Running head: THE DUGOUT 1

Brodie Speed, Austin Green, Fortino Santana, Kathleen Ezell, Dan Prevedel

Sports Management

THE DUGOUT

Whittier College

THE DUGOUT 2

Contents

Review of Literature……………………………………………3

Quick Facts……………………………………………...……..12

Hierarchical Management…………………….………………..19

Positions and Duties……………………..…………………….20

Clients, Players, and Participants………………………………26

SWOT Analysis…………………………………..……………27

Sport Marketing…………………………………….………….29

Sponsorships……………………………………….……….….31

Community Relations……………………………….…………32

List of Professional Organizations used for Growth….……….34

References………………………………………………..……34

Appendix………………………………………………………36

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REVIEW OF LITERATURE

Sport is a big business

Management models

Sports bars have been part of American sports for decades, and managing one is not the

easiest job someone could have. In order for a sports bar to be successful, it must have a great

management team and create a successful business plan. Almost all companies and businesses

start off with a business plan as a guideline for what they plan to do and achieve in the future

years. In order to make our business successful, The Dugout team will do anything in our power

to create the most successful business plan along with having a strong group of people who can

work together to make the Dugout the number one bar in San Diego.

Managing a bar takes up a lot of time, partially because whoever is the head manager has

several responsibilities. Some of the responsibilities of a manager for a bar include ensuring that

the bar is cleaned on a daily basis, that the records of the bar are well managed, scheduling

waiters according to the amount of customers there are or will be, plans the activities for a bar,

and overlooks anything that might be going on with the bar itself. It is important for a manager to

schedule employees who will take care of cleaning and make sure that the bar is always at its

best, specializing in this area will make customers want to come back due to a clean

environment. It is very important to keep track of everything going through the bar because it

will be easier for the manager to be able to monitor the movement of the inventory from the store

to the bar and the amount of sales the mar bakes. When scheduling employees, the manager must

look at what dates are coming up such as big baseball games or big sporting events in general. It

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is better to be overstaffed and have to pay extra for employees, than have a large group of

customers unattended.

        In order for a sports bar to work at its full potential, all of the major factors must be in

place. These factors include: the way a sports bar operates is the location, the price of items

inside the bar, the customer service, and promotions in the sports bar. The location of the bar is a

huge factor for a bar to be successful because in general, people do not want to be far away from

a stadium before or after the game or event. The price of the food and drinks served are a huge

factor due to lower prices than any ballpark. The better prices and deals that we have compared

to Petco Park, the more revenue we will earn from hungry and thirsty fans. Customer service is

another big aspect when referring to the success of a bar, the more respect and undivided

attention customers receive, the higher the chances of customers returning in the future. One of

the last things that must be put into place in order for a bar to be successful should be the

promotion. Promotions are what get people to come into bars for the first time. With consistent

promotions, larger crowds and recognition will be gained to create over all success for the

company.

Marketing Models

The world of marketing has changed considerably. The times of people strictly marketing

their company in newspapers, and on TV is slowly dying out due to new methods of marketing

businesses. When creating a bar like my group we must take this into consideration, and look at

all potential avenues to get the word of our bar out on the streets. In order to this we found an

amazing article by Entrepreneur that explores the various ways in which marketing a bar can

take place.

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        When marketing our bar we must first look at what style of bar we would like to have.

Since we know we will be creating a sports bar we must try to find a location that is close to a

city and or a sports team, but preferably both.  As we scout out are locations we must understand

where people are going out and spending money on drinks. If we put our bar in a location where

“going out and grabbing a beer” isn’t a norm then we should consider a different area

(Entrepreneur). For this reason my team and I picked PetCo Park which is home to the San

Diego Padres, for our bar location. This will draw in people that love the game of baseball, and

sports in general.

        Another important area we must really consider using when our bar is complete is social

media marketing. Matthew in his journal Social Media: A Tool for Open Innovation stated, “By

understanding what consumers value and engaging in active dialogue and interaction, companies

are able to develop superior value propositions that are more relevant to their target audience”

(Mount Marian 2014). Matthew brings up a very solid point here. By being able to communicate

across a diverse group of people can increase the amount of people that see our company, and it

also increases the value that people hold in my teams bar. Using websites like Hashatit.com we

can directly pinpoint who is talking about certain drinks, bars, and specials that may be going on

in the area. This is important because it shows us our demographic without going out and ringing

doors.

        The third and last article discusses the important marketing techniques used by

community-based enterprises. Now, I know our bar is far from an enterprise, but very important

information was brought up that we thought would be useful for our bar titled The Dugout. When

we look at marketing our bar we must first look at what exactly the consumer market is like.

According to Carl E. Block he believes that the consumer markets are changing from the old

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generation to the new, or better yet “out with the old, and in with the new”.  What Carl is trying

to explain is that many marketers today are dealing with a younger, educated, and an overall

more affluent consumer group. So, when my group and I build our bar we must take into

consideration that the younger generation is making a strong move into every market, especially

the day/night bar scene we are looking for with The Dugout.  

