Planet Granite PDX
-
Upload
samantha-van-den-berg -
Category
Documents
-
view
33 -
download
1
Transcript of Planet Granite PDX
Public Relations Plan
Hanna Herrin, Meme Ranken, Rylan
Suehisa, Samantha van den Berg Introduction to Public Relations
1
Table of Contents
1. Background / Situational Analysis 2
2. Publics 4
3. Project Goals 5
4. Strategy 7
5. Opening Event 12
6. Evaluation 13
7. Appendix 15
8. Works Cited 20
2
Background / Situational Analysis
The Problem
Planet Granite, a California-based indoor climbing gym with yoga and fitness facilities, is
opening up a brand new location, right here in Portland! Because much of their experience deals
with the culture of the Bay Area, Portland is a brand new market for them, full of challenges and
unknowns. To make matters worse, the competition is fierce. The Circuit, Planet Granite’s key
competitor, has a large part of the market share in the Portland area and their well-known
reputation in the community will only make it more difficult for a “newbie” gym to become a
quick success.
The Opportunity
Planet Granite has a great opportunity to tap into the college student market. Many of the
universities in this area have well-established “outdoor pursuits” programs that tap into
Portland’s plethora of outdoor activities, including rock climbing.
Planet Granite’s inclusive environment, commitment to giving back to the community and their
desire to provide fair pricing to their patrons fits perfectly with the vibe that college students are
interested in experiencing.
Market Overview
The market for fitness gyms has been on a steady incline for the past 10 years, with gym
revenues rising by five billion dollars between 2005 and 2010, according to Market Share
Reporter. People’s interest in attending gyms is on the rise due to an increasing desire for the
American public to take their health into their own hands. Fitness gyms hold 56% of the market
share within the fitness industry, while pilates and yoga studios hold 15%. For our focus of
Portland, Oregon, the market for fitness could not be better. This year, Men’s Fitness ranked
Portland the Fittest City in America, with about 86% of the population getting exercise on a daily
basis. Portland stands apart as a hub of biking, yoga and fitness as far as the eye can see;
however the rain drives the fit Portlanders inside often and they’re always looking for outlets to
exercise their freedom for fitness.
See Appendix for a SWOT analysis of Planet Granite.
Competitor Analysis
Planet Granite faces a fairly competitive landscape as they enter the Portland climbing gym
market. In this section, we look at key competitors, media coverage of Planet Granite Portland’s
impending opening, and the opportunities present to source ideas from our competitors--
competitors who have had success attracting consumers the Portland market.
3
Planet Granite’s Key Competitors include the following:
Portland Rock Gym
Portland Rock Gym lives by the philosophy that “there’s nothing like the fitness and fun of rock
climbing at PRG.” Since 1988, PRG’s mission has been to teach indoor rock climbing and to
“celebrate and preserve our local cliffs and boulders outside.” PRG offers instruction for
climbers of all ages and provides a variety of events, including clinics, throughout the year. PRG
differentiates itself as “Oregon’s Largest Climbing Gym,” offers “happy hour deals” and
regularly contributes to a company blog. Private lessons and beginner clinics offer a no-pressure
climbing experience to climbers of all abilities, from beginner to advanced.
Location: Portland
PRG Website: http://www.portlandrockgym.com/
Stoneworks Climbing Gym
Stoneworks Climbing Gym lives by the tagline “Great Climbing, Great People, Since 1993.”
They boast the fact that they have the “best route turn around in the Portland area. Like PRG,
Stoneworks offers bouldering clinics to climbers of all ages and abilities. They share company
news and events through a centralized blog. Stoneworks Climbing Gym doesn’t offer discounts
to their customers, particularly college students, but they do offer special group rates. Their
aesthetically pleasing website sets them apart from the competition.
Location: Beaverton
Stoneworks’ Website: http://belay.com/
The Source Climbing Center
The Source Climbing Center offers a premier climbing experience for both novice and advanced
climbers and everything in between. Although The Source does offer climbing classes like its
competitors do, they differentiate themselves by offering a discount to youth, up to 24 years of
age. The Source are big proponents of giving back to the community through their “Source Gives
Back” program. They have been featured in Portland Monthly, the Vancouver Business Journal
and have hosted the USA Climbing Regional competition at their facilities.
