A Day at KeySpan Park
Feasibility Study & Marketing Plan

Executive Summary As a result of the Brooklyn Dodgers leaving New York to relocate to Los Angeles in 1957, the absence of baseball in Brooklyn created for a void within the community (Osborne, 2004). The Coney Island area needed something to help rebuild and rejuvenate the area. On June 25, 2001, baseball returned to Brooklyn “in the form of a Class A minor league franchise of the New York Mets,” (Person, 2001). Upon the introduction of the Brooklyn Cyclones, the void in which the Dodgers left was filled. There are many underprivileged neighborhoods in the areas surrounding KeySpan Park, home of the Brooklyn Cyclones. These neighborhoods include Bedford Stuyvesant, Brooklyn Heights, Flatbush, East New York, as well as Brownsville. Sports have been an outlet for many children, and in some cases a way to stay out of trouble. Staging an All-Star One-Day event such as “A Day at KeySpan Park” would provide underprivileged youth with the opportunity of meeting major and minor league players, as well as the opportunity of playing with them. Following the mingling session, the Mets will play in a game vs. the Cyclones in which the children as well as their families can enjoy. Giving back to the community is the main focus of this proposed event, and it will create for awareness of Baseball.
Choice of Place and Time One of the deciding factors in choosing KeySpan Park as the site of the event was the fact that the Brooklyn Cyclones are one of the biggest minor league teams in the New York City metro area. Also, the team is an affiliate of the New York Mets, who have a large and loyal fan base. One venue that was of consideration was the stadium of the Staten Island Yankees, Richmond County Bank Ballpark. The Staten Island Yankees also have a large and loyal fan base but the deciding factor was location. The majority of children were coming from the five boroughs and we decided it was simply easier for them to get to Brooklyn than it was to Staten Island. If they had to travel to Staten Island they would also have to pay a toll of ten dollars and we were trying to keep the cost for the children and their families to a minimum.
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www.timeout.com/newyork/resizeimage/htdocs When deciding on a time for the event, there were several things to consider. The first thing to consider were the parents, who for the most part, would be chaperoning their children to the event. During the week most of these people have to go to work Monday through Friday, nine to five. After working, the chance of a parent attending an event with their child is less likely, then it is on the weekend. This event will occupy one full day. Second, another factor that was considered, was the availability of the stadium. Checking with KeySpan Park’s event schedule, and considering the weekend as our best option, Saturday March 21st, 2009 was chosen.
Transportation
[pic] mermaidparadeball.com/images/map.gif People from all over, including all of the five boroughs of New York City, New Jersey, Long Island and other parts of New York State can easily access the home of the Brooklyn Cyclones either via mass transit, or via car. KeySpan Park is located in the Coney Island section of Brooklyn exactly two streets from the Coney Island-Stillwell Avenue terminals for the D, the F, the N, as well as the Q subway lines. Transportation is imperative to the success of any public facility. Ease of access to a facility is very important when choosing a site to host an event. It is also important to attract patrons who will potentially attend the event as well. For those driving, the easiest way to reach KeySpan Park is by taking the Belt Parkway to exit 6, which is Cropsey Ave. Once you exit Cropsey Ave. you will take that straight down about 2 miles and it will lead you directly into KeySpan Park. Parking is available for all attendees adjacent to the stadium; there will be no fee for parking in our lot on the day of the event. Information on how to reach KeySpan Park is also available on the Metropolitan Transportation Authority site, and directions to KeySpan Park are also available via the Brooklyn Cyclone site.
Event Content The Brooklyn Cyclones are hosting a charity game for children who are currently residing in low income housing in the five boroughs. This charity game will be in the form of an All-Star Game that will pit the New York Mets vs. the Brooklyn Cyclones as part of spring training for the New York Mets. The New York City Housing Authority will be charged with the task of choosing 60 children between the ages of 7-13 to participate as a VIPs for this event. As a VIP the child will be able to meet and get autographs from the players, take batting practice and warm up with the players, and one lucky child which will be chosen by raffle to announce the players to the crowd. Once the children arrive they will be given a t-shirt and hat donated by Premio Foods Inc. They will also receive an autograph book and pen donated by Commerce Bank. They will also receive food and drinks from various other sponsors such as Nathan’s Famous, Fisher Nuts and Pepsi. After the children meet the professional players, coaches and staff they will be able to play for approximately two hours. After those two hours are over they will be escorted to two separate sections both behind each dugout (30 kids in each section). Two children will also be selected to be the bat boy/girl for each team during the game. At the end of the scrimmage between the Mets and the Cyclones the children will come onto the field for one final picture with representatives from each sponsor, the players and coaches and volunteers from the event.

