VERSION 1.2
MAY 26, 2015
TACTICAL MARKETING PLAN
ENTERTAINMENT & SPORTS MANAGEMENT PROJECT
PRESENTED BY: ASHLEE FOSS
BEACH & BOWL
123 AWESOME ST, NEW SMYRNA BEACH, FL 32168
Confidential
TACTICAL MARKETING PLAN
Name of Campaign:
BEACH & BOWL DEBUT
Campaign Manager:
ASHLEE FOSS
Subject Matter Expert:
MATT DIXON
OBJECTIVE
Create a relaxing atmosphere near the beach by including something that New Smyrna Beach
does not have by the ocean: a bowling alley and arcade.
EXECUTIVE SUMMARY
The business I plan to open is a bowling alley/ arcade. The bowling alley I plan to open will
provide its customers with a wide selection of entertainment activities. All of these activities will
incorporate the newest technological advances. I chose this business because I think NSB needs
a new, fun, all age friendly hangout. The name of the bowling alley/ arcade will be “Beach and
Bowl”. I chose that name because the bowling alley will be located near the beach and I think it
is a nice fit. The bowling business is a rewarding and profitable business in which to invest. Just
a few decades ago, one could often find only the high average bowlers trying to get into the
industry. Today investors of all types invest in bowling because it is such a profitable, cash
business. There are more than 5,000 tenpin bowling centers spread throughout the country and
about 12,000 bowling centers worldwide. Average HH income is $71,200. Mission statement: To
provide a fun and affordable hangout for all age groups. To open a business you have to set
goals. Three goals of mine would be, convenience location, ease of use, wide range of services,
and utilization of advanced technology. Those goals will be reached by the time the bowling
alley is up and running. I will structure my business by partnering up with a local arcade
business, all the money I make from the arcade games, and they will get 50% profit. By doing
that I get arcade games for the bowling alley that allows people to go to the bowling alley for
more than just bowling which is good to have variety. A disadvantage to partnering up with
another business is the risk of disagreements and friction among partners and management. The
customer’s needs my business will fulfill is a place to hang out with the whole family for a great
price.
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BUSINESS DESCRIPTION
The business I plan to open is a bowling alley/ arcade. The bowling alley I plan to open will
provide its customers with a wide selection of entertainment activities. All of these activities will
incorporate the newest technological advances. I chose this business because I think NSB needs
a new, fun, all age friendly hangout. The name of the bowling alley/ arcade will be “Beach and
Bowl”. I chose that name because the bowling alley will be located near the beach and I think it
is a nice fit. The bowling business is a rewarding and profitable business in which to invest. Just
a few decades ago, one could often find only the high average bowlers trying to get into the
industry. Today investors of all types invest in bowling because it is such a profitable, cash
business. There are more than 5,000 tenpin bowling centers spread throughout the country and
about 12,000 bowling centers worldwide. Average HH income is $71,200. Mission statement: To
provide a fun and affordable hangout for all age groups. To open a business you have to set
goals. Three goals of mine would be, convenience location, ease of use, wide range of services,
and utilization of advanced technology. Those goals will be reached by the time the bowling
alley is up and running. I will structure my business by partnering up with a local arcade
business, all the money I make from the arcade games, and they will get 50% profit. By doing
that I get arcade games for the bowling alley that allows people to go to the bowling alley for
more than just bowling which is good to have variety. A disadvantage to partnering up with
another business is the risk of disagreements and friction among partners and management. The
customer’s needs my business will fulfill is a place to hang out with the whole family for a great
price.
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MARKET ANALYSIS
Bowling has declined as the family activity of choice over the last 30 years. My customers would
be families since it is a family activity and one that people can continue well into their old age.
There are currently around 5,000 families in New Smyrna Beach with children under twelve,
which population is expected to grow at a 5% rate for the next ten years. Altogether, these
families include roughly 24,000 people. The families in New Smyrna Beach are mostly middle
class, some are high income earners but mostly middle class. Also it is not gender specific. The
consumer group’s routines include family outings, they like to spend time together and find fun
things to do as a group. They usually go out and see movies or go to dinner, that’s how they
usually spend their discretionary dollars. During the slump in economy the families may not
venture out as much however bowling is a very reasonable priced family activity so they could
use bowling as a fun alternative instead of spending an arm and a leg to spend time together.
Bowling is an activity that is popular for all social classes all the way from lower class to upper
class. People from all parts of the country including rural and urban all enjoy bowling. The
entertainment market is steadily growing. This is based on our economic growth as a country.
COMPETITOR ANALYSIS
There will be a few competitors when I open up my bowling alley. New Smyrna Lanes, Carmike
New Smyrna Lux 12, and one of my biggest competitors will be Universal Studios. New Smyrna
lanes is another bowling alley, Carmike New Smyrna Lux 12 is new Smyrna’s movie theatre,
and Universal Studios is a theme park located in Orlando Florida. All two of my competitors
have the same strength, New Smyrna Lanes and Universal Studios have been around for a while,
they are established businesses that a lot of people go to and have been going to for a while.