Location: Vancouver, WA
The Source website: http://www.sourceclimbing.com/
The Circuit
The Circuit Bouldering Gym is one of Portland’s most well-known climbing gyms. Similar to
the Portland Rock Gym, The Circuit partners with local vendors to offer “happy hour deals.”
They also offer “First Time Visitors” night, offering a discount for first time climbers every
Saturday night. Like the competition, The Circuit also offers private lessons for beginners. Their
dual gym locations--one in Northeast and another in Southwest--allow the Circuit to reach a
4
larger, potential customer base.
The Circuit poses a particular challenge to Planet Granite’s opening, as they will be opening their
third location in the same timeframe as PG’s Portland open. Although this gym will increase
exposure of the Circuit brand, this new gym will be located in Beaverton, rather than downtown
Portland. This will most likely pose no threat to Planet Granite’s opening festivities and will give
PG ample opportunity to focus purely on Portland-based patrons.
Location: Portland
The Circuit website: http://thecircuitgym.com/
Future Insights
Planet Granite’s key competitors have already seen success in attracting the greater PDX market.
Because we are targeting a niche demographic, some of the competitor’s tactics may not be
relevant to our overall strategy but may be of interest moving forward. The following are key
insights that Planet Granite should consider as they move forward in the Portland market.
● Forge community relationship. Planet Granite is widely unknown in the Portland
market. In order to gain brand recognition, PG should partner with local outfitters and
suppliers to host neighborhood events, such as The Circuit does. Doing so will raise
Planet Granite’s visibility in the community and will help to attract more media attention.
● Forge media relationships. After Planet Granite has begun to develop a presence with
the local community, they should see organic relationships beginning to develop with the
local media. Maintaining relationships with local bloggers and community activists will
only help to insure Planet Granite’s long-term viability in the Portland market. The
Circuit and The Source have garnered notable coverage of their facilities which increases
their credibility and reach in the Portland climbing market.
Publics
Our key public is college students in the Portland area, namely those of University of Portland,
Lewis & Clark, Portland State University and Concordia. We hope to reach out to the students in
search of an all-inclusive and fun wellness facility. These students are open-minded, active and
potentially underwhelmed by their school’s facilities. The messages we’d like to communicate
would be how fun and good for you climbing and yoga can be. We want to show them that just
downtown in their city, there is somewhere that offers not only fitness, but yoga, classes,
bouldering and top roping. With highly discounted student rates, Planet Granite is a perfect
hobby to add to your agenda. PG and its opening would be a wonderful place for college students
to come meet student from other colleges.
Past college students, we also hope to target young adults. The young adults we’d likely be
targeting would be those who have been looking for a place like PG, where they can truly “get it
all”. Portland is packed with gyms, yoga studios and climbing gyms, but none of them offer all
5
of the above like PG does. These adults would be active, likely working and in their 20’s-30’s.
We’d like to communicate that coming to the opening and joining PG would the new and all-
inclusive experience they’ve been looking for in Portland.
Another interested public would be local climbing/yoga/athletic outfitters. Local shops nearby
the gym will have a great interest in the success of the gym and share in the desire to get more
people climbing, doing yoga and working out there. The news of the opening will be very
important to communicate to them, as they can share it with their customers and steer more
people into further involvement, thereby potentially gaining more customers for themselves.
Goals
The overarching goal of our campaign is to create buzz on Portland college campuses around the
opening of Planet Granite’s new Portland location. To achieve this larger goal, we plan on
accomplishing the following quantified sub-goals:
1. Garner event coverage by at least two student papers from the list of Portland area universities
below:
● University of Portland Beacon
● Portland State Vanguard
● Lewis & Clark Pioneer
As well as event coverage by Willamette Week.