Revenue Due to the fact that this is a charitable event all of the revenue collected from ticket sales and sponsorships will be donated to the New York City Housing Authority (NYCHA). Tickets will only be sold to the surrounding community and other interested parties; tickets for the children and their families (up to four) will be free. Tickets will be sold from the KeySpan Park ticket window and will go on sale beginning February 2nd, 2009 at 10 am. The stadium capacity is 7,500. After giving tickets to various sponsors and renting out luxury suites for the baseball players families we will be selling 3000 tickets to the public. For the 60 children who will be on the field and interacting with the players, along with the tickets being free they will also receive food and other keepsake items for that day. For the surrounding community and other interested parties tickets and food will sold on this price scale:
Ticket Prices:
$5 kids
$8 senior citizens
$10 adults over the age of 18
Food Prices:
Hot Dog $ 1.00 Cracker Jacks $ 1.50 Bottled Water $ 1.00
Pretzel $ 1.50 Cotton Candy $ 1.00 Nachos $ 1.75
French Fries $ 1.50 Chicken Tenders $ 2.50 Ice Cream $ 1.25
Hamburger $ 2.00 Pizza $ 1.00 Cheesy Fries $ 1.75
Popcorn $ 2.00 Sausage and Peppers $ 2.00 Box of Candy $ 1.25
Peanuts $ 1.00 Fountain Drink $ .75 Ice Slushy $ .75
Funding Sources The sponsors for this event will include some of the bigger name current sponsors of KeySpan Park and some other outside sponsors. The sponsors will not necessarily all be giving money; most will simply be taking care of a portion of the events needs.
List of sponsors and what they will be contributing:
Premio Foods Inc. - T-shirts and hats for the 60 children taking part in the event
Fisher Nuts- one bag of peanuts for each of the 60 children taking part in the event
Pepsi- one can of Pepsi for each of the 60 children taking part in the event
Commerce Bank- will provide an autograph book and pen for each of the 60 children taking part in the event so they can get autographs from the players
Nathan’s Famous- will provide one hot dog to each of the 60 children taking part in the event
Jet Blue Airways- will provide volunteers to assist with the 60 children and players
Assessment of Similar Events The Brooklyn Cyclones have similar events to the one in which we are putting together, there is nothing quite like this opportunity but all of the Cyclone’s charity events share our same goal, which is to help children. Some of the similar events are Neighborhood All-Star Team also known as NAT’s Kids. NAT’s Kids provides young people the opportunity to reach their full potential through recreational, cultural and educational activities. These activities offer local children exposure to new environments and new experiences. In addition, extensive mentoring throughout and beyond the participant’s middle-school years serve as the keystone elements of this on-going program of personal development and growth (“NAT’s Kids”, n.d.). Another similar program is S.T.R.I.K.E, which stands for Striving To Restore and Improve Kid’s Equipment. Through its first four years, the STRIKE program procured and donated over $40,000 of equipment to needy youth league teams throughout the local area. (“S.T.R.I.K.E”, n.d.) And lastly another similar event is Diamond Dreams, which is an education tour program, designed to use baseball as a learning tool and turn the ballpark into an interactive classroom! (“Diamond Dreams”, n.d.)
Risk Issues Whenever you run an event there is always the possibility of risks. A risk is defined as the possibility of suffering harm, loss or danger. (“Dictionary.com”, n.d.) In our event there are several risks that could occur such as someone getting injured, weather, no one buying tickets, sponsor pulling out and stadium malfunction. For each of these risks we have a plan in case they happen. We will have all children and players sign a liability waiver, which leaves the Cyclones, and all involved parties are not responsible for any injuries. Unfortunately we cannot control the weather if it happens to rain that day we have a rain date which would be the following Saturday March 28th, 2009. If no one was to buy tickets we could go to some of the local businesses in the area such as the New York Aquarium, Nathan’s Famous, Unisex Fashion, a local pizzeria and the amusement park of Coney Island and promote the event and hand out tickets for a reduced price. We are agree that it would be better to sacrifice some revenue then to have empty seats. If a sponsor falls through we would have to be compensated and the Cyclones are prepared to pick up additional costs if necessary. If there is a stadium malfunction we will have the same technicians and engineers on staff that day that are there for regular Cyclone games and they are fully trained and are able to correct a problem if it occurs.
A Day at KeySpan Park
LIABILITY WAIVER