        To get the word out about our bar we must create enticing promotional events, and get on

every social media outlet that will guide us to success. Usually for bars Monday, Tuesday, and

Wednesday are the slowest nights. Saying this we should offer drinking specials on these days

that make it hard for customers not to come in. Also, my team and I should get our bar into

different social media platforms.  Using mobile marketing through apps can give easy access to

our bar nationwide, and if done correctly can be fairly inexpensive. Social platforms like Twitter,

Facebook, Instagram, and Foursquare are out there to benefit companies like us. If we use all

these techniques while opening our new sports bar we should have a very good head start

amongst the countless competition we have surrounding us.

How to start-up a business

With so many people starting to become entrepreneurs, it is important to understand the

steps to take to start up a business. As a startup team for The Dugout Sports Bar we looked at

ways in which other companies similar to ours. We also looked at helpful steps to take when

starting up a bar or restaurant.

             As a group, we knew that we wanted to do something that we all enjoyed and were on

the same page about. We each put our heads together and collaborated to come up with a

unique sports bar next to PetCo Park. The first step to starting up your own business is to

come up with a concept, product, or service that will generate a steady income (Curtis, 2014).

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It is possible to think of something that you already have materials or space to cut costs. The

next step to creating a business, in our case a sports bar, it is important to develop a

workspace, somewhere that you and your coworkers and clients can meet to get things done.

Another step according to Curtis is to find partners and employees to work with. Although it

would be nice to be the sole owner, having a partner will help financially and employees will

help with work that needs to be done. It is important to do research on your product or service

ahead of time so that you know what you are getting into. Advice given by Curtis is to ask

family and friends what they think about your business idea; in this instance feedback is

crucial.  Funding is the next step in the process and we have $3 million for our startup. There

is also the option of taking out a small business loan, savings, home equity loan, and family or

friends who act as investors.    

There are other ways to go about starting up a business apart from the steps that were

discussed in the last paragraph. It is always important to come up with a business plan and to

identify whom the customer is. (Taulli, 2009) What we did as we came up with The Dugout

Sports Bar is identify each customer and analyzed what was going on with our market and what

the startup costs would be having $3 million. Some advice that Taulli gives is to ask family,

coworkers, and potential customers but do not ask friends because they may be bias towards you.

Raising capital is another big step toward opening your new business. This might take a long

time because investors will be skeptical because they want to see proof that the business is viable

before investing their money. Taulli also talks about choosing a legal structure if you decide to

bring in investors, partners, or signing contracts. This will be discussed more in the legal issues

review of literature.    

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             When opening a new business, specifically a bar, another thing to take into consideration

is choosing a strategic location that is safe, well lit, and has a low crime rate. With PetCo Park

being across the street as well as a park with a playground, this area is ideal regarding safety.

With the alcohol and televisions, we tried to get as many sponsors off the bat in order to get

discounts. This is what Rice mentions in her article is to contract with vendors and ask for price

breaks on items that you will be ordering. It is important to hire a staff that you are able to put

full trust into. Barbacks, bartenders, servers, and cooks are all important because it is easy to lose

money quickly in this business if you do not trust them.

Businesses operating similarly to your business

Sports bars are a popular attraction all around even for those who are not sports fans due

to the atmosphere, food and drinks. These kinds of bars are able to usually provide these things,

but not all succeed in the area of quality for the customers. As we start up our business, we have

taken a look into other sports bars such as bars at the St. Louis Cardinals Ballpark Village and

the Baltimore Orioles Camden Yards, and similar ideas to what we want to see in our bar. The

three main points we want to hit will include: food and beverage, entertainment and location.

Through perfecting these three qualities The Dugout is sure to bring in thirsty fans who want to

come to a place to enjoy a good atmosphere while being able to enjoy their chosen sport as well.

        Starting a bar is a very risky thing to consider, especially counting the statistics on the

survival rate of bars, which is most high for bars that are started from scratch. Choosing to be

classified, as a sports bar can be difficult because in order to bring fans in, you have to have the

right things to capture their attention and make them want to stay. The Entrepreneur suggests that

most sports bars usually have a menu, which is something we desire to have for our bar

(Entrepreneur). Wanting to have our bar across from PetCo Park can allow us to bring an even

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more high revenue in food sales due to the cheaper prices we would have, compared to the

expensive prices of a ballpark. This is something, along with a full bar, that we desire to have in

order to bring in as many fans as possible. Aside from the food, one thing we will extremely

focus on is the kind of entertainment brought to our bar. (Entrepreneur)

        Fans do not just come to a sports bar for cheap beer and food to share with a fellow fan,

they come to watch games or prepare to go to a game. This exact reason is why it will be

important to follow the advice and have entertainment such as televisions so that every seat will

have a view of at least one, all supplying different channels/sports games (Entrepreneur) even

though we plan to have our bar be known for being close to MLB ballparks, there will be no

discrimination to other sports, all sports fans are welcome and wanted at The Dugout. Due to our

location, we will want a big-screen TV in order for every San Diego Padres game to be watched

in the largest way possible, almost as good as being there. For example, at the St. Louis

Cardinals Ballpark Village, one of their many bars or social areas called Fox Sports Midwest

LIVE! In this area, it has numerous amounts of televisions including a 40-foot diagonal LED

screen, “providing St. Louis sports fans with the best sports viewing experiences in the country”

which is something we strive for in our bar (Major League Baseball).