2. Obtain at least two local radio spots on KBOO or OPB
3. Receive at least three write-ups in the following local climbing publications
● Climbing Business Journal
● Oregon Mountain Community Gear blog
● Pdexercise blog
4. Achieve the detailed social media goals outlined below
5. Welcome at least 1,000 college students total on opening day
Through our campaign efforts, we have detailed the revenue-based goals of increasing their
bottom line by 10% and boosting initial sign-ups by 30%.
A Quantified Strategy to Goal-Setting
Our approach to goal-setting was very specific. The goals that we have set are both quantifiable
and in-depth because we have quantified our tactics campaign as well as the campaign results.
In this campaign, we did not simply identify which outlets we wanted to employ. We specified
the strength of our outreach to these different mediums - for instance, we set goals of at least two
radio mentions or three magazine and blog write-ups. What this allows for, is a clear
understanding of the quality that must go into the materials sent out to the different mediums. As
we create our materials, the knowledge that we are for instance, not just targeting local Portland
6
radio stations, but our pitch must be so well-written as to catch the eye of at least two stations.
Quantifying in a way holds us accountable to excellence. Following from defining the media
response that we want to achieve, an added benefit is that we know clearly the effort that needs
to be given.
In consequence of our campaign efforts, are the business benefits that we hope to achieve. We
have set goals in that area as well, they being to increase initial sign-ups by 30% and their
bottom line by 10%, as well as have at least 1,000 college students come by on opening day.
The Benefits of a Quantified Strategy
Our quantified goals in public relations strategy coupled with desired financial results for Planet
Granite allow for benchmarks which are quite comprehensive. Of course in setting strategic
goals, we get direct benchmarks to measure success - if we set the goal of having 3,000 Twitter
followers by the gym’s opening, we will know that we have succeeded if we attain that number.
This is evident, but there is more going on when business outcomes are defined as we have done.
We now have a way of investigating the campaign’s overall success on a factor-by-factor level.
Based on the degree of success or failure of our specific media outreach-based goals, we have
the ability to identify which factors contributed to the overall campaign outcome. To illustrate, if
our financial goals were met and opening day attendance was met as well, and we had well over
5,000 followers on the Planet Granite Facebook page but no climbing blog write-ups, we could
hypothesize that social media played a big part in the campaign’s success while blog coverage
did not. Knowing the effect that individual elements had on the overall outcome serves an
educational purpose as we assess and evaluate. We know what worked well and what did not.
Most importantly, we will be aware of where we can make improvements.
Goal Achievement
Our campaign will be accomplished collectively, with individual members responsible for
different aspects of it. Each member will be assigned to craft a pitch for a single media type and
will also be responsible for developing relationships with targeted representatives that we have
specified. Individual success can then be determined based on response and results.
Social Media Goals
Because social media engagement is so integral to our overall strategy for Planet Granite’s
Portland opening, we have identified the following goals to be of importance:
The current Planet Granite Facebook page has 4,300 followers and the Portland Planet Granite
page has 796. The goal for these pages are to increase the followers for the general page to 4,600
followers and the Portland page to 1000 followers between now and July. By the time the
7
Portland Planet Granite location opens the goal is to increase followers on the general page to
over 5,000 and the Portland page to 2,000. It will also be important to increase follower
engagement so the goal is to get 100 likes per post on the Portland page and 20-50 likes per post
on the general page.
The Planet Granite Twitter page has 2,596 followers. By July the goal is to increase the number
of followers to 2,800 and to over 3,000 by the opening of the Portland location. To increase user
engagement the goal is to increase the number of favorites per tweet to 10 favorites.
The Planet Granite Instagram account has 1,182 followers. The goal for this account is to
increase the number of followers by July to 1,400 and by the opening to over 1,800. To increase
user engagement the goal is to increase the number of likes per post to 100 or more, we will
know that we have succeeded if we attain that number. This is evident, but there is more going
on when business outcomes are defined as we have done.
We now have a way of investigating the campaign’s overall success on a factor-by-factor level.
