class city with
money to spend on novelty event such a
USHL game
● Braemer Arena○ Ice arena already local in Edina, capacity of
3,600
○ Has 3 sheets of ice and has the room to add a
USHL team
● Perfect Location.
Objectives(1) Provide an opportunity for players in this age group to play organized hockey at the USHL level in the
state of Minnesota.
(2) Development of the skills and abilities of all the participants, including players, coaches, and officials
(3) Run a successful USHL franchise in the State of Hockey that will eventually be profitable
SWOT
ANALYSIS
Marketing Mix
Target Market1. Hockey fans in Minnesota
a. Our games can be used as substitute, high school games, college
games and the Minnesota Wild
2. Families in the Edina areaa. Upper-Middle class city with money to spend
3. High school age kidsa. Future players and getting the young crowd more involved
Research Results● Poll we had ran for us on Twitter
○
Resulting in 2,045 saying yes to supporting a USHL team in Minnesota.
Results Continued● 558 responses to our own survey.
Marketing Strategies ● Social Media
○ Facebook, Snapchat, Twitter, Instagram
● Promotional Giveaways● Ceremonial Puck Drop● Creation and Sale of Merchandise
○ Hats, T-Shirts, Sweatshirts, Sweatpants, Jackets,
Jerseys, and Knick Knack accessories
● Magazine Ads● Offseason Camp for Youngsters● Team Website
Expenses and Funding● Franchise Expansion Cost is $750,000● Average Yearly operating cost for a USHL team is
$1,400,000● Funding possibilities
○ NHL Players from the area
○ Groups already owning junior teams looking to make the jump into
the USHL○ Wealth retired individuals who love the game
● Year 1 Breakeven covering the expansion cost and operating cost
● Year 2 See minimal profit after covering annual operating cost
● By Year 5 having profits of $750,000-$1,000,000 a year