        Location is key when it comes to putting in a bar, especially a sports bar. This is why we

have chosen to put The Dugout in close relation to PetCo Park. This plan has clearly deemed

successful, especially for the well-known Camden yards, home of the Baltimore Orioles. In the

process of creating Camden yards two goals were put out “(1) to keep baseball’s Orioles in

Baltimore and (2) to attract a National Football League franchise to the city” (Chapin) while

number one is the main point that applies to our own goals, the San Diego Padres greatly relate

to the Orioles. Prior to the 2014 season, the Baltimore Orioles have never been a top seed team;

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the Padres have this in common. Since the creation of Camden Yards, the Orioles have been able

to stay and continue to attract a large crowd to their games because of the location/attractions

regardless of their standings. This is one huge quality we want in our bar, we want to be able to

bring people back before and after games creating a community within the fans and our bar. The

bar is there to create a great atmosphere and bring people in who all love the same things such as

sports, beer and good spirits. The location we have chosen is highly important because it can be

possible that we set an example for something such as Camden Yards or Ballpark Village to be

duplicated around PetCo Park.

Legal issues, local and state government, patents that must be filed or obtained for your business

When starting your sports bar or any business for that matter, it is always important to

consider all legal issues with the government. Sometimes you may do things that you have no

idea and it could find your company in a lawsuit and being forced to shut down and owing a lot

of money. The first step is to choose what kind of legal entity you want to be involved in

according to Mandal and Gupta. As a company we chose a general partnership, which is formed

by two or more people. Another thing to take into consideration is where you decide to

incorporate your business, which is in the state of California. Therefore, we will become subject

to the state’s annual franchise tax.  Structure is another thing that is important when dealing with

the stock of your company. The equity of your company can be owned in different forms and

subject to different conditions. (Mandal, Gupta) We structured our bar in the simplest way to

structure the ownership to give out fully vested shares of stock in exchange for a purchase price.

There are so many other things that come in to play from a legal standpoint. It is

necessary to choose a legal entity that protects you from personal liability. Especially our

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business since it is a bar, you must get a liquor license and permit. We need to obtain a permit to

handle food, which we would have to go to the local government office. Regular inspections

would also occur from the local health department. To obtain a liquor license we will have to

work with a state agency such as a liquor control commission. Another necessary license because

it’s a bar, is a license or permit from a fire or police department for crowd control. (NOLO)

Insurance is necessary to have as well in case anything goes wrong in the building at any given

time. What we did was work with an insurance agent who has previous experience writing

policies for restaurants and bars and got all property covered. (NOLO)

On top of these things discussed previously, there are always concerns real estate laws

employment laws, and intellectual property laws. We took care of these things the best we could.

There is a lot of zoning regulations to go through whether you are leasing or building. Anytime

you have employees who work for you, employment law issues may always arise and therefore

have to be prepared. Patenting and other rights have been also been taken into consideration

while we create The Dugout Sports Bar. It is necessary to register your name as a trademark so

there are no copyright infringements. It is also brought up on legalmatch.com that you may want

to license music to play in the restaurant.

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QUICK FACTS

Name of the Organization

The name of our organization is The Dugout Sports Bar.

Location of the Organization and Employees

Our organization is located in San Diego, CA across from PetCo Park at 815 J Street.

There are currently 27 employees hired at The Dugout. There are 5 bartenders, 4 cooks, 3

Barbacks, 8 servers, 2 hostesses, 2 managers, and 3 busboys. The headquarters for The Dugout

are located in San Diego, CA at 350 11th Avenue. There are currently 8 employees at the

headquarters. This consists of the 6 individual investors and 2 secretaries.

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Building Key Elements

The Dugout is located at 815 J Street, San Diego, California (see Appendix 5). The

building, also known as East Village Restaurant is 4,195 square feet, which also includes over

2,000 square feet of additional patio space (see Appendix 8). The building is a second-generation

restaurant/bar that is located in the historic Schiefer & Sons building that was constructed circa

1905. The bar is located within the grounds of PetCo Park. The bar has two bars inside (see

Appendix 1 and 3), a patio running parallel to J Street, and a rear patio that looks into PetCo Park

(see Appendix 2 and 4). The maxim capacity is 200 people. The price to lease the bar is $26 per

square feet for a total of $109,070 per year or $9,090 per month. Its hours of operation are from

Monday through Thursday 11 am to 11 pm and Friday through Sunday 10 am to 2am.

The Dugout headquarters is located at 350 11th Avenue, San Diego, California (see

Appendix 5 and 7). The building is 1,247 square feet and is a two-story loft (see Appendix 6).