Based on the degree of success or failure of our specific media outreach-based goals, we have
the ability to identify which factors contributed to the overall campaign outcome. To illustrate, if
our financial goals were met and opening day attendance was met as well, and we had well over
300 social media followers but no climbing blog write-ups, we could hypothesize that social
media played a big part in the campaign’s success while blog coverage did not. Knowing the
effect that individual elements had on the overall outcome serves an educational purpose as we
assess and evaluate. We know what worked well and what did not. Most importantly, we will be
aware of where we can make improvements.
Strategy
In order to insure the success of this launch, we have decided to implement a tiered, step by step
strategy. The following are the elements of our strategy, in order of implementation: a survey of
your key public, media outreach, employee communication, direct outreach to key publics.
Survey of Key Public
To begin, our public relations strategy will be much more successful if we fully understand
where our key publics consume their information. College students are not only a niche public,
but they also consume news in a much different way than many other publics do.
To adequately understand Planet Granite’s key public, we crafted a simple survey to get a better
picture of how potential, college-aged customers consume their news and their preference in
8
relation to climbing gym amenities to preliminarily gauge their reaction to Planet Granite’s
opening. Survey research is a great strategy to implement in this case, as it provides respondents
an opportunity to answer on their own terms, in a more candid, meaningful way.
The survey will be distributed to college students in the area via Planet Granite’s social media
properties. Survey takers will be encouraged to share the survey with their social networks to
increase total participation. Planet Granite will also partner with university outdoors
organizations to spread the survey to potential customers who might also have previous climbing
experience with Planet Granite’s competitors.
See the Appendix for a screenshot of our survey, or click on the following link to be directed to
the survey. https://www.surveymonkey.com/s/XMM82FY
We hope to receive at least 50 responses to this survey within 2 weeks of sending it out to
prospective customers. The survey will be sent no later than May 5th to insure adequate time for
review and strategy adjustment.
Media Outreach
After properly identifying the news consumption habits of college students in the Portland area,
we will begin media outreach. Our outreach will run June 2014-July 2014 to ensure that we have
plenty of time to garner media attention prior to the grand opening festivities.
Media coverage on the Portland location has been relatively dismal. The only notable coverage
includes a piece from CoStar Group, announcing Planet Granite’s purchase of the land. Notable
coverage in the local community must be achieved if the grand opening is to be successful.
Placement will also insure that Planet Granite can begin to build a positive reputation in the
community, and become a viable competitor in the Portland climbing market.
Although key media outlets may change based on the results of our survey, we have identified
the following media sources to be of extreme importance in the Portland community. A press
release will be sent to these sources via email, along with a customized pitch to ensure maximum
results. See the Appendix for the press release that will be used in our media outreach.
Local Media
Newspapers
o The Oregonian
o Willamette Week
Magazines
o Climbing Magazine
o Climbing Business Journal
9
Radio
o OPB
o KBOO
Blogs
o Oregon Mountain Community Gear
o PDX Exercise
o Portland Rock Climbs
o Evening Sends
University Media
● University of Portland Beacon
● Portland State University Vanguard
● Lewis and Clark Pioneer
Pitch Strategy for Media Outreach
We will employ a slightly different pitch strategy for our two, key media segments: local media
and university media. Different pitch strategies will insure that we reach our public in a way that
is most relevant to them.
Pitch for College Newspapers
Planet Granite is opening their first location in Portland in late 2014. The facility offers
comprehensive climbing, yoga, and fitness areas--you can do it all at Planet Granite! Affordable
fun, student discounts and promotions with local vendors make this gym your NEW favorite
fitness destination! Check out our grand opening festivities for free fitness classes and a chance
to win free swag!
Pitch for Local Media
Planet Granite is opening their first location in Portland in late 2014. The facility offers
comprehensive climbing, yoga, and fitness areas--you can do it all at Planet Granite! The much-
anticipated location will offer bouldering competitions, free fitness classes and facility tours
throughout the opening festivities, which will run August 11-15.
