La Crosse Curling Center
Sport Marketing 455
Prepared By: Kelly Kjos, Jason Larsen,
Shannon Wickstrom, Christopher Wuensch
1.0 Executive Summary
This plan illustrates our strategies to host an ongoing, successful, community sponsored curling center.
Our unique focus includes many demographics including- baby boomers, school aged players,
generations X and Y, among many others. We feel our marketing plan successfully targets each group
while demonstrating the need to feature a curling center in La Crosse, WI. We also feel the unique mix
of club play and hosting championship bouts will prove to be unbeatable.
Interest in curling has risen steadily over the past decade in the United States. However, there is still not
quite enough awareness. There are about 158 curling clubs throughout the country, with 26 of them in
Wisconsin.
1.1 Introduction
Our goal is to successfully create, communicate and deliver a message of value regarding the proposed
La Crosse curling center. Curling has never had as much exposure as it had at the Olympics with up to
6.9 million people in Canada watching a portion of the Gold Medal game from Vancouver during the
Olympics. People who have never tried Curling across Canada and the United States are visiting Curling
clubs to give the sport a try after becoming interested from watching the hours of coverage available
during the Winter Games.
Curling is a team sport, with four people in a team. It's played on a specially marked sheet of ice, roughly
150 feet long by 14 feet wide. The object of the game is to slide a stone down the ice so that it stops in
the center of a bull’s eye type target, called the house. The teams play stones alternately until each
team has thrown 8 stones (two per team member). After all stones are thrown the score is determined
and the end is complete. The aim of the game is to get your stones as close as possible to the centre of
the house. For each stone beating your opponent's, you receive one shot. A game consists of 5 to 10
ends (Club level to Olympic). It takes skill and coordination to curl and for someone unfamiliar with the
sport, they might describe curling as a cross between bowling and shuffleboard.
1.2 Mission
To promote, encourage, coordinate, and administer the sport of curling and to provide the opportunity
for new and existing athletes to compete at their appropriate level of ability.
1.3 Organizational Objectives
Our main objectives are to build interest in the sport of curling in La Crosse, Wisconsin. Media coverage
for curling during this past Olympics was in itself a great marketing tool. We want to build upon current
interest in curling as well as create an altogether new interest in the sport among many demographics.
Our goal is to become the premier curling center in western Wisconsin. In order achieve this we will
increase exposure to the sport of curling, increase education and training in the sport of curling, and
create recreational and competitive leagues. We are eager to increase the number of curling members
each year through a variety of mediums including the La Crosse Tribune, through social networking; such
as Facebook and Twitter, local bar and recreation leagues, and through public school participation.
We’ll work to establish a club and assist other curling clubs by providing quality curling services. We’ll
work to offer camps and clinics that will run year round in hopes in bringing in more new athletes.
There will be an opportunity to be on our mailing list to hear about the schedules for classes, leagues,
corporate events, youth curling and other general information about the sport.
1.4 Vision
Our vision is to provide people of all ages, abilities, and fitness levels the enjoyment and exhilaration of
competitive curling through a local Curling Center.
2.0 SWOT
2.1 Strengths
People who take pride in sports and sports history can directly relate to curling. Its first documented
play began in Scotland sometime in the 1500s. A large history brings the advantage of provoking media
and other communications interest. Within the media, coverage is widespread which helps people view
and learn more about the game. In addition to the media, teams can be found all over the globe to help
spread the word of the game. These teams especially in Wisconsin will help to further the products
reach.
A great aspect of Curling is that a person’s height, strength or speed is not integral to competitive play.
As long as someone can push the stone down the ice to the other side, the team or player can increase
in skill level from this starting point. With curling being a team sport, both males and females have an
equal opportunity to play and do well.
Curling also has a large demographic simply because almost any age group can play. Males and females,
young and old, can make for an even playing field for almost any grouping of teams.
Many people during the winter tend to stay indoors. People stay indoors because it is too cold outside
and there is usually nothing to do. Curling gives consumers the chance to get out of the house during
winter, and stay active.
Not only will Curling in La Crosse help people stay active during the winter, but all year round. Although
it doesn’t take a lot of work to throw the stone, sweeping the stone to the desired area takes some
work. The good thing about the sweeping aspect is though it may be more laborious work; it is only for
a quick period of time. People don’t really need to be in great shape to sweep, but may develop an
endurance while playing. This is great insofar as curling attracts a wide demographic of varying fitness
levels. It helps people stay in shape and offers a great alternative to going to the gym or on a run.