I, _______________________________________, acknowledge, agree and represent that:
I understand the nature of activities/programs sponsored by the Brooklyn Cyclones and represent that I am qualified, in good health and in proper physical condition to participate in such activities/programs.

I fully understand the type of injuries that can occur in and as a result of participation in this event sponsored by the Brooklyn Cyclones and that such participation involves risks and dangers of both serious and minor bodily harm including, but not limited to:

• stoppage of breathing • spinal and neck injuries (which could result in paralysis) • heart failure • damage/abrasions to limbs/appendages • heat stroke/cramps/exhaustion • stroke • convulsions • unconsciousness/fainting • internal/organ injuries • permanent disability • death
These risks may result from my own actions/omissions or actions/omissions of other participants in this event, the equipment involved in this event, the facility itself, or the negligence of the Releasees named below. There may be physical/economic risks either not known or readily foreseeable to the Releasees at this time. I fully accept and assume any and all responsibility for losses, costs and damages that I incur as a result of my participation in this event associated with the Brooklyn Cyclones and A Day at KeySpan Park.

I willingly agree to comply with the stated and customary terms and conditions for participation in this event sponsored by the Brooklyn Cyclones. I consent to first aid and emergency medical care, including but not limited to, admission to an accredited hospital for treatment for any injuries that I may sustain while participating in this event sponsored by the Brooklyn Cyclones.

I, on behalf of my heirs/assigns/personal representatives/ and next of kin/ hereby release, discharge and covenant not to sue the Brooklyn Cyclones, its Board of Trustees, its administrators, agents, officers, employees, guests of KeySpan Park, sponsors, or advertisers (each considered one of the “RELEASEES” herein) from all liability, claims, demands, losses, and damages with respect to any and all injuries, disability, death and loss/damage to personal property caused or allegedly caused in whole or in part by the negligence of the Releasees or otherwise.

I, on behalf of myself and my heirs/assigns/personal representatives/and next of kin, further agree to indemnify and hold harmless each of the Releasees from any litigation expenses, attorney fees, liability, damages or costs which any Releasees may incur as the result of any claim made in contravention of this Agreement.

I have read this agreement and fully accept its terms. I understand that this Agreement is intended to be a complete and unconditional release of all liability and that, by signing this Agreement, I may be giving up legal rights that I may otherwise have.

_______________ ______________________________________________________________
Date Signature If under 18, must be signed by Parent or Guardian