Employee Communications
Although it’s important to target our key publics, we must not forget our employees and the
influence they can have on the local community. Currently hired employees that live in the area
will be great word-of-mouth marketers. We will encourage our employees to spread the word
about this new Planet Granite location via their own social networks, interact with current Planet
Granite PDX social accounts and post information to their personal blogs. Many of these
employees will most likely know the PDX area quite well, and may have climbed in other gyms
(competitors) in the area.
10
Our strategy for employee communications is three pronged and will begin immediately to
ensure maximum participation rates and word of mouth spread. Firstly, we will send out a
preliminary e-blast to an employee when they are hire. Secondly we will post about our new
hires on the Planet Granite PDX social sites, to increase their participation and interaction on
social media. Lastly, we will create a bi-monthly, curated newsletter to send to employees to
remind them of word-of-mouth sharing opportunities, and to build excitement and employee
camaraderie around the launch.
Please see a sample of our e-blast in the Appendix.
Direct Outreach to Key Publics
The last step in our tiered strategy is to begin outreach to our key public, college students. As
indicated above, we have identified the following universities to target our outreach to:
● University of Portland
● Portland State University
● Lewis and Clark College
● Concordia University
Official Planet Granite Poster
We have created an official Planet Granite poster that will be displayed around all 5 campuses in
strategic locations. We will also create an electronic version of the poster to send via email to
students at these universities.
Please see the Appendix for the poster we will place around universities in the Portland area.
Partnership with Outdoor Pursuits Programs
In addition to strategic poster placement to publicize the opening of Planet Granite, we will begin
to develop relationships with university outdoor programs or clubs. This will allow Planet
Granite direct access to their target market.
We will use this channel to promote Planet Granite’s opening, alert students of the special
student discount Planet Granite offers, in the hopes of increasing students’ exposure to Planet
Granite Portland.
Ideally, university students who are passionate about climbing will share the news of Planet
Granite’s opening with their peers and their social networks, increasing Planet Granite’s overall
reach in the community.
We will partner with the following university outdoor clubs:
● University of Portland’s Outdoor Pursuits
11
● Portland State University’s Outdoor Program
● Lewis and Clark’s College Outdoors Program
● Concordia Student Services
Partnerships with university programs will begin immediately to ensure adequate relationship
building opportunities prior to the opening.
Social Media Strategy
YouTube
Planet Granite has an impressive social media presence not only with the size of their following
but the amount and caliber of their content. Planet Granite currently does not have a YouTube
channel but it is a very important social channel to have a presence on. There were many videos
on their Facebook page that would create great content on YouTube. Creating action packed
climbing videos could get a lot of attention and create great exposure for the gym. There are over
570,000 videos on YouTube already about rock climbing and over 43,000 videos of
competitions. Planet Granite hosts competitions in their facilities and they post videos of it on
Facebook. YouTube would be an easy addition to their social media strategy.
Leading up to Opening Day - Campaign Strategy
Planet Granite has a large social media following. A strategy for the opening is to use Planet
Granite’s social media influence to generate buzz.
Post Pictures/videos of the space as it develops: Pictures will be taken through Instagram and
posted to Facebook as new aspects of the building unfold (i.e., construction, decorations, putting
in the rock grips, etc.). Pictures will then be posted to Twitter separately from Instagram. This is
because then the pictures will remain a part of the Twitter page rather than a link that isn’t saved
with the other pictures.
Post pictures of the merchandise from vendors that will be at the opening: Pictures will be taken
through Instagram and posted on Facebook. Pictures will be posted to Twitter separately from
Instagram. Pictures can be of vendor’s logo, the products, and the vendor at a past events.
Post videos of the staff that will be working at the Portland location: To increase community,
videos and pictures of the Portland staff will be taken for potential customers to get to know the
staff. Headshots will be used to give a profile description of the person including why they love
climbing. Pictures of the staff climbing will be used as promotion of the opening day. Videos of
staff answering rapid-fire questions will bring in a lighthearted side to the company and give the
customers an opportunity to see the personalities of the staff. These videos and pictures will be
taken through Instagram and posted to Facebook. The videos and pictures will be posted to
12
Twitter separate from Instagram.