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Large history that people can relate too
Other local teams in WI (and other states/countries) to compete with
Males and/ or females have equal opportunity
Any age group can play
Something to do in the winter
Keeps an active lifestyle
Competitive or for fun
Can be pregnant/ handicapped and play (occurred in Vancouver Olympics and elsewhere)
2.2 Weaknesses
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Unable to predict the popularity
May become overcrowded
Space availability
Must rent ice time
Have to share the rink with other skaters
Upkeep of the ice ( ice rink responsibility)
Supplies such as brooms, stones (around $500 each)
Uniforms (including special shoes) most people don’t have
Must teach the rules and overall game strategy
Doesn’t have the extreme edge people are looking for during the winter such as downhill skiing or
snowmobiling.
Curling isn’t like other sports such as football or baseball were you can pick up the ball and throw it
easily. Throwing a 40 pound stone down the ice may look easily, but takes a lot of practice especially
when first learning. For the general public who is looking to play for the sport for recreation, the
difficulty may anger or scare people away initially.
The players on the ice may be keeping active during game play however the crowd is not. Since curling
is focused on more during the winter, the cold may scare crowds away. Crowds may not want to watch
since they will be cold when they could stay inside someplace where it is warm.
2.3 Opportunities
Curling was not adapted in North America until the 1800's, but is the oldest sports club still active to
date. In the early 1900's, curling was played in the Olympics, but it was not until the 1998 Winter
Olympics that the sport became an official Olympic event.
Upon becoming an Olympic event, both popularity and awareness of the sport grew. The reach of the
Olympics allows for the sport to be played and viewed by a plethora of countries and fans from various
places around the globe. Television airing of the sport enables those with no previous knowledge of
curling access to the sport and an understanding of how it is played.
Association with a brand could enhance the interest in the sport. As with Tiger Woods and Nike, golf
attire became a popular entity. If curling could associate itself with a popular brand like Nike, Adidas or
Under Armour, more people may take interest in the attire and through that avenue take more interest
in the sport.
Create student clubs on the local campuses and encourage other neighboring cities to engage in the
sport for a great range of competition. Curling can be a mixed group of men and women, there could be
a potential for universities to adopt the sport.
Involve young children with interactive school events to spark interest at a young age. Weekend or
summer camps for the sport to offer a learning experience and increase interest. Schools could offer
physical education classes to focus on the event for a period of time and allow for a chance to get away
from the classic school atmosphere.
Allow for interactive events for the community to attend and make the presence of the facility available
and accessible for community members. In the off-season of the sport, allow for community members
to interact with players and coaches to learn more on a personal level. The facility could also be family
friendly for parents and guardians to bring their children for a family learning experience.
Local businesses sponsor the teams and facility, as well as interact at events held at the facility. The
sports equipment dealers in the area offer the equipment at affordable prices and allow for local people
to have access to the apparel. Local businesses not dealing with sports can offer free passes to the
facility after a certain point of purchase, or even just publicize the facility with posters, etc.
2.4 Threats
In order for the community to accept and maintain interest in the sport, there needs to be a solid
marketing campaign in place. If there is no interest at the university level, there may be room for
student discounts and group packages for those that are interested. A lack of understanding of the
sport may make it difficult to promotion and attraction.
If strong community awareness and participation are not achieved the facility will not be used to its
greatest advantage. If there is not awareness of the complexity of the facility and the ease of use of
both the game and facility, this will also have a negative effect for the center.
The proposed location is currently on Green Island behind Gundersen Lutheran on the Southside of La
Crosse. In regards to attraction of campus students transportation may be an issue. Schools in the area
are not that close to the facility. If the facility is to attract community members in Onalaska or Holmen,
it may be somewhat inconvenient.
Other sports going on at the same time always detracts ones attention from the primary sport. Curling
is currently not in most consumers evoked set and must change this in order to be a serious competitor.
High Expense:
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Shoes range from $100 to $250
Brushes from $70 to $150
Pants $76
Apparel $70 (without logo)
Gloves/mits $36
Bags $50 to $70
3.0 Target Markets
Our ideal customer is between the ages of 8 and 80 who enjoy light recreation all the way up to
competitive sports. Differentiation will be based on school age markets, Generation X and Y tavern,
club, and fitness center leagues, and attracting baby boomers through civic groups and PR media
campaigns.