The loft comes fully furnished with a full kitchen and two full bathrooms for the staff. Located in

the heart of the East Village, the office is located one block from PetCo Park and only a short

walk to The Dugout. The office is also located next to the Padres Parkade, the public parking

space of the San Diego Padres. The office has a comfortable capacity of 10 people. With easy

access to the CA 94 and I-5 freeway it is an ideal location for employees that commute to work.

The price to lease the building is $2.50 per square feet for a total of $3,117.50 per month or

$37,410 per year. Its hours of operation are Monday Through Friday 7am to 8pm and Saturday

and Sunday 11am to 4pm.

Monetary Expenditures and Revenues

Expenditures

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Lease for building- $9,090 per month/ $109,070 per year

Improvements to bar- $25,000

Lease for office- $3,117.50 per month/ $37,410 per year

Furnish office (furniture and equipment)- $18,000

Utilities deposit- $150

Insurance- $450

Marketing- $ 15,000

Liquor license- $12,000

Employee wages (The Dugout)

Bartender- $20,000 per year x 5= $100,000

Cook- $21,000 per year x 4= $84,000

Server- $15,000 per year x 8= $120,000

Busboy/Barbacks- $6,000 per year x6= $36,000

Managers- $21,000 per year x2= $42,000

_________________________________________

TOTAL YEARLY WAGES: $382,000 per year or $31,833 per month

Employee wages (HQ and Head Bartender)

6 investors- $ 420,000 total per year

2 Secretaries- $30,000 per year x 2= $60,000

_________________________________________

TOTAL YEARLY WAGES: $480,000 per year or $40,000 per month

Alcohol order- $6,000

City of San Diego business tax application- $352

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Miscellaneous expenses- $ 12,000

____________________________________________

TOTAL EXPENDITURES FOR ONE YEAR: $1,097,432 (+ or - $100,000)

Revenues

Predicted first year sales- $3 million (+ or - $200,000 depending on sales)

Sponsorships received- $105,000 per year (average of $35,000 per event)

____________________________________________

TOTAL REVENUE FOR ONE YEAR: $3,105,000

History of your Organization

Previously known as the Southpaw, 815 J Street in downtown San Diego is now known

as The Dugout. After a failed partnership of Good Time Designs in 2012, Prestige World Wide

(or better known as PWW) purchased Southpaw and began to create a new scene for San Diego

Padre Fans to call home. Through the help of 6 private investors and a generous bank loan,

PWW purchased the previously known bar and began their journey to making it one of the

hottest bars in San Diego.

Established on April 26, 2013 The Dugout celebrated its grand opening with a large

crowd in celebration of the Padre’s 2-1 win over the San Francisco Giants. PWW capitalize on

the joyful crowd and enjoyed max capacity for the whole night. The grand opening weekend

would be deemed a success with good sales as well as the Padres sweeping the Giants in a three

game series. This successful weekend would be the foundation for the bar going forward. With

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success in the year 2013, The Dugout Sports Bar established itself as one of the most popular

bars in San Diego.

The Dugout continues to be recognized as one of the key destinations for San Diego

Padre fans. With an excellent menu of appetizers, small meals, and countless drinks The Dugout

has earned its reputation. The Dugout has established itself not only as one of the top bars in the

city but also as one of the top organizations that works with the community. The Dugout pursues

its great reputation beyond the bar.

Mission of your Organization

Our mission is to strive to be the #1 sporting destination in San Diego. We will showcase

the best selection of sporting events and daily promotion, in an effort to create an environment

where sports passions thrive. Management and staff will work hand in hand to ensure that the

level of customer service provided exceeds all expectations. Additionally, we offer a menu that

focuses on creativity as well as quality, to provide the best value for our customers. Our

responsive and innovative approach in listening to our customers will build an organization that

allows us to share our passion for sports, with yours.

Goals of your Organization

With establishing goals for The Dugout Sports Bar, the first goal for the company is to

payback the loans that were obtained from the private investors and the bank. That will be the

bars top priority in the immediate future with aiming at establishing a good relationship and

leading on a positive path for future interactions with both the bank and investors. This goal will

be given a 2-year window to accomplish this goal. Another goal for the bar is to establish

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customer satisfaction and create a great reputation throughout the city. Being a new bar puts The

Dugout at a disadvantage, as the great people of San Diego do not have any knowledge of our

bar. It is our goal to establish a positive reputation of excellent service and an even better time.

This will be a 3-year goal that will have its progress checked year to year.

In establishing a great reputation throughout the city of San Diego there will need to be

some good marketing and brand awareness brought to the community. This will be another one

of our goals. In the short term we will put heavy emphasis on our marketing and brand

awareness. The Dugout wants to establish itself as the spot to be in San Diego. This will take

creative marketing and making our brand known throughout the city.

As a newly established organization the final goal we will have is to mesh together as a

unit. We will focus on balancing our strengths and weaknesses while learning how to work with

one another. In order for our organization to achieve the status we desire, it must start at the

foundation. By establishing the 6 individual investors and having a strong core we can instill our

values and create a culture that will result in excellent business.  