Interview famous climbers that will be at the opening: Since a few influential climbers will be at
the opening, interviewing them prior to the event will not only promote the event but it will also
guarantee the people coming will know and have some background information about these
influential people. These can be videos as well as pictures. These videos and pictures will be
taken with Instagram and posted to Facebook. The videos and pictures will be posted on Twitter
separate from Instagram.
Cover the college-climbing clubs that will be competing at the opening: Interview and videos of
the clubs climbing. Create a rivalry between the schools to get in communities interested and the
climbers excited. Post pictures of the climbing clubs climbing as well as them at the opening
event.
Pre-Opening Giveaway Contest
These prizes will be posted to the social media sites as written below. The winners will be told to
come to the opening event to claim their prize.
Go-pro (two will be given away): Post a video of yourself to the Planet Granite Portland
Facebook page to win a brand new GoPro Hero 3+ Black Edition camera! What you need to do
is post a super cool video of you on a climbing adventure. The time limit is two minutes for the
video. Videos must be posted to the Facebook page on June 1st (12:00 AM PST) through the 7th
(11:59 AM PST). Make sure to tag your post with #PlanetGranitePDX and #GoProMe.
Free year membership (five will be given away): Post a picture on Instagram representing how
you feel when you climb, & describe it! Tag @PlanetGranite in your post and use
#PlanetGranitePDX to win a year membership to our PDX location.
Free month membership (twenty will be given away): The 1st 20 people to Tweet at our account
@PlanetGranite will win a month free membership to our new Portland location use
#PlaniteGranitePDX
Climbing essentials package worth $250 (ten will be given away): The first ten people that
retweet this tweet will win a climbing essentials package worth $250! Shoes, chalk, chalk bag,
shirt, pants, and more!
Opening Event
For the opening, we plan to host an event on our first day. We want the opening to involve as
much as the community as possible, as well as give potential customers a taste of what the gym
13
is going to be like up and running.
For this event, we plan on hosting small bouldering competitions that event-goers can sign up for
the day of. They won’t be serious competitions, merely quick exhibition rounds to compete for
various prizes, from food from our sponsors to new climbing shoes. The gym itself will be up
and running so people can try out the machines and try out the floor space. There will also be
sample yoga lessons for people to try as they please.
We will offer introductory rates for first time climbing lessons, as well as opening day
registration discounts if they sign up for a membership while at the event. We plan to reach out
to local food carts to park outside of the event, as well as reach out to our sponsors to host stands
there, selling and displaying their food and equipment. There will also be a 20% discount on all
products offered on site, including stands from local vendors like Climb AX, OMC Gear and
Next Adventure.
As social media is involved, we will ask event-goers to take a selfie of themselves at the event,
trying out the climbing walls, equipment, yoga or sponsorship stands, and all selfies will be
entered in a random drawing to win a prize of a free one-year membership. To enter, they must
hashtag this selfie on Instagram, Facebook or Twitter with the hashtag #PGtakesPDX. Finally,
we’re going to contact famous climbers, for instance, Chris Sharma, and invite them to attend the
event.
The event itself will be posted on Facebook and the above information as well as other
accumulated information about the opening will be provided in the description.
Evaluation
The benefit of well-defined goals are well defined ways of evaluation which come directly from
those goals. We see our goals as benchmarks in the evaluation process. Just as we have broken
our goals down into categories, our methods of evaluation will be grouped into those same
categories.
Concerning our campaign strategy, success will be judged by answering the following questions:
1. Did we succeed in gaining coverage by at least two college newspapers as well as
Willamette Week?
2. Did we obtain at least two radio spots on either KBOO or OPB?
3. Did we have Planet Granite Portland written about at least twice in climbing
publications?
4. Did we gain the numbers of followers we specified on our social media sites?
14
Concerning the business results that stem from our work, success will be judged by answering
the following questions:
1. Did we welcome a total of 1,000 college students to Planet Granite Portland on
opening day?
2. Have we increased their bottom line by 10% and boosted initial sign-ups by 30%?
15
Appendix
Planet Granite SWOT
Strengths
● Offer more services than any other
gym in the Portland area.