I, __________________________________, (Please Print) (A) am the parent or legal guardian of the above participant, and (B) agree, for myself and for the participant, to be bound by its terms. ____________________________________________________ Signature of Parent/Guardian
A Day at KeySpan Park Marketing Plan
Introduction
As mentioned earlier the borough of Brooklyn has been without a professional baseball team since the Brooklyn Dodgers “Dem Bums” left the city of New York for Los Angeles in 1957. The Borough of Brooklyn has not been the same since this departure of their team. In 2001 that all changed when the Brooklyn Cyclones a minor league affiliate of the New York Mets began playing professional baseball at KeySpan Park on 1904 Surf Avenue. Thus restoring a proud legacy of Brooklyn baseball, for a borough that waited long enough. The Brooklyn Cyclones have become an integral part of Brooklyn and is extremely proud to facilitate events throughout the year that involves the community and makes Brooklyn better. This is why we are proud to organize a charity All-Star game for March 21, 2009. This game will raise money for children who are currently residing in Low-income housing in New York City.
Our Mission To host a successful event that will utilize our sponsorship partners to raise revenues and awareness for Low-income housing children living in New York City. This will be the first annual event of a continuing endeavor between New York City Housing Authority (NYCHA) and the baseball teams of the New York City area.
Pre-Event
NYCHA will choose the sixty lucky children to attend this event as VIPs. As part of the marketing efforts the information has to be available to the public. This event will be promoted through the websites of NYCHA, Brooklyn Cyclones and the New York Mets. A letter to the season ticket holders of both the Brooklyn Cyclones and the New York Mets will be sent out to notify them of this upcoming event for them to have the first chance to get tickets. Also ads will have to be taken out in the various newspapers of the New York Metro area including The New York Post and New York Daily News. Ads will also have to placed in mass transit subways particularly the D, F, N and Q, since they stop at the Coney Island-Stillwell Avenue terminals. Also a commercial will need to made and placed on Sports New York (SNY), the cable channel of the New York Mets. The sponsors will also be called upon to get involved and there are many that want to. Sponsors will provide supplies, expertise and their time.

Post Event

Marketing during the event is key due to the situation at hand as we need for these children to have a great experience. It is equally important to ensure that not only is money raised for this event but also to raise awareness of what these children deal with on daily basis The goal of this event is to leave a lasting impression with all sponsors involved as well as the Low-income housing children of New York. It is great to have so many people get involved in this cause. By having The New York Mets, the Brooklyn Cyclones, the borough of Brooklyn, the Low-income housing areas all working together and by having the media coverage of this event, there will be a rising of awareness not only in the local community but throughout New York City as well. The sponsors of the event will also hopefully take on a more proactive need to get involved in the communities that they work in. Funding from this event will be put to great use by NYCHA towards projects throughout the year that will help out all children of Low-income housing.
Benefits of this event It is no secret that charity events such as this one absolutely need sponsorships, but business entities also benefit vastly from this synergy. That is why so many sponsors are willing to get involved in this type of event. For instance Pepsi and Nathan are proud to take part in this event by just donating their hot dogs and sodas for these kids and helping in making a memorable day for these children who maybe going to the ballpark for the first times in their lives. Due to the scale of this event and high profile personnel that plan to attend, every local broadcast networks including ABC, NBC, CBS, Fox will send down news crews. Giving the sponsor free publicity. The goal that will be achieved from this event for the sponsors will be the chance to take part in a new and exciting event that will give them a chance to show a different more involving side to them. To help generate a sponsorship base for this one time event we will sell two types of sponsorship packages, named Product and Power. The two sponsorship packages are described below.
Sponsorship Structure
Product: Individual companies will receive signage in arena, and on concession stands for products donated.
COST: Donation of applicable product.
Power: Individual companies will receive signage and in game mention on game presentation as well as individual in between inning signage.
Cost: $10,000 + donation of applicable product. -Or- $20,000
Conclusion
Marketing this event will be key to its success. Every aspect of our feasibility study shows that this event can be pulled off successfully. The work involved will need to be kept organized to make sure that the event runs smoothly. There is a need to maximize the success of this event so that it will continue and grow. The goal of the event is to have everyone that attends to spread the news of how great a day they had and to come back next year with a friend; also for the spectators and sponsors to get involved in their local community and for NYCHA to provide a great experience for the children.
References

Diamond Dreams (n.d.) Retrieved November 5th, 2008, from http://www.brooklyncyclones.com/community/dreams/

NAT’s Kids (n.d.) Retrieved November 5th, 2008, from http://www.brooklyncyclones.com/community/nats/

Osborne, B. (2004) The Brooklyn Cyclones: Hardball Dreams & the New Coney Island. New York University Press

Pearson, S. (2001) Baseball Returns to Brooklyn, New York: You Can’t Go Home Again. Retrieved October 28th, 2008 from http://www.baseballlibrary.com/baseballlibrary/submit/Person_Sam8.stm

S.T.R.I.K.E (n.d.) Retrieved November 5th, 2008, from http://www.brooklyncyclones.com/community/strike/