Objectives of your Organization

The first objective of our organization is to become the number one bar in San Diego.

With a prime location and the proper demographic for a bar to survive, we will aim to become

the top bar in San Diego. This is not dependent on sales alone but also will rely heavily on our

relationships with our customers and our community. The Dugout will use its established brand

and its excellent marketing department to instill itself into the community of San Diego.

With the desire to become the number one bar in San Diego, The Dugout plans to

eventually expand into other markets and establish more Dugouts throughout the country. We

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will aim to establish our future bars in similar locations, being across or near baseball stadiums,

and providing the same excellent service that makes us the best bar in San Diego. With this

objective to expand we hope to eventually establish contracts or partnerships with MLB teams

and the MLB as an organization to become the official bar of the MLB. This would entitle us to

prime locations near all major league ballparks in the United States. This goal will be a 10-year

plan, with an immediate 5-year goal to have at least 2 more Dugouts in the U.S.

The final objective will be to establish and maintain a positive relationship with MLB

teams and players. By having a positive relationship with the players and organization of the San

Diego Padres we lay the foundation for growth in the community and the city. The relationship

may lead to cross promotions such as if the team wins you can come to The Dugout for half off

drinks or buy 5 get 5 free wings. The players can be a vital way to bring in customers so they

may interact with their favorite San Diego Padre players. By maintaining an excellent

relationship we can become the bar that the fans and the players want to be at. It would also help

in our pursuit of becoming the official bar of the MLB by having a reference for how we work

with a MLB team and the reputation we uphold.

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KEY HIERARCHICAL MANAGEMENT OF ORGANIZATION

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POSITIONS AND DUTIES

Brodie Speed

James Brodie Speed is the Chief Executive Officer of the Dugout Sports bar. Born and

raised in Lancaster, California, Brodie Speed attended Whittier College and obtained his

Bachelor’s Degree in Sports Management with a minor in Business. One of his professors, Dr.

Barlow, credited him as “The Future of Sports Management.” He would later attend the

University of San Francisco’s graduate program and graduated with his Master’s in Sports

Management. He would excel in the business world by creating his brand BYE. Known now as

one of the world’s top organizations, he would set his sights on a new frontier. With a group of

his fellow Whittier College graduates and his personal friend Seal, Brodie would create Prestige

World Wide. The organization would then purchase a pre-existing bar in San Diego, and create

The Dugout.

As CEO of The Dugout, Brodie is responsible for creating, communicating, and

implementing The Dugout’s vision, mission, and overall direction. Brodie is in charge of

leading, directing, and evaluating the performance of all workers, including other executive

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leaders. The CEO must oversee the complete operation of an organization and make sure that it

is in accordance to the strategic plans that he/she has previously implemented.  Brodie also takes

the extra task of being in charge of the sales department, ensuring that money is being properly

spent and recorded. He oversees the department and has one of his receptionists perform all task

and duties for the sales department.

James Brodie Speed makes $150,000 a year. Brodie works an average of 60 hours per

week. A usual work week consist of Tuesday through Sunday, spending on average 2-3 hours

per day at the bar, making sure it is running smoothly. The other 6-8 hours of his day consists of

being at the office, taking phone calls and keeping an overview of the company. His hours are

usually 7 am-7 pm with some additional hours at the end of the day if needed.

Seal

Better known as the Grammy Award-winning and songwriter, Seal is the Vice President

and head of celebrity endorsements. Born in London, England, Seal debut in 1991 and soon

became internationally renowned singer/songwriter. With his success in the music business, Seal

would look to pursue other business opportunities outside of music. After meeting Brodie Speed

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at an after party for the Grammys, the two became personal friends and business partners. Brodie

would enlist Seal to be an investor and Vice President of The Dugout Sports Bar.

Being the Vice President, Seal is responsible for maintaining awareness of both the

external and internal competitive landscape and keeping track of opportunities for expansion,

customers, markets, and new industry developments. Seal is also the head of celebrity

endorsements. With his fame in the music industry and relations to other celebrities, he acts as a

spokesperson on behalf of the company in the celebrity settings. This entitles him to make

appearances on behalf of the company at events as well as pursue other celebrities to personally

endorse or vocalize their support for the bar.

Seal only makes $50,000 per year, as he does not seek to financially benefit from the

company. Seal works on average 25 hours a week, with most of those coming from a separate

location or in the office. His hours vary due to the strain of maintaining his music career. He acts

as a backstage player but is available when needed for public appearances and celebrity

promotions.

Dan Prevedel

Dan Prevedel is the public relations manager for The Dugout Sports Bar located in San

Diego California. Dan is originally from Denver Colorado and attended Whittier College where

he pursued his business degree. He then went back to the University of Denver where he earned

his bachelors in communications.