● Soon to be the largest climbing gym in
Portland.
● Already exceptional at social media.
● Experienced at functioning at multiple
locations.
Weaknesses
● New/unfamiliar to the area.
● Lack of connections with the media.
Opportunities
● Can gain a wide base following.
● First gym in area with full yoga
studios, gym and climbing.
Threats
● Many established competitors in the
Portland market.
16
To see the entire survey, visit https://www.surveymonkey.com/s/XMM82FY
CoStar Group’s coverage of Planet Granite: http://www.costar.com/News/Article/Planet-Granite-
Purchases-New-Location-in-Portland/149674
Employee E-blast
To: All Employees
Subject: Planet Granite PDX Opening: We Need Your Help
Hello PG Portland employee! We are so happy to have you join our team and we hope you are
excited to join us as we spread the word about our new location. Have something to say? Want to
share your excitement? Check us out on Facebook
(https://www.facebook.com/PlanetGranitePortland) and feel free to share your excitement with
your networks using the hashtag #PGpdx.
18
Press Release
Planet Granite Portland
1405 NW 14th Ave, Portland, OR 97209
Contact: Stephanie Ko Pound
24-hour phone: 408-991-9090
Aug. 11, 2014
PLANET GRANITE ANNOUNCES GRAND OPENING OF PORTLAND LOCATION
Portland, Ore.—Planet Granite is pleased to celebrate the opening of its newest location in
northwest Portland. This state-of-the-art 30,500 square foot facility, located between NW 14th
and 15th Ave on NW Pettygrove St., will be the largest of Planet Granite’s four locations. The
grand opening festivities will begin on August 11 at 9:30 a.m. and will end on August 15 at 9
p.m.
The much-anticipated location will offer bouldering competitions, free fitness classes and facility
tours throughout the opening festivities. The Portland location will also offer special introductory
rates to first-time climbers and eligible university students. Attendees will receive a one-time
20% discount on all products offered in the Planet Granite Gear Shop. Attendees will have the
opportunity to take advantage of additional discounts from participating vendors, such as Climb
Axe and OMC Gear.
“We look forward to becoming a part of the already thriving Portland climbing community,”
says Planet Granite owner Micky Lloyd. “We’re focused on providing resources for climbers,
athletes and yogis of all fitness levels to pursue their passions in a collaborative and supportive
environment.”
The Portland location features a custom-built climbing wall assembled by Walltopia, an industry
leader in climbing wall building and design. The three-story climbing, yoga and fitness facility
boasts 60 foot high walls, top out bouldering, yoga studios and complete fitness and cardio areas.
This location includes a variety of innovative training tools for climbers, including a unique,
hydraulically adjustable crack and system board.
To learn more about the activities offered during the grand opening, including bouldering
competitions and free fitness classes, visit Planet Granite’s Facebook page. For more information
and for special grand opening rates, visit Planet Granite’s website or call 408- 991-9090.
19
About Planet Granite
Planet Granite Climbing Yoga Fitness is more than just an indoor climbing gym; it is a family of
climbers, athletes and yogis pursuing their passions. With three locations in the San Francisco
Bay Area and a new location opening in Portland, Oregon, Planet Granite provides a quality
experience to athletes of all fitness backgrounds. Planet Granite is a place to work your body,
relax your mind and be amongst friends. Come to try something new—stay because it is your
life.
For media inquiries, contact Stephanie Ko Pound, Marketing and Regional Manager, at
[email protected] or call 408-991-9090.
##
20
Works Cited
"Fitness Industry, 2012." Market Share Reporter. Ed. Robert S. Lazich. 2015 ed. Detroit: Gale,
2015. Business Insights: Essentials. Web. 23 Apr. 2014.
"Gym Revenues, 2005-2010." Market Share Reporter. Detroit: Gale, 2012. Business Insights:
Essentials. Web. 23 Apr. 2014.
http://www.mensfitness.com/life/travel/2014-fittest-city-america-portland?page=1