Carmike Lux 12 is somewhat new to New Smyrna Beach so they are not as popular but they will
still be more popular than my business. New Smyrna Lanes weakness would be that it’s an older
bowling alley so they have all outdated monitors and arcade games, Universal Studios is all the
way in Orlando so some people don’t like the travel and the Lux 12 movie theatre has a lot of
competition because there are a lot of movie theatres near NSB. One thing my business will have
that my competitors don’t is beach access.
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MARKETING PLAN
Social Media are computer mediate tools that allow people to create, share, or exchange
information, ideas, and pictures/videos in networks. Social Media is vital in today’s business
because new companies can reach much further for a lot cheaper. These businesses reach target
markets potential customers by creating a face for the business, establishing credibility, and then
publish engaging posts, such as Facebook and Twitter being the best platform. Then use your
media to offer specials for the company. Three businesses that are new around the area are
Carmike Lux 12 theatre, Daytona ice arena, and Chuck E. cheeses. All three companies use
Facebook and Yelp to reach out to their clients and potential clients. Using Facebook and Yelp
help bring more customers in but I think if they use things like Twitter or Instagram they will get
double the attention than they do already. To promote my business I will use Twitter, Instagram,
Facebook, and email promotions.
OPERATIONS
In my facility I will be selling used or new bowling shoes, bowling balls, bowling ball bag’s, and
any other products customers request. I will purchase these items on a bowling website that the
new Smyrna lanes uses, www.bowling.com. Placing orders regularly and keeping them updated
on how you enjoy their product will help establish a relationship with the manufacturer.
Customer service will be delivered by everyone that works for me. For example, the person who
is working the front counter giving shoe rentals etc., the person who cooks the food, the person
who retrieves the ball when it gets stuck and much more. Customer service is a very important
need that keeps a business successful. Great customer service leads to people coming back and to
build a great reputation. I will have a few people on the management team that have at least five
year experience working for a bowling alley or a college degree in business management. They
will be in charge of the other workers and make sure everything is running smoothly. My
website address will be www.beach&bowlnsb.com, and it will be hosted on google. I will put
one of the managers in charge of developing the website and make sure it stays updated. It will
have bowling times such as early bird specials, glow bowl times, and just regular bowling times.
It will also have the new arcade games that will come in, food prices, and happy hour times for
the adults. The website will cover and questions a customer will have and the stores number will
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be on there for any further questions they may have. I will need at least twenty employees and
they don't need a lot of experience because I will offer on the job training. To let people in the
town know I am looking for workers I will put up help wanted posters, have my friends put it on
Facebook and put an ad in the penny saver.
FINANCIAL STATEMENTS
1. Food and Beverage Revenue will be 50% of total bowling revenue.
2. There will be 600 lockers rented at $3.00 each per month.
3. Shoes will rent for $2.50 per pair.
4. Food and Beverage Cost will be 27% of Food and Beverage Sales.
5. Apparel and Pro Shop items cost will be 25% of sales.
6. Open Bowling is 50% of League Bowling.
7. Sales / Food tax is not included in revenue.
8. Contract Services include pest control, trash removal, cable TV, uniform rental
9. for maintenance and bar towel rental.
10. York County tax rates are:
○ Real Estate tax $8.60 per $1,000.00 of assessed value.
○ Personal Property tax base is 25% of cost of equipment at 4% per thousand.
○ Business License is $.20 per $100 for Food & Beverage Revenue and $.36 per
$100 for Bowling and Billiards.
Fall and Winter Seasons Total:
$493,800
● Adult Night: 35 Weeks, 1,200 people, $8.00/person, League Revenue: $336,000
● Adult Day: 35 Weeks, 400 people, $7.50/person, League Revenue: $105,000
● Youth: 35 Weeks, 160 people, $6.00/person, League Revenue: $33,600
● Adult Night: 16 Weeks, 150 people, $8.00/person, League Revenue: $19,200
Summer Season Total:
$101,400
● Adult Night: 13 Weeks, 600 people, $8.00/person, League Revenue: $62,400
● Adult Day: 13 Weeks, 200 people, $7.50/person, League Revenue: $19,500
● Youth and Day Care: 13 Weeks, 250 people, $6.00/person, League Revenue: $19,500
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APPENDIX
BIBLIOGRAPHY
WEBSITES:
1. www.bplans.com
2. www.thefinanceresource.com
TEXTBOOKS:
1. Marketing Essentials
2. Marking Management
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CAMPAIGN SIGN-OFF
The undersigned accept this Marketing Campaign as described herein.
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Note: Additional signatures might be required if the document changes significantly per the client’s
request.
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