The main responsibilities for the public relations manager is to help the bar create and

maintain a positive image, publicizes fundraisers, special events, and discounts. Dan is in charge

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of making sure that on a daily basis, the bars image and reputation are positive and aligned with

the company mission statement. Dan is also in charge of finding community events for the

company to sponsor each year. The company under his guidance has become a regular sponsor in

the annual Jingle Bell run, a local San Diego beach volleyball league, and the Monster Jam that

takes place in PetCo Park each year. Dan also oversees any special events such as parties or

fundraisers that take place at the bar.

Currently residing in San Diego, Dan works 40 hours at The Dugout and earns $60,000 a

year. Majority of Dan’s hours are spent in the office, ranging from 5-7 hours at the office and

usually 1-2 hours at the bar. Dan works a Tuesday through Saturday schedule and works from 9

am-5 pm.

Kathleen Ezell

Kathleen Ezell is currently a part-time manager and a full time marketing manager for

The Dugout Sports Bar in San Diego, California. Originally from Bakersfield, California,

Kathleen attended Whittier College graduating with a degree in Sports Marketing in the year

2016. Her previous professional experience includes working for DDB Worldwide a major

marketing firm residing in San Francisco, California. She is also currently attending the

University of San Diego in their Marketing Master’s Degree Program to specialize and get her

masters in the area of sports marketing. With a large amount of experience and knowledge in

marketing and public relations, she makes for a proper fit in helping manage events and

advertisements for our business.

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Kathleen is in charge of all marketing aspects of The Dugout Sports Bar. As marketing

manager, her tasks include researching and reporting on external opportunities, developing a

marketing strategy, managing budgets, making customer focused decisions and managing the

customer’s journey. Kathleen runs all social media for The Dugout, including our Facebook,

Instagram, Twitter, and checking on our Yelp reviews. Kathleen ensures that our marketing

strategy aligns with the company’s mission statement and goals. Through her leaderships the

company gets marketed to the San Diego area and much more.

Residing in San Diego, Kathleen works an average of 40-hour weeks and makes $60,000.

She spends most of her time at the office, maintaining our social media and researching potential

marketing plans. Kathleen works Tuesday through Saturday and works from 10 am-6pm.

Austin Green

Austin Green is the head bartender at The Dugout Sports Bar. Austin enjoyed playing

golf while he attended Mt. Sac College and Whittier College. After graduating from Whittier

College, Austin began managing restaurants and working as a full time bartender. In 2011, 2012,

and 2013 Austin won the World Bartender Championships, hosted by TGI Fridays. With his

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excellent abilities and quick service, he was quickly hired by fellow Poet Brodie Speed to be the

head bartender at The Dugout.

As head bartender Austin is in charge of running both bars in The Dugout. His

responsibilities are to make the drinks ordered by customers, do daily inventory check, and

report all financial statements from the bars to higher powers. Austin must ensure that service is

not only fast but also made with the proper amount of ingredient and executed to perfection.

Austin works as the head bartender Wednesday through Sunday and occasionally

Monday nights during football season. He works the closing shifts and is the head bartender

during the weekend. Austin makes an average yearly salary of $30,000.

Fortino Santana

Fortino Santana is a full-time human resources manager for The Dugout, which is located

in the city of San Diego California. Fortino was born and raised in Downey, California. After

enjoying a successful career in soccer at Whittier College, Fortino obtained his Masters in

Human Resources from the University of Villanova. Upon graduation Prestige Worldwide

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quickly hired him. After proving to be a vital role in other projects, Brodie sought out his fellow

Poet to head up the human resources department for The Dugout.

Being the human resource manager leaves Fortino in charge of strategic and functional

responsibilities. His responsibilities include planning, directing, and coordinating the

administrative jobs of the bar. He oversees the recruiting, interviewing, and hiring of new staff.

Fortino has personally hired the entire staff of The Dugout, ensuring that all members were

aligned with the company mission statement and goals.

Fortino works an average of 50 hours per week. He makes an annual salary of $70,000.

Majority of Fortino’s time is spent at the office but sometimes he is called to be present at the bar

to either review company policy or make necessary adjustments to the staff. His usual hours are

from 8 am to 8 pm, Monday through Friday.

CLIENTS, PLAYERS, AND PARTICIPANTS

How did you determine the demographic?

We determined our demographic by using PRIZM, which is an important marketing tool.

This program organizes all our demographics into segments, which make it easy for us as an

organization to understand clearly what we are getting ourselves into.

Demographic Group

According to our 92101 area code in San Diego we will be dealing with a median age of

38.8, and an income of about $46,800. The reason for why it is very low is simply most of our

consumers live on their own. So, they don’t have the luxury of having two incomes. Our

demographic consists of mostly Caucasians, but we also have a small amount of Hispanics,

Asians, and African Americans.

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Importance of this group to your success

These demographic groups are viable for the success of our bar. Since we know that

where we are consists mostly of young Caucasians that are tight on cash we must build our bar

accordingly. If we build a bar that appeals to upper class consumers that make over $90,000 a

year, then we are appealing to the wrong group.