3.1 Target Market
Our target market segmentation and approach will be to work with a vast array of targeted local groups
to cast a wide net of support throughout the city of La Crosse and surrounding areas. We will use all
available media sources for PR and the initial attraction campaign including but not limited to Face Book,
My Space, La Crosse Tribune, La Crosse Magazine, Coulee Women, and many others to reach out to the
community and get the local demographic excited about curling and the new curling center.
3.2 School Age
We will with local school systems to host and include curling in their sports roster. Implementation will
be handled by the center and busing will be provided by the schools through a partnership with the city
of La Crosse and the Parks and Recreation Department.
3.3 Generation X and Y
Generation X and Y will be reached through a variety of primary outlets: The local Fitness Centers-YMCA,
Premier Fitness, etc. (these groups already host recreational leagues and curling will be a new and
greatly needed addition to winter sports). Also, this group will be reached through the local bars and
taverns and the tavern sports leagues. Bars such as John’s Sports bar and others who currently provide
shuttle services to events will be contacted and we will work to set up curling leagues with these groups
where the results are mutually beneficial.
3.4 Baby Boomers and Seniors
Baby Boomers and beyond will be targeted by the above mentioned civic group meetings showcasing
the new center- Rotary Clubs of La Crosse and Onalaska, Chamber of Commerce showcasing the fun of
the sport coupled with the monetary benefits of hosting championships, and other civic and business
groups.
4.0 Competitive Forces
There are many recreational fitness groups and club leagues in La Crosse. However, few have the wide
reach, in regards to fitness level, as curling. Even less are primarily winter sports. Most are sports that
involve large numbers to comprise a team where the curling teams are generally smaller. With these
facts and others we can see how a curling club and center will fulfill a great need for recreational as well
as competitive sports here in La Crosse.
4.1 Communications
We will utilize local and social media for the bulk of our marketing utilizing the La Crosse Tribune, Face
Book, My Space, La Crosse Magazine, and Coulee Region Women’s magazine to market the center.
The newsworthy aspect of curling being a regional favorite adds to the marketability of curling. This also
increases the buzz worthy aspect of local news articles featuring the new center.
4.2 Marketing Plan Strategy
We will accomplish this by showcasing, teaching, and featuring direct involvement in curling within the
center and throughout the community. We will host curling seminars for free or of little cost to engage
the community and increase interest in the sport within all targeted demographics. We will host
championships and feature club teams of all levels and involvement including- regular curling,
wheelchair curling, and stick curling. Club and league teams would include traditional teams, couples,
masters (35+), grandmasters (55+), and seniors (65+). Other leagues and these leagues would offer
mixed play and competition.
The Primary marketing challenge is to create a broad level of interest in a timely fashion. We will
accomplish this by showcasing the facility and sport in the La Crosse Tribune-both the sport section and
local sections. We will work to create a short term ongoing curling Q & A aspect of the La Crosse
Tribune to coincide with the opening of the new facility playing up the local aspect of curling’s’ fame and
excitement. We will work within all media mediums to increase the knowledge and excitement for the
center (i.e. radio, internet, newspaper, and television). We will work to increase awareness through civic
groups such as the Rotary Club, Chamber of Commerce, feature a curling lane and demos in the Rotary
Lights, local baseball games, local taverns, fitness centers (YMCA) and create an aggressive Face Book
based social media campaign.
5.0 Organizational Attributes
With Robert Richardson at the helm offering excitement, Olympic experience, and habitual success the
proposed center will be a great success. The low overhead regarding startup cost is another great
benefit to the proposed center. With the sport of curling in the mind of consumers due to an Olympic
year there is no better time to move on this agenda.
6.0 Price, Product, Place, Promotion, Public Relations
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Great spectator sport
Provides just the right balance of the competition and skill of the athletes with
people who have never watched
Build a curling facility
Have more leagues for the La Crosse community
Curling classes and clinics/camps
Mailing lists
o Classes
o Leagues
o Corporate events
o Youth curling
o General information
Facebook
Exposing people to the sport
Training both new and existing athletes
Providing support to junior curlers
Develop adaptive curling
Creation of new curling clubs