History of this demographic with other companies or organizations in your field

We are not dealing with upper class people so our laid back bar setting, with great

drinking deals, will appeal to this middle to lower middle class we are dealing with. One thing

about our demographic is that it consists mostly of Caucasians, and Hispanics. But, these two

demographics prove positive for the laidback bar setting my team and I am looking for. Many

sports bars in our area have done very well, but the high level of competition will make it hard

for us to gain notoriety.

SWOT ANALYSIS

Strengths

One of the strengths of The Dugout is that it is located in a prime location in downtown

San Diego. Located directly across from PetCo Park, The Dugout is located with great

accessibility to fans and locals. Being located near PetCo park and the beach make it a great

destination to get food and drinks. Another strength is that by being downtown, the weekends are

extremely busy and bring a lot of service to the bar. By having constant crowds in a popular area,

the weekends provide a vast amount of business. The final strength is that the area has a younger

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crowd and a sports crowd that are drawn to bars. This group will be driven towards bars to view

games and enjoy drinks.

Weaknesses

There are three major weaknesses that The Dugout must overcome. The first weakness is

that it must overcome the slow business during the weekdays. Monday through Thursday will be

a slow period for the bar and promotions and specials will be needed to make up for lost revenue.

The next weakness is that the bar will be immediately competing with previously established

bars. Having customers leave their usual bars will be a task that the bar will have to overcome.

The final weakness of the bar is that it has a limited menu. Only serving appetizers and small

meals means that potential customers that are looking for food may not chose The Dugout. They

have to compensate for their lack of menu choices.

Opportunities

The biggest opportunity that The Dugout has is the opportunity to expand and grow. It

has the ability to franchise itself and expand into other cities. With 30 Major League Baseball

teams, there are 30 cities to potentially expand the franchise of The Dugout. The other

opportunity that The Dugout has is the chance to be an official bar of Major League Baseball and

all 30 teams. If The Dugout was able to strike a deal with the MLB it could have a bar near or

directly across from every Major League stadium.

Threats

The largest threat is Good Time Decisions and other competition. Good Time Designs is

San Diego based organization that designs bars and restaurants. They currently own over 6 bars

and restaurants in downtown San Diego. This would be the largest competition for The Dugout.

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Other bars owned by separate parties would also be a threat as they may steal customers and

revenue away from The Dugout.

Key decisions for short term and long term

When deciding short and long term goals, there are 3 main objectives that The Dugout

hopes to achieve. The first of those is to have an A+ reputation. The goal of The Dugout is to

have not only top of the line service but also have an excellent reputation with its customers. The

second objective is to be known on a larger scale. That starts by becoming known throughout

San Diego and expanding into the other sections of the United States of America. The final one

is to become the best bar in San Diego, which ties into the first objective. This will only be

satisfied if The Dugout has excellent service and an excellent reputation. With these 3 objectives

in mind we can derive the short and long term goals for the organization.

SPORT MARKETING

Methods of advertisement or marketing of your business or product(s) or service(s)

Some of the methods that we will use to advertise and market The Dugout are: Urbanspoon,

Yelp! Foursquare, Ads at Padres games, Facebook, Twitter, and Instagram. We will rely on

social media to provide free advertisement that can spread quicker than normal flyers.

Reason these methods are a good fit with your organization, product, or service

Urbanspoon is a good fit because it can be accessed on Smartphone’s, Laptops/computers, and

tablets. It gives knowledge to users on how expensive the restaurant is along with pictures and

reviews. This app also allows people to rate the restaurant and information about the business.

This will be beneficial for our business because it will put our name out there, and when users

look for a nearby bar, we will be an option within a reasonable price and a good location.

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Yelp is similar to urban spoon allowing the same information. On the charts, Yelp! Is more

popular and has more reviews than Urbanspoon. A difference in Yelp! Is that you are able to

get discounts, depending on if the restaurant issues them or not. The Dugout will use this in

giving out promotions and discounts if a customer checks-in at our bar from a free beer to

15% off food. This will be beneficial because people will want to come more and check-in

because they are assured discounts.

Foursquare has the same concept as the two listed above, however with check-ins and showing

that Foursquare was used to access allows the user to boost up points for discounts and free

giveaways. The Dugout will use this in giving out promotions and discounts if a customer

checks-in at our bar from a free beer to 15% off food.

During MLB games, ads are put on the screen or banners are hung up in the outfield/behind

home plate. For The Dugout, we would strive to have at least one ad in the outfield of PetCo

Park. This would help fans to see that there is a nearby bar that is in a convenient location that

they can go to after the game, or for next time, go before.

Provide examples (Place examples in document, such as an advertisement in a magazine or

Photo of a commercial on TV)

For examples of our advertisements and social media see Appendix 9-12 in the appendix

section.

Discuss the types and importance of the social media you use?  Provide examples of the ways

you use them.

In using Facebook, we can reach out to nearby Facebook users and begin to build up our

fan base by adding things that relate to MLB, the Padres and PetCo Park. We also can use

Facebook for advertisements on the homepage so that others will see our business without

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having to follow us or us having to try to find them. Facebook is also a great place to have

people check-in at our bar bringing awareness to their friends about what we are. Facebook adds

a personal level with customers, with frequent updates and occasional discounts people will try

harder to keep up with our social media pages.

Twitter is important because it provides a large amount of personal interaction with

customers. Twitter allows for us to talk back and forth and post updates along with potential

discounts, if followers pay attention. This allows customers to feel comfortable and at home

when they actually enter the restaurant, leading to recommendations to friends and returning

customers.

Instagram provides The Dugout to reach out on a more recent social media that has

become quite popular for all ages. On Instagram, we would be able to post pictures and promote

our bar through visuals, aside from writings such as Facebook and Twitter. Promotions,

newsletter as well as all we have to offer food/drink wise can be shown to our followers,

potentially gaining more customers.

SPONSORSHIPS

Guinness Beer will be our main beer sponsor for our bar. We will advertise their beer

around the bar with signs along with promoting their beer as being our main seller. They will

work with us to put on different events and specials for happy hour and receive part of the

commission. Guinness will sell their beer to us 15% off and we will offer it in our bars. In our

part, we will not sell their main competitors beer and on Thursday happy hour, we will have

special offers on Guinness beer for more exposure. A local brewery in San Diego called Alpine

Beer Co who is known for their West Coast Indian Pale Ales will also sponsor us. This

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relationship will go hand in hand and both of us will see benefits. Selling their beer and

sponsoring them will allow them to get exposure to a lot of beer drinkers. This will allow us to

sell quality, top-notch beer, which will attract more people. As a local sponsor Alpine Beer will

sell their beer to us 15%. We will expose their beer around the bar and offer deals on it. Alpine

Beer Co has agreed to help finance our sponsored events throughout the year.

Jameson Whiskey will be our exclusive liquor sponsor and will provide us with an

assortment of quality whiskey and we will provide them with exposure for their product. It will

also add to the Irish theme we have going here with the Guinness beer and the Jameson Irish

Whiskey. Again, Jameson will sell their whiskey 15% off to that and therefore, us is the only

whiskey we will sell in our bar. They too, have agreed to help finance sponsored events

throughout the year.

In order to make sure everyone gets home safe and to promote no drinking and driving,

Lyft will be our official driving sponsor. We will put a promo code at the bottom of each receipt

and that customer will get 10% off their ride.

COMMUNITY RELATIONS

Events we sponsor each year:

1. 2014 Jingle Bell Run/Walk - San Diego, CA Saturday, December 13, 2014 at Balboa Park

2. San Diego Beach Volleyball League

3. Monster Jam, PetCo Park, San Diego, CA January 17, 2015

Jingle Bell Run/Walk

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        The main reason why we chose to sponsor this Jingle Bell run/walk is because it is in the

same city where our bar will be, which is in San Diego. It is also a big event where people

from all around southern California come to participate in. Because this event is a run/walk,

our bar will get a more customers from the running community instead of just the typical fans

of baseball. Since this event is mainly towards raising money for people with arthritis, it will

show that our bar is caring one that supports the arthritis community as well. Lastly, our bar is

a sports bar, which means we are involved with multiple sports even though our focus is in

baseball; we want to open our bar to a more general people in the area.

 San Diego Beach Volleyball League

        Most of the people who participate in this beach volleyball league are younger adults who

want to have fun while playing with friends. Our bar would be the perfect spot for people like

this to hang out, buy drinks, and have a good time. We would sponsor this league by being at

the games and showing our support for local sports in the city of San Diego. It is important for

our bar to sponsor this beach volleyball league because the majority of the people who are

involved in this league are younger adults. Most of the people who play beach volleyball are

looking to just have fun with friends and they would bring a great energy and a younger crowd

to our bar, which is what The Dugout, is all about.

Monster Jam

        The biggest reason why our bar would sponsor Monster Jam is to really expand the type

of customers we would have and since this event is in PetCo Park, our bar would be very close

to it. The majority of people who go to see these Monster Jam events, are for the most part

older males would love to drink and have a good time. It is important for our bar to sponsor

this event because it is a very popular televised event that would help get our name out there to

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more people and not just the individuals in the stadium. As our bar grows with more

customers, we would be able to put more money into these events or other events similar to

these.

LIST OF PROFESSIONAL ORGANIZATIONS USED FOR GROWTH

Nightclub and Bar Convention and Trade Show. Las Vegas Nevada. March 30- April 1.

MADD-Mothers against drunk driving

Lyft

San Diego Padres

San Diego Bar Convention

REFERENCE PAGE

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their-key-downstream-industries/

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http://www.nightclub.com/bar-management/7-steps-that-guarantee-innovation-

success

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APPENDIX

Appendix 1

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Appendix 2

Appendix 3

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Appendix 4

Appendix 5

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Appendix 6

Appendix 7

Appendix 8

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Appendix 9

Appendix 10

Appendix 11

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Appendix 12

Appendix 13

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